Social Media & Networking

To Build Client Relationships

Diana Hong
dhong@crainc.com

TWILIGHT BECOMES FIRST MOVIE

TO REACH
1 BILLION FOLLOWERS

Source: Twitter, November 2012

http://advertising.twitter.com/2012/11/twitterand-compete-study-how-tweets.html

51 percent
of Facebook
users say
they're more
likely to buy
a product
after
becoming a
fan of the
product
developer's
Facebook
page.
Source: Jim Bennette,

What makes social media

different?
Definiti
on

Traditional

Online

Social

Relationship

Information

Community

Directio Fluid
n

Mostly one-way Interactive

Pros

Effectiveness
Client
relationships
Vendor market
Service sales

Low cost
Ease of use
Search engines
Vendor stability
Product sales

Cons

Cost to change Static content

Cost to operate Low response
Broader
rate
audiences

Low cost
Ease of entry
Targeted
audiences
Fan community
sales
Virality (positive)
Rapid change
Resistance to sales
Virality (negative)

What makes social media

different?
Metric

Traditional

Social

Sales ($)

Coupon /
promo

(Targeted) coupon / promo

Leads (#,
quality)

Customer
loyalty ($
repeat
purchases)

Flyer
Email blast
Loyalty card

Facebook / Twitter ads

Private messages
Sign-ups for exclusive
groups

Popularity

Media

Digital media coverage: #

Referrals
Cold calls
Networking
Conversations

Search public posts /

tweets
Purchased email list /
banner ads
Online events: meet-ups /
jams
Blogs, Facebook / Twitter
feeds

What makes social media easy?

Data Target people by demographics
Ease Click < Enter
Share < Refer
Bookmark < Take a flyer
Cost Often free or small budget

What makes social media difficult?

Relationship building

Degree of Trust (or closeness)

Knapp Model

Relational
Maintenance
Coming
Together

BONDING
INTEGRATING

INTENSIFYING

DIFFERENTIATING Coming
CIRCUMSCRIBING

Coming
Apart

STAGNATING

EXPERIMENTI
NG
INITIATING

Time (or frequency of interaction)

AVOIDING
TERMINATING

Hong version of Knapp Model

Degree of Trust (or closeness)

Long-Term Revenue
PARTNERS

You
Chase
Them

CLIENT
TARGET

PROSPECT

They
Drop
You

CONSULTANT
CONTRACTOR

SERVICE PROVIDER

STRANGER

Time (or frequency of interaction)

VENDOR

Degree of Trust (or closeness)

Hong version of Knapp Model by media channel

To build
relationships
through social
media, you need
more time than
in-person
Face-to-face Web
interactions.
Confer- Phone
ence

The relationship
also withers
faster at the
end.

Social

Email
Time (or frequency of interaction)

Facebook

Type of
Response
Click-through

Email campaign Click-through

Conversion

Rate

Source

0.05% WebTrends,
imgrind.com
6.64% Direct Marketing
1.73% Association
(DMA)
3.42% DMA

Direct mail
Response
(letter)
Meaningful interactions are more difficult than clicking.

So what does this mean in terms of relationship-building

through social media?

Lots of time for little depth.

What makes social media difficult?

Relationship building
Effort

Source: Aliza Sherman, Founder of CyberGrrl, December 2010

http://gigaom.com/2010/12/01/how-much-time-does-social-media-marketing-take/

Is it worth it?

One month @ $20 / hr:

$150
(7.5 hrs)

$200
(10 hrs)

$300
(15 hrs)

$240 - $400 $400 - $800

(12 - 20 hrs) (20 - 40 hrs)

One month @ $50 / hr:

$375
(18.75 hrs)

$500
(25 hrs)

$750
(37.5 hrs)

$600$1,000

$1,000$2,000

What makes social media difficult?

Relationship building
Effort

400 million tweets per _______?

Noise

1.06 billion Facebook users active each

_____?
1000 Instagram comments per ________?
4 billion YouTube video views per _______?

PEOPLE TUNE
OUT DIGITAL
NOISE.

All social media is not alike.

How do I decide?
Is your company already there?
Are your consumers / clients there?
Can you build interest and trust there?
Will you benefit from an army of fans?
Is it worth the time / money?
Can you get out quickly?
Do you want to do this?

If yes to social

Start small but daily (or 3 times / week)

Experiment once at least every week
Informal tone. Personality counts.
Create stories:
Setting / Hero / Enemy / Conflict / Resolution

Use media, not text whenever you can.

Evaluate success weekly, monthly
Have walk away criteria
Clients / sales that wouldnt appear normally

Meaningful
Interaction

Mass
Communicatio
n

Resources
Mashable.com/Social-Media
ChesterCounty.Score.org
Chester County Library:
www.ccls.org/cwo/Find_a_Resource/B
usiness/Library
KutztownSBDC.org
PewInternet.org
Diana Hong, dhong@crainc.com