How to Navigate the Social Relationship Era

Lora Kratchounova@scratchmm

March 8, 2012

A bit about me and Scratch

About Me

Connector

Scratch Social Advisory Services

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Social Marketing:• Social Marketing strategy and execution• Social Content strategy and execution• Social Marketing measurement and reporting

Social Marketing Audit• How relevant are digital conversations to my industry and target

buyers?• What would be the value for my company if we engage with social?• How do we get started?• How do we mitigate risk?

Social Marketing Strategy• Best  channel  to  use  for  target  audience  • Channel-to-audience matching• Content strategy • Measurement

Now it is going to be all about social…

Marketing is Evolving

The Evolution of Marketing• Up to 1980ies: Marketing the past• 1980-1990ies: Marketing the present• 2000+: Marketing the future

Marketing the future:• Products/services are never finished• Products/services never stand alone

2000ies: What People Buy

• Promise that the brand will continue to deliver now and in the future

• Trust = the belief that a brand is capable of delivering now and in the future

The Relationship Era

I love…. 2.7 million hits in Google

3.27 million hits in Google

21,000 hits in Google

1.19 million hits in Google

7,900 hits in Googlenot….

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The new currency of commerce = trust

Building a BrandTr

ust

TransactionsSource: Imc2: Brand Sustainability Map

Photo: Freddie Lakes, SapientNitro

Trust…but what about privacy???

How do we build a society where secrecy is not the method for preventing discrimination?Jamie Heywood, PatientsLikeMe

Before we go all social, let’s start with human

Source: Human 1.0

Understanding Social

We are wired for reciprocity

Source: Human 1.0

Why we go out of our way to punish others

Source: Human 1.0

How we make decisions…

Source: Human 1.0

Why we look to others

Source: Human 1.0

Why we lie to market researchers

Source: Human 1.0

Why status is so important

Source: Human 1.0

Why we herd and self-herd

Source: Human 1.0

How we get persuaded

Source: Robert Cialdini, Influence

Now about social and…YOU

Social Media and YOU

Give before you ask

YOU and Twitter • Create your account• Add your unique voice, passion and expertise• Find inspiration• Create lists with your inspirations• Post, reciprocate, enjoy

Twitter buzz: are you listening?

YOU and LinkedInLinkedIn Groups

LinkedIn Answers

YOU and Google +• Create your account• Add your unique voice, passion and expertise• Create lists with your inspirations• Listen, post, reciprocate, enjoy

YOU and Quora

• Create your profile• List your passions• Follow smart people• Ask or answer – be helpful

YOU …on the goPersonalized Mobile Readers

PR

SALES

SERVICE

CRISIS

PRODUCT

RECRUIT

Only 1.4% of companies have their entire organization engaged in social. 54% block social media at the office

Source: Erik Qualman

You …and Your Business

Books I Love…and Pin

Your (social) time now…