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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
  • Transcript

    • 1. Understanding and Activating Communities of Interest
      1.24.2011
    • 2. copyright r2integrated, LLC 2009 – confidential and proprietary
    • 3. Humans have always been social.
      But we have never been networked.
      Until now…..
      copyright r2integrated, LLC 2009 – confidential and proprietary
    • 4. Speed
      Access
      Storage
      Transparency
      Changed the way we make decisions
      copyright r2integrated, LLC 2009 – confidential and proprietary
    • 5. Networked Decision Making:
      copyright r2integrated, LLC 2009 – confidential and proprietary
    • 6. How do you make buying decisions?
      FaceBook or CNET
      copyright r2integrated, LLC 2009 – confidential and proprietary
    • 7. 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
    • 8. 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
    • 9. SocialDigitalMarketing in an
      Networked World
      copyright r2integrated, LLC 2009 – confidential and proprietary
    • 10. 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
    • 11. 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
    • 12.
    • 13. Access Point and Influencer Insights
    • 14. Content Syndication and the Loyalty Loop
      copyright r2integrated, LLC 2009 – confidential and proprietary
      `
      `
    • 15. Changing Resources
      Public Relations
      Integrated Approach
      Community Management
      Paid Media
    • 16. 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
    • 17. 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
    • 18. A Wide Range of KPIs
      copyright r2integrated, LLC 2009 – confidential and proprietary
    • 19. Conclusion
      copyright r2integrated, LLC 2009 – confidential and proprietary

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