Since Jim Gilbert created The 9 Immutable Laws of Social Media Marketing in 2009 thousands of people have seen it live, and it has been viewed well over 50,000 times on the internet.
On June 29th 2014, Jim presented The 9 Immutable Laws of Social Media Marketing at Social Media Day Miami #SMDayMIA at the Arsht Center to a packed lecture room. What a great audience! FEEL FREE TO SHARE THIS!
To all in attendance who wanted to see the full version (I only had a half hour to present), here it is. Fully 36 more slides with great do this, don't do that examples from my social media clients.
About the author of the 9 Immutable Laws, Jim Gilbert
Jim is the President of Gilbert Direct Marketing, Inc, a full service direct, digital and social media marketing agency. He is also the President of the Florida Direct Marketing Association (www.fdma.org).
Jim loves to give back and spends a lot of time presenting to marketers from all over at FDMA, The Direct Marketing Association, Social Media Day, Word Camp, Catalog University, and colleges and university.
How to reach Jim:
Email: jimdirect@aol.com
Twitter: @gilbertdirect
Web: www.gilbertdirectmarketing.com
Linkedin: www.linkedin.com/in/jimwgilbert/
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9 immutable Laws Of Social Media Marketing Presentation 2014 full version for Catalog University and Social Media Day Miami #SMDAYMIA 2014
1. The
Immutable
Laws
of
Social
Media
Marke8ng
2014
(the
more
things
change,
the
more
they
stay
the
same)
Presented
by
James
Gilbert,
CEO
May
14,
2014,
561-‐302-‐1719
2. Just
who
do
you
think
I
am?
• 30
+
year
history
in
DM
(old
school
>
new
school)
• CEO,
Gilbert
Direct
Marke8ng,
Inc.
• President,
Florida
DMA
• Professor
Direct
Marke8ng
• Author
Target
Marke8ng
Group
• Return
on
Intelligence
column
• Guide
to
Social
Media
-‐
Content
@gilbertdirect
3. Just
who
do
you
think
I
am?
• Above
all
-‐
a
direct
marketer
• Old
school
principles
applied
to
new
channels!
• MARKETING
DISRUPTOR
• HERETIC!
@gilbertdirect
4. “What can I expect from Social Media?”
“What kind ROIwill I get?”
“I tried social media and gained "
No Customers!”
Then…
5. “My posts are not getting any response”
“What kind ROIwill I get?”
“I tried social media and gained "
No Customers!”
Now…
6. "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.”
-‐-‐
Peter
F.
Drucker
Orienta8on
(What
these
laws
are
really
about!)
9. Engagement
Fulfills
the
DM
Promise
of
true
2
way
communica8ons
Connect…
be
real!
Dialog!
Two
way
street!
10. Social
Media
Law
#
1
• The
deeper
the
level
of
engagement,
the
deeper
the
trust/bond
with
your
company!
• Nothing
happens
without
engagement!
• How
engaged
are
your
social
media
fans?
11. Social
Media
Law
#
1
• But
first,
what
are
your
goals:
–
Build
Authority,
Credibility?
–
Generate
leads?
–
Drive
ROI,
Sales?
–
Increase
Engagement?
(KEY
to
it
all)
–
More
8me
=
more
likely
to
buy!
13. – Engagement
more
difficult
– Have
to
work
harder
to
“get
‘er
done”
– Everybody
is
doing
it!
– More
message
cluQer
– Facebook
Algorithm
make
posts
more
relevant!
• Kills
engagement
dead
in
reality
with
Edgerank.
• Forces
paid
adver8sing
to
reach
hard
won
fans!
Social
Media
Law
#
1
14. The
Law
of
Engagement!
• The
goals
of
every
social
media
marketer
STILL
ARE….
– Engage!
– Draw
them
out!
– Get
them
involved!
– Become
a
thought
leader!
– Generate
Authority!
– Tug
at
their
heartstrings
– Tell
a
story!!!!
– Create
drama!!!!
– But
now
we
have
to
be
even
smarter,
beher
and
more
engaging
15. The
Law
of
Engagement!
The
8
stages
of
engagement
• Brand
impression
• Like
–
casual
listener
• Like
-‐
engages
• Super
like
–
engages
oWen
• Minor
brand
advocate
–
recommends
brand
• Super
brand
advocate
–
recommends
brand
and
sells
product!
• Dislike
–
disgruntled
like
of
advocate
–
goes
away
• Super
dislike
(engaged
dislike)
–
goes
away
and
talks
about
brand
in
a
nega8ve
way
• Goal
move
from
1
–
6
• Goal
move
back
from
7
and
8
to
6
16. The
Law
of
Engagement!
The
8
stages
of
engagement
• How
do
you
find
and
create
brand
advocates?
• Listen,
spend
8me
on
sites.
• See
who
retweets,
shares,
likes
etc.
• Make
contact!
• Yes
make
contact
and
build
rela8onship!
17. The
Law
of
Engagement!
The
8
stages
of
engagement
• Brand
advocates
are
everywhere.
• Carol!
• Donna!
• Josh!
• Trevor!
• Tina
• Angel!
• Its
about
the
real-‐a8onship
to
your
social
people
and
brands.
• Became
my
friends!
Literally!
19. The
Law
of
Engagement!
THEN:
The
nameless
faceless
corporate
en8ty
NOW:
The
nameless
faceless
corporate
social
media
pusher
20. • Its
8me
to
throw
out
what
you
have
learned
about
social
media
and:
– Lose
the
tools:
• Forget
Hootsuite,
scheduled
posts,
and
other
tools
to
make
life
easier.
Get
back
down
in
the
trenches,
engage,
delight
and…
• BUILD
RELATIONSHIPS!
• Today
in
social
rela8onships
are
dying!
The
Law
of
Engagement!
21. Case
Study
–
The
Fresh
Diet
• About
The
Fresh
Diet
• Focus
on
rela8onship
building,
Community!
• Facebook
driver
22. FB
Good
news!
• Facebook
now
allows
contest
to
be
done
right
on
the
8meline!
– 3rd
party
apps
no
longer
needed
– Engaging
fans
easier
without
“middle-‐man”
– S8ll
some
confusing
rules
so
review
before
implemen8ng!
23. FB
Bad
news!
• Facebook
“Edgerank”
algorithm
changing
against
business’s
– Spammy
posts
– Repeat
posts
– Emphasis
towards
friend
posts
vs
Biz
– FB
now
a
pay
for
play
biz
model!!!
• Pay
to
build
fans
• Then
Pay
to
reach
them
25. Building
our
brand
via
Facebook
• Our
Facebook
page
is
our
calling
card.
• Many
8mes
we
prefer
to
send
to
FB
over
web
• More
powerful
than
our
website
– People
see
engagement
and
want
to
join
in
– People
see
happy
customers
and
order!
• Beyond
our
“likes”
thousands
of
people
check
us
out
on
FB
daily.
27. How
we
got
there
–
Goals!
• Main
goal!
• Put
a
human
face
on
the
nameless
faceless
corporate
en8ty
• Dis8nguish
ourselves
from
big
corps
• We
are
real
people,
promo8ng
a
healthy
lifestyle
• People
respond
to
real
28. How
we
got
there
–
Goals!
• Build
rela8onships
-‐
Build
engagement
• Speak
in
a
real
voice
• Develop
trust
• Give
to
get
world
(FREEBIES)
• Time
spent
on
site
=
engagement
• Engagement
=
Sales
• Sales
+
Engagement
=
Advocacy
• I
tease
people,
draw
them
out,
call
them
out,
etc
29. How
we
got
to
66K
–
the
basics
• Call
center
• Collateral
Material
• Mailers
• Email
signatures
• Email
newsleQers
• Any
place
we
can
think
of
30. How
did
we
get
there?
Facebook
ads
• Can
be
hit
or
miss,
but
test!
• Effec8ve
in
driving
targeted
traffic
• Targe8ng
beQer
but
s8ll
needs
work
• Boost
Posts
• FB
now
forcing
business’s
to
pay!
• Some
controversy
about
REAL
Likes
• Side
note:
Retarge8ng!
Remarke8ng!
31. Step
2
building
engagement
• Back
in
the
day…
• It
started
with
a
single
contest.
– Carbometer
• Ran
contests
every
day
of
the
week
32. Contests
mean
to
us…
• A
way
to
seed
the
market
with
food
• A
way
to
have
people
come
back
and
give
posi8ve
feedback
• The
Give
to
get!
• An
engagement
tool
• Fun
–
draws
people
out
39. Social
Media
Law
#
2
• Brand
+
Channels
=
Revenue.
– The
more
channels
a
consumer
interacts
with
your
brand
in,
the
more
likely
they
are
to
buy.
– Offering
mul8ple
engagement
channels
allows
for
consumer
self
selec8on
of
preferred
channels.
–
Being
in
the
right
social
media
channels
based
on
your
market
increases
channel
interac8on.
– Catalog,
DM,
LTV
Concept
– Cross
Promote
42. Building
Traffic
–
Fans
and
Likes
Ad.ly
network
allows
you
to
buy
paid
tweets
from
celebri8es
Gained
400
fans
in
one
day
43. Building
Traffic
–
Fans
and
Likes
Tie
ins
with
other
sites
drove
major
traffic
and
likes
We
did
this
one
in
conjunc8on
with
a
freebie
every
day.
44. Building
Traffic
–
Fans
and
Likes
Tie
ins
with
other
sites
drove
major
traffic
and
likes
We
did
this
one
in
conjunc8on
with
a
freebie
every
day.
45. Building
Traffic
–
Fans
and
Likes
Paid
tweets
from
Heidi
Montag
promo8ng
a
contest
drove
fans
and
contest
entries
46. Building
Traffic
–
Fans
and
Likes
Using
the
@
sign
drives
traffic
This
post
ran
on
TFD
and
Holly
Madison’s
FB
page
at
the
same
8me
47. Social
Media
Law
#
3
• Brand
+
8me
+
channels
=
advocates.
– Consumers
spending
8me
in
mul8
channels
breeds
customers
more
likely
to
become
brand
advocates
and
influencers.
– This
is
the
new
mul8channel
marke8ng
model
for
the
21st
century.
– Social
media
creates
brand
advocates
and
turns
peers
into
your
best
salespeople.
48. Social
Media
Law
#
3
• Brand
+
8me
+
channels
=
advocates.
– How
is
it
done?
– Content
is
king!!!
58. My
take
on
content
• B2B
social,
Blog,
Linkedin
Key!
• Become
a
thought
leader
• Always
be
promo8ng
• Amplify
and
share.
• Create
share
worthy
content
60. Tips
for
success…
• Use
#hashtags
• Tag
others
in
posts
(business’s,
people)
• Pictures
and
graphics
a
must
• Video!
(that’s
a
whole
other
presenta8on)
• Create
events
(FB,
G+)
• Create
and
amplify
a
call
in,
webinar
• Linkedin
Publishing
88. Great
content,
but
get
people
talking.
Pic
contests.
Behind
scenes,
provoke.
89. Social
Media
Law
#
4
• The
exponen8al
search
factor.
– Social
media
increases
your
search
engine
rankings,
and
when
combined
with
your
website
drives
addi8onal
traffic
via
organic
search.
– Google+
is
a
must
– Increases
search
rankings
– Sends
social
signals
back
to
Google
• (you
need
those)
90. Social
Media
Law
#
5
• The
new-‐fangled
customer
service
factor.
– Consumers
choose
their
contact
preferences.
– Brands
not
having
mul8ple
channels
for
customer
service
risk
losing
customers.
– Consumers
expect
instant
gra8fica8on
and
social
media
delivers.
91. Facebook
as
a
customer
service
tool
•
Sales
and
CS
people
inhabit
our
page
• Customer
service
is
no
longer
limited
to
the
call
center!!!
• When
ques8ons
get
asked,
we
answer
ASAP
– Speed
and
agility
in
a
social
media
world
– If
we
don’t
answer
fast
enough,
we
get
grief
– When
issues
come
up
we
must
address
them
with
speed,
agility
and
accuracy,
otherwise
we
will
get
skewered
92. Social
Media
Law
#
6
• The
behind
the
scenes
factor.
– People
don’t
buy
from
brands
-‐
they
buy
from
people.
– Social
media
puts
a
human
face
on
the
faceless
corporate
en8ty.
– The
biggest
opportunity
around
social
media
is
to
allow
people
to
connect
with
your
employees
as
peers.
98. Social
Media
Law
#
7
• Trust
is
the
new
black.
– The
aforemen8oned
laws
allow
consumers
to
build
or
rebuild
trust
if
done
correctly.
– Social
media
harkens
back
to
the
days
of
the
corner
store
where
consumers
and
brands
had
a
cordial
rela8onship.
– Social
media
builds
rela8onships
over
8me.
99. Trust?
Our
involvement
devices
• Delivery
fairies
• Fearless
FB
leader
• Overgiving
• We
let
our
customers
run
and
judge
contests
• Brand
everybody
• Make
fun
of
ourselves
• Have
all
get
involved
in
company
• Ask
ques8ons,
involve
customers
(bag,
slogans)
100. Building
Trust
–
Random
Freebies
• Every
day
we
give
food
away
randomly
on
FB.
• Other
8mes
we
just
give
it
away
for
no
reason
• Is
it
expensive?
Sure,
but
the
rewards
are
enormous
– People
are
always
promo8ng
us
to
our
friends
– Another
way
we
seed
the
market
and
drive
posi8ve
reviews
103. Social
Media
Law
#
8
• The
online
reputa8on
factor.
– Whether
you
like
it
or
not
consumers
are
talking
about
your
brand.
– Social
media
is
the
great
neutralizer.
– It
allows
your
company
to
seek
out
nega8ves
and
turn
them
into
posi8ves
via
reputa8on
management
and
communica8ons.
105. Social
Media
Law
#
9
• The
8me
spent
factor.
– Customers
are
not
always
ready
to
buy.
– Social
media’s
eight
other
immutable
laws
prepares
customers
over
8me.
106. Social
Media
Law
#
9
• Engagement
+
8me
+
trust
=
revenue.
– When
we
run
sales
on
FB
sales
come!
– Use
promo
codes
to
track
– Google
Analy8cs
– Bit.ly
links
– Customers
do
the
selling
for
us.
• Must
try
this!
107. Thank
You!
How
to
reach
Jim
jimdirect@aol.com
561-‐302-‐1719
Website:
hQp://gilbertdirectmarke8ng.com
Retail
Online
Integra8on
blog:
hQp://www.retailonlineintegra8on.com/channel/return-‐intelligence
Linkedin:
hQp://www.linkedin.com/in/jimwgilbert/
TwiQer:
hQps://twiQer.com/gilbertdirect