Kochi brand conclave


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Kochi brand conclave

  1. 1. Do you want to be a Media Mogul? Jessie Paul CEO, Paul Writer 23 October, 2010 Photo Courtesy Webtreats, Flickr Saturday 23 October 2010
  2. 2. Old media Media Production Content Distribution Sales Advertising Saturday 23 October 2010
  3. 3. Individuals Interconnected Location-specific Location-independent Customers Access controlled Easily accessible At cost Free Information One way 2-way, interactive Lag Instantaneous Opt out Opt-in At cost Free Communication Mass Media Digital Media No Money Marketing, Jessie Paul, Tata McGraw-Hill What has changed? Saturday 23 October 2010
  4. 4. “In the online world, I can better express MY feelings” - 66% Indian Internet Users Source: TNS Digital Life Photo Courtesy Mubina H, Flickr Saturday 23 October 2010
  5. 5. New Communications Landscape Paid Media Earned Media Owned Media Reach - Hi Effort - Lo Control - Hi Reach - Hi Effort - Hi Control - Lo Reach - Lo Effort - Hi Control - Hi Saturday 23 October 2010
  6. 6. Financial Capital => Social Capital Saturday 23 October 2010
  7. 7. Are you a digital tourist? I am on LinkedIn but it is just for jobhoppers I use FaceBook because my classmates invited me Twitter is for timepass Flick’r is for family photos Who has the time to write Blogs Saturday 23 October 2010
  8. 8. Building Social Capital Source: http://www.emarketer.com/mobile/article_m.aspx?R=1007863 Saturday 23 October 2010
  9. 9. http://www.flickr.com/people/altemark/ From ShoutingSaturday 23 October 2010
  10. 10. To Listening Saturday 23 October 2010
  11. 11. Source: CMO.com & 97Floor Saturday 23 October 2010
  12. 12. CRISP model for social media Saturday 23 October 2010
  13. 13. CRISP model for social media 1. Coherent Unified communication platform 2. Relevant Context- and media- sensitive communication 3. Interactive Allows target audience to interact with the company 4. Simple Brief encapsulation of message 5. Pervasive Present in all relevant media Saturday 23 October 2010
  14. 14. Our “media” paulwriter.com Aggregator Platform for Marketing Content Facebook Community LinkedIn Roundtable Slideshare.net YouTube Channel Conversations - Newsletter Saturday 23 October 2010
  15. 15. About Us ✤ Paul Writer is an advisory firm that helps define your marketing, branding and communications strategy. ✤ We provide frameworks, processes, expert support, and creative insights to enable you to translate who you are into a cohesive marketing plan. ✤ Paul Writer brings expertise on marketing innovations across the spectrum of offline and online to reposition and communicate brand values in a frugal, yet effective manner. ✤ Services offered are ✤ Marketing Strategy Design ✤ Validation & Advisory Services ✤ Our clients include: ✤ Ramco Systems ✤ Aujas Networks ✤ Allied Digital Services Ltd. ✤ IDS Softwares ✤ Venkataramanan Associates Paul Writer is founded by Jessie Paul, considered an expert in brand internationalization and frugal marketing. In 2009, Jessie published No Money Marketing, Tata McGraw-Hill’s fastest selling professional book on marketing. As Chief Marketing Officer of Wipro’s IT business and as Global Brand Manager at Infosys, she has been recognized for her contribution towards putting the Indian IT industry on the global map. With over 15 years in services marketing, including a stint with Ogilvy & Mather, Jessie has been named one of the most influential business women in India. She runs a popular blog on marketing and was India’s first CMO on Twitter. Saturday 23 October 2010
  16. 16. jessie@paulwriter.com Skype: jessie_paul twitter.com/jessie_paul 312-313 Prestige Meridian, 30 MG Road, Bangalore 560 001, India Photo Courtesy Powru, Flickr The frameworks and concepts in this discussion are elaborated in No Money Marketing by Jessie Paul, published by Tata McGraw-Hill in 2009. Please visit www.nomoneymarketing.org for more information All rights reserved. No portion of this presentation may be excerpted or reused without the author’s written permission Writer: n A person entrusted with managing a tea or coffee estate including the marketing and operational management. A trusted advisor of the estate owner. Origin: Colonial English. Paul Writer: n A trusted advisor to brand owners. West African symbol or adinkra for “help me and let me help you” Thank You Saturday 23 October 2010