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Return on Relationship, 3.20.12
This document discusses the importance of building relationships over social media and measuring return on relationship (ROR) rather than just return on investment (ROI). It emphasizes that social media is for facilitating relationships, not being the relationship itself. True relationships are built on interaction, consistency, being true to your word and genuine. The document provides tips for cultivating relationships such as listening, making it about the other person, asking how you can serve them, aiming for ongoing engagement and knowing your audience. It also presents case studies of how brands like Glidden and Nestle used influencer marketing to engage audiences and drive traffic.
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- 2. Fans, Friends, Followers Audience? Or Asset? Subtitle TM
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- 4. Connect with Thousands…. Subtitle TM
- 5. One by One… Subtitle TM
- 6. Social is a facilitatorof relationships, it is not the relationship itself! TM
- 7. Return on Relationship… JetBlue Gets It! TM
- 8. Trust is Built •Based on interaction • Consistency • True to your word, authentic, and genuine TM
- 9. Return on Relationship… 1. Listen 2. Make it be about THEM 3. Ask “How can I serve you?” 4. Aim for Ongoing Engagement 5. Know the People in Your Audience TM
- 10. You know whatdoesn’t work for a social media strategy? NOT BEING SOCIAL. TM
- 11. Think REPUTATION, notranking… CONNECTION, not network… LOYALTY, not celebrity. TM
- 12. A “Brand” iswhat a business does, and a “Reputation” is what people remember. TM
- 13. Social Media drives engagement, engagement drives loyalty, loyalty correlates directly to increased sales. ROR (#RonR) = ROI TM
- 14. Relationships ARE thenew currency – honor them, invest in them, and start measuring your ROR! TM
- 15. Return on Relationship… @TedRubin TedRubin.com ChiefSocial Marketing Officer Collective Bias tedrubin@collectivebias.com TM
- 16. Awareness = Revenues Differentiators = Margins Authenticity = Loyalty All Measurable AND = Increased Sales/Profits. TM
- 17. Case Study: Glidden EngagingAudiences to Increase Sales The Challenge Develop a social media program to drive awareness and trial of Glidden’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. Case Study: Nestlé DrivingTraffic to In Store Demos The Challenge To create fun and engaging content to increase awareness and drive traffic to “The Walmart Ice Cream Social,” an in-store demonstration event focusing on Dreyer’s, Edy’s and Drumstick ice 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