1. © Copyright 2012 Beyond. All rights reserved. Private and Confidential

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© Copyright 2012 Beyond. All rights reserved. Private and Confidential

3. © Copyright 2012 Beyond. All rights reserved. Private and Confidential
@Beyond, @JudithLewis

4. Pre-purchase Post-purchase
Visibility Evaluation Choice Experience Recommendation
attributes & loyalty
Relative volume of each of Attributes and topics
within positioning and Top likes and dislikes
the positioning statements pillars are most frequently Frequency of
and pillars discussed Frequency of statements ------------------
recommendations
------------------ ------------------ of intent Frequency of emotive
Level of agreement with ------------------
Share of voice against ------------------ words used
positioning Frequency of inhibitors Share of voice against
competition ------------------
------------------ mentioned competition
Sentiment towards Verbatims
attributes
How is your brand What does consumer What are the consumer What are the consumer
What are the barriers and
positioning penetrating the perception of your brand likes and dislikes and what likes and dislikes and what
triggers for action?
market? look like? words do they use? words do they use?
© Copyright 2012 Beyond. All rights reserved. Private and Confidential

5. © Copyright 2012 Beyond. All rights reserved. Private and Confidential
@Beyond, @JudithLewis

6. RE-ENGAGE
Keep meeting and chatting
with contact to keep in touch
IDENTIFY
INFLUENCERS
Who are they? What do
they write about?
COLLABORATE
Work with them on
ideas for execution of
client goals SUPPLY
Meet several times about
MEET & GREET execution, work on content
What do they care ideas and execution & arrange
about? What do they samples, etc
need?
© Copyright 2012 Beyond. All rights reserved. Private and Confidential
@Beyond, @JudithLewis

7. © Copyright 2012 Beyond. All rights reserved. Private and Confidential
@Beyond, @JudithLewis

8. © Copyright 2012 Beyond. All rights reserved. Private and Confidential

9. Ratings and review (Amazon) Search results Facebook friends
News articles Twitter Blog posts
1003
YouTube or Vimeo Videos Information on a product or brand website Talking with friends or family
1002.5
1002
1001.5
1001
1000.5
1000
Automotive Baby Products Beauty Cookware Electronics Fashion Home Kitchen Music/Films Personal Restaurants Travel
Improvement Appliances Finance
© Copyright 2012 Beyond. All rights reserved. Private and Confidential @Beyond, @JudithLewis

10. © Copyright 2012 Beyond. All rights reserved. Private and Confidential
@Beyond, @JudithLewis

11. © Copyright 2012 Beyond. All rights reserved. Private and Confidential
@Beyond, @JudithLewis

12. © Copyright 2012 Beyond. All rights reserved. Private and Confidential
@Beyond, @JudithLewis

13. Think: KUDOS, Social Capital
Create Benefit for the Blogger!
Ms Generous,
Mr Smart,
Director of Helpfulness
Mrs Entertainer, VP of Being Really Useful
Head of Being Funny The first person to share that
The first person to share that promo for money off something
The first person to share that amazing gizmo for calculating really useful; likes to posts lists of
must-see meme: usually a mortgages or the lead article good things to do; plus
video or a picture from The Economist (or the motivational Facebook stuff.
infographic amongst colleagues)
© Copyright 2012 Beyond. All rights reserved. Private and Confidential
@Beyond, @JudithLewis

14. © Copyright 2012 Beyond. All rights reserved. Private and Confidential
@Beyond, @JudithLewis

15. © Copyright 2012 Beyond. All rights reserved. Private and Confidential
@Beyond, @JudithLewis

16. © Copyright 2012 Beyond. All rights reserved. Private and Confidential
@Beyond, @JudithLewis

17. © Copyright 2012 Beyond. All rights reserved. Private and Confidential
@Beyond, @JudithLewis

18. © Copyright 2012 Beyond. All rights reserved. Private and Confidential
@Beyond, @JudithLewis

19. © Copyright 2012 Beyond. All rights reserved. Private and Confidential