If you are running a social media company or thinking about implementing some type of social media strategy into your business… there is no better company to track than Razorfish. They recently released a report called Fluent which examines the possibilites of using social media influencers (like Chris Brogan and Douglas Karr) to market a product or service. The definition of social influence marketing is as follows:
Social influence marketing is about employing social media as part of the entire lifecycle of a marketing campaign, even beyond the campaign.
There is also a deeper understanding to the concept of social influence marketing (SIM). The idea that marketing has turned away from the company and now is in control of the customer (or at least soon will be) is the basis of SIM. How do you create a market when in reality… in the not-to-distant future… marketing campaigns may not exist. How do you empower certain evangelists to spread the word about your product or service and seem absolutely genuine at the same time?
Razorfish is leading the way in deciding the right form to tackle social media as part of a marketing process. I would encourage you to read the report and experience the world of social influence marketing.
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- Fluent, the Social Influence Marketing Report (socialmediatoday.com)
- Only 33% of Us Trust Our “Online” Friends; Barely More Than Trust in Banner Ads! (myventurepad.com)
- The New Marketing Career (slideshare.net)
- Social Media is Valuable but Broken. We Need to Work Together. (via Google Reader) (kylelacy.com)
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I'm working with 2 clients right now on this tactic, Kyle. One company that recognizes the strength of this is Webtrends – I can't go into details but we're working on a year long campaign that targets influencers and social media to generate an overall brand. It's forward thinking, measurable, and well worth the effort. If you have doubts, look no further than the Obama presidency – they capitalized on this effort and won the election largely in part to their recruitment of influencers.
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