1. SOCIAL MEDIA PRESENT AND FUTURE

2. Hello
Im Ryan.
I like social media.
I work for Razorfish.
Oakland > Santa Clara > Volvo > Montana > Seattle. 2 kids, 3 chickens.
Gates Foundation > Independent > Digital Agency.
I like fly fishing, mountain biking, poetry, the Raiders sticker on my minivan, jazz, and cooking.
My grandmother taught me about social media and shaped my career path.
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3. Agenda
The Changing Digital Landscape
Dont Do Social Media in a Vacuum
Current Trends: Clues to the Future
Social Media and Direct Response
Leverage the Interest Graph
Social Media and Preference
Create Value
Understanding Success
Discussion
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Or, put differently:
Whats changed
What you need to do about it
How to know if what youre doing is working
4. The Changing Digital Landscape
5. We all know its changed.
The truth is, its been changing for a long time.
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6. 6
The more we invested in technology, the more distant we got from our consumers
7. We spent the last 30 years using technology to separate ourselves from our consumers . . .
Lets spend the next 30 using technology to get closer to our consumers.
8. People, relationships, and social objects.
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Blogs Discussion Boards
Forums Chat IMVlogs
MoblogsSMS Podcasts
MicroblogsPhoto Blogs
Prediction Markets RSS
CollaborationCollective
Intelligence Communities
Wikis Recommender Systems
MashupsUser-Generated
Content
VS
Social media is made up of people, relationships among people, and things people create and share
9. People not platforms.
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10. Today, people will:
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Make 375,000 edits
to Wikipedia
Upload 35,000
hours of video to YouTube
Upload
100 million photos to
Facebook
Create
20,000
new blogs
using
Wordpress
Tweet 65 million times
11. And brands are reaching scale as well.
21,817,000
19,154,000
16,317,000
15,957,000
15,115,000
15,048,000
12. Scale is here.
The ways consumers engage have undergone a transformation.
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13. And it matters.
Likewise your business must transform.
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14. Dont Do Social Media in a Vacuum
15. Transformation is a good thing.
Social media marketing doesn't work in a vacuum, because it won't scale.
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16. The Banana Phone: Ryans 10-cent History of the Web
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Community-Focused
Broadcast
Participatory
User-Generated
Bottom-Up
HTML
High Threshold of Entry
Low Bandwidth
Text-Based
Collaboration
Corporation-Driven
Top-Down
Data-Driven
No entry
Flash intros!
Text and Images
Transaction
User-Generated
Bottom-Up
Standards-Driven
Lower Threshold of Entry
High Bandwidth
Multimedia
Interaction
1980s-1994
1994-2005
2005-Now
17. The Cluetrain Promise
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"Mass markets were breaking up into smaller, more tightly focused market niches long before the Internet became a commercial force. The demographic segmentation and targeting typical of corporate marketing efforts of the last several decades has attempted to track this breakup like an astronomer cataloging the exploding debris of a once-great supernova. Although it was not the primary cause, the Internet has greatly accelerated this explosive market fragmentation. At the same time, the Net is enabling new micromarkets to coalesce around shared areas of interest, thus overturning many fundamental assumptions of conventional marketing."

"the media dream of the Web as another acquiescent mass-consumer market is a figment and a fantasy."
--The Cluetrain Manifesto, 2000
18. June 3, 2001
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19. Another famous square, a decade later
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20. The Arab Spring Isnt a First
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21. Social media: The next silver bullet?
It's tempting to start to think social media levels the communication playing field, brings the power to the people, and provides marketers their next silver bullet.
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22. The Arab Spring, brought to you by satellite.
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23. The lesson.
Social media marketing is most effective when supported by both paid media tactics and coordinated multichannel efforts.

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24. 7 Current Trends: Clues to the Future
25. Trend #1: Mobility
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26. 27. 27
28. Razorfish Amnesia Connect
29. The Lynx Stream
30. Trend #2: Media Sharing
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YouTube made it much easier to share homemade video. As weve seen, mobile devices have made it even easier. Now brands are getting involved.
31. Instagram: Virgin America Promotion
32. Trend #3: Social Games
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33. Starbucks = Rewards + Challenges
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34. Mercedes Benz Tweet Race
35. 36. Khan Academy
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37. Trend #4: Social Cause Marketing
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38. Oscar Mayer Good Mood Mission
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39. Finance Industry
40. Crowdsourced giving
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41. Trend #5: Social Objects as Ads
42. 43. Distributing Content
44. Organized Crowdsourcing
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45. ARMANI: THE ROOM
46. Trend #6: Sharing Stuff
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47. Home Sharing
48. Clothes Sharing
49. Group Travel
50. Sharing Belongings
51. Everything Effort
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52. Trend #7: Multi-Tasking
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53. Tablets are magnifying this trend
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54. a computer built for the sofa
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55. A few years ago:CNN.com + Facebook
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56. Today: GetGlue.com
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57. BlueFin Labs
58. HULU + SPLASHCAST
59. Social Media and Direct Response
60. What changed?
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61. Dont interrupt me.
Traditional ads are failing in social channels.
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62. We need to do more than advertise in new places.
We need new approaches.
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63. Leverage the Interest Graph
64. The Interest Graph
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65. The consideration process is different now.
Facebook is now the #1referrer to news sites.
90% of the most popular 10% of tweets include links.
48 hours of video are uploaded to YouTube every minute.
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66. Search has become fundamentally social.
Search is evolving from working through nouns to working through verbs.
66
+
67. And advertising is different in the same way.
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68. The Interest Graph Drives Purchases
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69. Disney: Redefining Rewards
A new approach to loyalty programs leverages CRM, activating high-affinity influencers by rewarding behaviors, rather than purchases.
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70. Social Media and Preference
71. Social Media and Preference
On social platforms, declarations of brand affinity are social gestures. But Likes are just the beginning.
Every industry now has a competition to see who can get to a million likes.
Of course the question isnt how many fans you have, its what do you want them to do.
Similarly, brands (and lots of consulting types) overemphasize reaching influencers.
For all the buzz about the power of high-reach, famous influencers, the most powerful influencers of purchase decisions remain people we know personally, followed closely by consumer peers.
The key for brands is to develop affinity through thematic conversation, so the product ask feels natural and is well-received when the consumer enters consideration.
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72. Cultivate leads farther up the funnel.
Awareness
Experiential
Community
Advocacy
Display
Support
Comparison
Tools
Direct
Web
Mobile
Call Center
Networks
Widgets
Rewards
Engage/PARTICIPATE
Direct
Attract
Convert
Resources
Info Kit
Retain
UGC
eCRM
Retail
Tweets
Posts/
Tweets
Events
Social Platforms
Search
Commerce
Forums
Q+A
Loyalty
Traffic
Contests / Sweeps
CRM & Loyalty Programs
Social Networks & Private Forums
Support Platforms
Site Conversion Flow + Analytics
Testing + Optimization
Transaction Performance
Measurement & Analytics
Consumer Research & Strategy
KPIs & ROI evaluation
Optimization
Brand Definition & Reinvigoration
Social Engagement
Design, UX + Dev
73. 51% of Facebook fans and 67% of Twitter followers said they were more likely to buy the brands they like on Facebook or follow on Twitter social media is one of the most important emerging channels for lead generation.
- Mashable, March 2011
74. Personal finance is a rich, ownable topic.
75. Great content is key.
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76. Extended social graph
Fan base
Friends of fans
20Kfans
2M friends
Reach consumers through their connections.
77. Even the best content isn't enough.
78. Create Value
79. My Name Is Keith Stone
80. Turn conversations into stories.
Keith Stone is the irrepressible figurehead of Keystone Light. Like the brand he is always Smooth.
Hes the rad older brother of the Cruiser smooth way of life.
Dudes want to be him and girls want to be with him.

Keeps it real

81. He doesnt shill. 82. Spontaneous 83. Edgy he says what he wants 84. Absurdly charming 85. Confident 86. Grounded in reality 87. Ballsy 88. Mellow 89. Modestly heroicKeith likes to party online, and he likes his friends to do the same.
90. In the words of Keith Stone.
91. Keith Stone sets the smooth standard.
92. Collective curation of all things smooth.
93. The story unfolds, and fans are part of it.
94. Understanding Success
95. Measurement is different than listening.
Measurement:
Understand program performance.
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Listening:
Mine insights from the online conversation.
96. Listening is methodological.
97. Nobody Lacks Data
100 Social Media Metrics.We dont need more metrics: We need the right metrics.
From David Berkowitz; Social Media Insider
98. Performance measurement made actionable.
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99. CISCOS Social Measurement Framework
100. Tools
There are lots.
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101. Measure for attribution and value.
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A=Atlas GT = Generational TagAM = Atlas Mobile
102. CONTENT becomes CONVERSATIONConversations become STORIESStories become GAMES
103. QUESTIONS AND DISCUSSION