Social Media Marketing:        TRENDS !        Like • Comment • ShareJULY 2011!@matt_heindl!Director of Social Media!1	  
Quick Background!   Like • Comment • ShareTop Themes in SocialMedia !   Like • Comment • ShareTime for Questions?!   Like ...
A few bits on Razorfish!3	  
A few bits on Razorfish!
WE’RE HIRING!!        !        Razorfish.com/careers!5	  
What is Social mediaanyway?!        -  Digital word of mouth!            -  Faster!            -  Easier!            -  Al...
Today, people will…!                                  Make 375,000             Upload 35,000!       edits!             hou...
We are on a journey!             Analog      Digital             World       World8	  
Devices are magnifying thistrend!9	  
10	  
11	  
Razorfish Amnesia Connect!12	     http://vimeo.com/amnesiarazorfish/amnesiaconnect
www.razorfish5.com:!         !         Five technologies that will         change your business!13	  
Social Media is marketing ina different way!14	  
Social Media is marketing ina different way: BUT HOW?!         -  FINDING ALREADY-EXISTING            MOVEMENTS AND BEHAVI...
This is disrupting the norm!16	  
THE NORM, DISRUPTED!17	  
But why shouldwe care?!!!
2008 Vizu Answers, 2009 Yankelovich, 2009 Edelman Trust Barometer, 2009 Edelman Trust Barometer, TGI, HT SpikeJones, Brain...
7 TRENDS!20	  
Social Gamingis becoming key toengaging consumers
Starbucks = Rewards +Challenges!22	  
Mercedes Benz Tweet Race!23	  
http://vimeo.com/22300987
Khan Academy!25	  
What are the implications ofthis?!•  People enjoy challenges (and   challenging one another). Brands   should experiment o...
Social Media isbecoming amandatory in causemarketing
Maxwell House – “Drops ofGood”!28	  
Oscar Mayer – “Good MoodMission”!29	  
BANKING… almost CLICHÉ!!30	  
BROADCAUSE: TAP INTONETWORK of “GIVERS” !31	  
What are the implications ofthis?!•  The technology of connecting people is   fueling cause marketing.!•  Social cause mar...
Brands can moreeasily develop anddistribute uniquecontent
Creating Content!34	  
Distributing Content!36	  
“Organized Crowdsourcing”!37	  
What are the implications ofthis?!!    •  You’ve gotten hidden assets to be       leveraged!    !    •  Your community can...
We can shareexperiences andcontent in newways
Color!40	  
Instagram: Virgin AmericaPromotion!41	  
The Lynx Stream!42	  
http://awardshowsubmission.com/AXE/stream/
What are the implications ofthis?!•  These new experiential platforms can   quickly fuel content creation!•  Event marketi...
The community isyour (personal)ultimate resource
Home Sharing!46	  
Clothes Sharing!47	  
Group Travel!48	  
Neighborhood Sharing!49	  
Everything Sharing!50	  
What are the implications ofthis?!!•  Social networking will disrupt   traditional models.!•  Seize and invest in the init...
The multi-taskingconsumer
Loads of people are multi-tasking!   Do NOT       % of mobile internet users who,access mobile        while watching TV…  ...
Tablets are magnifying thistrend!54	  
a computer built for the sofa!55	  
A few years ago: CNN.com +Facebook!56	  
Today: GetGlue.com!57	  
BlueFin Labs: tracking socialconversations about your ads!58	  
HULU + SPLASHCAST!59	  
CONAN!!60	  
TRUE BLOOD: Blu-RAY!                       6                       1	  
62	  
63	  
64	  
65	  
What are the implications ofthis?!•  Programming should be developed to   timeshift…!•  …and products will allow community...
The power ofinfluence
The Huffington Post!68	  
LEVI’s!69	  
KLOUT!70	  
What are the implications ofthis?!    •  You’ve got new marketing tactics to       leverage!    •  You can optimize your m...
Recap: 7 themes to consider!1.  Social Gaming is key to    engagement !2.  Cause Marketing is being    reinvented!3.  Deve...
Thanks!         Like • Comment • Share@matt_heindl!!Matt.heindl@razorfish.com!!slideshare.net/storstygg/!!73	  
Trends in Social Media - 2011
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Trends in Social Media - 2011

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The "flat"/abridged version of a presentation I gave at NYU in July 2011

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  • Thanks, Justin. And thanks for giving me this opportunity to share some thoughts around social media specifically, where we are today, and where we are headed. I’ll just say that it’s truly an exciting time to be working in this space. I know we’ll look back a few years from now and recognize the revolution that’s is going on today, not just in social media but affecting all parts of marketing overall.
  • Break this into three pieces. First, some context setting. The big picture about what is going on in social media and digital marketing overall. And that is THE NET from 1995… it’s what used to happen back then
  • BIG, BIG CLIENTS.SOCIALLY:RITZ MERCEDES BENZNIKE WOMEN GLOBALTHE VOICE OF KEITH STONE
  • We’re hiring…. Lots of social/digital minds needed!
  • We’re hiring…. Lots of social/digital minds needed!
  • So these numbers speak for themselves in terms of the ways that social media today has truly become infused into our culture. Over 7,000 tweets per second in the recent WomensWorld Cup final: USA versus JapanWhat’s really going on here? Even if you aren’t one of the many participants here, you have to ask yourself, why is all of this such a big deal?
  • We are on a journey. We like to say at Razorfishthat what can be digital will be digital. Certainly we see this in our everyday lives.From the way we receive television – digital cable… phones… entertainment… information…. Medical records…etc.
  • 86% of mobile internet users (folks who use these devices) say they surf while watching TV. Gives marketers opportunities to extend beyond their :30 TV commercials, for example and continue the conversation around their brands.
  • 86% of mobile internet users (folks who use these devices) say they surf while watching TV. Gives marketers opportunities to extend beyond their :30 TV commercials, for example and continue the conversation around their brands.
  • 86% of mobile internet users (folks who use these devices) say they surf while watching TV. Gives marketers opportunities to extend beyond their :30 TV commercials, for example and continue the conversation around their brands.
  • 86% of mobile internet users (folks who use these devices) say they surf while watching TV. Gives marketers opportunities to extend beyond their :30 TV commercials, for example and continue the conversation around their brands.
  • 86% of mobile internet users (folks who use these devices) say they surf while watching TV. Gives marketers opportunities to extend beyond their :30 TV commercials, for example and continue the conversation around their brands.
  • And this is why we are seeing all marketing activities embrace social media. Certainly this is the true of DeVry and you will continue to be on this journey to represent your brand in the social media space.These assets didn’t exist just a few years ago.
  • And this is why we are seeing all marketing activities embrace social media. Certainly this is the true of DeVry and you will continue to be on this journey to represent your brand in the social media space.These assets didn’t exist just a few years ago.
  • Social is even changing the way colleges screen applicants. The University of Iowa is offering a $37,000 scholarship to it's MBA program on Twitter. Applicants must tell the university, in 140 characters or less, why they should be chosen. The university wanted to do something different because they wanted to change their essay questions which were not producing good results such as unoriginal answers. So they decided to try social media and more specifically Twitter, which would force the candidates to give concise answers about what makes them an exceptional MBA candidate.
  • I’ll add one more reason about why we should care.
  • Simply put, because traditional advertising isn’t working as well anymore. Some fairly provocative statements here about what people believe and who they trust (or don’t trust).
  • All of this provides an opportunity to think about ways to reach and engage our prospects and customers.
  • Playing games is one of the first known “social” activities of humans. We’ve been playing for thousands of years, using games as a mechanism to learn and share, and at the heart of this has always been community
  • Starbucks has tested revamping it’s loyalty program to make it into a “game” for their customers. Instead of just awarding points to frequent customers, they are giving “stars” based on consumption – the more stars a customer earns, the closer they get to “winning” the game – which rewards them with free drinks.
  • The “Mercedes-Benz Tweet Race to the Big Game” was the world’s first Tweet-fueled race, with four two-person driving teams placed behind the wheels of specially equipped 2011 Mercedes-Benz vehicles — each embarking separately from Chicago, Tampa, Los Angeles, and New York and converging at Cowboys Stadium outside Dallas. Competing for a pair of all-new 2012 C-Class Coupes, teams had the help of Twitter-savvy celebrities who, in the role of team coach, rallied online support for their assigned teams and raised money for charity in the process. It was a ground-breaking social media campaign that generated considerable buzz while raising $120,000 for charities. The Twitter race increased MBUSA's Facebook page fans by nearly 300% and established a Twitter following of more than 70,000. Videos generated about the Tweet Race were viewed 2 million times, rising to a number-two-ranking according to Advertising Age's tracking of pre-Super Bowl viral videos.
  • Challenges can be very motivating in the education space and certainly games are a tried and true method of learning. The Khan Academy is a non-profit that is looking to create free online education resources while using game mechanics to motivate learning They use simple game mechanics such as course maps, achievement levels, badges, points and leader boards to track progress, encourage participation and ultimately create a unique and memorable experience.
  • Providing new ways for participants to get involved
  • Beginning in January, Maxwell House announced a partnership with Rebuilding Together and came to Razorfish seeking our expertise in leading the digital and social strategy, creating, developing and ultimately supporting their philanthropic efforts as well as producing all of the necessary assets to make the campaign successful.   The partnership became now known as the ‘Drops of Good’ campaign in which Maxwell House selected 10 community houses to receive grants for renovations of their facilities.  The campaign evolved into a social-cause marketing program in which each of the 10 houses would be up for consumer vote for 60 days.  After the voting rounds wrapped up, the top 5 community houses would receive $50K in renovations while the latter 5 would receive $5K.   This actually ended in May and the winners are currently showcased on the .com site we designed (promotions.com did the build based on Kraft’s preference).  (www.maxwellhouse.com)                                                                                                Consumers also have the opportunity to nominate their own favorite local charities for “Do Gooder” grants on Facebook.   Each week until late September, MH will be choosing 5 charities to reward $1K grants too.  This nomination piece lives on a tab here: https://www.facebook.com/maxwellhouse?sk=app_119816654761344 The results were fantastic with over 2 million consumer votes.  The Facebook page grew to 160,000 fans in less than 3 months (this is also attributed to a paid media spend).   The YouTube videos each received over ~20,000 views.  And the website received over 2,200 comments (via Facebook comment plugin).
  • Doritos crowd-sourced the creation of their TV ads through a social contest. This contest resulted in 5,600 video submissions, 10 finalists and 6 winning ads. This not only gave them a new source of TV content, but also created a means to connect with their biggest fans.
  • The Art Institute has created an iTunes page featuring video webisodes and podcasts around the culinary arts including how-to videos, alumni & faculty interviews etc. LSBF's London campus has three studios campus continuously recording and constantly update study material for students to stay abreast of business events, while a team of advisors is available online via discussion forums and even live chat.
  • The Art Institute has created an iTunes page featuring video webisodes and podcasts around the culinary arts including how-to videos, alumni & faculty interviews etc. LSBF's London campus has three studios campus continuously recording and constantly update study material for students to stay abreast of business events, while a team of advisors is available online via discussion forums and even live chat.
  • Smart phone photos/cameras are killing point and shootSocial tools/wireless integration was key
  • To celebrate the launch, Virgin America is launching a special competition. The most-liked Instagram photos taken at various Virgin America-related venues (like airport terminals) will win 1,000 bonus Elevate points (their frequent flyer program). They’ll be giving this reward away on a weekly basis. For context, regular Instagrams at Virgin America spots will earn 25 points.
  • In the UK, we are helping to promote Lynx, which is a Unilever product called Axe here in the U.S. It was really about reaching a generation of guys and girls who live on their smartphones. That’s why we concepted and created the Lynx stream. Over 47,000 downloads
  • Need a place to stay. Forget about the hotel. . .
  • Need to get rid of your child’s clothes or toys they’ve outgrown. Use ThredUP
  • Need to plan group travel? Charter your own jet.
  • OhSoWe was founded on the idea that neighbors should organize, share and save together.
  • Need someone to pick up your dry cleaning? How about mow your yard? Now you can hire out these task – and name your price – using TaskRabbit
  • Getglue:see what your friends are watching
  • More and more we are seeing a person’s social graph incorporated into online experiences. A social graph is just one of those buzzwords, which really means someone’s friends and followers. For example, let’s look at all of the ways that social media is affecting a news site.
  • More and more we are seeing a person’s social graph incorporated into online experiences. A social graph is just one of those buzzwords, which really means someone’s friends and followers. For example, let’s look at all of the ways that social media is affecting a news site.
  • And this goes beyond news and information. Online stores today incorporate what your friends like and don’t like. Levi’s saw a 40x increase in referrals from FB after adding Like button5
  • Trends in Social Media - 2011

    1. Social Media Marketing: TRENDS ! Like • Comment • ShareJULY 2011!@matt_heindl!Director of Social Media!1  
    2. Quick Background! Like • Comment • ShareTop Themes in SocialMedia ! Like • Comment • ShareTime for Questions?! Like • Comment • Share
    3. A few bits on Razorfish!3  
    4. A few bits on Razorfish!
    5. WE’RE HIRING!! ! Razorfish.com/careers!5  
    6. What is Social mediaanyway?! -  Digital word of mouth! -  Faster! -  Easier! -  Allows self-publishing! -  Of the people (mostly)! ! -  Scales with portability! ! - Frickin’ awesome!6  
    7. Today, people will…! Make 375,000 Upload 35,000! edits! hours of video to Wikipedia! to YouTube! Upload! 100 million photos to! Facebook! Create! 20,000! new blogs! using! Wordpress! Tweet 65 million times!7  
    8. We are on a journey! Analog Digital World World8  
    9. Devices are magnifying thistrend!9  
    10. 10  
    11. 11  
    12. Razorfish Amnesia Connect!12   http://vimeo.com/amnesiarazorfish/amnesiaconnect
    13. www.razorfish5.com:! ! Five technologies that will change your business!13  
    14. Social Media is marketing ina different way!14  
    15. Social Media is marketing ina different way: BUT HOW?! -  FINDING ALREADY-EXISTING MOVEMENTS AND BEHAVIORS! -  OR CREATING THE FRAMEWORK FOR YOUR OWN!! -  QUACKING LIKE A DUCK! ! -  WITHOUT PISSING ANYONE OFF!15  
    16. This is disrupting the norm!16  
    17. THE NORM, DISRUPTED!17  
    18. But why shouldwe care?!!!
    19. 2008 Vizu Answers, 2009 Yankelovich, 2009 Edelman Trust Barometer, 2009 Edelman Trust Barometer, TGI, HT SpikeJones, Brains On Fire. 19  
    20. 7 TRENDS!20  
    21. Social Gamingis becoming key toengaging consumers
    22. Starbucks = Rewards +Challenges!22  
    23. Mercedes Benz Tweet Race!23  
    24. http://vimeo.com/22300987
    25. Khan Academy!25  
    26. What are the implications ofthis?!•  People enjoy challenges (and challenging one another). Brands should experiment on how to infuse gaming into their social campaigns.!•  Loyalty programs will change to incorporate a gaming approach.!•  Casual Games = HUGE. That popularity is transferring to the real world.!!26  
    27. Social Media isbecoming amandatory in causemarketing
    28. Maxwell House – “Drops ofGood”!28  
    29. Oscar Mayer – “Good MoodMission”!29  
    30. BANKING… almost CLICHÉ!!30  
    31. BROADCAUSE: TAP INTONETWORK of “GIVERS” !31  
    32. What are the implications ofthis?!•  The technology of connecting people is fueling cause marketing.!•  Social cause marketing provides an opportunity for marketers to go beyond talking about the “product” or “service”.!•  The causes that companies support will be more visible to the public community.!32  
    33. Brands can moreeasily develop anddistribute uniquecontent
    34. Creating Content!34  
    35. Distributing Content!36  
    36. “Organized Crowdsourcing”!37  
    37. What are the implications ofthis?!! •  You’ve gotten hidden assets to be leveraged! ! •  Your community can help you navigate this world! •  Content creation CAN be less Expensive!38  
    38. We can shareexperiences andcontent in newways
    39. Color!40  
    40. Instagram: Virgin AmericaPromotion!41  
    41. The Lynx Stream!42  
    42. http://awardshowsubmission.com/AXE/stream/
    43. What are the implications ofthis?!•  These new experiential platforms can quickly fuel content creation!•  Event marketing will transform through sharability and memorablitiy!•  Brands should start thinking of reusable tools and platforms!44  
    44. The community isyour (personal)ultimate resource
    45. Home Sharing!46  
    46. Clothes Sharing!47  
    47. Group Travel!48  
    48. Neighborhood Sharing!49  
    49. Everything Sharing!50  
    50. What are the implications ofthis?!!•  Social networking will disrupt traditional models.!•  Seize and invest in the initiative before it disrupts your category and your business.!51  
    51. The multi-taskingconsumer
    52. Loads of people are multi-tasking! Do NOT % of mobile internet users who,access mobile while watching TV… internet 14% Access mobile internet 86%53  
    53. Tablets are magnifying thistrend!54  
    54. a computer built for the sofa!55  
    55. A few years ago: CNN.com +Facebook!56  
    56. Today: GetGlue.com!57  
    57. BlueFin Labs: tracking socialconversations about your ads!58  
    58. HULU + SPLASHCAST!59  
    59. CONAN!!60  
    60. TRUE BLOOD: Blu-RAY! 6 1  
    61. 62  
    62. 63  
    63. 64  
    64. 65  
    65. What are the implications ofthis?!•  Programming should be developed to timeshift…!•  …and products will allow community to happen around viewing with these shifts!•  Programming should also be liquid: Fit into any sized vessel!•  Any/all live programming needs to have social hooks.!66  
    66. The power ofinfluence
    67. The Huffington Post!68  
    68. LEVI’s!69  
    69. KLOUT!70  
    70. What are the implications ofthis?! •  You’ve got new marketing tactics to leverage! •  You can optimize your media spend even further! •  Your social influencers can bring in more consumers! •  You need new metrics for evaluating customer value!71  
    71. Recap: 7 themes to consider!1.  Social Gaming is key to engagement !2.  Cause Marketing is being reinvented!3.  Develop and distribute unique content!4.  Share experiences in new ways !5.  The community is your ultimate resource!6. TV and SOCIAL: joined at the hip!7.  The power of influence!72  
    72. Thanks! Like • Comment • Share@matt_heindl!!Matt.heindl@razorfish.com!!slideshare.net/storstygg/!!73  

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