Research: July 2009 Archives

Fluent, the Social Influence Marketing Report

Published on July 12, 2009 9:15 PM | | Comments (13) | TrackBacks (2) |
fluent1_cover.jpg
I'm excited to announce the launch of Fluent, the Social Influence Marketing report from Razorfish. This is the first report of its kind which understands who and what influences consumers at different points in the marketing funnel.

The insights in this report are built on three pillars - a survey with 1,000 North American consumers, six months worth of real conversational data to frame the introduction of a new social index and the experiences of Razorfish Social Media Leads across the world who advise marketers in industry leading companies everyday. 

The survey and conversational driven research also busts three myths about Social Influence Marketing. 

1. That companies have figured out how to build their brands in social media. They haven't. For example, six out of 10 consumers don't bother to seek out opinions of brands via social media. 

2. That television is dead. It isn't. Consumers view TV ads as more trustworthy than ads on social networks. Marketers need to do more in the social realm, but they need to do it in a way that builds trust first. Brands don't have the trust today.

3. That you cannot measure in the social web. Not only do campaign specific metrics matter and can be measured but we believe a SIM Score for the social web is extremely important. Think of it as the blood pressure for the brand in the social web. In the report, we introduce this index and show the SIM Scores of 5-6 brands in 4 industries. We also compare the online numbers to offline share of voice data to demonstrate how those two worlds are blurring.

Read Fluent, the Social Influence Marketing report and come back to the blog to share your thoughts, comments and criticisms. Over the next few weeks, I'll be delving into the insights more deeply over here. And if you like the report, please tell others about it!

Who are the influencers that matter?

Published on July 11, 2009 1:48 PM | | Comments () |

A few weeks ago I was on a panel at the Advertising Research Foundation Audience Measurement Summit with Ed Keller (The Keller Fay Group), Rob Masters (Unilever) and Colleen Fahey Rush (MTV). We discussed the relationship between online and offline influencers and the importance of each. Also discussed was the role that influentials play (they're ten percent of the population but impact 25% of all brand conversations) versus the social influencers who are the everyday people who influence their peers around decision making for specific products and services.


My take - the influentials are very important but they're not the sum total of all influence taking place online or offline. The social influencers and the known peer influencers (think close family and friends) increasingly play more important roles in brand affinity and purchasing decisions. They're harder to reach but thanks to social graph technologies they're more traceable online. It is getting as important to market to them as it is to market to the influentials. Maybe there's room for both Duncan Watts and Malcolm Gladwell in this world!

« Research: May 2009 | Main Index | Archives | Research: September 2009 »

About this Archive

This page is a archive of entries in the Research category from July 2009.

Research: May 2009 is the previous archive.

Research: September 2009 is the next archive.

Find recent content on the main index or look in the archives to find all content.



Research: July 2009: Monthly Archives

Buy the Book!