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Social
Truths                                        Social Truths in a
                                                      Nut Shell
in a
Nut Shell

            Copyright Marketing Nutz 2012   social biz with a side of nutz!
People don’t buy things, they join things




            Copyright Marketing Nutz 2012   social biz with a side of nutz!
People don’t buy things, they join things


   NOT about CONTROL




          Copyright Marketing Nutz 2012   social biz with a side of nutz!
COMMUNITIES CREATE
MARKETS
        Opportunity                                Harvest




       Free
       member




      Community Zone
                        Paid
                        member
                                           Loyal
                                           evangelist




                                                Customer Zone
                                                                    $    $

                Copyright Marketing Nutz 2012                social biz with a side of nutz!
[3]
Be Your Own
Duck!                                                        3




         Copyright Marketing Nutz 2012   social biz with a side of nutz!
[4]
 Not About
 NEXT
“Big thing”
                                                                 4




             Copyright Marketing Nutz 2012   social biz with a side of nutz!
[5]
Lead with
Results
                                                                5




            Copyright Marketing Nutz 2012   social biz with a side of nutz!
Welcome to the
INSPIRATION
           Age!




             Copyright Marketing Nutz 2012   social biz with a side of nutz!
Copyright Marketing Nutz 2012   social biz with a side of nutz!
Social Currency = ACTION




          Copyright Marketing Nutz 2012   social biz with a side of nutz!
[6]
It’s what Happens
AFTER
the
LIKE & FOLLOW that
                      matters                                    6
                      Most !
              Copyright Marketing Nutz 2012   social biz with a side of nutz!
[7]

Don’t Do social,
“Be Social”
                                                                 7


              Copyright Marketing Nutz 2012   social biz with a side of nutz!
“Doing
Social Media”
is NOT
the Objective!

           Copyright Marketing Nutz 2012   social biz with a side of nutz!
Social media




                                   Business
plugs
into your
Business

               Copyright Marketing Nutz 2012   social biz with a side of nutz!
SMART
[8]
Objectives &
Goals
are key to Success
                                                                8



             Copyright Marketing Nutz 2012   social biz with a side of nutz!
Copyright Marketing Nutz 2012   social biz with a side of nutz!
Align Social with
top Business
Goals

                               Pick Goals
                               where social can have an
                               impact

                    Copyright Marketing Nutz 2012   social biz with a side of nutz!
[9]
Be
Realistic
                                                          9




        Copyright Marketing Nutz 2012   social biz with a side of nutz!
Objectives Differ by Level
  Corporate

     Risk
  management        Business unit
                     Consistency
   Leadership
  development
    & culture
                    across brands
                                    Brand
                        Social
                     strategist &
                         CXO                           Community
                                                                      Engagement
                                     Channel focus     manager &
                                                                        metrics
                                                        education
  Value metrics      ROI metrics




                  Source: Altimeter Group
                                      Copyright Marketing Nutz 2012                social biz with a side of nutz!
Use appropriate Metrics at each level


                                                                  Business metrics: revenue,
                           Corporate                              CSAT, reputation.

                       LOB/Geo                                    Social media analytics:
                     Stakeholders                                 Insights, share of voice,
                                                                  resonance, WOM.
                     Social
             Strategist/Community                                 Engagement metrics: fans,
                    Manager
                                                                  followers, clicks.
 Source: Altimeter Group



                                       Copyright Marketing Nutz 2012           social biz with a side of nutz!
Assess readiness to be social
•     Strengths and weaknesses?
•     Demonstrate impact of strategic work
•     What training is required?
•     Change management needs?
•     Categories for readiness assessment
         •   Mindset                                       • Processes
         •   Stakeholder buy-in                            • Organizational
         •   Realistic expectations                          model
         •   Roles (client have social zoom agent?)        • Communication
         •   Customer profile                              • Education
         •   Market analysis                               • Monitoring
         •   Competitive analysis                          • Reporting
                                                           • Budget
    Based upon: Altimeter Group


                                                      Copyright Marketing Nutz 2012   social biz with a side of nutz!
[ 10 ]
STOP
Random
Acts                                                           10
Social Media     Random Acts

(RAMs)


               Copyright Marketing Nutz 2012   social biz with a side of nutz!
[ 11 ]
Tools are the
TACTICS
NOT the PATH!                     Tools                    11




           Copyright Marketing Nutz 2012   social biz with a side of nutz!
Evaluate each initiative

                              Impact                         Readiness
                              How does it                    Do we have
                              support an                  people who can do
                               objective?                       this?
                             What metrics                   Is there budget?
                              matter?



                                Risks                          Priority
                          What are the risks if           Does this initiative
                             we do this?                  enable other work?
                           What if we don’t?



Source: Altimeter Group


                                     Copyright Marketing Nutz 2012               social biz with a side of nutz!
[ 12 ]
Sum of all parts is
greater than the
individual tools
(Learn the Ecosystem)                                           12


                Copyright Marketing Nutz 2012   social biz with a side of nutz!
[ 13 ]
Social
Relationships
are the
Life raft
of Tech changes                     Life Raft                   13


              Copyright Marketing Nutz 2012     social biz with a side of nutz!
It is
about the
PEOPLE,
STUPID !



            Copyright Marketing Nutz 2012   social biz with a side of nutz!
[ 14 ]
One thing
is Certain,

things are
going to change

              Copyright Marketing Nutz 2012   social biz with a side of nutz!
[ 15 ]
Deal with the
HARD stuff
NOW !
                                                                15


                Copyright Marketing Nutz 2012   social biz with a side of nutz!
[ 16 ]
Skeletons
will fall out of
closet
                                                               16


               Copyright Marketing Nutz 2012   social biz with a side of nutz!
[ 17 ]
Social Media
will not fix
your
Broken                                                         17
Business

               Copyright Marketing Nutz 2012   social biz with a side of nutz!
[ 18 ]
Slow down
to Speed up !

                                                  18


          Copyright Marketing Nutz 2012   social biz with a side of nutz!
[ 19 ]
You will
Tick
people off
                                                              19



             Copyright Marketing Nutz 2012   social biz with a side of nutz!
[ 20 ]
 Maybe even
 get Fired ?

                                                             20


          Copyright Marketing Nutz 2012   social biz with a side of nutz!
[ 21 ]   Your kid
         might be
         ugly!
                                                                    21


                 Copyright Marketing Nutz 2012   social biz with a side of nutz!
[ 22 ]
Ya gotta
Start                                                        22
somewhere
                            Perfection
                            enemy of GOOD !



            Copyright Marketing Nutz 2012   social biz with a side of nutz!
Understand where
                        the audience is
[ 23 ]                  hanging out online
                        & learn how to
Your Mission            have a relevant
                        conversation with
                        them that helps
                        meet business
                        goals.

           Copyright Marketing Nutz 2012   social biz with a side of nutz!
[ 24 ] All
      Conversations
      are NOT created
      equal




         Copyright Marketing Nutz 2012   social biz with a side of nutz!
[ 25 ]
Hang with
9 brokes,
                                                              25
You’ll be
the 10 th!

             Copyright Marketing Nutz 2012   social biz with a side of nutz!
[ 26 ]
           You Need
           Friends !
• Blog
• Facebook
• Google+
• Twitter
• LinkedIn
                                                                        26
• Tweet Chats
• Quora
• Triberr
• Leverage offline network
                       Copyright Marketing Nutz 2012   social biz with a side of nutz!
[ 27 ]

Stop
INTERRUPTING
                                                           27




         Copyright Marketing Nutz 2012   social biz with a side of nutz!
[ 28 ]
Know Your
Audience
                                                              28




            Copyright Marketing Nutz 2012   social biz with a side of nutz!
[ 29 ]
Solve
Problems
                            AT&T Wireless                      29
                            more than
                            Social Lip Service


         Copyright Marketing Nutz 2012       social biz with a side of nutz!
[ 30 ]
Talk to Me
Like a
Human!                                                         30




             Copyright Marketing Nutz 2012   social biz with a side of nutz!
[ 31 ]
It’s NOT
about….. YOU!
                                                             31



           Copyright Marketing Nutz 2012   social biz with a side of nutz!
[ 32 ]
             Measure the
             Right Stuff
• Community growth
• Blog & website analytics
• Reach
• Engagement
• Relevancy
• Influence                                                                    33
• Sentiment
• Achievement of goals


                             Copyright Marketing Nutz 2012   social biz with a side of nutz!
[ 33 ]
Take time
to TAME
the Social
Media
         BEAST!                                                33



             Copyright Marketing Nutz 2012   social biz with a side of nutz!
[ 34 ]
 Shape Up or Ship Out

              Copyright Marketing Nutz 2012   social biz with a side of nutz!
Sometimes
 you feel like a nut,
Sometimes you don’t !




    http://youtu.be/s55QoIZScP4



       Copyright Marketing Nutz 2012   social biz with a side of nutz!
THAT’S IT,
IN A NUTSHELL!


                                                    1
    Copyright Marketing Nutz 2012   social biz with a side of nutz!
So, You Think Your Business is SOCIAL?


 Let’s get real!
 Agency: themarketingnutz.com
 Facebook: Pamsfanpage.com
 Blog: pammarketingnut.com
 Twitter: @PamMktgNut




                       Copyright Marketing Nutz 2012   social biz with a side of nutz!

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34 Social Media Truths in a Nut Shell

  • 1. 34 Social Truths Social Truths in a Nut Shell in a Nut Shell Copyright Marketing Nutz 2012 social biz with a side of nutz!
  • 2. People don’t buy things, they join things Copyright Marketing Nutz 2012 social biz with a side of nutz!
  • 3. People don’t buy things, they join things NOT about CONTROL Copyright Marketing Nutz 2012 social biz with a side of nutz!
  • 4. COMMUNITIES CREATE MARKETS Opportunity Harvest Free member Community Zone Paid member Loyal evangelist Customer Zone $ $ Copyright Marketing Nutz 2012 social biz with a side of nutz!
  • 5. [3] Be Your Own Duck! 3 Copyright Marketing Nutz 2012 social biz with a side of nutz!
  • 6. [4] Not About NEXT “Big thing” 4 Copyright Marketing Nutz 2012 social biz with a side of nutz!
  • 7. [5] Lead with Results 5 Copyright Marketing Nutz 2012 social biz with a side of nutz!
  • 8. Welcome to the INSPIRATION Age! Copyright Marketing Nutz 2012 social biz with a side of nutz!
  • 9. Copyright Marketing Nutz 2012 social biz with a side of nutz!
  • 10. Social Currency = ACTION Copyright Marketing Nutz 2012 social biz with a side of nutz!
  • 11. [6] It’s what Happens AFTER the LIKE & FOLLOW that matters 6 Most ! Copyright Marketing Nutz 2012 social biz with a side of nutz!
  • 12. [7] Don’t Do social, “Be Social” 7 Copyright Marketing Nutz 2012 social biz with a side of nutz!
  • 13. “Doing Social Media” is NOT the Objective! Copyright Marketing Nutz 2012 social biz with a side of nutz!
  • 14. Social media Business plugs into your Business Copyright Marketing Nutz 2012 social biz with a side of nutz!
  • 15. SMART [8] Objectives & Goals are key to Success 8 Copyright Marketing Nutz 2012 social biz with a side of nutz!
  • 16. Copyright Marketing Nutz 2012 social biz with a side of nutz!
  • 17. Align Social with top Business Goals Pick Goals where social can have an impact Copyright Marketing Nutz 2012 social biz with a side of nutz!
  • 18. [9] Be Realistic 9 Copyright Marketing Nutz 2012 social biz with a side of nutz!
  • 19. Objectives Differ by Level Corporate Risk management Business unit Consistency Leadership development & culture across brands Brand Social strategist & CXO Community Engagement Channel focus manager & metrics education Value metrics ROI metrics Source: Altimeter Group Copyright Marketing Nutz 2012 social biz with a side of nutz!
  • 20. Use appropriate Metrics at each level Business metrics: revenue, Corporate CSAT, reputation. LOB/Geo Social media analytics: Stakeholders Insights, share of voice, resonance, WOM. Social Strategist/Community Engagement metrics: fans, Manager followers, clicks. Source: Altimeter Group Copyright Marketing Nutz 2012 social biz with a side of nutz!
  • 21. Assess readiness to be social • Strengths and weaknesses? • Demonstrate impact of strategic work • What training is required? • Change management needs? • Categories for readiness assessment • Mindset • Processes • Stakeholder buy-in • Organizational • Realistic expectations model • Roles (client have social zoom agent?) • Communication • Customer profile • Education • Market analysis • Monitoring • Competitive analysis • Reporting • Budget Based upon: Altimeter Group Copyright Marketing Nutz 2012 social biz with a side of nutz!
  • 22. [ 10 ] STOP Random Acts 10 Social Media Random Acts (RAMs) Copyright Marketing Nutz 2012 social biz with a side of nutz!
  • 23. [ 11 ] Tools are the TACTICS NOT the PATH! Tools 11 Copyright Marketing Nutz 2012 social biz with a side of nutz!
  • 24. Evaluate each initiative Impact Readiness How does it Do we have support an people who can do objective? this? What metrics Is there budget? matter? Risks Priority What are the risks if Does this initiative we do this? enable other work? What if we don’t? Source: Altimeter Group Copyright Marketing Nutz 2012 social biz with a side of nutz!
  • 25. [ 12 ] Sum of all parts is greater than the individual tools (Learn the Ecosystem) 12 Copyright Marketing Nutz 2012 social biz with a side of nutz!
  • 26. [ 13 ] Social Relationships are the Life raft of Tech changes Life Raft 13 Copyright Marketing Nutz 2012 social biz with a side of nutz!
  • 27. It is about the PEOPLE, STUPID ! Copyright Marketing Nutz 2012 social biz with a side of nutz!
  • 28. [ 14 ] One thing is Certain, things are going to change Copyright Marketing Nutz 2012 social biz with a side of nutz!
  • 29. [ 15 ] Deal with the HARD stuff NOW ! 15 Copyright Marketing Nutz 2012 social biz with a side of nutz!
  • 30. [ 16 ] Skeletons will fall out of closet 16 Copyright Marketing Nutz 2012 social biz with a side of nutz!
  • 31. [ 17 ] Social Media will not fix your Broken 17 Business Copyright Marketing Nutz 2012 social biz with a side of nutz!
  • 32. [ 18 ] Slow down to Speed up ! 18 Copyright Marketing Nutz 2012 social biz with a side of nutz!
  • 33. [ 19 ] You will Tick people off 19 Copyright Marketing Nutz 2012 social biz with a side of nutz!
  • 34. [ 20 ] Maybe even get Fired ? 20 Copyright Marketing Nutz 2012 social biz with a side of nutz!
  • 35. [ 21 ] Your kid might be ugly! 21 Copyright Marketing Nutz 2012 social biz with a side of nutz!
  • 36. [ 22 ] Ya gotta Start 22 somewhere Perfection enemy of GOOD ! Copyright Marketing Nutz 2012 social biz with a side of nutz!
  • 37. Understand where the audience is [ 23 ] hanging out online & learn how to Your Mission have a relevant conversation with them that helps meet business goals. Copyright Marketing Nutz 2012 social biz with a side of nutz!
  • 38. [ 24 ] All Conversations are NOT created equal Copyright Marketing Nutz 2012 social biz with a side of nutz!
  • 39. [ 25 ] Hang with 9 brokes, 25 You’ll be the 10 th! Copyright Marketing Nutz 2012 social biz with a side of nutz!
  • 40. [ 26 ] You Need Friends ! • Blog • Facebook • Google+ • Twitter • LinkedIn 26 • Tweet Chats • Quora • Triberr • Leverage offline network Copyright Marketing Nutz 2012 social biz with a side of nutz!
  • 41. [ 27 ] Stop INTERRUPTING 27 Copyright Marketing Nutz 2012 social biz with a side of nutz!
  • 42. [ 28 ] Know Your Audience 28 Copyright Marketing Nutz 2012 social biz with a side of nutz!
  • 43. [ 29 ] Solve Problems AT&T Wireless 29 more than Social Lip Service Copyright Marketing Nutz 2012 social biz with a side of nutz!
  • 44. [ 30 ] Talk to Me Like a Human! 30 Copyright Marketing Nutz 2012 social biz with a side of nutz!
  • 45. [ 31 ] It’s NOT about….. YOU! 31 Copyright Marketing Nutz 2012 social biz with a side of nutz!
  • 46. [ 32 ] Measure the Right Stuff • Community growth • Blog & website analytics • Reach • Engagement • Relevancy • Influence 33 • Sentiment • Achievement of goals Copyright Marketing Nutz 2012 social biz with a side of nutz!
  • 47. [ 33 ] Take time to TAME the Social Media BEAST! 33 Copyright Marketing Nutz 2012 social biz with a side of nutz!
  • 48. [ 34 ] Shape Up or Ship Out Copyright Marketing Nutz 2012 social biz with a side of nutz!
  • 49. Sometimes you feel like a nut, Sometimes you don’t ! http://youtu.be/s55QoIZScP4 Copyright Marketing Nutz 2012 social biz with a side of nutz!
  • 50. THAT’S IT, IN A NUTSHELL! 1 Copyright Marketing Nutz 2012 social biz with a side of nutz!
  • 51. So, You Think Your Business is SOCIAL? Let’s get real! Agency: themarketingnutz.com Facebook: Pamsfanpage.com Blog: pammarketingnut.com Twitter: @PamMktgNut Copyright Marketing Nutz 2012 social biz with a side of nutz!