1. Understanding and Activating Communities of Interest
Leslie Grandy,
CMO & EVP Products
@gearheadgal
@R2integrated
2. How Not To Social Network
3. A Rising Star?
4. What Community Is This?
5. Web 3.0
Old Media New Media
Users repackage your message
Users tell stories
Micro blogging spawns micro marketing
Content is easily syndicated from your site
Trans-media
Control &broadcast messages
Publish web pages & case studies
Mass marketing is about broad reach
Content is rooted in your destination
Cross-channel
6. How do you make buying decisions?
7. How do your customers make
their buying decisions?
8. Networked Communities of Interest
The new battleground for decision-making behavior
9. Web 3.0
`
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Places
People
Content
10. Content Bridges The Brand Gap
What you say & do
What others say about you
Marketing communicationchannels - collateral, messaging, customer
service & support
User generated content - stories, reviews, comments,
posts
11. Content Bridges Channels
12. The Marketers Conundrum
Scalevs Relevancy
13. Reach vsEngagement
14. Creative vsTechnology
15. Automation vs Conversation
Are you asking the right questions of your data?
16. Understanding and Engaging on the Social Web
Where are the online places that people gather and share
relevant information to your brand?
17. Who are the people who publish and create content about
your brand and where do they gather?
18. What people share your content on your behalf?
19. Which content has the most velocity or engagement?
20. Where are the most important conversations to your brand
happening?
21. How does your content maximize engagement with key
audiences in relevant places?
The 3 Pillars of Engagement
People
Identify the key influencers that matter
Places
Identify the key places where our target audience is engaged
Content
Identify the content themes and access points for
engagement
22. Which of These are The Influencers You Need?
Expertsthat are active in creating engaging content for our
segment
Customers who will actively engage and promote their brand affinity
through their networks
Partnersthat can distribute and amplify our message to their own
communities
23. Which of These are The Influencers You Need?
Expertsthat are active in creating engaging content for our
segment
Customers who will actively engage and promote their brand affinity
through their networks
Partnersthat can distribute and amplify our message to their own
communities
24. Which of These are Communities of Interest For Your
Brand?
The Outer Web
Everywhere else
Owned Properties
Your branded domain and microsites
Branded Social Properties
You Tube, Facebook, LinkedIn, Twitter
25. Which of These are Communities of Interest For Your
Brand?
The Outer Web
Everywhere else
Owned Properties
Your branded domain and microsites
Branded Social Properties
You Tube, Facebook, LinkedIn, Twitter
26. R2is Communities of interest and Influencer Identification
Process
Synthesize Multiple Sources of Data
Determine relevant candidate pool
Score & prioritize based on traffic, activity AND goals
Compare with competitors
Perform sensitivity analysis
Listen, Test, Analyze
Popularity
Compete Unique Visitors
Inbound Links
Alexa Rank
Influence/Effectiveness of each
Klout Influence Score
Website Grader
Page Rank
Engagement/Discussion
Comments
Google Buzz Count
TweetMeme
On Target
Audience Score (1-10)
Content Relevance
Provides Value
Del.icio.us Bookmarks
Twitalyzer (score = percentile)
Distriibution
Members
Subscribers
Followers
27. Social Media is a Multi-Variable Problem To Solve
People + Places + Content = Engagement
28. Example - Program Recommendation
29. Bridging KPIs from Transactions to Conversations
30. Whatto do?
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31. Whatto do?
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@r2integrated
r2integrated.com
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@gearheadgal
TheConsumerMatters.com
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