Fluent. The Razorfish Social Influence Report 2009.
Juli 13th, 2009 • Trends
Razorfish has published Fluent, the agency’s Social Influence Marketing Report 2009. The report, brought together by the team around Shiv Singh comes with an in-depth analysis of our client’s social behaviour 2009, gives good recommendations on how to use tools such as twitter and it gets rid of a couple of Social Influence Marketing myths (via Shiv).
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.
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.
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 the full Fluent report here. And yes, I am interested in your thoughts.
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