[for-profit version!] relationship marketing on fire: igniting sales, loyalty, and customer service...
TRANSCRIPT
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Igniting Sales, Loyalty, and Customer Service
in the Social Realm
2014 VT/NH MarketingGroup Annual Conference
Relationship Marketing on Fire!
Source: karen_neoh on Flickr (CC BY 2.0)
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What’s on the Path Ahead…
• What is “customer service”?• Monitoring brand chatter• Engaging with authenticity• Building online relationships• Listen, Learn, Connect!
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“Relationship marketing is all about people
doing business with people.”
--Mari Smith, author, The New Relationship
Marketing
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“Social media is about sociology and psychology
more than technology.”--Brian Solis, author, Engage
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Who are your “customers”?
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• Retail customers
• Online customers
• Phone/mail customers
• Suppliers
• Vendors
• Strategic partners
• Event leaders
• Boards and committees
• Government agencies
• Licensing bodies
• Associations/trade groups
• Media outlets
• Email/print newsletter list
• Social media contacts
• Employees/interviewees
• Interns
Your customers are the humans behind the categories.
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Everything is customer service, because
everything is a BRAND EXPERIENCE.
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It all starts with your BRAND.Who are you as an
organization?How do you portray
yourselves to customers?
What’s your “Why”?
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Listen#1
“The ear of the leader must ring with the voices of the people.”
– Woodrow Wilson
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LISTEN: Monitor brand chatter.
Find the conversations that will enhance your brand, your
reputation, and your “Know, Like, and Trust” factor.
Then participate in them.
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People
Source: Celestine Chua on Flickr (CC BY 2.0)
Who’s most important to
listen to?
Industry thought leaders
Social influencers
Current clients and customers
The community you serve
Other brands and orgs that
share your “Why”
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KeywordsWhat words and phrases are
they using to talk about
things related to your “why”?
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10 Ways to LISTEN:1. HootSuite 2. FB Interest Lists3. Twitter Lists4. Mention5. Hashtags
(Tagboard)
6. Google Alerts 7. Social Mention8. Twilert9. YT Subscriptions10.LI Group Digests
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Learn#2
“You have to learn the rules of the game. And then you have to play better than anyone
else.” – Albert Einstein
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LEARN: Let the data do the teaching.
Algorithms and audiences will tell you EXACTLY
what they like and don’t like, and EXACTLY what moves them to
action.
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ReachHow many
people see what you put out there?
Source: Rberteig on Flickr (CC BY 2.0)
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EngagingWho takes action, and what action is it?
Best to least best, according to Facebook:
Shares, clicks, comments, likes.
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Chain of Action
1. What are your goals?
2. What’s the path to achieve
it?
3. Are customers following
through?
4. If not, where are they
getting lost?
5. Are they enjoying the
process???
Source: fallingrock on Flickr (CC BY 2.0)
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10 Ways to LEARN:
1. Google Analytics2. FB Insights3. Twitter Analytics4. LI Company Stats5. YT Analytics
6. Sprout Social7. Meltwater Buzz8. Klout9. Kred10.Masterminding/
Communities
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Connect#3
“The thing that we are trying to do with Facebook, is just help people connect and communicate more
efficiently.” – Mark Zuckerberg
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CONNECT: Engage with authenticity.
Consistent, human, empathetic engagement creates loyalty,
engenders positive word of mouth, and moves people to take action.
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TimingPeople just want
to know they’ve been heard. How quickly do you
respond?
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Sharing
People talk – give them good things to say
about you!
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5 Places to CONNECT:
1. YouTube2. Facebook*3. LinkedIn*4. Twitter5. Your
Website! Source: Speaking Latino on Flickr (CC BY SA 2.0)
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PinterestFor 13 months from 9/12 to 9/13, drove more
referraltraffic to websites than Twitter, YouTube, LinkedIn, Google+, StumbleUpon, and Reddit - COMBINED. (via Shareaholic)
Average order driven from Pinterest is double that of a sale driven from Facebook ($80 versus $40, via Shopify)
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http://pinterest.com/source/
YourWebsite.com
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Out of 200 million users, 70% log on daily, and 35% check in multiple times daily.
It’s the fastest growing of the Top 10 mobile apps.
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VineBranded Vines 4x more likely to be shared than other video.
9 tweets with a Vine link are sent every second of every day.
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1. Listen2. Learn
3. Connect
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Today’s top communication channels make it super-easy for
you to engage with the people who are already thinking of you, marketing your business for FREE, and sharing
your brand with their own personal networks.
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Building relationships online is an investment.
Like offline relationships, building online relationships
requirestime, attention, and genuine
interest.
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The results of your investments?
It’s a numbers game, plain and simple.
Bigger (quality) audience = bigger (quality) customer base.
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The results of your investments?
Also, bigger audience = authority, which is more attractive to Google.
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The results of your investments?
And, authority = attention, which starts the virtuous cycle
all over again!
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Relationship marketing is the foundation.You build on it with content marketing
– getting your message OUT THERE
in new and creative ways, using the channels where your
Ideal Audiences spend their time!
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Once you have your
“why”…
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Thank you!What was one of your favorite tips or ideas shared in this presentation? Please tweet it!• @EpiphaniesInc• #AhaTribe• http://AhaTribe.com
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The ‘A-Ha!’ Tribe Agenda for 2014
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