Basics of Social NetworkingCatherine Auriana, eBusiness Product ManagerGlenn Laudenslager, Marketing DirectorNovember 30, 2010

Agenda Overview of Social Networking Examples Best Practices Do’s and Don’ts

What it means for you… Increased time spent 24/7 real-time instant news and information Integration with all of the web (Open Graph—ie. CNN) Business relevance:

85% of buyers expect to be engaged through social media 51% of active Twitter users follow companies, brands or products

on social networks

Social Media is the New Black 85% of customers “expect you to engage with me in

social media” Emails that mention Facebook in subject >38%

higher opens Facebook & Twitter users >38% more likely to open

email High social media users = high level of email usage

also

How Social Networking Changes YOUR Business Real-time access to find out what/where/who

customers…Think Use Plan to spendBuy Plan to do Plan to cutAspire to Plan to be LoveHate Spend AttendRecommend Dislike BudgetWant Like Are friends withNeed Covet Are connected to

How Social Networking Changes YOUR Business Real-time info & convo is competitive advantage

How Social Networking Changes YOUR Business New ways for people to interact during events and

attend events without even being there Live tweeting Live streaming video Real-time “check-in” apps

Live Tweeting

Live Streaming Video

Real-Time Check-In

How Social Networking Changes YOUR Business Enhances business productivity

Examples

Facebook 550 million members worldwide 50% login daily 10% of all time spend on the internet is on FB 30 billion pieces of content shared monthly

Facebook

Twitter

http://www.viralblog.com/wp-content/uploads/2010/05/Twitter.jpg

Twitter

http://www.viralblog.com/wp-content/uploads/2010/05/Twitter.jpg

LinkedIn

LinkedIn

LinkedIn >85MM members in 200 countries 21MM monthly unique US visitors, 47+MM globally

http://www.quantcast.com/linkedin.com#state

Chatter RX social networking tool launched Q3 2010 Connects all global RX employees Ability to share comments, insights, files Similar functionality to other social media sites

Chatter

Other Social Networking Sources Blogs

See who comments, what they say Enewsletters

Provide links/context to create conversations RSS

Feeds from blogs, posts, websites Content and industry-specific sites

Digg, Technorati, Delicious, Reddit

Best Practices

Use Privacy Settings Know what privacy settings are available Use privacy settings to separate professional from

personal

“The blur between our personal and professional identities on social networking sites may seem all too obvious, but the issue is becoming more prevalent as we use sites such as Facebook, Twitter, and LinkedIn as professional networking tools. You could possibly accept a friend request from a business partner who would

raise an eyebrow at the religious beliefs or political views displayed on your profile.”

Use Privacy Settings Facebook

Create lists to organize personal and professional contacts to control what they can or cannot see

Twitter Use a disclaimer: “This is a personal account, opinions expressed here

represent my own and not my employer." LinkedIn

Info on your public profile is available to all Stay aware of info you might not want professional contacts to know: interests,

links, groups, birthdate, etc.

Use Engaging Tone Your tone in social media should be “social” Participate as a person, not an entity Dialogue, not monologue

Use News as Context for Dialogue Share links to news & research Comment on market developments & news Reply to others’ comments Participate in active conversation

Obey Social Media Policy You represent your company as well as yourself Become familiar with specifics in policy

https://emea.salesforce.com/06920000000UsDB

Things to Avoid Over-sharing personal information Sharing private/confidential info including company

data Using a derogatory tone, comments or

controversial topics Questionable imagery

Don’t Let This Be You!

http://www.huffingtonpost.com/2010/07/26/fired-over-facebook-posts_n_659170.html#s115707

http://www.huffingtonpost.com/2010/07/26/fired-over-facebook-posts_n_659170.html#s115707

http://www.huffingtonpost.com/2010/07/26/fired-over-facebook-posts_n_659170.html#s115707

http://www.huffingtonpost.com/2010/07/15/fired-over-twitter-tweets_n_645884.html#s112801

http://www.huffingtonpost.com/2010/07/15/fired-over-twitter-tweets_n_645884.html#s112801

Questions?