1. Samriddhi 2010 Goa Institute of Management 28-29 August 2010 8/30/2010 1

2. http://hotsurprise.blogspot.com/2009/03/before-and-after.html 8/30/2010 Scenario Consulting Private Limited2 3. Before/ After August 30, 2010 Scenario Consulting Private Limited 3 4. 8/30/2010 Scenario Consulting Private Limited 4 5. 8/30/2010 Scenario Consulting Private Limited 5 6. 8/30/2010 Scenario Consulting Private Limited 6 7. 8/30/2010 Scenario Consulting Private Limited 7 8. 8/30/2010 Scenario Consulting Private Limited 8 9. 8/30/2010 Scenario Consulting Private Limited 9 10. 8/30/2010 Scenario Consulting Private Limited 10http://www.flickr.com/photos/niyam/2399734600/ 11. 8/30/2010 Scenario Consulting Private Limited 11 http://www.flickr.com/photos/wiredvijay/4595405416/ 12. 8/30/2010 Scenario Consulting Private Limited 12 13. ContentCreation & ConsumptionMainstreamEntertainmentMedia Brands andPurchaseImpact Society Business andPolitics &EnterpriseGovernance Knowledge and Learning 8/30/2010 Scenario Consulting Private Limited13 14. How news happened changed August 30, 2010 Scenario Consulting Private Limited 20 15. Message/Message VoicesMainstre Social am Media BuzzMedia Newsreportage viaNews mainstream media reaches large audience 8/30/2010 Scenario Consulting Private Limited21 16. Young professional seessignage Writes post on Social media buzzFacebook, puts status reaches crescendo on Twitter Top reputation expert Mainstream mediawrites about issue onpicks it upblog, forwards tosenior journalist friend 8/30/2010 Scenario Consulting Private Limited22 17. 8/30/2010 Scenario Consulting Private Limited 23 18. 8/30/2010 Scenario Consulting Private Limited 24 19. 8/30/2010 Scenario Consulting Private Limited25 http://www.acriddle.com/2009/07/31/from-the-sketchbook/from-the-sketchbook-angry-twitter-bird/ 20. August 30, 2010 Scenario Consulting Private Limited 26 21. 8/30/2010 Scenario Consulting Private Limited27 http://www.acriddle.com/2009/07/31/from-the-sketchbook/from-the-sketchbook-angry-twitter-bird/ 22. 8/30/2010 Scenario Consulting Private Limited 28 23. 8/30/2010 Scenario Consulting Private Limited 29 24. 8/30/2010 Scenario Consulting Private Limited 30 25. 8/30/2010 Scenario Consulting Private Limited 31 26. In an increasingly exhibitionist world, possessions, relationships, actions need to be flaunted 27. Friends trust friends August 30, 2010 Scenario Consulting Private Limited 33 28. Social Media is influencing purchase, and each new purchase influences more Peer ReviewsExpert OpinionCompany websiteAdvertisingMedia BTLOthers Marketers participation(Transparent, conversational) 8/30/2010 Scenario Consulting Private Limited34 29. ParticipationLoyalty Transaction 8/30/2010 Scenario Consulting Private Limited 35 30. Tip #1 Understand the implicit viral loop 31. Metrics for Explicit Viral Loop Call of actionUserto invite friends X = invited friendsAcceptY% = accept rate X * Y > 1 gives you viral growth 8/30/2010 Scenario Consulting Private Limited 37 32. 8/30/2010 Scenario Consulting Private Limited 38 33. 8/30/2010 Scenario Consulting Private Limited 39 34. Viral impact (example) Over 4,68,147 fanson Facebook.3,79,500exposures perengagement150 friendsper person onan average2530 units of engagementS.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. Social Media Impact on PurchaseImpact onHome pageWhen adsWhen adsadsmention coincide with friends who mention of are fansfriends (who are fans) in timeline Ad Recall10%16% 30% Brand Awareness4% 8%13% Intent to Purchase 2% 8%8% Source: Nielson Facebook Study,More than 800,000 Facebook users April 2010 Ads in 14 categories8/30/2010 Scenario Consulting Private Limited41 36. Social Media Impact on PurchaseUsers who saw Ads Users who also saw mention Users who saw organic in ads mentions without ads 18 million1 million1 millionUsers who engaged Users who engaged Users who engaged1%4%4Source: Nielson More than 800,000 Facebook Facebook Study, April users 2010Ads in 14 categories 8/30/2010 Scenario Consulting Private Limited42 37. Tip#2 Social media is not about Buzz alone 38. Social Media Cycle 39. Tip #3 Listen in 40. Customer insightsReach out to customers/ users We have threeproducts in the market, which one would you want to We want to entersee on thea new category, What do you think shelves?what do youwe should do next?think? How much wouldyou pay for it? 8/30/2010 Scenario Consulting Private Limited 46 41. Case Knocking live video** Blogworks clientAugust 30, 2010 Scenario Consulting Private Limited 47 42. Tip #4 Identify your evangelists 43. Social media from sales & marketing perspective Buzz Conversations Legend Co-creationEngagement Enablers Out-takeEvangelistsCommunity Desired outcome Retention InsightsPurchase Blogworks Social Media Marketing Triads version 1.1 Scenario Consulting Private Limited49 44. Tip #5 Build lasting associations 45. Dont talk brand, talkInterestLifestyle Cause 8/30/2010 Scenario Consulting Private Limited 51 46. How do we gainConversations BrandStickiness AssociationCommunity8/30/2010 Scenario Consulting Private Limited52 47. Tip #6 Accompany your customers 48. SocialFootprint network basis relevance and impactBrandCommunityFacebookTwitterBrand Etc YouTube Blogs 8/30/2010 Scenario Consulting Private Limited 54 49. Location based services Pepsi LootiPhone App lets customers know when they are near a Pop Spotor outlet selling Pepsi Purchase rewards in form of points that could be Mobile + Webredeemed for music downloads Each purchase earns 1Similar arrangement withreward; 3 = 1 download Foursquarefrom library 8/30/2010 Scenario Consulting Private Limited55 50. Tip #6 Think engagement 51. The transition Campaigns Programmes 8/30/2010 Scenario Consulting Private Limited 57 52. Deliver delight 53. Delight by surprise 54. Tip #7 Negative is not our enemy 55. chakar August 30, 2010 Scenario Consulting Private Limited 61 56. Intervene at the right time, with the right message Post on the Samsung Star s5233 community on 29th June Negative feedback about customer careby a Samsung Star user Intervention at theright time Post by the same person five days after the above postIntervention leading to positive feedbackfrom the customer August 30, 2010 Scenario Consulting Private Limited62 57. Tip #8 Think Strategic 58. The choice of vicious versus virtuouscycle 8/30/2010 Scenario Consulting Private Limited 64 59. Tip #9 measurement is not an issue if you know the goals 60. Going Social - Trends August 30, 2010 Scenario Consulting Private Limited 66 61. Dumbing down to achieve scale 62. Meaning of engage is changing 63. Social goes mobile 64. Social going traditional 65. Quick(sand) - foursquare versus Facebook Places 66. Focus on tools continues versus need to understand change in environment 67. Anti Social - Trends August 30, 2010 Scenario Consulting Private Limited 73 68. Mob attacks 69. Manipulation is not influence 70. Megalomania 71. Noise 72. Brand stalker 73. Check us out www.blogworks.in www.indiasocial.in 8/30/2010 Scenario Consulting Private Limited79 74. Connect with meEmail: rajesh.lalwani@blogworks.inHand phone: +91-9810640163 8/30/2010 Scenario Consulting Private Limited 80