Shiv Singh, VP of Social Media at Avenue A | Razorfish, gave a presentation on social influence marketing at the 2008 Publisher Summit. He defined social influence marketing as employing social media and influencers to achieve business goals. Singh explained that social media allows strong interpersonal influences to spread widely through social networks, and that three-fourths of US adults now use social tools. However, half of brand social media campaigns fail because they require a new approach focused on community, social currency, and the user experience. Singh suggested publishers think about how to reach marketers by treating social influence differently and focusing on customers in the marketing funnel and ambient experiences.
21. Make yourself a social product
Design for Social Currency
Design for Simplicity
Design for Repeat Use
Design for Malleability
Design for Portability
23. About statistics like these
By 2010 80% of all insurance policies
will be bought based on info that does
NOT come from the provider.
13% of consumers would use
banking in Facebook itself if they
could
25 %of those who find feedback forms
and owner reviews helpful submit price
quote requests to dealers, while only 16
%of overall researchers do the same
How much do user-generated content
sources impact your health or
prescription treatment decisions? 8%
say a strong impact, 39% say some
25. And new forms of advertising
Leveraging paid media to build brand awareness or drive users to
Display Media specific ac9va9ons in direct response campaigns
Using paid media itself as the vehicle for the specific interac9on.
Display Media plus Message distribu9on.
Appver9sing on social networks through widgets, applica9ons,
Appver9sing pages and ad networks. Give users the social u9li9es they’re looking
for
Brand & conversa9on monitoring, rela9onships in the blogosphere,
UnPaid Media seeding and par9cipa9on in the global conversa9ons.
26. So how can you reach marketers
1. Treating Social Influence Marketing differently
2. Delivering the social graphs to the marketers
3. Thinking in terms of the marketing funnel
4. Introducing innovative but proven ad formats
5. Focusing on the web and not only the website
6. Exploring ambient intimacy as an option
7. Delivering social experiences not just audiences