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

4. ATTITUDE

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

17. SafeInternetBanking: Just watch ..

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

25. SOCIAL MEDIA LIFE
CYLE

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

38. Wants Needs

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 ..

51. DollarShaveClub: Small can get big ..

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