1. Social Media :: The Art of
Social Media The Art of
Un-Marketing
Un-Marketing
Hareesh Tibrewala
Hareesh Tibrewala
hareesh@socialwavelength.com
hareesh@socialwavelength.com

2. Agenda
• So what is social media all about ?
• How to build a social media strategy
• How brands are using social media
• Social Media Megatrends

3. Once upon a time
• How business happened
– Markets came home
– Relationships counted
– Conversations happened
– Prices were negotiated
– Products were custom made

4. 1st Revolution : Era of Mass
Production
• Industrialisation
– New technology
– Lots of production, lots to sell
– Goods became commodity
– Standardised products
– Standardised pricing
– “Delivery” of goods

5. 2nd Revolution : Era of Mass
Communication
• Communication “commoditisation”
– Standard messages
– Delivered across multiple mediums
• Consumers hate marketing messages
• Consumers hate the buying process
• Modern day marketing is the “Art of
Intimidation”

6. Is Customer Really The King ?

7. The Customer Strikes Back !!
Thanks to the Internet

8. Advent of the Internet
• Networked society
– Internet is enabling conversations that were simply
not possible in the mass communication era
– People in a networked market know they can get
better info from each other compared to the vendor
– There are no secrets. A networked market knows
more than companies know about their products
– Who cares about brand messages
– So how does marketing happening ?

9. When you think of the Internet,
don’t think of it as a truck full of billboards.
Think of it, as a table for two
Doc Searle
The Cluetrain Manifesto

10. The Future
• How will business happen
– Markets will come home
– Relationships will count
– Conversations will happen
– Prices will be negotiated
– Products will be custom made
• It is all about conversations
• And the art of creating conversations is the
“Art of Un-Marketing”

11. The Art of Un-Marketing
• There are conversations happening
– Within the organisation
– Outside the organisation
• Are you listening to these conversations ?
• Are you participating in these conversations ?
• Are you enabling these conversations ?

12. The Art of Un-Marketing
• Speak with a human voice, share concerns of
the community
• Brands need to come down from their ivory
tower and talk to people with whom they want
to create relationships
• Brands that don’t belong to a community, will
die
• “You are invited, but this is our world. Take
your shoes (attitude) off at the door “

13. The Art of Un-Marketing
• Networked markets are immune to advertising
• Networked markets can change suppliers
overnight
• Loyalty :
– Not how loyal your customer is to you
– But how loyal are you to your customer
– If you don’t deliver on your brand promise, then….
• The art of social media is the art of unmarketing

14. Creating a social media strategy

15. 1. The Challenge
• Once upon a time
– Brands and consumers are “disconnected”
– Door to door marketing
• Then
– Emergence of medium that can “connect” brand
to many consumers at one go
– Mass communication
– Print, TV, digital

16. 1. The Challenge
• Now
– Social media connects consumers to each other
– Consumers trust other consumers for referencing
– Is brand communication relevant at all
– How can the brand be part of the conversation
– How can the brand still be relevant in customer
decision-making process ?

17. 2. Be Social
• It is not about “marketing”
– Intimidation
– Carpet bombing
– Perception building
• It is about being social
– Be helpful
– Be a guide
– Be engaging

18. 2. Build A Community
• Your role is that of a community manager
(not a brand manager)
• Communities are build around issues, not
around brands
• Identify what are the pain points of your
community (or how you can add value to
that community)

19. 2. Build A Community
• Community definition statement
“ I am going to build a community of <target
group > and I will help the community by
<raison d’etre for the communities existence>
This community is sponsored by <brand>
• If your TG is multiple, you may need to think of
building multiple communities

20. 3. Listen
• Create a listening program
• Use “listening” tools
• Find out what the community is talking
about
• Find out where is the community
• Find out who are the key influencers

21. 4. Where to Build
• Identify platform that you will use to build
a community
– Key platforms
– Instigator (supporting) platform
• Large number of choices
– Facebook, Orkut, Myspace
– LinkedIn, Slideshare, Blogs
– Twitter, Youtube, Ning
– Microsite, portal etc
.

22. 5. How To Build
• Three circles of success
– Circle A : People already connected with you
– Circle B : Friends of people in Circle A
– Circle C : Everyone else
• Challenge : Getting Circle A to advocate your
community to Circle B
– Viral Content, Application development
• Opportunity : As Circle A grows, Circle B
grows

23. 6. Content Mix
• Identify correct content mix
– 80:20 principle
• 80% : of interest to the TG
– May need to curated, created
• 20 % : about the brand
• Plan proper content matrix

24. 7.Reaching out the community
• Identify top blogs, portals, forums and other
digital communication platforms where your TG
is likely to be there
• Join the conversation
– If brand has expertise, add value
– If brand does not have expertise, intermediate
information
– Intercept competitor conversations

25. 8. Connecting with Influencers
• Identify who are the influencers in your
category
– Look at the real world (known influencers)
– Use tools to identify them (unknown influencers)
– Large twitter following
– Large LI connections
– Blogs with traffic
– Bloggers
• Map their social graph

26. 8. Connecting with Influencers
• Engage with them on subject of their
interest
– Relay their content
– Share something of interest
– Be persistent (but relevant) in your effort
• Hopefully influencer will relay your content
as well
– Have content worthy of being relayed

27. 9. Content Factory
• Content is your means to an end
• Content requires sharpness
• Content needs to be engagement
• It is all about story telling
• It is all about weaving your brand message in
the fabric of social communication

28. How should Brands be using
Social Media?

29. Rule 1
Enabling relationships
& thus communities
within our audience

30. Watch video - http://www.youtube.com/watch?v=VVXGLe1VoJ8

31. Rule 2
Build a story
around your
brand

32. The Dark Knight : Immersive
Marketing
Watch video –
http://www.youtube.com/watch?v=cD-HRI-N3Lg&feature=player_embedded

33. Ogilvy & Mather Case study
World's Greatest Salesperson - Are you the One?
Watch Video -http://www.youtube.com/watch?
v=edZpR_Qd8rk

34. Rule 3
A key part of all
integrated
campaigns

35. The fact that the public suggested
over 1.2m flavors (that equates to 2%
of the UK population submitting a
flavor)
and over 1m votes on the final
shortlist , proves what a storm the
campaign created.
http://www.creamglobal.com/search/17798/16190/do-us-a-flavour/

36. http://islandreefjob.com.au/about-the-best-job/

37. Outcome
• Campaign Budget : $1.2 mn
• Got 35,000 applicants from 200 countries who
created 600 hours of video content promoting
Queensland
• Website got 68 lac visitors with 475 lac page views
(in 46 days time), avg. time spent on site about 9
minutes
• Media coverage in CNN, BBC, TIME
• Overall estimated benefit : $100 mn

38. Rule 4
Building brand
equities in new
ways

41. Social Media Megatrends

42. Mega Trends
• Web 2.0 is bigger than Web 1.0
• All of us are identifiable at all times
• Carry your friends recommendation where ever
you go
• Social Media will force us to be more honest
• Role of Brand Manager will change : more like
a ATC
• Corporate silos will vanish

43. Questions?
If you need a copy of this
presentation, please leave
your business card. We
will email it to you.
Hareesh Tibrewala
Jt. CEO, Social Wavelength.
hareesh@socialwavelength.com
Company blog: blog.socialwavelength.com
LinkedIn: linkedin.com/in/hareeshtibrewala