“The Social Trade”        Jake Aull     www.ZenOfBrand.com     September 2011
Contents •    Trade & Social Media       –  Traditional trade       –  Difference in social media       –  Communities and...
Trade & Social Media
Past Models •  Social Commerce •  Digital Exchange •  Social Capital •  Social Currency •  Socialnomics •  Network Effects
What does Social Media Mean? •  Top-down, one-way communications (traditional    models) are insufficient today •  Communi...
Traditional Trade •  In commerce, customers exchange:   –  capital & goodwill   –  For organizations’ brand/product/servic...
Digital Experience & The Social Trade •  So, we know social media means organic communities    and two-way communications,...
Digital Experience & The Social Trade •  In “The Social Trade”:    –  Customers are buying a digital &/or social experienc...
Social Communities integrated with eCommerce
•  Social Communities   integrated with   eCommerce•    (this and preceding screen shot     are from adagio.com – to see m...
Causes Online:Priceless Stories & ExperiencesEmpowering Visitors & Donors
What do Donors “Buy” from Non-Profits? •  A good feeling? •  An experience? •  Where’s the end-story? •  Social sites can ...
Here’s a Non-Profit’s Story •  A child is born with a cleft palette. •  Photos/video are shown of the child. •  A donor gi...
Purchasing Stories & Experiences… •  These “stories” are “collected” and “treasured” (even    “Liked”) on the non-profit’s...
Stories Become Personal •  They are the dream, the abstraction, the    intangible •  They are the mystique, the lure •  Th...
Incentivization Examples
Care2.com home pageGoogle search phrase: non-profit health organization .org cause donations online social community  •  M...
The Care2 Hook •  Clear story •  CTAs •  See community    representation and    involvement •  Ways to share the    info a...
The Care2 Hook•  Theme-relevant   incentiviation•  Game/contest   incentivization &   retention   (credits)•  Maybe a bit ...
Community Empowerment   & The Social TradeThe Road Map & Tactical Implementation           Plans & Guides
Form your Wheel & Spoke Model                                •    Lead-gen/                                     opt-in    ...
Tactical Sample Plan Layout •    Objective/”What”: Achieve revenue/donations •    Mission/”Why”:      “Advance the town’s ...
Tactical Sample Plan Layout •  Blog site community (Hub)    –    (narrative & pictures/video)    –    Story (blog post) 1 ...
Tactical Sample Plan Layout (“When”) •  Twitter (in a day or 2)    –  Tweet 1: Blog Story 1    –  Tweet 2: Pull CTA (call-...
Ongoing Measurement Analysis •  What’s pulling, what’s not (content/CTAs)? •  What channels see the most traffic/CTR? •  M...
Ghost Towns:Examples of what Not to do
Started at Google…       My search phrase (before landing on the above):       non-profit organization .org cause donation...
I Went, But No One Was There…      If you build it, do they come?
This is Where the Site Sent MeI Clicked on” Giving” Info from “Women’s Health”            Plenty of ads, automation, but n...
Review •    Trade & Social Media       –    Traditional trade       –    Difference in social media       –    Communities...
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TheChgChallenge:"The Social Trade"

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TheChgChallenge:"The Social Trade"

  1. 1. “The Social Trade” Jake Aull www.ZenOfBrand.com September 2011
  2. 2. Contents •  Trade & Social Media –  Traditional trade –  Difference in social media –  Communities and trade •  Causes Online: –  Priceless Stories & Experiences –  Empowering Visitors & Donors –  The power of mystique… •  Incentivization Online Examples •  Community Empowerment & The Social Trade –  The Road Map & Tactical Implementation Plans & Guides •  Ghost Towns: –  Examples of what not to do
  3. 3. Trade & Social Media
  4. 4. Past Models •  Social Commerce •  Digital Exchange •  Social Capital •  Social Currency •  Socialnomics •  Network Effects
  5. 5. What does Social Media Mean? •  Top-down, one-way communications (traditional models) are insufficient today •  Communities •  Two-way dialogue •  Grassroots-driven growth •  Companies are no longer separated; it is the rise of the “prosumer”
  6. 6. Traditional Trade •  In commerce, customers exchange: –  capital & goodwill –  For organizations’ brand/product/service “experience” –  Think perceptions and desires; not true needs… –  At it’s highest level, they seek the church of the brand, with all that mystique… •  It means becoming a “cult” member of Harley-Davidson or Apple brands… –  (the Harley logo is the single most common tattoo in the U.S.)
  7. 7. Digital Experience & The Social Trade •  So, we know social media means organic communities and two-way communications, but what about the end-customer benefit perspective? •  Don’t forget the WiiFMs •  Remember Howard’s RIBS? –  Successful online communities contain for the user: •  Remuneration •  Influence •  Belonging •  Significance •  From Design to Thrive by Theron Howard – see my presentation: http://prezi.com/qiltxaytwdss/design2thrive_notes/
  8. 8. Digital Experience & The Social Trade •  In “The Social Trade”: –  Customers are buying a digital &/or social experience –  This can be understated, or as elaborate as you can dream –  Think badges and perceived psychological benefit (Foursquare) and product rewards (redemptions) –  Think album covers in your “music” section of Facebook –  At a simple level, what if your product-purchasing was synonymous with the blog you visit regularly? •  Think collectors and hobbyists –  Even think MMOs and virtual worlds and purchasing within…
  9. 9. Social Communities integrated with eCommerce
  10. 10. •  Social Communities integrated with eCommerce•  (this and preceding screen shot are from adagio.com – to see my digital audit of this site and it’s social/community integrations, visit http://slidesha.re/na3gOp )
  11. 11. Causes Online:Priceless Stories & ExperiencesEmpowering Visitors & Donors
  12. 12. What do Donors “Buy” from Non-Profits? •  A good feeling? •  An experience? •  Where’s the end-story? •  Social sites can give a complete story –  Before and after –  Photos (Flickr, Facebook) –  Video (YouTube, Vimeo) –  Integrated media and written stories (blogs) –  Merits/badges/points for “good”/donations (Facebook)
  13. 13. Here’s a Non-Profit’s Story •  A child is born with a cleft palette. •  Photos/video are shown of the child. •  A donor gives for the child. •  The child is cured. •  Photos/video are taken of the recovery. •  The complete narrative can become a true, full online experience (on a social site). •  At it’s best – individual profiles can be programmed for each specific donor’s “ROI;” or stories…
  14. 14. Purchasing Stories & Experiences… •  These “stories” are “collected” and “treasured” (even “Liked”) on the non-profit’s social media sites. –  With collaborative responses •  This is the best of digital marketing today –  social media, SEO - all rely on freshness and relevancy of content –  Collaboration supplements organization’s content qty. –  content is king! •  Story snippets are continually dished out in social media, presenting these narratives (think customer-experience benefits) –  …drawing interest (developing buyer/donor desire and demand) –  Pulling brand community visitors and buyers/donors –  Drawing conversation (two-way social media dialogue)
  15. 15. Stories Become Personal •  They are the dream, the abstraction, the intangible •  They are the mystique, the lure •  They create the social media “digital church” •  Demand at this point becomes limitless –  Mystique is priceless and can’t be capped…
  16. 16. Incentivization Examples
  17. 17. Care2.com home pageGoogle search phrase: non-profit health organization .org cause donations online social community •  Member-focused (individual donor stories) •  Stories everywhere •  “Community powered news” •  But do the ads kill it all? •  What do they loose by lack of clear targeting and purpose? –  TMI?
  18. 18. The Care2 Hook •  Clear story •  CTAs •  See community representation and involvement •  Ways to share the info and join the community
  19. 19. The Care2 Hook•  Theme-relevant incentiviation•  Game/contest incentivization & retention (credits)•  Maybe a bit too adsy?
  20. 20. Community Empowerment & The Social TradeThe Road Map & Tactical Implementation Plans & Guides
  21. 21. Form your Wheel & Spoke Model •  Lead-gen/ opt-in •  Purchasing/ donations •  More info/ Resources
  22. 22. Tactical Sample Plan Layout •  Objective/”What”: Achieve revenue/donations •  Mission/”Why”: “Advance the town’s children health and improve the town’s future.” •  Target Incentivization/”How”: Trade donations for “stories/experiences” •  Hub/”Where”: Blog site community of stories and media –  Spokes: Facebook, Twitter, anything to pull visitors •  Measurement KPIs/”How much”: –  Opt-ins/leads –  Payments –  CTR (click-through rate) –  Referrals –  Shares –  Comments
  23. 23. Tactical Sample Plan Layout •  Blog site community (Hub) –  (narrative & pictures/video) –  Story (blog post) 1 – cleft palette –  Story 2 – small pox –  Story 3 – village well •  Facebook page (Spoke) –  Wall posts; snippets of blog stories •  Sample photos •  CTA (call to action) to click-through to see full story on blog site •  “Share” with a friend (community empowerment) –  Facebook lead-gen incentivization posts/tab •  (“sign up to receive your _____”) –  Click through to donate…
  24. 24. Tactical Sample Plan Layout (“When”) •  Twitter (in a day or 2) –  Tweet 1: Blog Story 1 –  Tweet 2: Pull CTA (call-to-action) to join community –  Tweet 3: Tell a friend (“Net Promoters”; community empowerment) –  Tweet 4: Story 2 –  Tweet 5: Request donations/purchasing –  Tweet 6: Incentivize lead-gen (e.g., subscribe to newsletter on tax benefits and history of long-term cultural advancement for the needy location) –  Tweet 7: Story 3 –  Tweet 8: “Like” Facebook
  25. 25. Ongoing Measurement Analysis •  What’s pulling, what’s not (content/CTAs)? •  What channels see the most traffic/CTR? •  Marketing funnel/clickstream/customer journey? •  Change over time? Why/attribution? •  What do people share? And comment on? (community empowerment)
  26. 26. Ghost Towns:Examples of what Not to do
  27. 27. Started at Google… My search phrase (before landing on the above): non-profit organization .org cause donations online social community
  28. 28. I Went, But No One Was There… If you build it, do they come?
  29. 29. This is Where the Site Sent MeI Clicked on” Giving” Info from “Women’s Health” Plenty of ads, automation, but no substance – no connections
  30. 30. Review •  Trade & Social Media –  Traditional trade –  Difference in social media –  Communities and trade •  Causes Online: –  Priceless Stories & Experiences –  Empowering Visitors & Donors –  The power of mystique… •  Incentivization Online –  What’s your target and positioning? –  What’s your primary role and offering? •  Community Empowerment & The Social Trade –  Create, adapt and customize your digital map and plan •  Via ongoing measurement and monitoring •  Ghost Towns: –  If you build it… –  Make it people-, not corporate ad-driven

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