The document discusses how social media is not just another marketing channel, but rather a way to establish relationships with customers. It argues that businesses should focus on creating meaningful experiences for customers each time they engage on social media, bringing them closer to the business, and establishing patterns of ongoing engagement through content, destinations for further information, and ways to stay engaged over time or share content with others. The goal is to move customers further through the sales process with each interaction rather than treating social media as just another impersonal marketing funnel.

1. It really isn’t just another
marketing channel
Deb lavoy
@deb_lavoy
deb@louisonlavoy.com

2. “I keep hearing that
Social Media is not
just another
marketing channel.
But what does that
mean?”

3. We aren’t creating a
“funnel” we’re
establishing a
relationship - a
pattern of behavior

4. Ad Lead
1%
TRANSACTION
Out with the old

5. relationship
person destination
We’ve got
something
interesting going on
Really? Tell me
more
In with the new

6. • Every time they visit it’s a
meaningful experience.
• Every time they visit they
get a little closer.
• Every time they visit, you’re
creating the context for
their next visit.
The pattern you want to see

7. Establishing the basic pattern
Something to
A destination
talk about
A way to stay A way to
engaged engage more
This isn’t the only pattern, but it is the simplest

8. Something to
talk about
hat is important to your community, and how are you adding value there?
hat are you going to say that your community will want to respond to?

9. A destination
Where do I go if I’m interested? What will I find there? How will it
connect with other information or resources I may need on my journey?

10. A way to engage
more
It may take several steps between “ I’ve heard of you” to “I want to buy
now” especially if you are in the B2B space. Give your new or returning
friend something to do here. Contribute an idea, ask a question, watch a
video, share with friends. Your friend may not be a buyer, but if they
share your interests, they have friends who do too…

11. A way to stay
engaged
They came, they saw, they commented. How and when will you see
them again? Establish a pattern: sign up, subscribe or join means we can
check-in periodically.

12. A way to engage
others
Your target isn’t only the person in front of you, it’s the people they talk
to. In B2B this is a critical element of the sales cycle. In both B2B and B2C
this is the foundation of your reputation. What are you doing to make it
easy for your audience to tell or share your story to others?

14. It really isn’t just another
marketing channel
Deb lavoy
@deb_lavoy
deb@louisonlavoy.com