How Razorfish Lives the Social Values

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This presentation was developed in 2009 in order to show how agency Razorfish was not only helping clients embrace social media but also live the social values itself. The presentation is a snapshot at how a leading agency embraced social.

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How Razorfish Lives the Social Values

  1. 1. How Razorfish Lives the Social Values Fuel Lines Discussion March 27, 2009 27 Page 1 © 2008 Razorfish. All rights reserved.
  2. 2. 1. We help our clients embrace the social world p 2. We get our hands dirty with social Page 2 © 2008 Razorfish. All rights reserved.
  3. 3. We’re all talking about the social world Page 3 © 2008 Razorfish. All rights reserved.
  4. 4. But what does it mean for marketers? Page 4 © 2008 Razorfish. All rights reserved.
  5. 5. Social Influence Marketing™ defined • Social influence marketing is about employing social media and g p y g 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.
  6. 6. 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-toface 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.
  7. 7. So what matters now? Page 7 © 2008 Razorfish. All rights reserved.
  8. 8. Three in four US online adults now use social tools to connect with each other compared with just 56% in 2007. – Forrester Research, October 2008 Page 8 © 2008 Razorfish. All rights reserved.
  9. 9. 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 Source: eMarketer, December 2008 Page 9 © 2008 Razorfish. All rights reserved. $1.0 $1.5 $2.0 $2.5 $3.0 $3.5 $4.0
  10. 10. 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.
  11. 11. 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 i l d t Page 11 © 2008 Razorfish. All rights reserved.
  12. 12. How do we approach Social Influence Marketing? Page 12 © 2008 Razorfish. All rights reserved.
  13. 13. Framing it in marketing Page 13 © 2008 Razorfish. All rights reserved.
  14. 14. Levi’s® 501 Design Challenge Page 14 © 2008 Razorfish. All rights reserved.
  15. 15. Barbie’s 50th Anniversary Page 15 © 2008 Razorfish. All rights reserved.
  16. 16. Barbie’s 50th Anniversary Page 16 © 2009 Razorfish. All rights reserved.
  17. 17. Travel Channel (http:/www.ihavethebug.com) Page 17 © 2008 Razorfish. All rights reserved.
  18. 18. Sheraton.com (http:/www.sheraton.com) Page 18 © 2008 Razorfish. All rights reserved.
  19. 19. SheratonWave.com (http://www.sheratonwave.com) Page 19 © 2008 Razorfish. All rights reserved.
  20. 20. Intel Digital Drag Race Page 20 © 2008 Razorfish. All rights reserved.
  21. 21. Ford Auto Show Page 21 © 2008 Razorfish. All rights reserved.
  22. 22. Ford Go! Page 22 © 2008 Razorfish. All rights reserved.
  23. 23. Ford Community Page 23 © 2008 Razorfish. All rights reserved.
  24. 24. Carnival Cruise Lines Carnival Connections (http://www.carnivalconnections.com) Page 24 © 2008 Razorfish. All rights reserved.
  25. 25. Crystal Light uPumpItUp (http://www.upumpitup.com) Page 25 © 2008 Razorfish. All rights reserved.
  26. 26. Encyclopedia of Life (http://www.eol.org) Page 26 © 2008 Razorfish. All rights reserved.
  27. 27. Garnier Fructis “The Harry Situation” (http://www.theharrysituation.com) Page 27 © 2008 Razorfish. All rights reserved.
  28. 28. Hollister MySpace page (http://www.myspace.com/hollister) Page 28 © 2008 Razorfish. All rights reserved.
  29. 29. Pangea Day (http://www.pangeaday.org) Page 29 © 2008 Razorfish. All rights reserved.
  30. 30. Victoria’s Secret PINK Facebook Page Page 30 © 2008 Razorfish. All rights reserved.
  31. 31. Victoria’s Secret PINK: World’s Largest P j W ld’ L t Pajama P t Party Page 31 © 2008 Razorfish. All rights reserved.
  32. 32. CNN.com integrating social Page 32 © 2008 Razorfish. All rights reserved.
  33. 33. 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 i d Top Social Brands f Page 33 © 2008 Razorfish. All rights reserved.
  34. 34. 1. We help our clients embrace the social world p 2. We get our hands dirty with social Page 34 © 2008 Razorfish. All rights reserved.
  35. 35. Thought leadership Page 35 © 2008 Razorfish. All rights reserved.
  36. 36. The currency of ideas Page 36 © 2008 Razorfish. All rights reserved.
  37. 37. New research that tracks the value of social influence Page 37 © 2008 Razorfish. All rights reserved.
  38. 38. Our Living Lab tests consumer behavior Page 38 © 2008 Razorfish. All rights reserved.
  39. 39. Employee collaboration and outreach Page 39 © 2008 Razorfish. All rights reserved.
  40. 40. We use our own wiki for internal collaboration . . . Page 40 © 2008 Razorfish. All rights reserved.
  41. 41. We blog inside Razorfish . . . Page 41 © 2008 Razorfish. All rights reserved.
  42. 42. And outside Razorfish individually… Page 42 © 2008 Razorfish. All rights reserved.
  43. 43. …and corporately Page 43 © 2008 Razorfish. All rights reserved.
  44. 44. Check out our new Scatter/Gather blog Page 44 © 2008 Razorfish. All rights reserved.
  45. 45. Of course we Twitter… Page 45 © 2008 Razorfish. All rights reserved.
  46. 46. And we live the Facebook life Page 46 © 2008 Razorfish. All rights reserved.
  47. 47. Andrea Harrison leads a very active Facebook life Page 47 © 2008 Razorfish. All rights reserved.
  48. 48. We also have an active conversation with the digerati Page 48 © 2008 Razorfish. All rights reserved.
  49. 49. We’ve embraced social at events like SxSW Page 49 © 2008 Razorfish. All rights reserved.
  50. 50. And we share our credentials on YouTube Page 50 © 2008 Razorfish. All rights reserved.
  51. 51. Even our holiday cards have gone social Page 51 © 2008 Razorfish. All rights reserved.
  52. 52. Thought Leadership Case Study 2009 Digital Outlook Report Page 52 © 2008 Razorfish. All rights reserved.
  53. 53. Publication on a Flash site Page 53 © 2008 Razorfish. All rights reserved.
  54. 54. Publication on social sites like Scribd Page 54 © 2008 Razorfish. All rights reserved.
  55. 55. Flickr page to make the report blogger friendly Page 55 © 2008 Razorfish. All rights reserved.
  56. 56. Employee blogging Page 56 © 2008 Razorfish. All rights reserved.
  57. 57. Twittering Page 57 © 2008 Razorfish. All rights reserved.
  58. 58. Outreach to the digerati Page 58 © 2008 Razorfish. All rights reserved.
  59. 59. Outreach to analysts and media Page 59 © 2008 Razorfish. All rights reserved.
  60. 60. Razorfish corporate website Page 60 © 2008 Razorfish. All rights reserved.
  61. 61. Good old-fashioned hard copy Page 61 © 2008 Razorfish. All rights reserved.
  62. 62. 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.

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