Fluent: Razorfish Social influence marketing report

10 augustus 2010, 06:23

“Your audience is skipping your TV spot with a DVR. They’re talking about your product on Twitter. They’re chatting about you on Facebook. They’re searching for you on Google. In a world that is increasingly empowered by social media, connected by screens, out of your control and enchanted by innovation, all that matters is the story your customer tells about your brand — your brand’s value, in 140 characters or less. Is it a good story? A bad story? Or just no story at all?”

Zo begint de CEO van Razorfish zijn inleiding voor “Fluent”. Dat rapport over social influence marketing kwam ik gisteren via Twitter (@mkouwenhoven) tegen, en hoewel het een jaar oud lijkt (of is dit een update ik word er geen wijs uit, kon niets vinden in onze archieven): het is schitterend vormgegeven en het zit stampvol take-aways voor marketeers die aan de slag willen met social (zie ook: “En nu aan de slag met Social Media!”). Ook in het rapport: een onderzoek onder 1000 respondenten naar Social Influence Marketing (SIM) verdeeld naar verschillende branches. Een rapport over social is niet compleet zonder Twitter-tips. Die staan er ook in:


1. Become familiar with Twitter by reviewing, or following, the activities of successful brands such as Dell (dell.com/twitter), Zappos (twitter.com/zappos) and Comcast (twitter.com/comcastcares).

2. Listen to what is already being said on Twitter about your brand.

3. Identify initial objectives for using Twitter, including what would qualify as a Twitter success story for your brand.

4. Look into competitive activities and potential legal considerations, especially if there is already a Twitter account that uses your brand’s name or other intellectual property associated with it.

5. Use the findings to decide on the appropriate opportunity — such as offers or community building, tone of voice and method of engagement — that may be right for your brand.

6. Since Twitter is an ongoing activity — even if your company is only listening in — dedicate a resource to monitor the conversations and competitors.

7. Map out a plan for the content you will share, including valuable initial content to pique user interest.

8. Integrate your Twitter account throughout your marketing experience, by embedding it as a feed on the company Web site, including its URL in communications and so forth.

9. Maintain momentum by following everyone who follows you, responding to queries and joining in conversations without being too marketing oriented.

10. Provide ongoing direct value through your tweets by continuing to listen, learn and fine- tune your Twitter activities.

Van april 2007 tot juni 2011 was ik freelance editor/ communitymanager / hoofdredacteur bij Marketingfacts. Tussendoor werkte ik bij Insites Consulting, IDG Nederland, Saatchi&Saatchi;/Leo Burnett (voor Samsung) en voor onderzoeksbureau WUA. Vanaf 1 november 2021 vorm ik samen met Luuk Ros de hoofdredactie van Marketingfacts.


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