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Generation S is the first generation that self selects to be part of the generation. Welcome to Generation S, the social generation. It spans all demographics and is not limited by age, location or education. http://www.pammarketingnut.com/2014/01/generation-s-bridging-the-social-digital-divide-ibmconnect/ It's time we acknowledge the social digital divide. We are leaving out entire segments of people who don't understand the social media technologies. As a result many business marketers are talking to themselves instead of with customers, partners & industry leaders. Brand evangelists and subject matter experts have information to share, they want to engage but they don't know how. There is a younger generation thirsty for their knowledge. To bridge the social digital divide we must acknowledge the people being ignored and find ways to engage them in the conversation, enable them to share their knowledge. By using mediums such as audio /video we can tap into their wisdom and then package the conversation up for social ecosystem to devour.
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© 2014 IBM Corporation
INV109: Bridging the Social Divide – C-Suite & Beyond
Pam Moore, CEO / Founder, Marketing Nutz @PamMktgNut
Embrace the
JOURNEY!
Guarantee = CHANGE
news no longer breaks!
It tweets!
IDC predicts 1.3B mobile workers by 2015
90% mobile users have device within arms reach
100% of time
YOU
are the media
your ultimate platform
Houston, we have a problem.
is anyone
listening to you?
talk to yourself much?
76% marketers think they know what customers want
34% have asked them
Source: Pivot
- 59% social customers want to share feedback - 58% want customer service
only 34% marketers think these services are in demand
Source: Pivot
GENERATION S
What the “unsocial” Exec Thinks
15
Pick Goals where social can have an impact
Align Social to top business goals
Get Real: Social Business Maturity • Mindset
• Social Media Program
• Leadership & Organizational Model
• Processes & Policies
• Education
• Measurement
• Technology
Source: Altimeter Group
What are you measuring?
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
Communities Create Markets Opportunity Harvest
Free member
Paid member
Loyal evangelist
Community Zone Customer Zone
$$
Stop the Random Acts of Marketing (RAMs)
21
Quit selling your CEO Twitter!
22
It’s About Your Audience, Not You!
23
Don’t Fake It Until You Make It!
24
Activate influencers
Start From Inside Out
The Human Brand
“Social didn’t transform our culture, it revealed it.”
~Clarissa Felts, Lowes
Human Brands: § Think like humans § Care about humans § Value relationships § Listen to other humans § Talk like humans § Have a personality § Show their “human” § Make & own their mistakes § Are available § Know themselves § Know their audience § Invest in people
My Brand is… § What I say § What I do § What I tweet § What I post on Facebook § What I Instagram § What I write in email § What I share § How I respond § How I interact on & offline! § How I drive!
§ ME!
Think DNA, Not Tools
Think Relevant Conversation
think assets templates
hangout
Audio Bridging The Divide
Connect the Dots For Them
Communities Create Markets Opportunity Harvest
Free member
Paid member
Loyal evangelist
Community Zone Customer Zone
$$
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