By Joanna Lord, VP of Growth Marketing, SEOmoz, at the edSocialMedia Summit.

1. How to Use Social Media to Build
Trust, Loyalty & Evangelists
Joanna Lord
VP of Growth Marketing
edSocial Media Summit
April, 2013
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2. why does trust matter on the web?
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3. trust is required in a decision.
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4. trust is required in a share.
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5. trust is required in a relationship.
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6. we live in a relationship based economy...
…aka “loyalty.”
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7. so how do you build trust?
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8. back in the day trust meant…
• Sensa&onalism
• Contact info
• Model homes/tours
• Promises
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9. then it meant...
• UVPs
• Logos
• Tes&monials
• Reviews
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10. now it means.
• Pictures
• Video
• Mission
• History
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11. trust is about marketing your why.
Simon Sinek’s Ted Talk: hDp://bit.ly/dcDsbx
Why?
How?
What?
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12. we need to rethink trust altogether.
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13. so how can we set ourselves up to build trust via social?
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14. Top 5 Tips for Building Up a Tribe
(aka get them to trust you, love you & evangelize you)
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15. #1 : authenticity in the new black.
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16. #1 : authenticity in the new black.
How to Stand Out? Try Authen&city : hDp://buswk.co/MJSHEC
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17. #2 : engage those with the most to share.
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18. #2 : engage those with the most to share.
favorite
tools:
enter your focus
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19. #2 : engage those with the most to share.
favorite
tools:
enter your focus
see those like you
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20. #2 : engage those with the most to share.
favorite
tools:
enter your focus
see those like you
filter by influence/following
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21. #3: bring the wine to the party.
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22. #3: bring the wine to the party.
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23. #3: bring the wine to the party.
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24. #3: bring the wine to the party.
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25. #4: make the work fun.
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26. #4: make the work fun.
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27. #5: rethink your thank you.
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28. #5: rethink your thank you.
10 Ways to Increase the ROI of Your Thank You Page: hDp://bit.ly/QgumaN
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29. that seems like a lot...
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30. well it is.
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31. tips on how to make that work.
• hire someone full time.
• invite everyone to be a part of it.
• set up the tools.
• evangelize the goals.
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32. so what does it mean to build loyalty?
Iden&fy your authen=c story,
iden&fy people that will share it,
give them something valuable,
make it fun to support you &
thank them for it.
Over and over and over again.
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33. Thank you!
Questions? Send them to @joannalord
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