Generation S Bridging the Social Divide #IBMConnect INV109

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Generation S is the first generation that self selects to be part of the generation. Welcome to Generation S, the social generation. It spans all demographics and is not limited by age, location or …

Generation S is the first generation that self selects to be part of the generation. Welcome to Generation S, the social generation. It spans all demographics and is not limited by age, location or education. http://www.pammarketingnut.com/2014/01/generation-s-bridging-the-social-digital-divide-ibmconnect/

It's time we acknowledge the social digital divide. We are leaving out entire segments of people who don't understand the social media technologies. As a result many business marketers are talking to themselves instead of with customers, partners & industry leaders. Brand evangelists and subject matter experts have information to share, they want to engage but they don't know how. There is a younger generation thirsty for their knowledge. To bridge the social digital divide we must acknowledge the people being ignored and find ways to engage them in the conversation, enable them to share their knowledge. By using mediums such as audio /video we can tap into their wisdom and then package the conversation up for social ecosystem to devour.

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  • 1. INV109: Bridging the Social Divide – C-Suite & Beyond Pam Moore, CEO / Founder, Marketing Nutz @PamMktgNut © 2014 IBM Corporation
  • 2. Embrace the JOURNEY!
  • 3. Guarantee = CHANGE
  • 4. news no longer breaks ! It     tweets!    
  • 5. IDC predicts 1.3B mobile workers by 2015
  • 6. 90% mobile users have device within arms reach 100% of time
  • 7. YOU are the media
  • 8. your ultimate platform
  • 9. Houston, we have a problem .
  • 10. is anyone listening to you?
  • 11. talk to yourself much?
  • 12. 76% marketers think they know what customers want 34% have asked them Source: Pivot
  • 13. - 59% social customers want to share feedback - 58% want customer service only 34% marketers think these services are in demand Source: Pivot
  • 14. GENERATION S
  • 15. What the “unsocial” Exec Thinks 15
  • 16. Align Social to top business goals Pick Goals where social can have an impact
  • 17. Get Real: Social Business Maturity •  Mindset •  Social Media Program •  Leadership & Organizational Model •  Processes & Policies •  Education •  Measurement •  Technology
  • 18. What are you measuring? Business metrics: revenue, CSAT, reputation. Corporate LOB/Geo Stakeholders Social Strategist/ Community Manager Social media analytics: Insights, share of voice, resonance, WOM. Engagement metrics: fans, followers, clicks. Source: Altimeter Group
  • 19. Communities Create Markets Opportunity Free     member   Community Zone Harvest Paid     member   Loyal     evangelist   Customer Zone $ $
  • 20. Stop the Random Acts of Marketing (RAMs) 21
  • 21. Quit selling your CEO Twitter! 22
  • 22. It’s About Your Audience, Not You! 23
  • 23. Don’t Fake It Until You Make It! 24
  • 24. Activate influencers
  • 25. Start From Inside Out
  • 26. The Human Brand “Social didn’t transform our culture, it revealed it.” ~Clarissa Felts, Lowes
  • 27. Human Brands: §  Think like humans §  Care about humans §  Value relationships §  Listen to other humans §  Talk like humans §  Have a personality §  Show their “human” §  Make & own their mistakes §  Are available §  Know themselves §  Know their audience §  Invest in people
  • 28. My Brand is… §  What I say §  What I do §  What I tweet §  What I post on Facebook §  What I Instagram §  What I write in email §  What I share §  How I respond §  How I interact on & offline! §  How I drive! § ME!
  • 29. Think DNA, Not Tools
  • 30. Think Relevant Conversation
  • 31. templates hangout think assets
  • 32. Audio Bridging The Divide
  • 33. Connect the Dots For Them
  • 34. Communities Create Markets Opportunity Free     member   Community Zone Harvest Paid     member   Loyal     evangelist   Customer Zone $ $
  • 35. §  Access Connect Online to complete your session surveys using any: –  Web or mobile browser –  Connect Online kiosk onsite 37