How Razorfish Lives the Social Values
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How Razorfish Lives the Social ValuesHow Razorfish Lives the Social ValuesFuel Lines DiscussionMarch 27 2009March 27, 2009
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1. We help our clients embrace the social worldp
2. We get our hands dirty with social
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We’re all talking about the social world
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But what does it mean for marketers?
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Social Influence Marketing™ defined
• Social influence marketing is about employing social media and g p y gsocial influencers to achieve the marketing and business needs of an organization.
It is about allowing for the influences to take place the known and• It is about allowing for the influences to take place – the known and the anonymous influences
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This is a very big deal
That is a new phenomenon and the most important thing toThat is a new phenomenon and the most important thing to happen in the world of persuasion since the advent of the radio over 100 years ago.
F b k t k t i t l i flFacebook takes very strong interpersonal influence dynamics — the way people persuade each other face-to-face in small groups with peer pressure, reciprocity, flattery
and allows those to be used on a mass scale because— and allows those to be used on a mass scale because your social networks are built in.
Friends influence friends, who influence friends, and that k i li tkeeps rippling out.
– BJ Fogg, Fast Company
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So what matters now?
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Three in four US online adults now use social tools to connect with each othersocial tools to connect with each other compared with just 56% in 2007.
– Forrester Research, October 2008
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Social Influence Marketing ad spending on the rise
US Online Social Network Advertising Spending2008-2013 (Billions and % Change)
2008
2009
$2.00 (46.4%)
$2 35 (17 3%)2009
2010 $2.60 (10.9%)
$2.35 (17.3%)
2011
2012
$2.87 (10.4%)
$3.18 (10.8%)
$0.0 $0.5 $1.0 $1.5 $2.0 $2.5 $3.0 $3.5 $4.0
2013 $3.49 (9.6%)
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Source: eMarketer, December 2008
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Users are paying attention
4 out of 10 made purchasing decisions based on social advertising. 76% welcome advertising on social networks.
– Razorfish FEED reportOctober 2008
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Social Influence Marketing requires a new approach
1. Focus on the value exchangeg
2. Harness the social graph imaginatively
3 Mix your community with your advertising3. Mix your community with your advertising
4. Help marketers find the social influencers
5 D i i l d t5. Design social products
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How do we approachSocial Influence Marketing?Social Influence Marketing?
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Framing it in marketing
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Levi’s® 501 Design Challenge
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Barbie’s 50th Anniversary
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Barbie’s 50th Anniversary
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Travel Channel (http:/www.ihavethebug.com)
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Sheraton.com (http:/www.sheraton.com)
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SheratonWave.com (http://www.sheratonwave.com)
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Intel Digital Drag Race
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Ford Auto Show
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Ford Go!
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Ford Community
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Carnival Cruise Lines Carnival Connections (http://www.carnivalconnections.com)
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Crystal Light uPumpItUp (http://www.upumpitup.com)
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Encyclopedia of Life (http://www.eol.org)
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Garnier Fructis “The Harry Situation” (http://www.theharrysituation.com)
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Hollister MySpace page (http://www.myspace.com/hollister)
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Pangea Day (http://www.pangeaday.org)
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Victoria’s Secret PINK Facebook Page
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Victoria’s Secret PINK: W ld’ L t P j P tWorld’s Largest Pajama Party
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CNN.com integrating social
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CNN success metrics
• CNN ranked #1 in share/online news: Up 8%
• CNN ranked #1 by gross usage minutes (995MM): Up 7%
• Average daily unique users: Up 9%g y q p
• Average time spent: Up 6%
• Page views: Up 12%• Page views: Up 12%
• Video on demand: Up 13%
CNN i d #2 T 100 S i l B d f 2008• CNN recognized as #2 on Top 100 Social Brands of 2008
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1. We help our clients embrace the social worldp
2. We get our hands dirty with social
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Thought leadership
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The currency of ideas
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New research that tracks the value of social influence
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Our Living Lab tests consumer behavior
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Employee collaborationEmployee collaboration
and outreachand outreach
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We use our own wiki for internal collaboration . . .
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We blog inside Razorfish . . .
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And outside Razorfish individually…
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…and corporately
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Check out our new Scatter/Gather blog
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Of course we Twitter…
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And we live the Facebook life
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Andrea Harrison leads a very active Facebook life
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We also have an active conversation with the digerati
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We’ve embraced social at events like SxSW
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And we share our credentials on YouTube
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Even our holiday cards have gone social
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Thought LeadershipCase Study
2009 Digital Outlook Report2009 Digital Outlook Report
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Publication on a Flash site
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Publication on social sites like Scribd
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Flickr page to make the report blogger friendly
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Employee blogging
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Twittering
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Outreach to the digerati
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Outreach to analysts and media
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Razorfish corporate website
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Good old-fashioned hard copy
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Thank youyAndrea Harrison David [email protected] [email protected]://www.twitter.com/190east http://www.twitter.com/davidjdeal212-798-6673 http://www.superhypeblog.com
312-696-5056
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