12 Ben Tim g Be
n is lookin ere’s Ben. e H H e opens th his bricks. e for is surprise h boxe s and to h he ric ks are in t ﬁnds the b der box! wash powLet’s start with a quick intelligence test...
13 Ben Tim Now here’s
Tim, Ben’s brother. Tim ﬁnd s Ben’s boxes and want ’s to play with bricks. Whic h box does he open ﬁrst?Which box will Tim open to play with the bricks?
14 oe s not know
that Tim d We know in the was h Ben rickssaorewe correctly that the b Tim po wder box, the bricks k in guess he will loo box ﬁrst... This requires “social intelligence” our ability to put ourselves in somebody elses shoes and see the world from their perspective. The real value o f social media is it can boost our that social intelligen ceWhich box will Tim open ﬁrst to play with bricks?
15 al im test is
a re The Ben/T intelligenc e ial test of soc Under 5’s fail the test, as do those suﬀering from autism Psychologists b elieve social int underpins huma elligence n consciousnes without it we’d s; be zombiesPsychologists believe that without social intelligence, wewould not be conscious; we’d be ‘zombies’
16 “A wise man learns
from the experience of others, a fool by his own” Ψ Social Intelligence: Ability to understand and learn from each other and proﬁt from social situationsEnough of the psychology already; the thing to know isthat social media boosts social intelligence
17 th in g sales
wi The se cret to driv e it to help us social m edia is to eir a rter with th peop le shop sm ce socia l intelligenQ: How can we use this insight to drive sales with socialmedia? A: By helping people use their social intelligence
18 na ncial helps Am
eriprise Fi spects us e pro custo mers and nce with a ige ocial intell lp their s e rvice to he LinkedIn powered s r nan cial adviso the m ﬁnd a ﬁHelping people use their social intelligence
19 ple If” helps peo
Finnis h insurer “ ith nte lligence w use th eir social i g ia by allowin social med ting co ntact exis pro spects to ut about them custome rs to ﬁnd oHelping people use their social intelligence
21 A Social Q& ith
it’s new Amazon, w sa me; helpin g servic e does the with socia l rt shop sma people ttin g product intellige nce by ge ers product own feed back fromHelping people use their social intelligence
22 10 Proven Ways to
Drive Sales with Social Media** Online media that supports social interaction and user contributions
23 le He lping peop
l shop with socia h intell igence wit d ratings an n reviews ca y bo ost sales b 10%1. Put stars everywhere...
24 le He lping peop
ia is with socia l rs ocial med shop h Remembe ia’; it’s not intell igence wit ‘earned m ed ut ratings an d what yo u say abo ers n ’s what oth reviews ca yourself, it ost sales b y say about you bo 10%1. Put stars everywhere...
29 cia l media as
Appl e ‘gets’ so ia s ocial med earned media; its er im ple - deliv st rategy is s es t’ experienc ‘ins anely grea ing about worth talk4. Take an experiential bite out of Apple... ...with services worth talking about
32 € € € €
€ € € € € € € € € € € € € € € € € € € € € € € € € € Client Value Detainees Angel Candidates Angels Insurgents Agnostics Missionaries € € € Propensity to Recommend4. Take a bite out of Apple... ‘PXM’ Promoter Experience Management
33 ‘Owned’ Media 28 149
82 32 ‘Earned’ Social Media ple er ; help peo a no-brain Here’s ht heir social se you wit ia choo g social med intelligen ce by usin ... mo te sharing plu gins to pro5. Make everything shareable
34 ial cialist soc Host
a spe mote soci al ro med ia hub to p h intellige nce throug g knowle dge sharin6. Host a hub
35 to Use so cial
media p help p eople sho r smarte r with thei lligence by social inte als rewar ding referr $31,500 $486,090 Kumar, Petersen, and Leone. "How Valuable Is Word of Mouth? ." Harvard Business Review (2007)7. Reward referrals
36 r marketin g 40%
of your Fans ou By re -aligning y e Haven’t Recommended as ons peopl with the re ive yo u - you’ll g you... commend l re on versationa them the c m n to help the ammunitio e d you mor recommen8. Realign marketing... with reasons-to-recommend
37 40% of your Promoters
Haven’t Recommended Franklin D Roosevelt (D) Wendell Wilkie (R) ns Giving existing fa o al currency t nversation w co fr iends is ho inﬂu ence their s u ence work media inﬂ8. Realign marketing... with reasons-to-recommend
38 lp lm edia to
he Use socia marter wit h ps p eople sho y social intelligence b b hem to clu enabling t k nd get bul together a discounts9. Tango with Tuangou
42 if s t critically,
Fina lly, and mo sales with ive you want to dr to ia, you need s ocial med rvices wor th se inn ovate with .. talk ing about.10. Don’t tell stories, Be the story
43 ia s ocial med
The amount of ctly e arn is dire c ontent you diﬀerence the driven by betwee n people’s es nd experienc exp ecations a10. Don’t tell stories, be the> EXPECTATION EXPERIENCE story
44SUMMARY: 3 CORE PRINCIPLES 1.
Help People Use their Social Intelligence 2. Help People Make Recommendations 3. Help Deliver Services Worth Recommending le s , the simp In other word sales with ng sec ret to drivi y ia is to deplo social med e ia as a servic social med
453 Core Insights for Unlocking
Sales with Social Media “Our social 1. Help People Use their Social Intelligence strategy is 2. Help People Make Recommendations simple; it’s 3. Help Deliver Services Worth Recommending clients happy talking” Social-as-a-Service
46SUMMARY: 10 WAYS TO DRIVE
SALES WITH SOCIAL1. Put stars everywhere 6. Host a hub2. Own a star system 7. Reward referrals3. Be a star system 8. Realign marketing4. Take a bite out of Apple 9. Tango with Tuangou5. Make everything sharable 10. Don’t tell Stories, Be the Story No s! C atThank you! @marsattacks www.viralculture.com +44 777 95 77248
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