Fluent: The Razorfish Social Influence Marketing Report Fluent: The Razorfish Social Influence Marketing Report : Page 4Introduction Why does the world need another report on social? At Razorfish we wondered what we had to offer our clients that they aren’t reading already when it comes to one of the hottest topics in marketing — Social Influence Marketing. Here are two reasons why we think Fluent: The Razorfish Social Influence Marketing Report is a must-read: • We believe that we live in a world where brands can’t simply push messages anymore. Brands must do. They must engage with their customers (and across every platform, channel and device). We also believe that Social Influence Marketing has a large role to play in this world where actions speak louder than advertising. But marketers must examine the role of social through the same lens as other forms of marketing for social to be taken seriously. With this report, we’ve set out to study the relationship between influencers, the different stages in the marketing funnel and brand affinity across different industries. We believe no one else has studied the role of Social Influence Marketing in this manner. • As brands seek to do versus push, they’re not going to differentiate between online and offline. And even more so than in the past, they’ll want to measure what their brands do. So we’ve also looked at how trust works across the different platforms online and offline. With our partners TNS Cymfony and The Keller Fay Group, we’ve studied how brand sentiment varies by industry and by channel (online versus offline) to define what we refer to as a SIM Score — a single metric that every brand will need to index itself against on an ongoing basis. Publication List |
