highlights from fluent
Post on 17-Oct-2014
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Razorfish recently introduced Fluent: The Razorfish Social Influence Marketing (SIM) Report - a simple but groundbreaking index for the social web. In this webinar presented by Shiv Singh, Razorfish's Global Social Media Lead, he explains this new SIM score, presents highlights from the report and the Razorfish SIM survey, and shows how to apply it to manage your social influence marketing and increase your brand influence.TRANSCRIPT
Highlights from FluentThe Razorfish Social Influence Marketing Reporthttp://fluent.razorfish.com
Shiv [email protected]@razorfish.com
http://goingsocialnow.com
Why Fluent?
Measuring Social Influence Marketing
First the Net Promoter Score
The SIM Score: A brand measure
What is the relative health of your brand in the social web?
SIM Score
Net Sentiment for the Brand with volume
Net Sentiment for the Industry
with volume= /
The SIM Score Formula
Tracking your SIM Score today
What’s your SIM Score?
Tracking your SIM Score tomorrow
What will be your SIM Score?
SIM Score = Share of Conversation + Sentiment
for online and offline world
Calculating the SIM Score for GM
Data Sources
• Different conversation monitoring vendors provide positive, neutral, negative and mixed sentiment
• TNS Cymfony captures content from best in breed content aggregators which bring together all the data
• Data pulled from millions of blogs, hundreds of thousands of message boards, forums and review sites
•Content is cleansed of spam with a six step process
•Tonality engine is applied to determine sentiment
Looking at the auto industry
Looking at the auto industry with offline
Looking at the financial services industry
Looking at the financial services industry with offline
Looking at the pharmaceutical industry
Looking at the media industry
Creating Industry SIM Scores
Apparel Retailers over three months
Mutual Funds over three weeks
Page 19 © 2009 Razorfish. All rights reserved.
SIM Score questions to ask
• What impact does advertising in the different mediums have on your SIM Score?
• How does your SIM Score change from the start of a campaign, through it and after it has ended?
• What does it take to put a program in place to manage your SIM Score effectively?
• Can a SIM Score that holistically accounts for both online and offline be developed
• Does the SIM Score adjust appropriately for varying levels of influence?
How does the SIM Score metrics sit with other business metrics like sales and loyalty ones?
Looking at SIM Scores with other metrics
Tips when using the SIM Score
•Valuable relative to competitors
•Track ongoing to derive most meaning
•Adjust for influence when feasible
•Quality of data drives usefulness
•Don’t mix and match data sources
•Recognize limits of data sources
SIM Score coverage
The Razorfish Social Influence Marketing Survey
Introducing the Social Influence Marketing Survey
Key finding: top-down branding increasingly ineffective
How frequently do you share recommendations online?
Implications for brands
1. Brands must socialize with consumers
Implications for brands
2. Brands must develop a credible social voice
Implications for brands
3. Brands must provide a return on emotion
Key finding: influencers drive brand affinity
Implications for brands
1. Brands must know who influences perception.
Implications for brands
2. Brands must know the effect of influencers throughout the marketing funnel
Implications for brands
3. Known peer influencers matter most at the bottom of the funnel
Implications for brands
4. Don’t forget the impact of offline influencers
Key finding: product interest drives engagement
Implications for brands
1. Consumers look for brands that help them connect
Implications for brands
2. Brands aren’t connecting enough with consumers in a social environment.
Implications for brands
3. Fans of brands visit, and re-visit, those sites
Key finding: trust & influence on purchase behavior
Key finding: trust & influence on purchase behavior
Implications for brands
1. Brands must look at influence holistically
Implications for brands
2. Brands must focus on value exchanges
Implications for brands
3. Brands lack significant credibility in the digital realm and on social platforms.
Three concluding points
1. If you feel like you haven’t yet figured out the social world, you’re not alone.
2. Social Influence Marketing does not surpass TV and other media. SIM stands alongside other forms of marketing.
3. Social and should be measured. SIM Score is one important measure.
Thank You
Shiv Singh
http://goingsocialnow.com
twitter.com/shivsingh
Book is available for pre-order at Amazon, Barnes & Noble and Borders. On sale nationwide - October 26th