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 jim@gilbertdirectmarketing.com to learn more on how we can offer this presentation to your organization or business. Follow Jim on Twitter.com/gilbertdirect, or connect with him on Linkedin at https://www.linkedin.com/in/jimwgilbert

1. Presented by James Gilbert, CEO
Feb 20, 2016, 561-302-1719
The FINAL Law of Social Media Marketing…
The Law of
#REALationships

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. •#WCMIA
•#9ImmutableLaws
•@gilbertdirect

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

6. • 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

7. 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!

8. 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

9. 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)

10. “#REALationships”
Its time to get REAL again!

11. –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)

12. • 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

13. 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

14. 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!

15. 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!

17. THEN:
The nameless faceless corporate
entity
NOW:
The nameless faceless corporate
social media pusher

19. • 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!

20. Every time you
use an app to
post rather than
go to the actual
site….
… a kitten
Will die!

21. Every time you
use an app to
post rather than
go to the actual
site….
An angel
kitten gets
their wings

22. Social
Media
SUCCESS
in Only
8 HOURS
a Day!
Noooo!
Oy Vey
A D M!
Damn!
Oh No!!!
YES!!!!
WTF?
Groan
FML!!

23. Too many
people are
posting
without
engaging
Stop
practicing
Anti-Social
Media
Marketing

24. 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!

25. Advocates are everywhere
• RT’ers
• Sharers
• Likers
• Commenters

26. Advocates are everywhere
Get ‘em
Involved!

27. Advocates are everywhere
Get ‘em
Involved!

28. Exceptional vacations
Happiness rules…
Here are your brand
advocates…. The folks
that post to your page!!!

29. Contest examples
• Plate your
favorite meals

30. Build involvement and trust

31. Contest examples
• Halloween costume
contest

32. Contest examples
• Motivation
poster
contests

33. • Fresh Diet-ize a Beatles Lyric (in honor of John
Lennon)
– Imagine
– Video
– Viral!
• Fresh Diet-ized Haiku

34. • Video
contests
• This
contest
coined the
phrase,
“the fresh
diet
delivery
fairies?

35. Contests Recipe winner

36. Nothing gets REAL like video

37. YouTube fun and relationship building

38. Cross pollinate content
• Blog as
center of
universe!

39. Forget ABC’s
A B P is the new model
Always
Be
Promoting

40. Use YOUR REAL Voice…
• Wrap
yourself
around an
issue or a
topic
• Make it
your own
• Provoke!

41. •Just share other people’s
content and add your
opinion!
•Make the issue your own!
•Be a curator of content!

42. •Linkedin publishing
platform
•Groups (social, DM Q&A)
•Tweet (yours, others)
•Blog, Vlog, Write, Vid

43. Become a thought leader!

44. Become a thought leader!

45. Become a thought leader!

46. • B2B social, Blog, Linkedin Key!
• Become a thought leader
• Always be promoting
• Amplify and share.
• Create share worthy content

47. More content examples MegaMotorMadness.com
Fun and humor save the day…. Tag advocates
to amplify!

48. • 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)

49. Real voice, hashtags, tag others. Behind the scenes, real company

51. Bio’s of
our
employees
bring
customers
closer to
the
company

52. Thank you!
• Copy of this presentation?
– Drop me your card
– Tweet to me at @GilbertDirect
– 561-302-1719
– Email jim@gilbertdirectmarketing.com
– Full preso 2 + hours. I can do 9 Laws
for your organization