Culture Flow A Social Influence Marketing Framework

Culture FlowA Social Influence Marketing Framework... Social networking is the flow of content into media platforms Blogs Social Networks Social Networks Microblogs Peer Reviews Peer Rev

Culture Flow

A Social Influence Marketing Framework

A social

network is a massive

convergence

of culture

Copyright © 2008 Steve A Furman

Social networking is the flow of

content into media platforms

Blogs

Social Networks

Social Networks Microblogs

Peer Reviews

Peer Reviews

Wikis

Prediction Markets

Prediction Markets

Brands / Companies Consumers / Cultures

LIFETIME VALUE

AWARENESS

• Broad Media

• Direct Marketing

CONVERSION

• Site Interaction

REVENUE

CONSIDERATION

• Landing Page

New Customers

Existing Customers

ENGAGEMENT

• Broad Media

• Direct Mail, E-mail

• Site Experience

LOYALTY

• Usage

• Multiple Products

• Recommend to a Friend

The classic linear marketing funnel has been in practice for over 50 years

• Rigid silos now exist within

organizations occupied by sales,

marketing, service, advertising and

IT

• Communication channels are rarely

integrated

• Legacy technology challenges limit

innovation

• Push marketing strategies and tools

are typically chosen

• Shout marketing, not conversations

dominate messaging

• Brand assets / content are

“protected” inside the walled garden

Copyright © 2008 Steve A Furman

• Social networks have given consumers

more power

• Linear communication, carefully controlled

by brands, has been pushed aside by

consumers in favor of a sphere of

information

• Consumers no longer move in an orderly

fashion from touchpoint to touchpoint

• Users click to web sites, but go to blogs,

communities and social networks looking

for validation before they buy

Social networks have broken the traditional model, and marketers are now faced with a complex social ecosphere

Social Sphere of Information

Blogs

Social Networks

Social Networks Microblogs

Peer Reviews

Peer Reviews

Wikis

Prediction Markets

Prediction Markets

If you don’t like change, you’re going to like irrelevance even less

Social media must become

marketing lifecycle

experience for prospects

and customers

Broad Media

Direct Mail

E-mail

Social Networks

Social Networks Microblogs

Peer Reviews

Peer Reviews

Prediction Markets

Prediction Markets Wikis

Blogs

LIFETIME VALUE

New model thinking

Social Influence Marketing (SIM)

AWARENESS

• Broad Media

• Direct Marketing

CONVERSION

• Site Experience

REVENUE

CONSIDERATION

• Landing Page

High

Low

Blogs

Social Networks

Social Networks Microblogs

Peer Reviews

Peer Reviews

Prediction Markets

Prediction Markets Wikis

Consumer Trust

• Create snack-sized content that travels easily

• Develop social networks and applications that

have meaning for its members

• Clearly define and track SIM objectives and

metrics

• Craft business models that map to value found in

social networks

• Integrate SIM strategies into current marketing

activities

• Be committed to improving products and services

New Customers Existing Customers

LOYALTY

• Usage

• Multiple Products

• Recommend to a Friend

Social Influence Marketing Tools

Copyright © 2008 Steve A Furman

• The value of your content is much greater when distributed outside the

corporate environment vs being locked up inside

marketing opportunities within social networks

the conversation (control was lost a long time ago)

already talking behind your back, you just don’t know what they are

saying)

What you must believe to succeed with SIM

• Entirely new marketing campaigns, and consumer touchpoints will be created

trust you

groundswell

are in the critical consideration phase

Benefits of practicing SIM

Copyright © 2008 Steve A Furman

Steve A Furman

http://expedientmeans.wordpress.com