the immutable law of social media #realationships #smdaysfl 2015
TRANSCRIPT
The 9 Immutable Laws of Social Media Marke9ng
Presented by James Gilbert, CEO June 28th, 2015, 561-‐302-‐1719
The FINAL Law of Social Media Marke9ng…
The Law of #REALa9onships
Just who do you think I am? • 30 + year history in DM (old school > new school) • CEO, Gilbert Direct Marke9ng, Inc. • President, Florida DMA • Professor Direct Marke9ng • Author Target Marke9ng Group
• Return on Intelligence column • Guide to Social Media -‐ Content
@gilbertdirect #9ImmutableLaws
"There is only one valid definition of business purpose – to create a customer.
Companies are not in business to make things… but to make customers.”
-‐-‐ Peter F. Drucker
Orienta9on (What these laws are really about!)
Formula = Engagement!
In The Beginning… • #9Immutable Laws • The 9 Immutable Laws of Social Media Marke9ng
• As long as 2 hour presenta9on! – 4K live – 60K+ views online – So many changes since 2009
#9immutablelaws 1. The deeper the level of engagement, the deeper the trust/bond with
your company! (radical thought in 2009 AND in 2015) 2. Brand + Channels = Engagement (The new marke=ng paradigm) drives
Law of Engagement 3. Brand + 9me + channels = advocates. 4. The exponen9al search factor. (Social increases rankings, DUH!) 5. The new-‐fangled customer service factor (deliver or die) 6. The behind the scenes factor (people buy from people not brands) 7. Trust is The NEW black (REAL voice, freebies, contests, corner store) 8. The online reputa9on factor. (Rep is everything. Social the Great
Neutralizer) 9. Engagement + 9me + trust = revenue. (all 9 Laws brought together) 10. What next???? (always new there was another one)
The #10thImmutableLaw
“#REALa=onships”
Its 9me to get REAL again!
– Engagement more difficult – Have to work harder to “get ‘er done” – Everybody is doing it! – More message cluUer – Facebook now “pay for play” – More sites are relevant (vine, meerkat)
Why get REAL?
The Law of REALa9onships! • The goals of every social media marketer
STILL ARE…. – Engage! – Draw them out! – Get them involved! – Become a thought leader! – Generate Authority! – Tug at their heartstrings – Tell a story!!!! – Create drama!!!! – But now we have to be even smarter, beeer and more engaging
The Law of REALa9onships! The 8 stages of REALity
① Brand impression (retweet, comment, friend like) ② Like – casual listener (likes page) ③ Like -‐ engages (likes, comments) ④ Super like – engages o^en ⑤ Minor brand advocate – recommends brand ⑥ Super brand advocate – recommends brand and sells product! ⑦ Dislike – disgruntled like of advocate – goes away ⑧ Super dislike (engaged dislike) – goes away and talks about brand
in a negaAve way • Goal move from 1 – 6 • Goal move back from 7 and 8 to 6
The Law of REALa9onships! The 8 stages of REALity
• How do you find and create brand advocates?
• Listen, spend =me on sites. • See who retweets, shares, likes etc. • Make contact! • Yes make contact and build rela=onships!
The Law of Engagement! The 8 stages of engagement
• Brand advocates are everywhere. • Carol! • Donna! • Josh! • Trevor! • Tina • Angel! • Its about the #REALa9onship to your social people and brands.
• Became my friends! Literally!
The Law of REALa9onships
The Law of REALa9onships!
THEN: The nameless faceless corporate
en9ty
NOW: The nameless faceless corporate
social media pusher
Don’t be an info pusher!
• Its 9me to throw out what you have learned about social media and: – Lose the tools:
• Forget Hootsuite, Buffer, scheduled posts, and other tools to make life easier.
• Get back down in the trenches, engage, delight and…
• BUILD RELATIONSHIPS! • Today in social rela=onships are dying!
The Law of #REALa9onships!
Every =me you use an app to post rather than go to the actual site….
… a kieen Will die!
Every 9me you use an app to post rather than go to the actual site….
An angel kieen gets their wings
The New Immutable Law Social Media SUCCESS in Only
8 HOURS a Day!
Noooo!
Oy Vey
A D M!
Damn! Oh No!!!
YES!!!!
WTF?
Groan FML!!
Too many people are pos9ng without engaging
Stop prac=cing An9-‐Social Media Marke9ng
The Law of #REALa9onships!
So HOW to get REAL? • The Give to get! • Contests • Freebies • Giveaways • Behind the scenes • Video’s • Communicate • Share other’s content • Connect and build!
Advocates are everywhere • RT’ers • Sharers • Likers • Commenters
Advocates are everywhere
Get ‘em Involved!
Advocates are everywhere
Get ‘em Involved!
Excep=onal vaca=ons
Happiness rules…
Here are your brand advocates….
Contest examples
• Plate your favorite meals
Build involvement and trust
Contest examples
• Halloween costume contest
Contest examples
• Mo=va=on poster contests
Contest examples • Fresh Diet-‐ize a Beatles Lyric (in honor of John Lennon) – Imagine – Video – Viral!
• Fresh Diet-‐ized Haiku
Contest examples • Video
contests
• This contest coined the phrase, “the fresh diet delivery fairies?
Contests Recipe winner
Nothing gets REAL like video
YouTube fun and rela=onship building
Cross pollinate content
• Blog as center of universe!
Forget ABC’s
A B P is the new model
Always Be Promo=ng
Electric slide!
A B P in ACTION
Time for a video break
Use YOUR REAL Voice…
• Wrap yourself around an issue or a topic
• Make it your own
• Provoke!
Need content?
• Just share other people’s content and add your opinion!
• Make the issue your own! • Be a curator of content!
Become a frickin’ thought leader! • Linkedin publishing plaoorm
• Groups (social, DM Q&A) • Tweet (yours, others) • Blog, Vlog, Write, Vid
Become a Friggin thought leader!
Become a thought leader!
Become a thought leader!
More ideas for you…
• B2B social, Blog, Linkedin Key! • Become a thought leader • Always be promo9ng • Amplify and share. • Create share worthy content
More content examples MegaMotorMadness.com
Fun and humor save the day…. Tag advocates
to amplify!
Some Tips for Success… • Use #hashtags • Tag others in posts (business’s, people) • Pictures and graphics a must • Video! (that’s a whole other presenta=on) • Create events (FB, G+) • Create and amplify a call in, webinar • Linkedin Publishing (again)
Real voice, hashtags, tag others. Behind the scenes, real company
The days of “big
anonymous corp.” are over!
Bio’s of our
employees bring
customers closer to
the company
Bringing our customers closer
Image done by one of our customers of our CEO Zalmi Duchman. He is officially Zman or Zuperman to our fans
Thank you! • Copy of this presenta9on?
– Drop me your card – Tweet to me at @GilbertDirect – 561-‐302-‐1719 – Email jim@gilbertdirectmarke=ng.com – Full preso 2 + hours. I can do 9 Laws for your organiza9on