The modern consumer seeks a flawless online experience as well as consistent high quality brand engagement. The consumer of today wields the power of social media that can establish or destroy a brand. Becoming social has become mandatory now rather than being just a marketing experiment. The presentation studies the emerging behavioral traits of an online social consumer and suggests practical tips for online marketers, CEOs and project managers to ace the new social trend.

1. Presented by:
Anand Varadarajan
andd
Dhanya Menon
August 07, 2010
3/28/2012 Iam Social, Are You?
Disclaimer: All case studies included in this presentation were cited for informational purposes during the 1
conference. Brand and image logics/logo belong to the respective brands.

2. From Then to Now…
Iam Social, Are You? 2

3. Scenes From The Real World
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4. Any customer can have a car painted any colour that he wants so long
as it is black.
Remark about the Model T in 1909, published in Henry Ford s autobiography My Life and Work
Remark about the Model T in 1909 published in Henry Ford’s autobiography My Life and Work
(1922) Chapter IV, [p. 71‐72]
3/28/2012 Iam Social, Are You? 4

5. Era Of Customization Starts With Barbie!! (Post
Purchase)
P h )
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6. Dell As a Growth Machine- Custom Built
Computers (P
C t (Pre-purchase)
h )
Dell.com website
in October 1997
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7. Reva Color It (Pre Purchase)
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8. Personalized Food
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9. Enter The Social Borderless World
…where ‘S i l’ i th strategy
h ‘Social’ is the t t
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10. Nike Running (
g (Nike + Program)
g )
• Sensors in shoes linked to runner’s portable media players.
• Runner’s upload data and track their progress online
Runner s
• Nike gets critical user analytics
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11. Cirque de Soleil
q
• Facebook offers exclusive content such as backstage photos and videos,
interaction with performers and show updates
• Widget lists shows in the town based on the fan’s mood (>100,000 fans)
Iam Social, Are You? 11

12. Fedex Print Online
• Anytime anywhere ordering of prints
Anytime,
• Integrated with online document managers such as Google DocsTM
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13. BharatMatrimony.com - The Power of
Choice
Ch i
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14. Mail Chimp - DIY e mail Campaigns
e-mail
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15. Social Engagement As Core Strategy
• Listen and engage with consumers
• Build communities
• Aggregate and distribute content across the
social web
• Provide a comprehensive digital consumer
experience
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16. Executive Dilemma In Empowering
Customers
• Should we share plans with customers and make them a
part of our extended team?
• Can we face the consequences of not responding?
• Can we integrate enterprise systems with public forums?
• Can we let go of the 'command and control' form of
communication?
• Can we be open to scrutiny by customers?
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17. Social Media Cannot Be Ignored
Growth in Facebook Usage
G th i F b kU Growth in Twitter Usage
Growth in
LinkedIn Usage
g
Source: Google Insights Iam Social, Are You? 17

18. Positive Brand Advocacy
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19. Negative Brand Advocacy
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20. Patient Advocacy
Positive patient advocacy for the new
smoking cessation drug
Online discussion boards serve as an
empowering tool for patients
Patients ask informed questions and
take control of their health & treatment
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21. A Tectonic Shift From The Past
Social Media
'Word of mouth' spread through
Word mouth
social networks
Consumer
Brand Association Generated
Advertising
Attributes associated with
the brand by consumers Advertising based on
consumer perception
Consumer Buzz Online
Attention grabbing p p
g g properties
King Consumer Communities
of the brand & cascading Micro community sites;
impact it can generate Rating & review sites;
Brand Advocacy Consumer & media blogs
'Word f
'W d of mouth' recommendation
th' d ti
of the product or service
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22. Consumer Social Media
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23. Deciding On The ‘Social’ Agenda
Social
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24. Listen To Customers Share My Idea
Customers-
Iam Social, Are You? 24

25. Engage
Engage- Share My Story
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26. Engage
Engage- Design The World a Coke
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27. Resolve Issues-@comcastcares On Twitter
Issues @comcastcares
For better customer service
Alternative to jammed
inbound call center
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28. Brand Marketing- Corporate Blog:
Gene Logic
• More than 300 LinkedIn followers
• Highly targeted audience has improved marketing campaign effectiveness
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29. Social Message- Tata Tea 'Jaago Re'
Campaign
C i
• Encourage India's youth
to participate in elections
• Redefined awakening
attributes of tea
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30. CSR
CSR- TOI: Lead India Campaign
• Involved people from all over country
• Made people feel good about their
contribution
• Generated massive buzz and visibility
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31. Establishing Brand Communication- The
Axe “Call Me” Campaign
A “C ll M ” C i
• Audacious and Bold
• Voices the bold expression of today's youth
• Massive buzz and offtake
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32. Listen to Customers- Consumer Generated Advertising:
Honda Insight
• Using online buzz topics to create ad
• Timing of ads with launch
• Used bloggers' comments on green BG for Eco-friendly
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33. I am a C O
CEO.
Bec ing ‘ cial’
I want to: I am Social
com
• Perceive Competitor Strength
• Measure company’s brand strength
• Monitor Key Corporate Functions
y p
‘Soc
• Monitor Internal Metrics
• Track Customer Engagement
• Valuation
Iam Social, Are You? 33

34. Perceive Competitor Strength
Technical analysis of your website relative to your competitors
website,
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35. Perceive Competitor Strength
Track competitor communication and evolution of its strategy over the y
gy years
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36. Perceive Competitor Strength
Analyze social media for chatter about your competitor’s products
y y
Iam Social, Are You? 36

37. Measure Company’s Brand Strength
Company s
Holy grail of marketing: When brand name
becomes synonymous with category
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38. Measure Company’s Brand Strength
Company s
632,600
fans 1,558,678
1 558 678
fans
15682
fans
• ‘Social’ tools for better and quicker brand dominance
• Higher p p
g popularity linked to brand advocacy
y y
• Customer centric product development (Dell laptops)
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39. Monitor Internal Metrics
• Establish realistic objec es
s ab s ea s c objectives
• Identify key people inside the organization responsible
for social media strategy
• Maintain a clear reporting structure
• Create written policies for social media management
• Determine platforms for responding to social media
communication
• F
Form cohesive i t
h i internal units communicating with each
l it i ti ith h
other using collaborative editing tools. E.g. ScrewTurn
Wiki (http://www.screwturn.eu/ )
(http://www screwturn eu/
Iam Social, Are You? 39

40. Dell Case Study
• Dell Forum for peer to peer communication (1 5
1.5
m members, 5K-10K posts/ wk, 15000 accepted solutions and
topics include support, pre-purchase & enthusiasts)
• Dell Blog (www.direct2dell.com): timely and
direct communication; includes guest influencers
• @DellOutlet 80th most popular Twitter account:
To share news and offers
• www ideastorm com to encourage ideas
www.ideastorm.com ideas,
feedback and innovation (12000 community-generated
ideas; 400 implemented by Dell)
Iam Social, Are You? 40

41. Choose Your Preferred Customer
Engagement Tool
E tT l
• Identify the social media tools being
used by your customers
• Estimate when and how to engage with
your customers
t
• Establish the frequency of your
engagement with your customers
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42. Coca- Cola’s Successful Engagement
Strategy: On Facebook
St t O F b k
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43. Apple Goes The Forum Way
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44. Axe Finds Its Consumers On TV
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45. Threadless Uses Twitter For Apparel Design
Updates
U d t
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46. Business Valuation
• Important parameters for
valuation are Monthly traffic,
visitor value, Ad revenue, sales
revenue and monthly income
multiplier (no. multiplied with
monthly income for the site)
• Number of email addresses
and domain names, brand
value and monthly traffic value
Iam Social, Are You? 46

47. I want to:
I am a C O
CEO.
Bec ing ‘ cial’
I am Social
• View company dashboards
com
• Overview of major projects Projects
• E
Ensure a proper flow of
fl f
information between
‘Soc
departments and
d t t d
geographically dispersed
teams
t
Iam Social, Are You? 47

48. Share project calendars and stay tuned to
the latest
th l t t
Projects go well when people talk to each other discuss issues openly
other,
and communicate clearly
Iam Social, Are You? 48

49. View dashboards of projects and activities
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50. Real time collaboration ensures faster
response titime
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51. Overview of projects and milestones
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52. Schedule periodic meetings
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53. I want to socially engage people for:
Bec ing ‘ cial’
I’m a Marketer.
I am Social
• Public Relations
com
• Running campaigns
• Getting p p to know me
g people
• Getting people to listen to me
• Market understanding
‘Soc
• Budget Management/ Bootstrapping
B d tM t/ B t t i
• Targeted conversations
• Knowing & engaging prospects as well
as customers
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54. Public Relations
Public Relations
• Used for Customer Communication
• Faster response
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55. Run Campaigns
Let’s Play
L t’ Pl
Makeover- Estee
Lauder
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56. Run Campaigns
Create your own donut and share it online!
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57. Getting People To Know Me
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58. Getting People To Listen To Me
Tools to obtain customer feedback
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59. Getting People To Listen To Me
Make them listen to you… with some excellent free tools for podcast,
online video, screencasts and li event recordings!
li id t d live t di !
Iam Social, Are You? 59

60. Understanding The Market
Consumer Brand
Perception Using
Social Media
Source: Nielsen
Buzzmetrics
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61. Budget Management
Case Study- Econsultancy Digital Marketers United
Key questions
• How exactly should we be using Twitter?
• Could Twitter drive significant traffic?
• How to measure its value (quantitative and
qualitative)?
Is the effort commercially viable?
Iam Social, Are You? | 61

62. Budget Management- Case Study
Management
• Actively encouraged users to A few tips on getting followers
follow through signatures,
site footers, email footers,
business cards
• Actively tracked and
responded to people who
talked about them
• Personal and company
Twitter accounts
• T itt Buzz and ‘Tweet This’
Twitter B d ‘T t Thi ’
button on each blog post
• Live Twitter Feed on
homepage
h
Iam Social, Are You? | 62

63. Budget Management- Case Study
Management
Analysis of online traffic trends- using Google Analytics
y g g y
Iam Social, Are You? | 63

64. Budget Management- Case Study
Management
Analysis of sources of traffic: Social Media Vs SEO
y
Iam Social, Are You? | 64

65. Budget Management- Case Study
Management
Source-wise conversion rate analysis
y
Iam Social, Are You? 65

66. Case Study- Average Value/Visit By Digital Marketing
Channel
Ch l
Email
SEO
Affiliate
Links
Social Media
Paid Search
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67. Targeted Conversations
• Create customer groups
based on their buying
motivator
• Track all of them using
TweetDeck
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68. Knowing And Engaging Prospects/
Customers
Introduction to Foursquare: Business potential of location-based services,
separate apps for iPhone, Blackberry, Android & others
p pp , y,
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69. Knowing And Engaging Prospects/
Customers
Highly informative,
informative
engages techies and
showcases internal
talent
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70. I want to:
I’m a Marketer.
Bec ing ‘ cial’
I am Social
• Keep in touch with all project
com
members
Projects
• Stay updated with project
activities and milestones
‘Soc
• K
Keep track of milestones and
t k f il t d
delays
• Work on projects real time
Iam Social, Are You? 70

71. Keep In Touch With All Stakeholders In a
Project
P j t
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72. Organize Project Activities And Tasks
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73. Share And Upload Documents
Iam Social, Are You? 73

74. Organize And View Various Project Related
Activities
A ti iti
Iam Social, Are You? 74

75. Collaborate On The Project With
Stakeholders
St k h ld
Iam Social, Are You? 75

76. Track And Analyze Project Activities
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77. Man ng P ects
nagi Proje
77
Th ‘S al’ W
he Socia Way
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78. Zoho Projects
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79. Basecamp
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80. Central Desktop
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81. Huddle
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82. Whodoes 2.0
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83. Project HQ
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84. Comindwork
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85. Projectmanager.com
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86. Thank you!
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