Social Influence Marketing


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Social Influence Marketing

  1. 1. Symbiosis Institute of Media and Communication, Pune Integrated Marketing Communication Prof. Sonali B.Social Influence Marketing Submitted By: Yasmin Hussain 144 MBA - Ad 2013
  2. 2. WOMM/WOMAWord of Mouth: The act of consumers providing information to otherconsumers.Word of Mouth Marketing: Giving people a reason to talk about yourproducts and services, and making it easier for that conversation totake place. It is the art and science of building active, mutuallybeneficial consumer-to-consumer and consumer-to-marketercommunications.Word of mouth is a pre-existing phenomenon that marketers are onlynow learning how to harness, amplify, and improve. Word of mouthmarketing isnt about creating word of mouth -- its learning how tomake it work within a marketing objective.That said, word of mouth can be encouraged and facilitated.Companies can work hard to make people happier, they can listen toconsumers, they can make it easier for them to tell their friends, andthey can make certain that influential individuals know about the goodqualities of a product or service.Word of mouth marketing empowers people to share their experiences.Its harnessing the voice of the customer for the good of the brand.And its acknowledging that the unsatisfied customer is equallypowerful.Word of mouth cant be faked or invented. Attempting to fake word ofmouth is unethical and creates a backlash, damages the brand, andtarnishes the corporate reputation. Legitimate word of mouth marketingacknowledges consumers’ intelligence -- it never attempts to fool them.Ethical marketers reject all tactics related to manipulation, deception,infiltration, or dishonesty.All word of mouth marketing techniques are based on the concepts ofcustomer satisfaction, two-way dialog, and transparent communications.The basic elements are: • Educating people about your products and services • Identifying people most likely to share their opinions • Providing tools that make it easier to share information • Studying how, where, and when opinions are being shared • Listening and responding to supporters, detractors, and neutrals
  3. 3. TYPES OF WOMM/WOMA1. Buzz Marketing: Using high-profile entertainment or news to getpeople to talk about your brand.2. Viral Marketing: Creating entertaining or informative messages thatare designed to be passed along in an exponential fashion, oftenelectronically or by email.3. Community Marketing: Forming or supporting niche communities thatare likely to share interests about the brand (such as user groups, fanclubs, and discussion forums); providing tools, content, and informationto support those communities.4. Grassroots Marketing: Organizing and motivating volunteers toengage in personal or local outreach.5. Evangelist Marketing: Cultivating evangelists, advocates, or volunteerswho are encouraged to take a leadership role in actively spreading theword on your behalf.6. Product Seeding: Placing the right product into the right hands atthe right time, providing information or samples to influentialindividuals.7. Influencer Marketing: Identifying key communities and opinionleaders who are likely to talk about products and have the ability toinfluence the opinions of others.8. Cause Marketing: Supporting social causes to earn respect andsupport from people who feel strongly about the cause.9. Conversation Creation: Interesting or fun advertising, emails, catchphrases, entertainment, or promotions designed to start word of mouthactivity.10. Brand Blogging: Creating blogs and participating in theblogosphere, in the spirit of open, transparent communications; sharinginformation of value that the blog community may talk about.11. Referral Programs: Creating tools that enable satisfied customersto refer their friends. SOCIAL INFLUENCE MARKETING
  4. 4. Social Influence Marketing is about engaging with social media andsocial influencers to achieve the marketing and business needs of anorganization.We call it Social influence Marketing (SIM) in recognition of theincreasing role online social influence plays in brand affinity andpurchasing decisions.Consumers are communicating more than ever online and makingmore of their choices based on the opinions of others – sometimesfriends, sometimes experts and sometimes complete strangers. It’sabout peers influencing peers and brands engaging with consumers’ onthe consumers’ terms – wherever and whenever the consumers choose.In less than two years, social networking has transformed the way wecommunicate. And for brands, it has opened up new ways to engagewith consumers.Display advertising is certainly a viable ad model in socialenvironments, but the real opportunity for marketers is to leverage theunprecedented community-building aspects to build their brands.Marketers are experimenting while getting better attuned to consumersopinions of their efforts.Six Cs of social influence marketing are:1. ContentIn 2007, for better or worse many companies experimented with socialnetworking environments. Brands like Victoria Secrets loungewear linePINK and Nike seem to thrive in the space, giving consumers accessto unique content they cant get anywhere else. Access to valuabletools and content is a key factor in a consumers decision to interactwith a brand.Regardless of their goals, brands need to think about customizing bite-sized, portable content or experiences for their most prominent targetsegments—content that their "friends" would be proud to display,share, or support.2. CustomizationUsers crave the ability to customize, post and share content. Onsocial networks like MySpace or Facebook, users define themselvesthrough their personalized profile pages and the elements that theychoose to display. On sites like YouTube and Flickr, users are building
  5. 5. custom video or seeking content that represents their particular likes,interests or sense of humor. Marketers need to empower consumers toexpress themselves. In most cases, brands can craft the framework ofa social media campaign, but the customization of content and thedialogue is up to the consumer.3. CommunityThe foundation of every community is a relationship rooted in trustand mutual interest. Brands need to understand the community theyare convening with and what holds them together. Marketers shouldthink carefully about how to personify and express their brandsappropriately.The adage "build it and they will come" is not applicable here. Tobuild community within social media campaigns, brands need toachieve several things:• Give users a reason to interact with your brand frequently byproviding unique content, value or engagement.• Let your content travel by distributing it across widgets and othermechanisms beyond your Web site.• Consider adding social networking experiences on your site relatingback to your brand pages on social networking sites.4. ConversationMany consumers represent aspects of their personalities through thebrands they associate with, advocate or even criticize. Dialogue ishappening openly among consumers, which creates both anopportunity and a challenge. Brands can tap into positive buzz andbuild a network of advocates to support customer relationship buildingand new sales. But brands must also accept the negative conversationand hear the signals that may help them mitigate a problem before itescalates.Social networking environments are public, but from the point of viewof consumers, it is still considered private space. Brands need torespect this and explore how they can create benefit with consumersthat will warrant their welcome and continued conversation.5. CommerceStandards and metrics for measuring success in the social mediaspace are not yet well defined and vary based on the advertiser, typeof campaign and the environment. The metrics you lay out in thebeginning of a campaign need to factor in the environment and its
  6. 6. nuances. There is one factor around social influence marketing thatcan give marketers more immediate satisfaction: commerce. Brandscan gain a return on their investment beyond customer relationshipbuilding or branding.6. CommitmentConsumers expect brands to bring some kind of benefit to thecommunity they foster. Any brand can enter the social media spaceon a campaign level or experimental basis, but those who can actuallymake a commitment to building a presence, a community of friendsand a steady amount of new content to keep their communitiesengaged will benefit most. VIRAL MARKETING VS BUZZ MARKETING Viral Marketing is an attempt to deliver a marketing message that spreads quickly and exponentially among consumers. Today, this often comes in the form of an email message or video. At its best, it is word of mouth enabled, and at its worst, it is just another interruptive marketing message. The heart of a viral ad campaign is the content. People don’t spread the ad because they love your brand, they spread it because they adore the content. Viral Marketing kills two birds with one stone – It avoids the need to have a product with a wow factor in order to raise awareness, generate buzz and kickstart peer-to-peer spread. Instead, the viral campaign’s communication agent is the element that needs a wow factor.– Viral campaigns ‘work’ the Internet to deliver exposure via peer to- peer endorsement. The focus is on campaigns with material that consumers want to spend time interacting with and spreading proactively.The point of a viral campaign is not only to ‘go viral’, but also tobenefit the brand strategically.Some viral marketing methods are: • face-to-face communication • phone conversations • text messages
  7. 7. • online profile pages • blog posts • message board threads, • instant messages • emailsBuzz Marketing is an event or activity that generates publicity,excitement, and information to the consumer. It is usually somethingthat combines a wacky, jaw-dropping event or experience with purebranding. If buzz is done right, people will write about it, so itessentially becomes a great PR vehicle.Example:When Richard Branson wanted to launch his mobile services inAmerica, he wanted to create a splash, a buzz. It was decided to dropRichard Branson from a skyscraper into Times Square in New YorkCity at rush hour — naked. At the same time, have two hundredpeople, dressed up in red spandex suits, running around handing outproduct samples and information leaflets, and otherwise scaring thehell out of the commuters running for the five o’clock train.Objectives:– A type of PR whereby you engage in either publicity stunts or plantcontent (Blogs, articles, message board postings) hoping to get a"buzz" generated about your brand.Characteristics:– Mostly offline spread initiated by e.g. online campaign– Requires great product– Under-promise, over-deliverSome techniques of buzz marketing are: • Multi-site presence • Posted editorials • Created testimonials • Normal banner campaign • Blogs • Multi-channel presence • Orchestrated TV, radio, print and web campaign • Desired effect • "Everywhere you go, you hear people talking about it" • No blatant ads, just omni-present presences