 My name is Rohan. I am a previous owner of C3Domia Digital Marketing Agency. And what I do is I help businesses really focus on amplifying the human relationship that they're building within their communities online. And I work with both for-profit and non-profit. And what we're going to talk about today is about how digital is now the primary form of communication and really how that affects not just in the marketing, which is a lot of the examples that you'll see today, but just in how you choose to build your community overall. And so to kind of give some setting up the scene a little bit before we show very specific examples toward the end is that with lockdown, it actually accelerated e-commerce by five years. And what I like to joke is saying that, yes, we intellectually have accelerated by five years, but that does not mean that we're emotionally ready or mentally ready or have the good social practices to do so. So if you're feeling a little bit overwhelmed with all the new technology, the ever-changing algorithm that is happening every 24 hours, it's okay. We're all in the same boat and learning this together. But there's some key notes to note. The first thing is that there is a whole new audience. These are people that typically prefer to shop in person. They like to touch and feel and get to know the person in person. And so with the pandemic and not being able to interact in person, both all types of organizations are being required to review how they choose to engage with customers and employees. There are two sides to this and how to continue maintaining that trust. That is the key thing. Trust is what is taken because it used to be that you could just be in the store and get to know someone almost impromptu without a ton of research experience to purchase or buy or be a part of something. And now with the internet, there is this level of I'm not exactly sure because I don't know if it's real or not. And there are bad actors out there who do scams and bad products and stuff like that. And that is the thing. So when you're coming from a perspective of a marketer, it's no longer about how many people I can get through the door, but about how much trust I can build with my audience and how much I can actually be able to get my audience to continue building trust for me to everybody else. Cause that is the most powerful form of it. And this is why when we talk about digital marketing becoming more human and you'll see this if you decide to Google the latest trend data reports is that it is becoming more human because the technology is taking away a lot of the friction that we most of the time assume is there with technology. So this changes the way that we approach marketing in the sense that we are now looking to cultivate engaged customers, like I talked about earlier and social proof and engagement is how brands rise above the throng. It's not about how many times you're posting it's not about the vanity metrics of followers. It is about engagement rate because even if you have 10,000 followers and if you're only able to engage a hundred of them that means you're at 1% of your audience that is actually interested in what you're talking about which means all of the effort and return on investment is suddenly deoptimized. So just to think about that and social proof is the way to build trust because we can't touch and feel something we need to hear from someone else to come through the door. So that's the shift is how do you go from passive consumers to engaged consumers and communities is a wonderful way of doing that. It is a wonderful way for you to be able to have your biggest ambassadors be almost in the same digital networking room as a new customer so that they're suddenly building way more trust that would have taken you five years so years to build with that brand ambassador to be able to like lower that timeline with a whole new customer coming through the door. So what does this mean for you? It means that and you need to tie it back to your foundation and no matter how everything changes and I definitely say it changes like about every 24 hours. I'm not joking. When I talk about a new tech feature that changes the ball game is that there are three things that you need to know. First off, what is your mindset? What is your intention? What is your goals? Just like what Jenna was talking about earlier it's not about here's a new tech feature let's put all of our eggs into one basket. It's always going back to saying what is my end intention that I'm looking to achieve an impact as my organization and what am I looking to achieve? Not just to the end person that I am serving but my community overall and what is the realistic expectation of what success looks like for you? It does not all mean the same for everybody else. It just means what it means for you and knowing the context of your industry and how you can rise above the throng but most importantly it's about the customer journey. It's what I talked about earlier. It's all about how is your customer journey evolving to not just get people through the door but get them to come back through the door every single time and bringing a friend. So this what that really relates and boils down to is something that we call human centered marketing and this is the power behind the brand. This is how a brand rises above the throng in before because you go from just serving a transactional need to connecting at a deeper human level and it's the human relationship two parts. The human relationship again going above that functional need and connecting with them and making them a die hard fan and why they are so excited about that and becoming your die hard fan is because of the impact that you're creating in your community. It's not just, oh, you're helping me but in so doing helping me we're helping so many other people and there's a sense of belonging in place to that. If you tap into this human relationship that makes you uniquely you then you'll be able to realign everything together. There are two general parts into building a relationship. The first part is tactical. So these are like, how are you tweaking the feature as new features come out tactically into your customer journey? But the key is emotional. It's about what is the mindset that I am having and walking my person through that gets them from someone just heard about me to the same time for the first time to becoming a die hard fan because in these emotions is actually where we build trust. We are emotional creatures. That's the part of being human. That's what makes us amazing and powerful. And if you can connect on that emotional piece then you have tapped into a value and a connection and I will make one single final note. The next generation connects digitally without physical barriers and they connect on a username and what words you're saying not what you tactically can offer. That means that the next generation connects purely on values first, need second. It is counteractive if you grew up in an analog arena where you are introducing getting to know them first get to know them and how they can offer in the outside world. So it is changing all together and that's just something to note into that space. So how you look into that is where are you building trust? This is the key funnel to look towards when we're talking about new customer guiding them into becoming a full excited fan and it's knowing where they start and knowing your audience. It's not just like, I serve everyone. That's not the case. It's not just demographics. It's not just psychographics. It's about where are they in that psychological journey? Are they only feeling awareness points? Do they actually understand the issue that you are solving? And then how do you explain who you are in that decision stage to where they are excited to work with you above everyone else and why they stay with your brand is that larger mission that I talk about. So I'm gonna give some very specific examples about ways that you can incorporate. So these are more tactical. I just explained the emotional side. Your emotional side shouldn't change drastically in terms of building that relationship and customer journey that we talk about. The tactical side will change depending on new features that come up. So one of the new terms that you'll hear throwing around a lot in the marketing arena is a concept of social commerce. This is different from e-commerce. E-commerce is about being able to go ahead and like go to click to the website. Social commerce is buying and purchasing everything within the Instagram app. The power behind this is that every single part of from a post to a video to your influencers videos and posts and reels are all shoppable. So being able to connect in that space there's also a donation button for nonprofits. That's all connected as well. So shopping and reels in social commerce but the power behind that is that it's more than just this functional need. The reason why the shopping and the reels is so powerful is because it's storytelling in spite chunks. You can also do storytelling in post. This is an example of H&M really tackling about the sustainability cause. This is a for-profit company but nonprofits can also do it too. And when you're in the app, you can actually click it and it's all shoppable and it goes straight into their shop section for that collection. And but the most impactful thing for nonprofits is user generated content. Not content created by you but content created by your audience. This is the digital reflection of what you typically see in nonprofits whether you have an event, they get a sponsor, they get pitched by the sponsor and then your awareness is butts and seats in the event itself, digital or physical and then the conversation afterwards. User generated is movements, keynote movements. If you have a movement like this one hashtag do good from home challenge, it is inviting people to write, to create a post, to share the messaging of the nonprofit and then you can get sponsors because what you're telling your sponsors is I'm not only showing people from our postings and what we get from our posts in this challenge but because every single user generated content is a minimum 500 reach. If you get 1,000, that's 50,000, 2,000, 100,000 you guys can do the math. That's extrapolating way more in power that your sponsors want to see. So because your sponsors at the end of the day care about impressions and this is one of the most powerful ways to do that. Finally, regardless of what features are it's all in throwing spaghetti on the wall and seeing what sticks methodology. So create the content, engage with your audience and reflect, keynote reflect. Know what's doing good for you, what's not doing good and remember influence happens one drop at a time.