Activating Communities of Interest On The Real Time, Social Web: The web is a decision engine, and communities of interest are where it's at for brands looking to influence customers and build advocacy.

1. Understanding and Activating Communities of Interest 1.24.2011

2. copyright r2integrated, LLC 2009 – confidential and proprietary

3. Humans have always been social. But we have never been networked. Until now….. copyright r2integrated, LLC 2009 – confidential and proprietary

4. Speed Access Storage Transparency Changed the way we make decisions copyright r2integrated, LLC 2009 – confidential and proprietary

5. Networked Decision Making: copyright r2integrated, LLC 2009 – confidential and proprietary

6. How do you make buying decisions? FaceBook or CNET copyright r2integrated, LLC 2009 – confidential and proprietary

7. Consumer Decision Journey (CDJ)* Customer Journey has Two Key Phases: Discovery Journey: Consider and Evaluate 2. Loyalty Loop: Buy, Enjoy, Advocate, Bond copyright r2integrated, LLC 2009 – confidential and proprietary *McKinsey Quarterly defined the CDJ model based on research among 20,000 consumers across 5 industries that showed 6 stages of iterative reductive involvement with a brand

8. Social Network-Based Decision Support Eco-System Communities of Interest Immediate Network Extended Network Outside Network Social Connections Social CRM Branded Platforms Source: Forrester Research copyright © r2integrated, LLC 2010 – confidential and proprietary

9. SocialDigitalMarketing in an Networked World copyright r2integrated, LLC 2009 – confidential and proprietary

10. COI Social CRM Digital in a Networked World! Consideration, Evaluation, Advocacy Enjoy, Advocate, Bond, Bridge ID, activate, engage, and converse with the key battlegrounds that we do not own and control Develop content plan and longer term audience segmentation, relevance, and social properties strategy Integrate Technology Tools

11. Community of Interest-Based Cross-Channel Marketing Programmatically Activating “Owned and Un-owned” channels Develop programs, outreach, campaigns and content - deploy it across channels Optimize, extend and integrate across Owned and Un-Owned Properties. Develop a plan for creation and penetration of social spaces What are the access points for content and conversation? Owned and Un-owned Identify the Communities of Interest

12. Access Point and Influencer Insights

13. Content Syndication and the Loyalty Loop copyright r2integrated, LLC 2009 – confidential and proprietary ` `

14. Changing Resources Public Relations Integrated Approach Community Management Paid Media

15. Social Media Marketing is not About Silver Bullets One hit wonder campaigns lead to short-lived pinnacles of engagement as campaign resources are exhausted and advocates go un-nurtured. Engagementbuilds Engagementdissolves Advocates Only investing in one big campaign. Loyalty and retention suffer with this approach Time

16. Consistent Engagement Builds Over Time COI Cross Channel Marketing Integrates Evergreen Style Community Engagement with Campaigns and Content Distribution to increase advocacy and build relationships with influencers over time Loyalty and retention positively impacted on a daily, weekly, monthly basis Advocates Time

17. A Wide Range of KPIs copyright r2integrated, LLC 2009 – confidential and proprietary

18. Conclusion copyright r2integrated, LLC 2009 – confidential and proprietary