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R2iSMASH™:Tapping the Social Web to Reach PotentialMembers & Build Your Online Community
R2INTEGRATED: WHO WE AREWho We AreAnd how to talk about us…                                    @cchodnicki                ...
R2i AT-A-GLANCE: OVERVIEWFull Service Social & Digital Marketing FirmAt-A-Glance:Founded in 200790+ Full-Time Staff: Engin...
R2INTEGRATED: WHAT WE DOR2integrated: What We DoA full service digital marketing and technology agency, that powers the in...
R2INTEGRATED: AGENDAAgenda•   Challenges Facing Non-Profits & Associations•   Social Media & Why it Matters•   Understandi...
R2INTEGRATED: CHALLENGESChallenges Facing Non-Profits & Associations
R2INTEGRATED: WHY IT MATTERS
R2INTEGRATED: WHY IT MATTERS
R2INTEGRATED: WHY IT MATTERS
R2INTEGRATED: WHY IT MATTERS   Very effective   Somewhat effective
R2INTEGRATED: COMMUNITY BUILDINGSocial Aggregation & Community BuildingThe Importance of Year Long Community Building     ...
R2INTEGRATED: SOCIAL DONE WELL
R2INTEGRATED: SOCIAL DONE WELL
R2INTEGRATED: SOCIAL DONE WELL
R2INTEGRATED: SOCIAL DONE WELL
R2INTEGRATED: SOCIAL DONE WELL
R2INTEGRATED: SOCIAL MARKETING
R2INTEGRATED: SOCIAL MARKETING
R2INTEGRATED: SOCIAL MARKETING
R2INTEGRATED: SOCIAL MARKETING
R2INTEGRATED: AGGREGATION AT WORK
R2INTEGRATED: AGGREGATION AT WORK
R2INTEGRATED: AGGREGATION AT WORK
R2INTEGRATED: AGGREGATION AT WORK
R2INTEGRATED: SOCIAL MEDIABreaking It Down…Now what?
R2INTEGRATED: 4 WAYS TO USE SOCIAL MEDIA4 Ways to Use Social Media  1. Use social media for market research & insights:   ...
R2INTEGRATED: UNDERSTANDINGSocial Audits: Understanding Social & Your Audience                             Curating       ...
R2INTEGRATED: SOCIAL MEDIASocial Media Marketing is NOT About One Silver BulletOne hit wonder campaigns lead to short-live...
R2INTEGRATED: SOCIAL ANALYTICSThe Importance of Social AnalyticsAre you just talking to yourself??• A social audit allows ...
R2INTEGRATED: SOCIAL BRIDGINGProgrammatically Bridge People, Places & ContentAcross “Owned & Un-owned” Channels           ...
R2INTEGRATED: SOCIAL ANALYTICSSocial Score Cards: Applying Strategy to Insights
R2INTEGRATED: SOCIAL ANALYTICSBuilding Your Own Score Card
R2INTEGRATED: SOCIAL ANALYTICS          Platform               Recommended Metrics                   Example Measuring Too...
R2INTEGRATED: SOCIAL STRATEGY     Create a Recommended Catalogue for Your Social Strategy                                 ...
R2INTEGRATED: LONG-TERM SUCCESSLong-Term Social SuccessLet the Community Do the Work for You: Encourage blogger outreach
R2INTEGRATED: LONG-TERM SUCCESSCrowd sourceyour communityfor content,contests &feedback
R2INTEGRATED: LONG-TERM SUCCESSFacebook fan engagement drivesconversation & content
R2INTEGRATED: LONG-TERM SUCCESSVideos provide greatvisibility, viral content, &an intimate look at yourmission
R2INTEGRATED: LONG-TERM SUCCESS
R2INTEGRATED: 3 KEY TAKEAWAYS3 Key Takeaways1. Get your house in order: Do an audit & make sure you’ve got the basics cove...
Contacting R2integrated                           www.r2integrated.com        Chris Chodnicki                             ...
R2iSMASH™:  Tapping the Social Web to Reach Potential Members & Build Your Online Community
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R2iSMASH™: Tapping the Social Web to Reach Potential Members & Build Your Online Community

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R2iSMASH™: Tapping the Social Web to Reach Potential Members & Build Your Online Community

  1. 1. R2iSMASH™:Tapping the Social Web to Reach PotentialMembers & Build Your Online Community
  2. 2. R2INTEGRATED: WHO WE AREWho We AreAnd how to talk about us… @cchodnicki @saminj58 #YAA2011 @R2integrated Chris Chodnicki Samantha De Vita Chief Technology Officer Director, Marketing cchodnicki@r2integrated.com sdevita@r2integrated.com 410.327.0007 X1123 410.327.0007 X2132 @cchodnicki @saminj58
  3. 3. R2i AT-A-GLANCE: OVERVIEWFull Service Social & Digital Marketing FirmAt-A-Glance:Founded in 200790+ Full-Time Staff: Engineers, Designers, Social & Digital Marketing AnalystLocations in: Baltimore (HQ) • Seattle • St. Louis • Washington, DC. • BostonSpecializing in:Digital & Social MarketingWebsite CreationCMS, AMS & CRM PlatformsTechnology Experience & Partnerships:Clients Include:
  4. 4. R2INTEGRATED: WHAT WE DOR2integrated: What We DoA full service digital marketing and technology agency, that powers the integrated cross-channel marketing of organizations with solutions designed to drive awareness and engagecustomers, while remaining focused on capturing market share in a digitally networked world.
  5. 5. R2INTEGRATED: AGENDAAgenda• Challenges Facing Non-Profits & Associations• Social Media & Why it Matters• Understanding Social & Your Audience• Social • Aggregation & Community Building • Social Done Well• R2iSMASH™: Social Aggregation Put to Work• Social Media: Breaking it Down • 4 Ways to Use Effectively Use Social Media • The Importance of Social Analytics • Social Bridging & Score Cards • Long-Term Success in the Social Landscape • Key Takeaways
  6. 6. R2INTEGRATED: CHALLENGESChallenges Facing Non-Profits & Associations
  7. 7. R2INTEGRATED: WHY IT MATTERS
  8. 8. R2INTEGRATED: WHY IT MATTERS
  9. 9. R2INTEGRATED: WHY IT MATTERS
  10. 10. R2INTEGRATED: WHY IT MATTERS Very effective Somewhat effective
  11. 11. R2INTEGRATED: COMMUNITY BUILDINGSocial Aggregation & Community BuildingThe Importance of Year Long Community Building Membership Dues Fundraising Donors Sponsors
  12. 12. R2INTEGRATED: SOCIAL DONE WELL
  13. 13. R2INTEGRATED: SOCIAL DONE WELL
  14. 14. R2INTEGRATED: SOCIAL DONE WELL
  15. 15. R2INTEGRATED: SOCIAL DONE WELL
  16. 16. R2INTEGRATED: SOCIAL DONE WELL
  17. 17. R2INTEGRATED: SOCIAL MARKETING
  18. 18. R2INTEGRATED: SOCIAL MARKETING
  19. 19. R2INTEGRATED: SOCIAL MARKETING
  20. 20. R2INTEGRATED: SOCIAL MARKETING
  21. 21. R2INTEGRATED: AGGREGATION AT WORK
  22. 22. R2INTEGRATED: AGGREGATION AT WORK
  23. 23. R2INTEGRATED: AGGREGATION AT WORK
  24. 24. R2INTEGRATED: AGGREGATION AT WORK
  25. 25. R2INTEGRATED: SOCIAL MEDIABreaking It Down…Now what?
  26. 26. R2INTEGRATED: 4 WAYS TO USE SOCIAL MEDIA4 Ways to Use Social Media 1. Use social media for market research & insights: Monitor the conversation to obtain a real time understanding of the perception & sentiments around your campaigns & brand 2. Use social media to accelerate message distribution: Architect content for social sharing so that it becomes a social object that carries your mission & can be integrated across the social media environment 3. Use social media to create & build your own community: Optimize your “owned” communities to deliver real value & build a presence that encourages conversation and engagement 4. Use social media to reach an already existing community: Build true relationships with community members, evangelists, steak holders, & influencers
  27. 27. R2INTEGRATED: UNDERSTANDINGSocial Audits: Understanding Social & Your Audience Curating Producing Commenting Sharing Watching Credit: Charlene Li
  28. 28. R2INTEGRATED: SOCIAL MEDIASocial Media Marketing is NOT About One Silver BulletOne hit wonder campaigns lead to short-lived pinnacles of engagement ascampaign resources are exhausted & brand advocates go un-nurtured. Advocates Investing in Loyalty & only 1 big retention campaign suffer with this approach Time
  29. 29. R2INTEGRATED: SOCIAL ANALYTICSThe Importance of Social AnalyticsAre you just talking to yourself??• A social audit allows you to see who is engaging with your community & who isn’t: • Evangelists & stakeholders are promptly identified & rewarded • Engagement process becomes more efficient & effective on owned & un- owned properties• Identify content thats working & where it’s successful: • Create more compelling shareable content • Reach & relevance are highly targeted• Community engagement be comes organic on both sides: • Community does the work for you • Brand engagement becomes more strategic
  30. 30. R2INTEGRATED: SOCIAL BRIDGINGProgrammatically Bridge People, Places & ContentAcross “Owned & Un-owned” Channels Execution plan Insights and deployed across Test, learn, recommendations channels (owned manage and for activation and and un-owned) optimize What are the engagement access points, content, platform assets and conversations ID the people, where we can places and engage? content that can be leveraged
  31. 31. R2INTEGRATED: SOCIAL ANALYTICSSocial Score Cards: Applying Strategy to Insights
  32. 32. R2INTEGRATED: SOCIAL ANALYTICSBuilding Your Own Score Card
  33. 33. R2INTEGRATED: SOCIAL ANALYTICS Platform Recommended Metrics Example Measuring ToolsBLOG • Unique Page Views & Visitors • Google Analytics • Time Spent On Site • Shares (of content) • Comments • SubscribersCOMMUNITY MANAGEMENT • Referrals Back To Owned Properties • Google Analytics& LISTENING • Engagement Rates (forum replies, comment ceplies)TWITTER • Followers • Twitter • @ Replies • Hootsuite • RetweetsFACEBOOK • Page Likes • Facebook Insights • Status Likes • Content Likes • Fan Comments/Shares • ImpressionsWEBSITE • Unique Page Views • Google Analytics • Unique Visitors • Time Spent On Site • Referral TrafficSOCIAL CAMPAIGNS • Metrics Will Depend On Goals & The • Depends On Goals & Platform Platform, Measuring Content Engagement & Awareness
  34. 34. R2INTEGRATED: SOCIAL STRATEGY Create a Recommended Catalogue for Your Social Strategy TYPE/FORM DISTRIBUTIO CONTENT PIECE CATEGORY TARGET AUDIENCE THEME AT N CHANNELS Current & Future Datasheet Value, Sponsorship Sponsors Sponsor Benefits (PDF) Engagement Top 10 Benefits of Current & Future Datasheet Value, Membership Membership Members (PDF) Engagement Donor Giving Current & Future Value, Donations Guide/Blog Guide/Testimonials Donors Testimonial Top 10 Lists Educational Brand Advocates PDF Awareness Members, Potential Value,“Social Good” Video Contest Promotional Videos Members, & Sponsors Outreach EMAIL FACEBOOK TWITTER BLOG YOUTUBE WEBSITE SLIDESHARE PRINTED
  35. 35. R2INTEGRATED: LONG-TERM SUCCESSLong-Term Social SuccessLet the Community Do the Work for You: Encourage blogger outreach
  36. 36. R2INTEGRATED: LONG-TERM SUCCESSCrowd sourceyour communityfor content,contests &feedback
  37. 37. R2INTEGRATED: LONG-TERM SUCCESSFacebook fan engagement drivesconversation & content
  38. 38. R2INTEGRATED: LONG-TERM SUCCESSVideos provide greatvisibility, viral content, &an intimate look at yourmission
  39. 39. R2INTEGRATED: LONG-TERM SUCCESS
  40. 40. R2INTEGRATED: 3 KEY TAKEAWAYS3 Key Takeaways1. Get your house in order: Do an audit & make sure you’ve got the basics covered2. Publish audience-centered content that is valuable, sharable & supports yourmission1. Engage members & build relationships with influencers & brand advocatesthroughout the year
  41. 41. Contacting R2integrated www.r2integrated.com Chris Chodnicki Samantha De Vita Chief Technology Officer Director, Marketing cchodnicki@r2integrated.com sdevita@r2integrated.com 410.327.0007 X1123 410.327.0007 X2132 @cchodnicki @saminj58

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