leslie grandy - activating communities of interest: engagement strategies for the social web
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TRANSCRIPT
- 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
- 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?