The ARF presents:
The Launch of the
Social Media Council
September 2009
Teleconference Number: (800) 213.3618
Attendee Pas...
Welcome & ARF Updates
Joel Rubinson
Chief Research Officer
The ARF
Thank You to Our Sponsors
Don’t turn off your cell phones!
Follow The_ARF Ad Week events on
Twitter at #arfadweek
Upcoming ARF Event – Industry Leader Forum
Winning with Social Media
November 3, 2009 • New York Athletic Club
Social medi...
Upcoming ARF Events
TO FIND OUT MORE AND REGISTER – WWW.THEARF.ORG
Online Research Quality Council
A Special Meeting
SEPTE...
Social Media has transformed the
marketing belief structure
Bring the brand into the
conversation. But there
are new groun...
Social Media will transform organizations
When you enter the stream and
become part of the conversation you
get 4 brand-bu...
The industry needs
leadership
67% of marketers admit they do not
know as much about social media as
they should
Source: Mc...
Introductions & Agenda Overview
Lynne d Johnson
SVP, Social Media
The ARF
Social Media: Why You
Should Care
The Conversation is Happening
Without You
Blogs have become mainstream daily reading
Source: Technorati: State of the Blog...
The Conversation is Happening
Without You
“One third (35%) of American adult internet users have
a profile on an online so...
The Conversation is Happening
Without You
Are You Actively Listening?
Social Media Fail Or Success
Source: Fast Company August 28, 2009
Social Media Fail Or Success
Social Media Fail or Success
Social Marketing
Evolution & Activation
Christopher Andrew
VP/Group Director,
Social Media
Evolution
Conversations are evolving from
platforms to ecosystems of conversation
20
20behaviors are evolving, pervasive on-demand c...
Broadcasting Enabling Engaging
Less Interactive More Interactive
Brand
Centric
Community
Centric
Advertising
Targeted
Adve...
22
Listen
The
Conversation
Nurture Inspire
Listen to conversations across the social space 
about your brand and your comp...
23
ProactiveProactive ReactiveReactive
Client‐driven
Delivering content, 
access, educational 
information.
Listening to 
...
2424
75% of Consumers Don’t Trust Traditional Marketing…
But 90% Trust Other Consumers
Tapping into Social Intelligence™
Social Intelligence™ is the delivery of both marketing performance or benchmark
data and...
Why Listen?
Media
Direct
Peers
Press
CRM
Personal Beliefs  and 
Experiences Community
Media
DirectSocial
Marketing
PR
CRM
...
Use Cases for
Listen – Inspire - Nurture
27
• Product Ideation
• Product Launch
• Campaign
• General Ideation/Product Impr...
Listening Results in a New Target: Samsung
B.
Case Study: Samsung SSD (Hard Drive)
• Project Goal: “Listen” to online conv...
29
Starburst: Inspiring Conversations with
Content
• Project Goal: Increase purchase intent and relevancy with connected, ...
Building Community Via Influencers
B.
Case Study: American Express OPEN Forum
• Project Goal: Drive high value engagements...
Building C Suite Community
B.
Case Study: IBM InfoBoom!
• Project Goal: Bring IBM leadership and expertise to the underser...
Customer Support
via
Social Media
Verizon Community Forums
Mark Studness
Director E-Commerce
Verizon
Agenda
• Background & Objectives
• Support Forums
• Super Users
• Moderation
• Forums Content Syndication
Background
Verizon Comprised of 3 Business Units
• Verizon Telecommunications - Wireline
Consumer & Small Business
• Veriz...
Objectives
Deliver outstanding digital support
to Verizon customers.
• Extend the breadth of online
support content
• Incr...
Customer Support Forums
Online Community
Peer to Peer Support
Moderated but not censored
Super User Friendly
verizon.com/f...
How Forums Help Customers
Super Users
A customer who spends any where from 20 to 60 hours
per week on forums, answering cu...
Meet Some Super Users
Justin
Retired IBM technical support
expert
Enjoys solving problems
Calls Keller, TX home
TimSkyes
Y...
Quick Facts
Full-time moderation
Ensures a safe environment
Top Moderation Activities
Read all posts for adherence to
guid...
Forum Content Syndication
Content available from:
• Support Pages
• Search Results
• Contact Us
Thank You
Sam Ford
Director of Customer Insights
Peppercom
Moving from “Viral” to Spreadable Media:
Following the Audience’s Lead
Myths about Digital Media
Stickiness is all that matters.
Viral is the answer.
The “Broadcast Mentality” still works.
Creating Value through Spreadable Media
Value is created through:
Content being relevant when/where audiences want it
Cont...
Why Do People Spread Content?
People Spread Content to:
Define themselves
Increase their notoriety
Strengthen social ties
...
Peppercom’s Approach
Listen
Converse
Build Platforms
Maintain a Presence
Listening to the Future
Co-Creation via Online Consumer Communities
Heather D. Maxwell, PhD
Consumer Insights
General Mills
Introduction
The average adult “undivided attention
span” is 15 to 30 seconds.
Most people will forget 95% of what you
say...
If you remember just one thing…
Online Consumer Communities:
• MEET THE NEEDS of consumers, brand
teams, & agencies with B...
The 15 Minute Journey
History Method Importance Future
History
Quantitative Research Evolved
Paper/pencil surveys
to online surveys
History Method Importance Future
Qualitative Research Evolving
History Method Importance Future
Qualitative Research Evolving
History Method Importance Future
CONSUMERS
AROUND
WORLD
the
Method
Private Online Communities
Definition
Process
Recruit
Engage/Immerse
Iterate
Engage/Immerse
Iterate
History Method Importa...
Importance
Why Online Communities Matter
History Method Importance Future
FASTER: Speed to Market
BETTER: Iterative Building
CHEAPER:...
Why Online Communities Matter
Invested Consumers
History Method Importance Future
Teammates
Marketing
Product
Development
...
Future
From Research Participants to Buzz
Consumers aid all members of
our cross functional teams
Consumers sad and proud
when co...
Wrap Up
If you remember just one thing…
Online Consumer Communities:
• MEET THE NEEDS of consumers, brand
teams, & agencies with B...
Thank you.
How Social Media Creates Convergence Among the
Advertising, Marketing, PR and Consumer Insights Spheres
Lynne d Johnson
SV...
Next Steps & Adjournment
Joel Rubinson
Chief Research Officer
Lynne d Johnson
SVP, Social Media
ARF Social Media Council - AdWeek 2009
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ARF Social Media Council - AdWeek 2009

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The Advertising Research Foundation announces the launch of the Social Media Council at Advertising Week 2009.

Social media has provided brand advertisers and marketers, media and agencies with new ways of listening to consumers. Listening leads the way to engaging in conversations and uncovering new actionable insights.

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ARF Social Media Council - AdWeek 2009

  1. 1. The ARF presents: The Launch of the Social Media Council September 2009 Teleconference Number: (800) 213.3618 Attendee Passcode: 822 328 44
  2. 2. Welcome & ARF Updates Joel Rubinson Chief Research Officer The ARF
  3. 3. Thank You to Our Sponsors
  4. 4. Don’t turn off your cell phones! Follow The_ARF Ad Week events on Twitter at #arfadweek
  5. 5. Upcoming ARF Event – Industry Leader Forum Winning with Social Media November 3, 2009 • New York Athletic Club Social media has provided brand advertisers and marketers, media and agencies with new ways of listening to consumers. Listening leads the way to engaging in conversations and uncovering new actionable insights. Chris Brogan, President of New Marketing Labs, co-author of The New York Times Best Seller Trust Agents, a blog in the top 10 of the Advertising Age Power 150 and in the top 100 on Technorati keynotes Google shows how to use search as a predictive listening tool IBM presents a model for integrating listening into an organization ESPN demonstrates how listening engages and serves fans Panelists from Crispin Porter + Bogusky, Meredith Corporation and Motivequest plus networking, breakout sessions, meet the speakers and more!
  6. 6. Upcoming ARF Events TO FIND OUT MORE AND REGISTER – WWW.THEARF.ORG Online Research Quality Council A Special Meeting SEPTEMBER 29, 2009 Time Warner Building, NYC ARF Member Day OCTOBER 22 ARF Headquarters, NYC DECEMBER 4, 2009 Time Warner Building, NYC 360 Measurement Day Workshop
  7. 7. Social Media has transformed the marketing belief structure Bring the brand into the conversation. But there are new ground rules: • Authenticity • Access • Content • Sharing control • People can become activist in an instant if they don’t get these things
  8. 8. Social Media will transform organizations When you enter the stream and become part of the conversation you get 4 brand-building opportunities simultaneously Social media does not live neatly in any one pre-existing silo
  9. 9. The industry needs leadership 67% of marketers admit they do not know as much about social media as they should Source: McCann Erickson UK
  10. 10. Introductions & Agenda Overview Lynne d Johnson SVP, Social Media The ARF
  11. 11. Social Media: Why You Should Care
  12. 12. The Conversation is Happening Without You Blogs have become mainstream daily reading Source: Technorati: State of the Blogosphere 2008
  13. 13. The Conversation is Happening Without You “One third (35%) of American adult internet users have a profile on an online social network site, four times as many as three years ago, but still much lower than the 65% of online American teens who use social networks” Source: “Adults and Social Network Websites,” Pew Internet and American Life Project, Jan. 14, 2009
  14. 14. The Conversation is Happening Without You Are You Actively Listening?
  15. 15. Social Media Fail Or Success Source: Fast Company August 28, 2009
  16. 16. Social Media Fail Or Success
  17. 17. Social Media Fail or Success
  18. 18. Social Marketing Evolution & Activation Christopher Andrew VP/Group Director, Social Media
  19. 19. Evolution
  20. 20. Conversations are evolving from platforms to ecosystems of conversation 20 20behaviors are evolving, pervasive on-demand connections are formingbehaviors are evolving, pervasive on-demand connections are forming General Content & Experiences General Content & Experiences Niche Content & Experiences Niche Content & ExperiencesSocially Distributed Ecosystems Socially Distributed Ecosystems
  21. 21. Broadcasting Enabling Engaging Less Interactive More Interactive Brand Centric Community Centric Advertising Targeted Advertising Broadcast Tweeting Broadcast Blogging Branded Social Content Seeding Socially Engaging Advertising Broadcast Widget/Application Comment Enabled Blogging Hosted Community Participatory Blogging Twitter Conversation Community Participation Sponsor Integrated Blogging Eg. Celebrity Blog Share This Functionality User Generated Content Influencer Relationship Building Participatory Social Experience/Application Brand are experimenting and migrating Messaging Sharing ConversationsEnabling
  22. 22. 22 Listen The Conversation Nurture Inspire Listen to conversations across the social space  about your brand and your competition Discover the main interests, needs, desires and  concerns of our participants and prospects  Build long‐term loyalty programs with  advocates. Based on what we hear, determine which  ideas, utilities or platforms can we create  that maintain positive conversations and  good will How do we  get our advocates talk about us?   How to build relationships through content,  services and conversation Digitas has developed a framework for social marketing activation
  23. 23. 23 ProactiveProactive ReactiveReactive Client‐driven Delivering content,  access, educational  information. Listening to  conversations to gain  valuable insights. (Consumer‐ driven) Responding and  resolving customer  service questions/issues.  Provide content  requested by following When activating the social strategy, there are two primary ways to  communicate Listen Join the Conversation Nurture Inspire
  24. 24. 2424 75% of Consumers Don’t Trust Traditional Marketing… But 90% Trust Other Consumers
  25. 25. Tapping into Social Intelligence™ Social Intelligence™ is the delivery of both marketing performance or benchmark data and actionable insights based on learnings from the conversation that impact all marketing activities Observation Rooms Active Listening Offline Social Research Digital Social Focus Groups
  26. 26. Why Listen? Media Direct Peers Press CRM Personal Beliefs  and  Experiences Community Media DirectSocial Marketing PR CRM Product/Packaging Call  Center/Support Inform and Facilitate Impact Conversation Strategic  Positioning
  27. 27. Use Cases for Listen – Inspire - Nurture 27 • Product Ideation • Product Launch • Campaign • General Ideation/Product Improvement • Brand Health Scores • Competitive Benchmarks • Crisis Management • Gauge Market Reaction to Change
  28. 28. Listening Results in a New Target: Samsung B. Case Study: Samsung SSD (Hard Drive) • Project Goal: “Listen” to online conversations. Gain insights into SSD and Samsung perceptions • Approach: Engaged in social intel audit • Insight: Identified new market segment (gamers) for SSD product
  29. 29. 29 Starburst: Inspiring Conversations with Content • Project Goal: Increase purchase intent and relevancy with connected, jaded consumers. • Insight: Technology is an extension of them, used for personal expression, enjoyment and social connectedness. This is the age of “TMI” • Approach: Developed highly engaging social brand content series around concept of “sharing something juicy” • Outcome: Campaign drove lifts in purchase intent by 10%, nearly 11 million engaged video views, leading to 70,000+ hours of video viewing time. The “TV is Crap” episode becoming the first brand content video to reach the #1 most viewed status on YouTube
  30. 30. Building Community Via Influencers B. Case Study: American Express OPEN Forum • Project Goal: Drive high value engagements with card members and prospects • Approach: Social hub features leading content, perspectives and personalities. Distributed/syndicated core equity drives fresh engagement. • Outcome: OPEN Forum, the leading small business hub on the internet
  31. 31. Building C Suite Community B. Case Study: IBM InfoBoom! • Project Goal: Bring IBM leadership and expertise to the underserved mid- market audience • Insight: CIOs do not have the time to socialize about the weather. They greatly value insightful POVs from thought leaders. • Approach: While leading editorial content drives conversation, organic social activation brings authenticity to the branded conversation. • Outcome: IBM InfoBoom! Community.
  32. 32. Customer Support via Social Media Verizon Community Forums Mark Studness Director E-Commerce Verizon
  33. 33. Agenda • Background & Objectives • Support Forums • Super Users • Moderation • Forums Content Syndication
  34. 34. Background Verizon Comprised of 3 Business Units • Verizon Telecommunications - Wireline Consumer & Small Business • Verizon Wireless – Consumer & Business • Verizon Business – Enterprise Verizon Telecommunications - Wireline • Network investment ($23B) to replace copper network with fiber-optics (FiOS services) • FIOS TV launched in 2005 and attains 2.5 million subscribers (Q209).
  35. 35. Objectives Deliver outstanding digital support to Verizon customers. • Extend the breadth of online support content • Increase support relevancy • Reduce publication timelines • Deepen customer relationships Increase efficiency of Verizon support
  36. 36. Customer Support Forums Online Community Peer to Peer Support Moderated but not censored Super User Friendly verizon.com/forums
  37. 37. How Forums Help Customers Super Users A customer who spends any where from 20 to 60 hours per week on forums, answering customers questions. One Answer Helps Many Customers Indirect support provides one answer to support many customers. Direct support is one to one thus slower and more costly. Extend Support Breadth Customer can ask questions relating to how to use 3rd party products such has routers, webcams, games, plasma TVs, surround sound systems…etc with their Verizon Voice, Internet, TV and Wireless services. Deepen Customer Relationships Customer comments and suggestions are reviewed and acted upon providing 2 way dialog between Verizon and customers. 1 Answer 1 Answer 1 Question 1 Question 1 Question 1 Question 1 Question1 Question 1 Question 1 Question 1 Question 1 Question 1 Customer Direct Support Indirect Support 1 Customer 1 Customer 1 Customer 1 Customer 1 Customer 1 Customer1 Customer 1 Customer 1 Customer 1 Customer1 Customer 1 Customer 1 Customer 1 Customer 1 Customer
  38. 38. Meet Some Super Users Justin Retired IBM technical support expert Enjoys solving problems Calls Keller, TX home TimSkyes Young IT professional Online Gamer Collects screen used TV and movie props • Keyboards Electronics engineer in hardware design Musician Has a strong interest in photography
  39. 39. Quick Facts Full-time moderation Ensures a safe environment Top Moderation Activities Read all posts for adherence to guidelines Archive/move posts when needed Escalate customer service issues Congratulate users when they move up ranks Moderation Policies and Procedures
  40. 40. Forum Content Syndication Content available from: • Support Pages • Search Results • Contact Us
  41. 41. Thank You
  42. 42. Sam Ford Director of Customer Insights Peppercom Moving from “Viral” to Spreadable Media: Following the Audience’s Lead
  43. 43. Myths about Digital Media Stickiness is all that matters. Viral is the answer. The “Broadcast Mentality” still works.
  44. 44. Creating Value through Spreadable Media Value is created through: Content being relevant when/where audiences want it Content which audiences can ‘recontextualize’ Making texts accessible to surplus audiences outside a ‘target demographic’ The movement of content ‘Plentitude’ Acknowledging consumers’ ultimate role in defining your brand
  45. 45. Why Do People Spread Content? People Spread Content to: Define themselves Increase their notoriety Strengthen social ties Build community Provoke/challenge others
  46. 46. Peppercom’s Approach Listen Converse Build Platforms Maintain a Presence
  47. 47. Listening to the Future Co-Creation via Online Consumer Communities Heather D. Maxwell, PhD Consumer Insights General Mills
  48. 48. Introduction The average adult “undivided attention span” is 15 to 30 seconds. Most people will forget 95% of what you say within minutes of hearing your message.
  49. 49. If you remember just one thing… Online Consumer Communities: • MEET THE NEEDS of consumers, brand teams, & agencies with BUSY LIVES. • Allow you to co-create with consumers BETTER, FASTER, and CHEAPER. • Create PROUD, BUZZ AGENTS
  50. 50. The 15 Minute Journey History Method Importance Future
  51. 51. History
  52. 52. Quantitative Research Evolved Paper/pencil surveys to online surveys History Method Importance Future
  53. 53. Qualitative Research Evolving History Method Importance Future
  54. 54. Qualitative Research Evolving History Method Importance Future CONSUMERS AROUND WORLD the
  55. 55. Method
  56. 56. Private Online Communities Definition Process Recruit Engage/Immerse Iterate Engage/Immerse Iterate History Method Importance Future
  57. 57. Importance
  58. 58. Why Online Communities Matter History Method Importance Future FASTER: Speed to Market BETTER: Iterative Building CHEAPER: Cost Efficient
  59. 59. Why Online Communities Matter Invested Consumers History Method Importance Future Teammates Marketing Product Development Package Development Advertising Consumer Insights Public Relations
  60. 60. Future
  61. 61. From Research Participants to Buzz Consumers aid all members of our cross functional teams Consumers sad and proud when community closes Pride prompts buzz thus convergence History Method Importance Future
  62. 62. Wrap Up
  63. 63. If you remember just one thing… Online Consumer Communities: • MEET THE NEEDS of consumers, brand teams, & agencies with BUSY LIVES. • Allow you to co-create with consumers BETTER, FASTER, and CHEAPER. • Create PROUD, BUZZ AGENTS
  64. 64. Thank you.
  65. 65. How Social Media Creates Convergence Among the Advertising, Marketing, PR and Consumer Insights Spheres Lynne d Johnson SVP, Social Media The ARF Christopher Andrew VP, Group Director Digitas Social Mark Studness Director, E-Commerce Verizon Sam Ford Director Customer Insights Peppercom Heather Maxwell Lead in Customer Insights on Social Media and Communities General Mills
  66. 66. Next Steps & Adjournment Joel Rubinson Chief Research Officer Lynne d Johnson SVP, Social Media

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