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Shiv Singh, VP Social Media




                 2008 Publisher Summit

Welcome to the Social World
Yes, it is a Social World




© 2008 Avenue A | Razorfish. All rights reserved.   PUBLISHERS SUMMIT 2008 | 2
And we’re all taking about it




© 2008 Avenue A | Razorfish. All rights reserved.   PUBLISHERS SUMMIT 2008 | 3
But what does it mean for marketers?
Social Influence Marketing defined

    Social influence marketing is about employing social media and
    social influencers to achieve the marketing and business needs of an
    organization.

    It is about allowing for the peer influences to take place – the known
    and the anonymous influences




© 2008 Avenue A | Razorfish. All rights reserved.                       PUBLISHERS SUMMIT 2008 | 5
Peer & Anonymous Influence
This is a very big deal

             “That is a new phenomenon and the most important thing to
             happen in the world of persuasion since the advent of the radio
             over 100 years ago.

             Facebook takes very strong interpersonal influence dynamics —
             the way people persuade each other face-to-face in small groups
             with peer pressure, reciprocity, flattery — and allows those to be
             used on a mass scale because your social networks are built in.

             Friends influence friends, who influence friends, and that keeps
             rippling out.”

             BJ Fogg, Fast Company



© 2008 Avenue A | Razorfish. All rights reserved.                      PUBLISHERS SUMMIT 2008 | 7
And even Google is worried




© 2008 Avenue A | Razorfish. All rights reserved.   PUBLISHERS SUMMIT 2008 | 8
But its hard to understand




© 2008 Avenue A | Razorfish. All rights reserved.   PUBLISHERS SUMMIT 2008 | 9
So what matters now?




© 2008 Avenue A | Razorfish. All rights reserved.   PUBLISHERS SUMMIT 2008 | 10
Social is not slowing down




© 2008 Avenue A | Razorfish. All rights reserved.   PUBLISHERS SUMMIT 2008 | 11
Three in four US online adults now use
                   social tools to connect with each other
                   compared with just 56% in 2007.

                   Forrester Research, October 2008




© 2008 Avenue A | Razorfish. All rights reserved.      PUBLISHERS SUMMIT 2008 | 12
In fact, Social is beating TV!




© 2008 Avenue A | Razorfish. All rights reserved.   PUBLISHERS SUMMIT 2008 | 13
Brands are onboard



             75 percent of Fortune 1000 companies
             with Web sites will have undertaken some
             kind of online social-networking initiative
             for marketing or customer relations
             purposes in the next year.

             Gartner, October 2008




© 2008 Avenue A | Razorfish. All rights reserved.   PUBLISHERS SUMMIT 2008 | 14
But they are failing



       But 50% of those campaigns will be
       classified as failures.


       Gartner, October 2008




© 2008 Avenue A | Razorfish. All rights reserved.   PUBLISHERS SUMMIT 2008 | 15
SIM requires a new approach



             1.  Focus on the value exchange
             2.  Harness the social graph imaginatively
             3.  Mix your community with your advertising
             4.  Help marketers find the social influencers
             5.  Design social products




© 2008 Avenue A | Razorfish. All rights reserved.         PUBLISHERS SUMMIT 2008 | 16
Nurturing an exclusive community




© 2008 Avenue A | Razorfish. All rights reserved.   PUBLISHERS SUMMIT 2008 | 17
Readers choose what matters




© 2008 Avenue A | Razorfish. All rights reserved.   PUBLISHERS SUMMIT 2008 | 18
Peer advice for what to read




© 2008 Avenue A | Razorfish. All rights reserved.   PUBLISHERS SUMMIT 2008 | 19
Brings in your social graph




© 2008 Avenue A | Razorfish. All rights reserved.   PUBLISHERS SUMMIT 2008 | 20
Make yourself a social product

  Design for Social Currency



  Design for Simplicity



  Design for Repeat Use



  Design for Malleability


  Design for Portability
So how do marketers think?




© 2008 Avenue A | Razorfish. All rights reserved.   PUBLISHERS SUMMIT 2008 | 22
About statistics like these
By 2010 80% of all insurance policies
will be bought based on info that does
NOT come from the provider.
                                            13% of consumers would use
                                            banking in Facebook itself if they
                                            could
25 %of those who find feedback forms
and owner reviews helpful submit price
quote requests to dealers, while only 16
%of overall researchers do the same

                                           How much do user-generated content
                                           sources impact your health or
                                           prescription treatment decisions? 8%
                                           say a strong impact, 39% say some
It’s all about the marketing funnel




© 2008 Avenue A | Razorfish. All rights reserved.   PUBLISHERS SUMMIT 2008 | 24
And new forms of advertising


                       Leveraging paid media to build brand awareness or drive users to 
 Display Media         specific ac9va9ons in direct response campaigns 



                       Using paid media itself as the vehicle for the specific interac9on. 
 Display Media plus    Message distribu9on.  



                       Appver9sing on social networks through widgets, applica9ons, 
 Appver9sing           pages and ad networks.  Give users the social u9li9es they’re looking 
                       for 




                       Brand & conversa9on monitoring, rela9onships in the blogosphere, 
 UnPaid Media          seeding and par9cipa9on in the global conversa9ons. 
So how can you reach marketers


1.  Treating Social Influence Marketing differently

2.  Delivering the social graphs to the marketers

3.  Thinking in terms of the marketing funnel

4.  Introducing innovative but proven ad formats

5.  Focusing on the web and not only the website

6.  Exploring ambient intimacy as an option

7.  Delivering social experiences not just audiences
And think about their customers




© 2008 Avenue A | Razorfish. All rights reserved.   PUBLISHERS SUMMIT 2008 | 27
2008 Publisher Summit

       Thank you
shiv.singh@razorfish.com
http://goingsocialnow.com

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Welcome to the Social World

  • 1. Shiv Singh, VP Social Media 2008 Publisher Summit Welcome to the Social World
  • 2. Yes, it is a Social World © 2008 Avenue A | Razorfish. All rights reserved. PUBLISHERS SUMMIT 2008 | 2
  • 3. And we’re all taking about it © 2008 Avenue A | Razorfish. All rights reserved. PUBLISHERS SUMMIT 2008 | 3
  • 4. But what does it mean for marketers?
  • 5. Social Influence Marketing defined Social influence marketing is about employing social media and social influencers to achieve the marketing and business needs of an organization. It is about allowing for the peer influences to take place – the known and the anonymous influences © 2008 Avenue A | Razorfish. All rights reserved. PUBLISHERS SUMMIT 2008 | 5
  • 6. Peer & Anonymous Influence
  • 7. This is a very big deal “That is a new phenomenon and the most important thing to happen in the world of persuasion since the advent of the radio over 100 years ago. Facebook takes very strong interpersonal influence dynamics — the way people persuade each other face-to-face in small groups with peer pressure, reciprocity, flattery — and allows those to be used on a mass scale because your social networks are built in. Friends influence friends, who influence friends, and that keeps rippling out.” BJ Fogg, Fast Company © 2008 Avenue A | Razorfish. All rights reserved. PUBLISHERS SUMMIT 2008 | 7
  • 8. And even Google is worried © 2008 Avenue A | Razorfish. All rights reserved. PUBLISHERS SUMMIT 2008 | 8
  • 9. But its hard to understand © 2008 Avenue A | Razorfish. All rights reserved. PUBLISHERS SUMMIT 2008 | 9
  • 10. So what matters now? © 2008 Avenue A | Razorfish. All rights reserved. PUBLISHERS SUMMIT 2008 | 10
  • 11. Social is not slowing down © 2008 Avenue A | Razorfish. All rights reserved. PUBLISHERS SUMMIT 2008 | 11
  • 12. Three in four US online adults now use social tools to connect with each other compared with just 56% in 2007. Forrester Research, October 2008 © 2008 Avenue A | Razorfish. All rights reserved. PUBLISHERS SUMMIT 2008 | 12
  • 13. In fact, Social is beating TV! © 2008 Avenue A | Razorfish. All rights reserved. PUBLISHERS SUMMIT 2008 | 13
  • 14. Brands are onboard 75 percent of Fortune 1000 companies with Web sites will have undertaken some kind of online social-networking initiative for marketing or customer relations purposes in the next year. Gartner, October 2008 © 2008 Avenue A | Razorfish. All rights reserved. PUBLISHERS SUMMIT 2008 | 14
  • 15. But they are failing But 50% of those campaigns will be classified as failures. Gartner, October 2008 © 2008 Avenue A | Razorfish. All rights reserved. PUBLISHERS SUMMIT 2008 | 15
  • 16. SIM requires a new approach 1.  Focus on the value exchange 2.  Harness the social graph imaginatively 3.  Mix your community with your advertising 4.  Help marketers find the social influencers 5.  Design social products © 2008 Avenue A | Razorfish. All rights reserved. PUBLISHERS SUMMIT 2008 | 16
  • 17. Nurturing an exclusive community © 2008 Avenue A | Razorfish. All rights reserved. PUBLISHERS SUMMIT 2008 | 17
  • 18. Readers choose what matters © 2008 Avenue A | Razorfish. All rights reserved. PUBLISHERS SUMMIT 2008 | 18
  • 19. Peer advice for what to read © 2008 Avenue A | Razorfish. All rights reserved. PUBLISHERS SUMMIT 2008 | 19
  • 20. Brings in your social graph © 2008 Avenue A | Razorfish. All rights reserved. PUBLISHERS SUMMIT 2008 | 20
  • 21. Make yourself a social product Design for Social Currency Design for Simplicity Design for Repeat Use Design for Malleability Design for Portability
  • 22. So how do marketers think? © 2008 Avenue A | Razorfish. All rights reserved. PUBLISHERS SUMMIT 2008 | 22
  • 23. About statistics like these By 2010 80% of all insurance policies will be bought based on info that does NOT come from the provider. 13% of consumers would use banking in Facebook itself if they could 25 %of those who find feedback forms and owner reviews helpful submit price quote requests to dealers, while only 16 %of overall researchers do the same How much do user-generated content sources impact your health or prescription treatment decisions? 8% say a strong impact, 39% say some
  • 24. It’s all about the marketing funnel © 2008 Avenue A | Razorfish. All rights reserved. PUBLISHERS SUMMIT 2008 | 24
  • 25. And new forms of advertising Leveraging paid media to build brand awareness or drive users to  Display Media  specific ac9va9ons in direct response campaigns  Using paid media itself as the vehicle for the specific interac9on.  Display Media plus  Message distribu9on.   Appver9sing on social networks through widgets, applica9ons,  Appver9sing  pages and ad networks.  Give users the social u9li9es they’re looking  for  Brand & conversa9on monitoring, rela9onships in the blogosphere,  UnPaid Media  seeding and par9cipa9on in the global conversa9ons. 
  • 26. So how can you reach marketers 1.  Treating Social Influence Marketing differently 2.  Delivering the social graphs to the marketers 3.  Thinking in terms of the marketing funnel 4.  Introducing innovative but proven ad formats 5.  Focusing on the web and not only the website 6.  Exploring ambient intimacy as an option 7.  Delivering social experiences not just audiences
  • 27. And think about their customers © 2008 Avenue A | Razorfish. All rights reserved. PUBLISHERS SUMMIT 2008 | 27
  • 28. 2008 Publisher Summit Thank you shiv.singh@razorfish.com http://goingsocialnow.com