the immutable law of social media #realationships wordcamp miami 2016
TRANSCRIPT
PresentedbyJamesGilbert,CEOFeb20,2016,561-302-1719
TheFINAL LawofSocialMediaMarketing…
TheLawof#REALationships
• 30+yearhistoryinDM/Digital/Social• CEO,GilbertDirectMarketing,Inc.• President,FloridaDMA• ProfessorDirectMarketing• AuthorTargetMarketingGroup
• ReturnonIntelligencecolumn• GuidetoSocialMedia- 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.”
-- PeterF.Drucker
• BuilthugeengagedcommunityforFreshDiet• The9ImmutableLawsofSocialMediaMarketing(contextforsuccess)• Aslongas2hourpresentation!–4Klive–85K+viewsonline–Somanychangessince2009
1.Thedeeperthelevelofengagement,thedeeperthetrust/bondwithyourcompany! (radicalthoughtin2009ANDin2016)
NothinghappenswithoutENGAGEMENT!Howengagedareyourfollowers?
2.Brand+Channels=Engagement
InteractingW/brandin1ormorechannelsdrivesengagement
(Thenewmarketingparadigm)drivesLawofEngagement
3.Brand+time+channels=advocates.
Moretime,morechannelsdrivesadvocacy!
4.Theexponentialsearchfactor.Socialincreasesrankings,DUH!
5.Thenew-fangledcustomerservicefactorDeliverordie!(respondimmediatelyandoften)Handleitorelse!Customerschoosecontactpreferences!Everybody,CEOtoCustomerServiceReps
6.ThebehindthescenesfactorPeoplebuyfrompeoplenotbrands
7.TrustisTheNEWblackREALvoice,freebies,contests,cornerstore!
8.Theonlinereputationfactor.Repiseverything.SocialtheGreatNeutralizer)Product,brandpromise,customerserviceinsync!!!
9.Sumup:Engagement+time+trust=revenue.All9Lawsbroughttogether
Whatnext????Aforcethatpullsitalltogether!(alwaysknewtherewasanotherone)
–Engagementmoredifficult–Havetoworkharderto“get‘er done”–Everybodyisdoingit!–Moremessageclutter–Facebooknow“payforplay”–Moresitesarerelevant(vine)
• ThegoalsofeverysocialmediamarketerSTILLARE….– Engage!– Drawthemout!– Gettheminvolved!– Becomeathoughtleader!– GenerateAuthority!– Tugattheirheartstrings– Tellastory!!!!– Createdrama!!!!– Butnowwehavetobeevensmarter,betterandmoreengaging
The8stagesofEngagement REALity① Brandimpression(retweet,comment,friend,like)
② Like– casuallistener(likespage)
③ Like- engages(likes,comments)
④ Superlike– engagesoften
⑤ Minorbrandadvocate– recommendsbrand
⑥ Superbrandadvocate– recommendsbrandandsellsproduct!
⑦ Dislike– disgruntledlikeofadvocate– goesaway
⑧ Superdislike(engageddislike)– goesawayandtalksaboutbrandinanegativeway
• Goalmovefrom1– 6• Goalmovebackfrom7and8to6
The8stagesofREALity
• Howdoyoufindandcreatebrandadvocates?
• Listen,spendtimeonsites.• Seewhoretweets,shares,likesetc.• Makecontact!• Yesmakecontactandbuildrelationships!
The8stagesofengagement
• Brandadvocatesareeverywhere.• Carol!• Donna!• Josh!• Trevor!• Tina• Angel!• Itsaboutthe#REALationshiptoyoursocialpeopleandbrands.
• Becamemyfriends!Literally!
• Itstimetothrowoutwhatyouhavelearnedaboutsocialmediaand:– Losethetools:• ForgetHootsuite,Buffer,scheduledposts,andothertoolstomakelifeeasier.• Getbackdowninthetrenches,engage,delightand…
•BUILDRELATIONSHIPS!• Todayinsocialrelationshipsaredying!
SoHOWtogetREAL?• TheGivetoget!• Contests• Freebies• Giveaways• Behindthescenes• Video’s• Communicate• Shareother’scontent• Connectandbuild!
• B2Bsocial,Blog,LinkedinKey!• Becomeathoughtleader• Alwaysbepromoting• Amplifyandshare.• Createshareworthycontent
• Use#hashtags• Tagothersinposts(business’s,people)• Picturesandgraphicsamust• Video!(that’sawholeotherpresentation)• Createevents(FB,G+)• Createandamplifyacallin,webinar• LinkedinPublishing(again)
Thankyou!• Copyofthispresentation?– Dropmeyourcard– Tweettomeat@GilbertDirect– 561-302-1719– [email protected]– Fullpreso 2+hours.Icando9Lawsforyourorganization