joe chernov

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How to Perfect Social Media(Free Version)

February 2, 2010Joe ChernovDirector of Content MarketingEloqua

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Google Search: “Perfect Man”

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Turns Out …

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Google Search: “Perfect Woman”

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Turns Out …

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No Perfect People; No Perfect Formula

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Social Media Has A Packaging Problem

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Everything Has Been Aestheticized

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Social Media Aesthetics #Fail

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What We Need

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Amplification

Applefication

Perfect by Repackaging

1. Simplify: Layer a lightweight “skin” on top of all networks to simplify/universalize experience

2. Empower: Let members determine feeds, taxonomy, terminology, groups/networks to pull content from

3. Expedite: Create “80/20” privacy controls: − 80%: Offer “privacy bundles” for

different member personas (“Open Kimono,” “Secret Boomer,” etc.)

− 20%: Let members fine-tune

What About Brands?

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Two Needs

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“Learning” data

Objective-based Packages

“Learning”: iPhoto Faces, But For Data

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Translation: We’re Trying to Boil the Ocean

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“CMOs have trouble tying social to conversion and sales metrics, determining the right metrics

and how to track them, getting CEO buy-in on metrics, finding the resources to focus on measurement,

and implementing such measurements globally.”

Bazaarvoice 2011 CMO Survey

Objective-based Social Analytics

• Awareness Package• Objectives: Launching a product/category/market• Metrics: Views, fans, clicks, tweets, etc.

• Affinity Package• Objectives: Overcoming a crisis, models for which

retention more valuable than acquisition• Metrics: NPS, sentiment, “Likes,” referrals

• Product Development Package• Objective: Collect feedback for future product/service• Metrics: Reviews, suggestions, QA value, etc.

• Revenue Package• Objectives: Satisfy CEO• Metrics: Attribution, influence, margin, etc.

Stay in Touch

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Joe ChernovEloqua

@jchernovabout.me/jchernov