How are you creating your personal and professional brand with social media? Did you know you are already doing it? No matter what your position is, what title you carry, you are in the business of brand building. Now that we live in the social age (whether you are ready to admit it or not), you have new tools to define and set yourself apart, build a strong support network, and positively change the way you work and live.

1. How to Navigate the Social
Relationship Era
Lora Kratchounova
@scratchmm
March 8, 2012

2. A bit about me and Scratch

3. About Me
Connector

4. Scratch Social Advisory Services
Social Marketing:
• Social Marketing strategy and execution
• Social Content strategy and execution
• Social Marketing measurement and reporting
Social Marketing Audit
• How relevant are digital conversations to my industry and target
buyers?
• What would be the value for my company if we engage with social?
• How do we get started?
• How do we mitigate risk?
Social Marketing Strategy
• Best channel to use for target audience
• Channel-to-audience matching
• Content strategy
• Measurement
4

5. Now it is going to be all about social…

7. Marketing is Evolving
The Evolution of Marketing
• Up to 1980ies: Marketing the past
• 1980-1990ies: Marketing the present
• 2000+: Marketing the future
Marketing the future:
• Products/services are never finished
• Products/services never stand alone

8. 2000ies: What People Buy
• Promise that the brand will continue to deliver
now and in the future
• Trust = the belief that a brand is capable of
delivering now and in the future

9. The Relationship Era
3.27 million hits in Google
I love…. 2.7 million hits in Google
1.19 million hits in Google
21,000 hits in Google
not….
7,900 hits in Google

10. Building a Brand
The new currency of commerce = trust
Trust
Transactions
Source: Imc2: Brand Sustainability Map
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11. Trust…but what about privacy???
Photo: Freddie Lakes, SapientNitro
How do we build a society where secrecy is
not the method for preventing discrimination?
Jamie Heywood, PatientsLikeMe

12. Before we go all social, let’s start with human

13. Understanding Social
Source: Human 1.0

14. We are wired for reciprocity
Source: Human 1.0

15. Why we go out of our way to
punish others
Source: Human 1.0

16. How we make decisions…
Source: Human 1.0

17. Why we look to others
Source: Human 1.0

18. Why we lie to market
researchers
Source: Human 1.0

19. Why status is so important
Source: Human 1.0

20. Why we herd and self-herd
Source: Human 1.0

21. How we get persuaded
Source: Robert Cialdini, Influence

22. Now about social and…YOU

23. Social Media and YOU
Give before you ask

24. YOU and Twitter
• Create your account
• Add your unique voice, passion and expertise
• Find inspiration
• Create lists with your inspirations
• Post, reciprocate, enjoy

25. Twitter buzz: are you listening?

26. YOU and LinkedIn
LinkedIn Groups
LinkedIn Answers

27. YOU and Google +
• Create your account
• Add your unique voice, passion and expertise
• Create lists with your inspirations
• Listen, post, reciprocate, enjoy

28. YOU and Quora
• Create your profile
• List your passions
• Follow smart people
• Ask or answer – be helpful

29. YOU …on the go
Personalized Mobile Readers

30. You …and Your Business
Only 1.4% of companies have their
entire organization engaged in social.
54% block social media at the office
PR
SERVICE
SALES
CRISIS
RECRUIT
PRODUCT
Source: Erik Qualman

31. Books I Love…and Pin

33. Your (social) time now…