The Social Marketer’s Conundrum

Reach vs. Relevancy

copyright r2integrated, LLC 2009 – confidential and proprietary

Awareness Decision Making

Showing me things I may want What product will I actually buy

Buy the audienceTarget the community

of interest

People make decisions using communities of interest

Communities of interest are places on the web (publishers)

Communities of interest are networked

Networked Decision Making:

copyright r2integrated, LLC 2009 – confidential and proprietary

The Reach vs. Relevancy Problem

The Networked Publisher