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Art of Unmarketing
Art of Unmarketing
Art of Unmarketing
Art of Unmarketing
Art of Unmarketing
Art of Unmarketing
Art of Unmarketing
Art of Unmarketing
Art of Unmarketing
Art of Unmarketing
Art of Unmarketing
Art of Unmarketing
Art of Unmarketing
Art of Unmarketing
Art of Unmarketing
Art of Unmarketing
Art of Unmarketing
Art of Unmarketing
Art of Unmarketing
Art of Unmarketing
Art of Unmarketing
Art of Unmarketing
Art of Unmarketing
Art of Unmarketing
Art of Unmarketing
Art of Unmarketing
Art of Unmarketing
Art of Unmarketing
Art of Unmarketing
Art of Unmarketing
Art of Unmarketing
Art of Unmarketing
Art of Unmarketing
Art of Unmarketing
Art of Unmarketing
Art of Unmarketing
Art of Unmarketing
Art of Unmarketing
Art of Unmarketing
Art of Unmarketing
Art of Unmarketing
Art of Unmarketing
Art of Unmarketing
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Art of Unmarketing

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  • 1. Social Media :: The Art of Social Media The Art of Un-Marketing Un-Marketing Hareesh Tibrewala Hareesh Tibrewala hareesh@socialwavelength.com hareesh@socialwavelength.com
  • 2. Agenda • So what is social media all about ? • How to build a social media strategy • How brands are using social media • Social Media Megatrends
  • 3. Once upon a time • How business happened – Markets came home – Relationships counted – Conversations happened – Prices were negotiated – Products were custom made
  • 4. 1st Revolution : Era of Mass Production • Industrialisation – New technology – Lots of production, lots to sell – Goods became commodity – Standardised products – Standardised pricing – “Delivery” of goods
  • 5. 2nd Revolution : Era of Mass Communication • Communication “commoditisation” – Standard messages – Delivered across multiple mediums • Consumers hate marketing messages • Consumers hate the buying process • Modern day marketing is the “Art of Intimidation”
  • 6. Is Customer Really The King ?
  • 7. The Customer Strikes Back !! Thanks to the Internet
  • 8. Advent of the Internet • Networked society – Internet is enabling conversations that were simply not possible in the mass communication era – People in a networked market know they can get better info from each other compared to the vendor – There are no secrets. A networked market knows more than companies know about their products – Who cares about brand messages – So how does marketing happening ?
  • 9. When you think of the Internet, don’t think of it as a truck full of billboards. Think of it, as a table for two Doc Searle The Cluetrain Manifesto
  • 10. The Future • How will business happen – Markets will come home – Relationships will count – Conversations will happen – Prices will be negotiated – Products will be custom made • It is all about conversations • And the art of creating conversations is the “Art of Un-Marketing”
  • 11. The Art of Un-Marketing • There are conversations happening – Within the organisation – Outside the organisation • Are you listening to these conversations ? • Are you participating in these conversations ? • Are you enabling these conversations ?
  • 12. The Art of Un-Marketing • Speak with a human voice, share concerns of the community • Brands need to come down from their ivory tower and talk to people with whom they want to create relationships • Brands that don’t belong to a community, will die • “You are invited, but this is our world. Take your shoes (attitude) off at the door “
  • 13. The Art of Un-Marketing • Networked markets are immune to advertising • Networked markets can change suppliers overnight • Loyalty : – Not how loyal your customer is to you – But how loyal are you to your customer – If you don’t deliver on your brand promise, then…. • The art of social media is the art of unmarketing
  • 14. Creating a social media strategy
  • 15. 1. The Challenge • Once upon a time – Brands and consumers are “disconnected” – Door to door marketing • Then – Emergence of medium that can “connect” brand to many consumers at one go – Mass communication – Print, TV, digital
  • 16. 1. The Challenge • Now – Social media connects consumers to each other – Consumers trust other consumers for referencing – Is brand communication relevant at all – How can the brand be part of the conversation – How can the brand still be relevant in customer decision-making process ?
  • 17. 2. Be Social • It is not about “marketing” – Intimidation – Carpet bombing – Perception building • It is about being social – Be helpful – Be a guide – Be engaging
  • 18. 2. Build A Community • Your role is that of a community manager (not a brand manager) • Communities are build around issues, not around brands • Identify what are the pain points of your community (or how you can add value to that community)
  • 19. 2. Build A Community • Community definition statement “ I am going to build a community of <target group > and I will help the community by <raison d’etre for the communities existence> This community is sponsored by <brand> • If your TG is multiple, you may need to think of building multiple communities
  • 20. 3. Listen • Create a listening program • Use “listening” tools • Find out what the community is talking about • Find out where is the community • Find out who are the key influencers
  • 21. 4. Where to Build • Identify platform that you will use to build a community – Key platforms – Instigator (supporting) platform • Large number of choices – Facebook, Orkut, Myspace – LinkedIn, Slideshare, Blogs – Twitter, Youtube, Ning – Microsite, portal etc .
  • 22. 5. How To Build • Three circles of success – Circle A : People already connected with you – Circle B : Friends of people in Circle A – Circle C : Everyone else • Challenge : Getting Circle A to advocate your community to Circle B – Viral Content, Application development • Opportunity : As Circle A grows, Circle B grows
  • 23. 6. Content Mix • Identify correct content mix – 80:20 principle • 80% : of interest to the TG – May need to curated, created • 20 % : about the brand • Plan proper content matrix
  • 24. 7.Reaching out the community • Identify top blogs, portals, forums and other digital communication platforms where your TG is likely to be there • Join the conversation – If brand has expertise, add value – If brand does not have expertise, intermediate information – Intercept competitor conversations
  • 25. 8. Connecting with Influencers • Identify who are the influencers in your category – Look at the real world (known influencers) – Use tools to identify them (unknown influencers) – Large twitter following – Large LI connections – Blogs with traffic – Bloggers • Map their social graph
  • 26. 8. Connecting with Influencers • Engage with them on subject of their interest – Relay their content – Share something of interest – Be persistent (but relevant) in your effort • Hopefully influencer will relay your content as well – Have content worthy of being relayed
  • 27. 9. Content Factory • Content is your means to an end • Content requires sharpness • Content needs to be engagement • It is all about story telling • It is all about weaving your brand message in the fabric of social communication
  • 28. How should Brands be using Social Media?
  • 29. Rule 1 Enabling relationships & thus communities within our audience
  • 30. Watch video - http://www.youtube.com/watch?v=VVXGLe1VoJ8
  • 31. Rule 2 Build a story around your brand
  • 32. The Dark Knight : Immersive Marketing Watch video – http://www.youtube.com/watch?v=cD-HRI-N3Lg&feature=player_embedded
  • 33. Ogilvy & Mather Case study World's Greatest Salesperson - Are you the One? Watch Video -http://www.youtube.com/watch? v=edZpR_Qd8rk
  • 34. Rule 3 A key part of all integrated campaigns
  • 35. The fact that the public suggested over 1.2m flavors (that equates to 2% of the UK population submitting a flavor) and over 1m votes on the final shortlist , proves what a storm the campaign created. http://www.creamglobal.com/search/17798/16190/do-us-a-flavour/
  • 36. http://islandreefjob.com.au/about-the-best-job/
  • 37. Outcome • Campaign Budget : $1.2 mn • Got 35,000 applicants from 200 countries who created 600 hours of video content promoting Queensland • Website got 68 lac visitors with 475 lac page views (in 46 days time), avg. time spent on site about 9 minutes • Media coverage in CNN, BBC, TIME • Overall estimated benefit : $100 mn
  • 38. Rule 4 Building brand equities in new ways
  • 39. Social Media Megatrends
  • 40. Mega Trends • Web 2.0 is bigger than Web 1.0 • All of us are identifiable at all times • Carry your friends recommendation where ever you go • Social Media will force us to be more honest • Role of Brand Manager will change : more like a ATC • Corporate silos will vanish
  • 41. Questions? If you need a copy of this presentation, please leave your business card. We will email it to you. Hareesh Tibrewala Jt. CEO, Social Wavelength. hareesh@socialwavelength.com Company blog: blog.socialwavelength.com LinkedIn: linkedin.com/in/hareeshtibrewala

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