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Kochi brand conclave






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Kochi brand conclave Kochi brand conclave Presentation Transcript

  • Do you want to be a Media Mogul? Jessie Paul CEO, Paul Writer 23 October, 2010 Photo Courtesy Webtreats, Flickr Saturday 23 October 2010
  • Old media Production Content Distribution Media Sales Advertising Saturday 23 October 2010
  • What has changed? ia s Med edia Mas ost lM At c Di gita ut O pt o ee ica tion Fr Lag u n -in y C omm Opt neo us On e wa a Ins tant ve er acti , int cos t ed 2-wa y At troll con ess Acc Free le cce ssib i ly a idua ls n Eas Indi v rm atio peci fic Info atio n-s ed Loc n nect nt rco epe nde Inte -ind on Lo cati rs ust ome C No Money Marketing, Jessie Paul, Tata McGraw-Hill Saturday 23 October 2010
  • “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
  • New Communications Landscape Reach - Hi Reach - Hi Effort - Lo Paid Media Earned Media Effort - Hi Control - Hi Control - Lo Reach - Lo Owned Media Effort - Hi Control - Hi Saturday 23 October 2010
  • Financial Capital => Social Capital Saturday 23 October 2010
  • 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
  • Building Social Capital Source: http://www.emarketer.com/mobile/article_m.aspx?R=1007863 Saturday 23 October 2010
  • http://www.flickr.com/people/altemark/ Saturday 23 October 2010 From Shouting
  • To Listening Saturday 23 October 2010
  • Source: CMO.com & 97Floor Saturday 23 October 2010
  • CRISP model for social media Saturday 23 October 2010
  • CRISP model for social media 1. Coherent 2. Relevant Unified communication Context- and media- platform sensitive communication 3. Interactive 4. Simple 5. Pervasive Brief encapsulation of Allows target audience to Present in all relevant message interact with the company media Saturday 23 October 2010
  • Our “media” paulwriter.com Aggregator Platform for Marketing Content Facebook Community LinkedIn Roundtable Slideshare.net YouTube Channel Conversations - Newsletter Saturday 23 October 2010
  • About Us ✤ Paul Writer is an advisory firm that helps define your marketing, Paul Writer is founded by Jessie Paul, branding and communications strategy. considered an expert in brand internationalization and frugal ✤ We provide frameworks, processes, expert support, and creative marketing. In 2009, Jessie published No insights to enable you to translate who you are into a cohesive Money Marketing, Tata McGraw-Hill’s marketing plan. fastest selling professional book on ✤ Paul Writer brings expertise on marketing innovations across the marketing. spectrum of offline and online to reposition and communicate brand values in a frugal, yet effective manner. As Chief Marketing Officer of Wipro’s IT business and as Global Brand Manager at ✤ Services offered are Infosys, she has been recognized for her contribution towards putting the Indian ✤ Marketing Strategy Design IT industry on the global map. ✤ Validation & Advisory Services With over 15 years in services marketing, ✤ Our clients include: including a stint with Ogilvy & Mather, Jessie has been named one of the most ✤ Ramco Systems influential business women in India. She ✤ Aujas Networks runs a popular blog on marketing and ✤ Allied Digital Services Ltd. was India’s first CMO on Twitter. ✤ IDS Softwares ✤ Venkataramanan Associates Saturday 23 October 2010
  • 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 jessie@paulwriter.com Skype: jessie_paul twitter.com/jessie_paul 312-313 Prestige Meridian, 30 MG Road, Bangalore 560 001, India 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 Photo Courtesy Powru, Flickr Saturday 23 October 2010