Rbs Online Media Solutionrbs Rationale And Strategy (Nx Power Lite)
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Rbs Online Media Solutionrbs Rationale And Strategy (Nx Power Lite)

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  • 08/27/09
  • 08/27/09
  • 08/27/09

Rbs Online Media Solutionrbs Rationale And Strategy (Nx Power Lite) Rbs Online Media Solutionrbs Rationale And Strategy (Nx Power Lite) Presentation Transcript

  • RBS – Digital Strategy
  • Brief
    • Generate qualified audience for future recruitments to India centers.
    • Develop an Online Reputation Management
    • Geo : India
  • Recruitment Solutions View slide
  • We are talking to Freshers Senior management Middle management View slide
  • Online habits of Freshers I check my emails everyday I visit preferred websites for sports, news updates, I look for Jobs I search online for information I visit social & networking sites I participate in online discussions , blog and read articles online I am on my mobile all the time I browse through the general websites for different things like news, sports etc
  • Mapping this with Ad placement Emails News, sports updates search Mobile online discussions , blog and online articles Gaming Mailers , Inbox properties Banners: on cricket, news Text and Image Ads on Google, Yahoo search and content network SMO- blogs, forum participation, article entries Gaming portals Zapak , Orkut, Ibibo Yahoo, Rediff Cricbuzz, In.com I browse through the general websites Horizontals Rediff, Yahoo SMS tagging, SMS Push MGinger
  • Online Habits of Senior level management I check my emails everyday I visit preferred websites for financial news, booking air tickets online I search online for information I visit social & networking sites I participate in online discussions , blog and read articles online I am on my mobile all the time I browse through the general websites for different things like news, current happenings
  • Mapping this with Inventory Emails News, Finance updates search Mobile online discussions , blog and online articles Travel Mailers , Inbox properties Banners: News, Finance Text and Image Ads on Google search and content network SMO- blogs, forum participation, article entries Travel portals MakeMyTrip SiliconIndia, Orkut, Facebook MoneyControl TOI, NDTV, ET I browse through the general websites Horizontals Rediff, Yahoo SMS tagging, SMS Push Mauj
  • Online Habits of Middle Management I visit preferred websites for travel information, booking air tickets online I search online for information I visit lifestyle sites I participate in online discussions , blog and read articles online I am on my mobile all the time I browse through the general websites for different things like news, lifestyle, entertainment
  • Mapping this with Inventory Emails News updates search Mobile online discussions , blog and online articles Lifestyle Mailers , Inbox properties Banners: News sites Text and Image Ads on Google search and content network SMO- blogs, forum participation, article entries Gaming portals NDTV Goodtimes Orkut, Facebook ShaadiTimes TOI, IBN Live I browse through the general websites Horizontals Rediff, Yahoo SMS tagging, SMS Push Mauj
  • Online Activities
  • Where’s the Focus?
  • Execution of Media Plan
    • Destination for TG
    • Information,
    • Engagement and
    • Retention
    Landing Page Inventory placement specific to TG Impactful Creatives: Clear communication Smooth execution
  • The Online Media Process in Brief
    • Consumer research and insights
    • Research sites, channels to generate campaign strategy
    • RFP partners, evaluate proposals, positioning, and costs
    • Develop recommendations by product
    • Negotiate costs, arrange for added value
    • Get client approval signed, send Insertion orders, and creative specs
    • Create buys in Dart & set up measurement for campaign ( If tracking is to be done through third party Ad servers)
    • Input media buys in billing system create ROs and send it to publishers
    • Receive creative and upload into DART & send tags to sites to QA and launch or send it to Publishers directly
    • Develop on-going weekly reports and pivotable raw data
    • Continue to optimize campaign throughout the campaign length
    Planning Implementation Buying Reporting and Optimization
  • Display Screenshot Examples Banners Buttons Homepage
  • Creative Differentiation Images GIF/JPG (static image, ability to click only) Standard Flash (limited animation, ability to click only) Rich Media (increased animation, additional panel for content, endless amount of metrics)
  • Recommended online approach
    • Consistent Online presence though cost effective activity that
      • Drives awareness
      • Have clear “call to action”
    • This will be achieved through
      • presence on pages of relevance like music, horizontals, online video ads etc primarily though Display Ad campaigns
      • high impact promotion on home pages to catch attention space and Video ads using visuals (TVC) than just banner
  • Recommended Online Media : Across genres
    • Horizontals:
      • Yahoo
      • Rediff
      • Sify
      • MSN
    • News
      • Times of India
      • NDTV
      • Reuters
      • HT
    • Business
      • NDTV Profit
      • Moneycontrol
      • ET
      • UTVi
    • Sports
      • Cricbuzz
    • Networks
      • Google
    • Video ads
      • Business
        • Ndtv.com, Ibnlive.com, Reuters.co.in,Moneycontrol.com, Livemint.com, NdtvProfit.com UTVi, AajTak, Indian Express
      • Lifestyle
        • NDTVGoodTimes, FTV India, Zapak.com, Tech2, Techtree, CIOL
      • Entertainment
        • Buzz18.com, Rajshri.com, Bigflix.com, Mypopkorn.com, Rediff I-share, Bollywoodhungama.com, IndiaGlitz.com
  • Online Job Fair
  • Concept
    • Choosing your future career is a significant decision with implications that go far beyond the personal commitment to succeed
    • There are a number of companies / enterprises / media houses offering different job profiles
    • Selecting the right job profile at the right company can be quite confusing and mind – boggling
  • Concept
    • RBS Job Center, which will be a virtual 3D experience for users looking to make a career in Finance
    • It will include:
      • Online tours and company profile through dedicated centers
      • Web links to the company website
      • Unique profiles of the management
      • Opportunities to apply directly online
      • An opportunity to interact with the HR and fix up an interview
  • RBS Job Center
    • The RBS Job Center will have dedicated centers for each of the departments like Marketing, Finance, Business Development, HR, etc
    • On entering the RBS Job Center, the HR head will talk and provide an introduction on the company profile, vision, growth and the work environment
    • Post which, the users will then be able to visit the various dedicated department centers, where the heads will provide and introduction to their department, their goals, work environment, growth , etc
    • users will be able to chat and interact with the HR, asking them queries about application processes, the profile, career growth, etc at various booths
    • Users will be able to make online applications to the company, download the company profile, and visit the website
  • The RBS Job Center *Just a mock representation and can be worked out
  • Marketing Plan
    • Target Audience
      • Working Professionals looking to apply
      • Executives looking to apply
  • Marketing Plan
    • Online
      • Banners across Online Media, inviting users to pre-register and attend
      • Mailers to database, inviting users to pre-register and attend
      • SEM activity targeting India , inviting users to pre-register and attend
    • Telemarketing
      • Inviting users to pre-register and attend
    • On-Air
      • Promos across different channels inviting users to pre-register and attend
    • Mobile
      • SMS Push to target audience to pre-register and attend
  • Plan Summary
  • Investments
    • Total Investment for per Virtual Job Fair
    • INR 21 lakhs
    • Deliverables
      • Development and creation of the Online Module
      • Promotion across different Medias.
      • Creation of Creatives and Video Clips
      • Tracking and Management of Leads
      • Pre, During and Post analysis of the campaign
  • Reporting Analysis
    • We will provide weekly reports on the progress of the campaign with the following details.
      • No. of impressions being served on the chosen internet websites.
      • No. of clicks that have happened on the server banners.
      • No. of closures
    • We will also use Google and in-house analytical tools to provide
      • Visitor data > Visitor source (geography) > time spent > bounce rate > action prior to exit
      • Best performing inventory
      • Non performing inventory
    • Basis the above reports adequate action(s) will be taken to churn/remove/add inventory for optimal performance of the campaign.
  • Online Reputation Management
  • ORM a compliment to the traditional PR
    • Online content is no longer syndicated
    • Diverse user generated content implies that there are millions of content generators, this translate to a never before word of mouth quotient
    • Search engines give a little more emphasis to user generated content as compared to syndicated content, hence chances of its discovery are ever increasing
    With Online reputation management we seed positive sentiment about RBS, while trying to weed out negativity
  • ORM- The coordination of PR and Marketing agencies Event Role of PR Role of Digital marketing Positive seeding Provide content as per the context Identify the context and seed content provided by PR. Request for newer content if the need be Relevant Reach Recommend sites, threads etc that have been reported to PR team to be regularly creating problems Marketing team to isolate the negative sentiment matrix ( the grid of all sites agreeing to sentiment) and strategically weeding them out of search discoveries by various means Weeding out negativity The dissatisfied individuals to be answered about their grievances under the authority of RBS To identify individuals who have grievances against RBS and reporting the same to PR team
  • Online Reputation management Track Buzz around RBS daily and take necessary action 1. Search the web for activity 2. See how relevant they are for RBS 3. Rate based on quality, authority etc. 4. Report relevant stuff to RBS 5. Take corrective action or post response
  • Task at hand
    • Institute RBS as a Top of Mind Brand for Banking job opportunities
    • What we need is a web strategy that:
      • Effectively communicates the differentiating (USP) benefits
    Attract->> Engage ->> Retain the TG
  • RBS CURRENTLY IN ONLINE MEDIUM
  • Response Mechanism : Iain’s Blog in Telegraph The Problem
  • Response Mechanism : Iain’s Blog in Telegraph Bigger Problem Bigger Problem Bigger Problem Bigger Problem
  • Response Mechanism : Iain’s Blog in Telegraph RBS bailout is bigger than few billion pounds redistributed. The fact is the entire economy was to fall if these this were not arrested. No one says that this is. Also the fact is that most of RBS is healthy, and the ones not doing well will be imputed. Mr Grown may be wrong, RBS still can be trusted Corrective measure
  • How does RBS stack up Brand Analysis No. of Pages Category Landscape in India 1,070,000 Pages mentioning RBS 43,400 Brand Penetration 4% Nature Of UGC (For RBS) % of content for each Neutral 12% Positive 4% Negative 84% Nature Of User Generated Content (Competitors) % for each category Neutral 14% Positive 31% Negative 54%
  • Hence a multi level Online Strategy
  • Snapshot understanding
    • Social Media Optimization (SMO): A web 2.0 opportunity to have direct conversation with your TG
    • Online Reputation Management (ORM): a key tool to realign TG opinion about your brand
    • RBS opportunities
      • Opinion Influencing
      • Word of Mouth publicity
  • ORM Layout Activity Platform Quantity Positive Reviews/ Comments/Articles Mouthshut.com, ezinearticles.com, techtree.com, moneycontrol, newsistes 95 Corporate Blogs Wordpress.com, Mouthshut.com 4 ( 4 posts per week ) PR Submissions prlog.com, indiaprwire.com upto 9 QnA yahoo answers,sawaal ibibo, linkedin 75       Total Investment   INR 350,000.0 per month Time Duration 12 Months
    • Targeted: Domestic/International Market
    • Location/Section/Regional
    • Measurable: Keyword to Ad Copy to Impression to Click to Lead
    • Here Customers Find You : Reach potential buyers at an advanced
    • stage of buying decision.
    • Immediate: Upload keywords, Change Ads, Pause/Schedule
    • Campaign all in one Interface
    • Pay only when a Prospect Clicks : Be in Tune with your ROI
    Why Search Engine Marketing?
  • SEM Marketing India SEM Internet in India Time Introduction Growth Maturity Search Engine Marketing India As per I-Cube report released in 2007, of 250 Mn urban Population in India, there are 29 Mn active Internet Users. This indicates that there is a large room for the Internet Users to grow. Internet Advertising has started acquiring the Ad spends on various Media Organizations. But in India, SEM is at a growing stage. Source:IAMAI & IMRB report 07-08 Media
  • Search Engine Marketing in India
    • From 35% Users in 2004 to 75% Active Users in 2008
    • Evaluation of Marketplace
      • Share of searches by engine
        • Google: 44.7%
        • Yahoo: 28.5%
        • MSN: 12.8%
    Source:IAMAI & IMRB report 07-08
  • Distribution of Traffic Source:IAMAI & IMRB report 07-08 Demographics of Online Searches Percentage School going kids 16% College going students 26% Young Men 27% Older Men 14% Working Women 10% Non Working Women 7% Town class Distribution on Online Searches Percentage Top 4 Metros 40% Other 4 Metros 31% Small Metros 21% Cities with 5-10 Lak population 5% Cities with Less than 5 Lak population 3%
  • Sponsored (PPC) Google.com Search
  • Google Site Targeting News Finance
  • Sponsored (PPC) Yahoo.com Search
  • Bing.com Search Sponsored (PPC)
  • Sponsored (PPC) Ask.com Search
  • Search Engine Marketing Process A comprehensive analysis of relevant keywords and competitive activity is fundamental starting point Hands-on campaign management Select keywords Set strategy Optimize Develop Ad Copy Data Analysis Client analysis Market Overview Implementation
  • Managing Search
    • Personalized account management
      • Keyword Stemming
      • Match Types & Negative Keywords
      • Media Integration
    • Maximumizing ROI
      • Bid management
      • Deep analytical reporting and insight
    • Optimization
      • Branding - Top placement and highest SOV for strategic terms
      • Response - Highest volume of quality traffic for your budget
      • Testing - creative, copy/offer, terms, and landing pages
    Competitive Insights Rank &Bid Management Creative Testing Campaign Structure CPA Goals Engine Relationships Keyword Expansion Question Answer Discussion Keyword Creative Landing Page
  • Campaign Performance & Optimization Systematic accompaniment of the quantitative and qualitative results along the project Performance Analysis Permanent revision of strategies and tactics defined for the project, possible changes and re-submissions Optimization
      • The whole process is a cycle of performance analysis, optimization, and engine knowledge to provide maximum visibility.
  • Summary
    • Online Job Fair : 21 lakhs one time cost for Development and promotion for one month across the different Media Vehicles.
    • Online Reputation Management : 3.5 lakhs per month as a fixed cost
    • Online Media : We would suggest to invest atleast 5-7 lakhs per month on different-2 sites
    • Online Search Engines : We should be present on both Google and Yahoo searches and we would suggest approx 2-3 lakhs INR investment per month.
  • Thank you!