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Marketers clearly recognize the enormous growth in the amount of social interactions that occur online each day. But the real story effecting marketers isn't how much growth there has been, rather how these social interactions have changed the way consumers make purchasing decisions. Consumer buying decisions are now highly influenced by information obtained in their peer-to-peer networks. These online communities, with their inherent trust and loyalty networks, are sitting side-by-side with search, and literally changing the way consumers take in information and choose which products to purchase. In this new world (called the "conversation layer"), where advice seeking and advice giving behavior happens faster than brands can sometimes react, marketers must continually monitor and find ways to identify and activate the communities that matter most to their brand. In this session we will cover: How these new social channels are driving your customer’s buying decisions and impacting your marketing efforts How to identify the communities that matter the most to your brand How to engage and activate those areas to intersect the buying
Citation preview
How to Identify, Activate & Intersect the Social Communities That Impact Your Brand
October 2012
The Web Is A Decision Engine
All Rights Reserved. Copyright of R2integrated, 2012.
Image credit: http://smallbiztechnology.com/archive/2011/10/tips-on-buying-technology-for-businesses-and-personal-use.html/
All Rights Reserved. Copyright of R2integrated, 2012.
How Do We Make Purchasing Decisions?
Online Search Online reviews
Ratings Websites
✓
Product/service information
Blog Posts Expert Advice
Source: Cone, “2011 Online Influence Trend Tracker,” August 30, 2011
The Twilight of the Fan
All Rights Reserved. Copyright of R2integrated, 2012.
All Rights Reserved. Copyright of R2integrated, 2012.
The Untapped Dark Social
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Decisions Aren’t Made on Your Properties
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People: Identify the key influencers that matter
Places: Identify the key places where the audience is engaged
Content: Identify content themes and access points for engagement
Social PPC
All Rights Reserved. Copyright of R2integrated, 2012.
Where Do You Start?
Communities and Influencers to
target
Scale
Relevance
Connectedness
All Rights Reserved. Copyright of R2integrated, 2012.
What Topics Do People Care About Most?
All Rights Reserved. Copyright of R2integrated, 2012.
What Types of Content Do They Value?
All Rights Reserved. Copyright of R2integrated, 2012.
Social Is A Behavior Not A Channel
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Social Behavior Drives Everything
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Social PPC for New Stores in New Markets
All Rights Reserved. Copyright of R2integrated, 2012.
1Results?
9Posts and articles
Tweets Sent @Mentions Hashtag Uses
47 tweets36
mentions46 hashtag uses
Brand new twitter handle
Image credit: http://www.saifullahbutt.com/twitter-marketing/twitter-icon/
Twitter Estimated Reach Increase in Twitter Followers
88,617 people +62%
30InfluencersEvent 60KFollowers
4321
All Rights Reserved. Copyright of R2integrated, 2012.
Takeaways
Decision Making is Always at the Core on Online Behavior
Decision Making Now Happens in the Conversation Layer
Mapping the Conversation Layer = Your Social Strategy & Customer Understanding
This Customer Understanding Advises all Channel Activation Including Social
All Rights Reserved. Copyright of R2integrated, 2012.
Leigh George, PhDDirector, Digital Strategy
R2integrated—Digital Marketing & Technology [P] 410.369.3744 [E][email protected]
Twitter: @leighgeorge
www.r2integrated.com
Questions?