#SMWSF The Value of A Like, Beyond ROI

10Feb11

Ogilvy had a big team out in San Francisco today for Social Media Week.  Their morning session at SPUR sold out almost as fast as Coachella.  The WSJ was to my side and behind me was the Peachpit PR guru who executed the Bunny Ears Blitz on Macworld 2009.  Nokia popped in to give away N8s.  I got some interesting schwag from Lithium, including Paul Gillin’s Secrets of Social Media Marketing and a field notebook. The audience shared tales of brands buying a million likes for $1.5mm and Dove putting the LTV of a like at $100. And excitement was building as we all waited to hear what was “Beyond Like.”

First up was @intelfuturist Brian David Johnson who made a splash at CES with his Screen Future.  He talked about the long development cycle of chips, 5-10 years, that creates the need for Intel to define an actionable vision for 2021 and futurecast what people will want to do with platforms.  Sharing stats, he told us that by 2015 500B hours of video content will be available for 12-15B connected devices, more devices than people, more content than humanly knowable, and the deep cultural love of TV far from gone.  To prove his point, he had us reflect on every apocalyptic movie we ever saw and the inevitable moment when the TV loses its signal, that’s when you know it’s the end of time.  You just don’t have the same reaction when a website is down.  TV has a unique place in our lives, it’s what we do when we’re not working, it’s the state we’re in when we’re relaxed.  In the future, every onscreen element will be tagged and tracked, and TV will go from digital to data that can be mashed up, searched and moved around. Likes will allow for better ad serving since people only hate ads that have nothing to do with them.  Then the audience burst out laughing when he talked about studies of consumers who would give up all of their data for the price of a movie ticket, but never their friends and family, that is until Groupon.

The discussion then shifted to the brand’s quest to get you to like me.  Agencies launch campaigns to monitor conversations, audit influencers, take snapshots of insights, and seek ideation and engagement.  But accessing both the Gates and Jobs sides of the brain, one being wholly analytical, the other holistic and creative, is the key to designing resonant social experiences.

Matt Binkowski who heads up Social Experience Design at Ogilvy discussed how it is becoming less natural to design a “singular” experience, rather the focus needs to be on which behavior to affect and how to capture that consumer’s attention.  No longer just about page views, time on site, sentiment and interactivity, the key to success is in the social APIs that facilitate sharing.

Peter Kang of Ogilvy talked about moving beyond demographics and profiles to understanding interests and personas, that the basic attributes of a 14-25y male gamer are not uniform. FB allows you to slice and dice data to find the lifelong Streetfighter fan and skateboarding enthusiast.  Peter suggested digging deeper in the forums to find the weird stuff your target is into, and layer their character like a social scientist finding a commonality among all the interests.  How smart you are in channel planning determines how effective the creative will be.  Understand how their hyperniche interests add up and message according to what their needs are.  What is it about Streetfighter that’s so interesting to them? Interpret the psychology behind the people.  Scaling CS requires you bottle the best of the threaded discussion and socialize it, a lot we care about, a lot we don’t, ignore 80%, curate and distill the remaining 20%.

Dan Ziman of Lithium (@lostintheflog) discussed the power of an influential participant. The goal of the brand message is to drive social interaction among potential influencers to repeat message to friends and family – find those most compelled to help others and incent them to amplify and spread.  Target based on interests determined by what they see and say in the public graph.  The top 1% brand citizens drive 60% of UGC.  Study the journey of a superfan and see how often they return, say, know, rewarded by the community with thoughtful feedback.  Lithium has identified 40,000 influencers across communities and tells community managers how to reward them.

John Manoogian of Founders Fund 140 Proof (@jm3, @140proofads) has seen 10-20% CTR with persona matching for sponsored tweets, knowing who they follow and what they say.  Talked about the abuse of like when you declare a leaning to a brand, and the brand uses it as permission to do something to you. That a promoter will share good cs with one person and a detractor will share bad cs with 10 people, but a detractor who has been responded to will amplify the good cs to 100 people.  He also touched on when Amazon pioneered social commerce it learned that products with higher ratings sell more, now Amazon is seeking deeper FB integration to tell you whose birthday is coming up, what they want, and provide a 1-click way to buy it.  Less friction, more sales.  Blippy is doing something similar.

..and then time was up!  Andrew Bangs of YouTube was on his way in with sandwiches.  We never got to value a like, but Dirk Shaw, SVP of Ogilvy’s 360 Digital Influence West introduced me to his SF team who offered to let me tweet a demo of Ogilvy’s sophisticated valuation models…can’t wait! This story is to be continued so stay tuned.

There’s just so much going on in town with GDC on its way, that I didn’t make it to the BAMM.tv Pop17 party tonight (but will next week to EFF).  For the rest of #SMWSF, will try to make it to the Ning developer breakfast and CBSi panels, but if not, will definitely be tweeting from Ning’s closing party at Bar Adagio F 2/11 5:30pm .  You can follow me @contentnow.  Also, fellow blogger Anika Erdmann is posting for the Silicon Valley Experiment.  Her coverage is in German but you can read it in English by clicking on the Google translator at the bottom of the site.  Enjoy!

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