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Twitter Chat: Relationship Marketing 101 - Transcript & Summary

Twitter Chat: Relationship Marketing 101 - Transcript & Summary featured image

Thanks to all who participated in the ManageFlitter #SocialROI Twitter Chat on Tuesday, 14th November 2017.

Madalyn Sklar hosted a Twitter Chat with Jessika Phillips around the topic of “Relationship Marketing 101”.

Details of our next Twitter Chat:

Topic: Video Marketing for Beginners – Tips & Tricks for Getting Started

Guest: Owen Video – Video Marketing Coach & Consultant
Date & Time: Tuesday, 21st November 2017, 5.00pm EST
Channel: #SocialROI Chat

Click here for more information about our Twitter Chats.

Below is a curated version of the Twitter Chat with Jessika Phillips.

From the CEO Questions:

  1. In what ways has ManageFlitter used relationship marketing to grow and nurture its network? Can you provide a specific example?

Guest Questions:

  1. What is relationship marketing and why is it important?
  2. What are some effective strategies/approaches for conducting relationship marketing?
  3. What are the benefits of relationship marketing for businesses?
  4. How can marketers use tools to manage their relationship marketing? Which tools do you recommend?
  5. When building business relationships, how does face-to-face communication compare to electronic communication? Is there a clear winner?
  6. ‘Listening-between-the-lines’ is an important aspect of relationship building. What are some tips and tricks for marketers wanting to fine tune this skill?
  7. Word of mouth referrals are GOLD! How can marketers ensure that their customers feel inspired to recommend them?

From the CEO Questions:

Q for @Ke_Ga) In what ways has ManageFlitter used relationship marketing to grow and nurture its network? Can you provide a specific example? #SocialROI pic.twitter.com/EncWL4GttD
— ManageFlitter (@ManageFlitter) November 14, 2017

CEO Answers

A1.
We have always enjoyed open dialogue with our users. It is their feedback which drives so much of our product development. #SocialRoi https://t.co/63wvFOUw5N
— Kevin Garber (@Ke_Ga) November 14, 2017

A2.
Over the years we have also experimented with an ambassador program and an affiliate program. #SocialRoi https://t.co/63wvFOUw5N
— Kevin Garber (@Ke_Ga) November 14, 2017

A3.
A few years back we held workshops & a big Manageflitter meet-up and party in New York.
I always enjoy meeting our users face to face. I'd love to do more of this. #SocialRoi https://t.co/63wvFOUw5N
— Kevin Garber (@Ke_Ga) November 14, 2017

A4.
Every business is a people business (compromising staff & customers). Relationships are the currency of business.#SocialRoi https://t.co/63wvFOUw5N
— Kevin Garber (@Ke_Ga) November 14, 2017

A5.
Customers also are always welcome to email me direct at ceo@manageflitter.com .#SocialRoi https://t.co/63wvFOUw5N
— Kevin Garber (@Ke_Ga) November 14, 2017

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Guest Questions:

Q1: What is relationship marketing and why is it important? #SocialROI pic.twitter.com/fkAlB6AM9A
— ManageFlitter (@ManageFlitter) November 14, 2017

Guest Answers

A1) Relationship marketing focuses on customer loyalty and long-term customer engagement rather than shorter-term goals like quick sales. #SocialROI
— Jessika Phillips (@jessikaphillips) November 14, 2017

A1) Relationship Marketing means you think more like a magnet vs a bullhorn. You earn attention, loyalty, engagement vs. renting it for a short period of time. #SocialROI
— Jessika Phillips (@jessikaphillips) November 14, 2017

A1) By the year 2020 Customer Experience will determine whether someone does business with your brand or a competitor – Using Relationship Marketing will allow you to enhance how marketing, sales and customer service teams come together to be client happiness teams. #SocialROI
— Jessika Phillips (@jessikaphillips) November 14, 2017

Other Answers

A1) Relationship marketing refers to everything you do to develop strong, lifelong relationships with your customers. #SocialROI
— James Mann (@jamesmann23) November 14, 2017

A1. Basically it is showing empathy for your potential customers and building long lasting trust with them #socialroi
— Cheval John (@chevd80) November 14, 2017

A1. Relationship marketing means:
you prioritize giving and serving before promoting yourself.
you focus on community building#SocialROI
— Ai Addyson-Zhang, Ph.D Edu Tech Evangelist (@aiaddysonzhang) November 14, 2017

A1 Relationship marketing is about people having relationships that last beyond just the purchase. #SocialROI
— Lucille Fisher (@sageandsavvy) November 14, 2017

A1 Since ppl are bombarded with info, products & services every moment, across many platforms & offline too, building rapport & connection w/audience first is your best (biz) placement. #socialroi https://t.co/axNhPUPJvb
— Zala Bricelj (@ZalkaB) November 14, 2017

A1 Relationship marketing is about building influence and trust in the market w/ your knowledge and accessibility. It's "high touch"… getting to know your audience, getting "on their level" and genuinely caring! #SocialROI
— Mira Joleigh (@MiraJoleigh) November 14, 2017

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Q2: What are some effective strategies/approaches for conducting relationship marketing? #SocialROI pic.twitter.com/oudp5WrXKd
— ManageFlitter (@ManageFlitter) November 14, 2017

Guest Answers

A2) You must know who you can truly help and who you can’t in your business. We call this identifying your buyer personas. You can use https://t.co/7NnlWPpD0E by @Hubspot but really just think of who you can help just like if you’re talking about a friend. #SocialROI
— Jessika Phillips (@jessikaphillips) November 14, 2017

A2) Being an active listener and engager is crucial to relationship marketing. You can’t be a bullhorn and offer one way speak in your marketing approach and expect to build any kind of long-term #SocialROI
— Jessika Phillips (@jessikaphillips) November 14, 2017

A2) In order to do relationship marketing effectively you need to C.A.R.E. for your customers. C-apture attention – A-rticulate what makes you different -focus on R-elationships for repeat and Referral Business – and at all time provide E-xceptional Experiences. #SocialROI
— Jessika Phillips (@jessikaphillips) November 14, 2017

Other Answers

A2. Taking the initiative and making sure you’re connecting because of the person, not their job title or brand association. Authentic engagement is crucial for strong relationships. #SocialROI https://t.co/sXqk5ojlHS
— Karen Freberg, Ph.D., Social Media Professor (@kfreberg) November 14, 2017

A2 Make notes on what your customer is interested in, birthday, kids' names, etc. Make them feel like they are more than a number to you. #SocialROI
— Lucille Fisher (@sageandsavvy) November 14, 2017

A2) You can network, communicate often, hook them up with loyalty rewards and LISTEN to your customers. #SocialROI
— James Mann (@jamesmann23) November 14, 2017

A2 Video is QUEEN in relationship marketing in 2017 and it's here to stay! Brands should be livestreaming 1-3x per week to connect with their audience, build trust and demonstrate their value. #SocialROI
— Mira Joleigh (@MiraJoleigh) November 14, 2017

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Q3: What are the benefits of relationship marketing for businesses? #SocialROI pic.twitter.com/WcUlzdx1DM
— ManageFlitter (@ManageFlitter) November 14, 2017

Guest Answers

A3) By creating a relationship marketing plan- you're really creating an online sales & customer service funnel to help you maximize your time. You will gain Increased loyalty and longevity of your client relationships which means more overall revenue & biz growth. #SocialROI
— Jessika Phillips (@jessikaphillips) November 14, 2017

A3) Better team morale because they get to build relationships with people you serve and less stress because you don’t feel like you’re always trying to chase new sales.. You get to simply do what you love with people who love what you do! #SocialROI
— Jessika Phillips (@jessikaphillips) November 14, 2017

A3) On the revenue side (since that's what the accountant likes lol) – You will also Increase word of mouth sales generated which means less expensive cost per sales acquisition #SocialROI
— Jessika Phillips (@jessikaphillips) November 14, 2017

Other Answers

A3: Strong advocates and influencers who will pass along their stories and experiences w/ others. @hootsuite + @adidasUS have both done this really well. Two of my favorite brands on this! #SocialROI https://t.co/7xsLuCrKcC
— Karen Freberg, Ph.D., Social Media Professor (@kfreberg) November 14, 2017

A3. Most #B2B purchases are large-ticket items evaluated by a steering committee.
Without a relationship, you'll be competing on price alone.#SocialROI https://t.co/9s0P54c1Zm
— Su Doyle (@sudoyle) November 14, 2017

A3. Growing a loyal tribe that will create a referral pipeline and a sounding board for ideas for your business #SocialROI https://t.co/2tHErP850F
— Fuhsion Marketing (@FuhsionMktg) November 14, 2017

A3) Relationship Marketing fosters customer loyalty and therefore promotes ongoing business. In many ways these customers also become your brand ambassadors. #SocialROI
— Kate Frappell (@katefrappell) November 14, 2017

A3. You build relationships with customers and they become your word-of-mouth marketing, and will bring more businesses to you. #SocialROI
— Ai Addyson-Zhang, Ph.D Edu Tech Evangelist (@aiaddysonzhang) November 14, 2017

A3: benefits of relationship marketing is loyalty with your customers. Showing your businesses personality can have a positive outcome and increase customers long term #SocialROI
— Sarah McSweeney (@dtmarketing20) November 14, 2017

A3 Businesses who focus on relationship marketing experience less price sensitivity, more loyalty and more referrals! #SocialROI
— Mira Joleigh (@MiraJoleigh) November 14, 2017

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Q4: How can marketers use tools to manage their relationship marketing? Which tools do you recommend? #SocialROI pic.twitter.com/nHABD7MXUW
— ManageFlitter (@ManageFlitter) November 14, 2017

Guest Answers

A3) The best marketing doesn't feel like marketing.. and when you lead with the heart to serve others take notice and want to do business with you! #SocialROI
— Jessika Phillips (@jessikaphillips) November 14, 2017

A4) For delighting your audience I like BombBomb to send custom video emails that play right within the recipient's email..it add personalization and allows someone to hear your tone.. Feel your emotion. #SocialROI
— Jessika Phillips (@jessikaphillips) November 14, 2017

A4) I also like to sweeten someone's day by surprise and use @Sugarwishgirl and @SendOutCards to send out custom personalized gifts for clients. #SocialROI
— Jessika Phillips (@jessikaphillips) November 14, 2017

A4) Depends on your industry too but I love @HubSpot to get a clear picture of who you are serving, you can stay in touch with them and nurture the relationship long term. #SocialROI
— Jessika Phillips (@jessikaphillips) November 14, 2017

A4) Social Listening tools like ManageFlitter, SEO Moz, AgoraPulse are a few of my favorites to make sure I am listening/engaging more than I am "broadcasting" at all times. #SocialROI
— Jessika Phillips (@jessikaphillips) November 14, 2017

A4) But sometimes less is more- a simple Twitter video reply, a text, and phone call can go a long way. Blog that's helpful..whatever .. As long as you are leading with a heart to add value.. the tool is just the medium to get there. #SocialROI
— Jessika Phillips (@jessikaphillips) November 14, 2017

Other Answers

A4: I loved a feature on @SproutSocial that showed you the entire history with someone on social! Very cool! #socialroi
— Gina Schreck (@Ginaschreck) November 14, 2017

A4. I love tools that allow you to monitor content and engage in active listening, @hootsuite @TweetDeck #SocialROI
— Ai Addyson-Zhang, Ph.D Edu Tech Evangelist (@aiaddysonzhang) November 14, 2017

A4. I believe softwares increases the chances to maintain the friendships online. I highly would recommend @BlueJeansNet for video conferencing #socialroi
— Cheval John (@chevd80) November 14, 2017

A4. I use @gorossella to curate my @twitter feed and save time finding content from trusted sources to share with my audience. I also use @Twitter Analytics to better understand my audience's preferred topics. #socialroi
— K. Alexander Ashe (@ka_ashe) November 14, 2017

A4) A little bit simplistic, but I find the ability to ‘Mark As Unread’ really useful. Helps me come back to important messages and maintain relationships. #SocialROI
— Kate Frappell (@katefrappell) November 14, 2017

A4 Email marketing is EVERYTHING. If you can earn a trusted position in your prospect's inbox and stay in touch beyond 280 characters — you're on your way to customer loyalty. I recommend @ConvertKit for list building. #SocialROI
— Mira Joleigh (@MiraJoleigh) November 14, 2017

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Q5: When building business relationships, how does face-to-face communication compare to electronic communication? Is there a clear winner? #SocialROI pic.twitter.com/yA6C9AFjDP
— ManageFlitter (@ManageFlitter) November 14, 2017

Guest Answers

A5) Face-to-Face will always win for building relationships but electronic allows you to stay in touch during the in-between. #SocialROI
— Jessika Phillips (@jessikaphillips) November 14, 2017

A5) Using electronic tools can assist you to accomplish more BUT you must make sure you are still being human. I like to use the tools to make it easier to do business with a company. ie -chat on websites
#SocialROI
— Jessika Phillips (@jessikaphillips) November 14, 2017

A5) Tech can also help build more human connections because you are able to know what others are saying online- it allows you to listen in and know what's needed.. but there still needs to be a human connecting with the messages. #SocialROI
— Jessika Phillips (@jessikaphillips) November 14, 2017

Other Answers

A5: The goal of electronic communication is to drive to face to face communication. It validates the electronic introduction #SocialROI https://t.co/6QIitkiaIm
— Fuhsion Marketing (@FuhsionMktg) November 14, 2017

Q5. Both are crucial.
Online interactions provide a context for offline connections.
I love what @iSocialFanz said, online relationships turn handshakes into hugs! #SocialROI
— Ai Addyson-Zhang, Ph.D Edu Tech Evangelist (@aiaddysonzhang) November 14, 2017

A5 – Ultimately face-to-face will always have greater benefits when communicating to clients and audience. Video messaging apps! #SocialRoi
— Social or Nothing (@socialornothing) November 14, 2017

A5: equal integration between the offline and online world is vital especially with business. Always great to start off online and nurture it and then maintain it offline. #SocialROI
— Sarah McSweeney (@dtmarketing20) November 14, 2017

A5 The start of many great business associations fo me has begun on an electronic communication platform and then flourished face to face. #SocialROI
— Lucille Fisher (@sageandsavvy) November 14, 2017

A5) Never underestimate the power of emoji’s! The more I use/think/read about them, the more I see how powerful they are for communicating sentiment. They actually make building digital relationships easier! #SocialROI
— Kate Frappell (@katefrappell) November 14, 2017

A5 Face-to-face VS Electronic communication? Why choose? You can have both! With tools like Facetime, Zoom, Google Hangouts and Facebook messenger (video)… location is no longer a barrier to building face-to-face relationships. #SocialROI
— Mira Joleigh (@MiraJoleigh) November 14, 2017

A5: I think a face-to-face interaction is always beneficial. You can read body language and the vibe of the room and adjust accordingly. #socialROI
— Maria Marchewka (@_MariaMarchewka) November 14, 2017

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Q6: ‘Listening-between-the-lines’ is an important aspect of relationship building. What are some tips and tricks for marketers wanting to fine tune this skill? #SocialROI pic.twitter.com/pqVJDmjUR2
— ManageFlitter (@ManageFlitter) November 14, 2017

Guest Answers

A6) Constantly be checking the pulse of your clients- surveys can be ok but nothing beats one on one conversations and one to one emails. Simply ask how are we doing? How are YOU doing? Be open to hear honest feedback. #SocialROI
— Jessika Phillips (@jessikaphillips) November 14, 2017

A6) I love the idea of having a beta group of clients to truly hear feedback from… Whether in a Facebook group, an online community or phone conversations. Let a couple team members and clients know you want to hear from them on how you can improve. #SocialROI
— Jessika Phillips (@jessikaphillips) November 14, 2017

A6) Customer retention and Online reviews can also be a telltale on how you’re doing. I love how @JayBaer puts it- Don’t be afraid of negative feedback – it’s the people who don’t say anything you should worry about. #SocialROI
— Jessika Phillips (@jessikaphillips) November 14, 2017

A6) See what they're reading on your website, what are they calling in and asking, what are they asking your sales team for.. keep track of everything in a CRM tool to develop better relationships with your clients. Everything matters #SocialROI
— Jessika Phillips (@jessikaphillips) November 14, 2017

Other Answers

A6. Make sure you pay attention closely and do not jump to conclusions very quickly #socialroi
— Cheval John (@chevd80) November 14, 2017

A6. Discover and solve problems with your customers. A conversation with a customer about a lack of good news lead me to develop a service that used Google Machine Learning API to find and share good news. #JustGoodNews #socialroi
— K. Alexander Ashe (@ka_ashe) November 14, 2017

A6. How language is used tell us a tremendous amount and the pair visual display is like a snapshot into the soul as well as the needs of the communicator. It's my first blot test. #SocialRoi
— Dr. Dorrie Cooper (@sittingpretty61) November 14, 2017

A6. Social listening. Learn about your customers problems and work towards resolving them. Use feedback to measure the relationship you have with your customers. #SocialROI https://t.co/QvSN4lRjK8
— Khulekani Christian (@KhulekaniMj) November 14, 2017

A6 Use @TweetDeck to follow keywords and phrases your target market may use (on Twitter) to express a need or frustration. Drop in to interact with them and provide resources. #SocialROI
— Mira Joleigh (@MiraJoleigh) November 14, 2017

A6: actually listen. Don't just listen to form your response. When you take yourself out of the equation and focus solely on what the person is saying you'll catch onto things. #SocialROI
— Maria Marchewka (@_MariaMarchewka) November 14, 2017

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Q7: Word of mouth referrals are GOLD! How can marketers ensure that their customers feel inspired to recommend them? #SocialROI pic.twitter.com/ULp0kyrViJ
— ManageFlitter (@ManageFlitter) November 14, 2017

Guest Answers

A7) Yes! WOM are where it’s at!!I like to feature others that we serve and collaborate w/ others who are like-minded. When you are shining the light on others it shines back on you. When you make others feel good they want to tell more people about you & refer you on. #SocialROI
— Jessika Phillips (@jessikaphillips) November 14, 2017

A7) People expect for you to do your job.. I know it sounds cliche but under promise & over deliver. Answer your phone, reply kindly back to emails, Be open to do something that may be outside your normal “policy” if it’s the right thing to do. #SocialROI
— Jessika Phillips (@jessikaphillips) November 14, 2017

A7) Never leave a situation thinking – I could have done something more to solve their problem. #SocialROI
— Jessika Phillips (@jessikaphillips) November 14, 2017

A7) Always be aware of how you and your team are feeling.. If you feel or sense something is “off” so will your clients. Create a happy work environment and others will feel happy to be around you. #SocialROI
— Jessika Phillips (@jessikaphillips) November 14, 2017

A7) When you empower and trust your team to do good work, they will… And most of the time they are the company to who you’re serving so let them do an amazing job for you! #SocialROI
— Jessika Phillips (@jessikaphillips) November 14, 2017

A7) PLUS 74% of consumers identify word-of-mouth as a key influencer in their purchasing decision. [Ogilvy/Google/TNS] #SocialROI https://t.co/uN6bJEgeow
— Jessika Phillips (@jessikaphillips) November 14, 2017

Other Answers

Q7) Just ask. Our biggest fear is rejection when asking clients for referrals, but it's very effective! #SocialRoi
— Social or Nothing (@socialornothing) November 14, 2017

A7: Sublimely placing those little touches that inspire people to talk and share your business with their followers. Less is always more and never do the hard sale. Engage and show your personality. People do business with people #SocialROI
— Sarah McSweeney (@dtmarketing20) November 14, 2017

A7. By showing your care! You cannot fake it. You have to genuinely care about your people and your community.
People can feel it. When you are true to them, they want to give back by supporting you even more.
it's a cycle. #SocialROI https://t.co/pH531n2Pcs
— Ai Addyson-Zhang, Ph.D Edu Tech Evangelist (@aiaddysonzhang) November 14, 2017

A7 Provide excellent service and ask for recommendations/reviews. Most people are happy to give them. #SocialROI
— Lucille Fisher (@sageandsavvy) November 14, 2017

A7. Customers purchase products for the benefits rather than the features. Delighted customers will talk about experiences that fulfill that brand's promise. #SocialROI
— K. Alexander Ashe (@ka_ashe) November 14, 2017

A7 Create a referral program that rewards both your existing customer + your newly referred prospect. For instance $25 coupon for each! Everyone loves to get a good deal and it makes it easier for the new prospect to say YES! #SocialROI
— Mira Joleigh (@MiraJoleigh) November 14, 2017

A7: give them a reason to recommend you! And when they do, give them the spotlight on your social profiles. People love the limelight. #SocialROI
— Maria Marchewka (@_MariaMarchewka) November 14, 2017

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We hope the above has provided some useful information.
Join our next #SocialROI Chat next week on
Tuesday, 21st November 2017, 5.00pm EST.

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