Identifying and Activating Communities of Interest on the Social Web

Samantha  De  Vita  Director,  Marke2ng    

sdevita@r2integrated.com  410.327.0007  X2132  

@saminj58  #R2integrated  

Who Am I

And  how  to  talk  about  me…    

R2INTEGRATED: WHO WE ARE

•  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

Takeaway 1: Decision Making is the CORE

TAKEAWAY 1 : DECISION MAKING

Evolution of Decision Making

TIMELINE : THE SOCIAL CONSUMER

Takeaway 2: Decisions are made in the “Conversation Layer”

TAKEAWAY 2 : CONVERSATION LAYER

Social People, Places, and Content: Where do you start?

NETWORKED PEOPLE PLACES & CONTENT

TAKEAWAY 1 : STATS DON”T LIE

TAKEAWAY 1 : STATS DON”T LIE

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Takeaway 3: MAP the Conversation Layer = Strategy

TAKEAWAY 3 : MAPPING THE CONVERSATION LAYER

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

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

TAKEAWAY 3 : COI RESEARCH

Scale, Relevance & Connectedness

Content Themes

Confidential 2/29/12

Content Themes That Resonate

TAKEAWAY 3 : COI RESEARCH

Content types which appeal to the target audience are created

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

MaE  Goddard  CEO,  R2integrated  

R2integrated-­‐  Digital  Marke2ng  &  Technology    [P]  410-­‐299-­‐2810  TwiEer:  @R2iMaE    

www.r2integrated.com  

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