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