This is the presentation deck, of the talk given by Sanjay Mehta (Jt CEO, Social Wavelength) at the Gripel organized conference, Social Media Marketing Excellence, on Feb 11th, 2011. The focus of the talk is around the challenges of traditional models of advertising and marketing, and how Social Media and digital technologies, are challenging the same. Also how marketers and organizations can cope with this changing world!

1. Boarding
a
fast
moving
train??
CHALLENGES
FOR
TRADITIONAL
MARKETERS
AS
THEY
LEARN
TO
COPE
WITH
SOCIAL
MEDIA
Sanjay
Mehta
Jt.
CEO,
Social
Wavelength
Sanjay
Mehta

2. Try
boarding
this
train
as
it
zooms
past
your
plaLorm
on
the
railway
staNon…
What
marketers
are
going
through
in
changing
Nmes
is
not
much
different…
Sanjay
Mehta

3. Where
do
these
insights
come
from?
About
Me..
Sanjay
Mehta

4. A
Few
of
our
Clients
–
Brands
and
Agencies
One
of
the
Top
5
IT
Companies
in
the
World
Sanjay
Mehta

5. Three
key
thoughts
1. CHANGES
IN
THE
MAD-­‐AD
WORLD
2. NEED
FOR
MARKETERS
TO
LISTEN
UP
3. THE
NEW
MARKETING
MODEL,
AND
THE
CHANGING
ROLE
OF
THE
MARKETER
Sanjay
Mehta

6. Brand
/
Client
Acct
Exec
Media
Planner
Copywriter
/
Art
Director
Producer
Media
Buyer
Team
This
tradiFonal
model
is
seriously
challenged
today..
Sanjay
Mehta

7. “First
the
news
business,
then
the
music
business,
then
adverNsing.
Is
there
any
industry
that
I
get
involved
in
that
doesn’t
get
destroyed
by
digital
technology?”
-­‐
Andy
Nibley,
who
has
led
Reuters,
Universal
Music
and
ad
agency,
Marsteller
Sanjay
Mehta

8. • Digital
Tech
allows
client’s
ulFmate
fantasy,
“customize
specific
message
to
the
specific
consumer,
at
the
specific
moment”
• It’s
also
an
adverFser’s
nightmare
• “The
irony
is
that
while
there
never
have
been
more
ways
to
reach
consumers,
it’s
never
been
harder
to
connect
with
consumers!”
• Death
of
mass
markeFng
is
death
of
lazy
markeFng
• 200
Old
Spice
videos
made
in
48
hours;
more
work
for
less
money
• Controlled,
one-­‐way
message
is
now
a
dialogue
with
millions
• The
power
of
the
adverFser
is
rivaled
now,
by
user
influence
Sanjay
Mehta

9. • Brands
choosing
to
work
with
specialist
digital,
PR,
social
media
agencies,
rather
than
generalists:
“looking
for
the
right
skills”
• Tech
challenges
to
what
was
once
considered
an
expensive
art
form,
e.g.
creaFng
a
video
(<
$2K)
or
media
planning
(web
ads?!)
• CreaFvity
is
not
that
exclusive
–
how
about
crowdsourcing
ideas?!
• Krac
worked
with
GeniusRocket
for
one
of
it’s
brands:
– Against
millions
to
agencies
for
one
spot,
got
7
spots
for
$40,000
– Also
syndicated
to
web
plaforms
for
tracking,
tesFng,
senFment
analysis
– For
agency
to
be
cuhng
edge,
high
overheads;
GeniusRocket
is
a
lean
team
Sanjay
Mehta

10. “Why
are
so
many
markeFng
campaigns
brand-­‐destroyers
and
money-­‐losers?
Why
is
“branding”
becoming
a
devalued
asset,
whose
returns
are
dwindling
(witness
Google
building
the
world’s
mighFest
brand
with
barely
a
penny
of
orthodox
markeFng
expenditure)?
Why
do
people
and
communiFes
exact
steeper
and
steeper
discounts,
price-­‐cuts,
and
margin-­‐crushing
concessions
from
the
beleaguered,
besieged
companies
once
known
as
the
masters
of
the
universe?
The
half-­‐life
of
companies
is
shrinking
and
the
weary
pracFce
known
as
“markeFng,”
adding
liile
to
no
real
value,
seems
powerless
to
help.”
A
strong
condemnaNon
of
markeNng
as
it
stands
today,
by
Umair
Haque
(HBR)
Sanjay
Mehta

11. • About
‘pushing’
products
down
• Already
overstuffed
gullets
of
‘consumers’
• By
‘targeFng
messages’
packed
with
imaginary
benefits
• In
‘grand
campaigns’
that
make
overblown
promises
• “See
this
beer?
It’s
going
to
land
you
a
girl
of
your
dreams!”
• Current
marke3ng
is
about
“talking
down”
to
your
customer
Sanjay
Mehta

12. What
Listening
Up
is
NOT:
• Stalking
your
customers
to
find
their
moments
of
weakness
• Focus
groups
and
differenFaFon
• Data
mining
and
then
some
more!
• The
UP
is
important:
having
dialogues
about
what
really
beiers
lives
of
people,
their
standards
of
living,
and
then
finding
real
ways
to
make
it
happen
for
them
Sanjay
Mehta

13. • Genuine
talk
with
customers
–
not
just
about
their
wants
and
needs,
but
also
about
their
hopes,
fears,
opportuniFes,
threats,
achievements,
regrets;
find
ways
to
give
long
term
fulfillment
• Empowering
more
people
in
organizaFon
to
talk
to
customers,
not
just
the
powerless
cashier
or
customer
service
rep;
org
change!
• Lehng
your
criFcs
rip
at
you
–
and
listening
to
them;
empowering
people
to
be
heard,
instead
of
shouFng
them
out
• InvesFng
not
just
in
market
research,
but
in
people
• Asking
quesFons
that
maier
–
and
being
tough
to
face
the
music
Sanjay
Mehta

14. New
Model,
New
Role
Sanjay
Mehta

15. Sanjay
Mehta

16. CONSIDER
EVALUATE
BOND
THE
LOYALTY
LOOP
ADVOCATE
ENJOY
BUY
Sanjay
Mehta

17. CONSIDER
EVALUATE
BOND
BUY
AllocaFons
not
just
about
media
(TV/Print/Radio
etc)
but
about
consumer
touch
points!
Provide
for
‘non-­‐work’
budgets
like
creaFng,
monitoring
owned
and
earned
media
spaces!
Sanjay
Mehta

18. Marketer
as
the
Orchestrator:
in
charge
of
all
Owned
Media
–
in
addiFon
to
tradiFonal
and
digital
markeFng,
also
manage
customer
service,
product
literature
design,
product
registraFon,
warranty
programs,
etc.
Marketer
as
publisher,
content
supply
chain
manager:
Tons
of
content
being
produced
by
brands
and
for
brands
–
owned
and
earned
media;
markeFng
to
take
charge
Marketplace
Intelligence
Leader:
From
Google
AnalyFcs
to
Social
Media
Monitoring
data,
the
insights
must
reside
with
markeFng
(“what
the
customer
says
/
does,
etc.”)
Sanjay
Mehta

19. PR
/
Corp
• PR
Crisis
Comm
• Corp
Level
Issues
Fan
Growth
Engagement
SOCIAL
Branding
/
• Brand
Promise
Issues
MEDIA
MarkeFng
Blogger
• AdverFsing
related
Outreach
TEAM
Customer
• TransacFon
Related
Investor
Service
• Specific
Complaints
RelaNons,
etc.
etc.
Sanjay
Mehta

20. THANK
YOU
Sanjay
Mehta
Joint
CEO,
Social
Wavelength
smehta@socialwavelength.com
+91-­‐98200-­‐40918
@sm63
Acknowledgements:
The
Future
of
Adver7sing
–
Danielle
Sachs
Marke7ng
Can
Do
Be@er
–
Umair
Haque
Branding
in
the
Digital
Age
–
David
Edelman
(HBR)
Sanjay
Mehta