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TheChgChallenge:"The Social Trade"
TheChgChallenge:"The Social Trade"
TheChgChallenge:"The Social Trade"
TheChgChallenge:"The Social Trade"
TheChgChallenge:"The Social Trade"
TheChgChallenge:"The Social Trade"
TheChgChallenge:"The Social Trade"
TheChgChallenge:"The Social Trade"
TheChgChallenge:"The Social Trade"
TheChgChallenge:"The Social Trade"
TheChgChallenge:"The Social Trade"
TheChgChallenge:"The Social Trade"
TheChgChallenge:"The Social Trade"
TheChgChallenge:"The Social Trade"
TheChgChallenge:"The Social Trade"
TheChgChallenge:"The Social Trade"
TheChgChallenge:"The Social Trade"
TheChgChallenge:"The Social Trade"
TheChgChallenge:"The Social Trade"
TheChgChallenge:"The Social Trade"
TheChgChallenge:"The Social Trade"
TheChgChallenge:"The Social Trade"
TheChgChallenge:"The Social Trade"
TheChgChallenge:"The Social Trade"
TheChgChallenge:"The Social Trade"
TheChgChallenge:"The Social Trade"
TheChgChallenge:"The Social Trade"
TheChgChallenge:"The Social Trade"
TheChgChallenge:"The Social Trade"
TheChgChallenge:"The Social Trade"
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TheChgChallenge:"The Social Trade"

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  • 1. “The Social Trade” Jake Aull www.ZenOfBrand.com September 2011
  • 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. Trade & Social Media
  • 4. Past Models •  Social Commerce •  Digital Exchange •  Social Capital •  Social Currency •  Socialnomics •  Network Effects
  • 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. 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. 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. 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. Social Communities integrated with eCommerce
  • 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. Causes Online:Priceless Stories & ExperiencesEmpowering Visitors & Donors
  • 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. 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. 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. 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. Incentivization Examples
  • 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. The Care2 Hook •  Clear story •  CTAs •  See community representation and involvement •  Ways to share the info and join the community
  • 19. The Care2 Hook•  Theme-relevant incentiviation•  Game/contest incentivization & retention (credits)•  Maybe a bit too adsy?
  • 20. Community Empowerment & The Social TradeThe Road Map & Tactical Implementation Plans & Guides
  • 21. Form your Wheel & Spoke Model •  Lead-gen/ opt-in •  Purchasing/ donations •  More info/ Resources
  • 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. 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. 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. 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. Ghost Towns:Examples of what Not to do
  • 27. Started at Google… My search phrase (before landing on the above): non-profit organization .org cause donations online social community
  • 28. I Went, But No One Was There… If you build it, do they come?
  • 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. 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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