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Getting Your Social
Business Ready
for Turbo in 2015!
Pam Moore
CEO / Founder
Marketing Nutz
Social Zoom Factor
#GetRealChat
#SocialZoomFactor
@PamMktgNut
Marke&ng	
  Nutz	
  
Embrace	
  
the	
  
JOURNEY!
news	
  	
  
no	
  longer	
  
breaks!	
  
It	
  	
  
tweets!	
  	
  
YOU
are the
media
YOU are your brand
Reveals before it transforms
•  84% people trust
recommendations from
friends & family above
all other forms of
marketing
•  41% people trust
employees more than
CEO or marketing
department (Edelman Trust
Barometer)
People don’t
buy things,
they join
things
1.  Quit doing stupid social marketing
2. Refocus on the customer
3. Align to biz goals
4. Build platform for turbo
5. Ignite your tribe
6. Tweak, rinse, repeat
Ready to ZOOOOM?
stop	
  
stupid	
  
marke&ng	
  
Social Media's Impact on Corporate Identity & Influence - Social Media Strategies Summit Keynote Presentation
Why	
  should	
  we	
  do	
  social?	
  
✗
Instead of cats…
• Entertain
• Educate
• Inspire
• Help
• Tell stories
Human brain processes visuals 60,000 times faster than
decoding text!
Humanize it
•  Think like humans
•  Care about humans
•  Value relationships
•  Listen to other humans
•  Talk like humans
•  Have a personality
•  Show their “human”
•  Make & own their mistakes
•  Are available
•  Know themselves
•  Know their audience
•  Invest in people
•  Take risk
#2 Refocus on the
customer
76%	
  marketers	
  think	
  they	
  
know	
  what	
  customers	
  want	
  
34%	
  have	
  asked	
  them	
  
Source: Pivot
Create shareable experiences
think	
  
DNA,	
  
not	
  
tools	
  	
  
Tech
Enthusiasts
Visionaries
Pragmatists
Conservatives
Skeptics
Technology	
  Adop&on	
  
Geoffrey Moore Technology Adoption Lifecycle
#3	
  ALIGN	
  to	
  BUSINESS	
  goals	
  
Know	
   where	
   you’re	
   going	
   &	
   why!	
  
P = People
O = Objectives
S = Strategy
T = Technology
Don’t	
  Start	
  with	
  Technology	
  
Communities Create Markets
Opportunity Harvest
Free	
  	
  
member	
  
Paid	
  	
  
member	
  
Loyal	
  	
  
evangelist	
  
Community Zone Customer Zone
$$
#4 Design & build
platform for TURBO!
Build	
  it	
  and	
  they	
  will	
  
come	
  never	
  worked	
  
•  Integrated platform
that works when
you are not working!
•  Inspires, engages,
nurtures & activates
•  Consistent brand
architecture
Integrated
Platform
Shoppers	
  consult	
  10.4	
  
sources	
  before	
  making	
  
purchase	
  decision	
  	
  
Source: Google
90%	
  mobile	
  users	
  have	
  device	
  
within	
  arms	
  reach	
  100%	
  of	
  &me	
  
	
  
#5 ignite your tribe
Embrace	
  OPCs	
  	
  
Other	
  people’s	
  community	
  &	
  content	
  
Activate Influencers
33
Platform Tier 1
Target Market
SegmentsTier 2VIP Tribes
Blog
Twitter
LinkedIn
Facebook
Content
Syndication
Internal
Family &
Friends
Industry
Influencers
Media
Thought
Leaders
71%	
  CEOs	
  believe	
  
human	
  capital	
  is	
  key	
  
source	
  of	
  sustained	
  
economic	
  value	
  
YOU are your brand
•  Thought leadership
•  Establish, grow &
enhance brand
•  Support employer
brand
•  Value to career
•  Connect with
influencers
•  Ignite OPCs
Know	
  Employee	
  
goals	
  
Take	
  advantage	
  of	
  an	
  influencer,	
  
you’ll	
  lose	
  more	
  friends	
  than	
  you	
  
earn.	
  Help	
  someone	
  become	
  
influen&al	
  &	
  successful,	
  you’ll	
  
have	
  a	
  partner	
  for	
  life!	
  	
  
Internal
employee
advocates
External
Influencers
Co-­‐Create	
  Content	
  	
  	
  
Find	
  the	
  sweet	
  spot!	
  	
  
•  Passion
•  SME right topic areas
•  Interest in connecting
w/ Influencers
•  Desire to serve customers
•  Wants to build personal
brand
•  Passion
•  SME right topic areas
•  Top goal is serving
audience
•  Interested in co-creating
content
•  Has a listening &
engaged audience
•  Tap into power of OPC (other
people’s content &
community)
•  Decrease time to market /
publish
•  Keep content fresh
•  Increase social engagement
•  Ignite relationships
•  Create new marketing and
sales opportunities
•  Engage employees who
would normally not
participate
Why	
  Co-­‐created	
  
content?	
  	
  
Bridge	
  social	
  divide	
  
•  Co-created content
•  Corporate sponsored
events
•  Podcasts
•  Twitter Chats
•  Webinars converted to
Google Hangouts
•  Video interviews
•  Content syndication
•  Cross-functional
teams
#6 tweak rinse repeat
Source: Altimeter Group
Language matters
LOB/Geo
Stakeholders
Social Strategist/
Community Manager
•  Business metrics:
revenue, CSAT,
reputation.
•  Social media analytics:
Insights, share of
voice, resonance,
WOM.
•  Engagement metrics:
fans, followers, clicks.
Corporate
You Got This!
1.  Quit stupid social marketing
2. Refocus on the customer
3. Align to biz goals
4. Build platform for turbo
5. Ignite your tribe
6. Tweak, rinse, repeat
Questions?
Pam Moore
CEO / Founder
Marketing Nutz
@pammktgnut
www.pammarketingnut.com
www.themarketingnutz.com
www.getrealchat.com
www.socialzoomfactor.com

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