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Social Media Marketing: TRENDS !

JULY 2012!@matt_heindl !Director of Social Media!

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Quick Background!

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Top Themes in Social Media !

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Time for Questions?!

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WE’RE HIRING!!!Razorfish.com/careers!

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Cocktail, anyone?!

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Lots to think about!

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Ca. 2010

Lots to think about!

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March 2012

But what IS “social media”?!!

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-  Customer-centric approach: You can steer them, but they have power

-  Low barrier to entry, technologically -  Fast and portable -  People networking -  Word-of-mouth, digitally

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Social Media is marketing in a different way: BUT HOW?!

-  FINDING ALREADY-EXISTING MOVEMENTS AND BEHAVIORS

-  OR CREATING THE FRAMEWORK FOR YOUR OWN!

-  QUACKING LIKE A DUCK -  WITHOUT PISSING ANYONE OFF

This is disrupting the norm!

… not always a bad thing.!

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And some Brands are shaking things up too!

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THE NORM, DISRUPTED!

Devices are magnifying digital, social Activity!

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Razorfish Amnesia Connect!

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www.razorfish5.com:!!Five technologies that will change your business!

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But why should we care?!!!

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

7 TRENDS!

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Social Gamification is becoming key to engaging consumers

Starbucks = Rewards + Challenges!

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Mercedes Benz Tweet Race!

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Toyota: “A glass of water”!

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Volkswagen: Fun Theory Speed Lotto!

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Khan Academy!

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What are the implications of this?!•  People enjoy challenges (and

challenging one another). Brands should experiment on how to infuse gaming into their social campaigns.!

•  Loyalty programs will change to incorporate a gaming approach.!

•  Casual Games = HUGE. That popularity is transferring to the real world.!

!

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Social Media is becoming a mandatory in cause marketing

Maxwell House – “Drops of Good”!

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Oscar Mayer – “Good Mood Mission”!

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BANKING… almost CLICHÉ!!

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BROADCAUSE: TAP INTO NETWORK of “GIVERS” !

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What are the implications of this?!

•  The technology of connecting people is fueling cause marketing.!

•  Social cause marketing provides an opportunity for marketers to go beyond talking about the “product” or “service”.!

•  The causes that companies support will be more visible to the public community.!

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Brands can more easily develop and distribute unique content

Creating Content!

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Distributing Content!

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“Organized Crowdsourcing”!

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ARMANI: THE ROOM!

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What are the implications of this?!!• You’ve gotten hidden assets to be

leveraged!

!• Your community can help you navigate

this world!

• Content creation CAN be less Expensive!

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We can tell stories with content like never before

Instagram: Virgin America Promotion!

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AXE: GRAPHIC NOVEL!

The Lynx Stream!

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What are the implications of this?!•  These new experiential platforms can

quickly fuel content creation!

•  Event marketing will transform through sharability and memorablitiy !

•  Brands should start thinking of reusable tools and platforms!

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The community is your (personal)ultimate resource

Home Sharing!

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Clothes Sharing!

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Group Travel!

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Neighborhood Sharing!

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Everything Sharing!

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What are the implications of this?!!•  Social networking will disrupt

traditional models.!

•  Seize and invest in the initiative before it disrupts your category and your business.!

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The multi-tasking consumer

Loads of people are multi-tasking!

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Access mobile internet

86%

Do NOT access mobile

internet 14%

% of mobile internet users who, while watching TV…

Tablets are magnifying this trend!

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a computer built for the sofa!

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A few years ago: CNN.com + Facebook!

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Today: GetGlue.com!

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BlueFin Labs: tracking social conversations about your ads!

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Today-er: IntoNow !

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HULU + SPLASHCAST!

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What are the implications of this?!•  Programming should be developed to

timeshift…!

•  …and products will allow community to happen around viewing with these shifts!

•  Programming should also be liquid: Fit into any sized vessel!

•  Any/all live programming needs to have social hooks.!

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The power of peer influence on your content consumption

The Huffington Post!

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LEVI’s!

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Spotify!

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Search/SEO!

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What are the implications of this?!• You’ve got new marketing tactics to

leverage!!• Your social influencers can bring in more

consumers!

• You need new metrics for evaluating customer value!

• You need to consider passive sharing techniques!

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The power of social for … GOOD.

AmEx: Small Business Saturday!

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Chipotle: Back to the start!

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Bone Marrow Donor Registry!

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Nature Valley: Trail View!

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Nike Fuel Band!

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What are the implications of this?!• Brands have the power (and the budgets)

to create social change!

•  It’s up to us to suggest such tactics!

• Consumers want an “even exchange”…!

•  “Good” can legitimately give back and create unrivaled engagement!

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Recap: 8 themes to consider!

1.  Social Gaming is key to engagement !

2. Cause Marketing is being reinvented!

3. Develop and distribute unique content!

4. Share experiences in new ways !5. The community is your ultimate

resource!6. TV and SOCIAL: joined at the hip!7.  The power of influence!8. Doing Good!78  

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Thanks!

@matt_heindl !!Matt.heindl@razorfish.com !!slideshare.net/storstygg/!!79