5. Relationship Marketing
Relationship marketing is defined as a form of marketing
developed from direct response marketing campaigns which
emphasize customer retention and satisfaction, rather
than a dominant focus on sales transactions.
Relationship marketing differs from other forms of marketing in
that it recognizes the long term value of customer
relationships and extends communication beyond intrusive
advertising and sales promotional messages.
13. “If business is built on
relationships,
making building them
your business.”
#SMCWS @b_WEST
14. Who are the Up &Stars Counted
Stand Rock Be of Social Media
Stand up (and keep standing) if:
You have a social media strategy for your business
Assigned specific responsibility for managing social media
You update your blog at least once a week
Acquired a new customer via social media
Improved customer service via social media
Track and measure results of social media efforts
17. Social Media Strategic Planning
1. Objectives
2. Strategy
3. Tactics
4. Measurement
Chris Burdge
Chris Burdge
250.508.7761
250.508.7761 www.bwest.ca
www.bwest.ca
18. Objectives
Increase customer retention
Increase website traffic
Improve customer service
Generate awareness
Chris Burdge
Chris Burdge
250.508.7761
250.508.7761 www.bwest.ca
www.bwest.ca
19. Social Media Strategy
1. Content
2. Engagement
3. Management
4. Measurement
Chris Burdge
Chris Burdge
250.508.7761
250.508.7761 www.bwest.ca
www.bwest.ca
20.
21. 1. Content
− Plan compelling, valuable content
− Copy, images, video
− Be authentic
− Story telling…
− Use your “social” voice…
Chris Burdge
Chris Burdge
250.508.7761
250.508.7761 www.bwest.ca
www.bwest.ca
23. Developing Content
Know & understand your customers
− Customer survey
− Follow customers, prospects, competitors
− Monitor the social web
− Create 5 blog “themes”
Chris Burdge
Chris Burdge
250.508.7761
250.508.7761 www.bwest.ca
www.bwest.ca
24.
25.
26. Five Themes
Demonstrate Your Expertise
1. Social Media Strategy
2. Trends
3. How to….
4. Changes
5. Best Practices
Chris Burdge
Chris Burdge
250.508.7761
250.508.7761 www.bwest.ca
www.bwest.ca
45. Listen for…
Who’s talking about you, your company,
your industry
What are they saying
Look for opportunities to engage
Provide customer service
Chris Burdge
Chris Burdge
250.508.7761
250.508.7761 www.bwest.ca
www.bwest.ca
54. The 90 Day Challenge
Commit to doing the following for 90 days:
1. Tweet every day at least 3 times, more if you’d like
2. Talk about what you are passionate about
3. Find people to follow in various areas; business,
sports, passions
4. Create at least 2 lists e.g. business related, client
related
5. Retweet people who’s tweets you enjoy
Chris Burdge
Chris Burdge
250.508.7761
250.508.7761 www.bwest.ca
www.bwest.ca
55. The 90 Day Challenge
6. Say something funny – show your sense of humor
7. Reply at least once a day with either a comment
or question
8. Post a few pictures
9. Use a few hashtags e.g. #nanaimo #condo or
others related to your business
10. Get to know Tweeps “IRL” by attending an event
e.g. a tweet-up
Chris Burdge
Chris Burdge
250.508.7761
250.508.7761 www.bwest.ca
www.bwest.ca
56.
57. Tweet Rule
10 : 1
Value-add : Marketing
Chris Burdge
Chris Burdge
250.508.7761
250.508.7761 www.bwest.ca
www.bwest.ca
71. Optimize your profile!
1. Title: Google Plus profile name
2. Image: Profile pic
3. Description: Introduction field on profile page
4. Links: Links field on you profile page
5. Unfortunately you can’t change your URL just yet
74. Create your Google Plus
“Brand Page”
Chris Burdge
Chris Burdge
250.508.7761
250.508.7761 www.bwest.ca
www.bwest.ca
75.
76. What “Brand Pages” Don’t Have
• Custom / vanity URLs
• Cannot post directly to a page (only
comment on existing post)
• Pages cannot follow people (only after
they’ve followed you)
Chris Burdge
Chris Burdge
250.508.7761
250.508.7761 www.bwest.ca
www.bwest.ca
77.
78.
79.
80.
81.
82.
83.
84.
85. Publishing & Managing
Content
Chris Burdge
Chris Burdge
250.508.7761
250.508.7761 www.bwest.ca
www.bwest.ca
86. Control Your Posts
• Format content
• Edits posts
• Restrict comments
• Lock posts
• Mute “noisy” conversations
Chris Burdge
Chris Burdge
250.508.7761
250.508.7761 www.bwest.ca
www.bwest.ca
87. Format the words in your posts
Chris Burdge
Chris Burdge
250.508.7761
250.508.7761 www.bwest.ca
www.bwest.ca
88. It will look
like this.
Chris Burdge
Chris Burdge
250.508.7761
250.508.7761 www.bwest.ca
www.bwest.ca
89. Send direct messages to
Send direct messages to
multiple people by
multiple people by
using the @ or +
using the @ or +
symbol followed by
symbol followed by
their name.
their name.