Culture Flow

Culture Flow A Social Influence Marketing Framework MEANS Expedient

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

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

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

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

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

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

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

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Culture Flow

by Steve Furman on Mar 08, 2008

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Culture Flow — Presentation Transcript