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Devilsworkshop Online Branding
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Devilsworkshop Online Branding

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In the rapidly changing and crowded digital marketplace you need the attention of specialists and the application of dedicated resources...

In the rapidly changing and crowded digital marketplace you need the attention of specialists and the application of dedicated resources...

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  • Equal consumption of entertainment

Devilsworkshop Online Branding Devilsworkshop Online Branding Presentation Transcript

  • Marketing presentation (online)
  • Jai ho And the story begins
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  • THE AUDIENCE
  • The Audience What interests our audience? Everything. They are students, teens, DJs, office workers, and parents. They are stylish, intelligent, and will embrace anything that inspires and appeals to them.
  • India has the FOURTH largest number of Internet users in the world, with 81 MILLION users. India is behind the US (220 million), China (210 million) and Japan (88.1 million). http://www.i4donline.net/news/news-details.asp?Title=India-holds-fourth-rank-in-world-with-81-million-Internet-users&catid=10&newsid=15681
  • India has an estimated 46 MILLION active Internet users come from urban area. http://www.i4donline.net/news/news-details.asp?Title=India-holds-fourth-rank-in-world-with-81-million-Internet-users&catid=10&newsid=15681
  • An average Indian Internet user spends 28 MINUTES per visit, and has 25 VISITS A MONTH. Which is “nearly” 12 hours a month http://www.i4donline.net/news/news-details.asp?Title=India-holds-fourth-rank-in-world-with-81-million-Internet-users&catid=10&newsid=15681
  • The average online video viewer watched 356 minutes of video (approximately 6 hours) http://www.i4donline.net/news/news-details.asp?Title=India-holds-fourth-rank-in-world-with-81-million-Internet-users&catid=10&newsid=15681
  • Equal consumption of entertainment 6 hrs (entertainment) + 6 hrs (search and information) = 12 hrs a month online http://www.i4donline.net/news/news-details.asp?Title=India-holds-fourth-rank-in-world-with-81-million-Internet-users&catid=10&newsid=15681
  • 83% have watched video clips
  • People discover videos online in a variety of ways, from embeds on blogs to video search engines. But which sources drive the most video views The most common way viewers find a video ( 45.13% of all views our sample) is direct navigation to a video site (i.e. going to YouTube and running a search or clicking around the featured or related videos). How do people discover videos online?
  • Which Video Sites Deliver the Most Views? YouTube dominates, with fierce competition among the rest. Videos uploaded to YouTube consistently get more views than any other site.
  • 100,000,000 videos (65,000 new videos/day)
    • The duration of the average online video was 3.5 minutes, up from 3.2 minutes per video in December.
    • 62.6 videos per viewer
  • 50% Believe Video Clips Improve Search Engine Rankings
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    • 42%“Buyers use video to make purchasing decisions”
    • 77%“Video clips on our website can increase sales”
    • 71%“With the right kind of video, we can turn YouTube into an effective sales channel”
  • Why web video is popular ?
    • bandwidth and technology
    • it’s informative, entertaining
    • easily accessible at home, work and on the road.
    • Cheap storage
  • The impact
    • The popular media is no longer 'the' mass media authority on news, politics, culture and entertainment. Brands are no longer the single mass media source of information about its products and services.
  • The impact
    • The Age of Wikipedia has arrived and the Collective Content Generation has seized control of the content, the message and the opinions in a manner so disruptive as to only be described as the democratization of media.
    WIKIPEDIA Almost 4,000,000 articles
  • The impact
    • ‣ People want less advertising and more service; self-serving ad spots devoid of infotainment will fall short of potential marketing objectives.
  • The future
    • Introducing iptv (internet protocol tv)
    • consumers are quickly accessing much of the same content on their television, personal computer and mobile smartphone.
    • The most significant disruption that will occur in 2009-2010 is the realization by most consumers that their flat screen TV is not a TV at all; it’s an LCD computer display that can easily be connected to a small computer like the Mac Mini to access huge amounts of entertaining content.
  • The future
  • how online video fits into today’s social context?
    • Take them as humans (not consumers)
    • consumer's don't have a short attention span; they have a short attention span for the perfectly crafted, dull, self-centered sales-pitch.
    • Consumers are demanding content that is contextual, mobile and entertaining enough to be shared with friends and coworkers in any one of the multiple social networking spaces they create and maintain.
    This requires a different perspective.
  • THE STRATEGY
  • “ Secret Formula " - 50C + 15M + 20T + 15P = Success
  • 50% C = Content and Production
  • THE CONTENT To shoot entire phase of construction Video profile of your consumer
  • 15% M = Metadata The text title, keywords, descriptions, and categories that help people find your video, Put all possible search words.
  • 20% T = Thumbnail The packaging which draws people in when displayed on the page If a video is sitting on the Most Viewed page with nineteen other videos, a compelling video thumbnail is the single best strategy to maximize the number of clicks the video gets. Two rules of thumb: the thumbnail should be clear (suggesting high video quality) and ideally it should have a face or at least a person in it.
  • Releasing all videos Simultaneously Once people are watching a video, how do we keep them engaged and bring them back to a website? We give them everything up front. If a user wants to watch all of our videos right now, there’s a much better chance that we’ll be able to persuade them to click through to our website. We don’t make them wait after seeing the first video, because they’re never going to see the next four.
  • 15% P = promotion Just good old fashioned marketing Commenting: Having a conversation with yourself A great way to maximize the number of people who watch our videos is to create some sort of controversy in the comments section below the video. Everyone loves a good, heated discussion in the comments section - especially if the comments are related to a brand/startup. But a heated comment thread (done well) will engage viewers and will drive traffic back to your sites.
  • Promoting on social media: Share, share, share. Built a sizeable presence on Facebook & orkut and other community sites, so sharing a video with our entire friends list can have a real impact. Other ideas include creating an event that announces the video launch and inviting friends, writing a note and tagging friends, or posting the video on social community Video with a link back to the original YouTube video.
  • Email lists: Send the video to an email list. Depending on the size of the list (and the recipients’ willingness to receive links to YouTube videos), this can be a very effective strategy.
  • Friends: Make sure everyone we know watches the video and try to get them to email it out to their friends, or at least share it on Facebook & Orkut.
  • Releasing all videos Simultaneously Once people are watching a video, how do we keep them engaged and bring them back to a website? We give them everything up front. If a user wants to watch all five of our videos right now, there’s a much better chance that we’ll be able to persuade them to click through to our website. We don’t make them wait after seeing the first video, because they’re never going to see the next four.
  • Driving traffic to www.yoursite.com
  • Key Consumer Features
  • Media Uploads Upload video directly from any source including mobile devices, cameras, computers and webcams. No plug-in is required for users to upload media and the platform accepts all major video formats. Media Organization Once video is uploaded, they can tag content with keywords and descriptions. Community Building Users can build their social networks by creating and participating in groups, chats, blogs, forums, polls, and contests. They can contribute to the community by rating and commenting on profiles, videos, music, and images. Users can share favorite videos and other media with friends in and outside of the community. They can also embed videos in emails other social networking sites.
  • Our Job
  • Create a fully-branded social media community that looks and feels like your brand. Introduce high-quality video to increase page views and site stickiness Create Blogs, Forums and other popular social networking features which promote community and conversation around the brand Launch interactive contests, polls and promotions to drive brand recognition and engagement Monetize media assets with online advertising and sponsorships through integration of ad strategy and partners Monitor critical site activity with 24/7 administrative access to real-time reports
  • Devils Workshop Hell of Ideas [email_address] [email_address]