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Return on Relationship, 3.20.12


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Presented by Ted Rubin, Chief Social Marketing Officer at Collective Bias

Published in: Business, Self Improvement
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Return on Relationship, 3.20.12

  1. 1. Return on Relationship™ TM
  2. 2. Fans, Friends, Followers Audience? Or Asset? Subtitle TM
  3. 3. Norelevance… No loyalty! TM
  4. 4. Connect with Thousands…. Subtitle TM
  5. 5. One by One… Subtitle TM
  6. 6. Social is afacilitator ofrelationships, itis not therelationshipitself! TM
  7. 7. Return on Relationship… JetBlue Gets It! TM
  8. 8. Trust is Built• Based on interaction• Consistency• True to your word, authentic, and genuine TM
  9. 9. Return on Relationship…1. Listen2. Make it be about THEM3. Ask “How can I serve you?”4. Aim for Ongoing Engagement5. Know the People in Your Audience TM
  10. 10. You know what doesn’twork for a social media strategy?NOT BEING SOCIAL. TM
  11. 11. Think REPUTATION, not ranking… CONNECTION, not network… LOYALTY, not celebrity. TM
  12. 12. A “Brand” is what a business does, and a “Reputation” is what people remember. TM
  13. 13. Social Media drives engagement, engagementdrives loyalty, loyalty correlates directly to increased sales. ROR (#RonR) = ROI TM
  14. 14. Relationships ARE the new currency –honor them, invest in them, and start measuring your ROR! TM
  15. 15. Return on Relationship…@TedRubinTedRubin.comChief Social Marketing OfficerCollective TM
  16. 16. Awareness = Revenues Differentiators = Margins Authenticity = LoyaltyAll Measurable AND = Increased Sales/Profits. TM
  17. 17. Case Study: GliddenEngaging Audiences to Increase SalesThe ChallengeDevelop a social media program to drive awareness and trial ofGlidden’s paint “Testers” at a limited number of Walmart stores,and drive traffic to a digital coupon.Our Solution• Activate 30 lifestyle and do-it-yourself influencers to makeover their room of choice by completing various design "challenges”.• Write a “before” post asking readers to help choose the paint color among three Glidden Testers.• Documented and shared their progress with their audiences along the way. The final post was an “after” post revealing the finished makeover. TM
  18. 18. Case Study: NestléDriving Traffic to In Store DemosThe ChallengeTo create fun and engaging content to increase awareness anddrive traffic to “The Walmart Ice Cream Social,” an in-storedemonstration event focusing on Dreyer’s, Edy’s and Drumstickice cream at Walmart.Our Solution• Activate 110 influencers to create content around Nestlé ice cream and the in-store demo’s• Participants were challenged to have their own ice cream social to coincide with the Walmart demos across the country• Participants wrote posts promoting the demos for Memorial Day and Independence day weekends TM