This presentation was developed in 2009 in order to show how agency Razorfish was not only helping clients embrace social media but also live the social values itself. The presentation is a snapshot at how a leading agency embraced social.

1. How Razorfish Lives the Social Values
Fuel Lines Discussion
March 27, 2009
27
Page 1 © 2008 Razorfish. All rights reserved.

2. 1. We help our clients embrace the social world
p
2. We get our hands dirty with social
Page 2 © 2008 Razorfish. All rights reserved.

3. We’re all talking about the social world
Page 3 © 2008 Razorfish. All rights reserved.

4. But what does it mean for marketers?
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5. Social Influence Marketing™ defined
• Social influence marketing is about employing social media and
g
p y g
social influencers to achieve the marketing and business needs of
an organization.
• It is about allowing for the influences to take place – the known and
the anonymous influences
Page 5 © 2008 Razorfish. All rights reserved.

6. This is a very big deal
That is a new phenomenon and the most important thing to
happen in the world of persuasion since the advent of the
radio over 100 years ago.
Facebook t k very strong i t
F
b k takes
t
interpersonal i fl
l influence
dynamics — the way people persuade each other face-toface in small groups with peer pressure, reciprocity, flattery
— and allows those to be used on a mass scale because
your social networks are built in.
Friends influence friends, who influence friends, and that
keeps rippling out.
k
i li
t
– BJ Fogg, Fast Company
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7. So what matters now?
Page 7 © 2008 Razorfish. All rights reserved.

8. Three in four US online adults now use
social tools to connect with each other
compared with just 56% in 2007.
– Forrester Research, October 2008
Page 8 © 2008 Razorfish. All rights reserved.

9. Social Influence Marketing ad spending on the rise
US Online Social Network Advertising Spending
2008-2013 (Billions and % Change)
2008
$2.00 (46.4%)
2009
$2.35 (17.3%)
$2 35 (17 3%)
2010
$2.60 (10.9%)
2011
$2.87 (10.4%)
2012
$3.18 (10.8%)
2013
$3.49 (9.6%)
$0.0
$0.5
Source: eMarketer, December 2008
Page 9 © 2008 Razorfish. All rights reserved.
$1.0
$1.5
$2.0
$2.5
$3.0
$3.5
$4.0

10. Users are paying attention
4 out of 10 made purchasing decisions
based on social advertising. 76% welcome
advertising on social networks.
– Razorfish FEED report
October 2008
Page 10 © 2008 Razorfish. All rights reserved.

11. Social Influence Marketing requires a new approach
1. Focus on the value exchange
g
2. Harness the social graph imaginatively
3.
3 Mix your community with your advertising
4. Help marketers find the social influencers
5. Design
5 D i social products
i l
d t
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12. How do we approach
Social Influence Marketing?
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13. Framing it in marketing
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14. Levi’s® 501 Design Challenge
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15. Barbie’s 50th Anniversary
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16. Barbie’s 50th Anniversary
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17. Travel Channel (http:/www.ihavethebug.com)
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18. Sheraton.com (http:/www.sheraton.com)
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19. SheratonWave.com (http://www.sheratonwave.com)
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20. Intel Digital Drag Race
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21. Ford Auto Show
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22. Ford Go!
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23. Ford Community
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24. Carnival Cruise Lines Carnival Connections
(http://www.carnivalconnections.com)
Page 24 © 2008 Razorfish. All rights reserved.

25. Crystal Light uPumpItUp (http://www.upumpitup.com)
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26. Encyclopedia of Life (http://www.eol.org)
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27. Garnier Fructis “The Harry Situation”
(http://www.theharrysituation.com)
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28. Hollister MySpace page (http://www.myspace.com/hollister)
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29. Pangea Day (http://www.pangeaday.org)
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30. Victoria’s Secret PINK Facebook Page
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31. Victoria’s Secret PINK:
World’s Largest P j
W ld’ L
t Pajama P t
Party
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32. CNN.com integrating social
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33. CNN success metrics
• CNN ranked #1 in share/online news: Up 8%
• CNN ranked #1 by gross usage minutes (995MM): Up 7%
• Average daily unique users: Up 9%
g
y
q
p
• Average time spent: Up 6%
• Page views: Up 12%
• Video on demand: Up 13%
• CNN recognized as #2 on T 100 S i l B d of 2008
i d
Top
Social Brands f
Page 33 © 2008 Razorfish. All rights reserved.

34. 1. We help our clients embrace the social world
p
2. We get our hands dirty with social
Page 34 © 2008 Razorfish. All rights reserved.

35. Thought leadership
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36. The currency of ideas
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37. New research that tracks the value of social influence
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38. Our Living Lab tests consumer behavior
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39. Employee collaboration
and outreach
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40. We use our own wiki for internal collaboration . . .
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41. We blog inside Razorfish . . .
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42. And outside Razorfish individually…
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43. …and corporately
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44. Check out our new Scatter/Gather blog
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45. Of course we Twitter…
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46. And we live the Facebook life
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47. Andrea Harrison leads a very active Facebook life
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48. We also have an active conversation with the digerati
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49. We’ve embraced social at events like SxSW
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50. And we share our credentials on YouTube
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51. Even our holiday cards have gone social
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52. Thought Leadership
Case Study
2009 Digital Outlook Report
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53. Publication on a Flash site
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54. Publication on social sites like Scribd
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55. Flickr page to make the report blogger friendly
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56. Employee blogging
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57. Twittering
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58. Outreach to the digerati
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59. Outreach to analysts and media
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60. Razorfish corporate website
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61. Good old-fashioned hard copy
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62. Thank you
y
Andrea Harrison
David Deal
andrea.harrison@razorfish.com
david.deal@razorfish.com
http://www.twitter.com/190east
http://www.twitter.com/davidjdeal
212-798-6673
http://www.superhypeblog.com
312-696-5056
Page 62 © 2008 Razorfish. All rights reserved.