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ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
How to Create a Social Strategy Focused on Engagement,
Relationship and Community Building
ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Dean DeLisle
• Founder and CEO of Forward Progress, Inc.
• Trains and coaches over 2,000 people per month
• Trained and coached over 95,000 in social network skills
• Over 30 years in business coaching, consulting and training
• Call center, internet, emarketing, event management, lead generation,
web seminars, elearning, eselling
• Over two billion dollars sales, over 100 million leads, helped thousands
of people using internet based lead
• Financial services, real estate, professional services, legal, accounting
manufacturing, telecommunications, technical, insurance, agencies,
auto, retail, banking educational and channel sales…..
ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
The Law of Familiarity determines that the more we
spend time with and get to know anything, and the
more something becomes just a normal part of life –
the less we are excited about it or the less we give it
the attention it deserves. We see this happen in all
aspects of life – relationships, work, hobbies,
exercise, initiatives and learning. Sometimes things
just become… boring and our mind shuts down!
ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Commit to Your Success
ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Social Networks
Where Does Your Organization Stand Now?
YOU
ARE
HERE
ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
How to Create a Social Strategy Focused on Engagement,
Relationship and Community Building
What you will learn today;
•How the evolution of relationship marketing affects you
•Why people buy from those they know, like and trust
•The most effective ways to increase engagement in your social networks
•How today’s mobile technology has streamlined relationship building
•New ways to leverage your content to build trust among your community
ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
What is Relationship Marketing?
• Developed following Direct Response Marketing
• Focused on customer retention, satisfaction, trust and relationships
• Powered By
• Relationship management
• Relationship building
• Social media marketing
• Content marketing
• Social and emotional intelligence
• An intent to build community
ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Relationship Management
• Social Media Engagement
• Content Sharing
• Value Serving
• Listening
ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Relationship Marketing
Why does it often not work for organizations?
MINDSET!MINDSET!
ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Relationship Community Building
• Social Media Marketing
• Increased customer engagement on social media leads to more
visibility and increased followers
• Social media and blogs account for 23% of all time spent online
• Content Marketing
• Valuable content increases online engagement
• Interesting content is a top reason people follow brands on social
media (Business2Community.com)
ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Why Practice Relationship Marketing?
• Trust
• Rapport
• Emotional connection
• The numbers!
• Probability of selling to existing customer is 60-70% while new prospects yield 5-20%
(Marketing Metrics)
• An engaged existing customer will spend 33% more than a new customer (Buzzle).
• 47% of Americans say Facebook is their Number 1 influencer of purchases (JeffBullas.com).
• 70% of buying experiences are based on how the customer feels they are being treated
(McKinsey).
• 70% of local businesses are using Facebook
ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Evolution of Relationship Marketing (1)
RELATIONSHIPMARKETING
ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Evolution of Relationship Marketing (2)
RELATIONSHIPMARKETING
ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Evolution of Relationship Marketing (3)
RELATIONSHIPMARKETING
ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Core - Authenticity
• Genuineness
• Undisputed credibility
• Real, honest, worthy of belief, sincere
• True to one’s values, spirit, personality, and character despite external
pressures
• Congruence between who you are on the inside and how you are on the outside
• Behavioral integrity – doing what you say
ART & SCIENCE
ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Network Science*
Node: Individual
Link: Connection between two nodes
Cluster: Several linked nodes
Hub: Large cluster, several clusters
*Courtesy of US Army
ART & SCIENCE
ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Organizational and Team Impact
(Internal)
ART & SCIENCE
ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Organizational and Team Impact
(External)
ART & SCIENCE
ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Network Hubs
Your
Company
Conferences
Employees
Charities
Clients
Partners
Associations
Hub: Large cluster or
group of cluster of network
connections.
ART & SCIENCE
ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Engagement
• Percentage of consumers who engage with their favorite brands via social
media by age
• 23% of consumers ages 18-29
• 39% of consumers ages 30-49
• 38% of consumers above 50
• 87% of survey respondents indicate that online social engagement with a
brand positively impacts their likelihood to purchase.
Brafton.com
ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Engagement Continuum
Disengaged Mis-engaged Engaged
Barely logged in Unconsciously liking
things
Posting and
commenting
Learning about
person’s profile
and background
Engaging with intent
to transform
relationship for
mutual benefit
Transactional Conscious, Tied to
Yearning & Emotions
Transformational
Dr. Bob Wright – Wright Graduate University
ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Strategize to Build Your Community
1. Plan
2. Build
3. Launch
ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Step 1 - Plan
• Your services and value proposition
• Your main goals
• Target markets
• Where you want to be found online
ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Value
• What products/services do you provide?
• How do you compare to competition?
• S.W.O.T Analysis?
• How can you help others?
ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Goals (Outcome)
• Marketing
• Leads
• Traffic
• Registrations
• Friends
• Connections
• Comments
• Sales
• Dials
• Clicks
• Connections
• Proposals
• Closes
ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Identify Your Target
Who is your target customer/client/partner?
• What do they look like?
• What Industry are they in?
• What size company do they work for?
• Who do they know?
• If they are consumers, what are their interests?
• Who will you be talking to?
ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Where Does Your Target Exist?
• Facebook?
• Twitter?
• LinkedIn?
• Google+?
• Social Mobile?
ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Where Do You Want to be Found?
• Search keywords (Attraction/Pathway)
• Your Web site (Destination/Pathway)
• Mobile (Destination/Pathway)
• Social media (Destination/Pathway)
• Facebook
• LinkedIn
• Twitter
• Google+
ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Keywords – Law of Attraction & Retention!
• What is your value?
• What makes you different?
• How would your ideal target find
you?
• What would they “Google” to find
you?
• Survey your targets!
ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Keyword Tools – our favorites
• Google Adwords
• Google Trends
• Uber Suggest
• Word Tracker
• Soovle
• Twitter (hashtag search!)
ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Keywords – Law of Attraction & Retention!
• What is your value?
• What makes you different?
• How would your ideal target find
you?
• What would they “Google” to find
you?
• Survey them!
1. Brand
2. Product
3. Competitor
ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Step 2 - Build
• Social media profiles
(Attraction/Pathway/Destination)
• Your target may determine which networks are best
• Appropriate Web site/Landing Page/Microsite
• Let’s do an inventory!
ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Social Media Profiles
ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Web site/Landing Page/Microsite
ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Mobile
1. Reach new demographics
2. User convenience
3. Direct data (short capture)
ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Building a Content Map
• Remember
• Value
• Target
• Keywords
• Platforms
ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Building a Content Map
• Remember
• Value
• Target
• Keywords
• Platforms
ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Building a Content Map
• Remember
• Value
• Target
• Keywords
• Platforms
ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Step 3 - Launch
• Begin generating valuable content
• Interact and engage with customers and prospects
• Build relationships
• Consistently measure (test) – Social CEO
• Connections
• Engagement
• Outcome/Sales
ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Connections
Connection
•Emails/Contacts
•New Connections
•New Followers
•New Likes
•New Subscribers
ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Engagement
Engagement
•Likes
•Comments
•Shares
•Direct Messages
ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Outcome
Outcome
•Requests for Proposals
•Orders
•Sales
•Emails/contacts
•New connections
•New followers
•New likes
•New subscribers
ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Outcome
Remember NOT
WINNING, does
NOT mean you are
LOSING!
ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Community Measuring Tools
* http://social-media-monitoring-review.toptenreviews.com/
ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Questions?
ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Thank You!Thank You!
ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Connect WITH us!
dean@forwardprogress.net
TWITTER: Twitter.com/FwdProgressInc
TWITTER: Twitter.com/DeanDeLisle
FACEBOOK: Facebook.com/DeanDeLisle
BUSINESS PAGE: Facebook.com/ForwardProgress
LINKEDIN: LinkedIn.com/in/DeanDeLisle
www.ForwardProgress.NET

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How to Create a Social Strategy Focused on Engagement, Relationship and Community Building -- Dean DeLisle -- Forward Progress -- Social Jack -- Social Media Strategies Summit Chicago 2015

Editor's Notes

  1. Staying Active online Being SOCIAL How many of you enjoy what you do? Are proud of what you do?
  2. It’s huge!
  3. It’s huge!