generation s bridging the social divide #ibmconnect inv109
Post on 17-Oct-2014
2.331 views
DESCRIPTION
Generation S is the first generation that self selects to be part of the generation. Welcome to Generation S, the social generation. It spans all demographics and is not limited by age, location or education. http://www.pammarketingnut.com/2014/01/generation-s-bridging-the-social-digital-divide-ibmconnect/ It's time we acknowledge the social digital divide. We are leaving out entire segments of people who don't understand the social media technologies. As a result many business marketers are talking to themselves instead of with customers, partners & industry leaders. Brand evangelists and subject matter experts have information to share, they want to engage but they don't know how. There is a younger generation thirsty for their knowledge. To bridge the social digital divide we must acknowledge the people being ignored and find ways to engage them in the conversation, enable them to share their knowledge. By using mediums such as audio /video we can tap into their wisdom and then package the conversation up for social ecosystem to devour.TRANSCRIPT
![Page 1: Generation S Bridging the Social Divide #IBMConnect INV109](https://reader034.vdocuments.mx/reader034/viewer/2022051816/5441526cb1af9ff34b8b46c8/html5/thumbnails/1.jpg)
© 2014 IBM Corporation
INV109: Bridging the Social Divide – C-Suite & Beyond
Pam Moore, CEO / Founder, Marketing Nutz @PamMktgNut
![Page 2: Generation S Bridging the Social Divide #IBMConnect INV109](https://reader034.vdocuments.mx/reader034/viewer/2022051816/5441526cb1af9ff34b8b46c8/html5/thumbnails/2.jpg)
Embrace the
JOURNEY!
![Page 3: Generation S Bridging the Social Divide #IBMConnect INV109](https://reader034.vdocuments.mx/reader034/viewer/2022051816/5441526cb1af9ff34b8b46c8/html5/thumbnails/3.jpg)
Guarantee = CHANGE
![Page 4: Generation S Bridging the Social Divide #IBMConnect INV109](https://reader034.vdocuments.mx/reader034/viewer/2022051816/5441526cb1af9ff34b8b46c8/html5/thumbnails/4.jpg)
news no longer breaks!
It tweets!
![Page 5: Generation S Bridging the Social Divide #IBMConnect INV109](https://reader034.vdocuments.mx/reader034/viewer/2022051816/5441526cb1af9ff34b8b46c8/html5/thumbnails/5.jpg)
IDC predicts 1.3B mobile workers by 2015
![Page 6: Generation S Bridging the Social Divide #IBMConnect INV109](https://reader034.vdocuments.mx/reader034/viewer/2022051816/5441526cb1af9ff34b8b46c8/html5/thumbnails/6.jpg)
90% mobile users have device within arms reach
100% of time
![Page 7: Generation S Bridging the Social Divide #IBMConnect INV109](https://reader034.vdocuments.mx/reader034/viewer/2022051816/5441526cb1af9ff34b8b46c8/html5/thumbnails/7.jpg)
YOU
are the media
![Page 8: Generation S Bridging the Social Divide #IBMConnect INV109](https://reader034.vdocuments.mx/reader034/viewer/2022051816/5441526cb1af9ff34b8b46c8/html5/thumbnails/8.jpg)
your ultimate platform
![Page 9: Generation S Bridging the Social Divide #IBMConnect INV109](https://reader034.vdocuments.mx/reader034/viewer/2022051816/5441526cb1af9ff34b8b46c8/html5/thumbnails/9.jpg)
Houston, we have a problem.
![Page 10: Generation S Bridging the Social Divide #IBMConnect INV109](https://reader034.vdocuments.mx/reader034/viewer/2022051816/5441526cb1af9ff34b8b46c8/html5/thumbnails/10.jpg)
is anyone
listening to you?
![Page 11: Generation S Bridging the Social Divide #IBMConnect INV109](https://reader034.vdocuments.mx/reader034/viewer/2022051816/5441526cb1af9ff34b8b46c8/html5/thumbnails/11.jpg)
talk to yourself much?
![Page 12: Generation S Bridging the Social Divide #IBMConnect INV109](https://reader034.vdocuments.mx/reader034/viewer/2022051816/5441526cb1af9ff34b8b46c8/html5/thumbnails/12.jpg)
76% marketers think they know what customers want
34% have asked them
Source: Pivot
![Page 13: Generation S Bridging the Social Divide #IBMConnect INV109](https://reader034.vdocuments.mx/reader034/viewer/2022051816/5441526cb1af9ff34b8b46c8/html5/thumbnails/13.jpg)
- 59% social customers want to share feedback - 58% want customer service
only 34% marketers think these services are in demand
Source: Pivot
![Page 14: Generation S Bridging the Social Divide #IBMConnect INV109](https://reader034.vdocuments.mx/reader034/viewer/2022051816/5441526cb1af9ff34b8b46c8/html5/thumbnails/14.jpg)
GENERATION S
![Page 15: Generation S Bridging the Social Divide #IBMConnect INV109](https://reader034.vdocuments.mx/reader034/viewer/2022051816/5441526cb1af9ff34b8b46c8/html5/thumbnails/15.jpg)
What the “unsocial” Exec Thinks
15
![Page 16: Generation S Bridging the Social Divide #IBMConnect INV109](https://reader034.vdocuments.mx/reader034/viewer/2022051816/5441526cb1af9ff34b8b46c8/html5/thumbnails/16.jpg)
![Page 17: Generation S Bridging the Social Divide #IBMConnect INV109](https://reader034.vdocuments.mx/reader034/viewer/2022051816/5441526cb1af9ff34b8b46c8/html5/thumbnails/17.jpg)
Pick Goals where social can have an impact
Align Social to top business goals
![Page 18: Generation S Bridging the Social Divide #IBMConnect INV109](https://reader034.vdocuments.mx/reader034/viewer/2022051816/5441526cb1af9ff34b8b46c8/html5/thumbnails/18.jpg)
Get Real: Social Business Maturity • Mindset
• Social Media Program
• Leadership & Organizational Model
• Processes & Policies
• Education
• Measurement
• Technology
![Page 19: Generation S Bridging the Social Divide #IBMConnect INV109](https://reader034.vdocuments.mx/reader034/viewer/2022051816/5441526cb1af9ff34b8b46c8/html5/thumbnails/19.jpg)
Source: Altimeter Group
What are you measuring?
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
![Page 20: Generation S Bridging the Social Divide #IBMConnect INV109](https://reader034.vdocuments.mx/reader034/viewer/2022051816/5441526cb1af9ff34b8b46c8/html5/thumbnails/20.jpg)
Communities Create Markets Opportunity Harvest
Free member
Paid member
Loyal evangelist
Community Zone Customer Zone
$$
![Page 21: Generation S Bridging the Social Divide #IBMConnect INV109](https://reader034.vdocuments.mx/reader034/viewer/2022051816/5441526cb1af9ff34b8b46c8/html5/thumbnails/21.jpg)
Stop the Random Acts of Marketing (RAMs)
21
![Page 22: Generation S Bridging the Social Divide #IBMConnect INV109](https://reader034.vdocuments.mx/reader034/viewer/2022051816/5441526cb1af9ff34b8b46c8/html5/thumbnails/22.jpg)
Quit selling your CEO Twitter!
22
![Page 23: Generation S Bridging the Social Divide #IBMConnect INV109](https://reader034.vdocuments.mx/reader034/viewer/2022051816/5441526cb1af9ff34b8b46c8/html5/thumbnails/23.jpg)
It’s About Your Audience, Not You!
23
![Page 24: Generation S Bridging the Social Divide #IBMConnect INV109](https://reader034.vdocuments.mx/reader034/viewer/2022051816/5441526cb1af9ff34b8b46c8/html5/thumbnails/24.jpg)
Don’t Fake It Until You Make It!
24
![Page 25: Generation S Bridging the Social Divide #IBMConnect INV109](https://reader034.vdocuments.mx/reader034/viewer/2022051816/5441526cb1af9ff34b8b46c8/html5/thumbnails/25.jpg)
Activate influencers
![Page 26: Generation S Bridging the Social Divide #IBMConnect INV109](https://reader034.vdocuments.mx/reader034/viewer/2022051816/5441526cb1af9ff34b8b46c8/html5/thumbnails/26.jpg)
Start From Inside Out
![Page 27: Generation S Bridging the Social Divide #IBMConnect INV109](https://reader034.vdocuments.mx/reader034/viewer/2022051816/5441526cb1af9ff34b8b46c8/html5/thumbnails/27.jpg)
The Human Brand
“Social didn’t transform our culture, it revealed it.”
~Clarissa Felts, Lowes
![Page 28: Generation S Bridging the Social Divide #IBMConnect INV109](https://reader034.vdocuments.mx/reader034/viewer/2022051816/5441526cb1af9ff34b8b46c8/html5/thumbnails/28.jpg)
Human Brands: § 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
![Page 29: Generation S Bridging the Social Divide #IBMConnect INV109](https://reader034.vdocuments.mx/reader034/viewer/2022051816/5441526cb1af9ff34b8b46c8/html5/thumbnails/29.jpg)
My Brand is… § What I say § What I do § 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!
![Page 30: Generation S Bridging the Social Divide #IBMConnect INV109](https://reader034.vdocuments.mx/reader034/viewer/2022051816/5441526cb1af9ff34b8b46c8/html5/thumbnails/30.jpg)
Think DNA, Not Tools
![Page 31: Generation S Bridging the Social Divide #IBMConnect INV109](https://reader034.vdocuments.mx/reader034/viewer/2022051816/5441526cb1af9ff34b8b46c8/html5/thumbnails/31.jpg)
![Page 32: Generation S Bridging the Social Divide #IBMConnect INV109](https://reader034.vdocuments.mx/reader034/viewer/2022051816/5441526cb1af9ff34b8b46c8/html5/thumbnails/32.jpg)
Think Relevant Conversation
![Page 33: Generation S Bridging the Social Divide #IBMConnect INV109](https://reader034.vdocuments.mx/reader034/viewer/2022051816/5441526cb1af9ff34b8b46c8/html5/thumbnails/33.jpg)
think assets templates
hangout
![Page 34: Generation S Bridging the Social Divide #IBMConnect INV109](https://reader034.vdocuments.mx/reader034/viewer/2022051816/5441526cb1af9ff34b8b46c8/html5/thumbnails/34.jpg)
Audio Bridging The Divide
![Page 35: Generation S Bridging the Social Divide #IBMConnect INV109](https://reader034.vdocuments.mx/reader034/viewer/2022051816/5441526cb1af9ff34b8b46c8/html5/thumbnails/35.jpg)
Connect the Dots For Them
![Page 36: Generation S Bridging the Social Divide #IBMConnect INV109](https://reader034.vdocuments.mx/reader034/viewer/2022051816/5441526cb1af9ff34b8b46c8/html5/thumbnails/36.jpg)
Communities Create Markets Opportunity Harvest
Free member
Paid member
Loyal evangelist
Community Zone Customer Zone
$$
![Page 37: Generation S Bridging the Social Divide #IBMConnect INV109](https://reader034.vdocuments.mx/reader034/viewer/2022051816/5441526cb1af9ff34b8b46c8/html5/thumbnails/37.jpg)
§ Access Connect Online to complete your session surveys using any: – Web or mobile browser – Connect Online kiosk onsite
37