This document outlines tips for developing a strong social media presence and becoming a social business. It discusses the importance of creating shareable experiences, aligning social media efforts with business goals, understanding one's brand and audience, humanizing interactions, building an integrated online platform, engaging influencers and communities, and continually optimizing strategies. Various models and statistics are referenced to support becoming a socially driven organization from the inside out in a way that enhances relationships and shared value for all stakeholders.

1. What is your
social zoom factor?
Pam Moore
CEO / Founder
Marketing Nutz
Social Zoom Factor
#GetRealChat
#SocialZoomFactor
@PamMktgNut

2. Marke&ng
Nutz
Founders
Pam Moore
CEO /Founder
http://www.pamslinkedin.com
@PamMktgNut
Josh Moore
CCO /Founder
http://linkedin.com/in/joshroinut
@JoshROINut

3. Marke&ng
Nutz

4. Social business
success?

5. Embrace
the
JOURNEY!

6. Social Business
“Becoming a social
business transforms the
organization from inside
out, connecting the internal
with the external in a way
that enhances relationships
and creates shared value
for the people, the business
& ecosystem as a whole.”

7. Social Media
“Means of interactions
among people in which
they create, share, and
exchange information
and ideas in virtual
communities and
networks.”

8. news
no
longer
breaks!
It
tweets!

9. YOU
are the
media

10. is
anyone
listening
to
you?

11. Ready to ZOOOOM?
1. Create a shareable experience
2. Align to biz goals
3. Rock your brand
4. Know your audience
5. Humanize it
6. Build platform for turbo
7. Ignite your tribe
8. Tweak, rinse, repeat

12. People don’t
buy things,
they join
things

13. #1 Create shareable experiences

14. Customer Experience
Most exciting opportunity in 2014 for
marketers
• 20% Customer
experience
• 18% Mobile
• 15% Content
marketing
* Digital Trends Briefing 2014, eConsultancy / Adobe

15. Heathman
Hotel
Travel
Portland

16. ABCs of Social Media
Always Be CARING!
• Listen
• Learn
• Help
• Share value
• Collaborate
• Acknowledge mistakes
• Say sorry
• Imperfect perfection
• Be human!

17. Own
Mistakes
• Poor service at our local
franchise in store and
drive-thru
• Quick response via
Twitter
• Working issues real-time

18. Integrated
Social
Service

19. Have
a
personality!

20. #2
ALIGN
to
BUSINESS
goals

22. Stop the Random Acts of
Marketing (RAMs)
=

23. Don’t
Start
with
Technology
P = People
O = Objectives
S = Strategy
T = Technology

24. Communities Create Markets
Opportunity Harvest
Free
member
Paid
member
Loyal
evangelist
Community Zone Customer Zone
$$

25. #3 The YOU Factor!

26. YOU are your brand

27. Who are YOU?
• Who are you?
• What do you stand for?
• What value do you offer?
• Who do you offer value for?
• What do you need to learn?
• What are your strengths?
• What are your weaknesses?
• What’s your OPCs?

28. My
Brand
is…
• What I say
• What I do
• What I think
• What I tweet
• What I post on Facebook
• What I Instagram
• What I write in email
• What I share
• How I respond
• How I interact on & offline!
• How I drive!
• ME!

29. Be who you want to
be tomorrow, today!

30. Be
humble

31. #4
Know
your
audience

32. 76%
marketers
think
they
know
what
customers
want
34%
have
asked
them
Source: Pivot

33. Niche
social
networks
=
advocates
• 77% consumers more
likely to purchase via
recommendation
• 4x-10x higher
conversion rate for
offers from trusted
advocates

34. Technology
Adop&on
Tech
Enthusiasts
Visionaries
Pragmatists
Conservatives
Skeptics
Geoffrey Moore Technology Adoption Lifecycle

35. Maslow’s
hierarchy
of
needs
Morality,
creativity,
spontaneity,
problem solving,
lack of prejudice,
acceptance of facts
Self-esteem, confidence,
achievement, respect of
others, respect by others
Friendship, family, sexual intimacy
Security of body, employment, resources,
morality, family, health, property
Breathing, food, water, sleep, homostasis,
self-actualization
esteem
belonging
safety
physiological excretion

36. Hierarchy
of
social
community
inspira&on
self-actualization
esteem
belonging
safety
physiological
achieve
connect
inspire

37. Be a curator of goodness
Curate awesome content on a regular basis

38. #5 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

39. think
DNA,
not
tools

40. Instead of cats…
• Entertain
• Educate
• Inspire
• Help
• Tell stories

41. #6. Integrated
Platform
• Integrated platform
that works when
you are not
working!
• Consistent brand
architecture

42. IDC
Predicts
1.3B
mobile
workers
by
2015

43. 90%
mobile
users
have
device
within
arms
reach
100%
of
&me

44. You
have
10
seconds
to
keep
em’!

45. #7 ignite your tribe

46. Embrace
OPCs
Other
people’s
community
&
content

47. Activate Influencers
Platform Tier 1 Target Market
47
VIP Tribes Tier 2 Segments
Blog
Twitter
LinkedIn
Facebook
Content
Syndication
Internal
Family &
Friends
Industry
Influencers
Media
Thought
Leaders

48. #8 tweak rinse repeat

49. Select
tools
AFTER
you
know
WHAT
you
want
to
measure
and
WHY!
leads
sales
brand
thought
leadership
customer
satisfaction
employee empowerment

50. Language matters
LOB/Geo
Stakeholders
Social Strategist/
Community Manager
Source: Altimeter Group
• Business metrics:
revenue, CSAT,
reputation.
• Social media analytics:
Insights, share of
voice, resonance,
WOM.
• Engagement metrics:
fans, followers, clicks.
Corporate

51. You Got This!
1. Create shareable experiences
2. Align to biz goals
3. Rock your brand
4. Know your audience
5. Humanize it
6. Build platform for turbo
7. Ignite your tribe
8. Tweak, rinse, repeat

52. Questions?
Pam Moore
CEO / Founder
Marketing Nutz
@pammktgnut
www.pammarketingnut.com
www.themarketingnutz.com
www.getrealchat.com
www.socialzoomfactor.com