The Real Brand Owners

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Nowadays, marketing is all about how the brands connect themselves with the human spirit of their consumers. Valuing these emotions, the brands do their positioning accordingly with regard to the environment and general community at large to create real meaningful and demonstrable values that align with the society.
In today’s world, consumers are the creators and destroyers of brands with which they associate as they imbibe the brand within themselves with authenticity and passion. This leads to ambassadorship and activism on behalf of the brand. The Presentation revolves around building true customer engagement which results in development of long-term meaningful and sustainable relationships that grow and extend over a period of time across marketing and operational channels giving a sense of ownership of the brand. The issues vary from challenges in diminishing control of companies over their brand, the advent of hyper transparency to the proliferation of best practices.

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The Real Brand Owners

  1. 1. Consumers: The Real Brand Owners<br />Building “Value Centricity” in brands connecting them with the human spirit of their consumers <br />
  2. 2. Case Study based approach to <br />Customer engagement which resulted in development of long-term meaningful and sustainable relationships that grow and extend over a period of time across marketing and operational channels giving a sense of ownership of the brand. <br />
  3. 3. Table of Contents<br />Marketing as we know it<br />The Evolving paradigm<br />Case Study 1: Twitter<br />Conversation, Communication, Co-Creation<br />Case Study 2: Telcos<br />Building the Consumer in the Equation<br />Case Study 3: Harry Potter<br />Creating a Brand out of thin air<br />
  4. 4. Table of Contents<br />Marketing as we know it<br />The Evolving paradigm<br />Case Study 1: Twitter<br />Conversation, Communication, Co-Creation<br />Case Study 2: Telcos<br />Building the Consumer in the Equation<br />Case Study 3: Harry Potter<br />Creating a Brand out of thin air<br />
  5. 5. Marketing as we knew it…<br />Attract Consumer<br />Retain <br />Consumer<br />
  6. 6. … centred around Brands<br />
  7. 7. Brand Awareness Cycle: Working within a set Template<br />
  8. 8. Marketing is too important to be left to the Marketer alone<br />
  9. 9. Table of Contents<br />Marketing as we know it<br />The Evolving paradigm<br />Case Study 1: Twitter<br />Conversation, Communication, Co-Creation<br />Case Study 2: Telcos<br />Building the Consumer in the Equation<br />Case Study 3: Harry Potter<br />Creating a Brand out of thin air<br />
  10. 10. The Evolving paradigm<br />
  11. 11. Play “Host” not “Master” to Customers<br />
  12. 12. Consumer: Real Brand Owner<br />
  13. 13. Re-inventing the Consumer paradigm<br />
  14. 14. Ground Rules<br /> Freedom<br /><ul><li>Customization
  15. 15. Scrutiny
  16. 16. Integrity
  17. 17. Collaboration
  18. 18. Entertainment
  19. 19. Speed
  20. 20. Innovation</li></li></ul><li>The New Brand Paradigm<br />Something You Buy<br />Something you Want<br />Something you Trust<br />Something You Love<br />Something You Prefer<br />Something You Participate in<br />
  21. 21. “Customers trust, rely and act on advice from people they know”<br /> 90% of people trust their spouse, 82% their friends and 69% their work colleagues but …<br /> only 27% trust manufacturers/ retailers, 14% advertisers and 8% celebrities” (Henley Centre)<br />
  22. 22. “Some customers really want to connect with brands”<br />-A word of mouth Influencer will average 184 brand word of mouth conversations every week (Keller Fay)<br />
  23. 23. “Word of mouth drives choice”<br />– 70% of word of mouth conversations have an impact on brand purchase (37% buy it/try it, 24% consider it, 9% avoid purchase based on WOM)(Keller Fay)<br />
  24. 24. “Opportunity for customer connections up”<br /><ul><li>4 billion cell phone users
  25. 25. 2 billion Internet users
  26. 26. 1.5 billion+ social network members
  27. 27. 126+ million blogs
  28. 28. Ave. No. of Blog links – 12
  29. 29. Ave. No. of Facebook friends among Influencers – 164
  30. 30. No. of Per Person Brand-Related Conversations Each Year – 4,650</li></li></ul><li>Table of Contents<br />Marketing as we know it<br />The Evolving paradigm<br />Case Study 1: Twitter<br />Conversation, Communication, Co-Creation<br />Case Study 2: Telcos<br />Building the Consumer in the Equation<br />Case Study 3: Harry Potter<br />Creating a Brand out of thin air<br />
  31. 31. Humor, information, emotion, and all in 140 characters<br />
  32. 32. Twitter has become the world's water cooler<br />It's a place where you can hear what <br />millions are saying and feel, unbiased <br />and in that moment Adam Ostrow<br />
  33. 33. Be a part of the consumer<br /><ul><li>Twitter has become a platform that can help companies of all sizes..
  34. 34. To participate in the lives of people
  35. 35. To communicate
  36. 36. To provide customer service
  37. 37. To be part of a global community
  38. 38. To be creative and innovative
  39. 39. To become more transparent
  40. 40. Even to sell more products and services, and generate more profits</li></li></ul><li>Conversation: People’s Movement<br /><ul><li>People are on Twitter to share about their lives and connect with others.
  41. 41. They’re on Twitter because it’s fun and because it’s a way to stay informed.
  42. 42. Everyone is connected and 140 characters have become conversations and even friendships.
  43. 43. Twitter has been very instrumental in setting the tone for Customer-Centric approach to Social Media
  44. 44. Twitter allows marketers to actually have a 2-way and authentic dialog with a global community of people interacting and expressing themselves online. </li></li></ul><li>How Marketers and Brands are using Twitter to communicate to consumers and co-create the brand legacy<br />
  45. 45. Think of the 5 C’s from their perspective<br />Not everyone is equally “Social”<br />Everyone is a “Customer”<br />Different Needs Require a Service Mind-set<br />Collaboration<br />Connections<br />Conversation<br />Content<br />Community<br />Creators<br />Critics<br />Conversationalists<br />Joiners<br />Spectators<br />Collectors<br />Unsatisfied Customer<br />LoyalCustomer<br />ReturningCustomer<br />First-Time<br />Customer<br />Potential Customer<br />Shop<br />Own<br />Fix<br />Other<br />Provide value for customers… not just for the company<br />
  46. 46. Business Goals<br />Marketing Goals<br />Social Media Goals<br />Engagement<br />Community<br />Listening<br />Marketing<br />Integration<br />Conversations<br />UGC <br />Solicitation<br />Content <br />Creation<br />Customer <br />Service<br />Monitoring<br />& Searches <br />Reporting<br />Followers &Relationships <br />Share of Voice<br />@Replies, RTs, Lists & DMs <br />Sentiment<br />& SIM Score<br />Issue<br />Resolutions<br />Tweet Reach& Impact <br />
  47. 47. LEVERAGE TOOLS<br />. <br />Hello @world !<br />ENGAGE<br />in Conversations & Valuable Experiences <br />CONVERT<br />Non-believers into believersNon-customers into customers<br />TRANSFORM<br />Customers into Brand Advocates<br />
  48. 48. Table of Contents<br />Marketing as we know it<br />The Evolving paradigm<br />Case Study 1: Twitter<br />Conversation, Communication, Co-Creation<br />Case Study 2: Telcos<br />Building the Consumer in the Equation<br />Case Study 3: Harry Potter<br />Creating a Brand out of thin air<br />
  49. 49. It is not the brand talking any more and telling the customer what to do….it is the customer who will decide<br />VittorioColao<br />CEO, Vodafone<br />
  50. 50. Evolution<br />Connectivity and Mobility have become modern day life commodities and are taken for granted by consumers<br />Point of differentiation and the value equation has shifted from Network availability (Footprint) to Customer Centricity<br />
  51. 51. Consumer Centricity<br />Fundamental re-think of consumers, services, innovation and value networks and the role that the Telcos can play in value creation<br />
  52. 52. Building the consumer in the equation<br />
  53. 53. From Customer- empowerment to Customer-led-personalization<br />Learning from Internet<br />Consumer in the driver’s seat<br />Fundamental change in the way people interact with their chosen services and applications<br />Customers can determine the terms and context of their experience<br />
  54. 54. Innovate in Partnership<br />Expand the boundaries of the market to a much broader view of application driven commerce, content, delivery for the digital consumer.<br />Value created at all levels: Developer, Consumer segmentation approach, Internet Applications, Mobile Device companies, Operators and the final point of contact where “Consumer Need” is created.<br />
  55. 55. Know Your Customer<br />Identify consumer niches, derive insights and design/engineer services around these niches which are differentiated in terms of need appeasement<br />Richness and relevance will rely on powerful personalization, based on customers’ past usage, purchase, browsing and habits<br />
  56. 56. Social Merchandising<br />Leveraging the power of social networks to act as a marketing “force multiplier”<br />Dynamic sharing, recommendation and sharing history, social merchandising can evolve from an internet tool to a force that drives the adoption and use of entire new categories of applications and services.<br />
  57. 57. Table of Contents<br />Marketing as we know it<br />The Evolving paradigm<br />Case Study 1: Twitter<br />Conversation, Communication, Co-Creation<br />Case Study 2: Telcos<br />Building the Consumer in the Equation<br />Case Study 3: Harry Potter<br />Creating a Brand out of thin air<br />
  58. 58. Creating a Brand out of Thin air<br />The Harry Potter Story<br />
  59. 59.
  60. 60. Harry Potter grew to be a global business phenomenon through<br />WORD-OF-MOUTH MARKETINGby CONSUMERS<br />
  61. 61.
  62. 62. Global Business Phenomenon<br />400 million titles sold ~ $8.5 billion franchise<br />This does not take into account realization from 6 movies and 8 games!<br />“Deathly Hallows” had an advance booking of 12 million units before its launch without even a single unit sold<br />Wikipedia estimates Harry Potter Brand at $4 billion<br />
  63. 63. A $4 billion brand!Businessweek & Interbrand (2006)<br />
  64. 64. What can we learn from Harry Potter?<br />
  65. 65. Consumers made Harry Potter a global phenomenon<br />
  66. 66. Lesson 1<br />Don’t be afraid to let consumers take control, particularly on the social web.<br />
  67. 67.
  68. 68. Lesson 2<br />Allow consumers to become emotionally involved with your brand and develop relationships with it, which leads to brand loyalty and word-of-mouth marketing.<br />
  69. 69.
  70. 70. Lesson 3<br />Be consistent with your brand and exercise brand restraint in order to meet customer expectations and build loyalty further.<br />
  71. 71.
  72. 72. Consumers will make the next Harry Potter, not marketers.<br />Brand managers have to listen to consumers and deliver consistently to ensure the buzz about the brand continues.<br />Let consumers live the brand and make it their own.<br />Marketers must allow brands to grow and thrive at the hands of consumers with gentle pushes in the right direction along the way.<br />
  73. 73.
  74. 74. Thanks<br />

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