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Introduction to the Social Media Lifecycle - NCD Haarlem

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NCD Haarlem is a local division of the NCD association of top level managers, commissioners and board members. I was invited to present my Social Media Lifecycle.

More info: http://socialmedialifecycle.com

Published in: Leadership & Management
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Introduction to the Social Media Lifecycle - NCD Haarlem

  1. 1. "Social selling is essentially a transfer of feelings." Zig Ziglar †2012
  2. 2. Let's talk about .. 1) Attitude 2) Trustworthiness 3) Social Media Life Cycle 4) Examples
  3. 3. ATTITUDE
  4. 4. "If you go out looking for a friend, you're going to find they are scarce. : : Attitude
  5. 5. But if you go out to be a friend, you will find them everywhere." Zig Ziglar †2012 : : Attitude
  6. 6. 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
  7. 7. But if you go out to offer your help, you will find customers everywhere.” It is just a matter of attitude. : : Attitude
  8. 8. Free Hugs in Sondrio, Italy.
  9. 9. Even just watching random acts of kindness raises your level of oxytocine. It makes you happy! : : Attitude
  10. 10. Paul Zak: TEDx on morality and trust.
  11. 11. Reciprocity in social media raises oxytocine. If you give something to somebody, people feel the need (obligation) to give back. : : Attitude
  12. 12. 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
  13. 13. Oxytocine is the trust hormone. Oxytocine inflames empathy. It is empathy that connects us. : : Attitude Paul Zak: Oxytocine related to trust
  14. 14. 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
  15. 15. TRUST
  16. 16. SafeInternetBanking: Just watch ..
  17. 17. Who can you trust? Edelman Trust Barometer 2013 : : Trustworthiness
  18. 18. : : Trustworthiness Trust in the financial sector has dropped from 71% in 2007 to 25% in 2013. Trust your CEO? 17% Trust politicians? 7%-11%
  19. 19. Bouwfraude, Lehman Brothers, Wikileaks, Snowden, Ahold, Alpe d'Huzes, NSA, Armstrong, bonuses, woekerpolissen, Palm Invest, Facebook, Google .. : : Trustworthiness
  20. 20. 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
  21. 21. : : 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
  22. 22. Countries with more trustworthy people are more prosperous. More transactions occur and more wealth is created. : : Trustworthiness Paul Zak: TEDx on morality and trust.
  23. 23. In social there is no more B2C or B2B, only H2H Human to Human. : : Trustworthiness
  24. 24. SOCIAL MEDIA LIFE CYLE
  25. 25. : : The making of ..
  26. 26. : : Social Media Life Cycle
  27. 27. "You will attrack those that believe what you believe." Simon Sinek : : Social Media Life Cycle Simon Sinek: The Golden Cirle (TEDx)
  28. 28. "In being amongst people with common values and believes, trust emerges." Simon Sinek : : Social Media Life Cycle Simon Sinek: First Why, then Trust (TEDx)
  29. 29. 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
  30. 30. : : 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
  31. 31. 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
  32. 32. : : Social Media Life Cycle : : : PAIRS OF ATTRACTION Seeding Suggestion Expectation Nurturing Persuasion Consideration Harvesting Satisfaction Anticipation Spreading Retention Delightment
  33. 33. : : 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.
  34. 34. 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
  35. 35. 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
  36. 36. : : 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
  37. 37. Wants Needs
  38. 38. : : 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.
  39. 39. : : 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.
  40. 40. : : 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?
  41. 41. 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
  42. 42. 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
  43. 43. : : 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.
  44. 44. : : 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
  45. 45. : : 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.
  46. 46. : : 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.
  47. 47. : : 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!
  48. 48. Old Spice: The Man YourMan Could ..
  49. 49. The Sun: The Woman You'd Your ..
  50. 50. DollarShaveClub: Small can get big ..
  51. 51. 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.
  52. 52. 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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