ARF Social Media Council - AdWeek 2009

The ARF presents: The Launch of the Social Media Council Teleconference Number: (800) 213.3618 Attendee Passcode: 822 328 44 September 2009

Welcome & ARF Updates Joel Rubinson Chief Research Officer The ARF

Thank You to Our Sponsors

Don’t turn off your cell phones! Follow The_ARF Ad Week events on Twitter at #arfadweek

Upcoming ARF Event – Industry Leader Forum Winning with Social Media November 3, 2009 • New York Athletic Club Social media has provided brand advertisers and marketers, media and agencies with new ways of listening to consumers. Listening leads the way to engaging in conversations and uncovering new actionable insights. Chris Brogan, President of New Marketing Labs, co-author of The New York Times Best Seller Trust Agents, a blog in the top 10 of the Advertising Age Power 150 and in the top 100 on Technorati keynotes Google shows how to use search as a predictive listening tool IBM presents a model for integrating listening into an organization ESPN demonstrates how listening engages and serves fans Panelists from Crispin Porter + Bogusky, Meredith Corporation and Motivequest plus networking, breakout sessions, meet the speakers and more!

Upcoming ARF Events Online Research Quality Council A Special Meeting ARF Member Day SEPTEMBER 29, 2009 Time Warner Building, NYC OCTOBER 22 ARF Headquarters, NYC 360 Measurement Day Workshop DECEMBER 4, 2009 Time Warner Building, NYC TO FIND OUT MORE AND REGISTER – WWW.THEARF.ORG

Social Media has transformed the marketing belief structure Bring the brand into the conversation. But there are new ground rules: • Authenticity • Access • Content • Sharing control • People can become activist in an instant if they don’t get these things

Social Media will transform organizations When you enter the stream and become part of the conversation you get 4 brand-building opportunities simultaneously Social media does not live neatly in any one pre-existing silo

The industry needs leadership 67% of marketers admit they do not know as much about social media as they should Source: McCann Erickson UK

Introductions & Agenda Overview Lynne d Johnson SVP, Social Media The ARF

Social Media: Why You Should Care

The Conversation is Happening Without You Blogs have become mainstream daily reading Source: Technorati: State of the Blogosphere 2008

The Conversation is Happening Without You “One third (35%) of American adult internet users have a profile on an online social network site, four times as many as three years ago, but still much lower than the 65% of online American teens who use social networks” Source: “Adults and Social Network Websites,” Pew Internet and American Life Project, Jan. 14, 2009

The Conversation is Happening Without You Are You Actively Listening?

Social Media Fail Or Success Source: Fast Company August 28, 2009

Social Media Fail Or Success

Social Media Fail or Success

Social Marketing Evolution & Activation Christopher Andrew VP/Group Director, Social Media

Evolution

Conversations are evolving from platforms to ecosystems of conversation General Content & Niche Content & Experiences Socially Distributed Experiences Ecosystems behaviors are evolving, pervasive on-demand connections are 20 20 forming

Brand are experimenting and migrating Broadcasting Enabling Engaging Community Twitter Centric Conversation Community Participation Enabling Conversations Participatory Participatory Social Blogging Sponsor Integrated Experience/Application Blogging Broadcast Eg. Celebrity Blog Widget/Application Socially Engaging Influencer Relationship Advertising Building Comment Enabled Blogging Branded Social Content User Generated Hosted Content Community Broadcast Broadcast Tweeting Blogging Share This Sharing Messaging Functionality Seeding Targeted Advertising Brand Advertising Centric Less Interactive More Interactive

Digitas has developed a framework for social marketing activation Listen to conversations across the social space about your brand and your competition Discover the main interests, needs, desires and Listen concerns of our participants and prospects The Conversation Build long‐term loyalty programs with advocates. Nurture Inspire Based on what we hear, determine which How do we get our advocates talk about us? ideas, utilities or platforms can we create that maintain positive conversations and How to build relationships through content, good will services and conversation 22

When activating the social strategy, there are two primary ways to communicate Listen (Consumer‐ Client‐driven driven) Join the Proactive Conversation Reactive Nurture Inspire Responding and Delivering content, resolving customer access, educational service questions/issues. information. Provide content Listening to requested by following conversations to gain valuable insights. 23

75% of Consumers Don’t Trust Traditional Marketing… But 90% Trust Other Consumers 2424

Tapping into Social Intelligence™ Social Intelligence™ is the delivery of both marketing performance or benchmark data and actionable insights based on learnings from the conversation that impact all marketing activities Observation Offline Social Digital Social Focus Active Listening Rooms Research Groups

Why Listen? Personal Beliefs and Press Experiences Media Community Direct Peers CRM Impact Conversation Inform and Facilitate Product/Packaging Direct PR Strategic Social Call Center/Support Positioning Marketing CRM Media

Use Cases for Listen – Inspire - Nurture • Product Ideation • Product Launch • Campaign • General Ideation/Product Improvement • Brand Health Scores • Competitive Benchmarks • Crisis Management • Gauge Market Reaction to Change 27

Listening Results in a New Target: Samsung Case Study: Samsung SSD (Hard Drive) • Project Goal: “Listen” to online conversations. Gain insights into SSD and Samsung perceptions • Approach: Engaged in social intel audit • Insight: Identified new market segment (gamers) for SSD product B.

Starburst: Inspiring Conversations with Content • Project Goal: Increase purchase intent and relevancy with connected, jaded consumers. • Insight: Technology is an extension of them, used for personal expression, enjoyment and social connectedness. This is the age of “TMI” • Approach: Developed highly engaging social brand content series around concept of “sharing something juicy” • Outcome: Campaign drove lifts in purchase intent by 10%, nearly 11 million engaged video views, leading to 70,000+ hours of video viewing time. The “TV is Crap” episode becoming the first brand content video to reach the #1 most viewed status on YouTube 29

Building Community Via Influencers Case Study: American Express OPEN Forum • Project Goal: Drive high value engagements with card members and prospects • Approach: Social hub features leading content, perspectives and personalities. Distributed/syndicated core equity drives fresh engagement. • Outcome: OPEN Forum, the leading small business hub on the internet B.

Building C Suite Community Case Study: IBM InfoBoom! • Project Goal: Bring IBM leadership and expertise to the underserved mid- market audience • Insight: CIOs do not have the time to socialize about the weather. They greatly value insightful POVs from thought leaders. • Approach: While leading editorial content drives conversation, organic social activation brings authenticity to the branded conversation. • Outcome: IBM InfoBoom! Community. B.

Customer Support via Social Media Verizon Community Forums Mark Studness Director E-Commerce Verizon

Agenda • Background & Objectives • Support Forums • Super Users • Moderation • Forums Content Syndication

Background Verizon Comprised of 3 Business Units • Verizon Telecommunications - Wireline Consumer & Small Business • Verizon Wireless – Consumer & Business • Verizon Business – Enterprise Verizon Telecommunications - Wireline • Network investment ($23B) to replace copper network with fiber-optics (FiOS services) • FIOS TV launched in 2005 and attains 2.5 million subscribers (Q209).

Objectives Deliver outstanding digital support to Verizon customers. • Extend the breadth of online support content • Increase support relevancy • Reduce publication timelines • Deepen customer relationships Increase efficiency of Verizon support

Customer Support Forums Online Community Peer to Peer Support Moderated but not censored Super User Friendly verizon.com/forums

How Forums Help Customers Direct Support Indirect Support Super Users A customer who spends any where from 20 to 60 hours per week on forums, answering customers questions. 1 Answer 1 Answer One Answer Helps Many Customers Indirect support provides one answer to support many customers. Direct support is one to one thus slower and more costly. 1 Question 1 Question 1 Question Extend Support Breadth 1 Question Customer can ask questions relating to how to use 3rd 1 Question 1 Question 1 Question party products such has routers, webcams, games, 1 Question plasma TVs, surround sound systems…etc with their 1 Question 1 Question Verizon Voice, Internet, TV and Wireless services. Deepen Customer Relationships Customer comments and suggestions are reviewed and 1 Customer 1 Customer Customer 1 1 Customer acted upon providing 2 way dialog between Verizon and 1 Customer1 Customer 1 Customer customers. 1 Customer 1 Customer 1 Customer 1 Customer 1 Customer 1 Customer1 Customer 1 Customer 1 Customer

Meet Some Super Users Justin Retired IBM technical support expert Enjoys solving problems Calls Keller, TX home TimSkyes Young IT professional Online Gamer Collects screen used TV and movie props • Keyboards Electronics engineer in hardware design Musician Has a strong interest in photography

Moderation Policies and Procedures Quick Facts Full-time moderation Ensures a safe environment Top Moderation Activities Read all posts for adherence to guidelines Archive/move posts when needed Escalate customer service issues Congratulate users when they move up ranks

Forum Content Syndication Content available from: • Support Pages • Search Results • Contact Us

Thank You

Moving from “Viral” to Spreadable Media: Following the Audience’s Lead Sam Ford Director of Customer Insights Peppercom

Myths about Digital Media Stickiness is all that matters. Viral is the answer. The “Broadcast Mentality” still works.

Creating Value through Spreadable Media Value is created through: Content being relevant when/where audiences want it Content which audiences can ‘recontextualize’ Making texts accessible to surplus audiences outside a ‘target demographic’ The movement of content ‘Plentitude’ Acknowledging consumers’ ultimate role in defining your brand

Why Do People Spread Content? People Spread Content to: Define themselves Increase their notoriety Strengthen social ties Build community Provoke/challenge others

Peppercom’s Approach Listen Converse Build Platforms Maintain a Presence

Listening to the Future Co-Creation via Online Consumer Communities Heather D. Maxwell, PhD Consumer Insights General Mills

Introduction The average adult “undivided attention span” is 15 to 30 seconds. Most people will forget 95% of what you say within minutes of hearing your message.

If you remember just one thing… Online Consumer Communities: • MEET THE NEEDS of consumers, brand teams, & agencies with BUSY LIVES. • Allow you to co-create with consumers BETTER, FASTER, and CHEAPER. • Create PROUD, BUZZ AGENTS

The 15 Minute Journey History Method Importance Future

History

Quantitative Research Evolved Paper/pencil surveys to online surveys History Method Importance Future

Qualitative Research Evolving History Method Importance Future

Qualitative Research Evolving CONSUMERS AROUND the WORLD History Method Importance Future

Method

Private Online Communities Definition Process Recruit Engage/Immerse Iterate Engage/Immerse Iterate History Method Importance Future

Importance

Why Online Communities Matter BETTER: Iterative Building FASTER: Speed to Market CHEAPER: Cost Efficient History Method Importance Future

Why Online Communities Matter Invested Consumers Teammates Public Relations Product Development Consumer Insights Package Development Advertising Marketing History Method Importance Future

Future

From Research Participants to Buzz Consumers aid all members of our cross functional teams Consumers sad and proud when community closes Pride prompts buzz thus convergence History Method Importance Future

Wrap Up

If you remember just one thing… Online Consumer Communities: • MEET THE NEEDS of consumers, brand teams, & agencies with BUSY LIVES. • Allow you to co-create with consumers BETTER, FASTER, and CHEAPER. • Create PROUD, BUZZ AGENTS

Thank you.

How Social Media Creates Convergence Among the Advertising, Marketing, PR and Consumer Insights Spheres Lynne d Johnson SVP, Social Media Christopher Andrew The ARF VP, Group Director Digitas Social Mark Studness Director, E-Commerce Verizon Sam Ford Director Customer Insights Peppercom Heather Maxwell Lead in Customer Insights on Social Media and Communities General Mills

Next Steps & Adjournment Joel Rubinson Chief Research Officer Lynne d Johnson SVP, Social Media

ARF Social Media Council - AdWeek 2009

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ARF Social Media Council - AdWeek 2009 Presentation Transcript