Culture Flow A Social Influence Marketing Framework
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Culture Flow
A Social Influence Marketing Framework
Expedient
MEANS
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
Blogs
Social
Social
Networks
Networks
Prediction
Prediction
Markets
Markets
Consumers / Cultures
Copyright © 2008 Steve A. Furman
Peer
Peer
Reviews
Reviews
Microblogs
Microblogs
Wikis
Wikis
Brands / Companies
The classic linear marketing funnel has been in practice
for over 50 years
AWARENESS
• Broad Media
• Direct Marketing
• Rigid silos now exist within
organizations occupied by sales,
marketing, service, advertising and
IT
• Communication channels are rarely
integrated
• Legacy technology challenges limit
innovation
CONSIDERATION
• Landing Page
CONVERSION
• Site Interaction
REVENUE
New Customers
• Push marketing strategies and tools
are typically chosen
• Shout marketing, not conversations
dominate messaging
• Brand assets / content are
“protected” inside the walled garden
ENGAGEMENT
• Broad Media
• Direct Mail, E-mail
• Site Experience
LOYALTY
• Usage
• Multiple Products
• Recommend to a Friend
LIFETIME VALUE
Copyright © 2008 Steve A. Furman
Existing Customers
Social networks have broken the traditional model,
and marketers are now faced with a complex social
ecosphere
• 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
Copyright © 2008 Steve A. Furman
Blogs
Blogs
Social
Social
Networks
Networks
Prediction
Prediction
Markets
Markets
Peer
Peer
Reviews
Reviews
Microblogs
Microblogs
Wikis
Wikis
Social Sphere of Information
If you don’t like change, you’re
going to like irrelevance even
less
– Tom Peters
Social media must become
an integral part of the
marketing lifecycle
experience for prospects
and customers
Copyright © 2008 Steve A. Furman
AWARENESS
• Broad Media
• Direct Marketing
New model thinking
Low
Social Influence Marketing (SIM)
CONSIDERATION
• Landing Page
Consum
er 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
Blogs
Blogs
Social
Social
Networks
Networks
Prediction
Prediction
Markets
Markets
• Craft business models that map to value found in
social networks
• Integrate SIM strategies into current marketing
activities
Peer
Peer
Reviews
Reviews
Microblogs
Microblogs
High
Wikis
Wikis
CONVERSION
• Site Experience
• Be committed to improving products and services
REVENUE
Social Influence Marketing Tools
Blogs
Blogs
Social
Social
Networks
Networks
Prediction
Prediction
Markets
Markets
Copyright © 2008 Steve A. Furman
Peer
Peer
Reviews
Reviews
Microblogs
Microblogs
Wikis
Wikis
Broad Media
Broad Media
Direct Mail
Direct Mail
New Customers
Existing Customers
LOYALTY
• Usage
• Multiple Products
• Recommend to a Friend
LIFETIME VALUE
What you must believe to succeed with SIM
• The value of your content is much greater when distributed outside the
corporate environment vs. being locked up inside
• By selectively letting go of your assets, you will create more powerful
marketing opportunities within social networks
• SIM is not about controlling the conversation, it’s about participating in
the conversation (control was lost a long time ago)
• You can banish your fear of negative user generated content (they’re
already talking behind your back, you just don’t know what they are
saying)
• Realize the best way to keep power, is to share it
Copyright © 2008 Steve A. Furman
Benefits of practicing SIM
• Entirely new marketing campaigns, and consumer touchpoints will be
created
• The brand will be re-imagined and re-energized
• New online database can be created to capture preference information
and user generated content to better target your products
• The more consumers see you in the culture flow, the more they will
trust you
• Consumers will talk and share thoughts about your brand in the
groundswell
• Brand evangelists will emerge as trusted sources for consumers who
are in the critical consideration phase
Copyright © 2008 Steve A. Furman
Steve A. Furman
Expedient
MEANS
