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Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
Burda Social Media - Media Sales Strategy
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Burda Social Media - Media Sales Strategy

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Prantik Mazumdar's Day 1 deck from Burda's Social Media Training

Prantik Mazumdar's Day 1 deck from Burda's Social Media Training

Published in: Business, Technology
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Transcript

  • 1. Digital Mediais revolutionizing our lives! Hello@happymarketer.com
  • 2. Hello@happymarketer.com
  • 3. Hello@happymarketer.com
  • 4. Hello@happymarketer.com
  • 5. Discussion Hello@happymarketer.com
  • 6. Hello@happymarketer.com
  • 7. Hello@happymarketer.com
  • 8. Hello@happymarketer.com
  • 9. Hello@happymarketer.com
  • 10. Hello@happymarketer.com
  • 11. Hello@happymarketer.com
  • 12. Why is the 600+ year old printing press industry suddenly struggling? Hello@happymarketer.com
  • 13. Discussion Hello@happymarketer.com
  • 14. Prantik MazumdarPartner, Happy Marketerprantik@happymarketer.com Hello@happymarketer.com
  • 15. Hello@happymarketer.com
  • 16.  Valentines Day! Hello@happymarketer.com
  • 17. Hello@happymarketer.com
  • 18. 02:23Hello@happymarketer.com
  • 19. 1. What is the mobile penetration of Singapore?2. What is the smartphone penetration of Singapore?3. What is the most expensive iPhone/iPad app?4. How many of you’ll use a mobile device while watching TV?5. Which country has the highest per capita usage of Facebook by time?6. Which is the fastest growing user segment on Facebook in Singapore? Hello@happymarketer.com
  • 20. We have moved into a real-time information era People are searching & communicatingthrough real time, social & location-aware mechanism What sparked this change?? Hello@happymarketer.com
  • 21. Web 2.0 encompasses services & applications that facilitate a two-way process to communicate, share and collaborate Hello@happymarketer.com
  • 22. Hello@happymarketer.com
  • 23. Hello@happymarketer.com
  • 24. Hello@happymarketer.com
  • 25. Hello@happymarketer.com
  • 26. Social media allows the same consumerto be a producer & your brandambassador too! Hello@happymarketer.com
  • 27. Hello@happymarketer.com
  • 28. Hello@happymarketer.com
  • 29. The Internet has democratized information flow. People & Consumers have the power & choice to communicate, critique, discuss, share, transact through various social & location-aware mobile tools Brands & companies need to innovate& offer new, relevant ways to live, work & play Hello@happymarketer.com
  • 30. Currently a Partner @ Happy MarketerPreviously, worked with another digital brand management firmStarted my career in the Civil Service – at IESingaporeMajored in Comp Engg in NUS & minor in TechnopreneurshipHad won in the TEC category atStartup@Singapore in 2004Love cricket & a believer in social media www.linkedin.com/in/prantikmazumdar @pranmaz Hello@happymarketer.com
  • 31. 1. Asia & Singapore’s Digital & Mobile Landscape2. Print’s evolution in Singapore3. Different Online Media Advertising Options Hello@happymarketer.com
  • 32. Asia & Singapore’sDigital and MobileLandscape Hello@happymarketer.com
  • 33. Source: www.thomascrompton.com Hello@happymarketer.com
  • 34. Hello@happymarketer.com
  • 35. Hello@happymarketer.com
  • 36. Hello@happymarketer.com
  • 37. • Singapore – 70%• Australia – 37%• Hong Kong – 35%• USA – 31% Hello@happymarketer.com
  • 38. Hello@happymarketer.com
  • 39. Hello@happymarketer.com
  • 40. Hello@happymarketer.com
  • 41. Hello@happymarketer.com
  • 42. Hello@happymarketer.com
  • 43. Hello@happymarketer.com
  • 44. Hello@happymarketer.com
  • 45. Hello@happymarketer.com
  • 46. Mobile Web Trends are rather unique in Asia Hello@happymarketer.com
  • 47. • Globally 8.9% of web traffic comes from mobile• In Asia, that number stands at 14% - Japan : 47% - Urban China : 43% - Singapore : 35% - HK : 16%• In many other Asian countries, most mobile Internet users never use a desktop/PC - India : 59% - Indonesia : 44% - Thailand : 32% Hello@happymarketer.com
  • 48. Smartphones, mobile web, mobile apps are transforming our lives! Hello@happymarketer.com
  • 49. Hello@happymarketer.com
  • 50. Hello@happymarketer.com
  • 51. Hello@happymarketer.com
  • 52. Hello@happymarketer.com
  • 53. Hello@happymarketer.com
  • 54. Hello@happymarketer.com
  • 55. Now, lets see how mobile is transforming our habits& behaviour on social media? Hello@happymarketer.com
  • 56. Hello@happymarketer.com
  • 57. Hello@happymarketer.com
  • 58. 1. Asia & Singapore’s Digital & Mobile Landscape2. Print’s evolution in Singapore3. Different Online Media Advertising Options Hello@happymarketer.com
  • 59. Print’s Evolution inSingapore Hello@happymarketer.com
  • 60. Hello@happymarketer.com
  • 61. Hello@happymarketer.com
  • 62. Hello@happymarketer.com
  • 63. Hello@happymarketer.com
  • 64. Hello@happymarketer.com
  • 65. Hello@happymarketer.com
  • 66. Hello@happymarketer.com
  • 67. Hello@happymarketer.com
  • 68. Hello@happymarketer.com
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  • 77. Hello@happymarketer.com
  • 78. Hello@happymarketer.com
  • 79. 1. Entice users with a lot of free online PC content2. Create apps for mobiles & tablet and offer a different set of content3. Create a pay-wall for online-content4. Sell bundled print + online subscription packages5. Offer co-branded products upon subscriptions Hello@happymarketer.com
  • 80. Discussion Hello@happymarketer.com
  • 81. 1. Asia & Singapore’s Digital & Mobile Landscape2. Print’s evolution in Singapore3. Different Online Media Advertising Options Hello@happymarketer.com
  • 82. DriveTraffic Hello@happymarketer.com
  • 83. Drive Traffic Drive EyeballsIncrease Increase Subs Ad Sales Hello@happymarketer.com
  • 84. DriveTraffic Hello@happymarketer.com
  • 85. Hello@happymarketer.com
  • 86. Display AdvertisingPremium Run-Of- Contextual Run-Of-Site Buy Network Network Hello@happymarketer.com
  • 87. Hello@happymarketer.com
  • 88. Hello@happymarketer.com
  • 89. Hello@happymarketer.com
  • 90. Hello@happymarketer.com
  • 91. 1. Usually a fixed spot, fixed time-frame buy with a minimum spend2. High Share of Voice & hence great for brand awareness & creating impact3. Typically used by large brands, especially during product launches or promotions4. Selling unit: CPM or CPE Hello@happymarketer.com
  • 92. Hello@happymarketer.com
  • 93. Hello@happymarketer.com
  • 94. 1. Usually non-premium spots other than the homepage2. Remnant inventory, dished out randomly and hence low share of voice3. Following a big bang launch, used to for campaign sustenance to create stickiness4. Selling unit: CPM or CPC or CPA Hello@happymarketer.com
  • 95. Hello@happymarketer.com
  • 96. Hello@happymarketer.com
  • 97. 1. Usually theme-based, collectivised, non-premium spots other than the homepage2. Remnant inventory, dished out randomly and hence low share of voice3. Following a big bang launch, used to for campaign sustenance to create stickiness for a niche audience4. Selling unit: CPM or CPC or CPA Hello@happymarketer.com
  • 98. Hello@happymarketer.com
  • 99. Hello@happymarketer.com
  • 100. 1. Usually non-premium spots other than the homepage2. Remnant inventory, dished out based on the context of the content on the website3. Following a big bang launch, used to for campaign sustenance to create stickiness4. Selling unit: CPC Hello@happymarketer.com
  • 101. Social Media AdvertisingFacebook LinkedIn Twitter Hello@happymarketer.com
  • 102. Hello@happymarketer.com
  • 103. Hello@happymarketer.com
  • 104. Hello@happymarketer.com
  • 105. Hello@happymarketer.com
  • 106. Hello@happymarketer.com
  • 107. Hello@happymarketer.com
  • 108. 1. The primary benefit is that it is much more targeted to a specific audience based on data2. Sold on premium and non premium basis3. Different kinds of creatives available: Banners, Videos, Sponsored Stories, Polls etc.4. Selling unit: CPM or CPC or CPA Hello@happymarketer.com
  • 109. Hello@happymarketer.com
  • 110. Hello@happymarketer.com
  • 111. Hello@happymarketer.com
  • 112. Hello@happymarketer.com
  • 113. Hello@happymarketer.com
  • 114. Click-To- Click-To- Click-To- Click-To-CallWebsite AppStore SMS Hello@happymarketer.com
  • 115. Mobile Ads1. Global mobile advertising stands at US$3.3B2. Asia contributes about US$1.6B to the global revenue (49%)3. Mobile Ap Ads, Search Ads, Location & In-game placements are most prevalent. Hello@happymarketer.com
  • 116. Hello@happymarketer.com
  • 117. Hello@happymarketer.com
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  • 119. Hello@happymarketer.com
  • 120. Hello@happymarketer.com
  • 121. Hello@happymarketer.com
  • 122. Hello@happymarketer.com
  • 123. Hello@happymarketer.com
  • 124. Hello@happymarketer.com
  • 125. 1. Video-Ad Unit led to 75% higher than average CTR2. HTML 5 Rich Media creative featuring Emma Watson3. Strong call-to-action: - Get Invited Now - Save to Calendar - Share on Facebook Hello@happymarketer.com
  • 126. 1. Rich-media banner ad creative2. Engage creative that allowed viewers to try out different features of the new HTC phone virtually3. Over 50,000 people tried the virtual experience before launch Hello@happymarketer.com
  • 127. Hello@happymarketer.com
  • 128. Hello@happymarketer.com
  • 129. Hello@happymarketer.com
  • 130. Hello@happymarketer.com
  • 131. Hello@happymarketer.com
  • 132. How do you buy display ads? Hello@happymarketer.com
  • 133. PublisherAd Network Agency Clients Hello@happymarketer.com
  • 134. What are the different pricing models? Hello@happymarketer.com
  • 135. 1. CPM – Impression Based2. CPC - Click Based3. CPE – Engagement Based4. CPL – Lead Based5. CPA – Acquisition Based Hello@happymarketer.com
  • 136. Hope you’ve enjoyed the session. For anything else just drop me a tweet @pranmaz Or call me at +6590695123 Hello@happymarketer.com

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