Andrea Harrison discusses six ways to align yourself with the wants and needs of the social consumer at the Razorfish Client Summit. This workshop will help you make Social Influence Marketing an everyday reality at your company.

1. October 13, 2010
© 2010 Razorfish. All rights reserved.
Train Your Way to a Better Social Body
Client Summit 2010

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

4. Warm Up & Stretch
Page 4 © 2010 Razorfish. All rights reserved.

5. Evolve your marketing
Page 5 © 2009 Razorfish. All rights reserved.

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.

7. Social Fitness
Evaluation
Page 7 © 2010 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.

9. Page 9 © 2010 Razorfish. All rights reserved.
Cardio Training
Conversation Monitoring
Platform Approach

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.

17. Page 17 © 2010 Razorfish. All rights reserved.
Weight Training
Facebook
Social Plug-Ins
Twitter
YouTube

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.

23. Page 23 © 2010 Razorfish. All rights reserved.
Resistance Training
Getting to a Social
Organization

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

26. Page 26 © 2010 Razorfish. All rights reserved.
Advanced Exercises
Measurement
CRM
Social Experience

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.

29. Influence marketing
Page 29 © 2010 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.

31. Social CRM
Rethink CRM to identify
ways your social
platforms can help you
build relationships with
customers.
Page 31 © 2009 Razorfish. All rights reserved.

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.

33. Page 33 © 2010 Razorfish. All rights reserved.
Cool Down & Stretch

34. Thank You!
Andrea Harrison
@190east
andrea.harrison@razorfish.com
Page 34 © 2010 Razorfish. All rights reserved.