the social marketer’s conundrum: balancing reach vs. relevancy

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The Social Marketer’s Conundrum Reach vs. Relevancy

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Page 1: The Social Marketer’s Conundrum: Balancing Reach vs. Relevancy

The Social Marketer’s Conundrum

Reach vs. Relevancy

Page 2: The Social Marketer’s Conundrum: Balancing Reach vs. Relevancy

copyright r2integrated, LLC 2009 – confidential and proprietary

Page 3: The Social Marketer’s Conundrum: Balancing Reach vs. Relevancy

Awareness Decision Making

Showing me things I may want What product will I actually buy

Buy the audienceTarget the community

of interest

Page 4: The Social Marketer’s Conundrum: Balancing Reach vs. Relevancy
Page 5: The Social Marketer’s Conundrum: Balancing Reach vs. Relevancy
Page 6: The Social Marketer’s Conundrum: Balancing Reach vs. Relevancy
Page 7: The Social Marketer’s Conundrum: Balancing Reach vs. Relevancy

People make decisions using communities of interest

Communities of interest are places on the web (publishers)

Communities of interest are networked

Page 8: The Social Marketer’s Conundrum: Balancing Reach vs. Relevancy

Networked Decision Making:

copyright r2integrated, LLC 2009 – confidential and proprietary

Page 9: The Social Marketer’s Conundrum: Balancing Reach vs. Relevancy

The Reach vs. Relevancy Problem

Page 10: The Social Marketer’s Conundrum: Balancing Reach vs. Relevancy

The Networked Publisher