Sync Interactive Overview

8/8/2019 Sync Interactive Overview

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2010 NETGEN-360, INC.Attribution-Noncommercial-Share Alike 3.0 United States

SYNC INTERACTIVE SOCIAL WEB MANAGEMENT

13.01.2011

SYNC


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Network StateFunctional IntegrationStructural Integration

Social Presence/Social Signal

Identity, Community,Data, Feedback Nodes

Management

Social Presence

Social Signal

Social Presence Brand Cloud

SYNC Paths

Social SignalSYNC ActivatorsPropagation Paths

Attention MetricsIdentity Nodes

Context MetricsSocial Nodes

Relevance Metrics Content Nodes

Advocacy MetricsFeedback Nodes

Launch/Manage Social Presence

Social Signal

SYNC StrategyActivators/Targets

SYNC ActivityFLOW Plan

SYNCINTERACTIVE

SYNC

MODULE1

SYNC

MODULE2

AUDITAUDIT

REPORTING

EXECUTION

1

DESIGN

2

3

4

NETWORK = SYNCHRONIZED

NETGEN-360 provides Social Web Managementservices to help companies build brand awarenessand audience engagement online.

The implementation and management of aneffective web presence that delivers meaningful ROIis one of the biggest challenges faced bybusinesses today.Seeking to leverage an ever-increasing assortmentof online marketing and awareness tools brandsmust manage and maintain an unprecedented levelof interaction with customers and prospects or risklosing them to competitors who will.

NETGEN-360 provides a strategic framework calledSYNC Interactive which delivers a powerfulprocess for building and managing an effective socialpresence and social signal on the Web.

SYNC utilizes a modular deployment architectureto build a dynamic, results-driven, digitalcommunications strategy for multiple onlineinitiatives.

SYNC Modules are used to build and managebrand networks that are feedback driven, targetedand designed to generate high action-potential withtheir target audience.

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Services: Introduction

SYNC

IN

TERACTIVE



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SeekingIdentity

BRAND CLOUD

TargetActivators

BrandActivators

DESIGN

Social Presence

Social SignalSYN

C

INTERACTIVE

AUDIT

REPORTING DESIGN

EXECUTION

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Services: SYNC Design

DESIGN = STRATEGY SYNCHRONIZED

Data

SignalFeedback

Advo

cacy

Attention

Context

Rele

vanc

e

Cognitive

TARGET CLOUD

SocialDecision

Advo

cacy

Attention

Relev

anceC

ontext

The SYNC Design process uses data and insightfrom the Audit to construct a Strategic Framework forongoing Social Web Management and Network

Synchronization. What is Network Synchronization?

For purposes of the SYNC Interactive framework aBrand Cloud (Network) achieves a SynchronizedState when its aggregate Social Presence and SocialSignal optimize both propagation and action-potentialwithin the relevant Target Cloud (Network) therebygeneratingongoing and measurable increases inattention and advocacy. Put simply, this optimizationoccurs through online initiatives that fulfill the directneeds of the target audience.

In the SYNC lexicon the Cloud refers to the systemof network components that collectively facilitate userexperience on the Social Web.

To help us understand how those connections areformed and how we might effect change along thepathways that convey information and experience onthe web we use an analogy borrowed from the'Synaptic Web' metaphor to illustrate how signalspropagate and how action-potential is createdthroughout our user network.

This process reveals the exchange channels orActivatorsthat generate interactive signal as well asthe Pathways that convey action potential.

'Propagation Pathways' are strategic channels thatguide online initatives. They also serve as theframework for purpose driven communicationactivities on the Web.

'Activators' are the tactical channels that guide onlineactivities. They help convey the specific actionswhich drive connections and engagement with ouraudience.

The combination of communication strategy and

tact ica l implementat ion when a l igned or'synchronized' with our target audience producesaction-potential. It is the gains in action-potentialacross a network which increases the probability ofaudience engagement, message uptake anddecision-making on the part of our users.

PropagationPaths

PropagationPaths



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BRAND CLOUD

PresenceContent

CommunityCollaboration

EXECUTION

Signal Propagation

Path OptimizationSYN

C

INTERACTIVE

AUDIT

REPORTING DESIGN

EXECUTION

EXECUTION = ACTIVITY SYNCHRONIZED

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Services: SYNC Execution

The SYNC Execution process runs in 30 dayconsecutive cycles. During each cycle SYNCPlans are used to guide the daily activity carried outto meet Execution Objectives.

Objective One is to build and reinforce relevantactive connections (think quality vs. quantity)between nodes (people, social objects, social graph)and objects (data sources, applications, media). Weaccomplish this by using insight from the Audit PathAnalysis to deliver relevance and value to the targetnetwork. We call these connections Ambient or'SYNC Ties'.Objective Two is to uncover new conversational andconnective patterns within each brand's relevanttarget network on an ongoing basis. We accomplishthis through a combination of Online Ethnography('netnography') and Social Network Analysis. We callthese patterns Action-Potential or 'SYNC Paths'.

Objective Three is to maximize the signalpropagation-potential ('word-of-mouth' distribution) ofbrand message and identity throughout its relevantnetwork. We accomplish this by using Activatorsand Targets that promote Signal Propagation.

Instead of random posting that cluttersrealtimesocial social streams with irrelevant noise weuse SYNC Activators to deliver targeted, audience

specific signal.SYNC Activators exploit a tactic called SignalBridging and Identity Bridging to cultivate a sense ofimplied reciprocity on the part of recipients as well asdirect engagement with the brand's relevant network.Activators and their corresponding Targets are thekey to maximizing message exposure, uptake, andpotential for word-of-mouth distribution which is theessence of what makes the Web such a powerfulcommunication tool.

TARGET CLOUD

? @

#

SIGNAL

BRIDGING

DiscoveryEngagement

ProcessingAction

LAUNCH/MANAGE

SOCIALPRESENCE

SOCIALSIGNAL

SYNCPlan

ANALYTICS/WEB & SOCIAL

KPIFeedback

SYNCTargets

BRANDNODE

SYNCActivators

inbound signal flowSignal

Propagation

TARGETNODE

outbound signal flow

FLOW

Actio

Poten

data objectSYNCINTERACTIVE

Execution Framework



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REPORTING

Model Performance

Signal EffectivenessSYNC

INTERA

CTIVE

AUDIT

REPORTING DESIGN

EXECUTION

REPORTING = FEEDBACK SYNCHRONIZED

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Services: SYNC Reporting

The SYNC Reporting process is designed with anemphasis on the Key Performance Indicators (KPIs)that have the most impact on brand engagement.

SYNC Metrics are the basic KPIs used to assessprogress and performance of individual deployments.The metrics sets are listed for each SYNCComponent. These metrics are not all inclusive aseach client may have specific objectives outside thescope of this set (in which case we identify mostappropriate KPIs).

The KPI Categories used in SYNC Reporting are:

DEGREE: Number of Connections & Followers.DISCOVERY: Website Content & Traffic.

ENGAGEMENT: AggregateInbound Social Signal.ACTION: Reciprocal Response & Conversions.VISIBILITY: Search Ranking & Social Mentions.

The KPI framework used for reporting purposesdivides network components into KPI Sets whichcompare different metric mixes to assess relativeperformance over time. The Presence Set analyzesdiscovery and visibility metrics to determine whichtactics are delivering the most attention to brandpresence channels.

The Content Set reviews Discovery and Actionmetrics to determine whether content that's earningattention is also delivering conversions or action fromusers. And finally, the Community Set weighsnetwork size or Degree with Engagement metrics toreveal whether declared followers of each socialchannel are actually interacting with the brand.

Effective ROI determination has been one of thebiggest challenges so far when businesses launch anew social media initiative. The metrics that matterthe most from a traditional marketing and awarenessmindset are not always applicable online and theunderstanding of what truly constitutes audienceengagement can be somewhat counter-intuitive.

SYNC Reporting endeavors to provide brands witha clear understanding of online engagementdynamics as well as insight into audience SocialGraph structure. Modern Graph Theory is overturning many previously held assumptions about howcomplex networks such as the Internet operate andin the process providing valuable insight into how toleverage network effects to their full extent.

Discovery

Deg

ree

V

isibility

KPI Weighting

Eng

agement

"TheBaseline"

A

ction KPI

COMMUNITYDegree

Engagement

CONTENTDiscovery

Action

PRESENCEDiscovery

Visibility

Key Performance Indicators (KPI)

DEGREE: Number of Connections

DISCOVER: Website & Content Traffic

ENGAGE: Inbound Social Signal

ACTION: Reciprocol Lock & Response

VISIBILITY: Search & Social Mentions



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Services: SYNCDeployment Sequence



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13.01.2

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Services: SYNC Reporting



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EngagementTeam

Conte

nt

Marketin

g

Team

Bridge

Team

Pivota

l

Conn

ections

S

trategicPartners

presencecolla

boration

communityc

onte

nt

attentiontrust

action

Mike ElliottDirector of Content Strategy

CEO/Co-founder

T.S. ElliottDirector of EngagementPresident/Co-Founder

Kurtis JohnsonDirector of Business Dev.

Vice President

1. Create & Direct Content Strategy2. Execute & Direct: Web Strategy & Development3. Oversee Content Production4. Manage Content Contributors5. Curate Thought Leadership Content

6. Manage Social Media Analytics/Reporting

EngagementTeam

PivotalConnections

ContentTeam

BridgeTeam

StrategicPartners

1. Guide Overall Community Strategy2. Ensure Best Practices for all Community Activity3. Engagement & Response Delegation4. Activity & Trend Analysis, Team Reports5. Engagement Playbook Oversight & Training

1. Strategic Partner Coordination2. Client/Community Liason3. Track & Funnel Leads & Inquiries4. Follow Up on Priority Client Items5. Analyze Lead Pipeline & Opportunities

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Services: NETGEN-360 Team

Management

Social Presence

Social SignalSYNC

INTERACTIVE

SERVICE = SYNCHRONIZED



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socialinfluence

Data Capture

Cloud

decisionmaking

cognitiveload

seekingbehavior

signalspiking

datadiffusion

feedbackcycle

USER CLOUD

Site Links WWW Cluster

identitybridging

signalout

signalin

BRAND CLOUDApp Cloud

COMMUNITYPRESENCE COLLABORATION

ENGAGEMENTDISCOVERY

Web Apps & Tools

Conversions

Activator Nodes

Target Nodes

Attention Relevance Context Advocacy

SYNCHRONIZED

SYNC

HRONIZED

Search

CONTENT

Destination Sites

PROCESSING

Connection & Support

ACTION

SIGNAL

PROPAGATION

PATHS

13.01.2011

SYNC

NETGEN-360, Inc5668 Fishhawk Blvd. #39

Lithia, FL 33547

www.netgen360.com

[email protected]: NETGEN-360Twitter: @netgen360

SYNC INTERACTIVE SOCIAL WEB MANAGEMENT

2010 NETGEN-360 INC

Sync Interactive Overview

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