5 Major Shifts in Identifying & Activating Social Communities

Presented by Eric Jones, VP Digital Marketing from R2integrated,

at SME Puerto Rico Brand Study Marcas que Marcas 2012

ABOUT R2i

Full-Service Social & Digital Marketing Agency

R2i At-A-Glance:

• Founded in 2004

• 104+ Full Time Staff

• Social & Digital Marketing Specialists, Web Technologists, Designers, Analysts

• Locations in Baltimore/Washington and Seattle

Key Partnerships:

A few clients:

1.Understanding how information is being consumed in Social

properties

2.How new Social Channels are driving your customers decision

making

3.Mapping the Conversation Layer = Your Social Strategy &

Customer Understanding

4.How brands can engage & activate these social channels

5.Shifting the focus of measurement and understanding effectiveness

Key Takeaways

OVERVIEW: KEY TAKEAWAYS

Peer-to-peer online networks have changed the way people

discover information, evaluate, and purchase products and services

The decision to buy occurs around people, places and content

of interest- known as the “Conversation Layer” and is happening in

both owned and un-owned social properties

Consumers joining the “Conversational Layer” represents

risk reduction behavior– fundamental when designing a social &

content strategy

.

Social Consumption

Takeaway 1: Understanding Information Consumption

Homophily (i.e., "love of the same") is the tendency of individuals to associate

and bond with similar others. The presence of homophily has been discovered in

a vast array of network studies and is a specific guiding principle in Social

Communities of Interest.

This structured network creates ties of every type including; friendship, work,

advice, support, information transfer, exchange, co-membership, and other types

of relationship.

The Homophily Principle – “el amor de la misma”

Social Consumption

“#1 reason people worldwide wrote about brands

online was to offer advice. Brand advocates can

be both positive and negative: 61% wrote

praise and 52% did so to criticize.”

Social Consumption

*eMarketer - 2012

TAKEAWAY 2 : DECISION MAKING

Takeaway 2: Decisions are made in the “Conversation Layer”

Evolution of Decision Making

TIMELINE : THE SOCIAL CONSUMER

“92% of internet users worldwide said they

completely or somewhat trusted recommendations

from people they knew and 70% said they trusted

consumers opinions posted online. “

*Nielson - 2011

TAKEAWAY 2 : DECISION MAKING

TAKEAWAY 2 : DECISION MAKING

Social PPC for Brands: Where do you start?

NETWORKED PEOPLE PLACES & CONTENT

TAKEAWAY 2 : DECISION MAKING

.

Takeaway 3: MAP the conversation layer = Social Strategy

TAKEAWAY 3 : MAPPING THE CONVERSATION LAYER

400+ Communities of Interest, Influencers, & Opportunities are Identified

200 Communities of Interest based on Content & Audience Relevancy

Best for Reach, Relevance, Connectedness

100+ Communities Scored using Data Points that cover the Scoring Criteria

Sample Exercise:

TAKEAWAY 3 : MAPPING THE CONVERSATION LAYER

Sample Exercise:

Provides Value (15%)

Popularity (15%)

Influence/Effectiveness of each (15%)

Engagement/Discussion (15%)

On Target (20%)

Distribution (20%)

TAKEAWAY 3 : MAPPING THE CONVERSATION LAYER

TAKEAWAY 3 : MAPPING THE CONVERSATION LAYER

Content Themes that Resonated & Were Shared the Most

Confidential 6/28/2012

TAKEAWAY 3 : MAPPING THE CONVERSATION LAYER

Content types which appeal to the target audience are created

TAKEAWAY 3 : MAPPING THE CONVERSATION LAYER

Takeaway 4: Engage and Activate Social Channels

TAKEAWAY 4 : Engage & Activate

The New Org Chart: Conversation Layer Marketing

TAKEAWAY 4 : Engage & Activate

Integrate

TAKEAWAY 4 : Engage & Activate

Takeaway 5: Shifting the Focus of Measurement

TAKEAWAY 5:Shifting the Focus of Measurement

Define your Brands Goals

Awareness Engagement Acquisition

TAKEAWAY 5:Shifting the Focus of Measurement

• Awareness: drive traffic with increased relevant online searches, messaging

reach, impressions, visits, online conversations and recognition

• Engagement: create engaging experiences to capture your audience utilizing

an organizations digital assets and online properties

• Acquisition: capture market share through revenue, sales, leads , followers,

and fans

Define your Brands Goals

Awareness Engagement Acquisition

TAKEAWAY 5:Shifting the Focus of Measurement

TAKEAWAY 5:Shifting the Focus of Measurement

Copyright © R2integrated, LLC 2011 – confidential and proprietary Confidential 6/28/2012

1Identify people

and places who

play a role in the

decision to buy

2Listen to the

conversation

3Find your brands

voice

4Reach out &

engage

5Analyze results

& optimize

CONCLUSION

Brands must bridge the customer conversation between your

branded social platforms, digital properties, online

communities and influencers

Eric Jones

VP, R2integrated

R2integrated- Digital Marketing & Technology

[P] 410-369-3747

Twitter: @R2integrated

www.r2integrated.com

R2INTEGRATED: CONTACT US