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

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Marketers clearly recognize the enormous growth in the amount of social interactions that occur online each day. But the real story effecting marketers isn't how much growth there has been, rather how these social interactions have changed the way consumers make purchasing decisions. Consumer buying decisions are now highly influenced by information obtained in their peer-to-peer networks. These online communities, with their inherent trust and loyalty networks, are sitting side-by-side with search, and literally changing the way consumers take in information and choose which products to purchase. In this new world (called the "conversation layer"), where advice seeking and advice giving behavior happens faster than brands can sometimes react, marketers must continually monitor and find ways to identify and activate the communities that matter most to their brand. In this session we will cover: How these new social channels are driving your customer’s buying decisions and impacting your marketing efforts How to identify the communities that matter the most to your brand How to engage and activate those areas to intersect the buying
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How to Identify, Activate & Intersect the Social Communities That Impact Your Brand October 2012
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Page 1: How to Identify, Activate & Intersect the Social Communities That Impact Your Brand

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

October 2012

Page 2: How to Identify, Activate & Intersect the Social Communities That Impact Your Brand

The Web Is A Decision Engine

All Rights Reserved. Copyright of R2integrated, 2012.

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

Page 3: How to Identify, Activate & Intersect the Social Communities That Impact Your Brand

All Rights Reserved. Copyright of R2integrated, 2012.

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

Page 4: How to Identify, Activate & Intersect the Social Communities That Impact Your Brand

The Twilight of the Fan

All Rights Reserved. Copyright of R2integrated, 2012.

Page 5: How to Identify, Activate & Intersect the Social Communities That Impact Your Brand

All Rights Reserved. Copyright of R2integrated, 2012.

The Untapped Dark Social

Page 6: How to Identify, Activate & Intersect the Social Communities That Impact Your Brand

All Rights Reserved. Copyright of R2integrated, 2012.

Decisions Aren’t Made on Your Properties

Page 7: How to Identify, Activate & Intersect the Social Communities That Impact Your Brand

All Rights Reserved. Copyright of R2integrated, 2012.

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

Page 8: How to Identify, Activate & Intersect the Social Communities That Impact Your Brand

All Rights Reserved. Copyright of R2integrated, 2012.

Where Do You Start?

Communities and Influencers to

target

Scale

Relevance

Connectedness

Page 9: How to Identify, Activate & Intersect the Social Communities That Impact Your Brand

All Rights Reserved. Copyright of R2integrated, 2012.

What Topics Do People Care About Most?

Page 10: How to Identify, Activate & Intersect the Social Communities That Impact Your Brand

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What Types of Content Do They Value?

Page 11: How to Identify, Activate & Intersect the Social Communities That Impact Your Brand

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Social Is A Behavior Not A Channel

Page 12: How to Identify, Activate & Intersect the Social Communities That Impact Your Brand

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Social Behavior Drives Everything

Page 13: How to Identify, Activate & Intersect the Social Communities That Impact Your Brand

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Social PPC for New Stores in New Markets

Page 14: How to Identify, Activate & Intersect the Social Communities That Impact Your Brand

All Rights Reserved. Copyright of R2integrated, 2012.

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

Page 15: How to Identify, Activate & Intersect the Social Communities That Impact Your Brand

4321

All Rights Reserved. Copyright of R2integrated, 2012.

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

Page 16: How to Identify, Activate & Intersect the Social Communities That Impact Your Brand

All Rights Reserved. Copyright of R2integrated, 2012.

Leigh George, PhDDirector, Digital Strategy

R2integrated—Digital Marketing & Technology [P] 410.369.3744 [E][email protected]

Twitter: @leighgeorge

www.r2integrated.com

Questions?


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