Big Idea #2: Social Influence Marketing™

Shiv Singh

VP & Global Social Media Lead

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What if we all embraced

Social Influence Marketing completely?

I’m breaking the rules…

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You’re not getting one big idea,

instead we will talk about

five little ones

IDEA

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“The purpose of a business is to create a customer.”

– Peter Drucker

1

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The purpose of a business is

to create a customer

who creates customers

IDEA 1

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Leaving your only job to be taking care of your existing customers

Trust me, that’ll be harder not easier…

IDEA 1

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Innovate or Die

IDEA 2

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Innovate or Die

Innovate with others or die alone

IDEA 2

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Customers, Partners, Employees,

Shareholders, Competitors…

anyone who has an idea

IDEA 2

IDEA

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Put your whole budget into social influence marketing

Every single dollar and cent.

Do you dare?

3

IDEA

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Think of it as fighting top down brand impotence

3

WOM Programs Social Media

Advertising

Earned Media

Social Products &

Utilities

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You’ll focus on Social CRM

You’ll know everything about your customers and their friends

IDEA 4

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IDEA 4Campaign 1Campaign 2

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Your Marketing

Department will

enter the 21st Century

IDEA 5

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IDEA 5

CMO

AdvertisingPublic

RelationsProduct

MarketingCustomer Research

Marketing Operations

Interactive Marketing

DirectBrand

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IDEA 5

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 passive

• Advertising is about participating

• Marketing is also about designing

5 Ideas

1. Customers creating customers

2. Innovating with others or dying alone

3. Daring to take your whole budget into SIM

4. Knowing your customers and their friends

5. Restructuring for the 21st century

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Thank You

Shiv Singh

shiv.singh@razorfish.com

http://www.goingsocialnow.com

Twitter: @shivsingh