Two weeks from today on January 29th, Return of Relationship by Ted Rubin and Kathryn Rose will be released. I’ve had a chance to read an advance copy of the book from Tate Publishing. It’s a quick read with a ton of important takeaways. None more important than the fact that, “RELATIONSHIPS MATTER.”
Here are four others:
1. Dollars and Sense
What’s the difference between ROI and RonR? According to Rubin and Rose,
RonR is the value that is accrued by a person or brand due to nurturing a relationship. ROI is simple dollars and cents, whereas RonR is the value (both perceived and real) that will accrue over time through loyalty, recommendations and sharing.
2. Hard work, not a quick fix
Relationships, like the city of Rome, are not built in a day. They take time, dedication and an attitude of caring. One of the best analogies in the book compares relationships to building muscle:
Relationships Are Like Muscle Tissue… The more they’re engaged, the stronger they become. The ability to build relationships and flex that emotional connection muscle is what makes social so valuable.
3. Giver’s Gain
One of the more salient points in the book highlighted the need to have a giver’s mentality. Relationships are not a one way street. Similar to the concept of lagniappe, you need to get in the practice of giving more in order to receive. In Ted and Kathryn’s words,
It’s called a “giver’s gain” philosophy because the amount of referrals they get tends to correlate directly to the amount of “giving” they do, which requires them to develop relationships with each other and develop trust. Those that attend only talk endlessly about themselves don’t last long; it’s the deep relationships that develop over time that really produce results.
4. Why RonR?
Because RonR leads to ROI in three simple steps:
- Social Media drives engagement
- Engagement drives loyalty
- Loyalty correlates directly to increased sales
Ted Rubin has been evangelizing the concept of RonR since early 2009. The book outlines all the different ways you can use social media to build relationships and increase loyalty. It discusses the different tools and provides a roadmap for making the journey.
I’d highly recommend picking up Return on Relationship and finding out what relationships can do for your brand.
Today’s Lagniappe (a little something extra thrown in for good measure) – Here’s Ted talking about RonR over at Smart CMO: