The document discusses the evolution of communication and marketing strategies in a dynamic digital landscape where customers actively shape brand reputations through various media channels. It emphasizes the importance of monitoring conversations, understanding customer preferences, and maintaining ethical behavior to build trust and effectively engage with audiences. The text advocates for a comprehensive approach to social media and communication strategies, integrating insights to drive brand success and foster community involvement.

2. WHO WHEN
WHOM
WHAT
WHAT
EFFECT

4. • A few companies dominate the landscape • Many companies participating in an extended
• One-to-many connections managed as distinct value chain
relationships • Ecosystem of customers, partners, suppliers,
• Mechanical and linear influencers, and others
• Organic and interconnected
• Dynamic system or business network

5. A person must A person must
see or hear the notice the
communication communication
A person must A person must
understand the respond favorably
intended to the intended
message of the message of the
communication communication
A person must
plan to act in the A person must
desired manner notice the
of the communication
communication

7. Advertising
Personal
Promotion
Selling
Direct Public
Marketing Relation

8. Selective Selective
Retention Attention
Noise
Selective
Distortion

9. Newspapers
Email Outdoor
Interactive
Flyers
(Banner ads)
Point-of-
Direct Mail
Purchase
Brochures Door-to-
Door
Magazines Posters
Television Radio

10. • Rapidly advancing
Communication &
Media technologies are
making available new
marketing and public
relations opportunities
never seen before.

11. Customers are co-
shaping your
reputation every
day. Find out what is
the impression of
your brand?
Customers Shape First
Impression.
Are you accidently
outsourcing the
building of your brand?

12. You know exactly where
conversations are
occurring, who has
influence, and why.
A monitoring approach
that tells you:
Who is driving share of
conversation
for your brand
What the top issues are that
matter to your customers
Where your customers live
online
How you can add value for
your customers
When you should engage
the community
Why customers are
passionate on certain topics

13. You know which types of social media are preferred by
your customers
Blogs, Forums, Wikis, Social Networking Sites, Twitter, and
What More.

14. You know that leaders will identify issues before they
become critical. If you deal with issues when they hit
the press, you are using old school techniques.
Patterns Emerge before Public Awareness
A common problem emerges in a forum, a blog and a
mention on Twitter
Monitoring and listening activities give you the means to
analyze what is happening and prepare
When the issue becomes public, you are ready with answers
Customers trust you to be smarter on identifying issues

15. Purchasing decisions have evolved, today it should be
realized that less than 1% of a customer’s time is spent
purchasing a product while 99% of their time is spent
searching and socializing.
You build trust by being there when your customer needs
you, not when you need your customer

16. The Media World Isn’t Changing, It has already changed.
Bloggers: 3 of 4 look to each other for their next story
Customers: 3 of 4 look to each other for purchase advice
Don’t define it as offline or online: it’s all one media world. Just
know which conversations are defining your brand.
Old school media drives share of voice
However today share of conversation is what’s important
Trackers = Competitive Advantage
Complete knowledge of where the opportunity
really is for your brand
Where are conversations occurring? Who has true
influence?
Clear, crisp, actionable insights for your brand
Who are the top influencers? Which keywords
matter?
Knowledge of your competitor’s actions
So that you outsmart them
Ability to get ahead of issues to improve preparation
See trends emerge before they become public
Capability to integrate your learning’s into all brand
activities
Insights delivered so you can easily utilize them

17. Customers want to do three things (Ideas, Knowledge,
Solutions) to help each other, You build trust by being
part of this process.
Share ideas
Let’s improve the next product or service
together
Share product knowledge
Here is what I know and hope it helps you
Help peers with problems
I had the same problem, here is what I
did Old school media drives share of
voice

18. You understand that ethical behavior is a key part of
maintaining trust.
Maintaining Trust by imbibing ethics.
Don’t support flogs or splogs
As you would never create a
fake ad, so why a fake blog
post, fake Facebook fan page or
fake tweet?
Always practice full
disclosure
That means even small facts
about i.e. ghost writing

19. You are leveraging the world’s greatest operating system
– the web. Use it to access employees, clients, vendors
as a tool.
Idea Communities – ask your employees for ideas;
accelerate R&D decision-making
Prediction Markets – wisdom of crowds for specific
ideas
Community Forums – empower teams
Ratings & Reviews – to improve within the company
Private B2B Communities – unlock the teams
between your company and your partners, in
support of Account Leaders
Competitive Sites – bring competitive knowledge
direct to your desktop

20. You are an active participant in how the world is changing,
an influencer and have made the mindset shift.

24. What started with
Has turned into:

25. Management of different information via different online platform
reaching out to different target audience through building different
social networks and maintaining different multi-lateral
communication.
Information Social Network
•Sharing, Publishing, •Live Feed, Micro •Users becomes
Discussion Blog, Social Games, content provider,
•Text, Pictures, Video, Virtual World •Vertical, Horizontal, Broadcaster needs to
Presentation, Sound, Interest, Industry offer instant
Gossip, Rating, Polls feedback
Results, Etc
Management Platform Communication

26. It’s about knowing
Where the conversations are happening
What your share of the conversations is
What the conversations are that you could / should be in
Who the key influencers are who can help build your brand
It’s about expanding your news flow
Simple syndication – distribute news via basic sharing tools (eg,
Twitter and Facebook)
It’s about understanding communities
Which groups, forums and networks matter?
Who drives share of conversation in these communities?
What are the next steps in driving relationships?
It’s about leveraging existing content and improving
your natural search

54. • Find out where your customers are
• Define measurable goals
• Be realistic in timings
• Ensure commitment
• Quantitative: sales, new fans, new
conversations,
• Qualitative: loyalty, interaction, feedback

55. • Then See
Blogpulse
What’s Being • Www.Blogpul
Talked About se.Com • Twitter.Com
In Blogs

57. Things You
Want to Do
in the Future
Things You
Things You
Don’t Do
Do Well
Well

58. Determine Determine Develop a Realize Social Manage the Social
contributions of characteristics roadmap and Media project(s) Media initiative
social media to and social media business case for and execute the and develop a
organizational use of target embedding Social plan growth strategy
goals audience Media
Assess overall Develop Determine existing Determine Monitor and
business goals to segmentation / (social) media functional measure social
determine social characteristics of activities requirements of media activity
media objectives target audience social media project
Develop possible Develop interaction
Analyze and learn
(Opex, CI, PL) (Persona scenario’s for social from success of
development) and graphic design
Create awareness media use (build, Vendor tool
the initiative
and understanding of Research target join or ignore?) selection Perform
Social Media and it’s audience use of Community
opportunities and Develop a business Build or configure
social media case of social tool Management &
challenges Coaching of client
Assess current social media projects Identify and gather
Assess strategic media activities of including risks, relevant content with successful use
alignment with goals organization goals, and metrics Implement of social media
of Social Media organizational initiative
(Listening, Talking, Value Effort structure to manage
Prioritization Close down project
Energizing, social media project and launch next
Supporting, Develop a roadmap Build awareness and social media
Embracing) train organization initiative
Test and deliver
project

59. BUSINESS CUSTOMER OPERATIONAL PRODUCT
GOALS INTIMACY EXCELLENCE LEADERSHIP
SOCIAL MEDIA
FOCUS STRATEGY
LISTENING
B2C
TALKING
ENERGIZING
C2C
SUPPORTING
C2B
EMBRACING
The Social Media strategy (growth model) encompasses
• Best Practices
• Implementation Plans (people, process, technology), and is
supported with our Wiki-tool

63. Newspapers
Email Outdoor
Interactive
Flyers
(Banner ads)
Direct Mail Point-of-
Purchase
Door-to-
Brochures Door
Magazines Posters
Television Radio

68. Extend Your Reach
CALL
+ 91 98982 69489
SKYPE
untangle.in
E-MAIL
info@untangle.in
4/3/2012 68
Infinium (India) Limited