Eric Jones, VP of Digital Marketing from R2Integrated was the guest speaker during the presentation of 2012 Marcas que Marcas Study.

1. 5 Major Shifts in Identifying & Activating Social Communities
Presented by Eric Jones, VP Digital Marketing from R2integrated,
at SME Puerto Rico Brand Study Marcas que Marcas 2012

2. ABOUT R2i
Full-Service Social & Digital Marketing Agency
R2i At-A-Glance:
• Founded in 2004
• 104+ Full Time Staff
• Social & Digital Marketing Specialists, Web Technologists, Designers, Analysts
• Locations in Baltimore/Washington and Seattle
Key Partnerships:
A few clients:

3. OVERVIEW: KEY TAKEAWAYS
Key Takeaways
1.Understanding how information is being consumed in Social
properties
2.How new Social Channels are driving your customers decision
making
3.Mapping the Conversation Layer = Your Social Strategy &
Customer Understanding
4.How brands can engage & activate these social channels
5.Shifting the focus of measurement and understanding effectiveness

4. Social Consumption
Takeaway 1: Understanding Information Consumption
Peer-to-peer online networks have changed the way people
discover information, evaluate, and purchase products and services
The decision to buy occurs around people, places and content
of interest- known as the “Conversation Layer” and is happening in
both owned and un-owned social properties
Consumers joining the “Conversational Layer” represents
risk reduction behavior– fundamental when designing a social &
content strategy
.

5. Social Consumption
The Homophily Principle – “el amor de la misma”
Homophily (i.e., "love of the same") is the tendency of individuals to associate
and bond with similar others. The presence of homophily has been discovered in
a vast array of network studies and is a specific guiding principle in Social
Communities of Interest.
This structured network creates ties of every type including; friendship, work,
advice, support, information transfer, exchange, co-membership, and other types
of relationship.

6. Social Consumption
“#1 reason people worldwide wrote about brands
online was to offer advice. Brand advocates can
be both positive and negative: 61% wrote
praise and 52% did so to criticize.”
*eMarketer - 2012

7. TAKEAWAY 2 : DECISION MAKING
Takeaway 2: Decisions are made in the “Conversation Layer”

8. TIMELINE : THE SOCIAL CONSUMER
Evolution of Decision Making

9. TAKEAWAY 2 : DECISION MAKING
“92% of internet users worldwide said they
completely or somewhat trusted recommendations
from people they knew and 70% said they trusted
consumers opinions posted online. “
*Nielson - 2011

10. TAKEAWAY 2 : DECISION MAKING

11. NETWORKED PEOPLE PLACES & CONTENT
Social PPC for Brands:
Where do you start?

12. TAKEAWAY 2 : DECISION MAKING

13. TAKEAWAY 3 : MAPPING THE CONVERSATION LAYER
Takeaway 3: MAP the conversation layer = Social Strategy
.

14. TAKEAWAY 3 : MAPPING THE CONVERSATION LAYER
Sample Exercise:
400+ Communities of Interest, Influencers, & Opportunities are Identified
200 Communities of Interest based on Content & Audience Relevancy
100+ Communities Scored using Data Points that cover the Scoring Criteria
Best for Reach, Relevance, Connectedness

15. TAKEAWAY 3 : MAPPING THE CONVERSATION LAYER
Sample Exercise:
Distribution (20%)
Popularity (15%)
Influence/Effectiveness
of each (15%)
Engagement/Discussion
(15%)
On Target (20%)
Provides Value (15%)

16. TAKEAWAY 3 : MAPPING THE CONVERSATION LAYER

17. TAKEAWAY 3 : MAPPING THE CONVERSATION LAYER
Content Themes that Resonated & Were Shared the Most
Confidential 6/28/2012

18. TAKEAWAY 3 : MAPPING THE CONVERSATION LAYER
Content types which appeal to
the target audience are created

19. TAKEAWAY 4 : Engage & Activate
Takeaway 4: Engage and Activate Social Channels

20. TAKEAWAY 4 : Engage & Activate
The New Org Chart: Conversation Layer Marketing

21. TAKEAWAY 4 : Engage & Activate
Integrate

22. TAKEAWAY 5:Shifting the Focus of Measurement
Takeaway 5: Shifting the Focus of Measurement

23. TAKEAWAY 5:Shifting the Focus of Measurement
Define your Brands Goals
Awareness Engagement Acquisition
• Awareness: drive traffic with increased relevant online searches, messaging
reach, impressions, visits, online conversations and recognition
• Engagement: create engaging experiences to capture your audience utilizing
an organizations digital assets and online properties
• Acquisition: capture market share through revenue, sales, leads , followers,
and fans

24. TAKEAWAY 5:Shifting the Focus of Measurement
Define your Brands Goals
Awareness Engagement Acquisition

25. TAKEAWAY 5:Shifting the Focus of Measurement

26. CONCLUSION
Brands must bridge the customer conversation between your
branded social platforms, digital properties, online
communities and influencers
1 2 3 4 5
Identify people Listen to the Find your brands Reach out & Analyze results
and places who conversation voice engage & optimize
play a role in the
decision to buy
Copyright © R2integrated, LLC 2011 – confidential and proprietary Confidential 6/28/2012

27. R2INTEGRATED: CONTACT US
www.r2integrated.com
Eric Jones
VP, R2integrated
R2integrated- Digital Marketing & Technology
[P] 410-369-3747
Twitter: @R2integrated