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Presented	by	James	Gilbert,	CEO
Feb	20,	2016,	561-302-1719
The	FINAL Law	of	Social	Media	Marketing…
The	Law	of	
#REALation...
• 30	+	year	history	in	DM/Digital/Social
• CEO,	Gilbert	Direct	Marketing,	Inc.
• President,	Florida	DMA
• Professor	Direct...
•#WCMIA
•#9ImmutableLaws
•@gilbertdirect
"There is only one valid definition of
business purpose – to create a customer.
Companies are not in business to make
thin...
• Built	huge	engaged	community	for	
Fresh	Diet
• The	9	Immutable	Laws	of	Social	Media	
Marketing	(context	for	success)
• A...
1.	The	deeper	the	level	of	engagement,	the	deeper	the	
trust/bond	with	your	company! (radical	thought	in	2009	AND	in	
2016...
4.	The	exponential	search	factor.
Social	increases	rankings,	DUH!
5.	The	new-fangled	customer	service	factor
Deliver	or	di...
7.	Trust	is	The	NEW	black
REAL	voice,	freebies,	contests,	corner	store!
8.	The	online	reputation	factor.	
Rep	is	everythin...
“#REALationships”
Its	time	to	get	REAL	again!
–Engagement	more	difficult
–Have	to	work	harder	to	“get	‘er done”
–Everybody	is	doing	it!
–More	message	clutter
–Facebook	...
• The	goals	of	every	social	media	marketer	
STILL	ARE….
– Engage!
– Draw	them	out!
– Get	them	involved!
– Become	a	thought...
The	8	stages	of	Engagement REALity
① Brand	impression	(retweet,	comment,	friend,	like)
② Like	– casual	listener	(likes	pag...
The	8	stages	of	REALity
• How	do	you	find	and	create	
brand	advocates?		
• Listen,	spend	time	on	sites.	
• See	who	retweet...
The	8	stages	of	engagement
• Brand	advocates	are	everywhere.
• Carol!
• Donna!
• Josh!
• Trevor!
• Tina
• Angel!
• Its	abo...
THEN:
The	nameless	faceless	corporate	
entity
NOW:
The	nameless	faceless	corporate	
social	media	pusher
• Its	time	to	throw	out	what	you	have	learned	
about	social	media	and:
– Lose	the	tools:
• Forget	Hootsuite,	Buffer,	sched...
Every	time	you	
use	an	app	to	
post	rather	than	
go	to	the	actual	
site….	
…	a	kitten	
Will	die!
Every	time	you	
use	an	app	to	
post	rather	than	
go	to	the	actual	
site….	
An	angel
kitten	gets	
their	wings
Social	
Media	
SUCCESS
in	Only
8 HOURS	
a Day!
Noooo!
Oy Vey
A	D	M!
Damn!
Oh	No!!!
YES!!!!
WTF?
Groan
FML!!
Too	many	
people	are	
posting	
without	
engaging
Stop	
practicing	
Anti-Social	
Media	
Marketing
So	HOW	to	get	REAL?
• The	Give	to	get!
• Contests
• Freebies
• Giveaways
• Behind	the	scenes
• Video’s
• Communicate
• Sha...
Advocates	are	everywhere
• RT’ers
• Sharers
• Likers
• Commenters
Advocates	are	everywhere
Get	‘em
Involved!
Advocates	are	everywhere
Get	‘em
Involved!
Exceptional	vacations
Happiness	rules…
Here	are	your	brand	
advocates….	The	folks	
that	post	to	your	page!!!
Contest	examples
• Plate	your	
favorite	meals
Build	involvement	and	trust
Contest	examples
• Halloween	costume	
contest
Contest	examples
• Motivation	
poster	
contests
• Fresh	Diet-ize a	Beatles	Lyric	(in	honor	of	John	
Lennon)
– Imagine
– Video	
– Viral!
• Fresh	Diet-ized Haiku
• Video	
contests
• This	
contest	
coined	the	
phrase,	
“the	fresh	
diet	
delivery	
fairies?
Contests	Recipe	winner
Nothing	gets	REAL	like	video
YouTube	fun	and	relationship	building
Cross	pollinate	content
• Blog	as	
center	of	
universe!
Forget	ABC’s
A	B	P	is	the	new	model
Always
Be
Promoting
Use	YOUR	REAL	Voice…
• Wrap	
yourself	
around	an	
issue	or	a	
topic
• Make	it	
your	own
• Provoke!
•Just	share	other	people’s	
content	and	add	your	
opinion!
•Make	the	issue	your	own!
•Be	a	curator	of	content!
•Linkedin	publishing	
platform
•Groups	(social,	DM	Q&A)
•Tweet	(yours,	others)
•Blog,	Vlog,	Write,	Vid
Become	a	thought	leader!
Become	a	thought	leader!
Become	a	thought	leader!
• B2B	social,	Blog,	Linkedin	Key!
• Become	a	thought	leader
• Always	be	promoting
• Amplify	and	share.
• Create	share	wort...
More	content	examples	MegaMotorMadness.com
Fun	and	humor	save	the	day…. Tag	advocates	
to	amplify!
• Use	#hashtags
• Tag	others	in	posts	(business’s,	people)
• Pictures	and	graphics	a	must
• Video!	(that’s	a	whole	other	p...
Real	voice,	hashtags,	tag	others.		Behind	the	scenes,	real	company
Bio’s	of	
our	
employees	
bring	
customers	
closer	to	
the	
company
Thank	you!
• Copy	of	this	presentation?
– Drop	me	your	card
– Tweet	to	me	at	@GilbertDirect
– 561-302-1719
– Email	jim@gil...
The Immutable Law of Social Media #REALationships WordCamp Miami 2016
The Immutable Law of Social Media #REALationships WordCamp Miami 2016
The Immutable Law of Social Media #REALationships WordCamp Miami 2016
The Immutable Law of Social Media #REALationships WordCamp Miami 2016
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The Immutable Law of Social Media #REALationships WordCamp Miami 2016

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On February 20th 2016, Jim Gilbert, President and Founder of Gilbert Direct Marketing Worldwide, Inc., presented "The Immutable Law of Social Media #REALationships" to a packed house at WordCamp 2016 in Miami.

The following are the slides from that presentation. This is part of a larger presentation, "The 9 Immutable Laws of Social Media Marketing".

Contact us at jim@gilbertdirectmarketing.com to learn more on how we can offer this presentation to your organization or business.

Follow Jim on Twitter.com/gilbertdirect, or connect with him on Linkedin at https://www.linkedin.com/in/jimwgilbert

Published in: Social Media
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The Immutable Law of Social Media #REALationships WordCamp Miami 2016

  1. 1. Presented by James Gilbert, CEO Feb 20, 2016, 561-302-1719 The FINAL Law of Social Media Marketing… The Law of #REALationships
  2. 2. • 30 + year history in DM/Digital/Social • CEO, Gilbert Direct Marketing, Inc. • President, Florida DMA • Professor Direct Marketing • Author Target Marketing Group • Return on Intelligence column • Guide to Social Media - Content @gilbertdirect #9ImmutableLaws
  3. 3. •#WCMIA •#9ImmutableLaws •@gilbertdirect
  4. 4. "There is only one valid definition of business purpose – to create a customer. Companies are not in business to make things… but to make customers.” -- Peter F. Drucker
  5. 5. • Built huge engaged community for Fresh Diet • The 9 Immutable Laws of Social Media Marketing (context for success) • As long as 2 hour presentation! –4K live –85K+ views online –So many changes since 2009
  6. 6. 1. The deeper the level of engagement, the deeper the trust/bond with your company! (radical thought in 2009 AND in 2016) Nothing happens without ENGAGEMENT! How engaged are your followers? 2. Brand + Channels = Engagement Interacting W/brand in 1 or more channels drives engagement (The new marketing paradigm) drives Law of Engagement 3. Brand + time + channels = advocates. More time, more channels drives advocacy!
  7. 7. 4. The exponential search factor. Social increases rankings, DUH! 5. The new-fangled customer service factor Deliver or die! (respond immediately and often) Handle it or else! Customers choose contact preferences! Everybody, CEO to Customer Service Reps 6. The behind the scenes factor People buy from people not brands
  8. 8. 7. Trust is The NEW black REAL voice, freebies, contests, corner store! 8. The online reputation factor. Rep is everything. Social the Great Neutralizer) Product, brand promise, customer service in sync!!! 9. Sum up: Engagement + time + trust = revenue. All 9 Laws brought together What next???? A force that pulls it all together! (always knew there was another one)
  9. 9. “#REALationships” Its time to get REAL again!
  10. 10. –Engagement more difficult –Have to work harder to “get ‘er done” –Everybody is doing it! –More message clutter –Facebook now “pay for play” –More sites are relevant (vine)
  11. 11. • The goals of every social media marketer STILL ARE…. – Engage! – Draw them out! – Get them involved! – Become a thought leader! – Generate Authority! – Tug at their heartstrings – Tell a story!!!! – Create drama!!!! – But now we have to be even smarter, better and more engaging
  12. 12. The 8 stages of Engagement REALity ① Brand impression (retweet, comment, friend, like) ② Like – casual listener (likes page) ③ Like - engages (likes, comments) ④ Super like – engages often ⑤ Minor brand advocate – recommends brand ⑥ Super brand advocate – recommends brand and sells product! ⑦ Dislike – disgruntled like of advocate – goes away ⑧ Super dislike (engaged dislike) – goes away and talks about brand in a negative way • Goal move from 1 – 6 • Goal move back from 7 and 8 to 6
  13. 13. The 8 stages of REALity • How do you find and create brand advocates? • Listen, spend time on sites. • See who retweets, shares, likes etc. • Make contact! • Yes make contact and build relationships!
  14. 14. The 8 stages of engagement • Brand advocates are everywhere. • Carol! • Donna! • Josh! • Trevor! • Tina • Angel! • Its about the #REALationship to your social people and brands. • Became my friends! Literally!
  15. 15. THEN: The nameless faceless corporate entity NOW: The nameless faceless corporate social media pusher
  16. 16. • Its time to throw out what you have learned about social media and: – Lose the tools: • Forget Hootsuite, Buffer, scheduled posts, and other tools to make life easier. • Get back down in the trenches, engage, delight and… •BUILD RELATIONSHIPS! • Today in social relationships are dying!
  17. 17. Every time you use an app to post rather than go to the actual site…. … a kitten Will die!
  18. 18. Every time you use an app to post rather than go to the actual site…. An angel kitten gets their wings
  19. 19. Social Media SUCCESS in Only 8 HOURS a Day! Noooo! Oy Vey A D M! Damn! Oh No!!! YES!!!! WTF? Groan FML!!
  20. 20. Too many people are posting without engaging Stop practicing Anti-Social Media Marketing
  21. 21. So HOW to get REAL? • The Give to get! • Contests • Freebies • Giveaways • Behind the scenes • Video’s • Communicate • Share other’s content • Connect and build!
  22. 22. Advocates are everywhere • RT’ers • Sharers • Likers • Commenters
  23. 23. Advocates are everywhere Get ‘em Involved!
  24. 24. Advocates are everywhere Get ‘em Involved!
  25. 25. Exceptional vacations Happiness rules… Here are your brand advocates…. The folks that post to your page!!!
  26. 26. Contest examples • Plate your favorite meals
  27. 27. Build involvement and trust
  28. 28. Contest examples • Halloween costume contest
  29. 29. Contest examples • Motivation poster contests
  30. 30. • Fresh Diet-ize a Beatles Lyric (in honor of John Lennon) – Imagine – Video – Viral! • Fresh Diet-ized Haiku
  31. 31. • Video contests • This contest coined the phrase, “the fresh diet delivery fairies?
  32. 32. Contests Recipe winner
  33. 33. Nothing gets REAL like video
  34. 34. YouTube fun and relationship building
  35. 35. Cross pollinate content • Blog as center of universe!
  36. 36. Forget ABC’s A B P is the new model Always Be Promoting
  37. 37. Use YOUR REAL Voice… • Wrap yourself around an issue or a topic • Make it your own • Provoke!
  38. 38. •Just share other people’s content and add your opinion! •Make the issue your own! •Be a curator of content!
  39. 39. •Linkedin publishing platform •Groups (social, DM Q&A) •Tweet (yours, others) •Blog, Vlog, Write, Vid
  40. 40. Become a thought leader!
  41. 41. Become a thought leader!
  42. 42. Become a thought leader!
  43. 43. • B2B social, Blog, Linkedin Key! • Become a thought leader • Always be promoting • Amplify and share. • Create share worthy content
  44. 44. More content examples MegaMotorMadness.com Fun and humor save the day…. Tag advocates to amplify!
  45. 45. • Use #hashtags • Tag others in posts (business’s, people) • Pictures and graphics a must • Video! (that’s a whole other presentation) • Create events (FB, G+) • Create and amplify a call in, webinar • Linkedin Publishing (again)
  46. 46. Real voice, hashtags, tag others. Behind the scenes, real company
  47. 47. Bio’s of our employees bring customers closer to the company
  48. 48. Thank you! • Copy of this presentation? – Drop me your card – Tweet to me at @GilbertDirect – 561-302-1719 – Email jim@gilbertdirectmarketing.com – Full preso 2 + hours. I can do 9 Laws for your organization

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