Actions Speak Louder Than Advertising

Razorfish released a report this month that’s worth spending some time with. The report has some valuable insights on how social influence marketing is shifting the advertising game on the web. A survey with 1,000 consumers plus six months worth of conversational data serve as the backbone of the findings. The sections are digestible, easy to scan and each contain an “implications for brands” bulleted summary that contain quite a few noteworthy nuggets. Many thanks to my friend Vada for seeing the value in this and and sending it along…

What The Fluent Report Covers:

• The importance of social media in making purchasing decisions, and how brands need to develop a credible voice, socialize with customers and provide a return on emotion (ROE?) to their customers.
• How traditional top-down branding will become increasingly impotent as social media grows
• How (and what types of) Influencers Drive brand affinity
• How influencers impact the marketing funnel, and what type of influencers matter most at different stages
• How “herding” around top social networks and the emerging choices of people to focus on a few social networks (instead of spreading themselves thin on many networks) is leading to consolidation and heavy clustering around “winning” social media hubs
• How social features are becoming integrated into online display advertising.
• How social media is becoming both a paid and unpaid distribution mechanism for advertising content
• How tools like Facebook Connect are moving the social graph out onto the Web
• 10 Ways to Make Twitter Work For Your Brand

Fluent: The Razorfish Social Influence Marketing Report

Download A Copy Of The Full Report Here