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Pam Moore
CEO / Founder Marketing Nutz
@PamMktgNut
Building,	
  	
  
growing	
  &	
  
sustaining	
  	
  
social	
  business	
  
Pam Moore
CEO /Founder
http://www.pamslinkedin.com
@PamMktgNut
Marke6ng	
  Nutz	
  Founders	
  
Josh Moore
CCO /Founder
http://linkedin.com/in/joshroinut
@JoshROINut
“Experience helping brands of all
size bridge complex gap to social
success.”
why	
  Marke6ng	
  Nutz?	
  
Founders have 30+ years
combined experience in digital
marketing, corporate brand,
startups & platforms.
“PHD in acronyms not required. We help you fit social
business in a nut shell so you can focus on what you
do best, your business!”
“CEO, best selling author
recognized by Forbes as Top 10
Social Media Power Influencer +
Top 10 Social Media Women
Influencers!
Marke6ng	
  Nutz	
  
Embrace	
  	
  
the	
  
JOURNEY!	
  
Social
Business
Success
Social Business
“Becoming a social
business transforms the
organization from inside
out, connecting the internal
with the external in a way
that enhances relationships
and creates shared value
for the people, the business
& ecosystem as a whole.”
Social Media
“Means of interactions
among people in which
they create, share, and
exchange information
and ideas in virtual
communities and
networks.”
news	
  	
  
no	
  longer	
  
breaks!	
  
It	
  	
  
tweets!	
  	
  
is	
  anyone	
  
listening	
  
	
  to	
  you?	
  
76%	
  marketers	
  think	
  they	
  
know	
  what	
  customers	
  want	
  
34%	
  have	
  asked	
  them	
  
Source: Pivot
Communities Create Markets
Opportunity Harvest
Free	
  	
  
member	
  
Paid	
  	
  
member	
  
Loyal	
  	
  
evangelist	
  
Community Zone Customer Zone
$$
Customer Experience
Most exciting opportunity in 2014 for
marketers
* Digital Trends Briefing 2014, eConsultancy / Adobe
•  20% Customer
experience
•  18% Mobile
•  15% Content
marketing
IDC	
  Predicts	
  1.3B	
  
mobile	
  workers	
  
by	
  2015	
  
90%	
  mobile	
  users	
  have	
  device	
  
within	
  arms	
  reach	
  100%	
  of	
  6me	
  
	
  
You	
  have	
  10	
  seconds	
  
to	
  keep	
  em’!	
  
YOU
are the
media
Visual Communication
•  Communicate	
  
•  Humanize	
  brand	
  	
  
•  Brand	
  storytelling	
  	
  
•  Educate,	
  empower	
  &	
  Inspire	
  
•  Emo<onally	
  connect	
  
•  Entertain	
  	
  
19
Instagram:	
  200	
  million	
  users	
  
Pinterest:	
  	
  	
  	
  	
  70	
  million	
  users	
  	
  
	
  
Facebook:	
  	
  Images	
  have	
  53%	
  more	
  likes	
  
	
  
PicMonkey:	
  1.6m	
  visits/	
  day,	
  	
  
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  4.3m	
  edits/	
  day	
  	
  
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  (in	
  8	
  months)	
  	
  	
  
ac6vate	
  
influencers	
  
Embrace	
  OPCs	
  	
  
Other	
  people’s	
  community	
  &	
  content	
  
Niche	
  social	
  networks	
  =	
  
advocates	
  	
  
•  77% consumers more
likely to buy new
product via
recommendation
•  4x-10x higher
conversion rate for
offers from trusted
advocates
•  RBS specialist motorcycle
insurance broker
•  Used social media to engage with
niche customer base, motorcyclists
& bikers
•  Created “Keep Britain Biking”
community
–  Blogs, videos, forums to discuss urban
biking
–  “Biking Intel” – info for bikers, from
bikers (parking spots, routes etc.)
–  All accessed via mobile app
Devi[	
  
•  Increased brand awareness with
motorcycle enthusiasts in a non-
transactional way
•  Increased CRM data for
customers & prospects via
subscription to “Keep Britain
Biking” community
•  Those aware of community are
31% more likely to take out
insurance with Devitt
•  Now a key part of Devitt’s
engagement strategy
Results	
  	
  
•  Moved from traditional case management to full
blown customer experience engagement
strategy
•  ING Society enables members to easily contact
each other to share & receive advice
•  Operational efficiency key focus; customers &
employee empowerment
ING	
  Poland	
  
LinkedIn	
  for	
  Financial	
  
Ins6tu6ons	
  	
  
•  54% investors age 55-64
use LinkedIn for financial
communication &
research
•  62% advisors getting new
clients (Source: Think Advisor)
–  32% used LinkedIn to bring
in $1 million+ in assets
under management
P = People
O = Objectives
S = Strategy
T = Technology
Don’t	
  Start	
  with	
  Technology	
  
•  $135 Billion = how much
marketing teams will spend on
new digital marketing content
•  78% CMOs think custom
content is future of marketing
Human	
  Content	
  Connec6on	
  
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
•  Take risk
Pick Goals
where social can have an
impact
Align Social with
top Business
Goals
Stop the Random Acts of
Marketing (RAMs)
=
1.  Determine business objectives
2.  Know Your Audience
3.  Map your journey / vision
4.  Establish executive support
5.  Roadmap: strategy & tactics
6.  Governance & guidelines
7.  Secure resources, funding
8.  Invest in technology to support
objectives, vision & journey
Social	
  Business	
  Strategy	
  
•  What are your BIG goals?
•  Align to business goals.
•  Value to others?
•  It’s not just about YOU!
1.	
  Determine	
  Business	
  	
  Objec6ves	
  
•  Social	
  listening	
  	
  	
  
•  Thought	
  leadership	
  
•  Nurture	
  rela6onships	
  
•  Build	
  community	
  	
  
•  Earn	
  loyal	
  brand	
  advocates	
  
•  Maximize	
  reach	
  in	
  exis6ng	
  &	
  	
  
new	
  markets	
  
•  Support	
  sales	
  /	
  marke6ng	
  campaigns	
  
•  Talent	
  recrui6ng	
  &	
  reten6on	
  
Common social media business
goals
Source: Altimeter Group
Language matters
LOB/Geo
Stakeholders
Social Strategist/
Community Manager
•  Business metrics:
revenue, CSAT,
reputation.
•  Social media analytics:
Insights, share of
voice, resonance,
WOM.
•  Engagement metrics:
fans, followers, clicks.
Corporate
2.	
  Know	
  your	
  audience	
  
•  Where are you going & why?
•  What does success look like?
•  Who needs to go with you?
•  Why should they join you?
•  Slow down to speed up.
•  Social business vision.
3.	
  Map	
  your	
  journey	
  	
  
•  Support big goals
•  Empower employees
•  Scalability
•  Walk the walk
•  Integrate across the org.
•  Ongoing process to maintain
buy-in
4.	
  Establish	
  Execu6ve	
  Support	
  
71%	
  CEOs	
  believe	
  
human	
  capital	
  is	
  key	
  
source	
  of	
  sustained	
  
economic	
  value	
  
•  Executable plan
•  Aligns business goals &
initiatives across organization
•  Eliminate silos & random
acts of marketing (RAMs)
5.	
  Roadmap:	
  
Strategy	
  &	
  Tac6cs	
  
•  Dialog
•  Advocate
•  Support
•  Innovate
•  Measure
Social	
  Business	
  Ini6a6ves	
  	
  
We	
  are	
  always	
  learning	
  
6.	
  Governance	
  &	
  Guidelines	
  
•  Safety
•  Empowerment
•  Risk mitigation
•  Communication
•  Center of excellence
Who	
  will	
  take	
  lead?	
  	
  
•  Integration
•  Infrastructure
•  Measurement
•  Content
•  Technology
•  Risk management
Create	
  Center	
  	
  
of	
  Excellence	
  
•  Prioritize initiatives
•  Processes, guidelines
•  Roles / responsibilities
•  Employee empowerment
•  Keep up w/trends
•  Consistent measurement
•  Resources needed
•  Think scale via agencies AND internal
•  Employee empowerment
•  Obtain buy-in across org
•  Endurance, agility, efficient
• 
7.	
  Secure	
  Resources	
  /	
  Funding	
  
•  Avoid shiny objects
•  Human nurturing
•  Business results
8.	
  Invest	
  in	
  
Technology	
  	
  
think	
  
DNA,	
  
not	
  
tools	
  	
  
Maslow’s	
  hierarchy	
  of	
  needs	
  
Morality,
creativity,
spontaneity,
problem solving,
lack of prejudice,
acceptance of facts
Self-esteem, confidence,
achievement, respect of
others, respect by others
Friendship, family, sexual intimacy
Security of body, employment, resources,
morality, family, health, property
Breathing, food, water, sleep, homostasis,
excretion
physiological
safety
belonging
esteem
self-actualization
hierarchy	
  of	
  social	
  community	
  
inspira6on	
  
self-
actualization
esteem
belonging
safety
physiological
achieve
connect
inspire
Tech
Enthusiasts
Visionaries
Pragmatists
Conservatives
Skeptics
Technology	
  Adop6on	
  
Geoffrey Moore Technology Adoption Lifecycle
Questions?
Pam Moore
CEO / Founder
Marketing Nutz
@pammktgnut
www.pammarketingnut.com
www.themarketingnutz.com

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Social Business Strategy & Plan 8 Steps to Develop & Sustain Social Business

  • 1. Pam Moore CEO / Founder Marketing Nutz @PamMktgNut Building,     growing  &   sustaining     social  business  
  • 2. Pam Moore CEO /Founder http://www.pamslinkedin.com @PamMktgNut Marke6ng  Nutz  Founders   Josh Moore CCO /Founder http://linkedin.com/in/joshroinut @JoshROINut
  • 3. “Experience helping brands of all size bridge complex gap to social success.” why  Marke6ng  Nutz?   Founders have 30+ years combined experience in digital marketing, corporate brand, startups & platforms. “PHD in acronyms not required. We help you fit social business in a nut shell so you can focus on what you do best, your business!” “CEO, best selling author recognized by Forbes as Top 10 Social Media Power Influencer + Top 10 Social Media Women Influencers!
  • 5. Embrace     the   JOURNEY!  
  • 7. Social Business “Becoming a social business transforms the organization from inside out, connecting the internal with the external in a way that enhances relationships and creates shared value for the people, the business & ecosystem as a whole.”
  • 8. Social Media “Means of interactions among people in which they create, share, and exchange information and ideas in virtual communities and networks.”
  • 9. news     no  longer   breaks!   It     tweets!    
  • 10. is  anyone   listening    to  you?  
  • 11. 76%  marketers  think  they   know  what  customers  want   34%  have  asked  them   Source: Pivot
  • 12.
  • 13. Communities Create Markets Opportunity Harvest Free     member   Paid     member   Loyal     evangelist   Community Zone Customer Zone $$
  • 14. Customer Experience Most exciting opportunity in 2014 for marketers * Digital Trends Briefing 2014, eConsultancy / Adobe •  20% Customer experience •  18% Mobile •  15% Content marketing
  • 15. IDC  Predicts  1.3B   mobile  workers   by  2015  
  • 16. 90%  mobile  users  have  device   within  arms  reach  100%  of  6me    
  • 17. You  have  10  seconds   to  keep  em’!  
  • 19. Visual Communication •  Communicate   •  Humanize  brand     •  Brand  storytelling     •  Educate,  empower  &  Inspire   •  Emo<onally  connect   •  Entertain     19 Instagram:  200  million  users   Pinterest:          70  million  users       Facebook:    Images  have  53%  more  likes     PicMonkey:  1.6m  visits/  day,                                                4.3m  edits/  day                                  (in  8  months)      
  • 21. Embrace  OPCs     Other  people’s  community  &  content  
  • 22. Niche  social  networks  =   advocates     •  77% consumers more likely to buy new product via recommendation •  4x-10x higher conversion rate for offers from trusted advocates
  • 23. •  RBS specialist motorcycle insurance broker •  Used social media to engage with niche customer base, motorcyclists & bikers •  Created “Keep Britain Biking” community –  Blogs, videos, forums to discuss urban biking –  “Biking Intel” – info for bikers, from bikers (parking spots, routes etc.) –  All accessed via mobile app Devi[  
  • 24. •  Increased brand awareness with motorcycle enthusiasts in a non- transactional way •  Increased CRM data for customers & prospects via subscription to “Keep Britain Biking” community •  Those aware of community are 31% more likely to take out insurance with Devitt •  Now a key part of Devitt’s engagement strategy Results    
  • 25. •  Moved from traditional case management to full blown customer experience engagement strategy •  ING Society enables members to easily contact each other to share & receive advice •  Operational efficiency key focus; customers & employee empowerment ING  Poland  
  • 26. LinkedIn  for  Financial   Ins6tu6ons     •  54% investors age 55-64 use LinkedIn for financial communication & research •  62% advisors getting new clients (Source: Think Advisor) –  32% used LinkedIn to bring in $1 million+ in assets under management
  • 27. P = People O = Objectives S = Strategy T = Technology Don’t  Start  with  Technology  
  • 28. •  $135 Billion = how much marketing teams will spend on new digital marketing content •  78% CMOs think custom content is future of marketing Human  Content  Connec6on  
  • 29. 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 •  Take risk
  • 30. Pick Goals where social can have an impact Align Social with top Business Goals
  • 31. Stop the Random Acts of Marketing (RAMs) =
  • 32. 1.  Determine business objectives 2.  Know Your Audience 3.  Map your journey / vision 4.  Establish executive support 5.  Roadmap: strategy & tactics 6.  Governance & guidelines 7.  Secure resources, funding 8.  Invest in technology to support objectives, vision & journey Social  Business  Strategy  
  • 33. •  What are your BIG goals? •  Align to business goals. •  Value to others? •  It’s not just about YOU! 1.  Determine  Business    Objec6ves  
  • 34. •  Social  listening       •  Thought  leadership   •  Nurture  rela6onships   •  Build  community     •  Earn  loyal  brand  advocates   •  Maximize  reach  in  exis6ng  &     new  markets   •  Support  sales  /  marke6ng  campaigns   •  Talent  recrui6ng  &  reten6on   Common social media business goals
  • 35. Source: Altimeter Group Language matters LOB/Geo Stakeholders Social Strategist/ Community Manager •  Business metrics: revenue, CSAT, reputation. •  Social media analytics: Insights, share of voice, resonance, WOM. •  Engagement metrics: fans, followers, clicks. Corporate
  • 36. 2.  Know  your  audience  
  • 37. •  Where are you going & why? •  What does success look like? •  Who needs to go with you? •  Why should they join you? •  Slow down to speed up. •  Social business vision. 3.  Map  your  journey    
  • 38. •  Support big goals •  Empower employees •  Scalability •  Walk the walk •  Integrate across the org. •  Ongoing process to maintain buy-in 4.  Establish  Execu6ve  Support  
  • 39. 71%  CEOs  believe   human  capital  is  key   source  of  sustained   economic  value  
  • 40. •  Executable plan •  Aligns business goals & initiatives across organization •  Eliminate silos & random acts of marketing (RAMs) 5.  Roadmap:   Strategy  &  Tac6cs  
  • 41. •  Dialog •  Advocate •  Support •  Innovate •  Measure Social  Business  Ini6a6ves     We  are  always  learning  
  • 42. 6.  Governance  &  Guidelines   •  Safety •  Empowerment •  Risk mitigation •  Communication •  Center of excellence
  • 43. Who  will  take  lead?     •  Integration •  Infrastructure •  Measurement •  Content •  Technology •  Risk management
  • 44. Create  Center     of  Excellence   •  Prioritize initiatives •  Processes, guidelines •  Roles / responsibilities •  Employee empowerment •  Keep up w/trends •  Consistent measurement
  • 45. •  Resources needed •  Think scale via agencies AND internal •  Employee empowerment •  Obtain buy-in across org •  Endurance, agility, efficient •  7.  Secure  Resources  /  Funding  
  • 46. •  Avoid shiny objects •  Human nurturing •  Business results 8.  Invest  in   Technology    
  • 47. think   DNA,   not   tools    
  • 48. Maslow’s  hierarchy  of  needs   Morality, creativity, spontaneity, problem solving, lack of prejudice, acceptance of facts Self-esteem, confidence, achievement, respect of others, respect by others Friendship, family, sexual intimacy Security of body, employment, resources, morality, family, health, property Breathing, food, water, sleep, homostasis, excretion physiological safety belonging esteem self-actualization
  • 49. hierarchy  of  social  community   inspira6on   self- actualization esteem belonging safety physiological achieve connect inspire
  • 51. Questions? Pam Moore CEO / Founder Marketing Nutz @pammktgnut www.pammarketingnut.com www.themarketingnutz.com