The Social Customer Relationship

PRESENTED BY

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The Social Customer Relationship: How to Complement Social ROI with ROR

+@TedRubin | @SproutSocial | #RonR

Ted Rubin

Social Media Strategist,

Return on Relationship

@tedrubin

Andrew Caravella

VP Marketing,Sprout Social

@andrewcaravella

+@TedRubin | @SproutSocial | #RonR

Relationships are the new currency

+@TedRubin | @SproutSocial | #RonR

Social is a facilitator of relationships, it is not the relationship itself!

+@TedRubin | @SproutSocial | #RonR

A “Brand” is what a business does, and a “Reputation” is what

people remember and share.

+@TedRubin | @SproutSocial | #RonR

Think REPUTATION, not ranking…

CONNECTION, not network…

LOYALTY, not celebrity.

+@TedRubin | @SproutSocial | #RonR

1. Listen

2. Make it be about THEM

3. Ask “How can I serve you?”

4. Aim for ongoing engagement

5. Look people in the eye digitally

+@TedRubin | @SproutSocial | #RonR

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?

+@TedRubin | @SproutSocial | #RonR

Being social drives engagement,

engagement drives loyalty/advocacy,

and both correlate directly to

increased sales.

ROR (#RonR) = ROI

+@TedRubin | @SproutSocial | #RonR

Awareness = Revenues Differentiators = Margins

Authenticity = Loyalty/Advocacy

All measurable AND = Increased sales/profits

+@TedRubin | @SproutSocial | #RonR

Social can’t be siloed… there is a

direct impact everywhere

within an organization.

+@TedRubin | @SproutSocial | #RonR

Loyalty Marketing from Within

Empower your employees and they will power your brand

+@TedRubin | @SproutSocial | #RonR

Amplify Customer Experience

• Make it better by ”really” listening to them • Close the value loop • Put customer convenience first • Be useful, be interesting… stay clear of one-size-fits all • Empower people to share (people love sharing!) • Focus on unmet needs, and be one step ahead • Add value in every customer interaction

+@TedRubin | @SproutSocial | #RonR

Quality interactions…

• 1-on-1 engagement

• CRM/conversation history within Sprout

• Personalized interactions

• Staff accordingly

+@TedRubin | @SproutSocial | #RonR

+@TedRubin | @SproutSocial | #RonR

+@TedRubin | @SproutSocial | #RonR

…lead to quantifiable data.

Here at Sprout, we measure:

• Engagement

• Response rate/time

• Team performance

• Sent message data

+@TedRubin | @SproutSocial | #RonR

+@TedRubin | @SproutSocial | #RonR

You know what doesn’t work for a social strategy? 

NOT BEING SOCIAL.

+@TedRubin | @SproutSocial | #RonR

@TedRubin | TedRubin.com

ReturnOnRelationship.com | [email protected]

Learn more about Return on Relationship

returnonrelationship.com

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