Download - 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

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/


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

Scale

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

4321


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][email protected]

Twitter: @leighgeorge

www.r2integrated.com

Questions?

http://www.r2integrated.com/