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PRESENTED BY + The Social Customer Relationship: How to Complement Social ROI with ROR
| Date post: | 04-Aug-2015 |
| Category: |
Social Media |
| Upload: | sprout-social |
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PRESENTED BY
+
The Social Customer Relationship: How to Complement Social ROI with ROR
+@TedRubin | @SproutSocial | #RonR
Ted Rubin
Social Media Strategist,
Return on Relationship
@tedrubin
Andrew Caravella
VP Marketing,Sprout Social
@andrewcaravella
+@TedRubin | @SproutSocial | #RonR
Relationships are the new currency
+@TedRubin | @SproutSocial | #RonR
Social is a facilitator of relationships, it is not the relationship itself!
+@TedRubin | @SproutSocial | #RonR
A “Brand” is what a business does, and a “Reputation” is what
people remember and share.
+@TedRubin | @SproutSocial | #RonR
Think REPUTATION, not ranking…
CONNECTION, not network…
LOYALTY, not celebrity.
+@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
+@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?
+@TedRubin | @SproutSocial | #RonR
Being social drives engagement,
engagement drives loyalty/advocacy,
and both correlate directly to
increased sales.
ROR (#RonR) = ROI
+@TedRubin | @SproutSocial | #RonR
Awareness = Revenues Differentiators = Margins
Authenticity = Loyalty/Advocacy
All measurable AND = Increased sales/profits
+@TedRubin | @SproutSocial | #RonR
Social can’t be siloed… there is a
direct impact everywhere
within an organization.
+@TedRubin | @SproutSocial | #RonR
Loyalty Marketing from Within
Empower your employees and they will power your brand
+@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
+@TedRubin | @SproutSocial | #RonR
Quality interactions…
• 1-on-1 engagement
• CRM/conversation history within Sprout
• Personalized interactions
• Staff accordingly
+@TedRubin | @SproutSocial | #RonR
+@TedRubin | @SproutSocial | #RonR
+@TedRubin | @SproutSocial | #RonR
…lead to quantifiable data.
Here at Sprout, we measure:
• Engagement
• Response rate/time
• Team performance
• Sent message data
+@TedRubin | @SproutSocial | #RonR
+@TedRubin | @SproutSocial | #RonR
You know what doesn’t work for a social strategy?
NOT BEING SOCIAL.
+@TedRubin | @SproutSocial | #RonR
@TedRubin | TedRubin.com
ReturnOnRelationship.com | [email protected]
