the social decision maker - targeting communities of interest
Post on 20-Aug-2015
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The Social Decision Maker
Targeting Communities of Interest
Awareness Decision Making
Showing me things I may want What product will I actually buy
Buy the audienceTarget the community
of interest
People make decisions using communities of interest
Communities of interest are places on the web
Communities of interest are networked
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Networked Decision Making:
copyright r2integrated, LLC 2009 – confidential and proprietary
How do we?
Identify and target the communities of interest that matter most.
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Distribution
Popularity
Influence
Engagement
On Target
Provides Value Overall Score
COI RESEARCH: SCORING
Scoring MethodologyCriteria Details Weighting
DistributionMeasures a places reach
• Subscribers0%
PopularityMeasures how many people visit and link to the place
• Compete Unique Views5%
Influence/Effectiveness of Reach
Measures the reach and ranking
• Klout Score15%
EngagementDiscussion
Measures how much discussion the content creates
• Comment count35%
On TargetMeasures the relevancy of the audience and content
• Content Relevance Score35%
Provides ValueMeasures whether or not the content creates value
• Twitalyzer10%
Confidential 5/23/2011
How are we using this discipline?
1. Access points and “coexistence”2. Targeted community outreach operations3. Audience insights related to decision making4. Creative and content strategy5. New KPI’s
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