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Matt Goddard, R2i
 

Matt Goddard, R2i

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    Matt Goddard, R2i Matt Goddard, R2i Presentation Transcript

    • Ac! 8Activating Communities, Brand Influence Matt Goddard CEO & Co-Founder R2Integrated
    • 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….. copyright r2integrated, LLC 2009 – confidential and proprietary
    • Speed Access Storage TransparencyChanged the way we make decisions copyright r2integrated, LLC 2009 – confidential and proprietary
    • Networked Decision Making: copyright r2integrated, LLC 2009 – confidential and proprietary
    • How do you make buying decisions? FaceBook or CNET copyright r2integrated, LLC 2009 – confidential and proprietary
    • Consumer Decision Journey (CDJ)*Customer Journey has Two Key Phases:1.  Discovery Journey: Consider and Evaluate2. 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 copyright r2integrated, LLC 2009 – confidential and proprietary
    • Social Network-Based Decision Support Eco-SystemCommunities of Immediate Network Interest Extended Network Outside Network Social Connections FB Sponsored Twitter Communities Social CRM Branded Platforms Website Blog Source: Forrester Research copyright © r2integrated, LLC 2010 – confidential and proprietary
    • Social Digital Marketing in an Networked World copyright r2integrated, LLC 2009 – confidential and proprietary
    • Digital in a Networked World! Integrate
    • Community of Interest-Based Cross-Channel Marketing Programmatically Activating “Owned and Un-owned” channels Develop programs, Develop a plan outreach, Optimize, for creation and campaigns and extend and penetration of content - deploy integrate What are the social spaces it across across access points for channels Owned and content and Un-Owned conversation? Properties.Identify theCommunitiesof Interest
    • Access Point and Influencer Insights Problems They Why They Access Ways to Site Influencers Solve Matter Points Leverage CEO  &  Editor  in   Podcast,   Podcast:  Submit  a   Chief,  as  well  as  an   Product   proposal  to  have  a  CO   individual  that   Reviews,  Press   expert  be  a  guest  on   Give  news,  *ps  and  advice   writes  several  Small  Business   Releases,  Web   the  weekly  podcast   about  running  a  small   Anita  Campbell   popular  blogs  in  the  Trends   Adver*sing,   -­‐  Sponsor  the  Small   business.   small  business   Polls,  Events,   Business  Trends   space,  also  an   Whitepapers,   Podcast  for  3  mos   OPEN  Forum   NewsleEer   Expert.   Wiki  of  resource  ar*cles   Owner/Creator  of   Wiki  Pages:  Contact   related  to  star*ng  and   the  wiki  and  a  small   influencer  Rex  Business.com   Rex  Hammock   Wiki  Pages   maintaining  your  small   business  owner   Hammock  to  create  a   business.   himself.   set  of  how-­‐tos   These  bloggers   Posts:  Give  these   have  shown  an   bloggers  sneak  peeks   affinity  for  our   or  products  to  test   Bloggers  themselves,   products  within   Offer  easy-­‐to-­‐follow  *ps  for   some  of  note:   before  launch  in  Small  Business   their  small   Posts,   small  business  owners  who   exchange  for  them  Tech  Tips   Stephanie ,  Danny   businesses  and   Adver*sing   dont  understand  technology.   Gelber,  Mike  Cooch   wri*ng  easy  to   write  easy  to   understand  posts   understand  posts   about  implementa*on   about  those   and  management.   products.  
    • Content Syndication and the Loyalty Loop ` ` copyright r2integrated, LLC 2009 – confidential and proprietary
    • Changing Resources Public RelationsPaid Media Community Management
    • Social Media Marketing is not About Silver BulletsOne hit wonder campaigns lead to short-lived pinnacles ofengagement as campaign resources are exhausted and advocatesgo un-nurtured. Advocates Only investing Loyalty and in one big retention suffer campaign. with this approach Time
    • Consistent Engagement Builds Over TimeCOI Cross Channel Marketing Integrates Evergreen Style CommunityEngagement with Campaigns and Content Distribution to increaseadvocacy and build relationships with influencers over time Advocates Loyalty and retention positively impacted on a daily, weekly, monthly basis Time
    • A Wide Range of KPIsAdvocacy Awareness Acquisition Loyalty•  Increase share of •  Increase effective •  Subscribers to •  Increase in fans/ conversation reach content followers•  Increase positive •  Increase referral •  Leads •  Engagement on sentiment traffic and •  Downloads branded•  Increase inbound links •  Purchases platforms recommendations •  Increase brand •  Retweets•  Nurture key searches •  LTV influencers •  Increase•  Bridge loyals and conversation never-beens volume•  Content Sharing copyright r2integrated, LLC 2009 – confidential and proprietary
    • Conclusion copyright r2integrated, LLC 2009 – confidential and proprietary