1. 1. Understanding and Activating Communities of Interest
   Leslie Grandy,
   CMO & EVP Products
   @gearheadgal
   @R2integrated
   
2. 2. How Not To Social Network
   
3. 3. A Rising Star?
   
4. 4. What Community Is This?
   
5. 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. 6. How do you make buying decisions?
   
7. 7. How do your customers make
   their buying decisions?
   
8. 8. Networked Communities of Interest
   The new battleground for decision-making behavior
   
9. 9. Web 3.0
   `
   `
   Places
   People
   Content
   
10. 10. Content Bridges The Brand Gap
    What you say & do
    What others say about you
    Marketing communicationchannels - collateral, messaging, customer service & support
    User generated content - stories, reviews, comments, posts
    
11. 11. Content Bridges Channels
    
12. 12. The Marketers Conundrum
    
    • Scalevs Relevancy
    • 13. Reach vsEngagement
    • 14. Creative vsTechnology
    • 15. Automation vs Conversation
    Are you asking the right questions of your data?
    
13. 16. Understanding and Engaging on the Social Web
    
    • Where are the online places that people gather and share relevant information to your brand?
    • 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?
    • 21. How does your content maximize engagement with key audiences in relevant places?
14. The 3 Pillars of Engagement
    People
    Identify the key influencers that matter
    Places
    Identify the key places where our target audience is engaged
    Content
    Identify the content themes and access points for engagement
    
15. 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
    
16. 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
    
17. 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
    
18. 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
    
19. 26. R2is 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
    
20. 27. Social Media is a Multi-Variable Problem To Solve
    People + Places + Content = Engagement
    
21. 28. Example - Program Recommendation
    
22. 29. Bridging KPIs from Transactions to Conversations
    
23. 30. Whatto do?
    copyrightr2integrated, LLC2009 confidential and proprietary
    
24. 31. Whatto do?
    Enter to win a $75 gift card from Amazon or the all new Kindle 3G
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    @r2integrated
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    @gearheadgal
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