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Culture Flow

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A brief framework for thinking about social influence marketing

A brief framework for thinking about social influence marketing

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  • 1. Culture Flow A Social Influence Marketing Framework MEANS Expedient
  • 2. A social network is a massive convergence of culture Copyright © 2008 Steve A. Furman
  • 3. 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
  • 4. 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
  • 5.
    • 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
  • 6. If you don’t like change, you’re going to like irrelevance even less – Tom Peters
  • 7. Social media must become an integral part of the marketing lifecycle experience for prospects and customers Copyright © 2008 Steve A. Furman
  • 8. 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
  • 9.
    • 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
  • 10.
    • 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
  • 11. Steve A. Furman http://expedientmeans.wordpress.com MEANS Expedient