Razorfish 031809 Dd (Social Influence Marketing)

Social Influence Marketing™ defined • Social influence marketing is about employing social media and g pyg social influencers to achieve the marketing and business needs of an organization. • It is about allowing for the influences to take place – the known and the anonymous influences Page 5 © 2008 Razorfish. All rights reserved.

This is a very big deal That is a new phenomenon and the most important thing to happen in the world of persuasion since the advent of the radio over 100 years ago. Facebook t k very strong i t F b k takes t interpersonal i fl l influence dynamics — the way people persuade each other face-to- face in small groups with peer pressure, reciprocity, flattery — and allows those to be used on a mass scale because your social networks are built in. Friends influence friends, who influence friends, and that keeps rippling out. k i li t – BJ Fogg, Fast Company Page 6 © 2008 Razorfish. All rights reserved.

Social Influence Marketing ad spending on the rise US Online Social Network Advertising Spending 2008-2013 (Billions and % Change) 2008 $2.00 (46.4%) 2009 $2.35 (17.3%) $2 35 (17 3%) 2010 $2.60 (10.9%) 2011 $2.87 (10.4%) 2012 $3.18 (10.8%) 2013 $3.49 (9.6%) $0.0 $0.5 $1.0 $1.5 $2.0 $2.5 $3.0 $3.5 $4.0 Source: eMarketer, December 2008 Page 9 © 2008 Razorfish. All rights reserved.

Users are paying attention 4 out of 10 made purchasing decisions based on social advertising. 76% welcome advertising on social networks. – Razorfish FEED report October 2008 Page 10 © 2008 Razorfish. All rights reserved.

Social Influence Marketing requires a new approach 1. Focus on the value exchange g 2. Harness the social graph imaginatively 3. 3 Mix your community with your advertising 4. Help marketers find the social influencers 5. Design 5 D i social products il dt Page 11 © 2008 Razorfish. All rights reserved.

CNN success metrics • CNN ranked #1 in share/online news: Up 8% • CNN ranked #1 by gross usage minutes (995MM): Up 7% • Average daily unique users: Up 9% g y q p • Average time spent: Up 6% • Page views: Up 12% • Video on demand: Up 13% • CNN recognized as #2 on T 100 S i l B d of 2008 id Top Social Brands f Page 33 © 2008 Razorfish. All rights reserved.

Thank you y Andrea Harrison David Deal andrea.harrison@razorfish.com david.deal@razorfish.com http://www.twitter.com/190east http://www.twitter.com/davidjdeal 212-798-6673 http://www.superhypeblog.com 312-696-5056 Page 62 © 2008 Razorfish. All rights reserved.

Razorfish 031809 Dd (Social Influence Marketing)

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