[Non-Profit Version!] Relationship Marketing: Sales, Loyalty, and Customer Service in Social Media

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Igniting Sales, Loyalty, and Customer Service

in the Social Realm

2014 Governor’s Conference on Volunteerism

Relationship Marketing on Fire!

Source: karen_neoh on Flickr (CC BY 2.0)

https://www.flickr.com/photos/kneoh/5437743453/sizes/n/

https://www.flickr.com/photos/kneoh/5437743453/sizes/n/

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What’s on the Path Ahead…

• What is “customer service”?• Monitoring brand chatter• Engaging with authenticity• Building online relationships• Listen, Learn, Connect!

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“Relationship marketing is all about people

doing business with people.”

--Mari Smith, author, The New Relationship

Marketing

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“Social media is about sociology and psychology

more than technology.”--Brian Solis, author, Engage

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Who are your “customers”?

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• Traditional retail customers

• Individual donors

• Corporate donors

• Prospective donors

• Inactive donors

• Active volunteers

• Prospective volunteers

• Grant sources

• Government agencies

• Licensing bodies

• Associations/trade groups

• Media outlets

• Newsletter recipients

• Social media contacts

• Employees

• Content providers

Customers are ALL the people you serve.

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Everything is customer service!

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It all starts with your BRAND.Who are you as an

organization?How do you portray

yourselves to customers?

What’s your “Why”?

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Listen#1

“The ear of the leader must ring with the voices of the people.”

– Woodrow Wilson

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LISTEN: Monitor brand chatter.

Find the conversations that will enhance your brand, your

reputation, and your “Know, Like, and Trust” factor.

Then participate in them.

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People

Source: Celestine Chua on Flickr (CC BY 2.0)

Who’s most important to

listen to?

https://www.flickr.com/photos/celestinechua/10668754273/sizes/z/

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KeywordsWhat words and phrases are

they using to talk about

things related to your “why”?

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10 Ways to LISTEN:1. HootSuite 2. FB Interest Lists3. Twitter Lists4. Mention5. Hashtags

(Tagboard)

6. Google Alerts 7. Social Mention8. Twilert9. YT Subscriptions10.LI Group Digests

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Learn#2

“You have to learn the rules of the game. And then you have to play better than anyone

else.” – Albert Einstein

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LEARN: Let the data do the teaching.

Algorithms and audiences will tell you EXACTLY

what they like and don’t like, and EXACTLY what moves them to

action.

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ReachHow many

people see what you put out there?

Source: Rberteig on Flickr (CC BY 2.0)

https://www.flickr.com/photos/rberteig/74361336/sizes/z/

https://www.flickr.com/photos/rberteig/74361336/sizes/z/

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EngagingWho takes action, and what action is

it?

Best to worst: Shares, clicks, comments, likes.

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Chain of Actions

1. What are your goals?

2. What’s the path to achieve

it?

3. Are customers following

through?

4. If not, where are they

getting lost?Source: Elvert Barnes on Flickr (CC BY 2.0)

https://www.flickr.com/photos/perspective/49213620/sizes/l

https://www.flickr.com/photos/perspective/49213620/sizes/l

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10 Ways to LEARN:

1. Google Analytics2. FB Insights3. Twitter Analytics4. LI Company Stats5. YT Analytics

6. Sprout Social7. Meltwater Buzz8. Klout9. Kred10.Masterminding/

Communities

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The ‘A-Ha!’ Tribe Agenda for 2014

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Connect#3

“The thing that we are trying to do with Facebook, is just help people connect and communicate more

efficiently.” – Mark Zuckerberg

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CONNECT: Engage with authenticity.

Consistent, human, empathetic engagement creates loyalty,

engenders positive word of mouth, and moves people to take action.

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TimingPeople just want

to know they’ve been heard. How quickly do you

respond?

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Sharing

People talk – give them good things to say

about you!

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5 Places to CONNECT:1. Faceboo

k2. Twitter3. YouTube4. Website5. Giving

websites

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InstagramEngagement on

Instagram is 15 times that of Facebook’s.

It’s the fastest growing of the Top 10 mobile apps.

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VineBranded Vines 4x more likely to be shared than other video.

9 tweets with a Vine link are sent every second of every day.

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1. Listen2. Learn

3. Connect

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Building relationships online is an investment.

Like offline relationships, building online relationships

requirestime, attention, and genuine

interest.

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The results of your investments?

It’s a numbers game, plain and simple.

Bigger (quality) audience = bigger (quality) donor base.

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Also, bigger audience = authority, which is more

attractive to corporate and large-scale donors.

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And, authority = attention, which starts the virtuous cycle

all over again!

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Relationship marketing is the foundation.You build on it with content marketing

– getting your message OUT THERE

in new and creative ways, using the channels where your

Ideal Audiences spend their time!

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Once you have your

“why”…

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[Non-Profit Version!] Relationship Marketing: Sales, Loyalty, and Customer Service in Social Media

Government & Nonprofit

Transcript of [Non-Profit Version!] Relationship Marketing: Sales, Loyalty, and Customer Service in Social Media