[For-Profit Version!] Relationship Marketing on Fire: Igniting Sales, Loyalty, and Customer Service in the Social Realm

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Igniting Sales, Loyalty,
and Customer Service
in the Social Realm
2014 VT/NH Marketing
Group 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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Keywords
What 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 Lists
3. Twitter Lists
4. Mention
5. Hashtags (Tagboard)
6. Google Alerts
7. Social Mention
8. Twilert
9. YT Subscriptions
10. 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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Reach
How many
people see
what you put
out there?
Source: Rberteig on Flickr (CC BY 2.0)

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Engaging
Who 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 Analytics
2. FB Insights
3. Twitter Analytics
4. LI Company Stats
5. YT Analytics
6. Sprout Social
7. Meltwater Buzz
8. Klout
9. Kred
10. Masterminding/Commu
nities

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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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Timing
People 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. YouTube
2. Facebook*
3. LinkedIn*
4. Twitter
5. Your Website!
Source: Speaking Latino on Flickr (CC BY SA 2.0)

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Pinterest
For 13 months from 9/12 to 9/13, drove more referral
traffic 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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Instagram
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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Vine
Branded 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. Listen
2. 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 requires
time, 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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Also, bigger audience = authority,
which is more attractive to Google.

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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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[For-Profit Version!] Relationship Marketing on Fire: Igniting Sales, Loyalty, and Customer Service in the Social Realm

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[For-Profit Version!] Relationship Marketing on Fire: Igniting Sales, Loyalty, and Customer Service in the Social Realm