This document discusses targeting communities of interest to influence people's decisions. It recommends identifying influential communities on the web and using insights about their interests to tailor outreach, content, and products. Communities of interest are important because people consult them and make networked decisions. The document suggests metrics for evaluating communities and using this understanding to improve targeting, outreach, and key performance indicators.

1. The Social Decision Maker Targeting Communities of Interest

2. Awareness Decision Making Showing me things I may want What product will I actually buy Buy the audience Target the community of interest

6. NEXT STEPS RECOMMENDATIONS People make decisions using communities of interest Communities of interest are places on the web Communities of interest are networked

7. Networked Decision Making: copyright r2integrated, LLC 2009 – confidential and proprietary

8. NEXT STEPS RECOMMENDATIONS How do we? Identify and target the communities of interest that matter most.

9. Distribution Popularity Influence Engagement On Target Provides Value Overall Score

10. COI RESEARCH:SCORING Scoring Methodology Confidential 5/23/2011

11. NEXT STEPS RECOMMENDATIONS How are we using this discipline? Access points and “coexistence” Targeted community outreach operations Audience insights related to decision making Creative and content strategy New KPI’s