Sxsw Presentation 1

Slide 1: Going Social Now Shiv Singh Avenue A | Razorfish

Slide 2: The Plan ‣ Introductions ‣ Social Influence Marketing ‣ Change Behind the Scenes ‣ Community Participation ‣ Some Examples ‣ Future Directions 2 © 2008 Avenue A | Razorfish. All rights reserved. Confidential and proprietary.

Slide 9: What really matters ‣ Compliance: an individual agrees with a point of view and acts in a certain way in order to achieve a favorable reaction among his or her peers. ‣ Identification: a person acts in a certain way in front of a group because she believes in what she says, and belong to a group is important to her ‣ Internalization: a person’s views are truly altered beyond the relationship with the group 9 © 2008 Avenue A | Razorfish. All rights reserved. Confidential and proprietary.

Slide 10: A New Marketing Dimension Social Brand Direct Influence Marketing Response Marketing Social Media is a means to an end – Social Influence Marketing 10

Slide 11: Social Influence Marketing 11

Slide 15: You can’t drag users to a corporate site anymore Tap into the immersive and social power of the web to create great experiences with consumers wherever they live in the digital world 15 © 2008 Avenue A | Razorfish. All rights reserved. Confidential and proprietary. Page 7

Slide 16: You can’t leave the conversation to marketing 1.0 Corporate Strategy & Research & Marketing & Human Operations Communicati Planning Development Sales Resources ons Customers 2.0 Corporate Strategy & Research & Marketing & Human Operations Communicati Planning Development Sales Resources ons Customers 16 ©2008 Avenue A | Razorfish. All rights reserved. Confidential and proprietary.

Slide 17: You can’t build a fake blog just to have it done 120,000 blogs created everyday 12 million active blogs online 100 million plus blogs published Will yours matter? 17 ©2008 Avenue A | Razorfish. All rights reserved. Confidential and proprietary.

Slide 18: You need to let consumer shape the experiences Digital Communications Platform Incorporating all existing communications tool Channels built on same technology platform Distributor Media Channel Supplier Channe Channel l Third Party Employee Retiree Satellite Applications Channel Channe Content can l be pulled into satellite apps Your Environment Content pulled into different channels Content Company Owned Satellite Sites Employees Intranets, Extranets, Research Portals etc. 18

Slide 19: Other Recommendations 1. Become your consumer 2. Aggregate information for your consumer 3. Articulate product benefits better 4. Amplify the favorite business stories 5. Participate where your consumers are 6. Don’t do it all at once 19 © 2008 Avenue A | Razorfish. All rights reserved. Confidential and proprietary.

Slide 21: What is a Social Network? A social network is “a set of people (or organizations or other social entities) connected by a set of social relationships, such as friendship, co-working or information exchange.” (Garton et al., 1997) 21

Slide 22: Why does it matter? Humans suffer from information overload. Know-who information rather than know-what, know-how or know-why information has become most crucial. It involves knowing who has the needed information and being able to reach that person (Johnson et al. 2000). 22

Slide 23: The Strength of Weak Ties ‣ Weak ties more powerful than strong ties ‣ Information diffused through weak ties ‣ Strong ties are insular and closed ‣ Strong ties - weak ties - absent ties ‣ Absent ties are completely useless Marc Granovetter is recognized for his research into the strength of weak ties 23

Slide 24: Centrality • Degree point: C and K have the most nodes connected to them. • Control: D serves as the bridge between the most nodes and controls the flow of information. • Independence: K is most closely connected to the other nodes by multiple nodes (I and Q). 24

Slide 25: Singletons, Giant Components & Middle Regions Kumar, Novak and Tomkins (2006). Research compared Flickr and Yahoo 360. 5 million users 25

Slide 26: What happens over time on the networks A connection is made between one of the isolated networks from the middle region connects to the giant component. 26

Slide 27: Until finally… The formerly isolated network becomes part of the giant component. This happens again and again. 27

Slide 28: Other Key Concepts ‣ People join networks if they already have friends on them ‣ Behavior patterns on one network are influenced by others ‣ Growth happens in the giant component and is influenced by stars ‣ Network size has a complex influence on members 28

Slide 29: Sharing Implications ‣ People will collaborate online, if they trust each other offline ‣ Networks are driven by common property or event based relationships. A person’s location in a social network influences their sharing ability. The greater your centrality, the more likely that you are to share. 29

Slide 30: Social Media Implications ‣ People “put in a position” to disseminate information that belongs to someone else in their social network. That’s where trust breaks down ‣ Information needs to travel just two ties away before control is lost. Sometimes you want that, often you don’t. If so, build the walls ‣ The stages of a collaboration endeavor determine the type of collaboration support required. User based evaluations are important ‣ For sustained interest in a social network, shared attributes are not sufficient. A “trace” like a group photograph, representing the interaction is often the validation that most people seek. 30

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Slide 39: Future Directions: 2008 Trends Social Influence Marketing becomes the third marketing dimension 39

Slide 40: Future Directions: 2008 Trends Advertising on your consumer’s terms. Yes, Beacon is onto something 40

Slide 41: Future Directions: 2008 Trends The traditional marketing funnel transforms. Attract, Convert, Service and Extend don’t look the same 41

Slide 42: Future Directions: 2008 Trends Social Networks matter nearly as much as websites. 50 million Facebook users won’t go away tomorrow 42

Slide 43: Future Directions: 2008 Trends Engagement metrics come to the forefront. We find new ways to measure what’s going on 43

Slide 44: Future Directions: 2008 Trends The Internet blends in with everything else (and about time too) 44

Slide 45: Future Directions: 2008 Trends We all realize that niche social networks matter as much as the big players. Long tail matters 45

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