Big Idea #2: Social Influence Marketing™
Shiv Singh
VP & Global Social Media Lead

What if we all embraced
Social Influence Marketingcompletely?
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I’m breaking the rules…
You’re not getting one big idea,
instead we will talk about
five little ones
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1
IDEA
“The purpose of a
business is to create a
customer.”
– Peter Drucker
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1
IDEA
The purpose of a business is
to create a customer
who creates customers
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1
IDEA
Leaving your only job to be taking care
of your existing customers
Trust me, that’ll be harder not easier…
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2
IDEA
Innovate or Die
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2
IDEA
Innovate or Die
Innovate with others or die alone
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2
IDEA
Customers, Partners, Employees,
Shareholders, Competitors…
anyone who has an idea
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3
IDEA
Put your whole budget into
social influence marketing
Every single dollar and cent.
Do you dare?
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3
IDEA
WOM
Programs Social Media
Think of it as Advertising
fighting top down Social
Products &
brand impotence Earned
Utilities
Media
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4
IDEA
You’ll focus on Social CRM
You’ll know everything about your
customers and their friends
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Campaign 1
4
IDEA Campaign 2
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5
IDEA
Your Marketing
Department will
enter the 21st Century
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5
IDEA
CMO
Customer Product Marketing Public Interactive
Advertising
Research Marketing Operations Relations Marketing
Brand Direct
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5
IDEA
CMO
Customer
Customer Listening Customer Operations
Participation & Design
• No compartmentalization of digital • Research stops being passive
• No compartmentalization of PR • Advertising is about participating
• No paid/earned media separation • Marketing is also about designing
• No corporate/product marketing
separation
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5 Ideas
1. Customers creating customers
2. Innovating with others or dying alone
3. Daring to take your whole budget into SIM
4. Knowing your customers and their friends
5. Restructuring for the 21st century
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Thank You
Shiv Singh
shiv.singh@razorfish.com
http://www.goingsocialnow.com
Twitter: @shivsingh