Social Media Convergence - The ARF/Adweek 2009
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Social media is a critical part of progressive marketing thinking. The consumer, with the rise of social media, has been able to drive the conversation with or without input from the brands. This change in who controls the dialogue has transformational impact: 1. Social media creates a brand/consumer conversation that will transform organizations. 2. Social media blends brand communications, PR, customer care, research and insights as all happen simultaneously via the conversation. 3. Most marketers are still struggling to find a coherent social media strategy. 4. Social media produces naturally occurring conversation and behavior that offers incredibly rich insights, but companies are still learning how to mine this continual stream. The ARF launched its new Social Media Council with a panel of industry experts explaining how social media creates convergence among the advertising, marketing, public relations, customer care and consumer insights spheres.
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Social Media Convergence - The ARF/Adweek 2009
- 1. The ARF presents: The Launch of the Social Media Council September 2009 Teleconference Number: (800) 213.3618 Attendee Passcode: 822 328 44
- 2. Welcome & ARF Updates Joel Rubinson Chief Research Officer The ARF
- 3. Thank You to Our Sponsors
- 5. Upcoming ARF Event – Industry Leader Forum Winning with Social Media November 3, 2009 • New York Athletic Club Social media has provided brand advertisers and marketers, media and agencies with new ways of listening to consumers. Listening leads the way to engaging in conversations and uncovering new actionable insights. Chris Brogan, President of New Marketing Labs , co-author of The New York Times Best Seller Trust Agents, a blog in the top 10 of the Advertising Age Power 150 and in the top 100 on Technorati keynotes Google shows how to use search as a predictive listening tool IBM presents a model for integrating listening into an organization ESPN demonstrates how listening engages and serves fans Panelists from Crispin Porter + Bogusky, Meredith Corporation and Motivequest plus networking, breakout sessions, meet the speakers and more!
- 6. Upcoming ARF Events TO FIND OUT MORE AND REGISTER – WWW.THEARF.ORG Online Research Quality Council A Special Meeting SEPTEMBER 29, 2009 Time Warner Building, NYC ARF Member Day OCTOBER 22 ARF Headquarters, NYC DECEMBER 4, 2009 Time Warner Building, NYC 360 Measurement Day Workshop
- 10. Introductions & Agenda Overview Lynne d Johnson SVP, Social Media The ARF
- 11. Social Media: Why You Should Care
- 16. Social Media Fail Or Success
- 17. Social Media Fail or Success
- 18. Social Marketing Evolution & Activation Christopher Andrew VP/Group Director, Social Media
- 19. Evolution
- 20. Conversations are evolving from platforms to ecosystems of conversation behaviors are evolving, pervasive on-demand connections are forming General Content & Experiences Niche Content & Experiences Socially Distributed Ecosystems
- 21. Broadcasting Enabling Engaging Less Interactive More Interactive Brand Centric Community Centric Brand are experimenting and migrating Messaging Sharing Conversations Enabling Advertising Targeted Advertising Broadcast Tweeting Broadcast Blogging Branded Social Content Seeding Socially Engaging Advertising Broadcast Widget/Application Comment Enabled Blogging Hosted Community Participatory Blogging Twitter Conversation Community Participation Sponsor Integrated Blogging Eg. Celebrity Blog Share This Functionality User Generated Content Influencer Relationship Building Participatory Social Experience/Application
- 22. Listen The Conversation Nurture Inspire Listen to conversations across the social space about your brand and your competition Discover the main interests, needs, desires and concerns of our participants and prospects Build long-term loyalty programs with advocates. Based on what we hear, determine which ideas, utilities or platforms can we create that maintain positive conversations and good will How do we get our advocates talk about us? How to build relationships through content, services and conversation Digitas has developed a framework for social marketing activation
- 23. Proactive Reactive Client-driven Delivering content, access, educational information. Listening to conversations to gain valuable insights. (Consumer-driven) Responding and resolving customer service questions/issues. Provide content requested by following When activating the social strategy, there are two primary ways to communicate Listen Join the Conversation Nurture Inspire
- 24. 75% of Consumers Don’t Trust Traditional Marketing… But 90% Trust Other Consumers
- 25. Tapping into Social Intelligence™ Social Intelligence™ is the delivery of both marketing performance or benchmark data and actionable insights based on learnings from the conversation that impact all marketing activities Observation Rooms Active Listening Offline Social Research Digital Social Focus Groups
- 26. Why Listen? Media Direct Peers Press CRM Personal Beliefs and Experiences Community Media Direct Social Marketing PR CRM Product/Packaging Call Center/Support Inform and Facilitate Impact Strategic Positioning Conversation
- 32. Customer Support via Social Media Verizon Community Forums Mark Studness Director E-Commerce Verizon
- 41. Thank You
- 42. Sam Ford Director of Customer Insights Peppercom Moving from “Viral” to Spreadable Media: Following the Audience’s Lead
- 48. Listening to the Future Co-Creation via Online Consumer Communities Heather D. Maxwell, PhD Consumer Insights General Mills
- 51. The 15 Minute Journey History Method Importance Future
- 52. History
- 54. Qualitative Research Evolving ? History Method Importance Future
- 55. Qualitative Research Evolving CONSUMERS AROUND WORLD the History Method Importance Future
- 56. Method
- 58. Importance
- 61. Future
- 63. Wrap Up
- 65. Thank you.
- 66. How Social Media Creates Convergence Among the Advertising, Marketing, PR and Consumer Insights Spheres Lynne d Johnson SVP, Social Media The ARF Christopher Andrew VP, Group Director Digitas Social Mark Studness Director, E-Commerce Verizon Sam Ford Director Customer Insights Peppercom Heather Maxwell Lead in Customer Insights on Social Media and Communities General Mills
- 67. Next Steps & Adjournment Joel Rubinson Chief Research Officer Lynne d Johnson SVP, Social Media
Hinweis der Redaktion
- Understand Participant pain points and how we can solve for them
- … it’s a conversation And the health conversation going on out there right now is big It’s more influential than marketing or mass media And right now pharma is largely peripheral to it This conversation will go on regardless And a choice not to engage is a choice for irrelevance
- Interesting that I am talking about listening today…listening to our consumers to “listen to the future” because studies suggest… Let me repeat… … that’s assuming they hear it in the first place.
- If you remember just one thing as you leave here today, remember this:
- First I would like to briefly review a couple advancements in market research. Mirroring the technology advancements we enjoy in our daily lives, market research technology has experienced game-changing advancements in the past 20 years.
- Now as qualitative methods are leveraging the Internet, qualitative research is providing many of the same benefits. In person qualitative research such as a focus group of 6-8 people to online qualitative working with hundreds of people. Qualitative has become more scalable, convenient (team and consumers), and in many cases more cost efficient. One additional benefit of online qualitative is the consumers can share information in a variety of ways over time compared to the potentially short window of time typically offered by qualitative research.
- Definition: a restricted-access online social space created for the sole purpose of interacting with recruited consumers for a pre-determined period of time. Recruit consumers from a variety of sources depending on needs. Based on demographics, psychographics, beahavioral, regional (location), etc.Typically paid a nominal amount and rewarded with random prizes. Engage consumers using a variety of activities to keep the community fresh and to meet various learning styles: Care Competence, Choice. Immerse: Cross functional brand teams are immersing in their target consumers, target occasion, getting feedback on stim, etc. They are hearing the language their consumers use..powerful. Internalize. Iterate: Team immersion and online nature of method allows the team to learn, tweak or build an idea/concept in almost real time. Build, refine and optimize all aspects of the product- from concept to product form and flavor to packaging structure and design.
- Consumers as team members
- Online Communities allow consumers to virtually “join the team.” Depending on the level of transparency and authenticity, Which create Invested Consumers- Invested consumers become….advisors to all the cross functional members of our teams. R&D, Packaging R&D, consumer insights, and marketing.
- Consumers feel invested and connected with each other and team. When it ends they are sad, miss working together but they are also proud of what they have built, created and they were “selected” – that they had access to and the privilege of working with a large company. They feel special! Naturally, this PRIDE is what prompts the consumers to want to continue the relationship with their community peers and the company by sharing their experience (their story) and their new creation/product with their friends and family…even strangers via WOM either in person or online via traditional email and blogs or newer platforms such as FB, Twitter, and other interest based social networking communities. Consumers’ stories and experiences don’t stay locked in the private community. Just like any experience, if you make consumers feel a part of your team and they enjoy their experience, they will want to share their story with other people. These stories are powerful…how many times do we need to hear the stat about consumers not trusting brands but they trust their friends’/families’ opinions. These communities are allowing us to build trust with consumers via their personal community experiences and the trust expands when they share their stories with their friends and families.
- If you remember just one thing as you leave here today, remember this: