The Social Decision Maker - Targeting Communities of Interest

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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