The document emphasizes that brands have transformed into publishers, highlighting the importance of engaging existing audiences and reaching new advocates through social media. It discusses strategies for building and activating an audience, measuring success, and the need for valuable content to drive traffic and engagement. Additionally, the paper outlines methods for effective relationship management and optimizing influence across various platforms.

1. Harnessing the Power of Influence

2. Confidential 3/22/11

3. Today you’ll learn:Surprise! You’re a Publisher!Relationship Management: Engaging the People You’re Already Connected ToSocial Bridging: Reaching Beyond Your Own Properties to Attract New AdvocatesMeasurement: Prove you’re moving the needleConfidential 3/22/11

4. BRANDS AS PUBLISHERSBRANDS AS PUBLISHERSChanging Roles and RelationshipsConfidential 3/22/11

5. BRANDS AS PUBLISHERSConfidential 3/22/11

6. BRANDS AS PUBLISHERSSocial technology allows people to talk about brands with unprecedented speed and volume…Confidential 3/22/11

7. BRANDS AS PUBLISHERS… it also empowers brands to tap into the passions and needs of an audience“Fastest Time to Reach 1 Million Twitter Followers”25 hours and 17 minutesWinning!Confidential 3/22/11

8. BRANDS AS PUBLISHERSSurprise! You’re a publisher!Confidential 3/22/11

9. BUILDING AND ACTIVATING AN AUDIENCEBUILDING AND ACTIVATING AN AUDIENCEOn Your Own PlatformsConfidential 3/22/11

10. BUILDING AND ACTIVATING AN AUDIENCEThe Internet is a decision engineWhen was the last time you clicked on your browserand didn’tknow what you were going to do next?Companies need to provide information users find valuable or they will ignore you.Confidential 3/22/11

11. BUILDING AND ACTIVATING AN AUDIENCEConfidential 3/22/11

12. BUILDING AND ACTIVATING AN AUDIENCEHow do you drive traffic and engagement?Confidential 3/22/11

13. BUILDING AND ACTIVATING AN AUDIENCEConfidential 3/22/11

14. copyright r2integrated, LLC 2009 – confidential and proprietary

15. BUILDING AND ACTIVATING AN AUDIENCEConfidential 3/22/11

16. BUILDING AND ACTIVATING AN AUDIENCEConfidential 3/22/11

17. BUILDING AND ACTIVATING AN AUDIENCEConfidential 3/22/11

18. BUILDING AND ACTIVATING AN AUDIENCEConfidential 3/22/11

19. BUILDING AND ACTIVATING AN AUDIENCEQ: What do these companies have that you don’t?A: A strategyConfidential 3/22/11

20. BUILDING AND ACTIVATING AN AUDIENCEIdentify Your Audience and GoalsWho are you trying to reach? What do you want them to do?Persona Analysis

21. Search Behavior

22. Content Analysis

23. Competitor Analysis

24. Social Listening AnalysisHow do you define success?Audit of Current Platforms and Campaigns

25. KPIsConfidential 3/22/11

26. BUILDING AND ACTIVATING AN AUDIENCERelevant ProductsConfidential 3/22/11

27. BUILDING AND ACTIVATING AN AUDIENCEWhat are the publishing platforms?Editorial Calendar with Campaigns and Regular TouchpointsWhat’s your content?Who is managing these communities?Marketing, PR, Technology? What are the roles Confidential 3/22/11

28. BUILDING AND ACTIVATING AN AUDIENCEConfidential 3/22/11

29. BUILDING AND ACTIVATING AN AUDIENCETo be shared, content must have:Transactional Value

30. Entertainment Value

31. Informational ValueConfidential 3/22/11

32. BUILDING AND ACTIVATING AN AUDIENCEEngagementbuildsEngagementdissolvesAdvocatesOnly investing in one big campaign.Loyalty and retention suffer with this approach TimeConfidential 3/22/11

33. BUILDING AND ACTIVATING AN AUDIENCELoyalty and retention positively impacted on a daily, weekly, monthly basisAdvocatesTimeConfidential 3/22/11

34. Marketing the campaignsEmail

35. Social networks

36. Earned media

37. Paid media

38. Social CRMHARNESSING THE POWER OF INFLUENCESocial BridgingConfidential 3/22/11

39. HARNESSING THE POWER OF INFLUENCERazorfishLiminal Study, 2011Confidential 3/22/11

40. HARNESSING THE POWER OF INFLUENCE93% of the Inc. 500 companies surveyed reported that bulletin and message boards were the most successful locations for engaging customers.Confidential 3/22/11

41. HARNESSING THE POWER OF INFLUENCEConfidential 3/22/11

42. HARNESSING THE POWER OF INFLUENCEContentCOIOwned PropertiesAttract and EngageSocial CRM: Acquire and AdvocateID, activate, and engage with the key battlegrounds that we do not own and controlBuild brand love and content amplification in the places customers expect you to beIntegrateConfidential 3/22/11

43. HARNESSING THE POWER OF INFLUENCESocial bridgingThe scalability of social media relies on sharingConfidential 3/22/11

44. HARNESSING THE POWER OF INFLUENCEConfidential 3/22/11