Big Idea #2: Social Influence Marketing™
Shiv Singh
VP & Global Social Media Lead
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What if we all embraced
Social Influence Marketing completely?
I’m breaking the rules…
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You’re not getting one big idea,
instead we will talk about
five little ones
IDEA
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“The purpose of a business is to create a customer.”
– Peter Drucker
1
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The purpose of a business is
to create a customer
who creates customers
IDEA 1
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Leaving your only job to be taking care of your existing customers
Trust me, that’ll be harder not easier…
IDEA 1
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Innovate or Die
IDEA 2
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Innovate or Die
Innovate with others or die alone
IDEA 2
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Customers, Partners, Employees,
Shareholders, Competitors…
anyone who has an idea
IDEA 2
IDEA
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Put your whole budget into social influence marketing
Every single dollar and cent.
Do you dare?
3
IDEA
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Think of it as fighting top down brand impotence
3
WOM Programs Social Media
Advertising
Earned Media
Social Products &
Utilities
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You’ll focus on Social CRM
You’ll know everything about your customers and their friends
IDEA 4
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IDEA 4Campaign 1Campaign 2
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Your Marketing
Department will
enter the 21st Century
IDEA 5
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IDEA 5
CMO
AdvertisingPublic
RelationsProduct
MarketingCustomer Research
Marketing Operations
Interactive Marketing
DirectBrand
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IDEA 5
CMO
Customer Participation & Design
Customer Listening Customer Operations
• No compartmentalization of digital
• No compartmentalization of PR
• No paid/earned media separation
• No corporate/product marketing separation
• Research stops being passive
• Advertising is about participating
• Marketing is also about designing
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
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