Samriddhi2010, 28-29, August 2010 - Rajesh Lalwani, Founder and Principal, Blogworks

Samriddhi 2010

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

http://hotsurprise.blogspot.com/2009/03/before-and-after.html
8/30/2010 © Scenario Consulting Private Limited 2

Before/ After

August 30, 2010 © Scenario Consulting Private Limited 3

http://www.flickr.com/photos/niyam/2399734600/

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

Content
Creation &
Consumption
Mainstream
Entertainment
Media

Brands and
Purchase Impact Society

Business and Politics &
Enterprise Governance

Knowledge and
Learning


How news ‘happened’ changed


Message/
Message Voices

Mainstre Social
am Media
Buzz
Media News
reportage via
News mainstream
media reaches
large audience


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


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

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

Friends trust friends


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)


Participation

Loyalty

Transaction


Tip #1 Understand the implicit
viral loop

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

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


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


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


Tip#2 Social media is not about Buzz alone

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?


Case – Knocking live video*

* Blogworks client


Tip #4 Identify your evangelists

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
© Scenario Consulting Private Limited 49

Tip #5 Build lasting associations

Don’t talk brand, talk

Interest

Lifestyle Cause


How do we gain

Conversations

Brand
Stickiness
Association

Community


Tip #6 Accompany your customers

SocialFootprint™ network basis relevance and impact

Brand
Community

Facebook Twitter

Brand
Etc YouTube

Blogs


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


The transition

Campaigns Programmes


Tip #7 Negative is not our enemy

chakar


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


The choice of vicious versus virtuous
cycle


Tip #9 measurement is not an issue if you know
the goals

Going Social - Trends


‘Dumbing down’ to achieve scale

Meaning of ‘engage’ is changing

Quick(sand) - foursquare versus Facebook
Places

Focus on tools continues versus need to
understand change in environment

Anti Social - Trends


Check us out

www.blogworks.in www.indiasocial.in


Connect with me

Email: rajesh.lalwani@blogworks.in
Hand phone: +91-9810640163


Samriddhi2010, 28-29, August 2010 - Rajesh Lalwani, Founder and Principal, Blogworks

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