DishyMix: Susan Bratton Podcasts & Blogs Famous Executives

Highly Recommended: “Razorfish Social Influence Marketing Report” Dispells Myths

July 14, 2009 at 1:55 pm · Filed under DishyMix, Social Media

I recently interviewed both Clark Kokich, the Chairman and Shiv Singh, Vice President & Global Social Media Lead of Razorfish on DishyMix.

Shiv Singh, Razorfish on the Social Influence Marketing, the Portable Social Graph and Friendsters

Clark Kokich, Razorfish on Social Influence Marketing and the 2009 Digital Outlook

Today Razorfish unveiled “Fluent: The Razorfish Social Influence Marketing Report.”

Based on how much I enjoyed their Digital Outlook 2009 report, I can’t wait to sink my teeth into this too. I find Razorfish’s reports to be very high quality and they always give me a better perspective on what I’m seeing in the market. I’ve taken to calling Social Media Marketing, Social Influence Marketing now that Clark and Shiv have gotten ahold of me.

David Deal, VP Marketing at Razorfish says, “we believe Fluent dispels some common myths about social media and influencers, such as:

· Myth 1: Companies are finally figuring out how to build their brands through social media and influencers. In fact, consumers surveyed by Razorfish reveal widespread indifference to brands in the social world. Six out of 10 consumers don’t bother to seek out opinions of brands via social media. We believe the problem is that marketers still treat social like any other channel for spreading their messages when in fact they should be taking advantage of its participatory nature.

· Myth 2: Television is dead. Our survey shows that consumers view TV ads as more trustworthy than ads on social networks when purchasing decisions are made. Our take: Social Influence Marketing complements, but does not replace, television. Moreover, marketers can increase levels of trust in social by developing a credible social voice and engaging with consumers instead of treating social like a one-way broadcast mechanism.

· Myth 3: you cannot correlate consumer perceptions of your brand in the online and offline worlds. With the help of TNS Cymfony and The Keller Group, Razorfish has created a mechanism – the SIM Score – that can help brands understand the relationship between what consumers say about you across the online and offline social worlds. The SIM Score (introduced in Fluent) measures how much consumers talk about your brand and how positive or negative those discussions are. In Fluent, Razorfish applies the SIM Score to companies ranging from GM to Capital One. Although the SIM Score focuses on the online world, in two industries we correlate SIM Score to the offline world. We’ve found that a brand’s online share of voice corresponds closely to offline. The correlation is important because offline friends remain the single most trustworthy sources that influence consumer purchasing decisions.”

Let me know your thoughts on this report and I’ll be posting mine as well.