p. moore- building, growing & sustaining social business · • humanize brand • brand...
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Polish Insurance Association
Pam MooreCEO / Founder Marketing Nutz@PamMktgNut
Building, growing & sustaining
social business
Pam MooreCEO /Founder
http://www.pamslinkedin.com@PamMktgNut
Marketing Nutz Founders
Josh MooreCCO /Founder
http://linkedin.com/in/joshroinut@JoshROINut
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“Experience helping brands of all size bridge complex gap to social
success.”
why Marketing Nutz?
Founders have 30+ years combined experience in digital
marketing, corporate brand, startups & platforms.
“PHD in acronyms not required. We help you fit social
business in a nut shell so you can focus on what you
do best, your business!”
“CEO, best selling author recognized by Forbes as Top 10 Social Media Power Influencer +
Top 10 Social Media Women Influencers!
“CEO, best selling author recognized by Forbes as Top 10 Social Media Power Influencer +
Top 10 Social Media Women Influencers!
Embrace the
JOURNEY!
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Social Social BusinessBusinessSSuccessuccess
Social Business“Becoming a social
business transforms the
organization from inside
out, connecting the internal
with the external in a way
that enhances relationships
and creates shared value
for the people, the business
& ecosystem as a whole.”
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Social Media“Means of interactions among people in which they create, share, and exchange information and ideas in virtual communities and networks.”
newsno longer
breaks!
It
tweets!
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is anyonelisteningto you?
76% marketers think they know what customers want
34% have asked them
Source: Pivot
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Communities Create Markets
Opportunity Harvest
Free
memberPaid
member
Loyal
evangelist
Community Zone Customer Zone
$$
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Customer ExperienceMost exciting opportunity in 2014
* Digital Trends Briefing 2014, eConsultancy / Adobe
• 20% Customer experience
• 18% Mobile
• 15% Content marketing
IDC Predicts 1.3B
mobile workers
by 2015
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90% mobile users have device within arms reach 100% of time
You have 10 seconds
to keep em’!
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YOUare the media
Visual Communication • Communicate• Humanize brand • Brand storytelling • Educate, empower & Inspire• Emotionally connect• Entertain
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Instagram: 200 million users
Pinterest: 70 million users
Facebook: Images have 53% more likes
PicMonkey: 1.6m visits/ day, 4.3m edits/ day
(in 8 months)
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activateinfluencers
Embrace OPCs
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Niche social networks =
advocates
• 77% consumers more likely to buy new product via recommendation
• 4x-10x higher conversion rate for offers from trusted advocates
• RBS specialist motorcycle insurance broker
• Used social media to engage with niche customer base, motorcyclists & bikers
• Created “Keep Britain Biking” community– Blogs, videos, forums to discuss urban
biking– “Biking Intel” – info for bikers, from
bikers (parking spots, routes etc.)– All accessed via mobile app
Devitt
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• Increased brand awareness with motorcycle enthusiasts in a non-transactional way
• Increased CRM data for customers & prospects via subscription to “Keep Britain Biking” community
• Those aware of community are 31% more likely to take out insurance with Devitt
• Now a key part of Devitt’sengagement strategy
Results
• Moved from traditional case management to full blown customer experience engagement strategy
• ING Society enables members to easily contact each other to share & receive advice
• Operational efficiency key focus; customers & employee empowerment
ING Poland
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LinkedIn for Financial
Institutions • 54% investors age 55-64
use LinkedIn for financial communication & research
• 62% advisors getting new clients (Source: Think Advisor)
– 32% used LinkedIn to bring in $1 million+ in assets under management
P = People
O = Objectives
S = Strategy
T = Technology
Don’t Start with Technology
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• $135 Billion = how much marketing teams will spend on new digital marketing content
• 78% CMOs think custom content is future of marketing
Human Content Connection
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• Take risk
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Pick Goals where social can have an
impact
Align Social withtop Business
Goals
Stop the Random Acts of Marketing (RAMs)
=
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1. Determine business objectives
2. Map your journey / vision
3. Establish executive support
4. Roadmap: strategy & tactics
5. Governance & guidelines
6. Secure resources, funding
7. Invest in technology to support objectives, vision & journey
Social Business Strategy
• What are your BIG goals?
• Align to business goals.
• Value to others?
• It’s not just about YOU!
1. Determine Business Objectives
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1. Social listening
2. Thought leadership
3. Nurture relationships
4. Build community
5. Earn loyal brand advocates
6. Maximize reach in existing & new markets
7. Support sales / marketing campaigns
8. Talent recruiting & retention
common social media business goals
Source: Altimeter Group
Language matters
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
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• Where are you going & why?
• What does success look like?
• Who needs to go with you?
• Why should they join you?
• Social business vision.
2. Map your journey
• Support big goals
• Empower employees
• Scalability
• Integrate across the org.
3. Establish Executive Support
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71% CEOs believe
human capital is
key source of
sustained
economic value
• Executable plan
• Aligns business goals & initiatives across organization
• Eliminate silos & random acts of marketing (RAMs)
4. Roadmap: Strategy & Tactics
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5. Governance & Guidelines
• Safety
• Empowerment
• Risk mitigation
• Communication
Who will take lead?
• Integration
• Infrastructure
• Measurement
• Content
• Technology
• Risk management
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Center of Excellence
• Prioritize initiatives
• Processes, guidelines
• Roles / responsibilities
• Employee empowerment
• Keep up w/trends
• Consistent measurement
• Resources needed
• Think scale via agencies AND internal
• Employee empowerment
• Obtain buy-in across org
• Endurance, agility, efficient
•
6. Secure Resources / Funding
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• Avoid shiny objects
• Human nurturing
• Business results
7. Invest in
Technology
think DNA, not tools
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Maslow’s hierarchy of needs
Morality,
creativity,
Morality,
creativity,
spontaneity,
problem solving, lack of prejudice,
acceptance of facts
Self-esteem, confidence, achievement, respect of others, respect by others
Friendship, family, sexual intimacy
Security of body, employment, resources, morality, family, health, property
Breathing, food, water, sleep, homostasis, excretionphysiological
safety
belonging
esteem
self-actualization
hierarchy of social community inspiration
self-actualization
self-actualization
esteemesteem
belongingbelonging
safetysafety
physiologicalphysiological
achieveachieve
connectconnect
inspireinspire
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Questions?
Pam MooreCEO / Founder Marketing Nutz
@pammktgnutwww.pammarketingnut.com
www.themarketingnutz.com
communities create markets
Opportunity Harvest
Free
memberPaid
member
Loyal
evangelist
Community Zone Customer Zone
$$
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Tech Enthusiasts
Visionaries
Pragmatists
Conservatives
Skeptics
Technology Adoption
Geoffrey Moore Technology Adoption Lifecycle
Social media plugsinto your
Business
Bu
sin
ess
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Select tools AFTER you know WHAT you want to measure and WHY!
sales
thought leadership
Brand“A brand is the set of expectations, memories,
stories and relationships that, taken together,
account for a consumer’s decision to choose
one product or service over another. If the
consumer (whether it’s a business, a buyer, a
voter or a donor) doesn’t pay a premium, make
a selection or spread the word, then no brand
value exists for that consumer.”
~Seth Godin