This is a contribution of Aviva customers Blumstein.
R elations marketing. Influencer marketing. Buzzwords, for sure.
What do they mean?
I’ll give you the definitions that sound like they came out of Marketing 101 textbook and translate for Layman-talk.
what is the relationship marketing?
relationship marketing: a form of marketing by focusing on loyalty, retention and long-term relationships, built around development strong links with customers directly providing information adapted to their needs, desires and interests.
(defined by Gregory Ciotti at Helpscout)
Ted Rubin invented “relationships are the new currency” to SMWF in 2011.
“blasting sales messages instead of listening and engagement has got to be the number one relationship killer of all time. Bar none.
People hate to be sold, especially on social networks, their main purpose is to talk, get opinions, relax and have fun, or find answers to pressing problems.
When a brand spends most of its broadcast time, there is a clear message to the disciples that they are not interested in real-time, two-way communication.
Listening should be your first priority, followed by the undertaking. Do not try to sell to people until you have gained their trust! “
” When a brand spends most of its broadcast time, it is a clear message to the disciples that they are not interested in real-time, two-way communication … do not try to sell to people until you have gained their trust! “
… Then you should close your mouth and do not try to push sales because otherwise people will think you are not interested in real communication.
instead, you must do a lot of listening, to gain their trust and then sell them.
this is what he said, right?
Let me offers another definition of relationship marketing. Short and sweet.
mARKETING RELATIONSHIP = let me be your friend as long as it takes me to sell you something.
if I think I might be able to get multiple sales on you, or you need to keep renewing my service, I think I’ll still be your friend.
What is Influencing marketing?
Influencer marketing is essentially rented relationship marketing .
There is someone who has a relationship with your target audience and try to get them to promote your content or products.
marketing Content marketing Barry Feldman influencer defined as
“the art of getting big kahunas in your court. To achieve greater reach and resonance (ooh, fancy marketing of words), you try to win over people who already have it. And it can be surprisingly effective. “
How to win these big kahunas? You share their stuff, you comment on their blogs, you access their content in your blog posts … whatever it takes.
So we will offer our definition of marketing influencers:
mARKETING influencer = let me suck you in for as long as necessary that you notice me and share my stuff.
in a way, the old style of marketing has been more honest. At least, it was clear that they were to . themselves
Say it is not true
Like this one:
Sometimes it is painfully obvious that it is automated
Or this one:.
and if they follow you back, your account sends an automated direct message or welcome beep?
And if you do not follow them back, artificial intelligence is apparently insulted and unfollows you. I guess they were really interested in what you had to say, huh?
It is true that I do not know all the people who follow me do that – but I am getting rather suspicious when
1. I send them a tweet (manually, not automated) , saying thank you to track and including a piece of info that I like on their website so they know it’s not automated. And then I get no answer .
Yep, no answer to them. They wanted to follow me, but apparently they did not want actually contact me .
A shame they did not Commun.it. Then, at least one algorithm would have noticed my attempts to communicate and told me that I was one of the top community engaged …
2. I am informed that someone was following me there about 10 hours, go to their profile to check and see if i want to follow them back … and guess what? They followed me !
Hmm … not click Follow by mistake and then suddenly realized that I was not who they thought I was?
Or their automated monitoring program give me only 5 hours to go back before they thought I would not return the favor, and they stopped me to follow?
This is not a lot of dedication to your “relationship”.
I recently signed on Hootsuite and offered me the chance to have even less input in my social media accounts:
Now I can have my automated tweets spit you like – and your automated system can retweet and then my other automated thank you
And none of us should be involved. !
This is the stuff that deep relationships are made of …
Not even real people using systems automated.
False. Compound. Imaginary. exists only as a figment of the imagination in the minds of some marketing or marketing program somewhere.
Recently, we had a record number of people on a tweet from ours.
I was excited – and a bit suspect. ( I’m tired, I know. )
I decided to click on the list of likers. Hm-hm.
And sometimes it is even more difficult to say.
Every time I follow, I usually check their profile before deciding whether or not to follow them back.
There are two months when I went to check a new follower, I was impressed with the following ratio Followers:
But I’m not as impressed with the stream of updates. Just a lot of tweets related to digital marketing messages. No conversations.
So I did not follow.
Around the same time, I saw a profile come in “persons proposed to follow.”
I finally went to check. Good picture, nice head, good bio along the lines of “ Helping businesses succeed. #marketing digital leader. Father. Believing in God. ”
the website link made me raise my eyebrows well . It was hosted on a free blogging platform -. Johndoe.weebly.com or johndoe.wordpress.com or similar
Strange. You’d sort of expect a marketing leader professed to have its own website.
But the stream of tweets made me stop short. It was exactly the same as the other profile. Many digital marketing content tweets. All starting with a number (17 … 12 ways things … etc.). The same unusual URL shortener.
… And I scrolled down the stream of updates, I noticed that the messages are repeated in reality.
Unless they changed their numbers.
17 ways to supercharge your marketing Facebook on December 14 became Tweet 16 ways to supercharge your marketing Facebook on December 7 tweet. What became 15 ways to boost your Facebook marketing on December 1.
I’m not kidding.
And every single tweet was part of this model.
Now I just had visit the website.
He was a model of free blogging platform standard with marketing articles. Anonymous, filling marketing articles. Not about the page. No hint of who was behind this site.
This was only the beginning. Over the next two weeks, I am followed by / suggested several other alleged digital marketing accounts, to account inspection, match the same criteria.
- real sounding names and profiles.
- good photos.
- Follower / following counts were credible air and in some cases “influencer worthy.” Even
- The link profile was filling site on a free blogging platform.
- the tweets were all curated messages, many of them with the same “turn the messages with different numbers” strategy mentioned above .
One of the accounts was indeed a real site with [hisnamehere] .com. He looked a little older, as no one had touched the design of the last decade, but still – it was real
“he was the mastermind behind all these false accounts? “ I wondered.
Since I am not a vigilante Twitter, I decided not to pursue the matter, and simply copy the accounts in a Google spreadsheet, if I ever decided to write a post about it.
well I’m here.
and while I’d love to have you shown screenshots of the “turn messages with different numbers “game – or a screenshot of the actual survey profiles, I can not
Because when I opened the Twitter profile page for the first account on my list. I did a double take.
Joe Schmo, marketing leader, abandoned the digital marketing for the promotion of beijing wedding dresses.
This is his new header Twitter.
I checked each of the 5 other accounts that I had indexed as “false.” The exact same organic. The exact same head. Not even an attempt to change it, like when they were all “digital marketing.”
On a whim, I took a beating head and searched in Google Image Search (which inspired the article on how Issamar Ginzberg he looked into an alternative medicine provider client wanted to do business with – only to discover that his picture was a photo and was used on the Web for other “professional profiles”).
The picture returned 27 results in Google Search. About 20 of them varied Twitter profiles. Do we think a picture of ?
There has worsened These results were taken from profile view of a professor at the University of Wisconsin – Madison. It appears repeatedly in their online Experts Guide, as it is a landscape architecture professor and an environmental specialist.
Dearie me. Oh, darling, Dearie me.
I scrolled back the flow of tweets in one of the Twitter accounts to try to find some of the old marketing tweets. They appeared around the 1st January, interspersed with the wedding tweets. As you go further, bridal tweets disappear. Marketing only.
I guess our marketing manager decided that marketing is a bunch of lies and the New Year’s resolution to change professions. It should be an example to us all to keep our resolutions.
But he had help, you see. Because while scrolling backwards through the flow I came across this tweet:
How many Twitter accounts this business work? How many people follow these accounts – assuming they follow real people? How many people who followed the marketing leaders blasted with wedding tweets?
At the time this blog is published, our adventurous marketing leaders, uh – wedding dress experts, may have suffered another career pivot. You see, I am writing these words on January 13 The Persian Bridal Show is Jan. 17, they will probably be annoyed afterwards.
Relationship Marketing Food for Thought
You know what?
I did not write it as a presentation. When I started writing, I did not know how things were going to happen. And I do not even account to be a presentation. That’s why I blurred credentials in the screenshots above.
Because that’s not the point.
The point is not to aim a merciless spotlight some * other * marketers. There is one aim of ourselves and take a good look .
I’m not saying that social media can not be used for the establishment of relations .
Most of us can attest deep, true relationship we would never have had if not for Facebook, Twitter, and others.
I do not say as social media should not be used for business and marketing .
This is a great way with potential for targeting and reaching the right audience.
is when the two confused that I wonder where humanity is headed.
When someone gets to follow up with you on Twitter, they should feel flattered? Or should they feel used?
If we start to see “relations that the new currency” – are we focused on the person on the other side of the relationship? Or only on what our “relationship” will buy us?
I’d love to hear a discussion intellectually honest about it in the comments.
Let me share an idea I’ve been mulling over, to start the discussion.
I’m in the classical Jewish philosophy. This is discussed a lot. (Not to mention Twitter and marketing, of course. We are talking about philosophers, not prophets.)
is concept make positive outward for ulterior motives . Is this a good thing or a bad thing?
Classical sources say contradictory things.
First, there are statements like “If you do it for the wrong reasons, you just do it for the right reasons.”
Moreover, there are statements like: “Anyone who does it for the wrong reasons, it would be best that he had not been born” (A bit much, right?) [
One way to resolve the conflict is to determine ultimate motivation behind your action.
Would you be able to do the right things for the right reasons? is -this your eye on the goal even if now you need a little ulterior motive to push you in the right direction Okay,?. then you will get there – eventually
But if you are happy with your motivation and really see no reason to ever change, you’re doomed.
If you are a “relationship marketing”, be honest with yourself.
What do you really want the end to be ?
Do you really want an ongoing relationship with that person you target?
Would you be happy to foster a relationship with them, giving them (whether aid, information or a stroke of the ego), even if you knew it NEVER would result in a profit?
If that is your goal (even if right now you kind of living, so you do not have too much time for relationships profit generators), then go forward. Your relationships will end up being real relationships, even if the pulse was marketing.
But if these relations are just another tool on the way to a sale, and if you empty 9/10 of your followers and fans in a moment … which is about as much of a relationship as the early 20th century owners of sweatshops had with their “employees”.
Do we really believe that we can have our relationship and eat them too?
would like to hear from you.
Aviva Blumstein would one day like to be your friend, but now she just wants you to hire virtual assistants of his business. You can create a relationship with his logo by to follow on Twitter , check Virtual Assistant Israel site , or send a email honest to goodness [aviva AT virtualassistantisrael DOT com] she will actually read, appreciate and respond to – itself.
(Humiliated? Wait, wait! Do you read article above? 🙂)