The SYNC™ Execution process runs in 30 day repeating cycles. During each cycle the SYNC™ Execution Framework is used to guide implementation of daily activity used to meet Execution Objectives. During any Execution Cycle all activity is derived from the ongoing SYNC™ Map and FLOW Plans which keeps team members on the same page when determining content and signal distribution through both social presence and social signal channels.
In order to achieve a brand network state that is truly synchronized with its audience, Web based communication must be deliberate and objective driven. Therefore, a weekly FLOW Plan is used to delegate actionable items and confirm that objectives are being met. SYNC™ Maps determine strategic objectives of each initiative but the FLOW Plan identifies day to day engagement tactics used to deliver both content and conversation through Propagation Pathways.
The first Execution Objective 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'.
The Second Execution Objective is to uncover new conversational and connective patterns within each brand's target network on an ongoing basis. We accomplish this through a combination of Online Ethnography 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.
The SYNC™ Execution phase builds the propagation potential of brand signal and identity within its relevant network.
The SYNC™ Reporting process is designed with an emphasis on the KPIs that have the most impact on brand engagement.
SYNC™ Interactive
Audit
Design
Execution
Reporting
Content Solutions
IR Newsroom
CEOLIve™