© 2014 IBM Corporation

INV109: Bridging the Social Divide – C-Suite & Beyond

Pam Moore, CEO / Founder, Marketing Nutz @PamMktgNut

Embrace the

JOURNEY!

Guarantee = CHANGE

news no longer breaks!

It    tweets!    

IDC predicts 1.3B mobile workers by 2015

90% mobile users have device within arms reach

100% of time

YOU

are the media

your ultimate platform

Houston, we have a problem.

is anyone

listening to you?

talk to yourself much?

76% marketers think they know what customers want

34% have asked them

Source: Pivot

- 59% social customers want to share feedback - 58% want customer service

only 34% marketers think these services are in demand

Source: Pivot

GENERATION S

What the “unsocial” Exec Thinks

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Pick Goals where social can have an impact

Align Social to top business goals

Get Real: Social Business Maturity •  Mindset

•  Social Media Program

•  Leadership & Organizational Model

•  Processes & Policies

•  Education

•  Measurement

•  Technology

Source: Altimeter Group

What are you measuring?

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

Communities Create Markets Opportunity Harvest

Free    member  

Paid    member  

Loyal    evangelist  

Community Zone Customer Zone

$$

Stop the Random Acts of Marketing (RAMs)

21

Quit selling your CEO Twitter!

22

It’s About Your Audience, Not You!

23

Don’t Fake It Until You Make It!

24

Activate influencers

Start From Inside Out

The Human Brand

“Social didn’t transform our culture, it revealed it.”

~Clarissa Felts, Lowes

Human Brands: § Think like humans § Care about humans § Value relationships § Listen to other humans § Talk like humans § Have a personality § Show their “human” § Make & own their mistakes § Are available § Know themselves § Know their audience §  Invest in people

My Brand is… §  What I say §  What I do §  What I tweet §  What I post on Facebook §  What I Instagram §  What I write in email §  What I share §  How I respond §  How I interact on & offline! §  How I drive!

§ ME!

Think DNA, Not Tools

Think Relevant Conversation

think assets templates

hangout

Audio Bridging The Divide

Connect the Dots For Them

Communities Create Markets Opportunity Harvest

Free    member  

Paid    member  

Loyal    evangelist  

Community Zone Customer Zone

$$

§  Access Connect Online to complete your session surveys using any: – Web or mobile browser – Connect Online kiosk onsite

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