how razorfish lives the social values

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How Razorfish Lives the Social Values How Razorfish Lives the Social Values Fuel Lines Discussion March 27 2009 March 27, 2009 Page 1 © 2008 Razorfish. All rights reserved.

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This presentation was developed in 2009 in order to show how agency Razorfish was not only helping clients embrace social media but also live the social values itself. The presentation is a snapshot at how a leading agency embraced social.

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Page 1: How Razorfish Lives the Social Values

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

Page 1 © 2008 Razorfish. All rights reserved.

Page 2: How Razorfish Lives the Social Values

1. We help our clients embrace the social worldp

2. We get our hands dirty with social

Page 2 © 2008 Razorfish. All rights reserved.

Page 3: How Razorfish Lives the Social Values

We’re all talking about the social world

Page 3 © 2008 Razorfish. All rights reserved.

Page 4: How Razorfish Lives the Social Values

But what does it mean for marketers?

Page 4 © 2008 Razorfish. All rights reserved.

Page 5: How Razorfish Lives the Social Values

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

Page 5 © 2008 Razorfish. All rights reserved.

Page 6: How Razorfish Lives the Social Values

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

Page 6 © 2008 Razorfish. All rights reserved.

Page 7: How Razorfish Lives the Social Values

So what matters now?

Page 7 © 2008 Razorfish. All rights reserved.

Page 8: How Razorfish Lives the Social Values

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

Page 8 © 2008 Razorfish. All rights reserved.

Page 9: How Razorfish Lives the Social Values

Social Influence Marketing ad spending on the rise

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

2008

2009

$2.00 (46.4%)

$2 35 (17 3%)2009

2010 $2.60 (10.9%)

$2.35 (17.3%)

2011

2012

$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%)

Page 9 © 2008 Razorfish. All rights reserved.

Source: eMarketer, December 2008

Page 10: How Razorfish Lives the Social Values

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

Page 10 © 2008 Razorfish. All rights reserved.

Page 11: How Razorfish Lives the Social Values

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

Page 11 © 2008 Razorfish. All rights reserved.

Page 12: How Razorfish Lives the Social Values

How do we approachSocial Influence Marketing?Social Influence Marketing?

Page 12 © 2008 Razorfish. All rights reserved.

Page 13: How Razorfish Lives the Social Values

Framing it in marketing

Page 13 © 2008 Razorfish. All rights reserved.

Page 14: How Razorfish Lives the Social Values

Levi’s® 501 Design Challenge

Page 14 © 2008 Razorfish. All rights reserved.

Page 15: How Razorfish Lives the Social Values

Barbie’s 50th Anniversary

Page 15 © 2008 Razorfish. All rights reserved.

Page 16: How Razorfish Lives the Social Values

Barbie’s 50th Anniversary

Page 16 © 2009 Razorfish. All rights reserved.

Page 17: How Razorfish Lives the Social Values

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

Page 17 © 2008 Razorfish. All rights reserved.

Page 18: How Razorfish Lives the Social Values

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

Page 18 © 2008 Razorfish. All rights reserved.

Page 19: How Razorfish Lives the Social Values

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

Page 19 © 2008 Razorfish. All rights reserved.

Page 20: How Razorfish Lives the Social Values

Intel Digital Drag Race

Page 20 © 2008 Razorfish. All rights reserved.

Page 21: How Razorfish Lives the Social Values

Ford Auto Show

Page 21 © 2008 Razorfish. All rights reserved.

Page 22: How Razorfish Lives the Social Values

Ford Go!

Page 22 © 2008 Razorfish. All rights reserved.

Page 23: How Razorfish Lives the Social Values

Ford Community

Page 23 © 2008 Razorfish. All rights reserved.

Page 24: How Razorfish Lives the Social Values

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

Page 24 © 2008 Razorfish. All rights reserved.

Page 25: How Razorfish Lives the Social Values

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

Page 25 © 2008 Razorfish. All rights reserved.

Page 26: How Razorfish Lives the Social Values

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

Page 26 © 2008 Razorfish. All rights reserved.

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

Page 27 © 2008 Razorfish. All rights reserved.

Page 28: How Razorfish Lives the Social Values

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

Page 28 © 2008 Razorfish. All rights reserved.

Page 29: How Razorfish Lives the Social Values

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

Page 29 © 2008 Razorfish. All rights reserved.

Page 30: How Razorfish Lives the Social Values

Victoria’s Secret PINK Facebook Page

Page 30 © 2008 Razorfish. All rights reserved.

Page 31: How Razorfish Lives the Social Values

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

Page 31 © 2008 Razorfish. All rights reserved.

Page 32: How Razorfish Lives the Social Values

CNN.com integrating social

Page 32 © 2008 Razorfish. All rights reserved.

Page 33: How Razorfish Lives the Social Values

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

Page 33 © 2008 Razorfish. All rights reserved.

Page 34: How Razorfish Lives the Social Values

1. We help our clients embrace the social worldp

2. We get our hands dirty with social

Page 34 © 2008 Razorfish. All rights reserved.

Page 35: How Razorfish Lives the Social Values

Thought leadership

Page 35 © 2008 Razorfish. All rights reserved.

Page 36: How Razorfish Lives the Social Values

The currency of ideas

Page 36 © 2008 Razorfish. All rights reserved.

Page 37: How Razorfish Lives the Social Values

New research that tracks the value of social influence

Page 37 © 2008 Razorfish. All rights reserved.

Page 38: How Razorfish Lives the Social Values

Our Living Lab tests consumer behavior

Page 38 © 2008 Razorfish. All rights reserved.

Page 39: How Razorfish Lives the Social Values

Employee collaborationEmployee collaboration

and outreachand outreach

Page 39 © 2008 Razorfish. All rights reserved.

Page 40: How Razorfish Lives the Social Values

We use our own wiki for internal collaboration . . .

Page 40 © 2008 Razorfish. All rights reserved.

Page 41: How Razorfish Lives the Social Values

We blog inside Razorfish . . .

Page 41 © 2008 Razorfish. All rights reserved.

Page 42: How Razorfish Lives the Social Values

And outside Razorfish individually…

Page 42 © 2008 Razorfish. All rights reserved.

Page 43: How Razorfish Lives the Social Values

…and corporately

Page 43 © 2008 Razorfish. All rights reserved.

Page 44: How Razorfish Lives the Social Values

Check out our new Scatter/Gather blog

Page 44 © 2008 Razorfish. All rights reserved.

Page 45: How Razorfish Lives the Social Values

Of course we Twitter…

Page 45 © 2008 Razorfish. All rights reserved.

Page 46: How Razorfish Lives the Social Values

And we live the Facebook life

Page 46 © 2008 Razorfish. All rights reserved.

Page 47: How Razorfish Lives the Social Values

Andrea Harrison leads a very active Facebook life

Page 47 © 2008 Razorfish. All rights reserved.

Page 48: How Razorfish Lives the Social Values

We also have an active conversation with the digerati

Page 48 © 2008 Razorfish. All rights reserved.

Page 49: How Razorfish Lives the Social Values

We’ve embraced social at events like SxSW

Page 49 © 2008 Razorfish. All rights reserved.

Page 50: How Razorfish Lives the Social Values

And we share our credentials on YouTube

Page 50 © 2008 Razorfish. All rights reserved.

Page 51: How Razorfish Lives the Social Values

Even our holiday cards have gone social

Page 51 © 2008 Razorfish. All rights reserved.

Page 52: How Razorfish Lives the Social Values

Thought LeadershipCase Study

2009 Digital Outlook Report2009 Digital Outlook Report

Page 52 © 2008 Razorfish. All rights reserved.

Page 53: How Razorfish Lives the Social Values

Publication on a Flash site

Page 53 © 2008 Razorfish. All rights reserved.

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Publication on social sites like Scribd

Page 54 © 2008 Razorfish. All rights reserved.

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Flickr page to make the report blogger friendly

Page 55 © 2008 Razorfish. All rights reserved.

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Employee blogging

Page 56 © 2008 Razorfish. All rights reserved.

Page 57: How Razorfish Lives the Social Values

Twittering

Page 57 © 2008 Razorfish. All rights reserved.

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Outreach to the digerati

Page 58 © 2008 Razorfish. All rights reserved.

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Outreach to analysts and media

Page 59 © 2008 Razorfish. All rights reserved.

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Razorfish corporate website

Page 60 © 2008 Razorfish. All rights reserved.

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Good old-fashioned hard copy

Page 61 © 2008 Razorfish. All rights reserved.

Page 62: How Razorfish Lives the Social Values

Thank youyAndrea Harrison David [email protected] [email protected]://www.twitter.com/190east http://www.twitter.com/davidjdeal212-798-6673 http://www.superhypeblog.com

312-696-5056

Page 62 © 2008 Razorfish. All rights reserved.