SOCIAL MEDIA PRESENT AND FUTURE<br />
Hello<br />I’m Ryan. <br />I like social media.<br />I work for Razorfish.<br />Oakland > Santa Clara > Volvo > Montana > ...
Agenda<br />The Changing Digital Landscape<br />Don’t Do Social Media in a Vacuum<br />Current Trends: Clues to the Future...
The Changing Digital Landscape <br />
We all know it’s changed.<br />The truth is, it’s been changing for a long time.<br />5<br />
6<br />The more we invested in technology, the more distant we got from our consumers<br />
We spent the last 30 years using technology to separate ourselves from our consumers . . .<br />Let’s spend the next 30 us...
People, relationships, and social objects.<br />8<br />Blogs Discussion Boards<br />Forums Chat IMVlogs<br />MoblogsSMS Po...
People not platforms.<br />9<br />
Today, people will:<br />10<br />Make 375,000 edits<br />to Wikipedia<br />      Upload 35,000<br />      hours of video t...
And brands are reaching scale as well.<br />21,817,000<br />19,154,000<br />16,317,000<br />15,957,000<br />15,115,000<br ...
Scale is here.<br />The ways consumers engage have undergone a transformation. <br />12<br />
And it matters.<br />Likewise your business must transform.<br />13<br />
Don’t Do Social Media in a Vacuum<br />
Transformation is a good thing.<br />Social media marketing doesn't work in a vacuum, because it won't scale.<br />15<br />
The Banana Phone: Ryan’s 10-cent History of the Web<br />16<br />Community-Focused<br />Broadcast<br />Participatory<br />...
The Cluetrain Promise<br />17<br />"Mass markets were breaking up into smaller, more tightly focused market niches long be...
June 3, 2001<br />18<br />
Another famous square, a decade later<br />19<br />
The Arab Spring Isn’t a First<br />20<br />
Social media: The next silver bullet?<br />It's tempting to start to think social media levels the communication playing f...
The Arab Spring, brought to you by satellite.<br />22<br />
The lesson.<br />Social media marketing is most effective when supported by both paid media tactics and coordinated multic...
7 Current Trends: Clues to the Future<br />
Trend #1: Mobility<br />25<br />
27<br />
Razorfish Amnesia Connect<br />
The Lynx Stream<br />
Trend #2: Media Sharing<br />30<br />YouTube made it much easier to share homemade video. As we’ve seen, mobile devices ha...
Instagram: Virgin America Promotion<br />
Trend #3: Social Games <br />32<br />
Starbucks = Rewards + Challenges<br />33<br />
Mercedes Benz Tweet Race<br />
Khan Academy<br />36<br />
Trend #4: Social Cause Marketing<br />37<br />
Oscar Mayer – “Good Mood Mission”<br />38<br />
Finance Industry <br />
Crowdsourced giving<br />40<br />
Trend #5: Social Objects as Ads<br />
Distributing Content<br />
“Organized Crowdsourcing”<br />44<br />
ARMANI: THE ROOM<br />
Trend #6: Sharing Stuff<br />46<br />
Home Sharing<br />
Clothes Sharing<br />
Group Travel<br />
Sharing Belongings<br />
Everything Effort<br />51<br />
Trend #7: Multi-Tasking<br />52<br />
Tablets are magnifying this trend<br />53<br />
a computer built for the sofa<br />54<br />
A few years ago:  CNN.com + Facebook<br />55<br />
Today: GetGlue.com<br />56<br />
BlueFin Labs<br />
HULU + SPLASHCAST<br />
Social Media and Direct Response<br />
What changed?<br />60<br />
Don’t interrupt me.<br />Traditional ads are failing in social channels. <br />61<br />
We need to do more than advertise in new places.<br />We need new approaches.<br />62<br />
Leverage the Interest Graph<br />
The Interest Graph<br />64<br />
The consideration process is different now.<br />Facebook is now the #1referrer to news sites. <br />90% of the most popul...
Search has become fundamentally social.<br />Search is evolving from working through nouns to working through verbs. <br /...
And advertising is different in the same way.<br />67<br />
The Interest Graph Drives Purchases<br />68<br />
Disney: Redefining Rewards<br />A new approach to loyalty programs leverages CRM, activating high-affinity influencers by ...
Social Media and Preference<br />
Social Media and Preference<br />On social platforms, declarations of brand affinity are social gestures. But Likes are ju...
Cultivate leads farther up the funnel.<br />Awareness<br />Experiential<br />Community<br />Advocacy<br />Display<br />Sup...
“51% of Facebook fans and 67% of Twitter followers said they were more likely to buy the brands they like on Facebook or f...
Personal finance is a rich, ownable topic.<br />
Great content is key.<br />75<br />
Extended social graph<br />Fan base<br />Friends of fans<br />20Kfans<br />2M friends<br />Reach consumers through their c...
Even the best content isn't enough.<br />
Create Value<br />
My Name Is Keith Stone<br />
Turn conversations into stories.<br />Keith Stone is the irrepressible figurehead of Keystone Light. Like the brand he is ...
He doesn’t shill.
Spontaneous
Edgy – he says what he wants
Absurdly charming
Confident
Grounded in reality
Ballsy
Mellow
Modestly heroic</li></ul>Keith likes to party online, and he likes his friends to do the same. <br />
In the words of Keith Stone.<br />
Keith Stone sets the smooth standard.<br />
Collective curation of all things smooth.<br />
The story unfolds, and fans are part of it.<br />
Understanding Success<br />
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  • TITLE SLIDE: Integrated Social Media MarketingIntroduction. Who I am and what I&apos;m going to talk about. Tease the problem statement and solution. Social media offers exciting opportunities for ECD, but they aren&apos;t what you might be thinking.Social media definition. Identity, relationships, and conversational objects. Not Facebook, Twitter, and YouTube--those are just delivery vehicles.Focusing on the platforms is a mistake. Instead, visualize a consumer-centric web.Social media is a big deal. Some mind boggling stats. The ways consumers engage have undergone a transformation. Likewise your business must transform.
  • TITLE SLIDE: Integrated Social Media MarketingIntroduction. Who I am and what I&apos;m going to talk about. Tease the problem statement and solution. Social media offers exciting opportunities for ECD, but they aren&apos;t what you might be thinking.Social media definition. Identity, relationships, and conversational objects. Not Facebook, Twitter, and YouTube--those are just delivery vehicles.Focusing on the platforms is a mistake. Instead, visualize a consumer-centric web.Social media is a big deal. Some mind boggling stats. The ways consumers engage have undergone a transformation. Likewise your business must transform.
  • TITLE SLIDE: Integrated Social Media MarketingIntroduction. Who I am and what I&apos;m going to talk about. Tease the problem statement and solution. Social media offers exciting opportunities for ECD, but they aren&apos;t what you might be thinking.Social media definition. Identity, relationships, and conversational objects. Not Facebook, Twitter, and YouTube--those are just delivery vehicles.Focusing on the platforms is a mistake. Instead, visualize a consumer-centric web.Social media is a big deal. Some mind boggling stats. The ways consumers engage have undergone a transformation. Likewise your business must transform.
  • Personalization has a way of feeling remarkably impersonal.
  • TITLE SLIDE: Integrated Social Media MarketingIntroduction. Who I am and what I&apos;m going to talk about. Tease the problem statement and solution. Social media offers exciting opportunities for ECD, but they aren&apos;t what you might be thinking.Social media definition. Identity, relationships, and conversational objects. Not Facebook, Twitter, and YouTube--those are just delivery vehicles.Focusing on the platforms is a mistake. Instead, visualize a consumer-centric web.Social media is a big deal. Some mind boggling stats. The ways consumers engage have undergone a transformation. Likewise your business must transform.
  • TITLE SLIDE: Integrated Social Media MarketingIntroduction. Who I am and what I&apos;m going to talk about. Tease the problem statement and solution. Social media offers exciting opportunities for ECD, but they aren&apos;t what you might be thinking.Social media definition. Identity, relationships, and conversational objects. Not Facebook, Twitter, and YouTube--those are just delivery vehicles.Focusing on the platforms is a mistake. Instead, visualize a consumer-centric web.Social media is a big deal. Some mind boggling stats. The ways consumers engage have undergone a transformation. Likewise your business must transform.
  • Social media is a big deal. Some mind boggling stats.
  • Facebook fans as of Feb 2011
  • TITLE SLIDE: Integrated Social Media MarketingIntroduction. Who I am and what I&apos;m going to talk about. Tease the problem statement and solution. Social media offers exciting opportunities for ECD, but they aren&apos;t what you might be thinking.Social media definition. Identity, relationships, and conversational objects. Not Facebook, Twitter, and YouTube--those are just delivery vehicles.Focusing on the platforms is a mistake. Instead, visualize a consumer-centric web.Social media is a big deal. Some mind boggling stats. The ways consumers engage have undergone a transformation. Likewise your business must transform.
  • TITLE SLIDE: Integrated Social Media MarketingIntroduction. Who I am and what I&apos;m going to talk about. Tease the problem statement and solution. Social media offers exciting opportunities for ECD, but they aren&apos;t what you might be thinking.Social media definition. Identity, relationships, and conversational objects. Not Facebook, Twitter, and YouTube--those are just delivery vehicles.Focusing on the platforms is a mistake. Instead, visualize a consumer-centric web.Social media is a big deal. Some mind boggling stats. The ways consumers engage have undergone a transformation. Likewise your business must transform.
  • Social media marketing doesn&apos;t work in a vacuum, because it won&apos;t scale.Ryan&apos;s ten cent history of the web.For industry people, the exciting thought in 2002 was that social media (blogging) was going to democratize the Internet. But it turns out the Internet was going to help democratize the world.Tienanmen Square. Information centrally controlled.Contrast that with Bosnia. The Green Revolution. Tunisia. The Arab Spring. Fueled by social media, people found new ways to communicate with each other and with the outside world—to tell their story but also to organize—in real time and beyond the reach of censors and authority.It&apos;s simply helpful, too. China earthquake. Haiti. Katrina. Japan.People outside these crises found ways to help, sometimes organized by NGOs, governments, and brands—from expressions of solidarity to crowdsourced aid contributions.It&apos;s tempting to start to think social media levels the communication playing field, brings the power to the people, and provides marketers their next silver bullet.But a closer look reveals that in every instance I just mentioned, social media&apos;s role in helping shape world events was enabled by broadcast media. In Egypt only 25% of the population is online. But everyone has access to Al Jazeera.There are lots of lessons in all this. But the one I want to focus on is that social media marketing is most effective when supported by both paid media tactics and coordinated multichannel efforts. 
  • Social media marketing doesn&apos;t work in a vacuum, because it won&apos;t scale.Ryan&apos;s ten cent history of the web.For industry people, the exciting thought in 2002 was that social media (blogging) was going to democratize the Internet. But it turns out the Internet was going to help democratize the world.Tienanmen Square. Information centrally controlled.Contrast that with Bosnia. The Green Revolution. Tunisia. The Arab Spring. Fueled by social media, people found new ways to communicate with each other and with the outside world—to tell their story but also to organize—in real time and beyond the reach of censors and authority.It&apos;s simply helpful, too. China earthquake. Haiti. Katrina. Japan.People outside these crises found ways to help, sometimes organized by NGOs, governments, and brands—from expressions of solidarity to crowdsourced aid contributions.It&apos;s tempting to start to think social media levels the communication playing field, brings the power to the people, and provides marketers their next silver bullet.But a closer look reveals that in every instance I just mentioned, social media&apos;s role in helping shape world events was enabled by broadcast media. In Egypt only 25% of the population is online. But everyone has access to Al Jazeera.There are lots of lessons in all this. But the one I want to focus on is that social media marketing is most effective when supported by both paid media tactics and coordinated multichannel efforts. 
  • Social media marketing doesn&apos;t work in a vacuum, because it won&apos;t scale.Ryan&apos;s ten cent history of the web.For industry people, the exciting thought in 2002 was that social media (blogging) was going to democratize the Internet. But it turns out the Internet was going to help democratize the world.Tienanmen Square. Information centrally controlled.Contrast that with Bosnia. The Green Revolution. Tunisia. The Arab Spring. Fueled by social media, people found new ways to communicate with each other and with the outside world—to tell their story but also to organize—in real time and beyond the reach of censors and authority.It&apos;s simply helpful, too. China earthquake. Haiti. Katrina. Japan.People outside these crises found ways to help, sometimes organized by NGOs, governments, and brands—from expressions of solidarity to crowdsourced aid contributions.It&apos;s tempting to start to think social media levels the communication playing field, brings the power to the people, and provides marketers their next silver bullet.But a closer look reveals that in every instance I just mentioned, social media&apos;s role in helping shape world events was enabled by broadcast media. In Egypt only 25% of the population is online. But everyone has access to Al Jazeera.There are lots of lessons in all this. But the one I want to focus on is that social media marketing is most effective when supported by both paid media tactics and coordinated multichannel efforts. 
  • Social media marketing doesn&apos;t work in a vacuum, because it won&apos;t scale.Ryan&apos;s ten cent history of the web.For industry people, the exciting thought in 2002 was that social media (blogging) was going to democratize the Internet. But it turns out the Internet was going to help democratize the world.Tienanmen Square. Information centrally controlled.Contrast that with Bosnia. The Green Revolution. Tunisia. The Arab Spring. Fueled by social media, people found new ways to communicate with each other and with the outside world—to tell their story but also to organize—in real time and beyond the reach of censors and authority.It&apos;s simply helpful, too. China earthquake. Haiti. Katrina. Japan.People outside these crises found ways to help, sometimes organized by NGOs, governments, and brands—from expressions of solidarity to crowdsourced aid contributions.It&apos;s tempting to start to think social media levels the communication playing field, brings the power to the people, and provides marketers their next silver bullet.But a closer look reveals that in every instance I just mentioned, social media&apos;s role in helping shape world events was enabled by broadcast media. In Egypt only 25% of the population is online. But everyone has access to Al Jazeera.There are lots of lessons in all this. But the one I want to focus on is that social media marketing is most effective when supported by both paid media tactics and coordinated multichannel efforts. 
  • Social media marketing doesn&apos;t work in a vacuum, because it won&apos;t scale.Ryan&apos;s ten cent history of the web.For industry people, the exciting thought in 2002 was that social media (blogging) was going to democratize the Internet. But it turns out the Internet was going to help democratize the world.Tienanmen Square. Information centrally controlled.Contrast that with Bosnia. The Green Revolution. Tunisia. The Arab Spring. Fueled by social media, people found new ways to communicate with each other and with the outside world—to tell their story but also to organize—in real time and beyond the reach of censors and authority.It&apos;s simply helpful, too. China earthquake. Haiti. Katrina. Japan.People outside these crises found ways to help, sometimes organized by NGOs, governments, and brands—from expressions of solidarity to crowdsourced aid contributions.It&apos;s tempting to start to think social media levels the communication playing field, brings the power to the people, and provides marketers their next silver bullet.But a closer look reveals that in every instance I just mentioned, social media&apos;s role in helping shape world events was enabled by broadcast media. In Egypt only 25% of the population is online. But everyone has access to Al Jazeera.There are lots of lessons in all this. But the one I want to focus on is that social media marketing is most effective when supported by both paid media tactics and coordinated multichannel efforts. 
  • Contrast that with Bosnia. The Green Revolution. Tunisia. The Arab Spring. Fueled by social media, people found new ways to communicate with each other and with the outside world—to tell their story but also to organize—in real time and beyond the reach of censors and authority.It&apos;s simply helpful, too. China earthquake. Haiti. Katrina. Japan.People outside these crises found ways to help, sometimes organized by NGOs, governments, and brands—from expressions of solidarity to crowdsourced aid contributions.It&apos;s tempting to start to think social media levels the communication playing field, brings the power to the people, and provides marketers their next silver bullet.But a closer look reveals that in every instance I just mentioned, social media&apos;s role in helping shape world events was enabled by broadcast media. In Egypt only 25% of the population is online. But everyone has access to Al Jazeera.There are lots of lessons in all this. But the one I want to focus on is that social media marketing is most effective when supported by both paid media tactics and coordinated multichannel efforts. 
  • Social media marketing doesn&apos;t work in a vacuum, because it won&apos;t scale.Ryan&apos;s ten cent history of the web.For industry people, the exciting thought in 2002 was that social media (blogging) was going to democratize the Internet. But it turns out the Internet was going to help democratize the world.Tienanmen Square. Information centrally controlled.Contrast that with Bosnia. The Green Revolution. Tunisia. The Arab Spring. Fueled by social media, people found new ways to communicate with each other and with the outside world—to tell their story but also to organize—in real time and beyond the reach of censors and authority.It&apos;s simply helpful, too. China earthquake. Haiti. Katrina. Japan.People outside these crises found ways to help, sometimes organized by NGOs, governments, and brands—from expressions of solidarity to crowdsourced aid contributions.It&apos;s tempting to start to think social media levels the communication playing field, brings the power to the people, and provides marketers their next silver bullet.But a closer look reveals that in every instance I just mentioned, social media&apos;s role in helping shape world events was enabled by broadcast media. In Egypt only 25% of the population is online. But everyone has access to Al Jazeera.There are lots of lessons in all this. But the one I want to focus on is that social media marketing is most effective when supported by both paid media tactics and coordinated multichannel efforts. 
  • Social media marketing doesn&apos;t work in a vacuum, because it won&apos;t scale.Ryan&apos;s ten cent history of the web.For industry people, the exciting thought in 2002 was that social media (blogging) was going to democratize the Internet. But it turns out the Internet was going to help democratize the world.Tienanmen Square. Information centrally controlled.Contrast that with Bosnia. The Green Revolution. Tunisia. The Arab Spring. Fueled by social media, people found new ways to communicate with each other and with the outside world—to tell their story but also to organize—in real time and beyond the reach of censors and authority.It&apos;s simply helpful, too. China earthquake. Haiti. Katrina. Japan.People outside these crises found ways to help, sometimes organized by NGOs, governments, and brands—from expressions of solidarity to crowdsourced aid contributions.It&apos;s tempting to start to think social media levels the communication playing field, brings the power to the people, and provides marketers their next silver bullet.But a closer look reveals that in every instance I just mentioned, social media&apos;s role in helping shape world events was enabled by broadcast media. In Egypt only 25% of the population is online. But everyone has access to Al Jazeera.There are lots of lessons in all this. But the one I want to focus on is that social media marketing is most effective when supported by both paid media tactics and coordinated multichannel efforts. 
  • Social media marketing doesn&apos;t work in a vacuum, because it won&apos;t scale.Ryan&apos;s ten cent history of the web.For industry people, the exciting thought in 2002 was that social media (blogging) was going to democratize the Internet. But it turns out the Internet was going to help democratize the world.Tienanmen Square. Information centrally controlled.Contrast that with Bosnia. The Green Revolution. Tunisia. The Arab Spring. Fueled by social media, people found new ways to communicate with each other and with the outside world—to tell their story but also to organize—in real time and beyond the reach of censors and authority.It&apos;s simply helpful, too. China earthquake. Haiti. Katrina. Japan.People outside these crises found ways to help, sometimes organized by NGOs, governments, and brands—from expressions of solidarity to crowdsourced aid contributions.It&apos;s tempting to start to think social media levels the communication playing field, brings the power to the people, and provides marketers their next silver bullet.But a closer look reveals that in every instance I just mentioned, social media&apos;s role in helping shape world events was enabled by broadcast media. In Egypt only 25% of the population is online. But everyone has access to Al Jazeera.There are lots of lessons in all this. But the one I want to focus on is that social media marketing is most effective when supported by both paid media tactics and coordinated multichannel efforts. 
  • Mobility. Your relationships are now accessible at all times through numerous channels, and location adds a new layer of context. While access to the FB social graph hasn&apos;t produced as much innovation as I&apos;d thought it would, we are seeing retailers exploring lots of new ways to bring digital into the brick and mortar experience. Andrew will say much more about mobile and what it means, but in reality you can&apos;t talk about social without addressing mobile, and vice versa. LYNX video.
  • 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.
  • 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
  • Mobility. Your relationships are now accessible at all times through numerous channels, and location adds a new layer of context. While access to the FB social graph hasn&apos;t produced as much innovation as I&apos;d thought it would, we are seeing retailers exploring lots of new ways to bring digital into the brick and mortar experience. Andrew will say much more about mobile and what it means, but in reality you can&apos;t talk about social without addressing mobile, and vice versa. LYNX video.Social shopping.Photo sharing.Games, gaming, and gamification. Stats. Games are interesting and powerful in their own right, but building game dynamics into non-game experiences is even more powerful. Tweet race video.Reinventing cause marketing.Social objects are the new ads.Peers are a knowledge resource.New platforms will continue to emerge. (Don’t mistake the delivery mechanism for the media.)
  • 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.
  • Mobility. Your relationships are now accessible at all times through numerous channels, and location adds a new layer of context. While access to the FB social graph hasn&apos;t produced as much innovation as I&apos;d thought it would, we are seeing retailers exploring lots of new ways to bring digital into the brick and mortar experience. Andrew will say much more about mobile and what it means, but in reality you can&apos;t talk about social without addressing mobile, and vice versa. LYNX video.Social shopping.Photo sharing.Games, gaming, and gamification. Stats. Games are interesting and powerful in their own right, but building game dynamics into non-game experiences is even more powerful. Tweet race video.Reinventing cause marketing.Social objects are the new ads.Peers are a knowledge resource.New platforms will continue to emerge. (Don’t mistake the delivery mechanism for the media.)
  • Starbucks has tested revamping it’s loyalty program to make it into a “game” for their consumers. Instead of just awarding points to frequent consumers, they are giving “stars” based on consumption – the more stars a consumer 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&apos;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&apos;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.
  • Reinventing cause marketing.
  • 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 &amp; faculty interviews etc. LSBF&apos;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 &amp; faculty interviews etc. LSBF&apos;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.
  • Rather than simply put a video on YouTube and collect millions of views… we created an immersive experience linked to ecommerce.
  • Mobility. Your relationships are now accessible at all times through numerous channels, and location adds a new layer of context. While access to the FB social graph hasn&apos;t produced as much innovation as I&apos;d thought it would, we are seeing retailers exploring lots of new ways to bring digital into the brick and mortar experience. Andrew will say much more about mobile and what it means, but in reality you can&apos;t talk about social without addressing mobile, and vice versa. LYNX video.Social shopping.Photo sharing.Games, gaming, and gamification. Stats. Games are interesting and powerful in their own right, but building game dynamics into non-game experiences is even more powerful. Tweet race video.Reinventing cause marketing.Social objects are the new ads.Peers are a knowledge resource.New platforms will continue to emerge. (Don’t mistake the delivery mechanism for the media.)
  • 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
  • So we don’t need to throw away marketing and start over. In reality the transformation social requires is a return to basics. Shiv’s technology story.Social search. Evolution from search engine to social bookmarking to collaborative filtration to social sharing. FB is now the #1referrer to news sites. 90% of the most popular 10% of tweets include links. 48 hours of video uploaded to YouTube every minute. Search is evolving from working through nouns to working through verbs. Bing’s exclusive deal with FB enables MSFT to leverage social data to optimize search results (and advertising) in powerful new ways—in that light, Google’s recent launch of G+ makes a little more sense—despite their dominant position, they’re right to be concerned.Search remains a key driver of acquisition. Social is a key driver of conversion. Social search promises targeted, relevant, compelling (and low CPC) opportunities for advertisers to leverage the interest graph.Social ads.DISNEY: Social CRM, rewards / “persistency”, influence.
  • So we don’t need to throw away marketing and start over. In reality the transformation social requires is a return to basics. Shiv’s technology story.Social search. Evolution from search engine to social bookmarking to collaborative filtration to social sharing. FB is now the #1referrer to news sites. 90% of the most popular 10% of tweets include links. 48 hours of video uploaded to YouTube every minute. Search is evolving from working through nouns to working through verbs. Bing’s exclusive deal with FB enables MSFT to leverage social data to optimize search results (and advertising) in powerful new ways—in that light, Google’s recent launch of G+ makes a little more sense—despite their dominant position, they’re right to be concerned.Search remains a key driver of acquisition. Social is a key driver of conversion. Social search promises targeted, relevant, compelling (and low CPC) opportunities for advertisers to leverage the interest graph.Social ads.DISNEY: Social CRM, rewards / “persistency”, influence.
  • So we don’t need to throw away marketing and start over. In reality the transformation social requires is a return to basics. Shiv’s technology story.Social search. Evolution from search engine to social bookmarking to collaborative filtration to social sharing. FB is now the #1referrer to news sites. 90% of the most popular 10% of tweets include links. 48 hours of video uploaded to YouTube every minute. Search is evolving from working through nouns to working through verbs. Bing’s exclusive deal with FB enables MSFT to leverage social data to optimize search results (and advertising) in powerful new ways—in that light, Google’s recent launch of G+ makes a little more sense—despite their dominant position, they’re right to be concerned.Search remains a key driver of acquisition. Social is a key driver of conversion. Social search promises targeted, relevant, compelling (and low CPC) opportunities for advertisers to leverage the interest graph.Social ads.DISNEY: Social CRM, rewards / “persistency”, influence.
  • So we don’t need to throw away marketing and start over. In reality the transformation social requires is a return to basics. Shiv’s technology story.Social search. Evolution from search engine to social bookmarking to collaborative filtration to social sharing. FB is now the #1referrer to news sites. 90% of the most popular 10% of tweets include links. 48 hours of video uploaded to YouTube every minute. Search is evolving from working through nouns to working through verbs. Bing’s exclusive deal with FB enables MSFT to leverage social data to optimize search results (and advertising) in powerful new ways—in that light, Google’s recent launch of G+ makes a little more sense—despite their dominant position, they’re right to be concerned.Search remains a key driver of acquisition. Social is a key driver of conversion. Social search promises targeted, relevant, compelling (and low CPC) opportunities for advertisers to leverage the interest graph.Social ads.DISNEY: Social CRM, rewards / “persistency”, influence.
  • So we don’t need to throw away marketing and start over. In reality the transformation social requires is a return to basics. Shiv’s technology story.Social search. Evolution from search engine to social bookmarking to collaborative filtration to social sharing. FB is now the #1referrer to news sites. 90% of the most popular 10% of tweets include links. 48 hours of video uploaded to YouTube every minute. Search is evolving from working through nouns to working through verbs. Bing’s exclusive deal with FB enables MSFT to leverage social data to optimize search results (and advertising) in powerful new ways—in that light, Google’s recent launch of G+ makes a little more sense—despite their dominant position, they’re right to be concerned.Search remains a key driver of acquisition. Social is a key driver of conversion. Social search promises targeted, relevant, compelling (and low CPC) opportunities for advertisers to leverage the interest graph.Social ads.DISNEY: Social CRM, rewards / “persistency”, influence.
  • So we don’t need to throw away marketing and start over. In reality the transformation social requires is a return to basics. Shiv’s technology story.Social search. Evolution from search engine to social bookmarking to collaborative filtration to social sharing. FB is now the #1referrer to news sites. 90% of the most popular 10% of tweets include links. 48 hours of video uploaded to YouTube every minute. Search is evolving from working through nouns to working through verbs. Bing’s exclusive deal with FB enables MSFT to leverage social data to optimize search results (and advertising) in powerful new ways—in that light, Google’s recent launch of G+ makes a little more sense—despite their dominant position, they’re right to be concerned.Search remains a key driver of acquisition. Social is a key driver of conversion. Social search promises targeted, relevant, compelling (and low CPC) opportunities for advertisers to leverage the interest graph.Social ads.DISNEY: Social CRM, rewards / “persistency”, influence.
  • Cultivate leads over a longer period of time.NIKE. Building affinity, generate conversation. Power of content. Using channels in tandem. Turning content into conversation.
  • Cultivate leads over a longer period of time.NIKE. Building affinity, generate conversation. Power of content. Using channels in tandem. Turning content into conversation.
  • Conventional wisdom says you should grow your fan base, then activate it to drive word of mouth through the social graph. But while your consumers’ social graph is probably well qualified, and personal recommendations are clearly a powerful driver of sales, for TP timing is everything. Indiscriminate broadcast and WoM is a low-percentage tactic.
  • Nike isn’t an official FIFA World Cup sponsor but wanted to insert themselves into the World Cup, the largest sporting event in the world.The answer: Great content, exclusive to social channels.Razorfish used three primary paid social media partners, creating a platform for video distribution, word of mouth, and a global footprint. During the first week, “Write the Future” broke YouTube’s record for the biggest audience with 7.8 millions views!Facebook fanning rate of 15+ users per second (1MM to 3MM+).10K+ views of the 3:00 spot every 3 minutes on Facebook.Xbox Live CTR of 3% and 500k+ content engagements.
  • The difference between measurement and listening. Folks mix them up because they use some of the same tools. But listening is about generating insights from the online conversation at large, and measurement is about gauging the success of your social media marketing. Understanding success in social media. Social KPIs map to business goals.Tools: Listening. Platform dashboards. Free stuff.More advanced measurement. Using ad server software to track word of mouth. Integrating systems for attribution and value. Understanding the impact of paid media on social.WEIGHT WATCHERS: LEVERAGING DATA, driving subscription
  • The difference between measurement and listening. Folks mix them up because they use some of the same tools. But listening is about generating insights from the online conversation at large, and measurement is about gauging the success of your social media marketing. Understanding success in social media. Social KPIs map to business goals.Tools: Listening. Platform dashboards. Free stuff.More advanced measurement. Using ad server software to track word of mouth. Integrating systems for attribution and value. Understanding the impact of paid media on social.WEIGHT WATCHERS: LEVERAGING DATA, driving subscription
  • The difference between measurement and listening. Folks mix them up because they use some of the same tools. But listening is about generating insights from the online conversation at large, and measurement is about gauging the success of your social media marketing. Understanding success in social media. Social KPIs map to business goals.Tools: Listening. Platform dashboards. Free stuff.More advanced measurement. Using ad server software to track word of mouth. Integrating systems for attribution and value. Understanding the impact of paid media on social.WEIGHT WATCHERS: LEVERAGING DATA, driving subscription
  • The difference between measurement and listening. Folks mix them up because they use some of the same tools. But listening is about generating insights from the online conversation at large, and measurement is about gauging the success of your social media marketing. Understanding success in social media. Social KPIs map to business goals.Tools: Listening. Platform dashboards. Free stuff.More advanced measurement. Using ad server software to track word of mouth. Integrating systems for attribution and value. Understanding the impact of paid media on social.WEIGHT WATCHERS: LEVERAGING DATA, driving subscription
  • Integrated social media

    1. 1. SOCIAL MEDIA PRESENT AND FUTURE<br />
    2. 2. Hello<br />I’m Ryan. <br />I like social media.<br />I work for Razorfish.<br />Oakland > Santa Clara > Volvo > Montana > Seattle. 2 kids, 3 chickens.<br />Gates Foundation > Independent > Digital Agency.<br />I like fly fishing, mountain biking, poetry, the Raiders sticker on my minivan, jazz, and cooking.<br />My grandmother taught me about social media and shaped my career path.<br />2<br />
    3. 3. Agenda<br />The Changing Digital Landscape<br />Don’t Do Social Media in a Vacuum<br />Current Trends: Clues to the Future<br />Social Media and Direct Response<br />Leverage the Interest Graph<br />Social Media and Preference<br />Create Value<br />Understanding Success<br />Discussion<br />3<br />Or, put differently:<br />What’s changed<br />What you need to do about it<br />How to know if what you’re doing is working<br />
    4. 4. The Changing Digital Landscape <br />
    5. 5. We all know it’s changed.<br />The truth is, it’s been changing for a long time.<br />5<br />
    6. 6. 6<br />The more we invested in technology, the more distant we got from our consumers<br />
    7. 7. We spent the last 30 years using technology to separate ourselves from our consumers . . .<br />Let’s spend the next 30 using technology to get closer to our consumers. <br />
    8. 8. People, relationships, and social objects.<br />8<br />Blogs Discussion Boards<br />Forums Chat IMVlogs<br />MoblogsSMS Podcasts<br />MicroblogsPhoto Blogs<br />Prediction Markets RSS<br />CollaborationCollective<br />Intelligence Communities<br />Wikis Recommender Systems<br />MashupsUser-Generated<br />Content<br />VS<br />Social media is made up of people, relationships among people, and things people create and share <br />
    9. 9. People not platforms.<br />9<br />
    10. 10. Today, people will:<br />10<br />Make 375,000 edits<br />to Wikipedia<br /> Upload 35,000<br /> hours of video to YouTube<br />Upload<br />100 million photos to<br />Facebook<br /> Create<br /> 20,000<br />new blogs<br />using<br />Wordpress<br />Tweet 65 million times<br />
    11. 11. And brands are reaching scale as well.<br />21,817,000<br />19,154,000<br />16,317,000<br />15,957,000<br />15,115,000<br />15,048,000<br />
    12. 12. Scale is here.<br />The ways consumers engage have undergone a transformation. <br />12<br />
    13. 13. And it matters.<br />Likewise your business must transform.<br />13<br />
    14. 14. Don’t Do Social Media in a Vacuum<br />
    15. 15. Transformation is a good thing.<br />Social media marketing doesn't work in a vacuum, because it won't scale.<br />15<br />
    16. 16. The Banana Phone: Ryan’s 10-cent History of the Web<br />16<br />Community-Focused<br />Broadcast<br />Participatory<br />User-Generated<br />Bottom-Up<br />HTML<br />High Threshold of Entry<br />Low Bandwidth<br />Text-Based<br />Collaboration<br />Corporation-Driven<br />Top-Down<br />Data-Driven<br />No entry<br />Flash intros!<br />Text and Images<br />Transaction<br />User-Generated<br />Bottom-Up<br />Standards-Driven<br />Lower Threshold of Entry<br />High Bandwidth<br />Multimedia<br />Interaction<br />1980’s-1994<br />1994-2005<br />2005-Now<br />
    17. 17. The Cluetrain Promise<br />17<br />"Mass markets were breaking up into smaller, more tightly focused market niches long before the Internet became a commercial force. The demographic segmentation and targeting typical of corporate marketing efforts of the last several decades has attempted to track this breakup like an astronomer cataloging the exploding debris of a once-great supernova. Although it was not the primary cause, the Internet has greatly accelerated this explosive market fragmentation. At the same time, the Net is enabling new micromarkets to coalesce around shared areas of interest, thus overturning many fundamental assumptions of conventional marketing."<br /> <br />"…the media dream of the Web as another acquiescent mass-consumer market is a figment and a fantasy."<br />--The Cluetrain Manifesto, 2000<br />
    18. 18. June 3, 2001<br />18<br />
    19. 19. Another famous square, a decade later<br />19<br />
    20. 20. The Arab Spring Isn’t a First<br />20<br />
    21. 21. Social media: The next silver bullet?<br />It's tempting to start to think social media levels the communication playing field, brings the power to the people, and provides marketers their next silver bullet.<br />21<br />
    22. 22. The Arab Spring, brought to you by satellite.<br />22<br />
    23. 23. The lesson.<br />Social media marketing is most effective when supported by both paid media tactics and coordinated multichannel efforts.<br /> <br />23<br />
    24. 24. 7 Current Trends: Clues to the Future<br />
    25. 25. Trend #1: Mobility<br />25<br />
    26. 26.
    27. 27. 27<br />
    28. 28. Razorfish Amnesia Connect<br />
    29. 29. The Lynx Stream<br />
    30. 30. Trend #2: Media Sharing<br />30<br />YouTube made it much easier to share homemade video. As we’ve seen, mobile devices have made it even easier. Now brands are getting involved.<br />
    31. 31. Instagram: Virgin America Promotion<br />
    32. 32. Trend #3: Social Games <br />32<br />
    33. 33. Starbucks = Rewards + Challenges<br />33<br />
    34. 34. Mercedes Benz Tweet Race<br />
    35. 35.
    36. 36. Khan Academy<br />36<br />
    37. 37. Trend #4: Social Cause Marketing<br />37<br />
    38. 38. Oscar Mayer – “Good Mood Mission”<br />38<br />
    39. 39. Finance Industry <br />
    40. 40. Crowdsourced giving<br />40<br />
    41. 41. Trend #5: Social Objects as Ads<br />
    42. 42.
    43. 43. Distributing Content<br />
    44. 44. “Organized Crowdsourcing”<br />44<br />
    45. 45. ARMANI: THE ROOM<br />
    46. 46. Trend #6: Sharing Stuff<br />46<br />
    47. 47. Home Sharing<br />
    48. 48. Clothes Sharing<br />
    49. 49. Group Travel<br />
    50. 50. Sharing Belongings<br />
    51. 51. Everything Effort<br />51<br />
    52. 52. Trend #7: Multi-Tasking<br />52<br />
    53. 53. Tablets are magnifying this trend<br />53<br />
    54. 54. a computer built for the sofa<br />54<br />
    55. 55. A few years ago: CNN.com + Facebook<br />55<br />
    56. 56. Today: GetGlue.com<br />56<br />
    57. 57. BlueFin Labs<br />
    58. 58. HULU + SPLASHCAST<br />
    59. 59. Social Media and Direct Response<br />
    60. 60. What changed?<br />60<br />
    61. 61. Don’t interrupt me.<br />Traditional ads are failing in social channels. <br />61<br />
    62. 62. We need to do more than advertise in new places.<br />We need new approaches.<br />62<br />
    63. 63. Leverage the Interest Graph<br />
    64. 64. The Interest Graph<br />64<br />
    65. 65. The consideration process is different now.<br />Facebook is now the #1referrer to news sites. <br />90% of the most popular 10% of tweets include links. <br />48 hours of video are uploaded to YouTube every minute. <br />65<br />
    66. 66. Search has become fundamentally social.<br />Search is evolving from working through nouns to working through verbs. <br />66<br />+<br />
    67. 67. And advertising is different in the same way.<br />67<br />
    68. 68. The Interest Graph Drives Purchases<br />68<br />
    69. 69. Disney: Redefining Rewards<br />A new approach to loyalty programs leverages CRM, activating high-affinity influencers by rewarding behaviors, rather than purchases.<br />69<br />
    70. 70. Social Media and Preference<br />
    71. 71. Social Media and Preference<br />On social platforms, declarations of brand affinity are social gestures. But Likes are just the beginning.<br />Every industry now has a competition to see who can get to a million likes.<br />Of course the question isn’t how many fans you have, it’s what do you want them to do.<br />Similarly, brands (and lots of consulting types) overemphasize reaching “influencers.”<br />For all the buzz about the power of high-reach, famous influencers, the most powerful influencers of purchase decisions remain people we know personally, followed closely by consumer peers.<br />The key for brands is to develop affinity through thematic conversation, so the product ask feels natural and is well-received when the consumer enters consideration.<br />71<br />
    72. 72. Cultivate leads farther up the funnel.<br />Awareness<br />Experiential<br />Community<br />Advocacy<br />Display<br />Support<br />Comparison<br />Tools<br />Direct<br />Web<br />Mobile<br />Call Center<br />Networks<br />Widgets<br />Rewards<br />Engage/PARTICIPATE<br />Direct<br />Attract<br />Convert<br />Resources<br />Info Kit<br />Retain<br />UGC<br />eCRM<br />Retail<br />Tweets<br />Posts/<br />Tweets<br />Events<br />Social Platforms<br />Search<br />Commerce<br />Forums<br />Q+A<br />Loyalty<br />Traffic<br />Contests / Sweeps<br />CRM & Loyalty Programs<br />Social Networks & Private Forums<br />Support Platforms<br />Site Conversion Flow + Analytics<br />Testing + Optimization<br />Transaction Performance<br />Measurement & Analytics<br />Consumer Research & Strategy<br />KPIs & ROI evaluation<br />Optimization<br />Brand Definition & Reinvigoration<br />Social Engagement<br />Design, UX + Dev<br />
    73. 73. “51% of Facebook fans and 67% of Twitter followers said they were more likely to buy the brands they like on Facebook or follow on Twitter… social media is one of the most important emerging channels for lead generation.”<br />- Mashable, March 2011<br />
    74. 74. Personal finance is a rich, ownable topic.<br />
    75. 75. Great content is key.<br />75<br />
    76. 76. Extended social graph<br />Fan base<br />Friends of fans<br />20Kfans<br />2M friends<br />Reach consumers through their connections. <br />
    77. 77. Even the best content isn't enough.<br />
    78. 78. Create Value<br />
    79. 79. My Name Is Keith Stone<br />
    80. 80. Turn conversations into stories.<br />Keith Stone is the irrepressible figurehead of Keystone Light. Like the brand he is always Smooth. <br />He’s the rad older brother of the Cruiser smooth way of life. <br />Dudes want to be him and girls want to be with him. <br /><ul><li>Keeps it real
    81. 81. He doesn’t shill.
    82. 82. Spontaneous
    83. 83. Edgy – he says what he wants
    84. 84. Absurdly charming
    85. 85. Confident
    86. 86. Grounded in reality
    87. 87. Ballsy
    88. 88. Mellow
    89. 89. Modestly heroic</li></ul>Keith likes to party online, and he likes his friends to do the same. <br />
    90. 90. In the words of Keith Stone.<br />
    91. 91. Keith Stone sets the smooth standard.<br />
    92. 92. Collective curation of all things smooth.<br />
    93. 93. The story unfolds, and fans are part of it.<br />
    94. 94. Understanding Success<br />
    95. 95. Measurement is different than listening.<br />Measurement:<br />Understand program performance.<br />86<br />Listening: <br />Mine insights from the online conversation.<br />
    96. 96. Listening is methodological.<br />
    97. 97. Nobody Lacks Data<br />100 Social Media Metrics. We don’t need more metrics: We need the right metrics.<br />From David Berkowitz; Social Media Insider<br />
    98. 98. Performance measurement made actionable.<br />89<br />
    99. 99. CISCO’S Social Measurement Framework<br />
    100. 100. Tools<br />There are lots.<br />91<br />
    101. 101. Measure for attribution and value.<br />92<br />A<br />A<br />A<br />GT<br />AM<br />A<br />GT<br />A<br />GT<br />A<br />A<br />A<br />GT<br />A<br />A=Atlas GT = Generational Tag AM = Atlas Mobile <br />
    102. 102. CONTENT becomes CONVERSATIONConversations become STORIESStories become GAMES<br />
    103. 103. QUESTIONS AND DISCUSSION<br />

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