ad tech unbound room214 11 2 09

room214.com www.unboundtech.com

Case Study: The Trifecta of Building Online Communities with Influencer ID,

Social Community Engagement to Launching Viral Applications

James Clark, Co-FounderRoom 214

Chase McMichael, Chairman CTO

UNBOUND Technologies


WHAT’S UP FACEBOOK FANS!!!!


What Comes First?

Platforms

Peopleor


POST PROCESS• P – People

– Influencer ID

– Target Segmentation

• O - Objectives– Listen or Talk with Audience?

– Support or Energize to Evangelize to Others?

– Collaboration?

– Pick the Objective Before the Technology

• S – Strategy– Closer 2-way relx with audience?

– Talking about our shows?

– Community for testing?

• T – Technology– Blog, Facebook, Digg, YouTube, MySpace

P

O

S

TPOST – Forrester Research Methodology


Breaking it Down


Start By Listening?


Monitor

• Online Conversation Tracking Based On:

– Keywords

– Travel Channel brand

– Show names

– Host names

– TC executives

• Workflow– Response to topic-

related posts

– Filtering for engaged influencers

• Insights– Conversational trends

– Topic comparisons

– Discussion clouds


Information Overload


Don’t BOIL THE OCEAN


Filter Through Influencers

social media strategyiPhone application

word of mouth

custom facebook design

social media training

social media agency

viral marketing blog site development

kids first day of schoolcompetition

SXSW

webinarsGoogle

baseball

iPhone

Bing

Twitter

ENGAGE


Influencer ID

• Objective

– Improve interaction and viral distribution of TC content

– Target “behind-the-scenes” influencers who most affect viewing decisions

– These influencers rarely contacted or targeted by marketing

– Have large influential online presence

• Outcome

– Improve awareness of TC content increasing the likelihood of positive advocacy

– New routes to market via influencers

• Process

– ID via monitoring tools

– Establish 1-to-1 relationship

– Understand their views and willingness to participate


What’s An Influencer?Current Definition – Online Influencers are those who drive opinions (and traffic) around the web are identified by three attributes:

1. Can impact a brand that produces content that guides perceptions and opinions

2. Have growing audiences opting to follow and often respond to current topics

3. Maintain relatively high levels of engagement through natural group affinities and other influencers both online and off

Paranoid Definition – powerful cabal of individuals that can make or break a brand, marshal or dissolve support for business and consumer issues and provide opinions into real-time events as they unfold


How to Spot an Influencer?

Source: Radian6.com


Mine Communities

Linkfluence.net Blogged.com


Weak and Strong Ties

Online social networks, like Facebook, expose weak ties – making it easier to ID and activate the weak ties.

Strong Ties: Think the Mafia, Terrorist Cells

Weak Ties: “You’re the second person that told me that today.”

Dunbar Number = 150Theoretical cognitive limit to the number of people with whom one can maintain a stable social relationship – Wikipedia.org


Social Density and Affinities

UNBOUND Technologies

room214.com www.unboundtech.com18

Social Analysis

Vast number of friends to proliferate the Brand’s

message


Facebook/MySpace Mining

• Mine Fans of Competitive Shows on Facebook

– Create Affinity Maps

– Who has large influential online presence

• Affinity to Travel Channel– Look at pre-existing

groups

– Overlay competitive maps to Travel Channel Groups

• Target Outreach– Establish 1-to-1

relationship

– Understand their views and willingness to participate


Pick the Platforms

• Travel Channel Brand and Fan Pages

• Facebook pages

• MySpace pages

• YouTube

• Twitter

• Blog Sites


Influencer Outreach

One to One Communication Sneak Peaks Q&A Live Events Video Embeds Show Merchandise Contests

Ghost Adventures Online WOM Only 2nd Most

Successful New Show Launch in Travel Channel history


Live Chats

One-to-Many-to-One Fan participation Q&A Insights Behind the scenes

Drive Viral Awareness Fans can embed live

chat player directly into site

Facebook events drives awareness


Twitter

Host Updates When traveling On location Behind the scenes

Differentiate with Photos Train hosts on

mobile applications such as TwitterFon

Upload photos Respond to fans

Track Everything Custom Bit.ly links

Total Followers <<insert

followers>>


Widgets Viral Distribution

100s of platforms Ongoing visibility with active

influencers More content than :30 video clips Trackable

Visibility 4 Widgets 1.9 million views 1.2 million unique visitors 4,500 installs

Cross Promotions Drive visibility for Sweepstakes Mobile Fan Club Applications Games


Kidnap!

Viral Game Drive interest and

traffic to Travel Channel

Not about the shows

Game Theory Leaderboards Points Rankings

Visibility 1.8 million active

users 232 million “Naps”

Kidnap! built by Rapp Collins


Private Community High-Touch

Facilitation inspires trust and helps community members feel valued

Drives higher quality insights, greater interaction and candor

Influencer Recruitment Travel Channel

Influencers Non-Travel

Channel influencers

Community built on Communispace


What We Got

Understanding Affinities Connection between

fans and shows Building the Tribe

Who our fans and followers are

Feedback on Shows What’s working, what

isn’t New Advertising

Revenue Better data to engage

potential advertisers More traffic to website

for current advertisers Large and growing

installed fan base to leverage insights for ad programming

Launch Platform Quickly inform on new

shows and appsImage provided by Rapp Collins

Image provided by UNBOUND Technologies


Understand Viral Distribution


Results in 6 Months

Social Media Traffic Drivers Facebook Top 10 Referring

Source Fan Base

375,000 Community Members 1.8 Million Kidnap! Users

Fan Base 375,000 Community Members 1.8 Million Kidnap! App Users 350,000 Uniques to “I Have The

Bug” 81,000 Hungry for More App

Users Over 40,000 online conversations

about Travel Channel 80% Positive Sentiment 150 – 1,500 Live Chat

Participants


Thank You!James Clark

Co-Founder, Room 214

[email protected]

Twitter: @jamesoclarkPhone: 303-444-9214 x100

Chase McMichael

Chairman CTO, UNBOUND [email protected]

Twitter: @ChaseUNBOUNDPhone: 888 377 1264 X 22

ad tech unbound room214 11 2 09

Technology

scenes influencers

facebook fans

active influencers

platforms travel channel

influencers process

travel channel history

social density

social community engagement