Social Influence Marketing Trends for 2010

Social Influence Marketing Trends,[object Object],January 21, 2010,[object Object],@shivsingh,[object Object]

“,[object Object],The purpose of a business is to create a customer,[object Object],”,[object Object],– Peter Drucker,[object Object],@shivsingh http://goingsocialnow.com,[object Object]

The purpose of a business is to create a customer who creates customers,[object Object],@shivsingh http://goingsocialnow.com,[object Object]

Leaving your only job to be taking care of your existing customers,[object Object],Trust me, that’ll be harder not easier…,[object Object],@shivsingh http://goingsocialnow.com,[object Object]

TREND 1: SIM enters the mainstream,[object Object],@shivsingh http://goingsocialnow.com,[object Object]

TREND,[object Object],1,[object Object],SOCIAL,[object Object],INFLUENCE MARKETING,[object Object],DIRECT RESPONSE,[object Object],BRAND MARKETING,[object Object],This is a new dimension of marketing and it cannot be ignored anymore. It is not a channel or a tactic,[object Object],@shivsingh http://goingsocialnow.com,[object Object]

TREND,[object Object],1,[object Object],Dare you practice Social Influence Marketing?,[object Object],Allow the community to shape and evolve your brand,[object Object],Market to the community and not just the individual,[object Object],Use technology to bring you closer to customers, not further,[object Object],Let go of your content and the sanctity of your product pages,[object Object],Bring in the social graph and not just the customer,[object Object],@shivsingh http://goingsocialnow.com,[object Object]

Practicing SIM produced measurable business results for Mattel. Revenue increased during the course of the effort,[object Object],@shivsingh http://goingsocialnow.com,[object Object]

Do you need more of a justification for SIM? Pepsi using social instead of the Super Bowl ads for marketing purposes,[object Object],@shivsingh http://goingsocialnow.com,[object Object]

TREND 2: Social influencers drive sales,[object Object]

TREND,[object Object],2,[object Object],It is not just about a platform, yours or anyone else's,[object Object],@shivsingh http://goingsocialnow.com,[object Object]

TREND,[object Object],2,[object Object],72% of internet users say they are exposed to too much advertising,[object Object],Are you doing anything about that?,[object Object],@shivsingh http://goingsocialnow.com,[object Object]

TREND,[object Object],2,[object Object],We haven’t know how to reach these people,[object Object],And these have typically been ignored,[object Object],CUSTOMER,[object Object],Do you know who your key, social and peer influencers are?,[object Object],These continue to get the most attention,[object Object],@shivsingh http://goingsocialnow.com,[object Object]

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?,[object Object],@shivsingh http://goingsocialnow.com,[object Object]

TREND,[object Object],2,[object Object],Here are some others. Are you paying attention to these people? Do you know how to reach them? They matter more than you realize.,[object Object],@shivsingh http://goingsocialnow.com,[object Object]

TREND 3: Putting people before brands,[object Object]

TREND,[object Object],3,[object Object],By developing ,[object Object],Social Influence Marketing Voices,[object Object],@shivsingh http://goingsocialnow.com,[object Object]

TREND,[object Object],3,[object Object],SIM Voices,[object Object],Multiple, authentic individual voices,[object Object],Transparent and googleable,[object Object],Engaging and conversational,[object Object],Appears where conversations are,[object Object],Unique to the person not the company,[object Object],Manifested in a real person,[object Object],Used only by real people,[object Object],Brand Voices,[object Object],Singular company voice,[object Object],Reflects the brand personality,[object Object],Everybody follows the brand voice,[object Object],Appears in all brand touch points,[object Object],Usually unique to the company,[object Object],Sometimes manifested in a person,[object Object],Used everywhere –signage to ads,[object Object],You’ve probably spent a 100 years developing strong brand voices. Now its time to develop strong SIM voices,[object Object],@shivsingh http://goingsocialnow.com,[object Object]

Once a upon a time Best Buy only advertised like this. The way many other companies continue to advertise,[object Object],@shivsingh http://goingsocialnow.com,[object Object]

But then it started developing SIM Voices starting with the CMO, Barry Judge and other members of his team ,[object Object],@shivsingh http://goingsocialnow.com,[object Object]

Now they’ve taken their whole brand social – social influence marketing voices are the face of their brand across every channel and platform,[object Object],@shivsingh http://goingsocialnow.com,[object Object]

TREND,[object Object],3,[object Object], Brand VoiceSocial Voice Social Brand,[object Object],Where are you on this continuum? Where do you need to be?,[object Object],@shivsingh http://goingsocialnow.com,[object Object]

TREND,[object Object],3,[object Object],Your ,[object Object],Community,[object Object],Your Brand,[object Object],Your Community ,[object Object],Your Brand,[object Object],Also remember, you must make your community core,[object Object],@shivsingh http://goingsocialnow.com,[object Object]

TREND 4: Every decision becomes social,[object Object]

3,000,000,[object Object],That’s the number of tweets a day. But what are they about?,[object Object],@shivsingh http://goingsocialnow.com,[object Object]

They are about influence. Here’s research from the auto space,[object Object],@shivsingh http://goingsocialnow.com,[object Object]

Social influencing matters in the car industry,[object Object],More than 20% of car recommendations by influencers are followed… even for such a personal purchase.,[object Object],Source: Yahoo! Advocacy Research.,[object Object],@shivsingh http://goingsocialnow.com,[object Object]

As a new car is a key conversation topic,[object Object],Connected consumers will tell 20 PEOPLE on average.How many people did you tell about your purchase?,[object Object],AUTOS,[object Object],CONSUMER,[object Object],ELECTRONICS,[object Object],HOTELS,[object Object],20.3,[object Object],14.7,[object Object],11.1,[object Object],Source: Yahoo! Advocacy Research.,[object Object],@shivsingh http://goingsocialnow.com,[object Object]

With brand conversations increasing online,[object Object],1 IN 10,[object Object],IS USING SOCIAL NETWORKS OR ONLINE FORUMS TO SHARE INFORMATION ABOUT PRODUCTS THEY LIKE.,[object Object],ADULTS,[object Object],21%,[object Object],OF CONSUMERS ARE LIKELY OR VERY LIKELY TO HAVE ONLINE SOCIAL INTERACTIONS WITH A CAR MANUFACTURER.,[object Object],Source: Forrester Research,[object Object],@shivsingh http://goingsocialnow.com,[object Object]

The point is you’re never going to buy a car again alone. You’re influencing and are being influenced everyday,[object Object],@shivsingh http://goingsocialnow.com,[object Object]

TREND 5: Measuring it all,[object Object]

TREND,[object Object],5,[object Object],What’s your SIM Score?,[object Object],SIM Score = Conversation Share + Sentiment*,[object Object],*Adjusted for influence,[object Object],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.,[object Object],@shivsingh http://goingsocialnow.com,[object Object]

IDEA,[object Object],5,[object Object],You can manage it against real world word of mouth too,[object Object],@shivsingh http://goingsocialnow.com,[object Object]

Mutual Funds: SIM Score over three weeks,[object Object],And track it over time to understand how you’re indexing against competitors,[object Object],@shivsingh http://goingsocialnow.com,[object Object]

IDEA,[object Object],5,[object Object],SIM Score questions to ask yourself,[object Object],[object Object]

How does the SIM Score change during the lifetime of a campaign?

Can you put a program in place to manage the SIM Score overtime?

Does the SIM Score adjust appropriately for varying levels of influence?

Social Influence Marketing Trends for 2010

Social Influence Marketing Trends for 2010

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