getting it jobs in social media
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Kelly Ripley FellerIntel Social Media
Center of Excellence
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New Capabilities
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New Tools
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New BuzzwordsEngage
Conversation
ROFL
Connect
Transparency
Authenticity
Second Life
Tweet
IM
Status Update
MonitorText
Mashup
Twittersphere
Listen
Search
Communities
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New ExpectationsMore social media sites in
the top 10 than search sites
51% of consumers want
companies to interact with
them as needed or by
request
43% of consumers want
companies to demonstrate customer service
via social media
85% of American consumers want companies to be
present in social media
More people prefer and trust online user
reviews over marketing
Research shows customers
expect to be heard & want to
engage with brands
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New RolesWriter
Online Customer
Svc.
Social Media Strategist
Social Campaign Mgr.
Software Application Developer
Research/Data Expert
Community Mgr.
Public Relations
Video EditorBlogger
Social Web UI Experts
Lawyer
Privacy & Security Experts
IT Project Mgr
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Organic vs. Amplified Word of Mouth Organic WOM Amplified WOMDefinition Naturally occurs when a consumer is
satisfied with a product and has a desire to share their favorable experience and enthusiasm for a brand.
Occurs as a reaction to marketing activities that are designed to provoke a response and increase word of mouth.
Practices for increasing activity
• Focus on customer satisfaction• Improve product quality and usability• Listen to consumers• Respond to concerns and criticism• Open a dialog • Earn customer loyalty
• Create an online community• Develop tools that enable consumer feedback• Start a conversation• Motivate advocates to promote a product• Send out free samples• Give advocates information that they can share• Use advertising to create buzz • Identify and reach out to influential individuals• Research and track online conversations
Source: Nielsen & Word of Mouth Marketing Association
Social StrategistCustomer ServiceSocial Operations
Marketing Campaign Mgr Community Mgr
Web Developers/Designer
Roles toHelp
Source: Nielsen & Word of Mouth Marketing Association
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Examples of Social Roles Role Social TasksStrategist • Social media guidelines
• Training• Internal social media evangelist• Social media practitioner (blogs, Twitters, etc.)
Campaign Mgr • Integrate social components into marketing campaigns• Often social media practitioners• Large corps: develop agency relationships
PR • Cultivate relationships with influencers, bloggers, media• Help define guidelines for engagement• Social media practitioner
Operations • Develop social assets & infrastructure like websites, communities, etc.• Legal, privacy, & security expertise
Customer Service • Respond online • Track responses & coalesce metrics
Research/Data Expert • Define research guidelines• Deep familiarity with topical & keyword analysis• Metrics like Google Analytics, Omniture, Web Trends, etc.
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The time is right
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Ok, so how do I get one?
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Get off your butt & jump in.
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Join the Conversation
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Blog
You don’t have to write about business…write about a personal passion. Skills will translate.
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I already do all that junk. Now how do I stand out?
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Advertise Your Doggafiddum (be yourself)•People have relationships
with people, not companies
•Sharing “who you are” helps humanize yourself & your company
•Bloggers need to be authentic and transparent
•Personality inspires trust trust builds loyalty
“Personality is the unique, authentic, and talkable soul of your
brand that people can get passionate about.”~Rohit Bhargava, author of*Personality not included
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What is a Personality Moment?
“Your goal should be to more
efficiently turn every such situation
into a personality moment. Brands
that do this successfully are the ones that develop
personality.”~Rohit Bhargava,
author of*Personality not
included
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Blog Post – How might you change it?
Present day enterprise computing may involve thousands of interconnected computers. Users benefiting from the operation of these machines may not even be aware of the vast scale of this infrastructure; the system just "works". This is computing in the large, the enterprise IT equivalent of the cosmological superclusters.
As you sit at your desk laboring over the latest sales figures, do you ever wonder how the computer you’re using--along with all of those in the cubes next to you-- seems to “just work?” You probably don’t even realize how many computers at your large corporation are actually connected to each other, humming away to power the daily grind.
Formal Conversational
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Resume Example
The Big Picture: Dynamic & enthusiastic leader with a passion to achieve measureable results. Positive & upbeat, I strive to provide exemplary service to internal & external customers, & I aim to make work “fun.” Passionate interest in Web 2.0 & emerging social media & marketing concepts. Avid blogger.
My Manifesto: I write blogs. I manage corporate online communities for Intel. I Twitter actively. I play Second Life. I think everything is marketing, even when people say it isn’t. I believe results are critical. I believe in being authentic and human. I think there is no better way to be happy than to make others happy by listening and providing great customer service. I refuse NOT to have fun at my job.
ConversationalFormal
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Tips for Better Conversational Writing• Write in 2nd person (“You” as the
subject)• K.I.S.S. – Keep it short, silly • Write like you were describing
something in a conversation• Use the “Cocktail Party rule”• Fight the bull• Structure of blog post:
– 1st paragraph: set-up (interesting anecdote, story, quote)
– 2nd paragraph: tie to your point– 3rd paragraph: make your point– 4th paragraph: include bullets– 5th paragraph: summarize
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So do big corps get it?
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Yes
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And No• Many companies feel they should be doing social media but lack a clear strategy for how to make use of the “social” nature of the medium.
• Some companies try things that don’t tie back to long-term strategies (like allowing home page to be taken over by Twitter references).
• Some companies allow 3rd parties to speak for them, which is often not transparent or authentic. • Some companies don’t incorporate SM into programs up front, but try instead to shove program messaging down social media channels post production
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How Can You Help Them?
•Do not advocate “agency bloggers” (pretty please)
•Do your homework (um, it’s online)
•Use industry tools (POST)•Don’t assume corps don’t get it (there are often competing objectives at work)
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Building A Plan• POST: Follow this hierarchy from Forrester Research
i.e. tools must be your final consideration– People – define your audience, know how they use social media.
Research is important here– Objective – set the proper social media objective are you
listening to, talking to, or energizing the community– Strategy – establish how you can meet you objectives, consider
mix of on intel.com and off intel.com, if you can author or support the dialogue, and what resources your have to work with
– Tools – determine if video, blogging, communities, or social networks are the right tools for your plan and what platform requirements are needed to see your plan through
Audience Objective Strategy Tools Channel
Tech Setter, shown to be higher than average commentors and critics in social media
Energize an audience around an Intel event Pre,,During and Post Event
Building community buzz,by getting the Community to connect with each other and Intel around the event topics and activities at each phase of the event
Set up event Twitter, Friend Feed and FaceBook Account where we send messages on Pre Event news such as Intel and Industry announcements, associated event dates and locations
Place a link to join these social networks on the event registration page to get pre-attendees to connect in the dialogue
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Kelly Feller - Persona
@KellyRFeller (twitter)
Or text KELLYFELLER to 50500
Disclaimer: Brands & logos are owned by other corporations, not me.
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Resources“Personality Not Included” by Rohit Bhargava“The Attention Economy: Understanding The New Currency
of Business” by Tom Davenport and John C. Beck “Creating Passionate Users” Blog – Kathy Sierra & Dan
RussellConversationsmatter.org – Kelly Feller, Michael Brito, Bob
Duffy & other corporate social media folks“Sin & Syntax: How to Craft Wickedly Effective Prose” –
Constance Hale“How to write a really crappy business blog” –
Conversation Marketing blog by Ian LurieFight The Bull – Bullfighter application for MS Word Marketing Jargon – The Weekly Gripe Blog