Burda Social Media - Media Sales Strategy
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Prantik Mazumdar's Day 1 deck from Burda's Social Media Training
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Burda Social Media - Media Sales Strategy
- 1. Digital Media is revolutionizing our lives! Hello@happymarketer.com
- 5. Discussion Hello@happymarketer.com
- 12. Why is the 600+ year old printing press industry suddenly struggling? Hello@happymarketer.com
- 13. Discussion Hello@happymarketer.com
- 14. Prantik Mazumdar Partner, Happy Marketer prantik@happymarketer.com Hello@happymarketer.com
- 16. Valentines Day! Hello@happymarketer.com
- 19. 1. What is the mobile penetration of Singapore? 2. What is the smartphone penetration of Singapore? 3. What is the most expensive iPhone/iPad app? 4. How many of you’ll use a mobile device while watching TV? 5. Which country has the highest per capita usage of Facebook by time? 6. Which is the fastest growing user segment on Facebook in Singapore? Hello@happymarketer.com
- 20. We have moved into a real-time information era People are searching & communicating through real time, social & location-aware mechanism What sparked this change?? Hello@happymarketer.com
- 21. Web 2.0 encompasses services & applications that facilitate a two-way process to communicate, share and collaborate Hello@happymarketer.com
- 26. Social media allows the same consumer to be a producer & your brand ambassador too! Hello@happymarketer.com
- 29. The Internet has democratized information flow. People & Consumers have the power & choice to communicate, critique, discuss, share, transact through various social & location-aware mobile tools Brands & companies need to innovate & offer new, relevant ways to live, work & play Hello@happymarketer.com
- 30. Currently a Partner @ Happy Marketer Previously, worked with another digital brand management firm Started my career in the Civil Service – at IESingapore Majored in Comp Engg in NUS & minor in Technopreneurship Had won in the TEC category at Startup@Singapore in 2004 Love cricket & a believer in social media www.linkedin.com/in/prantikmazumdar @pranmaz Hello@happymarketer.com
- 31. 1. Asia & Singapore’s Digital & Mobile Landscape 2. Print’s evolution in Singapore 3. Different Online Media Advertising Options Hello@happymarketer.com
- 32. Asia & Singapore’s Digital and Mobile Landscape Hello@happymarketer.com
- 33. Source: www.thomascrompton.com Hello@happymarketer.com
- 37. • Singapore – 70% • Australia – 37% • Hong Kong – 35% • USA – 31% Hello@happymarketer.com
- 46. Mobile Web Trends are rather unique in Asia Hello@happymarketer.com
- 47. • Globally 8.9% of web traffic comes from mobile • In Asia, that number stands at 14% - Japan : 47% - Urban China : 43% - Singapore : 35% - HK : 16% • In many other Asian countries, most mobile Internet users never use a desktop/PC - India : 59% - Indonesia : 44% - Thailand : 32% Hello@happymarketer.com
- 48. Smartphones, mobile web, mobile apps are transforming our lives! Hello@happymarketer.com
- 55. Now, lets see how mobile is transforming our habits & behaviour on social media? Hello@happymarketer.com
- 58. 1. Asia & Singapore’s Digital & Mobile Landscape 2. Print’s evolution in Singapore 3. Different Online Media Advertising Options Hello@happymarketer.com
- 59. Print’s Evolution in Singapore Hello@happymarketer.com
- 79. 1. Entice users with a lot of free online PC content 2. Create apps for mobiles & tablet and offer a different set of content 3. Create a pay-wall for online-content 4. Sell bundled print + online subscription packages 5. Offer co-branded products upon subscriptions Hello@happymarketer.com
- 80. Discussion Hello@happymarketer.com
- 81. 1. Asia & Singapore’s Digital & Mobile Landscape 2. Print’s evolution in Singapore 3. Different Online Media Advertising Options Hello@happymarketer.com
- 82. Drive Traffic Hello@happymarketer.com
- 83. Drive Traffic Drive Eyeballs Increase Increase Subs Ad Sales Hello@happymarketer.com
- 84. Drive Traffic Hello@happymarketer.com
- 86. Display Advertising Premium Run-Of- Contextual Run-Of-Site Buy Network Network Hello@happymarketer.com
- 91. 1. Usually a fixed spot, fixed time-frame buy with a minimum spend 2. High Share of Voice & hence great for brand awareness & creating impact 3. Typically used by large brands, especially during product launches or promotions 4. Selling unit: CPM or CPE Hello@happymarketer.com
- 94. 1. Usually non-premium spots other than the homepage 2. Remnant inventory, dished out randomly and hence low share of voice 3. Following a big bang launch, used to for campaign sustenance to create stickiness 4. Selling unit: CPM or CPC or CPA Hello@happymarketer.com
- 97. 1. Usually theme-based, collectivised, non-premium spots other than the homepage 2. Remnant inventory, dished out randomly and hence low share of voice 3. Following a big bang launch, used to for campaign sustenance to create stickiness for a niche audience 4. Selling unit: CPM or CPC or CPA Hello@happymarketer.com
- 100. 1. Usually non-premium spots other than the homepage 2. Remnant inventory, dished out based on the context of the content on the website 3. Following a big bang launch, used to for campaign sustenance to create stickiness 4. Selling unit: CPC Hello@happymarketer.com
- 101. Social Media Advertising Facebook LinkedIn Twitter Hello@happymarketer.com
- 108. 1. The primary benefit is that it is much more targeted to a specific audience based on data 2. Sold on premium and non premium basis 3. Different kinds of creatives available: Banners, Videos, Sponsored Stories, Polls etc. 4. Selling unit: CPM or CPC or CPA Hello@happymarketer.com
- 114. Click-To- Click-To- Click-To- Click-To-Call Website AppStore SMS Hello@happymarketer.com
- 115. Mobile Ads 1. Global mobile advertising stands at US$3.3B 2. Asia contributes about US$1.6B to the global revenue (49%) 3. Mobile Ap Ads, Search Ads, Location & In-game placements are most prevalent. Hello@happymarketer.com
- 125. 1. Video-Ad Unit led to 75% higher than average CTR 2. HTML 5 Rich Media creative featuring Emma Watson 3. Strong call-to-action: - Get Invited Now - Save to Calendar - Share on Facebook Hello@happymarketer.com
- 126. 1. Rich-media banner ad creative 2. Engage creative that allowed viewers to try out different features of the new HTC phone virtually 3. Over 50,000 people tried the virtual experience before launch Hello@happymarketer.com
- 132. How do you buy display ads? Hello@happymarketer.com
- 133. Publisher Ad Network Agency Clients Hello@happymarketer.com
- 134. What are the different pricing models? Hello@happymarketer.com
- 135. 1. CPM – Impression Based 2. CPC - Click Based 3. CPE – Engagement Based 4. CPL – Lead Based 5. CPA – Acquisition Based Hello@happymarketer.com
- 136. Hope you’ve enjoyed the session. For anything else just drop me a tweet @pranmaz Or call me at +6590695123 Hello@happymarketer.com