The document discusses how relationships drive social media use. Trust and relationships are built through social media as people can connect with others anywhere in the world. While brands initially used social media for marketing, people actually prefer using it to find deals, earn rewards, and engage with brand personalities they can partner with in some way. Keeping brand content simple and allowing two-way collaboration helps form these relationships.

2. Is this you or someone you know?
(image: source)

3. Maybe Social Media just feels like a big “why?”
I s t hi s you or som eone you know? Does
t hi s whol e Soci al Medi a j ugger naut (image: source)

4. Yes, there’s a lot of chatter. But look beyond the “likes”, tweets, status updates (the
jargon’y blah blah blah)
Yes, t her e’ s
a l ot of
chat t er .
But l ook
beyond t he
ubi qui t ous
Li kes,
t weet s,
pi ns, st at us (image: source)

5. Like reading the tea leaves, it’s not about the leaves but what they reveal.
Li ke r eadi ng t he t ea l eaves, i t ’ s not
about t he l eaves t hem sel ves ( t he bl ah

6. & what t hey
And what they reveal is…big drumroll…that the more things have seemed to change, the more
they stay the same.
r eveal i s …
B - I - G
dr um ol l ,
r
pl ease…
t hat t he
m e t hi ngs
or
seem ed t o
have
changed, t he
(image: source) m e t hey ’ ve
or

7. “ Have you s een “Wow, I j us t had
t hat new John t hi s gr eat new
W ayne movi e t hat dr i nk. I t ’ s
“Have you seen that new John Wayne movie that just came out?” “Wow, I just had this great new drink. It’s called Coca-
Cola!”
j ust cam out ? ”
e cal l ed Coca-
Col a ! ”
(source: quotes; image)

8. “Make no mistake about it, media has always been ‘Social.’ It’s always been shared. he only difference today is
that it’s so much easier to share content. And not just to your circle, but to the world.”
- Tony Chen, a Social Media Strategist for StudioNorth
“M ake no m st ake about i t , m
i edi a has
al ways been ‘ Soci al . ’ I t ’ s al ways
been shar ed. The onl y di f f er ence
t oday i s t hat i t ’ s so m uch easi er t o
shar e - cont ent . And Soci al j Medi a t o atyour f or
Tony Chen , a not ust St r egi st
(source: quote; images)

9. And as t he
wor l d now
And as the world now turns, you can build a relationship with anyone anywhere.
t ur ns, you
can bui l d a
r el at i onshi p
wi t h anyone
anywher e.
(source)

10. “The tools we use to share (Facebook, Twitter, LinkedIn) get all the hype, but that’s all they are - tools that
make it easier to share and listen to content/information you care about.”
“ The t ool s we use t o shar e ( Facebook,
Twi t t er , Li nkedI n) get al l t he hype, but
t hat ’ s al l t hey ar e - t ool s t hat make i t
(source: quote; image)

11. “At the end of the day, it’s really various types of content (i.e., media) that is shared (i.e., social) with people in
our spheres of influence.”
(source: quote; image)
“ At t he end of t he day, i t ’ s r eal l y
var i ous t ypes of cont ent ( i . e. , m edi a)
t hat i s shar ed ( i . e. , soci al ) wi t h peopl e

12. In other words: trust & relationships.
I n ot her wor ds: t r ust & (source: quote; image)

13. (all except for joggers)
(source)

14. Tr ust i s gener at ed
t hr ough Trust is generated through relationships & it’s relationships that are driving Social Media.
r el at i onshi ps .
Rel at i onshi ps ar e
dr i vi ng
(source: quotes; image)

15. M aybe you know
som eone who’ s been
Whether you’ve been diagnosed with a degenerative disease and are now able to tap into an entire community
for information, support and trading notes; or are looking to connect witha
di agnosed wi t h other social entrepreneurs by using the
Twitter hashtag #socialentrepreneur; or perhaps a LinkedIn group with of thousands of members all taking
about your particular business or degener at i just finding the best sushi in the city by perusing the
industry issue. Or even ve
you need, want or find interesting -seaseof how common or unlikely the ensuing relationship(s).
di regardless & want s t o
hundreds of reviews of the top-rated restaurants. With Social Media, there’s an active community for whatever
f i nd ot her s i n t he
sam pr edi cam
e ent ?
Per haps you’ r e
l ooki ng t o connect
wi t h ot her soci al
ent r epr eneur s. Tr y
a Twi t t er hasht ag
l i ke
#soci al ent r epr eneu
r.
W sh you coul d
i
di scuss a
par t i cul ar
i ndust r y i ssue?
(source: text; image)

16. Tappi ng i nt o a
Tapping into an entire community for information, support and trading notes is now but a keyboard tap away.
t hr i vi ng
com uni t y f or
m
i nf or m i on,
at
suppor t and
t r adi ng not es
- r egar dl ess
of wher e
anyone
physi cal l y
happens t o be
i n t he wor l d - (source: image)

17. W t h Soc i al M
i edi a,
t her e’ s an act i ve
With Social Media, there’s an active community for whatever you need, want or find interesting - regardless of
how common or unlikely the ensuing relationship(s).
com uni t y f or
m
what ever you need,
want or f i nd
i nt er est i ng …
… egar dl ess
r of
how uncom onm or
unl i kel y t he
(image from “Unlikely Friendships” via source) ensui ng

18. “R at i ons hi ps
el “Relationships happen on the web through social media.”
- Tony Chen, Social Media Strategist
happen on t he web
t hr ough soci al
m edi a. ”
Tony Chen ,
(source: quote; image)
- Soci al Medi a

19. Rel at i onshi ps
ar e t he (image: source)
busi ness of
Soci al M edi a
Rel at i onshi ps ar e t he busi ness of
Soci al M edi a. (image: source)

20. Except f or one t eensy pr obl em …
r el at i onshi ps ar e messy & t ake on a
l i f e of t hei r own.
Except for one teensy problem…relationships are messy & have a way of taking on a life of their own.
(image: source)

21. Br ands
Some interesting corporate
Social Media experiments
l ar ge and
sm l
al
ar e

22. 73% of sm l
al
73% of small businesses use Social Media
busi nesses use
80% of Fortune 100 companies are active in one or more Social Media channels
Soci al Medi a
80% of For t une
100 com pani es
ar e act i ve i n
one or m e or
Soci al M edi a
channel s
(source: facts; image)

23. Red Robi n used a
FB l i ke appr oach
t o i nt r oduc e a
new bur ger ,
cr eat i ng a vi deo
& doi ng st at us
updat es t o t each
m anager s t he best
way t o m ake &
sel l t he bur ger s.
Fast - i nc om ng
i
cust om er f eedback
r esul t ed i n
(source)

24. I n choosi ng wher e
t o l ocat e t hei r
own f r anchi ses, BK
cl osel y f ol l ows
M cD’ s t weet s on
f ut ur e f r anchi se
(source)

25. Kel l ogg’ s t ook a j oki ng
t weet f r om t he l ead si nger
of The Char l t ans who sai d
he want ed a cer eal c al l ed
" Tot es Am ebal l s ” …
az
… act ual l y m
& ade i t a
(source)

26. Walmart “Pinterest appeals to
our customers who
use the social media
platforms to find and
collect creative
recipes, tips and how
tos - helping their
5 peopl e won $500 each t o spend at
families save money
W m t f or cr eat i ng Pi nt er est
al ar and live better.”
boar ds f eat ur i ng t hei r m ch t hat
er
i nspi r ed t hem t o be mThomas Walmart senior
- Andrea or e eco-
vice president of sustainability
f r i endl y.

27. Vent ur e
Openview capi t al f i r m
Openvi ew
def i es t he
st i f f
cor por at e
st er eot ype by
showcasi ng
t hei r st af f i n
pr of essi onal
yet r el axed
phot os. They
(source)

28. Shar pi e used
Soci al M edi a
t o gar ner
al m t 90%
os
m ket s har e.
ar
How?
I nt er est i ng
ar t dr awn
wi t h Shar pi es
on FB;
hi ghl i ght i ng
t hei r f ans ’
vi deos on
YouTube;

29. Sharpie
“ I t ’ s not about
us put t i ng out
br anded
cont ent . I t ’ s
about us
am i f yi ng t he
pl
pas si on t hat
exi st s i n our
- Ryan Rouse , t ygl” obal
com uni
m .
di r ect or of Shar pi e m ket i ng
ar
at Newel l Rubber m d
ai
(source)

30. ongoi ng
upheava
year s f l a new
I t t akes about f i ve
or
t ec hnol ogy t o
show i t s f ul l
im pact on
com pani es t hat
depl oy i t . At
m t com
os pani es,
soc i al net wor ki ng
i s about t wo or
t hr ee year s i n.
- M T' s Er i k
I
Br ynj ol f ss
(quote: source; image via source)

31. 44% of al l i nt er net
user s
ar e on
… et hi ng 1 bi l l i on
som
peopl e know how t o
(source)

32. W hen peopl e Twitter
f ol l ow a
br and on
Twi t t er ,
al m t 70%
os
r epor t bei ng
m uch m e or
- Soci
lal kel y Pl aybook f or
i M a buy
edi
what ever nes s
B i t he
us
- (text: source; image via source)

33. BRANDS PEOPLE LOVE:
Sout hwes t
Ai r l i nes
Hal l m kar
Dove Soap
Cr est
Cadi l l ac
Appl e
I k ea
(source: image; brands)

34. (source)
… what m
so akes a br and
t hi s l oveabl e onl i ne?

35. 3
Thi ngs: s
#1: $weet deal
#2: bei ng a par t ner
(image: source)
#3: a r i vet i ng

36. (source: statistics; image)
What businesses think consumers
want from Social Media
What M arket ers Thi nk
Cons umers W ant From Soc i al
Brands :
▪ i nf o t o hel p peopl e dec i de what
t o buy ( 59% )
▪ c us t om s ervi c e ( 58%
er )
▪ t he di s h on new produc t s ( 53%)

37. What Cons um ers
#1: people look to Social Media for
shopping deals & discounts #
ac t ual l y Want
From Soc i al 1
Brands :
▪ deal s & pr om i ons
ot
( 83%)
▪ r ewar ds pr ogr ams
( 70%)
▪ excl usi ve cont ent
( 58%) (source: statistics; image)

38. …but don’ t over s har e! Keep i t s i m e.
pl
( TM i s never a good
I

39. “ M ket er s ar e
ar
gener al l y pushi ng
out t oo m uch
i nf or m i on,
at
causi ng peopl e t o
over - t hi nk pur chase
deci si ons and
m aki ng t hem m e or
l i kel y t o change
t hei r m nds about a
i
pr oduct , be l ess
(source: quote; image)

40. Peopl e t end
#2: people like online brands with personality that they
can partner with
t o val ue
br ands wi t h
per sonal i t y
#2 & t hat t hey
had a hand
in
cr eat i ng/ m ak
- THE I iKEA EFFECT:nk
ng ( t hi
W hen Labor I KEA)t .o
Leads
Love. Har var d
Busi ness School
(source: fact; image)

41. (source)

42. For a br and t o f i nd i ts
per sonal i t y, i t s soul i f you
wi l l , t he f i r st quest i on t o
answer : what t ype of hum an
woul d i t be?
Pr of essor
? Best i e?
Cool
uncl e? ami n
- Jef f Benj
cr eat i ve head of
JWT
(source: quote; image)

43. Once consumers like a brand’s personality, they want to team up with them in some way. They don’t want a
one-way flow - they want a collaboration where they have input. Like assembling Ikea furniture. People like
consuming items with some assembly required, dubbed the Ikea effect.
Af t er f al l i ng i n l ove wi t h a
br and’ s per sonal i t y, peopl e want a
par t ner . “ Som eone” t hey can
col l abor at e wi t h. Just l i ke I kea
f ur ni t ur e t hat ar r i ves wi t h some
assem y r equi r ed - par t of t he
bl
r eason consum s l ove i t so m
er uch -
so br ands t hat col l abor at e wi t h
t hei r cust om s ear n m
er uch l ove vi a (image: source)

44. The I kea Ef f ect i n
“W
act i on:
hen i nst ant cake m xes
i
The Ikea effect in action
wer e i nt r oduced i n t he
1950s as par t of a
br oader t r end t o si m i f y
pl
t he l i f e of t he Am i can
er
housewi f e by m ni m zi ng
i i
m anual l abor , housewi ves
wer e i ni t i al l y r esi st ant :
The m xes m
i ade cooki ng
t o o easy, m aki ng t hei r
l abor and ski l l seem (source: quote; image)
under val ued. As a r esul t ,
m anuf act ur er s changed t he
r eci pe t o r equi r e addi ng

45. “ Bui l d- a- Bear
of f er s peopl e “ Bui l d- a- Bear
of f er s peopl e
t he t he oppor t uni t y
oppor t uni t y t o t o const r uct
The Ikea effect in action
const r uct t hei r own t eddy
bear s, char gi ng
t hei r own cust om s a
er
t eddy bear s, pr em um even as
i
t hey f oi st
char gi ng assem y cost s
bl
cust om s a
er - o hehem ea
ont t t I k”
. (source: quote; image)

46. Far m ser The Ikea effect in action
of f er
“ haycat i on
s” whi ch
r equi r e
vacat i oner
s to
har vest
what ever
t hey eat
- dur i ngk ea
t he I (source)

47. #3 a good story
#3
a r i vet i ng
(image: source)

48. What i s your busi ness
about ? Being a riveting brand starts with asking the right questions.
W di d you st ar t i t ?
hy
What do you dr eam
of maki ng happen
f or your cust om s?
er
Havi ng a good br and
st or y means aski ng t he (source: questions; image)

49. By usi ng/
consum ng/ wear i ng
i Compelling brand stories make the customer
t he pr oduct , t he
the hero of the story (not the brand)
cust om er i s t he
st or y ’ s her o. I s i t
as …
… t of a j et -
par
set t i ng el i t e?
… m ber of an
a em
i nsi der y gr oup of
t echno- t ypes ?
…one of a f ew (source: questions; image)

50. W ev er t he
hat Knowing how to make the customer the hero of your
ki nd of her o,
brand’s story makes them fall in love with a brand
what m t er s f or
at
cus t om er br and-
l ov e i s t hat
t hey pl ay t he
cent r al r ol e
i n a br and’ s
st or y . And
st or yt el l i ng
happens t o be
(image: source)

51. Soci al M edi a, l i ke
& as with a good story, a relationship builds. It’s not instant.
st or yt el l i ng, has a
l ot i n com on wi t h
m
r el at i onshi ps:
…good ones ar e bui l t
gr adual l y &
(Source: image)

52. “ One of t he bi ggest
m st akes I see i s t hat when
i Social Media savvy brands know that building
solid relationships means not pushing too quickly.
br ands t hi nk about bui l di ng
r el at i onshi ps, t hey t hi nk
of heavy t hi ngs, l i ke
bui l di ng a ver y r i ch
exper i ence t hat peopl e wi l l
shar e wi t h f r i ends. The way
r el at i onshi ps f or m i n r eal
l i f e i s t hr ough m any
l i ght wei ght i nt er act i ons
over t i m e. You m eet t he
- Paul Adam s, f or mer
f i r st t i me, chi t chat .
gl obal head of br and
You' r e not suddenl y best
(source: quote; image)

53. But t hey do wanna be f r i ends! : )
Social Media savvy brands not only keep it light,
but demonstrate some flair.
" Consum s [ j ust ] don' t want t o
er
have… r el at i onshi p & a conver sat i on
a
wi t h… hi s col d l ogo.
t
(source: quote; image)

54. Research has found that Social Media users
have larger social circles & social ties than non-users.
The f act i s , Soci al
M edi a us er s t end t o be
m e r el at i ons hi p- m nded
or i
& soc i al i n r eal l i f e as
wel l . They ar en’ t
r epl aci ng of f l i ne
f r i ends wi t h onl i ne
ones, t hey ’ r e l ooki ng t o (image: source)

55. “ Recent r esear ch
Social media users tend to have larger social circles
- Br ook
suggest s t hat and more close social ties than non- users
e
soci al m edi a user s
t end t o have l ar ger
Foucau
soci al ci r cl es and lt
m e cl ose soci al
or W l es
el
t i es t han non ,
user s. They ar e assi st ant
al so m e l i kel y t o
or pr of essor
of
per cei ve t hei r com uni cat
m
net wor ks as i on
soci al l y suppor t i ve st udi es i n
(source: quote; image)

56. The t r i ck Consumers like to engage brands in conversation on Social Media
t o bei ng an
provided it’s relevant.
engagi ng
Soci al M edi a
conver sat i on
al i st i s
keepi ng t he
convo
r el evant t o
( t he br and t o f l y & s pr i nkl e Spam
Knowi ng how
l oyal i st s. doesn’ t hur t , ei t her . )
dust (image: source)

57. " W ve begun t o
e' r eal i ze we
have t o engage t hem [ soci al
Relevance is the key to getting consumers
medi a user s] i n a r el evant way
to engage with brands in Social Media
so t hey want t o engage wi t h
us. "
- M kar
O' Br i en,
(source: quote; image) pr esi dent of

58. Relevance is relative.
(image: source)
Of cour se, r el evance i s

59. Just ask
Dr. Pepper & their 8.5 million strong Facebook fan page.
Dr . Pepper
how t hey
managed t o
ac cum at e
ul
m e t han
or
8. 5
m l l i on
i
(image: source)

60. Dr . Pepper bl ast s out a f ew
m essages dai l y on i t s Facebook
f an page & t hen t r acks how m any
tim es each m essage i s vi ewed &
shar ed and how f ans r espond.
Com ned,
bi Dr. Pepper uses Facebook to find out
t hese Soc i al what its fans want. Specifically.
M edi a m r i c s
et
pr ovi de r eal l y
acc ur at e
f eedback on
what t he
(source)

61. "We mine the data to understand
what is appreciated, and what is not…
" W m ne t he dat a t o
e i
And they dislike messages that focus
on prices and special offers.
It just isn't relevant to their passion
about the brand.”
- Robert Stone,
director of interactive media
under st and what i s
services for
Dr. Pepper Snapple Group Inc. appr eci at ed & what
i s not … And t hey
di sl i ke m essages
t hat f ocus on pr i ces
& speci al of f er s. I t
j ust i sn' t r el evant
t o t hei r - passi onone,
Rober t St
di about oft he er act i ve m
r ect or i nt br and. "edi a
(source: quote; image) ser vi ces f or

62. One of the best-performing
Dr. Pepper brand messages
on Facebook: "If liking you is wrong,
we don't want to be right."
One of t he
best -
per f or m ng Dr .
i
Pepper br and
m essages on
Facebook: " I f
l i ki ng you i s
wr ong, we
(source: quote; image)

63. Language-learning company Rosetta Stone
used Social Media to evolve their corporate mission.
Language
l ear ni ng
com pany
Roset t a St one
used Soci al
Medi a f eedback
t o evol ve
(source: fact; image) t hei r

64. Evaluating Facebook ad metrics helped
Rosetta Stone discover a new group of customers.
I n addi t i on t o cust om s
er
want i ng t o l ear n a f or ei gn
l anguage f or busi ness or
pr act i cal r easons, Roset t a
St one al so di scover ed a new
gr oup of cust om s vi a a
er
ser i es of Facebook t est s. They
t ar get ed ads at peopl e
(source: fact; image)

65. " Thi s t ype of
"This type of messaging allows us to move from a language company
to a learning company," says Eric Ludwig,
senior director of online marketing at Rosetta Stone.
m essagi ng al l owed
us t o m ove f r om a
l anguage com pany Er i c Ludwi g,
seni or
t o a l ear ni ng
di r ect or of
com pany. " onl i ne
m ket i ng at
ar
Roset t a St one
(source: quote)

66. Okay, I get i t .
Ok, so Social Media rocks. How can brands
entice people to engage with them in the space?
Soc i al Medi a r ocks .
So how can br ands
ent i ce peopl e t o
engage wi t h t hem i n
t he space?
(image: source)

67. Accor di ng t o Paul Adam s, f or mer
gl obal head of br and desi gn at According to Paul Adams, global head of brand design at Facebook,
Facebook, onl y 3 t hi ngs wi l l
only three factors will induce people to consider
chatting with a brand and sharing the experience with others.
i nduce peopl e t o consi der chat t i ng
wi t h a br and & shar i ng t he
exper i ence wi t h ot her s:
(quote via source; image: Annie Leibovitz/Vogue 12/09; source)

68. #1: The Social Media encounter will help them express themselves.
#1: The
Soci al M edi a
encount er
wi l l hel p
t hem expr ess
t hem sel ves .
(image: source)

69. #2: The Social Media encounter
will help them help someone else.
#2:
The Soci al
M edi a
encount er
wi l l hel p
(image: source)

70. #3: The Social Media encounter will help them forge a relationship & then maintain it.
#3:
The Soci al M edi a
encount er wi l l
hel p t hem f or ge
a r el at i onshi p &
t hen m nt ai n
ai
(image: source) it.

71. All good & well, but when it comes to getting people to interact with brands online,
W ch i s al l
hi
good & wel l ,
there’s also a more basic drive at work more commonly associated with drugs & gambling…
but when i t
com es t o
get t i ng
peopl e t o
i nt er act wi t h
br ands
onl i ne,
t her e’ s al so
a basi c dr i ve
at wor k m e or
(image: source)

72. " Soci al m edi a
"Social media is nothing more than a huge dopamine machine of likes and shares.
And it's our job to feed the machine.”
i s not hi ng
- Tyler Fonda, strategy director at Gotham, Denny’s ad agency
m e t han a
or
huge dopam ne i
m achi ne of
l i kes &
shar es. And
- iTyl' er Fonda,j obr at egy
t s our st
di rt ec t oreed Got ham Denny ’ s
o f at t he ,
ad agenc y (quote: source)

73. And what i s t he
best way f or
br ands t o
m easur e t he
r et ur n on any
tim &
e
r esour ce$
i nvest ed i n
And what is the best way for brands to measure the
return on time & resource$ spent on Social Media?
Soci al M edi a?
(image: source)

74. For now? Fuhgiddaboudit!
For now, best
Fuhgi ddaboudi t
(image: source)

75. (source: quote; image)
“M easur i ng ROI i n
soci al m edi a i s l i ke
“Measuring ROI in social media is like measuring air-conditioning. I say instead, What is the ROI of not being there? It's
kind of like walking into a store and having the sales associate not talk to you. The cost of not being part of the conversation
outweighs the uncertainty over the value of the conversation.”
m easur i ng ai r - - Lisa Gavales, CMO of Express (The Limited)
condi t i oni ng… t ' s
I
ki nd of l i ke wal ki ng
i nt o a st or e and
havi ng t he sal es
associ at e not t al k
t o you. The cost of
not bei ng par t of
t he conver sat i on
out wei ghs t he
uncer t ai nt yes s
- Li s a Gaval es , CM of Expr
O over t he

76. " I say
"I say instead, What is the ROI of not being there?”
- Lisa Gavales, CMO of Express (The Limited)
i nst ead,
W hat i s
t he ROI
of not
- Libei Gaval es,
sa ng
CM of Expr ess
O (source: quote; image)

77. About Lesl ey
Scot t
Lesl ey i s t he EI C
of
Fashi ont r i bes. com
.
She har bor s a
r accoon- l i ke l ove
of al l t hi ngs
shi ny & pur dy &
has been bl oggi ng
about i t f or t he
l ast decade ( yes,
t her e was an
I nt er net 10 year s
ago) . Her l at est
book, How t o W k or
wi t h Bl ogger s,

78. Real l y, I don’ t bi t e.
( M puppyboo,
y
St al k
Cassandr a, t hough
i s anot her m t er . )
at
& I ’ m al l over t he
me! usual Soci al M edi a
suspect s ever y day
so pl ease r each
out .
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