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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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Social Media Marketing: TRENDS !
JULY 2012!@matt_heindl !Director of Social Media!
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Quick Background!
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Top Themes in Social Media !
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Time for Questions?!
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WE’RE HIRING!!!Razorfish.com/careers!
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Cocktail, anyone?!
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Lots to think about!
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Ca. 2010
Lots to think about!
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March 2012
But what IS “social media”?!!
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- Customer-centric approach: You can steer them, but they have power
- Low barrier to entry, technologically - Fast and portable - People networking - Word-of-mouth, digitally
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Social Media is marketing in a different way: BUT HOW?!
- FINDING ALREADY-EXISTING MOVEMENTS AND BEHAVIORS
- OR CREATING THE FRAMEWORK FOR YOUR OWN!
- QUACKING LIKE A DUCK - WITHOUT PISSING ANYONE OFF
This is disrupting the norm!
… not always a bad thing.!
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And some Brands are shaking things up too!
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THE NORM, DISRUPTED!
Devices are magnifying digital, social Activity!
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Razorfish Amnesia Connect!
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www.razorfish5.com:!!Five technologies that will change your business!
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But why should we care?!!!
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2008 Vizu Answers, 2009 Yankelovich, 2009 Edelman Trust Barometer, 2009 Edelman Trust Barometer, TGI, HT Spike Jones, Brains On Fire.
7 TRENDS!
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Social Gamification is becoming key to engaging consumers
Starbucks = Rewards + Challenges!
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Mercedes Benz Tweet Race!
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Toyota: “A glass of water”!
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Volkswagen: Fun Theory Speed Lotto!
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Khan Academy!
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What are the implications of this?!• 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.!
!
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Social Media is becoming a mandatory in cause marketing
Maxwell House – “Drops of Good”!
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Oscar Mayer – “Good Mood Mission”!
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BANKING… almost CLICHÉ!!
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BROADCAUSE: TAP INTO NETWORK of “GIVERS” !
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What are the implications of this?!
• 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.!
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Brands can more easily develop and distribute unique content
Creating Content!
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Distributing Content!
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“Organized Crowdsourcing”!
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ARMANI: THE ROOM!
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What are the implications of this?!!• You’ve gotten hidden assets to be
leveraged!
!• Your community can help you navigate
this world!
• Content creation CAN be less Expensive!
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We can tell stories with content like never before
Instagram: Virgin America Promotion!
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AXE: GRAPHIC NOVEL!
The Lynx Stream!
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What are the implications of this?!• 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!
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The community is your (personal)ultimate resource
Home Sharing!
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Clothes Sharing!
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Group Travel!
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Neighborhood Sharing!
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Everything Sharing!
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What are the implications of this?!!• Social networking will disrupt
traditional models.!
• Seize and invest in the initiative before it disrupts your category and your business.!
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The multi-tasking consumer
Loads of people are multi-tasking!
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Access mobile internet
86%
Do NOT access mobile
internet 14%
% of mobile internet users who, while watching TV…
Tablets are magnifying this trend!
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a computer built for the sofa!
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A few years ago: CNN.com + Facebook!
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Today: GetGlue.com!
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BlueFin Labs: tracking social conversations about your ads!
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Today-er: IntoNow !
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HULU + SPLASHCAST!
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What are the implications of this?!• 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.!
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The power of peer influence on your content consumption
The Huffington Post!
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LEVI’s!
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Spotify!
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Search/SEO!
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What are the implications of this?!• 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!
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The power of social for … GOOD.
AmEx: Small Business Saturday!
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Chipotle: Back to the start!
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Bone Marrow Donor Registry!
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Nature Valley: Trail View!
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Nike Fuel Band!
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What are the implications of this?!• 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!
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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
