Razorfish Offers New Score for Measuring Social Marketing Influence

logo_razorfish

Leading global agency Razorfish is offering marketers a new score for evaluating social marketing influence. In the recently released report, Fluent: The Razorfish Social Influence Marketing Report, Razorfish’s Shiv Singh says that because consumers are now connected on the Web in unprecedented ways, each person’s influencers – be it their close friends and family, Facebook friends, or bloggers – play a significant role in the purchasing process. In other words, if you want to convince someone to buy into your product or service, you must also convince their network of influencers.

To quantify this, Razorfish introduces the SIM Score (“Social Influence Marketing”), a number that combines a brand’s share of consumer conversations online and how much consumers display their affinity toward a brand in these conversations. When compared to the pharmaceutical, finance, media industries, the auto industry earned the highest SIM score, mainly due to its high share of online conversations.

razorfish-categories

What’s more interesting is that despite all the hype around the success of social media campaigns, the stats indicate that social media marketing – or in Razorfish’s terminology social influence marketing – has a long way to go. First, consumers are not fully aware of the extent to which they are being influenced by their peers when it comes to brand perception and purchasing decisions. 71 percent of respondents in a research study conducted by Razorfish say that they share commercial content online at least once per few months. However, 62 percent answered that they do not look for opinions on brands through the social Web.

Razorfish_sharing content

And second, there’s the trust issue: relatively speaking, consumers find it less authentic when brands promote themselves through online mediums.When it comes to what channels consumers trust the most, recommendations from offline friends and TV ads are winning next to social network ads and recommendations from online friends.

Razorfish_autheticity

The report leaves readers with a concluding thought – that there is no such thing as a free lunch. Yes, brands with popular Facebook Pages such as Starbucks and Coke are able to enjoy easy viral distribution thanks to their huge fan followings, but don’t forget that the most successful Facebook Pages have also complemented their efforts with interactive applications, virtual gifting campaigns, and so on to increase efficacy.

All images from the Razorfish Fluent report.

Social Media 101

Mediabistro Course

Social Media 101

Get hands-on social media training for beginners! Starting November 10, hear from our expert speakers on the  best practices for getting set up on the major social media platforms, how to create meaningful content, and engage with your audience across sites. Register now!

 

Leave a Reply

4 Responses to “Razorfish Offers New Score for Measuring Social Marketing Influence”

  1. links for 2009-08-03 | Chris Abraham says:

    [...] Razorfish Offers New Score for Measuring Social Marketing Influence Leading global agency Razorfish is offering marketers a new score for evaluating social marketing influence. In the recently released report, Fluent: The Razorfish Social Influence Marketing Report, Razorfish’s Shiv Singh says that because consumers are now connected on the Web in unprecedented ways, each person’s influencers – be it their close friends and family, Facebook friends, or bloggers – play a significant role in the purchasing process. In other words, if you want to convince someone to buy into your product or service, you must also convince their network of influencers. [...]

  2. How will social media and CMS or ECM converge? « CMS Outlook says:

    [...] Razorfish Offers New Score for Measuring Social Marketing Influence (insidefacebook.com) [...]

  3. Information Freedom Has a Price says:

    [...] Razorfish Offers New Score for Measuring Social Marketing Influence (insidefacebook.com) [...]

  4. Measuring Social Influence Marketing | JB's Personal Portfolio says:

    [...] described by Inside Facebook: Razorfish also introduces the SIM Score (”Social Influence Marketing”), a number that combines [...]

Get the latest news in your inbox
interested in advertising with inside facebook?

Social Media Jobs
of the Day

Account Executive- Healthcare PR and Social Media

Berry & Company Public Relations
New York, NY

Online Social Media Manager

WellPoint
Chicago, IL

Assistant Professor in Publishing

Emerson College
Boston, MA

Multimedia Specialist/Social Media Manager

Ohio Northern University
Ada, OH

Social Media Manager

The Culinary Institute of America
Poughkeepsie, NY

Featured Company

Join leading companies like this one and recruit from the nation's top media job seekers on the Mediabistro Job Board. Every job post comes with our satisfaction guarantee. Learn More
 

Our Sponsors

Mediabistro A division of Prometheus Global Media home | site map | advertising/sponsorships | careers | contact us | help courses | browse jobs | freelancers | content | member benefits | reprints & permissions terms of use | privacy policy Copyright © 2014 Mediabistro Inc. call (212) 389-2000 or email us