Forget Kotler by Mahesh Murthy @ Social Media Summit 2011
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Forget Kotler by Mahesh Murthy @ Social Media Summit 2011

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A talk given by Mr. Mahesh Murthy (CEO, Pinstorm) @ SMSin2011 organized in Chennai.

A talk given by Mr. Mahesh Murthy (CEO, Pinstorm) @ SMSin2011 organized in Chennai.

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    Forget Kotler by Mahesh Murthy @ Social Media Summit 2011 Forget Kotler by Mahesh Murthy @ Social Media Summit 2011 Presentation Transcript

    • Forget Kotler.The 20 new rules of marketing.
    • Two ways to look at the future: blue-sky.And extend key parts of the present.Gibson: The future’s already here.It’s just not evenly distributed.
    • We all grew upwith Kotler’s 4P’s.Product.Pricing.Placement.Promotion.
    • These date back to 1959.Real-time Brand ManagementLet’s see what’s happening today.
    • Product: Neurons beat atoms + + = = + +
    • Pricing: Variability beats fixed. > >
    • Placement: Everywhere beats some places
    • Promotion: Less beats more
    • It’s time to let goof the 4Ps.They’re almostmeaningless.And where they’renot, they’reuseless.
    • Things have changed.Real-time Brand ManagementSo what are the new rules?
    • 1. Digital is not niche anymore. It ismainstream. Even in India.
    • Here’s the current picture we see Desktop Mobile Net Net users: users: 85m 80m Indian net users: 135m Indian C&S homes: 105m Star Plus viewership: 25m ToI national circulation: 7m
    • Critically, Indian internet users have already crossed Cable &Satellite TV households. Soon social media users will, too. Net users 160m 150m 140m 130m SM users 120m 110m C&S hh 100m 90m 80m 70m 60m 50m 40m 30m 20m 10m 2007 2008 2009 2010 2011 2012 2013
    • And here’s the picture we see for 2014 Mobile Desktop Net Net users: users: 225m 150m Indian Net users: 300m Indian C&S homes: 140m Star Plus viewership (?): 35m ToI national circulation (?):10m
    • Arguably, digital is the medium whereproperties have the largest reach inIndia. Larger than any TV channel orprint pub.
    • No TV or print property matches these digitalproperties in reach in India.Property Viewers/mth Views/mth Time/viewGoogle 105m 5 8 minFacebook 38m 10 25 minYahoo 28m 7 12 minYouTube 23m 4 18 minBlogspot 16m 3 7 minWikipedia 12m 3 9 minRediff 12m 5 14 minOrkut 11m 5 10 minIPL on TV (SEC A/B) 6m 5 24minStarPlus (SEC A/B) 5m 3 13min
    • 2. It’s not just the users of digital that beatothers. But the usage of digital does too.
    • More than the rise in users the story isthe rise in usage (IMRB/IAMAI)
    • 2 hrs 15 mins a day rivals orexceeds TV consumption.
    • Anybody who tells you digitalis a small and unremarkableniche or ‚a 2% medium‛ iseither blind, ignorant, sells TVor Print or all of the above. 
    • 3. Users andusage are great. But the cost – often free – is the best bit.
    • No TV or print property matches these digitalproperties in reach in India. Or cost.Property Viewers/mth Views/mth Time/view CPT (Rs.)Google 100m 5 8 min 0-50Facebook 38m 10 25 min 0-30Yahoo 28m 7 12 min 100YouTube 23m 4 18 min 0-125Blogspot 16m 3 7 min 0-50Wikipedia 12m 3 9 min 0Rediff 12m 5 14 min 80Orkut 11m 5 10 min 0-30IPL (SEC A/B) 6m 5 24min 150Star+ (SEC A/B) 5m 3 13min 100
    • If you want to reach the mass in India,conventional wisdom says you buy adson IPL on TV.A match rates 3.5% TRP. That’s 1mSEC A/B homes. Or 2.5m people. AtRs. 1 lakh per ad-secondFacebook alone delivers 6.75m (mostlySEC A/B) daily. For as little as free.
    • 4. Social is the fastest- growing digital medium.
    • Regular portal users: Average (+12%)
    • Portal usage has stagnated at sameshare, or lagged behind growth.
    • The growth isn’t from ‘traditional’digital media.
    • Social network users: Blogspot (+196%)
    • Social network users: YouTube(+219%)
    • Social network users: LinkedIn (+308%)
    • Social network users: Facebook (+615%)
    • Social has taken over. Average (+250%)
    • 5. The best statistic about digital isn’t astatistic. It’s the most trusted medium.
    • If social media buzz is not managed well,reputations built over lifetimes can shatter in days
    • If social media buzz is not managed well,reputations built over lifetimes can shatter in days
    • Shattered reputations can cost billions
    • Or even topple governments: Arab Spring
    • 6. Digital lets you side-step publishers – andbecome one yourself.
    • Your own newspaper / TV channel with a opt-in viewership of millions.For free.
    • 7. Competing on digital doesn’t need largebudgets. Digital helps Davids beat Goliaths.
    • Once a brand with a Rs. 20 cr adbudget feared another with aRs. 200 cr ad budget.
    • Once a brand with a Rs. 20 cr adbudget feared another with aRs. 200 cr ad budget. No longer.Media budgets don’t make a bigdifference.Now it’s a fight between people – orcreative budgets. Rs. 25k a month?Rs. 2.5l a month? Rs. 25 l a month?
    • Is your story worth repeating?Are you being remark-worthy?
    • 8. Media is vacating editorial to become marketing. Marketing can now take on editorial leadership.
    • It’s not aboutadvertising –but your owneditorial.
    • It’s not about advertising – butyour own editorial.
    • 9. Number of fans is irrelevant.Your edge rank drives relevance.Edge rank is driven by engagement.Measure engagement.
    • Edge rank in action: Updates can reach no one.
    • Getting a fan is a waste of money ifyou don’t get engagement.
    • A note on Facebook engagementmetrics Unprompted Engagement: E1: 1000+ Prompted Engagement: E2: 2000+ Passive Engagement: E3: 5000+
    • Performance metrics, engagement levels
    • E1 scores
    • E2, E3 scores
    • 10. Campaigns used to be built in months. Now they need to be built in minutes.
    • The marketing manager’s job is nowvery different.
    • 3 years versus 3 months
    • 3 months versus 3 weeks.
    • 3 days versus 3 hours
    • Politicalads?Lawyersads?
    • Flipkart?Landmark?
    • 11. The whole process needs tochange: 1st step.
    • It stars with research – or activelistening LISTEN
    • This brand is talked about more than 7,000times a day. Others twice as much.
    • Google Alerts is not tracking.That tracks <0.5% of mentionsof your brand typically.
    • It’s not technology.It’s not services.It’s both.
    • 12. The new process continues – withimmediate action.
    • LISTEN REACT
    • 13. Afterlistening andreaction comesthe analyticsand planning.
    • PLANLISTEN REACT
    • Analyse and report trends
    • Sentiment analysis
    • Competition tracking
    • Issues faced by Mobile Services Customers Figures for September reflect overall trend
    • 14. After listening,reacting, planningcomes the pro-action
    • PLANLISTEN REACT PRO-ACT
    • Social Media properties created
    • On Twitter.. Reactions to our tweets!
    • 15. The process continues, relentlessly. 7days a week.
    • PLANLISTEN REACT PRO-ACT
    • Some brand customers are moreactive on weekends. Does that meanwe won’t talk to them because wedon’t work weekends?
    • Pinstorm creative teams now work inshifts. Some day others will, too.
    • 16. The big change is not in how agencieswork – but how marketers need to work.
    • Looking at the process again
    • PLAN LISTEN REACT PRO-ACT Brand Marketing, Corporate Communications,Customer Service Product Marketing, Brand Marketing Employer branding
    • PLAN LISTEN REACT PRO-ACT Brand Marketing, Corporate Communications,Customer Service Product Marketing, Brand Marketing Employer branding
    • What happens if you’re notcoordinated?
    • It’s easy to get it wrong in digital:short-term thinking, non-integrated work
    • It’s easy to get it wrong in digital:focusing on SMM & not ORM
    • It’s easy to get it wrong in digital:different teams on ORM, SMM
    • It’s easy to get it wrong in digital:look, feel and action that is different everywhere
    • How will you re-organise?
    • 17. It’s about training people to speak likeyou do.
    • Find and define your voice – and tone of voice.
    • 18. It’s not about being a generalist. Or a specialist. But about being a multi- specialty agency.
    • Digital is increasingly not about specialization.But about multi-specialization. Directory listing SEMSVOSMM Site/SEO ORM E-comComp. Optimi-Track sation Online Evangelist Mgt
    • The era of the specialist is over.Pinstorm started as a pure SEM firm 8 yrsago. Now none exist.No pure-SEO, pure-display, pure-site devfirms exist any more either.Today’s pure-social firms will disappear too.Multi-specialists will survive.
    • 19. You need to map out an entirely new set of channels – or evangelists.
    • Database of3,500+:Essential tobuildingbespokeevangelist lists
    • 20. The new bookon the rules ofmarketing is yetto be written.It’ll take people,technology andboldness to createthis future.Partner with a co-explorer.
    • mahesh@pinstorm.com@maheshmurthy+91 98922 49969