091023 Intent Is The New Demographic

Intent is the new demographic
Ged Carroll: director, digital strategies

Who On Earth Am I?

In this presentation
What drives social media?
Intent into interaction
7 strategies for online engagement
What about measurement?
Case studies
Strength for Caring
CML Earth
World Malaria Day
Love is Respect

What drives social media?
Intent-driven communication

Intent driven
Content driven
Controlled message
Open conversation
Public Relations
Social Media
Advertising
User querydriven by
needdesirepassionwhimcuriosity
Content-drivenvia intermediary
newstrendsinformationeducationentertainment
Push Messaging driven by
agegenderraceincomegeography

Intent into interaction

7 strategies for online engagement
Engagement ‘Menu’
RelationshipBuilding
ContentCreation
DestinationDevelopment
Social MediaOptimisation
1
Invite users into your space
2
Journey into the user’s space
3
Create new spaces: Digital Communities
4
Blogger Outreach
5
Social Media Ambassadors
6
Intranet 2.0
7
SocialiseContent
Content must resonate with User Intent
Messages must come from Trusted Voices
Engagement must include TransparencyandFeedback

What about measurement?
Benchmark
Ongoing measurement
RoE (return-on-engagement)
Lay of the land, set campaign goals
Optimise campaign, spot opportunities
Flaunt our awesomeness

One more word about measurement
Holistic

Strength for caring

CML Earth

World Malaria Day

Love is respect
Liz Claiborne wanted to engage teens, parents, and communities in their campaign to raise awareness of teen dating abuse
Bring campaign content, including videos, information and user-generated content, to popular social networking
Webby Award-winning campaign created thousands of teen advocates igniting conversations and communities across facebook, myspace and YouTube

Questions

Thank you for listening
http://ruderfinn.co.uk| http://renaissancechambara.jp | @r_c

091023 Intent Is The New Demographic

by Ged Carroll on Oct 23, 2009

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