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Building Your Brand Audience

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Social Media is free marketing research—people are talking about brands without companies having to pay them to find out what they like or dislike. How can the power of social media be harnessed to …

Social Media is free marketing research—people are talking about brands without companies having to pay them to find out what they like or dislike. How can the power of social media be harnessed to better serve the brand? Brands that truly get social media understand how to tap into the influence of communities and evangelists to build deeper, more passionate, relationships between consumers and their products. Social media is a strategy that fits into the overall marketing plan and touches every aspect of it. Learn how building brand audiences and creating brand experiences can transform both advertising and marketing.

Growing Your Graph Taddy Hall – Chief Operating Officer, Meteor Solutions

The Connected Consumer Andrea Harrison – Strategy Director, Razorfish

“No, I Don’t Want to be Facebook Friends with my Butter” Nathaniel Perez – Sapient

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  • 1. Social Media Council Building Your Brand Audience SCHEDULE PRESENTATIONS Welcome & ARF Updates 2:30 – 2:35PM Lynne d Johnson – SVP, Social Media, The ARF Introductions & Overview of Agenda Jim Oliver – VP of Global Measurement Science for Emerging Media, Nielsen Online 2:35 – 2:45PM Richard Pasewark – General Manager, TNS Cymfony Nathaniel Perez – Director-Marketing Strategy and Analysis, Sapient Ned Winsborough – CI Manager-Consumer Networks, General Mills* 2:45 – 3:15PM Growing Your Graph Taddy Hall – Chief Operating Officer, Meteor Solutions 3:15 – 3:35PM The Connected Consumer Andrea Harrison – Strategy Director, Razorfish 3:35 – 3:55PM “No, I Don’t Want to be Facebook Friends with my Butter” Nathaniel Perez – Sapient 3:55 – 4:15PM Discussion and Q&A Next Steps and Wrap Up Jim Oliver – VP of Global Measurement Science for Emerging Media, Nielsen Online 4:15 – 4:30PM Richard Pasewark – General Manager, TNS Cymfony Nathaniel Perez – Director-Marketing Strategy and Analysis, Sapient Ned Winsborough – CI Manager-Consumer Networks, General Mills* 1
  • 2. Upcoming ARF Events Putting Listening to Work 2010 ARF Industry Leader Forum THURSDAY JANUARY 28, 2010 Bently Reserve, San Francisco Join us at our upcoming San Francisco event to learn how to use listening, evaluate listening applications, develop a listening strategy, integrate it into your existing research program, create an action plan and apply its learnings. Get answers to your questions on listening and develop an action plan that specifically addresses your business needs during this interactive day. Speakers include: » Jeremiah Owyang, digital media strategy superstar and blogger and Partner, Customer Strategy, Altimeter Group » Steve Patrizi, Vice President, Advertising Sales and Operations, LinkedIn » Doug Frisbie, National Social Media and Product Integration Manager, Toyota » Johanna Skilling, EVP, Director of Strategic Planning, Saatchi and Saatchi Wellness TO FIND OUT MORE AND REGISTER www.TheARF.org/assets/ilf
  • 3. Upcoming ARF Events Re:think 2010: The ARF Annual Convention + Expo MARCH 22-24, 2010 Marriott Marquis, New York City www.TheARF.org/assets/rethink-10 The ARF 2010 David Ogilvy Awards MARCH 23, 2010 Marriott Marquis, New York City Enter today! Submission deadline Ext January 11, 2010. www.TheARF.org/assets/ogilvy-10 The ARF 2010 Great Mind Awards MARCH 24, 2010 Marriott Marquis, New York City Nominate a colleague for a Great Mind Award today. www.TheARF.org/assets/great-mind-10
  • 4. Welcome & ARF Overview Lynne d Johnson SVP, Social Media The ARF 4
  • 5. Discover valuable Knowledge Solutions Online and Off PowerSearch Morning Coffee A single search allows you to access Morning Coffee brings the nearly 60,000 documents, including: web’s best news feeds, • ARF website research, blogs and videos • ARF conference papers, workshop on advertising, marketing, papers, white papers, case studies, media, consumers and Ogilvy awards culture to our members. • Journal of Advertising Research • WARC database abstracts • Research and summaries of new and historical studies from 50 other sources: ARF member research companies, industry associations, and trusted non-member companies 5
  • 6. Social Media Council Social media is becoming a critical part of progressive marketing thinking. With the rise of social media, the consumer has been able to drive the conversation with or without input from the brands. The Council will: • Help companies understand how they can be the chief storytellers for their own brands within the midst of all of the noise and conversations. • Create appropriate metrics that can gauge the impact of marketing efforts in social media. • Develop a plan for research/insights to bring the voice of the human into the boardroom by “listening” to what is said in social media as part of a cohesive research program. • Have the ARF leverage social media with its membership and the marketing/media community to develop and demonstrate successful social media marketing principles. 6
  • 7. Social Media Council Co-Chairs Jim Oliver VP of Global Measurement Science for Emerging Media, Nielsen Richard Pasewark General Manager, TNS Cymfony Nathaniel Perez Head of Community Intelligence, Sapient Interactive Ned Winsborough CI Manager, Consumer Networks, General Mills 7
  • 8. Social Media Council Building Your Brand Audience SCHEDULE PRESENTATIONS Welcome & ARF Updates 2:30 – 2:35PM Lynne d Johnson – SVP, Social Media, The ARF Introductions & Overview of Agenda Jim Oliver – VP of Global Measurement Science for Emerging Media, Nielsen Online 2:35 – 2:45PM Richard Pasewark – General Manager, TNS Cymfony* Nathaniel Perez – Director-Marketing Strategy and Analysis, Sapient Ned Winsborough – CI Manager-Consumer Networks, General Mills 2:45 – 3:15PM Growing Your Graph Taddy Hall – Chief Operating Officer, Meteor Solutions 3:15 – 3:35PM The Connected Consumer Andrea Harrison – Strategy Director, Razorfish 3:35 – 3:55PM “No, I Don’t Want to be Facebook Friends with my Butter” Nathaniel Perez – Sapient 3:55 – 4:15PM Discussion and Q&A Next Steps and Wrap Up Jim Oliver – VP of Global Measurement Science for Emerging Media, Nielsen Online 4:15 – 4:30PM Richard Pasewark – General Manager, TNS Cymfony* Nathaniel Perez – Director-Marketing Strategy and Analysis, Sapient Ned Winsborough – CI Manager-Consumer Networks, General Mills 8
  • 9. 12/14/2009 www.meteorsolutions.com 9
  • 10. Online Marketing Is Changing… Buy Ads Build Site and Create Content Tracking and Tracking and Optimization Optimization CONFIDENTIAL 12/14/2009 10 www.meteorsolutions.com
  • 11. Today It Has to Be Earned Paid Media (Ads) Owned Media Earned Media
  • 12. A Big Opportunity + = Lots of Traffic Valuable Visitors ROI • 15-20% of Unique • 1.5x – 4x Conversion • Low Acquisition Costs Visitors from Lift • Engaged and Loyal “Earned” Links • Loyal Fans Customers (source: Meteor Solutions) (source: Meteor Solutions, Razorfish) 12/14/2009 www.meteorsolutions.com 12
  • 13. How to Monetize the Social Graph 4 Steps to Success: 1. Research – Listen and Map the DNA of Link Sharing and Influence 2. Connect with Fans and Advocates – Distribute Content and Energize the Base 3. Activate and Monetize – Increase Sharing, Engagement, and Action 4. Optimize – Improve Paid and Unpaid Activities CONFIDENTIAL 12/14/2009 13 www.meteorsolutions.com
  • 14. Lots of Help Figuring this Out 12/14/2009 www.meteorsolutions.com 14
  • 15. Step 1: Research 12/14/2009 www.meteorsolutions.com 15
  • 16. Revealing the Graph: The DNA of Social Media James Follows James Friends and Friends Visit Some buy link to Palm.com Shares Link Family Landing Page and some and sees video to video Follow Link to See Video & pass it on… Offer Buy! Javascript on Assign unique Associate James Track client assigns IDs to each with each visitor conversions and unique ID to friend that and identify downstream James and the clicks. sources of each word of mouth URL he shares (eg. Facebook)
  • 17. Sharing PLUS Listening Listening and Sentiment Third Party Listening Platform •Identify conversations and communities that drive most direct and indirect traffic and actions. •Track influencers and the earned media they generate. CONFIDENTIAL 12/14/2009 17 www.meteorsolutions.com
  • 18. Step 2: Connect with Fans and Advocates Serious Fan Advocates Passionate about your brand, Committed to the cause, eager to share with others. eager to make a difference. CONFIDENTIAL 12/14/2009 18 www.meteorsolutions.com
  • 19. Create, Distribute…. and Energize CONFIDENTIAL 12/14/2009 19 www.meteorsolutions.com
  • 20. Syndicate and Publicize Relevant Content (even when it isn’t yours!) On Twitter – Post Links to Quality Fan Content – Follow Quality Followers – Re-Tweet Relevant Messages On Facebook – Friend Your Biggest Fans – Post Relevant Content and Links On Bookmarking Sites – Link to Quality Fan Content Through Delicious, Digg, etc. CONFIDENTIAL 12/14/2009 20 www.meteorsolutions.com
  • 21. How to Engage Your Fans and Advocates •Recognition • Public Acknowledgement, Counters, Stars, Achievements •Rewards • Access, Special Content, Status •Sharing • Facebook Connect • Twitter API • Email • Sharing Widgets •Fun • Increasing Influence = More Recognition and “Richer” Rewards CONFIDENTIAL 12/14/2009 21 www.meteorsolutions.com
  • 22. The Multiplier Effect 100s 10,000s 1,000,000s CONFIDENTIAL 12/14/2009 22 www.meteorsolutions.com
  • 23. Step 3: Activate and Monetize Stimulate sharing to increase traffic: 20%-50% from sharing Reward System Content Sharing Maps Leaderboards Integration Unlock BUILDING BLOCKS OF SOCIAL PROMOTION 12/14/2009 www.meteorsolutions.com 23
  • 24. Proprietary and Confidential. Patents 12/14/2009 Pending.
  • 25. Resident Evil 5: Case Study On the Resident Evil 5 site,  we’ve built‐in a promotional  application that incentivizes visitors to pass‐along content.
  • 26. Share video with friends… and community earns right to watch the next video Proprietary and Confidential. Patents 12/14/2009 Pending.
  • 27. Step 4: Optimize • Target influential sites/communities with immediate “call to action” • Increase paid media and seeding efforts on highest ROI placements 12/14/2009 www.meteorsolutions.com 27
  • 28. Increase Advertising ROI on High Yield Sites
  • 29. Take-Aways It’s not Magic…but it is different Social Media scales…and delivers Getting Started: Get to know your Social Graph: Track and Listen Engage and Activate Learn and Optimize CONFIDENTIAL 12/14/2009 29 www.meteorsolutions.com
  • 30. Thank You! Questions? Give a Shout! Taddy Hall, COO Taddy@meteorsolutions.com c 917.612.6250 Sales: (866) 677-0604 12/14/2009 www.meteorsolutions.com 30
  • 31. Social Media Council Building Your Brand Audience SCHEDULE PRESENTATIONS Welcome & ARF Updates 2:30 – 2:35PM Lynne d Johnson – SVP, Social Media, The ARF Introductions & Overview of Agenda Jim Oliver – VP of Global Measurement Science for Emerging Media, Nielsen Online 2:35 – 2:45PM Richard Pasewark – General Manager, TNS Cymfony* Nathaniel Perez – Director-Marketing Strategy and Analysis, Sapient Ned Winsborough – CI Manager-Consumer Networks, General Mills 2:45 – 3:15PM Growing Your Graph Taddy Hall – Chief Operating Officer, Meteor Solutions 3:15 – 3:35PM The Connected Consumer Andrea Harrison – Strategy Director, Razorfish 3:35 – 3:55PM “No, I Don’t Want to be Facebook Friends with my Butter” Nathaniel Perez – Sapient 3:55 – 4:15PM Discussion and Q&A Next Steps and Wrap Up Jim Oliver – VP of Global Measurement Science for Emerging Media, Nielsen Online 4:15 – 4:30PM Richard Pasewark – General Manager, TNS Cymfony* Nathaniel Perez – Director-Marketing Strategy and Analysis, Sapient Ned Winsborough – CI Manager-Consumer Networks, General Mills 31
  • 32. FEED: The 2009 Razorfish Digital Brand Experience Report Garrick Schmitt, Group Vice President, Experience Planning Email: garrick.schmitt@razorfish.com Twitter: @gschmitt
  • 33. Conventional Wisdom Says Advertising Is Failing... 2 
  • 34. nies lie in ads 76% of pe ople think compa ey did last year 77% trust comp anies less than th companies will d o what is right 8% o f people believe the programs 3 ads as much as 15% of people enjoy the Page 3  © 2009 Razorfish. All rights reserved.  2008 Vizu Answers, 2009 Yankelovich, 2009 Edelman Trust Barometer, 2009 Edelman Trust Barometer, TGI, HT Spike Jones, Brains On Fire. 
  • 35. Worse? 83% Of Mad Men’s Time-Shifted Audience Fast Forwards Through The Commercials TIVO, September 25th, 2009 
  • 36. But It’s Not That Advertising Is Failing…It’s That Experiences Matter More Than Ever Before. 5 
  • 37. HELLO 6 
  • 38. How Do Consumers Engage With Brands In An Increasingly Digital World?
  • 39. THE DETAILS 8 
  • 40. Meet The “Connected Consumer” WHAT IS YOUR AGE? In August 2009 Razorfish surveyed 1,000 U.S. “connected consumers”*: •  Broadband access •  Spent $150 online in the past six months (travel, Netflix, tickets, Amazon, etc.) WHICH OF THE FOLLOWING BEST DESCRIBES YOUR COMBINED HOUSEHOLD •  Visited a community site INCOME? (MySpace, YouTube, Facebook, Yelp, etc.) •  Consumed or created some form of digital media such as photos, videos, music or news * This equates roughly to the U.S. broadband population which is about 200m based on the Pew Internet and American Life Project. 9 
  • 41. READ THIS
  • 42. Yes, You Can Build A Brand Online. You Have No Choice HAS AN EXPERIENCE YOU HAVE HAD ONLINE EVER CHANGED YOUR OPINION Marketers have never thought of (EITHER POSITIVELY OR NEGATIVELY) ABOUT A BRAND OR THE PRODUCTS AND SERVICES IT OFFERS? digital as a wonderful place to build a brand, but they should: •  65% of consumers have had a digital experience change their opinion about a brand •  97% of them report that HAS THAT EXPERIENCE INFLUENCED WHETHER OR NOT YOU PURCHASED A experience influencing whether or PRODUCT OR SERVICE FROM THE BRAND? not they purchased a product or service from that brand 11 
  • 43. Actions Speak Louder Than Advertising PLEASE RATE THE FREQUENCY OF WHICH YOU DO THE FOLLOWING: Branded experience are the new advertising. And consumers are increasingly hungry for them, sometimes ravenously so: •  97% have searched for a brand online •  77% have watched a commercial on YouTube •  69% have read a corporate blog •  65% have played a branded, browser-based game. •  73% have posted a product or brand review on a site like Amazon, Facebook or Twitter 12 
  • 44. Brand Culture Or Fan Culture? HAVE YOU EVER “FRIENDED” A BRAND ON FACEBOOK OR MYSPACE? Conventional wisdom holds that consumers don’t want brands encroaching on their social lives – but that’s just not true: •  76% of consumers welcomed brand advertising on social networks (FEED, 2008) HAVE YOU EVER FOLLOWED A BRAND ON TWITTER? •  40% of consumers “friended” a brand on Facebook and/or MySpace •  26% of consumers have “followed” a brand on Twitter 13 
  • 45. The Outlet Malls Of Tomorrow? Facebook, MySpace & Twitter Marketers shouldn’t assume that consumers are as passionate about their brands as they are: Consumers don’t want a conversation with brands – they want deals. WHAT IS THE PRIMARY REASON YOU FOLLOW A BRAND ON TWITTER? •  44% of consumers who follow a brand on Twitter do so for deals •  37% of consumers who “friended” a brand on Facebook and/or MySpace do so for deals 14 
  • 46. Bottom Line: Digital Brand Experiences Create Customers Digital is not simply an “awareness” or CRM play, it’s a customer-creation play. The overwhelming majority of consumers who engage with a brand online move from passive “receivers” to advocates almost instantly : WHEN YOU HAVE PARTICIPATED IN A BRAND-SPONSORED CONTEST OR •  97% report increased brand SWEEPSTAKES, DOES IT GENERALLY DO THE FOLLOWING: awareness •  98% show increased consideration •  97% will more likely purchase a product •  96% may recommend the brand to their friends 15 
  • 47. DIGITAL PRIMACY 16 
  • 48. Consumers Turning First, Foremost To Digital PLEASE RATE THE FREQUENCY OF WHICH YOU DO THE FOLLOWING: According to Forrester consumers now spend nearly as much time online as they do watching TV*. We found that their technical fluency is far greater than most believe: •  57% of consumers actively customize their homepages •  84% share links or bookmarks •  55% subscribe to RSS feeds •  33% get their news from Facebook •  20% get their news from Twitter *Forrester 2009 North American Technographics Survey 17 
  • 49. Mobile Internet Service Use Skyrocketing Mobile Internet services are being consumed broadly. Majority of consumers own a smartphone and use it actively. WHAT TYPE OF SMARTPHONE DO YOU HAVE? •  57% access the Internet from their phone •  50% have downloaded an app for their phone •  30% have interacted with an ad banner on their phone 18 
  • 50. Connected Consumers Are The New Mainstream THE TECHNOLOGY ADOPTION CURVE 19 
  • 51. BRAND CULTURE 20 
  • 52. Are Consumers Really In Control? PLEASE RATE THE FREQUENCY OF WHICH YOU DO THE FOLLOWING: Conventional wisdom says that every generation of consumer grows smarter, shrewder and more immune to marketing. But that’s not true – consumers are actively choosing to engage with brands, everywhere. •  40% have “friended” a brand on Facebook and/or MySpace •  26% have “followed” a brand on Twitter •  77% have watch an advert on YouTube •  69% have read a corporate blog post •  73% have posted a review of a brand on a site like Amazon or Yelp •  52% have blogged about brand’s product or service 21 
  • 53. Facebook And Twitter Creating Fan Culture For Brands WHEN YOU “FRIEND” A BRAND ON FACEBOOK OR MYSPACE, DOES IT After deals, the main reason GENERALLY DO THE FOLLOWING? consumers “friend” a brand? Because they *really* are a fan (or a customer, at least). Social media platforms are proving to be customer service platforms. •  33% friend a brand on Facebook/ MySpace because they are a WHEN YOU FOLLOW A BRAND ON TWITTER, DOES IT GENERALLY DO THE customer FOLLOWING? •  24% follow a brand on Twitter because they are a current customer •  23% follow a brand on Twitter for “interesting or engaging” content, which shows promise for a new type of relationship 22 
  • 54. Fans And The Future Of The Marketing Funnel HAVE YOU EVER PARTICIPATED IN A BRAND-SPONSORED CONTEST OR Brand culture and fan culture are SWEEPSTAKES? dramatically reshaping the traditional funnel as consumers leap from experience to advocacy (or the inverse) almost instantly. •  70% have participated in a brand- WHEN YOU HAVE PARTICIPATED IN A BRAND-SPONSORED CONTEST OR sponsored contest SWEEPSTAKES, DOES IT GENERALLY DO THE FOLLOWING? •  24% have produced content to participate in a contest •  26% have attended a brand sponsored event, such as Nike’s Human Race •  24% have downloaded a branded application for their mobile phone 23 
  • 55. Experiences Not Only Build Brands, They Make Or Break Them Amazon, Google, Facebook, Apple and Nike are all experiential brands that know consumer preference isn’t formed in reaction to a message, but to a series of experiences over time. There’s good reason. Of consumers who interact: •  97% report increased brand awareness •  98% show increased consideration •  97% will more likely purchase a product •  96% may recommend the brand to their friends 24 
  • 56. THE BOTTOM LINE 25 
  • 57. Getting To The Bottom Of Brand Engagement Everyone is chasing after a metric to define brand engagement. Millward Brown says “digital consumers” have 15% stronger relationships with brands. The Altimeter Group attempts to correlate social media activity to financial performance, citing Dell, Starbucks and eBay as leaders. We at Razorfish took a different tack: we simply wanted to know if there was any direct correlation between a consumer’s digital interaction with a brand and their likelihood to purchase a specific product or service. 26 
  • 58. Digital Experience Create Customers HAS AN EXPERIENCE YOU HAVE HAD ONLINE EVER CHANGED YOUR OPINION (EITHER POSITIVELY OR NEGATIVELY) ABOUT A BRAND OR THE PRODUCTS The answer was a resounding “yes”. AND SERVICES IT OFFERS Experiences have a much greater influence over brand affinity and consumer purchasing than even we anticipated: HAS THAT EXPERIENCE INFLUENCED WHETHER OR NOT YOU PURCHASED A •  65% of consumers have had a PRODUCT OR SERVICE FROM THE BRAND? digital experience change their opinion about a brand. •  97% of those report that experience influencing whether or not they purchased a product or HAVE YOU EVER MADE YOUR FIRST PURCHASE FROM A BRAND BECAUSE OF A DIGITAL EXPERIENCE (E.G., A WEB SITE, MICROSITE, MOBILE COUPON, service from that brand. EMAIL)? •  64% of consumer report making a first purchase from a brand because of digital experience (e.g. website, banner, etc.) 27 
  • 59. Five Brands That Are Excelling In An Experience- Driven World…
  • 60. 1. UNIQLO: Japanese Retailer Surprises And Delights Audiences With Every Interaction 29 
  • 61. 2. Red Bull: Pioneered Experiential Marketing With Subversive Events And Sponsorships 30 
  • 62. 3. Barbie: Reinvented An American Icon For The Pop Sugar Set And Broke Sales Records 31 
  • 63. 4. Nike: Human Race. Chalkbot. Nike Is Setting A New Standard For Experiential Marketing 32 
  • 64. 4. Virgin America: Brand Built By Breakthrough Experiences – And The Marketing Of Them 33 
  • 65. 5. Microsoft’s Bing: Accomplishing The Impossible By Putting Experience First And In Every Ad 34 34 
  • 66. Thank You Garrick Schmitt, Group Vice President, Experience Planning Email: garrick.schmitt@razorfish.com Twitter: @gschmitt
  • 67. Social Media Council Building Your Brand Audience SCHEDULE PRESENTATIONS Welcome & ARF Updates 2:30 – 2:35PM Lynne d Johnson – SVP, Social Media, The ARF Introductions & Overview of Agenda Jim Oliver – VP of Global Measurement Science for Emerging Media, Nielsen Online 2:35 – 2:45PM Richard Pasewark – General Manager, TNS Cymfony* Nathaniel Perez – Director-Marketing Strategy and Analysis, Sapient Ned Winsborough – CI Manager-Consumer Networks, General Mills 2:45 – 3:15PM Growing Your Graph Taddy Hall – Chief Operating Officer, Meteor Solutions 3:15 – 3:35PM The Connected Consumer Andrea Harrison – Strategy Director, Razorfish 3:35 – 3:55PM “No, I Don’t Want to be Facebook Friends with my Butter” Nathaniel Perez – Sapient 3:55 – 4:15PM Discussion and Q&A Next Steps and Wrap Up Jim Oliver – VP of Global Measurement Science for Emerging Media, Nielsen Online 4:15 – 4:30PM Richard Pasewark – General Manager, TNS Cymfony* Nathaniel Perez – Director-Marketing Strategy and Analysis, Sapient Ned Winsborough – CI Manager-Consumer Networks, General Mills 32
  • 68. “No, I don’t want to be friends with my butter!” Re-setting the agenda for Social Media
  • 69. Brand Friendships Changing Landscape Information Universe Building Better Social Experiences Case Study
  • 70. Meet the most easily performed Facebook action.
  • 71. Yet only 11% have “friended” a brand on Facebook.
  • 72. And 41% of 18-24 say they don’t want to see profiles from brands on social networking sites.
  • 73. Fan counts are misleading. 4 months 951 “likes” (0.02%) 318 comments (0.009%)
  • 74. Engagement is dramatically growing. 138,000+ comments (1.7%) 71MM monthly active users
  • 75. THINGS ARE CHANGING (US).
  • 76. The World According to Google (or Eric Schmidt anyway...) •Five years from now the internet will be dominated by Chinese language content. •Today’s teenagers model how the web will work infive years – jumping from app to app to app seamlessly. •Five years is a factor of about 6 according to Moore’s Law, meaning that devices will be capable of far more by that time than they are today. •Within five years there will be broadband well above 100MB in performance – and distribution distinctions between TV, radio and the web will go away.
  • 77. Media has fueled fundamental cultural shifts in what we find normal or acceptable about privacy.
  • 78. Complete decentralization of social networks.
  • 79. Real time information in search results on Google. Real time information in Google search results.
  • 80. Expect Google’s Social Google’s Social Search to change the way we Search to change the way we interact with search interact with search engines (and information). engines.
  • 81. Experiential conversation: fundamental shifts in the way we engage with each other.
  • 82. Media and consumer voice with few physical boundaries.
  • 83. Content organization and filtering is becoming big business.
  • 84. An information universe growing by the second. 724,311,510,618,248,992,017 Bytes of information created since 01.01.2009 – IDC OR 674,567,661,000+ GB OR 84B Full 8GB iPhones 23,952,000,000,000 Bytes of information created every second (roughly) IDC Digital Information Universe Study - 2009
  • 85. An old problem with brand new proportions. “ An immense and ever-increasing wealth of knowledge is scattered about the world today; knowledge that would probably suffice to solve all the mighty difficulties of our age, but it is dispersed and unorganized. We need a sort of mental clearing house for the mind: a depot where knowledge and ideas are received, sorted, summarized, digested, clarified and compared.” H. G. Wells, 1938, The Brain: Organization of the Modern World
  • 86. Breaking through the clutter. Three grounding principles “Media defines us while we define media.” “We’ve shifted from media to mediated relationships.” “Connections were the constraint, we now have connections without constraints.” “The machine is (Changing) Us: YouTube and the politics of Authenticity”- Michael Wesch, Assistant Professor of Cultural Anthropology, Kansas State University.
  • 87. Media defines us while we define media. Shape the outcome, don’t prescribe it. Leave predictable outcomes behind. Turn insights into motives Relinquish control Control Brand Consumer Engagement Brand/Consumer Online  Experience Creation Distribution Earned Media Research Anthropology Media Connection Community Voice Motives/Behavior
  • 88. We’ve shifted from media to mediated relationships. Connectivity carries communication Brands should connect, not broadcast Move beyond static listening metrics (influence, motives) Understand influence and motives “in action” Social Media an unbound source of behavioral insights Create virtual focus groups Build connectivity through behavioral contexts you can associate with Create “mediated” experiences Brand Consumers
  • 89. Connections were the constraint, we now have connections without constraints. Listen to your experiences Digital listening lets you understand how media has shaped you Perform discovery against your own conversation Behavior, influencers, motives, connectivity. Convergence of listening and analytics Cross-channel, cross-metrics analysis Source correlations (sales, CRM, web analytics, call-center, buzz) Advanced techniques (language, stochastic, etc.)
  • 90. Putting it all together. Queensland’s “Best Job in The World”
  • 91. Creation
  • 92. Connection Distribution
  • 93. Community
  • 94. Earned Media
  • 95. Earned Media
  • 96. Global Voice
  • 97. Why It Worked Bloggers in a hard economy, where a job could have a whole new meaning. Younger tech savvy, creative minded. Did not target travelers, but targeted advocates. Engagement motive: A reward that gets them to dream, creating an individual expression that promotes the brand. Experience motive: Self-expression, competition, prize, fame Influence “in action”: A travel story told by aspiring caretakers that spread the word to their circles. Shaping the outcome: one winner, public control, media shapes the brand Mediated experience: Queensland connected, without ever broadcasting. Leveraged the voice of the people and media. Listening: Clear opportunity to measure impact across metrics (from mere sentiment to visitors, tourism revenue, etc.)
  • 98. THANK YOU! ANY QUESTIONS? Nathaniel Perez Director – Community Intelligence Twitter: @mahumbaba LinkedIn: http://www.linkedin.com/in/nathanielperez Email:nperez@sapient.com
  • 99. Social Media Council Building Your Brand Audience SCHEDULE PRESENTATIONS Welcome & ARF Updates 2:30 – 2:35PM Lynne d Johnson – SVP, Social Media, The ARF Introductions & Overview of Agenda Jim Oliver – VP of Global Measurement Science for Emerging Media, Nielsen Online 2:35 – 2:45PM Richard Pasewark – General Manager, TNS Cymfony* Nathaniel Perez – Director-Marketing Strategy and Analysis, Sapient Ned Winsborough – CI Manager-Consumer Networks, General Mills 2:45 – 3:15PM Growing Your Graph Taddy Hall – Chief Operating Officer, Meteor Solutions 3:15 – 3:35PM The Connected Consumer Andrea Harrison – Strategy Director, Razorfish 3:35 – 3:55PM “No, I Don’t Want to be Facebook Friends with my Butter” Nathaniel Perez – Sapient 3:55 – 4:15PM Discussion and Q&A Next Steps and Wrap Up Jim Oliver – VP of Global Measurement Science for Emerging Media, Nielsen Online 4:15 – 4:30PM Richard Pasewark – General Manager, TNS Cymfony* Nathaniel Perez – Director-Marketing Strategy and Analysis, Sapient Ned Winsborough – CI Manager-Consumer Networks, General Mills 75
  • 100. Upcoming ARF Events Putting Listening to Work 2010 ARF Industry Leader Forum THURSDAY JANUARY 28, 2010 Bently Reserve, San Francisco Join us at our upcoming San Francisco event to learn how to use listening. Get answers to your questions on listening and develop an action plan that specifically addresses your business needs during this interactive day. Speakers include: » Jeremiah Owyang, Altimeter Group » Steve Patrizi, LinkedIn » Doug Frisbie, Toyota » Vishal Pandya, IBM » Johanna Skilling, Saatchi and Saatchi Wellness » Stephen Kim, Microsoft Advertising TO FIND OUT MORE AND REGISTER www.TheARF.org/assets/ilf 76
  • 101. Next Social Media Council TUESDAY FEBRUARY 2, 2010 ARF, New York TO FIND OUT MORE AND REGISTER www.TheARF.org/assets/social-media-council 77
  • 102. Upcoming Council Meetings and Announcements Ogilvy Awards Submissions Deadline Extended January 11th – ogilvyawards@thearf.org Ad Effectiveness / January 21st All council schedules are in EDT format and in our ARF offices in NY unless otherwise noted. To register please visit http://www.thearf.org/channels/councils or email councils@thearf.org