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Digital Mediais revolutionizing     our lives!                Hello@happymarketer.com
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Discussion             Hello@happymarketer.com
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Why is the 600+ year old printing press industry  suddenly struggling?                      Hello@happymarketer.com
Discussion             Hello@happymarketer.com
Prantik MazumdarPartner, Happy Marketerprantik@happymarketer.com                            Hello@happymarketer.com
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    Valentines Day!         Hello@happymarketer.com
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02:23Hello@happymarketer.com
1. What is the mobile penetration of Singapore?2. What is the smartphone penetration of Singapore?3. What is the most expe...
We have moved into a             real-time information era       People are searching & communicatingthrough real time, so...
Web 2.0 encompasses services & applications    that facilitate a two-way process to   communicate, share and collaborate  ...
Hello@happymarketer.com
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Social media allows the same consumerto be a producer & your brandambassador too!                             Hello@happym...
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The Internet has democratized              information flow.       People & Consumers have the power & choice to communica...
Currently a Partner @ Happy MarketerPreviously, worked with another digital brand management firmStarted my career in the ...
1. Asia & Singapore’s Digital & Mobile Landscape2. Print’s evolution in Singapore3. Different Online Media Advertising Opt...
Asia & Singapore’sDigital and MobileLandscape                     Hello@happymarketer.com
Source: www.thomascrompton.com                                 Hello@happymarketer.com
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• Singapore – 70%• Australia – 37%• Hong Kong – 35%• USA – 31%                    Hello@happymarketer.com
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Mobile Web Trends are rather       unique in Asia                         Hello@happymarketer.com
• Globally 8.9% of web traffic comes from mobile• In Asia, that number stands at 14%     - Japan        : 47%     - Urban ...
Smartphones, mobile web, mobile apps      are transforming our lives!                             Hello@happymarketer.com
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Now, lets see how mobile is  transforming our habits& behaviour on social media?                         Hello@happymarket...
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1. Asia & Singapore’s Digital & Mobile Landscape2. Print’s evolution in Singapore3. Different Online Media Advertising Opt...
Print’s Evolution inSingapore                       Hello@happymarketer.com
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1. Entice users with a lot of free online PC content2. Create apps for mobiles & tablet and offer a   different set of con...
Discussion             Hello@happymarketer.com
1. Asia & Singapore’s Digital & Mobile Landscape2. Print’s evolution in Singapore3. Different Online Media Advertising Opt...
DriveTraffic          Hello@happymarketer.com
Drive           Traffic            Drive           EyeballsIncrease               Increase  Subs                 Ad Sales ...
DriveTraffic          Hello@happymarketer.com
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Display                AdvertisingPremium                       Run-Of-         Contextual          Run-Of-Site   Buy     ...
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1. Usually a fixed spot, fixed time-frame buy with a   minimum spend2. High Share of Voice & hence great for brand   aware...
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1. Usually non-premium spots other than the   homepage2. Remnant inventory, dished out randomly and   hence low share of v...
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1. Usually theme-based, collectivised, non-premium   spots other than the homepage2. Remnant inventory, dished out randoml...
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1. Usually non-premium spots other than the   homepage2. Remnant inventory, dished out based on the   context of the conte...
Social Media            AdvertisingFacebook       LinkedIn         Twitter                          Hello@happymarketer.com
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1. The primary benefit is that it is much more   targeted to a specific audience based on data2. Sold on premium and non p...
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Click-To-   Click-To-                           Click-To-                        Click-To-CallWebsite     AppStore        ...
Mobile Ads1. Global mobile advertising   stands at US$3.3B2. Asia contributes about   US$1.6B to the global   revenue (49%...
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1. Video-Ad Unit led to 75%   higher than average CTR2. HTML 5 Rich Media   creative featuring Emma   Watson3. Strong call...
1. Rich-media banner ad creative2. Engage creative that allowed   viewers to try out different   features of the new HTC  ...
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How do you buy display ads?                        Hello@happymarketer.com
PublisherAd Network    Agency     Clients                         Hello@happymarketer.com
What are the different  pricing models?                         Hello@happymarketer.com
1. CPM – Impression Based2. CPC - Click Based3. CPE – Engagement Based4. CPL – Lead Based5. CPA – Acquisition Based       ...
Hope you’ve enjoyed the session.       For anything else     just drop me a tweet           @pranmaz  Or call me at +65906...
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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

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Transcript of "Burda Social Media - Media Sales Strategy"

  1. 1. Digital Mediais revolutionizing our lives! Hello@happymarketer.com
  2. 2. Hello@happymarketer.com
  3. 3. Hello@happymarketer.com
  4. 4. Hello@happymarketer.com
  5. 5. Discussion Hello@happymarketer.com
  6. 6. Hello@happymarketer.com
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  9. 9. Hello@happymarketer.com
  10. 10. Hello@happymarketer.com
  11. 11. Hello@happymarketer.com
  12. 12. Why is the 600+ year old printing press industry suddenly struggling? Hello@happymarketer.com
  13. 13. Discussion Hello@happymarketer.com
  14. 14. Prantik MazumdarPartner, Happy Marketerprantik@happymarketer.com Hello@happymarketer.com
  15. 15. Hello@happymarketer.com
  16. 16.  Valentines Day! Hello@happymarketer.com
  17. 17. Hello@happymarketer.com
  18. 18. 02:23Hello@happymarketer.com
  19. 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. 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. 21. Web 2.0 encompasses services & applications that facilitate a two-way process to communicate, share and collaborate Hello@happymarketer.com
  22. 22. Hello@happymarketer.com
  23. 23. Hello@happymarketer.com
  24. 24. Hello@happymarketer.com
  25. 25. Hello@happymarketer.com
  26. 26. Social media allows the same consumerto be a producer & your brandambassador too! Hello@happymarketer.com
  27. 27. Hello@happymarketer.com
  28. 28. Hello@happymarketer.com
  29. 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. 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. 31. 1. Asia & Singapore’s Digital & Mobile Landscape2. Print’s evolution in Singapore3. Different Online Media Advertising Options Hello@happymarketer.com
  32. 32. Asia & Singapore’sDigital and MobileLandscape Hello@happymarketer.com
  33. 33. Source: www.thomascrompton.com Hello@happymarketer.com
  34. 34. Hello@happymarketer.com
  35. 35. Hello@happymarketer.com
  36. 36. Hello@happymarketer.com
  37. 37. • Singapore – 70%• Australia – 37%• Hong Kong – 35%• USA – 31% Hello@happymarketer.com
  38. 38. Hello@happymarketer.com
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  44. 44. Hello@happymarketer.com
  45. 45. Hello@happymarketer.com
  46. 46. Mobile Web Trends are rather unique in Asia Hello@happymarketer.com
  47. 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. 48. Smartphones, mobile web, mobile apps are transforming our lives! Hello@happymarketer.com
  49. 49. Hello@happymarketer.com
  50. 50. Hello@happymarketer.com
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  52. 52. Hello@happymarketer.com
  53. 53. Hello@happymarketer.com
  54. 54. Hello@happymarketer.com
  55. 55. Now, lets see how mobile is transforming our habits& behaviour on social media? Hello@happymarketer.com
  56. 56. Hello@happymarketer.com
  57. 57. Hello@happymarketer.com
  58. 58. 1. Asia & Singapore’s Digital & Mobile Landscape2. Print’s evolution in Singapore3. Different Online Media Advertising Options Hello@happymarketer.com
  59. 59. Print’s Evolution inSingapore Hello@happymarketer.com
  60. 60. Hello@happymarketer.com
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  79. 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. 80. Discussion Hello@happymarketer.com
  81. 81. 1. Asia & Singapore’s Digital & Mobile Landscape2. Print’s evolution in Singapore3. Different Online Media Advertising Options Hello@happymarketer.com
  82. 82. DriveTraffic Hello@happymarketer.com
  83. 83. Drive Traffic Drive EyeballsIncrease Increase Subs Ad Sales Hello@happymarketer.com
  84. 84. DriveTraffic Hello@happymarketer.com
  85. 85. Hello@happymarketer.com
  86. 86. Display AdvertisingPremium Run-Of- Contextual Run-Of-Site Buy Network Network Hello@happymarketer.com
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  91. 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
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  94. 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
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  96. 96. Hello@happymarketer.com
  97. 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
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  100. 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. 101. Social Media AdvertisingFacebook LinkedIn Twitter Hello@happymarketer.com
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  108. 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
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  114. 114. Click-To- Click-To- Click-To- Click-To-CallWebsite AppStore SMS Hello@happymarketer.com
  115. 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
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  125. 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. 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
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  132. 132. How do you buy display ads? Hello@happymarketer.com
  133. 133. PublisherAd Network Agency Clients Hello@happymarketer.com
  134. 134. What are the different pricing models? Hello@happymarketer.com
  135. 135. 1. CPM – Impression Based2. CPC - Click Based3. CPE – Engagement Based4. CPL – Lead Based5. CPA – Acquisition Based Hello@happymarketer.com
  136. 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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