TRENDS IN SOCIAL MEDIA MARKETING

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A quick look at trends in digital (namely SOCIAL) media. If you download the pdf you can get access to the hyperlinks to the videos.

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TRENDS IN SOCIAL MEDIA MARKETING

  1. 1. Social Media Marketing: TRENDS ! Like • Comment • ShareJULY 2012!@matt_heindl!Director of Social Media!1  
  2. 2. Quick Background! Like • Comment • ShareTop Themes in SocialMedia ! Like • Comment • ShareTime for Questions?! Like • Comment • Share
  3. 3. WE’RE HIRING!! ! Razorfish.com/careers!3  
  4. 4. Cocktail, anyone?!4  
  5. 5. Lots to think about! Ca. 20105  
  6. 6. Lots to think about! March 20126  
  7. 7. But what IS “social media”?!! -  Customer-centric approach: You can steer them, but they have power -  Low barrier to entry, technologically -  Fast and portable -  People networking -  Word-of-mouth, digitally7  
  8. 8. Social Media is marketing ina different way: BUT HOW?! -  FINDING ALREADY-EXISTING MOVEMENTS AND BEHAVIORS -  OR CREATING THE FRAMEWORK FOR YOUR OWN! -  QUACKING LIKE A DUCK -  WITHOUT PISSING ANYONE OFF8  
  9. 9. This is disrupting the norm!
  10. 10. … not always a bad thing.!
  11. 11. And some Brands are shakingthings up too!11  
  12. 12. THE NORM, DISRUPTED!12  
  13. 13. Devices are magnifying digital,social Activity!13  
  14. 14. 14  
  15. 15. 15  
  16. 16. Razorfish Amnesia Connect!16  
  17. 17. www.razorfish5.com:! ! Five technologies that will change your business!17  
  18. 18. But why shouldwe care?!!!
  19. 19. 2008 Vizu Answers, 2009 Yankelovich, 2009 Edelman Trust Barometer, 2009 Edelman Trust Barometer, TGI, HT SpikeJones, Brains On Fire. 19  
  20. 20. 7 TRENDS!20  
  21. 21. Social Gamificationis becoming key toengaging consumers
  22. 22. Starbucks = Rewards +Challenges!22  
  23. 23. Mercedes Benz Tweet Race!23  
  24. 24. Toyota: “A glass of water”!25  
  25. 25. Volkswagen: Fun Theory SpeedLotto!26  
  26. 26. Khan Academy!27  
  27. 27. What are the implications ofthis?!•  People enjoy challenges (and challenging one another). Brands should experiment on how to infuse gaming into their social campaigns.!•  Loyalty programs will change to incorporate a gaming approach.!•  Casual Games = HUGE. That popularity is transferring to the real world.!!28  
  28. 28. Social Media isbecoming amandatory in causemarketing
  29. 29. Maxwell House – “Drops ofGood”!30  
  30. 30. Oscar Mayer – “Good MoodMission”!31  
  31. 31. BANKING… almost CLICHÉ!!32  
  32. 32. BROADCAUSE: TAP INTONETWORK of “GIVERS” !33  
  33. 33. What are the implications ofthis?!•  The technology of connecting people is fueling cause marketing.!•  Social cause marketing provides an opportunity for marketers to go beyond talking about the “product” or “service”.!•  The causes that companies support will be more visible to the public community.!34  
  34. 34. Brands can moreeasily develop anddistribute uniquecontent
  35. 35. Creating Content!36  
  36. 36. Distributing Content!38  
  37. 37. “Organized Crowdsourcing”!39  
  38. 38. ARMANI: THE ROOM!40  
  39. 39. What are the implications ofthis?!! •  You’ve gotten hidden assets to be leveraged! ! •  Your community can help you navigate this world! •  Content creation CAN be less Expensive!41  
  40. 40. We can tellstories withcontent like neverbefore
  41. 41. Instagram: Virgin AmericaPromotion!43  
  42. 42. AXE: GRAPHIC NOVEL!
  43. 43. The Lynx Stream!45  
  44. 44. What are the implications ofthis?!•  These new experiential platforms can quickly fuel content creation!•  Event marketing will transform through sharability and memorablitiy!•  Brands should start thinking of reusable tools and platforms!47  
  45. 45. The community isyour (personal)ultimate resource
  46. 46. Home Sharing!49  
  47. 47. Clothes Sharing!50  
  48. 48. Group Travel!51  
  49. 49. Neighborhood Sharing!52  
  50. 50. Everything Sharing!53  
  51. 51. What are the implications ofthis?!!•  Social networking will disrupt traditional models.!•  Seize and invest in the initiative before it disrupts your category and your business.!54  
  52. 52. The multi-taskingconsumer
  53. 53. Loads of people are multi-tasking! Do NOT % of mobile internet users who,access mobile while watching TV… internet 14% Access mobile internet 86%56  
  54. 54. Tablets are magnifying thistrend!57  
  55. 55. a computer built for the sofa!58  
  56. 56. A few years ago: CNN.com +Facebook!59  
  57. 57. Today: GetGlue.com!60  
  58. 58. BlueFin Labs: tracking socialconversations about your ads!61  
  59. 59. Today-er: IntoNow!62  
  60. 60. HULU + SPLASHCAST!63  
  61. 61. What are the implications ofthis?!•  Programming should be developed to timeshift…!•  …and products will allow community to happen around viewing with these shifts!•  Programming should also be liquid: Fit into any sized vessel!•  Any/all live programming needs to have social hooks.!64  
  62. 62. The power of peerinfluence on yourcontent consumption
  63. 63. The Huffington Post!66  
  64. 64. LEVI’s!67  
  65. 65. Spotify!68  
  66. 66. Search/SEO!69  
  67. 67. What are the implications ofthis?! •  You’ve got new marketing tactics to leverage! ! •  Your social influencers can bring in more consumers! •  You need new metrics for evaluating customer value! •  You need to consider passive sharing techniques!70  
  68. 68. The power of socialfor … GOOD.
  69. 69. AmEx: Small BusinessSaturday!72  
  70. 70. Chipotle: Back to the start!73  
  71. 71. Bone Marrow Donor Registry!74  
  72. 72. Nature Valley: Trail View!75  
  73. 73. Nike Fuel Band!76  
  74. 74. What are the implications ofthis?! •  Brands have the power (and the budgets) to create social change! •  It’s up to us to suggest such tactics! •  Consumers want an “even exchange”…! •  “Good” can legitimately give back and create unrivaled engagement!77  
  75. 75. Recap: 8 themes to consider!1.  Social Gaming is key to engagement !2.  Cause Marketing is being reinvented!3.  Develop and distribute unique content!4.  Share experiences in new ways !5.  The community is your ultimate resource!6. TV and SOCIAL: joined at the hip!7.  The power of influence!8.  Doing Good!78  
  76. 76. Thanks! Like • Comment • Share@matt_heindl!!Matt.heindl@razorfish.com!!slideshare.net/storstygg/!!79  

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