You will learn:
Surprise! You’re a Publisher!
Relationship Management: Engaging the People You’re Already Connected To
Social Bridging: Reaching Beyond Your Own Properties to Attract New Advocates
Measurement: Prove you’re moving the needle
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3. Today you’ll learn: Surprise! You’re a Publisher! Relationship Management: Engaging the People You’re Already Connected To Social Bridging: Reaching Beyond Your Own Properties to Attract New Advocates Measurement: Prove you’re moving the needle Confidential 3/22/11
4. BRANDS AS PUBLISHERS BRANDS AS PUBLISHERS Changing Roles and Relationships Confidential 3/22/11
6. BRANDS AS PUBLISHERS Social technology allows people to talk about brands with unprecedented speed and volume… Confidential 3/22/11
7. BRANDS AS PUBLISHERS … it also empowers brands to tap into the passions and needs of an audience “Fastest Time to Reach 1 Million Twitter Followers” 25 hours and 17 minutes Winning! Confidential 3/22/11
9. BUILDING AND ACTIVATING AN AUDIENCE BUILDING AND ACTIVATING AN AUDIENCE On Your Own Platforms Confidential 3/22/11
10. BUILDING AND ACTIVATING AN AUDIENCE The Internet is a decision engine When was the last time you clicked on your browserand didn’tknow what you were going to do next? Companies need to provide information users find valuable or they will ignore you. Confidential 3/22/11
27. BUILDING AND ACTIVATING AN AUDIENCE What are the publishing platforms? Editorial Calendar with Campaigns and Regular Touchpoints What’s your content? Who is managing these communities? Marketing, PR, Technology? What are the roles Confidential 3/22/11
32. BUILDING AND ACTIVATING AN AUDIENCE Engagementbuilds Engagementdissolves Advocates Only investing in one big campaign. Loyalty and retention suffer with this approach Time Confidential 3/22/11
33. BUILDING AND ACTIVATING AN AUDIENCE Loyalty and retention positively impacted on a daily, weekly, monthly basis Advocates Time Confidential 3/22/11
39. HARNESSING THE POWER OF INFLUENCE Razorfish Liminal Study, 2011 Confidential 3/22/11
40. HARNESSING THE POWER OF INFLUENCE 93% of the Inc. 500 companies surveyed reported that bulletin and message boards were the most successful locations for engaging customers. Confidential 3/22/11
42. HARNESSING THE POWER OF INFLUENCE Content COI Owned Properties Attract and Engage Social CRM: Acquire and Advocate ID, activate, and engage with the key battlegrounds that we do not own and control Build brand love and content amplification in the places customers expect you to be Integrate Confidential 3/22/11
43. HARNESSING THE POWER OF INFLUENCE Social bridging The scalability of social media relies on sharing Confidential 3/22/11
46. HARNESSING THE POWER OF INFLUENCE Programmatically Activating People, Places and Content Plan deployed across channels (transactional and conversational) Insights and Recommendations for activation and engagement Test, learn, listen and optimize What are the access points, content, platform assets and conversations where we can engage? Identify the Communities of Interest Confidential 3/22/11