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Harnessing the Power of Influence
 

Harnessing the Power of Influence

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You will learn: ...

You will learn:
Surprise! You’re a Publisher!

Relationship Management: Engaging the People You’re Already Connected To

Social Bridging: Reaching Beyond Your Own Properties to Attract New Advocates

Measurement: Prove you’re moving the needle

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    Harnessing the Power of Influence Harnessing the Power of Influence Presentation Transcript

    • Harnessing
      the
      Power of Influence
    • Confidential 3/22/11
    • Today you’ll learn:
      Surprise! You’re a Publisher!
      Relationship Management: Engaging the People You’re Already Connected To
      Social Bridging: Reaching Beyond Your Own Properties to Attract New Advocates
      Measurement: Prove you’re moving the needle
      Confidential 3/22/11
    • BRANDS AS PUBLISHERS
      BRANDS AS PUBLISHERS
      Changing Roles and Relationships
      Confidential 3/22/11
    • BRANDS AS PUBLISHERS
      Confidential 3/22/11
    • BRANDS AS PUBLISHERS
      Social technology allows people to talk about brands with unprecedented speed and volume…
      Confidential 3/22/11
    • BRANDS AS PUBLISHERS
      … it also empowers brands to tap into the passions and needs of an audience
      “Fastest Time to Reach 1 Million Twitter Followers”
      25 hours and 17 minutes
      Winning!
      Confidential 3/22/11
    • BRANDS AS PUBLISHERS
      Surprise! You’re a publisher!
      Confidential 3/22/11
    • BUILDING AND ACTIVATING AN AUDIENCE
      BUILDING AND ACTIVATING AN AUDIENCE
      On Your Own Platforms
      Confidential 3/22/11
    • BUILDING AND ACTIVATING AN AUDIENCE
      The Internet is a decision engine
      When was the last time you clicked on your browserand didn’tknow what you were going to do next?
      Companies need to provide information users find valuable or they will ignore you.
      Confidential 3/22/11
    • BUILDING AND ACTIVATING AN AUDIENCE
      Confidential 3/22/11
    • BUILDING AND ACTIVATING AN AUDIENCE
      How do you drive traffic and engagement?
      Confidential 3/22/11
    • BUILDING AND ACTIVATING AN AUDIENCE
      Confidential 3/22/11
    • copyright r2integrated, LLC 2009 – confidential and proprietary
    • BUILDING AND ACTIVATING AN AUDIENCE
      Confidential 3/22/11
    • BUILDING AND ACTIVATING AN AUDIENCE
      Confidential 3/22/11
    • BUILDING AND ACTIVATING AN AUDIENCE
      Confidential 3/22/11
    • BUILDING AND ACTIVATING AN AUDIENCE
      Confidential 3/22/11
    • BUILDING AND ACTIVATING AN AUDIENCE
      Q: What do these companies have that you don’t?
      A: A strategy
      Confidential 3/22/11
    • BUILDING AND ACTIVATING AN AUDIENCE
      Identify Your Audience and Goals
      Who are you trying to reach? What do you want them to do?
      • Persona Analysis
      • Search Behavior
      • Content Analysis
      • Competitor Analysis
      • Social Listening Analysis
      How do you define success?
      • Audit of Current Platforms and Campaigns
      • KPIs
      Confidential 3/22/11
    • BUILDING AND ACTIVATING AN AUDIENCE
      Confidential 3/22/11
    • BUILDING AND ACTIVATING AN AUDIENCE
      What are the publishing platforms?
      Editorial Calendar with Campaigns and Regular Touchpoints
      What’s your content?
      Who is managing these communities?
      Marketing, PR, Technology? What are the roles
      Confidential 3/22/11
    • BUILDING AND ACTIVATING AN AUDIENCE
      Confidential 3/22/11
    • BUILDING AND ACTIVATING AN AUDIENCE
      To be shared, content must have:
      • Transactional Value
      • Entertainment Value
      • Informational Value
      Confidential 3/22/11
    • BUILDING AND ACTIVATING AN AUDIENCE
      Engagementbuilds
      Engagementdissolves
      Advocates
      Only investing in one big campaign.
      Loyalty and retention suffer with this approach
      Time
      Confidential 3/22/11
    • BUILDING AND ACTIVATING AN AUDIENCE
      Loyalty and retention positively impacted on a daily, weekly, monthly basis
      Advocates
      Time
      Confidential 3/22/11
    • Marketing the campaigns
      • Email
      • Social networks
      • Earned media
      • Paid media
      • Social CRM
    • HARNESSING THE POWER OF INFLUENCE
      Social Bridging
      Confidential 3/22/11
    • HARNESSING THE POWER OF INFLUENCE
      Razorfish
      Liminal Study, 2011
      Confidential 3/22/11
    • HARNESSING THE POWER OF INFLUENCE
      93% of the Inc. 500 companies surveyed reported that bulletin and message boards were the most successful locations for engaging customers.
      Confidential 3/22/11
    • HARNESSING THE POWER OF INFLUENCE
      Confidential 3/22/11
    • HARNESSING THE POWER OF INFLUENCE
      Content
      COI
      Owned Properties
      Attract and Engage
      Social CRM: Acquire and Advocate
      ID, activate, and engage with the key battlegrounds that we do not own and control
      Build brand love and content amplification in the places customers expect you to be
      Integrate
      Confidential 3/22/11
    • HARNESSING THE POWER OF INFLUENCE
      Social bridging
      The scalability of social media relies on sharing
      Confidential 3/22/11
    • HARNESSING THE POWER OF INFLUENCE
      Confidential 3/22/11
    • HARNESSING THE POWER OF INFLUENCE
      Confidential 3/22/11
    • HARNESSING THE POWER OF INFLUENCE
      Programmatically Activating People, Places and Content
      Plan deployed across channels (transactional and conversational)
      Insights and Recommendations for activation and engagement
      Test, learn, listen and optimize
      What are the access points, content, platform assets and conversations where we can engage?
      Identify the Communities of Interest
      Confidential 3/22/11
    • HARNESSING THE POWER OF INFLUENCE
      Distribution (20%)
      MembersSubscribers
      Followers
      Identify COIs
      Popularity (15%)
      Compete Unique Visitors
      Inbound Links
      Alexa Rank
      Research Methodology
      • Determine candidate pool
      • Prioritize based on traffic and relevance
      • Score
      Influence/Effectiveness of each (15%)
      Klout Influence Score
      Website Grader
      Page Rank
      Engagement/Discussion (15%)
      Comments (last 20 posts)
      Google Buzz Count
      TweetMeme
      On Target (20%)
      Audience Score (1-10)
      Content Relevance (% last 30 posts)
      Provides Value (15%)
      Twitalyzer (score = percentile)
      Content Score
      Confidential 3/22/11
    • HARNESSING THE POWER OF INFLUENCE
      Confidential 3/22/11
    • HARNESSING THE POWER OF INFLUENCE
      Confidential 3/22/11
    • HARNESSING THE POWER OF INFLUENCE
      Confidential 3/22/11
    • HARNESSING THE POWER OF INFLUENCE
      What communities could you engage?
      Confidential 3/22/11
    • MOVING THE NEEDLE
      MOVING THE NEEDLE
      Measuring your efforts
      Confidential 3/22/11
    • MOVING THE NEEDLE
      Scoring on Awareness, Engagement, Acquisition
      Confidential 3/22/11
    • MOVING THE NEEDLE
      Confidential 3/22/11
    • Questions?
      Contact Me:
      Leigh George, PhD, Senior Digital Marketing Strategist
      lgeorge@r2integrated.com
      410.327.0007 x 1211
      http://www.linkedin.com/in/leighgeorge
      @leighgeorge
      Koi pond: fluorineneon.blogspot.com
      Megaphone: seedmagazine.com
      Social media woman: butterflypublisher.com/
      Cocktail party: mastconfex.com
      Guinness Book of World Records logo : britwriters.co.uk
      Charlie Sheen: mashable.com
      Group: news.sciencemag.org
      Whitepaper: daneblogger.com
      Coupon: livingsocial.com
      Cat: incanhascheezburger.com
      Foodtruck: stuffnearames.pbworks.com
      Confidential 3/22/11