Activating Communities of Interest on the Real Time, Social Web

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…..

Speed
Access
Storage
Transparency
Changed the way we make decisions

Networked Decision Making:

How do you make buying decisions?
FaceBook or CNET

Consumer Decision Journey (CDJ)*
Customer Journey has Two Key Phases:
Discovery Journey: Consider and Evaluate
2. Loyalty Loop: Buy, Enjoy, Advocate, Bond
*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

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
`
`

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

Conclusion

Activating Communities of Interest on the Real Time, Social Web

by R2integrated

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