matt goddard, r2i
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Activating Communities,Brand Influence Matt Goddard
CEO & Co-FounderR2Integrated
Ac! 8
Understanding and Activating Communities of Interest
1.24.2011
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Humans have always been social. But we have never been networked.
Until now…..
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Speed Access Storage
Transparency
Changed the way we make decisions
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Networked Decision Making:
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How do you make buying decisions?
FaceBook or CNET
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Consumer Decision Journey (CDJ)*
Customer Journey has Two Key Phases:
1. Discovery Journey: Consider and Evaluate
2. Loyalty Loop: Buy, Enjoy, Advocate, Bond
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*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
Social Network-Based Decision Support Eco-System
Source: Forrester Research
Immediate Network
Extended Network
Outside Network
Social Connections
copyright © r2integrated, LLC 2010 – confidential and proprietary
FB
Blog Website
Sponsored Communities Social CRM
Branded Platforms
Communities of Interest
Social Digital Marketing in an Networked World
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Digital in a Networked World!
Integrate
Community of Interest-Based Cross-Channel Marketing
Programmatically Activating “Owned and Un-owned” channels
Optimize, extend and integrate across Owned and Un-Owned Properties.
Identify the Communities of Interest
Develop a plan for creation and penetration of social spaces What are the
access points for content and conversation?
Develop programs, outreach, campaigns and content - deploy it across channels
Site Problems They Solve Influencers Why They
Matter Access Points
Ways to Leverage
Small Business Trends
Give news, *ps 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 Adver*sing, Polls, Events, Whitepapers, NewsleEer
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 ar*cles related to star*ng 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 *ps 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, Adver*sing
Posts: Give these bloggers sneak peeks or products to test before launch in exchange for them wri*ng easy to understand posts about implementa*on and management.
Access Point and Influencer Insights
Content Syndication and the Loyalty Loop
copyright r2integrated, LLC 2009 – confidential and proprietary
` `
Changing Resources
Public Relations
Paid Media Community Management
Social Media Marketing is not About Silver Bullets A
dvoc
ates
Time
One hit wonder campaigns lead to short-lived pinnacles of engagement as campaign resources are exhausted and advocates go un-nurtured.
Only investing in one big campaign.
Loyalty and retention suffer with this approach
Consistent Engagement Builds Over Time
Adv
ocat
es
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
A Wide Range of KPIs
Advocacy • Increase share of
conversation • Increase positive
sentiment • Increase
recommendations • Nurture key
influencers • Bridge loyals and
never-beens • Content Sharing
Awareness • Increase effective
reach • Increase referral
traffic and inbound links
• Increase brand searches
• Increase conversation volume
Acquisition • Subscribers to
content • Leads • Downloads • Purchases
Loyalty • Increase in fans/
followers • Engagement on
branded platforms
• Retweets • LTV
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Conclusion
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