Social Media Optimization Conference - Activating Communities of Interest
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This document discusses understanding and activating communities of interest on social media. It explains that people, places, and content are the three pillars for engagement. The key is identifying influential experts, customers, and partners as well as communities where target audiences gather and share relevant information. Content should maximize engagement in these places. The document provides tips on analyzing data to find relevant influencers and communities of interest for a brand and developing strategies around people, places, and content.
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Social Media Optimization Conference - Activating Communities of Interest
- 1. Understanding and Activating Communities of Interest Leslie Grandy, CMO & EVP Products @gearheadgal @R2integrated
- 2. How Not To Social Network
- 4. What Community Is This?
- 5. Web 3.0 Old Media New Media Users repackage your message Users tell stories Micro blogging spawns micro marketing Content is easily syndicated from your site Trans-media Control & broadcast messages Publish web pages & case studies Mass marketing is about broad reach Content is rooted in your destination Cross-channel
- 6. How do you make buying decisions?
- 7. How do your customers make their buying decisions?
- 8. Networked Communities of Interest The new battleground for decision-making behavior
- 9. Web 3.0 ` ` Places People Content
- 10. Content Bridges The Brand Gap What you say & do What others say about you Marketing communication channels - collateral, messaging, customer service & support User generated content - stories, reviews, comments, posts
- 15. Automation vs ConversationAre you asking the right questions of your data?
- 17. Who are the people who publish and create content about your brand and where do they gather?
- 18. What people share your content on your behalf?
- 19. Which content has the most velocity or engagement?
- 20. Where are the most important conversations to your brand happening?
- 22. Which of These are The Influencers You Need? Expertsthat are active in creating engaging content for our segment Customers who will actively engage and promote their brand affinity through their networks Partnersthat can distribute and amplify our message to their own communities
- 23. Which of These are The Influencers You Need? Expertsthat are active in creating engaging content for our segment Customers who will actively engage and promote their brand affinity through their networks Partnersthat can distribute and amplify our message to their own communities
- 24. Which of These are Communities of Interest For Your Brand? The Outer Web Everywhere else Owned Properties Your branded domain and microsites Branded Social Properties You Tube, Facebook, LinkedIn, Twitter
- 25. Which of These are Communities of Interest For Your Brand? The Outer Web Everywhere else Owned Properties Your branded domain and microsites Branded Social Properties You Tube, Facebook, LinkedIn, Twitter
- 26. R2i’s Communities of interest and Influencer Identification Process Synthesize Multiple Sources of Data Determine relevant candidate pool Score & prioritize based on traffic, activity AND goals Compare with competitors Perform sensitivity analysis Listen, Test, Analyze Popularity Compete Unique Visitors Inbound Links Alexa Rank Influence/Effectiveness of each Klout Influence Score Website Grader Page Rank Engagement/Discussion Comments Google Buzz Count TweetMeme On Target Audience Score (1-10) Content Relevance Provides Value Del.icio.us Bookmarks Twitalyzer (score = percentile) Distriibution Members Subscribers Followers
- 27. Social Media is a Multi-Variable Problem To Solve People + Places + Content = Engagement
- 28. Example - Program Recommendation
- 29. Bridging KPIs from Transactions to Conversations
- 30. Whatto do? copyright r2integrated, LLC 2009 – confidential and proprietary
- 31. Whatto do? Enter to win a $75 gift card from Amazon or the all new Kindle 3G Connect With Us @r2integrated r2integrated.com Connect With Me @gearheadgal TheConsumerMatters.com Take our online brand tracking survey now! http://ow.ly/51nCg
Editor's Notes
- This is just a good old fashion list that needs to look good. What we could do is find some different icons that represent each of the areas: “web properties”, “influencers, partners, and beta customers. These icons could flow through the deck and different times and give it a little more pazazz.
- This is just a good old fashion list that needs to look good. What we could do is find some different icons that represent each of the areas: “web properties”, “influencers, partners, and beta customers. These icons could flow through the deck and different times and give it a little more pazazz.
- This is just a good old fashion list that needs to look good. What we could do is find some different icons that represent each of the areas: “web properties”, “influencers, partners, and beta customers. These icons could flow through the deck and different times and give it a little more pazazz.
- This is just a good old fashion list that needs to look good. What we could do is find some different icons that represent each of the areas: “web properties”, “influencers, partners, and beta customers. These icons could flow through the deck and different times and give it a little more pazazz.