navigating the social era
TRANSCRIPT
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How to Navigate the Social Relationship Era
Lora Kratchounova@scratchmm
March 8, 2012
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A bit about me and Scratch
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About Me
Connector
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Scratch Social Advisory Services
4
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
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Now it is going to be all about social…
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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
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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
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The Relationship Era
I love…. 2.7 million hits in Google
3.27 million hits in Google
21,000 hits in Google
1.19 million hits in Google
7,900 hits in Googlenot….
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10
The new currency of commerce = trust
Building a BrandTr
ust
TransactionsSource: Imc2: Brand Sustainability Map
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Photo: Freddie Lakes, SapientNitro
Trust…but what about privacy???
How do we build a society where secrecy is not the method for preventing discrimination?Jamie Heywood, PatientsLikeMe
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Before we go all social, let’s start with human
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Source: Human 1.0
Understanding Social
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We are wired for reciprocity
Source: Human 1.0
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Why we go out of our way to punish others
Source: Human 1.0
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How we make decisions…
Source: Human 1.0
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Why we look to others
Source: Human 1.0
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Why we lie to market researchers
Source: Human 1.0
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Why status is so important
Source: Human 1.0
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Why we herd and self-herd
Source: Human 1.0
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How we get persuaded
Source: Robert Cialdini, Influence
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Now about social and…YOU
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Social Media and YOU
Give before you ask
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YOU and Twitter • Create your account• Add your unique voice, passion and expertise• Find inspiration• Create lists with your inspirations• Post, reciprocate, enjoy
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Twitter buzz: are you listening?
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YOU and LinkedInLinkedIn Groups
LinkedIn Answers
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YOU and Google +• Create your account• Add your unique voice, passion and expertise• Create lists with your inspirations• Listen, post, reciprocate, enjoy
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YOU and Quora
• Create your profile• List your passions• Follow smart people• Ask or answer – be helpful
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YOU …on the goPersonalized Mobile Readers
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PR
SALES
SERVICE
CRISIS
PRODUCT
RECRUIT
Only 1.4% of companies have their entire organization engaged in social. 54% block social media at the office
Source: Erik Qualman
You …and Your Business
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Books I Love…and Pin
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Your (social) time now…