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Social Influence Marketing Trends

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Razorfish
Razorfish

Razorfish VP, Global Social Media Lead, Shiv Singh's Top Social Influence Marketing Trends for 2010. Important trends and strategies to consider for your brand.

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Social Influence Marketing Trends January 21, 2010 @shivsingh
“ 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
TREND 1: SIM enters the mainstream @shivsingh http://goingsocialnow.com
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
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
Practicing SIM produced measurable business results for Mattel. Revenue increased during the course of the effort @shivsingh http://goingsocialnow.com
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
TREND 2: Social influencers drive sales
TREND 2 It is not just about a platform, yours or anyone else's @shivsingh http://goingsocialnow.com
TREND 2 72% of internet users say they are exposed to too much advertising Are you doing anything about that? @shivsingh http://goingsocialnow.com
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
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
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
TREND 3: Putting people before brands
TREND 3 By developing Social Influence Marketing Voices @shivsingh http://goingsocialnow.com
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
Once a upon a time Best Buy only advertised like this. The way many other companies continue to advertise @shivsingh http://goingsocialnow.com
But then it started developing SIM Voices starting with the CMO, Barry Judge and other members of his team @shivsingh http://goingsocialnow.com
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
TREND 3 Brand VoiceSocial Voice Social Brand Where are you on this continuum? Where do you need to be? @shivsingh http://goingsocialnow.com
TREND 3 Your Community Your Brand Your Community Your Brand Also remember, you must make your community core @shivsingh http://goingsocialnow.com
TREND 4: Every decision becomes social
3,000,000 That’s the number of tweets a day. But what are they about? @shivsingh http://goingsocialnow.com
They are about influence. Here’s research from the auto space @shivsingh http://goingsocialnow.com
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
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
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
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
TREND 5: Measuring it all
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
IDEA 5 You can manage it against real world word of mouth too @shivsingh http://goingsocialnow.com
Mutual Funds: SIM Score over three weeks And track it over time to understand how you’re indexing against competitors @shivsingh http://goingsocialnow.com
IDEA 5 SIM Score questions to ask yourself ,[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?

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Social Influence Marketing Trends

  • 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
  • 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.
  • 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.
  • 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

Editor's Notes

  1. The social space is first and foremost about people and relationships.Technology and platforms come and go.
  2. 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.