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Digital Age 2.0 - Andrea Harrison
This document discusses the rise of social media and social influence marketing. It notes that social networks have reached widespread global penetration led by Facebook. It then outlines key social media activities like video watching and blogging across different regions. The document advocates developing a social influence marketing strategy that integrates paid, owned, and earned social media platforms and their measurement. It proposes measuring brand health through a social influence marketing score that considers the sentiment and reach of a brand on social media. Finally, it argues that successful marketing now requires adapting to the constant change of the digital environment through multiple, coherent messages rather than a singular consistent one.
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Digital Age 2.0 - Andrea Harrison
- 2. Olá, São Paulo!AndreaHarrisonVP, National Social Lead@190east@razorfishbrasil
- 3. I have amessage to sharewith you
- 4. Social Networks PenetrationSocialNetworks have reached a critical mass across the world’s population. Facebook leads in most countries.
- 5. Key Social ActivitiesIfvideo watching ranks form 74% to 90%, a division is emerging between Western and Asian countries around the reading and writing of blogs.
- 6. The web issocialEarly success of the Open GraphOver 350,000 sites have adopted social plugins;2.8 billion social impressions per day;Over 100 million Likes since Like button launched at f8.
- 7. “If you builda great experience, customers tell each other about that. Word of mouth is very powerful.”– Jeff Bezos, February 2003
- 8.
- 9. Social is nota platform…Relationships arethe focusPlatforms arethe means
- 10. Four primary integratedcapabilitiesOverarching Social Influence Marketing StrategyMedia/SearchMarketingSolutionsPlatformsWOMMeasurement
- 11. Emphasis on MarketingSolutionsMarketingSolutionsAmplification of traditional marketing using social mediaGreatest opportunities include acquisition, conversion, retentionSocial CRM is the next big integration opportunity
- 12. Where it allstarted
- 13. User generated contentwasthe enemy
- 14. Video made itworse
- 15. So we trackedour buzzPercent of All Blog postsadidasnike0.2000.1750.1500.1250.1000.0500.025Mar 05Fev 14May 01May 19Dec 19Jan 07Jan 14Mar 24Apr 12Generated by BlogPulse Copyright 2009 The Nielsen Company
- 16. Where we aretoday
- 17.
- 18. Comcast uses TwitterforCustomer Service
- 19. Old Spice usesconversationas ad copy
- 20. How did weget here?Social InfluenceMarketing
- 21. What does thismean for marketers?Social Influence Marketing is more than WOMYour social strategy begins with your digital strategyYour owned platform can be just as social as FacebookEvery traditional marketing objective can be made socialMeasurement must be actionable
- 22.
- 23. We’re great atmeasuring owned mediaThe new website outperformed the older version across each key metric.After relaunch, the new site had both a significantly higher volume of visitors as well as a more qualified audience.Visits to the websiteSite Relaunch
- 24. Not so greatat earned mediaCompeting vendor sponsored studies (Vitrue & Syncapse) have tried to put forward fan valuations.In both cases data was not sourced from brands.True Fan/Follower value can only be understood when a brand merges their customer data with a sound measurement approach.The wild card in all of these efforts is identifying the value of an earned impression.
- 25. Our approachApply ownedmeasurement strategies to earned media
- 26.
- 27.
- 28. Integrate paid, ownedand earned KPIs
- 29. WOM results arethe outcome of owned programs
- 30. Influence begins withthe brandOur approachDevelop socially focused KPIs, integrating Paid, Earned and Owned platforms as data sources.EngagementAwarenessPerformanceFan GrowthConversation
- 31. Measure Brand HealthSocialInfluence Marketing Score = S + RSIM is the sum of the sentiment (S) and reach (R) of a brand or productExpressed as a score ranging from 1 – 100Weighting is assigned for positivementions and extensivereachBrands can then be compared across industriesandcategories
Editor's Notes
- #5 Facebook currently has over 500 Million active users world wide. While countries like Brazil, Japan and South Korea have favored other networks, recent data shows FB gaining a stronghold in these countries as well.
- #6 While passive consumption of social media (video watching, viewing a friends page) are activities on the rise in the West, Asian countries are active across the board including blog writing.
- #7 Facebook recently provided data on the success of their social plug-ins. We see this as a huge opportunity to take back the owned platform as a social destination.
- #8 Amazon might be one of the first companies to employ social influence marketing to sell products. The site was revolutionary early on for allowing average consumers to create online product reviews. It not only drew people who wanted to buy books, but also those who wanted to research them before buying. When they had to tighten their budgets and eliminate advertising during 2001-2003 it was the community of users who drove sales through their recommendations.
- #10 The social space is first and foremost about people and relationships. Technology and platforms come and go.
- #11 We approach our social practice in the following ways: lead with an overarching strategy, execute with Media/Search tactics, create WOM programs, create and optimize content for 3rd party and owned platforms and provide social marketing solutions (acquisition, conversion, retention/loyalty, customer service, etc).
- #12 We approach our social practice in the following ways: lead with an overarching strategy, execute with Media/Search tactics, create WOM programs, create and optimize content for 3rd party and owned platforms and provide social marketing solutions (acquisition, conversion, retention/loyalty, customer service, etc).
- #14 As marketers we first started taking notice of the social web when users were creating blogs about our products. It wasn’t always positive commentary, and this caused a lot of marketers to react with fear and a need to control these rogue consumers who were tarnishing our brand. We spent a lot of money to create positive brand perception and one blog could do a lot of damage.
- #15 The user generated commentary on our brand was even more apparent when the consumer used video to tell their story. It was becoming clear that our consumers not only had some serious writing, design and editing skills, but they were keen to share their message with the world and didn’t care what the brand thought.
- #16 The content generated so much volume that brands turned to buzz monitoring to try and keep on top of it all. But what were we really learning besides when our brand was mentioned and the volume and sentiment of those mentions. Without a clear plan for how to use this data and create insights from the charts and graphs, there really wasn’t much marketers could do with this information.
- #18 Starbucks stopped being afraid of what their customers had to say and started listening in an active manner. MyStarbucksIdea created a way for customers to tell Starbucks what they wanted from the brand, including new products and in-store recommendations. The two-way dialogue created more than just crowd-sourced product development and open market research, it increased the trust consumers have for the brand.
- #19 After the Comcast Technician sleeping on my couch video became a pop culture sensation, Comcast re-evaluated how they deliver customer service. Their Twitter account was started by a team of in-house customer service reps and led by social media pioneer Frank Eliason, who used his social persona to create accountability for the brand with its customers.
- #20 The most recent example of how brands are embracing social influence marketing is the Old Spice Man on a Horse campaign. Instead of just monitoring conversations and generating reports, they used the twitter comments from their fans in actual copy for a series of videos. Not only was the campaign a huge success but it raised the bar for how social campaigns are created and executed in real time.
- #21 Don’t be afraid of User Generated content, engage your consumer in conversation about your brand.Us the real time nature of the internet to deliver customer service in the same way your consumer turns to the internet to share a recent experience (good or bad)Don’t’ just monitor your conversations online, mine the data for insights
- #22 We need to evolve our thinking about social media beyond Buzz or Word of Mouth. A social strategy is the product of a great digital strategy, they really shouldn’t be separated. Don’t assume FB, Twitter, & YouTube are the only social platforms – the right kind or UX and social plug-in technology can help you make your .com just as social (and you get to keep your customers and your data). Any marketing initiative can be made social with the right combination of insight, platform & content, if you don’t believe me – give us your toughest marketing challenge and we’ll show you how to use social to create a solution. Lastly, when people tell you social can’t be measured, or is a different type of measurement – they’re wrong. All social efforts can and must be measured just like existing paid and owned media.