week 14: relationship marketing

Social Tools

1. Digg2. Delicious 3. StumbleUpon4. Hootsuite5. Bit.ly6. Ping.fm7. Klout8. Wefollow9. Socialmention10.Facebook Timeline

11.Google+ Business Pages

12.Foursquare13.Scribd14.Slideshare15.Twitter Brand

Pages!1. What’s it used for?2. How does it work?3. How can businesses use

it?4. Who’s doing it well?

1. What’s it used for?2. How does it work?3. How can businesses use

it?4. Who’s doing it well?

TOOLS FOR CULTIVATING & MANAGING RELATIONSHIPS

Relationship Marketing

The Marketing System

AUDIENCE

need

PROVIDER

value

convince

cultivate

connect

clutterclutter

Some Stats about Customers

Attracting a new customer costs 5 times as much as keeping an existing one

A dissatisfied consumer will tell between 9 and 15 people about their experience. About 13% of dissatisfied customers tell more than 20 people.

In 2011, 86% of consumers quit doing business with a company because of a bad customer experience, up from 59% 4 years agoMore stats at: http://www.customer1.com/blog/customer-service-statistics

Good service is important for every business –not just fast food and retail chains!

Good service is important for every business –not just fast food and retail chains!

Managing Client Relationships

Relationship Building

Moments of Truth – points of contact between the business and client/customer. These form the basis for the client’s feelings toward the company (your brand).

Meeting and exceeding expectations on a functional, social, and emotional level

It is the emotional reactions that solidify the relationship

Customer Relationship Management (CRM)

Tailoring interactions and communications to the individual customer, often data-driven

Primary purpose should be to enhance relationships, not make sales Identify the best-fit & most active customers Coordinate your internal efforts to make their

experience seamless Manage inquiries and requests

Social CRM: The customer owns the relationship

Customer Feedback

Where it comes in: Social Media Networks Website Frontline Staff

Seeking it out: Surveys Suggestion Boxes

1. Use a centralized system

Get Satisfaction UserVoice OpinionLab

2. Respond rapidly3. Give it priority

Happy customers who get their issue resolved tell about 4 to 6 people about their experience.

Happy customers who get their issue resolved tell about 4 to 6 people about their experience.

Loyalty & Referral Programs

80% of your customers are willing to switchFewer than 20% are willing to referLoyalty can’t be bought, must be earnedHow are you being loyal to your customers?

Can you think of examples of brands that have differentiated themselves mainly on managing customer relationships better than their competition?

WHO YOU KNOW WILL ALWAYS MATTER

Networking

Relationship Profiles

You don’t network to get a jobConnections are important for multiple

reasons Advice/Inspiration Endorsement/Support Introductions Opportunities

Next week, we learn how to get more out of your network through personal branding...

Good Motto:

“Surround yourself with people that are smarter than you.”

Choose your events strategically

Be genuine. Ask questions about them & always seek to be helpful.

Set out to help peopleHave (nice) business cards!Don’t get sales-y, you can

always follow up laterHow do you find common

ground?Never burn bridges

Networking Opportunities

Meeting in “real life” is always easiest:Volunteering (volunteerottawa.ca)Recreational sports & activitiesExpand in your workplaceBut there are great ways to get out and mingle,

too:Meetups.comEventbrite.comChamber of CommerceTweet-ups

LET ME KNOW IF YOU’RE COMING

TAKE THE MYERS-BRIGGS TEST

IF YOU HAVE ONE, BRING YOUR FAVOURITE PHOTO OF YOURSELF (PRINT OR DIGITAL)

For Next Week: