Ramon De Leon Y'all Connect Presented by Alabama Power June 13, 2014 Birmingham, Alabama Ask 100 people to define social media and you’d likely get 100 different answers. The ways in which consumers engage with these platforms can vary drastically. This makes it more critical than ever for brands to understand the right way to engage audiences and humanize their brand. Although most brands have adopted social media to help promote their offerings, many push their content in a mechanical way that just doesn’t feel authentic to consumers. Brands need to add a human element to their social media efforts to really connect with the modern-day consumer. By humanizing these interactions and maintaining a consumer-focused approach, brands can evoke genuine emotions with their customers and create brand loyalty.

1. Humanizing Your Brand
One Conversation At A Time
@Ramon_DeLeon

2. Let’s Talk Chicago:
@Ramon_DeLeon

3. Let’s Talk
Chicago:
@Ramon_DeLeon

4. So Loving #Bham!

5. @Ramon_DeLeon

6. @Ramon_DeLeon

7. #RamonWOW Excited To Be in…….

8. Goal:
To inspire you to
make a
difference in the
lives of your
customers.
@Ramon_DeLeon

9. 19 year old wanted to deliver pizza. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
@Ramon_DeLeon

10. Mindset
Show up EARLY with a
desire to make a
difference!

11. Mindset
“Care more about your
customers than your
competitors do”

12. 1989
Pizza Driver &
Team
Dominos
#OCCUPY
McDonalds
@Ramon_DeLeon

13. People CAPTURE what’s important to them!
@OscargalvanMX & @CynthiaO09

14. People SHARE what’s important to them!

15. Make sure you are important to
your Customers!

16. Be Important to your Customers!

17. “Your Content and Data
is your Digital DNA”
@Ramon_DeLeon
https://www.youtube.com/watch?v=LRcCm_PHtkU

18. There Is No Digital Eraser!

19. Mindset “If you were to
dissolve today
would your
customers
miss you?”

20. Five
Question
Kick -
Start

21. Become a
problem a
finder

22. The Skillset To Be Exceptional
Different For Traditional vs. Digital Marketing

23. Treat customers like friends
@Ted_Rubin

24. This is How You Don’t Do It

25. Customers & Friends for Life!
@Ramon_DeLeon

26. Facebook 2004
@Ramon_DeLeon
Foster Walker PLEX -
Northwestern University

27. Facebook 2005
Before Facebook was open to the public

29. Mindset
“In 2005,
I considered
returning to
College so that
I can open a
Facebook
account”

30. “Social Media is made up of
tools you can use in addition
to your core business plan.
It is not meant to replace it”

31. •Treating customers like friends.
•Educate students how to use digital tools.
•Let you get to know the face behind the logo
( Humanizing the brand ).
Mindset

32. Social had the same plan just modern tools
@Ramon_DeLeon
September ‘05

34. Social had the same plan just modern tools
AOL Chats
2005
With Students

35. Be Inspired & you will be in demand!
August ‘09 http://www.viddler.com/v/9dbfaf9f

36. This was Facebook
2009/2010

37. This is Facebook 2011

38. Manage the Micro Interactions
@Ramon_DeLeon

39. #Custserv should not be difficult
@Ramon_DeLeon
3:02pm - 2010

40. You need to respond!
@Ramon_DeLeon 3:37pm

41. Act Upon Your Instincts!
@Ramon_DeLeon

42. Make the experience unforgettable!
@Ramon_DeLeon
One
Year
Later
August 2011

43. No One revisits a
customer concern
one year later---
except ME!
@Ramon_DeLeon

44. @Ramon_DeLeon

45. Customer Service – Three Years Later
@Ramon_DeLeon
2013

46. Become a Case Study
@PartyAficionado
http://www.slidesh
are.net/ctlaws/a-
twitter-custserv-
case-study-by-
partyaficionado

47. Crisis Management
Tuesday, June 17, 2014 47

48. Crisis Management
Tuesday, June 17, 2014 48

49. Global Response

50. Crisis Management - How did I respond?
Tuesday, June 17, 2014 50
• Re-Tweeted negative Tweets to inform my community
• Commented on local blog posts
• Provided links to health department inspections
• Invited bloggers & customers to our kitchens
• Contacted HQ and told them to send CEO to N.C to order
& eat there and share via video
• Didn’t sleep because of blog alerts and social mentions

51. @ScottMonty @DanielleSmithTV @LeanneJ

52. Crisis Management –
What were the results?
Tuesday, June 17, 2014 52
6.34% Sales Increase

53. Focus
on the
feeling
@Ramon_DeLeon

54. Increase Depth of Conversation
• Change the Social
Media Philosophy
to one of
ENGAGEMENT.
• Don’t post to end a
conversation.
• Strive for the
dialogue.
@Ramon_DeLeon

55. Increase The Span of The Conversation
• This is not
Monday –
Friday 9-5
• Ignite the
conversation!
@Ramon_DeLeon

56. Customers are an investment
@Ramon_DeLeon

57. @Ramon_DeLeon

58. No
Social
Links!

59. Bad Social Media Disease
Melbourne

60. London Heathrow
Airport
Hamburg Airport

61. Bad Social Media Disease

65. Customers are an investment
https://www.youtube.com/watch?v=SZ-nnhV0rYs

66. Fuel Emotion!

67. How did we
make Mom
feel?

68. @KatzsDeli

71. Marketing department defines the customer’s need.
Use social media to get your customers to do the selling.

72. If you want to Humanize your brand:
“Trust Your
Instincts”
@Ramon_DeLeon

73. “Be your own CAFFEINE!

74. Don’t Be Lazy or Boring!
@Ramon_DeLeon

76. DONE beats
PERFECT!
There are no
shortcuts and
be transparent.

77. @Ramon_DeLeon

78. #Gen
NEXT
@Ramon_DeLeon

79. Social Media and Generation #NEXT

81. “Kids today don’t want to
grow up to be President,
they just want to get
his attention”
@Ramon_DeLeon

83. Does
this
belong
in your
office?
@Ramon_DeLeon
@JBBElementary

84. Two Essential Tips

85. “Even though we
carry the remote
control of Life in our
hand, it’s up to us to
change the channel”
@Ramon_DeLeon

86. Get their attention because people are BUSY!
@Ramon_DeLeon

87. TV’s are 2nd or 3rd Screens

88. Individualization of Content

89. What do Kids Love?

90. Social Media Is About
People Not Technology
May 2010 Caracas, Venezuela
February 2013 Oslo, Norway

93. •Take Risks
•Enjoy the Ride
•Listen to the customer

94. Work, Play and Create with the
Passion of a Child!

95. @Ramon_DeLeon

97. Ramon.DeLeon@RiseInteractive.com