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About Blogworks®




         Blogworks helps create brands
         and organisations for the
         future.



       • Interpreting consumer and brand behaviour as seen through the
         prism of social media


August 25, 2012              © Scenario Consulting Private Limited       1
Our interventions

                              Map

             Measure                     Listen




          Integrate                          Frame



                      Scale         Engage
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
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
The making of a Movement




Team Mahindra, Mumbai

                        © Scenario Consulting Private Limited
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
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.
The making of a Movement
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
Outside – In




               © Scenario Consulting Private Limited
Genesis of a community

                                         Define
                                        purpose

               User Driven                                         Seed
               Community                                          Content




              User
                                                                     Populate
            Generated
                                                                     Nucleus
             Content




                        Find Content                 Seed
                         Evangelists             conversations


8/25/2012                 © Scenario Consulting Private Limited                 11
Creating Movements



                                       Co-opting ideas
 Sharing ideas        Funding ideas
                                       and Movements
• TED                • Pepsi Refresh   • Jaago Re by
                     • Mahindra Rise     Tata
                       - present       • Mahindra
                                         Rise- the
                                         future
Thank you




        © Scenario Consulting Private Limited

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The Making of a Movement

  • 1. About Blogworks® Blogworks helps create brands and organisations for the future. • Interpreting consumer and brand behaviour as seen through the prism of social media August 25, 2012 © Scenario Consulting Private Limited 1
  • 2. Our interventions Map Measure Listen Integrate Frame Scale Engage
  • 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
  • 5. The making of a Movement Team Mahindra, Mumbai © Scenario Consulting Private Limited
  • 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.
  • 8. The making of a Movement
  • 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
  • 10. Outside – In © Scenario Consulting Private Limited
  • 11. Genesis of a community Define purpose User Driven Seed Community Content User Populate Generated Nucleus Content Find Content Seed Evangelists conversations 8/25/2012 © Scenario Consulting Private Limited 11
  • 12. Creating Movements Co-opting ideas Sharing ideas Funding ideas and Movements • TED • Pepsi Refresh • Jaago Re by • Mahindra Rise Tata - present • Mahindra Rise- the future
  • 13. Thank you © Scenario Consulting Private Limited