Advertising Online: Strategy and Tactics for Enrollment Success
Socialcurrency
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Transcript of Socialcurrency
![Page 1: Socialcurrency](https://reader033.fdocuments.net/reader033/viewer/2022060203/559dbc1c1a28ab76018b45da/html5/thumbnails/1.jpg)
Social Currency
So NOW for Men
May 2014
![Page 2: Socialcurrency](https://reader033.fdocuments.net/reader033/viewer/2022060203/559dbc1c1a28ab76018b45da/html5/thumbnails/2.jpg)
Connection
There must be some
level of common
interest.
• Values
• Vocabulary
• Virtues
• Vocation
• Trust
![Page 3: Socialcurrency](https://reader033.fdocuments.net/reader033/viewer/2022060203/559dbc1c1a28ab76018b45da/html5/thumbnails/3.jpg)
Cred
• Basic human need to have a
level of credibility.
• People share things that
make them look good to
others.
– Clever rather than dumb
– Entertaining rather than dull
• If you can be seen as the
problem solver, your
network will flourish.
![Page 4: Socialcurrency](https://reader033.fdocuments.net/reader033/viewer/2022060203/559dbc1c1a28ab76018b45da/html5/thumbnails/4.jpg)
Save NRG
• Basic Human need to
conserve energy
• Manifested in
– Loyalty
– Filter the Noise
• People will use the path
of least resistance
• If you can solve my
problem, I don’t need to
use my energy reserve
![Page 5: Socialcurrency](https://reader033.fdocuments.net/reader033/viewer/2022060203/559dbc1c1a28ab76018b45da/html5/thumbnails/5.jpg)
Social Currency vs. Social Media
![Page 6: Socialcurrency](https://reader033.fdocuments.net/reader033/viewer/2022060203/559dbc1c1a28ab76018b45da/html5/thumbnails/6.jpg)
STEPPS
• Social Currency
• Triggered
• Emotion
• Public
• Practical Value
• Stories
![Page 7: Socialcurrency](https://reader033.fdocuments.net/reader033/viewer/2022060203/559dbc1c1a28ab76018b45da/html5/thumbnails/7.jpg)
An Important Concept
Currency ≠ Content
![Page 8: Socialcurrency](https://reader033.fdocuments.net/reader033/viewer/2022060203/559dbc1c1a28ab76018b45da/html5/thumbnails/8.jpg)
Content
• The message
• The noun that describes
the message container
– Video
– Infographic
– Blog
– Brochure
• The “thing” a person in
your network is willing to
share to prove their cred.
![Page 9: Socialcurrency](https://reader033.fdocuments.net/reader033/viewer/2022060203/559dbc1c1a28ab76018b45da/html5/thumbnails/9.jpg)
Word of Mouth
• Asking people to tell a friend (e.g. saying
"please forward to a friend" in your newsletter).
• Making it easy for people to share. YouTube:
where "every single video has 13 different ways
you can share it with a friend."
• Solve "the matchbook problem" – provide
content that help people market for you.
• "Take part" - every day, look up your content,
and when you find people talking about your
content, comment.
![Page 10: Socialcurrency](https://reader033.fdocuments.net/reader033/viewer/2022060203/559dbc1c1a28ab76018b45da/html5/thumbnails/10.jpg)
A Social Currency Sandwich
Cred
• Are you seen as the “go to guy”
• Have you earned respect
Content
• The message
• The media that contains the message.
Conserve NRG
• You can solve their problem and they don’t need to work so hard
• Filter the noise
The bread wraps itself
around the content to make
the sandwich.
![Page 11: Socialcurrency](https://reader033.fdocuments.net/reader033/viewer/2022060203/559dbc1c1a28ab76018b45da/html5/thumbnails/11.jpg)
Exercise
• You will get a piece of
paper with one of the
rows on the right.
• The person with the
channel needs to
“assemble the
sandwich”
• The group (sandwich)
gathers and discusses
the question.
Channel Instagram
Bread Rye
Meat Ham
Cheese Swiss
Condiment Mayo
Provide an example of good
social currency in your business
and how it can best be used to
establish your cred and help
another save NRG so as to refer
you via word of mouth?
![Page 12: Socialcurrency](https://reader033.fdocuments.net/reader033/viewer/2022060203/559dbc1c1a28ab76018b45da/html5/thumbnails/12.jpg)
Thank You
David L. Davis, PMP, PgMP, MBA
PMI Community of Practice Adviser
419 346-7152