3. Social media framework
Map Listen Frame Engage Scale Integrate Measure
Business Insights Business Agreed Technology Managemen Brand
Objective Metric stakeholde t model health
rs
Environment Associations Strategy Agreed Internal Innovation Innovation
channels participation practices
Competition Crisis/ Social Media Social CRM Community Process Marketing
opportunity Metric integration success
Policies Lead Gen Revenues
Processes Efficiencies
Coaching and Customer
Learning experience
4. Some names we have done work for
Mahindra – Rise
GE Capital
Titan Industries – Fastrack
Samsung Mobiles and Electronics
Madura Garments – Alley Solly
s.Oliver Fashion
Richmond Group – Cartier
LiveJournal.com
Knocking Live
Vianza.com
CSE – Down to Earth magazine
Cotton Council International
6. Comparison of Marketing 1.0, 2.0 and 3.0
Marketing Evolution Marketing 1.0 Marketing 2.0 Marketing 3.0
Product Centric Consumer-oriented Values-driven
Marketing Marketing Marketing
Objective Sell products Satisfy and retain the Make the world a
consumers better place
Enabling forces Industrial revolution Information New wave technology
technology
How companies see Mass buyers with Smarter consumer Whole human with
the market physical needs with mind and heart mind, heart and spirit
Key marketing Product development Differentiation Values
concept
Company marketing Product specifications Corporate and Corporate mission,
guidelines product positioning vision and values
Value propositions Functional Functional and Functional, emotional
emotional and spiritual
Interaction with One-to-many One-to-one Many-to-many
consumers transaction relationship collaboration
Source: Marketing 3.0 Philip Kotler and others
7. Who said this?
“To really implement movement marketing, we need to build
something that the public can take ownership of.
Engage them in discussion around meaningful content that we initiate
and THEY take forward. We support, they act. We seed, they lead.
9. The making of a Movement
Have the Easy Embrace the Community The tipping
guts steps community Energizes point
Early It’s not
Makes it supporter Showcasi risky for We’ve
Be Not about got a
easy to s are to ng them people to
prepared As an us, its movemen
Stand out follow be valued is of join and
to get equal about t
what you – they are great more &
ridiculed them
are doing the true value more join
leaders us now