Ad Tech UNBOUND Room214 11 2 09

Case Study: The Trifecta of Building Online Communities with Influencer ID, Social Community Engagement to Launching Viral Applications James Clark, Co-Founder Room 214 Chase McMichael, Chairman CTO UNBOUND Technologies

WHAT’S UP FACEBOOK FANS!!!!

What Comes First? Platforms People or

POST PROCESS
P – People
Influencer ID
Target Segmentation
O - Objectives
Listen or Talk with Audience?
Support or Energize to Evangelize to Others?
Collaboration?
Pick the Objective Before the Technology
S – Strategy
Closer 2-way relx with audience?
Talking about our shows?
Community for testing?
T – Technology
Blog, Facebook, Digg, YouTube, MySpace
P O S T POST – Forrester Research Methodology

Breaking it Down

Start By Listening?

Monitor
Online Conversation Tracking Based On:
Keywords
Travel Channel brand
Show names
Host names
TC executives
Workflow
Response to topic-related posts
Filtering for engaged influencers
Insights
Conversational trends
Topic comparisons
Discussion clouds

Information Overload

Don’t BOIL THE OCEAN

Filter Through Influencers social media strategy iPhone application word of mouth custom facebook design social media training social media agency viral marketing blog site development kids first day of school competition SXSW webinars Google baseball iPhone Bing Twitter ENGAGE

Influencer ID
Objective
Improve interaction and viral distribution of TC content
Target “behind-the-scenes” influencers who most affect viewing decisions
These influencers rarely contacted or targeted by marketing
Have large influential online presence
Outcome
Improve awareness of TC content increasing the likelihood of positive advocacy
New routes to market via influencers
Process
ID via monitoring tools
Establish 1-to-1 relationship
Understand their views and willingness to participate

What’s An Influencer?
Current Definition – Online Influencers are those who drive opinions (and traffic) around the web are identified by three attributes:
Can impact a brand that produces content that guides perceptions and opinions
Have growing audiences opting to follow and often respond to current topics
Maintain relatively high levels of engagement through natural group affinities and other influencers both online and off
Paranoid Definition – powerful cabal of individuals that can make or break a brand, marshal or dissolve support for business and consumer issues and provide opinions into real-time events as they unfold

How to Spot an Influencer? Source: Radian6.com

Mine Communities Linkfluence.net Blogged.com

Weak and Strong Ties Online social networks, like Facebook, expose weak ties – making it easier to ID and activate the weak ties. Strong Ties: Think the Mafia, Terrorist Cells Weak Ties: “You’re the second person that told me that today.” Dunbar Number = 150 Theoretical cognitive limit to the number of people with whom one can maintain a stable social relationship – Wikipedia.org

Social Density and Affinities UNBOUND Technologies

Social Analysis Vast number of friends to proliferate the Brand’s message

Facebook/MySpace Mining
Mine Fans of Competitive Shows on Facebook
Create Affinity Maps
Who has large influential online presence
Affinity to Travel Channel
Look at pre-existing groups
Overlay competitive maps to Travel Channel Groups
Target Outreach
Establish 1-to-1 relationship
Understand their views and willingness to participate

Pick the Platforms
Travel Channel Brand and Fan Pages
Facebook pages
MySpace pages
YouTube
Twitter
Blog Sites

Influencer Outreach
One to One Communication
Sneak Peaks
Q&A
Live Events
Video Embeds
Show Merchandise
Contests
Ghost Adventures
Online WOM Only
2 nd Most Successful New Show Launch in Travel Channel history

Live Chats
One-to-Many-to-One
Fan participation
Q&A
Insights
Behind the scenes
Drive Viral Awareness
Fans can embed live chat player directly into site
Facebook events drives awareness

Twitter
Host Updates
When traveling
On location
Behind the scenes
Differentiate with Photos
Train hosts on mobile applications such as TwitterFon
Upload photos
Respond to fans
Track Everything
Custom Bit.ly links
Total Followers
<<insert followers>>

Widgets
Viral Distribution
100s of platforms
Ongoing visibility with active influencers
More content than :30 video clips
Trackable
Visibility
4 Widgets
1.9 million views
1.2 million unique visitors
4,500 installs
Cross Promotions
Drive visibility for Sweepstakes
Mobile Fan Club
Applications
Games

Kidnap!
Viral Game
Drive interest and traffic to Travel Channel
Not about the shows
Game Theory
Leaderboards
Points
Rankings
Visibility
1.8 million active users
232 million “Naps”
Kidnap! built by Rapp Collins

Private Community
High-Touch
Facilitation inspires trust and helps community members feel valued
Drives higher quality insights, greater interaction and candor
Influencer Recruitment
Travel Channel Influencers
Non-Travel Channel influencers
Community built on Communispace

What We Got
Understanding Affinities
Connection between fans and shows
Building the Tribe
Who our fans and followers are
Feedback on Shows
What’s working, what isn’t
New Advertising Revenue
Better data to engage potential advertisers
More traffic to website for current advertisers
Large and growing installed fan base to leverage insights for ad programming
Launch Platform
Quickly inform on new shows and apps
Image provided by Rapp Collins Image provided by UNBOUND Technologies

Understand Viral Distribution

Results in 6 Months
Social Media Traffic Drivers
Facebook Top 10 Referring Source
Fan Base
375,000 Community Members
1.8 Million Kidnap! Users
Fan Base
375,000 Community Members
1.8 Million Kidnap! App Users
350,000 Uniques to “I Have The Bug”
81,000 Hungry for More App Users
Over 40,000 online conversations about Travel Channel
80% Positive Sentiment
150 – 1,500 Live Chat Participants

Thank You! James Clark Co-Founder, Room 214 www.Room214.com [email_address] Twitter: @jamesoclark Phone: 303-444-9214 x100 Chase McMichael Chairman CTO, UNBOUND Technologies [email_address] Twitter: @ChaseUNBOUND Phone: 888 377 1264 X 22

Ad Tech UNBOUND Room214 11 2 09

by Chase McMichael on Nov 04, 2009

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