Highlights From Fluent

Highlights from FluentThe Razorfish Social Influence Marketing Reporthttp://fluent.razorfish.com

Shiv Singh@shivsinghshiv.singh@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

shiv.singh@razorfish.com

http://goingsocialnow.com

twitter.com/shivsingh

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