The Web is a Socially Driven Buying Engine


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Identifying and Activating Communities of Interest on the Social Web

Marketers clearly recognize the enormous growth in the amount of social interactions that occur online each day. But the real story effecting marketers isn't how much growth there has been, rather how these social interactions have changed the way consumers make purchasing decisions. Consumer buying decisions are now highly influenced by information obtained in their peer-to-peer networks. These online communities, with their inherent trust and loyalty networks, are sitting side-by-side with search, and literally changing the way consumers take in information and choose which products to purchase.

Im this new world (called the "conversation layer"), where advice seeking and advice giving behavior happens faster than brands can sometimes react, marketers must continually monitor and find ways to identify and activate the communities that matter most to their brand.

In this session we will cover:
· How these new social channels are driving your customer’s buying decisions are affecting your marketing efforts
· How to identify the communities that matter the most to your brand
· How to engage and activate those areas to intersect the buying

Published in: Business, Technology
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  • Tracking the 'conversation layer' and influencers takes me back to the early days of public relations and the 'engineering of consent.' It's all now just so much more immediate, dynamic, and organic. In my world -- healthcare marketing -- tracking conversations to help guide discussions about healthier lifestyle decisions seems to offer fascinating potential.
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  • Decision Making is always coreDecision making now happens in the “Conversation Layer” – People, Places, & ContentMap Conversation Layer = Your Social Strategy (or you customer understandingThis customer understanding advises all channel activation including social
  • As we look at the web’s evolution and especially the disruptive power of social interactions it seems we are all scrambling a little bit. Despite all the social guru’s you can find on twitter or at the local coffee shop.The tools are changing, the adoption is growing, usage patterns maturing and the goal of programmatic social marketing on everyone’s agenda.
  • Social PPC. We know all the places that seem to matter. We know all the people that seem to matter and we know the content that seems to matter. The social web has given us transparency we never had before. What we are seeing is that organizations that are looking at social as a channel are starting to leverage these methodologies and strategies all up. How can search, RM, Publishing and community building benefit. Social PPC puts social at the center of things. Again a behavior focus.Concept is getting thrown around called Social PPC. Now we all are familiar with Pay per Click and that is certainly what PPC stands for. So this won’t be an industry term anytime soon. But it has started to stick a little bit internally and with some clients. Social PPC describes a strategy that looks at the social web in the context of People, Places, and Content. And methodologies start to appear.
  • If you were to show the PPC network for a brand it would look something this. And this might just be a 5 minute snap shot in time. So there are big challenges understanding all of this data and using it. And doing so the right way. New software products are working to solve this issue creating PPC maps for brands. But we aren’t there yet. I like to look at this graph and I think decision making. A decision making network using places, people, and content to inform almost everything.
  • When asked what sources "influence your decision to use or not use a particular company, brand or product”  71% claim reviews from family members or friends exert a "great deal" or "fair amount" of influence. (Harris Interactive, June 2010)
  • So the idea is that everything in social is really a network of people, places and content. At the core of a social strategy our owned properties of Facebook and Twitter etc matter but there is this outer web of conversations that just keeps growing and growing and its more and more data. Decisions are being made here. Brands that understand the places that matter most, the people that matter most, and the content that matters most can try to get some transparency into what is going on out there. They may be able to gain some efficiencies as it’s hard to be everywhere. And the strategy takes on more of a behavior driven focus. So how is it done?
  • Reach, Relevance, Connectedness =People Research, Filtering & Scoring Process
  • Now we get to the content. What content matters. What content is shared most. What content resonates with the target audience in these places. By know this information we can understand the taxonomy being used, grab hold of trends early, look at our content strategy in general
  • And what content types are working best. Videos, graphics,. What content is the most appealing to the audience
  • Your must have the framework, talent & software in place to do this rightResearchAnalyticsContent StrategyTechnology tools
  • The Web is a Socially Driven Buying Engine

    1. 1. The Social Decision Maker:The Path to Digital Integration
    2. 2. OVERVIEW: KEY TAKEAWAYSKey Takeaways• Decision Making is Always Core• Decision Making Now Happens in the Conversation Layer• Mapping the Conversation Layer = Your Social Strategy & Customer Understanding• This Customer Understanding Advises all Channel Activation Including Social
    3. 3. TAKEAWAY 1 : DECISION MAKINGTakeaway 1: Decision Making is the CORE
    4. 4. TIMELINE : THE SOCIAL CONSUMEREvolution of Decision Making
    5. 5. TAKEAWAY 2 : CONVERSATION LAYERTakeaway 2: Decisions are made in the “Conversation Layer”
    6. 6. NETWORKED PEOPLE PLACES & CONTENTSocial People, Places, andContent: Where do youstart?
    9. 9. TAKEAWAY 3 : MAPPING THE CONVERSATION LAYERTakeaway 3: MAP the Conversation Layer = Strategy .
    10. 10. TAKEAWAY 3 : COI RESEARCH 400+ Communities of Interest & Opportunities are Identified 200 Communities of Interest based on Content & Audience Relevancy100+ Communities Scored using Data Points that cover the Scoring Criteria Best for Scale, Relevance, Connectedness
    11. 11. TAKEAWAY 3 : COI RESEARCHScale, Relevance & Connectedness
    12. 12. Content ThemesContent Themes That Resonate Confidential 2/22/2012
    13. 13. TAKEAWAY 3 : COI RESEARCHContent types which appeal tothe target audience are created
    14. 14. THE NEW ORG CHART: THE CONVERSION LAYER TEAMThe New Org Chart: The Conversation Layer Team
    16. 16. R2INTEGRATED: CONTACT US Matt Goddard CEO, R2integratedR2integrated- Digital Marketing & Technology 
[P] 410-299-2810 Twitter: @R2iMatt