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Consumers: The Real Brand Owners,[object Object],Building “Value Centricity” in brands connecting  them with the human spirit of their consumers ,[object Object]
Case Study based approach to ,[object Object],Customer engagement which resulted in development of long-term meaningful and sustainable relationships that grow and extend over a period of time across marketing and operational channels giving a sense of ownership of the brand. ,[object Object]
Table of Contents,[object Object],Marketing as we know it,[object Object],The Evolving paradigm,[object Object],Case Study 1: Twitter,[object Object],Conversation, Communication, Co-Creation,[object Object],Case Study 2: Telcos,[object Object],Building the Consumer in the Equation,[object Object],Case Study 3: Harry Potter,[object Object],Creating a Brand out of thin air,[object Object]
Table of Contents,[object Object],Marketing as we know it,[object Object],The Evolving paradigm,[object Object],Case Study 1: Twitter,[object Object],Conversation, Communication, Co-Creation,[object Object],Case Study 2: Telcos,[object Object],Building the Consumer in the Equation,[object Object],Case Study 3: Harry Potter,[object Object],Creating a Brand out of thin air,[object Object]
Marketing as we knew it…,[object Object],Attract Consumer,[object Object],Retain ,[object Object],Consumer,[object Object]
… centred around Brands,[object Object]
Brand Awareness Cycle: Working within a set Template,[object Object]
Marketing is too important to be left to the Marketer alone,[object Object]
Table of Contents,[object Object],Marketing as we know it,[object Object],The Evolving paradigm,[object Object],Case Study 1: Twitter,[object Object],Conversation, Communication, Co-Creation,[object Object],Case Study 2: Telcos,[object Object],Building the Consumer in the Equation,[object Object],Case Study 3: Harry Potter,[object Object],Creating a Brand out of thin air,[object Object]
The Evolving paradigm,[object Object]
Play “Host” not “Master” to Customers,[object Object]
Consumer: Real Brand Owner,[object Object]
Re-inventing the Consumer paradigm,[object Object]
Ground Rules,[object Object],	Freedom,[object Object],[object Object]
Scrutiny
Integrity
Collaboration
Entertainment
Speed
Innovation,[object Object]
“Customers trust, rely and act on advice from people they know”,[object Object],   90% of people trust their spouse, 82% their friends and 69% their work colleagues but …,[object Object],   only 27% trust manufacturers/ retailers, 14%  advertisers and 8% celebrities”  (Henley Centre),[object Object]
“Some customers really want to connect with brands”,[object Object],-A word of mouth Influencer will average 184 brand word of mouth conversations every week               		  (Keller Fay),[object Object]
“Word of mouth drives choice”,[object Object],– 70% of word of mouth conversations have an impact on brand purchase (37% buy it/try it, 24% consider it, 9% avoid purchase based on WOM)(Keller Fay),[object Object]
“Opportunity for customer connections up”,[object Object],[object Object]
2 billion Internet users
1.5 billion+ social network members
126+ million blogs
Ave. No. of Blog links – 12
Ave. No. of Facebook friends among Influencers – 164
No. of Per Person Brand-Related Conversations Each Year – 4,650,[object Object]
Humor, information, emotion, and all in 140 characters,[object Object]
Twitter has become the world's water cooler,[object Object],It's a place where you can hear what ,[object Object],millions are saying and feel, unbiased ,[object Object],and in that moment            Adam Ostrow,[object Object]
Be a part of the consumer,[object Object],[object Object]
 To participate in the lives of people
 To communicate
 To provide customer service
 To be part of a global community
 To be creative and innovative
 To become more transparent
 Even to sell more products and services, and generate more profits,[object Object]
They’re on Twitter because it’s fun and because it’s a way to stay informed.
Everyone is connected and 140 characters have become conversations and even friendships.
Twitter has been very instrumental in setting the tone for Customer-Centric approach to Social Media
Twitter allows marketers to actually have a 2-way and authentic dialog with a global community of people interacting and expressing themselves online. ,[object Object]
Think of the 5 C’s from their perspective,[object Object],Not everyone is equally “Social”,[object Object],Everyone is a “Customer”,[object Object],Different Needs Require a Service Mind-set,[object Object],Collaboration,[object Object],Connections,[object Object],Conversation,[object Object],Content,[object Object],Community,[object Object],Creators,[object Object],Critics,[object Object],Conversationalists,[object Object],Joiners,[object Object],Spectators,[object Object],Collectors,[object Object],Unsatisfied Customer,[object Object],LoyalCustomer,[object Object],ReturningCustomer,[object Object],First-Time,[object Object],Customer,[object Object],Potential Customer,[object Object],Shop,[object Object],Own,[object Object],Fix,[object Object],Other,[object Object],Provide value for customers… not just for the company,[object Object]
Business Goals,[object Object],Marketing Goals,[object Object],Social Media Goals,[object Object],Engagement,[object Object],Community,[object Object],Listening,[object Object],Marketing,[object Object],Integration,[object Object],Conversations,[object Object],UGC ,[object Object],Solicitation,[object Object],Content ,[object Object],Creation,[object Object],Customer ,[object Object],Service,[object Object],Monitoring,[object Object],& Searches ,[object Object],Reporting,[object Object],Followers  &Relationships        ,[object Object],Share of Voice,[object Object],@Replies, RTs,  Lists & DMs         ,[object Object],Sentiment,[object Object],& SIM Score,[object Object],Issue,[object Object],Resolutions,[object Object],Tweet Reach& Impact       ,[object Object]
LEVERAGE TOOLS,[object Object],. ,[object Object],Hello  @world !,[object Object],ENGAGE,[object Object],in Conversations & Valuable Experiences ,[object Object],CONVERT,[object Object],Non-believers into believersNon-customers into customers,[object Object],TRANSFORM,[object Object],Customers  into Brand Advocates,[object Object]
Table of Contents,[object Object],Marketing as we know it,[object Object],The Evolving paradigm,[object Object],Case Study 1: Twitter,[object Object],Conversation, Communication, Co-Creation,[object Object],Case Study 2: Telcos,[object Object],Building the Consumer in the Equation,[object Object],Case Study 3: Harry Potter,[object Object],Creating a Brand out of thin air,[object Object]
It is not the brand talking any more and telling the customer what to do….it is the customer who will decide,[object Object],VittorioColao,[object Object],CEO, Vodafone,[object Object]
Evolution,[object Object],Connectivity and Mobility have become modern day life commodities and are taken for granted by consumers,[object Object],Point of differentiation and the value equation has shifted from Network availability (Footprint) to Customer Centricity,[object Object]
Consumer Centricity,[object Object],Fundamental re-think of consumers, services, innovation and value networks and the role that the Telcos can play in value creation,[object Object]
Building the consumer in the equation,[object Object]
From Customer- empowerment to Customer-led-personalization,[object Object],Learning from Internet,[object Object],Consumer in the driver’s seat,[object Object],Fundamental change in the way people interact with their chosen services and applications,[object Object],Customers can determine the terms and context of their experience,[object Object]
Innovate in Partnership,[object Object],Expand the boundaries of the market to a much broader view of application driven commerce, content, delivery for the digital consumer.,[object Object],Value created at all levels: Developer, Consumer segmentation approach, Internet Applications, Mobile Device companies, Operators and the final point of contact where “Consumer Need” is created.,[object Object]
Know Your Customer,[object Object],Identify consumer niches, derive insights and design/engineer services around these niches which are differentiated in terms of need appeasement,[object Object],Richness and relevance will rely on powerful personalization, based on customers’ past usage, purchase, browsing and habits,[object Object]

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