Building Your Brand Audience

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Social Media CouncilBuilding Your Brand Audience

Next Steps and Wrap UpJim Oliver – VP of Global Measurement Science for Emerging Media, Nielsen OnlineRichard Pasewark – General Manager, TNS CymfonyNathaniel Perez – Director-Marketing Strategy and Analysis, SapientNed Winsborough – CI Manager-Consumer Networks, General Mills*

4:15 – 4:30PM

Discussion and Q&A3:55 – 4:15PM

“No, I Don’t Want to be Facebook Friends with my Butter” Nathaniel Perez – Sapient3:35 – 3:55PM

The Connected Consumer Andrea Harrison – Strategy Director, Razorfish3:15 – 3:35PM

Growing Your Graph Taddy Hall – Chief Operating Officer, Meteor Solutions2:45 – 3:15PM

Introductions & Overview of AgendaJim Oliver – VP of Global Measurement Science for Emerging Media, Nielsen OnlineRichard Pasewark – General Manager, TNS CymfonyNathaniel Perez – Director-Marketing Strategy and Analysis, SapientNed Winsborough – CI Manager-Consumer Networks, General Mills*

2:35 – 2:45PM

Welcome & ARF UpdatesLynne d Johnson – SVP, Social Media, The ARF

2:30 – 2:35PM

PRESENTATIONSSCHEDULE

THURSDAY JANUARY 28, 2010Bently Reserve, San Francisco

Join us at our upcoming San Francisco event to learn how to use listening, evaluate listening applications, develop a listening strategy, integrate it into your existing research program, create an action plan and apply its learnings. Get answers to your questions on listening and develop an action plan that specifically addresses your business needs during this interactive day.

Speakers include:

» Jeremiah Owyang, digital media strategy superstar and blogger and Partner, Customer Strategy, Altimeter Group

» Steve Patrizi, Vice President, Advertising Sales and Operations, LinkedIn

» Doug Frisbie, National Social Media and Product Integration Manager, Toyota

» Johanna Skilling, EVP, Director of Strategic Planning, Saatchi and Saatchi Wellness

Putting Listening to Work 2010 ARF Industry Leader Forum

TO FIND OUT MORE AND REGISTER www.TheARF.org/assets/ilf

Upcoming ARF Events

Upcoming ARF Events

Re:think 2010: The ARF Annual Convention + ExpoMARCH 22-24, 2010Marriott Marquis, New York Citywww.TheARF.org/assets/rethink-10

The ARF 2010 David Ogilvy AwardsMARCH 23, 2010Marriott Marquis, New York CityEnter today! Submission deadline Ext January 11, 2010.www.TheARF.org/assets/ogilvy-10

The ARF 2010 Great Mind AwardsMARCH 24, 2010Marriott Marquis, New York CityNominate a colleague for a Great Mind Award today.www.TheARF.org/assets/great-mind-10

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Welcome & ARF Overview

Lynne d JohnsonSVP, Social Media

The ARF

Discover valuable Knowledge Solutions Online and Off

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PowerSearchA single search allows you to access nearly 60,000 documents, including:• ARF website • ARF conference papers, workshop

papers, white papers, case studies, Ogilvy awards

• Journal of Advertising Research • WARC database abstracts • Research and summaries of new and

historical studies from 50 other sources: ARF member research companies, industry associations, and trusted non-member companies

Morning CoffeeMorning Coffee brings the web’s best news feeds, research, blogs and videos on advertising, marketing, media, consumers and culture to our members.

Social Media Council

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Social media is becoming a critical part of progressive marketing thinking. With the rise of social media, the consumer has been able to drive the conversation with or without input from the brands.

• Help companies understand how they can be the chief storytellers for their own brands within the midst of all of the noise and conversations.

• Create appropriate metrics that can gauge the impact of marketing efforts in social media.

• Develop a plan for research/insights to bring the voice of the human into the boardroom by “listening” to what is said in social media as part of a cohesive research program.

• Have the ARF leverage social media with its membership and the marketing/media community to develop and demonstrate successful social media marketing principles.

The Council will:

Social Media Council Co-Chairs

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Jim OliverVP of Global Measurement Science for Emerging Media, Nielsen

Richard PasewarkGeneral Manager, TNS Cymfony

Nathaniel PerezHead of Community Intelligence, Sapient Interactive

Ned WinsboroughCI Manager, Consumer Networks, General Mills

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Building Your Brand Audience

Next Steps and Wrap UpJim Oliver – VP of Global Measurement Science for Emerging Media, Nielsen OnlineRichard Pasewark – General Manager, TNS Cymfony*Nathaniel Perez – Director-Marketing Strategy and Analysis, SapientNed Winsborough – CI Manager-Consumer Networks, General Mills

4:15 – 4:30PM





Introductions & Overview of AgendaJim Oliver – VP of Global Measurement Science for Emerging Media, Nielsen OnlineRichard Pasewark – General Manager, TNS Cymfony*Nathaniel Perez – Director-Marketing Strategy and Analysis, SapientNed Winsborough – CI Manager-Consumer Networks, General Mills

2:35 – 2:45PM


2:30 – 2:35PM



12/14/2009 www.meteorsolutions.com 9

Online Marketing Is Changing…

12/14/2009CONFIDENTIAL

www.meteorsolutions.com10

Build Site and Create ContentBuy Ads

Tracking and Optimization

Tracking and Optimization

Today It Has to Be EarnedPaid Media (Ads) Owned Media Earned Media

A Big Opportunity


Lots of Traffic

•15-20% of Unique Visitors from “Earned” Links

(source: Meteor Solutions)

Valuable Visitors

•1.5x – 4x Conversion Lift

•Loyal Fans

(source: Meteor Solutions, Razorfish)

+

ROI

•Low Acquisition Costs•Engaged and Loyal Customers

=

How to Monetize the Social Graph

4 Steps to Success:1.Research

– Listen and Map the DNA of Link Sharing and Influence

2.Connect with Fans and Advocates – Distribute Content and Energize the Base

3.Activate and Monetize– Increase Sharing, Engagement, and Action

4.Optimize – Improve Paid and Unpaid Activities



Lots of Help Figuring this Out


Step 1: Research


Revealing the Graph: The DNA of Social Media

James Follows link to Palm.com

and sees video

James Shares Link

to video

Friends and Family

Follow Link

Friends Visit Landing Page

to See Video & Offer

Some buy and some

pass it on…

Assign unique IDs to each friend that clicks.

Javascript on client assigns unique ID to James and the URL he shares

Associate James with each visitor and identify sources of each (eg. Facebook)

Track conversions and downstream word of mouth

Buy!

Sharing PLUS Listening



Listening and Sentiment

•Identify conversations and communities that drive most direct and indirect traffic and actions.

•Track influencers and the earned media they generate.

Third PartyListening Platform

Step 2: Connect with Fans and Advocates



Serious Fan Advocates

Passionate about your brand, eager to share with others.

Committed to the cause, eager to make a difference.

Create, Distribute…. and Energize



Syndicate and Publicize Relevant Content (even when it isn’t yours!)

On Twitter– Post Links to Quality Fan Content– Follow Quality Followers– Re-Tweet Relevant Messages

On Facebook– Friend Your Biggest Fans– Post Relevant Content and Links

On Bookmarking Sites– Link to Quality Fan Content Through Delicious,

Digg, etc.



How to Engage Your Fans and Advocates



•Recognition• Public Acknowledgement,

Counters, Stars, Achievements

•Rewards• Access, Special Content,

Status

•Sharing• Facebook Connect• Twitter API• Email• Sharing Widgets

•Fun• Increasing Influence =

More Recognition and “Richer” Rewards

The Multiplier Effect



100s 1,000,000s10,000s

Step 3: Activate and Monetize


BUILDING BLOCKS OF SOCIAL PROMOTIONBUILDING BLOCKS OF SOCIAL PROMOTION

LeaderboardsLeaderboardsSharing MapsSharing MapsContent UnlockContent Unlock

Reward System Integration

Reward System Integration

Stimulate sharing to increase traffic: 20%-50% from sharing

12/14/2009Proprietary and Confidential. Patents

Pending.

On the Resident Evil 5 site, we’ve built‐in a promotional application that incentivizesvisitors to pass‐along content.

Resident Evil 5: Case Study

12/14/2009Proprietary and Confidential. Patents

Pending.

Share video with friends…

and community earns right to watch the next video

Step 4: Optimize

• Target influential sites/communities with immediate “call to action”

• Increase paid media and seeding efforts on highest ROI placements


Increase Advertising ROI on High Yield Sites

Take-AwaysIt’s not Magic…but it is different

Social Media scales…and delivers

Getting Started:

Get to know your Social Graph: Track and Listen

Engage and Activate

Learn and Optimize



Thank You!

Questions?

Give a Shout!

Taddy Hall, COO

[email protected]

c 917.612.6250

Sales: (866) 677-0604


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4:15 – 4:30PM






2:35 – 2:45PM


2:30 – 2:35PM



FEED: The 2009 Razorfish Digital Brand Experience Report

Garrick Schmitt, Group Vice President, Experience Planning Email: [email protected] Twitter: @gschmitt

Conventional Wisdom Says Advertising Is Failing...

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© 2009 Razorfish. All rights reserved.

76% of people think companies lie in ads

77% trust companies less than they did last year

38% of people believe companies will do what is right

15% of people enjoy the ads as much as the programs

2008 Vizu Answers, 2009 Yankelovich, 2009 Edelman Trust Barometer, 2009 Edelman Trust Barometer, TGI, HT Spike Jones, Brains On Fire.

Worse? 83% Of Mad Men’s Time-Shifted Audience Fast Forwards Through The Commercials TIVO, September 25th, 2009

But It’s Not That Advertising Is Failing…It’s That Experiences Matter More Than Ever Before.

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HELLO

How Do Consumers Engage With Brands In An Increasingly Digital World?

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THE DETAILS

Meet The “Connected Consumer”

In August 2009 Razorfish surveyed 1,000 U.S. “connected consumers”*:

•  Broadband access

•  Spent $150 online in the past six months (travel, Netflix, tickets, Amazon, etc.)

•  Visited a community site (MySpace, YouTube, Facebook, Yelp, etc.)

•  Consumed or created some form of digital media such as photos, videos, music or news

WHAT IS YOUR AGE?

WHICH OF THE FOLLOWING BEST DESCRIBES YOUR COMBINED HOUSEHOLD INCOME?

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* This equates roughly to the U.S. broadband population which is about 200m based on the Pew Internet and American Life Project.

READ THIS

Yes, You Can Build A Brand Online. You Have No Choice

Marketers have never thought of digital as a wonderful place to build a brand, but they should:

•  65% of consumers have had a digital experience change their opinion about a brand

•  97% of them report that experience influencing whether or not they purchased a product or service from that brand

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?

HAS THAT EXPERIENCE INFLUENCED WHETHER OR NOT YOU PURCHASED A PRODUCT OR SERVICE FROM THE BRAND?

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Actions Speak Louder Than Advertising Branded experience are the new advertising. And consumers are increasingly hungry for them, sometimes ravenously so:

•  97% have searched for a brand online

•  77% have watched a commercial on YouTube

•  69% have read a corporate blog

•  65% have played a branded, browser-based game.

•  73% have posted a product or brand review on a site like Amazon, Facebook or Twitter

PLEASE RATE THE FREQUENCY OF WHICH YOU DO THE FOLLOWING:

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Brand Culture Or Fan Culture?

Conventional wisdom holds that consumers don’t want brands encroaching on their social lives – but that’s just not true:

•  76% of consumers welcomed brand advertising on social networks (FEED, 2008)

•  40% of consumers “friended” a brand on Facebook and/or MySpace

•  26% of consumers have “followed” a brand on Twitter

HAVE YOU EVER “FRIENDED” A BRAND ON FACEBOOK OR MYSPACE?

HAVE YOU EVER FOLLOWED A BRAND ON TWITTER?

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The Outlet Malls Of Tomorrow? Facebook, MySpace & Twitter Marketers shouldn’t assume that consumers are as passionate about their brands as they are: Consumers don’t want a conversation with brands – they want deals.

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•  44% of consumers who follow a brand on Twitter do so for deals

•  37% of consumers who “friended” a brand on Facebook and/or MySpace do so for deals

WHAT IS THE PRIMARY REASON YOU FOLLOW A BRAND ON TWITTER?

Bottom Line: Digital Brand Experiences Create Customers Digital is not simply an “awareness” or CRM play, it’s a customer-creation play. The overwhelming majority of consumers who engage with a brand online move from passive “receivers” to advocates almost instantly :

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•  97% report increased brand awareness

•  98% show increased consideration

•  97% will more likely purchase a product

•  96% may recommend the brand to their friends

WHEN YOU HAVE PARTICIPATED IN A BRAND-SPONSORED CONTEST OR SWEEPSTAKES, DOES IT GENERALLY DO THE FOLLOWING:

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DIGITAL PRIMACY

Consumers Turning First, Foremost To Digital

According to Forrester consumers now spend nearly as much time online as they do watching TV*. We found that their technical fluency is far greater than most believe:

•  57% of consumers actively customize their homepages

•  84% share links or bookmarks

•  55% subscribe to RSS feeds

•  33% get their news from Facebook

•  20% get their news from Twitter


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*Forrester 2009 North American Technographics Survey

Mobile Internet Service Use Skyrocketing Mobile Internet services are being consumed broadly. Majority of consumers own a smartphone and use it actively.

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•  57% access the Internet from their phone

•  50% have downloaded an app for their phone

•  30% have interacted with an ad banner on their phone

WHAT TYPE OF SMARTPHONE DO YOU HAVE?

Connected Consumers Are The New Mainstream

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THE TECHNOLOGY ADOPTION CURVE

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BRAND CULTURE

Are Consumers Really In Control?

Conventional wisdom says that every generation of consumer grows smarter, shrewder and more immune to marketing. But that’s not true – consumers are actively choosing to engage with brands, everywhere.

•  40% have “friended” a brand on Facebook and/or MySpace

•  26% have “followed” a brand on Twitter

•  77% have watch an advert on YouTube

•  69% have read a corporate blog post

•  73% have posted a review of a brand on a site like Amazon or Yelp

•  52% have blogged about brand’s product or service


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Facebook And Twitter Creating Fan Culture For Brands

After deals, the main reason consumers “friend” a brand? Because they *really* are a fan (or a customer, at least). Social media platforms are proving to be customer service platforms.

•  33% friend a brand on Facebook/ MySpace because they are a customer

•  24% follow a brand on Twitter because they are a current customer

•  23% follow a brand on Twitter for “interesting or engaging” content, which shows promise for a new type of relationship

WHEN YOU “FRIEND” A BRAND ON FACEBOOK OR MYSPACE, DOES IT GENERALLY DO THE FOLLOWING?

WHEN YOU FOLLOW A BRAND ON TWITTER, DOES IT GENERALLY DO THE FOLLOWING?

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Fans And The Future Of The Marketing Funnel

Brand culture and fan culture are dramatically reshaping the traditional funnel as consumers leap from experience to advocacy (or the inverse) almost instantly.

•  70% have participated in a brand-sponsored contest

•  24% have produced content to participate in a contest

•  26% have attended a brand sponsored event, such as Nike’s Human Race

•  24% have downloaded a branded application for their mobile phone

HAVE YOU EVER PARTICIPATED IN A BRAND-SPONSORED CONTEST OR SWEEPSTAKES?

WHEN YOU HAVE PARTICIPATED IN A BRAND-SPONSORED CONTEST OR SWEEPSTAKES, DOES IT GENERALLY DO THE FOLLOWING?

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Experiences Not Only Build Brands, They Make Or Break Them

Amazon, Google, Facebook, Apple and Nike are all experiential brands that know consumer preference isn’t formed in reaction to a message, but to a series of experiences over time. There’s good reason. Of consumers who interact:

•  97% report increased brand awareness

•  98% show increased consideration

•  97% will more likely purchase a product

•  96% may recommend the brand to their friends

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THE BOTTOM

LINE

Getting To The Bottom Of Brand Engagement

Everyone is chasing after a metric to define brand engagement. Millward Brown says “digital consumers” have 15% stronger relationships with brands. The Altimeter Group attempts to correlate social media activity to financial performance, citing Dell, Starbucks and eBay as leaders.

We at Razorfish took a different tack: we simply wanted to know if there was any direct correlation between a consumer’s digital interaction with a brand and their likelihood to purchase a specific product or service.

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Digital Experience Create Customers The answer was a resounding “yes”. Experiences have a much greater influence over brand affinity and consumer purchasing than even we anticipated:

•  65% of consumers have had a digital experience change their opinion about a brand.

•  97% of those report that experience influencing whether or not they purchased a product or service from that brand.

•  64% of consumer report making a first purchase from a brand because of digital experience (e.g. website, banner, etc.)

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

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HAS THAT EXPERIENCE INFLUENCED WHETHER OR NOT YOU PURCHASED A PRODUCT OR SERVICE FROM THE BRAND?

HAVE YOU EVER MADE YOUR FIRST PURCHASE FROM A BRAND BECAUSE OF A DIGITAL EXPERIENCE (E.G., A WEB SITE, MICROSITE, MOBILE COUPON, EMAIL)?

Five Brands That Are Excelling In An Experience-Driven World…

1. UNIQLO: Japanese Retailer Surprises And Delights Audiences With Every Interaction

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2. Red Bull: Pioneered Experiential Marketing With Subversive Events And Sponsorships

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3. Barbie: Reinvented An American Icon For The Pop Sugar Set And Broke Sales Records

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4. Nike: Human Race. Chalkbot. Nike Is Setting A New Standard For Experiential Marketing

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4. Virgin America: Brand Built By Breakthrough Experiences – And The Marketing Of Them

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5. Microsoft’s Bing: Accomplishing The Impossible By Putting Experience First And In Every Ad

Thank You

Garrick Schmitt, Group Vice President, Experience Planning Email: [email protected]

Twitter: @gschmitt

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4:15 – 4:30PM






2:35 – 2:45PM


2:30 – 2:35PM



“No, I don’t want to be friends with my butter!”Re-setting the agenda for Social Media

Brand FriendshipsChanging LandscapeInformation UniverseBuilding Better Social ExperiencesCase Study

Meet the most easily performed Facebook action.

Yet only 11% have “friended” a brand on Facebook.

And 41% of 18-24 say they don’t want to see profiles from brands on social networking sites.

Fan counts are misleading.

4 months951 “likes” (0.02%)318 comments (0.009%)

Engagement is dramatically growing.

138,000+ comments (1.7%)71MM monthly active users

THINGS ARE CHANGING (US).

The World According to Google (or Eric Schmidt anyway...)

•Five years from now the internet will be dominated by Chinese language content.•Today’s teenagers model how the web will work infive years – jumping from app to app to app seamlessly.•Five years is a factor of about 6 according to Moore’s Law, meaning that devices will be capable of far more by that time than they are today.•Within five years there will be broadband well above 100MB in performance – and distribution distinctions between TV, radio and the web will go away.

Media has fueled fundamental cultural shifts in what we find normal or acceptable about privacy.

Complete decentralization of social networks.

Real time information in search results on Google.

Real time information in Google search results.

Expect Google’s Social Search to change the way

we interact with search engines.

Google’s Social Search to change the way we interact with search engines (and information).

Experiential conversation: fundamental shifts in the way we engage with each other.

Experiential conversation: fundamental shifts in the way we engage with each other.

Media and consumer voice with few physical boundaries.

Content organization and filtering is becoming big business.

An information universe growing by the second.

724,311,510,618,248,992,017Bytes of information created since 01.01.2009 – IDCOR 674,567,661,000+ GBOR 84B Full 8GB iPhones

23,952,000,000,000Bytes of information created every second (roughly)

IDC Digital Information Universe Study - 2009

An immense and ever-increasing wealth of knowledge is scattered about the world today; knowledge that would probably suffice to solve all the mighty difficulties of our age, but it is dispersed and unorganized. We need a sort of mental clearing house for the mind: a depot where knowledge and ideas are received, sorted, summarized, digested, clarified and compared.”H. G. Wells, 1938, The Brain: Organization of the Modern World

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An old problem with brand new proportions.

“Media defines us while we define media.”

“We’ve shifted from media to mediated relationships.”

“Connections were the constraint, we now have connections without constraints.”

“The machine is (Changing) Us: YouTube and the politics of Authenticity”- Michael Wesch, Assistant Professor of Cultural Anthropology, Kansas State University.

Breaking through the clutter. Three grounding principles

Shape the outcome, don’t prescribe it.Leave predictable outcomes behind. Turn insights into motivesRelinquish control

Brand/ConsumerResearch

Online AnthropologyMotives/Behavior

ExperienceMedia

Engagement

Connection

DistributionCreation

Community

Earned Media

Voice

ConsumerBrand

Control

Media defines us while we define media.

Connectivity carries communication

Brands should connect, not broadcastMove beyond static listening metrics (influence, motives)Understand influence and motives “in action”Social Media an unbound source of behavioral insightsCreate virtual focus groupsBuild connectivity through behavioral contexts you can associate withCreate “mediated” experiences

We’ve shifted from media to mediated relationships.

Brand

Consumers

Listen to your experiencesDigital listening lets you understand how media has shaped youPerform discovery against your own conversation

Behavior, influencers, motives, connectivity.

Convergence of listening and analyticsCross-channel, cross-metrics analysisSource correlations (sales, CRM, web analytics, call-center, buzz)Advanced techniques (language, stochastic, etc.)

Connections were the constraint, we now have connections without constraints.

Putting it all together. Queensland’s “Best Job in The World”

CreationCreation

ConnectionDistributionConnectionDistribution

CommunityCommunity

Earned MediaEarned Media

Global VoiceGlobal Voice

Why It Worked

Bloggers in a hard economy, where a job could have a whole new meaning. Younger tech savvy, creative minded. Did not target travelers, but targeted advocates.

Engagement motive: A reward that gets them to dream, creating an individual expression that promotes the brand.Experience motive: Self-expression, competition, prize, fameInfluence “in action”: A travel story told by aspiring caretakers that spread the word to their circles.

Shaping the outcome: one winner, public control, media shapes the brandMediated experience: Queensland connected, without ever broadcasting. Leveraged the voice of the people and media.Listening: Clear opportunity to measure impact across metrics (from mere sentiment to visitors, tourism revenue, etc.)

THANK YOU!ANY QUESTIONS?

Nathaniel PerezDirector – Community Intelligence

Twitter: @mahumbabaLinkedIn: http://www.linkedin.com/in/nathanielperezEmail:[email protected]

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4:15 – 4:30PM






2:35 – 2:45PM


2:30 – 2:35PM



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Upcoming ARF Events

Putting Listening to Work 2010 ARF Industry Leader ForumTHURSDAY JANUARY 28, 2010Bently Reserve, San Francisco

Join us at our upcoming San Francisco event to learn how to use listening. Get answers to your questions on listening and develop an action plan that specifically addresses your business needs during this interactive day.

Speakers include:

» Jeremiah Owyang, Altimeter Group

» Steve Patrizi, LinkedIn

» Doug Frisbie, Toyota

» Vishal Pandya, IBM

» Johanna Skilling, Saatchi and Saatchi Wellness

» Stephen Kim, Microsoft Advertising

TO FIND OUT MORE AND REGISTER www.TheARF.org/assets/ilf

Next Social Media Council

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TUESDAY FEBRUARY 2, 2010ARF, New York

TO FIND OUT MORE AND REGISTERwww.TheARF.org/assets/social-media-council

Ogilvy Awards Submissions Deadline ExtendedJanuary 11th – [email protected]

Ad Effectiveness / January 21st

All council schedules are in EDT format and in our ARF offices in NY unless otherwise noted.To register please visit http://www.thearf.org/channels/councils or email [email protected]

Upcoming Council Meetings and Announcements

Building Your Brand Audience

Business

Transcript of Building Your Brand Audience