Razorfish, in its recently-released Digital Outlook Report 2009, advises its clients that 2009 will be the year in which Social Influence Marketing goes mainstream...[and becomes] the glue that binds every digital strategy together (see p. 12). While we use the phrase Engagement Marketing to describe similar approach, we see similar trends as marketers move away from mini-sites and toward experiences embedded in the social graph.
Shiv Singh, VP and Global Social Media Lead, at Razorfish details their expectations (pp. 26-31), which include an increasing focus on identifying influencers in the social graph, the need to build a sustained dialog with influencers (starting with product research and direction and continuing through product launch and evolution), and advent of social measurement and research.
We believe that this will lead to marketers creating sustained private and public communities for these purposes. Those who have tried to build stand-alone communities are quickly learning that these communities succeed better (whether private or public) when embedded into existing social graphs. We expect to see marketers shutter stand-alone/custom communities and launch public and private communities that benefit from the social graph of established networks.
The report, and Singh's section on social media specifically, provide a terrific primer for marketers who are entering the space. I recommend it to our team and our partners.
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Tom Gerace is CEO of Gather Inc., the leader in Engagement Marketing. Tom blogs at tomgerace.gather.com.
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Comments: 5
I got it to load but the disclaimer on the inside front cover was enough for me.
More media speak than an agent full of crank.
Or they expect more ad dollars so we will get more points unfortuantely we will also get more people who publish 300 articles a day on such facinating topics as toilet paper and green poop.
Good read, thanks....