MessagetoBusinesses: Change YourFramework—Change Your … · • Make it betterby ”really”...
Transcript of MessagetoBusinesses: Change YourFramework—Change Your … · • Make it betterby ”really”...
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Message to Businesses:Change Your Framework—Change YourFuture
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Welcome to the Age of Influence…
where anyone can build an audience and effect change,
advocate brands, build relationships, and make a
difference.
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Fans, Friends, FollowersAudience? Or Asset?
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One by One…
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Social is a facilitator of
relationships, it is not the
relationship itself!
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• Based on interaction• Consistency• True to your word,
authentic, and genuine
Trust is Built
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A “Brand” is what a business does, and a “Reputation” is what
people remember and share.
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Think REPUTATION, not ranking…
CONNECTION, not network…
LOYALTY, not celebrity.
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If you are only focused on the MoneyYou risk completely overlooking the People
Just Be Nice!
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Most consumers are inviting you into their living room…
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JetBlue Gets It!
Return on Relationship
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The Ritz-Carlton Brands It!
Return on Relationship
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Hertz Lives It! Return on Relationship
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AT&T is Grabbing It! Return on Relationship
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In today’s market, REAL trumps PERFECT because real is what
creates…
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Brand are from Mars, Consumers are from Venus…
Brands need to change the way
they communicate!
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1. Listen2. Make it be about THEM3. Ask “How can I serve you?”4. Aim for Ongoing Engagement5. Look People in the Eye Digitally
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Listen for “Moments” and Make it Personal
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Old marketing was dictation, new marketing is communication…
Change from Convince & Convert to Converse & Convert!
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Think like a child... and change your creative mindset to one that works!
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Empower Creativity
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A brand will become critically valuable to employees if they invest their personal brand & resources in
it.
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Loyalty Marketing from Within
Empower Your Employees and they will Power your brand
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When someone asks me… what is the ROI of Social?I ask… what is the ROI of Trust and what is the ROI of Loyalty?
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Being Social drives Engagement, Engagement drives Loyalty and
Advocacy, and both correlate directly to Increased Sales.
ROR (#RonR) = ROI
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Awareness = Revenues Differentiators = Margins
Authenticity = Loyalty/Advocacy
All Measurable AND = Increased Sales/Profits.
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Amplify Customer Experience
• Make it better by ”really” listening to them• Always address them by name• Be useful, Be interesting… stay clear of one-
size-fits all • People love to share… make it easy• Engage/Captivate... and make Remarkable• Empower your Employees and they’ll Power
your Brand
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TM
At the end of the day, these platforms are built for fun. Have some!
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You know what doesn’t work for a social media strategy?
NOT BEING SOCIAL!
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BE GOOD TO PEOPLE
#BeGoodToPeople
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Return on Relationship back cover quote…“In the connection economy, trust and relationships are the new currency. It's not a soft thing you do in your spare time, it's the heart and soul of your business.”~Seth Godin, Author of Tribes z
@TedRubinTedRubin.com