1. Harnessing
the
Power of Influence

2. Confidential 3/22/11
3. Today youll learn:
Surprise! Youre a Publisher!
Relationship Management: Engaging the People Youre Already Connected To
Social Bridging: Reaching Beyond Your Own Properties to Attract New Advocates
Measurement: Prove youre moving the needle
Confidential 3/22/11
4. BRANDS AS PUBLISHERS
BRANDS AS PUBLISHERS
Changing Roles and Relationships
Confidential 3/22/11
5. BRANDS AS PUBLISHERS
Confidential 3/22/11
6. BRANDS AS PUBLISHERS
Social technology allows people to talk about brands with unprecedented speed and volume
Confidential 3/22/11
7. BRANDS AS PUBLISHERS
it also empowers brands to tap into the passions and needs of an audience
Fastest Time to Reach 1 Million Twitter Followers
25 hours and 17 minutes
Winning!
Confidential 3/22/11
8. BRANDS AS PUBLISHERS
Surprise! Youre a publisher!
Confidential 3/22/11
9. BUILDING AND ACTIVATING AN AUDIENCE
BUILDING AND ACTIVATING AN AUDIENCE
On Your Own Platforms
Confidential 3/22/11
10. BUILDING AND ACTIVATING AN AUDIENCE
The Internet is a decision engine
When was the last time you clicked on your browserand didntknow what you were going to do next?
Companies need to provide information users find valuable or they will ignore you.
Confidential 3/22/11
11. BUILDING AND ACTIVATING AN AUDIENCE
Confidential 3/22/11
12. BUILDING AND ACTIVATING AN AUDIENCE
How do you drive traffic and engagement?
Confidential 3/22/11
13. BUILDING AND ACTIVATING AN AUDIENCE
Confidential 3/22/11
14. copyrightr2integrated, LLC2009 confidential and proprietary
15. BUILDING AND ACTIVATING AN AUDIENCE
Confidential 3/22/11
16. BUILDING AND ACTIVATING AN AUDIENCE
Confidential 3/22/11
17. BUILDING AND ACTIVATING AN AUDIENCE
Confidential 3/22/11
18. BUILDING AND ACTIVATING AN AUDIENCE
Confidential 3/22/11
19. BUILDING AND ACTIVATING AN AUDIENCE
Q: What do these companies have that you dont?
A: A strategy
Confidential 3/22/11
20. BUILDING AND ACTIVATING AN AUDIENCE
Identify Your Audience and Goals
Who are you trying to reach? What do you want them to do?

Persona Analysis

21. Search Behavior 22. Content Analysis 23. Competitor Analysis 24. Social Listening AnalysisHow do you define success?

Audit of Current Platforms and Campaigns

25. KPIsConfidential 3/22/11
26. BUILDING AND ACTIVATING AN AUDIENCE
Confidential 3/22/11
27. BUILDING AND ACTIVATING AN AUDIENCE
What are the publishing platforms?
Editorial Calendar with Campaigns and Regular Touchpoints
Whats your content?
Who is managing these communities?
Marketing, PR, Technology? What are the roles
Confidential 3/22/11
28. BUILDING AND ACTIVATING AN AUDIENCE
Confidential 3/22/11
29. BUILDING AND ACTIVATING AN AUDIENCE
To be shared, content must have:

Transactional Value

30. Entertainment Value 31. Informational ValueConfidential 3/22/11
32. BUILDING AND ACTIVATING AN AUDIENCE
Engagementbuilds
Engagementdissolves
Advocates
Only investing in one big campaign.
Loyalty and retention suffer with this approach
Time
Confidential 3/22/11
33. BUILDING AND ACTIVATING AN AUDIENCE
Loyalty and retention positively impacted on a daily, weekly, monthly basis
Advocates
Time
Confidential 3/22/11
34. Marketing the campaigns

Email

35. Social networks 36. Earned media 37. Paid media 38. Social CRM