This document discusses the psychology of social marketing. It argues that marketing is shifting from transactions to relationships as customers now co-create value through their experiences. The science of social marketing is psychology, as understanding personality, emotions, and motivations is key to developing segmented value propositions. Applying concepts like psychological contracts, human universals of needing significance, competence and love, and social types can help optimize customer value and involvement over the long term. Measuring things like a customer's banking type through contextualized personality assessments may allow for improved experiences through personalized products or communities that meet different needs.
Social Media ROI Measurement Workshop University Central Florida Pam Moore
Social media roi measurement requires alignment to business goals. Select business goals and objectives where social can have the greatest impact. Know what transformations you want to make by leveraging and integrating social media into the DNA of your business. Know the difference between social business and social media.
This presentation was delivered as part of a workshop for the University of Central Florida Nicholson School of Communication.
Feel free to leverage content with full attribution to source with link to http://www.themarketingnutz.com and http://www.pammarketingnut.com. No copy/paste or duplication of content is permitted. Protected by Copyright 2014.
This document discusses the importance of personality, audience, knowledge, and trust (PAKT) for businesses in the digital age. It notes that companies need a strong, clear personality to attract customers. They also need to truly understand their audience by listening to them and knowing what motivates them. Having knowledge, both of technology and culture, is crucial to effectively reaching customers online. Establishing trust with customers requires demonstrating predictability through one's personality and quality, as well as being a good listener. A positive PAKT leads to customers who are starry-eyed boosters and recommend the company to others.
Building, Growing & Sustaining Social Media Communities Keynote Presentation Pam Moore
Building, Growing & Sustaining Social Media Communities. Pam Moore, CEO /Founder Marketing Nutz, full service social brand, digital marketing, conversion optimization agency & consultancy used this presentation for her closing keynote presentation at the American For the Arts, National Art Project Conference in Portland, Oregon, November, 2013. Pam shares 10 tips to help business leaders birth, grow and sustain communities both on and offline.
http://www.pammarketingnut.com/2013/11/building-growing-sustaining-social-communities-includes-slideshare-presentation
This document provides an overview and strategies for advanced Facebook marketing. It discusses how to take advantage of new features like Graph Search by filling out page information and claiming your business' location. Key strategies for lead generation include creating offers and landing pages connected to a lead capture form. The document also covers best practices for posting engaging content at optimal times, using images and videos, tagging other pages, and driving traffic to your Facebook page through other marketing channels.
What Marketers Should Know About the NonconsciousMotiveMetrics
This document provides contact information for the company Tiptap Lab, including their website www.tiptaplab.com, blog URL blog.tiptaplab.com, and email address for feedback feedback@tiptap.com. The document contains contact details for Tiptap Lab in a concise format.
This document outlines an email marketing strategy that uses content to generate sales leads. It discusses how most brands currently use newsletters, events and calls to action in emails but that this is not very effective. It recommends using educational and informative content tailored to different customer stages from prospects to existing customers. The content should address customer pains around issues like costs, revenue and work problems. Moving customers through tiers of content and qualifying them as sales leads is key. The document provides examples of content types and stresses that establishing a long-term relationship through useful content is more important than direct selling.
This document discusses setting up a performance marketing affiliate program. It covers whether to use an affiliate network or in-house tracking, and whether to manage the program internally or hire an outside program manager. Key aspects of the affiliate offer are explained, including commission types, cookie duration, and bonuses/coupons. The importance of researching competitors' programs is also highlighted. The document provides advice on the first steps of getting an affiliate program off the ground.
Digital Advertising, Social Marketing And Business CartoonsRalph Paglia
Digital Advertising, Social Marketing And Business Cartoons... If you work in the auto industry, please visit and join the Automotive Digital Marketing Professional Community at http://www.AutomotiveDigitalMarketing.com/
Social Media ROI Measurement Workshop University Central Florida Pam Moore
Social media roi measurement requires alignment to business goals. Select business goals and objectives where social can have the greatest impact. Know what transformations you want to make by leveraging and integrating social media into the DNA of your business. Know the difference between social business and social media.
This presentation was delivered as part of a workshop for the University of Central Florida Nicholson School of Communication.
Feel free to leverage content with full attribution to source with link to http://www.themarketingnutz.com and http://www.pammarketingnut.com. No copy/paste or duplication of content is permitted. Protected by Copyright 2014.
This document discusses the importance of personality, audience, knowledge, and trust (PAKT) for businesses in the digital age. It notes that companies need a strong, clear personality to attract customers. They also need to truly understand their audience by listening to them and knowing what motivates them. Having knowledge, both of technology and culture, is crucial to effectively reaching customers online. Establishing trust with customers requires demonstrating predictability through one's personality and quality, as well as being a good listener. A positive PAKT leads to customers who are starry-eyed boosters and recommend the company to others.
Building, Growing & Sustaining Social Media Communities Keynote Presentation Pam Moore
Building, Growing & Sustaining Social Media Communities. Pam Moore, CEO /Founder Marketing Nutz, full service social brand, digital marketing, conversion optimization agency & consultancy used this presentation for her closing keynote presentation at the American For the Arts, National Art Project Conference in Portland, Oregon, November, 2013. Pam shares 10 tips to help business leaders birth, grow and sustain communities both on and offline.
http://www.pammarketingnut.com/2013/11/building-growing-sustaining-social-communities-includes-slideshare-presentation
This document provides an overview and strategies for advanced Facebook marketing. It discusses how to take advantage of new features like Graph Search by filling out page information and claiming your business' location. Key strategies for lead generation include creating offers and landing pages connected to a lead capture form. The document also covers best practices for posting engaging content at optimal times, using images and videos, tagging other pages, and driving traffic to your Facebook page through other marketing channels.
What Marketers Should Know About the NonconsciousMotiveMetrics
This document provides contact information for the company Tiptap Lab, including their website www.tiptaplab.com, blog URL blog.tiptaplab.com, and email address for feedback feedback@tiptap.com. The document contains contact details for Tiptap Lab in a concise format.
This document outlines an email marketing strategy that uses content to generate sales leads. It discusses how most brands currently use newsletters, events and calls to action in emails but that this is not very effective. It recommends using educational and informative content tailored to different customer stages from prospects to existing customers. The content should address customer pains around issues like costs, revenue and work problems. Moving customers through tiers of content and qualifying them as sales leads is key. The document provides examples of content types and stresses that establishing a long-term relationship through useful content is more important than direct selling.
This document discusses setting up a performance marketing affiliate program. It covers whether to use an affiliate network or in-house tracking, and whether to manage the program internally or hire an outside program manager. Key aspects of the affiliate offer are explained, including commission types, cookie duration, and bonuses/coupons. The importance of researching competitors' programs is also highlighted. The document provides advice on the first steps of getting an affiliate program off the ground.
Digital Advertising, Social Marketing And Business CartoonsRalph Paglia
Digital Advertising, Social Marketing And Business Cartoons... If you work in the auto industry, please visit and join the Automotive Digital Marketing Professional Community at http://www.AutomotiveDigitalMarketing.com/
The document discusses digital engagement and customer lifecycles. It explains that successful engagement requires understanding customers at different stages (leads, buyers, defecting) and treating them appropriately. Predictive technologies can help close the gap between a "1-to-1 dream" of personalized engagement and reality. The document provides examples of how product recommendations on websites, in emails and on other pages can significantly increase customer engagement and revenue. A case study shows how personalized recommendations increased click-through rates and conversions for a restaurant review site. The key takeaways are that digital engagement requires understanding customer stages and communicating across channels in a personalized way using predictive technologies.
This document provides an overview of persuasive writing techniques from a course on certified sales and marketing skills by Dr. Brian Monger. It discusses key aspects of communication including the communication process, audience analysis, source credibility, appealing to self-interest, ensuring message clarity, timing messages appropriately, using symbols and slogans, semantics, suggesting actions, content and structure, and the power of repetition. The goal is to teach writers how to craft persuasive messages that will influence attitudes, opinions, and behaviors.
Adil Amarsi was the expert guest on ChrisandSusan.TV with his presentation on Copywriting 101: The Quick & Easy Way to Learn Persuasive marketing.
If you would like to enjoy the webshow and see Adil Live then go to
http://chrisandsusan.tv
The document provides 10 best practices for writing effective email copy: 1) keep subject lines short and personalize the "from" line; 2) tease the content and match the voice to the brand and reader; 3) ask questions or add urgency; 4) write to the reader's self-interest; 5) share a compelling story; 6) emphasize benefits over features; 7) test long and short copy formats; 8) design to enhance engagement; 9) "frontload" the call-to-action; and 10) use benefit-focused calls-to-action. The key takeaways are to choose clarity over cleverness, write to motivate readers, respect readers, focus on the reader's interests,
The document discusses how to create an effective thought leadership blog. It begins by explaining how traditional corporate blogs often fail to achieve their full potential due to being hard to find, self-focused, anonymous, out of date, and not engaging. An effective thought leadership blog, on the other hand, puts thought leadership front and center, has an original point of view, encourages audience participation, balances quality and quantity of content, and connects members of the community. The document provides examples of thought leadership blogs and recommends giving an existing corporate blog a tune up by linking it prominently, focusing on customers, showing author names, frequent updates, social sharing, and email capture.
Thesis presentation on the use and effectiveness of three psychological theories in marketing. This presentation provides psychological studies that have investigated the effectiveness of the theories in a marketing context and provides an insight into the marriage of two disciplines that are focused on human behavior and mental processes.
This document discusses the importance of real-time content marketing strategies. It begins by outlining the agenda, which includes an overview of industry trends driving the need for real-time content, examples from B2B and B2C brands, strategies for real-time content, and tools to support those strategies. It then provides examples of how brands are creating and sharing content in real time around breaking news, social mentions, events, and data releases. The document concludes by offering guidelines for developing real-time content strategies, such as creating audience insights, editorial calendars, and governance guidelines to allow brands to plan in advance but still act in the moment.
Yes, content is king in professional and other knowledge-based marketing. But content only rules if it is shared in an engaging way. Delivering content is one thing; delivering persuasive, useful, brand-building content is another. During this presentation you will find principles of user-focused, courteous, attention-earning content for any medium—websites, blogs, e-alerts, brochures, white papers, proposals—even conversations.
The document provides an overview of performance marketing and affiliate marketing. It defines affiliate marketing as a marketing channel where outside individuals or companies (affiliates) advertise products or services on a merchant's behalf in exchange for payment. Affiliates get paid through various offer models including revenue sharing, lead generation, and cost-per-action. Affiliate networks track affiliate sales and commissions using pixels. While networks make the process easier, merchants can also track affiliates in-house. The affiliate marketing industry is large and growing, projected to be a $4.1 billion industry in 2014. The document outlines different types of affiliates and considerations for returns and fraud.
Presentation tailor made for the A4Uexpo about the consultancy services of OrangeValley and the learnings of Ton Wesseling as a web analytics practisioner in the last decade. Online conversion strategy with 50 insightful tips.
Improving the customer journey through cross-channel marketingFusePump
Rob Durkin, from e-commerce marketing technology company FusePump, discusses how retailers can control their product data and use it successfully and creatively across the various marketing channels and advertising applications, moving seamlessly from online to offline. He explained how merchants can use cross-channel marketing to ensure that their product representation remains consistent, visible and engaging to customers.
The document outlines Nancy Harhut's presentation on using psychology-based marketing to increase online engagement and ROI. The presentation covers 7 scientifically-proven principles that drive automatic human behaviors, including decision-making shortcuts, the reciprocity principle, availability bias, social proof, the magnetic middle, the scarcity principle, and storytelling. Attendees will learn how to apply these principles through easy prompts to increase customer acquisition for their products and services.
This document is an introduction to the ebook "Principles of Persuasion" by Shane Sparks. It contains 66 short chapters on marketing lessons learned from real-world stories and examples. The introduction explains that the book shares stories about business, life, customers, and how these elements interact in unexpected ways. It discusses marketing in a holistic sense, how everything a business does impacts others. The introduction emphasizes that the book is not a traditional marketing guide, but rather uses stories to illustrate broader marketing principles. It encourages readers to think about the questions posed and have an open mind.
5 steps to becoming a social & collaborative enterprise - Andrew Bishop - Ja...Andrew Bishop
1) A social enterprise uses social software to connect employees, improve collaboration, and make information more open and accessible. This increases engagement, productivity, and business performance.
2) Key aspects of a social enterprise include rich user profiles to help people know each other, collaboration tools, and open sharing of work updates.
3) Benefits include faster access to knowledge and experts, improved innovation, and reduced communication costs. Surveys find increased employee satisfaction and productivity.
5 steps to becoming a social enterprise andrew bishop-jacobsJacobs Australia
1) A social enterprise uses social software to connect employees, share knowledge openly, and improve collaboration. It focuses on people, connections between people, and open sharing of information.
2) Implementing social software in a business can increase productivity, speed of knowledge sharing, and employee satisfaction while reducing costs. It creates a more engaged workforce with better access to expertise.
3) To implement a social enterprise, a company needs to select appropriate social tools, integrate them with existing systems, address any concerns about open sharing, and get buy-in from influencers through education and visible benefits. Strategic selection of tools is important.
How Do You Scale Personal Engagement? A Fresh Look at Marketing AutomationSocial Media Today
This document summarizes a webinar on scaling personal engagement through marketing automation. It introduces the moderator and three panelists: Adam Metz of The Social Concept, Scott Martineau of Infusionsoft, and Dr. Eyal Ronen of Spotlight Leadership. The webinar discusses how personal engagement meets customer needs physically, cognitively and emotionally. It also explores how tools like marketing automation can scale personal engagement by turning brand advocates into influencers and allowing interaction effects to propagate through social connections. The webinar includes two case studies of companies that increased customer bases and revenues through automation. It concludes by advising attendees to avoid screwing up personal engagement through over-automation and provides links to download courses on engaging
This document discusses social media coaching for senior managers and introduces social media management tools. It covers establishing objectives and target audiences, creating content, and distributing across various social media platforms. It emphasizes the importance of a robust yet flexible workflow and using tools to streamline monitoring, measuring, and managing social media activities. It also warns that social media requires ongoing time and effort to be effective and not to treat it as a separate experimental channel but rather integrate it into the overall marketing strategy.
The document outlines an agenda for integrated digital marketing services. It discusses hypotheses around fragmented digital services and lack of expertise in converting social media followers to leads. It then summarizes key services like social marketing, social support, intelligence, and integrated offline and online strategies. The document provides details on each service pillar and concludes with information about the company's vision, clients, team structure and contact details.
If you can understand the deepest concerns of your customers, you can certainly find an underserved niche to compete with any giant in your industry.
Discover how to find deep imaginative truths about motivations & behaviors with business value.
Understand several sources of Insights with examples from different industries.
Finding insights is a continuous process, especially in the digital world. In the industrial world, decisions are hard to change once they've been made, but in the software world, we can change as many times as necessary.
Furthermore, once we have built the habit of seeking insights into our culture, we will begin to see them everywhere.
The document discusses digital engagement and customer lifecycles. It explains that successful engagement requires understanding customers at different stages (leads, buyers, defecting) and treating them appropriately. Predictive technologies can help close the gap between a "1-to-1 dream" of personalized engagement and reality. The document provides examples of how product recommendations on websites, in emails and on other pages can significantly increase customer engagement and revenue. A case study shows how personalized recommendations increased click-through rates and conversions for a restaurant review site. The key takeaways are that digital engagement requires understanding customer stages and communicating across channels in a personalized way using predictive technologies.
This document provides an overview of persuasive writing techniques from a course on certified sales and marketing skills by Dr. Brian Monger. It discusses key aspects of communication including the communication process, audience analysis, source credibility, appealing to self-interest, ensuring message clarity, timing messages appropriately, using symbols and slogans, semantics, suggesting actions, content and structure, and the power of repetition. The goal is to teach writers how to craft persuasive messages that will influence attitudes, opinions, and behaviors.
Adil Amarsi was the expert guest on ChrisandSusan.TV with his presentation on Copywriting 101: The Quick & Easy Way to Learn Persuasive marketing.
If you would like to enjoy the webshow and see Adil Live then go to
http://chrisandsusan.tv
The document provides 10 best practices for writing effective email copy: 1) keep subject lines short and personalize the "from" line; 2) tease the content and match the voice to the brand and reader; 3) ask questions or add urgency; 4) write to the reader's self-interest; 5) share a compelling story; 6) emphasize benefits over features; 7) test long and short copy formats; 8) design to enhance engagement; 9) "frontload" the call-to-action; and 10) use benefit-focused calls-to-action. The key takeaways are to choose clarity over cleverness, write to motivate readers, respect readers, focus on the reader's interests,
The document discusses how to create an effective thought leadership blog. It begins by explaining how traditional corporate blogs often fail to achieve their full potential due to being hard to find, self-focused, anonymous, out of date, and not engaging. An effective thought leadership blog, on the other hand, puts thought leadership front and center, has an original point of view, encourages audience participation, balances quality and quantity of content, and connects members of the community. The document provides examples of thought leadership blogs and recommends giving an existing corporate blog a tune up by linking it prominently, focusing on customers, showing author names, frequent updates, social sharing, and email capture.
Thesis presentation on the use and effectiveness of three psychological theories in marketing. This presentation provides psychological studies that have investigated the effectiveness of the theories in a marketing context and provides an insight into the marriage of two disciplines that are focused on human behavior and mental processes.
This document discusses the importance of real-time content marketing strategies. It begins by outlining the agenda, which includes an overview of industry trends driving the need for real-time content, examples from B2B and B2C brands, strategies for real-time content, and tools to support those strategies. It then provides examples of how brands are creating and sharing content in real time around breaking news, social mentions, events, and data releases. The document concludes by offering guidelines for developing real-time content strategies, such as creating audience insights, editorial calendars, and governance guidelines to allow brands to plan in advance but still act in the moment.
Yes, content is king in professional and other knowledge-based marketing. But content only rules if it is shared in an engaging way. Delivering content is one thing; delivering persuasive, useful, brand-building content is another. During this presentation you will find principles of user-focused, courteous, attention-earning content for any medium—websites, blogs, e-alerts, brochures, white papers, proposals—even conversations.
The document provides an overview of performance marketing and affiliate marketing. It defines affiliate marketing as a marketing channel where outside individuals or companies (affiliates) advertise products or services on a merchant's behalf in exchange for payment. Affiliates get paid through various offer models including revenue sharing, lead generation, and cost-per-action. Affiliate networks track affiliate sales and commissions using pixels. While networks make the process easier, merchants can also track affiliates in-house. The affiliate marketing industry is large and growing, projected to be a $4.1 billion industry in 2014. The document outlines different types of affiliates and considerations for returns and fraud.
Presentation tailor made for the A4Uexpo about the consultancy services of OrangeValley and the learnings of Ton Wesseling as a web analytics practisioner in the last decade. Online conversion strategy with 50 insightful tips.
Improving the customer journey through cross-channel marketingFusePump
Rob Durkin, from e-commerce marketing technology company FusePump, discusses how retailers can control their product data and use it successfully and creatively across the various marketing channels and advertising applications, moving seamlessly from online to offline. He explained how merchants can use cross-channel marketing to ensure that their product representation remains consistent, visible and engaging to customers.
The document outlines Nancy Harhut's presentation on using psychology-based marketing to increase online engagement and ROI. The presentation covers 7 scientifically-proven principles that drive automatic human behaviors, including decision-making shortcuts, the reciprocity principle, availability bias, social proof, the magnetic middle, the scarcity principle, and storytelling. Attendees will learn how to apply these principles through easy prompts to increase customer acquisition for their products and services.
This document is an introduction to the ebook "Principles of Persuasion" by Shane Sparks. It contains 66 short chapters on marketing lessons learned from real-world stories and examples. The introduction explains that the book shares stories about business, life, customers, and how these elements interact in unexpected ways. It discusses marketing in a holistic sense, how everything a business does impacts others. The introduction emphasizes that the book is not a traditional marketing guide, but rather uses stories to illustrate broader marketing principles. It encourages readers to think about the questions posed and have an open mind.
5 steps to becoming a social & collaborative enterprise - Andrew Bishop - Ja...Andrew Bishop
1) A social enterprise uses social software to connect employees, improve collaboration, and make information more open and accessible. This increases engagement, productivity, and business performance.
2) Key aspects of a social enterprise include rich user profiles to help people know each other, collaboration tools, and open sharing of work updates.
3) Benefits include faster access to knowledge and experts, improved innovation, and reduced communication costs. Surveys find increased employee satisfaction and productivity.
5 steps to becoming a social enterprise andrew bishop-jacobsJacobs Australia
1) A social enterprise uses social software to connect employees, share knowledge openly, and improve collaboration. It focuses on people, connections between people, and open sharing of information.
2) Implementing social software in a business can increase productivity, speed of knowledge sharing, and employee satisfaction while reducing costs. It creates a more engaged workforce with better access to expertise.
3) To implement a social enterprise, a company needs to select appropriate social tools, integrate them with existing systems, address any concerns about open sharing, and get buy-in from influencers through education and visible benefits. Strategic selection of tools is important.
How Do You Scale Personal Engagement? A Fresh Look at Marketing AutomationSocial Media Today
This document summarizes a webinar on scaling personal engagement through marketing automation. It introduces the moderator and three panelists: Adam Metz of The Social Concept, Scott Martineau of Infusionsoft, and Dr. Eyal Ronen of Spotlight Leadership. The webinar discusses how personal engagement meets customer needs physically, cognitively and emotionally. It also explores how tools like marketing automation can scale personal engagement by turning brand advocates into influencers and allowing interaction effects to propagate through social connections. The webinar includes two case studies of companies that increased customer bases and revenues through automation. It concludes by advising attendees to avoid screwing up personal engagement through over-automation and provides links to download courses on engaging
This document discusses social media coaching for senior managers and introduces social media management tools. It covers establishing objectives and target audiences, creating content, and distributing across various social media platforms. It emphasizes the importance of a robust yet flexible workflow and using tools to streamline monitoring, measuring, and managing social media activities. It also warns that social media requires ongoing time and effort to be effective and not to treat it as a separate experimental channel but rather integrate it into the overall marketing strategy.
The document outlines an agenda for integrated digital marketing services. It discusses hypotheses around fragmented digital services and lack of expertise in converting social media followers to leads. It then summarizes key services like social marketing, social support, intelligence, and integrated offline and online strategies. The document provides details on each service pillar and concludes with information about the company's vision, clients, team structure and contact details.
If you can understand the deepest concerns of your customers, you can certainly find an underserved niche to compete with any giant in your industry.
Discover how to find deep imaginative truths about motivations & behaviors with business value.
Understand several sources of Insights with examples from different industries.
Finding insights is a continuous process, especially in the digital world. In the industrial world, decisions are hard to change once they've been made, but in the software world, we can change as many times as necessary.
Furthermore, once we have built the habit of seeking insights into our culture, we will begin to see them everywhere.
This is a slide deck that I used as part of a demand generation refresh workshop at the Content 2 Conversion conference sponsored by the Demand Gen Report.
Enjoy
The document discusses the value of social media for market research professionals. It highlights how social media allows researchers to ask questions, share thoughts, and personalize examples to truly engage audiences. It also outlines some of the key benefits of social media including expanding reach, establishing credibility, staying relevant, and allowing people to talk about your business. The document emphasizes that social media is not for every project but is a valuable tool for obtaining consumer insights when used appropriately.
Are you interested in Social Media ROI or Social Media Best Practices? Then check out this deck from Jamie Turner,co-Author of "How to Make Money with Social Media."
These slides contain plenty of statistics and data on social media and how to use social media.
Social Media Week Miami What's Your Social Brand Zoom Factor? #SMWMiamiPam Moore
This document outlines tips for developing a strong social media presence and becoming a social business. It discusses the importance of creating shareable experiences, aligning social media efforts with business goals, understanding one's brand and audience, humanizing interactions, building an integrated online platform, engaging influencers and communities, and continually optimizing strategies. Various models and statistics are referenced to support becoming a socially driven organization from the inside out in a way that enhances relationships and shared value for all stakeholders.
Social Media for Financial Services Providers: How to Engage with IFAs and F...Philip Calvert
How Financial Services brands: life, pension, investment and protection providers can use Social Media, LinkedIn and conversational marketing to engage with IFAs and financial advisers online.
Contact Philip Calvert for information on conference speaking, in-house training and consultancy for Financial Services and regulated industries.
http://www.philipcalvert.com and http://www.ifalife.com
Customer experience conference by Sitecore in Oslo, NorwayMichael Leander
The document provides tips and suggestions for online marketing and customer experience. It discusses aligning customer journeys with selling processes, embracing contextual content, establishing a unified customer data repository, automating engagement and campaigns, and creating a feel-good customer experience online. Key questions are posed about how to better target customers, control shared content, and test pages efficiently. Overall it focuses on optimizing the online experience across different channels and devices.
This document discusses how business is becoming increasingly social and human-centric. It argues that to be successful in today's world, businesses need to think of themselves as "Hyper-Social Organizations" and understand human behaviors and social dynamics. Specifically, businesses should: (1) break down barriers between themselves and external networks, (2) avoid creating new barriers, (3) break down internal silos, (4) fix issues across the entire customer experience, and (5) establish trust as the new currency rather than prioritizing the company. Understanding human social behaviors is more important than new technologies.
Raeallan authentic connection via social media or digital marketing - info ...Bobby Umar
How to build authentic connection in the digital era. Bobby Umar takes the audience through the different aspect of thought leadership, how digital connection is important for businesses and brands and finally how to create that authentic connection that customers, clients and followers seek from the companies their engage or follow.
The Dark Art of Digital Influence DemystifiedJoseph Palumbo
The document discusses content strategy and the art of digital influence through content. It begins with an introduction of the speaker and defines content strategy as guiding how content will be used to meet business goals and satisfy user needs. It then covers key aspects of developing an influential content strategy such as understanding context, users, messaging and channels. The document emphasizes the importance of credibility, emotion and logic in content and provides tips on developing content to build influence through identification and persuasion.
Best Western's Field Marketing department serves the organization's 40 co-ops throughout the U.S. and Canada. The co-ops also allow for additional education, training and network opportunities. Kate will be speaking about social media with an emphasis on what you need to know ABOUT right now, and what you need to know how to DO right now.
Behind the Curtain of a Hyper-Social Business Human 1.0
The document discusses how hyper-social organizations think and operate differently than traditional organizations in a Web 2.0 world. Hyper-social organizations think in terms of tribes rather than market segments, knowledge networks rather than information channels, and human-centricity over company-centricity. They also embrace emergent processes over hierarchical structures. Specifically, hyper-social organizations turn business processes into social processes by leveraging human traits like reciprocity and fairness to scale operations. The document provides seven recommendations for organizations to think differently about enterprise 2.0, such as breaking down silos, focusing on culture change over technology, and establishing trust as the new currency.
LA Teen Social Media Fellowship Kickoff, October 2015Lisa Colton
The document summarizes a Teen Social Media Fellowship kickoff event hosted by See3, a digital agency that helps non-profits. The fellowship aims to teach teens social media strategies and skills while engaging more teens in Jewish community opportunities. At the kickoff, teens introduced themselves and learned about personal branding, storytelling techniques, interviewing skills, and the fellowship structure which includes workshops, assignments, projects and coaching. Teens were given their first assignment to introduce themselves via a blog post, interview someone with a strong personal brand, and follow local Jewish teen programs.
This document discusses how social media has transformed communication and why it matters for businesses. It notes that people now trust recommendations from friends and social connections over traditional advertising. Businesses need to engage authentically in conversations on social media to build relationships, not just deliver marketing messages. Traditional media is also intersecting more with digital media, with blogs influencing journalism. The challenges for businesses in social media include not having control and not being able to measure results using traditional metrics. Authentic engagement is key to overcoming these challenges.
The Practical Pocket Guide to Account Planning [recovered] 19Kelvin Eziafa Onyeka
The document provides an overview of the role and responsibilities of an account planner. It discusses how an account planner helps develop advertising campaigns from insights to final ideas. It explains that an account planner is responsible for understanding consumers, developing creative briefs, and guiding strategy. The document also outlines the typical day-to-day activities of an account planner like conducting research, having strategy discussions, and presenting to clients. Finally, it notes that an essential part of an account planner's role is distilling insights about consumers and culture to inspire creative teams.
Similar to The Psychology of Social Marketing (20)
3. Is marketing dead?
• People’s behaviour is driven by personality & emotion
• Value is not sold it is co-created
• Customers co-create value in their experiences
• Value is personal and contextual
• But a new kind of marketing is being born
4. What is 21st century marketing?
• New value equation that includes emotions and personality
• Value in use - dynamic interaction of customers with products/services
• Shift from transactions to relationships
• Products to value propositions
• Involving and empowering customers
5. Marketing is social
• Social is more than media and more than FB and/or Twitter
• Value crystallised in the experience
• Getting close up and personal with your customer
• Building context, interactions, narratives, archetypes
• Maximising enjoyment and value over the period of ownership
• Essentially, social is being human
6. The science of social
• The science of social is psychology
• De-coding psychological contract customers, brands, products and services
• Contextual personality assessment
• Adding the psycho graph to the social and interest graphs
• Develop segmented value propositions by personality/emotion/personae
• Understanding the drivers of influence and trust
7. Profound implications for business
1. Strategy and underlying business models
2. What we need to know about the customer
3. The kind of relationships we have with customers
4. The type and frequency of feedback and/or data capture
5. Ideas about what people really want
6. How we define our business/purpose
7. Roles of media and technology
8. How to involve customers in more aspects of the enterprise
8. What is Social Kemistri?
• We apply the science of social for business, government and other orgs
• Capture and make sense of data about customer behaviour and sentiment
• Segment customers by personality to optimise value
• Develop value propositions for increased customer involvement/community
• Mobile real-time customer feedback, satisfaction metrics
• Build customer personae, interactions and narratives
9. Intro Psychology of Social Needs
• Gareth English, Psychologist - @SocialKemistri
10. Faster than the speed of thought
Our emotions process sensory information five
times as fast as our conscious, cognitive brain.
Marcus, 2002
11. Value triad
Emotions
Easy to do
Jobs to be
business
done
with
Utility Effort
Psychological Contract
19. How could you use this to improve the experience?
• What is your banking type?
• Contextualised personality assessment
• Creation of sub communities amongst users (likeme)
• Shift customer from users to advocates, to involved.
• Differentiated products or experiences based on needs
• Greater understanding from real-time feedback
22. To get closer to people we need to
understand why they do what they do
Psychographics decodes this for us.
23. Panel Session
Sofia Quintero - Digital Strategist at Cookie @Sofiaqt
Nick Bennett - Managing Partner at Steel @NickoBennett
Tom Penney - Strategist at Social Kemistri @SocialKemistri
24. The Psychology of Social Marketing
[Why Money Can’t Buy You Love]
#SocialKemistri
@socialkemistri
Editor's Notes
Recent HBR article claiming that Marketing is dead - not dead yet but being redefined.Key drivers of change - 1. People don't behave the way economists (markets/marketing theory) say they should.People are irrational, behaviour driven by unconscious, automatic thinking - emotions and personality (personal preferences)And 2. Value is not exchanged at the point of sale - products and services are only value propositions, the customer co-creates value in the customer experience. These ideas are not new.
I f marketing is being redefined what is it becoming? New value equation recognises emotions and personality as components.Value shifts to value in use - that means satisfaction is not an event it’s a number of interactions/experiences.So marketing has a distinctly more human face - moving from products to value propositionsAnd form transactions to relationships around building context/narratives/interactions to maximise perceived value in use.But essentially it’s now about empowering customer to create great experiences and share them with people like them.
That means that marketing is social! And being social is being human.But social is more than media or the network - it’s a philosophy, a strategic outlook and a way of doing business.A new way of relating to customers.Value is crystallised in the customer experience not only in the purchase but every time the customer interacts with the product.Whatever the context - context is everything. Vale/satisfaction determined by several factors including utility/jobs to be doneBut also by personal preferences, emotions, the stuff that dives our decision making, evaluation and enjoyment of each expereince.
What is the science of social - in one word ‘Psychology’How do we get close up and personal with customers and at scale?Explore and gain understanding of the human dimensions of value in the customer experience.We call that contextual personality assessment. Allow us to create/build personae or customer types.Get a deeper connection with what people really need/want and how influence works for people likemeUltimately it about getting customer more involved in the organisation, greater sense of ownership/control/equityDeeper relationships = more satisfaction, loyalty and advocacy.
Self explanatory though want to highlight5 and 6 as fundamentals for C level suite followed closely by 2,3 and 1(business model - ideas about fair profits/equity)
Read the slide -Problem is too many organisations rely too much on the wrong data - see/treat customers as marketing targets ‘NOT people’.An do not care about or take responsibility for delivering the value proposition for the customer. The customer is left on their own to get on with it.Today customers do get on with it but now they include their friends and other people in the good or not so good posy purchase experience.So the value that the marketers thought they were creating and selling often doesn’t materialise as they imagined it. That’s a fail.So we capture real-time feedback about customer experiences using mobile and other digital tech.We use customer psychology to understand people’s deeper needs and satisfy them.We apply this in the social networks and build customer involvement communities for brands that care about people and helping them enjoy their everyday lives.
We form opinions quickly. Subconscious decisions are made very fast, with conscious, more rational decisions coming later. My mind tells me I need the new phone, my rational self thinks up reasons that this is true. We can tap into this unconscious layer by looking at drives, needs and emotions. This also emphasises the importance of getting real-time feedback.
This forms a psychological contract between us and the brand.We can decode it, using psychology. If our emotions are so key, then We can satisfy this contract better by knowing people better. So what do all people need?
Human universals drives. Protect: to defend what we have right now.Acquire to gain more than we have, more than other people we compare ourselves to.Bond: to link to other people in families, communities, groups, clubs and teams. Learn: to know more than we do. To understand and predict the world around us.We don’t behave rationally. We behave emotionally. If you know how different products appeal to different needs, if you can unlock the psychology of what different people need, then you can optimise messaging content and co-creating value.
http://www.youtube.com/watch?v=euorMDBYxrk
What are our social needs? Driven by the fundamental needs we have from other people. To be significant: to register as important to other people. To be included by them in what they’re doing. At extreme levels seeking out fame or notoriety or to be isolatedTo be competent: to be good at what we do. To know what needs to be done and how to do it To provide other people with clear direction At extreme levels dominating or rebellingTo love and be loved. To be known for who we are and to be loved. To share what is important to us and find out what is important to others At extreme levels oversharing or being highly secretive.We all need these three things from other people. To differing levels.So how does this become tangible for doing social marketing?Higher social needs have more time on social media and more facebook friends.
The Party Planner: they want to be significant and achieve this my creating social situations and groups and inviting large numbers of other people to join them. The Sharer: They want to be loved. To ensure that you love the real them, they will share readily. All about themselves. If you’ve met this person, you know all about them!The Poker Face: They don’t like to share. They may feel that if you really knew them, that you would find it hard to love them. This is the person you can sit next to at dinner and find that by the end of the meal you’ve talked for 2 hours, but don’t know anything about them beyond their name. These people will have different psychological contracts with brands.Different behaviour, because they need different things from other people. So how do they use social media?
The higher your social needs, the more time you spend on social mediaParty Planners spend a great deal of time. Linking to their desire to be significant to others.Poker Face spend very little time, linking to their desire to be very cautious about who they share themselves with.
Well, it impacts what you think of your bank!
The higher your social needs, the more you reported trusting your bank.Sharer and Listener both have high love needs. They trust and want to trust.Lone wolf has low need for significance. They are happy to be separate from groups o shared identities.
The higher your social needs, the more friends you are likely to have on facebook.Controllers need to be competent, and have many friends. Safety Zoners like more distance, and so are more choosy.To get beyond fans and followers: we understand needs and stories. Some of your clients are less interested in being Facebook friends with you than others are. And of course on the flip side, being a friend with a Safety Zoner is much more meaningful. Controllers, less so!So to understand what it means when someone likes you, we need to understand their context.
Can you buy love? If I reward customers with discounts, points or prizes, can I buy their love and loyalty?Do people really want relationships with brands? Surely we just want to buy stuff?A relationship that you pay for. How can staff be genuine with customers if they are also trying to take their money?Are we the same online as offline: should we think of online people in a different way?How important are emotions really? If it’s cheaper, I’ll buy it elsewhere!