Presentation to an audience of senior marketers at a Fortune 50 company. Trends are based on concepts outlined in Social Media Marketing for Dummies and recent events in the digital space
2. Key Facts about Razorfish
Full-service digital agency
One of the largest interactive marketing & technology companies
Leader in web design and digital marketing according to Forrester
$60 billion of media managed across the Publicis Groupe network
@shivsingh
6. But I believe that digital can
make a big difference
@shivsingh
7. 1.
Has an experience you have had online ever changed
your opinion (either positively or negatively) about a brand
or the products and services it offers?
65.3% 34.7%
Yes No
See feed.razorfish.com for more
information on the research
@shivsingh
8. 2.
Has that experience influenced whether or not you
purchased a product or service from the brand?
97.1% 2.9%
Yes No
See feed.razorfish.com for more research
@shivsingh
9. Bottom Line: Digital Experiences Create Customers
Digital is not simply an
“awareness” or CRM play, it’s
a customer-creation and
customer service play.
@shivsingh
11. IDEA 1
Let customers do
the work for you
@shivsingh
12. IDEA 1
“ The purpose of a
business is to
create a customer ”
– Peter Drucker
@shivsingh
13. IDEA 1
“ The purpose of a business
is to create a customer
who creates customers ”
@shivsingh
14. IDEA 1
Leaving your only job to be
taking care of your existing
customers
Trust me, that’ll be harder
not easier…
@shivsingh
15. IDEA 1
1 billion total media impressions to date; 44M blogs, 70M tweets,
300K new Facebook fans. All by not advertising on the Super Bowl
and launching a year round social media cause marketing effort.
@shivsingh
16. IDEA 1
What are the implications of this?
• Your customers expect a lot more
• Taking risks is not a choice
• You need to be better corporate citizens
• Providing incentives for participation key
@shivsingh
17. IDEA 2
Harness influencer
dynamics. Everyone
else is doing so
@shivsingh
18. Why does influence matter online?
72% of
internet users
say they are
exposed to
too much
advertising
@shivsingh
19. IDEA 2
We haven’t known how
to reach these people And these have typically
been ignored
These continue to get
the most attention
See Social Media Marketing for Dummies
if you want more information on the
different influencer types. You need to
account for all these types
@shivsingh
20. IDEA 2
Not only can you now identify and track
your customers but you can also market
to their strong and weak ties. Ads served
to the ties produce better results than
@shivsingh
marketing to anonymous strangers
21. IDEA 3
Comparative SIM Score for Toyota in months as the recall crisis broke.
Influencers came to the defense of Toyota pushing up its SIM Score.
Google “Mashable and Toyota” for more information.
(SIM Score = Relative Brand Sentiment * Conversation Volume)
@shivsingh
22. IDEA 2
What are the implications of this?
• You’ve got new marketing tactics to leverage
• You can optimize your media spend even further
• Your social influencers can bring in more consumers
• You have a new metric for evaluating brand health
@shivsingh
23. IDEA 3
Make your brands
even more human
@shivsingh
24. IDEA 3
Brand Voices SIM Voices
• Singular company voice • Multiple, authentic individual voices
• Reflects the brand personality • Transparent and googleable
• Everybody follows the brand voice • Engaging and conversational
• Appears in all brand touch points • Appears where conversations are
• Usually unique to the company • Unique to the person not the company
• Sometimes manifested in a person • Manifested in a real person
• Used everywhere –signage to ads • Used only by real people
@shivsingh
25. IDEA 3
Brand Voice Social Voice Social Brand
Best Buy was recognized at Cannes for this
effort just this week. More brands will need to
become social brands in a similar fashion. Is
@shivsingh your brand becoming a social brand?
26. IDEA 3
Barbie doll sales jumped when Barbie was
given a social voice. Only marketing during
@shivsingh that period was PR, Events and Social Media
27. IDEA 3
1.0
Corporate
Strategy & Research & Marketing & Human
Operations Communicatio
Planning Development Sales Resources
ns
Customers
2.0
Corporate
Strategy & Research & Marketing & Human
Operations Communicatio
Planning Development Sales Resources
ns
Customers
The question to ask yourself is whether your
@shivsingh
organization is moving in this direction or not
28. IDEA 3
What are the implications of this?
• People connect with people more than brands
• You need to practice permission marketing
• Your brands need to be manifested in real people
• Your social voices represent your brands best
@shivsingh
29. IDEA 4
Create new
businesses out of
hidden assets
@shivsingh
30. IDEA 4
Over the next decade, two out of every
three companies will face the
challenge of their corporate lives:
redefining their core business.
Buffeted by global competition and
facing an uncertain future, more and
more executives will realize that they
must make fundamental changes in
their core even as they continue
delivering the goods and services that
keep them in business today
@shivsingh
31. IDEA 4
Citibank
leveraged a
hidden asset in
terms of its credit
card transaction
data to create a
whole new
business that
provides a unique
service to people.
They spun it off
as a new
company
@shivsingh
32. IDEA 4
What are the implications of this?
• Your business is going to radically change
• You’ve gotten hidden assets to be leveraged
• Your employee base will matter even more
• Your customers can help you navigate this world
@shivsingh
33. IDEA 5
Take your digital
experiences on the
road with location
aware capabilities
@shivsingh
34. Functionality IDEA 5
Mobility
Courtesy Forrester Research
@shivsingh
35. IDEA 5
The more
mobile
something gets
doesn’t mean
the less
Functionality
functionality it
has anymore.
That’s what’s
changed about
mobile and why
there’s so much
buzz about it
Mobility
Courtesy Forrester Research
@shivsingh
36. IDEA 5
FourSquare
Check-ins are
great but keep in
mind that there’s
more to this
phenomena.
The next time I
walk into a hotel,
I’d like to check-in
via my iPhone
without having to
go up to the
reception. I should
be SMS’d my room
number & door
unlock code.
@shivsingh
37. IDEA 5
There will be all
kinds of new
advertising when
augmented reality
goes mainstream
and at first as with
every other medium
it’ll be clumsy and
stupid mistakes will
be made
@shivsingh
38. IDEA 5
What are the implications of this?
• Mobility becomes core to digital experiences
• Social media goes mobile in a fundamental way
• Real time activity will drive brand perception
• Every device will become a mobile device
• Unique location aware functionality will explode
@shivsingh
39. 5 Ideas to consider
1. Letting customers do the work
2. Harness influencer dynamics
3. Make your brands more human
4. Create new businesses from hidden assets
5. Take digital on the road
@shivsingh