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INV109:
Bridging the Social Divide –
C-Suite & Beyond
Pam Moore, CEO / Founder, Marketing Nutz
@PamMktgNut

© 2014 IBM Corporation
Embrace
the
JOURNEY!
Guarantee = CHANGE
news
no longer

breaks
!
It	
  

	
  

tweets!	
  	
  
IDC predicts 1.3B mobile
workers by 2015
90% mobile users have
device within arms reach
100% of time
YOU
are

the

media
your
ultimate
platform
Houston, we have a

problem

.
is

anyone

listening
to

you?
talk to yourself
much?
76% marketers think they know what
customers want

34% have asked
them

Source: Pivot
- 59% social customers want to share feedback
- 58% want customer service

only 34% marketers think these
services are in demand

Source: Pivot
GENERATION

S
What the “unsocial” Exec Thinks

15
Generation S Bridging the Social Divide #IBMConnect INV109
Align Social
to top
business goals
Pick Goals
where social can have an

impact
Get Real: Social Business Maturity
• 

Mindset

• 

Social Media Program

• 

Leadership & Organizational Model

• 

Processes & Policies

• 

Education

• 

Measurement

• 

Technology
What are you measuring?
Business metrics: revenue, CSAT,
reputation.
Corporate

LOB/Geo
Stakeholders
Social Strategist/
Community Manager

Social media analytics: Insights, share
of voice, resonance, WOM.

Engagement metrics: fans, followers,
clicks.

Source: Altimeter Group
Communities Create Markets
Opportunity

Free	
  	
  
member	
  

Community Zone

Harvest

Paid	
  	
  
member	
  

Loyal	
  	
  
evangelist	
  

Customer Zone

$
$
Stop the Random Acts of Marketing
(RAMs)

21
Quit selling your CEO Twitter!

22
It’s About Your Audience, Not You!

23
Don’t Fake It Until You Make It!

24
Activate influencers
Start From Inside Out
The Human Brand

“Social didn’t transform
our culture, it revealed it.”
~Clarissa Felts, Lowes
Human Brands:
§  Think like humans
§  Care about humans
§  Value relationships
§  Listen to other humans
§  Talk like humans
§  Have a personality
§  Show their “human”
§  Make & own their mistakes
§  Are available
§  Know themselves
§  Know their audience
§  Invest in people
My Brand is…
§  What I say
§  What I do
§  What I tweet
§  What I post on Facebook
§  What I Instagram
§  What I write in email
§  What I share
§  How I respond
§  How I interact on & offline!
§  How I drive!

§ ME!
Think DNA, Not Tools
Generation S Bridging the Social Divide #IBMConnect INV109
Think Relevant Conversation
templates
hangout

think

assets
Audio Bridging The Divide
Connect the Dots For Them
Communities Create Markets
Opportunity

Free	
  	
  
member	
  

Community Zone

Harvest

Paid	
  	
  
member	
  

Loyal	
  	
  
evangelist	
  

Customer Zone

$
$
§  Access Connect Online to complete your session surveys using any:
–  Web or mobile browser
–  Connect Online kiosk onsite

37

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Generation S Bridging the Social Divide #IBMConnect INV109