1. Social Influence Media
Alok Kumar Singh
Pondicherry University

2. It is facebook
which caused the
world’s worst
recession after
the great
depression.
But how?

3. What Radio took 38 yrs. to reach

4. What Television took 13
years to reach

5. What Internet took 4 yrs. to reach

6. What I pod took 3yrs. to reach

7. It is 50 million user that we are
talking about.

8. • It took facebook less than one year to reach
200 million users.
• That’s a clear lead over its predecessors.
• Facebook reduced office productivity by 50%
and thus caused recession.

9. Three most populous country of the
world are1
2
3
INDIA

10. Prior to the
internet the last
technology that
had any real effect
on the way people
sat down and
talked was table.
Prof. Clay Shirky

11. Old concept
The purpose of a business is to create
a customer.
Peter Drucker

12. New Concept
The purpose of a business is to create
customers who in turn create customers.

13. Welcome to Social media

14. Half the
marketing is
done if you have
identified the
right influential
groups.

15. Social Influence Marketing
It is about recognizing,
accounting and tapping
into the fact that as a
potential consumer
makes a purchasing
decision, he or she is
being influenced by
different circles of people
through conversations
with them, both online
and offline.

16. Role of influencers in the marketing funnel
Source: www.razorfish.com

17. Implications for Brands
Brands must know who influences perception
Brands must know the effect of influencers
throughout the marketing funnel
Known peer influencers matter most at the
bottom of the funnel
Don’t forget the impact of offline influencers

18. Why SIM ?
• Brands must socialize
with consumers
• Brands must develop
a credible social voice
• Brands must provide a
return on emotion to
their consumers.

19. Influencers drive brand affinity
Key influencers
have their own blogs, huge
Twitter followings and rarely
know their audiences personally.
Social influencers
are in consumer’s social graph
and influence brand affinity and
purchasing decisions through
consumer reviews, by updating
their own status and Twitter
feeds and commenting on blogs
and forums.
Social Influencers
Peer Influencers
Key Influencers

20. Known Peer Influencers
Are the closest to both the
purchasing decision and to
the consumer. They are
typically family members, or
part of the consumer’s inner
circle.
They influence the
purchasing decision most
directly.

21. Measuring Social Influence Marketing
Social Influence Marketing (SIM) Score, which
measures two critical attributes:
• The total share of consumer conversations
your brand has online- a measure of reach.
• The degree to which consumers like or
dislike your brand when they talk to each
other about you online - consumer sentiment
- a measure of likeability

22. CALCULATION
• SIM Score = Net Sentiment for the Brand/Net Sentiment
for the Industry
The components of the above formula are:
• Net Sentiment for the Brand =
(Positive + Neutral Conversations – Negative
Conversations)
/Total Conversations for the Brand
• Net Sentiment for the Industry =
(Positive + Neutral Conversations – Negative Conversations)
/Total Conversations for the Industry
Source: www.razorfish.com

23. Brands have to
dance with the
tunes of customer.
Are social websites
just a place ?