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"Social selling is essentially 
a transfer of feelings." 
Zig Ziglar 
†2012
Let's talk about .. 
1) Attitude 
2) Trustworthiness 
3) Social Media Life Cycle 
4) Examples
ATTITUDE
"If you go out looking for a 
friend, you're going to find they 
are scarce. 
: : Attitude
But if you go out to 
be a friend, you will find 
them everywhere." 
Zig Ziglar 
†2012 
: : Attitude
With a slight alteration it will look like this: 
"If you go out looking for 
customers, you are going to 
find they are scarce. 
: : Attitude
But if you go out to 
offer your help, you will find 
customers everywhere.” 
It is just a matter of attitude. 
: : Attitude
Free Hugs in Sondrio, Italy.
Even just watching random acts of 
kindness raises your level of 
oxytocine. 
It makes you happy! 
: : Attitude
Paul Zak: TEDx on morality and trust.
Reciprocity in social media 
raises oxytocine. 
If you give something to somebody, 
people feel the need (obligation) to give back. 
: : Attitude
Oxytocine lowers 
the level of cortisol, 
caused by stress. 
Was the financial crisis the spark of the social media? 
Interesting reseach: males become less empathic under stress than females 
due to lower levels of oxytocine during stress. (due to testosterone) 
: : Attitude
Oxytocine is the 
trust hormone. 
Oxytocine inflames empathy. 
It is empathy that connects us. 
: : Attitude 
Paul Zak: Oxytocine related to trust
Ergo: 
1) Emotional drivers got us to participate, 
2) Reciprocity raised our oxytocine levels, 
3) Oxytocine made us more empathic, 
4) Empathy is what connects us. 
: : Attitude
TRUST
SafeInternetBanking: Just watch ..
Who can you trust? 
Edelman Trust Barometer 2013 
: : Trustworthiness
: : Trustworthiness 
Trust in the financial sector has dropped 
from 71% in 2007 to 25% in 2013. 
Trust your CEO? 17% 
Trust politicians? 7%-11%
Bouwfraude, Lehman Brothers, Wikileaks, 
Snowden, Ahold, Alpe d'Huzes, NSA, 
Armstrong, bonuses, woekerpolissen, 
Palm Invest, Facebook, Google .. 
: : Trustworthiness
We have completely lost our trust 
in institutions. 
But we regained trust in each other through social media. 
So you'd better be (and behave as) one of us .. 
: : Trustworthiness
: : Trustworthiness 
"It is not about who you trust, 
but if one is trustworthy." 
= Honesty (transparent, accountable) 
+ Commitment (pledge, promise, contract) 
+ Competence (capable, experienced) 
Onora O'Neill: TEDx on trustworthiness
Countries with more 
trustworthy people are 
more prosperous. 
More transactions occur and more wealth is created. 
: : Trustworthiness 
Paul Zak: TEDx on morality and trust.
In social there is no more 
B2C or B2B, only H2H 
Human to Human. 
: : Trustworthiness
SOCIAL MEDIA LIFE 
CYLE
: : The making of ..
: : Social Media Life Cycle
"You will attrack those that 
believe what you believe." 
Simon Sinek 
: : Social Media Life Cycle 
Simon Sinek: The Golden Cirle (TEDx)
"In being amongst people with 
common values and believes, 
trust emerges." 
Simon Sinek 
: : Social Media Life Cycle 
Simon Sinek: First Why, then Trust (TEDx)
Make sure we understand who 
you are, what you do and why 
you do it. 
What are your believes? How are you helping others? 
Why do you care? 
: : Social Media Life Cycle 
: : : CORE INTENTIONS
: : Social Media Life Cycle 
If we can't see, hear or 
feel your core, i.e. heart, 
we won't trust you. 
Nor can we hold you accountable for 
your actions against your words. 
: : : INTENTIONS
Seeding Plant a suggestion 
Nurturing Value the attention 
Harvesting Strive for satisfaction 
Spreading Fight for infection 
Where is your customer at? 
: : Social Media Life Cycle 
: : : GROWTH PHASES
: : Social Media Life Cycle 
: : : PAIRS OF ATTRACTION 
Seeding 
Suggestion Expectation 
Nurturing 
Persuasion Consideration 
Harvesting 
Satisfaction Anticipation 
Spreading 
Retention Delightment
: : Social Media Life Cycle 
: : : SEEDING - #1 Interaction 
Only 3 ways to participate: 
engage (chat) 
content (share) 
listen (filter) 
Don't just make a ton of noise, 
but create your own tone of voice.
If you want to connect in social 
media, empathic listening is 
critical. 
A way of listening and responding to another 
person that improves mutual understanding and 
trust. 
: : Social Media Life Cycle 
: : : SEEDING - #1 Interaction
Most of the time: 
: : Social Media Life Cycle 
What we need is not what 
we want .. 
Through empathic listening and engagement 
you'll learn what the 
emotional drivers are. 
: : : SEEDING - #2 Relevance
: : Social Media Life Cycle 
: : : SEEDING - #2 Relevance 
There are 8 emotional drivers: 
1. Belonging / Love 5. Control / Security 
2. Diversity / Change 6. Recognition / Significance 
3. Achievement / Progress 7. Challenge / Growth 
4. Excellence / Pride 8. Responsibility / Contribution
Wants Needs
: : Social Media Life Cycle 
: : : SEEDING - #3 Attention 
Inter+est will begin if your 
suggestion meets their 
wants/desires. 
Planting a suggestion = charging your 
product/service with believes.
: : Social Media Life Cycle 
: : : NURTURING - #4 Validation 
Whatever you suggest, we'll 
find out if it's true and if you 
are trustworthy. 
Sources: web search, social search, reviews, 
referrals, influencers, testimonials, press 
coverage, advertorials, etc.
: : Social Media Life Cycle 
: : : NURTURING - #5 Trust 
If all's well, and others with 
relevant authority vouch for 
you: I'll trust you. 
Social Proof: 92% will buy from you, 
based on recommendations by their peers. 
So: who are their influencers?
You might need to use some 
persuasion to get people to 
buy now. 
Scarcity: when stock is limited, we are tempted to 
buy sooner. Understand liking, consistency and 
reciprocity. 
: : Social Media Life Cycle 
: : : NURTURING - #6 Transaction
We took the bait .. 
Now it's up to you to fulfil the 
expectations. 
It is your one and only chance 
to create an everlasting 
first impression. 
: : Social Media Life Cycle 
: : : HARVESTING - #7 Experience
: : Social Media Life Cycle 
: : : HARVESTING - #8 Evaluation 
Did you meet or even exceeded 
our expectation? 
If not, what did you do? 
Failing is human, we'll understand. 
But make amends as soon as possible.
: : Social Media Life Cycle 
Affection comes from 
underpromising and 
overdelivery. 
Time is our most valuable asset. Time spend on a 
customer is therefor valuated the highest: be 
careful and attentful. 
: : : SPREADING - #9 Affection
: : Social Media Life Cycle 
: : : SPREADING - #10 Infection 
If you turned satisfaction into 
delightment, we're tell others 
to buy from you! 
We are risk-avoiding. A truthful recommendation 
is preventing others 
to loose time, money or certainty.
: : Social Media Life Cycle 
: : : POWER THE NEXT CYCLE 
Every infection is 
a start of a new cycle. 
Understand the power of suggestion, persuasion, 
delightment, social proof and empathy. Don't miss 
out and get stuck at step 8, .. by just doing enough.
: : Social Media Life Cycle 
1) Share your believes: be a hero! 
2) Don't sell, but tell: share experiences! 
3) Be empathic: listen carefully, engage, build trust! 
4) Promiss less, but offer more: be exceptional! 
5) Time is honey: attention earns affection!
Old Spice: The Man YourMan Could ..
The Sun: The Woman You'd Your ..
DollarShaveClub: Small can get big ..
This was the 
tip of the iceberg 
Collaboration economy – Communities – Crowdsourcing – Crowdfunding – 
Co-creation – Content Marketing – Monitoring – Key Performance 
Indicators – Trend analyses – Reputation Management – Mobile Marketing 
– Social Business Strategy – Social Media Strategy – Content Strategy – 
Maker Revolution – Wearable Technology – Crossmedia Marketing – 
BigData – Social Dashboards – Multichannel Marketing – etc.
Social is all about empathy. Mind the emotional 
drivers, base your stories on 
those emotions and start engaging. 
Kind regards, 
Edwin Korver 
@edwinkorver 
http://desocialemedia.nl

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Introduction to the Social Media Lifecycle - NCD Haarlem

  • 1.
  • 2. "Social selling is essentially a transfer of feelings." Zig Ziglar †2012
  • 3. Let's talk about .. 1) Attitude 2) Trustworthiness 3) Social Media Life Cycle 4) Examples
  • 5. "If you go out looking for a friend, you're going to find they are scarce. : : Attitude
  • 6. But if you go out to be a friend, you will find them everywhere." Zig Ziglar †2012 : : Attitude
  • 7. With a slight alteration it will look like this: "If you go out looking for customers, you are going to find they are scarce. : : Attitude
  • 8. But if you go out to offer your help, you will find customers everywhere.” It is just a matter of attitude. : : Attitude
  • 9. Free Hugs in Sondrio, Italy.
  • 10. Even just watching random acts of kindness raises your level of oxytocine. It makes you happy! : : Attitude
  • 11. Paul Zak: TEDx on morality and trust.
  • 12. Reciprocity in social media raises oxytocine. If you give something to somebody, people feel the need (obligation) to give back. : : Attitude
  • 13. Oxytocine lowers the level of cortisol, caused by stress. Was the financial crisis the spark of the social media? Interesting reseach: males become less empathic under stress than females due to lower levels of oxytocine during stress. (due to testosterone) : : Attitude
  • 14. Oxytocine is the trust hormone. Oxytocine inflames empathy. It is empathy that connects us. : : Attitude Paul Zak: Oxytocine related to trust
  • 15. Ergo: 1) Emotional drivers got us to participate, 2) Reciprocity raised our oxytocine levels, 3) Oxytocine made us more empathic, 4) Empathy is what connects us. : : Attitude
  • 16. TRUST
  • 18. Who can you trust? Edelman Trust Barometer 2013 : : Trustworthiness
  • 19. : : Trustworthiness Trust in the financial sector has dropped from 71% in 2007 to 25% in 2013. Trust your CEO? 17% Trust politicians? 7%-11%
  • 20. Bouwfraude, Lehman Brothers, Wikileaks, Snowden, Ahold, Alpe d'Huzes, NSA, Armstrong, bonuses, woekerpolissen, Palm Invest, Facebook, Google .. : : Trustworthiness
  • 21. We have completely lost our trust in institutions. But we regained trust in each other through social media. So you'd better be (and behave as) one of us .. : : Trustworthiness
  • 22. : : Trustworthiness "It is not about who you trust, but if one is trustworthy." = Honesty (transparent, accountable) + Commitment (pledge, promise, contract) + Competence (capable, experienced) Onora O'Neill: TEDx on trustworthiness
  • 23. Countries with more trustworthy people are more prosperous. More transactions occur and more wealth is created. : : Trustworthiness Paul Zak: TEDx on morality and trust.
  • 24. In social there is no more B2C or B2B, only H2H Human to Human. : : Trustworthiness
  • 26. : : The making of ..
  • 27. : : Social Media Life Cycle
  • 28. "You will attrack those that believe what you believe." Simon Sinek : : Social Media Life Cycle Simon Sinek: The Golden Cirle (TEDx)
  • 29. "In being amongst people with common values and believes, trust emerges." Simon Sinek : : Social Media Life Cycle Simon Sinek: First Why, then Trust (TEDx)
  • 30. Make sure we understand who you are, what you do and why you do it. What are your believes? How are you helping others? Why do you care? : : Social Media Life Cycle : : : CORE INTENTIONS
  • 31. : : Social Media Life Cycle If we can't see, hear or feel your core, i.e. heart, we won't trust you. Nor can we hold you accountable for your actions against your words. : : : INTENTIONS
  • 32. Seeding Plant a suggestion Nurturing Value the attention Harvesting Strive for satisfaction Spreading Fight for infection Where is your customer at? : : Social Media Life Cycle : : : GROWTH PHASES
  • 33. : : Social Media Life Cycle : : : PAIRS OF ATTRACTION Seeding Suggestion Expectation Nurturing Persuasion Consideration Harvesting Satisfaction Anticipation Spreading Retention Delightment
  • 34. : : Social Media Life Cycle : : : SEEDING - #1 Interaction Only 3 ways to participate: engage (chat) content (share) listen (filter) Don't just make a ton of noise, but create your own tone of voice.
  • 35. If you want to connect in social media, empathic listening is critical. A way of listening and responding to another person that improves mutual understanding and trust. : : Social Media Life Cycle : : : SEEDING - #1 Interaction
  • 36. Most of the time: : : Social Media Life Cycle What we need is not what we want .. Through empathic listening and engagement you'll learn what the emotional drivers are. : : : SEEDING - #2 Relevance
  • 37. : : Social Media Life Cycle : : : SEEDING - #2 Relevance There are 8 emotional drivers: 1. Belonging / Love 5. Control / Security 2. Diversity / Change 6. Recognition / Significance 3. Achievement / Progress 7. Challenge / Growth 4. Excellence / Pride 8. Responsibility / Contribution
  • 39. : : Social Media Life Cycle : : : SEEDING - #3 Attention Inter+est will begin if your suggestion meets their wants/desires. Planting a suggestion = charging your product/service with believes.
  • 40. : : Social Media Life Cycle : : : NURTURING - #4 Validation Whatever you suggest, we'll find out if it's true and if you are trustworthy. Sources: web search, social search, reviews, referrals, influencers, testimonials, press coverage, advertorials, etc.
  • 41. : : Social Media Life Cycle : : : NURTURING - #5 Trust If all's well, and others with relevant authority vouch for you: I'll trust you. Social Proof: 92% will buy from you, based on recommendations by their peers. So: who are their influencers?
  • 42. You might need to use some persuasion to get people to buy now. Scarcity: when stock is limited, we are tempted to buy sooner. Understand liking, consistency and reciprocity. : : Social Media Life Cycle : : : NURTURING - #6 Transaction
  • 43. We took the bait .. Now it's up to you to fulfil the expectations. It is your one and only chance to create an everlasting first impression. : : Social Media Life Cycle : : : HARVESTING - #7 Experience
  • 44. : : Social Media Life Cycle : : : HARVESTING - #8 Evaluation Did you meet or even exceeded our expectation? If not, what did you do? Failing is human, we'll understand. But make amends as soon as possible.
  • 45. : : Social Media Life Cycle Affection comes from underpromising and overdelivery. Time is our most valuable asset. Time spend on a customer is therefor valuated the highest: be careful and attentful. : : : SPREADING - #9 Affection
  • 46. : : Social Media Life Cycle : : : SPREADING - #10 Infection If you turned satisfaction into delightment, we're tell others to buy from you! We are risk-avoiding. A truthful recommendation is preventing others to loose time, money or certainty.
  • 47. : : Social Media Life Cycle : : : POWER THE NEXT CYCLE Every infection is a start of a new cycle. Understand the power of suggestion, persuasion, delightment, social proof and empathy. Don't miss out and get stuck at step 8, .. by just doing enough.
  • 48. : : Social Media Life Cycle 1) Share your believes: be a hero! 2) Don't sell, but tell: share experiences! 3) Be empathic: listen carefully, engage, build trust! 4) Promiss less, but offer more: be exceptional! 5) Time is honey: attention earns affection!
  • 49. Old Spice: The Man YourMan Could ..
  • 50. The Sun: The Woman You'd Your ..
  • 52. This was the tip of the iceberg Collaboration economy – Communities – Crowdsourcing – Crowdfunding – Co-creation – Content Marketing – Monitoring – Key Performance Indicators – Trend analyses – Reputation Management – Mobile Marketing – Social Business Strategy – Social Media Strategy – Content Strategy – Maker Revolution – Wearable Technology – Crossmedia Marketing – BigData – Social Dashboards – Multichannel Marketing – etc.
  • 53. Social is all about empathy. Mind the emotional drivers, base your stories on those emotions and start engaging. Kind regards, Edwin Korver @edwinkorver http://desocialemedia.nl