social media convergence - the arf/adweek 2009

The ARF presents:

The Launch of the Social Media Council

September 2009

Teleconference Number: (800) 213.3618Attendee Passcode: 822 328 44

Welcome & ARF Updates

Joel RubinsonChief Research Officer

The ARF

Thank You to Our Sponsors

Don’t turn off your cell phones!

Follow The_ARF Ad Week events on Twitter at #arfadweek

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!

Upcoming ARF Events

TO FIND OUT MORE AND REGISTER – WWW.THEARF.ORG

Online Research Quality Council A Special Meeting

SEPTEMBER 29, 2009Time Warner Building, NYC

ARF Member Day

OCTOBER 22 ARF Headquarters, NYC

DECEMBER 4, 2009Time Warner Building, NYC

360 Measurement Day Workshop

Social Media has transformed the marketing belief structure

Bring the brand into the conversation. But there are new ground rules:• Authenticity• Access• Content• Sharing control• People can become

activist in an instant if they don’t get these things

Social Media will transform organizations

When you enter the stream and become part of the conversation you get 4 brand-building opportunities simultaneously

Social media does not live neatly in any one pre-existing silo

The industry needs leadership

67% of marketers admit they do not know as much about social media as they should

Source: McCann Erickson UK

Introductions & Agenda Overview

Lynne d JohnsonSVP, Social Media

The ARF

Social Media: Why You Should Care

The Conversation is Happening Without You

Blogs have become mainstream daily reading

Source: Technorati: State of the Blogosphere 2008


“One third (35%) of American adult internet users have a profile on an online social network site, four times as many as three years ago, but still much lower than the 65% of online American teens who use social networks”

Source: “Adults and Social Network Websites,” Pew Internet and American Life Project, Jan. 14, 2009


Are You Actively Listening?

Social Media Fail Or Success

Source: Fast Company August 28, 2009

Social Media Fail Or Success

Social Media Fail or Success

Social Marketing Evolution & Activation

Christopher Andrew

VP/Group Director, Social Media

Evolution

Conversations are evolving from platforms to ecosystems of conversation

2020behaviors are evolving, pervasive on-demand connections are formingbehaviors are evolving, pervasive on-demand connections are forming

General Content & Experiences

General Content & Experiences

Niche Content & Experiences

Niche Content & ExperiencesSocially Distributed

EcosystemsSocially Distributed

Ecosystems

Broadcasting Enabling Engaging

Less Interactive More Interactive

Brand Centric

Community Centric

Advertising

Targeted Advertising

Broadcast Tweeting

Broadcast Blogging

Branded Social Content

Seeding

Socially Engaging Advertising

BroadcastWidget/Application

Comment Enabled Blogging

HostedCommunity

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

Brand are experimenting and migrating

Messaging Sharing

ConversationsEnabling

22

Listen

TheConversation

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

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ProactiveProactive ReactiveReactive

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 theConversation

Nurture Inspire

2424

75% of Consumers Don’t Trust Traditional Marketing…

But 90% Trust Other Consumers

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 ListeningOffline Social

ResearchDigital Social Focus

Groups

Why Listen?

Media DirectPeers

PressCRM

Personal Beliefs and Experiences Community

Media

DirectSocialMarketing

PR

CRM

Product/Packaging

Call Center/Support

Inform and Facilitate

Impact

Conversation

Strategic Positioning

Use Cases for Listen – Inspire - Nurture

27

• Product Ideation

• Product Launch

• Campaign

• General Ideation/Product Improvement

• Brand Health Scores

• Competitive Benchmarks

• Crisis Management

• Gauge Market Reaction to Change

Listening Results in a New Target: Samsung

B.

Case Study: Samsung SSD (Hard Drive)

• Project Goal: “Listen” to online conversations. Gain insights into SSD and Samsung perceptions

• Approach: Engaged in social intel audit

• Insight: Identified new market segment (gamers) for SSD product

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Starburst: Inspiring Conversations with Content

• Project Goal: Increase purchase intent and relevancy with connected, jaded consumers.

• Insight: Technology is an extension of them, used for personal expression, enjoyment and social connectedness. This is the age of “TMI”

• Approach: Developed highly engaging social brand content series around concept of “sharing something juicy”

• Outcome: Campaign drove lifts in purchase intent by 10%, nearly 11 million engaged video views, leading to 70,000+ hours of video viewing time. The “TV is Crap” episode becoming the first brand content video to reach the #1 most viewed status on YouTube

Building Community Via Influencers

B.

Case Study: American Express OPEN Forum

• Project Goal: Drive high value engagements with card members and prospects

• Approach: Social hub features leading content, perspectives and personalities. Distributed/syndicated core equity drives fresh engagement.

• Outcome: OPEN Forum, the leading small business hub on the internet

Building C Suite Community

B.

Case Study: IBM InfoBoom!

• Project Goal: Bring IBM leadership and expertise to the underserved mid-market audience

• Insight: CIOs do not have the time to socialize about the weather. They greatly value insightful POVs from thought leaders.

• Approach: While leading editorial content drives conversation, organic social activation brings authenticity to the branded conversation.

• Outcome: IBM InfoBoom! Community.

Customer Support via

Social MediaVerizon Community Forums

Mark StudnessDirector E-Commerce

Verizon

Agenda

• Background & Objectives• Support Forums• Super Users• Moderation• Forums Content Syndication

Background

Verizon Comprised of 3 Business Units• Verizon Telecommunications - Wireline

Consumer & Small Business• Verizon Wireless – Consumer & Business• Verizon Business – Enterprise

Verizon Telecommunications - Wireline• Network investment ($23B) to replace copper

network with fiber-optics (FiOS services)• FIOS TV launched in 2005 and attains 2.5

million subscribers (Q209).

Objectives

Deliver outstanding digital support to Verizon customers.

• Extend the breadth of online support content

• Increase support relevancy • Reduce publication timelines • Deepen customer relationships

Increase efficiency of Verizon support

Customer Support Forums

Online Community

Peer to Peer Support

Moderated but not censored

Super User Friendly

verizon.com/forums

How Forums Help Customers

Super Users A customer who spends any where from 20 to 60 hours

per week on forums, answering customers questions.

One Answer Helps Many Customers Indirect support provides one answer to support many

customers. Direct support is one to one thus slower and more costly.

Extend Support Breadth Customer can ask questions relating to how to use 3 rd

party products such has routers, webcams, games, plasma TVs, surround sound systems…etc with their Verizon Voice, Internet, TV and Wireless services.

Deepen Customer Relationships Customer comments and suggestions are reviewed and

acted upon providing 2 way dialog between Verizon and customers.

1 Answer 1 Answer

1 Question

1 Question

1 Question1 Question




1 Customer

Direct Support Indirect Support

1 Customer1 Customer

1 Customer

1 Customer

1 Customer


1 Customer

1 Customer


1 Customer

1 Customer

1 Customer

1 Customer

Meet Some Super Users

Justin Retired IBM technical support

expert Enjoys solving problems Calls Keller, TX home

TimSkyes Young IT professional Online Gamer Collects screen used TV and

movie props

• Keyboards Electronics engineer in

hardware design Musician Has a strong interest in

photography

Quick Facts

Full-time moderation

Ensures a safe environment

Top Moderation Activities

Read all posts for adherence to guidelines

Archive/move posts when needed

Escalate customer service issues

Congratulate users when they move up ranks

Moderation Policies and Procedures

Forum Content Syndication

Content available from: • Support Pages• Search Results • Contact Us

Thank You

Sam FordDirector of Customer Insights

Peppercom

Moving from “Viral” to Spreadable Media:Following the Audience’s Lead

Myths about Digital Media

Stickiness is all that matters.

Viral is the answer.

The “Broadcast Mentality” still works.

Creating Value through Spreadable Media

Value is created through:

Content being relevant when/where audiences want it

Content which audiences can ‘recontextualize’

Making texts accessible to surplus audiences outside a ‘target demographic’

The movement of content

‘Plentitude’

Acknowledging consumers’ ultimate role in defining your brand

Why Do People Spread Content?

People Spread Content to:

Define themselves

Increase their notoriety

Strengthen social ties

Build community

Provoke/challenge others

Peppercom’s Approach

Listen

Converse

Build Platforms

Maintain a Presence

Listening to the FutureCo-Creation via Online Consumer Communities

Heather D. Maxwell, PhDConsumer Insights

General Mills

Introduction

The average adult “undivided attention span” is 15 to 30 seconds.

Most people will forget 95% of what you say within minutes of hearing your message.

If you remember just one thing…

Online Consumer Communities:• MEET THE NEEDS of consumers, brand

teams, & agencies with BUSY LIVES.

• Allow you to co-create with consumers BETTER, FASTER, and CHEAPER.

• Create PROUD, BUZZ AGENTS

The 15 Minute Journey

History Method Importance Future

History

Quantitative Research Evolved

Paper/pencil surveys to online surveys


Qualitative Research Evolving


?

Qualitative Research Evolving


CONSUMERS

AROUND

WORLD

the

Method

Private Online Communities

Definition

Process

Recruit

Engage/Immerse

Iterate

Engage/Immerse

Iterate


Importance

Why Online Communities Matter


FASTER: Speed to Market

BETTER: Iterative Building

CHEAPER: Cost Efficient

Why Online Communities Matter

Invested Consumers


Teammates

Marketing

Product Development

Package Development Advertising

Consumer Insights

Public Relations

Future

From Research Participants to Buzz

Consumers aid all members of our cross functional teams

Consumers sad and proud when community closes

Pride prompts buzz thus convergence


Wrap Up

If you remember just one thing…

Online Consumer Communities:• MEET THE NEEDS of consumers, brand

teams, & agencies with BUSY LIVES.

• Allow you to co-create with consumers BETTER, FASTER, and CHEAPER.

• Create PROUD, BUZZ AGENTS

Thank you.

How Social Media Creates Convergence Among the Advertising, Marketing, PR and Consumer Insights Spheres

Lynne d JohnsonSVP, Social MediaThe ARF

Christopher AndrewVP, Group DirectorDigitas Social

Mark StudnessDirector, E-CommerceVerizon Sam Ford

Director Customer InsightsPeppercom

Heather MaxwellLead in Customer Insights on Social Mediaand CommunitiesGeneral Mills

Next Steps & Adjournment

Joel RubinsonChief Research Officer

Lynne d JohnsonSVP, Social Media