the making of a movement

About Blogworks®

April 7, 2023 © Scenario Consulting Private Limited 1

• Interpreting consumer and brand behaviour as seen through the prism of social media

Blogworks helps create brands and organisations for the future.

Our interventions

Map

Listen

Frame

EngageScale

Integrate

Measure

Social media framework

Map Listen Frame Engage Scale Integrate Measure

Business Objective

Insights Business Metric

Agreed stakeholders

Technology Management model

Brand health

Environment

Associations

Strategy Agreed channels

Internal participation

Innovation practices

Innovation

Competition

Crisis/ opportunity

Social Media Metric

Social CRM

Community Process integration

Marketing success

Policies Lead Gen Revenues

Processes Efficiencies

Coaching and Learning

Customer experience

Some names we have done work forMahindra – 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

© Scenario Consulting Private Limited

The making of a Movement

Team Mahindra, Mumbai

Comparison of Marketing 1.0, 2.0 and 3.0Marketing Evolution Marketing 1.0

Product Centric Marketing

Marketing 2.0 Consumer-oriented Marketing

Marketing 3.0Values-drivenMarketing

Objective Sell products Satisfy and retain the consumers

Make the world a better place

Enabling forces Industrial revolution Information technology

New wave technology

How companies see the market

Mass buyers with physical needs

Smarter consumer with mind and heart

Whole human with mind, heart and spirit

Key marketing concept

Product development Differentiation Values

Company marketing guidelines

Product specifications Corporate and product positioning

Corporate mission, vision and values

Value propositions Functional Functional and emotional

Functional, emotional and spiritual

Interaction with consumers

One-to-many transaction

One-to-one relationship

Many-to-many collaboration

Source: Marketing 3.0 Philip Kotler and others

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.


Have the guts

Stand out

Be prepared

to get ridiculed

Easy step

s

Makes it easy to follow

what you are doing

Embrace the

community

As an equal

Not about us, its about

them

Community Energizes

Early supporters are to

be valued – they are the true leaders

Showcasing them

is of great value

The tipping point

It’s not risky for

people to join and more &

more join us now

We’ve got a

movement


Outside – In

04/07/2023 © Scenario Consulting Private Limited 11

Genesis of a community

Define purpose

Seed Content

Populate Nucleus

Seed conversation

s

Find Content Evangelists

User Generated Content

User Driven Community

Creating Movements

Sharing ideas

• TED

Funding ideas

• Pepsi Refresh

• Mahindra Rise - present

Co-opting ideas and

Movements• Jaago Re by

Tata• Mahindra

Rise- the future


Thank you