Photo by pumpkincat210

CONVERGENCE COMPASS: INDIA FIVE TRENDS DRIVING ENGAGEMENT IN THE YEAR OF THE SNAKE

ZENO GROUP INDIA 12 FEBRUARY 2013

1. ATTENTIONOMICS

2. SOCIAL BROADCASTING

3. DIGITAL CURATION

4. THE INTEGRATION ECONOMY

5. SHOPPING IS FUN AND MOBILE

6. VIVA LA SOCIAL WEBSITE

7. EVERYWHERE BECOMES SOCIALISED

8. WAR FOR TALENT FOUGHT ONLINE

ZENOLOGY 2011: SOCIAL BUILDS OUT

1

ZENOLOGY 2012: UNITY, UBIQUITY, UTILITY

1. TOUCH (SEE) AND GO

2. PERVASIVE PERSONAL CLOUD

3. CONVERGENCE EMERGENCE

4. HONESTY OF IDENTITY

5. SOCIAL, CONNECTED SHOPPING

6. GLOBAL COLONISATION, LOCAL MESSAGING

7. DIGITAL ACTIVISM

8. CONNECTED DEVICES

9. SOCIAL GOVERNMENT

10. B2B LEADS SOCIAL BUSINESS

2

CONSUMER TRENDS

1. Simpler life

2. National and cultural pride

3. All about me

4. Karmic brands

5. E2Commerce

BEST PRACTICES

1. Transmedia digitorial

2. Relevance trumps quality

3. Utility storytelling

4. Social movements

5. 24/7 selling

ZENOLOGY 2013: E-MOTION DESIGN

Eat, Pray Facebook – a recent study in the US found that social media was as addictive as nicotine and alcohol. If you check social feeds more than eight times a day, or spend more than four hours a day, then you are ‘addicted…’

TREND #1: SIMPLER LIFE

IMPLICATION: CUT THROUGH ATTENTION CRASH

“The attention crisis is an epidemic. There's no more room at the inn. People will cut back. The key question is: What will they trim? Ad-supported media, or content from peers? .”

Steve Rubel – June 18, 2007

5

BEST PRACTICE #1: TRANSMEDIA DIGITORIAL

RECOMMENDATIONS

• Advocacy at Scale

• Native Content

• Mobile interplay of Paid, Owned and Earned

• Curation Adds Value

6

“Symbols, lifestyles and traditions that were previously downplayed if not denied, are being brought up to date, to become a source of pride for domestic consumers, and of interest to global consumers.”

Trend Watching

TREND #2: NATIONAL/CULTURAL PRIDE

7

STRATEGIC

ENGAGING

Not Strategic,

Not Engaging

Strategic,

Not Engaging

Not Strategic,

Engaging

Strategic

AND Engaging

IMPLICATION: CONTENT BALANCING

8

DO

Be friendly

Keep It Simple

Post max 2 updates a day

Schedule posts at optimal times when fans are engaged e.g. 10am, 2pm

Interact and reply to fans’ comments

Share positive news/ reviews

Share non-client brand posts that are positive linked with the brand

DON’T

Use too much corporate jargon

Create posts that are too long

Post more than two updates a day, an hour after the other

Post at low-engagement time slot e.g. 6am, 11pm

Delete/ ignore comments (unless its spam)

Share negative news about competitors

Share non-brand posts that have negative associations with the brand

9

BEST PRACTICE #2: RELEVANCE TRUMPS QUALITY

RECOMMENDATIONS

• Plan on Cycles, Go Early

• ‘Segment of One’ Psyche

• JavaScript Innovation

Tata Safari’s 631k Facebook fans started pre launch, seeing the cover page like a jigsaw puzzle. Every day Tata revealed a certain portion of a jigsaw by sharing a past milestone related to Tata Safari. #TataSafariStorme

10

“Consumers want it all — right now... and they're unwilling to compromise. That trend will only ramp-up in 2013.”

Tom Vierhile, Datamonitor

TREND #3: ALL ABOUT ME

11

© 2012 Altimeter Group

12

microsites

corporate blog

corporate website

Sponsored posts, ads

PPC ads

Display, banner ads

Pay per post blogging

Converged Media utilizes two or more channels of paid, earned, and

owned media. It is characterized by a consistent storyline, look, and feel.

IMPLICATION: CONVERGED MEDIA

BEST PRACTICE #3: UTILITY STORYTELLING

RECOMMENDATIONS

• Small Niches are BIG

• Crowd Source Insight

• Lean Back/Forward Content

• Create Mainstream News

13

“94% of Indian consumers believe it is important for businesses to have a social commitment and 71% are willing to pay a premium for products and services from a company supporting a good cause.”

Edelman 2012 Good Purpose Study

TREND #4: KARMIC BRANDS

14

IMPLICATION: TRANSPARENCY OF PURPOSE

“People don’t buy what you do, they buy why you do it” Simon Sinek

15

BEST PRACTICE #4: SOCIAL MOVEMENTS

RECOMMENDATIONS

• Transparent Business

• Tension-based Narrative

• Reward and Recognize

• Real-time Risk Mitigation

Standard Charted #runforareason generated more than 1200 reasons in the form of instagrammed images shared with the city at various venues during the marathon.

16

4 out of 10 smartphone owners are using their phone for small payments, product barcodes or coupons. The most popular service was product barcode apps, used by 63 percent of people who already use their smartphones for shopping.

Ericsson Consumerlab

TREND #5: e2COMMERCE

17

IMPLICATION: PERVASIVE PERSONAL CLOUD

“Privacy may not be dead (yet), but you will find yourself increasingly happy to hand over your personal information in exchange for better service, more control, or both.” John McCrea

18

19

BEST PRACTICE #5: 24/7 SHOPPING

RECOMMENDATIONS

• Analytics to Insight

• Apps as entry point

• Personal Cloud

• Social CRM

Social Media objectives,

plan, connected

to initiatives

Reference docs that

align social media efforts

Develop a guiding

narrative and operational

plan across all platforms

Relevant stakeholders

have capability to

engage successfully

Clear set of KPIs

developed to measure

success

Early-warning

system and online

tracking system

Have strong resource to build and engage on

social media

Engage top tier

influencers and engage like media

Content and campaigns where sub-

brand audience is)

End-to-end crisis plan, that deeply integrates

digital response

Start 1 June To complete by 14 June

Complete by end-Jul

Complete by mid-Aug

Complete by end-Jul

Complete by end-June

Begin in July Begin in July Begin in Aug Complete by

end-Aug

Discovery session of

current initiatives.

Draft and agree social media policy

Decide on narrative

approach and priority

platforms

Develop syllabus,

structure and program (e.g.

online)

Output from Discovery

phase

Develop research

taxonomy

Identify suitable CMS

and community managers

Develop two or three big impactful campaigns

Create standard look and feel, and

reorganize content

Audit of current

issues and identify

scenarios

Conduct research, identify

advocates and develop

report

Communicate guidelines and policies

Deliver and embed Play Book across sub-brans

Deliver training

Craft measure-

ment dashboard

Review Meltwater and tune internal

approach

Deliver regional content guides,

programme toolkits

Identify influencers, build r/ships

and craft campaigns

Manage hubs and

create content

Integrated crisis and

issues mgmt processes

GOAL

TIMING

NEXT

STEPS

OUTPUTS

1. Discovery/ Objective-

setting

2. Guidelines & Policies

3. Play Book Workshop

4. Engagement

training

5. Measure

6. Online Intelligence

7. Community

Building

8 .Influencer

program

9. Content /Campaign Execution

10. Social Issues

Management

CRAWL WALK RUN

E-MOTION DESIGN: ROADMAP

20

Above All, Fearless.

Not afraid to…

Challenge the status quo.

Push the limits.

Zig when others zag.

Fly out of our comfort zone

ZENO GROUP ASIA

21

• Offices in; Beijing, Delhi, Jakarta, Singapore, Sydney, Tokyo and Ho Chi Minh – with almost 80 staff

• Partners in Bangkok, Hong Kong, Malaysia and Manila.

• Practice expertise in: Consumer and Technology – with a Digital core

• 70% of regional revenue in digital, with Community managers and digital strategists in every Zeno market.

Award winning team:

• SPIKES: Best Use of Social Media

• SABRE: Best Technology Campaign

• PLATINUM SABRE: Best Overall

• PR WEEK: Best Regional Program

Streaming

Audio & Video

Mobile

Marketing

Social

Advertising

SEM

Community

Engagement

Video

Production

Monitoring & Measurement

Influencer

Outreach

Blogging

Web Development

Tone of Voice Dev.

ZENO GROUP ASIA: SOCIAL BY DESIGN

CONSUMER TRENDS

1. Simpler life

2. National and cultural pride

3. All about me

4. Karmic brands

5. E2Commerce

BEST PRACTICES

1. Transmedia digitorial

2. Relevance trumps quality

3. Utility storytelling

4. Social movements

5. 24/7 selling

ZENOLOGY 2013: E-MOTION DESIGN

25