social media, social influence marketing and super peers
Post on 17-Sep-2014
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In October 209 I presented on Social Media at ECMOD the international catalogue and home shopping conference. Here is the deck.TRANSCRIPT
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: [email protected]
+44 (0)7947 793 554