r2ismash™: tapping the social web to reach potential members & build your online community
TRANSCRIPT
R2iSMASH™:
Tapping the Social Web to Reach Potential Members &
Build Your Online Community
Chris ChodnickiChief Technology Officer
[email protected] 410.327.0007 X1123
@cchodnicki
Samantha De VitaDirector, Marketing
[email protected] 410.327.0007 X2132
@saminj58
@cchodnicki@saminj58#YAA2011@R2integrated
Who We Are
And how to talk about us…
R2INTEGRATED: WHO WE ARE
R2i AT-A-GLANCE: OVERVIEW
At-A-Glance:Founded in 200790+ Full-Time Staff: Engineers, Designers, Social & Digital Marketing AnalystLocations in: Baltimore (HQ) • Seattle • St. Louis • Washington, DC. • Boston
Specializing in:Digital & Social Marketing Website CreationCMS, AMS & CRM Platforms
Technology Experience & Partnerships:
Clients Include:
Full Service Social & Digital Marketing Firm
R2integrated: What We Do
A full service digital marketing and technology agency, that powers the integrated cross-
channel marketing of organizations with solutions designed to drive awareness and engage
customers, while remaining focused on capturing market share in a digitally networked world.
R2INTEGRATED: WHAT WE DO
• Challenges Facing Non-Profits & Associations
• Social Media & Why it Matters
• Understanding Social & Your Audience
• Social
• Aggregation & Community Building
• Social Done Well
• R2iSMASH™: Social Aggregation Put to Work
• Social Media: Breaking it Down
• 4 Ways to Use Effectively Use Social Media
• The Importance of Social Analytics
• Social Bridging & Score Cards
• Long-Term Success in the Social Landscape
• Key Takeaways
Agenda
R2INTEGRATED: AGENDA
Challenges Facing Non-Profits & Associations
R2INTEGRATED: CHALLENGES
R2INTEGRATED: WHY IT MATTERS
R2INTEGRATED: WHY IT MATTERS
R2INTEGRATED: WHY IT MATTERS
R2INTEGRATED: WHY IT MATTERS
Somewhat effective
Very effective
The Importance of Year Long Community Building
Social Aggregation & Community Building
R2INTEGRATED: COMMUNITY BUILDING
Membership
Fundraising
SponsorsDonors
Dues
R2INTEGRATED: SOCIAL DONE WELL
R2INTEGRATED: SOCIAL DONE WELL
R2INTEGRATED: SOCIAL DONE WELL
R2INTEGRATED: SOCIAL DONE WELL
R2INTEGRATED: SOCIAL DONE WELL
R2INTEGRATED: SOCIAL MARKETING
R2INTEGRATED: SOCIAL MARKETING
R2INTEGRATED: SOCIAL MARKETING
R2INTEGRATED: SOCIAL MARKETING
R2INTEGRATED: AGGREGATION AT WORK
R2INTEGRATED: AGGREGATION AT WORK
R2INTEGRATED: AGGREGATION AT WORK
R2INTEGRATED: AGGREGATION AT WORK
Now what?
R2INTEGRATED: SOCIAL MEDIA
Breaking It Down…
1. Use social media for market research & insights:
Monitor the conversation to obtain a real time understanding of the perception & sentiments around your campaigns & brand
2. Use social media to accelerate message distribution:
Architect content for social sharing so that it becomes a social object that carries your mission & can be integrated across the social media environment
3. Use social media to create & build your own community:
Optimize your “owned” communities to deliver real value & build a presence that encourages conversation and engagement
4. Use social media to reach an already existing community:
Build true relationships with community members, evangelists, steak holders, & influencers
4 Ways to Use Social Media
R2INTEGRATED: 4 WAYS TO USE SOCIAL MEDIA
R2INTEGRATED: UNDERSTANDING
Curating
Producing
Commenting
Sharing
Watching
Incre
asing
Enga
gem
ent
Social Audits: Understanding Social & Your Audience
Credit: Charlene Li
Advocates
Time
One hit wonder campaigns lead to short-lived pinnacles of engagement as campaign resources are exhausted & brand advocates go un-nurtured.
Engagement
builds
Engagement
dissolves
Investing in only 1 big campaign
Loyalty & retention suffer with this approach
R2INTEGRATED: SOCIAL MEDIA
Social Media Marketing is NOT About One Silver Bullet
R2INTEGRATED: SOCIAL ANALYTICS
The Importance of Social Analytics
Are you just talking to yourself??
• A social audit allows you to see who is engaging with your community & who isn’t:• Evangelists & stakeholders are promptly identified & rewarded • Engagement process becomes more efficient & effective on owned & un-
owned properties
• Identify content that's working & where it’s successful:• Create more compelling shareable content • Reach & relevance are highly targeted
• Community engagement be comes organic on both sides: • Community does the work for you • Brand engagement becomes more strategic
Programmatically Bridge People, Places & ContentAcross “Owned & Un-owned” Channels
Test, learn, manage and optimize
ID the people, places and content that can be leveraged
Owned and Un-owned
Insights and recommendations for activation and engagement
What are the access points, content, platform assets and conversations where we can engage?
Execution plan deployed across channels (owned and un-owned)
R2INTEGRATED: SOCIAL BRIDGING
Social Score Cards: Applying Strategy to Insights
R2INTEGRATED: SOCIAL ANALYTICS
Building Your Own Score Card
R2INTEGRATED: SOCIAL ANALYTICS
Platform Recommended Metrics Example Measuring Tools
BLOG • Unique Page Views & Visitors• Time Spent On Site• Shares (of content)• Comments• Subscribers
• Google Analytics
COMMUNITY MANAGEMENT & LISTENING
• Referrals Back To Owned Properties• Engagement Rates (forum replies,
comment ceplies)
• Google Analytics
TWITTER • Followers• @ Replies• Retweets
• Twitter• Hootsuite
FACEBOOK • Page Likes• Status Likes• Content Likes• Fan Comments/Shares• Impressions
• Facebook Insights
WEBSITE • Unique Page Views• Unique Visitors• Time Spent On Site• Referral Traffic
• Google Analytics
SOCIAL CAMPAIGNS • Metrics Will Depend On Goals & The Platform, Measuring Content Engagement & Awareness
• Depends On Goals & Platform
R2INTEGRATED: SOCIAL ANALYTICS
CONTENT PIECE CATEGORY TARGET AUDIENCE TYPE/FORMAT THEME DISTRIBUTION
CHANNELS
Sponsor Benefits Sponsorship
Current & FutureSponsors
Datasheet (PDF)
Value, Engagement
Top 10 Benefits of Membership
MembershipCurrent & FutureMembers
Datasheet (PDF)
Value, Engagement
Donor Giving Guide/Testimonials
DonationsCurrent & Future Donors
Guide/BlogValue,
Testimonial
Top 10 Lists Educational Brand Advocates PDF Awareness
“Social Good” Video Contest
PromotionalMembers, Potential Members, & Sponsors
VideosValue,
Outreach
EMAIL FACEBOOK TWITTER BLOG YOUTUBE WEBSITE SLIDESHARE PRINTED
R2INTEGRATED: SOCIAL STRATEGY
Create a Recommended Catalogue for Your Social Strategy
R2INTEGRATED: LONG-TERM SUCCESS
Long-Term Social Success
Let the Community Do the Work for You: Encourage blogger outreach
Crowd source your community for content, contests & feedback
R2INTEGRATED: LONG-TERM SUCCESS
R2INTEGRATED: LONG-TERM SUCCESS
Facebook fan engagement drives conversation & content
R2INTEGRATED: LONG-TERM SUCCESS
Videos provide great visibility, viral content, & an intimate look at your mission
R2INTEGRATED: LONG-TERM SUCCESS
1. Get your house in order: Do an audit & make sure you’ve got the basics covered
2. Publish audience-centered content that is valuable, sharable & supports your mission
3. Engage members & build relationships with influencers & brand advocates throughout the year
R2INTEGRATED: 3 KEY TAKEAWAYS
3 Key Takeaways
Chris ChodnickiChief Technology Officer
[email protected] 410.327.0007 X1123
@cchodnicki
Samantha De VitaDirector, Marketing
[email protected] 410.327.0007 X2132
@saminj58
www.r2integrated.com
Contacting R2integrated