Kary Delaria
Y'all Connect Presented by Alabama Power
June 13, 2014
Birmingham, Alabama
Brands don’t mean to be like this, they just want to “find efficiencies” and move people “into the sales funnel as quickly as possible.” They don’t mean to make people feel rushed or pressured, yet every single day, brands in the social sphere keep talking “at” customers instead of having conversations “with” them.
This subtle difference is the key to building the best relationships that engage the customer from first-interaction to post-purchase wonderlands.
15. @KaryD
#yallconnect
The writing is on the wall.
“It saddens me how social has been co-opted by
marketing to become just another mass
advertising/marketing channel. I think the promise
of social is about relationship development, and I
have always said that.”
- Scott Monty, Adweek
Social media is not a marketing channel. If you
can build social strategies that are designed to
triumph despite that fact, then you are on
your way to securing your career in social
media marketing.
- Augie Ray, ExperienceTheBlog.com
16. @KaryD
#yallconnect
Breaking down the barriers:
1. Align with business strategy.
2. Listen with intent.
3. Create content that provides help, not hype.
4. Establish and empower your staff resources.
5. Push back on the push.
17. @KaryD
#yallconnect
Breaking down the barriers:
1. Align with business strategy.
2. Listen with intent.
3. Create content that provides help, not hype.
4. Establish and empower your staff resources.
5. Push back on the push.
20. @KaryD
#yallconnect
Breaking down the barriers:
1. Align with business strategy.
2. Listen with intent.
3. Create content that provides help, not hype.
4. Establish and empower your staff resources.
5. Push back on the push.
23. @KaryD
#yallconnect
Get to know them. REALLY know them.
• At the very least, are you visiting their
profiles?
• Are you listening to what they are saying
when they aren’t talking with or about you?
24. @KaryD
#yallconnect
Get to know them. REALLY know them.
• At the very least, are you visiting their
profiles?
• Are you listening to what they are saying
when they aren’t talking with or about you?
• Are you casting a wide enough net?
26. @KaryD
#yallconnect
Get to know them. REALLY know them.
• At the very least, are you visiting their
profiles?
• Are you listening to what they are saying
when they aren’t talking with or about you?
• Are you casting a wide enough net?
• Are you using this information?
27. @KaryD
#yallconnect
Breaking down the barriers:
1. Align with business strategy.
2. Listen with intent.
3. Create content that provides help, not hype.
4. Establish and empower your staffing
resources.
5. Push back on the push.
31. @KaryD
#yallconnect
Provide help, not hype.
• What’s your call to action?
– Is it what your audience needs from you?
• Are you a slave to your editorial calendar?
– Can you react and make in real time?
32. @KaryD
#yallconnect
Provide help, not hype.
• What’s your call to action?
– Is it what your audience needs from you?
• Are you a slave to your editorial calendar?
– Can you react and make changes?
• Can you respond (talk with) empathetically?
– Can you avoid canned responses?
35. @KaryD
#yallconnect
Breaking down the barriers:
1. Align with business strategy.
2. Listen with intent.
3. Create content that provides help, not hype.
4. Establish and empower your staff resources.
5. Push back on the push.
39. @KaryD
#yallconnect
Breaking down the barriers:
1. Align with business strategy.
2. Listen with intent.
3. Create content that provides help, not hype.
4. Establish and empower your staffing
resources.
5. Push back on the push.
40. @KaryD
#yallconnect
Push back on the push.
•Vendors and tools
•Policies
•Education and training
•Outside resources
•Moxie and drive