Intelligence: Understanding audience influence and impact – both on their site and across the web

Content: Delivering and communicating compelling and credible content that their audience wants

Relationship: Building relationships and engaging in conversations with their audience

Network: Optimizing visibility and connecting and linking across the broader web

Our new media marketing maturity model helps us assess where they are today so we can put together a new marketing blueprint:

1. Online Focus Group “Project Dogfood”:

Goal: Understand audience and develop innovative ideas
Approach: Platform and Listening Campaign and Continuous Model

2. Influence Network Analysis

Goal: Understand the optimal networks that you need to be engaged and participating
Approach: Identify passionate and authentic brand influencers and activists

3. Intelligence Platform and Service

Goal:  Understand today’s network impact and measure over time
Approach: Listening Platform and Monitoring Services, Dashboard of Metrics

4. Site Enhancement Program

Goal: Enhance content and relationship capabilities to drive value
Approach:  Site maturity analysis, feature set envisioning and prioritization

5. Outreach Program

Goal: Influence the influencers to drive visibility and velocity
Approach: Blogger relations management, including outreach, relationship development, educational programs including webisodes/ twebisodes, FAQ