identifying and activating communities of interest on the ...€¦ · klout influence score website...
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Identifying and Activating Communities of Interest on the Social Web
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Samantha De Vita Director, Marke2ng
[email protected] 410.327.0007 X2132
@saminj58 #R2integrated
Who Am I
And how to talk about me…
R2INTEGRATED: WHO WE ARE
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• Decision Making is Always Core
• 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
Key Takeaways
OVERVIEW: KEY TAKEAWAYS
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Takeaway 1: Decision Making is the CORE
TAKEAWAY 1 : DECISION MAKING
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Evolution of Decision Making
TIMELINE : THE SOCIAL CONSUMER
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Takeaway 2: Decisions are made in the “Conversation Layer”
TAKEAWAY 2 : CONVERSATION LAYER
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Social People, Places, and Content: Where do you start?
NETWORKED PEOPLE PLACES & CONTENT
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TAKEAWAY 1 : STATS DON”T LIE
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TAKEAWAY 1 : STATS DON”T LIE
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Takeaway 3: MAP the Conversation Layer = Strategy
TAKEAWAY 3 : MAPPING THE CONVERSATION LAYER
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1. Determine candidate pool
2. Prioritize based on traffic and relevance
3. Scoring
4. Perform sensitivity analysis
5. Create confidence threshold
Provides Value (15%) Twitalyzer (score = percentile) Content Score
Popularity (15%) Compete Unique Visitors Inbound Links Alexa Rank
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)
Distribution (20%) Members Subscribers Followers
Research methodology
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400+ Communi+es of Interest & Opportuni+es are Iden+fied
200 Communi+es of Interest based on Content & Audience Relevancy
Best for Scale, Relevance, Connectedness
100+ Communi+es Scored using Data Points that cover the Scoring Criteria
TAKEAWAY 3 : COI RESEARCH
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TAKEAWAY 3 : COI RESEARCH
Scale, Relevance & Connectedness
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Content Themes
Confidential 2/29/12
Content Themes That Resonate
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TAKEAWAY 3 : COI RESEARCH
Content types which appeal to the target audience are created
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The New Org Chart: The Conversation Layer Team
THE NEW ORG CHART: THE CONVERSION LAYER TEAM
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CHANNEL ACTIVATION: ADVISE ON ALL CHANNELS
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MaE Goddard CEO, R2integrated
R2integrated-‐ Digital Marke2ng & Technology [P] 410-‐299-‐2810 TwiEer: @R2iMaE
www.r2integrated.com
R2INTEGRATED: CONTACT US