4 th Annual Corporate Communications Forum Bombay 14-15 May’09 Measuring Value Of New Media Channels While Combining Them With Traditional Channels To Manage Reputation In A Digitally Connected World Presented by: Shael Sharma
Overcoming the biggest problem in communication: the illusion that it has taken place
“ Roughly five years after the burst of the Internet bubble, developers and investors are regaining trust in the World Wide Web. But not in the web as we know it. This time it’s about conversation, cooperation, and empowerment of the masses. This time it is bottom-up, instead of top-down. People are taking back the web that companies have been trying to commercialize for the past 10 years, without much success. This time, the web is going social. Within the Internet community, this new, grown up version of the web is called Web 2.0.” Paul Beelen, Author - Advertising 2.0
Social Media put Consumers in Control of the conversation Every consumer is…
Why is Social Media important? Source : Juxt 2007 Networking and Entertainment activities are the biggest gainers in popularity: Among the 10 most popular online activities of regular internet users, five are communication and networking activities : emailing, instant messaging, chatting, e-greetings and dating/friendship . Top 10 Sites - India Source : Alexa 1. Yahoo 2. Google India 3. Orkut 4. Google 5. Rediff 6. Youtube 7. Windows Live 8. Blogger 9. Rapidshare 10. Wikipedia
Domino’s Pizza Chain discovered the power of viral marketing last month: two employees in the US filmed "prank" videos of themselves stuffing cheese up their noses and then putting it into sandwiches.
The video went popular on YouTube (over 1 million views), and Twitter lit up with disgusted customer complaints.
Domino’s has since apologized and put its own President on YouTube , started a Twitter response site , and the employees have been fired,
In just a few days, Domino’s reputation was damaged .
Growing Noise – Are You Listening? Source: State of the Blogosphere 2008 , Technorati, August 2008
What is PR2.0 and who are the “New Influencers”? Others tell and spread your story. Leverage opportunities : think like a publisher! Source: David Meerman Scott – The New Rules of Marketing & PR
Who Are You Listening to – Are You Catching the Long Tail?
Four in five bloggers post brand or product reviews, with 37% posting them frequently (Technorati).
90% of bloggers say they post about the brands, music, movies and books that they love (or hate).
How many relevant blogs are there? How many should or simply can you monitor or even measure?
Source: http://www.longtail.com – Chris Anderson
What is PR2.0 and who are the “New Influencers”? Which of the following online tools has your organization used in at least one campaign? Source: New Media, New Influencers and Implications for Public Relations - A Research Study by the SOCIETY FOR NEW COMMUNICATIONS RESEARCH
What is PR2.0 and who are the “New Influencers”? Which metrics do you consider to be the most important when measuring the effectiveness of your overall efforts in communicating with the “new influencers?” Source: New Media, New Influencers and Implications for Public Relations - A Research Study by the SOCIETY FOR NEW COMMUNICATIONS RESEARCH Enhancement of relationships with key audiences Enhancement of reputation
India Online 2009 Understanding Online Indians and their Net Usage Behavior and Preferences
Most recent estimates of Internet user-ship in urban and rural India. Estimates based on a land survey conducted between Dec 2008–Jan 2009 among 135,000 individuals from 16,000 households in 40 cities and over 12,000 households in 480 villages spread across all the 4 regions of the country
Insightful understanding of net usage behavior and preferences of regular online Indians. Findings on ‘net usage dynamics’ based on a sample of over 50,000 ‘active’ online panel members with JuxtConsult, and findings on ‘popular online activities and website preferences’ based on an online survey among more than 12,500 of these ‘active’ panel members in Feb-Mar 2009
Understanding of online Indians as ‘consumers’ and not just as faceless net users. Includes their socio-economic status, online shopping behavior, and website and media preferences reported on the ‘most used’ basis
Website preferences captured for over 32 online verticals/domains
A land survey was conducted to profile and estimate the users of internet. The survey covered ‘towns’ and ‘villages’ of all population strata, and ‘households’ of all socio-economic classes (SEC) within each of these towns and villages
Net usage dynamics, behavior and website preferences were captured from the ‘actual’ internet users form JuxtConsult’s own Internet User Panel ( www.getcounted.net )
Demographic ‘weights’ derived from the land survey were then used to make the online panel and survey data representative of the entire online urban population (and not just of the online panel members)
Representation ‘weights’ were derived based on 6 demographic parameters - town class, SEC, region, gender, age and preferred language of reading
Only authentic Govt. of India data (NSSO/Census/RGI) were used for estimation of user-ship and derivation of representation ‘weights’
‘ All’ internet users down at 47 million (39 million urban, 8 million rural)
Drop of 6% from last year (lapse of around 3 mn occasional users)
Just 10% growth in ‘regular’ users base*, reaching 38.5 mn (33 mn urban)
+3.5 mn regular ‘urban’ users over last year, +0.4 mn regular ‘rural’ users
15% growth in ‘daily’ internet users (+4.2 mn in last 1 year to reach 32 mn)
Pond gets smaller, but livelier… * Regular internet users = internet users who use the internet ‘at least once a month’ ** All internet users = Regular + Occasional internet users who have ‘used the internet in last one year’
4 out of 5 online Indian are in the ‘prime’ of their life (19-35 years)
3 out of 4 of them belong to the ‘consuming’ and ‘aspiring’ class (almost half of them belong to SEC ‘A’ and ‘B’)
Half of all Internet users are employed
Their average monthly family income is 3.2 times the national average
3 out of 4 of them come from the non-metro towns and nearby villages
Catching the ‘classes’ across the country…
Household Assets % Internet Users Owning Color TV 78% Mobile Phone 72% Bank Account 68% Computer/Laptop 71% Fridge 53% Life Insurance 46% 2-Wheeler 51% Credit Card 25% Air Conditioner 13% 4-Wheeler 10% Invested in Shares 14%
On an average net users undertakes 13 activities online (2 less than last year)
Main gainers are dating/friendship, check cricket content, PC to PC net telephony and downloading mobile content. Main losers are download music, check business & financial news, check sports other than cricket, check cinema content and professional networking
42% use a local Indian language website (+8% over last year)
What they do when online… * Emailing not included as all panel members are email users by default Top 10 Online Activities* % Undertaking Change from 2008 Search for travel products 84% - Job search 71% -0.3% Search for non-travel products 68% - Instant messaging/chatting 67% -3% Check general news 62% -1% Dating/Friendship 55% +5% Check cricket content/score 53% +3% Check sports other than cricket 52% - Matrimonial search 49% +0.4% English info search engine 49% +0.6%
89% of all regular online Indians ‘shop’ online (search or buy )
20% have also bought online in last 1 year, i.e., ‘active’ online buyers base of 7.6 million
65% of online ‘buyers’ have bought a travel product online and 50% have bought a non-travel product online
74% of travel buyers have bought train tickets, 34% air tickets
Credit card is the most popular mode of online payment at 50%
Less than 1 in 5 ‘non-buying’ online shoppers cite ‘fear of misuse of credit card’ as a reason for not buying online
Most net users ‘window shop’ online
Google continues to be the most used website of all! Website % Use it the Most Change from 2008 Google 35% +7% Yahoo 25% -3% Gmail 11% +3% Orkut 7% -1% Rediff 4% -5% Indiatimes 1% -0.1% Moneycontrol 0.7% -0.1% Hotmail 0.6% -0.4% Youtube 0.5% +0.3% Sify 0.5% -0.2%
Most Used Website for Specific Activities Vertical Top Website % Use Most Vertical Top Website % Use Most Emailing Yahoo / Gmail 45% / 44% Matrimony Bharatmatrimony 37% Instant Messaging Yahoo 38% Friendship/Dating Orkut 38% Job Search Naukri 44% Share Pictures Orkut 26% Online News Yahoo 21% Social Networking Orkut 53% Info Search – English Google 76% Professional Networking Orkut / Linkedin 24% / 24% Info Search – Local language Google 34% Video Sharing Youtube 32% Online Travel Buy IRCTC 43% Non-cricket Sports Espnstar 19% Games Zapak 41% Cricket content Cricinfo 27% Online Buying (Non-Travel) Ebay 25% Cinema content Youtube / Yahoo 18% / 17% Real Estate Makaan 23% Listen/stream Music Raaga 16% Business & Financial News Moneycontrol 22% Financial Info & Quotes Moneycontrol 24% Online Share Trading ICICIdirect 28% Buy/Rent Movie CD Rediff 27% PC to PC Net Telephony Yahoo 29% Mobile content Yahoo 18% PC to Telephone Net Telephony Yahoo / Skype 28% / 26% Cinema Tickets Google 19% PC to Mobile Messaging (sms) 160by2 21% Astrology Astrology 25% Net banking ICICI Bank 31% Download Movies Torrentz 35%
The Juggling Act! Internet Print Mobile Television 467 mn 380 mn 170 mn 47 mn JuxtConsult IRS TRAI IRS Sources
Everything related to your company –Brand, product, Services, Key Employees and representatives.
Competition Monitoring and key trends.
Analyzing the data and developing a trend through classifying conversations – Positive, Negative OR Neutral
Taking the Right Action.
Balancing the Negative User Generated Content Negative Word of Mouth can be tackled only by Positive Word of Mouth What to do.. If it’s True If it’s not TRUE Let’s Face it! Connect with Blog Owner Participate & be Honest Clarify your stand Issue Statement once addressed Seed the right info on other forums
“ Measurement…exists to meet demands from senior managers, to justify communications budgets and to develop more effective communications strategies that can be applied across all C-level functions to prompt better business outcomes .”
─ Professor Paul Argenti
From Monitoring to Measuring: Changing Rules THEN : Media Monitoring NOW : Media Measurement Tactical Strategic Reactive Pro-active Counting clips Benchmarking messages, competitors Clip Books Media Analyses & KPIs Handful of Key Titles and Journalists A World of Sites, Titles, Blogs, Videos Managing Outputs Managing Outcomes Quantitative Quantitative and Qualitative Dependent on Human Analysis Software-Driven Human Analysis Disconnected from Company’s Objectives Pinned to PR Success Measurement
Measure What Parameters? Mentions on the front/ premium pages Company logo/ photograph, etc. Audience focus Break up by source Origin Overall SOV Article count by issues Top spokespeople Article focus Coverage volume trend Article type Region / city wise break up Key message delivery Break up by publication type Prominence Top journalists Tonality Visibility Qualitative parameters Quantitative parameters