Vinit geonka


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  • A few quick comments on the framework:
    DRIVING FORCES: A wide array of forces are shifting value and attention to the influence landscape and from traditional media, advertising, and marketing. - Democratization of media - Social media aggregation - Mass media fragmentation - Decline of advertising impact - Peer trust
    INFLUENCERS: There are a wide variety of roles played by influencers, with different dynamics for each in how they influence and how they can be reached. - Everyone - Analysts - Journalists - Bloggers/Twitterers - Experts - Celebrities
    INFLUENCE MECHANISMS: Influence requires communication, and today a wide and ever-increasing range of channels, from face-to-face meetings to broadcast TV, are mechanisms to spread influence. - Mass media: TV, Radio, Print - Social media: Twitter, Blogs, Social Networks - Personal interaction: Email, Phone, Meet
    INFLUENCE AGGREGATORS: While influence flows through many channels, one of the drivers making social media more important is that influence of many is aggregated through a variety of tools. - Digg - delicious - Tweetmeme - Stumble Upon - techmeme
    INFLUENCE NETWORKS: Influence flows through networks – it cannot be understood as a linear mechanism focused on individual influencers. There are a number of key aspects of influence networks that need to be addressed to tap the power of influence. - Cascade windows - Influence agents - Transmission ratios - Network density
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  • Vinit geonka

    2. 2. Mediums of Communication in Elections Pamplets - Adolf Hitler in 1934 Television- John F Kennedy 1959 Web-Barack Obama 2008 Gestures- Licchavis Ganarajya 4th century BC- ‘7-I’ - Narendra Modi 2014 6/26/2014 #RETECHCON 2
    3. 3. Input  125 Crore Plus Population (31% Urban)  89 Crore Plus Mobile User(73% Penetration)  15 Crore Plus Internet User(12% Penetration)  9 Crore Plus Facebook User(7% Penetration)  4 Hour 54 Minutes is the Average time a Internet user spends on PC/Desktop  2 Hour 36 Minutes is the Average time a Internet user spends on Mobile  2 Hour 26 Minutes is the Average time a Social media user spends on Social Media  12 % Social Media Penetration as percentage of total Population  57 % of mobile user using Social media aps on mobile device 6/26/2014 #RETECHCON 3
    4. 4. Choosing the right means of Communication Channel Communication of Brand Modi Out of Home Media Traditiona l Media Digital Media Event Media 6/26/2014 #RETECHCON 4
    5. 5. Role of Technology in minimizing the People’s Perception gap People’s Perception People’s Expectation BJP’s perception of the people’s Expectation Communication Standards and Established norms Message Delivery Understanding people: Market research conducted frequently in every constituency Evolving Organizational Design: Balance between the customization and standardization of communication messages Conformance: Talent Acquisition & Identification of Volumteers. Communication Gap: Customized messages at the constituencies always ensured that the interests of the regional people would be protected and the promises that were being made would bring positive change to their lives Minimized Gap between People’s perception and Expectation: Right Branding and the use of appropriate technology targetting the different segments of people with customization reduced the gap between People’s perception and People’s Expectation 6/26/2014 #RETECHCON 5
    6. 6. The ‘7 – I’ India Issues Ideology Ideate Interact Intense Internet 6/26/2014 #RETECHCON 6
    7. 7. Were we successful ? -31 percent of the votes -17,16,57,549 votes 6/26/2014 #RETECHCON 7
    8. 8. Influence Landscape today 6/26/2014 #RETECHCON 8
    9. 9. Need for Retail to adopt the Technology 6/26/2014 #RETECHCON 9
    10. 10. Indian Smart Phone Usage 6/26/2014 #RETECHCON 10
    11. 11. 54% of India’s smartphone users buy things online 6/26/2014 #RETECHCON 11
    12. 12. Minimizing the Customer Satisfaction Gap Gap1 •Listen to customer through multiple platforms •Build Relationships by understanding and meeting customer needs over time •Know and act on what customers expect when they experience a service failure Gap 2 •Employ new service development and innovation practices •Understand the total customer experience through service blue printing •Measure service operations via customer defined rather than company defined standards Gap 3 •Align human resource practices (hiring, training, support systems and rewards) around delivering service excellence •Define customers roles and help them to understand and perform effectively •Integrate technology effectively and appropriately to aid service performance Gap 4 •Employ integrated services marketing communication strategies everyone that sends a message to the customer •Manage customer expectations effectively throughout the experience •Develop mechanisms for internal communication to avoid over promising and ensure successful delivery 6/26/2014 #RETECHCON 12
    13. 13. Implications for Business •Understand how customers talk, research, shop and interact rather than just buy •The needs of the customer keep varying with time and also by geography •Always be open for feedback from the customers and follow the trends in technology and social needs Engage in Dialogue with your customer • Focus on customer experience rather than just production and delivery of the product • Companies must focus on personalizing all elements of service and technology has a vital role in materializing this Make Service Personal • All channels must be consistent in quality, transparency, pricing and branding • Companies must continue to nurture face to face service as they develop digital capability Deliver consistent multi channel service • Innovation begins with absorption of new ideas of consumers • Collaboration’s win win rewards Make consumers business partners 6/26/2014 #RETECHCON 13
    14. 14. Social media Social isn’t new. We’ve been social since the Stone Age Commerce isn’t new either. We’ve been trading since we made the first hand axe. But because of digital technology, how we behave as consumers has radically changed. We’ve entered a golden age of consumer influence Socially savvy brands show us every day that social done right leads to big success 6/26/2014 #RETECHCON 14
    15. 15. Conversation continues on…. or @vinit_goenka 6/26/2014 #RETECHCON 15