Kary Delaria Y'all Connect Presented by Alabama Power June 13, 2014 Birmingham, Alabama Brands don’t mean to be like this, they just want to “find efficiencies” and move people “into the sales funnel as quickly as possible.” They don’t mean to make people feel rushed or pressured, yet every single day, brands in the social sphere keep talking “at” customers instead of having conversations “with” them. This subtle difference is the key to building the best relationships that engage the customer from first-interaction to post-purchase wonderlands.

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The Accidental Jerk:
How Brands Kill the Social Conversation
Kary Delaria
@KaryD | kary@delariaco.com

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Fails to see
opportunity
Limited
listening skillsLacks
empathy
Inserts foot
in mouth
No head for
data
Gives auto
responses
Nervous
around
others
Stiff and
inflexible
Symptoms of an Accidental Jerk:

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Can’t help but feel bad for them.

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The road to my reality.

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The road to my reality.

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The road to my reality.

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The road to my reality.

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The Divide
• No rules!
• Be authentic!
• Know your audience!
• Real-time engagement!
• Rules
• Policy
• Fear
• Latency

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The writing is on the wall.
“It saddens me how social has been co-opted by
marketing to become just another mass
advertising/marketing channel. I think the promise
of social is about relationship development, and I
have always said that.”
- Scott Monty, Adweek
Social media is not a marketing channel. If you
can build social strategies that are designed to
triumph despite that fact, then you are on
your way to securing your career in social
media marketing.
- Augie Ray, ExperienceTheBlog.com

16. @KaryD
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Breaking down the barriers:
1. Align with business strategy.
2. Listen with intent.
3. Create content that provides help, not hype.
4. Establish and empower your staff resources.
5. Push back on the push.

17. @KaryD
#yallconnect
Breaking down the barriers:
1. Align with business strategy.
2. Listen with intent.
3. Create content that provides help, not hype.
4. Establish and empower your staff resources.
5. Push back on the push.

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#yallconnect
Align with business strategy.

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#yallconnect
Align with business strategy.
• Conduct an audit.
• Establish benchmarks.
• Develop a plan.
• Measure with KPIs that matter.

20. @KaryD
#yallconnect
Breaking down the barriers:
1. Align with business strategy.
2. Listen with intent.
3. Create content that provides help, not hype.
4. Establish and empower your staff resources.
5. Push back on the push.

21. @KaryD
#yallconnect
Listen with intent.

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#yallconnect
Get to know them. REALLY know them.
• At the very least, are you visiting their
profiles?

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#yallconnect
Get to know them. REALLY know them.
• At the very least, are you visiting their
profiles?
• Are you listening to what they are saying
when they aren’t talking with or about you?

24. @KaryD
#yallconnect
Get to know them. REALLY know them.
• At the very least, are you visiting their
profiles?
• Are you listening to what they are saying
when they aren’t talking with or about you?
• Are you casting a wide enough net?

25. @KaryD
#yallconnect
“Personas are based
upon how people might
buy your product.
Audience strategies are
built on people.”
- Tom Webster,
Edison Research

26. @KaryD
#yallconnect
Get to know them. REALLY know them.
• At the very least, are you visiting their
profiles?
• Are you listening to what they are saying
when they aren’t talking with or about you?
• Are you casting a wide enough net?
• Are you using this information?

27. @KaryD
#yallconnect
Breaking down the barriers:
1. Align with business strategy.
2. Listen with intent.
3. Create content that provides help, not hype.
4. Establish and empower your staffing
resources.
5. Push back on the push.

28. @KaryD
#yallconnect

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#yallconnect
Provide help, not hype.
• What’s your call to action?
– Is it what your audience needs from you?

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#yallconnect
NOT a call to action.

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#yallconnect
Provide help, not hype.
• What’s your call to action?
– Is it what your audience needs from you?
• Are you a slave to your editorial calendar?
– Can you react and make in real time?

32. @KaryD
#yallconnect
Provide help, not hype.
• What’s your call to action?
– Is it what your audience needs from you?
• Are you a slave to your editorial calendar?
– Can you react and make changes?
• Can you respond (talk with) empathetically?
– Can you avoid canned responses?

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#yallconnect

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#yallconnect

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#yallconnect
Breaking down the barriers:
1. Align with business strategy.
2. Listen with intent.
3. Create content that provides help, not hype.
4. Establish and empower your staff resources.
5. Push back on the push.

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#yallconnect
Establish and empower your staff
resources.
• People have relationships with people…who
are those people?

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#yallconnect
Who are those people?
• Community manager
• Sales staff
• Customer service
• Operations

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#yallconnect
This is going to happen.

39. @KaryD
#yallconnect
Breaking down the barriers:
1. Align with business strategy.
2. Listen with intent.
3. Create content that provides help, not hype.
4. Establish and empower your staffing
resources.
5. Push back on the push.

40. @KaryD
#yallconnect
Push back on the push.
•Vendors and tools
•Policies
•Education and training
•Outside resources
•Moxie and drive

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#yallconnect
Push back on the push.

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Which direction are you going to go?

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All things rise with the tide.

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All things rise with the tide.

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Now…Let’s get to work.

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Photo Credits:
• Baby Image: http://www.babymed.com/sites/default/files/labor_and_delivery_baby.jpg
• Drug Pusher: http://barry-williams.com/wp-content/uploads/2012/05/i-got-colors-you-never-
seen-before.jpg
• Dog Advice: Ben Lansing, BenLansing.com
• Operation: Kary Delaria (taken with iPhone)
• Heart: “Love Isn’t Love Until You Give it Away,” Leland Francisco (http://bit.ly/SlYXKC) Creative
Commons
• There Are No rules: Kimberly Virdure King, http://www.knowingsoul.com/there-are-no-rules/
• Twitter Bird: Brands of the World: http://www.brandsoftheworld.com/logo/twitter-2012-positive
• Pulling Hair Out: Wstera2, http://bit.ly/1hFXrPV, Creative Commons
• Compass: Roland Urbanek, http://bit.ly/1qe5uD6, Creative Commons
• Facebook “like”: Wikimedia Commons,
http://commons.wikimedia.org/wiki/File%3AFacebook_like_thumb.png
• Tug of War: Asset Coop, http://www.assetcoop.com/nsa/PEOPLE/MediaBank0147.jpg
• Trade Show: Flickr Creative Commons
• Road: “Alternatives,” Daniel Oines, http://bit.ly/1jjjsiq, Creative Commons
• Auburn Logo: https://www.facebook.com/auburnu/photos