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Social Influence Marketing Trends<br />January 21, 2010<br />@shivsingh<br />

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“<br />The purpose of a business is to create a customer<br />”<br />– Peter Drucker<br />@shivsingh http://goingsocialnow.com<br />

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The purpose of a business is to create a customer who creates customers<br />@shivsingh http://goingsocialnow.com<br />

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

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TREND 1: SIM enters the mainstream<br />@shivsingh http://goingsocialnow.com<br />

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

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

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Practicing SIM produced measurable business results for Mattel. Revenue increased during the course of the effort<br />@shivsingh http://goingsocialnow.com<br />

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Do you need more of a justification for SIM? Pepsi using social instead of the Super Bowl ads for marketing purposes<br />@shivsingh http://goingsocialnow.com<br />

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TREND 2: Social influencers drive sales<br />

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TREND<br />2<br />It is not just about a platform, yours or anyone else&apos;s<br />@shivsingh http://goingsocialnow.com<br />

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TREND<br />2<br />72% of internet users say they are exposed to too much advertising<br />Are you doing anything about that?<br />@shivsingh http://goingsocialnow.com<br />

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

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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?<br />@shivsingh http://goingsocialnow.com<br />

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

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TREND 3: Putting people before brands<br />

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TREND<br />3<br />By developing <br />Social Influence Marketing Voices<br />@shivsingh http://goingsocialnow.com<br />

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

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Once a upon a time Best Buy only advertised like this. The way many other companies continue to advertise<br />@shivsingh http://goingsocialnow.com<br />

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

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Now they’ve taken their whole brand social – social influence marketing voices are the face of their brand across every channel and platform<br />@shivsingh http://goingsocialnow.com<br />

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TREND<br />3<br /> Brand VoiceSocial Voice Social Brand<br />Where are you on this continuum? Where do you need to be?<br />@shivsingh http://goingsocialnow.com<br />

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TREND<br />3<br />Your <br />Community<br />Your Brand<br />Your Community <br />Your Brand<br />Also remember, you must make your community core<br />@shivsingh http://goingsocialnow.com<br />

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TREND 4: Every decision becomes social<br />

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3,000,000<br />That’s the number of tweets a day. But what are they about?<br />@shivsingh http://goingsocialnow.com<br />

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They are about influence. Here’s research from the auto space<br />@shivsingh http://goingsocialnow.com<br />

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

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

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

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The point is you’re never going to buy a car again alone. You’re influencing and are being influenced everyday<br />@shivsingh http://goingsocialnow.com<br />

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TREND 5: Measuring it all<br />

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

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IDEA<br />5<br />You can manage it against real world word of mouth too<br />@shivsingh http://goingsocialnow.com<br />

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Mutual Funds: SIM Score over three weeks<br />And track it over time to understand how you’re indexing against competitors<br />@shivsingh http://goingsocialnow.com<br />

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IDEA<br />5<br />SIM Score questions to ask yourself<br /><ul><li>How does advertising impact the SIM Score?

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

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

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

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How does the SIM Score relate to other business metrics?

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Can the SIM Score serve as a leading indicator for sales?</li></li></ul><li>The final question are you evolving at the pace SIM is?<br />4<br />1<br />Experiments<br />The nephew tests<br />2<br />Social Platform Rush for Brands<br />3 <br />SIM Strategy<br />Integrated Marketing<br />You’re somewhere on this continuum<br />4<br />Social Brands<br />Becoming more human<br />5<br />Real time Brands<br />with real time products<br />6<br />Managing the Community Model<br />And probably need to move into these areas too<br />@shivsingh http://goingsocialnow.com<br />

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5 Trends for Social Influence Marketing<br />SIM enters the mainstream<br />Social influencers drive sales<br />Putting people before brands<br />Every decision becomes social<br />Measuring it all<br />@shivsingh http://goingsocialnow.com<br />

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Thank You<br />Shiv Singh<br />http://goingsocialnow.com<br />twitter.com/shivsingh<br />