Nowadays, marketing is all about how the brands connect themselves with the human spirit of their consumers. Valuing these emotions, the brands do their positioning accordingly with regard to the environment and general community at large to create real meaningful and demonstrable values that align with the society. In today’s world, consumers are the creators and destroyers of brands with which they associate as they imbibe the brand within themselves with authenticity and passion. This leads to ambassadorship and activism on behalf of the brand. The Presentation revolves around building true customer engagement which results 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. The issues vary from challenges in diminishing control of companies over their brand, the advent of hyper transparency to the proliferation of best practices.

1. Consumers: The Real Brand Owners Building “Value Centricity” in brands connecting them with the human spirit of their consumers

2. Case Study based approach to 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.

3. Table of Contents Marketing as we know it The Evolving paradigm Case Study 1: Twitter Conversation, Communication, Co-Creation Case Study 2: Telcos Building the Consumer in the Equation Case Study 3: Harry Potter Creating a Brand out of thin air

4. Table of Contents Marketing as we know it The Evolving paradigm Case Study 1: Twitter Conversation, Communication, Co-Creation Case Study 2: Telcos Building the Consumer in the Equation Case Study 3: Harry Potter Creating a Brand out of thin air

5. Marketing as we knew it… Attract Consumer Retain Consumer

6. … centred around Brands

7. Brand Awareness Cycle: Working within a set Template

8. Marketing is too important to be left to the Marketer alone

9. Table of Contents Marketing as we know it The Evolving paradigm Case Study 1: Twitter Conversation, Communication, Co-Creation Case Study 2: Telcos Building the Consumer in the Equation Case Study 3: Harry Potter Creating a Brand out of thin air

10. The Evolving paradigm

11. Play “Host” not “Master” to Customers

12. Consumer: Real Brand Owner

13. Re-inventing the Consumer paradigm

15. Scrutiny

16. Integrity

17. Collaboration

18. Entertainment

19. Speed

21. “Customers trust, rely and act on advice from people they know”  90% of people trust their spouse, 82% their friends and 69% their work colleagues but …  only 27% trust manufacturers/ retailers, 14% advertisers and 8% celebrities” (Henley Centre)

22. “Some customers really want to connect with brands” -A word of mouth Influencer will average 184 brand word of mouth conversations every week (Keller Fay)

23. “Word of mouth drives choice” – 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)

25. 2 billion Internet users

26. 1.5 billion+ social network members

27. 126+ million blogs

28. Ave. No. of Blog links – 12

29. Ave. No. of Facebook friends among Influencers – 164

31. Humor, information, emotion, and all in 140 characters

32. Twitter has become the world's water cooler It's a place where you can hear what millions are saying and feel, unbiased and in that moment Adam Ostrow

34. To participate in the lives of people

35. To communicate

36. To provide customer service

37. To be part of a global community

38. To be creative and innovative

39. To become more transparent

41. They’re on Twitter because it’s fun and because it’s a way to stay informed.

42. Everyone is connected and 140 characters have become conversations and even friendships.

43. Twitter has been very instrumental in setting the tone for Customer-Centric approach to Social Media

45. Think of the 5 C’s from their perspective Not everyone is equally “Social” Everyone is a “Customer” Different Needs Require a Service Mind-set Collaboration Connections Conversation Content Community Creators Critics Conversationalists Joiners Spectators Collectors Unsatisfied Customer LoyalCustomer ReturningCustomer First-Time Customer Potential Customer Shop Own Fix Other Provide value for customers… not just for the company

46. Business Goals Marketing Goals Social Media Goals Engagement Community Listening Marketing Integration Conversations UGC Solicitation Content Creation Customer Service Monitoring & Searches Reporting Followers &Relationships Share of Voice @Replies, RTs, Lists & DMs Sentiment & SIM Score Issue Resolutions Tweet Reach& Impact

47. LEVERAGE TOOLS . Hello @world ! ENGAGE in Conversations & Valuable Experiences CONVERT Non-believers into believersNon-customers into customers TRANSFORM Customers into Brand Advocates

48. Table of Contents Marketing as we know it The Evolving paradigm Case Study 1: Twitter Conversation, Communication, Co-Creation Case Study 2: Telcos Building the Consumer in the Equation Case Study 3: Harry Potter Creating a Brand out of thin air

49. It is not the brand talking any more and telling the customer what to do….it is the customer who will decide VittorioColao CEO, Vodafone

50. Evolution Connectivity and Mobility have become modern day life commodities and are taken for granted by consumers Point of differentiation and the value equation has shifted from Network availability (Footprint) to Customer Centricity

51. Consumer Centricity Fundamental re-think of consumers, services, innovation and value networks and the role that the Telcos can play in value creation

52. Building the consumer in the equation

53. From Customer- empowerment to Customer-led-personalization Learning from Internet Consumer in the driver’s seat Fundamental change in the way people interact with their chosen services and applications Customers can determine the terms and context of their experience

54. Innovate in Partnership Expand the boundaries of the market to a much broader view of application driven commerce, content, delivery for the digital consumer. 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.

55. Know Your Customer Identify consumer niches, derive insights and design/engineer services around these niches which are differentiated in terms of need appeasement Richness and relevance will rely on powerful personalization, based on customers’ past usage, purchase, browsing and habits

56. Social Merchandising Leveraging the power of social networks to act as a marketing “force multiplier” Dynamic sharing, recommendation and sharing history, social merchandising can evolve from an internet tool to a force that drives the adoption and use of entire new categories of applications and services.

57. Table of Contents Marketing as we know it The Evolving paradigm Case Study 1: Twitter Conversation, Communication, Co-Creation Case Study 2: Telcos Building the Consumer in the Equation Case Study 3: Harry Potter Creating a Brand out of thin air

58. Creating a Brand out of Thin air The Harry Potter Story

60. Harry Potter grew to be a global business phenomenon through WORD-OF-MOUTH MARKETINGby CONSUMERS

62. Global Business Phenomenon 400 million titles sold ~ $8.5 billion franchise This does not take into account realization from 6 movies and 8 games! “Deathly Hallows” had an advance booking of 12 million units before its launch without even a single unit sold Wikipedia estimates Harry Potter Brand at $4 billion

63. A $4 billion brand!Businessweek & Interbrand (2006)

64. What can we learn from Harry Potter?

65. Consumers made Harry Potter a global phenomenon

66. Lesson 1 Don’t be afraid to let consumers take control, particularly on the social web.

68. Lesson 2 Allow consumers to become emotionally involved with your brand and develop relationships with it, which leads to brand loyalty and word-of-mouth marketing.

70. Lesson 3 Be consistent with your brand and exercise brand restraint in order to meet customer expectations and build loyalty further.

72. Consumers will make the next Harry Potter, not marketers. Brand managers have to listen to consumers and deliver consistently to ensure the buzz about the brand continues. Let consumers live the brand and make it their own. Marketers must allow brands to grow and thrive at the hands of consumers with gentle pushes in the right direction along the way.

74. Thanks