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 �

1. Harnessing the Power of Influence

2. Confidential 3/22/11

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

5. BRANDS AS PUBLISHERS 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

8. BRANDS AS PUBLISHERS Surprise! You’re a publisher! 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

11. BUILDING AND ACTIVATING AN AUDIENCE Confidential 3/22/11

12. BUILDING AND ACTIVATING AN AUDIENCE How do you drive traffic and engagement? Confidential 3/22/11

13. BUILDING AND ACTIVATING AN AUDIENCE Confidential 3/22/11

14. copyright r2integrated, LLC 2009 – confidential and proprietary

15. BUILDING AND ACTIVATING AN AUDIENCE Confidential 3/22/11

16. BUILDING AND ACTIVATING AN AUDIENCE Confidential 3/22/11

17. BUILDING AND ACTIVATING AN AUDIENCE Confidential 3/22/11

18. BUILDING AND ACTIVATING AN AUDIENCE Confidential 3/22/11

19. BUILDING AND ACTIVATING AN AUDIENCE Q: What do these companies have that you don’t? A: A strategy Confidential 3/22/11

21. Search Behavior

22. Content Analysis

23. Competitor Analysis

25. KPIsConfidential 3/22/11

26. BUILDING AND ACTIVATING AN AUDIENCE Relevant Products 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

28. BUILDING AND ACTIVATING AN AUDIENCE Confidential 3/22/11

30. Entertainment Value

31. Informational ValueConfidential 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

35. Social networks

36. Earned media

37. Paid media

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

41. HARNESSING THE POWER OF INFLUENCE 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

44. HARNESSING THE POWER OF INFLUENCE Confidential 3/22/11

45. HARNESSING THE POWER OF INFLUENCE 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

48. Prioritize based on traffic and relevance

49. ScoreInfluence/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) Provides Value (15%) Twitalyzer (score = percentile) Content Score Confidential 3/22/11

50. HARNESSING THE POWER OF INFLUENCE Confidential 3/22/11

51. HARNESSING THE POWER OF INFLUENCE Confidential 3/22/11

52. HARNESSING THE POWER OF INFLUENCE What communities could you engage? Confidential 3/22/11

53. MOVING THE NEEDLE MOVING THE NEEDLE Measuring your efforts Confidential 3/22/11

54. MOVING THE NEEDLE Scoring on Awareness, Engagement, Acquisition Confidential 3/22/11

55. MOVING THE NEEDLE SOCIAL SCORECARD Confidential 3/22/11

56. Questions? Contact Me: Leigh George, PhD, Senior Digital Marketing Strategist lgeorge@r2integrated.com 410.327.0007 x 1211 http://www.linkedin.com/in/leighgeorge @leighgeorge Koi pond: fluorineneon.blogspot.com Megaphone: seedmagazine.com Social media woman: butterflypublisher.com/ Cocktail party: mastconfex.com Guinness Book of World Records logo : britwriters.co.uk Charlie Sheen: mashable.com Group: news.sciencemag.org Whitepaper: daneblogger.com Coupon: livingsocial.com Cat: incanhascheezburger.com Foodtruck: stuffnearames.pbworks.com Confidential 3/22/11