The Social Decision Maker - Targeting Communities of Interest
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This document discusses targeting communities of interest to influence people's decisions. It recommends identifying influential communities on the web and using insights about their interests to tailor outreach, content, and products. Communities of interest are important because people consult them and make networked decisions. The document suggests metrics for evaluating communities and using this understanding to improve targeting, outreach, and key performance indicators.
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This year r2i was proud to co-host a presentation with Adobe at the Seattle Interactive Conference (SIC). R2i's Page Sands and Monica Lay, Senior Product Marketing Manager at Adobe, led a discussion on paid social advertising.
Presentation: Paid Social Advertising: Now, Next and What Works Best
With the drop-off in organic social engagement between brands and customers, the value of paid advertising has come full circle and is a critical component of a scalable social marketing strategy to reach targeted audiences and make an impact. This session reviews the current landscape of paid social media on the leading social channels, why brands need paid media to reach a target audience and how they can use specific targeting, budgeting and forecasting tools to optimize social media campaigns.
- How to leverage the right mix of paid social channels based on audience and objectives
- How to navigate the various targeting options on the leading social platforms
- How to engage audiences using different content-types
- How to use the right metrics to know if your campaigns are working
- How to optimize campaign performance to get real business results
Technology IS the Big Idea
There has been an important shift within the marketing department of organizations because of the use of technology. R2i's Director of Marketing, Natalie Staines, explains why it's something we've been watching for and how the role of the CMO is changing and what they will need to be successful within this new landscape in this years CMO Summit Webinar.
Digital Video: Powerful Today, Explosive Tomorrow
The document discusses trends in digital video marketing. It notes that digital video consumption and advertising is increasing. In 2013, digital video became highly social with the growth of platforms like Vine and Instagram. The document outlines 5 key strategies for success with digital video marketing: 1) Consider business goals and decision making process, 2) Remember audience behaviors, 3) Create new videos instead of repurposing old content, 4) Make videos interactive, and 5) Understand different video sharing channels.
Solving Compliance Challenges Across Digital Channels
At this years Net Finance Conference r2i's VP of Technology, Nick Christy, spoke about how financial institutions are driven by a core set of business goals and how compliance and regulatory laws can stand in the way of achieving the goals.
Measuring the Success of Your Organizations Website
R2i's Director of Search Marketing, Kara Alcamo, explains how to measure the success of your website through awareness, lead numbers, site conversions, site engagement and more at this years C3 conference.
The Power of Small Data
Executive Director of Strategic Partnership and Alliances, Chris Chodnicki, talked about how data has changed over the decades, what big and small data is and which one is better for marketers as well as how to use it to their advantage.
The Future of Search Marketing Starts with Content
The document discusses how marketing has changed dramatically in recent years due to new technologies and consumer behaviors. It notes that marketing executives are increasingly adopting technologies like marketing clouds to create and deliver customized content. The organic search landscape has also shifted significantly with new search algorithms, tools, and an emphasis on new content types. The document recommends that brands develop integrated, interactive strategies that engage consumers across multiple channels to address rising expectations for relevant, high-quality content in a personalized, real-time manner. It emphasizes using data and analytics to inform marketing strategies and demonstrate accountability by linking objectives and metrics to overall business goals.
Measuring the Success of Your Website
At the Capitol Communicator Convergence in Communications Conference (3C), r2i's Director of Search, Kara Alcamo discussed how to measure the success of a website and the process by which marketers and communications professionals can define success, map that to measurable KPIs, slice through big data, and lay everything out in a meaningful report that provides actionable information.
2014 Design Trends
The document discusses design trends for 2014, including more storytelling using methods like video and images instead of just text, more seamlessness through overlays and endless scrolling, and more emphasis on aesthetics like parallax scrolling, typography, flat colors, illustrations, and photography. It provides examples of websites that demonstrate these trends and whether they are responsive or not.
Digital Marketing Dashboard: Which Metrics are Lame & Which are Awesome
In a presentation for the AMA Symposium for the Marketing of Higher Education, r2i VP of Digital Marketing Eric Jones presented with AVP Marketing & Communications Sharon Higgins from Loyola University of Maryland to talk about lessons learned in creating an omnichannel dashboard and the value of combining offline and online marketing metrics. When faced with big data, marketers have to know how to create the small data sets that will provide meaningful information about marketing campaigns. From evaluating landing page performance to creating campaigns to drive more qualified lead conversions, Loyola captured all activity in multiple marketing dashboards with a focus on what was working and what was not. An optimized dashboard leads to optimized marketing.
Softening the Social Blow with Crisis Management
Not all messaging is a flashy slogan or catchy tagline and not all customer communications are special offers and promotions. Sometimes brands have to deliver bad news, product recalls or information that could challenge their customer loyalty. A common practice is to plan out the softest and least offensive communication and hope that no one will notice. But, what if you took a proactive approach to anticipating negative reactions and had a crisis management plan in place before the bad news is even released? This presentation by r2i Senior Social Marketing Strategist, Lynn Morton, and Emilie Bridon, Senior Digital Marketing Manager at Microsoft shares how a proactive approach using social media along with an online listening and engagement plan mitigated customer dissatisfaction and maintained positive brand sentiment.
Microsoft Compete: 2013 PSAMA Pulse Award Winning Campaign
R2i's "Why Microsoft" campaign developed for Microsoft Compete won at the 2013 Puget Sound AMA Pulse Awards for its integrated strategy, tactical execution and measurable outcomes all of which leveraged Microsoft Compete social channels to position the product against competitors in the market. R2i was responsible for the social strategy, content development, campaign optimization and reporting.
Social Analytics: Why you need more than "likes"
This document summarizes a presentation about social media analytics. It discusses:
1) The limitations of only measuring metrics like likes and followers on owned social media channels, as these channels are better for customer loyalty rather than new customer acquisition.
2) The importance of also measuring unowned channels like forums where customers discuss and evaluate brands during the purchase consideration process.
3) How social marketers should distribute content across both owned and unowned channels to guide customers through different stages of the buyer journey, and measure results across their entire social ecosystem.
4) Key questions social marketers need to be able to answer about their brand's performance and customer sentiment to ensure social efforts are successful.
The Power of Small Data
This document discusses the power of small data compared to big data for marketers. It argues that small data, which involves filtering data by segments like time, location, or profiles and measuring important metrics, can provide valuable insights when analyzed properly. The key is to start small by identifying relevant data sources, defining metrics and goals, and testing and refining analytics on segmented slices of data rather than trying to analyze all data at once. Small, targeted data analysis focused on important metrics can allow businesses to make better real-time decisions.
Windows 8: Why You Should Care
If you are a marketer, designer or developer, Windows 8 should be in your overarching digital assets as a platform to deliver your brand experience to the huge number of consumers that use Windows devices and Windows 8 technology. Windows 8 technology has a user-friendly interface, clean design elements and intuitive features and functions that can be scaled across desktops, tablets and Windows phones. R2i has designed and developed numerous W8 solutions for clients in a variety of industries in part so they can leverage the unique capabilities of Windows 8 and in part so they can provide a holistic platform offering across all devices to their customers. Find out why Windows 8 should be part of your digital strategy.
Social's Real Impact on Buying Behavior - Digital Marketing Exchange - r2i
Most marketers think of social media as a tool and while it is indeed a tool that helps to publish content and engage with target audiences there are certain aspects of social media that marketers need to understand as it relates to their customer's buying behaviors. Rather than focus on how many likes, fans or retweets social can generate, marketers should focus on the un-owned properties and communities of interest that their audience turns to for advice seeking and giving. Since more than 75% of consumers have completed all their research before making a buying decision, it is imperative that brands understand where their customer is getting their information so they can contribute in a relevant way to their customer's decision-making journey.
Digital Video: Powerful Today, Explosive Tomorrow
Lindsay Moore, Senior Digital Marketing Strategist at r2i, a digital marketing and technology agency, presented on the current landscape and future of digital video and the role it plays in social media marketing. This presentation is from the Baltimore 2013 Mid-Atlantic Marketing Summit.
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- 1. The Social Decision Maker Targeting Communities of Interest
- 2. Awareness Decision Making Showing me things I may want What product will I actually buy Buy the audience Target the community of interest
- 6. NEXT STEPS RECOMMENDATIONS People make decisions using communities of interest Communities of interest are places on the web Communities of interest are networked
- 7. Networked Decision Making: copyright r2integrated, LLC 2009 – confidential and proprietary
- 8. NEXT STEPS RECOMMENDATIONS How do we? Identify and target the communities of interest that matter most.
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Editor's Notes
- Need to change to the next big thing
- How the target audience arrives at a high risk decision is not always an accepted practice. Case studies from the client are perfect for socializing and for supporting the purchasing decision,
- How the target audience arrives at a high risk decision is not always an accepted practice. Case studies from the client are perfect for socializing and for supporting the purchasing decision,
- Need to add communities of interest scoring
- Showing them that the COI’s that we find are super relevant and customized to goalsWeighting is a custom weighting based on what you felt and to compensate for any idiosyncrasies in the numbers.Gut checked via our traditional weightings to create a confidence threshold.
- How the target audience arrives at a high risk decision is not always an accepted practice. Case studies from the client are perfect for socializing and for supporting the purchasing decision,