Ana Mui Stanley, Self Employed at HomeYour ideas are excellent. Thanks for sharing. I’m Ana Mui Stanley, working on my latest site on lyrics, www.lyrics-search.org/ . I enjoy reading the slide.2 years ago
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JackOliviaI have learned a couple of things from your presentation. Nicely done!
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The social space is first and foremost about people and relationships. Technology and platforms come and go.
If control of the brand no longer resides completely in the hands of the brand itself, what are the guideposts to help brands join the conversation? To answer this, we looked at how consumers are influenced by social media as they move through the marketing funnel. When asked how certain sources influence respondents in the awareness, consideration, & action phases of marketing a purchase, respondents consistently attribute strong to heavy influence to word of mouth from known peers, both online and offline. In terms of brand perception during the awareness phases, independent blogs play a moderately influential role, trailing peer influencers by 31 percent. Interestingly, user-generated content from social influencers was just about as influential as corporate blogs. But as we move toward the action phase – when a purchase is about to e be made – influence from known peers asserts a substantial lead position. Independent blogs form key influencers exhibit little sway during the purchase phase, and branded corporate blogs exert almost none.
On the left is Best Buy’s more traditional digital presence in the form of its website and a display advertisement. On the right is the CMO’s blog which as you can see from the image is more personal and casual. Below that is his Twitter feed which includes personal replies. And at the bottom is another Best Buy employee’s Twitter account.
Customer Listening Customer Participation Customer Care
Customer Listening Customer Participation Customer Care
Social Influence Marketing at InBound Marketing SummitPresentation Transcript
Social Influence Marketing: 5 IDEAS October 10, 2009 @shivsingh http://goingsocialnow.com
The purpose of a business is to create a customer – Peter Drucker “ ” @shivsingh http://goingsocialnow.com
The purpose of a business is to create a customer who creates customers @shivsingh http://goingsocialnow.com
Leaving your only job to be taking care of your existing customers Trust me, that’ll be harder not easier… @shivsingh http://goingsocialnow.com
IDEA 1: Practice SIM everyday @shivsingh http://goingsocialnow.com
BRAND MARKETING DIRECT RESPONSE SOCIAL INFLUENCE MARKETING IDEA 1 @shivsingh http://goingsocialnow.com
Will you practice Social Influence Marketing?
Allow the community to shape and evolve your brand
Market to the community and not just the individual
Design social products and utilities, not just ads or micro-sites
Let go of your content and the sanctity of your product pages
Bring in the social graph and not just the customer
IDEA 1 @shivsingh http://goingsocialnow.com
But we focus on these the most These are powerful IDEA 1
And can you link it to your other marketing efforts?
Social engagement results in purchases 24 days later on average
Exposure equals 2.8 times likelihood of search, click rate increase 50%
Traditional media jump starts social - Subservient Chicken
34% retailers believe social media increased sales for them Shop.org
Social CRM scaling up. 70% of email vendors integrate social now
@shivsingh http://goingsocialnow.com
@shivsingh http://goingsocialnow.com
IDEA 2: Focus on the relationships @shivsingh http://goingsocialnow.com
It is not just about a platform, yours or anyone else's IDEA 2 @shivsingh http://goingsocialnow.com
Find out who is influencing your customer. Research influencer types IDEA 2 @shivsingh http://goingsocialnow.com CUSTOMER
IDEA 2 At different stages in the marketing funnel @shivsingh http://goingsocialnow.com
Don’t break the trust or get into trouble with the FTC @shivsingh http://goingsocialnow.com
Brand Voice Social Voice Social Brand How Best Buy is evolving with social voices
Brand accurately reflected
Single, anonymous and one way
Unique to the company
Consistent across touch points
Manifested in many real people
Brand is more human in social
Engaging and two way
Listens, learns and interacts
Social voice becomes brand personality
Represented on across all touch points including TV
@shivsingh http://goingsocialnow.com
IDEA 3: Put your community at the core @shivsingh http://goingsocialnow.com
72% of internet users say they are exposed to too much advertising IDEA 3 @shivsingh http://goingsocialnow.com
And publishers can’t just depend the same old strategies and tactics IDEA 3 @shivsingh http://goingsocialnow.com
So harness all of social IDEA 3 @shivsingh http://goingsocialnow.com Consumer Controlled High Fragmentation Influential Proprietary Low reach Information rich Expected High Reach Database Web sites SEO Branded Content Media partnerships PPC Display ePOS SMS/MMS Social marketing Blogs, forums UGC Viral/Seeding cost per interaction OWNED EARNED 2ct 10ct BOUGHT $1 2ct SOCIAL MEDIA
By putting community at the core of your brand Your Community Your Brand IDEA 3 Your Brand Your Community @shivsingh http://goingsocialnow.com
@shivsingh http://goingsocialnow.com
@shivsingh http://goingsocialnow.com
IDEA 4: Retool your Marketing Department @shivsingh http://goingsocialnow.com
What does this really mean? IDEA 4 @shivsingh http://goingsocialnow.com
IDEA 4 CMO Advertising Public Relations Product Marketing Customer Research Marketing Operations Interactive Marketing Media Brand Social Media Dude @shivsingh http://goingsocialnow.com
IDEA 5: Measure @shivsingh http://goingsocialnow.com
Measure everything IDEA 5 @shivsingh http://goingsocialnow.com
IDEA 5 @shivsingh http://goingsocialnow.com
What’s your SIM Score? SIM Score = Conversation Share + Sentiment * *Adjusted for influence IDEA 5 @shivsingh http://goingsocialnow.com
And account for the real world too @shivsingh http://goingsocialnow.com Company Share of Voice Net Sentiment SIM Score Bank of America 31.6% 66% 32 JPMorgan Chase 20.7% 62% 20 Wells Fargo 13.5% 71% 15 Citibank 13.6% 66% 14 Capital One 9.19% 69% 10 Wachovia 11.1% 62% 10 Company Online Share of Voice Offline Share of Voice Online Net Sentiment Offline Net Sentiment Bank of America 31.6% 33% 66% 66% Capital One 9.19% 5% 69% 74% Citibank 13.6% 16% 66% 55% JPMorgan Chase 20.7% 17% 62% 64% Wachovia 11.1% 16% 62% 50% Wells Fargo 13.5% 14% 71% 73% IDEA 5
Mutual Funds: SIM Score over three weeks @shivsingh http://goingsocialnow.com
Apparel Retailers: SIM Score over three months @shivsingh http://goingsocialnow.com
SIM Score questions to ask
How does advertising impact the SIM Score?
How does the SIM Score change during the lifetime of a campaign?
Does the SIM Score adjust appropriately for varying levels of influence?
How does the SIM Score relate to other business metrics?
Can the SIM Score serve as a leading indicator for sales?
Can you tie loyalty metrics to SIM Score metrics?
@shivsingh http://goingsocialnow.com
5 Ideas for Social Influence Marketing
Practice Social Influence Marketing
Focus on relationships not just platforms
Put your community at the core
Retool your Marketing Department
Measure what matters. Customize
@shivsingh http://goingsocialnow.com
Thank You
Shiv Singh
[email_address]
http://goingsocialnow.com
twitter.com/shivsingh
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http://www.riding-mower.org/la105-john-deere-lawn-tractor/ 3 years ago
John.
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Regards
Anisa
http://phonehut.info
http://www.jpolls.net 3 years ago