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[Non-Profit Version!] Relationship Marketing: Sales, Loyalty, and Customer Service in Social Media
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[Non-Profit Version!] Relationship Marketing: Sales, Loyalty, and Customer Service in Social Media

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  • 1. #AhaTribe AhaTribe.com | Lani & Allen Voivod, Your Allies in Possibility | @LaniVoivod | @AllenVoivod Igniting Sales, Loyalty, and Customer Service in the Social Realm 2014 Governor’s Conference on Volunteerism Relationship Marketing on Fire! Source: karen_neoh on Flickr (CC BY 2.0)
  • 2. #AhaTribe AhaTribe.com | Lani & Allen Voivod, Your Allies in Possibility | @LaniVoivod | @AllenVoivod What’s on the Path Ahead… • What is “customer service”? • Monitoring brand chatter • Engaging with authenticity • Building online relationships • Listen, Learn, Connect!
  • 3. #AhaTribe AhaTribe.com | Lani & Allen Voivod, Your Allies in Possibility | @LaniVoivod | @AllenVoivod “Relationship marketing is all about people doing business with people.” --Mari Smith, author, The New Relationship Marketing
  • 4. #AhaTribe AhaTribe.com | Lani & Allen Voivod, Your Allies in Possibility | @LaniVoivod | @AllenVoivod “Social media is about sociology and psychology more than technology.” --Brian Solis, author, Engage
  • 5. #AhaTribe AhaTribe.com | Lani & Allen Voivod, Your Allies in Possibility | @LaniVoivod | @AllenVoivod Who are your “customers”?
  • 6. #AhaTribe AhaTribe.com | Lani & Allen Voivod, Your Allies in Possibility | @LaniVoivod | @AllenVoivod • Traditional retail customers • Individual donors • Corporate donors • Prospective donors • Inactive donors • Active volunteers • Prospective volunteers • Grant sources • Government agencies • Licensing bodies • Associations/trade groups • Media outlets • Newsletter recipients • Social media contacts • Employees • Content providers Customers are ALL the people you serve.
  • 7. #AhaTribe AhaTribe.com | Lani & Allen Voivod, Your Allies in Possibility | @LaniVoivod | @AllenVoivod Everything is customer service!
  • 8. #AhaTribe AhaTribe.com | Lani & Allen Voivod, Your Allies in Possibility | @LaniVoivod | @AllenVoivod It all starts with your BRAND. Who are you as an organization? How do you portray yourselves to customers? What’s your “Why”?
  • 9. #AhaTribe AhaTribe.com | Lani & Allen Voivod, Your Allies in Possibility | @LaniVoivod | @AllenVoivod Listen #1 “The ear of the leader must ring with the voices of the people.” – Woodrow Wilson
  • 10. #AhaTribe AhaTribe.com | Lani & Allen Voivod, Your Allies in Possibility | @LaniVoivod | @AllenVoivod 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.
  • 11. #AhaTribe AhaTribe.com | Lani & Allen Voivod, Your Allies in Possibility | @LaniVoivod | @AllenVoivod People Source: Celestine Chua on Flickr (CC BY 2.0) Who’s most important to listen to?
  • 12. #AhaTribe AhaTribe.com | Lani & Allen Voivod, Your Allies in Possibility | @LaniVoivod | @AllenVoivod Keywords What words and phrases are they using to talk about things related to your “why”?
  • 13. #AhaTribe AhaTribe.com | Lani & Allen Voivod, Your Allies in Possibility | @LaniVoivod | @AllenVoivod 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
  • 14. #AhaTribe AhaTribe.com | Lani & Allen Voivod, Your Allies in Possibility | @LaniVoivod | @AllenVoivod
  • 15. #AhaTribe AhaTribe.com | Lani & Allen Voivod, Your Allies in Possibility | @LaniVoivod | @AllenVoivod Learn #2 “You have to learn the rules of the game. And then you have to play better than anyone else.” – Albert Einstein
  • 16. #AhaTribe AhaTribe.com | Lani & Allen Voivod, Your Allies in Possibility | @LaniVoivod | @AllenVoivod 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.
  • 17. #AhaTribe AhaTribe.com | Lani & Allen Voivod, Your Allies in Possibility | @LaniVoivod | @AllenVoivod Reach How many people see what you put out there? Source: Rberteig on Flickr (CC BY 2.0)
  • 18. #AhaTribe AhaTribe.com | Lani & Allen Voivod, Your Allies in Possibility | @LaniVoivod | @AllenVoivod Engaging Who takes action, and what action is it? Best to worst: Shares, clicks, comments, likes.
  • 19. #AhaTribe AhaTribe.com | Lani & Allen Voivod, Your Allies in Possibility | @LaniVoivod | @AllenVoivod Chain of Actions1. 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? Source: Elvert Barnes on Flickr (CC BY 2.0)
  • 20. #AhaTribe AhaTribe.com | Lani & Allen Voivod, Your Allies in Possibility | @LaniVoivod | @AllenVoivod 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
  • 21. #AhaTribe AhaTribe.com | Lani & Allen Voivod, Your Allies in Possibility | @LaniVoivod | @AllenVoivod The ‘A-Ha!’ Tribe Agenda for 2014
  • 22. #AhaTribe AhaTribe.com | Lani & Allen Voivod, Your Allies in Possibility | @LaniVoivod | @AllenVoivod Connect #3 “The thing that we are trying to do with Facebook, is just help people connect and communicate more efficiently.” – Mark Zuckerberg
  • 23. #AhaTribe AhaTribe.com | Lani & Allen Voivod, Your Allies in Possibility | @LaniVoivod | @AllenVoivod CONNECT: Engage with authenticity. Consistent, human, empathetic engagement creates loyalty, engenders positive word of mouth, and moves people to take action.
  • 24. #AhaTribe AhaTribe.com | Lani & Allen Voivod, Your Allies in Possibility | @LaniVoivod | @AllenVoivod Timing People just want to know they’ve been heard. How quickly do you respond?
  • 25. #AhaTribe AhaTribe.com | Lani & Allen Voivod, Your Allies in Possibility | @LaniVoivod | @AllenVoivod
  • 26. #AhaTribe AhaTribe.com | Lani & Allen Voivod, Your Allies in Possibility | @LaniVoivod | @AllenVoivod Sharing People talk – give them good things to say about you!
  • 27. #AhaTribe AhaTribe.com | Lani & Allen Voivod, Your Allies in Possibility | @LaniVoivod | @AllenVoivod 5 Places to CONNECT: 1. Facebook 2. Twitter 3. YouTube 4. Website 5. Giving websites
  • 28. #AhaTribe AhaTribe.com | Lani & Allen Voivod, Your Allies in Possibility | @LaniVoivod | @AllenVoivod
  • 29. #AhaTribe AhaTribe.com | Lani & Allen Voivod, Your Allies in Possibility | @LaniVoivod | @AllenVoivod Instagram Engagement on Instagram is 15 times that of Facebook’s. It’s the fastest growing of the Top 10 mobile apps.
  • 30. #AhaTribe AhaTribe.com | Lani & Allen Voivod, Your Allies in Possibility | @LaniVoivod | @AllenVoivod 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.
  • 31. #AhaTribe AhaTribe.com | Lani & Allen Voivod, Your Allies in Possibility | @LaniVoivod | @AllenVoivod 1. Listen 2. Learn 3. Connect
  • 32. #AhaTribe AhaTribe.com | Lani & Allen Voivod, Your Allies in Possibility | @LaniVoivod | @AllenVoivod Building relationships online is an investment. Like offline relationships, building online relationships requires time, attention, and genuine interest.
  • 33. #AhaTribe AhaTribe.com | Lani & Allen Voivod, Your Allies in Possibility | @LaniVoivod | @AllenVoivod The results of your investments? It’s a numbers game, plain and simple. Bigger (quality) audience = bigger (quality) donor base.
  • 34. #AhaTribe AhaTribe.com | Lani & Allen Voivod, Your Allies in Possibility | @LaniVoivod | @AllenVoivod The results of your investments? Also, bigger audience = authority, which is more attractive to corporate and large-scale donors.
  • 35. #AhaTribe AhaTribe.com | Lani & Allen Voivod, Your Allies in Possibility | @LaniVoivod | @AllenVoivod The results of your investments? And, authority = attention, which starts the virtuous cycle all over again!
  • 36. #AhaTribe AhaTribe.com | Lani & Allen Voivod, Your Allies in Possibility | @LaniVoivod | @AllenVoivod 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!
  • 37. #AhaTribe AhaTribe.com | Lani & Allen Voivod, Your Allies in Possibility | @LaniVoivod | @AllenVoivod Once you have your “why”…
  • 38. #AhaTribe AhaTribe.com | Lani & Allen Voivod, Your Allies in Possibility | @LaniVoivod | @AllenVoivod
  • 39. #AhaTribe AhaTribe.com | Lani & Allen Voivod, Your Allies in Possibility | @LaniVoivod | @AllenVoivod
  • 40. #AhaTribe AhaTribe.com | Lani & Allen Voivod, Your Allies in Possibility | @LaniVoivod | @AllenVoivod
  • 41. #AhaTribe AhaTribe.com | Lani & Allen Voivod, Your Allies in Possibility | @LaniVoivod | @AllenVoivod You’re invited! Join today at AhaTribe.com! On-demand access to: • Monthly Training Webinars • Exclusive Expert Interviews • Private Mastermind Community • Expanding Video Tutorial Library • Exclusive Discounts, Early Access
  • 42. #AhaTribe AhaTribe.com | Lani & Allen Voivod, Your Allies in Possibility | @LaniVoivod | @AllenVoivod Thank you! What was one of your favorite tips or ideas shared in this presentation? Please tweet it! • @EpiphaniesInc • #AhaTribe • http://AhaTribe.com