The document discusses social business strategies and tactics. It provides tips for developing a social business plan, including determining objectives, knowing your audience, mapping your vision/journey, establishing executive support, creating a roadmap and governance guidelines, securing resources, and investing in the right technology. The overall message is that social media should align with and support core business goals, with a focus on people over tools and a holistic strategic approach rather than random acts of marketing.
3. “Experience helping brands of all
size bridge complex gap to social
success.”
why
 Marke6ng
 Nutz?
Â
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!
7. 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.”
8. Social Media
“Means of interactions
among people in which
they create, share, and
exchange information
and ideas in virtual
communities and
networks.”
9. news
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no
 longer
Â
breaks!
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It
Â
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tweets!
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19. Visual Communication
•  Communicate
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•  Humanize
 brand
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•  Brand
 storytelling
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•  Educate,
 empower
 &
 Inspire
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•  Emo<onally
 connect
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•  Entertain
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19
Instagram:
 200
 million
 users
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Pinterest:
Â
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 70
 million
 users
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Facebook:
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 Images
 have
 53%
 more
 likes
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PicMonkey:
 1.6m
 visits/
 day,
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 4.3m
 edits/
 day
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 (in
 8
 months)
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21. Embrace
 OPCs
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Other
 people’s
 community
 &
 content
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22. Niche
 social
 networks
 =
Â
advocates
Â
Â
•  77% consumers more
likely to buy new
product via
recommendation
•  4x-10x higher
conversion rate for
offers from trusted
advocates
23. •  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
Devi[
Â
24. •  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’s
engagement strategy
Results
Â
Â
25. •  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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26. LinkedIn
 for
 Financial
Â
Ins6tu6ons
Â
Â
•  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
27. P = People
O = Objectives
S = Strategy
T = Technology
Don’t
 Start
 with
 Technology
Â
28. •  $135 Billion = how much
marketing teams will spend on
new digital marketing content
•  78% CMOs think custom
content is future of marketing
Human
 Content
 Connec6on
Â
29. 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
32. 1.  Determine business objectives
2.  Know Your Audience
3.  Map your journey / vision
4.  Establish executive support
5.  Roadmap: strategy & tactics
6.  Governance & guidelines
7.  Secure resources, funding
8.  Invest in technology to support
objectives, vision & journey
Social
 Business
 Strategy
Â
33. •  What are your BIG goals?
•  Align to business goals.
•  Value to others?
•  It’s not just about YOU!
1.
 Determine
 Business
Â
 Objec6ves
Â
34. •  Social
 listening
Â
Â
Â
•  Thought
 leadership
Â
•  Nurture
 rela6onships
Â
•  Build
 community
Â
Â
•  Earn
 loyal
 brand
 advocates
Â
•  Maximize
 reach
 in
 exis6ng
 &
Â
Â
new
 markets
Â
•  Support
 sales
 /
 marke6ng
 campaigns
Â
•  Talent
 recrui6ng
 &
 reten6on
Â
Common social media business
goals
35. 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
37. •  Where are you going & why?
•  What does success look like?
•  Who needs to go with you?
•  Why should they join you?
•  Slow down to speed up.
•  Social business vision.
3.
 Map
 your
 journey
Â
Â
38. •  Support big goals
•  Empower employees
•  Scalability
•  Walk the walk
•  Integrate across the org.
•  Ongoing process to maintain
buy-in
4.
 Establish
 Execu6ve
 Support
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39. 71%
 CEOs
 believe
Â
human
 capital
 is
 key
Â
source
 of
 sustained
Â
economic
 value
Â
40. •  Executable plan
•  Aligns business goals &
initiatives across organization
•  Eliminate silos & random
acts of marketing (RAMs)
5.
 Roadmap:
Â
Strategy
 &
 Tac6cs
Â
42. 6.
 Governance
 &
 Guidelines
Â
•  Safety
•  Empowerment
•  Risk mitigation
•  Communication
•  Center of excellence
43. Who
 will
 take
 lead?
Â
Â
•  Integration
•  Infrastructure
•  Measurement
•  Content
•  Technology
•  Risk management
44. Create
 Center
Â
Â
of
 Excellence
Â
•  Prioritize initiatives
•  Processes, guidelines
•  Roles / responsibilities
•  Employee empowerment
•  Keep up w/trends
•  Consistent measurement
45. •  Resources needed
•  Think scale via agencies AND internal
•  Employee empowerment
•  Obtain buy-in across org
•  Endurance, agility, efficient
• 
7.
 Secure
 Resources
 /
 Funding
Â
46. •  Avoid shiny objects
•  Human nurturing
•  Business results
8.
 Invest
 in
Â
Technology
Â
Â
48. Maslow’s
 hierarchy
 of
 needs
Â
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,
excretion
physiological
safety
belonging
esteem
self-actualization
49. hierarchy
 of
 social
 community
Â
inspira6on
Â
self-
actualization
esteem
belonging
safety
physiological
achieve
connect
inspire