2. Welcome to the
Terada ta Social
M edia Gu idebook
In this book you’ll find:
social Media and teradata ...................... 3
guidelines and First steps ...................... 7
the Five channels – a primer ................ 10
resources . . . . ............................... ........ 22
Why Is socIal MedIa IMportant?
soMe Facts and FIgures…
> Nearly two billion people are currently online. (Internet World Stats)
> 22% of their time is spent in social media. (Mashable)
> Average American internet users watch 30 minutes of video online per day.
(comScore)
> Social media use among baby boomers 55-64 rose to 43% in December 2010.
(Marketingcharts.com via David Erickson)
2
3. social Media
Chapsoeial 1:edia and teradata
t rM
c
guidelines
the BIg socIal MedIa
pIcture For teradata.
our goal: Create brand awareness
in business and IT communities.
our objective: Use relevant
social media channels to increase
dialogue, creating brand awareness
the Five channels
in the social media sphere.
resources
3
4. social Media
What Is socIal MedIa? socIal MedIa categorIes
and channels
social media and networking is:
Teradata has selected five social media categories
> A way to communicate and connect with your family, and their primary channels to help us achieve our goals
friends, colleagues, and others. and objectives:
> A way of using the internet to instantly collaborate and social media category primary channel
talk about ideas or causes.
Business-oriented (professional) LinkedIn
> A world where anyone can be a publisher, reporter, artist,
guidelines
filmmaker, or photographer. Business media-sharing SlideShare
Microblogging Twitter
What does socIal MedIa Social networking Facebook
Mean to teradata?
Video-sharing YouTube
social media allows us to:
> Express our company’s human voice.
the Five channels
> Share knowledge and information.
> Share ideas in progress, and let others join in.
hoW you can help
Social media is an effective, low-cost vehicle for achieving
Teradata business objectives. You can use it to help Teradata by:
> Networking with the right people.
> Increasing traffic to Teradata.com.
resources
> Monitoring the competition and Teradata’s reputation.
> Helping create awareness about Teradata.
4
5. social Media
Business-oriented social media sites allow you to present social networking sites allow you to
a business profile to: construct a profile to which you can:
> Communicate with professionals you know and trust. > Post content and photos.
> Meet and network with people in your industry and others. > Choose to connect to other users.
> Identify and create sub-groups for discussing specific > View other users’ content and
topics or challenges. connections.
linkedIn is one of the most popular business-oriented Facebook is one of the most
guidelines
social media sites. popular social networking sites.
Business media-sharing sites allow you to: youtube is one of the most popular
video-sharing web sites. Video-
> Share slideshows, video, and audio files.
sharing sites allow you to:
> Establish industry, thought, and product and services
> Upload video clips to a web site.
leadership.
> Use the service (or host) to store
the Five channels
> Raise brand awareness and generate new relationships.
videos on its server so others can
slideshare is one of the most popular business media- view and comment.
sharing sites.
Microblogging sites offer a form of blogging, but with
shorter content than in traditional blogs. twitter is one of
the most popular microblogging services.
> Entries might be simple short sentences or a single
picture or link.
resources
> Subject matter might include “what I’m doing now” or
“check out this story or site.”
> Dialogue and conversation are easy and fast.
5
6. social Media
teradata’s socIal MedIa strategy Increase and enhance our web presence and
and What It Means to you blog conversation
Keep these ideas in mind when engaging in social media: Teradata’s web presence is an important communication
and lead generation tool.
Monitor and engage > Discussing and promoting Teradata helps elevate awareness.
Use social media to check out the word on the street about Teradata.
> Generating new content about Teradata or mentioning
> Read and listen to what people are saying and don’t be afraid to Teradata.com helps to enhance our image.
participate.
guidelines
Integrate with planned marketing tactics
> Take the opportunity to promote Teradata and debunk myths.
Consider social media as a way to enhance our current
marketing mix.
create and leverage content
You can help by being a good storyteller and generate content that puts > Social media opens the door to new options for collateral
Teradata’s best face forward by telling the online world. and sales tools, podcasts, videos, web seminars, and
Teradata.com.
> Share content, such as press releases, white papers, customer wins,
awards, and teradata.com and Teradata Magazine content. capitalize on Teradata Magazine
the Five channels
> Don’t be afraid to comment on what you read and correct misconceptions. > Teradata Magazine is a customer-focused publication that
accurately reflects our corporate strategy.
> Teradata Magazine explores hot topics and trends, and
features third-party and industry expert input.
> Visit teradataMagazine.com, and share its content.
Measure and report
Teradata measures and monitors its social media strategy to
help refine our marketing approach and tactics.
resources
> Monthly metrics show Teradata site visits and referrals and
the number of followers of our efforts on the five social
media channels we address.
6
7. social Media
Chapgerelin: s and First steps
t id 2e Keep these guidelines in mind:
> setting up social media – If you need help, contact
u
social.media@teradata.com.
> don’t tell secrets – Avoid publishing confidential company
information, such as unpublished details about our software,
teradata’s current projects, future product ship dates, financial
socIal MedIa information, research, trade secrets, and advance earnings.
guIdelInes
> protect your own privacy – Don’t post information that
guidelines
The bottom line you don’t want the world to see.
is to use your > Be honest – Don’t blog anonymously, or use pseudonyms
common sense, or false screen names. Don’t say anything that’s dishonest
and keep your or misleading.
audience in mind. > respect your audience, teradata, and your coworkers –
Don’t say anything Teradata’s employees and customers reflect a diverse set
negative about of customs, values, and points of view. Be yourself, but be
respectful.
Teradata. If you
the Five channels
make a mistake, > protect teradata customers, business partners, and
apologize, fix it, suppliers – Don’t reference customers without their
approval, discuss confidential details of a customer
and move on.
engagement, or trash or embarrass anyone in the Teradata
community.
> controversial issues – If you see misrepresentations
made about Teradata, point them out with respect and
provide facts.
> Be the first to respond to your own mistakes – If you make
an error, admit it and correct it quickly.
resources
> don’t forget your day job – Make sure that your social
media time doesn’t interfere with your job.
7
8. social Media
social media tips – a few more get started
ideas that will contribute to a
You may be inexperienced or uncomfortable with social media, or view
successful experience:
it as time-consuming. Here are some tips for familiarizing yourself with
> For best results, write about what social media and becoming more comfortable with the technology:
you know.
> Use a spell-checker and take time to
don’t be afraid to hover
edit and reflect. Watch and listen for a while. Set up an account, and keep a low profile.
Check out what’s being said and how people are saying it, and hang
> If in doubt over a post, ask someone
around until you’re comfortable joining in the discussion.
guidelines
else to review it first.
Follow people you admire and who inspire you
Start by connecting with friends and experts you know
and respect. Watch what they say and how they work in
the channel to learn online etiquette.
Blogging tips and guidelines
the Five channels
Blogs start conversations and generate buzz, and can be
a great addition to our marketing, public relations, and
brand mix alongside Teradata.com.
resources
8
9. social Media
Blogging: getting started
> Here’s a good site to begin with:
www.wikihow.com/start-a-Blog
> Find Teradata blogs here: blogs.teradata.com
> Consider your blog as a chance to build a
dos and don’ts
community and not as a promotional or
marketing tool. > Don’t promote yourself or Teradata at the expense of your readers’ attention.
> Share your expertise and bring something new > Be short and to the point. Some of the best blog posts are only a couple of
guidelines
to the table. And write it yourself so it reflects paragraphs.
your personality.
> Don’t treat your blog as an extension of your press center.
> Include photos and other visuals to generate
> Get permission from your manager to speak on behalf of Teradata.
interest. Also make sure to use tags,
descriptions, and titles to enhance search engine > Don’t share Teradata information that is confidential and proprietary – such as
optimization. trademarks, upcoming product releases, sales, finances, company strategy, or
anything that hasn’t been publicly released by the company.
> Ask readers to participate and always reply to
the Five channels
comments. > Don’t use the Teradata logo or trademarks on your blog without written
permission.
> Share your blog and other blogs you like via
the social media channels. Blogging platforms > Know that Teradata can discipline you for commentary, content, or images
typically have RSS built in, making sharing with that are defamatory, pornographic, proprietary, harassing, libelous, or that can
Facebook and Twitter effortless. Encourage the create a hostile work environment. Using copyrighted materials, unfounded or
use of Digg, Reddit, and StumbleUpon so visitors derogatory statements, or misrepresentation can also result in disciplinary action.
can add your blog to those sites.
> Write knowledgeably, accurately, and professionally. Even if you make it clear
> Blog regularly so your readers won’t lose you’re not officially speaking on behalf of Teradata, your posts will still create an
interest. Statistics show that mornings (just opinion of Teradata in the minds of your readers.
before noon) are the best time to post for
> Don’t sell any product or service that would compete with Teradata. If in doubt,
the highest readership – particularly Saturday
resources
talk with your manager.
mornings.
> If you’re contacted by the media about Teradata, refer them to the PR or HR
> Read and comment on other blogs.
departments.
9
10. social Media
ChaptFivr ch:annels – a primer
the
ee 3
Some of you are frequent
users, some are casual, and
guidelines
some of you avoid social
media altogether. In any case,
linkedIn, slideshare, twitter,
Facebook, and youtube
represent the core of today’s
social media channels. This
section will give you the basics
the Five channels
you need to set up accounts
and see how participating
can benefit you and Teradata.
For more comprehensive
information, see helpful links
in the Resources chapter.
resources
10
11. social Media
lInKedIn
suggested uses: communicate and
network to each other internally and
to very specific groups.
LinkedIn is a professional networking site for making
business contacts, exchanging advice, sharing
business opportunities, and manifesting thought
leadership and expertise. Creating a LinkedIn group
guidelines
allows you to send very specific messages and offers
to a highly targeted group.
> 81% of business-to-business marketers use LinkedIn linkedin.com/companies/teradata
(BtoB Magazine and the Association of National
Advertisers).
> Teradata has more than 8,600 LinkedIn followers
and 3,000 group members.
the Five channels
getting started and using linkedIn is easy…
> LinkedIn has 90+ million members in more than
200 countries.* create your account – Go to linkedIn.com, and create a Profile. This is your online
resume, and adding personal interests, hobbies, and activities will give personality
> A new member joins approximately every second.* to your profile.
> Executives from all Fortune 500 companies adjust your settings – This includes everything from your home page set up to
are members.* privacy and email notification choices – and there are many options.
* Figures provided by LinkedIn.
answer the “What are you working on?” question – You can update this whenever
you visit, or leave blank if you wish. After five days, LinkedIn will remove your status.
Build your network – Begin searching for and connecting with people you know. You
resources
can also upload your contacts, and then request a connection. Make it work for you!
Use LinkedIn to ask and answer questions, introduce colleagues, and learn from your
professional network. Once you get familiar with connecting with people, you can
build groups based on anything from common interests to project participation.
11
12. social Media
engagement tips
> Build a solid professional profile.
Benefits for teradata > Showcase who you are through talents, background, experience, and interests.
> Enhance internal and external communication > Upload a professional image.
and image among employees, third parties, and
customers. > Personalize your message when asking for a connection or recommendation.
> Share and find business opportunities. > Add your profile link to your email signature.
guidelines
> Present Teradata industry leadership. > Include your Twitter link on your profile.
> Get active in LinkedIn Answers.
Benefits for you
> Become a follower of both the Teradata group and Teradata corporate LinkedIn
> Get to know current and potential clients, service
profile (two separate LinkedIn groups).
providers, and subject matter experts.
> Collaborate on tasks and projects.
dos and don’ts
the Five channels
> Complete your profile.
> Make your interactions personal.
> List your current position and past two positions.
> Give recommendations first, then request at least
three from others.
> Don’t become an invitation spammer and confuse
quantity with quality.
resources
12
13. social Media
slIdeshare getting started on slideshare is easy…
Visit and view – Go to slideshare.net and search for
suggested use: distribute presentations externally; a topic, company, or individual name you’re interested
establish industry, thought, and product leadership. in. Type Teradata into the search box and view any
SlideShare lets you share presentations, documents, and PDFs with a public presentations posted.
professional community. Content examples are solution, product and service,
create an account and follow teradata – To create
customer, and strategy presentations. Registered users can share their own
an account, click on register, and enter the basic
work, and comment on, download, and disseminate other users’ material.
information for username, password, email, and
Content that goes viral through other blogs and social networks can drive
location. You’ll be asked what kind of account you
guidelines
traffic to teradata.com, generate leads, and establish brand presence and
want to set up; as an individual user, just leave the
industry leadership.
default setting in place. As a registered user, you can
follow other users (like Teradata), upload files, embed
into blogs and web sites, create webinars or audio
presentations, and even send out conference invites.
share teradata presentations – Send your material
to social.media@teradata.com to share with other
SlideShare followers. It’ll be checked to make sure
the Five channels
it’s right for an external audience, aligned with our
branding efforts, assigned appropriate tags to help
the right people find it via search, and posted. Please
do not post Teradata material directly to SlideShare
via your personal account.
slideshare.net/teradata
resources
13
14. social Media
engagement tips
> Sign up to become a Teradata follower; ask others to follow the
Teradata SlideShare channel.
Benefits for teradata
> Expand your network of contacts by joining groups.
> Establish industry, thought, and product leadership.
> Embed slideshows into your own blog or LinkedIn.
> Presentations go viral as followers pass on material.
> Post on your topic regularly and do timely updates.
> Drive traffic to Teradata.com using embedded links.
> Synch audio to your slides.
guidelines
Benefits for you
> Create a slide that links viewers to other assets on teradata.com.
> Access the latest industry material, including competitors’
presentations. > Include a call-to-action.
> Get the word out on your professional activities and ideas. > Use Facebook and Twitter to link to presentations on SlideShare.
> Contact social.media@teradata.com to get your
dos and don’ts
presentation added to the Teradata corporate SlideShare
> Limit presentations to 10-25 slides. channel.
the Five channels
> Don’t use animation or customer content.
> Close with a single slide linking to
Teradata.com.
> Include notes when you can to add to
user’s understanding and knowledge
retention.
resources
14
15. social Media
tWItter some twit
ter stats*
> 175 millio
n registere
d users an
suggested uses: create dialogue about relevant > Average d 300,000
of 140 milli new users
on tweets per day.
topics. push out information about what’s new on per week. per day an
d 1 billion tw
eets
teradata.com, in Teradata Magazine, and in the news. > Users wit
h a biogra
support teradata events and web seminars. phy on Tw
from Dece itter increa
mber 200 sed from 3
9 to Decem 1 to 69%
Twitter is an online microblogging site where you can share your > Friday a ber 2010. (P
t 4 p.m. ES ew)
T is the mo
ideas and thoughts about subjects you’re passionate about, or (Dan Zare st retweeta
lla and Hu ble day/tim
bSpot) e of the w
simply to offer up a snapshot of what you’re doing at any given * Figures
eek.
guidelines
provided
by Twitter
moment. Tweeting via computer or smartphone is like sending an IM
to all of your followers at once. It’s great for building relationships,
making contacts with other industry professionals, and getting
information on topics that interest you. getting started and using twitter is easy…
The annual growth in the number of visitors to Twitter’s site is an create your account – Go to twitter.com, and click the get
astounding 1,105% (comScore). Teradata’s Twitter account now has started button. Enter your name, username, email address, and
more than 4,000 followers. then complete your profile and account information, and add a
profile picture. Include a link to your own web site or blog, or to
the Five channels
Teradata.com. Use the Devices tab to connect to your mobile
phone to receive or send messages via text.
look for friends – Click on Find People, and search for friends,
relatives, colleagues, and groups. Then click on the Follow button
to see what they’re tweeting. (They may have to accept you as a
Follower before this can happen, as you will when people want to
follow you.) You can see who your connections are following and
connect with those people.
Find your interests – Use the Search box and look for people who
have tweeted about topics you’re interested in, including Teradata.
resources
start tweeting – Just start posting. On the home page, type your
message in the box on top, and click Update. Say what you’re
doing, post a link, or ask a question. Keep it short. Tweets must be
twitter.com/teradata under 140 characters.
15
16. social Media
> Report spammers.
> Use URL shorteners to share links with others and help them
retweet you.
Benefits for teradata
> Debunk misinformation about Teradata. > Don’t use all 140 characters: use the 120 character rule to
encourage others to retweet you.
> Push out information about what’s new and happening on
Teradata.com, in Teradata Magazine, and in the news. > Include a complete name, photo, and bio.
> Support Teradata events and web seminars. engagement tips
guidelines
> Retweet posts that you find interesting.
Benefits for you
> Build relationships with industry professionals and old and > Follow people who have followed you.
new friends. > Share music, videos, and photos with your followers.
> Get information about topics that interest you. > If you want someone to retweet, ask!
dos and don’ts > Use #followfriday or #ff to suggest Twitter accounts that others
should follow.
the Five channels
> Learn Twitter lingo (RT, @, DM, and #) before you start.
> Follow hashtags (#) for events you are attending or interested in.
> Use direct messages only for private messages.
You can find new followers or new inspiration for tweeting through
> Don’t expect to get followers right away. You need to create posts these streams.
the community finds valuable. Hint: use links to relevant assets.
resources
16
17. social Media
some Fac
FaceBooK ebook sta
ts*
> 600 milli
on+ active use
suggested uses: put a face and a personality to teradata rs.
> 50% of a
ctive users log in
with lighter content, including photos and videos, > People s
daily.
pend more
games, informal polls, and employee recognition. Facebook than 500 b
illion minu
. tes per mo
Facebook is one of the most personal social networking sites nth on
> 250 milli
on+ people
available, and it’s making great strides in creating a business-friendly use Faceb
> During a ook Conne
n average ct every m
environment. 20-minute onth.
1,587,000 period in 2
wall posts 010, there
10,208,00 , 2,716,000 were:
guidelines
Facebook had the reputation of being a social site for kids only. 0 commen photos up
ts posted. loaded, an
But today, the fastest growing Facebook demographic is users 35 * Figures (AllFacebo d
provided
by Face bo
ok . ok.com)
years and older, with a huge surge from the 55-and-over user base.
Teradata’s Facebook page currently has more than 3,100 fans.
getting started and using Facebook is easy…
create your account – Go to facebook.com, and choose Sign Up
Now. Enter your name, email, password, and other basic information.
You’ll get an email asking you to follow a link to confirm your account.
the Five channels
Be careful not to choose to add everyone on your contact list.
set up your profile – Enter as much information as you wish in
categories called Basic, Personal, Contact, Education, and Work. It’s
a good idea to add a profile picture.
adjust your settings – Click on Settings to control who sees your
profile and posts.
get going! – Find your associates, friends, and relatives using the
search tool and by uploading your personal contact lists. Those
you invite to be a friend will have to okay you, and vice versa. Share
pictures, videos, web links, and more. Check your “News Feed” to
resources
facebook.com/teradata
see what’s up with your connections, and manage your Profile page
so that it reflects who you are. Use the search box to find friends,
interests, and business pages, like Teradata’s.
17
18. social Media
dos and don’ts
> Fill out your profile completely.
Benefits for teradata > Adjust your privacy settings to your preferences.
> Push out information. > Don’t overpost your status updates. Post only as frequently as
you would want to read others’ posts.
> Create campaigns, content, and awareness devices.
> Don’t create more than one account (more than one is a violation
> Promote products.
of the terms of service).
> Build new relationships and nurture existing ones.
guidelines
engagement tips
Benefits for you
> Share photos, videos, and links with your contacts.
> Connect with old friends and new associates.
> Like and comment on your friends’ updates.
> Share updates and information about yourself.
> Tag a friend in your status updates by using the @ symbol
> Post content you find interesting and participate in before their name. This adds your status update to their profile
interesting discussions. and increases your engagement.
the Five channels
resources
18
19. social Media
youtuBe
suggested use: Viral video dissemination
YouTube is a video-sharing web site where individuals
and organizations can upload videos, ranging from
amateur productions on video and webcams to
highly produced corporate, news media, and music
presentations. Subject matter can include customer
testimonials, product/service introductions, product
guidelines
demos, events promotion, thought leadership
productions, video blogs, and more. Non-registered
viewers have access to videos, but you must create
an account to upload. youtube.com/teradata
tats*
youtube s ily on YouT
ube,
getting started and using youtube is easy…
atched da
the Five channels
w
videos are ed every m
inute.
> 2 billion o is upload
urs of vide create your account – Go to youtube.com, and click on Sign In if you already have
and 24 ho an was
60 days th
eo is uplo aded every orks in
a Google/Gmail account (you can use the same login and password since YouTube
> More vid ision netw
ajo r U.S. telev is a Google service). If you don’t have a Google account, click on Create Account,
all three m
created by sign up, provide an email address, password, user name, and some other basic
60 years. the site
e the U.S.; information. Then check the email address you provided, and follow the instructions
s from outsid
affic come
> 70% of tr ntries.
to complete the registration.
in 25 cou ube.
is localized y on YouT
s 15 m inutes a da Watch videos – Your YouTube account gives you a home page, search box, and
user spend
> Average of all traffi
c on options to see popular videos and videos that are being watched now. There’s also
ile predic ts that 60% Tube
> Bytemob ideo – You a Recommended for You section that’s based on your past viewing history. You can
11 w ill be for v
web in 20
the mobile e of that.
also subscribe to channels that interest you.
percentag
resources
represe nts a large
e.
upload videos – From your home page, click Upload. Videos can be in high
by YouTub
provided
* Figures
definition, up to 2GB in size, 10 minutes long, and in a wide variety of formats
(.mpeg4, .avi, .mov, .wmv, .flv). There’s even a paid option to promote your content.
19
20. social Media
engagement tips
> Share links to videos from other social media channels.
Benefits for teradata > Ask people to subscribe to the Teradata channels.
> Economical and creative way to share messages > Ask people to share your video and like it on YouTube;
about products and services. ask for comments.
> Videos go viral as people pass on interesting > Provide a link to other Teradata assets on the web.
content.
> Include a call-to-action in the description or in the video.
guidelines
Benefits for you > Create content specifically for YouTube.
> Share videos for free and store videos without using
> Practice rich metadata techniques – use tags,
your own bandwidth.
descriptions, and titles, for example.
> Access huge amounts of informational and
> Include video in viral campaigns.
entertaining content.
dos and don’ts
the Five channels
> Shorter is better. We lose viewers after one minute
15 seconds.
> Visuals capture more viewers and hold attention
longer than talking heads.
> Tell viewers something they’ve never heard before.
> Be daring, entertaining, and compelling. Use a
spokesperson who has energy and personality.
> When filming a person, get close so both audio and
picture are clear.
resources
> Contact social.media@teradata.com to submit
ideas or YouTube videos.
20
21. social Media
pushIng Buttons at teradata.coM
Finally, a few words about those little social media icons you see at the
bottom of stories all over the web, including Teradata.com. These include
Facebook, Twitter, and LinkedIn, and other social news sites, like digg,
reddit, and StumbleUpon.
A large part of social media is sharing your web experiences with others.
You can easily share stories you see and like with your social media
communities by clicking on these icons and following instructions to post,
guidelines
tweet, or share. This is a great way to spread the word when you see
something new on Teradata.com.
the Five channels
resources
21
22. social Media
C :
hapterr4ources
es
guidelines
helpFul lInKs and glossary
The following pages provide
some helpful links/URLs and a
glossary of terms for you to use
as a quick reference guide. See
the help sections of the social
media channels for more detailed
the Five channels
information.
resources
22
23. social Media
helpFul lInKs twitter resources:
mashable.com – blog about social media and > tweepsearch.com – search engine that enables you to search the bios of
technology. Tweeple (Twitter users) by entering keywords. Make sure to use specific
keywords in your bio.
danschwabel.com – blog resource for social media.
> twaitter.com – web tool that allows you to schedule tweets in advance.
bit.ly – utility that allows users to shorten, share,
and track links (URLs) to make sharing easier > blastfollow.com – web tool that allows mass follow of all Tweeple following
and leave valuable space for messaging and a particular hashtag.
conversation.
> twitter guidebook – mashable.com/guidebook/twitter
guidelines
namechk.com – web site that searches all social
media channels for your username of choice. linkedIn resource:
> how to use linked in for business – blog.hubspot.com/blog/tabid/6307/
teradata corporate social media accounts bid/5641/Free-eBook-How-to-Use-LinkedIn-for-Business.aspx
You can follow Teradata on these channels:
youtube resources:
linkedin.com/companies/teradata
> getting started – youtube.com/t/about_youtube
slideshare.net/teradata
the Five channels
> community guidelines – youtube.com/t/community_guidelines
twitter.com/teradata
> help articles – www.google.com/support/youtube
facebook.com/teradata
social media marketing resource:
youtube.com/teradata
> hubspot.com/social-media-marketing-hub
flickr.com/photos/teradatanow
Facebook resource:
> Privacy guide – mashable.com/2011/02/07/facebook-privacy-guide
social news sites:
resources
> digg.com
> reddit.com
> stumbleupon.com
23
