HUMAN NATURE @SCALE Building Valuable Relationships with Social & Content
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HUMAN NATURE @SCALEBuilding Valuable Relationships with Social & Content
HOW GROUPS OF PEOPLE NATURALLY ARRANGE THEMSELVES
UNDERSTANDING THE OPPORTUNITY
Traditional Media &Advertising Based on
Reach
UNDERSTANDING THE OPPORTUNITY
CRM Designed toDrive Engagement and
Advocacy
HOW GROUPS OF PEOPLE NATURALLY ARRANGE THEMSELVES
A social strategy that’s flexible enough to reach people where they’re at
MULTI-LAYERED TOUCH POINTS(WITH MEASURABLE OUTCOMES)
f
GUIDING PRINCIPLES
CONTENT STARTS (AND ENDS)WITH RELATIONSHIPSContent is your contribution to the relationship with the individual.
There is no such thing as ‘Consumers’ there are only people to relate to, to understand, to move.
Content should not speak at demographics, it should speak with people.
THE BEN FRANKLIN EFFECT"He that has once done you a kindness will be more ready to do you another than he whom
you yourself have obliged." – Benjamin Franklin
USE DATA TO MOVE QUICKLYtBig data is good—smart data is better. When you see what resonates with your people and
what doesn’t, you can adjust the entire system to better serve them.
SOCIAL AND MOBILE ARE HUMAN BEHAVIORSSocial is not a ‘Channel’ it is a behavior and an opportunity to connect, but more
importantly, social is a vital way to ask:
For participation. For contribution. For favors.
VALUE, LIKE RELATIONSHIPS, IS BUILT OVER TIME, ACROSS MULTIPLE ENGAGEMENTS AND TOUCH POINTS, THROUGH ONGOING BEHAVIOR.
WITHOUT IDENTIFYING THE ENGAGED FEW60 MM TWITTER FOLLOWERS DON’T MATTER
THE MARKETING FUNNEL IS NOW A CURVE
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ENGAGEMENT DESIGN
Impressions Advocacy
Rela
tionsh
ip V
alu
e
Social & CRM
Reach-based
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LADDERING ENGAGEMENT
Advertising
Rela
tionsh
ip V
alu
e
Social & CRM
Reach-based
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LADDERING ENGAGEMENT
Advertising
Promoted Social
Rela
tionsh
ip V
alu
e
Social & CRM
Reach-based
37
LADDERING ENGAGEMENT
Advertising
Promoted Social
Organic Social
Rela
tionsh
ip V
alu
e
Social & CRM
Reach-based
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LADDERING ENGAGEMENT
Advertising
Promoted Social
Organic Social
Registration
Rela
tionsh
ip V
alu
e
Social & CRM
Reach-based
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LADDERING ENGAGEMENT
Advertising
Promoted Social
Organic Social
Registration
SmallContributi
on
Rela
tionsh
ip V
alu
e
Social & CRM
Reach-based
40
LADDERING ENGAGEMENT
Advertising
Promoted Social
Organic Social
Registration
SmallContributi
on
Activate
Rela
tionsh
ip V
alu
e
Social & CRM
Reach-based
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LADDERING ENGAGEMENT
Advertising
Promoted Social
Organic Social
Registration
SmallContributi
on
Activate Advocacy
Rela
tionsh
ip V
alu
e
Social & CRM
Reach-based
TRANSLATING THIS FOR YOUR BUSINESS(MARKETING)
USE THE ARC TO BRINGRELATIONSHIPS TO LIFE
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USE THESE RELATIONSHIP MARKERSTO CONNECT YOUR PLATFORMS
ReferralPurchase/Reviews/
UGC
CouponsRegistration
Social Follow/Organic
Discovery
Paid Promotion
Advertising
Rela
tionsh
ip V
alu
e
Social & CRM
Reach-based
RULE #1: KILL YOUR SILOS
RULE #1: KILL YOUR SILOS
CONTENT
DATA
RULE #2: ASK FOR VOLUNTEERS
RULE #2: ASK FOR VOLUNTEERS
Small, meaningful actions.
RULE #3: FIND YOUR PEOPLE
RULE #3: FIND YOUR PEOPLE
RULE #4: REWARD THE EXTRAORDINARY
WOULD YOU TREAT THIS PERSON…
THE SAME AS THIS PERSON?
Service is your product.Customers are your product.Experience is your product.
NOT ONLY DRIVE PREFERENCE,BUT OVERCOME CHOICEAND CHANGE BEHAVIOR
THANK YOU@calebgardner@cheimbuch
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