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Fluent: The 2009 Razorfish Social Influence Marketing Report
We're excited to announce the launch of Fluent, the Social Influence Marketing report from Razorfish. This is the first report of its kind to explain who and what influences consumers at different points in the marketing funnel. The insights in this report are built on three pillars - a survey with 1,000 North American consumers, six months worth of real conversational data to frame the introduction of a new social index, and the experiences of Razorfish Social Media Leads across the world who advise marketers in industry leading companies everyday.
The survey and conversational driven research also busts three myths about Social Influence Marketing.
- That companies have figured out how to build their brands in social media. They haven't. For example, six out of 10 consumers don't bother to seek out opinions of brands via social media.
- That television is dead. It isn't. Consumers view TV ads as more trustworthy than ads on social networks. Marketers need to do more in the social realm, but they need to do it in a way that builds trust first. Brands don't have the trust today.
- That you cannot measure in the social web. Not only do campaign specific metrics matter and can be measured but we believe a SIM Score for the social web is extremely important.
In the report, we introduce this index and show the SIM Scores of 5-6 brands in 4 industries. We also compare the online numbers to offline share of voice data to demonstrate how those two worlds are blurring.
Follow Shiv Singh on Twitter (@shivsingh).
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Social Influence Marketing
Online Retailing
The rise of the social web has created a new way of looking at online retailing, specifically how social influence can be harnessed to move consumers from consideration to sale. We’ve noticed a few examples that lead us to believe that incorporating social into a shopping experience may just be what retailers need to counter-effect the decrease in discretionary spending brought on by the bad news economy.
Follow Author Andrea Harrison on Twitter (@190east).
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Digital Marketing
10 Myths of ROI-Based Marketing
If you believe the pundits and the press, the worst of the recession may be behind us. Budgets are opening up again, and CMOs are being tasked with finding profitable growth wherever they can. As dollars flow back into their budgets, marketers around the world are looking to spend their money wisely. With maximum ROI as the goal, common knowledge tells us that there is a right way and a wrong way to drive performance through marketing. But like most “common knowledge”, not everything that you have heard is correct.
Here, Razorfish debunks some of the more common myths to get to the truth about smart marketing decisions in today’s economy.
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Emerging Media
Mobile Advertising: Four Categories to Consider
Despite ongoing hype and continued growth, mobile marketing remains a complex and highly fragmented ecosystem that can be difficult to navigate at best. There's no shortage of opportunity, and sometimes the biggest challenge is just figuring out how and where to get started. That can be a complex question to answer and heavily depends on your audience and objectives, so I won't be able to provide a universal answer here. But I can try to address one piece of the puzzle: mobile as an advertising medium.
Follow Author Jeremy Lockhorn on Twitter (@newmediageek).
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eCRM Solutions
140 Characters In Search Of Your Email Content
It's not a Pirandello play -- but Twitter, with its 140-character tweets, could be the latest play for maximizing the impact of your email program. And not only Twitter, but Facebook, MySpace, YouTube, blogs -- in fact all the newest channels -- provide a wonderful opportunity to migrate from siloed email marketing to true eCRM. What does social media have to do with email? So much work goes into creating the offers, content, and creative for marketing emails and e-newsletters, it's a shame to confine the reach just to those who have signed up for your email program. With list churn being what it always is, and inboxes crammed with daily promotions from desperate retailers, it seems eminently logical to repurpose that content to other channels. It's simply more bang for your buck.
Follow Author Cynthia Edwards on Twitter (@Simmerings)
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