Case Study: Return on Relationship Return on Relationship™ (hashtag #RonR)…simply put the value that is accrued by a person or brand due to nurturing a relationship. ROI is simple $’s and cents. ROR is the value (both perceived and real) that will accrue over time through loyalty, recommendations and sharing. Return on Relationship yields increased share of voice, enhanced SEO, engaged impressions and reach that drives brand awareness, loyalty, advocacy and ultimately sales conversion. Presented by: Ted Rubin, Chief Social Marketing Officer, Collective Bias & Author, Return on Relationship www.bdionline.com

1. Return on Relationship™

2. Message to Businesses: Change Your
Framework—Change Your Future

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

4. Trust is Built
• Based on interaction
• Consistency
• True to your word,
authentic, and genuine

5. 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

6. Think REPUTATION, not ranking…
CONNECTION, not network…
LOYALTY, not celebrity.

7. A “Brand” is what a business
does, and a “Reputation” is
what people remember.

8. Return on Relationship™
JetBlue Gets It!

9. Social Media drives engagement,
engagement drives loyalty,
loyalty correlates directly to
increased sales.
ROR (#RonR) = ROI

10. Listen for “Moments” — and Make it Personal
Collective Bias is a social shopper media that weaves organic
social content into engaging real-life stories.

11. Think like a child... and change your
creative mindset to one that works!

12. Just Be Nice!

13. When someone
asks me what is
the ROI of
Social…I ask,
what is the ROI
of Trust, what is
the ROI of
Loyalty?

14. Awareness = Revenues
Differentiators = Margins
Authenticity = Loyalty
All Measurable AND = Increased
Sales/Profits.

15. You know what doesn’t work
for a social media strategy?
NOT BEING SOCIAL.

16. Want More from Social?
Empower Your Employees as Brand Advocates/Evangelists

17. Relationships ARE the new
currency –
honor them, invest in them, and
start measuring your ROR!

18. Return on Relationship…
@TedRubin
TedRubin.com
Chief Social Marketing Officer
Collective Bias
tedrubin@collectivebias.com

19. 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.

20. 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