Timed to celebrate the advent of the Year of the Snake and for the fourth year in a row, welcome to 'Zenology 2013: The Convergence Compass.' Launched with a two-day roadshow in India (Delhi and Mumbai), this deck steps out: - Key Consumer Trend affecting marketing and engagement - Implication for communications and marketing professionals - Best Practice Approach and goes deeper into a local market example The Five Key Consumer Insights Are: 1. Simpler Lives 2. National and Cultural Pride 3. All About Me 4. Karmic Brands 5. e2Commerce If you'd like more information, or are interested in a point-of-view for your specific country, please do not hesitate to contact john.kerr@zenogroup.com.

1. CONVERGENCE COMPASS: INDIA
FIVE TRENDS DRIVING ENGAGEMENT
IN THE YEAR OF THE SNAKE
ZENO GROUPpumpkincat210
Photo by
INDIA
12 FEBRUARY 2013

2. ZENOLOGY 2011: SOCIAL BUILDS OUT
1. ATTENTIONOMICS
2. SOCIAL BROADCASTING
3. DIGITAL CURATION
4. THE INTEGRATION ECONOMY
5. SHOPPING IS FUN AND MOBILE
6. VIVA LA SOCIAL WEBSITE
7. EVERYWHERE BECOMES SOCIALISED
8. WAR FOR TALENT FOUGHT ONLINE
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3. ZENOLOGY 2012: UNITY, UBIQUITY, UTILITY
1. TOUCH (SEE) AND GO
2. PERVASIVE PERSONAL CLOUD
3. CONVERGENCE EMERGENCE
4. HONESTY OF IDENTITY
5. SOCIAL, CONNECTED SHOPPING
6. GLOBAL COLONISATION, LOCAL MESSAGING
7. DIGITAL ACTIVISM
8. CONNECTED DEVICES
9. SOCIAL GOVERNMENT
10. B2B LEADS SOCIAL BUSINESS
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4. ZENOLOGY 2013: E-MOTION DESIGN
CONSUMER TRENDS BEST PRACTICES
1. Simpler life 1. Transmedia digitorial
2. National and cultural pride 2. Relevance trumps quality
3. All about me 3. Utility storytelling
4. Karmic brands 4. Social movements
5. E2Commerce 5. 24/7 selling

5. TREND #1: SIMPLER LIFE
Eat, Pray Facebook – a recent study in the US found that social
media was as addictive as nicotine and alcohol. If you check
social feeds more than eight times a day, or spend more than
four hours a day, then you are ‘addicted…’

6. IMPLICATION: CUT THROUGH ATTENTION CRASH
“The attention crisis is an epidemic. There's no more room at the
inn. People will cut back. The key question is: What will they trim?
Ad-supported media, or content from peers? .”
Steve Rubel – June 18, 2007
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7. BEST PRACTICE #1: TRANSMEDIA DIGITORIAL
RECOMMENDATIONS
• Advocacy at Scale
• Native Content
• Mobile interplay of Paid,
Owned and Earned
• Curation Adds Value
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8. TREND #2: NATIONAL/CULTURAL PRIDE
“Symbols, lifestyles and traditions that were previously downplayed if
not denied, are being brought up to date, to become a source of
pride for domestic consumers, and of interest to global consumers.”
Trend Watching
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9. IMPLICATION: CONTENT BALANCING
STRATEGIC
Strategic, Strategic
Not Engaging AND Engaging
Not Strategic, Not Strategic,
Not Engaging Engaging
ENGAGING
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10. DO DON’T
Be friendly Use too much corporate jargon
Keep It Simple Create posts that are too long
Post more than two updates a day, an
Post max 2 updates a day
hour after the other
Schedule posts at optimal times when Post at low-engagement time slot e.g.
fans are engaged e.g. 10am, 2pm 6am, 11pm
Delete/ ignore comments (unless its
Interact and reply to fans’ comments
spam)
Share negative news about
Share positive news/ reviews
competitors
Share non-client brand posts that are Share non-brand posts that have
positive linked with the brand negative associations with the brand
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11. BEST PRACTICE #2: RELEVANCE TRUMPS QUALITY
RECOMMENDATIONS
• Plan on Cycles, Go Early
• ‘Segment of One’ Psyche
• JavaScript Innovation
Tata Safari’s 631k Facebook fans started pre launch, seeing the cover page like a
jigsaw puzzle. Every day Tata revealed a certain portion of a jigsaw by sharing a
past milestone related to Tata Safari. #TataSafariStorme
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12. TREND #3: ALL ABOUT ME
“Consumers want it all — right now... and they're unwilling to
compromise. That trend will only ramp-up in 2013.”
Tom Vierhile, Datamonitor
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IMPLICATION: CONVERGED MEDIA
Converged Media utilizes two or more channels of paid, earned, and
owned media. It is characterized by a consistent storyline, look, and feel.
Display, banner ads corporate website
Sponsored posts, ads microsites
PPC ads corporate blog
Pay per post blogging
© 2012 Altimeter Group

14. BEST PRACTICE #3: UTILITY STORYTELLING
RECOMMENDATIONS
• Small Niches are BIG
• Crowd Source Insight
• Lean Back/Forward Content
• Create Mainstream News
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15. TREND #4: KARMIC BRANDS
“94% of Indian consumers believe it is important for businesses to
have a social commitment and 71% are willing to pay a premium for
products and services from a company supporting a good cause.”
Edelman 2012 Good Purpose Study
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16. IMPLICATION: TRANSPARENCY OF PURPOSE
“People don’t buy what you do, they buy why you do it”
Simon Sinek
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17. BEST PRACTICE #4: SOCIAL MOVEMENTS
RECOMMENDATIONS
• Transparent Business
• Tension-based Narrative
• Reward and Recognize
• Real-time Risk Mitigation
Standard Charted #runforareason generated more than 1200
reasons in the form of instagrammed images shared with the city at
various venues during the marathon.
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18. TREND #5: e2COMMERCE
4 out of 10 smartphone owners are using their phone for small payments, product
barcodes or coupons. The most popular service was product barcode apps, used by
63 percent of people who already use their smartphones for shopping.
Ericsson Consumerlab
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19. IMPLICATION: PERVASIVE PERSONAL CLOUD
“Privacy may not be dead (yet), but you will find yourself
increasingly happy to hand over your personal information in
exchange for better service, more control, or both.” John McCrea
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20. BEST PRACTICE #5: 24/7 SHOPPING
RECOMMENDATIONS
• Analytics to Insight
• Apps as entry point
• Personal Cloud
• Social CRM
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21. E-MOTION DESIGN: ROADMAP
1. 9. Content 10. Social
2. 4. 5. 7. 8
Discovery/ 3. Play Book 6. Online /Campaign Issues
Guidelines Engagement Measure Community .Influencer
Objective- Workshop Intelligence Execution Manageme
& Policies training Building program
setting nt
Social Media Develop a Relevant Early- End-to-end
Reference Clear set of Have strong Engage top Content and
objectives, guiding stakeholders warning crisis plan,
docs that KPIs resource to tier campaigns
GOAL plan,
align social
narrative and have
developed
system and
build and influencers where sub-
that deeply
connected operational capability to online integrates
media to measure engage on and engage brand
to plan across all engage tracking digital
efforts success social media like media audience is)
initiatives platforms successfully system response
Complete by
To complete Complete by Complete by Complete by Complete by
TIMING Start 1 June
by 14 June end-Jul mid-Aug end-Jul end-June
Begin in July Begin in July Begin in Aug end-Aug
Create
Decide on Develop Identify Audit of
Discovery Develop two standard
NEXT Draft and narrative syllabus, Output from Develop suitable CMS current
session of or three big look and
agree social approach and structure and Discovery research and issues and
STEPS current
media policy priority program (e.g. phase taxonomy community
impactful feel, and
identify
initiatives. campaigns reorganize
platforms online) managers scenarios
content
Conduct Deliver
Review Identify
research, Deliver and Craft regional Manage Integrated
OUTPUTS Communicat Meltwater influencers,
identify embed Play Deliver measure- content hubs and crisis and
e guidelines and tune build r/ships
advocates Book across training ment guides, create issues mgmt
and policies internal and craft
and develop sub-brans dashboard programme content processes
approach campaigns
report toolkits
CRAWL WALK RUN
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22. ZENO GROUP ASIA
Above All, Fearless.
Not afraid to…
Challenge the status quo.
Push the limits.
Zig when others zag.
Fly out of our comfort zone
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23. ZENO GROUP ASIA: SOCIAL BY DESIGN
• Offices in; Beijing, Delhi, Jakarta,
Singapore, Sydney, Tokyo and Ho Chi Community
Minh – with almost 80 staff Social Engagement Blogging
• Partners in Bangkok, Hong Kong, Advertising
Malaysia and Manila.
• Practice expertise in: Consumer and SEM
Technology – with a Digital core
Video
• 70% of regional revenue in digital, with Influencer
Streaming Production
Community managers and digital Outreach
strategists in every Zeno market.
Audio & Video
Award winning team: Web Development Mobile
• SPIKES: Best Use of Social Media Marketing
Tone of Voice Dev.
• SABRE: Best Technology Campaign
• PLATINUM SABRE: Best Overall
Monitoring & Measurement
• PR WEEK: Best Regional Program

24. ZENOLOGY 2013: E-MOTION DESIGN
CONSUMER TRENDS BEST PRACTICES
1. Simpler life 1. Transmedia digitorial
2. National and cultural pride 2. Relevance trumps quality
3. All about me 3. Utility storytelling
4. Karmic brands 4. Social movements
5. E2Commerce 5. 24/7 selling

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