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Social Influence Marketing Trends
June 25th, 2010

@shivsingh
http://www.goingsocialnow.com
Key Facts about Razorfish




  Full-service digital agency
  One of the largest interactive marketing & technology companies
  Leader in web design and digital marketing according to Forrester
  $60 billion of media managed across the Publicis Groupe network




@shivsingh
The Family




                David Kenny




@shivsingh
Marketing has gotten more
             difficult than it ever was




@shivsingh
2008 Vizu Answers, 2009 Yankelovich, 2009 Edelman Trust Barometer, 2009 Edelman Trust Barometer, TGI, HT Spike Jones,
  Page 5 © 2009 Razorfish. All rights
Brains On Fire.               reserved.
But I believe that digital can
             make a big difference




@shivsingh
1.
      Has an experience you have had online ever changed
    your opinion (either positively or negatively) about a brand
              or the products and services it offers?




               65.3%                     34.7%
                   Yes                      No




                    See feed.razorfish.com for more
                    information on the research
@shivsingh
2.
             Has that experience influenced whether or not you
              purchased a product or service from the brand?




                    97.1%                          2.9%
                        Yes                         No




                       See feed.razorfish.com for more research

@shivsingh
Bottom Line: Digital Experiences Create Customers


   Digital is not simply an
   “awareness” or CRM play, it’s
   a customer-creation and
   customer service play.



@shivsingh
5 Ideas to consider


@shivsingh
IDEA   1


             Let customers do
             the work for you




@shivsingh
IDEA   1


                    “ The purpose of a
                     business is to
                     create a customer   ”
                     – Peter Drucker




@shivsingh
IDEA   1


             “ The purpose of a business
               is to create a customer
               who creates customers ”




@shivsingh
IDEA   1

             Leaving your only job to be
             taking care of your existing
             customers
             Trust me, that’ll be harder
             not easier…



@shivsingh
IDEA   1




   1 billion total media impressions to date; 44M blogs, 70M tweets,
   300K new Facebook fans. All by not advertising on the Super Bowl
   and launching a year round social media cause marketing effort.
@shivsingh
IDEA   1

   What are the implications of this?

     • Your customers expect a lot more

     • Taking risks is not a choice

     • You need to be better corporate citizens

     • Providing incentives for participation key




@shivsingh
IDEA   2


             Harness influencer
             dynamics. Everyone
             else is doing so


@shivsingh
Why does influence matter online?



      72% of
      internet users
      say they are
      exposed to
      too much
      advertising


@shivsingh
IDEA   2

    We haven’t known how
     to reach these people                                And these have typically
                                                          been ignored




        These continue to get
           the most attention



                     See Social Media Marketing for Dummies
                     if you want more information on the
                     different influencer types. You need to
                     account for all these types
@shivsingh
IDEA   2




                    Not only can you now identify and track
                    your customers but you can also market
                    to their strong and weak ties. Ads served
                    to the ties produce better results than
@shivsingh
                    marketing to anonymous strangers
IDEA   3




                Comparative SIM Score for Toyota in months as the recall crisis broke.
                Influencers came to the defense of Toyota pushing up its SIM Score.

                Google “Mashable and Toyota” for more information.
                (SIM Score = Relative Brand Sentiment * Conversation Volume)
@shivsingh
IDEA   2

   What are the implications of this?

     • You’ve got new marketing tactics to leverage

     • You can optimize your media spend even further

     • Your social influencers can bring in more consumers

     • You have a new metric for evaluating brand health




@shivsingh
IDEA   3


             Make your brands
             even more human




@shivsingh
IDEA    3

   Brand Voices                            SIM Voices


   •   Singular company voice              •   Multiple, authentic individual voices


   •   Reflects the brand personality      •   Transparent and googleable


   •   Everybody follows the brand voice   •   Engaging and conversational


   •   Appears in all brand touch points   •   Appears where conversations are


   •   Usually unique to the company       •   Unique to the person not the company


   •   Sometimes manifested in a person    •   Manifested in a real person


   •   Used everywhere –signage to ads     •   Used only by real people

@shivsingh
IDEA   3
 Brand Voice                    Social Voice               Social Brand




                    Best Buy was recognized at Cannes for this
                    effort just this week. More brands will need to
                    become social brands in a similar fashion. Is
@shivsingh          your brand becoming a social brand?
IDEA   3




                    Barbie doll sales jumped when Barbie was
                    given a social voice. Only marketing during
@shivsingh          that period was PR, Events and Social Media
IDEA     3
   1.0

                                                                          Corporate
     Strategy &    Research &                 Marketing &     Human
                                Operations                               Communicatio
      Planning    Development                   Sales        Resources
                                                                             ns




                                               Customers

   2.0

                                                                          Corporate
     Strategy &    Research &                  Marketing &    Human
                                Operations                               Communicatio
      Planning    Development                    Sales       Resources
                                                                             ns




                                        Customers




                      The question to ask yourself is whether your
@shivsingh
                      organization is moving in this direction or not
IDEA   3

   What are the implications of this?

     • People connect with people more than brands

     • You need to practice permission marketing

     • Your brands need to be manifested in real people

     • Your social voices represent your brands best




@shivsingh
IDEA   4


             Create new
             businesses out of
             hidden assets


@shivsingh
IDEA   4
                    Over the next decade, two out of every
                    three companies will face the
                    challenge of their corporate lives:
                    redefining their core business.

                    Buffeted by global competition and
                    facing an uncertain future, more and
                    more executives will realize that they
                    must make fundamental changes in
                    their core even as they continue
                    delivering the goods and services that
                    keep them in business today




@shivsingh
IDEA   4
                    Citibank
                    leveraged a
                    hidden asset in
                    terms of its credit
                    card transaction
                    data to create a
                    whole new
                    business that
                    provides a unique
                    service to people.
                    They spun it off
                    as a new
                    company




@shivsingh
IDEA   4

   What are the implications of this?

     • Your business is going to radically change

     • You’ve gotten hidden assets to be leveraged

     • Your employee base will matter even more

     • Your customers can help you navigate this world




@shivsingh
IDEA   5


             Take your digital
             experiences on the
             road with location
             aware capabilities

@shivsingh
Functionality   IDEA   5




                       Mobility
                                  Courtesy Forrester Research
@shivsingh
IDEA   5

                                                                The more
                                                                mobile
                                                                something gets
                                                                doesn’t mean
                                                                the less
    Functionality




                                                                functionality it
                                                                has anymore.
                                                                That’s what’s
                                                                changed about
                                                                mobile and why
                                                                there’s so much
                                                                buzz about it

                       Mobility
                                  Courtesy Forrester Research
@shivsingh
IDEA   5
                    FourSquare
                    Check-ins are
                    great but keep in
                    mind that there’s
                    more to this
                    phenomena.

                    The next time I
                    walk into a hotel,
                    I’d like to check-in
                    via my iPhone
                    without having to
                    go up to the
                    reception. I should
                    be SMS’d my room
                    number & door
                    unlock code.

@shivsingh
IDEA   5


                    There will be all
                    kinds of new
                    advertising when
                    augmented reality
                    goes mainstream
                    and at first as with
                    every other medium
                    it’ll be clumsy and
                    stupid mistakes will
                    be made




@shivsingh
IDEA   5

   What are the implications of this?

     • Mobility becomes core to digital experiences

     • Social media goes mobile in a fundamental way

     • Real time activity will drive brand perception

     • Every device will become a mobile device

     • Unique location aware functionality will explode


@shivsingh
5 Ideas to consider

   1.   Letting customers do the work

   2.   Harness influencer dynamics

   3.   Make your brands more human

   4.   Create new businesses from hidden assets

   5.   Take digital on the road




@shivsingh
Thank You!




Shiv Singh
http://goingsocialnow.com
twitter.com/shivsingh

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Social Trends - June 2010

  • 1. Social Influence Marketing Trends June 25th, 2010 @shivsingh http://www.goingsocialnow.com
  • 2. Key Facts about Razorfish Full-service digital agency One of the largest interactive marketing & technology companies Leader in web design and digital marketing according to Forrester $60 billion of media managed across the Publicis Groupe network @shivsingh
  • 3. The Family David Kenny @shivsingh
  • 4. Marketing has gotten more difficult than it ever was @shivsingh
  • 5. 2008 Vizu Answers, 2009 Yankelovich, 2009 Edelman Trust Barometer, 2009 Edelman Trust Barometer, TGI, HT Spike Jones, Page 5 © 2009 Razorfish. All rights Brains On Fire. reserved.
  • 6. But I believe that digital can make a big difference @shivsingh
  • 7. 1. Has an experience you have had online ever changed your opinion (either positively or negatively) about a brand or the products and services it offers? 65.3% 34.7% Yes No See feed.razorfish.com for more information on the research @shivsingh
  • 8. 2. Has that experience influenced whether or not you purchased a product or service from the brand? 97.1% 2.9% Yes No See feed.razorfish.com for more research @shivsingh
  • 9. Bottom Line: Digital Experiences Create Customers Digital is not simply an “awareness” or CRM play, it’s a customer-creation and customer service play. @shivsingh
  • 10. 5 Ideas to consider @shivsingh
  • 11. IDEA 1 Let customers do the work for you @shivsingh
  • 12. IDEA 1 “ The purpose of a business is to create a customer ” – Peter Drucker @shivsingh
  • 13. IDEA 1 “ The purpose of a business is to create a customer who creates customers ” @shivsingh
  • 14. IDEA 1 Leaving your only job to be taking care of your existing customers Trust me, that’ll be harder not easier… @shivsingh
  • 15. IDEA 1 1 billion total media impressions to date; 44M blogs, 70M tweets, 300K new Facebook fans. All by not advertising on the Super Bowl and launching a year round social media cause marketing effort. @shivsingh
  • 16. IDEA 1 What are the implications of this? • Your customers expect a lot more • Taking risks is not a choice • You need to be better corporate citizens • Providing incentives for participation key @shivsingh
  • 17. IDEA 2 Harness influencer dynamics. Everyone else is doing so @shivsingh
  • 18. Why does influence matter online? 72% of internet users say they are exposed to too much advertising @shivsingh
  • 19. IDEA 2 We haven’t known how to reach these people And these have typically been ignored These continue to get the most attention See Social Media Marketing for Dummies if you want more information on the different influencer types. You need to account for all these types @shivsingh
  • 20. IDEA 2 Not only can you now identify and track your customers but you can also market to their strong and weak ties. Ads served to the ties produce better results than @shivsingh marketing to anonymous strangers
  • 21. IDEA 3 Comparative SIM Score for Toyota in months as the recall crisis broke. Influencers came to the defense of Toyota pushing up its SIM Score. Google “Mashable and Toyota” for more information. (SIM Score = Relative Brand Sentiment * Conversation Volume) @shivsingh
  • 22. IDEA 2 What are the implications of this? • You’ve got new marketing tactics to leverage • You can optimize your media spend even further • Your social influencers can bring in more consumers • You have a new metric for evaluating brand health @shivsingh
  • 23. IDEA 3 Make your brands even more human @shivsingh
  • 24. IDEA 3 Brand Voices SIM Voices • Singular company voice • Multiple, authentic individual voices • Reflects the brand personality • Transparent and googleable • Everybody follows the brand voice • Engaging and conversational • Appears in all brand touch points • Appears where conversations are • Usually unique to the company • Unique to the person not the company • Sometimes manifested in a person • Manifested in a real person • Used everywhere –signage to ads • Used only by real people @shivsingh
  • 25. IDEA 3 Brand Voice Social Voice Social Brand Best Buy was recognized at Cannes for this effort just this week. More brands will need to become social brands in a similar fashion. Is @shivsingh your brand becoming a social brand?
  • 26. IDEA 3 Barbie doll sales jumped when Barbie was given a social voice. Only marketing during @shivsingh that period was PR, Events and Social Media
  • 27. IDEA 3 1.0 Corporate Strategy & Research & Marketing & Human Operations Communicatio Planning Development Sales Resources ns Customers 2.0 Corporate Strategy & Research & Marketing & Human Operations Communicatio Planning Development Sales Resources ns Customers The question to ask yourself is whether your @shivsingh organization is moving in this direction or not
  • 28. IDEA 3 What are the implications of this? • People connect with people more than brands • You need to practice permission marketing • Your brands need to be manifested in real people • Your social voices represent your brands best @shivsingh
  • 29. IDEA 4 Create new businesses out of hidden assets @shivsingh
  • 30. IDEA 4 Over the next decade, two out of every three companies will face the challenge of their corporate lives: redefining their core business. Buffeted by global competition and facing an uncertain future, more and more executives will realize that they must make fundamental changes in their core even as they continue delivering the goods and services that keep them in business today @shivsingh
  • 31. IDEA 4 Citibank leveraged a hidden asset in terms of its credit card transaction data to create a whole new business that provides a unique service to people. They spun it off as a new company @shivsingh
  • 32. IDEA 4 What are the implications of this? • Your business is going to radically change • You’ve gotten hidden assets to be leveraged • Your employee base will matter even more • Your customers can help you navigate this world @shivsingh
  • 33. IDEA 5 Take your digital experiences on the road with location aware capabilities @shivsingh
  • 34. Functionality IDEA 5 Mobility Courtesy Forrester Research @shivsingh
  • 35. IDEA 5 The more mobile something gets doesn’t mean the less Functionality functionality it has anymore. That’s what’s changed about mobile and why there’s so much buzz about it Mobility Courtesy Forrester Research @shivsingh
  • 36. IDEA 5 FourSquare Check-ins are great but keep in mind that there’s more to this phenomena. The next time I walk into a hotel, I’d like to check-in via my iPhone without having to go up to the reception. I should be SMS’d my room number & door unlock code. @shivsingh
  • 37. IDEA 5 There will be all kinds of new advertising when augmented reality goes mainstream and at first as with every other medium it’ll be clumsy and stupid mistakes will be made @shivsingh
  • 38. IDEA 5 What are the implications of this? • Mobility becomes core to digital experiences • Social media goes mobile in a fundamental way • Real time activity will drive brand perception • Every device will become a mobile device • Unique location aware functionality will explode @shivsingh
  • 39. 5 Ideas to consider 1. Letting customers do the work 2. Harness influencer dynamics 3. Make your brands more human 4. Create new businesses from hidden assets 5. Take digital on the road @shivsingh