South by Southwest Social Presentation

Going Social Now Shiv Singh Avenue A | Razorfish

The Plan

Introductions

Social Influence Marketing

Change Behind the Scenes

Community Participation

Some Examples

Future Directions

That’s not how we shop today

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

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

Social Influence Marketing

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

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

©2008 Avenue A | Razorfish. All rights reserved. Confidential and proprietary. 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?

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

Other Recommendations

Become your consumer

Aggregate information for your consumer

Articulate product benefits better

Amplify the favorite business stories

Participate where your consumers are

Don’t do it all at once

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)

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).

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

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).

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

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.

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

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

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.

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.

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

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

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

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

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

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

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