digital age 2.0 - andrea harrison
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Olá, São Paulo!
Andrea HarrisonVP, National Social Lead@190east@razorfishbrasil
I have a message to sharewith you
Social Networks PenetrationSocial Networks have reached a critical mass across the world’s population. Facebook leads in most countries.
Key Social Activities If video watching ranks form 74% to 90%, a division is emerging between Western and Asian countries around the reading and writing of blogs.
The web is social
Early success of the Open Graph
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.
“If you build a great experience, customers tell
each other about that. Word of mouth is very
powerful.”
– Jeff Bezos, February 2003
SocialInfluenceMarketing
BrandMarketing
DirectResponse
Marketing is evolving
Social is not a platform…
the focus
Platforms are
Relationships are
the means
Media/Search
MarketingSolutions
PlatformsWOM
Measurement
Overarching Social Influence Marketing Strategy
Four primary integrated capabilities
MarketingSolutions
Emphasis on Marketing Solutions
1. Amplification of traditional marketing using social media
2. Greatest opportunities include acquisition, conversion, retention
3. Social CRM is the next big integration opportunity
Where it all started
User generated contentwas the enemy
Video made it worse
So we tracked our buzz
Generated by BlogPulse Copyright 2009 The Nielsen Company
Percent of All Blog posts
0.200
0.175
0.150
0.125
0.100
0.050
0.025
Dec 19 Jan 07 Jan 14 Fev 14 Mar 05 Mar 24 Apr 12 May 01 May 19
nike adidas
Where we are today
Starbucks has embracedthe Crowd
Comcast uses Twitter
for Customer Service
Old Spice uses
conversation as ad copy
Social InfluenceMarketing
How did we get here?
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
What does this mean for marketers?
Social MediaMeasurement
We’re great at measuring owned mediaThe new website outperformed the older version across each key metric.
After relaunch, the new site had both a significantly higher volume of visitors as well as a more qualified audience.
Visits to the website
Comparative Averages Month Before Relaunch First 17 Days After Relaunch
Daily Visits xxxx xxxx
Visits/Person x.xx x.xx
Time Spent x.xx x.xx
Bounce Rate xx.x% xx.x%
Site Relaunch
Not so great at earned mediaCompeting 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.
Our approach
• Apply owned measurement strategies to earned media• Create measurable engagements• Tag everything• Integrate paid, owned and earned KPIs
• WOM results are the outcome of owned programs
• Influence begins with the brand
Our approachDevelop socially focused KPIs, integrating Paid, Earned and Owned platforms as data sources.
1. Engagement
2. Awareness
3. Performance
4. Fan Growth
5. Conversation
Measure Brand Health
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
Remember Darwin?
“It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is most adaptable to change.”
– Charles Darwin, Biologist
A new game plan
FROM:
Singular Consistent MessageTO:
Multiple Coherent Ideas
It’s not chaos, it’s Digital Darwinism
Mutation creates variation
Unfavorable mutations selected against
Reproduction and mutation occur
Favorable mutations more likely to survive
…and reproduce
