Social Media Optimization Conference - Activating Communities of Interest

1,059 views

Published on

Presentation given at SMOC West in San Francisco on May 24, 2011 by Leslie Grandy, CMO, R2integrated

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,059
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
12
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • This is just a good old fashion list that needs to look good. What we could do is find some different icons that represent each of the areas: “web properties”, “influencers, partners, and beta customers. These icons could flow through the deck and different times and give it a little more pazazz.
  • This is just a good old fashion list that needs to look good. What we could do is find some different icons that represent each of the areas: “web properties”, “influencers, partners, and beta customers. These icons could flow through the deck and different times and give it a little more pazazz.
  • This is just a good old fashion list that needs to look good. What we could do is find some different icons that represent each of the areas: “web properties”, “influencers, partners, and beta customers. These icons could flow through the deck and different times and give it a little more pazazz.
  • This is just a good old fashion list that needs to look good. What we could do is find some different icons that represent each of the areas: “web properties”, “influencers, partners, and beta customers. These icons could flow through the deck and different times and give it a little more pazazz.
  • Social Media Optimization Conference - Activating Communities of Interest

    1. 1. Understanding and Activating Communities of Interest<br />Leslie Grandy,<br />CMO & EVP Products<br />@gearheadgal<br />@R2integrated<br />
    2. 2. How Not To Social Network<br />
    3. 3. A Rising Star?<br />
    4. 4. What Community Is This?<br />
    5. 5. Web 3.0<br />Old Media New Media<br />Users repackage your message<br />Users tell stories<br />Micro blogging spawns micro marketing<br />Content is easily syndicated from your site<br />Trans-media<br />Control & broadcast messages<br />Publish web pages & case studies<br />Mass marketing is about broad reach<br />Content is rooted in your destination<br />Cross-channel<br />
    6. 6. How do you make buying decisions?<br />
    7. 7. How do your customers make <br />their buying decisions?<br />
    8. 8. Networked Communities of Interest<br />The new battleground for decision-making behavior<br />
    9. 9. Web 3.0<br />`<br />`<br />Places<br />People<br />Content<br />
    10. 10. Content Bridges The Brand Gap<br />What you say & do<br />What others say about you<br />Marketing communication channels - collateral, messaging, customer service & support<br />User generated content - stories, reviews, comments, posts<br />
    11. 11. Content Bridges Channels<br />
    12. 12. The Marketer’s Conundrum<br /><ul><li>Scalevs Relevancy
    13. 13. Reach vsEngagement
    14. 14. Creative vsTechnology
    15. 15. Automation vs Conversation</li></ul>Are you asking the right questions of your data?<br />
    16. 16. Understanding and Engaging on the Social Web<br /><ul><li>Where are the online places that people gather and share relevant information to your brand?
    17. 17. Who are the people who publish and create content about your brand and where do they gather?
    18. 18. What people share your content on your behalf?
    19. 19. Which content has the most velocity or engagement?
    20. 20. Where are the most important conversations to your brand happening?
    21. 21. How does your content maximize engagement with key audiences in relevant places?</li></li></ul><li> The 3 Pillars of Engagement<br />People<br />Identify the key influencers that matter <br />Places<br />Identify the key places where our target audience is engaged <br />Content<br />Identify the content themes and access points for engagement<br />
    22. 22. Which of These are The Influencers You Need?<br />Expertsthat are active in creating engaging content for our segment<br />Customers who will actively engage and promote their brand affinity through their networks<br />Partnersthat can distribute and amplify our message to their own communities<br />
    23. 23. Which of These are The Influencers You Need?<br />Expertsthat are active in creating engaging content for our segment<br />Customers who will actively engage and promote their brand affinity through their networks<br />Partnersthat can distribute and amplify our message to their own communities<br />
    24. 24. Which of These are Communities of Interest For Your Brand?<br />The Outer Web<br />Everywhere else<br />Owned Properties<br />Your branded domain and microsites<br />Branded Social Properties<br />You Tube, Facebook, LinkedIn, Twitter<br />
    25. 25. Which of These are Communities of Interest For Your Brand?<br />The Outer Web<br />Everywhere else<br />Owned Properties<br />Your branded domain and microsites<br />Branded Social Properties<br />You Tube, Facebook, LinkedIn, Twitter<br />
    26. 26. R2i’s Communities of interest and Influencer Identification Process<br />Synthesize Multiple Sources of Data<br />Determine relevant candidate pool<br />Score & prioritize based on traffic, activity AND goals<br />Compare with competitors<br />Perform sensitivity analysis<br />Listen, Test, Analyze<br />Popularity <br />Compete Unique Visitors <br />Inbound Links <br />Alexa Rank<br />Influence/Effectiveness of each <br />Klout Influence Score <br />Website Grader <br />Page Rank <br />Engagement/Discussion <br />Comments <br />Google Buzz Count <br />TweetMeme<br />On Target <br />Audience Score (1-10) <br />Content Relevance <br />Provides Value <br />Del.icio.us Bookmarks <br />Twitalyzer (score = percentile) <br />Distriibution<br />Members<br />Subscribers<br />Followers<br />
    27. 27. Social Media is a Multi-Variable Problem To Solve<br />People + Places + Content = Engagement<br />
    28. 28. Example - Program Recommendation<br />
    29. 29. Bridging KPIs from Transactions to Conversations <br />
    30. 30. Whatto do?<br />copyright r2integrated, LLC 2009 – confidential and proprietary<br />
    31. 31. Whatto do?<br />Enter to win a $75 gift card from Amazon or the all new Kindle 3G<br />Connect With Us<br />@r2integrated<br />r2integrated.com<br />Connect With Me<br />@gearheadgal<br />TheConsumerMatters.com<br />Take our online brand tracking survey now!<br />http://ow.ly/51nCg <br />

    ×