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Sim wharton 030811_final

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  • Amazon might be one of the first companies to employ social influence marketing to sell products. The site was revolutionary early on for allowing average consumers to create online product reviews. It not only drew people who wanted to buy books, but also those who wanted to research them before buying. When they had to tighten their budgets and eliminate advertising during 2001-2003 it was the community of users who drove sales through their recommendations.
  • As marketers we first started taking notice of the social web when users were creating blogs about our products. It wasn’t always positive commentary, and this caused a lot of marketers to react with fear and a need to control these rogue consumers who were tarnishing our brand. We spent a lot of money to create positive brand perception and one blog could do a lot of damage.
  • The user generated commentary on our brand was even more apparent when the consumer used video to tell their story. It was becoming clear that our consumers not only had some serious writing, design and editing skills, but they were keen to share their message with the world and didn’t care what the brand thought.
  • The content generated so much volume that brands turned to buzz monitoring to try and keep on top of it all. But what were we really learning besides when our brand was mentioned and the volume and sentiment of those mentions. Without a clear plan for how to use this data and create insights from the charts and graphs, there really wasn’t much marketers could do with this information.
  • Starbucks stopped being afraid of what their customers had to say and started listening in an active manner. MyStarbucksIdea created a way for customers to tell Starbucks what they wanted from the brand, including new products and in-store recommendations. The two-way dialogue created more than just crowd-sourced product development and open market research, it increased the trust consumers have for the brand.
  • After the Comcast Technician sleeping on my couch video became a pop culture sensation, Comcast re-evaluated how they deliver customer service. Their Twitter account was started by a team of in-house customer service reps and led by social media pioneer Frank Eliason, who used his social persona to create accountability for the brand with its customers.
  • The most recent example of how brands are embracing social influence marketing is the Old Spice Man on a Horse campaign. Instead of just monitoring conversations and generating reports, they used the twitter comments from their fans in actual copy for a series of videos. Not only was the campaign a huge success but it raised the bar for how social campaigns are created and executed in real time.
  • Don’t be afraid of User Generated content, engage your consumer in conversation about your brand.Us the real time nature of the internet to deliver customer service in the same way your consumer turns to the internet to share a recent experience (good or bad)Don’t’ just monitor your conversations online, mine the data for insights
  • GetGlueis a social network for entertainment, with more than 10M new unique ratings and check-ins for tv shows, movies, music and books every month. GetGlue users rate and check-in to things they like to get recommendations and earn rewards. The GetGlue mobile app enables users to check-in to tv shows, movies, music and books, plus see what their friends are consuming in real-time. On GetGlue.com users can quickly build up their taste profile, get fresh suggestions every week, browse top lists and find taste neighbors. Miso is a social platform that makes watching media content more fun. Similar to GetGlue you check in to entertainment media and follow friends.Philo makes TV social (again) by letting you connect with your friends and watch, chat, score points, and win awards and credits together.You can browse around television shows and see what your friends are watching and saying, what's popular, what's on that you may like based on what you've watched, or scroll through a guide to see what else is on. Once you find something you like.... Tune-in!COMMENT ABOUT SHOWSOnce you've tuned into a show, you can follow the conversation about the show and participate by contributing your own comments. Your comments will be posted to your favorite social networks (if you like) with links so that your friends can see what you're watching and join you so you can watch together.
  • The Starling TV Web/App interface uses playing cards to mirror what is happening on the show you’re watching and inserts commentary, discussion and dialogue from you and your friends. You can create a new playing card with your comment and insert it into the dialogue. Advertisers will also be given special playing cards for users to interact with.
  • “Likes” will update profiles as well as newsfeeds
  • This discussion is geared toward how brands create content on their social sites. Finding the context around your brand helps you find your social relevance. In the case of Coors Light, it was their NFL partnership. They knew that promoting just the beverage wouldn’t be socially relevant, so they promoted the things that people love about Football: a bobble head, trash-talk calls from Mike Ditka, and the all important weekly pick-em game.
  • Klout uses Twitter and Facebook data to identify the most influential consumers in your category and assigns them a score. We can engage these consumers in marketing campaigns that acknowledge their influence with a high-value reward. This in turn generates a huge wave of positive sentiment and earned media. They recently did this for Virgin America generating 10M earned impressions from an email campaign sent to 110 consumers identified by Klout.

Sim wharton 030811_final Sim wharton 030811_final Presentation Transcript

  • Overview
    Social Influence Marketing
    How We Got Here
    Trends to Watch
  • 1. Social Influence Marketing
  • “If you build a great experience, customers tell each other about that. Word of mouth is very powerful.”
    – Jeff Bezos, February 2003
  • Marketing is evolving
    Social
    Influence
    Marketing
    Brand
    Marketing
    Direct
    Response
  • Building blocks
    • High-end creative
    • Publishing / Syndication / Promotion
    • Distributed storytelling
    Strategy and Governance
    • Channel management
    • Community Activation
    • Influencer relationships
    • Word of mouth
    • Customer advocates
    • SIM score insights reporting
    • Listening Programs
    • CI Panels
    • Business Services
    Conversation
    Influence
    Insight
    Content
    Analytics and Measurement
  • Remember Darwin?
    “It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is most adaptable to change.”
    – Charles Darwin, Biologist
  • A new game plan
    FROM:Singular Consistent Message
    TO:Multiple Coherent Ideas
  • It’s not chaos, its digital Darwinism
    Mutation creates variation
    Unfavorable mutations selected against
    Reproduction and mutation occur
    Favorable mutations more likely to survive
    …and reproduce
  • What it means for marketers
    Social Influence Marketing is more than Word Of Mouth
    Your social strategy begins with your marketing strategy
    Your owned platform can be just as social as Facebook
    Every traditional marketing objective can be made social
    Measurement must be actionable
  • Measurement
    11
  • We’re Great at Measuring Owned Media
    The new site outperformed the older version across each key metric
    After relaunch, the new site had both a significantly higher volume of visitors as well as a more qualified audience
    This traffic increase was in the absence of paid banner media driving to the site
    Visits to TAE
    5/3 Site Relaunch
  • Not So Great At Earned Media
    Competing vendor sponsored studies (Vitrue & Syncapse) have tried to put forward fan valuations
    In both cases data was not sourced from brands
    True Fan/Follower value can only be understood when a brand merges their customer data with a sound measurement approach
    The wild card in all of these efforts is identifying the value of an earned impression
  • Our Approach
    Apply paid & owned measurement strategies to earned media
    Create measurable engagements
    Tag everything
    Integrate paid, owned and earned KPIs
    WOM results are the outcome of owned programs
    Influence begins with the brand
  • Integrated KPIs
    Develop socially focused KPIs, integrating Paid, Earned and Owned platforms as data sources.
    • Engagement
    • Awareness
    • Performance
    • Fan Growth
    • Conversation
  • Integrated Data Sources
  • How social are you?
    Platforms and Publishing – How do you manage your content?
    Engagement – Does your content create social value?
    Integration – Is social a call to action across your marketing programs?
    Utility – How useful are your social programs?
    Social Voice – Do you speak in a brand voice or a social voice?
  • 2. How We Got here
    18
  • User generated content
    was the enemy
  • Video made it worse
  • So we tracked our buzz
    Percent of All Blog posts
    adidas
    nike
    0.200
    0.175
    0.150
    0.125
    0.100
    0.050
    0.025
    Mar 05
    Fev 14
    May 01
    May 19
    Dec 19
    Jan 07
    Jan 14
    Mar 24
    Apr 12
    Generated by BlogPulse Copyright 2009 The Nielsen Company
  • Where we are today
  • Starbucks has embraced
    the Crowd
  • Comcast uses Twitter
    for Customer Service
  • Old Spice uses
    conversation as ad copy
  • How did we get here?
    Social
    Influence
    Marketing
  • 3. Trends to Watch
    27
  • Co-browsing
    28
  • Consuming media is a social activity
    Watching TV, movies, attending concerts are all things we do as part of our social graph
    New technologies now make it easier for us to do this via social platforms
    Starling TV, GetGlue, Miso, Philo and other start-ups are offering check-in and conversation tools for collaborative browsing or co-browsing
  • Starling TV: Co-browsing
  • Conversation targeting
    31
  • Conversation targeting
    Social media offers new ways to gain insights about consumers
    Conversation is the newest way to identify consumer affinity for your brand or product
    Trending topics are the real-time collective conversations that create directional opportunities for ad targeting
  • Making the physical, digital
    33
  • Stickybits: Making the physical digital
    Stickybits uses RedLaser barcode scanner to allow users to view content, get rewards and coupons from brands
    Location based scans
    Age verification
    Social plug-ins
    Content management and analytics
    Users can upload content
    Anything can be made digital
  • Influencer marketing
    35
  • Not all customers are equal
    While there’s still an ongoing debate about the value of a fan, we know that friends and family recommendations carry more weight than a brand promotion alone.
    So how do we create campaigns for these influential consumers?
  • Klout: Influence marketing
  • Identifying the influencers
  • Sample Klout profile
  • The invitation
  • Sharing the message
  • Generating positive brand sentiment
  • Results
  • Questions?
  • Thank You
    Andrea Harrison – VP, Global Social Media Lead
    andrea.harrison@razorfish.com
    @190east
    +1 (212) 798-6673
    45