Online Image Management & Positioning Survey: Penn Schoen Berland

514 views

Published on

Penn Schoen Berland survey reveals that you need to leverage the technologies such as Mobile marketing, Search Marketing, Social Media Presence & Blog Marketing for the online image management & positioning of your Company. You will need to bring new ideas and innovative engagement tools to grow your Companies in the digital world

Published in: Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
514
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Online Image Management & Positioning Survey: Penn Schoen Berland

  1. 1. “Digitally Yours” Building your Brand in the Digital World 27.09.2011 NEW YORK • WASHINGTON • DENVER • SEATTLE • LOS ANGELES • SAN FRANCISCO • AUSTIN• LONDON • HONG KONG • BEIJING • DUBAI • DELHI Disclaimer: The information contained within is the property of Penn Schoen Berland & Associates. No part of this document may be copied or reproduced without the written consent of Penn Schoen Berland & Associates. Failure to do so may invite legal action as appropriate. 0 ©PENN, SCHOEN & BERLAND
  2. 2. OUR WORLD TODAY HomeOn-the-Go Work 1
  3. 3. WHAT DO INDIANS DO ONLINE?Online Population 42.8/1,351 millionTime Spent Online 12.5/23.1 hours/week Increasing usage of search and social; and consumption of video ©PENN, SCHOEN & BERLAND Source: TNS Source: ComScore 2
  4. 4. CAN YOU AFFORD NOT TO BE DIGITAL? B2B search volume is increasing • B2B search increased by 212% in Google, since Jan 2009 • 65% of the C-Suite conduct 6+ work-related Searches daily Mobile internet growing at rapid pace • Mobile internet traffic has grown 233% y-o-y Social media and brands • One third of India’s online consumers are aware of brands that have an online presence; over 50% of social media users perceive brands that have a social-media presence as being “innovative”©PENN, SCHOEN & BERLAND 3 Sources: Smart Search Marketing, BuzzCity Survey, Nielsen
  5. 5. THE AGE OF CONVERSATION CGM: Uncontrolled Marketing Media Messages: Reporting: Controlled Controlled 4
  6. 6. CO-CREATION & CO-INFLUENCE IS THE FUTURE INFLUENCE DIALOGUE v/s v/s CONTROL MONOLOGUE RELATIONSHIPS RISK OF NOT v/s PARTICIPATING TRANSACTIONS 5
  7. 7. Conversation Now TakesMany Forms, Various Platforms and Tools… ©PENN, SCHOEN & BERLAND 6
  8. 8. ROUTE TO THE NEW CONSUMER COLLABORATION CONVERSATIONDepth Engagement/Influence High Social network Online video Search Wikipedia optimisation Display advertising Discussion Third party Website Search forums blog dialogue marketing Company blog Website Product Low wikis Email marketing COMMUNICATION INFORMATION Low High Degree of Control 7
  9. 9. • Information WEB • Visibility • Thought Leadership• Credibility• Influence BLOGS• Engagement Mobile • Visibility SEARCH • Routing Traffic • Listening • Collaboration • Engagement SOCIAL • Viral ©PENN, SCHOEN & BERLAND 8
  10. 10. “A Brand Web Site Sits At The Centre Of The Digital Ecosystem: An Interdependent, Interlinked Ecosystem”©PENN, SCHOEN & BERLAND 9
  11. 11. WHAT PEOPLE ARE DOING ON THE WEB70% % of internet users 60%60%50% 49%40% 39% 30% 29%30% 28%20% 13%10%0% Email Search Check News Check weather Research Surf Web for Social WEB BLOGS Hobby Fun Networking Mobile ©PENN, SCHOEN & BERLAND SEARCH 10 SOCIAL Source: comScore + Nielsen + Hitwise
  12. 12. GETTING THE BEST FROM YOUR WEBSITE Activities • Interactive & User friendly interface • Short and concise contentInformation Dissemination • Dynamic contentThought Leadership • Optimized for searchLead Generation • Down loads : Case Studies, White PapersWeb 2.0 Packaging • Interactive Tools like Chat, Webinars, etc. • Applications & Widgets • Social Media integration WEB BLOGS Mobile ©PENN, SCHOEN & BERLAND SEARCH 11 SOCIAL
  13. 13. BLOGS©PENN, SCHOEN & BERLAND 12
  14. 14. BLOGS TAKE YOUR BUSINESS TO THE NEXT LEVELPlatforms • Is more SEO friendly • Boosts traffic to your site • is a platform to connect with clients • Strong loyal base • Develop subject authority • Engage with audience WEB BLOGS Mobile ©PENN, SCHOEN & BERLAND SEARCH 13 SOCIAL
  15. 15. RSS IS STILL RELEVENTChannels • It is free & easy • Automates content distribution • Syndication increases exposure • Drives SEO • Increases traffic WEB BLOGS Mobile ©PENN, SCHOEN & BERLAND SEARCH 14 SOCIAL
  16. 16. SOCIAL MEDIA©PENN, SCHOEN & BERLAND 15
  17. 17. POPULARITY OF SOCIAL MEDIA TACTICS70% 66%60%50%40% 34% 29%30% 26% 19%20% 11% 11% 9%10% 4%0% WEB BLOGS Mobile ©PENN, SCHOEN & BERLAND SEARCH 16 SOCIAL
  18. 18. POPULAR B2B SOCIAL MEDIA SITES 70% % of internet users 60% 58% 50% 50% 43%Popularity of Social Media Tactics 40% 30% 19% 20% 11% 10% 3% 0% WEB BLOGS Other Communities YouTube Twitter Facebook Linkedin Mobile ©PENN, SCHOEN & BERLAND SEARCH 17 SOCIAL
  19. 19. BE SOCIAL TO MAKE BUSINESS SUCCEEDPlatforms • 30% of online consumers aware of brand’s online presence • 50% of users perceive brands with social- media presence as being “innovative” • Word of mouth conversations measurable • Viral sharing acts as a multiplier effect • Offline interactions and online conversations are merging as the web becomes location-aware • LinkedIn has been the most popular B2B platform WEB BLOGS Mobile ©PENN, SCHOEN & BERLAND 18 SEARCH SOCIAL
  20. 20. LEVERAGING FACEBOOK Activities • Interactive Fan pages • Dynamic content “mashable”Information Dissemination • Contest for EngagementThought Leadership • Referral RewardsLead GenerationWeb 2.0 Packaging • Loyalty Rewards • Applications and Fun Games • Polls & Surveys WEB BLOGS Mobile ©PENN, SCHOEN & BERLAND SEARCH 19 SOCIAL
  21. 21. LEVERAGING LINKEDIN • Company pages • Follow Messaging • Custom Groups • Linkedin Groups • LinkedIn Polls9 million users in India • Promotional Linkedin display campaigns • Recruitment Drive • Follow Company & View product Ads • Recommendations Ads WEB BLOGS Mobile ©PENN, SCHOEN & BERLAND SEARCH 20 SOCIAL Source: LinkedIn IN online survey, n = 1,095; fielded Oct. 25 - 28, 2010
  22. 22. BOOKMARKS HELP DRIVE TRAFFICDirectories • Targeted Traffic to your website • Build Authority and Reputation • Faster Ranking • Higher Search Engine Ranking • Better PageRank • Viral benefits WEB BLOGS Mobile ©PENN, SCHOEN & BERLAND SEARCH 21 SOCIAL
  23. 23. SEARCH©PENN, SCHOEN & BERLAND 22
  24. 24. WHAT INDIA IS SEARCHING ONLINE?• Indian Railways - IRCTC• Mobile Phones• Compare Airfares• Holiday packages• Products & Services• Automobile products• Bollywood• Pricing Information ©PENN, SCHOEN & BERLAND 23 Source: Google India Trends & Google Analytics
  25. 25. Activities • Gateway to your destinationsVisibility • Search Optimization (SEO)Thought Leadership • Search Marketing (SEM)Lead Generation • Third party placementsWeb 2.0 Packaging • Third Party Endorsements ©PENN, SCHOEN & BERLAND 24
  26. 26. B2B SEARCH VOLUME IS CLIMBING90% of B2B buyers are using social media to research and execute purchases. WEB Mobile BLOGS ©PENN, SCHOEN & BERLAND SEARCH 25 SOCIAL Source: B2BentoS & Google
  27. 27. SMEs TO LEVERAGE FROM SEARCH…• Research Analysis• Key word Research• Competitive Analysis• Onsite Optimization• Organic Search• Paid Search• Page title Tags• Traffic Analysis• Key word Positioning• Paid Links• Page Ranks• Landing Page Optimization WEB BLOGS Mobile ©PENN, SCHOEN & BERLAND SEARCH 26 SOCIAL
  28. 28. IT’S REALLY JUST A HANDHELD COMPUTER… MOBILE(That also happens to ring) ©PENN, SCHOEN & BERLAND 27
  29. 29. MOBILE INTERNET IN INDIA WEB BLOGS Mobile©PENN, SCHOEN & BERLAND SEARCH 28 SOCIAL Source: inMobi, goospoos
  30. 30. THE EMERGENCE OF ‘M-’• m-Commerce• m-Banking• m-Ticket• m-Payment• m-Coupon• m-Wallet• m-Travel• m-Health WEB BLOGS Mobile ©PENN, SCHOEN & BERLAND SEARCH 29 SOCIAL
  31. 31. TOOLS FOR ENGAGEMENT• Text Message Marketing• IVRS• Mobile Websites• Email Marketing• Deals & Discounts site• Location Based Services• Mobile Barcode• Blue Zones• Customization of various WEB BLOGS VAS Apps Mobile ©PENN, SCHOEN & BERLAND SEARCH 30 SOCIAL
  32. 32. TO CONCLUDE You Will Need To Leverage These Technologies©PENN, SCHOEN & BERLAND 31
  33. 33. TO CONCLUDE And Build Brands Across Three Screens©PENN, SCHOEN & BERLAND 32
  34. 34. AND You Will Need To Bring New Ideas And Innovative Engagement Tools To Grow Your Companies And Keep Them Growing !©PENN, SCHOEN & BERLAND 33
  35. 35. Ashwani SinglaCEO, Penn Schoen Berland, South Asia603, Tower B, Unitech Cyber Park, Sector 39, Gurgaon Haryana, Indiaasingla@ps-b.com | Mobile : + 91 98110-75843Blog : www.reputare.in | Facebook : www.facebook.com/ashwanisingla NEW YORK • WASHINGTON • DENVER • SEATTLE • LOS ANGELES • SAN FRANCISCO • AUSTIN• LONDON • HONG KONG • BEIJING • DUBAI • DELHILinkedin : www.linkedin.com/in/ashwani I Twitter: www.twitter.com/ashsingla Disclaimer: The information contained within is the property of Penn Schoen Berland & Associates. No part of this document may be copied or reproduced without the written consent of Penn Schoen Berland & Associates. Failure to do so may invite legal action as appropriate. 34 ©PENN, SCHOEN & BERLAND

×