The Social Customer Relationship
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 Socials 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
The Social Customer Relationship
- 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 cant 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 doesnt 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