Holly Brown's content-rich presentation explores how to identify and activate influencers outside of your customer base. In the prezo, you'll learn how to: - Develop audience-based content distribution strategies - Identify and activate Communities of Interest outside your owned properties - Use Social Bridging to ID key influencers and give them reasons to connect and share - Expose and promote the Influencers – make them easy to find and follow

1. Brands as Publishers in the Age of Peer to Peer Communications Holly Brown, Chief Innovation Officer 10.6.10

2. Some Quick Truths… Peer-to-Peer platforms for engagement are exploding Content and conversation support decisions and serendipitous discovery Scale and relevance are hard to come by in social spaces Planning and supporting operational structure are tablestakes Communities of Interest, Advocates and Influencers carry disproportionate weight copyright © r2integrated, LLC 2010 – confidential and proprietary

4. “ Eventually, online social activities and connections will be baked into every form of digital content on the Web, from marketer brand Web sites to e-commerce shopping sites, to search engines to traditional media and entertainment sites.” Engagement cannot remain the sole province of a few social media experts, but instead must be embraced by the entire organization. – Charlene Li Altimeter Group copyright © r2integrated, LLC 2009 – confidential and proprietary

5. The Business Reality What’s our social strategy? What the heck are we doing with our owned properties? What’s our content distribution strategy? How do I explain what we’re doing, and why? How will we know if it’s working, and how it compares to other stuff we usually do that people actually understand? Can we manage our brand if the customer is in control? Who owns it all? copyright © r2integrated, LLC 2009 – confidential and proprietary

6. Our View The Web is a Buying Engine and Communities of Interest are Where the Action is copyright © r2integrated, LLC 2010 – confidential and proprietary

8. Aspirin or Vitamin?

9. Risk/Reward

10. Needs/Wants

11. Where are these communities

12. How do they operate

13. What are the entry points

14. Evidence or Information

15. References

16. Peer Advice

18. Social Networks Work When They Provide Relevant, Useful Content and Conversation Most Important Factors When Deciding to Join Social Networks for Business Purposes According to Business Technology Buyers Worldwide, January 2010 (% of respondents) Quality of discussion and relevance of comments 54% Topics discussed by the community 46% Expertise and demonstrated thought leadership by participants 46% Nature of problems/issues the community is formed around 24% Source: eMarketer.com copyright © r2integrated, LLC 2010 – confidential and proprietary

19. Technical Networks copyright © r2integrated, LLC 2010 – confidential and proprietary

20. Trust and Admiration Networks copyright © r2integrated, LLC 2010 – confidential and proprietary

21. Communities of Interest Research Popularity (15%) Compete Unique Visitors Inbound Links Alexa Rank Research Methodology Determine candidate pool Prioritize based on traffic and relevance Scoring Perform sensitivity analysis Create confidence threshold Influence/Effectiveness of each (15%) Klout Influence Score Website Grader Page Rank Engagement/Discussion (15%) Comments (last 20 posts) Google Buzz Count TweetMeme On Target (20%) Audience Score (1-10) Content Relevance (% last 30 posts) Provides Value (15%) Del.icio.us Bookmarks Twitalyzer (score = percentile)

22. Communities of Interest

23. COI Activation Insights

24. Activating Influencers Influencer recruitment and tool set plan Identify influencers in each segment Attempt to enroll in influencer program Give them exclusive tools to help themselves and help you Coordinate with internal PR to ensure unified approach.

25. Awareness, Conversation, Amplification Community driven web properties that are active in reaching and engaging our segment Influencers that are active in reaching and engaging our segment Customers Partnersthat can distribute and amplify our message to their own communities

26. Our Approach Cross Channel Marketing Implementation Where Social Mediais the Hub, Not a Spoke copyright © r2integrated, LLC 2010 – confidential and proprietary

28. Campaigns

30. Portals and Properties

32. Community Participation

33. influencersCommunities of Interest(More Relevant) Enabling Social Bridging Behaviors

34. Community of Interest Infused Marketing Methodology Programmatically Activating “Owned and Un-owned” channels Develop campaigns and content - deploy it across channels Optimize and extend Develop a plan for penetration of social spaces What are the points of entry for content and conversation? COI Identify the communities of interest

35. Program Delivery Model Customer Acquisition Plan Focused on Identification and Integration with Communities of Interest and Key Influencers Interactive Design and Development + Content Creation and Distribution Digital Marketing Management + Reportingand Adherence to SLAs Technology Platforms and Innovation: Open Source, Standards and R2i Proprietary Platforms copyright r2integrated, LLC 2009 – confidential and proprietary

36. Measurement Response and Escalation best practices

37. What You Should Do Brands must think like Publishers – Content creation and distribution management is required. Editorial relevance is key to distribution. Communities of Interest are where the action is – Identify them, evaluate the points of entry, activate them by aligning audience to content relevance. Social Bridging leverages advocates to tempt the “Never or rarely been” – Identify the influencers and give them reasons to connect and share. Social Management “Operations” are needed to support scale, relevancy, escalation, business rules, optimization and report on ROI. Expose and Promote the Influencers – Make them easy to find and follow. copyright © r2integrated, LLC 2010 – confidential and proprietary

38. copyright © r2integrated, LLC 2010 – confidential and proprietary

39. Thanks! follow: www.twitter.com/hollyabrown friend: www.facebook.com/hollyabrown connect: www.linkedin.com/in/hollyabrown copyright © r2integrated, LLC 2010 – confidential and proprietary www.R2integrated.com