Activating Communities of Interest On The Real Time, Social Web: The web is a decision engine, and communities of interest are where it's at for brands looking to influence customers and build advocacy.
6. How do you make buying decisions? FaceBook or CNET copyright r2integrated, LLC 2009 – confidential and proprietary
7. Consumer Decision Journey (CDJ)* Customer Journey has Two Key Phases: Discovery Journey: Consider and Evaluate 2. Loyalty Loop: Buy, Enjoy, Advocate, Bond copyright r2integrated, LLC 2009 – confidential and proprietary *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
10. COI Social CRM Digital in a Networked World! Consideration, Evaluation, Advocacy Enjoy, Advocate, Bond, Bridge ID, activate, engage, and converse with the key battlegrounds that we do not own and control Develop content plan and longer term audience segmentation, relevance, and social properties strategy Integrate Technology Tools
11. Community of Interest-Based Cross-Channel Marketing Programmatically Activating “Owned and Un-owned” channels Develop programs, outreach, campaigns and content - deploy it across channels Optimize, extend and integrate across Owned and Un-Owned Properties. Develop a plan for creation and penetration of social spaces What are the access points for content and conversation? Owned and Un-owned Identify the Communities of Interest
15. 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. Engagementbuilds Engagementdissolves Advocates Only investing in one big campaign. Loyalty and retention suffer with this approach Time
16. 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 Loyalty and retention positively impacted on a daily, weekly, monthly basis Advocates Time
17. A Wide Range of KPIs copyright r2integrated, LLC 2009 – confidential and proprietary