Samriddhi2010, 28-29, August 2010 - Rajesh Lalwani, Founder and Principal, Blogworks

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Slide deck from Samriddhi 2010, which is an annual National conference organized by Goa Institute of Management.

Visit GIM at http://www.gim.ac.in/

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Samriddhi2010, 28-29, August 2010 - Rajesh Lalwani, Founder and Principal, Blogworks

  1. 1. Samriddhi 2010 Goa Institute of Management 28-29 August 2010 8/30/2010 1
  2. 2. http://hotsurprise.blogspot.com/2009/03/before-and-after.html 8/30/2010 © Scenario Consulting Private Limited 2
  3. 3. Before/ After August 30, 2010 © Scenario Consulting Private Limited 3
  4. 4. 8/30/2010 © Scenario Consulting Private Limited 4
  5. 5. 8/30/2010 © Scenario Consulting Private Limited 5
  6. 6. 8/30/2010 © Scenario Consulting Private Limited 6
  7. 7. 8/30/2010 © Scenario Consulting Private Limited 7
  8. 8. 8/30/2010 © Scenario Consulting Private Limited 8
  9. 9. 8/30/2010 © Scenario Consulting Private Limited 9
  10. 10. 8/30/2010 © Scenario Consulting Private Limited 10 http://www.flickr.com/photos/niyam/2399734600/
  11. 11. 8/30/2010 © Scenario Consulting Private Limited 11 http://www.flickr.com/photos/wiredvijay/4595405416/
  12. 12. 8/30/2010 © Scenario Consulting Private Limited 12
  13. 13. Content Creation & Consumption Mainstream Entertainment Media Brands and Purchase Impact Society Business and Politics & Enterprise Governance Knowledge and Learning 8/30/2010 © Scenario Consulting Private Limited 13
  14. 14. How news ‘happened’ changed August 30, 2010 © Scenario Consulting Private Limited 20
  15. 15. Message/ Message Voices Mainstre Social am Media Buzz Media News reportage via News mainstream media reaches large audience 8/30/2010 © Scenario Consulting Private Limited 21
  16. 16. Young professional sees signage Writes post on Social media buzz Facebook, puts status reaches crescendo on Twitter Top reputation expert Mainstream media writes about issue on picks it up blog, forwards to senior journalist friend 8/30/2010 © Scenario Consulting Private Limited 22
  17. 17. 8/30/2010 © Scenario Consulting Private Limited 23
  18. 18. 8/30/2010 © Scenario Consulting Private Limited 24
  19. 19. 8/30/2010 © Scenario Consulting Private Limited 25 http://www.acriddle.com/2009/07/31/from-the-sketchbook/from-the-sketchbook-angry-twitter-bird/
  20. 20. August 30, 2010 © Scenario Consulting Private Limited 26
  21. 21. 8/30/2010 © Scenario Consulting Private Limited 27 http://www.acriddle.com/2009/07/31/from-the-sketchbook/from-the-sketchbook-angry-twitter-bird/
  22. 22. 8/30/2010 © Scenario Consulting Private Limited 28
  23. 23. 8/30/2010 © Scenario Consulting Private Limited 29
  24. 24. 8/30/2010 © Scenario Consulting Private Limited 30
  25. 25. 8/30/2010 © Scenario Consulting Private Limited 31
  26. 26. In an increasingly exhibitionist world, possessions, relationships, actions need to be flaunted
  27. 27. Friends trust friends August 30, 2010 © Scenario Consulting Private Limited 33
  28. 28. Social Media is influencing purchase, and each new purchase influences more… Peer Reviews Expert Opinion Company website Advertising Media BTL Others Marketer’s participation (Transparent, conversational) 8/30/2010 © Scenario Consulting Private Limited 34
  29. 29. Participation Loyalty Transaction 8/30/2010 © Scenario Consulting Private Limited 35
  30. 30. Tip #1 Understand the implicit viral loop
  31. 31. Metrics for Explicit Viral Loop Call of action User to invite friends X = invited friends Accept Y% = accept rate X * Y > 1 gives you viral growth 8/30/2010 © Scenario Consulting Private Limited 37
  32. 32. 8/30/2010 © Scenario Consulting Private Limited 38
  33. 33. 8/30/2010 © Scenario Consulting Private Limited 39
  34. 34. Viral impact (example) Over 4,68,147 fans on Facebook. 3,79,500 exposures per engagement 150 friends per person on an average 2530 units of engagement S.No % of people becoming Numbers added fans of page organically 1. 1 per cent 3795 new fans 8/30/2010 © Scenario Consulting Private Limited 40
  35. 35. Social Media Impact on Purchase Impact on Home page When ads When ads ads mention coincide with friends who mention of are fans friends (who are fans) in timeline Ad Recall 10% 16% 30% Brand Awareness 4% 8% 13% Intent to Purchase 2% 8% 8% Source: Nielson Facebook Study, More than 800,000 Facebook users April 2010 Ads in 14 categories 8/30/2010 © Scenario Consulting Private Limited 41
  36. 36. Social Media Impact on Purchase Users who saw Ads Users who also saw mention Users who saw organic in ads mentions without ads 18 million 1 million 1 million Users who engaged Users who engaged Users who engaged 1% 4% 4 Source: Nielson More than 800,000 Facebook Facebook Study, April users 2010 Ads in 14 categories 8/30/2010 © Scenario Consulting Private Limited 42
  37. 37. Tip#2 Social media is not about Buzz alone
  38. 38. Social Media Cycle
  39. 39. Tip #3 Listen in
  40. 40. Customer insights Reach out to customers/ users ‘We have three products in the market, which one would you want to ‘We want to enter see on the a new category, ‘What do you think shelves?’ what do you we should do next? think?’ How much would you pay for it? 8/30/2010 © Scenario Consulting Private Limited 46
  41. 41. Case – Knocking live video* * Blogworks client August 30, 2010 © Scenario Consulting Private Limited 47
  42. 42. Tip #4 Identify your evangelists
  43. 43. Social media from sales & marketing perspective Buzz Conversation s Legend Co-creation Engagement Enablers Out-take Evangelists Community Desired outcome Retention Insights Purchase Blogworks – Social Media Marketing Triads – version 1.1 © Scenario Consulting Private Limited 49
  44. 44. Tip #5 Build lasting associations
  45. 45. Don’t talk brand, talk Interest Lifestyle Cause 8/30/2010 © Scenario Consulting Private Limited 51
  46. 46. How do we gain Conversations Brand Stickiness Association Community 8/30/2010 © Scenario Consulting Private Limited 52
  47. 47. Tip #6 Accompany your customers
  48. 48. SocialFootprint™ network basis relevance and impact Brand Community Facebook Twitter Brand Etc YouTube Blogs 8/30/2010 © Scenario Consulting Private Limited 54
  49. 49. Location based services – Pepsi Loot iPhone App let’s customers know when they are near a ‘Pop Spot’ or outlet selling Pepsi Purchase rewards in form of points that could be Mobile + Web redeemed for music downloads Each purchase earns 1 Similar arrangement with reward; 3 = 1 download Foursquare from library 8/30/2010 © Scenario Consulting Private Limited 55
  50. 50. Tip #6 Think engagement
  51. 51. The transition Campaigns Programmes 8/30/2010 © Scenario Consulting Private Limited 57
  52. 52. Deliver delight
  53. 53. Delight by surprise
  54. 54. Tip #7 Negative is not our enemy
  55. 55. chakar August 30, 2010 © Scenario Consulting Private Limited 61
  56. 56. Intervene at the right time, with the right message Post on the Samsung Star s5233 community – on 29th June Negative feedback about customer care by a Samsung Star user Intervention at the right time Post by the same person five days after the above post Intervention leading to positive feedback from the customer August 30, 2010 © Scenario Consulting Private Limited 62
  57. 57. Tip #8 Think Strategic
  58. 58. The choice of vicious versus virtuous cycle 8/30/2010 © Scenario Consulting Private Limited 64
  59. 59. Tip #9 measurement is not an issue if you know the goals
  60. 60. Going Social - Trends August 30, 2010 © Scenario Consulting Private Limited 66
  61. 61. ‘Dumbing down’ to achieve scale
  62. 62. Meaning of ‘engage’ is changing
  63. 63. Social goes mobile
  64. 64. Social going traditional
  65. 65. Quick(sand) - foursquare versus Facebook Places
  66. 66. Focus on tools continues versus need to understand change in environment
  67. 67. Anti Social - Trends August 30, 2010 © Scenario Consulting Private Limited 73
  68. 68. Mob attacks
  69. 69. Manipulation is not influence
  70. 70. Megalomania
  71. 71. Noise
  72. 72. Brand stalker
  73. 73. Check us out www.blogworks.in www.indiasocial.in 8/30/2010 © Scenario Consulting Private Limited 79
  74. 74. Connect with me Email: rajesh.lalwani@blogworks.in Hand phone: +91-9810640163 8/30/2010 © Scenario Consulting Private Limited 80

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