Social Media Strategies: Return on Relationship

This month’s Professional Development webinar was on the topic of Return on Relationship with special guest, Ted Rubin.

If you missed it you can download the recording.

Members of Azzarello group can download this webinar for free.

RonR with Ted Rubin

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Ted Rubin is the most followed CMO on Twitter according to Social Media Marketing Magazine; one of the most interesting CMOs on Twitter according to Say Media, #13 on Forbes Top 50 Social Media Power Influencers, and number #2 on the Leadtail list of Top 25 People Most Mentioned by digital marketers.

Return on Relationship, ROR, #RonR, is the basis of his philosophy. His book, Return on Relationship was released January 2013 and How To Look People in the Eye Digitally was released this year. Connect with Ted at or @TedRubin.

Return on Relationship


This was a very entertaining and enlightening conversation with Ted Rubin.

What I love about Ted’s work is his focus on authentic relationships and using social media as a way to build genuine, real-world relationships with people.

He asks, “Would YOU want to be your friend?”

Ted talks about the importance of being personal, and the “Age of Influence” — there are no barriers. If you invest and engage, you can create truly meaningful, important connections and lasting value in your network.

This was a wonderful discussion! I’m so grateful to Ted for taking the time to talk with the members of Azzarello Group.

In this webinar you’ll learn from Ted how to:

  • Most effectively use social media in your career and business
  • Maximize the “Social” aspect of Social Media
  • Build and nurture relationships online and offline
  • Think about and increase your influence
  • Get started on social media in a comfortable, authentic way

In this webinar: Return on Relationship, Ted shared practical ideas to use the internet to build your influence and improve your communications in a genuine way with your friends, colleagues and customers.

Members of Azzarello group can download this webinar for free.

If you are not a member, you can learn about membership and join, or you can purchase this individual webinar below.

Talk TO people, don’t market AT them

Ted shared several stories about how companies get this right and wrong. Real communication involves people conversing with people, not companies broadcasting to markets.

The companies that get this right are seeing huge benefits. The ones that don’t are either getting left behind, or missing huge opportunities to learn from their customers to provide products, services and information that people really want and need.

Tell Your Story in a Way People will Care

This is really at the root of any success. You need to get people to care.

To get people to care you need to engage with them on a personal level. You need to make them feel acknowledged and listened to. But first and foremost, you need to understand what they care about.

Social media makes telling your story in a way people care easier than ever before, because people are voluntarily broadcasting what they care about.

There is no excuse for you not to know what people care about before you meet them, if they are sharing on the internet.

Take the time look, learn, and engage.

Listen for Moments

Ted shared some great stories about how to listen for the perfect moment to engage with someone, and also what happens when you miss it or get it wrong.

The internet gives us the opportunity to sense what people are thinking and how they are reacting. When you listen for and find the right moment, your communication will have a lot more power and influence.

Open Doors

Ted talked about having only one persona on the internet. (Don’t separate work and personal.)

He told us, in fact, that his personal updates to his business contacts get more positive attention and engagement than his business communications. Of course this is true.

We shouldn’t be afraid of sharing our real selves with our business colleagues. Business colleagues are people. They respond to the fact that you are also a person!

It is easier to engage them with a picture of your dogs or of your children than it is to engage them with your latest marketing email.

Networking is about opening doors — it’s not about closing the deal in the first meeting. Being a real person with your business contacts is a better way to move the business forward, than to be only all-business.

Once you get people to engage on a personal level, then you have the opportunity to listen for the right “moment” to do business later.

Start slowly

Ted was not suggesting that you suddenly put the entirety of your personal life out on the internet all at once. Share a vacation photo. Comment on someone else’s hobby.

Put your toe in the water and gauge the response. You can build your presence as you feel comfortable.

If you stay away from the internet, just be aware that you are getting left behind by all the people and businesses who have embraced it.

Ted also shared some specific, practical ideas about how to use Twitter, Facebook, and Linkedin most effectively.

If you are craving more influence, the internet is a powerful option. And your best approach is to be genuine, generous, and personally engaged.

Want some help?

To get some help with this and learn the specific ideas and techniques that Ted talked about, download the webinar: Return on Relationship, now.

Members: Download the webinar for free.
Non Members: You can purchase this individual webinar or podcast (links below).

Here are some additional, useful webinars related to building authentic relationships, and increasing influence and presence in social media and in the real world:

Members get these additional webinars for free:

So if you are not yet a member, you might as well join and get them all for free!

Let me be your Mentor – Become a Member

Members of Azzarello Group basically get me as their mentor.

Every month you get new insights and tools in the form of these webinars, as well as the chance to call into a monthly members-only coaching hour where you can get direct personal coaching from me.

People tell me that membership gives them a totally new way of thinking about their career, getting promotions, solving difficult problems with bosses, peers, employees, and other annoying people, communicating better, being more influential, becoming a stronger leader, and enjoying their work more. I love to hear this, and I love to help!

If you join now, you’ll not only get this webinar, but all the other webinars in the Member Library.

AND you’ll get the opportunity to participate in monthly Coaching Hour conference calls with me.
Check out what we talk about.

AND as a member you’ll get to download your copy of the Career Year of action Guide (a $30 value) for free.

Membership is a great resource (and a steal at $179 for a whole year) to help you advance your career.

Join Now
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Other Options:

Purchase just this podcast ($9.99)


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Patty Azzarello is an executive, best-selling author, speaker and CEO/Business Advisor.
She became the youngest general manager at HP at the age of 33, ran a billion dollar software business at 35 and became a CEO for the first time at 38 (all without turning into a self-centered, miserable jerk)

You can find Patty at, follow her on twitter or facebook, or read her book RISE…3 Practical Steps for Advancing Your Career, Standing Out as a Leader, AND Liking Your Life.


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You can find Patty at, follow her on twitter or Facebook, or read her books RISE and MOVE.

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