Razorfish - Shiv Singh on Social Influence Marketing

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Big Idea 2: Social Influence Marketing was delivered by Razorfish Shiv Singh's on April 22, 2009, at the 9th Annual Razorfish Client Summit (#rzcs on Twitter).

Big Idea 2: Social Influence Marketing was delivered by Razorfish Shiv Singh's on April 22, 2009, at the 9th Annual Razorfish Client Summit (#rzcs on Twitter).

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  • 1. Big Idea #2: Social Influence Marketing™ Shiv Singh VP & Global Social Media Lead
  • 2. What if we all embraced Social Influence Marketingcompletely? Page 2© 2009 Razorfish. All rights reserved.
  • 3. I’m breaking the rules… You’re not getting one big idea, instead we will talk about five little ones Page 3© 2009 Razorfish. All rights reserved.
  • 4. 1 IDEA “The purpose of a business is to create a customer.” – Peter Drucker Page 4© 2009 Razorfish. All rights reserved.
  • 5. 1 IDEA The purpose of a business is to create a customer who creates customers Page 5© 2009 Razorfish. All rights reserved.
  • 6. 1 IDEA Leaving your only job to be taking care of your existing customers Trust me, that’ll be harder not easier… Page 6© 2009 Razorfish. All rights reserved.
  • 7. 2 IDEA Innovate or Die Page 7© 2009 Razorfish. All rights reserved.
  • 8. 2 IDEA Innovate or Die Innovate with others or die alone Page 8© 2009 Razorfish. All rights reserved.
  • 9. 2 IDEA Customers, Partners, Employees, Shareholders, Competitors… anyone who has an idea Page 9© 2009 Razorfish. All rights reserved.
  • 10. 3 IDEA Put your whole budget into social influence marketing Every single dollar and cent. Do you dare? Page 10© 2009 Razorfish. All rights reserved.
  • 11. 3 IDEA WOM Programs Social Media Think of it as Advertising fighting top down Social Products & brand impotence Earned Utilities Media Page 11© 2009 Razorfish. All rights reserved.
  • 12. 4 IDEA You’ll focus on Social CRM You’ll know everything about your customers and their friends Page 12© 2009 Razorfish. All rights reserved.
  • 13. Campaign 1 4 IDEA Campaign 2 Page 13© 2009 Razorfish. All rights reserved.
  • 14. 5 IDEA Your Marketing Department will enter the 21st Century Page 14© 2009 Razorfish. All rights reserved.
  • 15. 5 IDEA CMO Customer Product Marketing Public Interactive Advertising Research Marketing Operations Relations Marketing Brand Direct Page 15© 2009 Razorfish. All rights reserved.
  • 16. 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 Page 16© 2009 Razorfish. All rights reserved.
  • 17. 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 Page 17© 2009 Razorfish. All rights reserved.
  • 18. Thank You Shiv Singh shiv.singh@razorfish.com http://www.goingsocialnow.com Twitter: @shivsingh