1. "Social selling is essentiallya transfer of feelings."Zig Ziglar2012

2. Let's talk about ..1) Attitude2) Trustworthiness3) Social Media Life Cycle4) Examples 3. ATTITUDE 4. "If you go out looking for afriend, you're going to find theyare scarce.: : Attitude 5. But if you go out tobe a friend, you will findthem everywhere."Zig Ziglar2012: : Attitude 6. With a slight alteration it will look like this:"If you go out looking forcustomers, you are going tofind they are scarce.: : Attitude 7. But if you go out tooffer your help, you will findcustomers everywhere.It is just a matter of attitude.: : Attitude 8. Free Hugs in Sondrio, Italy. 9. Even just watching random acts ofkindness raises your level ofoxytocine.It makes you happy!: : Attitude 10. Paul Zak: TEDx on morality and trust. 11. Reciprocity in social mediaraises oxytocine.If you give something to somebody,people feel the need (obligation) to give back.: : Attitude 12. Oxytocine lowersthe level of cortisol,caused by stress.Was the financial crisis the spark of the social media?Interesting reseach: males become less empathic under stress than femalesdue to lower levels of oxytocine during stress. (due to testosterone): : Attitude 13. Oxytocine is thetrust hormone.Oxytocine inflames empathy.It is empathy that connects us.: : AttitudePaul Zak: Oxytocine related to trust 14. Ergo:1) Emotional drivers got us to participate,2) Reciprocity raised our oxytocine levels,3) Oxytocine made us more empathic,4) Empathy is what connects us.: : Attitude 15. TRUST 16. SafeInternetBanking: Just watch .. 17. Who can you trust?Edelman Trust Barometer 2013: : Trustworthiness 18. : : TrustworthinessTrust in the financial sector has droppedfrom 71% in 2007 to 25% in 2013.Trust your CEO? 17%Trust politicians? 7%-11% 19. Bouwfraude, Lehman Brothers, Wikileaks,Snowden, Ahold, Alpe d'Huzes, NSA,Armstrong, bonuses, woekerpolissen,Palm Invest, Facebook, Google ..: : Trustworthiness 20. We have completely lost our trustin institutions.But we regained trust in each other through social media.So you'd better be (and behave as) one of us ..: : Trustworthiness 21. : : Trustworthiness"It is not about who you trust,but if one is trustworthy."= Honesty (transparent, accountable)+ Commitment (pledge, promise, contract)+ Competence (capable, experienced)Onora O'Neill: TEDx on trustworthiness 22. Countries with moretrustworthy people aremore prosperous.More transactions occur and more wealth is created.: : TrustworthinessPaul Zak: TEDx on morality and trust. 23. In social there is no moreB2C or B2B, only H2HHuman to Human.: : Trustworthiness 24. SOCIAL MEDIA LIFECYLE 25. : : The making of .. 26. : : Social Media Life Cycle 27. "You will attrack those thatbelieve what you believe."Simon Sinek: : Social Media Life CycleSimon Sinek: The Golden Cirle (TEDx) 28. "In being amongst people withcommon values and believes,trust emerges."Simon Sinek: : Social Media Life CycleSimon Sinek: First Why, then Trust (TEDx) 29. Make sure we understand whoyou are, what you do and whyyou do it.What are your believes? How are you helping others?Why do you care?: : Social Media Life Cycle: : : CORE INTENTIONS 30. : : Social Media Life CycleIf we can't see, hear orfeel your core, i.e. heart,we won't trust you.Nor can we hold you accountable foryour actions against your words.: : : INTENTIONS 31. Seeding Plant a suggestionNurturing Value the attentionHarvesting Strive for satisfactionSpreading Fight for infectionWhere is your customer at?: : Social Media Life Cycle: : : GROWTH PHASES 32. : : Social Media Life Cycle: : : PAIRS OF ATTRACTIONSeedingSuggestion ExpectationNurturingPersuasion ConsiderationHarvestingSatisfaction AnticipationSpreadingRetention Delightment 33. : : Social Media Life Cycle: : : SEEDING - #1 InteractionOnly 3 ways to participate:engage (chat)content (share)listen (filter)Don't just make a ton of noise,but create your own tone of voice. 34. If you want to connect in socialmedia, empathic listening iscritical.A way of listening and responding to anotherperson that improves mutual understanding andtrust.: : Social Media Life Cycle: : : SEEDING - #1 Interaction 35. Most of the time:: : Social Media Life CycleWhat we need is not whatwe want ..Through empathic listening and engagementyou'll learn what theemotional drivers are.: : : SEEDING - #2 Relevance 36. : : Social Media Life Cycle: : : SEEDING - #2 RelevanceThere are 8 emotional drivers:1. Belonging / Love 5. Control / Security2. Diversity / Change 6. Recognition / Significance3. Achievement / Progress 7. Challenge / Growth4. Excellence / Pride 8. Responsibility / Contribution 37. Wants Needs 38. : : Social Media Life Cycle: : : SEEDING - #3 AttentionInter+est will begin if yoursuggestion meets theirwants/desires.Planting a suggestion = charging yourproduct/service with believes. 39. : : Social Media Life Cycle: : : NURTURING - #4 ValidationWhatever you suggest, we'llfind out if it's true and if youare trustworthy.Sources: web search, social search, reviews,referrals, influencers, testimonials, presscoverage, advertorials, etc. 40. : : Social Media Life Cycle: : : NURTURING - #5 TrustIf all's well, and others withrelevant authority vouch foryou: I'll trust you.Social Proof: 92% will buy from you,based on recommendations by their peers.So: who are their influencers? 41. You might need to use somepersuasion to get people tobuy now.Scarcity: when stock is limited, we are tempted tobuy sooner. Understand liking, consistency andreciprocity.: : Social Media Life Cycle: : : NURTURING - #6 Transaction 42. We took the bait ..Now it's up to you to fulfil theexpectations.It is your one and only chanceto create an everlastingfirst impression.: : Social Media Life Cycle: : : HARVESTING - #7 Experience 43. : : Social Media Life Cycle: : : HARVESTING - #8 EvaluationDid you meet or even exceededour expectation?If not, what did you do?Failing is human, we'll understand.But make amends as soon as possible. 44. : : Social Media Life CycleAffection comes fromunderpromising andoverdelivery.Time is our most valuable asset. Time spend on acustomer is therefor valuated the highest: becareful and attentful.: : : SPREADING - #9 Affection 45. : : Social Media Life Cycle: : : SPREADING - #10 InfectionIf you turned satisfaction intodelightment, we're tell othersto buy from you!We are risk-avoiding. A truthful recommendationis preventing othersto loose time, money or certainty. 46. : : Social Media Life Cycle: : : POWER THE NEXT CYCLEEvery infection isa start of a new cycle.Understand the power of suggestion, persuasion,delightment, social proof and empathy. Don't missout and get stuck at step 8, .. by just doing enough. 47. : : Social Media Life Cycle1) Share your believes: be a hero!2) Don't sell, but tell: share experiences!3) Be empathic: listen carefully, engage, build trust!4) Promiss less, but offer more: be exceptional!5) Time is honey: attention earns affection! 48. Old Spice: The Man YourMan Could .. 49. The Sun: The Woman You'd Your .. 50. DollarShaveClub: Small can get big .. 51. This was thetip of the icebergCollaboration economy Communities Crowdsourcing Crowdfunding Co-creation Content Marketing Monitoring Key PerformanceIndicators Trend analyses Reputation Management Mobile Marketing Social Business Strategy Social Media Strategy Content Strategy Maker Revolution Wearable Technology Crossmedia Marketing BigData Social Dashboards Multichannel Marketing etc. 52. Social is all about empathy. Mind the emotionaldrivers, base your stories onthose emotions and start engaging.Kind regards,Edwin Korver@edwinkorverhttp://desocialemedia.nl