How to Create a Social Strategy Focused on Engagement, Relationship and Community Building -- Dean DeLisle -- Forward Progress -- Social Jack -- Social Media Strategies Summit Chicago 2015

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How to Create a Social Strategy Focused on Engagement,
Relationship and Community Building

Dean DeLisle
• Founder and CEO of Forward Progress, Inc.
• Trains and coaches over 2,000 people per month
• Trained and coached over 95,000 in social network skills
• Over 30 years in business coaching, consulting and training
• Call center, internet, emarketing, event management, lead generation,
web seminars, elearning, eselling
• Over two billion dollars sales, over 100 million leads, helped thousands
of people using internet based lead
• Financial services, real estate, professional services, legal, accounting
manufacturing, telecommunications, technical, insurance, agencies,
auto, retail, banking educational and channel sales…..

The Law of Familiarity determines that the more we
spend time with and get to know anything, and the
more something becomes just a normal part of life –
the less we are excited about it or the less we give it
the attention it deserves. We see this happen in all
aspects of life – relationships, work, hobbies,
exercise, initiatives and learning. Sometimes things
just become… boring and our mind shuts down!

Commit to Your Success

Social Networks
Where Does Your Organization Stand Now?
YOU
ARE
HERE

How to Create a Social Strategy Focused on Engagement,
Relationship and Community Building
What you will learn today;
•How the evolution of relationship marketing affects you
•Why people buy from those they know, like and trust
•The most effective ways to increase engagement in your social networks
•How today’s mobile technology has streamlined relationship building
•New ways to leverage your content to build trust among your community

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
• An intent to build community

Relationship Management
• Social Media Engagement
• Content Sharing
• Value Serving
• Listening

Relationship Marketing
Why does it often not work for organizations?
MINDSET!MINDSET!

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 (Business2Community.com)

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 (JeffBullas.com).
• 70% of buying experiences are based on how the customer feels they are being treated
(McKinsey).
• 70% of local businesses are using Facebook

Evolution of Relationship Marketing (1)
RELATIONSHIPMARKETING

Core - Authenticity
• Genuineness
• Undisputed credibility
• Real, honest, worthy of belief, sincere
• True to one’s values, spirit, personality, and character despite external
pressures
• Congruence between who you are on the inside and how you are on the outside
• Behavioral integrity – doing what you say
ART & SCIENCE

Network Science*
Node: Individual
Link: Connection between two nodes
Cluster: Several linked nodes
Hub: Large cluster, several clusters
*Courtesy of US Army
ART & SCIENCE

Organizational and Team Impact
(Internal)
ART & SCIENCE

Organizational and Team Impact
(External)
ART & SCIENCE

Network Hubs
Your
Company
Conferences
Employees
Charities
Clients
Partners
Associations
Hub: Large cluster or
group of cluster of network
connections.
ART & SCIENCE

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.
Brafton.com

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

Strategize to Build Your Community
1. Plan
2. Build
3. Launch

Step 1 - Plan
• Your services and value proposition
• Your main goals
• Target markets
• Where you want to be found online

Value
• What products/services do you provide?
• How do you compare to competition?
• S.W.O.T Analysis?
• How can you help others?

Goals (Outcome)
• Marketing
• Leads
• Traffic
• Registrations
• Friends
• Connections
• Comments
• Sales
• Dials
• Clicks
• Connections
• Proposals
• Closes

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?

Where Does Your Target Exist?
• Facebook?
• Twitter?
• LinkedIn?
• Google+?
• Social Mobile?

Where Do You Want to be Found?
• Search keywords (Attraction/Pathway)
• Your Web site (Destination/Pathway)
• Mobile (Destination/Pathway)
• Social media (Destination/Pathway)
• Facebook
• LinkedIn
• Twitter
• Google+

Keywords – Law of Attraction & Retention!
• What is your value?
• What makes you different?
• How would your ideal target find
you?
• What would they “Google” to find
you?
• Survey your targets!

Keyword Tools – our favorites
• Google Adwords
• Google Trends
• Uber Suggest
• Word Tracker
• Soovle
• Twitter (hashtag search!)

Keywords – Law of Attraction & Retention!
• What is your value?
• What makes you different?
• How would your ideal target find
you?
• What would they “Google” to find
you?
• Survey them!
1. Brand
2. Product
3. Competitor

Step 2 - Build
• Social media profiles
(Attraction/Pathway/Destination)
• Your target may determine which networks are best
• Appropriate Web site/Landing Page/Microsite
• Let’s do an inventory!

Social Media Profiles

Web site/Landing Page/Microsite

Mobile
1. Reach new demographics
2. User convenience
3. Direct data (short capture)

Building a Content Map
• Remember
• Value
• Target
• Keywords
• Platforms

Step 3 - Launch
• Begin generating valuable content
• Interact and engage with customers and prospects
• Build relationships
• Consistently measure (test) – Social CEO
• Connections
• Engagement
• Outcome/Sales

Connections
Connection
•Emails/Contacts
•New Connections
•New Followers
•New Likes
•New Subscribers

Engagement
Engagement
•Likes
•Comments
•Shares
•Direct Messages

Outcome
Outcome
•Requests for Proposals
•Orders
•Sales
•Emails/contacts
•New connections
•New followers
•New likes
•New subscribers

Outcome
Remember NOT
WINNING, does
NOT mean you are
LOSING!

Community Measuring Tools
* http://social-media-monitoring-review.toptenreviews.com/

Questions?

Thank You!Thank You!

Connect WITH us!
dean@forwardprogress.net
TWITTER: Twitter.com/FwdProgressInc
TWITTER: Twitter.com/DeanDeLisle
FACEBOOK: Facebook.com/DeanDeLisle
BUSINESS PAGE: Facebook.com/ForwardProgress
LINKEDIN: LinkedIn.com/in/DeanDeLisle
www.ForwardProgress.NET

How to Create a Social Strategy Focused on Engagement, Relationship and Community Building -- Dean DeLisle -- Forward Progress -- Social Jack -- Social Media Strategies Summit Chicago 2015

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How to Create a Social Strategy Focused on Engagement, Relationship and Community Building -- Dean DeLisle -- Forward Progress -- Social Jack -- Social Media Strategies Summit Chicago 2015

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