Shiv Singh, VP of Social Media at Avenue A | Razorfish, gave a presentation on social influence marketing at the 2008 Publisher Summit. He defined social influence marketing as employing social media and influencers to achieve business goals. Singh explained that social media allows strong interpersonal influences to spread widely through social networks, and that three-fourths of US adults now use social tools. However, half of brand social media campaigns fail because they require a new approach focused on community, social currency, and the user experience. Singh suggested publishers think about how to reach marketers by treating social influence differently and focusing on customers in the marketing funnel and ambient experiences.

1. Shiv Singh, VP Social Media
2008 Publisher Summit
Welcome to the Social World

2. Yes, it is a Social World
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3. And we’re all taking about it
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4. But what does it mean for marketers?

5. Social Influence Marketing defined
Social influence marketing is about employing social media and
social influencers to achieve the marketing and business needs of an
organization.
It is about allowing for the peer influences to take place – the known
and the anonymous influences
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6. Peer & Anonymous Influence

7. This is a very big deal
“That is a new phenomenon and the most important thing to
happen in the world of persuasion since the advent of the radio
over 100 years ago.
Facebook takes very strong interpersonal influence dynamics —
the way people persuade each other face-to-face in small groups
with peer pressure, reciprocity, flattery — and allows those to be
used on a mass scale because your social networks are built in.
Friends influence friends, who influence friends, and that keeps
rippling out.”
BJ Fogg, Fast Company
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8. And even Google is worried
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9. But its hard to understand
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10. So what matters now?
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11. Social is not slowing down
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12. Three in four US online adults now use
social tools to connect with each other
compared with just 56% in 2007.
Forrester Research, October 2008
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13. In fact, Social is beating TV!
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14. Brands are onboard
75 percent of Fortune 1000 companies
with Web sites will have undertaken some
kind of online social-networking initiative
for marketing or customer relations
purposes in the next year.
Gartner, October 2008
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15. But they are failing
But 50% of those campaigns will be
classified as failures.
Gartner, October 2008
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16. SIM requires a new approach
1. Focus on the value exchange
2. Harness the social graph imaginatively
3. Mix your community with your advertising
4. Help marketers find the social influencers
5. Design social products
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17. Nurturing an exclusive community
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18. Readers choose what matters
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19. Peer advice for what to read
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20. Brings in your social graph
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21. Make yourself a social product
Design for Social Currency
Design for Simplicity
Design for Repeat Use
Design for Malleability
Design for Portability

22. So how do marketers think?
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23. About statistics like these
By 2010 80% of all insurance policies
will be bought based on info that does
NOT come from the provider.
13% of consumers would use
banking in Facebook itself if they
could
25 %of those who find feedback forms
and owner reviews helpful submit price
quote requests to dealers, while only 16
%of overall researchers do the same
How much do user-generated content
sources impact your health or
prescription treatment decisions? 8%
say a strong impact, 39% say some

24. It’s all about the marketing funnel
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25. And new forms of advertising
Leveraging paid media to build brand awareness or drive users to
Display Media specific ac9va9ons in direct response campaigns
Using paid media itself as the vehicle for the specific interac9on.
Display Media plus Message distribu9on.
Appver9sing on social networks through widgets, applica9ons,
Appver9sing pages and ad networks. Give users the social u9li9es they’re looking
for
Brand & conversa9on monitoring, rela9onships in the blogosphere,
UnPaid Media seeding and par9cipa9on in the global conversa9ons.

26. So how can you reach marketers
1. Treating Social Influence Marketing differently
2. Delivering the social graphs to the marketers
3. Thinking in terms of the marketing funnel
4. Introducing innovative but proven ad formats
5. Focusing on the web and not only the website
6. Exploring ambient intimacy as an option
7. Delivering social experiences not just audiences

27. And think about their customers
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28. 2008 Publisher Summit
Thank you
shiv.singh@razorfish.com
http://goingsocialnow.com