Culture Flow A Social Influence Marketing Framework MEANS Expedient

A social network is a massive convergence of culture Copyright © 2008 Steve A. Furman

Social networking is the flow of content into media platforms Brands / Companies Consumers / Cultures Copyright © 2008 Steve A. Furman Blogs Social Networks Microblogs Peer Reviews Wikis Prediction Markets

LIFETIME VALUE AWARENESS Broad Media Direct Marketing CONVERSION Site Interaction REVENUE CONSIDERATION Landing Page New Customers Existing Customers ENGAGEMENT Broad Media Direct Mail, E-mail Site Experience LOYALTY Usage Multiple Products Recommend to a Friend The classic linear marketing funnel has been in practice for over 50 years Rigid silos now exist within organizations occupied by sales, marketing, service, advertising and IT Communication channels are rarely integrated Legacy technology challenges limit innovation Push marketing strategies and tools are typically chosen Shout marketing, not conversations dominate messaging Brand assets / content are “protected” inside the walled garden Copyright © 2008 Steve A. Furman

AWARENESS

Broad Media

Direct Marketing

CONVERSION

Site Interaction

CONSIDERATION

Landing Page

ENGAGEMENT

Broad Media

Direct Mail, E-mail

Site Experience

LOYALTY

Usage

Multiple Products

Recommend to a Friend

Rigid silos now exist within organizations occupied by sales, marketing, service, advertising and IT

Communication channels are rarely integrated

Legacy technology challenges limit innovation

Push marketing strategies and tools are typically chosen

Shout marketing, not conversations dominate messaging

Brand assets / content are “protected” inside the walled garden

Social networks have given consumers more power Linear communication, carefully controlled by brands, has been pushed aside by consumers in favor of a sphere of information Consumers no longer move in an orderly fashion from touchpoint to touchpoint Users click to web sites, but go to blogs, communities and social networks looking for validation before they buy Social networks have broken the traditional model, and marketers are now faced with a complex social ecosphere Social Sphere of Information Copyright © 2008 Steve A. Furman Blogs Social Networks Microblogs Peer Reviews Wikis Prediction Markets

Social networks have given consumers more power

Linear communication, carefully controlled by brands, has been pushed aside by consumers in favor of a sphere of information

Consumers no longer move in an orderly fashion from touchpoint to touchpoint

Users click to web sites, but go to blogs, communities and social networks looking for validation before they buy

If you don’t like change, you’re going to like irrelevance even less – Tom Peters

Social media must become an integral part of the marketing lifecycle experience for prospects and customers Copyright © 2008 Steve A. Furman

LIFETIME VALUE New model thinking Social Influence Marketing (SIM) Create snack-sized content that travels easily Develop social networks and applications that have meaning for its members Clearly define and track SIM objectives and metrics Craft business models that map to value found in social networks Integrate SIM strategies into current marketing activities Be committed to improving products and services New Customers Existing Customers LOYALTY Usage Multiple Products Recommend to a Friend Social Influence Marketing Tools Copyright © 2008 Steve A. Furman Broad Media Direct Mail E-mail Social Networks Microblogs Peer Reviews Prediction Markets Wikis Blogs AWARENESS Broad Media Direct Marketing CONVERSION Site Experience REVENUE CONSIDERATION Landing Page High Low Blogs Social Networks Microblogs Peer Reviews Prediction Markets Wikis Consumer Trust

Create snack-sized content that travels easily

Develop social networks and applications that have meaning for its members

Clearly define and track SIM objectives and metrics

Craft business models that map to value found in social networks

Integrate SIM strategies into current marketing activities

Be committed to improving products and services

LOYALTY

Usage

Multiple Products

Recommend to a Friend

AWARENESS

Broad Media

Direct Marketing

CONVERSION

Site Experience

CONSIDERATION

Landing Page

The value of your content is much greater when distributed outside the corporate environment vs. being locked up inside By selectively letting go of your assets, you will create more powerful marketing opportunities within social networks SIM is not about controlling the conversation, it’s about participating in the conversation (control was lost a long time ago) You can banish your fear of negative user generated content (they’re already talking behind your back, you just don’t know what they are saying) Realize the best way to keep power , is to share it What you must believe to succeed with SIM Copyright © 2008 Steve A. Furman

The value of your content is much greater when distributed outside the corporate environment vs. being locked up inside

By selectively letting go of your assets, you will create more powerful marketing opportunities within social networks

SIM is not about controlling the conversation, it’s about participating in the conversation (control was lost a long time ago)

You can banish your fear of negative user generated content (they’re already talking behind your back, you just don’t know what they are saying)

Realize the best way to keep power , is to share it

Entirely new marketing campaigns, and consumer touchpoints will be created The brand will be re-imagined and re-energized New online database can be created to capture preference information and user generated content to better target your products The more consumers see you in the culture flow , the more they will trust you Consumers will talk and share thoughts about your brand in the groundswell Brand evangelists will emerge as trusted sources for consumers who are in the critical consideration phase Benefits of practicing SIM Copyright © 2008 Steve A. Furman

Entirely new marketing campaigns, and consumer touchpoints will be created

The brand will be re-imagined and re-energized

New online database can be created to capture preference information and user generated content to better target your products

The more consumers see you in the culture flow , the more they will trust you

Consumers will talk and share thoughts about your brand in the groundswell

Brand evangelists will emerge as trusted sources for consumers who are in the critical consideration phase

Steve A. Furman http://expedientmeans.wordpress.com MEANS Expedient