Successfully reported this slideshow.
SOCIAL MEDIA PRESENT AND FUTURE<br />
Hello<br />I’m Ryan. <br />I like social media.<br />I work for Razorfish.<br />Oakland > Santa Clara > Volvo > Montana > ...
Agenda<br />The Changing Digital Landscape<br />Don’t Do Social Media in a Vacuum<br />Current Trends: Clues to the Future...
The Changing Digital Landscape <br />
We all know it’s changed.<br />The truth is, it’s been changing for a long time.<br />5<br />
6<br />The more we invested in technology, the more distant we got from our consumers<br />
We spent the last 30 years using technology to separate ourselves from our consumers . . .<br />Let’s spend the next 30 us...
People, relationships, and social objects.<br />8<br />Blogs Discussion Boards<br />Forums Chat IMVlogs<br />MoblogsSMS Po...
People not platforms.<br />9<br />
Today, people will:<br />10<br />Make 375,000 edits<br />to Wikipedia<br />      Upload 35,000<br />      hours of video t...
And brands are reaching scale as well.<br />21,817,000<br />19,154,000<br />16,317,000<br />15,957,000<br />15,115,000<br ...
Scale is here.<br />The ways consumers engage have undergone a transformation. <br />12<br />
And it matters.<br />Likewise your business must transform.<br />13<br />
Don’t Do Social Media in a Vacuum<br />
Transformation is a good thing.<br />Social media marketing doesn't work in a vacuum, because it won't scale.<br />15<br />
The Banana Phone: Ryan’s 10-cent History of the Web<br />16<br />Community-Focused<br />Broadcast<br />Participatory<br />...
The Cluetrain Promise<br />17<br />"Mass markets were breaking up into smaller, more tightly focused market niches long be...
June 3, 2001<br />18<br />
Another famous square, a decade later<br />19<br />
The Arab Spring Isn’t a First<br />20<br />
Social media: The next silver bullet?<br />It's tempting to start to think social media levels the communication playing f...
The Arab Spring, brought to you by satellite.<br />22<br />
The lesson.<br />Social media marketing is most effective when supported by both paid media tactics and coordinated multic...
7 Current Trends: Clues to the Future<br />
Trend #1: Mobility<br />25<br />
27<br />
Razorfish Amnesia Connect<br />
The Lynx Stream<br />
Trend #2: Media Sharing<br />30<br />YouTube made it much easier to share homemade video. As we’ve seen, mobile devices ha...
Instagram: Virgin America Promotion<br />
Trend #3: Social Games <br />32<br />
Starbucks = Rewards + Challenges<br />33<br />
Mercedes Benz Tweet Race<br />
Khan Academy<br />36<br />
Trend #4: Social Cause Marketing<br />37<br />
Oscar Mayer – “Good Mood Mission”<br />38<br />
Finance Industry <br />
Crowdsourced giving<br />40<br />
Trend #5: Social Objects as Ads<br />
Distributing Content<br />
“Organized Crowdsourcing”<br />44<br />
ARMANI: THE ROOM<br />
Trend #6: Sharing Stuff<br />46<br />
Home Sharing<br />
Clothes Sharing<br />
Group Travel<br />
Sharing Belongings<br />
Everything Effort<br />51<br />
Trend #7: Multi-Tasking<br />52<br />
Tablets are magnifying this trend<br />53<br />
a computer built for the sofa<br />54<br />
A few years ago:  CNN.com + Facebook<br />55<br />
Today: GetGlue.com<br />56<br />
BlueFin Labs<br />
HULU + SPLASHCAST<br />
Social Media and Direct Response<br />
What changed?<br />60<br />
Don’t interrupt me.<br />Traditional ads are failing in social channels. <br />61<br />
We need to do more than advertise in new places.<br />We need new approaches.<br />62<br />
Leverage the Interest Graph<br />
The Interest Graph<br />64<br />
The consideration process is different now.<br />Facebook is now the #1referrer to news sites. <br />90% of the most popul...
Search has become fundamentally social.<br />Search is evolving from working through nouns to working through verbs. <br /...
And advertising is different in the same way.<br />67<br />
The Interest Graph Drives Purchases<br />68<br />
Disney: Redefining Rewards<br />A new approach to loyalty programs leverages CRM, activating high-affinity influencers by ...
Social Media and Preference<br />
Social Media and Preference<br />On social platforms, declarations of brand affinity are social gestures. But Likes are ju...
Cultivate leads farther up the funnel.<br />Awareness<br />Experiential<br />Community<br />Advocacy<br />Display<br />Sup...
“51% of Facebook fans and 67% of Twitter followers said they were more likely to buy the brands they like on Facebook or f...
Personal finance is a rich, ownable topic.<br />
Great content is key.<br />75<br />
Extended social graph<br />Fan base<br />Friends of fans<br />20Kfans<br />2M friends<br />Reach consumers through their c...
Even the best content isn't enough.<br />
Create Value<br />
My Name Is Keith Stone<br />
Turn conversations into stories.<br />Keith Stone is the irrepressible figurehead of Keystone Light. Like the brand he is ...
He doesn’t shill.
Spontaneous
Edgy – he says what he wants
Absurdly charming
Confident
Grounded in reality
Ballsy
Mellow
Modestly heroic</li></ul>Keith likes to party online, and he likes his friends to do the same. <br />
In the words of Keith Stone.<br />
Keith Stone sets the smooth standard.<br />
Collective curation of all things smooth.<br />
The story unfolds, and fans are part of it.<br />
Understanding Success<br />
Upcoming SlideShare
Loading in …5
×

Integrated social media

1,650 views

Published on

Published in: Technology, Business
  • Be the first to comment

Integrated social media

  1. 1. SOCIAL MEDIA PRESENT AND FUTURE<br />
  2. 2. Hello<br />I’m Ryan. <br />I like social media.<br />I work for Razorfish.<br />Oakland > Santa Clara > Volvo > Montana > Seattle. 2 kids, 3 chickens.<br />Gates Foundation > Independent > Digital Agency.<br />I like fly fishing, mountain biking, poetry, the Raiders sticker on my minivan, jazz, and cooking.<br />My grandmother taught me about social media and shaped my career path.<br />2<br />
  3. 3. Agenda<br />The Changing Digital Landscape<br />Don’t Do Social Media in a Vacuum<br />Current Trends: Clues to the Future<br />Social Media and Direct Response<br />Leverage the Interest Graph<br />Social Media and Preference<br />Create Value<br />Understanding Success<br />Discussion<br />3<br />Or, put differently:<br />What’s changed<br />What you need to do about it<br />How to know if what you’re doing is working<br />
  4. 4. The Changing Digital Landscape <br />
  5. 5. We all know it’s changed.<br />The truth is, it’s been changing for a long time.<br />5<br />
  6. 6. 6<br />The more we invested in technology, the more distant we got from our consumers<br />
  7. 7. We spent the last 30 years using technology to separate ourselves from our consumers . . .<br />Let’s spend the next 30 using technology to get closer to our consumers. <br />
  8. 8. People, relationships, and social objects.<br />8<br />Blogs Discussion Boards<br />Forums Chat IMVlogs<br />MoblogsSMS Podcasts<br />MicroblogsPhoto Blogs<br />Prediction Markets RSS<br />CollaborationCollective<br />Intelligence Communities<br />Wikis Recommender Systems<br />MashupsUser-Generated<br />Content<br />VS<br />Social media is made up of people, relationships among people, and things people create and share <br />
  9. 9. People not platforms.<br />9<br />
  10. 10. Today, people will:<br />10<br />Make 375,000 edits<br />to Wikipedia<br /> Upload 35,000<br /> hours of video to YouTube<br />Upload<br />100 million photos to<br />Facebook<br /> Create<br /> 20,000<br />new blogs<br />using<br />Wordpress<br />Tweet 65 million times<br />
  11. 11. And brands are reaching scale as well.<br />21,817,000<br />19,154,000<br />16,317,000<br />15,957,000<br />15,115,000<br />15,048,000<br />
  12. 12. Scale is here.<br />The ways consumers engage have undergone a transformation. <br />12<br />
  13. 13. And it matters.<br />Likewise your business must transform.<br />13<br />
  14. 14. Don’t Do Social Media in a Vacuum<br />
  15. 15. Transformation is a good thing.<br />Social media marketing doesn't work in a vacuum, because it won't scale.<br />15<br />
  16. 16. The Banana Phone: Ryan’s 10-cent History of the Web<br />16<br />Community-Focused<br />Broadcast<br />Participatory<br />User-Generated<br />Bottom-Up<br />HTML<br />High Threshold of Entry<br />Low Bandwidth<br />Text-Based<br />Collaboration<br />Corporation-Driven<br />Top-Down<br />Data-Driven<br />No entry<br />Flash intros!<br />Text and Images<br />Transaction<br />User-Generated<br />Bottom-Up<br />Standards-Driven<br />Lower Threshold of Entry<br />High Bandwidth<br />Multimedia<br />Interaction<br />1980’s-1994<br />1994-2005<br />2005-Now<br />
  17. 17. The Cluetrain Promise<br />17<br />"Mass markets were breaking up into smaller, more tightly focused market niches long before the Internet became a commercial force. The demographic segmentation and targeting typical of corporate marketing efforts of the last several decades has attempted to track this breakup like an astronomer cataloging the exploding debris of a once-great supernova. Although it was not the primary cause, the Internet has greatly accelerated this explosive market fragmentation. At the same time, the Net is enabling new micromarkets to coalesce around shared areas of interest, thus overturning many fundamental assumptions of conventional marketing."<br /> <br />"…the media dream of the Web as another acquiescent mass-consumer market is a figment and a fantasy."<br />--The Cluetrain Manifesto, 2000<br />
  18. 18. June 3, 2001<br />18<br />
  19. 19. Another famous square, a decade later<br />19<br />
  20. 20. The Arab Spring Isn’t a First<br />20<br />
  21. 21. Social media: The next silver bullet?<br />It's tempting to start to think social media levels the communication playing field, brings the power to the people, and provides marketers their next silver bullet.<br />21<br />
  22. 22. The Arab Spring, brought to you by satellite.<br />22<br />
  23. 23. The lesson.<br />Social media marketing is most effective when supported by both paid media tactics and coordinated multichannel efforts.<br /> <br />23<br />
  24. 24. 7 Current Trends: Clues to the Future<br />
  25. 25. Trend #1: Mobility<br />25<br />
  26. 26.
  27. 27. 27<br />
  28. 28. Razorfish Amnesia Connect<br />
  29. 29. The Lynx Stream<br />
  30. 30. Trend #2: Media Sharing<br />30<br />YouTube made it much easier to share homemade video. As we’ve seen, mobile devices have made it even easier. Now brands are getting involved.<br />
  31. 31. Instagram: Virgin America Promotion<br />
  32. 32. Trend #3: Social Games <br />32<br />
  33. 33. Starbucks = Rewards + Challenges<br />33<br />
  34. 34. Mercedes Benz Tweet Race<br />
  35. 35.
  36. 36. Khan Academy<br />36<br />
  37. 37. Trend #4: Social Cause Marketing<br />37<br />
  38. 38. Oscar Mayer – “Good Mood Mission”<br />38<br />
  39. 39. Finance Industry <br />
  40. 40. Crowdsourced giving<br />40<br />
  41. 41. Trend #5: Social Objects as Ads<br />
  42. 42.
  43. 43. Distributing Content<br />
  44. 44. “Organized Crowdsourcing”<br />44<br />
  45. 45. ARMANI: THE ROOM<br />
  46. 46. Trend #6: Sharing Stuff<br />46<br />
  47. 47. Home Sharing<br />
  48. 48. Clothes Sharing<br />
  49. 49. Group Travel<br />
  50. 50. Sharing Belongings<br />
  51. 51. Everything Effort<br />51<br />
  52. 52. Trend #7: Multi-Tasking<br />52<br />
  53. 53. Tablets are magnifying this trend<br />53<br />
  54. 54. a computer built for the sofa<br />54<br />
  55. 55. A few years ago: CNN.com + Facebook<br />55<br />
  56. 56. Today: GetGlue.com<br />56<br />
  57. 57. BlueFin Labs<br />
  58. 58. HULU + SPLASHCAST<br />
  59. 59. Social Media and Direct Response<br />
  60. 60. What changed?<br />60<br />
  61. 61. Don’t interrupt me.<br />Traditional ads are failing in social channels. <br />61<br />
  62. 62. We need to do more than advertise in new places.<br />We need new approaches.<br />62<br />
  63. 63. Leverage the Interest Graph<br />
  64. 64. The Interest Graph<br />64<br />
  65. 65. The consideration process is different now.<br />Facebook is now the #1referrer to news sites. <br />90% of the most popular 10% of tweets include links. <br />48 hours of video are uploaded to YouTube every minute. <br />65<br />
  66. 66. Search has become fundamentally social.<br />Search is evolving from working through nouns to working through verbs. <br />66<br />+<br />
  67. 67. And advertising is different in the same way.<br />67<br />
  68. 68. The Interest Graph Drives Purchases<br />68<br />
  69. 69. Disney: Redefining Rewards<br />A new approach to loyalty programs leverages CRM, activating high-affinity influencers by rewarding behaviors, rather than purchases.<br />69<br />
  70. 70. Social Media and Preference<br />
  71. 71. Social Media and Preference<br />On social platforms, declarations of brand affinity are social gestures. But Likes are just the beginning.<br />Every industry now has a competition to see who can get to a million likes.<br />Of course the question isn’t how many fans you have, it’s what do you want them to do.<br />Similarly, brands (and lots of consulting types) overemphasize reaching “influencers.”<br />For all the buzz about the power of high-reach, famous influencers, the most powerful influencers of purchase decisions remain people we know personally, followed closely by consumer peers.<br />The key for brands is to develop affinity through thematic conversation, so the product ask feels natural and is well-received when the consumer enters consideration.<br />71<br />
  72. 72. Cultivate leads farther up the funnel.<br />Awareness<br />Experiential<br />Community<br />Advocacy<br />Display<br />Support<br />Comparison<br />Tools<br />Direct<br />Web<br />Mobile<br />Call Center<br />Networks<br />Widgets<br />Rewards<br />Engage/PARTICIPATE<br />Direct<br />Attract<br />Convert<br />Resources<br />Info Kit<br />Retain<br />UGC<br />eCRM<br />Retail<br />Tweets<br />Posts/<br />Tweets<br />Events<br />Social Platforms<br />Search<br />Commerce<br />Forums<br />Q+A<br />Loyalty<br />Traffic<br />Contests / Sweeps<br />CRM & Loyalty Programs<br />Social Networks & Private Forums<br />Support Platforms<br />Site Conversion Flow + Analytics<br />Testing + Optimization<br />Transaction Performance<br />Measurement & Analytics<br />Consumer Research & Strategy<br />KPIs & ROI evaluation<br />Optimization<br />Brand Definition & Reinvigoration<br />Social Engagement<br />Design, UX + Dev<br />
  73. 73. “51% of Facebook fans and 67% of Twitter followers said they were more likely to buy the brands they like on Facebook or follow on Twitter… social media is one of the most important emerging channels for lead generation.”<br />- Mashable, March 2011<br />
  74. 74. Personal finance is a rich, ownable topic.<br />
  75. 75. Great content is key.<br />75<br />
  76. 76. Extended social graph<br />Fan base<br />Friends of fans<br />20Kfans<br />2M friends<br />Reach consumers through their connections. <br />
  77. 77. Even the best content isn't enough.<br />
  78. 78. Create Value<br />
  79. 79. My Name Is Keith Stone<br />
  80. 80. Turn conversations into stories.<br />Keith Stone is the irrepressible figurehead of Keystone Light. Like the brand he is always Smooth. <br />He’s the rad older brother of the Cruiser smooth way of life. <br />Dudes want to be him and girls want to be with him. <br /><ul><li>Keeps it real
  81. 81. He doesn’t shill.
  82. 82. Spontaneous
  83. 83. Edgy – he says what he wants
  84. 84. Absurdly charming
  85. 85. Confident
  86. 86. Grounded in reality
  87. 87. Ballsy
  88. 88. Mellow
  89. 89. Modestly heroic</li></ul>Keith likes to party online, and he likes his friends to do the same. <br />
  90. 90. In the words of Keith Stone.<br />
  91. 91. Keith Stone sets the smooth standard.<br />
  92. 92. Collective curation of all things smooth.<br />
  93. 93. The story unfolds, and fans are part of it.<br />
  94. 94. Understanding Success<br />
  95. 95. Measurement is different than listening.<br />Measurement:<br />Understand program performance.<br />86<br />Listening: <br />Mine insights from the online conversation.<br />
  96. 96. Listening is methodological.<br />
  97. 97. Nobody Lacks Data<br />100 Social Media Metrics. We don’t need more metrics: We need the right metrics.<br />From David Berkowitz; Social Media Insider<br />
  98. 98. Performance measurement made actionable.<br />89<br />
  99. 99. CISCO’S Social Measurement Framework<br />
  100. 100. Tools<br />There are lots.<br />91<br />
  101. 101. Measure for attribution and value.<br />92<br />A<br />A<br />A<br />GT<br />AM<br />A<br />GT<br />A<br />GT<br />A<br />A<br />A<br />GT<br />A<br />A=Atlas GT = Generational Tag AM = Atlas Mobile <br />
  102. 102. CONTENT becomes CONVERSATIONConversations become STORIESStories become GAMES<br />
  103. 103. QUESTIONS AND DISCUSSION<br />

×