The third social strategy, and one I like a lot is the Social IMC Strategy. This is different from the other two in that you're building a lifetime relationship. And the way we're going to do that is that we're going to take a high value market to a private virtual community that we will build specifically for that group. We're going to name it after the mission of the group or after the group itself. And then we're going to power it by our company and by meeting their mission needs, we are going to position ourselves as the preferred place that they want to buy our products and our services. In a social IMC strategy, there are several steps that we go through. We start at the top on the left. We've identified a high value target market and we've listened to them and determined their social footprint using Radiant 6, IBM Blue mix, IBM SMA, Lexalytics Semantria. And from that knowledge base we have built a private community. But to get there we're going to have a go viral marketing program that'll take the high value market on the left to the registration page. On the registration page, we're going to capture their email address and a password. We're going to ask them some relevant questions, and we'll probably give them some opt in opt out. But instead of putting that right into a database we are going to take them to the private virtual community. In the private virtual community we'll have the warehouse linked up for the login function. We'll also take all the information on the registration page add more and put it into a profile page for them, where they can put their picture or their business's picture and even build out a more complete profile. In the center, that shall be the empowering idea. That is going to be the thing, the empowering concept that is really going to drive the market to us in the first place. Then, around it, we're going to put support systems, and neither of this system's designed to keep people coming back. We're going to have articles, videos, podcast that we find or that we develop. We're going to have forum pages, we might have live chat, and the key is we want to keep them coming back. And the way we're going to do that is just like Facebook, and Twitter, and LinkedIn, and all these other places, because they're logging in each time they come to the site. We can use the warehouse to say what are they reading, or watching or listening to? And what aren't they? What are they talking about in the forums? What are they doing in terms of the empowering idea? Where are they in terms of gamification? What are their profiles? In other words, we could get in and understand what they're doing and what they're not doing to have a constant stream of new content developed especially for them. In addition to warehouse it'll link up to our marketing database system so that for every person that's on the private virtual community we know whether they're customers' prospects or not. And that'll help us do that. So we can then begin to build the relationship by essentially doing real-time setup of these systems, maybe even engage with them in real-time, but be there when they're ready to buy. And so on the private virtual community it'll say powered by your company. When they click on that, they can actually get to your on live chat with your operators or actually make an order or whatever you want to do. What's required in a private virtual community social IMC setup as we got to have a registration page. We've go to have a great empowering concept we want to have some support systems to keep them coming back we'll talk about that later. We have to have a site database or warehouse to keep all that information together We want to set up a tracking system to see what they're doing on the site. And also we probably want to gamify to keep them coming back. We can go all the way to a real-time marketing system like IBM Silverpop, but we don't have to. Essentially, they're coming to the community, we can engage them when they're ready to purchase from us. But we do have the option of putting in realtime marketing to do more proactive push type campaigns like we would do with a neutral program. One of the things to keep in mind is gamification is very critical. You've heard from Joy Stran, but just as a brief review the most powerful thing is we can give people status. If you'll recall that if you looked at rigid plumber forum you started as a plumber and you moved all the way up to a senior plumber based on the number of threads you put in and activities you have. We all love status and so we can use that very effectively. Access is another thing. It might be access to us, access to special videos, access to different things. If we do the right things, we increase our access. We can give them power. For example, there are a lot of business to business social IMC programs where they put together teams of managers address this particular issue. And one person gets to be the head of that. So you can use power that way very effectively. And finally we can give them stuff. It's not a very good way to do it especially in a private virtual community where we do have that option. So status acts as power and stuff, or the best ways to gamify. You know, some deliverables. In your program, we want you to mock up a registration page to show us what you're going to be asking people. Do a detailed description of the empowering concept and how it's going to be executed. Describe some of the other support systems you want to put together, and show how your going to use gamification to keep them coming back. What sort of levels of those SAPS are you going to use? What behaviors do you desire? A little bit about how you're going to, essentially think through what is going to be in the Registration Page and the rest of the system. And you can put that directly into your planning template to move, everything forward.
