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Return on Relationship™
Message to Businesses: Change Your
 Framework—Change Your Future
Social is a
 facilitator of
relationships, it
   is not the
  relationship
      itself!
Trust is Built
• Based on interaction
• Consistency
• True to your word,
  authentic, and genuine
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
Think REPUTATION, not ranking…

  CONNECTION, not network…

    LOYALTY, not celebrity.
A “Brand” is what a business
does, and a “Reputation” is
   what people remember.
Return on Relationship™

         JetBlue Gets It!
Social Media drives engagement,
    engagement drives loyalty,
   loyalty correlates directly to
         increased sales.

      ROR (#RonR) = ROI
Listen for “Moments” — and Make it Personal




Collective Bias is a social shopper media that weaves organic
         social content into engaging real-life stories.
Think like a child... and change your
creative mindset to one that works!
Just Be Nice!
When someone
asks me what is
the ROI of
Social…I ask,
what is the ROI
of Trust, what is
the ROI of
Loyalty?
Awareness = Revenues
  Differentiators = Margins
   Authenticity = Loyalty

All Measurable AND = Increased
          Sales/Profits.
You know what doesn’t work
for a social media strategy?

  NOT BEING SOCIAL.
Want More from Social?
Empower Your Employees as Brand Advocates/Evangelists
Relationships ARE the new
          currency –

honor them, invest in them, and
  start measuring your ROR!
Return on Relationship…



@TedRubin
TedRubin.com

Chief Social Marketing Officer
Collective Bias
tedrubin@collectivebias.com
Case Study: Glidden
Engaging Audiences 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.
Case Study: Nestlé
Driving Traffic 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

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Return on Relationship - BDI 1/30/13 Search & Social Leadership Forum

  • 2. Message to Businesses: Change Your Framework—Change Your Future
  • 3. Social is a facilitator of relationships, it is not the relationship itself!
  • 4. Trust is Built • Based on interaction • Consistency • True to your word, authentic, and genuine
  • 5. 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
  • 6. Think REPUTATION, not ranking… CONNECTION, not network… LOYALTY, not celebrity.
  • 7. A “Brand” is what a business does, and a “Reputation” is what people remember.
  • 8. Return on Relationship™ JetBlue Gets It!
  • 9. Social Media drives engagement, engagement drives loyalty, loyalty correlates directly to increased sales. ROR (#RonR) = ROI
  • 10. Listen for “Moments” — and Make it Personal Collective Bias is a social shopper media that weaves organic social content into engaging real-life stories.
  • 11. Think like a child... and change your creative mindset to one that works!
  • 13. When someone asks me what is the ROI of Social…I ask, what is the ROI of Trust, what is the ROI of Loyalty?
  • 14. Awareness = Revenues Differentiators = Margins Authenticity = Loyalty All Measurable AND = Increased Sales/Profits.
  • 15. You know what doesn’t work for a social media strategy? NOT BEING SOCIAL.
  • 16. Want More from Social? Empower Your Employees as Brand Advocates/Evangelists
  • 17. Relationships ARE the new currency – honor them, invest in them, and start measuring your ROR!
  • 18. Return on Relationship… @TedRubin TedRubin.com Chief Social Marketing Officer Collective Bias tedrubin@collectivebias.com
  • 19. Case Study: Glidden Engaging Audiences 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.
  • 20. Case Study: Nestlé Driving Traffic 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