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
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
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