Razorfish - Shiv Singh on Social Influence Marketing
18
Big Idea #2: Social Influence Marketing™ Shiv Singh VP & Global Social Media Lead
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17-Oct-2014 -
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Big Idea 2: Social Influence Marketing was delivered by Razorfish Shiv Singh's on April 22, 2009, at the 9th Annual Razorfish Client Summit (#rzcs on Twitter).
Transcript of Razorfish - Shiv Singh on Social Influence Marketing
Big Idea #2: Social Influence Marketing™
Shiv Singh
VP & Global Social Media Lead
Page 2 © 2009 Razorfish. All rights reserved.
What if we all embraced
Social Influence Marketing completely?
I’m breaking the rules…
Page 3 © 2009 Razorfish. All rights reserved.
You’re not getting one big idea,
instead we will talk about
five little ones
IDEA
Page 4 © 2009 Razorfish. All rights reserved.
“The purpose of a business is to create a customer.”
– Peter Drucker
1
Page 5 © 2009 Razorfish. All rights reserved.
The purpose of a business is
to create a customer
who creates customers
IDEA 1
Page 6 © 2009 Razorfish. All rights reserved.
Leaving your only job to be taking care of your existing customers
Trust me, that’ll be harder not easier…
IDEA 1
Page 7 © 2009 Razorfish. All rights reserved.
Innovate or Die
IDEA 2
Page 8 © 2009 Razorfish. All rights reserved.
Innovate or Die
Innovate with others or die alone
IDEA 2
Page 9 © 2009 Razorfish. All rights reserved.
Customers, Partners, Employees,
Shareholders, Competitors…
anyone who has an idea
IDEA 2
IDEA
Page 10 © 2009 Razorfish. All rights reserved.
Put your whole budget into social influence marketing
Every single dollar and cent.
Do you dare?
3
IDEA
Page 11 © 2009 Razorfish. All rights reserved.
Think of it as fighting top down brand impotence
3
WOM Programs Social Media
Advertising
Earned Media
Social Products &
Utilities
Page 12 © 2009 Razorfish. All rights reserved.
You’ll focus on Social CRM
You’ll know everything about your customers and their friends
IDEA 4
Page 13 © 2009 Razorfish. All rights reserved.
IDEA 4Campaign 1Campaign 2
Page 14 © 2009 Razorfish. All rights reserved.
Your Marketing
Department will
enter the 21st Century
IDEA 5
Page 15 © 2009 Razorfish. All rights reserved.
IDEA 5
CMO
AdvertisingPublic
RelationsProduct
MarketingCustomer Research
Marketing Operations
Interactive Marketing
DirectBrand
Page 16 © 2009 Razorfish. All rights reserved.
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
Page 17 © 2009 Razorfish. All rights reserved.
