MIDTERM EXAM
Question 1 In YOUR own words, what is the difference between traditional word-of-mouth marketing and Influence Marketing? The traditional world of mouth marketing is the way of communication that passes the information from a person to a person only by telling the information to each other. It is a marketing transmitted only by an oral way. It can be transmitted from generation to generation which means that some oral prove had been kept to transmit the information to other generation. The influence marketing is a way of communication. It appears on blogs, social media… and any person can say his own opinion about the subject. Such as for example when you give your advice about a hotel like in trip advisor, then of course the guest will go on comments to be influenced on taking the hotel. You can make your marketing in fast way.
Question 2. Post a link to the article you read, in addition to the Slide share. Highlight the key quote. How did the article expand your understanding of the assigned presentation? Support contradict? Please be specific. http://www.shivsingh.com/goingsocial/2007/12/think-social-influence-marketi.html Think Social Influence Marketing in 2008 By Shiv Singh on December 20, 2007 5:28 PM | Permalink | Comments (2) | TrackBacks (3)
Is there any doubt that social media exploded in 2007? The astounding growth of Facebook alone forced everyone – not just marketers, but corporations, investors, academia, and media –to pay attention to social media as a serious business and cultural phenomenon. But the bigger question is how will social media change the way we do business in 2008? In fact, we’re discovering a major shift occurring. The rise of social media is creating a new form of marketing altogether, which we call social influence marketing. Social influence marketing is about employing social media as part of the entire lifecycle of a marketing campaign, even beyond the campaign. The emergence of social influence marketing is one of 10 major social media developments for 2008 that you need to know about now. 1. Social Influence Marketing becomes the third dimension of marketing:Marketers used to live in a world where brand marketing and direct response was all that mattered. Not anymore. A new form of marketing is developing which we call Social Influence Marketing. It requires new strategies, rules and tactics along with a lot of experimentation. Social Influence Marketing is about leveraging social media at every stage of a marketing campaign, and it goes beyond the lifetime of the campaign too. In fact, we believe that over the long term, it is going to have a stronger affect on purchasing behavior than direct response and brand marketing. 2. Advertising on your consumer’s terms: Social Influence Marketing is also about the active advertiser attempting to engage with consumers on their terms – where they want to and in a language and format of their choosing. Think of the many-to-many model rooted in conversations now entering the mainstream. The most immediate impact? Slick, big idea advertising will have less
influence than marketing strategies that allow companies to participate in the online conversations. eMarketer predicts that ad spending on social networks will rise to $1.6 billion from $920 million in 2007. That’s because of this trend.
3. Forget about the marketing funnel: We’re already starting to see that social media in all its forms is having a complex influence on the marketing funnel. The awareness, consideration, preference, action and loyalty funnel stages don’t look the same anymore. Peer reviews, social networks, blogs, micro-blogs, prediction markets, virtual worlds, wikis and social advertising are all making the marketing funnel look more like a Kandinsky painting than a linear process. We’re going to see this transformation in 2008 as social influence marketing impacts purchasing behavior and the traditional marketing funnel. 4. Social networks matter more than websites: It is anybody’s guess how long Facebook’s dominance will last. MySpace, Bebo, Orkut, LinkedIn and Plaxo are just some of the competitors mounting a serious threat to Facebook’s dominance. But we do know that social networks are here to stay. That’s where consumers will continue to spend most of their time. Any company developing a new website, product or marketing campaign needs to think hard about how it integrates with the key social networks. This can’t be an after thought anymore. Social Influence Marketing is about reaching these audiences on these networks. 5. Engagement metrics come to the forefront: A lot of the web’s success as a marketing platform is driven by its ability to capture strong metrics. That’s at the root of Google’s phenomenal success. Now with Social Influence Marketing, new measurement models and corresponding tools will be needed to actually track whether it is having a stronger effect on the purchasing cycle than brand marketing or direct response. For example, what does it mean to have 7,000 fans of your company Facebook page? 6. The Internet blends in with everything else: We’ve all talked about the corporate website becoming less important as users gravitate to social networks, but there’s a larger related trend that we’re ignoring. Consumers don’t see the Internet as something distinctly different from their offline worlds anymore and expect seamless combinations. Every key consumer activity has online and offline components—each one contributing to the total experience. The reason? Finally, the online world is getting more social, and as a result, more like the offline worlds. 7. Media companies continue to be at the forefront: We saw this in 2007, and we’re going to see more of this in 2008. Media companies are going to be at the forefront when it comes to taking advantage of Social Influence Marketing trends. Whether it is in how they approach social media and deliver video in new formats via the web (or through a gaming system), or how they seed media within the social networks, they’re the ones who are going to be in the lead again. Just play around with the recently launched Hulu beta website to get a sense of what’s coming our way. The reason is simple – they are the ones who have the most permission to play in this space. 8. Companies realize that communities matter again: In the late 1990s, online communities were all the rage. The success of the WELL, America Online, Tripod and Geocities were just some of the much touted examples. Companies are going to discover that social networks are just another incarnation of online communities. They’re going to spend money trying to understand adoption, user behavior, trust, and information flows in these communities. And as companies attempt to influence behavior on these networks, they are going to think hard about their own tone and how they should be participating. 9. Social Influence Marketing takes many different forms: We already know that social media for the New York Times is dramatically different from the social network strategies for Victoria Secret, Carnival Cruiselines or Ford Motor Company. Companies and individuals will need to think hard about what social influence marketing means for them and for their networks, organizations and industries. For example, the travel sector is only beginning to harness the power of Social Influence Marketing. The way they leverage it should be very different from the way the financial sector does so. 10. And it broadens influence: Organizations are going to discover that Social Influence Marketing is not just about usergenerated content or marketing on social networks. Social Influence Marketing is going to affect how organizations innovate, develop ideas, recruit, measure performance and interact with all their constituents – customers, employees, partners and shareholders. Why? Because only by changing their organizations from the inside out, will companies be able to be authentic when talking to the outside world. So that’s it— ten Social Influence Marketing trends for 2008. Which of these will turn out to be true, and which will not, only 2008 can tell us that. But one thing is certain: Social Influence Marketing is going to prove its relevance in 2008. Watch this space for more.
First when I read the presentation I was not sure about my understanding of the subject. With this article I totally understood what it was about. It completed my opinion about the subject and is very specific such as: the many different forms on the 9th paragraphs.
The article supported exactly the slide share. In terms of the way it is totally effective by brands. And also the way it increase your communities and the way everybody’s is buying something in looking to internet comments of the brand.
Question 3 What is the relationship between communities and your social brand - give your insights for Slide 23. The relationship between communities and social brand is that you develop your social brand to grow your communities. So it works together. The social brand is everything you will engage for growing your brand such as social medias , blog, website… and the communities are everything that is making around your brand such as the tweet, comments, follow… Social is about marketing. Everything you can do for your social brand creates communities. Question 4. What is the relationship between Klout scores and Influence Marketing? Is a Klout score meaningful? Klout is the way to measure your influence online. So it is totally in relation with the influence marketing. They totally agree that the social media impact to the influence. It measures the true reach, the amplification probability and the network influence. So it is a score totally meaningful in fact for the way it is measurable. Because it measures all the messages you received, the tweeted, the follows then the analyze means how many customers came to your page. If I am a hotel, the way I can measure my influence on internet is Klout and I think it will be an advantage to look at all efforts I have to do to grow my score and the inverse.
5. Choose one of the two hotels below:
Create a SIM action plan
As the social influence media is the way you will influence your guest, it is totally important to well manage the action plan. The Missoni hotel has got already link to Facebook, my space, twitter, linked in mix. So they are really present to the social media. The hotel has got to use those tools to put pictures on, to put comments, and news about the brand. They have also to use you tube. Word of mouth: as they will have a lot of guest the importance of this tools is to make people remember the hotel. Also it is important to make sure that people will talk about the hotel. The way of creating word of mouth is to bring as much as possible good add and originality of the concept Communities and product: Use klout to measure your influence. As much as they will be popular, they will grow their communities. Take care of the client
Clearly state your objectives The objectives of the hotel are: Grow their communities Grow the occupancy Ability to capture strong metrics Plan resources and budget Understand our customer base
Select at least 3 Social Media as tactics (no points for Facebook) You tube Foursquare Twitter
Show how the selected Social Media have synergies
The synergies between all those social media is that people goes on those social media oftenly. They join each other in the measure of they all are public social media. So everybody have access on the missoni’s pages.
Explain why you selected these specific media You tube: because it is the social media the most popular for videos, it is fast and it creates a real interference between the hotel and the guest Foursquare Twitter: real action on the website, grow the community
How will you measure the results of the Influence Marketing
The measure of the influence marketing is KLOUT.