Zeno India 2013 Trends: Convergence Compass

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Timed to celebrate the advent of the Year of the Snake and for the fourth year in a row, welcome to 'Zenology 2013: The Convergence Compass.' Launched with a two-day roadshow in India (Delhi and Mumbai), this deck steps out:

- Key Consumer Trend affecting marketing and engagement
- Implication for communications and marketing professionals
- Best Practice Approach and goes deeper into a local market example

The Five Key Consumer Insights Are:
1. Simpler Lives
2. National and Cultural Pride
3. All About Me
4. Karmic Brands
5. e2Commerce

If you'd like more information, or are interested in a point-of-view for your specific country, please do not hesitate to contact john.kerr@zenogroup.com.

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Zeno India 2013 Trends: Convergence Compass

  1. 1. CONVERGENCE COMPASS: INDIAFIVE TRENDS DRIVING ENGAGEMENTIN THE YEAR OF THE SNAKE ZENO GROUPpumpkincat210 Photo by INDIA 12 FEBRUARY 2013
  2. 2. ZENOLOGY 2011: SOCIAL BUILDS OUT 1. ATTENTIONOMICS 2. SOCIAL BROADCASTING 3. DIGITAL CURATION 4. THE INTEGRATION ECONOMY 5. SHOPPING IS FUN AND MOBILE 6. VIVA LA SOCIAL WEBSITE 7. EVERYWHERE BECOMES SOCIALISED 8. WAR FOR TALENT FOUGHT ONLINE1
  3. 3. ZENOLOGY 2012: UNITY, UBIQUITY, UTILITY 1. TOUCH (SEE) AND GO 2. PERVASIVE PERSONAL CLOUD 3. CONVERGENCE EMERGENCE 4. HONESTY OF IDENTITY 5. SOCIAL, CONNECTED SHOPPING 6. GLOBAL COLONISATION, LOCAL MESSAGING 7. DIGITAL ACTIVISM 8. CONNECTED DEVICES 9. SOCIAL GOVERNMENT 10. B2B LEADS SOCIAL BUSINESS2
  4. 4. ZENOLOGY 2013: E-MOTION DESIGN CONSUMER TRENDS BEST PRACTICES1. Simpler life 1. Transmedia digitorial2. National and cultural pride 2. Relevance trumps quality3. All about me 3. Utility storytelling4. Karmic brands 4. Social movements5. E2Commerce 5. 24/7 selling
  5. 5. TREND #1: SIMPLER LIFEEat, Pray Facebook – a recent study in the US found that socialmedia was as addictive as nicotine and alcohol. If you checksocial feeds more than eight times a day, or spend more thanfour hours a day, then you are ‘addicted…’
  6. 6. IMPLICATION: CUT THROUGH ATTENTION CRASH “The attention crisis is an epidemic. Theres no more room at the inn. People will cut back. The key question is: What will they trim? Ad-supported media, or content from peers? .” Steve Rubel – June 18, 20075
  7. 7. BEST PRACTICE #1: TRANSMEDIA DIGITORIAL RECOMMENDATIONS • Advocacy at Scale • Native Content • Mobile interplay of Paid, Owned and Earned • Curation Adds Value6
  8. 8. TREND #2: NATIONAL/CULTURAL PRIDE“Symbols, lifestyles and traditions that were previously downplayed ifnot denied, are being brought up to date, to become a source ofpride for domestic consumers, and of interest to global consumers.” Trend Watching7
  9. 9. IMPLICATION: CONTENT BALANCING STRATEGIC Strategic, Strategic Not Engaging AND Engaging Not Strategic, Not Strategic, Not Engaging Engaging ENGAGING8
  10. 10. DO DON’T Be friendly Use too much corporate jargon Keep It Simple Create posts that are too long Post more than two updates a day, an Post max 2 updates a day hour after the other Schedule posts at optimal times when Post at low-engagement time slot e.g. fans are engaged e.g. 10am, 2pm 6am, 11pm Delete/ ignore comments (unless its Interact and reply to fans’ comments spam) Share negative news about Share positive news/ reviews competitors Share non-client brand posts that are Share non-brand posts that have positive linked with the brand negative associations with the brand9
  11. 11. BEST PRACTICE #2: RELEVANCE TRUMPS QUALITY RECOMMENDATIONS • Plan on Cycles, Go Early • ‘Segment of One’ Psyche • JavaScript InnovationTata Safari’s 631k Facebook fans started pre launch, seeing the cover page like ajigsaw puzzle. Every day Tata revealed a certain portion of a jigsaw by sharing apast milestone related to Tata Safari. #TataSafariStorme10
  12. 12. TREND #3: ALL ABOUT ME“Consumers want it all — right now... and theyre unwilling tocompromise. That trend will only ramp-up in 2013.” Tom Vierhile, Datamonitor11
  13. 13. 12 IMPLICATION: CONVERGED MEDIA Converged Media utilizes two or more channels of paid, earned, and owned media. It is characterized by a consistent storyline, look, and feel. Display, banner ads corporate website Sponsored posts, ads microsites PPC ads corporate blog Pay per post blogging© 2012 Altimeter Group
  14. 14. BEST PRACTICE #3: UTILITY STORYTELLING RECOMMENDATIONS • Small Niches are BIG • Crowd Source Insight • Lean Back/Forward Content • Create Mainstream News13
  15. 15. TREND #4: KARMIC BRANDS“94% of Indian consumers believe it is important for businesses tohave a social commitment and 71% are willing to pay a premium forproducts and services from a company supporting a good cause.” Edelman 2012 Good Purpose Study14
  16. 16. IMPLICATION: TRANSPARENCY OF PURPOSE“People don’t buy what you do, they buy why you do it” Simon Sinek15
  17. 17. BEST PRACTICE #4: SOCIAL MOVEMENTS RECOMMENDATIONS • Transparent Business • Tension-based Narrative • Reward and Recognize • Real-time Risk MitigationStandard Charted #runforareason generated more than 1200reasons in the form of instagrammed images shared with the city atvarious venues during the marathon.16
  18. 18. TREND #5: e2COMMERCE4 out of 10 smartphone owners are using their phone for small payments, productbarcodes or coupons. The most popular service was product barcode apps, used by63 percent of people who already use their smartphones for shopping. Ericsson Consumerlab17
  19. 19. IMPLICATION: PERVASIVE PERSONAL CLOUD “Privacy may not be dead (yet), but you will find yourself increasingly happy to hand over your personal information in exchange for better service, more control, or both.” John McCrea18
  20. 20. BEST PRACTICE #5: 24/7 SHOPPING RECOMMENDATIONS • Analytics to Insight • Apps as entry point • Personal Cloud • Social CRM19
  21. 21. E-MOTION DESIGN: ROADMAP 1. 9. Content 10. Social 2. 4. 5. 7. 8 Discovery/ 3. Play Book 6. Online /Campaign Issues Guidelines Engagement Measure Community .Influencer Objective- Workshop Intelligence Execution Manageme & Policies training Building program setting nt Social Media Develop a Relevant Early- End-to-end Reference Clear set of Have strong Engage top Content and objectives, guiding stakeholders warning crisis plan, docs that KPIs resource to tier campaigns GOAL plan, align social narrative and have developed system and build and influencers where sub- that deeply connected operational capability to online integrates media to measure engage on and engage brand to plan across all engage tracking digital efforts success social media like media audience is) initiatives platforms successfully system response Complete by To complete Complete by Complete by Complete by Complete by TIMING Start 1 June by 14 June end-Jul mid-Aug end-Jul end-June Begin in July Begin in July Begin in Aug end-Aug Create Decide on Develop Identify Audit of Discovery Develop two standard NEXT Draft and narrative syllabus, Output from Develop suitable CMS current session of or three big look and agree social approach and structure and Discovery research and issues and STEPS current media policy priority program (e.g. phase taxonomy community impactful feel, and identify initiatives. campaigns reorganize platforms online) managers scenarios content Conduct Deliver Review Identify research, Deliver and Craft regional Manage IntegratedOUTPUTS Communicat Meltwater influencers, identify embed Play Deliver measure- content hubs and crisis and e guidelines and tune build r/ships advocates Book across training ment guides, create issues mgmt and policies internal and craft and develop sub-brans dashboard programme content processes approach campaigns report toolkits CRAWL WALK RUN 20
  22. 22. ZENO GROUP ASIAAbove All, Fearless.Not afraid to…Challenge the status quo.Push the limits.Zig when others zag.Fly out of our comfort zone 21
  23. 23. ZENO GROUP ASIA: SOCIAL BY DESIGN• Offices in; Beijing, Delhi, Jakarta, Singapore, Sydney, Tokyo and Ho Chi Community Minh – with almost 80 staff Social Engagement Blogging• Partners in Bangkok, Hong Kong, Advertising Malaysia and Manila.• Practice expertise in: Consumer and SEM Technology – with a Digital core Video• 70% of regional revenue in digital, with Influencer Streaming Production Community managers and digital Outreach strategists in every Zeno market. Audio & VideoAward winning team: Web Development Mobile • SPIKES: Best Use of Social Media Marketing Tone of Voice Dev. • SABRE: Best Technology Campaign • PLATINUM SABRE: Best Overall Monitoring & Measurement • PR WEEK: Best Regional Program
  24. 24. ZENOLOGY 2013: E-MOTION DESIGN CONSUMER TRENDS BEST PRACTICES1. Simpler life 1. Transmedia digitorial2. National and cultural pride 2. Relevance trumps quality3. All about me 3. Utility storytelling4. Karmic brands 4. Social movements5. E2Commerce 5. 24/7 selling
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