10. IDEA 2: Focus on the relationships @shivsingh http://goingsocialnow.com
11. It is not just about a platform, yours or anyone else's IDEA 2 @shivsingh http://goingsocialnow.com
12. Find out who is influencing your customer. Research influencer types IDEA 2 @shivsingh http://goingsocialnow.com CUSTOMER
13. IDEA 2 At different stages in the marketing funnel @shivsingh http://goingsocialnow.com
14. Don’t break the trust or get into trouble with the FTC @shivsingh http://goingsocialnow.com
15.
16. IDEA 3: Put your community at the core @shivsingh http://goingsocialnow.com
17. 72% of internet users say they are exposed to too much advertising IDEA 3 @shivsingh http://goingsocialnow.com
18. And publishers can’t just depend the same old strategies and tactics IDEA 3 @shivsingh http://goingsocialnow.com
19. 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
20. By putting community at the core of your brand Your Community Your Brand IDEA 3 Your Brand Your Community @shivsingh http://goingsocialnow.com
23. IDEA 4: Retool your Marketing Department @shivsingh http://goingsocialnow.com
24. What does this really mean? IDEA 4 @shivsingh http://goingsocialnow.com
25. IDEA 4 CMO Advertising Public Relations Product Marketing Customer Research Marketing Operations Interactive Marketing Media Brand Social Media Dude @shivsingh http://goingsocialnow.com
30. What’s your SIM Score? SIM Score = Conversation Share + Sentiment * *Adjusted for influence IDEA 5 @shivsingh http://goingsocialnow.com
31. 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
32. Mutual Funds: SIM Score over three weeks @shivsingh http://goingsocialnow.com
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