Culture Flow A Social Influence Marketing Framework MEANS Expedient
A social network is a massive convergence of  culture Copyright © 2008 Steve A. Furman
Social networking is the  flow  of content into media platforms Brands / Companies Consumers / Cultures Copyright © 2008 S...
LIFETIME VALUE <ul><li>AWARENESS </li></ul><ul><li>Broad Media </li></ul><ul><li>Direct Marketing </li></ul><ul><li>CONVER...
<ul><li>Social networks have given consumers more power </li></ul><ul><li>Linear communication, carefully controlled by br...
If you don’t like change, you’re going to like irrelevance even less –   Tom Peters
Social media must become an  integral  part of the marketing lifecycle experience for prospects and customers Copyright © ...
LIFETIME VALUE New model thinking Social Influence Marketing (SIM) <ul><li>Create snack-sized content that travels easily ...
<ul><li>The  value  of your content is much  greater  when distributed  outside  the corporate environment vs. being locke...
<ul><li>Entirely  new  marketing campaigns, and consumer  touchpoints  will be created </li></ul><ul><li>The brand will be...
Steve A. Furman http://expedientmeans.wordpress.com MEANS Expedient
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Culture Flow

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A brief framework for thinking about social influence marketing

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Culture Flow

  1. 1. Culture Flow A Social Influence Marketing Framework MEANS Expedient
  2. 2. A social network is a massive convergence of culture Copyright © 2008 Steve A. Furman
  3. 3. Social networking is the flow of content into media platforms Brands / Companies Consumers / Cultures Copyright © 2008 Steve A. Furman Blogs Social Networks Microblogs Peer Reviews Wikis Prediction Markets
  4. 4. LIFETIME VALUE <ul><li>AWARENESS </li></ul><ul><li>Broad Media </li></ul><ul><li>Direct Marketing </li></ul><ul><li>CONVERSION </li></ul><ul><li>Site Interaction </li></ul>REVENUE <ul><li>CONSIDERATION </li></ul><ul><li>Landing Page </li></ul>New Customers Existing Customers <ul><li>ENGAGEMENT </li></ul><ul><li>Broad Media </li></ul><ul><li>Direct Mail, E-mail </li></ul><ul><li>Site Experience </li></ul><ul><li>LOYALTY </li></ul><ul><li>Usage </li></ul><ul><li>Multiple Products </li></ul><ul><li>Recommend to a Friend </li></ul>The classic linear marketing funnel has been in practice for over 50 years <ul><li>Rigid silos now exist within organizations occupied by sales, marketing, service, advertising and IT </li></ul><ul><li>Communication channels are rarely integrated </li></ul><ul><li>Legacy technology challenges limit innovation </li></ul><ul><li>Push marketing strategies and tools are typically chosen </li></ul><ul><li>Shout marketing, not conversations dominate messaging </li></ul><ul><li>Brand assets / content are “protected” inside the walled garden </li></ul>Copyright © 2008 Steve A. Furman
  5. 5. <ul><li>Social networks have given consumers more power </li></ul><ul><li>Linear communication, carefully controlled by brands, has been pushed aside by consumers in favor of a sphere of information </li></ul><ul><li>Consumers no longer move in an orderly fashion from touchpoint to touchpoint </li></ul><ul><li>Users click to web sites, but go to blogs, communities and social networks looking for validation before they buy </li></ul>Social networks have broken the traditional model, and marketers are now faced with a complex social ecosphere Social Sphere of Information Copyright © 2008 Steve A. Furman Blogs Social Networks Microblogs Peer Reviews Wikis Prediction Markets
  6. 6. If you don’t like change, you’re going to like irrelevance even less – Tom Peters
  7. 7. Social media must become an integral part of the marketing lifecycle experience for prospects and customers Copyright © 2008 Steve A. Furman
  8. 8. LIFETIME VALUE New model thinking Social Influence Marketing (SIM) <ul><li>Create snack-sized content that travels easily </li></ul><ul><li>Develop social networks and applications that have meaning for its members </li></ul><ul><li>Clearly define and track SIM objectives and metrics </li></ul><ul><li>Craft business models that map to value found in social networks </li></ul><ul><li>Integrate SIM strategies into current marketing activities </li></ul><ul><li>Be committed to improving products and services </li></ul>New Customers Existing Customers <ul><li>LOYALTY </li></ul><ul><li>Usage </li></ul><ul><li>Multiple Products </li></ul><ul><li>Recommend to a Friend </li></ul>Social Influence Marketing Tools Copyright © 2008 Steve A. Furman Broad Media Direct Mail E-mail Social Networks Microblogs Peer Reviews Prediction Markets Wikis Blogs <ul><li>AWARENESS </li></ul><ul><li>Broad Media </li></ul><ul><li>Direct Marketing </li></ul><ul><li>CONVERSION </li></ul><ul><li>Site Experience </li></ul>REVENUE <ul><li>CONSIDERATION </li></ul><ul><li>Landing Page </li></ul>High Low Blogs Social Networks Microblogs Peer Reviews Prediction Markets Wikis Consumer Trust
  9. 9. <ul><li>The value of your content is much greater when distributed outside the corporate environment vs. being locked up inside </li></ul><ul><li>By selectively letting go of your assets, you will create more powerful marketing opportunities within social networks </li></ul><ul><li>SIM is not about controlling the conversation, it’s about participating in the conversation (control was lost a long time ago) </li></ul><ul><li>You can banish your fear of negative user generated content (they’re already talking behind your back, you just don’t know what they are saying) </li></ul><ul><li>Realize the best way to keep power , is to share it </li></ul>What you must believe to succeed with SIM Copyright © 2008 Steve A. Furman
  10. 10. <ul><li>Entirely new marketing campaigns, and consumer touchpoints will be created </li></ul><ul><li>The brand will be re-imagined and re-energized </li></ul><ul><li>New online database can be created to capture preference information and user generated content to better target your products </li></ul><ul><li>The more consumers see you in the culture flow , the more they will trust you </li></ul><ul><li>Consumers will talk and share thoughts about your brand in the groundswell </li></ul><ul><li>Brand evangelists will emerge as trusted sources for consumers who are in the critical consideration phase </li></ul>Benefits of practicing SIM Copyright © 2008 Steve A. Furman
  11. 11. Steve A. Furman http://expedientmeans.wordpress.com MEANS Expedient

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