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Building,	
  	
  
growing	
  	
  
&	
  sustaining	
  
communi2es	
  

Pam	
  Moore	
  
CEO	
  /	
  Founder	
  
Marke2ng	
  Nutz	
  

@PamMktgNut	
  

www.themarke2ngnutz.com	
  
Embrace	
  	
  
the	
  
JOURNEY!	
  
Social
Business
Success
social business
“Becoming a social business
transforms the organization from the
inside out, connecting the internal with
the external in a way that enhances
relationships and creates shared value
for the people, the business and
ecosystem as a whole.”
social media
“Refers to the means of
interactions among
people in which they
create, share, and
exchange information
and ideas in virtual
communities and
networks.”
Brand
“A brand is the set of expectations, memories,
stories and relationships that, taken together,
account for a consumer’s decision to choose
one product or service over another. If the
consumer (whether it’s a business, a buyer, a
voter or a donor) doesn’t pay a premium, make
a selection or spread the word, then no brand
value exists for that consumer.”
~Seth Godin
YOU	
  	
  

are	
  the	
  	
  

media	
  
your	
  	
  
	
  	
  	
  	
  	
  	
  ul2mate	
  
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  plaJorm	
  
Houston,	
  we	
  have	
  a	
  problem.	
  	
  
1.3B	
  mobile	
  workers	
  by	
  2015	
  

Source: IDC
90%	
  mobile	
  users	
  have	
  device	
  
within	
  arms	
  reach	
  100%	
  of	
  2me	
  

	
  
news	
  	
  
no	
  longer	
  

breaks!	
  

It	
  

	
  

tweets!	
  	
  
stop	
  	
  
the	
  
noise!	
  
76%	
  marketers	
  think	
  they	
  
know	
  what	
  customers	
  want	
  

34%	
  have	
  asked	
  them	
  

Source:	
  Pivot	
  
is	
  

anyone	
  

listening	
  

you?	
  

	
  to	
  
talk	
  to	
  yourself	
  much?	
  
listen	
  more	
  than	
  you	
  talk!	
  	
  
don’t	
  fake	
  un2l	
  you	
  make	
  it	
  	
  

Source: Creative Commons
#1	
  ALIGN	
  to	
  BUSINESS	
  goals	
  
Stop the Random Acts of
Marketing (RAMs)
ü Not funded
ü Not in the plan
ü Not integrated
ü No metrics for
success
Business

Business

Social media
plugs
into your
#2	
  slow	
  down	
  to	
  speed	
  up	
  
We use

POST
strategy
to frame the
Social Media
Strategy
POST+GM
P	
  

People

O	
  

Objectives

S	
  

Strategy

Identify WHO & assess their social activities
What do you want to accomplish? WHY?

Plan for how relationships with the “people” will change

Technology

T	
  

Decide which social technologies to use

G

Goalsachievement, qualitative & quantitative
Set goals for

M

Metricsbe used to measure success
What metrics will

Based Upon POST Methodology Source: Forrester Research
#3	
  	
  
know	
  	
  
YOUR	
  
audience	
  
communities create markets
Opportunity

Free	
  	
  
member	
  

Harvest

Paid	
  	
  
member	
  

Community Zone

Loyal	
  	
  
evangelist	
  

Customer Zone

$
$
Maslow’s	
  hierarchy	
  of	
  needs	
  

self-actualization

esteem
belonging

safety
physiological

Morality,
creativity,
spontaneity,
problem solving,
lack of prejudice,
acceptance of facts
Self-esteem, confidence,
achievement, respect of
others, respect by others
Friendship, family, sexual intimacy
Security of body, employment, resources,
morality, family, health, property

Breathing, food, water, sleep, homostasis, excretion
hierarchy	
  of	
  social	
  community	
  
inspira2on	
  
achieve
connect

selfactualization

esteem
belonging

inspire

safety
physiological
#4	
  humanize	
  it	
  
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
Take risk
My	
  Brand	
  is…	
  

• 
• 
• 
• 
• 
• 
• 
• 
• 
• 
• 

What I say
What I do
What I think
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!
start	
  from	
  inside	
  out	
  
the	
  human	
  brand	
  
“Social didn’t transform
our culture, it revealed it.”
~Clarissa Felts, Lowes
the	
  human	
  brand	
  
“Culture eats
strategy for lunch!”
~Sandy Carter, IBM
think	
  DNA,	
  not	
  tools	
  	
  
heartbeat	
  of	
  social	
  =	
  people	
  
Your
Mission

Understand
where your
audience is
hanging out online
& learn how to
have a relevant
conversation
with them that
helps meet
business goals.
•  WHO are you talking to?
•  WHAT do they need?
•  HOW can you help?
•  WHERE do they want to talk?
•  WHY should they care?
What	
  kind	
  of	
  rela2onship	
  
Do you want ?
Transactional
Occasional
Impersonal
Short-term
Focus on relationships,
not technologies
Source:	
  Al2meter	
  Group	
  

Passionate
Constant
Intimate
Loyal
#5	
  don’t	
  starve	
  your	
  community	
  

	
  

FEED	
  them!	
  
relevance	
  	
  
templates
hangout

think	
  

assets	
  
SMO	
  
maximize the
visibility of
relevant content
for those
looking for it
#6	
  provide	
  a	
  safe	
  and	
  
	
  open	
  environment	
  
	
  
you	
  drive	
  
It’s not what the
technology can do
for you but what
you can do with
the technology!
let	
  your	
  community	
  drive	
  too	
  
#7	
  create	
  experiences	
  
people don’t buy things, they join things
Heathman	
  
Hotel	
  

Travel	
  
Portland	
  
#8	
  Embrace	
  OPCs	
  
ac2vate	
  
influencers	
  
#9	
  measure	
  it	
  
	
  
SMART
Objectives

Goals

&
are key to Success
use appropriate metrics
Corporate

LOB/Geo
Stakeholders
Social Strategist/
Community Manager

Source: Altimeter Group

•  Business metrics:
revenue, CSAT,
reputation.
•  Social media analytics:
Insights, share of
voice, resonance,
WOM.
•  Engagement metrics:
fans, followers, clicks.
#10	
  Get	
  a	
  life!	
  	
  
Questions?
Pam Moore
CEO / Founder
Marketing Nutz

@pammktgnut
www.pammarketingnut.com
www.themarketingnutz.com

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