Customers are getting bored with your content on social media. There's too much talk about yourself and not enough authenticity.

1. Social - from your
customers’ POV

2. Who am I?
@cazyetman / caz@brightcultures.com / www.brightcultures.com
● Consultant at BrightCultures
● Social customer service specialist
● Award winning

4. ‘Kulturelle Etterslep’
A Norwegian term meaning ‘cultural lag’
The term cultural lag refers to the notion that culture takes time
to catch up with technological innovations and that social
problems and conflicts are caused by this lag - Wikipedia

9. What makes content engaging?
How to take your content to the next level

10. Have a conversation with the person next to you

11. The reason two people are talking to each other
(as opposed to someone else)
Social Object Theory

12. Social Object Theory

16. STEPPS

17. Social Capital
Triggers
Emotions
Public
Practical Value
Stories
STEPPS

18. “RESOURCES THAT AN INDIVIDUAL OR GROUP ACCUMULATES DUE TO
THEIR MEMBERSHIP IN SOCIAL NETWORKS OR ACCESS TO OTHERS”
Social Capital

19. “SOMETHING THAT IS EASY TO REMEMBER ABOUT A PRODUCT OR IDEA,
HELPING PEOPLE TO ENSURE IT STAYS TOP OF MIND”
Triggers

21. Triggers

22. Emotions
Write down all the words this video
makes you feel

23. Emotions
High arousal emotions fire people up
and drive people to action

24. Public
People usually look to others for what to do in
situations (social proof)
If everyone is doing it, it must be good
(herd mentality)

25. Practical value

26. Practical value

27. Stories
1. Tell the person next to you a statement about
what you / your organisation does

28. Stories
2. Tell the person next to you a story about what
you / your organisation does

29. Stories

30. Stories

31. The next level

32. Starting with why

33. The solution
1. Authenticity
2. Purpose
3. Relevance

34. ● What is the social object - is it new/inspiring/extraordinary?
● Will it help create social capital for your audience?
● What are you trying to make your audience feel?
● How can you make it easier to share?
● Is it useful?
● Are you using statements or stories?
Summary

35. ● Why are you posting this content?
● Is it authentic?
● Is it relevant to the brand and your customers?
Summary

36. Thank you!
@cazyetman / caz@brightcultures.com / www.brightcultures.com