Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Upcoming SlideShare
080912 Working Smarter
Next
Download to read offline and view in fullscreen.

2

Share

Download to read offline

091023 Intent Is The New Demographic

Download to read offline

Presentation that I gave at SMiB'09

Related Books

Free with a 30 day trial from Scribd

See all

Related Audiobooks

Free with a 30 day trial from Scribd

See all

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 />http://ruderfinn.co.uk| http://renaissancechambara.jp | @r_c<br />
  • timpritchard

    May. 25, 2010
  • jamieriddell

    Oct. 23, 2009

Presentation that I gave at SMiB'09

Views

Total views

1,194

On Slideshare

0

From embeds

0

Number of embeds

247

Actions

Downloads

12

Shares

0

Comments

0

Likes

2

×