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Razorfish's Publishers Summit presentation on Social Influence Marketing and Social Media. More info at http://www.goingsocialnow.com
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2008 Publisher Summit
Welcome to the Social World
Shiv Singh, VP Social Media
© 2008 Avenue A | Razorfish. All rights reserved. PUBLISHERS SUMMIT 2008 | 2
Yes, it is a Social World
© 2008 Avenue A | Razorfish. All rights reserved. PUBLISHERS SUMMIT 2008 | 3
And we’re all taking about it
But what does it mean for marketers?
© 2008 Avenue A | Razorfish. All rights reserved. PUBLISHERS SUMMIT 2008 | 5
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
Social Influence Marketing defined
Peer & Anonymous Influence
© 2008 Avenue A | Razorfish. All rights reserved. PUBLISHERS SUMMIT 2008 | 7
“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
This is a very big deal
© 2008 Avenue A | Razorfish. All rights reserved. PUBLISHERS SUMMIT 2008 | 8
And even Google is worried
© 2008 Avenue A | Razorfish. All rights reserved. PUBLISHERS SUMMIT 2008 | 9
But its hard to understand
© 2008 Avenue A | Razorfish. All rights reserved. PUBLISHERS SUMMIT 2008 | 10
So what matters now?
© 2008 Avenue A | Razorfish. All rights reserved. PUBLISHERS SUMMIT 2008 | 11
Social is not slowing down
© 2008 Avenue A | Razorfish. All rights reserved. PUBLISHERS SUMMIT 2008 | 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 | 13
In fact, Social is beating TV!
© 2008 Avenue A | Razorfish. All rights reserved. PUBLISHERS SUMMIT 2008 | 14
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
Brands are onboard
© 2008 Avenue A | Razorfish. All rights reserved. PUBLISHERS SUMMIT 2008 | 15
But 50% of those campaigns will be classified as failures.
Gartner, October 2008
But they are failing
© 2008 Avenue A | Razorfish. All rights reserved. PUBLISHERS SUMMIT 2008 | 16
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
SIM requires a new approach
© 2008 Avenue A | Razorfish. All rights reserved. PUBLISHERS SUMMIT 2008 | 17
Nurturing an exclusive community
© 2008 Avenue A | Razorfish. All rights reserved. PUBLISHERS SUMMIT 2008 | 18
Readers choose what matters
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Peer advice for what to read
© 2008 Avenue A | Razorfish. All rights reserved. PUBLISHERS SUMMIT 2008 | 20
Brings in your social graph
Design for Social Currency
Design for Simplicity
Design for Repeat Use
Design for Malleability
Design for Portability
Make yourself a social product
© 2008 Avenue A | Razorfish. All rights reserved. PUBLISHERS SUMMIT 2008 | 22
So how do marketers think?
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
How much do user-generated content sources impact your health or prescription treatment decisions? 8% say a strong impact, 39% say some
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
About statistics like these
© 2008 Avenue A | Razorfish. All rights reserved. PUBLISHERS SUMMIT 2008 | 24
It’s all about the marketing funnel
Display Media plus Using paid media itself as the vehicle for the specific interac9on. Message distribu9on.
Appver9sing Appver9sing on social networks through widgets, applica9ons, pages and ad networks. Give users the social u9li9es they’re looking for
UnPaid Media Brand & conversa9on monitoring, rela9onships in the blogosphere, seeding and par9cipa9on in the global conversa9ons.
Display Media Leveraging paid media to build brand awareness or drive users to specific ac9va9ons in direct response campaigns
And new forms of advertising
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
So how can you reach marketers
© 2008 Avenue A | Razorfish. All rights reserved. PUBLISHERS SUMMIT 2008 | 27
And think about their customers
2008 Publisher Summit
Thank you [email protected] http://goingsocialnow.com