NATE RIGGS

social business design | strategy

nateriggs.com
1. Please tell us your name.
2. What do you do?
3. How do you use social media personally?
Let’s set some ground rules for
today...
Be ready for a mix of presentations
and timed exercises...
We will do some work in pairs and
small groups...
Please don’t attack ideas as they are
being shared...
But ... say what you think, and allow
others to do the same.
By all means - relax and enjoy the
session...
And please, dive in and learn
something...
WHERE WE ARE GOING ...
EVENTUALLY

Marketing Customer
Service
COMMUNICATION...
The medium is the message...
Social penetration
theory...
Peripheral information
exchanged via self-branded
content

Self-disclosure is reciprocal

Process slows as the tightly

wrapped inner layers are reached
 People of Earth...

“We are not seats or eyeballs or end

users or consumers. We are human
beings - and our reach exceeds your
grasp. Deal with it.”

“1. Markets are conversations.”

Transforming your business by
being remarkable...
GLOSSARY
Social Business Design is the intentional
creation of dynamic and socially calibrated
systems, process, and culture. The goal:
improving value exchange among constituents.

- Dachis Group
The Social Graph is the representation
of our human relationships. In present
day context, these graphs define our
personal, family, or business
communities on social networking
websites

— Jeremiah Owyang, Altimeter Group

 A meme acts as a unit for carrying
cultural ideas, symbols or practices,
which can be transmitted from one mind
to another through writing, speech,
gestures, rituals or other imitable
phenomena.

- Wikipedia
An emoticon is the representation of a
facial expression such as : -) (for a
smile), formed by combinations of
keyboard characters and used in
electronic communications to convey the
writer's tone

- Dictionary.com
A flamewar or “flaming” (also known as
bashing) is hostile and insulting
interaction between Internet users.
Flaming usually occurs in the social
context of a discussion board, Internet
Relay Chat (IRC), Usenet, by e-mail or
on Video-sharing websites.

- Wikipedia
An internet troll is someone who posts
controversial and usually irrelevant or
off-topic messages in an online
community, such as an online discussion
forum or chat room, with the intention of
baiting other users into an emotional
response or to generally disrupt normal
on-topic discussion.

- Pursuitmag.com
 A lurker is a person who reads
discussions on a message board,
newsgroup, chatroom, file sharing or
other interactive system, but rarely
participates

- Pursuitmag.com
 Bots, also known as web robots, are
software applications that run automated
tasks over the Internet.

- Pursuitmag.com
Spamming is the abuse of electronic
messaging systems to indiscriminately
send unsolicited bulk messages. While
the most widely recognized form of spam
is e-mail spam, the term is applied to
similar abuses in other media.

- Pursuitmag.com
THE NEW TELEPHONES
10 Paradigm Shifts for Mastering Online Customer
Experience
1. PICK THE RIGHT TEAM
Dave Crenshaw - The Myth of Multitasking
ENFJ
Extroversion, Intuition, Feeling,
Judgement
Idealist Portrait of the Teacher
ENFJ

Extraverted feeling types seek

continuity through harmonious
relationships and collective value.
ENFJ

They excel at picking up on the

tone of a situation and acting
accordingly, adding warmth to a
cool setting or turning sour into
sweet.
ENFJ

Extraverted feeling types seek

continuity through harmonious
relationships and collective value
ENFJ

They seem to have an infinite

number of acquaintances from all
walks of life and are always on
the lookout for people in need
and those who can help out.
ENFJ

They carry conversations well,

finding common ground with
their speaker.
ENFJ

In general, they are reliable

and do not like to disappoint
others.
ENFJ

They tend to find the correct

and gracious way to respond
in any given situation, no
matter how tense or
uncomfortable it is.
Let’s see what you are?

...humanmetrics.org
ROI?
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$250,000 annual turn over costs
2. TUNE IN TO THE RIGHT STATIONS
What’s words matter to you?
What’s niche matters to you?
3. LIVE IN REAL TIME
Voluntary employee
program to monitor social
networking sites and
blogs in order to engage
with customers, host
workshops to share best
practices and communicate
about hot issues
7 MINUTES
Up for an experiment?
4. BECOME CONTENT ENGINEERS
 InterAction 2011

40 MILLION
VIEWS
Old Spice Sales Up 27%
200 CONTENT
OBJECTS
48 Hour Production Blitz
INTERNET
CONVERSATION
CYCLE
FOR BRANDS
FACEBOOK
EdgeRank
Algorithm that
determines virility of
content

- Affinity
- Weight
- Time Decay
5. COLLECT YOUR AUDIENCE
I know! Let’s start one of
our own...
6. INVITE OTHERS TO YOUR CAMPFIRE
7. SHARE REAL STORIES
8. HELP YOUR AGENTS NAVIGATE
What are you’re core values?

15 Minutes
5 DOʼs 5 DONTʼs

15
Minutes
9. ALWAYS BE MOBILE
10. DON’T BE A ROBOT
NATE RIGGS
nateriggs.com
@nateriggs

Social Business Design

Professional Speaking

Professional Blogger
nate@nateriggs.com
Aspiring Author 614-348-2646

Blended Family Dad

QUESTIONS?