HUMAN NATURE @SCALEBuilding Valuable Relationships with Social & Content

HOW GROUPS OF PEOPLE NATURALLY ARRANGE THEMSELVES

UNDERSTANDING THE OPPORTUNITY

Traditional Media &Advertising Based on

Reach

UNDERSTANDING THE OPPORTUNITY

CRM Designed toDrive Engagement and

Advocacy

HOW GROUPS OF PEOPLE NATURALLY ARRANGE THEMSELVES

A social strategy that’s flexible enough to reach people where they’re at

MULTI-LAYERED TOUCH POINTS(WITH MEASURABLE OUTCOMES)

f

GUIDING PRINCIPLES

CONTENT STARTS (AND ENDS)WITH RELATIONSHIPSContent is your contribution to the relationship with the individual.

There is no such thing as ‘Consumers’ there are only people to relate to, to understand, to move.

Content should not speak at demographics, it should speak with people.

THE BEN FRANKLIN EFFECT"He that has once done you a kindness will be more ready to do you another than he whom

you yourself have obliged." – Benjamin Franklin

USE DATA TO MOVE QUICKLYtBig data is good—smart data is better. When you see what resonates with your people and

what doesn’t, you can adjust the entire system to better serve them.

SOCIAL AND MOBILE ARE HUMAN BEHAVIORSSocial is not a ‘Channel’ it is a behavior and an opportunity to connect, but more

importantly, social is a vital way to ask:

For participation. For contribution. For favors.

VALUE, LIKE RELATIONSHIPS, IS BUILT OVER TIME, ACROSS MULTIPLE ENGAGEMENTS AND TOUCH POINTS, THROUGH ONGOING BEHAVIOR.

WITHOUT IDENTIFYING THE ENGAGED FEW60 MM TWITTER FOLLOWERS DON’T MATTER

THE MARKETING FUNNEL IS NOW A CURVE

34

ENGAGEMENT DESIGN

Impressions Advocacy

Rela

tionsh

ip V

alu

e

Social & CRM

Reach-based

35

LADDERING ENGAGEMENT

Advertising

Rela

tionsh

ip V

alu

e

Social & CRM

Reach-based

36

LADDERING ENGAGEMENT

Advertising

Promoted Social

Rela

tionsh

ip V

alu

e

Social & CRM

Reach-based

37

LADDERING ENGAGEMENT

Advertising

Promoted Social

Organic Social

Rela

tionsh

ip V

alu

e

Social & CRM

Reach-based

38

LADDERING ENGAGEMENT

Advertising

Promoted Social

Organic Social

Registration

Rela

tionsh

ip V

alu

e

Social & CRM

Reach-based

39

LADDERING ENGAGEMENT

Advertising

Promoted Social

Organic Social

Registration

SmallContributi

on

Rela

tionsh

ip V

alu

e

Social & CRM

Reach-based

40

LADDERING ENGAGEMENT

Advertising

Promoted Social

Organic Social

Registration

SmallContributi

on

Activate

Rela

tionsh

ip V

alu

e

Social & CRM

Reach-based

41

LADDERING ENGAGEMENT

Advertising

Promoted Social

Organic Social

Registration

SmallContributi

on

Activate Advocacy

Rela

tionsh

ip V

alu

e

Social & CRM

Reach-based

TRANSLATING THIS FOR YOUR BUSINESS(MARKETING)

USE THE ARC TO BRINGRELATIONSHIPS TO LIFE

44

USE THESE RELATIONSHIP MARKERSTO CONNECT YOUR PLATFORMS

ReferralPurchase/Reviews/

UGC

CouponsRegistration

Social Follow/Organic

Discovery

Paid Promotion

Advertising

Rela

tionsh

ip V

alu

e

Social & CRM

Reach-based

RULE #1: KILL YOUR SILOS

RULE #1: KILL YOUR SILOS

CONTENT

DATA

RULE #2: ASK FOR VOLUNTEERS

RULE #2: ASK FOR VOLUNTEERS

Small, meaningful actions.

RULE #3: FIND YOUR PEOPLE

RULE #3: FIND YOUR PEOPLE

RULE #4: REWARD THE EXTRAORDINARY

WOULD YOU TREAT THIS PERSON…

THE SAME AS THIS PERSON?

Service is your product.Customers are your product.Experience is your product.

NOT ONLY DRIVE PREFERENCE,BUT OVERCOME CHOICEAND CHANGE BEHAVIOR

THANK YOU@calebgardner@cheimbuch