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

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How can social media affect sales, loyalty, and customer service? Are there
reasonable ways to monitor brand chatter, engage with authenticity, and build
online relationships that translate into profits and possibilities? In this powerful
session, attendees will learn how to harness the power of today’s top marketing
platforms and communication channels to increase customer loyalty, manage brand conversations, and create positive opportunities from “the Wild West” that is the social media realm. Using real life examples of how top social networks like Facebook, LinkedIn, and Twitter are being used to listen, learn, connect - and yes,
even sell! – Session attendees will discover new and effective ways to ignite meaningful relationships and drive actionable results.

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

  1. 1. #AhaTribe AhaTribe.com | Lani & Allen Voivod, Your Allies in Possibility | @LaniVoivod | @AllenVoivod 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)
  2. 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. 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. 4. #AhaTribe AhaTribe.com | Lani & Allen Voivod, Your Allies in Possibility | @LaniVoivod | @AllenVoivod
  5. 5. #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
  6. 6. #AhaTribe AhaTribe.com | Lani & Allen Voivod, Your Allies in Possibility | @LaniVoivod | @AllenVoivod Who are your “customers”?
  7. 7. #AhaTribe AhaTribe.com | Lani & Allen Voivod, Your Allies in Possibility | @LaniVoivod | @AllenVoivod • 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.
  8. 8. #AhaTribe AhaTribe.com | Lani & Allen Voivod, Your Allies in Possibility | @LaniVoivod | @AllenVoivod Everything is customer service, because everything is a BRAND EXPERIENCE.
  9. 9. #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”?
  10. 10. #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
  11. 11. #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.
  12. 12. #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? Industry thought leaders Social influencers Current clients and customers The community you serve Other brands and orgs that share your “Why”
  13. 13. #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”?
  14. 14. #AhaTribe AhaTribe.com | Lani & Allen Voivod, Your Allies in Possibility | @LaniVoivod | @AllenVoivod
  15. 15. #AhaTribe AhaTribe.com | Lani & Allen Voivod, Your Allies in Possibility | @LaniVoivod | @AllenVoivod
  16. 16. #AhaTribe AhaTribe.com | Lani & Allen Voivod, Your Allies in Possibility | @LaniVoivod | @AllenVoivod
  17. 17. #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
  18. 18. #AhaTribe AhaTribe.com | Lani & Allen Voivod, Your Allies in Possibility | @LaniVoivod | @AllenVoivod
  19. 19. #AhaTribe AhaTribe.com | Lani & Allen Voivod, Your Allies in Possibility | @LaniVoivod | @AllenVoivod
  20. 20. #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
  21. 21. #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.
  22. 22. #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)
  23. 23. #AhaTribe AhaTribe.com | Lani & Allen Voivod, Your Allies in Possibility | @LaniVoivod | @AllenVoivod Engaging Who takes action, and what action is it? Best to least best, according to Facebook: Shares, clicks, comments, likes.
  24. 24. #AhaTribe AhaTribe.com | Lani & Allen Voivod, Your Allies in Possibility | @LaniVoivod | @AllenVoivod 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)
  25. 25. #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
  26. 26. #AhaTribe AhaTribe.com | Lani & Allen Voivod, Your Allies in Possibility | @LaniVoivod | @AllenVoivod
  27. 27. #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
  28. 28. #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.
  29. 29. #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?
  30. 30. #AhaTribe AhaTribe.com | Lani & Allen Voivod, Your Allies in Possibility | @LaniVoivod | @AllenVoivod
  31. 31. #AhaTribe AhaTribe.com | Lani & Allen Voivod, Your Allies in Possibility | @LaniVoivod | @AllenVoivod Sharing People talk – give them good things to say about you!
  32. 32. #AhaTribe AhaTribe.com | Lani & Allen Voivod, Your Allies in Possibility | @LaniVoivod | @AllenVoivod 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)
  33. 33. #AhaTribe AhaTribe.com | Lani & Allen Voivod, Your Allies in Possibility | @LaniVoivod | @AllenVoivod 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)
  34. 34. #AhaTribe AhaTribe.com | Lani & Allen Voivod, Your Allies in Possibility | @LaniVoivod | @AllenVoivod http://pinterest.com/source/ YourWebsite.com
  35. 35. #AhaTribe AhaTribe.com | Lani & Allen Voivod, Your Allies in Possibility | @LaniVoivod | @AllenVoivod
  36. 36. #AhaTribe AhaTribe.com | Lani & Allen Voivod, Your Allies in Possibility | @LaniVoivod | @AllenVoivod 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.
  37. 37. #AhaTribe AhaTribe.com | Lani & Allen Voivod, Your Allies in Possibility | @LaniVoivod | @AllenVoivod
  38. 38. #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.
  39. 39. #AhaTribe AhaTribe.com | Lani & Allen Voivod, Your Allies in Possibility | @LaniVoivod | @AllenVoivod 1. Listen 2. Learn 3. Connect
  40. 40. #AhaTribe AhaTribe.com | Lani & Allen Voivod, Your Allies in Possibility | @LaniVoivod | @AllenVoivod 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.
  41. 41. #AhaTribe AhaTribe.com | Lani & Allen Voivod, Your Allies in Possibility | @LaniVoivod | @AllenVoivod
  42. 42. #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.
  43. 43. #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) customer base.
  44. 44. #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 Google.
  45. 45. #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!
  46. 46. #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!
  47. 47. #AhaTribe AhaTribe.com | Lani & Allen Voivod, Your Allies in Possibility | @LaniVoivod | @AllenVoivod Once you have your “why”…
  48. 48. #AhaTribe AhaTribe.com | Lani & Allen Voivod, Your Allies in Possibility | @LaniVoivod | @AllenVoivod
  49. 49. #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
  50. 50. #AhaTribe AhaTribe.com | Lani & Allen Voivod, Your Allies in Possibility | @LaniVoivod | @AllenVoivod The ‘A-Ha!’ Tribe Agenda for 2014
  51. 51. #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

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