This document discusses how communities of interest and social networks have changed how people make decisions. It notes that decision making is now networked, with people relying on social media and online communities. It then discusses how brands can identify relevant communities, their influencers and access points. The rest of the document provides advice on developing a cross-channel marketing plan to engage communities over time through various owned and unowned channels to build advocacy, loyalty and other key performance indicators.

1. Ac! 8
Activating Communities,
Brand Influence
Matt Goddard
CEO & Co-Founder
R2Integrated

2. Understanding and Activating
Communities of Interest
1.24.2011

3. copyright r2integrated, LLC 2009 – confidential and proprietary

4. Humans have always been social.
But we have never been networked.
Until now…..
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5. Speed
Access
Storage
Transparency
Changed the way we make decisions
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6. Networked Decision Making:
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7. How do you make buying decisions?
FaceBook or CNET
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8. Consumer Decision Journey (CDJ)*
Customer Journey has Two Key Phases:
1. Discovery Journey: Consider and Evaluate
2. Loyalty Loop: Buy, Enjoy, Advocate, Bond
*McKinsey Quarterly defined the CDJ model based on research among 20,000 consumers
across 5 industries that showed 6 stages of iterative reductive involvement with a brand
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9. Social Network-Based Decision Support Eco-System
Communities of Immediate Network
Interest Extended Network
Outside Network
Social Connections
FB
Sponsored
Twitter
Communities
Social CRM
Branded
Platforms
Website Blog
Source: Forrester Research copyright © r2integrated, LLC 2010 – confidential and proprietary

10. Social Digital Marketing in an
Networked World
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11. Digital in a Networked World!
Integrate

12. Community of Interest-Based Cross-Channel Marketing
Programmatically Activating
“Owned and Un-owned” channels
Develop
programs,
Develop a plan outreach, Optimize,
for creation and campaigns and extend and
penetration of content - deploy integrate
What are the social spaces it across across
access points for channels Owned and
content and Un-Owned
conversation? Properties.
Identify the
Communities
of Interest

14. Access Point and Influencer Insights
Problems They Why They Access Ways to
Site Influencers
Solve Matter Points Leverage
CEO
&
Editor
in
Podcast,
Podcast:
Submit
a
Chief,
as
well
as
an
Product
proposal
to
have
a
CO
individual
that
Reviews,
Press
expert
be
a
guest
on
Give
news,
*ps
and
advice
writes
several
Small
Business
Releases,
Web
the
weekly
podcast
about
running
a
small
Anita
Campbell
popular
blogs
in
the
Trends
Adver*sing,
-­‐
Sponsor
the
Small
business.
small
business
Polls,
Events,
Business
Trends
space,
also
an
Whitepapers,
Podcast
for
3
mos
OPEN
Forum
NewsleEer
Expert.
Wiki
of
resource
ar*cles
Owner/Creator
of
Wiki
Pages:
Contact
related
to
star*ng
and
the
wiki
and
a
small
influencer
Rex
Business.com
Rex
Hammock
Wiki
Pages
maintaining
your
small
business
owner
Hammock
to
create
a
business.
himself.
set
of
how-­‐tos
These
bloggers
Posts:
Give
these
have
shown
an
bloggers
sneak
peeks
affinity
for
our
or
products
to
test
Bloggers
themselves,
products
within
Offer
easy-­‐to-­‐follow
*ps
for
some
of
note:
before
launch
in
Small
Business
their
small
Posts,
small
business
owners
who
exchange
for
them
Tech
Tips
Stephanie ,
Danny
businesses
and
Adver*sing
don't
understand
technology.
Gelber,
Mike
Cooch
wri*ng
easy
to
write
easy
to
understand
posts
understand
posts
about
implementa*on
about
those
and
management.
products.

15. Content Syndication and the Loyalty Loop
`
`
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16. Changing Resources
Public Relations
Paid Media Community
Management

17. Social Media Marketing is not About Silver Bullets
One hit wonder campaigns lead to short-lived pinnacles of
engagement as campaign resources are exhausted and advocates
go un-nurtured.
Advocates
Only investing Loyalty and
in one big retention suffer
campaign. with this
approach
Time

18. Consistent Engagement Builds Over Time
COI Cross Channel Marketing Integrates Evergreen Style Community
Engagement with Campaigns and Content Distribution to increase
advocacy and build relationships with influencers over time
Advocates
Loyalty and
retention
positively
impacted on a
daily, weekly,
monthly basis
Time

19. A Wide Range of KPIs
Advocacy Awareness Acquisition Loyalty
• Increase share of • Increase effective • Subscribers to • Increase in fans/
conversation reach content followers
• Increase positive • Increase referral • Leads • Engagement on
sentiment traffic and • Downloads branded
• Increase inbound links • Purchases platforms
recommendations • Increase brand • Retweets
• Nurture key searches • LTV
influencers • Increase
• Bridge loyals and conversation
never-beens volume
• Content Sharing
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20. Conclusion
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