Harnessing <br />the <br />Power of Influence<br />
Confidential   3/22/11<br />
Today you’ll learn:<br />Surprise! You’re a Publisher!<br />Relationship Management: Engaging the People You’re Already Co...
BRANDS AS PUBLISHERS<br />BRANDS AS PUBLISHERS<br />Changing Roles and Relationships<br />Confidential   3/22/11<br />
BRANDS AS PUBLISHERS<br />Confidential   3/22/11<br />
BRANDS AS PUBLISHERS<br />Social technology allows people to talk about brands with unprecedented speed and volume…<br />C...
BRANDS AS PUBLISHERS<br />… it also empowers brands to tap into the passions and needs of an audience<br />“Fastest Time t...
BRANDS AS PUBLISHERS<br />Surprise! You’re a publisher!<br />Confidential   3/22/11<br />
BUILDING AND ACTIVATING AN AUDIENCE<br />BUILDING AND ACTIVATING AN AUDIENCE<br />On Your Own Platforms<br />Confidential ...
BUILDING AND ACTIVATING AN AUDIENCE<br />The Internet is a decision engine<br />When was the last time you clicked on your...
BUILDING AND ACTIVATING AN AUDIENCE<br />Confidential   3/22/11<br />
BUILDING AND ACTIVATING AN AUDIENCE<br />How do you drive traffic and engagement?<br />Confidential   3/22/11<br />
BUILDING AND ACTIVATING AN AUDIENCE<br />Confidential   3/22/11<br />
copyright  r2integrated, LLC  2009 – confidential and proprietary<br />
BUILDING AND ACTIVATING AN AUDIENCE<br />Confidential   3/22/11<br />
BUILDING AND ACTIVATING AN AUDIENCE<br />Confidential   3/22/11<br />
BUILDING AND ACTIVATING AN AUDIENCE<br />Confidential   3/22/11<br />
BUILDING AND ACTIVATING AN AUDIENCE<br />Confidential   3/22/11<br />
BUILDING AND ACTIVATING AN AUDIENCE<br />Q: What do these companies have that you don’t?<br />A: A strategy<br />Confident...
BUILDING AND ACTIVATING AN AUDIENCE<br />Identify Your Audience and Goals<br />Who are you trying to reach? What do you wa...
Search Behavior
Content Analysis
Competitor Analysis
Social Listening Analysis</li></ul>How do you define success?<br /><ul><li>Audit of Current Platforms and Campaigns
KPIs</li></ul>Confidential   3/22/11<br />
BUILDING AND ACTIVATING AN AUDIENCE<br />Confidential   3/22/11<br />
BUILDING AND ACTIVATING AN AUDIENCE<br />What are the publishing platforms?<br />Editorial Calendar with Campaigns and Reg...
BUILDING AND ACTIVATING AN AUDIENCE<br />Confidential   3/22/11<br />
BUILDING AND ACTIVATING AN AUDIENCE<br />To be shared, content must have:<br /><ul><li>Transactional Value
Entertainment Value
Informational Value</li></ul>Confidential   3/22/11<br />
BUILDING AND ACTIVATING AN AUDIENCE<br />Engagementbuilds<br />Engagementdissolves<br />Advocates<br />Only investing in o...
BUILDING AND ACTIVATING AN AUDIENCE<br />Loyalty and retention positively impacted on a daily, weekly, monthly basis<br />...
Marketing the campaigns<br /><ul><li>Email
Social networks
Earned media
Paid media
Social CRM</li></li></ul><li>HARNESSING THE POWER OF INFLUENCE<br />Social Bridging<br />Confidential   3/22/11<br />
HARNESSING THE POWER OF INFLUENCE<br />Razorfish<br />Liminal Study, 2011<br />Confidential   3/22/11<br />
HARNESSING THE POWER OF INFLUENCE<br />93% of the Inc. 500 companies surveyed reported that bulletin and message boards we...
HARNESSING THE POWER OF INFLUENCE<br />Confidential   3/22/11<br />
HARNESSING THE POWER OF INFLUENCE<br />Content<br />COI<br />Owned Properties<br />Attract and Engage<br />Social CRM: Acq...
HARNESSING THE POWER OF INFLUENCE<br />Social bridging<br />The scalability of social media relies on sharing<br />Confide...
HARNESSING THE POWER OF INFLUENCE<br />Confidential   3/22/11<br />
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Harnessing the Power of Influence

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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

  1. 1. Harnessing <br />the <br />Power of Influence<br />
  2. 2. Confidential 3/22/11<br />
  3. 3. Today you’ll learn:<br />Surprise! You’re a Publisher!<br />Relationship Management: Engaging the People You’re Already Connected To<br />Social Bridging: Reaching Beyond Your Own Properties to Attract New Advocates<br />Measurement: Prove you’re moving the needle<br />Confidential 3/22/11<br />
  4. 4. BRANDS AS PUBLISHERS<br />BRANDS AS PUBLISHERS<br />Changing Roles and Relationships<br />Confidential 3/22/11<br />
  5. 5. BRANDS AS PUBLISHERS<br />Confidential 3/22/11<br />
  6. 6. BRANDS AS PUBLISHERS<br />Social technology allows people to talk about brands with unprecedented speed and volume…<br />Confidential 3/22/11<br />
  7. 7. BRANDS AS PUBLISHERS<br />… it also empowers brands to tap into the passions and needs of an audience<br />“Fastest Time to Reach 1 Million Twitter Followers”<br />25 hours and 17 minutes<br />Winning!<br />Confidential 3/22/11<br />
  8. 8. BRANDS AS PUBLISHERS<br />Surprise! You’re a publisher!<br />Confidential 3/22/11<br />
  9. 9. BUILDING AND ACTIVATING AN AUDIENCE<br />BUILDING AND ACTIVATING AN AUDIENCE<br />On Your Own Platforms<br />Confidential 3/22/11<br />
  10. 10. BUILDING AND ACTIVATING AN AUDIENCE<br />The Internet is a decision engine<br />When was the last time you clicked on your browserand didn’tknow what you were going to do next?<br />Companies need to provide information users find valuable or they will ignore you.<br />Confidential 3/22/11<br />
  11. 11. BUILDING AND ACTIVATING AN AUDIENCE<br />Confidential 3/22/11<br />
  12. 12. BUILDING AND ACTIVATING AN AUDIENCE<br />How do you drive traffic and engagement?<br />Confidential 3/22/11<br />
  13. 13. BUILDING AND ACTIVATING AN AUDIENCE<br />Confidential 3/22/11<br />
  14. 14. copyright r2integrated, LLC 2009 – confidential and proprietary<br />
  15. 15. BUILDING AND ACTIVATING AN AUDIENCE<br />Confidential 3/22/11<br />
  16. 16. BUILDING AND ACTIVATING AN AUDIENCE<br />Confidential 3/22/11<br />
  17. 17. BUILDING AND ACTIVATING AN AUDIENCE<br />Confidential 3/22/11<br />
  18. 18. BUILDING AND ACTIVATING AN AUDIENCE<br />Confidential 3/22/11<br />
  19. 19. BUILDING AND ACTIVATING AN AUDIENCE<br />Q: What do these companies have that you don’t?<br />A: A strategy<br />Confidential 3/22/11<br />
  20. 20. BUILDING AND ACTIVATING AN AUDIENCE<br />Identify Your Audience and Goals<br />Who are you trying to reach? What do you want them to do?<br /><ul><li>Persona Analysis
  21. 21. Search Behavior
  22. 22. Content Analysis
  23. 23. Competitor Analysis
  24. 24. Social Listening Analysis</li></ul>How do you define success?<br /><ul><li>Audit of Current Platforms and Campaigns
  25. 25. KPIs</li></ul>Confidential 3/22/11<br />
  26. 26. BUILDING AND ACTIVATING AN AUDIENCE<br />Confidential 3/22/11<br />
  27. 27. BUILDING AND ACTIVATING AN AUDIENCE<br />What are the publishing platforms?<br />Editorial Calendar with Campaigns and Regular Touchpoints<br />What’s your content?<br />Who is managing these communities?<br />Marketing, PR, Technology? What are the roles <br />Confidential 3/22/11<br />
  28. 28. BUILDING AND ACTIVATING AN AUDIENCE<br />Confidential 3/22/11<br />
  29. 29. BUILDING AND ACTIVATING AN AUDIENCE<br />To be shared, content must have:<br /><ul><li>Transactional Value
  30. 30. Entertainment Value
  31. 31. Informational Value</li></ul>Confidential 3/22/11<br />
  32. 32. BUILDING AND ACTIVATING AN AUDIENCE<br />Engagementbuilds<br />Engagementdissolves<br />Advocates<br />Only investing in one big campaign.<br />Loyalty and retention suffer with this approach <br />Time<br />Confidential 3/22/11<br />
  33. 33. BUILDING AND ACTIVATING AN AUDIENCE<br />Loyalty and retention positively impacted on a daily, weekly, monthly basis<br />Advocates<br />Time<br />Confidential 3/22/11<br />
  34. 34. Marketing the campaigns<br /><ul><li>Email
  35. 35. Social networks
  36. 36. Earned media
  37. 37. Paid media
  38. 38. Social CRM</li></li></ul><li>HARNESSING THE POWER OF INFLUENCE<br />Social Bridging<br />Confidential 3/22/11<br />
  39. 39. HARNESSING THE POWER OF INFLUENCE<br />Razorfish<br />Liminal Study, 2011<br />Confidential 3/22/11<br />
  40. 40. HARNESSING THE POWER OF INFLUENCE<br />93% of the Inc. 500 companies surveyed reported that bulletin and message boards were the most successful locations for engaging customers.<br />Confidential 3/22/11<br />
  41. 41. HARNESSING THE POWER OF INFLUENCE<br />Confidential 3/22/11<br />
  42. 42. HARNESSING THE POWER OF INFLUENCE<br />Content<br />COI<br />Owned Properties<br />Attract and Engage<br />Social CRM: Acquire and Advocate<br />ID, activate, and engage with the key battlegrounds that we do not own and control<br />Build brand love and content amplification in the places customers expect you to be<br />Integrate<br />Confidential 3/22/11<br />
  43. 43. HARNESSING THE POWER OF INFLUENCE<br />Social bridging<br />The scalability of social media relies on sharing<br />Confidential 3/22/11<br />
  44. 44. HARNESSING THE POWER OF INFLUENCE<br />Confidential 3/22/11<br />
  45. 45. HARNESSING THE POWER OF INFLUENCE<br />Confidential 3/22/11<br />
  46. 46. HARNESSING THE POWER OF INFLUENCE<br />Programmatically Activating People, Places and Content<br />Plan deployed across channels (transactional and conversational)<br /> Insights and Recommendations for activation and engagement<br />Test, learn, listen and optimize<br />What are the access points, content, platform assets and conversations where we can engage?<br />Identify the Communities of Interest<br />Confidential 3/22/11<br />
  47. 47. HARNESSING THE POWER OF INFLUENCE<br />Distribution (20%) <br />MembersSubscribers<br />Followers<br />Identify COIs<br />Popularity (15%) <br />Compete Unique Visitors <br />Inbound Links <br />Alexa Rank<br />Research Methodology<br /><ul><li>Determine candidate pool
  48. 48. Prioritize based on traffic and relevance
  49. 49. Score</li></ul>Influence/Effectiveness of each (15%) <br />Klout Influence Score <br />Website Grader <br />Page Rank <br />Engagement/Discussion (15%) <br />Comments (last 20 posts) <br />Google Buzz Count <br />TweetMeme<br />On Target (20%) <br />Audience Score (1-10) <br />Content Relevance (% last 30 posts) <br />Provides Value (15%) <br />Twitalyzer (score = percentile)<br />Content Score <br />Confidential 3/22/11<br />
  50. 50. HARNESSING THE POWER OF INFLUENCE<br />Confidential 3/22/11<br />
  51. 51. HARNESSING THE POWER OF INFLUENCE<br />Confidential 3/22/11<br />
  52. 52. HARNESSING THE POWER OF INFLUENCE<br />Confidential 3/22/11<br />
  53. 53. HARNESSING THE POWER OF INFLUENCE<br />What communities could you engage?<br />Confidential 3/22/11<br />
  54. 54. MOVING THE NEEDLE<br />MOVING THE NEEDLE<br />Measuring your efforts<br />Confidential 3/22/11<br />
  55. 55. MOVING THE NEEDLE<br />Scoring on Awareness, Engagement, Acquisition<br />Confidential 3/22/11<br />
  56. 56. MOVING THE NEEDLE<br />Confidential 3/22/11<br />
  57. 57. Questions?<br />Contact Me:<br />Leigh George, PhD, Senior Digital Marketing Strategist<br />lgeorge@r2integrated.com<br />410.327.0007 x 1211<br />http://www.linkedin.com/in/leighgeorge<br />@leighgeorge<br />Koi pond: fluorineneon.blogspot.com<br />Megaphone: seedmagazine.com<br />Social media woman: butterflypublisher.com/<br />Cocktail party: mastconfex.com<br />Guinness Book of World Records logo : britwriters.co.uk<br />Charlie Sheen: mashable.com<br />Group: news.sciencemag.org<br />Whitepaper: daneblogger.com<br />Coupon: livingsocial.com<br />Cat: incanhascheezburger.com<br />Foodtruck: stuffnearames.pbworks.com<br />Confidential 3/22/11<br />

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