A talk given by Mr. Mahesh Murthy (CEO, Pinstorm) @ SMSin2011 organized in Chennai.

1. Forget Kotler.
The 20 new rules of marketing.

2. Two ways to look at the future: blue-sky.
And extend key parts of the present.
Gibson: The future’s already here.
It’s just not evenly distributed.

3. We all grew up
with Kotler’s 4P’s.
Product.
Pricing.
Placement.
Promotion.

4. These date back to 1959.
Real-time Brand Management
Let’s see what’s happening today.

5. Product: Neurons beat atoms
+
+
= =
+
+

6. Pricing: Variability beats fixed.
>
>

7. Placement: Everywhere beats some places

8. Promotion: Less beats more

9. It’s time to let go
of the 4Ps.
They’re almost
meaningless.
And where they’re
not, they’re
useless.

10. Things have changed.
Real-time Brand Management
So what are the new rules?

11. 1. Digital is not niche anymore. It is
mainstream. Even in India.

12. Here’s the current picture we see
Desktop Mobile
Net Net
users: users:
85m 80m
Indian net users: 135m
Indian C&S homes: 105m
Star Plus viewership: 25m
ToI national circulation: 7m

13. Critically, Indian internet users have already crossed Cable &
Satellite TV households. Soon social media users will, too. Net users
160m
150m
140m
130m SM users
120m
110m C&S hh
100m
90m
80m
70m
60m
50m
40m
30m
20m
10m
2007 2008 2009 2010 2011 2012 2013

14. And here’s the picture we see for 2014
Mobile
Desktop Net
Net users:
users: 225m
150m
Indian Net users: 300m
Indian C&S homes: 140m
Star Plus viewership (?): 35m
ToI national circulation (?):10m

15. Arguably, digital is the medium where
properties have the largest reach in
India. Larger than any TV channel or
print pub.

16. No TV or print property matches these digital
properties in reach in India.
Property Viewers/mth Views/mth Time/view
Google 105m 5 8 min
Facebook 38m 10 25 min
Yahoo 28m 7 12 min
YouTube 23m 4 18 min
Blogspot 16m 3 7 min
Wikipedia 12m 3 9 min
Rediff 12m 5 14 min
Orkut 11m 5 10 min
IPL on TV (SEC A/B) 6m 5 24min
StarPlus (SEC A/B) 5m 3 13min

17. 2. It’s not just the users of digital that beat
others. But the usage of digital does too.

18. More than the rise in users the story is
the rise in usage (IMRB/IAMAI)

19. 2 hrs 15 mins a day rivals or
exceeds TV consumption.

20. Anybody who tells you digital
is a small and unremarkable
niche or ‚a 2% medium‛ is
either blind, ignorant, sells TV
or Print or all of the above. 

21. 3. Users and
usage are great.
But the cost –
often free – is
the best bit.

22. No TV or print property matches these digital
properties in reach in India. Or cost.
Property Viewers/mth Views/mth Time/view CPT (Rs.)
Google 100m 5 8 min 0-50
Facebook 38m 10 25 min 0-30
Yahoo 28m 7 12 min 100
YouTube 23m 4 18 min 0-125
Blogspot 16m 3 7 min 0-50
Wikipedia 12m 3 9 min 0
Rediff 12m 5 14 min 80
Orkut 11m 5 10 min 0-30
IPL (SEC A/B) 6m 5 24min 150
Star+ (SEC A/B) 5m 3 13min 100

23. If you want to reach the mass in India,
conventional wisdom says you buy ads
on IPL on TV.
A match rates 3.5% TRP. That’s 1m
SEC A/B homes. Or 2.5m people. At
Rs. 1 lakh per ad-second
Facebook alone delivers 6.75m (mostly
SEC A/B) daily. For as little as free.

24. 4. Social is the
fastest-
growing
digital
medium.

25. Regular portal users: Average (+12%)

26. Portal usage has stagnated at same
share, or lagged behind growth.

27. The growth isn’t from ‘traditional’
digital media.

28. Social network users: Blogspot (+196%)

29. Social network users: YouTube(+219%)

30. Social network users: LinkedIn (+308%)

31. Social network users: Facebook (+615%)

32. Social has taken over. Average (+250%)

33. 5. The best statistic about digital isn’t a
statistic. It’s the most trusted medium.

35. If social media buzz is not managed well,
reputations built over lifetimes can shatter in days

36. If social media buzz is not managed well,
reputations built over lifetimes can shatter in days

37. Shattered reputations can cost billions

38. Or even topple governments: Arab Spring

39. 6. Digital lets you side-step publishers – and
become one yourself.

40. Your own
newspaper /
TV channel
with a opt-in
viewership of
millions.
For free.

41. 7. Competing on digital doesn’t need large
budgets. Digital helps Davids beat Goliaths.

42. Once a brand with a Rs. 20 cr ad
budget feared another with a
Rs. 200 cr ad budget.

43. Once a brand with a Rs. 20 cr ad
budget feared another with a
Rs. 200 cr ad budget. No longer.
Media budgets don’t make a big
difference.
Now it’s a fight between people – or
creative budgets. Rs. 25k a month?
Rs. 2.5l a month? Rs. 25 l a month?

44. Is your story worth repeating?
Are you being remark-worthy?

45. 8. Media is vacating
editorial to become
marketing.
Marketing can now
take on editorial
leadership.

46. It’s not about
advertising –
but your own
editorial.

47. It’s not about advertising – but
your own editorial.

48. 9. Number of fans is irrelevant.
Your edge rank drives relevance.
Edge rank is driven by engagement.
Measure engagement.

49. Edge rank in action: Updates can reach no one.

50. Getting a fan is a waste of money if
you don’t get engagement.

51. A note on Facebook engagement
metrics
Unprompted Engagement: E1: 1000+
Prompted Engagement: E2: 2000+
Passive Engagement: E3: 5000+

52. Performance metrics, engagement levels

53. E1 scores

54. E2, E3 scores

55. 10. Campaigns
used to be
built in
months. Now
they need to
be built in
minutes.

56. The marketing manager’s job is now
very different.

57. 3 years versus 3 months

58. 3 months versus 3 weeks.

61. 3 days versus 3 hours

63. Political
ads?
Lawyers
ads?

64. Flipkart?
Landmark?

68. 11. The
whole
process
needs to
change: 1st
step.

69. It stars with research – or active
listening
LISTEN

70. This brand is talked about more than 7,000
times a day. Others twice as much.

71. Google Alerts is not tracking.
That tracks <0.5% of mentions
of your brand typically.

72. It’s not technology.
It’s not services.
It’s both.

73. 12. The new process continues – with
immediate action.

74. LISTEN REACT

79. 13. After
listening and
reaction comes
the analytics
and planning.

80. PLAN
LISTEN REACT

81. Analyse and report trends

82. Sentiment analysis

83. Competition tracking

85. Issues faced by Mobile Services Customers
Figures for September reflect overall trend

86. 14. After listening,
reacting, planning
comes the pro-
action

87. PLAN
LISTEN REACT PRO-ACT

88. Social Media properties created

90. On Twitter..
Reactions to our tweets!

91. 15. The process continues, relentlessly. 7
days a week.

92. PLAN
LISTEN REACT PRO-ACT

93. Some brand customers are more
active on weekends. Does that mean
we won’t talk to them because we
don’t work weekends?

94. Pinstorm creative teams now work in
shifts. Some day others will, too.

95. 16. The big change is not in how agencies
work – but how marketers need to work.

96. Looking at the process again

97. PLAN
LISTEN REACT PRO-ACT
Brand Marketing,
Corporate Communications,
Customer Service Product Marketing,
Brand Marketing
Employer branding

98. PLAN
LISTEN REACT PRO-ACT
Brand Marketing,
Corporate Communications,
Customer Service Product Marketing,
Brand Marketing
Employer branding

99. What happens if you’re not
coordinated?

100. It’s easy to get it wrong in digital:
short-term thinking, non-integrated work

101. It’s easy to get it wrong in digital:
focusing on SMM & not ORM

102. It’s easy to get it wrong in digital:
different teams on ORM, SMM

103. It’s easy to get it wrong in digital:
look, feel and action that is different everywhere

104. How will you re-organise?

105. 17. It’s about training people to speak like
you do.

107. Find and define your voice
– and tone of voice.

108. 18. It’s not about being a generalist. Or
a specialist. But about being a multi-
specialty agency.

109. Digital is increasingly not about specialization.
But about multi-specialization.
Directory
listing
SEM
SVO
SMM Site/SEO
ORM
E-com
Comp. Optimi-
Track sation
Online
Evangelist
Mgt

110. The era of the specialist is over.
Pinstorm started as a pure SEM firm 8 yrs
ago. Now none exist.
No pure-SEO, pure-display, pure-site dev
firms exist any more either.
Today’s pure-social firms will disappear too.
Multi-specialists will survive.

111. 19. You need to map out an entirely
new set of channels – or evangelists.

115. Database of
3,500+:
Essential to
building
bespoke
evangelist lists

116. 20. The new book
on the rules of
marketing is yet
to be written.
It’ll take people,
technology and
boldness to create
this future.
Partner with a co-
explorer.

117. mahesh@pinstorm.com
@maheshmurthy
+91 98922 49969