PresentedbyJamesGilbert,CEOFeb20,2016,561-302-1719

TheFINAL LawofSocialMediaMarketing…

TheLawof#REALationships

• 30+yearhistoryinDM/Digital/Social• CEO,GilbertDirectMarketing,Inc.• President,FloridaDMA• ProfessorDirectMarketing• AuthorTargetMarketingGroup

• ReturnonIntelligencecolumn• GuidetoSocialMedia- Content

@gilbertdirect#9ImmutableLaws

•#WCMIA•#9ImmutableLaws•@gilbertdirect

"There is only one valid definition of business purpose – to create a customer.

Companies are not in business to make things… but to make customers.”

-- PeterF.Drucker

• BuilthugeengagedcommunityforFreshDiet• The9ImmutableLawsofSocialMediaMarketing(contextforsuccess)• Aslongas2hourpresentation!–4Klive–85K+viewsonline–Somanychangessince2009

1.Thedeeperthelevelofengagement,thedeeperthetrust/bondwithyourcompany! (radicalthoughtin2009ANDin2016)

NothinghappenswithoutENGAGEMENT!Howengagedareyourfollowers?

2.Brand+Channels=Engagement

InteractingW/brandin1ormorechannelsdrivesengagement

(Thenewmarketingparadigm)drivesLawofEngagement

3.Brand+time+channels=advocates.

Moretime,morechannelsdrivesadvocacy!

4.Theexponentialsearchfactor.Socialincreasesrankings,DUH!

5.Thenew-fangledcustomerservicefactorDeliverordie!(respondimmediatelyandoften)Handleitorelse!Customerschoosecontactpreferences!Everybody,CEOtoCustomerServiceReps

6.ThebehindthescenesfactorPeoplebuyfrompeoplenotbrands

7.TrustisTheNEWblackREALvoice,freebies,contests,cornerstore!

8.Theonlinereputationfactor.Repiseverything.SocialtheGreatNeutralizer)Product,brandpromise,customerserviceinsync!!!

9.Sumup:Engagement+time+trust=revenue.All9Lawsbroughttogether

Whatnext????Aforcethatpullsitalltogether!(alwaysknewtherewasanotherone)

“#REALationships”ItstimetogetREALagain!

–Engagementmoredifficult–Havetoworkharderto“get‘er done”–Everybodyisdoingit!–Moremessageclutter–Facebooknow“payforplay”–Moresitesarerelevant(vine)

• ThegoalsofeverysocialmediamarketerSTILLARE….– Engage!– Drawthemout!– Gettheminvolved!– Becomeathoughtleader!– GenerateAuthority!– Tugattheirheartstrings– Tellastory!!!!– Createdrama!!!!– Butnowwehavetobeevensmarter,betterandmoreengaging

The8stagesofEngagement REALity① Brandimpression(retweet,comment,friend,like)

② Like– casuallistener(likespage)

③ Like- engages(likes,comments)

④ Superlike– engagesoften

⑤ Minorbrandadvocate– recommendsbrand

⑥ Superbrandadvocate– recommendsbrandandsellsproduct!

⑦ Dislike– disgruntledlikeofadvocate– goesaway

⑧ Superdislike(engageddislike)– goesawayandtalksaboutbrandinanegativeway

• Goalmovefrom1– 6• Goalmovebackfrom7and8to6

The8stagesofREALity

• Howdoyoufindandcreatebrandadvocates?

• Listen,spendtimeonsites.• Seewhoretweets,shares,likesetc.• Makecontact!• Yesmakecontactandbuildrelationships!

The8stagesofengagement

• Brandadvocatesareeverywhere.• Carol!• Donna!• Josh!• Trevor!• Tina• Angel!• Itsaboutthe#REALationshiptoyoursocialpeopleandbrands.

• Becamemyfriends!Literally!

THEN:Thenamelessfacelesscorporate

entity

NOW:Thenamelessfacelesscorporate

socialmediapusher

• Itstimetothrowoutwhatyouhavelearnedaboutsocialmediaand:– Losethetools:• ForgetHootsuite,Buffer,scheduledposts,andothertoolstomakelifeeasier.• Getbackdowninthetrenches,engage,delightand…

•BUILDRELATIONSHIPS!• Todayinsocialrelationshipsaredying!

Everytimeyouuseanapptopostratherthangototheactualsite….

…akittenWilldie!

Everytimeyouuseanapptopostratherthangototheactualsite….

Anangelkittengetstheirwings

SocialMediaSUCCESSinOnly

8 HOURSa Day!

Noooo!

Oy Vey

ADM!

Damn!OhNo!!!

YES!!!!

WTF?

GroanFML!!

Toomanypeoplearepostingwithoutengaging

StoppracticingAnti-SocialMediaMarketing

SoHOWtogetREAL?• TheGivetoget!• Contests• Freebies• Giveaways• Behindthescenes• Video’s• Communicate• Shareother’scontent• Connectandbuild!

Advocatesareeverywhere• RT’ers• Sharers• Likers• Commenters

Advocatesareeverywhere

Get‘emInvolved!

Advocatesareeverywhere

Get‘emInvolved!

Exceptionalvacations

Happinessrules…

Hereareyourbrandadvocates….Thefolksthatposttoyourpage!!!

Contestexamples

• Plateyourfavoritemeals

Buildinvolvementandtrust

Contestexamples

• Halloweencostumecontest

Contestexamples

• Motivationpostercontests

• FreshDiet-ize aBeatlesLyric(inhonorofJohnLennon)– Imagine– Video– Viral!

• FreshDiet-ized Haiku

• Videocontests

• Thiscontestcoinedthephrase,“thefreshdietdeliveryfairies?

ContestsRecipewinner

NothinggetsREALlikevideo

YouTubefunandrelationshipbuilding

Crosspollinatecontent

• Blogascenterofuniverse!

ForgetABC’s

ABPisthenewmodel

AlwaysBePromoting

UseYOURREALVoice…

• Wrapyourselfaroundanissueoratopic

• Makeityourown

• Provoke!

• Justshareotherpeople’scontentandaddyouropinion!•Maketheissueyourown!•Beacuratorofcontent!

• Linkedinpublishingplatform•Groups(social,DMQ&A)• Tweet(yours,others)•Blog,Vlog,Write,Vid

Becomeathoughtleader!

Becomeathoughtleader!

Becomeathoughtleader!

• B2Bsocial,Blog,LinkedinKey!• Becomeathoughtleader• Alwaysbepromoting• Amplifyandshare.• Createshareworthycontent

MorecontentexamplesMegaMotorMadness.com

Funandhumorsavetheday…. Tagadvocatestoamplify!

• Use#hashtags• Tagothersinposts(business’s,people)• Picturesandgraphicsamust• Video!(that’sawholeotherpresentation)• Createevents(FB,G+)• Createandamplifyacallin,webinar• LinkedinPublishing(again)

Realvoice,hashtags,tagothers.Behindthescenes,realcompany

Bio’sofour

employeesbring

customerscloserto

thecompany

Thankyou!• Copyofthispresentation?– Dropmeyourcard– Tweettomeat@GilbertDirect– 561-302-1719– Emailjim@gilbertdirectmarketing.com– Fullpreso 2+hours.Icando9Lawsforyourorganization