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Branding 2.0 & Social Media Sampad Kr Swain Email : sampad.s@gmail.com http://managementchords.blogspot.com
[object Object],[object Object],[object Object],Agenda http://managementchords.blogspot.com
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],10 Marketing Myths http://managementchords.blogspot.com
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Crisis in Mass Marketing http://managementchords.blogspot.com
“ In many organizations, the corporate marketing function has lost budget, head count, influence, and confidence, resulting in strategic consequences than run deeper than many managers may realize.”     Source: The Decline and Dispersion of Marketing Competence. 2006 MIT Sloan Management  Review Status of Marketing Management http://managementchords.blogspot.com
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],http://managementchords.blogspot.com 10 Trends you will hate to miss
[object Object],[object Object],[object Object],[object Object],http://managementchords.blogspot.com Out of the Basket
The “ Traditional Marketing”  model is being challenged, and (CMOs) can foresee a day when it will no longer work.   McKinsey Quarterly, 2005, Number 2 http://managementchords.blogspot.com
State of the Web World http://managementchords.blogspot.com
Global Online Population ,[object Object],[object Object],http://managementchords.blogspot.com
http://managementchords.blogspot.com
http://managementchords.blogspot.com
WEB 1.0 v/s WEB 2.0 http://managementchords.blogspot.com
http://managementchords.blogspot.com THE NEW WORLD ORDER OF WEB 2.0
http://managementchords.blogspot.com Source:http://www.sifry.com/alerts/archives/000493.html  70+ Million Weblogs
Social Media Social media describes the online technologies and practices that people use to share opinions, insights, experiences, perspectives and media itself.  Social media can take many different forms, including text, images, audio, and video. These sites typically use technologies such as Blogs, message, boards, podcasts, wikis, and vlogs to allow users to interact. Source: Wikipedia http://managementchords.blogspot.com
Word of Mouth Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: Justin Kirby, & Paul Marsden (2006).  Connected marketing .  Oxford, UK:  Butterworth-Heinemann. 198 YouTube Buzz Oven Bree http://managementchords.blogspot.com
Some of the reasons for relying on WOMM ,[object Object],[object Object],[object Object],http://managementchords.blogspot.com
Widget Marketing Cool plug-n-play things for your sidebar http://managementchords.blogspot.com
Mashup Example of Google Maps mashup on MySpace account. http://managementchords.blogspot.com
Old 4P’s Paradigm 4Ps Value Creator Customer http://managementchords.blogspot.com
New Paradigm 4Ps Value Innovator Customer Product Brand http://managementchords.blogspot.com
It’s About a New Dimension ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Product Innovation Marketing Innovation http://managementchords.blogspot.com
Implications ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],http://managementchords.blogspot.com
So what should we do about it..?? http://managementchords.blogspot.com STOP CALLING ME A CONSUMER.  I AM A PERSON
The power has shifted…!!! Anytime  -  Any Place  -  Any Way http://managementchords.blogspot.com
http://managementchords.blogspot.com
We are in Attention Economy… http://managementchords.blogspot.com
[object Object],[object Object],http://managementchords.blogspot.com
Rule 1.   Brand as story-tellers… http://managementchords.blogspot.com In a million channel world, brands whose consumers tell the best stories, win
Rule 2.  Let them “Talk” about you… http://managementchords.blogspot.com If you want them to talk about you, make them..  LOVE HATE YET  NEVER  LEAVE THEM INDIFFERENT YOU Brands people talk about make “Meaning  Beyond Money”
Rule no 3.  Create Empathy, Understanding & Openness.  Investigating (3rd party research, reports, etc.) Talking + Walking With People (ethnography, observation, etc.) Sharing What We Know (connectivity, shared experiences + knowledge) Learning By Doing (experimentation, usage, adoption) http://managementchords.blogspot.com 1 2 3 4
Rule 4.   Use different medium to touch your customers http://managementchords.blogspot.com
Business as an Ecosystem http://managementchords.blogspot.com GROW WITH YOUR  CUSTOMERS
Sampad Swain  Email: sampad.s@gmail.com http://managementchords.blogspot.com

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Branding 2.0 & Social Media

  • 1. Branding 2.0 & Social Media Sampad Kr Swain Email : sampad.s@gmail.com http://managementchords.blogspot.com
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  • 5. “ In many organizations, the corporate marketing function has lost budget, head count, influence, and confidence, resulting in strategic consequences than run deeper than many managers may realize.” Source: The Decline and Dispersion of Marketing Competence. 2006 MIT Sloan Management Review Status of Marketing Management http://managementchords.blogspot.com
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  • 8. The “ Traditional Marketing” model is being challenged, and (CMOs) can foresee a day when it will no longer work. McKinsey Quarterly, 2005, Number 2 http://managementchords.blogspot.com
  • 9. State of the Web World http://managementchords.blogspot.com
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  • 13. WEB 1.0 v/s WEB 2.0 http://managementchords.blogspot.com
  • 16. Social Media Social media describes the online technologies and practices that people use to share opinions, insights, experiences, perspectives and media itself. Social media can take many different forms, including text, images, audio, and video. These sites typically use technologies such as Blogs, message, boards, podcasts, wikis, and vlogs to allow users to interact. Source: Wikipedia http://managementchords.blogspot.com
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  • 19. Widget Marketing Cool plug-n-play things for your sidebar http://managementchords.blogspot.com
  • 20. Mashup Example of Google Maps mashup on MySpace account. http://managementchords.blogspot.com
  • 21. Old 4P’s Paradigm 4Ps Value Creator Customer http://managementchords.blogspot.com
  • 22. New Paradigm 4Ps Value Innovator Customer Product Brand http://managementchords.blogspot.com
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  • 24.
  • 25. So what should we do about it..?? http://managementchords.blogspot.com STOP CALLING ME A CONSUMER. I AM A PERSON
  • 26. The power has shifted…!!! Anytime - Any Place - Any Way http://managementchords.blogspot.com
  • 28. We are in Attention Economy… http://managementchords.blogspot.com
  • 29.
  • 30. Rule 1. Brand as story-tellers… http://managementchords.blogspot.com In a million channel world, brands whose consumers tell the best stories, win
  • 31. Rule 2. Let them “Talk” about you… http://managementchords.blogspot.com If you want them to talk about you, make them.. LOVE HATE YET NEVER LEAVE THEM INDIFFERENT YOU Brands people talk about make “Meaning Beyond Money”
  • 32. Rule no 3. Create Empathy, Understanding & Openness. Investigating (3rd party research, reports, etc.) Talking + Walking With People (ethnography, observation, etc.) Sharing What We Know (connectivity, shared experiences + knowledge) Learning By Doing (experimentation, usage, adoption) http://managementchords.blogspot.com 1 2 3 4
  • 33. Rule 4. Use different medium to touch your customers http://managementchords.blogspot.com
  • 34. Business as an Ecosystem http://managementchords.blogspot.com GROW WITH YOUR CUSTOMERS
  • 35. Sampad Swain Email: sampad.s@gmail.com http://managementchords.blogspot.com