The document discusses the transformation of human social interaction through networked technology, emphasizing the Consumer Decision Journey (CDJ) that includes phases of discovery, loyalty, and advocacy. It outlines strategies for engaging communities of interest via social CRM and cross-channel marketing, focusing on the importance of consistent engagement rather than one-off campaigns. The conclusion highlights that sustained involvement fosters loyalty and retention through integrated marketing approaches.

1. Understanding and Activating Communities of Interest1.24.2011

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. SpeedAccessStorageTransparencyChanged the way we make decisionscopyright 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 CNETcopyright 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-SystemCommunities of InterestImmediate NetworkExtended NetworkOutside NetworkSocial ConnectionsSocial CRMBranded PlatformsSource: Forrester Researchcopyright © r2integrated, LLC 2010 – confidential and proprietary

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

10. COISocial CRMDigital in a Networked World!Consideration, Evaluation, Advocacy Enjoy, Advocate, Bond, BridgeID, activate, engage, and converse with the key battlegrounds that we do not own and controlDevelop content plan and longer term audience segmentation, relevance, and social properties strategyIntegrateTechnology Tools

11. Community of Interest-Based Cross-Channel MarketingProgrammatically Activating “Owned and Un-owned” channelsDevelop programs, outreach, campaigns and content - deploy it across channelsOptimize, extend and integrate across Owned and Un-Owned Properties.Develop a plan for creation and penetration of social spacesWhat are the access points for content and conversation?Owned and Un-ownedIdentify the Communities of Interest

12. Access Point and Influencer Insights

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

14. Changing ResourcesPublic RelationsIntegrated ApproachCommunity ManagementPaid Media

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

16. Consistent Engagement Builds Over TimeCOI Cross Channel Marketing Integrates Evergreen Style Community Engagement with Campaigns and Content Distribution to increase advocacy and build relationships with influencers over timeLoyalty and retention positively impacted on a daily, weekly, monthly basisAdvocatesTime

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

18. Conclusioncopyright r2integrated, LLC 2009 – confidential and proprietary