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.

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

17. Align Social
to top
business goals
Pick Goals
where social can have an
impact

18. Get Real: Social Business Maturity
•
Mindset
•
Social Media Program
•
Leadership & Organizational Model
•
Processes & Policies
•
Education
•
Measurement
•
Technology

19. 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

20. Communities Create Markets
Opportunity
Free
member
Community Zone
Harvest
Paid
member
Loyal
evangelist
Customer Zone
$
$

21. Stop the Random Acts of Marketing
(RAMs)
21

22. Quit selling your CEO Twitter!
22

23. It’s About Your Audience, Not You!
23

24. Don’t Fake It Until You Make It!
24

25. Activate influencers

26. Start From Inside Out

27. The Human Brand
“Social didn’t transform
our culture, it revealed it.”
~Clarissa Felts, Lowes

28. 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

29. 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!

30. Think DNA, Not Tools

32. Think Relevant Conversation

33. templates
hangout
think
assets

34. Audio Bridging The Divide

35. Connect the Dots For Them

36. Communities Create Markets
Opportunity
Free
member
Community Zone
Harvest
Paid
member
Loyal
evangelist
Customer Zone
$
$

37. § Access Connect Online to complete your session surveys using any:
– Web or mobile browser
– Connect Online kiosk onsite
37