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What is your 
social zoom factor? 
Pam Moore 
CEO / Founder 
Marketing Nutz 
Social Zoom Factor 
#GetRealChat 
#SocialZoomFactor 
@PamMktgNut
Marke&ng 
Nutz 
Founders 
Pam Moore 
CEO /Founder 
http://www.pamslinkedin.com 
@PamMktgNut 
Josh Moore 
CCO /Founder 
http://linkedin.com/in/joshroinut 
@JoshROINut
Marke&ng 
Nutz
Social business 
success?
Embrace 
the 
JOURNEY!
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.”
Social Media 
“Means of interactions 
among people in which 
they create, share, and 
exchange information 
and ideas in virtual 
communities and 
networks.”
news 
no 
longer 
breaks! 
It 
tweets!
YOU 
are the 
media
is 
anyone 
listening 
to 
you?
Ready to ZOOOOM? 
1. Create a shareable experience 
2. Align to biz goals 
3. Rock your brand 
4. Know your audience 
5. Humanize it 
6. Build platform for turbo 
7. Ignite your tribe 
8. Tweak, rinse, repeat
People don’t 
buy things, 
they join 
things
#1 Create shareable experiences
Customer Experience 
Most exciting opportunity in 2014 for 
marketers 
• 20% Customer 
experience 
• 18% Mobile 
• 15% Content 
marketing 
* Digital Trends Briefing 2014, eConsultancy / Adobe
Heathman 
Hotel 
Travel 
Portland
ABCs of Social Media 
Always Be CARING! 
• Listen 
• Learn 
• Help 
• Share value 
• Collaborate 
• Acknowledge mistakes 
• Say sorry 
• Imperfect perfection 
• Be human!
Own 
Mistakes 
• Poor service at our local 
franchise in store and 
drive-thru 
• Quick response via 
Twitter 
• Working issues real-time
Integrated 
Social 
Service
Have 
a 
personality!
#2 
ALIGN 
to 
BUSINESS 
goals
Social Media Week Miami What's Your Social Brand Zoom Factor? #SMWMiami
Stop the Random Acts of 
Marketing (RAMs) 
=
Don’t 
Start 
with 
Technology 
P = People 
O = Objectives 
S = Strategy 
T = Technology
Communities Create Markets 
Opportunity Harvest 
Free 
member 
Paid 
member 
Loyal 
evangelist 
Community Zone Customer Zone 
$$
#3 The YOU Factor!
YOU are your brand
Who are YOU? 
• Who are you? 
• What do you stand for? 
• What value do you offer? 
• Who do you offer value for? 
• What do you need to learn? 
• What are your strengths? 
• What are your weaknesses? 
• What’s your OPCs?
My 
Brand 
is… 
• What I say 
• What I do 
• What I think 
• What I tweet 
• What I post on Facebook 
• What I Instagram 
• What I write in email 
• What I share 
• How I respond 
• How I interact on & offline! 
• How I drive! 
• ME!
Be who you want to 
be tomorrow, today!
Be 
humble
#4 
Know 
your 
audience
76% 
marketers 
think 
they 
know 
what 
customers 
want 
34% 
have 
asked 
them 
Source: Pivot
Niche 
social 
networks 
= 
advocates 
• 77% consumers more 
likely to purchase via 
recommendation 
• 4x-10x higher 
conversion rate for 
offers from trusted 
advocates
Technology 
Adop&on 
Tech 
Enthusiasts 
Visionaries 
Pragmatists 
Conservatives 
Skeptics 
Geoffrey Moore Technology Adoption Lifecycle
Maslow’s 
hierarchy 
of 
needs 
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, 
self-actualization 
esteem 
belonging 
safety 
physiological excretion
Hierarchy 
of 
social 
community 
inspira&on 
self-actualization 
esteem 
belonging 
safety 
physiological 
achieve 
connect 
inspire
Be a curator of goodness 
Curate awesome content on a regular basis
#5 Humanize it 
• 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
think 
DNA, 
not 
tools
Instead of cats… 
• Entertain 
• Educate 
• Inspire 
• Help 
• Tell stories
#6. Integrated 
Platform 
• Integrated platform 
that works when 
you are not 
working! 
• Consistent brand 
architecture
IDC 
Predicts 
1.3B 
mobile 
workers 
by 
2015
90% 
mobile 
users 
have 
device 
within 
arms 
reach 
100% 
of 
&me
You 
have 
10 
seconds 
to 
keep 
em’!
#7 ignite your tribe
Embrace 
OPCs 
Other 
people’s 
community 
& 
content
Activate Influencers 
Platform Tier 1 Target Market 
47 
VIP Tribes Tier 2 Segments 
Blog 
Twitter 
LinkedIn 
Facebook 
Content 
Syndication 
Internal 
Family & 
Friends 
Industry 
Influencers 
Media 
Thought 
Leaders
#8 tweak rinse repeat
Select 
tools 
AFTER 
you 
know 
WHAT 
you 
want 
to 
measure 
and 
WHY! 
leads 
sales 
brand 
thought 
leadership 
customer 
satisfaction 
employee empowerment
Language matters 
LOB/Geo 
Stakeholders 
Social Strategist/ 
Community Manager 
Source: Altimeter Group 
• Business metrics: 
revenue, CSAT, 
reputation. 
• Social media analytics: 
Insights, share of 
voice, resonance, 
WOM. 
• Engagement metrics: 
fans, followers, clicks. 
Corporate
You Got This! 
1. Create shareable experiences 
2. Align to biz goals 
3. Rock your brand 
4. Know your audience 
5. Humanize it 
6. Build platform for turbo 
7. Ignite your tribe 
8. Tweak, rinse, repeat
Questions? 
Pam Moore 
CEO / Founder 
Marketing Nutz 
@pammktgnut 
www.pammarketingnut.com 
www.themarketingnutz.com 
www.getrealchat.com 
www.socialzoomfactor.com

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Social Media Week Miami What's Your Social Brand Zoom Factor? #SMWMiami

  • 1. What is your social zoom factor? Pam Moore CEO / Founder Marketing Nutz Social Zoom Factor #GetRealChat #SocialZoomFactor @PamMktgNut
  • 2. Marke&ng Nutz Founders Pam Moore CEO /Founder http://www.pamslinkedin.com @PamMktgNut Josh Moore CCO /Founder http://linkedin.com/in/joshroinut @JoshROINut
  • 6. 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.”
  • 7. Social Media “Means of interactions among people in which they create, share, and exchange information and ideas in virtual communities and networks.”
  • 8. news no longer breaks! It tweets!
  • 9. YOU are the media
  • 11. Ready to ZOOOOM? 1. Create a shareable experience 2. Align to biz goals 3. Rock your brand 4. Know your audience 5. Humanize it 6. Build platform for turbo 7. Ignite your tribe 8. Tweak, rinse, repeat
  • 12. People don’t buy things, they join things
  • 13. #1 Create shareable experiences
  • 14. Customer Experience Most exciting opportunity in 2014 for marketers • 20% Customer experience • 18% Mobile • 15% Content marketing * Digital Trends Briefing 2014, eConsultancy / Adobe
  • 16. ABCs of Social Media Always Be CARING! • Listen • Learn • Help • Share value • Collaborate • Acknowledge mistakes • Say sorry • Imperfect perfection • Be human!
  • 17. Own Mistakes • Poor service at our local franchise in store and drive-thru • Quick response via Twitter • Working issues real-time
  • 20. #2 ALIGN to BUSINESS goals
  • 22. Stop the Random Acts of Marketing (RAMs) =
  • 23. Don’t Start with Technology P = People O = Objectives S = Strategy T = Technology
  • 24. Communities Create Markets Opportunity Harvest Free member Paid member Loyal evangelist Community Zone Customer Zone $$
  • 25. #3 The YOU Factor!
  • 26. YOU are your brand
  • 27. Who are YOU? • Who are you? • What do you stand for? • What value do you offer? • Who do you offer value for? • What do you need to learn? • What are your strengths? • What are your weaknesses? • What’s your OPCs?
  • 28. My Brand is… • What I say • What I do • What I think • What I tweet • What I post on Facebook • What I Instagram • What I write in email • What I share • How I respond • How I interact on & offline! • How I drive! • ME!
  • 29. Be who you want to be tomorrow, today!
  • 31. #4 Know your audience
  • 32. 76% marketers think they know what customers want 34% have asked them Source: Pivot
  • 33. Niche social networks = advocates • 77% consumers more likely to purchase via recommendation • 4x-10x higher conversion rate for offers from trusted advocates
  • 34. Technology Adop&on Tech Enthusiasts Visionaries Pragmatists Conservatives Skeptics Geoffrey Moore Technology Adoption Lifecycle
  • 35. Maslow’s hierarchy of needs 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, self-actualization esteem belonging safety physiological excretion
  • 36. Hierarchy of social community inspira&on self-actualization esteem belonging safety physiological achieve connect inspire
  • 37. Be a curator of goodness Curate awesome content on a regular basis
  • 38. #5 Humanize it • 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
  • 39. think DNA, not tools
  • 40. Instead of cats… • Entertain • Educate • Inspire • Help • Tell stories
  • 41. #6. Integrated Platform • Integrated platform that works when you are not working! • Consistent brand architecture
  • 42. IDC Predicts 1.3B mobile workers by 2015
  • 43. 90% mobile users have device within arms reach 100% of &me
  • 44. You have 10 seconds to keep em’!
  • 45. #7 ignite your tribe
  • 46. Embrace OPCs Other people’s community & content
  • 47. Activate Influencers Platform Tier 1 Target Market 47 VIP Tribes Tier 2 Segments Blog Twitter LinkedIn Facebook Content Syndication Internal Family & Friends Industry Influencers Media Thought Leaders
  • 48. #8 tweak rinse repeat
  • 49. Select tools AFTER you know WHAT you want to measure and WHY! leads sales brand thought leadership customer satisfaction employee empowerment
  • 50. Language matters LOB/Geo Stakeholders Social Strategist/ Community Manager Source: Altimeter Group • Business metrics: revenue, CSAT, reputation. • Social media analytics: Insights, share of voice, resonance, WOM. • Engagement metrics: fans, followers, clicks. Corporate
  • 51. You Got This! 1. Create shareable experiences 2. Align to biz goals 3. Rock your brand 4. Know your audience 5. Humanize it 6. Build platform for turbo 7. Ignite your tribe 8. Tweak, rinse, repeat
  • 52. Questions? Pam Moore CEO / Founder Marketing Nutz @pammktgnut www.pammarketingnut.com www.themarketingnutz.com www.getrealchat.com www.socialzoomfactor.com