Joe Chernov, global director of communications and social media, Eloqua

1. Beyond the Tools Social Media Essentials Joe Chernov/@jchernov Director of Content, Eloqua Co-chair WOMMA Member Ethics Advisory Panel

7. Content Ignites

8. Influencers Decentralized Un-gated Sharable Timing Contrarian Human Controversial Digestible Storytelling Surprising

9. View support as marketing Four Priorities Prioritize “real time” media Feed insatiable appetite for content Avoid ethical trappings

10. “When customers are empowered, customer service is marketing.”

11. Deliver “WOW” through service Best Buy’s instant support on Twitter, Facebook, YouTube Return anytime, as in forever Real people, real knowledge (and really simple)

13. 7’ Douglas fir at Christmas

14. $15 back on $100 spend

15. Loads of high value coupons

16. Free cookware

17. Free goods following storms

19. … your product became tax free … your company was named “best place to work” … a customer raved about you on a top site … an industry analyst said you are hard to deal with … your CEO was fired … a competitor was bought

30. A Few Ethical Best Practices Do disclose / require disclosure of commercial relationship Do respect the “rules” of the venue (no astroturfing) Don’t request a positive review (honesty of opinion) Don’t demand the removal of negative review Don’t make quid pro quo offers to bloggers Don’t forget that clients/employers = material relationship