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ClientSummit2010_SocialBodyWorkshop

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Andrea Harrison discusses six ways to align yourself with the wants and needs of the social consumer at the Razorfish Client Summit. This workshop will help you make Social Influence Marketing an …

Andrea Harrison discusses six ways to align yourself with the wants and needs of the social consumer at the Razorfish Client Summit. This workshop will help you make Social Influence Marketing an everyday reality at your company.

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  • Bob kicks us off
  • “Likes” will update profiles as well as newsfeeds
  • For logged-in Facebook users, the button is personalized to highlight friends who have also liked the page

    Levi’s is building a Friend Store in which consumers who are logged into Facebook can see a list of their friends’ favorite Levi’s products and seamlessly shop with their friends
  • When we move from Persona-centered design to experiences that reflect our consumer’s Social Graph, we are creating Social User Experience.
    When this happens, UX and Social merge to create experiences that mirror our consumer social behavior.
    The result is a design that includes social content, social interactions and social functionality.
  • Transcript

    • 1. October 13, 2010 © 2010 Razorfish. All rights reserved. Train Your Way to a Better Social Body Client Summit 2010
    • 2. Social Media Personal Training Increase your base conditioning before progressing to increase your social media skills.
    • 3. Agenda 1. Warm Up & Stretch 2. Social Fitness Evaluation 3. Cardio Training 4. Weight Training 5. Resistance Training 6. Advanced Exercises 7. Cool Down & Stretch
    • 4. Warm Up & Stretch Page 4 © 2010 Razorfish. All rights reserved.
    • 5. Evolve your marketing Page 5 © 2009 Razorfish. All rights reserved.
    • 6. What does this mean for marketers? 1. Social Influence Marketing is more than WOM 2. Your social strategy begins with your digital strategy 3. Your owned platform can be just as social as Facebook 4. Every traditional marketing objective can be made social 5. Measurement must be actionable Page 6 © 2008 Razorfish. All rights reserved.
    • 7. Social Fitness Evaluation Page 7 © 2010 Razorfish. All rights reserved.
    • 8. 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? Page 8 © 2010 Razorfish. All rights reserved.
    • 9. Page 9 © 2010 Razorfish. All rights reserved. Cardio Training Conversation Monitoring Platform Approach
    • 10. What is it? • Social Monitoring • Listening Platforms • Buzz Measurement Conversation Monitoring helps you gauge what is being said about your brand online.
    • 11. 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 Page 11 © 2008 Razorfish. All rights reserved.
    • 12. 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
    • 13. 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
    • 14. 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
    • 15. Platform approach • Social utility • High visibility • Limited functionality • Competition for voice • Search • Broad reach • Limited functionality • Competition for voice • Real-time impact • High engagement • Limited functionality • Big commitment • Music credentials • Niche audiences • Low visibility • Cool cred liability • Flexibility • Owned position • Low visibility • Maintenancebrand.co m
    • 16. 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.
    • 17. Page 17 © 2010 Razorfish. All rights reserved. Weight Training Facebook Social Plug-Ins Twitter YouTube
    • 18. 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 Page 18 © 2009 Razorfish. All rights reserved.
    • 19. 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.
    • 20. The like button
    • 21. 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 Page 21 © 2009 Razorfish. All rights reserved.
    • 22. 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 Page 22 © 2009 Razorfish. All rights reserved.
    • 23. Page 23 © 2010 Razorfish. All rights reserved. Resistance Training Getting to a Social Organization
    • 24. The real world Page 24 © 2008 Razorfish. All rights reserved. • 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
    • 25. People not platforms Page 25 © 2008 Razorfish. All rights reserved. 1. Behaviorally focused planning 2. Content strategy & creation 3. Insight driven user experience design 4. Deep technology expertise 5. Interactive media planning 6. Real time data analysis
    • 26. Page 26 © 2010 Razorfish. All rights reserved. Advanced Exercises Measurement CRM Social Experience
    • 27. Integrated KPIs Page 27 © 2009 Razorfish. All rights reserved. KPIs Earned Paid Owned • Engagement • Awareness • Performance • Fan Growth • Conversation Develop socially focused KPIs, integrating Paid, Earned and Owned platforms as data sources.
    • 28. 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.
    • 29. Influence marketing Page 29 © 2010 Razorfish. All rights reserved.
    • 30. Measurement Page 30 © 2009 Razorfish. All rights reserved. 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.
    • 31. Social CRM Rethink CRM to identify ways your social platforms can help you build relationships with customers. Page 31 © 2009 Razorfish. All rights reserved.
    • 32. 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. Page 32 © 2010 Razorfish. All rights reserved.
    • 33. Page 33 © 2010 Razorfish. All rights reserved. Cool Down & Stretch
    • 34. Thank You! Andrea Harrison @190east andrea.harrison@razorfish.com Page 34 © 2010 Razorfish. All rights reserved.

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