This from the onsite workshop proved at the Social Media Strategies Summit - New York - 2015 http://socialmediastrategiessummit.com/new-york-2015/agenda/day-one-adenda/115pm-a.html Professionals and consumers alike buy from trusted businesses more frequently than businesses that are unfamiliar, and current customers often spend 33% more than new ones. By fostering engaged relationships with prospects and customers, you can begin generating more business with less effort! In today’s world of marketing, with so many marketing channels, vehicles and options , it becomes overwhelming to pick the areas that work best for our customers. How do we decide what our current customers want, what areas of social, mobile and other digital means do we use to retain customers so they don’t leave and at the same time how do we attract new ones? In this workshop we will address how to build an effective strategy, learn new techniques for effective engagement, building relationships and hosting a strong community. In this session you will learn: - How the evolution of relationship marketing affects you - Why people buy from those they know, like and trust - The most effective ways to increase engagement in your social networks - How today’s mobile technology has streamlined relationship building - The benefit of leveraging your content to build trust among your network

1. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Relationship Marketing 101
SSMS NY 2015
Relationship Marketing 101

2. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Relationship Marketing 101
SSMS NY 2015
Dean DeLisle
• Founder and CEO of Forward Progress, Inc.
• Train and Coach over 2,000 people per month
• Trained and Coached over 98,000 in Social Network Skills
• Over 30 years in Business Coaching, Consulting and Training
• Call Center, Internet, eMarketing, Event Management, Lead Generation,
Web Seminars, eLearning, eSelling
• Over Two Billion Dollars Sales, over 100 Million Leads, Helped Thousands
of People using Internet Based Lead
• Financial Services, Real Estate, Professional Services, Legal, Accounting
Manufacturing, Telecommunications, Technical, Insurance, Agencies,
Retail, Banking, Educational and Channel Sales…..

3. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Relationship Marketing 101
SSMS NY 2015
The Law of Familiarity determines that the more we
spend time with and get to know anything, and the
more something becomes just a normal part of life –
the less we are excited about it or the less we give it
the attention it deserves. We see this happen in all
aspects of life – relationships, work, hobbies,
exercise, initiatives and learning. Sometimes things
just become… boring and our mind shuts down!

4. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Relationship Marketing 101
SSMS NY 2015
Commit to Your Success

5. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Relationship Marketing 101
SSMS NY 2015
What is Relationship Marketing?
• Developed following Direct Response Marketing
• Focused on customer retention, satisfaction, trust and relationships
• Powered By
• Customer Relationship Management
• Direct Relationship Building
• Social Media Marketing
• Content Marketing
• Social and Emotional Intelligence

6. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Relationship Marketing 101
SSMS NY 2015
Relationship Marketing
Why does it often not work for organizations?
MINDSET!MINDSET!

7. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Relationship Marketing 101
SSMS NY 2015
New Relationship Marketing
• Community Building
• Social Media Engagement
• Value Serving
• Content Sharing
• Listening

8. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Relationship Marketing 101
SSMS NY 2015
Evolution of Relationship Marketing (1)

9. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Relationship Marketing 101
SSMS NY 2015
Evolution of Relationship Marketing (2)

10. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Relationship Marketing 101
SSMS NY 2015
Evolution of Relationship Marketing (3)

11. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Relationship Marketing 101
SSMS NY 2015
New Relationship Marketing?
Social Media
Relationship Marketing

12. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Relationship Marketing 101
SSMS NY 2015
Relationship Community Building
• Social Media Marketing
• Increased customer engagement on social media leads to more
visibility and increased followers
• Social media and blogs account for 23% of all time spent online
• Content Marketing
• Valuable content increases online engagement
• Interesting content is a top reason people follow brands on social
media (Business2Community.com)

13. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Relationship Marketing 101
SSMS NY 2015
Why Social Media?
• Interactive
• People Respond Well
• Builds Trust
• Builds Community
• Viral Activity
• Sharing

14. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Relationship Marketing 101
SSMS NY 2015
Network Science*
Node: Individual
Link: Connection between two nodes
Cluster: Several linked nodes
Hub: Large cluster, several clusters
*Courtesy of US Army

15. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Relationship Marketing 101
SSMS NY 2015
Organizational and Team Impact
(Internal)

16. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Relationship Marketing 101
SSMS NY 2015
Organizational and Team Impact
(External)

17. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Relationship Marketing 101
SSMS NY 2015
Network Hubs
Your
Company
Conferences
Employees
Charities
Clients
Partners
Associations
Hub: Large cluster or
group of cluster of network
connections.

18. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Relationship Marketing 101
SSMS NY 2015
Engagement
• Percentage of consumers who engage with their favorite brands via social
media by age
• 23% of consumers ages 18-29
• 39% of consumers ages 30-49
• 38% of consumers above 50
• 87% of survey respondents indicate that online social engagement with a
brand positively impacts their likelihood to purchase
Brafton.com

19. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Relationship Marketing 101
SSMS NY 2015
Engagement Continuum
Disengaged Mis-Engaged Engaged
Barely logged in Unconsciously liking
things
Posting and
commenting
Learning about
Person’s profile
And background
Engaging with intent
to transform
relationship for
mutual benefit
Transactional
Conscious, Tied to
Yearning & Emotions
Transformational
Dr. Bob Wright – Wright Graduate University

20. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Relationship Marketing 101
SSMS NY 2015
Start Managing Your Relationships
1. Plan
2. Build
3. Launch

21. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Relationship Marketing 101
SSMS NY 2015
Plan
• Your services and value proposition
• Your main goals
• Target markets
• Where you want to be found online

22. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Relationship Marketing 101
SSMS NY 2015
Value
• What products/services do you provide?
• How do you compare to competition?
• How can you help others?
P1-1,2

23. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Relationship Marketing 101
SSMS NY 2015
Goals (Outcome)
• Marketing
• Leads
• Traffic
• Registrations
• Friends
• Connections
• Comments
• Sales
• Dials
• Clicks
• Connections
• Proposals
• Closes
P2-3

24. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Relationship Marketing 101
SSMS NY 2015
Identify Your Target
Who is your target customer/client/partner?
• What do they look like?
• What Industry are they in?
• What size Company do they work for?
• Who do they know?
• If they are consumers, what are their interests?
• Who will you be talking to?
P2-4,5,6

25. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Relationship Marketing 101
SSMS NY 2015
Who are your Social Trusted Agents?
Your Team!
• Clients
• Vendors
• Partners
• Friends
• Organizations
P2-7

26. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Relationship Marketing 101
SSMS NY 2015
Destination
Where Do You Want People to Go?
• Your Website (Destination/Pathway)
• Mobile (Destination/Pathway)
• Social Media (Destination/Pathway)
• Facebook
• LinkedIn
• Twitter
• Google+
P2-8

27. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Relationship Marketing 101
SSMS NY 2015
Keywords – Law of Attraction & Retention!
• What is your value?
• What makes you different?
• How would your ideal target find
you?
• What would they “Google” to find
you?
• Survey your targets!
P3-9

28. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Relationship Marketing 101
SSMS NY 2015

29. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Relationship Marketing 101
SSMS NY 2015
Keyword Tools – our favorites
• Google Adwords
• Google Trends
• Uber Suggest
• Word Tracker
• Soovle
• Twitter (hashtag search!)
P3-9

30. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Relationship Marketing 101
SSMS NY 2015
Keywords – Law of Attraction & Retention!
• What is your value?
• What makes you different?
• How would your ideal target find
you?
• What would they “Google” to find
you?
• Survey them!
1. Brand
2. Product
3. Competitor
P3-9

31. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Relationship Marketing 101
SSMS NY 2015
Where Does Your Target Exist?
• Facebook?
• Twitter?
• LinkedIn?
• Google+?
• Social Mobile?
P4-10

32. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Relationship Marketing 101
SSMS NY 2015
Build
• Social Media Profiles
(Attraction/Pathway/Destination)
• Your target may determine which networks are best
• Active vs. Passive
• Appropriate Website/Landing Page/Microsite
P4-11

33. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Relationship Marketing 101
SSMS NY 2015
Social Media Profiles
ACTIVE
ACTIVE
ACTIVE
PASSIVE

34. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Relationship Marketing 101
SSMS NY 2015
Website/Landing Page/Microsite

35. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Relationship Marketing 101
SSMS NY 2015
Email Data - Inbound
• Automated vs. Manual
• Destination
• Platform
• Single vs Routed
• Source Tracking
• Interface
• CRM, Email System, Inbox
• Routing
P4-12,13,14

36. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Relationship Marketing 101
SSMS NY 2015
Email Data - Outbound
• Automated vs. Manual
• Destination
• Complete community
• Segments
• Source
• Interface
• CRM, Email System, Inbox
• Frequency
P4-12,13,14

37. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Relationship Marketing 101
SSMS NY 2015
Building a Content Map
• Remember
• Value
• Target
• Keywords
• Platforms
P5-15

38. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Relationship Marketing 101
SSMS NY 2015
Building a Content Map
• Remember
• Value
• Target
• Keywords
• Platforms

39. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Relationship Marketing 101
SSMS NY 2015
• Remember
• Value
• Target
• Keywords
• Platforms
Building a Content Map

40. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Relationship Marketing 101
SSMS NY 2015
Launch
• Begin generating valuable content
• Interact and engage with customers and prospects
• Build relationships
• Consistently Measure (Test, Test, Test)
• Connections
• Engagement
• Outcome/Sales

41. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Relationship Marketing 101
SSMS NY 2015
Connections
Connection
•Emails/Contacts
•New Connections
•New Followers
•New Likes
•New Subscribers

42. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Relationship Marketing 101
SSMS NY 2015
Engagement
Engagement
•Likes
•Comments
•Shares
•Direct Messages

43. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Relationship Marketing 101
SSMS NY 2015
Outcome
Outcome
•Requests for Proposals
•Orders
•Sales
•Emails/Contacts
•New Connections
•New Followers
•New Likes
•New Subscribers

44. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Relationship Marketing 101
SSMS NY 2015
Outcome
Remember NOT
WINNING, does
NOT mean that you
are LOSING!

45. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Relationship Marketing 101
SSMS NY 2015
Community Measuring Tools
* http://social-media-monitoring-review.toptenreviews.com/

46. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Relationship Marketing 101
SSMS NY 2015
Questions?

47. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Relationship Marketing 101
SSMS NY 2015
Thank You!Thank You!

48. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Relationship Marketing 101
SSMS NY 2015
Connect WITH us!
dean@forwardprogress.net
TWITTER: Twitter.com/FwdProgressInc
TWITTER: Twitter.com/DeanDeLisle
FACEBOOK: Facebook.com/DeanDeLisle
BUSINESS PAGE: Facebook.com/ForwardProgress
LINKEDIN: LinkedIn.com/in/DeanDeLisle
www.ForwardProgress.NET