5 Major Shifts in Identifying & Activating Social Communities
5 Major Shifts in Identifying & Activating Social Communities Presented by Eric Jones, VP Digital Marketing from R2integrated, at SME Puerto Rico Brand Study Marcas que Marcas 2012
ABOUT R2iFull-Service Social & Digital Marketing AgencyR2i At-A-Glance:• Founded in 2004• 104+ Full Time Staff• Social & Digital Marketing Specialists, Web Technologists, Designers, Analysts• Locations in Baltimore/Washington and SeattleKey Partnerships: A few clients:
OVERVIEW: KEY TAKEAWAYSKey Takeaways1.Understanding how information is being consumed in Socialproperties2.How new Social Channels are driving your customers decisionmaking3.Mapping the Conversation Layer = Your Social Strategy &Customer Understanding4.How brands can engage & activate these social channels5.Shifting the focus of measurement and understanding effectiveness
Social ConsumptionTakeaway 1: Understanding Information Consumption Peer-to-peer online networks have changed the way people discover information, evaluate, and purchase products and services The decision to buy occurs around people, places and content of interest- known as the “Conversation Layer” and is happening in both owned and un-owned social properties Consumers joining the “Conversational Layer” represents risk reduction behavior– fundamental when designing a social & content strategy .
Social ConsumptionThe Homophily Principle – “el amor de la misma”Homophily (i.e., "love of the same") is the tendency of individuals to associateand bond with similar others. The presence of homophily has been discovered ina vast array of network studies and is a specific guiding principle in SocialCommunities of Interest.This structured network creates ties of every type including; friendship, work,advice, support, information transfer, exchange, co-membership, and other typesof relationship.
Social Consumption “#1 reason people worldwide wrote about brands online was to offer advice. Brand advocates can be both positive and negative: 61% wrote praise and 52% did so to criticize.”*eMarketer - 2012
TAKEAWAY 2 : DECISION MAKINGTakeaway 2: Decisions are made in the “Conversation Layer”
TIMELINE : THE SOCIAL CONSUMEREvolution of Decision Making
TAKEAWAY 2 : DECISION MAKING “92% of internet users worldwide said they completely or somewhat trusted recommendations from people they knew and 70% said they trusted consumers opinions posted online. “*Nielson - 2011
TAKEAWAY 3 : MAPPING THE CONVERSATION LAYERTakeaway 3: MAP the conversation layer = Social Strategy .
TAKEAWAY 3 : MAPPING THE CONVERSATION LAYERSample Exercise: 400+ Communities of Interest, Influencers, & Opportunities are Identified 200 Communities of Interest based on Content & Audience Relevancy 100+ Communities Scored using Data Points that cover the Scoring Criteria Best for Reach, Relevance, Connectedness
TAKEAWAY 3 : MAPPING THE CONVERSATION LAYERSample Exercise: Distribution (20%) Popularity (15%) Influence/Effectiveness of each (15%) Engagement/Discussion (15%) On Target (20%) Provides Value (15%)
TAKEAWAY 5:Shifting the Focus of MeasurementTakeaway 5: Shifting the Focus of Measurement
TAKEAWAY 5:Shifting the Focus of Measurement Define your Brands Goals Awareness Engagement Acquisition• Awareness: drive traffic with increased relevant online searches, messaging reach, impressions, visits, online conversations and recognition• Engagement: create engaging experiences to capture your audience utilizing an organizations digital assets and online properties• Acquisition: capture market share through revenue, sales, leads , followers, and fans
TAKEAWAY 5:Shifting the Focus of Measurement Define your Brands GoalsAwareness Engagement Acquisition