1. Understanding and Activating Communities of Interest
Leslie Grandy,
CMO & EVP Products
@gearheadgal
@R2integrated

2. How Not To Social Network

3. A Rising Star?

4. What Community Is This?

5. Web 3.0
Old Media New Media
Users repackage your message
Users tell stories
Micro blogging spawns micro marketing
Content is easily syndicated from your site
Trans-media
Control & broadcast messages
Publish web pages & case studies
Mass marketing is about broad reach
Content is rooted in your destination
Cross-channel

6. How do you make buying decisions?

7. How do your customers make
their buying decisions?

8. Networked Communities of Interest
The new battleground for decision-making behavior

9. Web 3.0
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Places
People
Content

10. Content Bridges The Brand Gap
What you say & do
What others say about you
Marketing communication channels - collateral, messaging, customer service & support
User generated content - stories, reviews, comments, posts

11. Content Bridges Channels

12. The Marketers Conundrum

• Scalevs Relevancy
• 13. Reach vsEngagement
• 14. Creative vsTechnology
• 15. Automation vs Conversation

Are you asking the right questions of your data?

16. Understanding and Engaging on the Social Web

• Where are the online places that people gather and share relevant information to your brand?
• 17. Who are the people who publish and create content about your brand and where do they gather?
• 18. What people share your content on your behalf?
• 19. Which content has the most velocity or engagement?
• 20. Where are the most important conversations to your brand happening?
• 21. How does your content maximize engagement with key audiences in relevant places?