welcome to the social world

2008 Publisher Summit

Welcome to the Social World

Shiv Singh, VP Social Media

© 2008 Avenue A | Razorfish. All rights reserved. PUBLISHERS SUMMIT 2008 | 2

Yes, it is a Social World


And we’re all taking about it

But what does it mean for marketers?


Social influence marketing is about employing social media and social influencers to achieve the marketing and business needs of an organization.

It is about allowing for the peer influences to take place – the known and the anonymous influences

Social Influence Marketing defined

Peer & Anonymous Influence


“That 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.

Facebook 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 your social networks are built in.

Friends influence friends, who influence friends, and that keeps rippling out.”

BJ Fogg, Fast Company

This is a very big deal


And even Google is worried


But its hard to understand


So what matters now?


Social is not slowing down


Three in four US online adults now use social tools to connect with each other compared with just 56% in 2007.

Forrester Research, October 2008


In fact, Social is beating TV!


75 percent of Fortune 1000 companies with Web sites will have undertaken some kind of online social-networking initiative for marketing or customer relations purposes in the next year.

Gartner, October 2008

Brands are onboard


But 50% of those campaigns will be classified as failures.

Gartner, October 2008

But they are failing


1.  Focus on the value exchange

2.  Harness the social graph imaginatively

3.  Mix your community with your advertising

4.  Help marketers find the social influencers

5.  Design social products

SIM requires a new approach


Nurturing an exclusive community


Readers choose what matters


Peer advice for what to read


Brings in your social graph

Design for Social Currency

Design for Simplicity

Design for Repeat Use

Design for Malleability

Design for Portability

Make yourself a social product


So how do marketers think?

By 2010 80% of all insurance policies will be bought based on info that does NOT come from the provider.

13% of consumers would use banking in Facebook itself if they could

How much do user-generated content sources impact your health or prescription treatment decisions? 8% say a strong impact, 39% say some

25 %of those who find feedback forms and owner reviews helpful submit price quote requests to dealers, while only 16 %of overall researchers do the same

About statistics like these


It’s all about the marketing funnel

Display Media plus Using paid media itself as the vehicle for the specific interac9on. Message distribu9on.

Appver9sing Appver9sing on social networks through widgets, applica9ons, pages and ad networks. Give users the social u9li9es they’re looking for

UnPaid Media Brand & conversa9on monitoring, rela9onships in the blogosphere, seeding and par9cipa9on in the global conversa9ons.

Display Media Leveraging paid media to build brand awareness or drive users to specific ac9va9ons in direct response campaigns

And new forms of advertising

1.  Treating Social Influence Marketing differently

2.  Delivering the social graphs to the marketers

3.  Thinking in terms of the marketing funnel

4.  Introducing innovative but proven ad formats

5.  Focusing on the web and not only the website

6.  Exploring ambient intimacy as an option

7.  Delivering social experiences not just audiences

So how can you reach marketers


And think about their customers

2008 Publisher Summit

Thank you [email protected] http://goingsocialnow.com

welcome to the social world

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