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Social - from your
customers’ POV
Who am I?
@cazyetman / caz@brightcultures.com / www.brightcultures.com
● Consultant at BrightCultures
● Social customer se...
‘Kulturelle Etterslep’
A Norwegian term meaning ‘cultural lag’
The term cultural lag refers to the notion that culture tak...
What makes content engaging?
How to take your content to the next level
Have a conversation with the person next to you
The reason two people are talking to each other
(as opposed to someone else)
Social Object Theory
Social Object Theory
STEPPS
Social Capital
Triggers
Emotions
Public
Practical Value
Stories
STEPPS
“RESOURCES THAT AN INDIVIDUAL OR GROUP ACCUMULATES DUE TO
THEIR MEMBERSHIP IN SOCIAL NETWORKS OR ACCESS TO OTHERS”
Social ...
“SOMETHING THAT IS EASY TO REMEMBER ABOUT A PRODUCT OR IDEA,
HELPING PEOPLE TO ENSURE IT STAYS TOP OF MIND”
Triggers
Triggers
Emotions
Write down all the words this video
makes you feel
Emotions
High arousal emotions fire people up
and drive people to action
Public
People usually look to others for what to do in
situations (social proof)
If everyone is doing it, it must be good
...
Practical value
Practical value
Stories
1. Tell the person next to you a statement about
what you / your organisation does
Stories
2. Tell the person next to you a story about what
you / your organisation does
Stories
Stories
The next level
Starting with why
The solution
1. Authenticity
2. Purpose
3. Relevance
● What is the social object - is it new/inspiring/extraordinary?
● Will it help create social capital for your audience?
●...
● Why are you posting this content?
● Is it authentic?
● Is it relevant to the brand and your customers?
Summary
Thank you!
@cazyetman / caz@brightcultures.com / www.brightcultures.com
Social - from your customer's POV
Social - from your customer's POV
Social - from your customer's POV
Social - from your customer's POV
Social - from your customer's POV
Social - from your customer's POV
Social - from your customer's POV
Social - from your customer's POV
Social - from your customer's POV
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Social - from your customer's POV

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Customers are getting bored with your content on social media. There's too much talk about yourself and not enough authenticity.

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Social - from your customer's POV

  1. 1. Social - from your customers’ POV
  2. 2. Who am I? @cazyetman / caz@brightcultures.com / www.brightcultures.com ● Consultant at BrightCultures ● Social customer service specialist ● Award winning
  3. 3. ‘Kulturelle Etterslep’ A Norwegian term meaning ‘cultural lag’ The term cultural lag refers to the notion that culture takes time to catch up with technological innovations and that social problems and conflicts are caused by this lag - Wikipedia
  4. 4. What makes content engaging? How to take your content to the next level
  5. 5. Have a conversation with the person next to you
  6. 6. The reason two people are talking to each other (as opposed to someone else) Social Object Theory
  7. 7. Social Object Theory
  8. 8. STEPPS
  9. 9. Social Capital Triggers Emotions Public Practical Value Stories STEPPS
  10. 10. “RESOURCES THAT AN INDIVIDUAL OR GROUP ACCUMULATES DUE TO THEIR MEMBERSHIP IN SOCIAL NETWORKS OR ACCESS TO OTHERS” Social Capital
  11. 11. “SOMETHING THAT IS EASY TO REMEMBER ABOUT A PRODUCT OR IDEA, HELPING PEOPLE TO ENSURE IT STAYS TOP OF MIND” Triggers
  12. 12. Triggers
  13. 13. Emotions Write down all the words this video makes you feel
  14. 14. Emotions High arousal emotions fire people up and drive people to action
  15. 15. Public People usually look to others for what to do in situations (social proof) If everyone is doing it, it must be good (herd mentality)
  16. 16. Practical value
  17. 17. Practical value
  18. 18. Stories 1. Tell the person next to you a statement about what you / your organisation does
  19. 19. Stories 2. Tell the person next to you a story about what you / your organisation does
  20. 20. Stories
  21. 21. Stories
  22. 22. The next level
  23. 23. Starting with why
  24. 24. The solution 1. Authenticity 2. Purpose 3. Relevance
  25. 25. ● What is the social object - is it new/inspiring/extraordinary? ● Will it help create social capital for your audience? ● What are you trying to make your audience feel? ● How can you make it easier to share? ● Is it useful? ● Are you using statements or stories? Summary
  26. 26. ● Why are you posting this content? ● Is it authentic? ● Is it relevant to the brand and your customers? Summary
  27. 27. Thank you! @cazyetman / caz@brightcultures.com / www.brightcultures.com

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