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Relationship Marketing 101 - How to Build a Responsive Online Community

  1. ForwardProgress.NET @FwdProgressInc Relationship Marketing 101
  2. ForwardProgress.NET @FwdProgressInc Dean DeLisle • Founder and CEO of Forward Progress, Inc. • Trained and Coached over 100,000 in Social Network Skills • Over 30 years in Business Coaching, Consulting and Training • Relationship Marketing, Social Selling, Event Management and Production, Web Seminars, eLearning, Lead Generation and Conversion Social Networking, Email Marketing • Financial Services, Insurance, Real Estate, Banking, Professional Services, Legal, Accounting, Technology, Marketing Agencies, Coaching and Training, Higher Education and Channel Sales…
  3. ForwardProgress.NET @FwdProgressInc
  4. ForwardProgress.NET @FwdProgressInc How to Engage with the Go-To-Webinar Interface • Questions area on the GTW task bar • Type us a question so we know you understand • Ask us anything throughout the session • Engage and WIN too!
  5. ForwardProgress.NET @FwdProgressInc What is Relationship Marketing? • Developed following Direct Response Marketing • Focused on customer retention, satisfaction, trust and relationships • Powered By • Relationship Management • Relationship Building • Social Media Marketing • Content Marketing • Social and Emotional Intelligence
  6. ForwardProgress.NET @FwdProgressInc Relationship Management • Social Media Engagement • Content Sharing • Value Serving • Listening
  7. ForwardProgress.NET @FwdProgressInc Relationship Marketing Why does it often not work for organizations? MINDSET!MINDSET!
  8. ForwardProgress.NET @FwdProgressInc Relationship Community Building • Social Media Marketing • Increased customer engagement on social media leads to more visibility and increased followers • Social media and blogs account for 23% of all time spent online • Content Marketing • Valuable content increases online engagement • Interesting content is a top reason people follow brands on social media (
  9. ForwardProgress.NET @FwdProgressInc Why Practice Relationship Marketing? • Trust • Rapport • Emotional Connection • The Numbers! • Probability of selling to existing customer is 60-70% while new prospects yield 5-20% (Marketing Metrics) • An engaged existing customer will spend 33% more than a new customer (Buzzle) • 47% of Americans say Facebook is their Number 1 influencer of purchases ( • 70% of buying experiences are based on how the customer feels they are being treated (McKinsey) • 70% of local businesses are using Facebook
  10. ForwardProgress.NET @FwdProgressInc Why Social Media? • Interactive • People Respond Well • Builds Trust • Builds Community • Viral Activity • Sharing
  11. ForwardProgress.NET @FwdProgressInc Engagement • Percentage of consumers who engage with their favorite brands via social media by age • 23% of consumers ages 18-29 • 39% of consumers ages 30-49 • 38% of consumers above 50 • 87% of survey respondents indicate that online social engagement with a brand positively impacts their likelihood to purchase
  12. ForwardProgress.NET @FwdProgressInc Engagement Continuum Disengaged Mis-Engaged Engaged Barely logged in Unconsciously liking things Posting and commenting Learning about person’s profile and background Engaging with intent to transform relationship for mutual benefit Transactional Conscious, Tied to Yearning & Emotions Transformational Dr. Bob Wright – Wright Graduate University
  13. ForwardProgress.NET @FwdProgressInc Start Managing Your Relationships 1. Plan 2. Build 3. Launch
  14. ForwardProgress.NET @FwdProgressInc Plan • Your services and value proposition • Your main goals • Target markets • Where you want to be found online
  15. ForwardProgress.NET @FwdProgressInc Value • What products/services do you provide? • How do you compare to competition? • How can you help others?
  16. ForwardProgress.NET @FwdProgressInc Goals (Outcome) • Marketing • Leads • Traffic • Registrations • Friends • Connections • Comments • Sales • Dials • Clicks • Connections • Proposals • Closes
  17. ForwardProgress.NET @FwdProgressInc Identify Your Target Who is your target customer/client/partner? • What do they look like? • What Industry are they in? • What size Company do they work for? • Who do they know? • If they are consumers, what are their interests? • Who will you be talking to?
  18. ForwardProgress.NET @FwdProgressInc Where Does Your Target Exist? • Facebook? • Twitter? • LinkedIn? • Google+? • Social Mobile?
  19. ForwardProgress.NET @FwdProgressInc Where Do You Want to Be Found? • Search Keywords (Attraction/Pathway) • Your Website (Destination/Pathway) • Mobile (Destination/Pathway) • Social Media (Destination/Pathway) • Facebook • LinkedIn • Twitter • Google+
  20. ForwardProgress.NET @FwdProgressInc Build • Social Media Profiles (Attraction/Pathway/Destination) • Your target may determine which networks are best • Appropriate Website/Landing Page/Microsite
  21. ForwardProgress.NET @FwdProgressInc Social Media Profiles
  22. ForwardProgress.NET @FwdProgressInc Website/Landing Page/Microsite
  23. ForwardProgress.NET @FwdProgressInc Launch • Begin generating valuable content • Interact and engage with customers and prospects • Build relationships • Consistently Measure (Test) • Connections • Engagement • Outcome/Sales
  24. ForwardProgress.NET @FwdProgressInc Connections Connection •Emails/Contacts •New Connections •New Followers •New Likes •New Subscribers
  25. ForwardProgress.NET @FwdProgressInc Engagement Engagement •Likes •Comments •Shares •Direct Messages •Emails
  26. ForwardProgress.NET @FwdProgressInc Outcome Outcome •Requests for Proposals… •Orders •Sales •Emails/Contacts •New Subscribers •New Connections* •New Followers* •New Likes*
  27. ForwardProgress.NET @FwdProgressInc Outcome Remember NOT WINNING, does NOT mean that you are LOSING!
  28. ForwardProgress.NET @FwdProgressInc Questions?
  29. ForwardProgress.NET @FwdProgressInc
  30. ForwardProgress.NET @FwdProgressInc
  31. ForwardProgress.NET @FwdProgressInc Thank You!Thank You!
  32. ForwardProgress.NET @FwdProgressInc Connect WITH us! TWITTER: TWITTER: FACEBOOK: BUSINESS PAGE: LINKEDIN: www.ForwardProgress.NET

Hinweis der Redaktion

  1. Staying Active online Being SOCIAL How many of you enjoy what you do? Are proud of what you do?
  2. Building rapport with our community We can’t reach this many people in person all the time Networking events take time! Host your own! Getting Referrals!!!