Harnessing the Power of Influence

Harnessing
the
Power of Influence

Confidential 3/22/11

Today you’ll learn:
Surprise! You’re a Publisher!
Relationship Management: Engaging the People You’re Already Connected To
Social Bridging: Reaching Beyond Your Own Properties to Attract New Advocates
Measurement: Prove you’re moving the needle

BRANDS AS PUBLISHERS
Changing Roles and Relationships

Social technology allows people to talk about brands with unprecedented speed and volume…

… it also empowers brands to tap into the passions and needs of an audience
“Fastest Time to Reach 1 Million Twitter Followers”
25 hours and 17 minutes
Winning!

Surprise! You’re a publisher!

BUILDING AND ACTIVATING AN AUDIENCE
On Your Own Platforms

The Internet is a decision engine
When was the last time you clicked on your browserand didn’tknow what you were going to do next?
Companies need to provide information users find valuable or they will ignore you.

How do you drive traffic and engagement?

copyright r2integrated, LLC 2009 – confidential and proprietary

Q: What do these companies have that you don’t?
A: A strategy

Identify Your Audience and Goals
Who are you trying to reach? What do you want them to do?
Persona Analysis
Search Behavior
Content Analysis
Competitor Analysis
Social Listening Analysis
How do you define success?
Audit of Current Platforms and Campaigns
KPIs

Relevant Products

What are the publishing platforms?
Editorial Calendar with Campaigns and Regular Touchpoints
What’s your content?
Who is managing these communities?
Marketing, PR, Technology? What are the roles

To be shared, content must have:
Transactional Value
Entertainment Value
Informational Value

Engagementbuilds
Engagementdissolves
Advocates
Only investing in one big campaign.
Loyalty and retention suffer with this approach
Time

Loyalty and retention positively impacted on a daily, weekly, monthly basis
Advocates
Time

Marketing the campaigns
Email
Social networks
Earned media
Paid media
Social CRM

HARNESSING THE POWER OF INFLUENCE
Social Bridging

Razorfish
Liminal Study, 2011

93% of the Inc. 500 companies surveyed reported that bulletin and message boards were the most successful locations for engaging customers.

Content
COI
Owned Properties
Attract and Engage
Social CRM: Acquire and Advocate
ID, activate, and engage with the key battlegrounds that we do not own and control
Build brand love and content amplification in the places customers expect you to be
Integrate

Social bridging
The scalability of social media relies on sharing

Programmatically Activating People, Places and Content
Plan deployed across channels (transactional and conversational)
Insights and Recommendations for activation and engagement
Test, learn, listen and optimize
What are the access points, content, platform assets and conversations where we can engage?
Identify the Communities of Interest

Distribution (20%)
MembersSubscribers
Followers
Identify COIs
Popularity (15%)
Compete Unique Visitors
Inbound Links
Alexa Rank
Research Methodology
Determine candidate pool
Prioritize based on traffic and relevance
Score
Influence/Effectiveness of each (15%)
Klout Influence Score
Website Grader
Page Rank
Engagement/Discussion (15%)
Comments (last 20 posts)
Google Buzz Count
TweetMeme
On Target (20%)
Audience Score (1-10)
Content Relevance (% last 30 posts)
Provides Value (15%)
Twitalyzer (score = percentile)
Content Score

What communities could you engage?

MOVING THE NEEDLE
MOVING THE NEEDLE
Measuring your efforts

MOVING THE NEEDLE
Scoring on Awareness, Engagement, Acquisition

MOVING THE NEEDLE
SOCIAL SCORECARD

Questions?
Contact Me:
Leigh George, PhD, Senior Digital Marketing Strategist
lgeorge@r2integrated.com
410.327.0007 x 1211
http://www.linkedin.com/in/leighgeorge
@leighgeorge
Koi pond: fluorineneon.blogspot.com
Megaphone: seedmagazine.com
Social media woman: butterflypublisher.com/
Cocktail party: mastconfex.com
Guinness Book of World Records logo : britwriters.co.uk
Charlie Sheen: mashable.com
Group: news.sciencemag.org
Whitepaper: daneblogger.com
Coupon: livingsocial.com
Cat: incanhascheezburger.com
Foodtruck: stuffnearames.pbworks.com

Harnessing the Power of Influence

by R2integrated on Mar 23, 2011

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