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Social Influence Marketing Trends for 2010
Social Influence Marketing Trends for 2010
Social Influence Marketing Trends for 2010
Social Influence Marketing Trends for 2010
Social Influence Marketing Trends for 2010
Social Influence Marketing Trends for 2010
Social Influence Marketing Trends for 2010
Social Influence Marketing Trends for 2010
Social Influence Marketing Trends for 2010
Social Influence Marketing Trends for 2010
Social Influence Marketing Trends for 2010
Social Influence Marketing Trends for 2010
Social Influence Marketing Trends for 2010
Social Influence Marketing Trends for 2010
Social Influence Marketing Trends for 2010
Social Influence Marketing Trends for 2010
Social Influence Marketing Trends for 2010
Social Influence Marketing Trends for 2010
Social Influence Marketing Trends for 2010
Social Influence Marketing Trends for 2010
Social Influence Marketing Trends for 2010
Social Influence Marketing Trends for 2010
Social Influence Marketing Trends for 2010
Social Influence Marketing Trends for 2010
Social Influence Marketing Trends for 2010
Social Influence Marketing Trends for 2010
Social Influence Marketing Trends for 2010
Social Influence Marketing Trends for 2010
Social Influence Marketing Trends for 2010
Social Influence Marketing Trends for 2010
Social Influence Marketing Trends for 2010
Social Influence Marketing Trends for 2010
Social Influence Marketing Trends for 2010
Social Influence Marketing Trends for 2010
Social Influence Marketing Trends for 2010
Social Influence Marketing Trends for 2010
Social Influence Marketing Trends for 2010
Social Influence Marketing Trends for 2010
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Social Influence Marketing Trends for 2010

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Here are my top Social Influence Marketing Trends for 2010. Important trends and strategies to consider for your brand

Here are my top Social Influence Marketing Trends for 2010. Important trends and strategies to consider for your brand

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  • The social space is first and foremost about people and relationships.Technology and platforms come and go.
  • 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.
  • Transcript

    • 1. Social Influence Marketing Trends
      January 21, 2010
      @shivsingh
    • 2.
      The purpose of a business is to create a customer

      – Peter Drucker
      @shivsingh http://goingsocialnow.com
    • 3. The purpose of a business is to create a customer who creates customers
      @shivsingh http://goingsocialnow.com
    • 4. Leaving your only job to be taking care of your existing customers
      Trust me, that’ll be harder not easier…
      @shivsingh http://goingsocialnow.com
    • 5. TREND 1: SIM enters the mainstream
      @shivsingh http://goingsocialnow.com
    • 6. TREND
      1
      SOCIAL
      INFLUENCE MARKETING
      DIRECT RESPONSE
      BRAND MARKETING
      This is a new dimension of marketing and it cannot be ignored anymore. It is not a channel or a tactic
      @shivsingh http://goingsocialnow.com
    • 7. TREND
      1
      Dare you practice Social Influence Marketing?
      Allow the community to shape and evolve your brand
      Market to the community and not just the individual
      Use technology to bring you closer to customers, not further
      Let go of your content and the sanctity of your product pages
      Bring in the social graph and not just the customer
      @shivsingh http://goingsocialnow.com
    • 8. Practicing SIM produced measurable business results for Mattel. Revenue increased during the course of the effort
      @shivsingh http://goingsocialnow.com
    • 9. Do you need more of a justification for SIM? Pepsi using social instead of the Super Bowl ads for marketing purposes
      @shivsingh http://goingsocialnow.com
    • 10. TREND 2: Social influencers drive sales
    • 11. TREND
      2
      It is not just about a platform, yours or anyone else's
      @shivsingh http://goingsocialnow.com
    • 12. TREND
      2
      72% of internet users say they are exposed to too much advertising
      Are you doing anything about that?
      @shivsingh http://goingsocialnow.com
    • 13. TREND
      2
      We haven’t know how to reach these people
      And these have typically been ignored
      CUSTOMER
      Do you know who your key, social and peer influencers are?
      These continue to get the most attention
      @shivsingh http://goingsocialnow.com
    • 14. Savvy Auntie is a social influencer for Disney’s customers. They partnered with her in 2009 to reach their target audiences. Who are your Savvy Aunties?
      @shivsingh http://goingsocialnow.com
    • 15. TREND
      2
      Here are some others. Are you paying attention to these people? Do you know how to reach them? They matter more than you realize.
      @shivsingh http://goingsocialnow.com
    • 16. TREND 3: Putting people before brands
    • 17. TREND
      3
      By developing
      Social Influence Marketing Voices
      @shivsingh http://goingsocialnow.com
    • 18. TREND
      3
      SIM Voices
      Multiple, authentic individual voices
      Transparent and googleable
      Engaging and conversational
      Appears where conversations are
      Unique to the person not the company
      Manifested in a real person
      Used only by real people
      Brand Voices
      Singular company voice
      Reflects the brand personality
      Everybody follows the brand voice
      Appears in all brand touch points
      Usually unique to the company
      Sometimes manifested in a person
      Used everywhere –signage to ads
      You’ve probably spent a 100 years developing strong brand voices. Now its time to develop strong SIM voices
      @shivsingh http://goingsocialnow.com
    • 19. Once a upon a time Best Buy only advertised like this. The way many other companies continue to advertise
      @shivsingh http://goingsocialnow.com
    • 20. But then it started developing SIM Voices starting with the CMO, Barry Judge and other members of his team
      @shivsingh http://goingsocialnow.com
    • 21. Now they’ve taken their whole brand social – social influence marketing voices are the face of their brand across every channel and platform
      @shivsingh http://goingsocialnow.com
    • 22. TREND
      3
      Brand VoiceSocial Voice Social Brand
      Where are you on this continuum? Where do you need to be?
      @shivsingh http://goingsocialnow.com
    • 23. TREND
      3
      Your
      Community
      Your Brand
      Your Community
      Your Brand
      Also remember, you must make your community core
      @shivsingh http://goingsocialnow.com
    • 24. TREND 4: Every decision becomes social
    • 25. 3,000,000
      That’s the number of tweets a day. But what are they about?
      @shivsingh http://goingsocialnow.com
    • 26. They are about influence. Here’s research from the auto space
      @shivsingh http://goingsocialnow.com
    • 27. Social influencing matters in the car industry
      More than 20% of car recommendations by influencers are followed… even for such a personal purchase.
      Source: Yahoo! Advocacy Research.
      @shivsingh http://goingsocialnow.com
    • 28. As a new car is a key conversation topic
      Connected consumers will tell 20 PEOPLE on average.How many people did you tell about your purchase?
      AUTOS
      CONSUMER
      ELECTRONICS
      HOTELS
      20.3
      14.7
      11.1
      Source: Yahoo! Advocacy Research.
      @shivsingh http://goingsocialnow.com
    • 29. With brand conversations increasing online
      1 IN 10
      IS USING SOCIAL NETWORKS OR ONLINE FORUMS TO SHARE INFORMATION ABOUT PRODUCTS THEY LIKE.
      ADULTS
      21%
      OF CONSUMERS ARE LIKELY OR VERY LIKELY TO HAVE ONLINE SOCIAL INTERACTIONS WITH A CAR MANUFACTURER.
      Source: Forrester Research
      @shivsingh http://goingsocialnow.com
    • 30. The point is you’re never going to buy a car again alone. You’re influencing and are being influenced everyday
      @shivsingh http://goingsocialnow.com
    • 31. TREND 5: Measuring it all
    • 32. TREND
      5
      What’s your SIM Score?
      SIM Score = Conversation Share + Sentiment*
      *Adjusted for influence
      This can be the single brand health metric you use to manage your brand in the social web. Ad Age and Forrester think this is worth looking into.
      @shivsingh http://goingsocialnow.com
    • 33. IDEA
      5
      You can manage it against real world word of mouth too
      @shivsingh http://goingsocialnow.com
    • 34. Mutual Funds: SIM Score over three weeks
      And track it over time to understand how you’re indexing against competitors
      @shivsingh http://goingsocialnow.com
    • 35. IDEA
      5
      SIM Score questions to ask yourself
      • How does advertising impact the SIM Score?
      • 36. How does the SIM Score change during the lifetime of a campaign?
      • 37. Can you put a program in place to manage the SIM Score overtime?
      • 38. Does the SIM Score adjust appropriately for varying levels of influence?
      • 39. How does the SIM Score relate to other business metrics?
      • 40. Can the SIM Score serve as a leading indicator for sales?
    • The final question are you evolving at the pace SIM is?
      4
      1
      Experiments
      The nephew tests
      2
      Social Platform Rush for Brands
      3
      SIM Strategy
      Integrated Marketing
      You’re somewhere on this continuum
      4
      Social Brands
      Becoming more human
      5
      Real time Brands
      with real time products
      6
      Managing the Community Model
      And probably need to move into these areas too
      @shivsingh http://goingsocialnow.com
    • 41. 5 Trends for Social Influence Marketing
      SIM enters the mainstream
      Social influencers drive sales
      Putting people before brands
      Every decision becomes social
      Measuring it all
      @shivsingh http://goingsocialnow.com
    • 42. Thank You
      Shiv Singh
      http://goingsocialnow.com
      twitter.com/shivsingh

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