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CONVERGENCE COMPASS: INDIA FIVE TRENDS DRIVING ENGAGEMENT IN THE YEAR OF THE SNAKE
ZENO GROUP INDIA 12 FEBRUARY 2013
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
ZENOLOGY 2011: SOCIAL BUILDS OUT
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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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CONSUMER TRENDS
1. Simpler life
2. National and cultural pride
3. All about me
4. Karmic brands
5. E2Commerce
BEST PRACTICES
1. Transmedia digitorial
2. Relevance trumps quality
3. Utility storytelling
4. Social movements
5. 24/7 selling
ZENOLOGY 2013: E-MOTION DESIGN
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…’
TREND #1: SIMPLER LIFE
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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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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“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
TREND #2: NATIONAL/CULTURAL PRIDE
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STRATEGIC
ENGAGING
Not Strategic,
Not Engaging
Strategic,
Not Engaging
Not Strategic,
Engaging
Strategic
AND Engaging
IMPLICATION: CONTENT BALANCING
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DO
Be friendly
Keep It Simple
Post max 2 updates a day
Schedule posts at optimal times when fans are engaged e.g. 10am, 2pm
Interact and reply to fans’ comments
Share positive news/ reviews
Share non-client brand posts that are positive linked with the brand
DON’T
Use too much corporate jargon
Create posts that are too long
Post more than two updates a day, an hour after the other
Post at low-engagement time slot e.g. 6am, 11pm
Delete/ ignore comments (unless its spam)
Share negative news about competitors
Share non-brand posts that have negative associations with the brand
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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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“Consumers want it all — right now... and they're unwilling to compromise. That trend will only ramp-up in 2013.”
Tom Vierhile, Datamonitor
TREND #3: ALL ABOUT ME
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© 2012 Altimeter Group
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microsites
corporate blog
corporate website
Sponsored posts, ads
PPC ads
Display, banner ads
Pay per post blogging
Converged Media utilizes two or more channels of paid, earned, and
owned media. It is characterized by a consistent storyline, look, and feel.
IMPLICATION: CONVERGED MEDIA
BEST PRACTICE #3: UTILITY STORYTELLING
RECOMMENDATIONS
• Small Niches are BIG
• Crowd Source Insight
• Lean Back/Forward Content
• Create Mainstream News
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“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
TREND #4: KARMIC BRANDS
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IMPLICATION: TRANSPARENCY OF PURPOSE
“People don’t buy what you do, they buy why you do it” Simon Sinek
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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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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
TREND #5: e2COMMERCE
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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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BEST PRACTICE #5: 24/7 SHOPPING
RECOMMENDATIONS
• Analytics to Insight
• Apps as entry point
• Personal Cloud
• Social CRM
Social Media objectives,
plan, connected
to initiatives
Reference docs that
align social media efforts
Develop a guiding
narrative and operational
plan across all platforms
Relevant stakeholders
have capability to
engage successfully
Clear set of KPIs
developed to measure
success
Early-warning
system and online
tracking system
Have strong resource to build and engage on
social media
Engage top tier
influencers and engage like media
Content and campaigns where sub-
brand audience is)
End-to-end crisis plan, that deeply integrates
digital response
Start 1 June To complete by 14 June
Complete by end-Jul
Complete by mid-Aug
Complete by end-Jul
Complete by end-June
Begin in July Begin in July Begin in Aug Complete by
end-Aug
Discovery session of
current initiatives.
Draft and agree social media policy
Decide on narrative
approach and priority
platforms
Develop syllabus,
structure and program (e.g.
online)
Output from Discovery
phase
Develop research
taxonomy
Identify suitable CMS
and community managers
Develop two or three big impactful campaigns
Create standard look and feel, and
reorganize content
Audit of current
issues and identify
scenarios
Conduct research, identify
advocates and develop
report
Communicate guidelines and policies
Deliver and embed Play Book across sub-brans
Deliver training
Craft measure-
ment dashboard
Review Meltwater and tune internal
approach
Deliver regional content guides,
programme toolkits
Identify influencers, build r/ships
and craft campaigns
Manage hubs and
create content
Integrated crisis and
issues mgmt processes
GOAL
TIMING
NEXT
STEPS
OUTPUTS
1. Discovery/ Objective-
setting
2. Guidelines & Policies
3. Play Book Workshop
4. Engagement
training
5. Measure
6. Online Intelligence
7. Community
Building
8 .Influencer
program
9. Content /Campaign Execution
10. Social Issues
Management
CRAWL WALK RUN
E-MOTION DESIGN: ROADMAP
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Above All, Fearless.
Not afraid to…
Challenge the status quo.
Push the limits.
Zig when others zag.
Fly out of our comfort zone
ZENO GROUP ASIA
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• Offices in; Beijing, Delhi, Jakarta, Singapore, Sydney, Tokyo and Ho Chi Minh – with almost 80 staff
• Partners in Bangkok, Hong Kong, Malaysia and Manila.
• Practice expertise in: Consumer and Technology – with a Digital core
• 70% of regional revenue in digital, with Community managers and digital strategists in every Zeno market.
Award winning team:
• SPIKES: Best Use of Social Media
• SABRE: Best Technology Campaign
• PLATINUM SABRE: Best Overall
• PR WEEK: Best Regional Program
Streaming
Audio & Video
Mobile
Marketing
Social
Advertising
SEM
Community
Engagement
Video
Production
Monitoring & Measurement
Influencer
Outreach
Blogging
Web Development
Tone of Voice Dev.
ZENO GROUP ASIA: SOCIAL BY DESIGN
CONSUMER TRENDS
1. Simpler life
2. National and cultural pride
3. All about me
4. Karmic brands
5. E2Commerce
BEST PRACTICES
1. Transmedia digitorial
2. Relevance trumps quality
3. Utility storytelling
4. Social movements
5. 24/7 selling
ZENOLOGY 2013: E-MOTION DESIGN
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