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091023 Intent Is The New Demographic


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Presentation that I gave at SMiB'09

Published in: Business, Technology
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091023 Intent Is The New Demographic

  1. 1. Intent is the new demographic<br />Ged Carroll: director, digital strategies<br />
  2. 2. Who On Earth Am I?<br />
  3. 3. In this presentation<br />What drives social media?<br />Intent is the new demographic<br />Intent into interaction<br />7 strategies for online engagement<br />What about measurement?<br />Case studies<br />Strength for Caring<br />CML Earth<br />World Malaria Day<br />Love is Respect<br />
  4. 4. What drives social media?<br />Intent-driven communication<br />
  5. 5. Intent driven<br />Content driven<br />Controlled message<br />Open conversation<br />Public Relations<br />Social Media<br />Advertising<br />User querydriven by<br />needdesirepassionwhimcuriosity<br />Content-drivenvia intermediary<br />newstrendsinformationeducationentertainment<br />Push Messaging driven by<br />agegenderraceincomegeography<br />Intent is the new demographic<br />
  6. 6. Intent into interaction<br />
  7. 7. 7 strategies for online engagement<br />Engagement ‘Menu’<br />RelationshipBuilding<br />ContentCreation<br />DestinationDevelopment<br />Social MediaOptimisation<br />1<br />Invite users into your space<br />2<br />Journey into the user’s space<br />3<br />Create new spaces: Digital Communities<br />4<br />Blogger Outreach<br />5<br />Social Media Ambassadors<br />6<br />Intranet 2.0<br />7<br />SocialiseContent<br />Content must resonate with User Intent<br />Messages must come from Trusted Voices<br />Engagement must include TransparencyandFeedback<br />
  8. 8. What about measurement?<br />Benchmark<br />Ongoing measurement<br />RoE (return-on-engagement)<br />Lay of the land, set campaign goals<br />Optimise campaign, spot opportunities<br />Flaunt our awesomeness <br />
  9. 9. One more word about measurement<br />Holistic<br />
  10. 10. Strength for caring<br />
  11. 11. CML Earth<br />
  12. 12. World Malaria Day <br />
  13. 13. Love is respect<br />Liz Claiborne wanted to engage teens, parents, and communities in their campaign to raise awareness of teen dating abuse<br />Bring campaign content, including videos, information and user-generated content, to popular social networking<br />Webby Award-winning campaign created thousands of teen advocates igniting conversations and communities across facebook, myspace and YouTube<br />
  14. 14. Questions<br />
  15. 15. Thank you for listening<br />| | @r_c<br />