How Razorfish Lives the Social Values

How Razorfish Lives the Social ValuesHow Razorfish Lives the Social ValuesFuel Lines DiscussionMarch 27 2009March 27, 2009

1. We help our clients embrace the social worldp

2. We get our hands dirty with social

We’re all talking about the social world

But what does it mean for marketers?

Social Influence Marketing™ defined

• Social influence marketing is about employing social media and g p y gsocial influencers to achieve the marketing and business needs of an organization.

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

This is a very big deal

That is a new phenomenon and the most important thing toThat 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.

F b k t k t i t l i flFacebook 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— 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 k i li tkeeps rippling out.

– BJ Fogg, Fast Company

So what matters now?

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

– Forrester Research, October 2008

Social Influence Marketing ad spending on the rise

US Online Social Network Advertising Spending2008-2013 (Billions and % Change)

$2.00 (46.4%)

$2 35 (17 3%)2009

2010 $2.60 (10.9%)

$2.35 (17.3%)

$2.87 (10.4%)

$3.18 (10.8%)

$0.0 $0.5 $1.0 $1.5 $2.0 $2.5 $3.0 $3.5 $4.0

2013 $3.49 (9.6%)

Source: eMarketer, December 2008

Users are paying attention

4 out of 10 made purchasing decisions based on social advertising. 76% welcome advertising on social networks.

– Razorfish FEED reportOctober 2008

Social Influence Marketing requires a new approach

1. Focus on the value exchangeg

2. Harness the social graph imaginatively

3 Mix your community with your advertising3. Mix your community with your advertising

4. Help marketers find the social influencers

5 D i i l d t5. Design social products

How do we approachSocial Influence Marketing?Social Influence Marketing?

Framing it in marketing

Levi’s® 501 Design Challenge

Barbie’s 50th Anniversary

Travel Channel (http:/www.ihavethebug.com)

Sheraton.com (http:/www.sheraton.com)

SheratonWave.com (http://www.sheratonwave.com)

Intel Digital Drag Race

Ford Auto Show

Ford Go!

Ford Community

Carnival Cruise Lines Carnival Connections (http://www.carnivalconnections.com)

Crystal Light uPumpItUp (http://www.upumpitup.com)

Encyclopedia of Life (http://www.eol.org)

Garnier Fructis “The Harry Situation” (http://www.theharrysituation.com)

Hollister MySpace page (http://www.myspace.com/hollister)

Pangea Day (http://www.pangeaday.org)

Victoria’s Secret PINK Facebook Page

Victoria’s Secret PINK: W ld’ L t P j P tWorld’s Largest Pajama Party

CNN.com integrating social

CNN success metrics

• CNN ranked #1 in share/online news: Up 8%

• CNN ranked #1 by gross usage minutes (995MM): Up 7%

• Average daily unique users: Up 9%g y q p

• Average time spent: Up 6%

• Page views: Up 12%• Page views: Up 12%

• Video on demand: Up 13%

CNN i d #2 T 100 S i l B d f 2008• CNN recognized as #2 on Top 100 Social Brands of 2008

1. We help our clients embrace the social worldp

2. We get our hands dirty with social

Thought leadership

The currency of ideas

New research that tracks the value of social influence

Our Living Lab tests consumer behavior

Employee collaborationEmployee collaboration

and outreachand outreach

We use our own wiki for internal collaboration . . .

We blog inside Razorfish . . .

And outside Razorfish individually…

…and corporately

Check out our new Scatter/Gather blog

Of course we Twitter…

And we live the Facebook life

Andrea Harrison leads a very active Facebook life

We also have an active conversation with the digerati

We’ve embraced social at events like SxSW

And we share our credentials on YouTube

Even our holiday cards have gone social

Thought LeadershipCase Study

2009 Digital Outlook Report2009 Digital Outlook Report

Publication on a Flash site

Publication on social sites like Scribd

Flickr page to make the report blogger friendly

Employee blogging

Twittering

Outreach to the digerati

Outreach to analysts and media

Razorfish corporate website

Good old-fashioned hard copy

Thank youyAndrea Harrison David Dealandrea.harrison@razorfish.com david.deal@razorfish.comhttp://www.twitter.com/190east http://www.twitter.com/davidjdeal212-798-6673 http://www.superhypeblog.com

312-696-5056

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