The Social Media Life Cycle provides an insight into the stimuli that propels the process of converting content and conversations – via transactions – into recommendations.

2. "Social selling is essentially
a transfer of feelings."
Zig Ziglar
†2012

3. Let's talk about ..
1) Attitude
2) Trustworthiness
3) Social Media Life Cycle
4) Examples

4. ATTITUDE

5. "If you go out looking for a
friend, you're going to find
they are scarce.
: : Attitude

6. But if you go out to
be a friend, you will find
them everywhere."
Zig Ziglar
†2012
: : Attitude

7. With a slight alteration it will look like this:
"If you go out looking for
customers, you are going to
find they are scarce.
: : Attitude

8. But if you go out to
offer your help, you will find
customers everywhere.”
It is just a matter of attitude.
: : Attitude

9. Free Hugs in Sondrio, Italy.

10. Even just watching random
acts of kindness raises your
level of oxytocine.
It makes you happy!
: : Attitude

11. Paul Zak: TEDx on morality and trust.

12. Reciprocity in social media
raises oxytocine.
If you give something to somebody,
people feel the need (obligation) to give back.
: : Attitude

13. Oxytocine lowers
the level of cortisol,
caused by stress.
Was the financial crisis the spark of the social media?
Interesting reseach: males become less empathic under stress than females
due to lower levels of oxytocine during stress. (due to testosterone)
: : Attitude

14. Oxytocine is the
trust hormone.
Oxytocine inflames empathy.
It is empathy that connects us.
: : Attitude
Paul Zak: Oxytocine related to trust

15. TRUST

16. "It is not about who you trust,
but if one is trustworthy."
= Honesty (transparent, accountable)
+ Commitment (pledge, promise, contract)
+ Competence (capable, experienced)
: : Trustworthiness
Onora O'Neill: TEDx on trustworthiness

17. Countries with more
trustworthy people are
more prosperous.
More transactions occur and more wealth is created.
: : Trustworthiness

18. In social media:
1) Emotional drivers got us to participate,
2) Reciprocity raised our oxytocine level,
3) Oxytocine made us more empathic,
4) Empathy is what connects us.
: : Trustworthiness

19. SafeInternetBanking: Just watch ..

20. Who can you trust?
Edelman Trust Barometer 2013
: : Trustworthiness

21. Trust in the financial sector has dropped
from 71% in 2007 to  25% in 2013.
Trust your CEO?  17%
Trust politicians?  7%-11%
: : Trustworthiness

22. Bouwfraude, Lehman Brothers,
Wikileaks, Snowden, Ahold, Alpe
d'Huzes, NSA, Armstrong, bonuses,
woekerpolissen, Palm Invest,
Facebook, Google ..
: : Trustworthiness

23. We have completely lost our
trust in institutions.
But we regained trust in each other through social media.
So you'd better be (and behave as) one of us ..
: : Trustworthiness

24. In social there is no more
B2C or B2B, only H2H
Human to Human.
: : Trustworthiness

25. SOCIAL MEDIA
LIFE CYLE

26. : : Social Media Life Cycle

27. "You will attrack those that
believe what you believe."
Simon Sinek
: : Social Media Life Cycle
Simon Sinek: The Golden Cirle (TEDx)

28. "In being amongst people with
common values and believes,
trust emerges."
Simon Sinek
: : Social Media Life Cycle
Simon Sinek: First Why, then Trust (TEDx)

29. Make sure we understand
who you are, what you do
and why you do it.
What are your believes? How are you helping
others? Why do you care?
: : Social Media Life Cycle
: : : CORE INTENTIONS

30. If we can't see, hear or
feel your core, i.e. heart,
we won't trust you.
Nor can we hold you accountable for
your actions against your words.
: : Social Media Life Cycle
: : : INTENTIONS

31. Seeding Plant a suggestion
Nurturing Value the attention
Harvesting Strive for satisfaction
Spreading Fight for infection
Where is your customer at?
: : Social Media Life Cycle
: : : GROWTH PHASES

32. Seeding
Suggestion Expectation
Nurturing
Persuasion Consideration
Harvesting
Satisfaction Anticipation
Spreading
Retention Delightment
: : Social Media Life Cycle
: : : PAIRS OF ATTRACTION

33. Only 3 ways to participate:
engage (chat)
content (share)
listen (filter)
Don't just make a ton of noise,
but create your own tone of voice.
: : Social Media Life Cycle
: : : SEEDING - #1 Interaction

34. If you want to connect in
social media, empathic
listening is critical.
A way of listening and responding to
another person that improves mutual
understanding and trust.
: : Social Media Life Cycle
: : : SEEDING - #1 Interaction

35. Most of the time:
What we need is not
what we want ..
Through empathic listening and
engagement you'll learn what the
emotional drivers are.
: : Social Media Life Cycle
: : : SEEDING - #2 Relevance

36. There are 8 emotional drivers:
1. Belonging / Love 5. Control / Security
2. Diversity / Change 6. Recognition / Significance
3. Achievement / Progress 7. Challenge / Growth
4. Excellence / Pride 8. Responsibility / Contribution
: : Social Media Life Cycle
: : : SEEDING - #2 Relevance

37. NeedsWants

38. Inter+est will begin if
your suggestion meets
their wants/desires.
Planting a suggestion = charging your
product/service with believes.
: : Social Media Life Cycle
: : : SEEDING - #3 Attention

39. Whatever you suggest,
we'll find out if it's true and
if you are trustworthy.
Sources: web search, social search, reviews,
referrals, influencers, testimonials, press
coverage, advertorials, etc.
: : Social Media Life Cycle
: : : NURTURING - #4 Validation

40. If all's well, and others with
relevant authority vouch
for you: I'll trust you.
Social Proof: 92% will buy from you,
based on recommendations by their peers.
So: who are their influencers?
: : Social Media Life Cycle
: : : NURTURING - #5 Trust

41. You might need to use
some persuasion to get
people to buy now.
Scarcity: when stock is limited, we are
tempted to buy sooner. Understand liking,
consistency and reciprocity.
: : Social Media Life Cycle
: : : NURTURING - #6 Transaction

42. We took the bait ..
Now it's up to you to fulfil
the expectations.
It is your one and only chance
to create an everlasting
first impression.
: : Social Media Life Cycle
: : : HARVESTING - #7 Experience

43. Did you meet or even
exceeded our expectation?
If not, what did you do?
Failing is human, we'll understand.
But make amends as soon as possible.
: : Social Media Life Cycle
: : : HARVESTING - #8 Evaluation

44. Affection comes from
underpromising and
overdelivery.
Time is our most valuable asset. Time spend
on a customer is therefor valuated the
highest: be careful and attentful.
: : Social Media Life Cycle
: : : SPREADING - #9 Affection

45. If you turned satisfaction
into delightment, we're tell
others to buy from you!
We are risk-avoiding. A truthful
recommendation is preventing others
to loose time, money or certainty.
: : Social Media Life Cycle
: : : SPREADING - #10 Infection

46. Every infection is
a start of a new cycle.
Understand the power of suggestion,
persuasion, delightment, social proof and
empathy. Don't miss out and get stuck at
step 8, .. by just doing enough.
: : Social Media Life Cycle
: : : POWER THE NEXT CYCLE

47. Old Spice: The Man Your Man Could ..

48. The Sun: The Woman You'd Your ..

49. DollarShaveClub: Small can get big ..

50. This was the
tip of the iceberg
Collaboration economy – Communities – Crowdsourcing –
Crowdfunding – Co-creation – Content Marketing – Monitoring
– Key Performance Indicators – Trend analyses – Reputation
Management – Mobile Marketing – Social Business Strategy –
Social Media Strategy – Content Strategy – Maker Revolution –
Wearable Technology – Crossmedia Marketing – BigData –
Social Dashboards – Multichannel Marketing – etc.

51. Social is all about empathy. Mind the
emotional drivers, base your stories on
those emotions and start engaging.
Kind regards,
Edwin Korver
@edwinkorver
http://desocialemedia.nl