Welcome to the Social World

Shiv Singh, VP Social Media 2008 Publisher Summit Welcome to the Social World

But what does it mean for marketers?

Social Influence Marketing defined Social influence marketing is about employing social media and social influencers to achieve the marketing and business needs of an organization. It is about allowing for the peer influences to take place – the known and the anonymous influences © 2008 Avenue A | Razorfish. All rights reserved. PUBLISHERS SUMMIT 2008 | 5

Peer & Anonymous Influence

This is a very big deal “That is a new phenomenon and the most important thing to happen in the world of persuasion since the advent of the radio over 100 years ago. Facebook takes very strong interpersonal influence dynamics — the way people persuade each other face-to-face in small groups with peer pressure, reciprocity, flattery — and allows those to be used on a mass scale because your social networks are built in. Friends influence friends, who influence friends, and that keeps rippling out.” BJ Fogg, Fast Company © 2008 Avenue A | Razorfish. All rights reserved. PUBLISHERS SUMMIT 2008 | 7

Three in four US online adults now use social tools to connect with each other compared with just 56% in 2007. Forrester Research, October 2008 © 2008 Avenue A | Razorfish. All rights reserved. PUBLISHERS SUMMIT 2008 | 12

Brands are onboard 75 percent of Fortune 1000 companies with Web sites will have undertaken some kind of online social-networking initiative for marketing or customer relations purposes in the next year. Gartner, October 2008 © 2008 Avenue A | Razorfish. All rights reserved. PUBLISHERS SUMMIT 2008 | 14

SIM requires a new approach 1.  Focus on the value exchange 2.  Harness the social graph imaginatively 3.  Mix your community with your advertising 4.  Help marketers find the social influencers 5.  Design social products © 2008 Avenue A | Razorfish. All rights reserved. PUBLISHERS SUMMIT 2008 | 16

Make yourself a social product Design for Social Currency Design for Simplicity Design for Repeat Use Design for Malleability Design for Portability

About statistics like these By 2010 80% of all insurance policies will be bought based on info that does NOT come from the provider. 13% of consumers would use banking in Facebook itself if they could 25 %of those who find feedback forms and owner reviews helpful submit price quote requests to dealers, while only 16 %of overall researchers do the same How much do user-generated content sources impact your health or prescription treatment decisions? 8% say a strong impact, 39% say some

And new forms of advertising Leveraging paid media to build brand awareness or drive users to Display Media speciﬁc ac9va9ons in direct response campaigns Using paid media itself as the vehicle for the speciﬁc interac9on. Display Media plus Message distribu9on. Appver9sing on social networks through widgets, applica9ons, Appver9sing pages and ad networks. Give users the social u9li9es they’re looking for Brand & conversa9on monitoring, rela9onships in the blogosphere, UnPaid Media seeding and par9cipa9on in the global conversa9ons.

So how can you reach marketers 1.  Treating Social Influence Marketing differently 2.  Delivering the social graphs to the marketers 3.  Thinking in terms of the marketing funnel 4.  Introducing innovative but proven ad formats 5.  Focusing on the web and not only the website 6.  Exploring ambient intimacy as an option 7.  Delivering social experiences not just audiences

2008 Publisher Summit Thank you shiv.singh@razorfish.com http://goingsocialnow.com

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Welcome to the Social World

by Shiv Singh

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