Slide deck from Samriddhi 2010, which is an annual National conference organized by Goa Institute of Management. Visit GIM at http://www.gim.ac.in/

1. Samriddhi 2010
Goa Institute of Management
28-29 August 2010
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2. http://hotsurprise.blogspot.com/2009/03/before-and-after.html
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3. Before/ After
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http://www.flickr.com/photos/niyam/2399734600/

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http://www.flickr.com/photos/wiredvijay/4595405416/

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13. Content
Creation &
Consumption
Mainstream
Entertainment
Media
Brands and
Purchase Impact Society
Business and Politics &
Enterprise Governance
Knowledge and
Learning
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14. How news ‘happened’ changed
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15. Message/
Message Voices
Mainstre Social
am Media
Buzz
Media News
reportage via
News mainstream
media reaches
large audience
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16. Young professional sees
signage
Writes post on
Social media buzz
Facebook, puts status
reaches crescendo
on Twitter
Top reputation expert
Mainstream media writes about issue on
picks it up blog, forwards to
senior journalist friend
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http://www.acriddle.com/2009/07/31/from-the-sketchbook/from-the-sketchbook-angry-twitter-bird/

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http://www.acriddle.com/2009/07/31/from-the-sketchbook/from-the-sketchbook-angry-twitter-bird/

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26. In an increasingly exhibitionist world,
possessions, relationships, actions need to
be flaunted

27. Friends trust friends
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28. Social Media is influencing purchase, and each
new purchase influences more…
Peer Reviews Expert Opinion
Company website
Advertising
Media
BTL
Others
Marketer’s participation
(Transparent, conversational)
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29. Participation
Loyalty
Transaction
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30. Tip #1 Understand the implicit
viral loop

31. Metrics for Explicit Viral Loop
Call of action
User to invite
friends
X = invited friends
Accept
Y% = accept rate
X * Y > 1 gives you viral growth
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34. Viral impact (example)
Over 4,68,147 fans
on Facebook.
3,79,500
exposures per
engagement
150 friends
per person on
an average
2530 units of
engagement
S.No % of people becoming Numbers added
fans of page organically
1. 1 per cent 3795 new fans
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35. Social Media Impact on Purchase
Impact on Home page When ads When ads
ads mention coincide with
friends who mention of
are fans friends (who
are fans) in
timeline
Ad Recall 10% 16% 30%
Brand Awareness 4% 8% 13%
Intent to Purchase 2% 8% 8%
Source: Nielson Facebook Study, More than 800,000 Facebook users
April 2010 Ads in 14 categories
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36. Social Media Impact on Purchase
Users who saw Ads Users who also saw mention Users who saw organic
in ads mentions without ads
18 million 1 million 1 million
Users who engaged Users who engaged Users who engaged
1% 4% 4
Source: Nielson More than 800,000 Facebook
Facebook Study, April users
2010 Ads in 14 categories
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37. Tip#2 Social media is not about Buzz alone

38. Social Media Cycle

39. Tip #3 Listen in

40. Customer insights
Reach out to customers/ users
‘We have three
products in the
market, which one
would you want to ‘We want to enter
see on the a new category, ‘What do you think
shelves?’ what do you we should do next?
think?’
How much would
you pay for it?
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41. Case – Knocking live video*
* Blogworks client
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42. Tip #4 Identify your evangelists

43. Social media from sales & marketing perspective
Buzz
Conversation
s
Legend
Co-creation Engagement
Enablers
Out-take
Evangelists Community
Desired outcome
Retention Insights Purchase
Blogworks – Social Media Marketing Triads – version 1.1
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44. Tip #5 Build lasting associations

45. Don’t talk brand, talk
Interest
Lifestyle Cause
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46. How do we gain
Conversations
Brand
Stickiness
Association
Community
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47. Tip #6 Accompany your customers

48. SocialFootprint™ network basis relevance and impact
Brand
Community
Facebook Twitter
Brand
Etc YouTube
Blogs
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49. Location based services – Pepsi Loot
iPhone App let’s
customers know when
they are near a ‘Pop Spot’
or outlet selling Pepsi
Purchase rewards in form
of points that could be
Mobile + Web
redeemed for music
downloads
Each purchase earns 1
Similar arrangement with
reward; 3 = 1 download
Foursquare
from library
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50. Tip #6 Think engagement

51. The transition
Campaigns Programmes
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52. Deliver delight

53. Delight by surprise

54. Tip #7 Negative is not our enemy

55. chakar
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56. Intervene at the right time, with the right message
Post on the Samsung Star s5233 community – on 29th June
Negative feedback
about customer care
by a Samsung Star
user
Intervention at the
right time
Post by the same person five days after the above post
Intervention leading
to positive feedback
from the customer
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57. Tip #8 Think Strategic

58. The choice of vicious versus virtuous
cycle
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59. Tip #9 measurement is not an issue if you know
the goals

60. Going Social - Trends
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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
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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
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74. Connect with me
Email: rajesh.lalwani@blogworks.in
Hand phone: +91-9810640163
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