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Activating Communities of Interest on the Real Time, Social Web

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Activating Communities of Interest On The Real Time, Social Web: The web is a decision engine, and communities of interest are where it's at for brands looking to influence customers and build ...

Activating Communities of Interest On The Real Time, Social Web: The web is a decision engine, and communities of interest are where it's at for brands looking to influence customers and build advocacy.

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  • You may have seen this before in a previous webcast
  • This approach allows you to invest resources over timePrimes your fan base so that when you are ready to engage, they are listening

Activating Communities of Interest on the Real Time, Social Web Activating Communities of Interest on the Real Time, Social Web Presentation Transcript

  • Understanding and Activating Communities of Interest
    1.24.2011
  • copyright r2integrated, LLC 2009 – confidential and proprietary
  • Humans have always been social.
    But we have never been networked.
    Until now…..
    copyright r2integrated, LLC 2009 – confidential and proprietary
    View slide
  • Speed
    Access
    Storage
    Transparency
    Changed the way we make decisions
    copyright r2integrated, LLC 2009 – confidential and proprietary
    View slide
  • Networked Decision Making:
    copyright r2integrated, LLC 2009 – confidential and proprietary
  • How do you make buying decisions?
    FaceBook or CNET
    copyright r2integrated, LLC 2009 – confidential and proprietary
  • Consumer Decision Journey (CDJ)*
    Customer Journey has Two Key Phases:
    Discovery Journey: Consider and Evaluate
    2. Loyalty Loop: Buy, Enjoy, Advocate, Bond
    copyright r2integrated, LLC 2009 – confidential and proprietary
    *McKinsey Quarterly defined the CDJ model based on research among 20,000 consumers across 5 industries that showed 6 stages of iterative reductive involvement with a brand
  • Social Network-Based Decision Support Eco-System
    Communities of Interest
    Immediate Network
    Extended Network
    Outside Network
    Social Connections
    Social CRM
    Branded Platforms
    Source: Forrester Research
    copyright © r2integrated, LLC 2010 – confidential and proprietary
  • SocialDigitalMarketing in an
    Networked World
    copyright r2integrated, LLC 2009 – confidential and proprietary
  • COI
    Social CRM
    Digital in a Networked World!
    Consideration, Evaluation, Advocacy
    Enjoy, Advocate, Bond, Bridge
    ID, activate, engage, and converse with the key battlegrounds that we do not own and control
    Develop content plan and longer term audience segmentation, relevance, and social properties strategy
    Integrate
    Technology Tools
  • Community of Interest-Based Cross-Channel Marketing
    Programmatically Activating “Owned and Un-owned” channels
    Develop programs, outreach, campaigns and content - deploy it across channels
    Optimize, extend and integrate across Owned and Un-Owned Properties.
    Develop a plan for creation and penetration of social spaces
    What are the access points for content and conversation?
    Owned and Un-owned
    Identify the Communities of Interest
  • Access Point and Influencer Insights
  • Content Syndication and the Loyalty Loop
    copyright r2integrated, LLC 2009 – confidential and proprietary
    `
    `
  • Changing Resources
    Public Relations
    Integrated Approach
    Community Management
    Paid Media
  • Social Media Marketing is not About Silver Bullets
    One hit wonder campaigns lead to short-lived pinnacles of engagement as campaign resources are exhausted and advocates go un-nurtured.
    Engagementbuilds
    Engagementdissolves
    Advocates
    Only investing in one big campaign.
    Loyalty and retention suffer with this approach
    Time
  • Consistent Engagement Builds Over Time
    COI Cross Channel Marketing Integrates Evergreen Style Community Engagement with Campaigns and Content Distribution to increase advocacy and build relationships with influencers over time
    Loyalty and retention positively impacted on a daily, weekly, monthly basis
    Advocates
    Time
  • A Wide Range of KPIs
    copyright r2integrated, LLC 2009 – confidential and proprietary
  • Conclusion
    copyright r2integrated, LLC 2009 – confidential and proprietary