Nader Ali-Hassan, Associate Director, Social Media Strategy at Razorfish discusses how to evaluate, execute and measure social media campaigns to boost business. Nader has more than six years of experience in managing interactive accounts and assembling interactive programs. His areas of focus have been in social media, online strategy, online reputation management, search engine marketing, online partnerships, and blogger outreach. At Razorfish, Nader provides social media strategies, execution, and management for a number of clients, including Delta Air Lines, Mercedes-Benz USA and numerous CPG brands. Nader holds a Juris Doctorate and is thankful everyday that he is not a practicing attorney.

1. Social Media today: Marketing in new ways
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May 2012
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2. Roadmap:
Quick Background
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Top Themes in Social Media
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Time for Questions?
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3. Today, people will…
Upload 70,000 Make 375,000 edits
hours of video to Wikipedia
to YouTube
Upload
Create 250 million
100,000 photos to
new blogs Facebook
using
Wordpress
Tweet 340 million times
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4. Social Media is. . . The need to create

5. And the need to connect

6. The social media network

7. We are on a journey
Analog Digital
World World
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8. Devices are magnifying this trend
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9. Social Media is marketing in a different way
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10. This is disrupting the norm
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11. But why should we care?

12. 2008 Vizu Answers, 2009 Yankelovich, 2009 Edelman Trust Barometer, 2009 Edelman Trust Barometer, TGI, HT Spike
Jones, Brains On Fire.
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13. 6 themes to consider
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14. People first.
Platforms second.

15. Each one of us is at the center
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*Paul Adams

16. Social marking can not live in a vacuum…
Social
Brand Sites
Paid CRM
Mobile
Partnerships
Loyalty
In Store

17. … And neither should each platform
Twitter .Com
Facebook Email
Mobile
YouTube
Pinterest Blogs

18. What are the implications of this?
• The first question in every strategy should be centered around your
customer, and what need will this fulfill for them
• Don’t create a “Facebook Strategy”
• Be platform agnostic
• It’s the relationships that matter
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19. Rumors of Facebook’s
demise are greatly
exaggerated

20. By the numbers….
http://www.blogherald.com/2012/02/15/facebook-2012-infographic/
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21. The experience is expanding beyond a status
update
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22. These new tools are expanding the experience on
Facebook
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23. What are the implications of this?
• As we think about how to leverage social platforms, expand your
horizons
• Don’t reinvent the wheel
• Success will be a combination of paid and organic strategies
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24. It’s easier to share

25. Our attention spans are shrinking
• Social media has evolved from long form content to push buttons
Push Button &
Curating
Short form
Long form
2000 2012
Source: http://blog.eladgil.com/2011/12/how-pinterest-will-transform-web-in.html

26. Ultimately, Pinterest facilitates cross-platform sharing.
…back to Pinterest… …Post to Pinterest…
Find an image at the
original source…
…to Facebook or Twitter...

27. But does its ease push away consumers?
http://www.flickr.com/photos/oliverjd/6310449752/

28. What is the impact of all of this?
• Whatever you do, keep it simple!
• The shinny object, is not necessarily the right object
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29. Ceding control of
your brand will be
rewarded with loyalty.

30. Contributor networks give power to their people
• New media landscape gives control
to anyone with a mobile phone and
a keen eye for content
• News outlets (CNN to YAHOO)
leverage citizen journalists to aide
in their storytelling
• Brands are beginning to offer a
platform for consumers to submit
user generated content (UGC)
• They gamify the experience to
provide a reason for return
engagements

31. Crowdsourced Hamburger
Video to go here
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32. What are the implications of this?
• Social networking is disrupting traditional models.
• Seize the initiative before it disrupts your category and your
business.
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33. Influence infiltrates
all.

34. Extensions of your daily graph
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35. Levi’s
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36. What are the implications of this?
• You’ve got new marketing tactics to leverage
• You can optimize your media spend even further
• Your social influencers can bring in more consumers
• You need new metrics for evaluating customer value
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37. Measurement:
Listen, Mine, Monitor
and Ladder-Up.

38. Listening: Conversations That Mention You
Address
Be a resource for your
customers
Listen Educate
Understand what
Distribute valued
people are saying
content
Energize
Evolve
Activating your
Give your customers a
voice in your business advocates

39. Mining: Find your White Space

40. Monitoring: Test and learn
New Tools exist to provide much more in-depth information about your
content
Page 40 © 2010 Razorfish. all rights
reserved.

41. From a Social Analytics Perspective,
Our Goal is to Measure Social Across Channels
Apps Profiles &
Display Social Search .com Mobile Email Client Data
Segments
Consumer & Apps /
Media metrics Social metrics Media metrics Site metrics Mobile metrics Email metrics Attitudinal
Business Metrics Client Data
Silo reports provide a detailed view at a channel level and have a role in optimizing channel performance.
But this can/must be improved to tell a cross-channel story with comprehensive tagging, data
collection, and analytics strategies.

42. Recap: 6 themes to consider
1. People first. Platforms second.
2. Rumors of Facebook’s demise are greatly exaggerated.
3. It’s easier to share.
4. Ceding control of your brand will be rewarded with
loyalty.
5. Influence infiltrates all.
6. Measurement- Listen, Mine, Monitor and Ladder-Up.
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43. Thanks
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Nader Ali-Hassan
Associate Director, Social Media
@nadees
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