Presented by Ted Rubin, Chief Social Marketing Officer at Collective Bias

1. Return on Relationship™
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2. Fans, Friends, Followers
Audience? Or Asset?
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3. No
relevance…
No loyalty!
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4. Connect with Thousands….
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5. One by One…
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6. Social is a
facilitator of
relationships, it
is not the
relationship
itself!
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7. Return on Relationship…
JetBlue Gets It!
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8. Trust is Built
• Based on interaction
• Consistency
• True to your word,
authentic, and
genuine
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9. Return on Relationship…
1. Listen
2. Make it be about THEM
3. Ask “How can I serve you?”
4. Aim for Ongoing Engagement
5. Know the People in Your Audience
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10. You know what doesn’t
work for a social media
strategy?
NOT BEING SOCIAL.
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11. Think REPUTATION, not ranking…
CONNECTION, not network…
LOYALTY, not celebrity.
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12. A “Brand” is what a business
does, and a “Reputation” is
what people remember.
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13. Social Media drives
engagement, engagement
drives loyalty, loyalty correlates
directly to increased sales.
ROR (#RonR) = ROI
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14. Relationships ARE the new
currency –
honor them, invest in them, and
start measuring your ROR!
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15. Return on Relationship…
@TedRubin
TedRubin.com
Chief Social Marketing Officer
Collective Bias
tedrubin@collectivebias.com
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16. Awareness = Revenues
Differentiators = Margins
Authenticity = Loyalty
All Measurable AND = Increased
Sales/Profits.
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17. Case Study: Glidden
Engaging Audiences to Increase Sales
The Challenge
Develop a social media program to drive awareness and trial of
Glidden’s paint “Testers” at a limited number of Walmart stores,
and drive traffic to a digital coupon.
Our Solution
• Activate 30 lifestyle and do-it-yourself influencers to
makeover their room of choice by completing various
design "challenges”.
• Write a “before” post asking readers to help choose the
paint color among three Glidden Testers.
• Documented and shared their progress with their
audiences along the way. The final post was an “after” post
revealing the finished makeover.
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18. Case Study: Nestlé
Driving Traffic to In Store Demos
The Challenge
To create fun and engaging content to increase awareness and
drive traffic to “The Walmart Ice Cream Social,” an in-store
demonstration event focusing on Dreyer’s, Edy’s and Drumstick
ice cream at Walmart.
Our Solution
• Activate 110 influencers to create content around Nestlé ice
cream and the in-store demo’s
• Participants were challenged to have their own ice cream
social to coincide with the Walmart demos across the
country
• Participants wrote posts promoting the demos for Memorial
Day and Independence day weekends
TM