Social Influence MarketingSocial Media and Super Peers

Presented by Mark Walmsleyat ECMOD 08.10.09Earls Court, London

Some context

Did you know? ...Credit to Karl Fisch, Scott Mcleod and Jeff Brenman Please note that links have been provided to the videos referenced in this presentationhttp://bit.ly/bYboN

TodaySocial Media

Social Influence Marketing

Super Peers

Social MediaWhat is it?

Where is it?

Where is it going?

Why is it important?

What is Social Media?Learning

Shopping

Playing

Sharing

Social interaction

Many to many

User Generated Content

Democracy

Well, what is the Internet for?Social Media is about ...

Credit to Marta Kaganhttp://www.slideshare.net/mzkagan

Where is it?

Where is it going?

Real-time communication platformwaves, wavelets, blips and robots

Google Wave

Why is it important?

email v social networking sites

+70% say they discuss products and services

Measurable word of mouth

Tribes, gatherings and the watering hole

Credit to Jim Anninghttp://jimanning.com

“By 2013, the social networking population will reach 21.9 million, and represent 50% of UK web users.”

(Emarketer, 2009)

“Today, when you lose a customer, you risk losing that customer’s friends.

Thanks to the Internet, blogs and customer review services, your customers now have lots and lots of friends all around the world.” (Jarvis, 2009)

“The brand is no longer what it says it is, it is what people say it is.”

(Powell, 2009)

Case Study - HabitatOpen a Twitter account and misunderstand itUse irrelevant #tags on your salesy tweets to spam trending topics

Outrage the community

Fail to apologise

Case Study - Dell Don’tGive poor service to Jeff Jarvis, a Blog Daddy!“The machine is a lemon and the service is a lie.”Bloggers unite, criticism outranks Dell.com at GoogleShare price tumbles, perception is damagedMichael Dell calls Jeff Jarvis and asks for a meeting ...

Dell DoListen, respond, be honest, fix it

Set up dedicated problem solving blog DirectToDellIdeaStorm and let customers exert influenceBrand devotion re-established ($3m sold via Twitter)

Social Influence MarketingSocial influence marketing

describes the use of interactive and collaborative forms of media to influence the perception, opinions and ultimately the buying decisions of consumers by creating vocal evangelists and encouraging positive comments about a brand, product or service.

Your StrategyWeb StrategyDedicated inbound “pull” resource and response mechanism

Internet Marketing StrategyOutbound “push” and reach activity. Affiliate, email, Ads etc.Social Media StrategyYour unbound marketing strategy should be all about conversation, relationships and dialogue inside the spaces that your prospects currently use.

A two-way dialogue with customers, prospects and influencers who can propagate positive opinion.

Social Media ProgramPlan

Listen

Engage

Monitor

Super PeersSuper Peers are individuals who influence the opinions, behaviour and buying patterns of those in their social networks, both on and offline.

Identify, encourage, reward and clone them and you will exploit the most powerful marketing method ever, trusted word of mouth.

Logic

Case Study - AquafreshCreating word of mouth by targeting influential customers. A WARC award-winning campaignUse influencer ID tools to profile targetsHigh social network reach and strong category involvement = Friend-trusting women 16 to 25Create an online community for these influencersSend them trial product packs to use and share. Ask them to refer their friends to the website and review.Reached 1.4m who spent +/- 6 minutes on the site. 99.5% asked to be included in future trials

SM and the future of digital

Waitlessness (no more buffering)

Hyper-Relevance (ePaper and the mascara moment)

Real-time GeoMarketing (behavioural targeting)

All of the above will fuel Social Media growth

A Super Peer in Action

Watch this video at http://bit.ly/F7qXj

So what does this look like for me, my brand, product and service?

BLANK = your brand, product or service

Meet Dave ...

Meet Dave

Dave wants to buy a blank.

Will it be your blank?

Find outWatch this video at http://bit.ly/KkT5X

Thank you

Presented by Mark Walmsleyat ECMOD 08.10.09Earls Court, London

t: www.twitter.com/markwalmsleyw: www.vividlime.comb: http://markwalmsley.wordpress.come: mark.walmsley@vividlime.com

+44 (0)7947 793 554