5 Major Shifts in Identifying & Activating Social Communities
1. 5 Major Shifts in Identifying & Activating Social Communities
Presented by Eric Jones, VP Digital Marketing from R2integrated,
at SME Puerto Rico Brand Study Marcas que Marcas 2012
2. ABOUT R2i
Full-Service Social & Digital Marketing Agency
R2i At-A-Glance:
• Founded in 2004
• 104+ Full Time Staff
• Social & Digital Marketing Specialists, Web Technologists, Designers, Analysts
• Locations in Baltimore/Washington and Seattle
Key Partnerships:
A few clients:
3. OVERVIEW: KEY TAKEAWAYS
Key Takeaways
1.Understanding how information is being consumed in Social
properties
2.How new Social Channels are driving your customers decision
making
3.Mapping the Conversation Layer = Your Social Strategy &
Customer Understanding
4.How brands can engage & activate these social channels
5.Shifting the focus of measurement and understanding effectiveness
4. Social Consumption
Takeaway 1: Understanding Information Consumption
Peer-to-peer online networks have changed the way people
discover information, evaluate, and purchase products and services
The decision to buy occurs around people, places and content
of interest- known as the “Conversation Layer” and is happening in
both owned and un-owned social properties
Consumers joining the “Conversational Layer” represents
risk reduction behavior– fundamental when designing a social &
content strategy
.
5. Social Consumption
The Homophily Principle – “el amor de la misma”
Homophily (i.e., "love of the same") is the tendency of individuals to associate
and bond with similar others. The presence of homophily has been discovered in
a vast array of network studies and is a specific guiding principle in Social
Communities of Interest.
This structured network creates ties of every type including; friendship, work,
advice, support, information transfer, exchange, co-membership, and other types
of relationship.
6. Social Consumption
“#1 reason people worldwide wrote about brands
online was to offer advice. Brand advocates can
be both positive and negative: 61% wrote
praise and 52% did so to criticize.”
*eMarketer - 2012
7. TAKEAWAY 2 : DECISION MAKING
Takeaway 2: Decisions are made in the “Conversation Layer”
8. TIMELINE : THE SOCIAL CONSUMER
Evolution of Decision Making
9. TAKEAWAY 2 : DECISION MAKING
“92% of internet users worldwide said they
completely or somewhat trusted recommendations
from people they knew and 70% said they trusted
consumers opinions posted online. “
*Nielson - 2011
13. TAKEAWAY 3 : MAPPING THE CONVERSATION LAYER
Takeaway 3: MAP the conversation layer = Social Strategy
.
14. TAKEAWAY 3 : MAPPING THE CONVERSATION LAYER
Sample Exercise:
400+ Communities of Interest, Influencers, & Opportunities are Identified
200 Communities of Interest based on Content & Audience Relevancy
100+ Communities Scored using Data Points that cover the Scoring Criteria
Best for Reach, Relevance, Connectedness
15. TAKEAWAY 3 : MAPPING THE CONVERSATION LAYER
Sample Exercise:
Distribution (20%)
Popularity (15%)
Influence/Effectiveness
of each (15%)
Engagement/Discussion
(15%)
On Target (20%)
Provides Value (15%)