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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 to learn more on how we can offer this presentation to your organization or business.

Follow Jim on, or connect with him on Linkedin at

Published in: Social Media

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 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 – Full preso 2 + hours. I can do 9 Laws for your organization