Google market: http://www.buzzom.com/2011/07/google-plus-hits-20-million-users-india-second-largest-user-base/Facebook markets: http://www.businessweek.com/articles/2012-05-31/the-future-of-facebook-is-in-indiaDemographics: http://www.jeffbullas.com/2012/06/14/google-vs-facebook-infographic/
Google Digital Strategy
By: Katie Gross Digital Marketing Strategy
Overview What will we discuss during this presentation? About 9 results (40 seconds)Company OverviewProduct/service analysisBCG Growth matrixCurrent SituationCompetitive analysisGoalLong termShort termTarget AudienceTop down segmentationStrategyUsersNon-usersTactics & ImplementationEngagement AND awareness focusTimelineCampaignGoogle +1BudgetAssumptionsActual BudgetSummary
Company Overview Home and SpecializedMedia Geo Social Innovation Office Search Increase market share Increase growth rate Invest heavily to avoid becoming a “dog” product Become “star product”
Current SituationAdd Users per day 901 M over months 555 M 170 M 150 M 11.7 M
Goals Gain the most social network users by 2015 with a goal of 1 billion users Target markets that Facebook hasn’t fully penetrated Increase number of users to 500M by March 2013
Target Audience Top-Down Top 3 Market LocationsSegmentation Type of Content Shared 1. Pictures 2. Video 1. Likes 2. Status Updates Content Interactions Status 3. Long Posts 3. Comments 4. Pictures Updates User Demographics Male Gender Female 28 years old Age 38 years old Actively posting Usage “Liking” Technical background Background All backgrounds
StrategyCurrent Users Non UsersAverage time spent on Google 2.85 million users in India+ in a given month: 3 minutes Increase engagement Increase awareness
Tactics & Implementation Ranbir Kapoor Endorsement • Age: 30Engagement Awareness • Top 10 most popular Current Tactics Users Non-Users Bollywood stars December 1, 2012 Demographics align with typical Google + user • Google Adword campaign promoting January 3, 2013 strategy launch • India v. Pakistan home • YouTube channel cricket match advertisements sponsorship January 1, March 1, 2013 2013 12:01am • End Google • Begin give away Adwords and of 1,000,000 YouTube channels Motorola Defy + strategies phones
Budget Ad Agency US Budget v. India Budget Motorola Defy + % of Users US Retail cost: $286.20 Manufacturing cost: $57.24 31% Ad budget= $213M Profit margin: 20% Other Quantity: 1,000,000 Total 55% India Total: $57,240,000 Ad budget= $95M $125,000 14%Cost/hour Budget $95,000,000 $250 Motorola Defy + giveaway $57,240,000 Ranbir Kapoor endorsement $1,000,000 Hours/week 50 Cricket sponsorship $36,025,104 Google Adwords and YouTube campaigns $0 Weeks 10 Ad agency $125,000 Total: $94,390,104 $609,896 under budget
Summary Target Market • Current users • Non-users Goal: Gain Tactics andBudget 500m users Implementation •Increase•$94,390,104 by March engagement 2013 •Increase awareness Campaign •Google +1
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