ClientSummit2010_SocialBodyWorkshop

Train Your Way to a Better Social Body
Client Summit 2010

Social Media Personal Training
Increase your base conditioning before progressing to increase your social media skills.

Agenda
Warm Up & Stretch
Social Fitness Evaluation
Cardio Training
Weight Training
Resistance Training
Advanced Exercises
Cool Down & Stretch

Warm Up & Stretch
Page 4© 2010 Razorfish. All rights reserved.

Evolve your marketing

What does this mean for marketers?
Social Influence Marketing is more than WOM
Your social strategy begins with your digital strategy
Your owned platform can be just as social as Facebook
Every traditional marketing objective can be made social
Measurement must be actionable

Social Fitness Evaluation

How social are you?
Platforms and Publishing – How do you manage your content?
Engagement – Does your content create social value?
Integration – Is social a call to action across your marketing programs?
Utility – How useful are your social programs?
Social Voice – Do you speak in a brand voice or a social voice?

© 2010 Razorfish. All rights reserved.
Cardio TrainingConversation MonitoringPlatform Approach

What is it?
Social Monitoring
Listening Platforms
Buzz Measurement
Conversation Monitoring helps you gauge what is being said about your brand online.

Conversation Monitoring benefits
Monitoring the success of your media campaigns
Reputation management
Voice of the customer insights
Creative and messaging insights
Product development
Influencer identification and outreach
Competitive research

What is measured?
Media Types
All publicly available social network pages
Twitter
Blogs/Comments
Forums / Message Boards
Flickr & Photo images
YouTube and video images
Mainstream News
KPIs
Volume
Share of Voice
Sentiment – Manual & Automated
SIM Score
Top Influencers
Top Keywords
Top Sources

Two types of Conversation Monitoring
Market Research
Similar to quantitative/qualitative research programs
Specific beginning and end date
Large quantities of data are analyzed
Manual analysis of randomized data
Detailed report is generated for selected topic/s
Persistent Monitoring
Benchmark and ongoing KPI tracking
Daily manual analysis of filtered data
Workflow assigned for actionable conversations
Weekly reporting generated for quick-view

Vendors & Tools
Market Research
Converseon
TNS Cymfony
PeopleBrowsr
Crimson Hexagon
Nielsen
Persistent Monitoring
Radian6
Scoutlabs
Nielsen Buzz Metrics
Visible Technologies
NetBase
Look for tools that offer Semantic Analysis

Platform approach
Limited functionality
Competition for voice
Social utility
High visibility
Competition for voice
Search
Broad reach
Big commitment
Real-time impact
High engagement
Low visibility
Cool cred liability
Music credentials
Niche audiences
Flexibility
Owned position
Low visibility
Maintenance
brand.com

Platform evaluation
Best overall placement of message, interaction, experience.
Considerations: functionality, flexibility, find-ability.
Support for primary placement.
Considerations: complementary experience, functionality.
Deliver always-on messaging for consumer.
Considerations: visibility, deliver on consumer expectation.

Weight TrainingFacebookSocial Plug-InsTwitterYouTube

Facebook
How do we leverage Facebook?
Remember it isn’t an owned platform
Access to consumers social graph
Create paid and earned opportunities
Manage your Fan Page as a combination of WOM and CRM

Social plug-ins
Over 350,000 sites have adopted social plugins
2.8 billion social impressions per day
Over 100 million Likes since Like button launched at f8.

The like button

Twitter
How do we leverage Twitter?
Another platform we don’t own
Create direct response opportunities
Manage your account as a combination of WOM and CRM
Complement to customer service and care efforts when properly managed

YouTube
How do we leverage YouTube?
Yet another platform we don’t own
Optimize for search with keyword tags
Integrate video player with your owned platform for maximum views
Don’t forget to manage the WOM component of your account

Resistance TrainingGetting to a Social Organization

The real world
Perceived lack of subject matter expertise
It can’t be measured
Unsure where it lives in the organization
Unsure how to integrate it with other marketing efforts

People not platforms
Behaviorally focused planning
Content strategy & creation
Insight driven user experience design
Deep technology expertise
Interactive media planning
Real time data analysis

Advanced ExercisesMeasurementCRMSocial Experience

Integrated KPIs
Develop socially focused KPIs, integrating Paid, Earned and Owned platforms as data sources.
Engagement
Awareness
Performance
Fan Growth
Conversation

Value of a fan
Competing vendor sponsored studies (Vitrue & Syncapse) have tried to put forward fan valuations.
In both cases data was not sourced from brands.
True Fan/Follower value can only be understood when a brand merges their customer data with a sound measurement approach.
The wild card in all of these efforts is identifying the value of an earned impression.
Page 28 © 2009 Razorfish. All rights reserved.

Influence marketing

Measurement
Social Influence Marketing Score = S + R
SIM is the sum of the sentiment (S) and reach (R) of a brand or product, expressed as a score ranging from 1 – 100.
Weighting is assigned for positive mentions and extensive reach.
Brands can then be compared across industries and categories.

Social CRM
Rethink CRM to identify ways your social platforms can help you build relationships with customers.

Social User Experience
UX and Social must merge to create experiences that mirror our consumesr social behavior.
The result is a design that includes social content, social interactions and social functionality.

Cool Down & Stretch

Thank You!Andrea Harrison@190eastandrea.harrison@razorfish.com

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ClientSummit2010_SocialBodyWorkshop

by Razorfish on Oct 22, 2010

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ClientSummit2010_SocialBodyWorkshop — Presentation Transcript