brands as publishers in the age of p2p communications
DESCRIPTION
Holly Brown's content-rich presentation explores how to identify and activate influencers outside of your customer base. In the prezo, you'll learn how to: - Develop audience-based content distribution strategies - Identify and activate Communities of Interest outside your owned properties - Use Social Bridging to ID key influencers and give them reasons to connect and share - Expose and promote the Influencers – make them easy to find and followTRANSCRIPT
Brands as Publishers in the Age of Peer to Peer Communications
Holly Brown, Chief Innovation Officer10.6.10
Some Quick Truths…
1. Peer-to-Peer platforms for engagement are exploding
2. Content and conversation support decisions and serendipitous
discovery
3. Scale and relevance are hard to come by in social spaces
4. Planning and supporting operational structure are tablestakes
5. Communities of Interest, Advocates and Influencers carry
disproportionate weight
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Word Of Mouth has Always Been #1
• Note: Participants responded that they trusted each tactic “completely” or “somewhat”
Source: “Nielsen Global Online Consumer Survey” as cited in company blog, July 7, 2009
Recommendations from people known 90%Consumer opinions posted online
Brand WebsitesEditorial content (e.g., newspaper article)Brand sponsorships
TV
Newspapers
MagazinesBillboards/outdoor advertisingRadio
E-mails signed up for
Ads before moviesSearch engine results adsOnline video adsOnline banner ads
Advertising Tactics/Media Trusted* by Internet Users Worldwide, April 2009 (% of respondents)
70%70%69%
64%62%
61%59%
55%55%54%
52%41%
37%33%
Text ads on mobile phones 24%copyright © r2integrated, LLC 2010 – confidential and proprietary
copyright © r2integrated, LLC 2009 – confidential and proprietary
“ Eventually, online social activities and connections will be baked into every form of digital content on the Web, from marketer brand Web sites to e-commerce shopping sites, to search engines to traditional media and entertainment sites.”
Engagement cannot remain the sole province of a few social media experts, but instead must be embraced by the entire organization.
– Charlene Li Altimeter Group
The Business Reality
• What’s our social strategy?
• What the heck are we doing with our owned properties?
• What’s our content distribution strategy?
• How do I explain what we’re doing, and why?
• How will we know if it’s working, and how it compares to other
stuff we usually do that people actually understand?
• Can we manage our brand if the customer is in control?
• Who owns it all?
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Our View
The Web is a Buying Engine and Communities of Interest are Where the Action is
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Buying Behavior
• Whose Problem is It?• Aspirin or
Vitamin?• Risk/Reward• Needs/Wants
Motivation Decision Making
Communities of
Interest
• Evidence or Information• References• Peer Advice• Technical or
Business
• Where are these communities• How do they
operate• What are the
entry points
Social Network-Based Decision Support Eco-System
Source: Forrester Research
Immediate NetworkExtended NetworkOutside NetworkSocial Connections
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Source: eMarketer.com
Social Networks Work When They Provide Relevant, Useful Content and Conversation
46%
Expertise and demonstrated thought leadership by participants
46%
Topics discussed by the community
24%
Nature of problems/issues the community is formed around
Most Important Factors When Deciding to Join Social Networks for Business Purposes According to Business Technology Buyers Worldwide, January 2010 (% of respondents)
Quality of discussion and relevance of comments
54%
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Technical Networks
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Trust and Admiration Networks
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Communities of Interest Research
Research Methodology
1. Determine candidate pool
2. Prioritize based on traffic and relevance
3. Scoring4. Perform sensitivity
analysis5. Create confidence
threshold
Provides Value (15%) Del.icio.us Bookmarks Twitalyzer (score = percentile)
Popularity (15%) Compete Unique Visitors Inbound Links Alexa Rank
Influence/Effectiveness of each (15%) Klout Influence Score Website Grader Page Rank Engagement/Discussion (15%) Comments (last 20 posts) Google Buzz Count TweetMeme
On Target (20%) Audience Score (1-10) Content Relevance (% last 30 posts)
Communities of Interest
COI Activation Insights
Site Problems They Solve Influencers
Why They Matter
Access Points
Ways to Leverage
Small Business Trends
Give news, tips and advice about running a small business.
Anita Campbell
CEO & Editor in Chief, as well as an individual that writes several popular blogs in the small business space, also an OPEN Forum Expert.
Podcast, Product Reviews, Press Releases, Web Advertising, Polls, Events, Whitepapers, Newsletter
Podcast: Submit a proposal to have a CO expert be a guest on the weekly podcast- Sponsor the Small Business Trends Podcast for 3 mos
Business.com
Wiki of resource articles related to starting and maintaining your small business.
Rex Hammock
Owner/Creator of the wiki and a small business owner himself.
Wiki Pages
Wiki Pages: Contact influencer Rex Hammock to create a set of how-tos
Small Business Tech Tips
Offer easy-to-follow tips for small business owners who don't understand technology.
Bloggers themselves, some of note: “Stephanie”, Danny Gelber, Mike Cooch
These bloggers have shown an affinity for our products within their small businesses and write easy to understand posts about those products.
Posts, Advertising
Posts: Give these bloggers sneak peeks or products to test before launch in exchange for them writing easy to understand posts about implementation and management.
Influencer recruitment and tool set plan
1. Identify influencers in each segment
2. Attempt to enroll in influencer program
3. Give them exclusive tools to help
themselves and help you
4. Coordinate with internal PR to ensure
unified approach.
Activating Influencers
Awareness, Conversation, Amplification
Community driven web properties that are active in reaching and engaging our segment
Influencers that are active in reaching and engaging our segment
Customers
Partners that can distribute and amplify our message to their own communities
Our Approach
Cross Channel Marketing Implementation Where Social Media
is the Hub, Not a Spoke
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PERSONAS
BEHAVIORS
AUDIENCE
Business Savvy
Tech Savvy
Company-Owned(Scalability)
Company-Enabled(Bridge to Brand)
Communities of Interest(More Relevant)
PlatformsTools and Tactics
• Content• Campaigns• Integration
PlatformsTools and Tactics
• Aggregation• Portals and Properties• Technologies
PlatformsTools and Tactics
• Outreach• Community Participation• influencers
Enabling Social Bridging Behaviors
Small Business 1 – 20 employees
Community of Interest Infused Marketing Methodology
Programmatically Activating “Owned and Un-owned” channels
Optimize and extend
Identify the communities of interest
COI
Develop a plan for penetration of social spaces
What are the points of entry for content and conversation?
Develop campaigns and content - deploy it across channels
Technology Platforms and Innovation: Open Source, Standards and R2i Proprietary Platforms
Program Delivery Model
copyright r2integrated, LLC 2009 – confidential and proprietary
Interactive Design and Development + Content Creation and Distribution
Digital Marketing Management + Reporting
and Adherence to SLAs
Customer Acquisition Plan Focused on Identification and Integration with Communities of Interest and Key
Influencers
Response and Escalation best practices
Measurement
Goals Communities of InterestKPIs
Owned PropertiesKPIs
Data Sources
Increase “reach” – get more people to read/care about your product compared to the competition
Referral Traffic
Frequency of postings & number of comments
Distribution by Influencers
Partner amplification
Blog - # new readersTwitter - # new followersFacebook - # new fans, impressionsYouTube - # channel views / # upload views / # subscribers
Increase “voice” – get more people talking about your product than about the competition
Mentions, topics, posts, comments
Engagement by influencers
Share of voice
Blogs - # commentsTwitter - # re-tweetsFacebook- # comments,Active usersYouTube- # comments
Increase “positive sentiment” – get people to like product more than the competition
Overall Sentiment
Sentiment by COI
Blog - # + comments3rd Party Blogs - # + commentsFacebook-# likes
What You Should Do
1. Brands must think like Publishers – Content creation and distribution management is required. Editorial relevance is key to distribution.
2. Communities of Interest are where the action is – Identify them, evaluate the points of entry, activate them by aligning audience to content relevance.
3. Social Bridging leverages advocates to tempt the “Never or rarely been” – Identify the influencers and give them reasons to connect and share.
4. Social Management “Operations” are needed to support scale, relevancy, escalation, business rules, optimization and report on ROI.
5. Expose and Promote the Influencers – Make them easy to find and follow. copyright © r2integrated, LLC 2010 – confidential and proprietary
copyright © r2integrated, LLC 2010 – confidential and proprietary
Thanks!
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