Understanding and Activating Communities of Interest<br />1.24.2011<br />
copyright  r2integrated, LLC  2009 – confidential and proprietary<br />
Humans have always been social.  <br />But we have never been networked.<br />Until now…..<br />copyright  r2integrated, L...
Speed<br />Access<br />Storage<br />Transparency<br />Changed the way we make decisions<br />copyright  r2integrated, LLC ...
Networked Decision Making:<br />copyright  r2integrated, LLC  2009 – confidential and proprietary<br />
How do you make buying decisions?<br />FaceBook or CNET<br />copyright  r2integrated, LLC  2009 – confidential and proprie...
Consumer Decision Journey (CDJ)*<br />Customer Journey has Two Key Phases:<br />Discovery Journey: Consider and Evaluate <...
Social Network-Based Decision Support Eco-System<br />Communities of Interest<br />Immediate Network<br />Extended Network...
SocialDigitalMarketing in an <br />Networked World<br />copyright  r2integrated, LLC  2009 – confidential and proprietary<...
COI<br />Social CRM<br />Digital in a Networked World!<br />Consideration, Evaluation, Advocacy <br />Enjoy, Advocate, Bon...
Community of Interest-Based Cross-Channel Marketing<br />Programmatically Activating “Owned and Un-owned” channels<br />De...
Access Point and Influencer Insights<br />
Content Syndication and the Loyalty Loop<br />copyright  r2integrated, LLC  2009 – confidential and proprietary<br />`<br ...
Changing Resources<br />Public Relations<br />Integrated Approach<br />Community Management<br />Paid Media<br />
Social Media Marketing is not About Silver Bullets<br />One hit wonder campaigns lead to short-lived pinnacles of engageme...
Consistent Engagement Builds Over Time<br />COI Cross Channel Marketing Integrates Evergreen Style Community Engagement wi...
 A Wide Range of KPIs <br />copyright  r2integrated, LLC  2009 – confidential and proprietary<br />
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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 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

    1. 1. Understanding and Activating Communities of Interest<br />1.24.2011<br />
    2. 2. copyright r2integrated, LLC 2009 – confidential and proprietary<br />
    3. 3. Humans have always been social. <br />But we have never been networked.<br />Until now…..<br />copyright r2integrated, LLC 2009 – confidential and proprietary<br />
    4. 4. Speed<br />Access<br />Storage<br />Transparency<br />Changed the way we make decisions<br />copyright r2integrated, LLC 2009 – confidential and proprietary<br />
    5. 5. Networked Decision Making:<br />copyright r2integrated, LLC 2009 – confidential and proprietary<br />
    6. 6. How do you make buying decisions?<br />FaceBook or CNET<br />copyright r2integrated, LLC 2009 – confidential and proprietary<br />
    7. 7. Consumer Decision Journey (CDJ)*<br />Customer Journey has Two Key Phases:<br />Discovery Journey: Consider and Evaluate <br />2. Loyalty Loop: Buy, Enjoy, Advocate, Bond <br />copyright r2integrated, LLC 2009 – confidential and proprietary<br />*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<br />
    8. 8. Social Network-Based Decision Support Eco-System<br />Communities of Interest<br />Immediate Network<br />Extended Network<br />Outside Network<br />Social Connections<br />Social CRM<br />Branded Platforms<br />Source: Forrester Research<br />copyright © r2integrated, LLC 2010 – confidential and proprietary<br />
    9. 9. SocialDigitalMarketing in an <br />Networked World<br />copyright r2integrated, LLC 2009 – confidential and proprietary<br />
    10. 10. COI<br />Social CRM<br />Digital in a Networked World!<br />Consideration, Evaluation, Advocacy <br />Enjoy, Advocate, Bond, Bridge<br />ID, activate, engage, and converse with the key battlegrounds that we do not own and control<br />Develop content plan and longer term audience segmentation, relevance, and social properties strategy<br />Integrate<br />Technology Tools<br />
    11. 11. Community of Interest-Based Cross-Channel Marketing<br />Programmatically Activating “Owned and Un-owned” channels<br />Develop programs, outreach, campaigns and content - deploy it across channels<br />Optimize, extend and integrate across Owned and Un-Owned Properties.<br />Develop a plan for creation and penetration of social spaces<br />What are the access points for content and conversation?<br />Owned and Un-owned<br />Identify the Communities of Interest<br />
    12. 12.
    13. 13. Access Point and Influencer Insights<br />
    14. 14. Content Syndication and the Loyalty Loop<br />copyright r2integrated, LLC 2009 – confidential and proprietary<br />`<br />`<br />
    15. 15. Changing Resources<br />Public Relations<br />Integrated Approach<br />Community Management<br />Paid Media<br />
    16. 16. Social Media Marketing is not About Silver Bullets<br />One hit wonder campaigns lead to short-lived pinnacles of engagement as campaign resources are exhausted and advocates go un-nurtured.<br />Engagementbuilds<br />Engagementdissolves<br />Advocates<br />Only investing in one big campaign.<br />Loyalty and retention suffer with this approach <br />Time<br />
    17. 17. Consistent Engagement Builds Over Time<br />COI Cross Channel Marketing Integrates Evergreen Style Community Engagement with Campaigns and Content Distribution to increase advocacy and build relationships with influencers over time<br />Loyalty and retention positively impacted on a daily, weekly, monthly basis<br />Advocates<br />Time<br />
    18. 18. A Wide Range of KPIs <br />copyright r2integrated, LLC 2009 – confidential and proprietary<br />
    19. 19. Conclusion<br />copyright r2integrated, LLC 2009 – confidential and proprietary<br />

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