RELATIONSHIP MARKETING: A CONVERSATION ABOUT ENGAGEMENT

Friends working togetherFor the first 16,000 years, we were mainly an agrarian society.  Over the next 200 years we became industrialists and entrepreneurs.  In the last 50 years we’ve become focused on information and technology.  Today, the age of relationship is upon us and the heart of relationship marketing is engagement.

Engagement: What Does That Look Like?

In his most recent book, Engage! , Brian Solis has this to say: “Social Media has democratized influence, forever changing the way businesses communicate with customers and the way customers affect the decisions of their peers. With platforms like Twitter, YouTube and Facebook, anyone can now find and connect with others who share similar interests, challenges and beliefs—creating communities that shape and steer the perception of brands. Without engagement in these communities, we miss major opportunities to shape our marketing messages.” (Engage!, Brian Solis, excerpt from Amazon)

Simply put, engagement is conversation—business to client, client to client and, most importantly, client to peers. The dilemma the marketer is faced with is finding where those conversations are taking place, joining the conversation and adding value to the discussion. Let’s take a look at three platforms and how they facilitate engagement.

The Twitterverse

The twitter experience can be a bit overwhelming at first. Who has all day to spend just “listening” to the chatter that is going on online? Darren Rowse of Problogger shares on Twitip about how Twitter helps the conversation. Twitter allows you to insert your brand into the conversation. It is also a great resource for finding trends in the conversation. While tweeting, you have the opportunity to share new ideas, get new ideas, ask questions and collaboratively problem-solve. He compares it to the office watercooler, where you can bounce ideas off other peeps. OnlinePRmedia talks about blogging as a way of building brand awareness and communicating directly with readers. There is an opportunity to elevate and separate yourself from your competition as you share your unique perspective on topics in your industry. It can become a source of media and public relations outreach as you raise objections about issues specific to your industry and then offer solutions to those problems. And don’t forget that leaving comments on other blogs is just as valuable as posting a blog yourself.

Blogworld

Blogs are another great platform for adding value to the dialogue. In his post about the benefits of blogging, Gary Bourgeault talks about blogging as a way of building brand awareness and communicating directly with readers. There is an opportunity to elevate and separate yourself from your competition as you share your unique perspective on topics in your industry. It can become a source of media and public relations outreach as you raise objections about issues specific to your industry and then offer solutions to those problems. And don’t forget that leaving comments on other blogs is just as valuable as posting a blog yourself.

Facebook “Fan”tasy

I’m sure you’ve heard the mantra. Facebook is the fastest-growing social media network. Here are the latest stats
• More than 500 million active users
• 50% of active users log on in any given day
• Average user has 130 friends
• Peeps spend over 700 billion mins/mo on Facebook

At Marketing Jive, Jody talks about how to join the conversation. Facebook has many of the same opportunites as Twitter and Blogging. In addition to raising brand awareness and customer engagement on your wall, there are opportunities for lead generation and the acquisition of new customers. This is the perfect example of the maxim, “It’s who you know.”

Not sure where to start? Aaron Lee considered a Twitter Powerhouse by Huffington Post uses the rule of 5 to structure his daily social media regimen:
• Engage 5 people on Twitter daily
• Write 5 wall posts on Facebook daily
• Comment on 5 blogs daily

What are you doing to engage?

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About Kathi Rabil

Branding | Marketing Communications Consultant & Speaker | Social Media Strategist | Associations | Graduate Schools | WHY Marketing | Kathi Rabil

I’m Kathi Rabil, CEO of SliceWorks and we are a marketing communications agency. With over 30 years of experience as marketing strategists, we’ve embraced the WHY marketing model because we believe that people don’t buy what you do, they buy WHY you do it. Because our WHY is to make a difference, we work together with our clients to develop, craft and execute your marketing campaigns from a position of inspiration rather than manipulation.

Comments

  1. Well, in my first attempt to meet the daily 5 – I’m sharing your post on Twitter. This might take some time. Look forward to hearing more from you in the future.

  2. Celeste, love the name–happy grasshopper! Here’s a great link from Social Media Examiner about engaging on Twitter:http://www.socialmediaexaminer.com/7-twitter-strategies-for-reaching-critical-mass/ Look especially at number four about joining conversations. I especially like the last point: Don’t try and force a conversation, rather choose topics you are interested in and join in, try and be helpful.

    To be honest, Celeste, I’m still experimenting with this myself! Kathi

  3. Thanks Kati, Any hints on how to engage people on twitter?

  4. Thanks go to Aaron Lee for tweeting about this and creating a minor frenzy. Wow! Kathi

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  1. [...] building relationships with fans, followers, and clients is important to social media marketing, understanding how to be [...]

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