Social Media Marketing For Dummies®

Chapter 3. Getting in the Social Influence Marketing Frame of Mind

In This Chapter

• Applying social influence marketing to the marketing funnel

• Deploying specific tactics at each stage of the funnel

• Complementing brand marketing

• Making direct-response and social influence marketing work together

The true power of social influence marketing comes from applying its principles to all parts of your business in a rigorous fashion. This begins with examining social influence marketing in relation to your marketing funnel and then understanding how it relates to your brand and direct response — the two traditional pillars of marketing that support the marketing funnel. Understanding the differences helps you better know when to deploy social influence marketing tactics versus when to depend upon brand or direct-response ones.

In this chapter, I also discuss how big and little ideas relate to social influence marketing. The marketing world has historically been driven by the big ideas. Whether it's been the glamorous advertising campaigns (Apple's iconic 1984 commercial comes to mind) or the clever in-store promotions that you see when you walk down the aisle at your local Whole Foods, ideas drive marketing. That changes with social influence marketing. I explain how you need to think about the big idea a little differently as you deploy social influence marketing to meet your marketing and business objectives.

Putting SIM in the Context of the Marketing Funnel

The marketing funnel is one of the ...