13.01.

2011

SYNC™

SYNC™ INTERACTIVE

SOCIAL WEB MANAGEMENT

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

Services: Introduction
SYNC™ INTERACTIVE

13.01.2011

Management Social Presence Social Signal
1

NETWORK = SYNCHRONIZED

Functional Integration Structural Integration
AUDIT AUDIT

Network State

Attention Metrics Context Metrics
REPORTING

Identity Nodes

Relevance Metrics Advocacy Metrics
Feedback Nodes
M SY O N D C U ™ LE 2

Social Nodes

Content Nodes

SYNC™ INTERACTIVE

M SY O N D C U ™ LE 1

Identity, Community, Data, Feedback Nodes

Social Presence/ Social Signal

2

Social Presence
Brand Cloud SYNC Paths
DESIGN

Social Signal
SYNC Activators Propagation Paths

Launch/Manage
Social Presence Social Signal
EXECUTION

4

Activators/Targets SYNC Activity FLOW Plan

SYNC Strategy

3

NETGEN-360 provides Social Web Management services to help companies build brand awareness and audience engagement online. The implementation and management of an effective web presence that delivers meaningful ROI is one of the biggest challenges faced by businesses today.  Seeking to leverage an ever-increasing assortment of online marketing and awareness tools brands must manage and maintain an unprecedented level of interaction with customers and prospects or risk losing them to competitors who will.

NETGEN-360 provides a strategic framework called SYNC™ Interactive which delivers a powerful process for building and managing an effective social presence and social signal on the Web. SYNC™ utilizes a modular deployment architecture to build a dynamic, results-driven, digital communications strategy for multiple online initiatives. SYNC™ Modules are used to build and manage brand networks that are feedback driven, targeted and designed to generate high action-potential with their target audience.

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

Page 2

Services: SYNC™ Audit
AUDIT SYNC™ INTERACTIVE

13.01.2011

AUDIT Brand Cloud Target Cloud
EXECUTION REPORTING DESIGN AUDIT = NETWORK STATE

signal propagation

outbound signal flow

BRAND NODE

brand activator
inbound signal flow

target activator
action-potential

TARGET NODE

The SYNC™ Audit examines the structural and functional integration of brand social presence and social signal. Structural integration is indicated by the degree to which outgoing communication is distributed across existing network channels in a consistent, synchronized manner. It is also indicated by the extent to which overlapping access points and identity bridges have been set up on all presence channels. Functional Integration of brand social presence is indicated by the ease with which your target audience can both locate and navigate existing information channels. Social Presence is comprised of Content Channels and Community Channels. The former is designed to aggregate and disseminate relevant corporate information. Community Channels are set apart specifically to provide outreach, support and distribution of brand message.

Social Signal is comprised of brand content and conversations online that drive the potential for user interaction. We analyze what online tactics the brand is using to initiate dialogue that will move the recipients into their circle of influence. The SYNC™ Signal Model is used to evaluate existing brand Social Signal. As a reference it describes what we look for during the audit in terms of brand network connectivity. First we analyze network components, i.e. presence, community, content and collaboration. From there we move outward to examine brand signal propagation paths, i.e. attention, relevance, context and advocacy to see how well existing signal strategy is leveraging these paths with their online activities. During the Audit we also perform an evaluation of the brand's target audience cloud. We look at the Targets Paths for these users relative to the brand to help inform our strategic recommendations in the future.
Page 3

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

Services: SYNC™ Design

13.01.2011

AUDIT SYNC™ INTERACTIVE

DESIGN Social Presence Social Signal
EXECUTION REPORTING DESIGN
DESIGN = STRATEGY SYNCHRONIZED

Identity
Brand Activators

Seeking
At te n tio n
Ad v cy ca o

Ad

c vo

a

cy

At te n

tio

n

BRAND CLOUD
Signal Decision

TARGET CLOUD

Target Activators

Feedback

Social

Data

Cognitive

The SYNC™ Design process uses data and insight from the Audit to construct a Strategic Framework for ongoing Social Web Management and Network Synchronization.  What is Network Synchronization? For purposes of the SYNC™ Interactive framework a Brand Cloud (Network) achieves a Synchronized State when its aggregate Social Presence and Social Signal optimize both propagation and action-potential within the relevant Target Cloud (Network) thereby generating ongoing and measurable increases in attention and advocacy.  Put simply, this optimization occurs through online initiatives that fulfill the direct needs of the target audience. In the SYNC™ lexicon the Cloud refers to the system of network components that collectively facilitate user experience on the Social Web. To help us understand how those connections are formed and how we might effect change along the pathways that convey information and experience on the web we use an analogy borrowed from the 'Synaptic Web' metaphor to illustrate how signals propagate and how action-potential is created throughout our user network.

This process reveals the exchange channels or Activators that generate interactive signal as well as the Pathways that convey action potential. 'Propagation Pathways' are strategic channels that guide online initatives. They also serve as the framework for purpose driven communication activities on the Web.   'Activators' are the tactical channels that guide online activities. They help convey the specific actions which drive connections and engagement with our audience.   The combination of communication strategy and tactical implementation when aligned or 'synchronized' with our target audience produces action-potential.  It is the gains in action-potential across a network which increases the probability of audience engagement, message uptake and decision-making on the part of our users.

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Propagation Paths

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

Page 4

Services: SYNC™ Execution

13.01.2011

AUDIT SYNC™ INTERACTIVE

EXECUTION Signal Propagation Path Optimization
EXECUTION REPORTING DESIGN
EXECUTION = ACTIVITY SYNCHRONIZED

outbound signal flow

SYNC™ INTERACTIVE Execution Framework Signal Propagation

BRAND NODE

?
data

@
SIGNAL BRIDGING

#

object

TARGET NODE
Action Potential

inbound signal flow

SOCIAL PRESENCE

BRAND CLOUD
Presence Content Community Collaboration SYNC Activators

TARGET CLOUD
Discovery Engagement Processing Action SYNC Targets

LAUNCH/ MANAGE

SYNC Plan

FLOW SOCIAL SIGNAL

KPI Feedback

ANALYTICS/ WEB & SOCIAL

The SYNC™ Execution process runs in 30 day consecutive cycles.  During each cycle SYNC™ Plans are used to guide the daily activity carried out to meet Execution Objectives. Objective One is to build and reinforce relevant active connections (think quality vs. quantity) between nodes (people, social objects, social graph) and objects (data sources, applications, media).  We accomplish this by using insight from the Audit Path Analysis to deliver relevance and value to the target network.  We call these connections Ambient or 'SYNC Ties'. Objective Two is to uncover new conversational and connective patterns within each brand's relevant target network on an ongoing basis.  We accomplish this through a combination of Online Ethnography ('netnography') and Social Network Analysis.  We call these patterns Action-Potential or 'SYNC Paths'.

Objective Three is to maximize the signal propagation-potential ('word-of-mouth' distribution) of brand message and identity throughout its relevant network.  We accomplish this by using Activators and Targets that promote Signal Propagation. Instead of random posting that clutters real time social social streams with irrelevant noise we use SYNC™ Activators to deliver targeted, audience specific signal. SYNC™ Activators exploit a tactic called Signal Bridging and Identity Bridging to cultivate a sense of implied reciprocity on the part of recipients as well as direct engagement with the brand's relevant network. Activators and their corresponding Targets are the key to maximizing message exposure, uptake, and potential for word-of-mouth distribution which is the essence of what makes the Web such a powerful communication tool.
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© 2010 NETGEN-360, INC. Attribution-Noncommercial-Share Alike 3.0 United States

Services: SYNC™ Reporting

13.01.2011

AUDIT SYNC™ INTERACTIVE

REPORTING Model Performance Signal Effectiveness
EXECUTION REPORTING DESIGN
REPORTING = FEEDBACK SYNCHRONIZED

Key Performance Indicators (KPI)
DEGREE: Number of Connections DISCOVER: Website & Content Traffic ENGAGE: Inbound Social Signal ACTION: Reciprocol Lock & Response VISIBILITY: Search & Social Mentions

PRESENCE Discovery Visibility

KPI

CONTENT Discovery Action

Engagement

Action

Discovery

Visibility

The SYNC™ Reporting process is designed with an emphasis on the Key Performance Indicators (KPIs) that have the most impact on brand engagement. SYNC Metrics are the basic KPIs used to assess progress and performance of individual deployments.  The metrics sets are listed for each SYNC Component.  These metrics are not all inclusive as each client may have specific objectives outside the scope of this set (in which case we identify most appropriate KPIs). The KPI Categories used in SYNC™ Reporting are: DEGREE: Number of Connections & Followers. DISCOVERY:  Website Content & Traffic. ENGAGEMENT: Aggregate Inbound Social Signal. ACTION: Reciprocal Response & Conversions. VISIBILITY: Search Ranking & Social Mentions. The KPI framework used for reporting purposes divides network components into KPI Sets which compare different metric mixes to assess relative performance over time.  The Presence Set analyzes discovery and visibility metrics to determine which tactics are delivering the most attention to brand presence channels.

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

Degree

"The Baseline"

KPI Weighting

COMMUNITY Degree Engagement

The Content Set reviews Discovery and Action metrics to determine whether content that's earning attention is also delivering conversions or action from users.  And finally, the Community Set weighs network size or Degree with Engagement metrics to reveal whether declared followers of each social channel are actually interacting with the brand. Effective ROI determination has been one of the biggest challenges so far when businesses launch a new social media initiative.  The metrics that matter the most from a traditional marketing and awareness mindset are not always applicable online and the understanding of what truly constitutes audience engagement can be somewhat counter-intuitive. SYNC™ Reporting endeavors to provide brands with a clear understanding of online engagement dynamics as well as insight into audience Social Graph structure.  Modern Graph Theory is over turning many previously held assumptions about how complex networks such as the Internet operate and in the process providing valuable insight into how to leverage network effects to their full extent.

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Services: SYNC™Deployment Sequence

13.01.2011

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

Page 7

Services: SYNC™ Reporting

13.01.2011

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

Page 6

Services: NETGEN-360 Team
SYNC™ INTERACTIVE

13.01.2011

Management Social Presence Social Signal

Engagement Team

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SERVICE = SYNCHRONIZED

St Pa rateg rtn ic ers

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Mike Elliott Director of Content Strategy CEO/Co-founder Content Team Bridge Team

1. Create & Direct Content Strategy 2. Execute & Direct: Web Strategy & Development 3. Oversee Content Production 4. Manage Content Contributors 5. Curate Thought Leadership Content 6. Manage Social Media Analytics/Reporting

T.S. Elliott Director of Engagement President/Co-Founder Engagement Team Pivotal Connections

1. Guide Overall Community Strategy 2. Ensure Best Practices for all Community Activity 3. Engagement & Response Delegation 4. Activity & Trend Analysis, Team Reports 5. Engagement Playbook Oversight & Training

Kurtis Johnson Director of Business Dev. Vice President Strategic Partners

1. Strategic Partner Coordination 2. Client/Community Liason 3. Track & Funnel Leads & Inquiries 4. Follow Up on Priority Client Items 5. Analyze Lead Pipeline & Opportunities

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

Page 9

SYNC™ INTERACTIVE

SOCIAL WEB MANAGEMENT

Cloud

PRESENCE
BRAND CLOUD

COMMUNITY
Site Links

CONTENT
App Cloud

COLLABORATION
WWW Cluster Data Capture signal
out S Y N C H R O N I Z E D

Activator Nodes

S Y N C H R O N I Z E D

SIGNAL PROPAGATION PATHS

identity bridging Attention seeking behavior
Target Nodes

signal spiking Relevance

data diffusion Context cognitive load

feedback cycle Advocacy

ACTION-POTENTIAL

social influence

decision making

Destination Sites USER CLOUD
Search

Web Apps & Tools

Connection & Support Conversions signal
in

DISCOVERY

ENGAGEMENT

PROCESSING

ACTION

13.01.2011

NETGEN-360, Inc 5668 Fishhawk Blvd. #39 Lithia, FL 33547 www.netgen360.com 813.421.1701 info@netgen360.com Skype: NETGEN-360 Twitter: @netgen360
SYNC™

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

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