Social Media Council: Building Your Brand Audience

Social Media Council
Building Your Brand Audience
SCHEDULE PRESENTATIONS
Welcome & ARF Updates
2:30 – 2:35PM
Lynne d Johnson – SVP, Social Media, The ARF
Introductions & Overview of Agenda
Jim Oliver – VP of Global Measurement Science for Emerging Media, Nielsen Online
2:35 – 2:45PM Richard Pasewark – General Manager, TNS Cymfony
Nathaniel Perez – Director-Marketing Strategy and Analysis, Sapient
Ned Winsborough – CI Manager-Consumer Networks, General Mills*

2:45 – 3:15PM Growing Your Graph Taddy Hall – Chief Operating Officer, Meteor Solutions

3:15 – 3:35PM The Connected Consumer Andrea Harrison – Strategy Director, Razorfish

3:35 – 3:55PM “No, I Don’t Want to be Facebook Friends with my Butter” Nathaniel Perez – Sapient

3:55 – 4:15PM Discussion and Q&A
Next Steps and Wrap Up
4:15 – 4:30PM Richard Pasewark – General Manager, TNS Cymfony
Ned Winsborough – CI Manager-Consumer Networks, General Mills*

1

Upcoming ARF Events

Putting Listening to Work
2010 ARF Industry Leader Forum
THURSDAY JANUARY 28, 2010
Bently Reserve, San Francisco
Join us at our upcoming San Francisco event to learn how to use
listening, evaluate listening applications, develop a listening strategy,
integrate it into your existing research program, create an action plan
and apply its learnings. Get answers to your questions on listening
and develop an action plan that specifically addresses your business
needs during this interactive day.
Speakers include:
» Jeremiah Owyang, digital media strategy superstar and blogger and Partner, Customer Strategy,
Altimeter Group
» Steve Patrizi, Vice President, Advertising Sales and Operations, LinkedIn
» Doug Frisbie, National Social Media and Product Integration Manager, Toyota
» Johanna Skilling, EVP, Director of Strategic Planning, Saatchi and Saatchi Wellness

TO FIND OUT MORE AND REGISTER www.TheARF.org/assets/ilf

Upcoming ARF Events

Re:think 2010: The ARF Annual
Convention + Expo
MARCH 22-24, 2010
Marriott Marquis, New York City
www.TheARF.org/assets/rethink-10

The ARF 2010 David Ogilvy Awards
MARCH 23, 2010
Enter today! Submission deadline Ext January 11, 2010.
www.TheARF.org/assets/ogilvy-10

The ARF 2010 Great Mind Awards
MARCH 24, 2010
Nominate a colleague for a Great Mind Award today.
www.TheARF.org/assets/great-mind-10

Welcome & ARF Overview

Lynne d Johnson
SVP, Social Media
The ARF

4

Discover valuable Knowledge
Solutions Online and Off

PowerSearch Morning Coffee
A single search allows you to access Morning Coffee brings the
nearly 60,000 documents, including: web’s best news feeds,
• ARF website research, blogs and videos
• ARF conference papers, workshop on advertising, marketing,
papers, white papers, case studies, media, consumers and
Ogilvy awards culture to our members.
• Journal of Advertising Research
• WARC database abstracts
• Research and summaries of new and
historical studies from 50 other sources:
ARF member research companies,
industry associations, and trusted
non-member companies

5

Social media is becoming a critical part of progressive
marketing thinking. With the rise of social media, the
consumer has been able to drive the conversation with or
without input from the brands.

The Council will:
• Help companies understand how they can be the chief
storytellers for their own brands within the midst of all of
the noise and conversations.
• Create appropriate metrics that can gauge the impact of
marketing efforts in social media.
• Develop a plan for research/insights to bring the voice of
the human into the boardroom by “listening” to what is
said in social media as part of a cohesive research
program.
• Have the ARF leverage social media with its membership
and the marketing/media community to develop and
demonstrate successful social media marketing principles.

6

Social Media Council Co-Chairs

Jim Oliver
VP of Global Measurement Science for Emerging Media, Nielsen

Richard Pasewark
General Manager, TNS Cymfony

Nathaniel Perez
Head of Community Intelligence, Sapient Interactive

Ned Winsborough
CI Manager, Consumer Networks, General Mills

7

2:30 – 2:35PM
2:35 – 2:45PM Richard Pasewark – General Manager, TNS Cymfony*
Ned Winsborough – CI Manager-Consumer Networks, General Mills





8

12/14/2009 www.meteorsolutions.com 9

Online Marketing Is Changing…
Buy Ads Build Site and Create Content

Tracking and Tracking and
Optimization Optimization

CONFIDENTIAL
12/14/2009 10
www.meteorsolutions.com

Today It Has to Be Earned
Paid Media (Ads) Owned Media Earned Media

A Big Opportunity

+ =
Lots of Traffic Valuable Visitors ROI

• 15-20% of Unique • 1.5x – 4x Conversion • Low Acquisition Costs
Visitors from Lift • Engaged and Loyal
“Earned” Links • Loyal Fans Customers

(source: Meteor Solutions) (source: Meteor Solutions,
Razorfish)


How to Monetize the Social Graph
4 Steps to Success:
1. Research
– Listen and Map the DNA of Link Sharing and
Influence
2. Connect with Fans and Advocates
– Distribute Content and Energize the Base
3. Activate and Monetize
– Increase Sharing, Engagement, and Action
4. Optimize
– Improve Paid and Unpaid Activities
CONFIDENTIAL
12/14/2009 13

Lots of Help Figuring this Out


Step 1: Research


Revealing the Graph: The DNA of Social Media
James Follows James Friends and Friends Visit Some buy
link to Palm.com Shares Link Family Landing Page and some
and sees video to video Follow Link to See Video & pass it on…
Offer
Buy!

Javascript on Assign unique Associate James Track
client assigns IDs to each with each visitor conversions and
unique ID to friend that and identify downstream
James and the clicks. sources of each word of mouth
URL he shares (eg. Facebook)

Sharing PLUS Listening

Listening and
Sentiment

Third Party
Listening Platform

•Identify conversations and
communities that drive most
direct and indirect traffic
and actions.
•Track influencers and the
earned media they
generate.
CONFIDENTIAL
12/14/2009 17

Step 2: Connect with Fans and
Advocates

Serious Fan Advocates
Passionate about your brand, Committed to the cause,
eager to share with others. eager to make a difference.

CONFIDENTIAL
12/14/2009 18

Create, Distribute…. and Energize

CONFIDENTIAL
12/14/2009 19

Syndicate and Publicize Relevant
Content (even when it isn’t yours!)
On Twitter
– Post Links to Quality Fan Content
– Follow Quality Followers
– Re-Tweet Relevant Messages
On Facebook
– Friend Your Biggest Fans
– Post Relevant Content and Links
On Bookmarking Sites
– Link to Quality Fan Content Through Delicious,
Digg, etc.

CONFIDENTIAL
12/14/2009 20

How to Engage Your Fans and
Advocates
•Recognition
• Public Acknowledgement,
Counters, Stars,
Achievements

•Rewards
• Access, Special Content,
Status

•Sharing
• Facebook Connect
• Twitter API
• Email
• Sharing Widgets

•Fun
• Increasing Influence =
More Recognition and
“Richer” Rewards
CONFIDENTIAL
12/14/2009 21

The Multiplier Effect

100s 10,000s 1,000,000s

CONFIDENTIAL
12/14/2009 22

Step 3: Activate and Monetize
Stimulate sharing to increase traffic: 20%-50% from sharing

Reward System Content
Sharing Maps Leaderboards
Integration Unlock

BUILDING BLOCKS OF SOCIAL PROMOTION

Proprietary and Confidential. Patents
12/14/2009
Pending.

Resident Evil 5: Case Study

On the Resident Evil 5 site,
we’ve built‐in a promotional
application that incentivizes
visitors to pass‐along content.

Share video with friends…

and community earns right to watch the next video
Proprietary and Confidential. Patents
12/14/2009
Pending.

Step 4: Optimize

• Target influential sites/communities with
immediate “call to action”
• Increase paid media and seeding efforts on
highest ROI placements


Increase Advertising ROI on High
Yield Sites

Take-Aways
It’s not Magic…but it is different

Social Media scales…and delivers

Getting Started:

Get to know your Social Graph: Track and Listen

Engage and Activate

Learn and Optimize
CONFIDENTIAL
12/14/2009 29

Thank You!

Questions?
Give a Shout!

Taddy Hall, COO
Taddy@meteorsolutions.com
c 917.612.6250
Sales: (866) 677-0604


2:30 – 2:35PM





31

FEED:
The 2009
Razorfish Digital
Brand Experience
Report

Garrick Schmitt, Group Vice President, Experience Planning
Email: garrick.schmitt@razorfish.com
Twitter: @gschmitt

Conventional Wisdom Says
Advertising Is Failing...

2

nies lie in ads
76% of pe ople think compa ey did last year
77% trust comp anies less than th
companies will d o what is right
8% o f people believe the programs
3 ads as much as
15% of people enjoy the

Page 3 © 2009 Razorﬁsh. All rights reserved.
2008 Vizu Answers, 2009 Yankelovich, 2009 Edelman Trust Barometer, 2009 Edelman Trust Barometer, TGI, HT Spike Jones, Brains On Fire.

Worse?
83% Of Mad Men’s Time-Shifted
Audience Fast Forwards Through
The Commercials
TIVO, September 25th, 2009

But It’s Not That Advertising Is
Failing…It’s That Experiences
Matter More Than Ever
Before.

5

How Do Consumers Engage
With Brands In An
Increasingly Digital World?

Meet The “Connected Consumer”

WHAT IS YOUR AGE? In August 2009 Razorfish surveyed
1,000 U.S. “connected consumers”*:

•  Broadband access

•  Spent $150 online in the past six
months (travel, Netflix, tickets,
Amazon, etc.)

WHICH OF THE FOLLOWING BEST DESCRIBES YOUR COMBINED HOUSEHOLD •  Visited a community site
INCOME?
(MySpace, YouTube, Facebook,
Yelp, etc.)

•  Consumed or created some form
of digital media such as photos,
videos, music or news

* This equates roughly to the U.S. broadband population which is about 200m based on the Pew Internet and American Life Project.

9

Yes, You Can Build A Brand Online. You
Have No Choice
HAS AN EXPERIENCE YOU HAVE HAD ONLINE EVER CHANGED YOUR OPINION Marketers have never thought of
(EITHER POSITIVELY OR NEGATIVELY) ABOUT A BRAND OR THE PRODUCTS
AND SERVICES IT OFFERS? digital as a wonderful place to build a
brand, but they should:

•  65% of consumers have had a
digital experience change their
opinion about a brand

•  97% of them report that
HAS THAT EXPERIENCE INFLUENCED WHETHER OR NOT YOU PURCHASED A
experience influencing whether or
PRODUCT OR SERVICE FROM THE BRAND? not they purchased a product or
service from that brand

11

Actions Speak Louder Than Advertising
PLEASE RATE THE FREQUENCY OF WHICH YOU DO THE FOLLOWING: Branded experience are the new
advertising. And consumers are
increasingly hungry for them,
sometimes ravenously so:
•  97% have searched for a brand
online
•  77% have watched a
commercial on YouTube
•  69% have read a corporate blog
•  65% have played a branded,
browser-based game.
•  73% have posted a product or
brand review on a site like
Amazon, Facebook or Twitter

12

Brand Culture Or Fan Culture?

HAVE YOU EVER “FRIENDED” A BRAND ON FACEBOOK OR MYSPACE? Conventional wisdom holds that
consumers don’t want brands
encroaching on their social lives – but
that’s just not true:

•  76% of consumers welcomed
brand advertising on social
networks (FEED, 2008)

HAVE YOU EVER FOLLOWED A BRAND ON TWITTER? •  40% of consumers “friended” a
brand on Facebook and/or
MySpace

•  26% of consumers have “followed”
a brand on Twitter

13

The Outlet Malls Of Tomorrow?
Facebook, MySpace & Twitter
Marketers shouldn’t assume that consumers are as passionate about their brands
as they are: Consumers don’t want a conversation with brands – they want deals.

WHAT IS THE PRIMARY REASON YOU FOLLOW A BRAND ON TWITTER?
•  44% of consumers who follow a
brand on Twitter do so for deals
•  37% of consumers who “friended” a
brand on Facebook and/or MySpace
do so for deals

14

Bottom Line: Digital Brand Experiences
Create Customers
Digital is not simply an “awareness” or CRM play, it’s a customer-creation play.
The overwhelming majority of consumers who engage with a brand online move
from passive “receivers” to advocates almost instantly :

WHEN YOU HAVE PARTICIPATED IN A BRAND-SPONSORED CONTEST OR •  97% report increased brand
SWEEPSTAKES, DOES IT GENERALLY DO THE FOLLOWING:
awareness
•  98% show increased consideration
•  97% will more likely purchase a
product
•  96% may recommend the
brand to their friends

15

Consumers Turning First, Foremost To
Digital
PLEASE RATE THE FREQUENCY OF WHICH YOU DO THE FOLLOWING: According to Forrester consumers
now spend nearly as much time online
as they do watching TV*. We found
that their technical fluency is far
greater than most believe:
•  57% of consumers actively
customize their homepages
•  84% share links or bookmarks
•  55% subscribe to RSS feeds
•  33% get their news from
Facebook
•  20% get their news from Twitter

*Forrester 2009 North American Technographics Survey

17

Mobile Internet Service Use Skyrocketing
Mobile Internet services are being consumed broadly. Majority of consumers own
a smartphone and use it actively.

WHAT TYPE OF SMARTPHONE DO YOU HAVE? •  57% access the Internet from their
phone
•  50% have downloaded an app for
their phone
•  30% have interacted with an ad
banner on their phone

18

Connected Consumers Are The New
Mainstream
THE TECHNOLOGY ADOPTION CURVE

19

Are Consumers Really In Control?
PLEASE RATE THE FREQUENCY OF WHICH YOU DO THE FOLLOWING: Conventional wisdom says that every
generation of consumer grows smarter,
shrewder and more immune to marketing.
But that’s not true – consumers are actively
choosing to engage with brands,
everywhere.
•  40% have “friended” a brand on
Facebook and/or MySpace
•  26% have “followed” a brand on Twitter
•  77% have watch an advert on YouTube
•  69% have read a corporate blog post
•  73% have posted a review of a brand
on a site like Amazon or Yelp
•  52% have blogged about brand’s
product or service

21

Facebook And Twitter Creating Fan
Culture For Brands
WHEN YOU “FRIEND” A BRAND ON FACEBOOK OR MYSPACE, DOES IT After deals, the main reason
GENERALLY DO THE FOLLOWING?
consumers “friend” a brand? Because
they *really* are a fan (or a customer,
at least). Social media platforms are
proving to be customer service
platforms.
•  33% friend a brand on Facebook/
MySpace because they are a
WHEN YOU FOLLOW A BRAND ON TWITTER, DOES IT GENERALLY DO THE
customer
FOLLOWING?
•  24% follow a brand on Twitter
because they are a current
customer
•  23% follow a brand on Twitter for
“interesting or engaging” content,
which shows promise for a new
type of relationship

22

Fans And The Future Of The Marketing
Funnel
HAVE YOU EVER PARTICIPATED IN A BRAND-SPONSORED CONTEST OR Brand culture and fan culture are
SWEEPSTAKES?
dramatically reshaping the traditional
funnel as consumers leap from
experience to advocacy (or the
inverse) almost instantly.
•  70% have participated in a brand-
WHEN YOU HAVE PARTICIPATED IN A BRAND-SPONSORED CONTEST OR
sponsored contest
SWEEPSTAKES, DOES IT GENERALLY DO THE FOLLOWING?
•  24% have produced content to
participate in a contest
•  26% have attended a brand
sponsored event, such as Nike’s
Human Race
•  24% have downloaded a branded
application for their mobile phone

23

Experiences Not Only Build Brands,
They Make Or Break Them
Amazon, Google, Facebook, Apple
and Nike are all experiential brands
that know consumer preference isn’t
formed in reaction to a message, but
to a series of experiences over time.
There’s good reason. Of consumers
who interact:
•  97% report increased brand
awareness
•  98% show increased consideration
•  97% will more likely purchase a
product
•  96% may recommend the brand to
their friends

24

Getting To The Bottom Of Brand
Engagement
Everyone is chasing after a metric to
define brand engagement. Millward
Brown says “digital consumers” have
15% stronger relationships with
brands. The Altimeter Group attempts
to correlate social media activity to
financial performance, citing Dell,
Starbucks and eBay as leaders.

We at Razorfish took a different tack:
we simply wanted to know if there was
any direct correlation between a
consumer’s digital interaction with a
brand and their likelihood to purchase
a specific product or service.

26

Digital Experience Create Customers
HAS AN EXPERIENCE YOU HAVE HAD ONLINE EVER CHANGED YOUR OPINION
(EITHER POSITIVELY OR NEGATIVELY) ABOUT A BRAND OR THE PRODUCTS
The answer was a resounding “yes”.
AND SERVICES IT OFFERS
Experiences have a much greater
influence over brand affinity and
consumer purchasing than even we
anticipated:

HAS THAT EXPERIENCE INFLUENCED WHETHER OR NOT YOU PURCHASED A
•  65% of consumers have had a
PRODUCT OR SERVICE FROM THE BRAND?
digital experience change their
opinion about a brand.
•  97% of those report that
experience influencing whether or
not they purchased a product or
HAVE YOU EVER MADE YOUR FIRST PURCHASE FROM A BRAND BECAUSE OF
A DIGITAL EXPERIENCE (E.G., A WEB SITE, MICROSITE, MOBILE COUPON, service from that brand.
EMAIL)?

•  64% of consumer report making a
first purchase from a brand
because of digital experience (e.g.
website, banner, etc.)

27

Five Brands That Are
Excelling In An Experience-
Driven World…

1. UNIQLO: Japanese Retailer Surprises
And Delights Audiences With Every
Interaction
29

2. Red Bull: Pioneered Experiential
Marketing With Subversive Events And
Sponsorships
30

3. Barbie: Reinvented An American Icon
For The Pop Sugar Set And Broke Sales
Records
31

4. Nike: Human Race. Chalkbot. Nike Is
Setting A New Standard For Experiential
Marketing
32

4. Virgin America: Brand Built By
Breakthrough Experiences – And The
Marketing Of Them
33

5. Microsoft’s Bing: Accomplishing The
Impossible By Putting Experience First And
In Every Ad
34
34

Thank You

Garrick Schmitt, Group Vice President, Experience Planning
Email: garrick.schmitt@razorfish.com
Twitter: @gschmitt

2:30 – 2:35PM





32

“No, I don’t want to be friends with my butter!”
Re-setting the agenda for Social Media

Brand Friendships
Changing Landscape
Information Universe
Building Better Social Experiences
Case Study

Meet the most easily performed Facebook action.

Yet only 11% have “friended” a brand on
Facebook.

And 41% of 18-24 say they don’t want to see
profiles from brands on social networking sites.

Fan counts are misleading.

4 months
951 “likes” (0.02%)
318 comments (0.009%)

Engagement is dramatically growing.

138,000+ comments (1.7%)
71MM monthly active users

The World According
to Google (or Eric Schmidt anyway...)

•Five years from now the internet will be dominated by Chinese language content.
•Today’s teenagers model how the web will work infive years – jumping from app to
app to app seamlessly.
•Five years is a factor of about 6 according to Moore’s Law, meaning that devices will
be capable of far more by that time than they are today.
•Within five years there will be broadband well above 100MB in performance – and
distribution distinctions between TV, radio and the web will go away.

Media has fueled fundamental cultural shifts in what
we find normal or acceptable about privacy.

Complete decentralization of social networks.

Real time information in search
results on Google.

Real time information in Google search results.

Expect Google’s Social
Google’s Social Search to change the way we
Search to change the way
we interact with search
interact with search engines (and information). engines.

Experiential conversation:
fundamental shifts in the
way we engage with each
other.

Media and consumer voice with few
physical boundaries.

Content organization and
filtering is becoming big business.

An information universe growing
by the second.

724,311,510,618,248,992,017
Bytes of information created since 01.01.2009 – IDC
OR 674,567,661,000+ GB
OR 84B Full 8GB iPhones

23,952,000,000,000
Bytes of information created every second (roughly)
IDC Digital Information Universe Study - 2009

An old problem with brand new proportions.

“ An immense and ever-increasing wealth of knowledge
is scattered about the world today; knowledge that
would probably suffice to solve all the mighty
difficulties of our age, but it is dispersed and
unorganized. We need a sort of mental clearing house
for the mind: a depot where knowledge and ideas are
received, sorted, summarized, digested, clarified and
compared.”
H. G. Wells, 1938, The Brain: Organization of the Modern World

Breaking through the clutter. Three
grounding principles

“Media defines us while we define media.”

“We’ve shifted from media to mediated relationships.”

“Connections were the constraint, we now have
connections without constraints.”
“The machine is (Changing) Us: YouTube and the politics of Authenticity”- Michael Wesch, Assistant Professor of Cultural Anthropology,
Kansas State University.

Media defines us while we define media.

Shape the outcome, don’t prescribe it.
Leave predictable outcomes behind.
Turn insights into motives
Relinquish control

Control

Brand Consumer
Engagement

Brand/Consumer Online Experience Creation Distribution Earned Media
Research Anthropology Media Connection Community Voice
Motives/Behavior

We’ve shifted from media to mediated
relationships.
Connectivity carries communication
Brands should connect, not broadcast
Move beyond static listening metrics (influence, motives)
Understand influence and motives “in action”
Social Media an unbound source of behavioral insights
Create virtual focus groups
Build connectivity through behavioral contexts you can associate with
Create “mediated” experiences

Brand

Consumers

Connections were the constraint, we now
have connections without constraints.
Listen to your experiences
Digital listening lets you understand how media has shaped you
Perform discovery against your own conversation
Behavior, influencers, motives, connectivity.

Convergence of listening and analytics
Cross-channel, cross-metrics analysis
Source correlations (sales, CRM, web analytics, call-center, buzz)
Advanced techniques (language, stochastic, etc.)

Putting it all together.
Queensland’s “Best Job in The World”

Why It Worked
Bloggers in a hard economy, where a job could have a whole new meaning.
Younger tech savvy, creative minded. Did not target travelers, but targeted
advocates.

Engagement motive: A reward that gets them to dream, creating an
individual expression that promotes the brand.
Experience motive: Self-expression, competition, prize, fame
Influence “in action”: A travel story told by aspiring caretakers that spread
the word to their circles.

Shaping the outcome: one winner, public control, media shapes the brand
Mediated experience: Queensland connected, without ever broadcasting.
Leveraged the voice of the people and media.
Listening: Clear opportunity to measure impact across metrics (from mere
sentiment to visitors, tourism revenue, etc.)

THANK YOU!
ANY QUESTIONS?
Nathaniel Perez
Director – Community Intelligence

Twitter: @mahumbaba
LinkedIn: http://www.linkedin.com/in/nathanielperez
Email:nperez@sapient.com

2:30 – 2:35PM





75

Upcoming ARF Events
Putting Listening to Work
2010 ARF Industry Leader Forum
THURSDAY JANUARY 28, 2010
Bently Reserve, San Francisco
Join us at our upcoming San Francisco event to learn how to use
listening. Get answers to your questions on listening and develop an
action plan that specifically addresses your business needs during
this interactive day.
Speakers include:
» Jeremiah Owyang, Altimeter Group
» Steve Patrizi, LinkedIn
» Doug Frisbie, Toyota
» Vishal Pandya, IBM
» Johanna Skilling, Saatchi and Saatchi Wellness
» Stephen Kim, Microsoft Advertising

TO FIND OUT MORE AND REGISTER www.TheARF.org/assets/ilf
76

Next Social Media Council

TUESDAY FEBRUARY 2, 2010
ARF, New York

TO FIND OUT MORE AND REGISTER
www.TheARF.org/assets/social-media-council

77

Upcoming Council Meetings and Announcements

Ogilvy Awards Submissions Deadline Extended
January 11th – ogilvyawards@thearf.org

Ad Effectiveness / January 21st

All council schedules are in EDT format and in our ARF offices in NY unless otherwise noted.
To register please visit http://www.thearf.org/channels/councils or email councils@thearf.org

Social Media Council: Building Your Brand Audience

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