Social Media Today: Marketing in New Ways
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Social Media Today: Marketing in New Ways



Nader Ali-Hassan, Associate Director, Social Media Strategy at Razorfish discusses how to evaluate, execute and measure social media campaigns to boost business. Nader has more than six years of ...

Nader Ali-Hassan, Associate Director, Social Media Strategy at Razorfish discusses how to evaluate, execute and measure social media campaigns to boost business. Nader has more than six years of experience in managing interactive accounts and assembling interactive programs. His areas of focus have been in social media, online strategy, online reputation management, search engine marketing, online partnerships, and blogger outreach. At Razorfish, Nader provides social media strategies, execution, and management for a number of clients, including Delta Air Lines, Mercedes-Benz USA and numerous CPG brands. Nader holds a Juris Doctorate and is thankful everyday that he is not a practicing attorney.



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  • Thanks, Justin. And thanks for giving me this opportunity to share some thoughts around social media specifically, where we are today, and where we are headed. I’ll just say that it’s truly an exciting time to be working in this space. I know we’ll look back a few years from now and recognize the revolution that’s is going on today, not just in social media but affecting all parts of marketing overall.
  • Break this into three pieces. First, some context setting. The big picture about what is going on in social media and digital marketing overall.
  • So these numbers speak for themselves in terms of the ways that social media today has truly become infused into our culture. Over 7,000 tweets per second in yesterday’s World Cup final: USA versus JapanWhat’s really going on here? Even if you aren’t one of the many participants here, you have to ask yourself, why is all of this such a big deal?
  • Social media continues to show that it meets two fundamental needs. Provides that outlet that we’ve really never had before.
  • Connecting to stay in touch (long lost friends), or those closest to you to share your experiences in life. These needs are in our DNA. At the very core of what makes us human.
  • We’ve always had “social media”. What’s new is a decentralized network that provides ways for us to easily create and connect with one another.
  • We are on a journey. We like to say at Razorfish that what can be digital will be digital. Certainly we see this in our everyday lives.From the way we receive television – digital cable
  • 86% of mobile internet users (folks who use these devices) say they surf while watching TV. Gives marketers opportunities to extend beyond their :30 TV commercials, for example and continue the conversation around their brands.
  • And this is why we are seeing all marketing activities embrace social media. Certainly this is the true of DeVry and you will continue to be on this journey to represent your brand in the social media space.These assets didn’t exist just a few years ago.
  • I’ll add one more reason about why we should care.
  • Simply put, because traditional advertising isn’t working as well anymore. Some fairly provocative statements here about what people believe and who they trust (or don’t trust).
  • All of this provides an opportunity to think about ways to reach and engage our prospects and customers.
  • Playing games is one of the first known “social” activities of humans. We’ve been playing for thousands of years, using games as a mechanism to learn and share, and at the heart of this has always been community
  • Playing games is one of the first known “social” activities of humans. We’ve been playing for thousands of years, using games as a mechanism to learn and share, and at the heart of this has always been community
  • Spotify:What IS IT:15mil song music streaming catalog that allows users to stream nearly any song from any artist at anytime on any device.Why is it important ? It’s about access, not ownership.Access to favorite music at any time and the ability to share with friends. Recent partnership with Facebook shows thatSpotify is serious about social. And with it’s discover and share mentality, there’s plenty of room for Spotify and brands tobetter connect users with the music they love.Who ’s using it ? 10 millions users worldwide.Growing rate of 10k users daily. 50% of users are 18-34, and 18-24 with the highest penetration. 3 in 5 are male, and 2/3of free users are under 29.
  • VW:
  • Providing new ways for participants to get involved
  • ----- Meeting Notes (4/26/12 10:01) -----Be clear about image----- Meeting Notes (4/26/12 15:31) -----change headline
  • More and more we are seeing a person’s social graph incorporated into online experiences. A social graph is just one of those buzzwords, which really means someone’s friends and followers. For example, let’s look at all of the ways that social media is affecting a news site.
  • And this goes beyond news and information. Online stores today incorporate what your friends like and don’t like. Levi’s saw a 40x increase in referrals from FB after adding Like button5
  • Social Media ROI has been confused between these three disciplines, but each three has a distinct and important role

Social Media Today: Marketing in New Ways Social Media Today: Marketing in New Ways Presentation Transcript

  • Social Media today: Marketing in new ways Like • Comment • ShareMay 20121
  • Roadmap: Quick Background Like • Comment • Share Top Themes in Social Media Like • Comment • Share Time for Questions? Like • Comment • Share
  • Today, people will… Upload 70,000 Make 375,000 edits hours of video to Wikipedia to YouTube Upload Create 250 million 100,000 photos to new blogs Facebook using Wordpress Tweet 340 million times3
  • Social Media is. . . The need to create
  • And the need to connect
  • The social media network
  • We are on a journey Analog Digital World World7
  • Devices are magnifying this trend8
  • Social Media is marketing in a different way9
  • This is disrupting the norm10
  • But why should we care?
  • 2008 Vizu Answers, 2009 Yankelovich, 2009 Edelman Trust Barometer, 2009 Edelman Trust Barometer, TGI, HT SpikeJones, Brains On Fire. 12
  • 6 themes to consider13
  • People first.Platforms second.
  • Each one of us is at the center15 *Paul Adams
  • Social marking can not live in a vacuum… Social Brand Sites Paid CRM Mobile Partnerships Loyalty In Store
  • … And neither should each platform Twitter .Com Facebook Email Mobile YouTube Pinterest Blogs
  • What are the implications of this?• The first question in every strategy should be centered around your customer, and what need will this fulfill for them• Don’t create a “Facebook Strategy”• Be platform agnostic• It’s the relationships that matter18
  • Rumors of Facebook’sdemise are greatlyexaggerated
  • By the numbers…. 20
  • The experience is expanding beyond a statusupdate21
  • These new tools are expanding the experience onFacebook22
  • What are the implications of this?• As we think about how to leverage social platforms, expand your horizons• Don’t reinvent the wheel• Success will be a combination of paid and organic strategies23
  • It’s easier to share
  • Our attention spans are shrinking • Social media has evolved from long form content to push buttons Push Button & Curating Short form Long form 2000 2012Source:
  • Ultimately, Pinterest facilitates cross-platform sharing. …back to Pinterest… …Post to Pinterest… Find an image at the original source… …to Facebook or Twitter...
  • But does its ease push away consumers?
  • What is the impact of all of this?• Whatever you do, keep it simple!• The shinny object, is not necessarily the right object28
  • Ceding control ofyour brand will berewarded with loyalty.
  • Contributor networks give power to their people• New media landscape gives control to anyone with a mobile phone and a keen eye for content• News outlets (CNN to YAHOO) leverage citizen journalists to aide in their storytelling• Brands are beginning to offer a platform for consumers to submit user generated content (UGC)• They gamify the experience to provide a reason for return engagements
  • Crowdsourced HamburgerVideo to go here31
  • What are the implications of this?• Social networking is disrupting traditional models.• Seize the initiative before it disrupts your category and your business.32
  • Influence infiltratesall.
  • Extensions of your daily graph34
  • Levi’s35
  • What are the implications of this? • You’ve got new marketing tactics to leverage • You can optimize your media spend even further • Your social influencers can bring in more consumers • You need new metrics for evaluating customer value36
  • Measurement:Listen, Mine, Monitorand Ladder-Up.
  • Listening: Conversations That Mention You Address Be a resource for your customers Listen Educate Understand what Distribute valued people are saying content Energize Evolve Activating your Give your customers a voice in your business advocates
  • Mining: Find your White Space
  • Monitoring: Test and learnNew Tools exist to provide much more in-depth information about yourcontentPage 40 © 2010 Razorfish. all rightsreserved.
  • From a Social Analytics Perspective, Our Goal is to Measure Social Across Channels Apps Profiles & Display Social Search .com Mobile Email Client Data Segments Consumer & Apps /Media metrics Social metrics Media metrics Site metrics Mobile metrics Email metrics Attitudinal Business Metrics Client Data Silo reports provide a detailed view at a channel level and have a role in optimizing channel performance. But this can/must be improved to tell a cross-channel story with comprehensive tagging, data collection, and analytics strategies.
  • Recap: 6 themes to consider1. People first. Platforms second.2. Rumors of Facebook’s demise are greatly exaggerated.3. It’s easier to share.4. Ceding control of your brand will be rewarded with loyalty.5. Influence infiltrates all.6. Measurement- Listen, Mine, Monitor and Ladder-Up.42
  • Thanks Like • Comment • ShareNader Ali-HassanAssociate Director, Social Media@nadees43