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| Social Influence Marketing SIM |
Careful analysis of digital architecture from fertility centers (IVF), dermatologists, orthopedic surgeons, dentists, plastic surgeons and other healthcare organizations illustrates a clear picture of where marketing these services will be in the future specific to how they understand Social Influence Marketing SIM.
The visions of marketing tomorrow have a high probability of being very different than today related to a term you will hear more about called Social Influence Marketing (SIM) first developed by Razorfish.
What is social influence marketing? Social Influence Marketing (SIM): a strategy in marketing which has become known by a number of modern marketing practices and case studies. SIM facilitates a strategy where the target is placed on specific key decision makers and influencers instead of the general marketplace as from traditional marketing methods.
For example, social influence marketing (SIM) analyzes and creates strategy around influencers of potential patients, clients, and purchasers of a product or service and organizes a marketing strategy around these influencers in an effort to create strong advocates of your services, products and solutions.
In our modern digital age we have access to many social tools and cornerstones such as (Weblogs, LinkedIn, Google+, Youtube, Facebook, Twitter and Pinterest to name a few) which allow a business to concentrate their efforts and begin building out the architecture to allow social influence marketing to thrive. The proper executed strategy can create a recipe for success by targeting key decision makers and influencers of your services and solutions.
A clear illustration of power of social influence can be seen in the quote below:
“These technologies can make life easier, can let us touch people we might not otherwise. You may have a child with a birth defect and be able to get in touch with other parents and support groups, get medical information, the latest experimental drugs. These things can profoundly influence life. I’m not downplaying that.” ~ Steve Jobs
Herbert Kelman, a Harvard psychologist in 1958 distinguished three variables of social influence which are defined below which should be considered in creating digital strategy.
1. Compliance – when people seem to agree with others, but actually keep their contradictions of opinions to themselves
2. Identification – when people are influenced by someone who is liked and respected (ie) famous celebrity, publisher, and influencer
3. Internalization – Accepting this belief or behavior people agree both publicly and privately ~ Key in creating advocates of your services and solutions
Social Influence Marketing (SIM) is changing organizational budgets, opening up new job opportunities, allowing for innovative marketing strategies and changing the structure of business processes.
Social Influence Marketing (SIM) consists of four elements:
Identifying and analyzing influencers ~ ranking them in order of importance
Marketing to influencers ~ goal: increase brand awareness of the company within the influencer community
Marketing via influencers ~ goal: create a strategy to use influencers to increase brand awareness of the business to highly targeted markets
Marketing with influencers ~ goal: turn influencers into strong advocates of your services, product or solution
Social Influence Marketing (SIM) is improved by consistent analysis and increased activity of the four main elements above with the overall goal of turning key decision makers into acquaintances, acquaintances into patients, clients and consumers into strong evangelists of your services products and solutions.
SIM although not synonymous with word of mouth (WOM) marketing, social influence marketing may be carried, passed and transmitted in this way. Hence, word of mouth mouth (WOM) is a key element of social influence marketing.
Social influence marketing has led to innovation and revolutionary review powers of organizations like Klout, PeerIndex, social scoring and influence marketing.
It is quite apparent that social influence marketing is here to stay and will become part of many budgets with job titles and descriptions like Social Media Strategist, Digital Strategist, Digital Influencer and Marketing Influencer.
Thank you all for taking the time to read my publishing. Truly appreciate your ideas, comments or suggestions.
