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Random
Acts of
Marketing
Keynote Presentation
iSummit
Orlando, Florida
September 17, 2012

Pam Moore
CEO / Founder Marketing Nutz
@PamMktgNut
agenda
                                •   What is a RAM?
                                •   Identifying RAMs
                                •   Eliminating RAMs
                                •   When to embrace RAMs




         Proprietary & Confidential - Copyright Marketing Nutz 2012
why Marketing Nutz?
                                     “CEO best selling author
                                  recognized by Forbes as Top 10
                                  Social Media Women + Top 10 &
                                    Top 50 Social Media Power
   Founders have 30+ years
                                           Influencers!”
 combined experience in digital
  marketing, corporate brand,
     startups & platforms.        “Experience helping brands of all
                                  size bridge complex gap to social
                                              success.”


    “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!”
Why should we listen to these nutz?
•   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.
founders
    Pam Moore
   CEO /Founder
    http://www.pamslinkedin.com
            @PamMktgNut




    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!
Social Media Plan - Eliminate Random Acts of Marketing (RAMs) Keynote iSummit
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
We use

POST
strategy to
frame the
Social Media
Strategy
         #isummit @pammktgnut
POST+GM
            People
            Identify WHO & assess their social activities

            Objectives
            What do you want to accomplish? WHY?

            Strategy
            Plan for how relationships with the “people” will change

            Technology
            Decide which social technologies to use

            Goals
            Set goals for achievement, qualitative & quantitative

            Metricsbe used to measure success
            What metrics will
Based Upon POST Methodology Source: Forrester Research


                                 #isummit @pammktgnut
Social Media = Ultimate Relationship
Nurture Platform




              #isummit @pammktgnut
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
COMMUNITIES CREATE
MARKETS
        Opportunity                     Harvest




        Free
        member




      Community Zone
                      Paid
                      member
                                Loyal
                                evangelist




                                   Customer Zone
                                                   $
                                                   $

                 #isummit @pammktgnut
Social Currency = ACTION




          #isummit @pammktgnut
Social media




                           Business
plugs
into your
Business

               #isummit @pammktgnut
Not about next big thing



                       4
Set goals



            28
SMART
Objectives
&Goals
 are key to Success


             #isummit @pammktgnut
Social Business Maturity
• Mindset
• Social Media Program
• Leadership &
  Organizational Model
• Processes & Policies
• Education
• Measurement
• Technology

                #isummit @pammktgnut
EVALUATE EACH INITIATIVE
                             Impact             Readiness
                            How does it             Do we have
                             support an          people who can
                             objective?               do this?
                            What metrics         Is there budget?
                              matter?



                              Risks               Priority
                          What are the risks         Does this
                           if we do this?        initiative enable
                          What if we don’t?        other work?


Source: Altimeter Group



                                    #isummit @pammktgnut
Time
  =
Money


        #isummit @pammktgnut
Step 3: Prevent Future Re- Occurence



   “There is gold in them
     there analytics!”


               #isummit @pammktgnut
Use appropriate Metrics
                                 • Business metrics:
                                   revenue, CSAT,
                     Corporate     reputation.

                  LOB/Geo        • Social media analytics:
                Stakeholders       Insights, share of
                                   voice, resonance,
                 Social            WOM.
          Strategist/Communit    • Engagement metrics:
               y Manager
                                   fans, followers, clicks.


Source: Altimeter Group
Questions?
Stomp those RAMs!
Facebook: http://www.pamsfanpage.com
Blog:     http://www.pammarketingnut.com
Agency: http://www.themarketingnutz.com
Twitter:  @PamMktgNut

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Social Media Plan - Eliminate Random Acts of Marketing (RAMs) Keynote iSummit

  • 1. Random Acts of Marketing Keynote Presentation iSummit Orlando, Florida September 17, 2012 Pam Moore CEO / Founder Marketing Nutz @PamMktgNut
  • 2. agenda • What is a RAM? • Identifying RAMs • Eliminating RAMs • When to embrace RAMs Proprietary & Confidential - Copyright Marketing Nutz 2012
  • 3. why Marketing Nutz? “CEO best selling author recognized by Forbes as Top 10 Social Media Women + Top 10 & Top 50 Social Media Power Founders have 30+ years Influencers!” combined experience in digital marketing, corporate brand, startups & platforms. “Experience helping brands of all size bridge complex gap to social success.” “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!”
  • 4. Why should we listen to these nutz? • 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.
  • 5. founders Pam Moore CEO /Founder http://www.pamslinkedin.com @PamMktgNut Josh Moore CCO /Founder http://linkedin.com/in/joshroinut @JoshROINut
  • 6. 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
  • 7. we believe… • In the little guy • In sharing our best stuff • Integrated • Slowing down to speed up • Heartbeat of social is YOU!
  • 9. Guarantee = CHANGE Only guarantee = change. #isummit @pammktgnut
  • 12. where do you begin? Where you start depends on goals, objectives and audience.
  • 13. Step 1: ID & Acknowledge RAMs! Not funded Not in the plan Not integrated No metrics for success
  • 15. Step 2: Eliminate the RAMs
  • 16. We use POST strategy to frame the Social Media Strategy #isummit @pammktgnut
  • 17. POST+GM People Identify WHO & assess their social activities Objectives What do you want to accomplish? WHY? Strategy Plan for how relationships with the “people” will change Technology Decide which social technologies to use Goals Set goals for achievement, qualitative & quantitative Metricsbe used to measure success What metrics will Based Upon POST Methodology Source: Forrester Research #isummit @pammktgnut
  • 18. Social Media = Ultimate Relationship Nurture Platform #isummit @pammktgnut
  • 19. Stop INTERRUPTING #isummit @pammktgnut
  • 20. It’s what Happens AFTER the LIKE & FOLLOW that matters Most ! #isummit @pammktgnut
  • 22. Know your audience #isummit @pammktgnut
  • 23. People don’t buy things, they join things #isummit @pammktgnut
  • 24. COMMUNITIES CREATE MARKETS Opportunity Harvest Free member Community Zone Paid member Loyal evangelist Customer Zone $ $ #isummit @pammktgnut
  • 25. Social Currency = ACTION #isummit @pammktgnut
  • 26. Social media Business plugs into your Business #isummit @pammktgnut
  • 27. Not about next big thing 4
  • 28. Set goals 28
  • 29. SMART Objectives &Goals are key to Success #isummit @pammktgnut
  • 30. Social Business Maturity • Mindset • Social Media Program • Leadership & Organizational Model • Processes & Policies • Education • Measurement • Technology #isummit @pammktgnut
  • 31. EVALUATE EACH INITIATIVE Impact Readiness How does it Do we have support an people who can objective? do this? What metrics Is there budget? matter? Risks Priority What are the risks Does this if we do this? initiative enable What if we don’t? other work? Source: Altimeter Group #isummit @pammktgnut
  • 32. Time = Money #isummit @pammktgnut
  • 33. Step 3: Prevent Future Re- Occurence “There is gold in them there analytics!” #isummit @pammktgnut
  • 34. Use appropriate Metrics • Business metrics: revenue, CSAT, Corporate reputation. LOB/Geo • Social media analytics: Stakeholders Insights, share of voice, resonance, Social WOM. Strategist/Communit • Engagement metrics: y Manager fans, followers, clicks. Source: Altimeter Group
  • 36. Stomp those RAMs! Facebook: http://www.pamsfanpage.com Blog: http://www.pammarketingnut.com Agency: http://www.themarketingnutz.com Twitter: @PamMktgNut