Jay Byrne IABC New Orleans

8/3/2019 Jay Byrne IABC New Orleans

1/46

Thesematerialsrepresenttheviewsoftheauthoranddonotnecessarilyreflectthe

opinionsorviewsofthegroupstowhichtheywerepresentedoranyclientorpartnerofv

FluenceInteractivePublicRelationsInc. Theymayonlybereproducedwiththewritten

permissionofvFluenceInteractivePublicRelations.

Footnotesandadditionalreferencesareavailableuponrequest.

[email protected]

(877)8358362

Cor orate Head uarters: eneral mail and deliveries to 4579 Laclede Ave #275 St. Louis

Missouri63108

Visitingourheadquartersoffices 356NorthBoyle,2nd Floor,St.Louis,Missouri63108 Administrative, contractsandbillingaddress:7770RegentsRoad,#113576,SanDiego,

CA92122

vFluence Interactive Public Relations Inc. 2010


2/46

Flexiblescreens(will enhancetheInternetofThings/Smartobjects):

http://gizmodo.com/5273364/flexibleoledscreensarereallycomingnow

Telepresence (willaccelerate augmentedrealityintothehomeviaVOIPandrelated

applications):

http://en.wikipedia.org/wiki/Telepresence

and

http://www.cisco.com/en/US/netsol/ns669/networking_solutions_solution_segment_hom

e.html

Datavisualization(willbeusedtoenhanceandaccesscloudcomputingcontent):

http://www.smashingmagazine.com/2010/09/11/25usefuldatavisualizationand

infographicsresources/


3/46

800to500BC Abacus/CountingBoards inuseinAsiaandBabylon

1500 firstwatch(Germany)

1642 Franceaddingmachine

1804 Firstautomateloomoperated bypunchcards

1888 Burroughsaddingmachinewithprinter

1936 Z1Mechanicalcalculator

1943 MITWhirlwindcomputer

1974 IBM5100series personalcomputer

2008 Smartphone


4/46









2008 Smartphone


5/46









2008 Smartphone


6/46









2008 Smartphone


7/46









2008 Smartphone


8/46









2008 Smartphone


9/46









2008 Smartphone


10/46

www.vFluence.com


11/46

Microblogging(Twitter): 300millionusersproducing140milliontweetsperday abillion

every8daysor1,600persecond.

Videosharing(YouTube):48hoursofconsumer generatedcontentuploadedeveryminute.

3billion

viewed

daily

(1.2

million

per

minute)

oc a e wor ng ace oo : , commen son m onp eceso con en serve

upeveryminute

Search(Google):34,000searchespersecond(2millionperminute;121millionperhour

and3billionperday)

Mobile(texting):153billiontxt(NorthAmerica)permonth. 4.5billioneachday;3.1

millioneveryminute.


12/46

AdaptedfromtheDanielYankelovich modelofopiniontobelieftoactionprocess(cite:

http://www.annenberg.northwestern.edu/pubs/violence/viol5.htm )

Weoverlaythepsychologicaltenetsofconvertingawarenesstocommitmentwithwell

researchedonline

information

gathering

behaviors

to

evaluate

and

model

online

environmentsandassociatedtechnologiesfromtheperspectiveofhowrelatedissueswill

beinfluenced.

Emergingtechnologiesareenhancing,notreplacing,thesebehaviors insomecases

shorteningprocessesbutrarelyelminiated corecomponents.


13/46

www.vFluence.com


14/46

www.vFluence.com


15/46

www.vFluence.com


16/46

www.vFluence.com

A key distinction between the v-Fluence approach to monitoring includes acomprehensive initial benchmark language analysis. In addition to establishing

relevant keywords and terminology filters for effective online monitoring, ourbenchmarking and ongoing language analysis provides other critical insights intorelevant emerging trends.

group. Our benchmark evaluations for these include review of as many as 50,000keyword terms used in search and online dialogue associated with each therapeutic

or policy topic area in multiple brand, product and intersecting related topiccategories.

monitoring services it ensures comprehensive and well defined scope setting

which helps us generate relevant, higher quality results for our clients. More than10 years of analysis by v-Fluence involving hundreds of brand, product andrelated topic areas reveals that search language use corresponds directlywith language and topic associations (i.e., percent of interest in efficacy, sideeffects or cost with a specific product) used by consumers in online dialoguechannels. Supplemental social media sampling is also conducted to

corroborate and determine additional nuance/tone in onlinediscussion/language use.


17/46

www.vFluence.com


18/46

www.vFluence.com

Using algorithms which reflects search term volume, result placement againstsearch and search engine/index percent market share we provide a weighted index

by page, site/domain and stakeholder type for each category (brands, products,related topics) within our scope of research.

Further, vFluencethenevaluatesthewebresourcesfound(yours,yourpeers,competitors,

etc)forbestpractices,tacticsusedandeffectiveness. Weprovidespecific

recommendationsforresourcedevelopmentandenhancements,theimplementationof

whichcanbeclearlymeasuredagainstgoalswithinyourdefinedonlineenvironments.


19/46

www.vFluence.com


20/46

www.vFluence.com


21/46

www.vFluence.com


22/46

www.vFluence.com


23/46

www.vFluence.com


24/46

Socialmediaelementsincludecontentsharing,recommendations,applicationsandnetworkingplatforms.

Wea soi enti ie t emostin uentia visi e oggersan socia me iaparticipantsineac space or

monitoringandpotentialoutreachpurposes.


25/46

www.vFluence.com


26/46

www.vFluence.com


27/46

With70+propertysitesandotherdevelopmentsites,usingintegratedcommonpagetemplatesforabout

us MBScorporatepages,newsan Ot erMBSCommunities pageswecreate searc visi i ityen ancing

linksto/fromallsites elevatingindividualsitevisibilityagainstbrand,localandqualityattributeinquiries.

Addinglayersofcommonsocialmediaresourcesprovidesadditionalopportunitiesforcontentpositioning

specifically:

Image&videocontentviaacommonlysharedYouTubechannelandflickrphotostream. Searchresultsfor

corporateandindividualbrandsnowdisplayvideoandimageresults.

LocalresultswereenhancedbycommonGooglemapsandGoogleprofilesforthecorporateand

propertybrandanddevelopmentprojectlocations.

Newsresultsforcorporateandacrossalllocationsarepositionedandreinforcedviacommoncorporate .

LocationbasedprofilesonGoogleMaps,Yahoo!andBingandoptimizedformobileusersenhancedwithfoursquareownedlocations(existingpropertiesandpropertiesindevelopmentphases).

CorporateandadvocacyaffinitynetworksestablishedviaprofilesonLinkedInandCare2networks.

LocalbrandaffinitynetworksestablishedviaFacebookprofilesandgroupsspecifictoindividualproperties.


28/46

Templatesforpropertysites,entitlement projects allowsforsimplermaintenancewith

minimal localresourcetime. Commonsitemapsandwireframesprovideforconsistency

andcanenhanceusabilityandmeasurability. Thiswillalsoallowforentirelandingpagesor

sectionswithinpagestobeautomaticallyupdatedwithconsistencyandspeedacrossall

sitesfromonecentralizedsourceasneeded(i.e.,updatednewsfeeds,changesto

corporatebranddescriptions,etc).

Uniquepageplansforallsites derivedfromtechnicalsitemapsintegratinglanguage

analysisandspecificorganizationalgoalsforconversionmetrics. Thisallowsforneeded

localcustomizationoflookandfeel,specificlocaloptimizationgoalsandconversion

metricswhilemaintainingefficienciesandbenefitsofcommonbackendservicesand

platforms.


29/46

Linkingtarget/plansderivedfrom benchmarkresearchwithbestpractices,keyword

inclusions,effectiveSEOandsocialsyndication/amplificationefforts(andPPCwhere

necessary)wecantracksite/pageanalyticsandfeedthatinformationbackintobenchmark

researchresults(andongoingmonitoring)toeffectivelymeasureeffectivenessandspecific

ROI.


30/46

www.vFluence.com


31/46

Using packetanalyzerscripts(sniffers)sitealsooffersamobile/WAPversionswithprimary,

secondaryandtertiarynavigationcontent.


32/46

Propertysiteshosted usingindividualvirtualprivatehostingforeachpropertyenabling

highersearchengineweightsthansharedserverswithlowercoststhandedicatedservers.

Thisenablescrosslinkingto/fromthe50+uniquepropertysitesviacommonlyupdated

aboutuspagestobolstersitevisibilityandsocialmediaprofilesvisibility.

Usingcommontemplatewireframes,sitemapsandcommonopensourcecontent

managementsystempropertywebsitescanbequicklyadded,consistentlyupdated,

efficientlymanagedwithlowercosts. CommonmeasurementsviaGoogleAnalytics

enablestestingofadvertisingandotheroutreachwhichcanthenbeeasilycompared

againstotherproperties.

Common mediasharingandcontentsyndicationfeeds(YouTube,Flicker,Twitter)with

uniquesocialnetworkingandlocationbasedaccounts(facebook,foursquareandGoogle

Maps)providesotherdownandupstreamtrafficmeasurements.


33/46

Developmentprojectsitessupport theentitlementandapprovalprocesswhileestablishing

afoundationforthepropertywebsiteoncetheprojectiscompleted.

Usingcommontemplatewireframes,sitemapsandcommonopensourcecontent

managementsystem

new

project

sites

can

be

quickly

added

and

consistently

updated.


34/46

www.vFluence.com


35/46

Google,Yahoo!andBingmaps/locationandFoursquare ownedprofileaccountsforeachlocationenhance

oca mo i euserinteractionsan support oca resi entissuesawarenessan en ancecustomerservice

linkingrealtimeeventswithlocalmanagementviamobiledevices.

Googlemapsprofilesallowforintegrationofimageandvideocontent,reviewsand

broaderserviceslistingswhichextendyourbrandvisibilitytoGoogleoneboxresults,

localproductsearchandotheropportunitiestointersectwithcustomers.


36/46

Corporatefacebookenhanced infodetails includeURLs(links usingFBMLtoembedded)tositesand

t eirsocia me iaextensions. Automaticup ates romCorporateTwitter ee an company ea ers ip

FourSquare accounts.GoogleAnalyticstrackusers.

Individualpropertyprofilessimilarlycreated,withafocusonresidentandlocalcommunityleaderaffinityand

participation.


37/46

Twitterfeed integratedwithFace Book&FourSquareaccounts. Twitterlinkswith#tags

andembeddedURLswillimproveMBSandlocalbrandnewsplacements. Corporateand

localnewsreleasesandothercontentcanbeamplifiedviathischannelalongwithlinks

tothirdpartyandothernewscontent.

Designschemesintegratedintobackgroundsforallsocialchannelplatforms.Common

corporatefeedservesallthepropertyandprojectcontentsyndicationneeds.


38/46

YouTubeChannelenablesthepositioningonvideocontentcodedbycorporateorlocal

brandkeywords. Videosearchandonlineviewing isovertakingtraditionalcontent

consumptiononline.

Onecommon

MBS

branded

channel

feeds

video

content

for

all

sites.

Individual

videos

are

taggedwithrelevantkeywordsforoptimizationandoneboxresultsagainstboth

corporateandindividualpropertybrands.


39/46

Flickr GroupPool wherealllocal(whetherusedonsitesornot)imagesarecategorized

andcodedtomakethemavailableinimagesearchesandextendabletothirdpartiesfor

usevalidatingandamplifyingorganizationmessages. Availabilityofappropriatelycoded

imagecontentresultedinimageenhancedbrandsearchresults.

Onecommoncorporateprofilewithmultiplephotopoolscreatedandcodedforvisibility

againstbothcorporateandlocalpropertybrands.


40/46

LinkedIn companypageanddiscussiongroupforcorporatequalityattributetopicareas.

ThisprovidesaplatformforextendingawarenessandcreatingaffinityforMBSwithtarget

influencersinsuchcategoriesascommunityhousingandurbandevelopment. Effective

LinkedInprofiles,appropriatelycodedandvalidatedbymembershiplinksnowappear

againstintopresultsforbrandsearches.


41/46

Thehallmarksofaneffectiveonlinecampaign includeeffective (usable,accessibleand

visible)contentvalidatedbyrelevantinfluencersandsharedviacompellingaudience

specifictactics.


42/46

www.vFluence.com


43/46


44/46

Whilemanytodayfocusonthelatestwhizbangapplication,itscriticaltoacknowledge

thatpeopleusetheInternetwithwellresearchedanddefinedbehaviors. Thebehaviors,

whichcansignificantlyinfluenceopinionandbeliefformationlinkedtoactions,donottake

placeintheisolationofasinglechannelortactic. UnderstandinghowtraditionalWeb1.0

behaviorssuchassearchandemailarebeingextendedtoemergingWeb2.0activities

suchasblogging,socialnetworking,multimediasharing,etcasspecificallyrelatestoyourgoalsisthedistinctionvFluencebringstothetable.

Web1.0:Websites,newsportals,searchengines,emaillistservs(distributionlists),

interactiveonlinesurveyandcalculatortools,etc

Web2.0:Blogs,socialnetworks,microblogs(twitter),Multimediaindexes(YouTube),

Widgets,etc

Web1.0and2.0distinctionsareprimarilybehavioral. Web1.0behaviorisabout

proactivelyseekingandcollecting,while2.0isaboutestablishingyourintereststhroughprofilesandbehaviorwhichthenallowscontenttofindyou.


45/46

www.vFluence.com


46/46

[email protected]

(877)8358362

CorporateHeadquarters:generalmailanddeliveriesto4579LacledeAve#275,St.Louis,

Missouri63108

s ngour ea quar erso ces or oy e, oor, . ou s, ssour

Administrative, contractsandbillingaddress:7770RegentsRoad,#113576,SanDiego,

CA92122

vFluenceInteractivePublicRelations,Inc.2010

Documents

Jay Byrne IABC New Orleans