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Big Ideas for Social Influence Marketing

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Shiv Singh
Shiv Singh

My Big Idea presentation at the Razorfish Client Summit. This was presented to senior marketers from industry leading companies.

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Big Idea 2: Social Influence Marketing™ Shiv Singh VP & Global Social Media Lead Twitter.com/shivsingh
What if we all embraced Social Influence Marketingcompletely? Page 2© 2009 Razorfish. All rights reserved.
I’m breaking the rules… You’re not getting one big idea, instead we will talk about five little ones Page 3© 2009 Razorfish. All rights reserved.
1 IDEA “The purpose of a business is to create a customer.” – Peter Drucker Page 4© 2009 Razorfish. All rights reserved.
1 IDEA The purpose of a business is to create a customer who creates customers Page 5© 2009 Razorfish. All rights reserved.
1 IDEA Leaving your only job to be taking care of your existing customers Trust me, that’ll be harder not easier… Page 6© 2009 Razorfish. All rights reserved.
2 IDEA Innovate or Die Page 7© 2009 Razorfish. All rights reserved.
2 IDEA Innovate or Die Innovate with others or die alone Page 8© 2009 Razorfish. All rights reserved.
2 IDEA Customers, Partners, Employees, Shareholders, Competitors… anyone who has an idea Page 9© 2009 Razorfish. All rights reserved.
3 IDEA Put your whole budget into social influence marketing Every single dollar and cent. Do you dare? Page 10© 2009 Razorfish. All rights reserved.
3 IDEA WOM Think of it as fighting top Programs Social Media Advertising down brand impotence Social Products & Earned Utilities Media Page 11© 2009 Razorfish. All rights reserved.
4 IDEA You’ll focus on Social CRM You’ll know everything about your customers and their friends Page 12© 2009 Razorfish. All rights reserved.
4 IDEA Campaign 1 Campaign 2 Page 13© 2009 Razorfish. All rights reserved.
5 IDEA Your Marketing Department will enter the 21st Century Page 14© 2009 Razorfish. All rights reserved.
5 IDEA CMO Customer Product Marketing Public Interactive Advertising Research Marketing Operations Relations Marketing Brand Media Page 15© 2009 Razorfish. All rights reserved.
5 IDEA CMO Customer Customer Listening Customer Operations Participation & Design • No compartmentalization of digital • Research stops being singular • No compartmentalization of PR • Advertising is about participating • No paid/earned media separation • Marketing is also about designing • No corporate/product marketing separation Page 16© 2009 Razorfish. All rights reserved.
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.
Thank You Shiv Singh shiv.singh@razorfish.com http://www.goingsocialnow.com twitter.com/shivsingh

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Big Ideas for Social Influence Marketing

  • 1. Big Idea 2: Social Influence Marketing™ Shiv Singh VP & Global Social Media Lead Twitter.com/shivsingh
  • 2. What if we all embraced Social Influence Marketingcompletely? Page 2© 2009 Razorfish. All rights reserved.
  • 3. I’m breaking the rules… You’re not getting one big idea, instead we will talk about five little ones Page 3© 2009 Razorfish. All rights reserved.
  • 4. 1 IDEA “The purpose of a business is to create a customer.” – Peter Drucker Page 4© 2009 Razorfish. All rights reserved.
  • 5. 1 IDEA The purpose of a business is to create a customer who creates customers Page 5© 2009 Razorfish. All rights reserved.
  • 6. 1 IDEA Leaving your only job to be taking care of your existing customers Trust me, that’ll be harder not easier… Page 6© 2009 Razorfish. All rights reserved.
  • 7. 2 IDEA Innovate or Die Page 7© 2009 Razorfish. All rights reserved.
  • 8. 2 IDEA Innovate or Die Innovate with others or die alone Page 8© 2009 Razorfish. All rights reserved.
  • 9. 2 IDEA Customers, Partners, Employees, Shareholders, Competitors… anyone who has an idea Page 9© 2009 Razorfish. All rights reserved.
  • 10. 3 IDEA Put your whole budget into social influence marketing Every single dollar and cent. Do you dare? Page 10© 2009 Razorfish. All rights reserved.
  • 11. 3 IDEA WOM Think of it as fighting top Programs Social Media Advertising down brand impotence Social Products & Earned Utilities Media Page 11© 2009 Razorfish. All rights reserved.
  • 12. 4 IDEA You’ll focus on Social CRM You’ll know everything about your customers and their friends Page 12© 2009 Razorfish. All rights reserved.
  • 13. 4 IDEA Campaign 1 Campaign 2 Page 13© 2009 Razorfish. All rights reserved.
  • 14. 5 IDEA Your Marketing Department will enter the 21st Century Page 14© 2009 Razorfish. All rights reserved.
  • 15. 5 IDEA CMO Customer Product Marketing Public Interactive Advertising Research Marketing Operations Relations Marketing Brand Media Page 15© 2009 Razorfish. All rights reserved.
  • 16. 5 IDEA CMO Customer Customer Listening Customer Operations Participation & Design • No compartmentalization of digital • Research stops being singular • No compartmentalization of PR • Advertising is about participating • No paid/earned media separation • Marketing is also about designing • No corporate/product marketing separation Page 16© 2009 Razorfish. All rights reserved.
  • 17. 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.
  • 18. Thank You Shiv Singh shiv.singh@razorfish.com http://www.goingsocialnow.com twitter.com/shivsingh