Social Influence Marketing at InBound Marketing Summit

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

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

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

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 4 CMO Customer Participation & Design Customer Listening Customer Operations
No compartmentalization of digital
No compartmentalization of PR
No paid/earned media separation
No corporate/product marketing separation
Research stops being singular
Advertising is about participating
Marketing is also about designing

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?

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

Thank You
Shiv Singh
[email_address]
http://goingsocialnow.com
twitter.com/shivsingh
Book is available for pre-order at Amazon, Barnes & Noble and Borders. On sale nationwide - October 26th

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Social Influence Marketing at InBound Marketing Summit

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