This presentation was given at the Social Media Breakfast of Central MN on October 23, 2014.

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Adam Dince @adamdince
Deluxe Corporation

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 Introduction
 Understanding the Customer
 The Secret Ingredient
 Operationalizing Your Social Effort
@adamdince

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 Adam Dince @adamdince
 Director of Earned Media at Deluxe
 More than 14 years of experience in online marketing and Web development, both
B2B and B2C
 Have helped dozens of Fortune 100 companies as well as small business owners
create the winning online strategies
Contributor To:
@adamdince

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www.deluxe.com/blog
@adamdince

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Buy our New
England
Patriots
Did you see Boxer Shorts
the Patriots
game on
Sunday?
I sure did!
Man, that Tom
Brady is
amazing!
Awkward

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www.careerealism.com
@adamdince

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www.businessinsider.com
@adamdince

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http://blog.custora.com/2013/06/e-commerce-customer-acquisition-snapshot/
@adamdince

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http://www.incrediblethings.com/home/turn-your-tweets-into-tp/
@adamdince

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www.zeromomentoftruth.com

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What is the ZMOT?
Interviewed: 5000
shoppers across multiple
verticals
@adamdince

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20
First
Moment of
Truth
Second
Moment of
Truth
Stimulus
At shelf
In-store
Experience
@adamdince

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A ZMOT is…
@adamdince

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Shoppers use a variety of
resources before a purchase
@adamdince

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And the ZMOT is now most important element
of a purchaser’s decision making
@adamdince

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And user-generated social media is one of the
most important factors in the ZMOT
@adamdince

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People trust recommendations from other
people over brand messaging
http://www.mediabistro.com/alltwitter/social-recommendations_b52652
@adamdince
Source: fleishmanhillard.com

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speakeasyohiou.com
galleryhip.com
janeandjohn.org

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And let your customer’s voice be your strongest
social signal
You deliver a product/service that solves a problem
and/or makes the buyer’s life better
@adamdince

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Meet Pappy, a rescue dog I fostered and eventually
adopted
@adamdince

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When Pappy arrived, he was malnourished,
wouldn’t walk on a leash, scared to venture
outside and refused to leave the couch
@adamdince

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I tried everything to help, but nothing worked
@adamdince

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After days of failure, I was ready to give up, call
it quits and send Pappy back to the rescue.
@adamdince

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Then, a friend recommended I reach out to Crystal
Clear Canine Training.
@adamdince

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I read fantastic reviews and hoped that she
could work the same magic with Pappy
@adamdince

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Within 90 minutes of working with us, the
progress was incredible
@adamdince

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Crystal not only solved my problem, but
also made my life so much better
@adamdince

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We are now social advocates of Crystal
and her business
@adamdince

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Meet Coco’s Heart Dog Rescue
@adamdince

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No professional marketers help them rock
it on Facebook
@adamdince

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Haven’t you heard about Facebook 0?
Coco’s hasn’t
@adamdince

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Coco’s solves problems, make people’s lives
better and empowers their advocates
@adamdince

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@adamdince

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https://www.linkedin.com/pulse/article/20140710171109-49465379-
top-3-ways-to-get-more-online-reviews
@adamdince

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BASIC
@adamdince

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That’s my dog
Scrappy
INTERMEDIATE
@adamdince

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https://rapportive.com/install
BASIC
http://www.connect6.com
@adamdince

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