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Burda Social Media - Media Sales Strategy
 

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

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    Burda Social Media - Media Sales Strategy Burda Social Media - Media Sales Strategy Presentation Transcript

    • 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 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
    • 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
    • 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@happymarketer.com
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    • 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
    • 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
    • 1. Asia & Singapore’s Digital & Mobile Landscape2. Print’s evolution in Singapore3. Different Online Media Advertising Options Hello@happymarketer.com
    • 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 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
    • 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@happymarketer.com
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    • 1. Asia & Singapore’s Digital & Mobile Landscape2. Print’s evolution in Singapore3. Different Online Media Advertising Options Hello@happymarketer.com
    • 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 content3. Create a pay-wall for online-content4. Sell bundled print + online subscription packages5. Offer co-branded products upon subscriptions Hello@happymarketer.com
    • Discussion Hello@happymarketer.com
    • 1. Asia & Singapore’s Digital & Mobile Landscape2. Print’s evolution in Singapore3. Different Online Media Advertising Options Hello@happymarketer.com
    • DriveTraffic Hello@happymarketer.com
    • Drive Traffic Drive EyeballsIncrease Increase Subs Ad Sales Hello@happymarketer.com
    • DriveTraffic Hello@happymarketer.com
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    • Display AdvertisingPremium Run-Of- Contextual Run-Of-Site Buy Network Network Hello@happymarketer.com
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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 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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    • 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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    • 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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    • 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
    • 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 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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    • Click-To- Click-To- Click-To- Click-To-CallWebsite AppStore SMS Hello@happymarketer.com
    • 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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    • 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
    • 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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    • 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 Hello@happymarketer.com
    • Hope you’ve enjoyed the session. For anything else just drop me a tweet @pranmaz Or call me at +6590695123 Hello@happymarketer.com