ClientSummit2010_SocialBodyWorkshop

2. Social Media Personal Training Increase your base conditioning before progressing to increase your social media skills.

3. Agenda 1. Warm Up & Stretch 2. Social Fitness Evaluation 3. Cardio Training 4. Weight Training 5. Resistance Training 6. Advanced Exercises 7. Cool Down & Stretch

6. What does this mean for marketers? 1. Social Influence Marketing is more than WOM 2. Your social strategy begins with your digital strategy 3. Your owned platform can be just as social as Facebook 4. Every traditional marketing objective can be made social 5. Measurement must be actionable Page 6 © 2008 Razorfish. All rights reserved.

8. How social are you? Platforms and Publishing – How do you manage your content? Engagement – Does your content create social value? Integration – Is social a call to action across your marketing programs? Utility – How useful are your social programs? Social Voice – Do you speak in a brand voice or a social voice? Page 8 © 2010 Razorfish. All rights reserved.

10. What is it? • Social Monitoring • Listening Platforms • Buzz Measurement Conversation Monitoring helps you gauge what is being said about your brand online.

11. Conversation Monitoring benefits Monitoring the success of your media campaigns Reputation management Voice of the customer insights Creative and messaging insights Product development Influencer identification and outreach Competitive research Page 11 © 2008 Razorfish. All rights reserved.

12. What is measured? Media Types • All publicly available social network pages • Twitter • Blogs/Comments • Forums / Message Boards • Flickr & Photo images • YouTube and video images • Mainstream News KPIs • Volume • Share of Voice • Sentiment – Manual & Automated • SIM Score • Top Influencers • Top Keywords • Top Sources

13. Two types of Conversation Monitoring Market Research • Similar to quantitative/qualitative research programs • Specific beginning and end date • Large quantities of data are analyzed • Manual analysis of randomized data • Detailed report is generated for selected topic/s Persistent Monitoring • Benchmark and ongoing KPI tracking • Daily manual analysis of filtered data • Workflow assigned for actionable conversations • Weekly reporting generated for quick-view

14. Vendors & Tools Market Research • Converseon • TNS Cymfony • PeopleBrowsr • Crimson Hexagon • Nielsen Persistent Monitoring • Radian6 • Scoutlabs • Nielsen Buzz Metrics • Visible Technologies • NetBase Look for tools that offer Semantic Analysis

15. Platform approach • Social utility • High visibility • Limited functionality • Competition for voice • Search • Broad reach • Limited functionality • Competition for voice • Real-time impact • High engagement • Limited functionality • Big commitment • Music credentials • Niche audiences • Low visibility • Cool cred liability • Flexibility • Owned position • Low visibility • Maintenancebrand.co m

16. Platform evaluation Best overall placement of message, interaction, experience. Considerations: functionality, flexibility, find-ability. Support for primary placement. Considerations: complementary experience, functionality. Deliver always-on messaging for consumer. Considerations: visibility, deliver on consumer expectation.

18. Facebook How do we leverage Facebook? • Remember it isn’t an owned platform • Access to consumers social graph • Create paid and earned opportunities • Manage your Fan Page as a combination of WOM and CRM Page 18 © 2009 Razorfish. All rights reserved.

19. Social plug-ins Over 350,000 sites have adopted social plugins 2.8 billion social impressions per day Over 100 million Likes since Like button launched at f8.

20. The like button

21. Twitter How do we leverage Twitter? • Another platform we don’t own • Create direct response opportunities • Manage your account as a combination of WOM and CRM • Complement to customer service and care efforts when properly managed Page 21 © 2009 Razorfish. All rights reserved.

22. YouTube How do we leverage YouTube? • Yet another platform we don’t own • Optimize for search with keyword tags • Integrate video player with your owned platform for maximum views • Don’t forget to manage the WOM component of your account Page 22 © 2009 Razorfish. All rights reserved.

24. The real world Page 24 © 2008 Razorfish. All rights reserved. • Perceived lack of subject matter expertise • It can’t be measured • Unsure where it lives in the organization • Unsure how to integrate it with other marketing efforts

25. People not platforms Page 25 © 2008 Razorfish. All rights reserved. 1. Behaviorally focused planning 2. Content strategy & creation 3. Insight driven user experience design 4. Deep technology expertise 5. Interactive media planning 6. Real time data analysis

27. Integrated KPIs Page 27 © 2009 Razorfish. All rights reserved. KPIs Earned Paid Owned • Engagement • Awareness • Performance • Fan Growth • Conversation Develop socially focused KPIs, integrating Paid, Earned and Owned platforms as data sources.

28. Value of a fan Competing vendor sponsored studies (Vitrue & Syncapse) have tried to put forward fan valuations. In both cases data was not sourced from brands. True Fan/Follower value can only be understood when a brand merges their customer data with a sound measurement approach. The wild card in all of these efforts is identifying the value of an earned impression. Page 28 © 2009 Razorfish. All rights reserved.

30. Measurement Page 30 © 2009 Razorfish. All rights reserved. Social Influence Marketing Score = S + R SIM is the sum of the sentiment (S) and reach (R) of a brand or product, expressed as a score ranging from 1 – 100. Weighting is assigned for positive mentions and extensive reach. Brands can then be compared across industries and categories.

32. Social User Experience UX and Social must merge to create experiences that mirror our consumesr social behavior. The result is a design that includes social content, social interactions and social functionality. Page 32 © 2010 Razorfish. All rights reserved.