Social Influence Marketing at InBound Marketing Summit

50 %
50 %
Information about Social Influence Marketing at InBound Marketing Summit
Business & Mgmt

Published on October 8, 2009

Author: shivsingh

Source: slideshare.net

Description

My presentation at the InBound Marketing Summit. Also includes information about my upcoming book

Social Influence Marketing: 5 IDEAS October 10, 2009 @shivsingh http://goingsocialnow.com

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

IDEA 1: Practice SIM everyday @shivsingh http://goingsocialnow.com

BRAND MARKETING DIRECT RESPONSE SOCIAL INFLUENCE MARKETING IDEA 1 @shivsingh http://goingsocialnow.com

Will you practice Social Influence Marketing? Allow the community to shape and evolve your brand Market to the community and not just the individual Design social products and utilities, not just ads or micro-sites Let go of your content and the sanctity of your product pages Bring in the social graph and not just the customer IDEA 1 @shivsingh http://goingsocialnow.com

Will you practice Social Influence Marketing?

Allow the community to shape and evolve your brand

Market to the community and not just the individual

Design social products and utilities, not just ads or micro-sites

Let go of your content and the sanctity of your product pages

Bring in the social graph and not just the customer

But we focus on these the most These are powerful IDEA 1 And can you link it to your other marketing efforts? Social engagement results in purchases 24 days later on average Exposure equals 2.8 times likelihood of search, click rate increase 50% Traditional media jump starts social - Subservient Chicken 34% retailers believe social media increased sales for them Shop.org Social CRM scaling up. 70% of email vendors integrate social now @shivsingh http://goingsocialnow.com

And can you link it to your other marketing efforts?

Social engagement results in purchases 24 days later on average

Exposure equals 2.8 times likelihood of search, click rate increase 50%

Traditional media jump starts social - Subservient Chicken

34% retailers believe social media increased sales for them Shop.org

Social CRM scaling up. 70% of email vendors integrate social now

@shivsingh http://goingsocialnow.com

IDEA 2: Focus on the relationships @shivsingh http://goingsocialnow.com

It is not just about a platform, yours or anyone else's IDEA 2 @shivsingh http://goingsocialnow.com

Find out who is influencing your customer. Research influencer types IDEA 2 @shivsingh http://goingsocialnow.com CUSTOMER

IDEA 2 At different stages in the marketing funnel @shivsingh http://goingsocialnow.com

Don’t break the trust or get into trouble with the FTC @shivsingh http://goingsocialnow.com

Brand Voice Social Voice Social Brand How Best Buy is evolving with social voices Brand accurately reflected Single, anonymous and one way Unique to the company Consistent across touch points Manifested in many real people Brand is more human in social Engaging and two way Listens, learns and interacts Social voice becomes brand personality Represented on across all touch points including TV @shivsingh http://goingsocialnow.com

Brand accurately reflected

Single, anonymous and one way

Unique to the company

Consistent across touch points

Manifested in many real people

Brand is more human in social

Engaging and two way

Listens, learns and interacts

Social voice becomes brand personality

Represented on across all touch points including TV

IDEA 3: Put your community at the core @shivsingh http://goingsocialnow.com

72% of internet users say they are exposed to too much advertising IDEA 3 @shivsingh http://goingsocialnow.com

And publishers can’t just depend the same old strategies and tactics IDEA 3 @shivsingh http://goingsocialnow.com

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

By putting community at the core of your brand Your Community Your Brand IDEA 3 Your Brand Your Community @shivsingh http://goingsocialnow.com

@shivsingh http://goingsocialnow.com

@shivsingh http://goingsocialnow.com

IDEA 4: Retool your Marketing Department @shivsingh http://goingsocialnow.com

What does this really mean? IDEA 4 @shivsingh http://goingsocialnow.com

IDEA 4 CMO Advertising Public Relations Product Marketing Customer Research Marketing Operations Interactive Marketing Media Brand Social Media Dude @shivsingh http://goingsocialnow.com

IDEA 4 CMO Customer Participation & Design Customer Listening Customer Operations No compartmentalization of digital No compartmentalization of PR No paid/earned media separation No corporate/product marketing separation Research stops being singular Advertising is about participating Marketing is also about designing @shivsingh http://goingsocialnow.com

No compartmentalization of digital

No compartmentalization of PR

No paid/earned media separation

No corporate/product marketing separation

Research stops being singular

Advertising is about participating

Marketing is also about designing

IDEA 5: Measure @shivsingh http://goingsocialnow.com

Measure everything IDEA 5 @shivsingh http://goingsocialnow.com

IDEA 5 @shivsingh http://goingsocialnow.com

What’s your SIM Score? SIM Score = Conversation Share + Sentiment * *Adjusted for influence IDEA 5 @shivsingh http://goingsocialnow.com

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

Mutual Funds: SIM Score over three weeks @shivsingh http://goingsocialnow.com

Apparel Retailers: SIM Score over three months @shivsingh http://goingsocialnow.com

SIM Score questions to ask How does advertising impact the SIM Score? How does the SIM Score change during the lifetime of a campaign? Does the SIM Score adjust appropriately for varying levels of influence? How does the SIM Score relate to other business metrics? Can the SIM Score serve as a leading indicator for sales? Can you tie loyalty metrics to SIM Score metrics? @shivsingh http://goingsocialnow.com

How does advertising impact the SIM Score?

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

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

How does the SIM Score relate to other business metrics?

Can the SIM Score serve as a leading indicator for sales?

Can you tie loyalty metrics to SIM Score metrics?

5 Ideas for Social Influence Marketing Practice Social Influence Marketing Focus on relationships not just platforms Put your community at the core Retool your Marketing Department Measure what matters. Customize @shivsingh http://goingsocialnow.com

Practice Social Influence Marketing

Focus on relationships not just platforms

Put your community at the core

Retool your Marketing Department

Measure what matters. Customize

Thank You Shiv Singh [email_address] http://goingsocialnow.com twitter.com/shivsingh Book is available for pre-order at Amazon, Barnes & Noble and Borders. On sale nationwide - October 26th

Shiv Singh

[email_address]

http://goingsocialnow.com

twitter.com/shivsingh

Add a comment

Related presentations

Canvas Prints at Affordable Prices make you smile.Visit http://www.shopcanvasprint...

30 Días en Bici en Gijón organiza un recorrido por los comercios históricos de la ...

Con el fin de conocer mejor el rol que juega internet en el proceso de compra en E...

With three established projects across the country and seven more in the pipeline,...

Retailing is not a rocket science, neither it's walk-in-the-park. In this presenta...

What is research??

What is research??

April 2, 2014

Explanatory definitions of research in depth...

Related pages

Inbound Marketing Summit - Premiere Marketing Event

... from social media marketing, to executing mobile marketing campaigns, to web publishing ... Launched in 2008, Inbound Marketing Summit (IMS) ...
Read more

2014 Agenda - Inbound Marketing Summit

Inbound Marketing Summit; ... your business with an inbound approach to marketing ... Social, Content and Inbound Marketing in a real ...
Read more

Inbound Marketing Summit - Duct Tape Marketing

Inbound marketing is such a powerful way to look at ... media marketing world at the Inbound Marketing Summit 2009 in San ... 2016 Social Media Marketing ...
Read more

Inbound Marketing Summit | Socialmedia.biz

... Inbound Marketing Summit. ... put out separate social media, tech, marketing and mobile ... Conference, Inbound, Inbound Marketing Summit, ...
Read more

Influence Agents | LinkedIn

See who you know at Influence Agents, ... Get in touch for a free Inbound Marketing Assessment for ... Social Media Marketing, Social Media Strategy ...
Read more

About Us | Alaska Inbound Marketing Summit

Why did we decide to create the Alaska Inbound Marketing Summit? ... testing” and “client relevant social media marketing. ... influence and access ...
Read more

Inbound Marketing Summit - Zaptitude

Join Good Influence at the Altman Building in New York, NY for the premier conference on social strategy and branding, content marketing, online video ...
Read more

Inbound Marketing Summit NYC 2012 - Home - Social ...

Inbound Marketing Summit ... Inbound marketing is the practice of ... new technology sales strategy SEO social marketing social media social media ...
Read more

INBOUND 2016 - Nov 8-11, 2016 Boston, MA - Marketing and ...

Join thousands of marketing and sales professionals from around the globe for the world's ... Experience the ultimate in Inbound marketing and sales ...
Read more