How to Identify, Activate & Intersect the Social Communities That Impact Your Brand

transcript

October 2012

The Web Is A Decision Engine

Image credit: http://smallbiztechnology.com/archive/2011/10/tips-on-buying-technology-for-businesses-and-personal-use.html/

How Do We Make Purchasing Decisions?

Online Search Online reviews

Ratings Websites

Product/service information

Blog Posts Expert Advice

Source: Cone, “2011 Online Influence Trend Tracker,” August 30, 2011

The Twilight of the Fan

The Untapped Dark Social

Decisions Aren’t Made on Your Properties

People: Identify the key influencers that matter

Places: Identify the key places where the audience is engaged

Content: Identify content themes and access points for engagement

Social PPC

Where Do You Start?

Communities and Influencers to

target

Relevance

Connectedness

What Topics Do People Care About Most?

What Types of Content Do They Value?

Social Is A Behavior Not A Channel

Social Behavior Drives Everything

Social PPC for New Stores in New Markets

1Results?

9Posts and articles

Tweets Sent @Mentions Hashtag Uses

47 tweets36

mentions46 hashtag uses

Brand new twitter handle

Image credit: http://www.saifullahbutt.com/twitter-marketing/twitter-icon/

Twitter Estimated Reach Increase in Twitter Followers

88,617 people +62%

30InfluencersEvent 60KFollowers

Takeaways

Decision Making is Always at the Core on Online Behavior

Decision Making Now Happens in the Conversation Layer

Mapping the Conversation Layer = Your Social Strategy & Customer Understanding

This Customer Understanding Advises all Channel Activation Including Social

Leigh George, PhDDirector, Digital Strategy

R2integrated—Digital Marketing & Technology [P] 410.369.3744 [E]lgeorge@r2integrated.com

Twitter: @leighgeorge

www.r2integrated.com

Questions?

How to Identify, Activate & Intersect the Social Communities That Impact Your Brand

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