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

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AhaTribe.com | Lani & Allen Voivod, Your Allies in Possibility | @LaniVoivod | @AllenVoivod
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)

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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?

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Keywords
What 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 Lists
3. Twitter Lists
4. Mention
5. Hashtags (Tagboard)
6. Google Alerts
7. Social Mention
8. Twilert
9. YT Subscriptions
10. 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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Reach
How many
people see
what you put
out there?
Source: Rberteig on Flickr (CC BY 2.0)

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Engaging
Who takes action, and what action is it?
Best to worst: Shares, clicks, comments, likes.

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Chain of Actions1. 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)

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10 Ways to LEARN:
1. Google Analytics
2. FB Insights
3. Twitter Analytics
4. LI Company Stats
5. YT Analytics
6. Sprout Social
7. Meltwater Buzz
8. Klout
9. Kred
10. Masterminding/Commu
nities

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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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Timing
People 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. Facebook
2. Twitter
3. YouTube
4. Website
5. Giving
websites

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Instagram
Engagement on Instagram is
15 times that of Facebook’s.
It’s the fastest growing of the
Top 10 mobile apps.

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Vine
Branded 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. Listen
2. Learn
3. Connect

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Building relationships online is an investment.
Like offline relationships,
building online relationships requires
time, 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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You’re invited! Join today at AhaTribe.com!
On-demand access to:
• Monthly Training Webinars
• Exclusive Expert Interviews
• Private Mastermind Community
• Expanding Video Tutorial Library
• Exclusive Discounts, Early Access

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Thank you!
What was one of your favorite
tips or ideas shared in this
presentation? Please tweet it!
• @EpiphaniesInc
• #AhaTribe
• http://AhaTribe.com

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

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