Art of Unmarketing

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Art of Unmarketing

  1. 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. 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. 3. Once upon a time • How business happened – Markets came home – Relationships counted – Conversations happened – Prices were negotiated – Products were custom made
  4. 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. 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. 6. Is Customer Really The King ?
  7. 7. The Customer Strikes Back !! Thanks to the Internet
  8. 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. 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. 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. 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. 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. 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. 14. Creating a social media strategy
  15. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 28. How should Brands be using Social Media?
  29. 29. Rule 1 Enabling relationships & thus communities within our audience
  30. 30. Watch video - http://www.youtube.com/watch?v=VVXGLe1VoJ8
  31. 31. Rule 2 Build a story around your brand
  32. 32. The Dark Knight : Immersive Marketing Watch video – http://www.youtube.com/watch?v=cD-HRI-N3Lg&feature=player_embedded
  33. 33. Ogilvy & Mather Case study World's Greatest Salesperson - Are you the One? Watch Video -http://www.youtube.com/watch? v=edZpR_Qd8rk
  34. 34. Rule 3 A key part of all integrated campaigns
  35. 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. 36. http://islandreefjob.com.au/about-the-best-job/
  37. 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. 38. Rule 4 Building brand equities in new ways
  39. 39. Social Media Megatrends
  40. 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. 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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