Razorfish Expands Social Influence Marketing Offerings

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New Offerings Focus on Strategy and Planning for Brands Using Social

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For years Razorfish has helped brands find their social voices, and recently we have witnessed a strong demand for Social Influence Marketing strategies and metrics. Our expanded offerings will help clients formulate their approaches to social and then create and nurture online social experiences that deepen customer relationships, extend other marketing efforts and improve their businesses.

Razorfish today announced the agency has expanded its Social Influence Marketing offerings by adding capabilities that help companies create practical strategies for employing social media and social influencers to engage consumers and build their businesses.

The Social Influence Marketing strategy offerings utilize the Razorfish SIM Score, a proprietary tool that measures a company's online/offline brand sentiment and share of voice among social influencers.

Shiv Singh, Razorfish vice president and global social media lead, said, "For years Razorfish has helped brands find their social voices, and recently we have witnessed a strong demand for Social Influence Marketing strategies and metrics. Our expanded offerings will help clients formulate their approaches to social and then create and nurture online social experiences that deepen customer relationships, extend other marketing efforts and improve their businesses."

Components of the offerings include:

  •     SIM Education, which includes an analysis of customer behaviors and interactions with brands in the social space.
  •     SIM Audit, through which Razorfish evaluates a client's current social efforts against its competitors, vertical industry best practices and the needs of its customers.
  •     SIM Ongoing Listening, where Razorfish monitors and reports on a brand's activities and topics of interest in the social world in order to drive broader marketing efforts.
  •     SIM Engagement Strategy, which includes defining a strategy for employing social media and social influencers in one's marketing efforts across paid, owned and earned platforms.
  •     SIM Programs/Platform Tactics, which defines specific ways to implement a long-term social strategy. It also includes recommendations around governance models, resources, specific word of mouth programs, and approaches to media dollar allocation.

The specific application of the SIM score follows strong positive feedback from clients after Razorfish introduced it in July 2009 via Fluent: The Razorfish Social Influence Marketing Report.

"The social world demands a new and more pivotal metric that recognizes the participatory nature of branding" Singh said. "The SIM Score measures how much consumers talk about your brand and how positive or negative those discussions are. Razorfish believes the SIM Score is like the Net Promoter score for the social world."

The strategy offerings build off Razorfish's client experiences dating back several years. For example, in 2006, Razorfish launched CarnivalConnections for Carnival Cruise Lines, which is believed to be the first social platform in the travel industry. On the site, people can post reviews of their cruise experiences, collaborate with others to design their own themed cruise vacations and swap vacation tips. The site has proven to be an important source of direct customer feedback for Carnival.

In 2009, Razorfish launched Project:Cold for Coors Light, a microsite that features videos of scientists demonstrating inventive ways to chill a Coors Light cold-activated can. Consumers can vote on their favorite videos and share them with their Facebook friends through a feature embedded in the site - an example of how Razorfish helps a client make social part of their marketing experience.

Project:Cold follows many successful Razorfish applications of social media for Coors Light, including the creation of the Coors Light Facebook fan page (which counts more than 280,000 fans as of December 2009).

Other Razorfish examples include in 2007 the launch of the Levi's 501 Design Challenge, a promotion through which consumers could submit and vote for original designs using 501 Jeans. The winning design was produced by Levi's.

Razorfish regularly creates digital marketing experiences that improve clients' businesses. Its social media thought leadership under Singh's direction includes Fluent, a major report issued in 2009 that urged companies to think about Social Influence Marketing as a third dimension of marketing alongside branding and direct response.

Singh, who led the development of the Razorfish Social Influence Marketing offerings, also blogs regularly on Going Social Now and is the author of the recently published Social Media Marketing for Dummies.

About Razorfish
Razorfish is one of the largest interactive marketing and technology companies in the world. With a demonstrated commitment to innovation, Razorfish counsels its clients on how to leverage digital channels such as the Web, mobile devices, in-store technologies and other emerging media to engage people, build brand loyalty and provide excellent customer service. The company is increasingly advising marketers on Social Influence Marketing, its approach for employing social media and social influencers to achieve the marketing and business needs of an organization. Its award-winning client teams provide solutions through their strategic counsel, digital advertising and content creation, media buying, analytics, technology and user experience. Razorfish has offices in markets across the United States, and in Australia, China, France, Germany, Japan, Spain and the United Kingdom. Clients include Carnival Cruise Lines, MillerCoors, Levi Strauss & Co., McDonald's and Starwood Hotels. Visit http://www.razorfish.com for more information. Follow Razorfish on Twitter (@razorfish) and Facebook.

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