Social media is firmly established as a must-have marketing and communications tool for brands, and as businesses raise investments into social, the need for concrete, quantifiable returns on those increased investments is very real. However, business leaders often fail to consider the impact and long-term return on relationship, customer experience and audience engagement. So, how do you quantify return on qualitative metrics to prove that your social efforts are paying off? Social media leader Ted Rubin and Sprout Social’s VP of Marketing Andrew Caravella explain the return on relationship and what it means for your brand, including: -Tips on developing, deepening and extending your social relationships -Ideas for building brand advocates through the customer experience -How to determine and quantify impact of ROR

1. PRESENTED BY
+
The Social Customer Relationship:
How to Complement Social ROI with ROR

2. +@TedRubin | @SproutSocial | #RonR
Ted Rubin
Social Media Strategist,
Return on Relationship
@tedrubin
Andrew Caravella
VP Marketing,
Sprout Social
@andrewcaravella

3. +@TedRubin | @SproutSocial | #RonR
Relationships
are the new currency

4. +@TedRubin | @SproutSocial | #RonR
Social is a facilitator of
relationships, it is not
the relationship itself!

5. +@TedRubin | @SproutSocial | #RonR
A “Brand” is what a business
does, and a “Reputation” is what
people remember and share.

6. +@TedRubin | @SproutSocial | #RonR
Think REPUTATION, not ranking…
CONNECTION, not network…
LOYALTY, not celebrity.

7. +@TedRubin | @SproutSocial | #RonR
1. Listen
2. Make it be about THEM
3. Ask “How can I serve you?”
4. Aim for ongoing engagement
5. Look people in the eye digitally

8. +@TedRubin | @SproutSocial | #RonR
When someone asks me…
what is the ROI of Social?
I ask… what is the ROI of trust
and what is the ROI of loyalty?

9. +@TedRubin | @SproutSocial | #RonR
Being social drives engagement,
engagement drives loyalty/advocacy,
and both correlate directly to
increased sales.
ROR (#RonR) = ROI

10. +@TedRubin | @SproutSocial | #RonR
Awareness = Revenues
Differentiators = Margins
Authenticity = Loyalty/Advocacy
All measurable AND = Increased sales/profits

11. +@TedRubin | @SproutSocial | #RonR
Social can’t be siloed… there is a
direct impact everywhere
within an organization.

12. +@TedRubin | @SproutSocial | #RonR
Loyalty Marketing from Within
Empower your employees and they will power your brand

13. +@TedRubin | @SproutSocial | #RonR
Amplify Customer Experience
• Make it better by ”really” listening to them
• Close the value loop
• Put customer convenience first
• Be useful, be interesting… stay clear of one-size-fits all
• Empower people to share (people love sharing!)
• Focus on unmet needs, and be one step ahead
• Add value in every customer interaction

14. +@TedRubin | @SproutSocial | #RonR
Quality interactions…
• 1-on-1 engagement
• CRM/conversation history
within Sprout
• Personalized interactions
• Staff accordingly

15. +@TedRubin | @SproutSocial | #RonR

16. +@TedRubin | @SproutSocial | #RonR

17. +@TedRubin | @SproutSocial | #RonR
…lead to quantifiable data.
Here at Sprout, we measure:
• Engagement
• Response rate/time
• Team performance
• Sent message data

18. +@TedRubin | @SproutSocial | #RonR

19. +@TedRubin | @SproutSocial | #RonR
You know what doesn’t work
for a social strategy?
NOT BEING SOCIAL.

20. +@TedRubin | @SproutSocial | #RonR
@TedRubin | TedRubin.com
ReturnOnRelationship.com | tedrubin@gmail.com

21. Learn more about Return on Relationship
returnonrelationship.com

22. Get a free 30-day trial
sproutsocial.com