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Random Acts of Marketing Pam Moore CEO / Founder Marketing Nutz @PamMktgNut Keynote Presentation iSummit Orlando, Florida September 17, 2012
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Random Acts of Marketing
Pam Moore CEO / Founder Marketing Nutz @PamMktgNut
Keynote Presentation iSummit Orlando, Florida September 17, 2012
Proprietary & Confidential - Copyright Marketing Nutz 2012
agenda • What is a RAM? • Identifying RAMs • Eliminating RAMs • When to embrace RAMs
“Experience helping brands of all size bridge complex gap to social
success.”
why Marketing Nutz?
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 Women + Top 10 &
Top 50 Social Media Power Influencers!”
• 2 Founders 30+ combined years digital services and partner relations with business entrepreneur to enterprise
• “Walk the Walk” – 90K+ Twitter Followers, 4000+ FB “likes” and 3000+ Connections on LinkedIn.
• New York Times best selling book author (X2)
• Forbes “Top 10 most influential people on Social Media 2012”.
• Forbes “Top 5 most influential women on Social Media 2012”.
• Driving innovation across global social ecosystem 18 - 24 mos ahead.
Why should we listen to these nutz?
Pam Moore CEO /Founder
http://www.pamslinkedin.com @PamMktgNut
founders
Josh Moore CCO /Founder
http://linkedin.com/in/joshroinut @JoshROINut
what we do Integrated business & conversation platforms
• Social brand management • Digital development • Social Media Marketing • Online Reputation Management • Social Search Engine
Optimization • Social business consulting • Training: 1:many online, corporate
training, team & executive workshops
we believe…
• In the little guy • In sharing our best stuff • Integrated • Slowing down to speed up • Heartbeat of social is YOU!
Get Comfortable Being UNComfortable
Guarantee = CHANGE
Only guarantee = change.
#isummit @pammktgnut
Bring it!
where do you begin?
Where you start depends on goals, objectives and audience.
Step 1: ID & Acknowledge RAMs!
Not funded Not in the plan Not integrated No metrics for
success
The result….
Step 2: Eliminate the RAMs
#isummit @pammktgnut
We use
POST strategy to frame the Social Media Strategy
#isummit @pammktgnut
POST+GM People Identify WHO & assess their social activities
What do you want to accomplish? WHY?
Plan for how relationships with the “people” will change
Decide which social technologies to use
Goals
What metrics will be used to measure success
Objectives
Strategy
Technology
Metrics Set goals for achievement, qualitative & quantitative
Based Upon POST Methodology Source: Forrester Research
#isummit @pammktgnut
Social Media = Ultimate Relationship Nurture Platform
Stop INTERRUPTING
#isummit @pammktgnut
It’s what Happens AFTER the LIKE & FOLLOW
that matters Most !
#isummit @pammktgnut
Heartbeat of Social = People
Know your audience
#isummit @pammktgnut
People don’t buy things, they join things
#isummit @pammktgnut
#isummit @pammktgnut
COMMUNITIES CREATE MARKETS
Opportunity Harvest
Free member
Paid member
Loyal evangelist
Community Zone Customer Zone
$ $
Social Currency = ACTION
#isummit @pammktgnut
#isummit @pammktgnut
Social media plugs into your Business
Bus
ines
s
4
Not about next big thing
Set goals
28
#isummit @pammktgnut
Goals are key to Success
Objectives &
SMART
#isummit @pammktgnut
Social Business Maturity • Mindset • Social Media Program • Leadership &
Organizational Model • Processes & Policies • Education • Measurement • Technology
#isummit @pammktgnut
EVALUATE EACH INITIATIVE Impact How does it support an objective?
What metrics matter?
Readiness Do we have
people who can do this?
Is there budget?
Risks What are the risks
if we do this? What if we don’t?
Priority Does this
initiative enable other work?
Source: Altimeter Group
#isummit @pammktgnut
Time =
Money
#isummit @pammktgnut
“There is gold in them there analytics!”
Step 3: Prevent Future Re- Occurence
Source: Altimeter Group
Use appropriate Metrics
LOB/Geo Stakeholders
Social Strategist/Communit
y Manager
• Business metrics: revenue, CSAT, reputation.
• Social media analytics: Insights, share of voice, resonance, WOM.
• Engagement metrics: fans, followers, clicks.
Corporate
Questions?
Stomp those RAMs! Facebook: http://www.pamsfanpage.com Blog: http://www.pammarketingnut.com Agency: http://www.themarketingnutz.com Twitter: @PamMktgNut
