the secret ingredient to social media success

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

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Adam Dince @adamdince

Deluxe Corporation

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

Introduction

Understanding the Customer

The Secret Ingredient

Operationalizing Your Social Effort

@adamdince

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

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© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

Adam Dince @adamdince Director of Earned Media at Deluxe

More than 14 years of experience in online marketing and Web development, both

B2B and B2C

Have helped dozens of Fortune 100 companies as well as small business owners

create the winning online strategies

Contributor To:

@adamdince

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

www.deluxe.com/blog

@adamdince

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved. @adamdince

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved. @adamdince

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved. @adamdince

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

Buy our New

England

Patriots

Boxer Shorts Did you see

the Patriots

game on

Sunday?

I sure did!

Man, that Tom

Brady is

amazing!

Awkward

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www.careerealism.com

@adamdince

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www.businessinsider.com

@adamdince

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http://blog.custora.com/2013/06/e-commerce-customer-acquisition-snapshot/

@adamdince

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http://www.incrediblethings.com/home/turn-your-tweets-into-tp/

@adamdince

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved. @adamdince

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved. @adamdince

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved. @adamdince

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www.zeromomentoftruth.com

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What is the ZMOT?

Interviewed: 5000

shoppers across multiple

verticals

@adamdince

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20

First Moment of

Truth

Second Moment of

Truth

Stimulus

At shelf In-store

Experience

@adamdince

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A ZMOT is…

@adamdince

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Shoppers use a variety of resources before a purchase

@adamdince

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And the ZMOT is now most important element

of a purchaser’s decision making

@adamdince

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

And user-generated social media is one of the

most important factors in the ZMOT

@adamdince

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People trust recommendations from other

people over brand messaging

http://www.mediabistro.com/alltwitter/social-recommendations_b52652

@adamdince

Source: fleishmanhillard.com

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speakeasyohiou.com

galleryhip.com

janeandjohn.org

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And let your customer’s voice be your strongest

social signal

You deliver a product/service that solves a problem

and/or makes the buyer’s life better

@adamdince

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Meet Pappy, a rescue dog I fostered and eventually

adopted

@adamdince

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When Pappy arrived, he was malnourished,

wouldn’t walk on a leash, scared to venture

outside and refused to leave the couch

@adamdince

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I tried everything to help, but nothing worked

@adamdince

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After days of failure, I was ready to give up, call

it quits and send Pappy back to the rescue.

@adamdince

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

Then, a friend recommended I reach out to Crystal

Clear Canine Training.

@adamdince

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I read fantastic reviews and hoped that she

could work the same magic with Pappy

@adamdince

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Within 90 minutes of working with us, the

progress was incredible

@adamdince

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Crystal not only solved my problem, but

also made my life so much better

@adamdince

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We are now social advocates of Crystal

and her business

@adamdince

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Meet Coco’s Heart Dog Rescue

@adamdince

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No professional marketers help them rock

it on Facebook

@adamdince

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Haven’t you heard about Facebook 0?

Coco’s hasn’t

@adamdince

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Coco’s solves problems, make people’s lives

better and empowers their advocates

@adamdince

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© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

@adamdince

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https://www.linkedin.com/pulse/article/20140710171109-49465379-

top-3-ways-to-get-more-online-reviews

@adamdince

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© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved. @adamdince

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved. @adamdince

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved. @adamdince

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved. @adamdince

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved. @adamdince

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved. BASIC

@adamdince

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved. @adamdince

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved. @adamdince

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

That’s my dog

Scrappy

INTERMEDIATE @adamdince

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https://rapportive.com/install

BASIC

http://www.connect6.com

@adamdince

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved. @adamdince

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved. @adamdince

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.