A Strategic Approach to Social Media Intelligence
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Highlights From Fluent
- Highlights from Fluent<br />The Razorfish Social Influence Marketing Report<br />http://fluent.razorfish.com<br />Shiv Singh<br />@shivsingh<br />shiv.singh@razorfish.com <br />http://goingsocialnow.com<br />
- Why Fluent?<br />
- Measuring Social Influence Marketing<br />
- First the Net Promoter Score<br />
- The SIM Score: A brand measure<br />What is the relative health of your brand in the social web?<br />SIM Score<br />Net Sentiment for the Brand with volume<br />Net Sentiment for the Industry with volume<br />/<br />=<br />
- The SIM Score Formula<br />
- Tracking your SIM Score today<br />What’s your SIM Score?<br />
- Tracking your SIM Score tomorrow<br />What will be your SIM Score?<br />SIM Score = Share of Conversation + Sentiment for online and offline world<br />
- Calculating the SIM Score for GM<br />
- Data Sources<br /><ul><li>Different conversation monitoring vendors provide positive, neutral, negative and mixed sentiment
- TNS Cymfony captures content from best in breed content aggregators which bring together all the data
- Data pulled from millions of blogs, hundreds of thousands of message boards, forums and review sites
- Content is cleansed of spam with a six step process
- Tonality engine is applied to determine sentiment</li></li></ul><li>Looking at the auto industry<br />
- Looking at the auto industry with offline<br />
- Looking at the financial services industry<br />
- Looking at the financial services industry with offline<br />
- Looking at the pharmaceutical industry<br />
- Looking at the media industry<br />
- Creating Industry SIM Scores<br />
- Apparel Retailers over three months<br />
- Mutual Funds over three weeks<br />Page 19© 2009 Razorfish. All rights reserved.<br />
- SIM Score questions to ask<br /><ul><li>What impact does advertising in the different mediums have on your SIM Score?
- How does your SIM Score change from the start of a campaign, through it and after it has ended?
- What does it take to put a program in place to manage your SIM Score effectively?
- Can a SIM Score that holistically accounts for both online and offline be developed
- Does the SIM Score adjust appropriately for varying levels of influence?How does the SIM Score metrics sit with other business metrics like sales and loyalty ones?</li></li></ul><li>Looking at SIM Scores with other metrics<br />
- Tips when using the SIM Score<br /><ul><li>Valuable relative to competitors
- Track ongoing to derive most meaning
- Adjust for influence when feasible
- Quality of data drives usefulness
- Don’t mix and match data sources
- Recognize limits of data sources</li></li></ul><li>SIM Score coverage<br />
- The Razorfish Social Influence Marketing Survey<br />
- Introducing the Social Influence Marketing Survey<br />
- Key finding: top-down branding increasingly ineffective<br />How frequently do you share recommendations online?<br />
- Implications for brands<br />1. Brands must socialize with consumers<br />
- Implications for brands<br />2. Brands must develop a credible social voice<br />
- Implications for brands<br />3. Brands must provide a return on emotion<br />
- Key finding: influencers drive brand affinity<br />
- Implications for brands<br />1. Brands must know who influences perception.<br />
- Implications for brands<br />2. Brands must know the effect of influencers throughout the marketing funnel<br />
- Implications for brands<br />3. Known peer influencers matter most at the bottom of the funnel<br />
- Implications for brands<br />4. Don’t forget the impact of offline influencers<br />
- Key finding: product interest drives engagement<br />
- Implications for brands<br />1. Consumers look for brands that help them connect<br />
- Implications for brands<br />2. Brands aren’t connecting enough with consumers in a social environment.<br />
- Implications for brands<br />3. Fans of brands visit, and re-visit, those sites<br />
- Key finding: trust & influence on purchase behavior<br />
- Key finding: trust & influence on purchase behavior<br />
- Implications for brands<br />Brands must look at influence holistically<br />
- Implications for brands<br />2. Brands must focus on value exchanges<br />
- Implications for brands<br />3. Brands lack significant credibility in the digital realm and on social platforms.<br />
- Three concluding points<br />If you feel like you haven’t yet figured out the social world, you’re not alone.<br />Social Influence Marketing does not surpass TV and other media. SIM stands alongside other forms of marketing.<br />Social and should be measured. SIM Score is one important measure.<br />
- Thank You<br />Shiv Singh<br />shiv.singh@razorfish.com<br />http://goingsocialnow.com<br />twitter.com/shivsingh<br />Book is available for pre-order at Amazon, Barnes & Noble and Borders. On sale nationwide - October 26th<br />
