The Making of a Movement

1. About Blogworks® Blogworks helps create brands and organisations for the future. • Interpreting consumer and brand behaviour as seen through the prism of social media August 25, 2012 © Scenario Consulting Private Limited 1

2. Our interventions Map Measure Listen Integrate Frame Scale Engage

3. Social media framework Map Listen Frame Engage Scale Integrate Measure Business Insights Business Agreed Technology Managemen Brand Objective Metric stakeholde t model health rs Environment Associations Strategy Agreed Internal Innovation Innovation channels participation practices Competition Crisis/ Social Media Social CRM Community Process Marketing opportunity Metric integration success Policies Lead Gen Revenues Processes Efficiencies Coaching and Customer Learning experience

4. Some names we have done work for Mahindra – Rise GE Capital Titan Industries – Fastrack Samsung Mobiles and Electronics Madura Garments – Alley Solly s.Oliver Fashion Richmond Group – Cartier LiveJournal.com Knocking Live Vianza.com CSE – Down to Earth magazine Cotton Council International

5. The making of a Movement Team Mahindra, Mumbai © Scenario Consulting Private Limited

6. Comparison of Marketing 1.0, 2.0 and 3.0 Marketing Evolution Marketing 1.0 Marketing 2.0 Marketing 3.0 Product Centric Consumer-oriented Values-driven Marketing Marketing Marketing Objective Sell products Satisfy and retain the Make the world a consumers better place Enabling forces Industrial revolution Information New wave technology technology How companies see Mass buyers with Smarter consumer Whole human with the market physical needs with mind and heart mind, heart and spirit Key marketing Product development Differentiation Values concept Company marketing Product specifications Corporate and Corporate mission, guidelines product positioning vision and values Value propositions Functional Functional and Functional, emotional emotional and spiritual Interaction with One-to-many One-to-one Many-to-many consumers transaction relationship collaboration Source: Marketing 3.0 Philip Kotler and others

7. Who said this?  “To really implement movement marketing, we need to build something that the public can take ownership of.  Engage them in discussion around meaningful content that we initiate and THEY take forward. We support, they act. We seed, they lead.

8. The making of a Movement

9. The making of a Movement Have the Easy Embrace the Community The tipping guts steps community Energizes point Early It’s not Makes it supporter Showcasi risky for We’ve Be Not about got a easy to s are to ng them people to prepared As an us, its movemen Stand out follow be valued is of join and to get equal about t what you – they are great more & ridiculed them are doing the true value more join leaders us now

11. Genesis of a community Define purpose User Driven Seed Community Content User Populate Generated Nucleus Content Find Content Seed Evangelists conversations 8/25/2012 © Scenario Consulting Private Limited 11

12. Creating Movements Co-opting ideas Sharing ideas Funding ideas and Movements • TED • Pepsi Refresh • Jaago Re by • Mahindra Rise Tata - present • Mahindra Rise- the future

The Making of a Movement

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The Making of a Movement

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