Harnessing Influence

How Savvy Brands are Unleashing the

New Power of Blogs and Social Media

February 28, 2008

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Introducing the Presenter

Jim NailChief Strategy & Marketing Officer

TNS Media Intelligence/Cymfony

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Influence 2.0TM

Webinar Series

This webinar is the latest in a series of educational webinars with to help

companies harness Influence 2.0TM

• Consumers are openly sharing opinions

and experiences about your product

causing a complex interplay of traditional

and social media

• Cymfony helps brands and companies

understand and manage the people, issues

and trends in this new dynamic of

consumer communication

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Please submit your questions in the Q&A

area in lower right corner of your Webex

interface

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How Savvy Brands are Unleashing the Power of Social Media

Consumers are now controlling brands in social media,

but has the business world adapted?

Has the business world figured out how to use blogs,

discussion boards, social networks and video sites?

What roles do social media have in marketing strategy?

TNS asked marketing executives from large companies located in

four countries around the world to discuss the current state and

future direction of social media in their business

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About the Study

71 personal telephone interviews

Senior level marketing executives

United States, Canada, United Kingdom, and France

Conducted in the late 2007

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Integration with TNS Around the World

TNS Media IntelligenceCymfony

TNS Canadian Facts

TNS Media IntelligenceFrance

TNS UK

TNS Global

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Social Media is Not a Passing Fad

Which of the following statements most closely matches your personal point of view on the potential impact social media will have on business?

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Social Media Will Continue to be Important

How significant will social media be for companies five years from now?

Very significant

Some significance

Little significance

56%

39%

0%

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Social Media Will Continue to be Important

Johnson & Johnson

“Social media is just the beginning of a much more significant shift in how people gather and use information. I don’t think this fundamental shift has been fully appreciated.”

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What TNS Says…

Social media has moved beyond a buzzword to become serious topic of planning and evaluation

We are seeing increased coordinated corporate-level strategy

Marketers must learn and adapt to the new characteristics of social media

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It’s Greatest Potential is for Gaining Consumer Insights

For which one of the following objectives does social media offer the greatest potential?

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It’s Greatest Potential is for Gaining Consumer Insights

Suzuki

“You have to listen to your customers and social media is no more than a bulletin board for the voice of the customer. If you don’t listen to your customer, you don’t win.”

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Future Impact is with Gaining Insights and Viral Marketing

Please rate each of the following social media resources or opportunities on their future potential to impact your business.

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Future Impact is with Gaining Insights and Viral Marketing

Abbott Laboratories

“Now you are getting to a point where

audiences are looking for communication

resources that are specific to their interests

so it is harder to reach them traditionally.

You can still connect with them through

social media and viral marketing”

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What Separates Early Adopters from the More Cautious?

We zeroed in on two groups to see the differences in opinions

Wait-and-Sees: “Worth monitoring, but not with significant resources”

Revolutionaries: “Revolutionary opportunity that must be grasped with urgency”

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What TNS Says…

This “listen first” approach is the right way for brands to successfully engage their audiences

Marketers’ first efforts reflect mass marketing approaches

Giving up control to consumers is hard for companies to embrace

“Never Ending Friending” study shows how to approach marketing on social networks

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Most Companies are at the Experimentation Stage

Which of the following statements best describes the stage of development of social media efforts at your company?

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Most Companies are at the Experimentation Stage

Hewlett-Packard

I think that getting a deep understanding of the social media can only be possible through personal experimentation.

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What TNS Says…

The market is divided – early adopters have leapt ahead

Fast followers are expanding experiments

The mainstream who have held back and now experimenting

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Blogger Relations are Key to a Successful Product Launch

How effective do you feel blogs and social media options can be if used as an integral part of the formal launch of a new service or product brand?

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What TNS Says…

Newness gives people a reason to talk about a product

Obtaining direct consumer feedback is the top way social media contributes to success

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Social Media’s Immaturity is a Barrier to Acceptance

What is the greatest barrier to acceptance/implementation of social media in your organization?

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Sr. Management is Holding the “Wait-and-Sees” Back

19%

27%

13%

14%

20%

24%

5%

19%

19%

0%

0%

13%

20%

7% Revolutionaries

Wait-and-Sees

What is the greatest barrier to acceptance/implementation of social media in your organization?

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Social Media’s Immaturity is a Barrier to Acceptance

Hyundai

“I think we need to get the staff to go ahead and actually engage into this new avenue. There has to be an understanding of what to go ahead and act on. That just comes from experience.”

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What TNS Says…

This is a function of market maturity

Many outside US seeing same barriers US had in the past

Other countries will have similar evolution and will reach expansion in 1-2 years

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GlaxoSmithKline

“They’re not doing a very good job at all.

At the moment most agencies still view

social media tools as just another vehicle

for driving their messages.”

Marketing Agencies are Lagging Client Needs

How well are marketing services suppliers helping companies understand and exploit blogs and social networks? What do they need to improve?

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GlaxoSmithKline

“They’re not doing a very good job at all.

At the moment most agencies still view

social media tools as just another vehicle

for driving their messages.”

Marketing Agencies are Lagging Client Needs

How well are marketing services suppliers helping companies understand and exploit blogs and social networks? What do they need to improve?

Suzuki

“The existing marketing partners do not

understand the ins and outs of the social

media space. They can do more harm

than good if they apply old models.”

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GlaxoSmithKline

“They’re not doing a very good job at all.

At the moment most agencies still view

social media tools as just another vehicle

for driving their messages.”

Marketing Agencies are Lagging Client Needs

How well are marketing services suppliers helping companies understand and exploit blogs and social networks? What do they need to improve?

Suzuki

“The existing marketing partners do not

understand the ins and outs of the social

media space. They can do more harm

than good if they apply old models.”

Hewlett-Packard

“I think they are somewhat helping. But they need

to show how social media has helped them further

their own agenda. So if an ad agency comes to

me, I’d ask if they have their own page on a social

network site? Are they posting videos on

YouTube? Do they have their own blog? And how

has it helped them in their own business?”

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What TNS Says…

It is a challenge for agencies to stay on top of the rapid growth and evaluation of many social media tools

They have been slow to change mass marketing models

They must either acquire or organically develop these skills

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Defining an Executive Job Function for Social Media

Head of Social Media

Director of Consumer Generated Media

Head of Online Brand Equity

Consumer Insights Manager

Director of Social Media

Director of Social Media Analysis

Voice of the Customer

Director of Social Networking

Head of Interactive Content

If a company specifically created a senior position to manage the long-term business opportunities afforded by social media, what would be the title of the new position?

Director of Online Customer Relations

Chief Networking Officer

Director of Social Marketing

Chief Relationship Officer

Marketing Director Emerging Media

Chief Media Officer

Social Media Officer

Manager of Online Contact

User Created Content Guru

Suggested Job Titles:

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Defining an Executive Job Function for Social Media

NYC and Company

“The title should have something that speaks to the interactivity, the social networking component, and the content of the editorial pieces. The thing that is important here is that this new media is not one dimensional like a television ad.”

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What TNS Says…

Interesting split between director and chief titles

Unclear if social media is seen as a new discipline requiring a new skillset

Unclear if it should be at the executive level to share knowledge across the organization

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Key Takeaways

1. Revolutionaries understand that listening is a higher priority than

pushing more messages

2. Wait-and-Sees are stuck in mass marketing thinking, they are

viewing this as just another channel

3. Best practices are crucial to the integration of social media

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Please submit your questions in the Q&A

area in lower right corner of your Webex

interface

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