Social Media Convergence - The ARF/Adweek 2009

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Social media is a critical part of progressive marketing thinking. The consumer, with the rise of social media, has been able to drive the conversation with or without input from the brands. This change in who controls the dialogue has transformational impact:

1. Social media creates a brand/consumer conversation that will transform organizations.
2. Social media blends brand communications, PR, customer care, research and insights as all happen simultaneously via the conversation.
3. Most marketers are still struggling to find a coherent social media strategy.
4. Social media produces naturally occurring conversation and behavior that offers incredibly rich insights, but companies are still learning how to mine this continual stream.

The ARF launched its new Social Media Council with a panel of industry experts explaining how social media creates convergence among the advertising, marketing, public relations, customer care and consumer insights spheres.

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  • Understand Participant pain points and how we can solve for them
  • … it’s a conversation And the health conversation going on out there right now is big It’s more influential than marketing or mass media And right now pharma is largely peripheral to it This conversation will go on regardless And a choice not to engage is a choice for irrelevance
  • Interesting that I am talking about listening today…listening to our consumers to “listen to the future” because studies suggest… Let me repeat… … that’s assuming they hear it in the first place.
  • If you remember just one thing as you leave here today, remember this:
  • First I would like to briefly review a couple advancements in market research. Mirroring the technology advancements we enjoy in our daily lives, market research technology has experienced game-changing advancements in the past 20 years.
  • Now as qualitative methods are leveraging the Internet, qualitative research is providing many of the same benefits. In person qualitative research such as a focus group of 6-8 people to online qualitative working with hundreds of people. Qualitative has become more scalable, convenient (team and consumers), and in many cases more cost efficient. One additional benefit of online qualitative is the consumers can share information in a variety of ways over time compared to the potentially short window of time typically offered by qualitative research.
  • Definition: a restricted-access online social space created for the sole purpose of interacting with recruited consumers for a pre-determined period of time. Recruit consumers from a variety of sources depending on needs. Based on demographics, psychographics, beahavioral, regional (location), etc.Typically paid a nominal amount and rewarded with random prizes. Engage consumers using a variety of activities to keep the community fresh and to meet various learning styles: Care Competence, Choice. Immerse: Cross functional brand teams are immersing in their target consumers, target occasion, getting feedback on stim, etc. They are hearing the language their consumers use..powerful. Internalize. Iterate: Team immersion and online nature of method allows the team to learn, tweak or build an idea/concept in almost real time. Build, refine and optimize all aspects of the product- from concept to product form and flavor to packaging structure and design.
  • Consumers as team members
  • Online Communities allow consumers to virtually “join the team.” Depending on the level of transparency and authenticity, Which create Invested Consumers- Invested consumers become….advisors to all the cross functional members of our teams. R&D, Packaging R&D, consumer insights, and marketing.
  • Consumers feel invested and connected with each other and team. When it ends they are sad, miss working together but they are also proud of what they have built, created and they were “selected” – that they had access to and the privilege of working with a large company. They feel special! Naturally, this PRIDE is what prompts the consumers to want to continue the relationship with their community peers and the company by sharing their experience (their story) and their new creation/product with their friends and family…even strangers via WOM either in person or online via traditional email and blogs or newer platforms such as FB, Twitter, and other interest based social networking communities. Consumers’ stories and experiences don’t stay locked in the private community. Just like any experience, if you make consumers feel a part of your team and they enjoy their experience, they will want to share their story with other people. These stories are powerful…how many times do we need to hear the stat about consumers not trusting brands but they trust their friends’/families’ opinions. These communities are allowing us to build trust with consumers via their personal community experiences and the trust expands when they share their stories with their friends and families.
  • If you remember just one thing as you leave here today, remember this:
  • Social Media Convergence - The ARF/Adweek 2009

    1. 1. The ARF presents: The Launch of the Social Media Council September 2009 Teleconference Number: (800) 213.3618 Attendee Passcode: 822 328 44
    2. 2. Welcome & ARF Updates Joel Rubinson Chief Research Officer The ARF
    3. 3. Thank You to Our Sponsors
    4. 4. <ul><li>Don’t turn off your cell phones! </li></ul><ul><li>Follow The_ARF Ad Week events on </li></ul><ul><li>Twitter at #arfadweek </li></ul>
    5. 5. 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!
    6. 6. Upcoming ARF Events TO FIND OUT MORE AND REGISTER – WWW.THEARF.ORG Online Research Quality Council A Special Meeting SEPTEMBER 29, 2009 Time Warner Building, NYC ARF Member Day OCTOBER 22 ARF Headquarters, NYC DECEMBER 4, 2009 Time Warner Building, NYC 360 Measurement Day Workshop
    7. 7. Social Media has transformed the marketing belief structure <ul><li>Bring the brand into the conversation. But there are new ground rules: </li></ul><ul><ul><li>Authenticity </li></ul></ul><ul><ul><li>Access </li></ul></ul><ul><ul><li>Content </li></ul></ul><ul><ul><li>Sharing control </li></ul></ul><ul><ul><li>People can become activist in an instant if they don’t get these things </li></ul></ul>
    8. 8. Social Media will transform organizations <ul><li>When you enter the stream and become part of the conversation you get 4 brand-building opportunities simultaneously </li></ul><ul><li>Social media does not live neatly in any one pre-existing silo </li></ul>
    9. 9. The industry needs leadership <ul><li>67% of marketers admit they do not know as much about social media as they should </li></ul>Source: McCann Erickson UK
    10. 10. Introductions & Agenda Overview Lynne d Johnson SVP, Social Media The ARF
    11. 11. Social Media: Why You Should Care
    12. 12. The Conversation is Happening Without You <ul><li>Blogs have become mainstream daily reading </li></ul><ul><ul><li>Source: Technorati: State of the Blogosphere 2008 </li></ul></ul>
    13. 13. The Conversation is Happening Without You <ul><li>“ 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” </li></ul><ul><li>Source: “Adults and Social Network Websites,” Pew Internet and American Life Project, Jan. 14, 2009 </li></ul>
    14. 14. The Conversation is Happening Without You <ul><li>Are You Actively Listening? </li></ul>
    15. 15. Social Media Fail Or Success <ul><ul><li>Source: Fast Company August 28, 2009 </li></ul></ul>
    16. 16. Social Media Fail Or Success
    17. 17. Social Media Fail or Success
    18. 18. Social Marketing Evolution & Activation Christopher Andrew VP/Group Director, Social Media
    19. 19. Evolution
    20. 20. Conversations are evolving from platforms to ecosystems of conversation behaviors are evolving, pervasive on-demand connections are forming General Content & Experiences Niche Content & Experiences Socially Distributed Ecosystems
    21. 21. Broadcasting Enabling Engaging Less Interactive More Interactive Brand Centric Community Centric Brand are experimenting and migrating Messaging Sharing Conversations Enabling Advertising Targeted Advertising Broadcast Tweeting Broadcast Blogging Branded Social Content Seeding Socially Engaging Advertising Broadcast Widget/Application Comment Enabled Blogging Hosted Community Participatory Blogging Twitter Conversation Community Participation Sponsor Integrated Blogging Eg. Celebrity Blog Share This Functionality User Generated Content Influencer Relationship Building Participatory Social Experience/Application
    22. 22. Listen The Conversation Nurture Inspire Listen to conversations across the social space about your brand and your competition Discover the main interests, needs, desires and concerns of our participants and prospects Build long-term loyalty programs with advocates. Based on what we hear, determine which ideas, utilities or platforms can we create that maintain positive conversations and good will How do we get our advocates talk about us? How to build relationships through content, services and conversation Digitas has developed a framework for social marketing activation
    23. 23. Proactive Reactive Client-driven Delivering content, access, educational information. Listening to conversations to gain valuable insights. (Consumer-driven) Responding and resolving customer service questions/issues. Provide content requested by following When activating the social strategy, there are two primary ways to communicate Listen Join the Conversation Nurture Inspire
    24. 24. 75% of Consumers Don’t Trust Traditional Marketing… But 90% Trust Other Consumers
    25. 25. 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 Rooms Active Listening Offline Social Research Digital Social Focus Groups
    26. 26. Why Listen? Media Direct Peers Press CRM Personal Beliefs and Experiences Community Media Direct Social Marketing PR CRM Product/Packaging Call Center/Support Inform and Facilitate Impact Strategic Positioning Conversation
    27. 27. Use Cases for Listen – Inspire - Nurture <ul><li>Product Ideation </li></ul><ul><li>Product Launch </li></ul><ul><li>Campaign </li></ul><ul><li>General Ideation/Product Improvement </li></ul><ul><li>Brand Health Scores </li></ul><ul><li>Competitive Benchmarks </li></ul><ul><li>Crisis Management </li></ul><ul><li>Gauge Market Reaction to Change </li></ul>
    28. 28. Listening Results in a New Target: Samsung B. <ul><li>Case Study: Samsung SSD (Hard Drive) </li></ul><ul><li>Project Goal: “Listen” to online conversations. Gain insights into SSD and Samsung perceptions </li></ul><ul><li>Approach: Engaged in social intel audit </li></ul><ul><li>Insight: Identified new market segment (gamers) for SSD product </li></ul>
    29. 29. Starburst: Inspiring Conversations with Content <ul><li>Project Goal: Increase purchase intent and relevancy with connected, jaded consumers. </li></ul><ul><ul><li>Insight: Technology is an extension of them, used for personal expression, enjoyment and social connectedness. This is the age of “TMI” </li></ul></ul><ul><li>Approach: Developed highly engaging social brand content series around concept of “sharing something juicy” </li></ul><ul><li>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 </li></ul>
    30. 30. Building Community Via Influencers B. <ul><li>Case Study: American Express OPEN Forum </li></ul><ul><li>Project Goal: Drive high value engagements with card members and prospects </li></ul><ul><li>Approach: Social hub features leading content, perspectives and personalities. Distributed/syndicated core equity drives fresh engagement. </li></ul><ul><li>Outcome: OPEN Forum, the leading small business hub on the internet </li></ul>
    31. 31. Building C Suite Community B. <ul><li>Case Study: IBM InfoBoom! </li></ul><ul><li>Project Goal: Bring IBM leadership and expertise to the underserved mid-market audience </li></ul><ul><li>Insight: CIOs do not have the time to socialize about the weather. They greatly value insightful POVs from thought leaders. </li></ul><ul><li>Approach: While leading editorial content drives conversation, organic social activation brings authenticity to the branded conversation. </li></ul><ul><li>Outcome: IBM InfoBoom! Community. </li></ul>
    32. 32. Customer Support via Social Media Verizon Community Forums Mark Studness Director E-Commerce Verizon
    33. 33. Agenda <ul><li>Background & Objectives </li></ul><ul><li>Support Forums </li></ul><ul><li>Super Users </li></ul><ul><li>Moderation </li></ul><ul><li>Forums Content Syndication </li></ul>
    34. 34. Background <ul><li>Verizon Comprised of 3 Business Units </li></ul><ul><ul><li>Verizon Telecommunications - Wireline Consumer & Small Business </li></ul></ul><ul><ul><li>Verizon Wireless – Consumer & Business </li></ul></ul><ul><ul><li>Verizon Business – Enterprise </li></ul></ul><ul><li>Verizon Telecommunications - Wireline </li></ul><ul><ul><li>Network investment ($23B) to replace copper network with fiber-optics (FiOS services) </li></ul></ul><ul><ul><li>FIOS TV launched in 2005 and attains 2.5 million subscribers (Q209). </li></ul></ul>
    35. 35. Objectives <ul><li>Deliver outstanding digital support to Verizon customers. </li></ul><ul><ul><li>Extend the breadth of online support content </li></ul></ul><ul><ul><li>Increase support relevancy </li></ul></ul><ul><ul><li>Reduce publication timelines </li></ul></ul><ul><ul><li>Deepen customer relationships </li></ul></ul><ul><li>Increase efficiency of Verizon support </li></ul>
    36. 36. Customer Support Forums <ul><li>Online Community </li></ul><ul><li>Peer to Peer Support </li></ul><ul><li>Moderated but not censored </li></ul><ul><li>Super User Friendly </li></ul>verizon.com/forums
    37. 37. How Forums Help Customers <ul><li>Super Users </li></ul><ul><li>A customer who spends any where from 20 to 60 hours per week on forums, answering customers questions. </li></ul><ul><li>One Answer Helps Many Customers </li></ul><ul><li>Indirect support provides one answer to support many customers. Direct support is one to one thus slower and more costly. </li></ul><ul><li>Extend Support Breadth </li></ul><ul><li>Customer can ask questions relating to how to use 3 rd party products such has routers, webcams, games, plasma TVs, surround sound systems…etc with their Verizon Voice, Internet, TV and Wireless services. </li></ul><ul><li>Deepen Customer Relationships </li></ul><ul><li>Customer comments and suggestions are reviewed and acted upon providing 2 way dialog between Verizon and customers. </li></ul>1 Answer 1 Answer 1 Question 1 Question 1 Question 1 Question 1 Question 1 Question 1 Question 1 Question 1 Question 1 Question 1 Customer Direct Support Indirect Support 1 Customer 1 Customer 1 Customer 1 Customer 1 Customer 1 Customer 1 Customer 1 Customer 1 Customer 1 Customer 1 Customer 1 Customer 1 Customer 1 Customer 1 Customer
    38. 38. Meet Some Super Users <ul><li>Justin </li></ul><ul><ul><li>Retired IBM technical support expert </li></ul></ul><ul><ul><li>Enjoys solving problems </li></ul></ul><ul><ul><li>Calls Keller, TX home </li></ul></ul><ul><li>TimSkyes </li></ul><ul><ul><li>Young IT professional </li></ul></ul><ul><ul><li>Online Gamer </li></ul></ul><ul><ul><li>Collects screen used TV and movie props </li></ul></ul><ul><li>Keyboards </li></ul><ul><ul><li>Electronics engineer in hardware design </li></ul></ul><ul><ul><li>Musician </li></ul></ul><ul><ul><li>Has a strong interest in photography </li></ul></ul>
    39. 39. <ul><li>Quick Facts </li></ul><ul><li>Full-time moderation </li></ul><ul><li>Ensures a safe environment </li></ul><ul><li>Top Moderation Activities </li></ul><ul><li>Read all posts for adherence to guidelines </li></ul><ul><li>Archive/move posts when needed </li></ul><ul><li>Escalate customer service issues </li></ul><ul><li>Congratulate users when they move up ranks </li></ul>Moderation Policies and Procedures
    40. 40. Forum Content Syndication <ul><li>Content available from: </li></ul><ul><ul><li>Support Pages </li></ul></ul><ul><ul><li>Search Results </li></ul></ul><ul><ul><li>Contact Us </li></ul></ul>
    41. 41. Thank You
    42. 42. Sam Ford Director of Customer Insights Peppercom Moving from “Viral” to Spreadable Media: Following the Audience’s Lead
    43. 44. Myths about Digital Media <ul><li>Stickiness is all that matters. </li></ul><ul><li>Viral is the answer. </li></ul><ul><li>The “Broadcast Mentality” still works. </li></ul>
    44. 45. Creating Value through Spreadable Media <ul><li>Value is created through: </li></ul><ul><li>Content being relevant when/where audiences want it </li></ul><ul><li>Content which audiences can ‘recontextualize’ </li></ul><ul><li>Making texts accessible to surplus audiences outside a ‘target demographic’ </li></ul><ul><li>The movement of content </li></ul><ul><li>‘ Plentitude’ </li></ul><ul><li>Acknowledging consumers’ ultimate role in defining your brand </li></ul>
    45. 46. Why Do People Spread Content? <ul><li>People Spread Content to: </li></ul><ul><li>Define themselves </li></ul><ul><li>Increase their notoriety </li></ul><ul><li>Strengthen social ties </li></ul><ul><li>Build community </li></ul><ul><li>Provoke/challenge others </li></ul>
    46. 47. Peppercom’s Approach <ul><li>Listen </li></ul><ul><li>Converse </li></ul><ul><li>Build Platforms </li></ul><ul><li>Maintain a Presence </li></ul>
    47. 48. Listening to the Future Co-Creation via Online Consumer Communities Heather D. Maxwell, PhD Consumer Insights General Mills
    48. 49. Introduction <ul><li>The average adult “undivided attention span” is 15 to 30 seconds. </li></ul><ul><li>Most people will forget 95% of what you say within minutes of hearing your message. </li></ul>
    49. 50. If you remember just one thing… <ul><li>Online Consumer Communities: </li></ul><ul><ul><li>MEET THE NEEDS of consumers, brand teams, & agencies with BUSY LIVES . </li></ul></ul><ul><ul><li>Allow you to co-create with consumers BETTER , FASTER , and CHEAPER . </li></ul></ul><ul><ul><li>Create PROUD, BUZZ AGENTS </li></ul></ul>
    50. 51. The 15 Minute Journey History Method Importance Future
    51. 52. History
    52. 53. Quantitative Research Evolved <ul><li>Paper/pencil surveys to online surveys </li></ul>History Method Importance Future
    53. 54. Qualitative Research Evolving ? History Method Importance Future
    54. 55. Qualitative Research Evolving CONSUMERS AROUND WORLD the History Method Importance Future
    55. 56. Method
    56. 57. Private Online Communities <ul><li>Definition </li></ul><ul><li>Process </li></ul><ul><li>Recruit </li></ul><ul><li>Engage/Immerse </li></ul><ul><li>Iterate </li></ul><ul><li>Engage/Immerse </li></ul><ul><li>Iterate </li></ul>History Method Importance Future
    57. 58. Importance
    58. 59. Why Online Communities Matter <ul><li>FASTER: Speed to Market </li></ul><ul><li>BETTER: Iterative Building </li></ul><ul><li>CHEAPER: Cost Efficient </li></ul>History Method Importance Future
    59. 60. Why Online Communities Matter <ul><li>Invested Consumers </li></ul>Teammates Marketing Product Development Package Development Advertising Consumer Insights Public Relations History Method Importance Future
    60. 61. Future
    61. 62. From Research Participants to Buzz <ul><li>Consumers aid all members of our cross functional teams </li></ul><ul><li>Consumers sad and proud when community closes </li></ul><ul><li>Pride prompts buzz thus convergence </li></ul>History Method Importance Future
    62. 63. Wrap Up
    63. 64. If you remember just one thing… <ul><li>Online Consumer Communities: </li></ul><ul><ul><li>MEET THE NEEDS of consumers, brand teams, & agencies with BUSY LIVES . </li></ul></ul><ul><ul><li>Allow you to co-create with consumers BETTER , FASTER , and CHEAPER . </li></ul></ul><ul><ul><li>Create PROUD, BUZZ AGENTS </li></ul></ul>
    64. 65. Thank you.
    65. 66. How Social Media Creates Convergence Among the Advertising, Marketing, PR and Consumer Insights Spheres Lynne d Johnson SVP, Social Media The ARF Christopher Andrew 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
    66. 67. Next Steps & Adjournment Joel Rubinson Chief Research Officer Lynne d Johnson SVP, Social Media

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