Harnessing the Power of Influence
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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