Final digital space & strategy ppt april 2010


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Final digital space & strategy ppt april 2010

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  3. 3. Some Facts… <ul><li>World’s Population – Around 6 billion </li></ul><ul><li>Twitter – 45 million users – Global Visitors </li></ul><ul><li>YouTube – Every min, 20 hrs worth new video being uploaded </li></ul><ul><li>Facebook – If Facebook was a country, Population 300 million </li></ul><ul><li>Blogs – 200 million </li></ul>Imagine Time to reach 50 mn users Radio – 38 years TV – 13 years Social Networking Websites – 1 year
  4. 4. What is Social Networking ? <ul><li>By the time there is a case study in your specific industry, it is going to be way too late for you to catch up </li></ul>What is Social Media ? The online technologies and practices that people use to share opinions, insights, experiences & perspectives
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  7. 7. Opportunities in Digital Space… <ul><li>LinkedIn – 80% Fortune 500 companies are looking for recruitment </li></ul><ul><li>YouTube – Worlds second largest search engine </li></ul><ul><li>Twitter – 80% of twitter usage is from mobile devices. (Imagine what this means if your brand’s customer service is bad) </li></ul><ul><li>Google – 25% of search results for the World’s 20 Largest brands are links to user generated content </li></ul>
  8. 8. Does Social Media help selling ? <ul><li>Dell tweeted about some discounts on laptops. Dell saw 20% rise in sales of laptops </li></ul><ul><li>Dell also started giving tips of how to keep your laptops healthy, this helped them to improvise their Customer Service </li></ul><ul><li>Threadless Tees – If your design is printed you get $2500 & if it gets reprinted you get paid additional $500. (No in-house designers) </li></ul><ul><li>Always address the issues & not your brand information.( Car Manufacturer – Traffic is the issue, so you will see 6 tweets on traffic but 1 on brand) </li></ul>
  9. 9. ‘ Engage & Not Confuse’ <ul><li>1. Lego </li></ul><ul><li>Identified Top 100 Customer – Created Individual Blogs for them – These 100 customers were given free samples of Lego – Feedback was than used for final manufacturing of the product </li></ul><ul><li>2. Hershey's – Bliss </li></ul><ul><li>To promote their new chocolate – If you have a party we will give you one pack free of Hershey’s chocolate in return we want some pictures where you enjoy having chocolates. This was a huge success for Hershey’s through Social Media </li></ul>
  10. 10. Brilliant Social Media Campaigns <ul><li>1. Whopper Sacrifice – Burger King </li></ul><ul><li>Delete 10 FB friends get 2 burgers free </li></ul><ul><li>2.Ray Ban – Sunglass Catch </li></ul><ul><li>Consumers posted video every 2 min on YouTube </li></ul><ul><li>3. Blend Tech – Will it Blend Iphone ? </li></ul><ul><li>80% increase in sales, effective brand building </li></ul><ul><li>4. Dove Evolution versus Dove Parody </li></ul>
  11. 11. What can be Social Media used for ? <ul><li>Advertising </li></ul><ul><li>Selling </li></ul><ul><li>Reputation Management </li></ul><ul><li>Listening your Customer </li></ul><ul><li>B2B Relationships </li></ul><ul><li>Public Relations </li></ul>
  12. 12. 4 P’s of Social Media Strategy <ul><li>People </li></ul><ul><li>Listen what customer is saying </li></ul><ul><li>Purpose </li></ul><ul><li>Start interacting with people </li></ul><ul><li>Plan </li></ul><ul><li>Plan what, how & when to put up (Content Wise) </li></ul><ul><li>Process </li></ul><ul><li>Choose appropriate Social Media Websites as per the requirement </li></ul>
  13. 13. Classic Social Media Funnel
  14. 14. How to use it in PR but Digitally ?
  15. 15. Digital Strategy <ul><li>Research </li></ul><ul><li>Targeting </li></ul><ul><li>The idea </li></ul><ul><li>Execution </li></ul><ul><li>Marketing </li></ul><ul><li>Measuring </li></ul><ul><li>Improving </li></ul>
  16. 16. What to Research ? <ul><li>The competition </li></ul><ul><li>Your brand </li></ul><ul><li>Your audience </li></ul><ul><li>Your budget </li></ul><ul><li>Your timeline </li></ul>
  17. 17. Digital Assets for a Brand ? <ul><li>Digital properties that grow in value </li></ul><ul><li>A website does not grow in value, Even though you might get more visitors they are not your audience </li></ul><ul><li>A blog grows in value as users are audience </li></ul><ul><li>(keep coming back, passing on the link, </li></ul><ul><li>commenting etc) </li></ul><ul><li>Does our brand have digital assets ? </li></ul>
  18. 18. What am I Selling ? <ul><li>Nike is not selling shoes – it is selling an “I can” feeling. </li></ul><ul><li>What feelings do you give to your users when they use your product/service? </li></ul><ul><li>What does your audience want to feel/hear? </li></ul>
  19. 19. What’s my goal? <ul><li>To make my brand most innovative one? </li></ul><ul><li>To get 20,000 new users? </li></ul><ul><li>To take over summer? </li></ul><ul><li>To get free PR? </li></ul><ul><li>To save money for my client? </li></ul><ul><li>To get a different target demographic? </li></ul><ul><li>To find audience for a new product? </li></ul>
  20. 20. Community Podcast Web2.0 Application Branded Content Blog Microsite Newsletter Direct Mailer Website Banner Search Social community profile Customer Touch Points
  21. 21. Happy Users Graph More options to interact Discovery the OMG factor Play a game Give something they need Nothing to say Boring Plain same
  22. 22. Key Sustaining Factors <ul><ul><li>A Wow factor </li></ul></ul><ul><ul><li>A difference </li></ul></ul><ul><ul><li>A surprise </li></ul></ul><ul><ul><li>A story </li></ul></ul><ul><ul><li>A game </li></ul></ul><ul><ul><li>A world </li></ul></ul>
  23. 23. Some useful websites… <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>
  24. 24. Tips on Social Media <ul><li>You have to learn to listen, before you start talking </li></ul><ul><ul><li>It is not a ‘campaign’, it is a process that will eventually evolve into a culture </li></ul></ul><ul><ul><li>Once you start, there is no going back. Therefore start with baby steps. </li></ul></ul><ul><ul><li>Social Media is a part of integrated marketing communication…it has to align with your other communication channels </li></ul></ul><ul><ul><li>“ Rich content” is the king </li></ul></ul>
  25. 25. Thank You Happy Facebooking & Tweeting