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::Brainfood ::

The Social 10

10 Things Marketers Should Know About Social NetworkingMarch 26, 2008

Brainfood is a monthly all-agency lunchconducted by Fallon Planners. Wide-rangingtopics explore trends, business issues, andactionable opportunities for our brands.

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Introduction

Attend this presentation live today (slideshow, livesound and video) on your choice of a range ofsocial web touchpoints, including Fallon PlanningBlog on Blogger, Yahoo! Live , Plannersphere onNing, Slideshare, and Facebook.

In today’s session of Brainfood, Aki Spicer, a strategicplanner at Fallon, explores 10 trends that are influencingbrands on the social web.

Attend this presentation live today (slideshow, live soundand video) on your choice of a range of social webtouchpoints, including Fallon Planning Blog on Blogger,Yahoo!Live, NetVibes, Plannersphere on Ning,Slideshare, and Facebook.

*

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“The future is here.It’s just not evenly distributed yet.”

William GibsonWriter and Futurist

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10 important trends (and opportunities) youshould know.

1. Social Graph

2. Social Shopping

3. Portability

4. Lifestreaming/Lifelogging

5. Crowdsourcing

6. Continuous Partial Attention

7. Open Social

8. Privacy Protection

9. Virtuality

10. New Metrics

Fast dive into these trends—What’s now? What’s next?

…and look at how other brands like you are already tapping them.

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The Web is fueling a vital movement of socialinterconnectedness and community, in whichpeople use technologies to draw power fromeach other, rather than relying on thetraditional institutions and processes.

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“Smarter” connective technologies acceleratethe velocity of ideas.

ShiftHappened.

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Mainstream populace, not just the wealthy oreducated, can tap into technology’s power tochange social mores.

EveryoneParticipates

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Technology and social factors converge to createsocial computing.

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Sources: Technorati, State of the Blogosphere, Pew Internet & American Life Project, Blogger Survey, Hitwise

Social networks are a pivotal driver (and glue) ofour evolving sense of self and community.

20% of regular internet users have visited social nets in thepast 30 days.

Social nets account for nearly 7% of all U.S. internet trafficand overtook webmail traffic in the U.K.

Over half of all online U.S. youths ages 12-17 use social netsites.

Over 50% of MySpace and Facebook users are over the ageof 25.

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And marketers are now recognizing the potentialfor brands.

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What are some actionable opportunities forleveraging social media for your brands?

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“Any content provided by a marketer in(Facebook) needs to work as social currency.

Whatever story there is, it's mostly toldby the users, not by the brand.”

Mauro Cavalletti, Creative Director AKQA

“Social Marketing Do’s and Don’ts”ADWEEK, October 2007

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1. Social Graph

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Your social network is who you know, while yoursocial graph is who you're connected to based oninterests, location, work, etc.

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Its impact signals a shift for marketers awayfrom “content” and “programming” towards“storytelling” and “relationships.”

Becoming a hit at the social level requires adding a degreeof social currency to our content. This personal involvement

with your brand drives dispersion of the idea.

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Me-drivenContent Provider-driven

Here’s an example of how ABC News fuelsco-creation of social currency for their U.S.Politics application on Facebook.

A TV Show

…then a RSS Feed

…and a podcast

…and mobisodes

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Implications for Social Graph

Tell stories.

Enable people to co-create our stories.

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2. Social Shopping

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There are 3.5 billion online conversations a day.Peer reviews are a significant driver of brandtrust and product selection.

Sources: Keller Fay Group, Bazaarvoice/izu Answers online market research May 16, 2007 to June 6, 2007

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Amazon mined success by leveraging a humantruth: Purchase decisions are not divorced fromthe social influence of others.

Sources: Joshua Porter/Bokardo, http://bokardo.com/archives/how-social-is-amazon/c

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Shopping apps like Facebook’s Visual Bookshelfextends my shopping antennae throughout mysocial fabric of “expert” friends.

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Social shopping may increasingly look likeExpoTV, which mashes user-generated reviewswith video and networking (and search).

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Celebrate allows U.K. users of Facebook to choose from a

range of Mars confectionery gifts from the Celebrate SweetShop online.

Mars is experimenting with gifting real candyvia Facebook.

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And even retailers like Wal-Mart are speakingback—about products—through an unfilteredemployee blog.

Wal-Mart employees began developing Check Out a year ago.

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Implications for Social Shopping

Now more than ever, purchase decisions are not

divorced from the social influence of others.

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3. Portability

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As information disperses wildly/widely throughpersonal channels, marketers must revert from“sticky” mentality to “slippy.”*

Sticky websites require lures and“hooks” to get people to our sites

and then lock them in.

Mash-up Syndication

Slippy* ideas enablewide distribution of our

brand into daily life.

*Mark Earls, http://herd.typepad.com/herd_the_hidden_truth_abo/2008/02/born-sticky-or.html

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Not only the content, but the social networksthemselves are un-tethering to meet thedemands of the Anywhere Consumer.

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Therefore, micro-machines and micro-apps aredemanding increasingly snack-sized content.

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Implications for Portability

Are we ‘slippy’?

Are we enabling all the points of distributionand syndication of our content across the Web?

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4. Lifestreaming/Lifelogging

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Micro-blogging has enabled our “always on”mentality. A Yahoo! employee became a mediastar when he Twitter’d his last day after layoffs.

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Last year, I introduced you to the extreme fringesof pervasive and revealing personal media.

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Yahoo! Live now scales this fringe idea anddemocratizes live video, audio, and text tostream your own personal life channel.

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…the implications of such one-to-one social transparency for ourown brands is mammoth.

After a few days of using the new app, Yahoo!Live’s chief designer openly reached out to meto ask/answer questions and share thinking.

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In an age of ubiquitous social media, people arevocal about their experiences—good and bad—and they expect real-time responsiveness!

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But brands don’t have to be victims of socialmedia. Southwest Airlines uses it, too, to set theirrecord straight.

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Implications for Lifestreaming/Lifelogging

The web makes EVERYTHING transparent.Get over it.

Remember, they post for a reason—they want

response from us. Let’s try to pick up the line,even if it is online.

PR, CSR, and direct marketing mayincreasingly be bolstered by social computing.

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5. Crowdsourcing

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Savvy brands are harnessing the passion andsweat equity that people are willing to investon behalf of brands they care about. But others?

2 developers

+3 million total users

580,000+ daily users

*$28,000 in monthlyadvertising revenues

vs

Hasbro Tries To Shut Down Facebook’s “Scrabulous”

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McDonald’s uses blogs to give moms a dailyvoice in the boardroom.

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Instead of launching a site about Del Monteproducts, the Pet Products Division created aprivate, invitation-only community for dog owners.

"It is not just a focus group that you see for threehours; you are developing a relationship with thesepet parents.”

Gala Amoroso

Senior Manager of Consumer Insights

Del Monte Pet Products

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Implications for Crowdsourcing

People add value. Smart brands recognize the value

that millions of passionate people may add, and theyopen up the channels to allow for co-creation.

Also know that at the social, you’re competingwith the crowd as well as with your competition.

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6. Continuous Partial Attention

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Source: “Podding Out,” Current TV, March 6, 2006

Email Apnea, “podding out,” Continuous PartialAttention, and “Crackberry” officially introducedinto our lexicon.

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Is there mental bandwidth to add yet another“social network” or app, particularly a branded one?

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Facebook activity grew 32% from May to August 2007 withmore than a third of the growth coming from thousands of new

applications.

But…87% of the usage goes to only 84 applications (out of 5000)!

Only 45 applications have more than 100,000 active users.

Successful widgets benefit from highengagement, but proliferation puts a premiumon great ideas and penalizes the mediocre.

Source: O’Reilly Radar Reports, “The Facebook Application Platform,” October 2007.

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Sony Pictures promoted its vampire movie onFacebook by re-branding an already popularapp boasting 3M users.

— The campaign was only live for 3 weeks.

— There were 59,100 sweepstakes entries (success was deemed at 10k).

— Visits included 11,642,051 for the bite page; 17,652,567 for the stats page.

— The price was not disclosed, but sources say it was economical.

Source:Forrester, “Case Study: How Sony Leveraged A Popular ‘Vampire’ Facebook Widget To Reach Its Community,” Jan 2008

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Implications for Partial Attention

In an environment where mental resources are scarce,

consider the value of short-term partnershipswith agents who have already harvested

valuable community members.

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Making Yahoo! more socialis a critical priority. We need to do

a much better job of thinking of Yahoo!as more of a social experience.”

Brad Garlinghouse

Yahoo! Senior VP Communications and Communities“Scaling the Social Web” BusinessWeek Sept 24, 2007

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7. Open Social

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Facebook membership exploded when it“opened the platform” to all users to createuseful and entertaining apps.

Source: Facebook internal data, October 2007

Active User Growth on Facebook

57 million active users

Over 275,000 new active users a day

Growing at 3% a week

Doubling every 6 months

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Rapid proliferation of social networks (and apps),demands portability and management of identity.Open Social means my digital lives are joined up.

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Even Microsoft announced that it’s goingto open its vault of software secrets to outsidedevelopers and promote “interoperability.”

?

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Implications for Open Social

Caution against “walled gardens”

that don’t support interoperability.

You’re going to have to learn to get alongwith other social plays on the web.

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8. Privacy Protection

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As social communities open wide, trust andprivacy protocols will become key—for usersand networks.

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People are shoring up their defenses againstadvertisers and interruptions across all theirpersonal media.

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While the rush is on to monetize, and standardsare up for grabs, interruption and interceptionmodels are probably still not the way forward.

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The developer trend of “forced invites” isexperiencing a backlash. This type of marketerencroachment can temper momentum.

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Implications for Privacy Protection

If you’ve been lucky enough to even get invited

to the social—chill, dude!

Let the relationships build, keep adding value,and don’t rush people to make you “viral.”

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9. Virtuality

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“80% of active internet users will have asecond life in a virtual world by the end of 2011.”

Web 2.0 Web 3.0

Source: Gartner Symposium/IT Expo 2007

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Kid-centric fantasy may be the easiest in-roadfor brands…

General Mills’ Millsberry virtual world enjoysvisitation of over 1.3M people a month!

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…as youth today are rapidly embracing Virtuality.Imagine their expectations for social networkingtomorrow.

2007: 24% of U.S. child and teen Internet users visit virtual worlds

2008: 34%

2011: 53%

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Some innovative companies are now usingvirtual worlds like Second Life to hold globalconferences and conduct internal training.

JC Penneys Novartis

IBM

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Implications for Virtuality

Youth will demand a more fluid and immersive

convergence of sound and vision and sociability.

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10. Measurement 2.0

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In the age of the social web, traditional metricswill never be enough. Yet, the web’s bounty ofdata affords us many new ways to listen.

Get a topline of how our brands are being talked about online (free):

Googletrends, Blogpulse, Yahoo Answers

See people’s actions and behaviors in real time (free):

Google Analytics, Hitwise

And also learn more about their motivations and needs (paid).

MotiveQwest, Nielsen Buzz Metrics

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The live web can be the ultimate focus group—600M unsolicited opinions. Some examples ofsimple, accessible, low-fi approaches…

Public domain blog posts

Social network profile posts

Search engine optimization

Forums/BBS

Video player comments, ratings, stats, usage metrics

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Online conversation can be a good surrogatefor the real offline conversations taking placeat water coolers and dinner tables.

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In the era of social media, even Super Bowlviewers watch the computer screen whilewatching the game.

Views

2,354,3201,525,5841,525,584

0

0

616,135616,135

0

0

176,1224,110

022,020

00

10,349

Topline Highlights Views

Total Social Network Views 966,836YouTube ALL 611,622

YouTube :30 505,347YouTube Video 75,294

YouTube BTS 30,981

MySpace ALL 280,784MySpace :30 280,140

MySpace Video 644MySpace Profile 0

iFilm ALL 67,828Grouper ALL 4,809Str8Up ALL 258Brightcove ALL 44iMeem ALL 49Goyk ALL 1,280MetaCafe ALL 162Facebook ALLFriendster ALLDigg ALLReddit ALLNewsvine ALL

Views

2,453,2471,899,620

1,697,080

163,690

38,850

459,574457,882

0

0

88,9205,133

00000

When we launched a SuperBowl spot for Garmin, we were forcedto adapt our metrics to complement the traditional measures.

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We then totaled all of our social mediaengagement into an aggregate number of “brandminutes” that people spent with our content.

• Brand minute = a view x duration in minutes

• Social media totals include views from YouTube, MySpace, iFilm, etc.

534,689

802,630

0

200,000

400,000

600,000

800,000

1,000,000

1,200,000

Salesgenie.com Garmin Emerald Nuts

Brand Minutes

Views

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While the “experts” had their mixed say,we heard slightly contrasting feedback directlyfrom the people, via social networks.

Are the expert polls enough in the age of social media?

#54

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“Hahah, fucking awesome commercial.Ultraman and hair

metal.”“The song is sung by Steve Grimmett of the band Grim

Reaper. :)”

“hahaha it reminds me of power rangers, i love it”

“So cheesy, it's hilarious”

“MAPASAURUS!!!!”

“I don't know what to say about this…”

“this ad is retarded”

“wtf?!”“Terrible.”

“my favorite. Guess you had to grow up watching Power

Rangers and Superhuman Samaurai to appreciate it.”

“I find it brilliant but I knew it was going to fly over the headof people who weren't at least as geeky as I am…”

“People that don't get this commercial are culturally inept.”

“If you don't like this commercial, you are probably acommunist so nobody will listen to you anyway.”

“I cant beleive they called this a flop on CNNTHIS IS THE

BEST COMMERCIAL EVER”

“…the people who hate this commercial are too ignorant toalso notice it's referrences and its sarcastic edge, this is

complete genius.”

“as to those who say this commercial sucks, i am

TERRIBLY sorry that you guys didn't grow up with ‘cool’

childhoods.”

The social web permitted us near real-timefeedback through daily tracking of comments,rankings, favorites, and blog posts.

Fervent approval,

funny, nostalgic,

rewarding

Confusion, dislike

Underrated, niche

humour

Advocacy,

evangelism,

engagement

#3 - Most Viewed (This Month) - Autos & Vehicles - All

#3 - Most Viewed (This Month) - Autos & Vehicles - English#51 - Most Viewed (All Time) - Autos & Vehicles - All

#39 - Most Viewed (All Time) - Autos & Vehicles - English

#3 - Top Rated (This Month) - Autos & Vehicles - All

#3 - Top Rated (This Month) - Autos & Vehicles - English

#40 - Top Rated (All Time) - Autos & Vehicles - All#33 - Top Rated (All Time) - Autos & Vehicles - English

#4 - Most Discussed (This Month) - Autos & Vehicles - All

#4 - Most Discussed (This Month) - Autos & Vehicles - English

#45 - Most Discussed (All Time) - Autos & Vehicles - All

#26 - Most Discussed (All Time) - Autos & Vehicles - English#3 - Top Favorites (This Month) - Autos & Vehicles - All

#3 - Top Favorites (This Month) - Autos & Vehicles - English

#24 - Most Linked (This Month) - Autos & Vehicles - All

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These largely free tools are just the tip of theiceberg. “Paid-for” online anthropology isscalable and much more sophisticated.

And best of all, it is total-sampling, not representative sampling.

Mass aggregate “mood of the nation/globe”

Tap the influencer trends

Map the ripple effects and groundswells

Dynamic for launch or crisis analysis

Track competitor buzz and sentiment

Potentially predictive of shopping behavior

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Implications for New Metrics

In the era of social media, traditional metrics and

measures of success will never be enough.

We must collaborate on evolving measures ofengagement for ideas of the future.

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We’ve covered a lot during this Brainfood lunch.Some key takeaways about The Social 10…

Social Graph: Brands need to co-create stories, it’s the way ideas travelat the social.

Social Shopping: Purchase decisions are not divorced from socialinfluence; the web is accelerating this.

Portability: From “sticky” to “slippy”—put handles on our content to gowhere people live throughout the web.

Lifestreaming: You, me, them, and our brands are always on…always.

Crowdsourcing: People add value. Open up your channels so you mayharvest that value.

Continuous Partial Attention: Don’t overload scarce mentalbandwidth…Ask: Is my branded social net/app really necessary?

Privacy Protection: Don’t rush your introductions at the social. Get toknow people better. Let the relationships build.

Open Social: It’s all coming together. If you’re not cross-compatible, youwill be irrelevant and not included.

Virtuality: Youth are fueling a hyper-accelerated social. It will mergesound, vision, text, fantasy, and reality in unimaginable ways.

Measurement 2.0: Traditional metrics will never be enough. The web nowoffers a bounty of new ways to listen to the conversation.

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The downsides about the social:No one has this thing really figured out, yet.

The upsides about the social:No one has this thing really figured out, yet.

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Let’s continue the conversation on our blog:http://fallontrendpoint.blogspot.com

Brainfood is a monthly all-agency lunch conducted byFallon Planners. Wide-ranging topics explore trends,business issues, and actionable opportunities for our

brands.

Connect with me at aki.spicer@fallon.com

Facebook: http://www.facebook.com/p/Aki_Spicer/803440172Twitter: http://twitter.com/akispicer

Plannersphere: http://accountplan.ning.com/profile/akispicerYahoo! Live: http://live.yahoo.com/akispicerSecond Life: Aki OctagonLinked In: http://www.linkedin.com/in/akispicer

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