13.01.

2011

SYNC™

SYNC™ INTERACTIVE SOCIAL WEB MANAGEMENT

© 2010 NETGEN-360, INC.

Attribution-Noncommercial-Share Alike 3.0 United States
 13.01.2011
Services: Introduction
INTERACTIVE

Management
SYNC™

1
Social Presence NETWORK = SYNCHRONIZED

Social Signal
Network State
Functional Integration
Structural Integration

Social Presence/
AUDIT
AUDIT Social Signal 2
Identity, Community,
Data, Feedback Nodes

U ™
1
D C
LE
O N
M SY
Attention Metrics Social Presence
Identity Nodes
Brand Cloud
Context Metrics SYNC Paths
REPORTING Social Nodes SYNC™ DESIGN
Relevance Metrics INTERACTIVE
Content Nodes Social Signal
Advocacy Metrics SYNC Activators
Feedback Nodes Propagation Paths
U ™
2
D C
LE
O N

Launch/Manage
M SY

Social Presence
4 Social Signal
EXECUTION
SYNC Strategy
Activators/Targets
SYNC Activity
FLOW Plan

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.  communications strategy for multiple online
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
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. Page 2

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 13.01.2011
Services: SYNC™ Audit

AUDIT
INTERACTIVE

AUDIT
SYNC™

Brand Cloud REPORTING DESIGN AUDIT = NETWORK STATE

Target Cloud
EXECUTION

outbound signal
signal propagation flow

brand target
BRAND TARGET
NODE NODE
activator activator

inbound action-potential
signal flow

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.

© 2010 NETGEN-360, INC. Page 3

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 13.01.2011
Services: SYNC™ Design

AUDIT
INTERACTIVE

DESIGN
SYNC™

Social Presence REPORTING DESIGN DESIGN = STRATEGY SYNCHRONIZED

Social Signal
EXECUTION

Identity Seeking
At At
cy te y
c a n tio cac te
n
Brand vo n vo tio
Target
Activators Ad Ad
n
Activators
BRAND CLOUD TARGET CLOUD

Feedback Signal Decision Social

C e
on nc C

e
on

nc
Propagation te a Propagation
x ev te

va
Paths t l x
Re Paths

le
t

Re
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.

© 2010 NETGEN-360, INC. Page 4

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 13.01.2011
Services: SYNC™ Execution

AUDIT
INTERACTIVE

EXECUTION
SYNC™

Signal Propagation REPORTING DESIGN EXECUTION = ACTIVITY SYNCHRONIZED

Path Optimization
EXECUTION

outbound signal flow

? @
BRAND SIGNAL TARGET
NODE BRIDGING NODE
SYNC™ INTERACTIVE
data # object
Execution Framework
Signal Action
inbound signal flow
Propagation Potential

BRAND CLOUD TARGET CLOUD

SOCIAL
PRESENCE
Presence Discovery
LAUNCH/ SYNC Content SYNC Engagement SYNC
FLOW Activators Processing Targets
MANAGE Plan Community
Collaboration Action
SOCIAL
SIGNAL

KPI ANALYTICS/
Feedback 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.

© 2010 NETGEN-360, INC. Page 5

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Services: SYNC™ Reporting
INTERACTIVE
REPORTING
SYNC™
Model Performance REPORTING
Signal Effectiveness
DEGREE: Number of Connections
Degree
DISCOVER: Website & Content Traffic
ENGAGE: Inbound Social Signal
ACTION: Reciprocol Lock & Response
VISIBILITY: Search & Social Mentions
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.  reveal whether declared followers of each social
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
13.01.2011
AUDIT
DESIGN REPORTING = FEEDBACK SYNCHRONIZED
EXECUTION
Key Performance Indicators (KPI)
CONTENT
Engagement
PRESENCE
Action
Discovery
Visibility
Discovery Discovery
Visibility Action
KPI
"The COMMUNITY
Baseline" Degree
Engagement
KPI Weighting
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
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.
Page 6
 13.01.2011
Services: SYNC™Deployment Sequence

© 2010 NETGEN-360, INC. Page 7

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 13.01.2011
Services: SYNC™ Reporting

© 2010 NETGEN-360, INC. Page 6

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 13.01.2011
Services: NETGEN-360 Team

Engagement
INTERACTIVE

Management
Team
SYNC™

Social Presence

Social Signal

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1. Create & Direct Content Strategy

2. Execute & Direct: Web Strategy & Development
Mike Elliott
Director of Content Strategy
3. Oversee Content Production
CEO/Co-founder 4. Manage Content Contributors
5. Curate Thought Leadership Content
6. Manage Social Media Analytics/Reporting
Content Bridge
Team Team

1. Guide Overall Community Strategy

T.S. Elliott 2. Ensure Best Practices for all Community Activity
Director of Engagement 3. Engagement & Response Delegation
President/Co-Founder 4. Activity & Trend Analysis, Team Reports
5. Engagement Playbook Oversight & Training
Engagement Pivotal
Team Connections

1. Strategic Partner Coordination

Kurtis Johnson 2. Client/Community Liason
Director of Business Dev. 3. Track & Funnel Leads & Inquiries
Vice President 4. Follow Up on Priority Client Items
5. Analyze Lead Pipeline & Opportunities
Strategic
Partners

© 2010 NETGEN-360, INC. Page 9

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 SYNC™ INTERACTIVE SOCIAL WEB MANAGEMENT

Cloud
PRESENCE COMMUNITY CONTENT COLLABORATION

BRAND CLOUD
Site Links App Cloud WWW Cluster Data Capture signal
out
Activator Nodes
S S
PROPAGATION PATHS

Y signal data Y
feedback

ACTION-POTENTIAL
identity
N spiking diffusion N
bridging cycle
C C
H H
SIGNAL

R Advocacy
R
Attention Relevance Context O
O
N N
I I
seeking social cognitive decision Z
Z load making
behavior influence E
E D
D
Target Nodes
Destination Sites Web Apps & Tools Connection & Support Conversions signal
USER CLOUD Search 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