32. Ask yourself...
•
Are your consumers & potential consumers present on
digital/new/social media?
•
What are their online activities?
•
What are they saying about their lives, your category,
your brand, your competing brand...
38. Social Media activity, in and of itself is not an objective.
Acquiring new customers, increasing reach, building
loyalty, capturing more market share, even increasing
revenue - these are objectives.
54. Digital Assets: types
•
Website or campaign microsite
•
Online display ads
•
Facebook page
•
Twitter feed
•
YouTube videos
•
Blog
55. The steps to digital strategy
•
Listen
•
Determine business goals
•
Identify your voice
•
Don’t try to do everything
•
Exploit the medium to its advantage
•
Be of value to consumers
•
Create your digital assets
60. Brand Idea: Salute to moms
Make mothers feel
proud by
acknowledging their
contribution in the
making of Olympic
athletes.
Mothers have a grueling
schedule in bringing up kids.
And are often unsung heroes.
Consumer Needs
The marketing opportunity
The brand story
Communication role of
media
Evoke spontaneous
appreciation of all that
mom’s do for their families
P&G has a
range of
products which
make a
mothers’ life a
tad easier.
61.
62.
63.
64. Twitter can be used to address
customer issues, engagement,
drive enquiries & sales
66. Cravendale & Facebook
•
Television & YouTube created
an engaging story around
cats who steal milkmen
•
The company site promoted
the goodness of milk with
nutritional facts
•
The advertising character,
Bertrum Thumbcat was used
to create a Facebook page
•
The ‘cho chweet’ effect at
work; carefully crafted copy
73. Events & sponsorship, in
conjunction with videos & social
media create amplifier effect.
74. Bullish Mystique
Consumer Needs
Associate Red Bull
with extreme
energy and larger
The marketing opportunity
than life events that
evoke a rush...a
high.
Consumers, especially the
young seek an energy boost
and adrenaline rush on
occasions
The brand story
Communication role of
media
Jaw-droppingly high
energy content
Red Bull is an
iconic brand
in the energy
drinks
category
91. Major Platforms
Platform
Key characteristics
Remarks
Mobile web banners, text
ads
Quick response, ‘Personal’
device
Poor CTR
SMS on mobile
Mass reach
Quick action possible
Spam
Lack of visual richness
Native Apps
Rich multimedia,
interactive, customized,
amplify brand experience
Clutter, device
fragmentation
92. Social Media Tools: Micro
Blogs
Platform
Strengths
Remarks
Twitter
Instant, many-to-many
interaction, helps viral
effect
Not suited for all brand
categories
Yammer
Niche network (within
organization)
Limited brand
promotion possibilities
Tumblr
Multi-format posts
Quick thoughts
Sharing
Not suited for all
categories
93. Social Media Tools: Photo &
Video
Platform
Strengths
Instagram
In line with
‘always’ clicking
mode of
smartphone
usage, instant
Short duration
video (Vine &
Instagram)
Short attention
span of users
Remarks
Discovery of
content
Brands yet to
discover full
potential
94. Social Media Tools
YouTube
Mass reach, audiovideo impact, caters to
diverse interests
Clutter, discovery of
content
Pinterest
Visual impact; great for
categories with visual
appeal
Discovery of content
Facebook
World’s No.1 social
networking; mass reach
Clutter, discovery of
content
Google Plus
Integration with Google
Relatively low interest
services
95. Social Media Tools: Business
Networking
Platform
Strengths
Remarks
LinkedIn
Niche targeting
possible
Suitable for thought
leadership articles,
observations
96. Social Media Tools: Content
creation & sharing
Platform
Slideshare
Strengths
Remarks
In-depth content on
topic possible,
showcase expertise
Requires time,
dedication, hard work
to create quality
content
97. The business imperative:
marketers
•
Adoption and usage of new media is impacting
marketing communications
•
Clients leading the way, in many cases
•
Agencies scrambling to re-structure offerings
98. 1. Traditional agencies
•
Forced to make a move into Digital
•
Many still operate in silos; TV priority
•
Many in the frontline have digital phobia or dismiss it
as a fad
•
Digital offerings have own Account Management,
Creative & Media teams
99. 2. Pure Play digital
•
Found acceptance among clients as they ‘understood’
new media better than traditional agencies
•
Specialist tag; recruit technologists, analysts, UI/UX
talent
•
Often execute big brand idea from ATL into new media
100. 3. Media-agnostic agencies
•
Few and rare to find: W+K, BBH, Droga5 to name a
few
•
Never spun off a ‘digital specialist’ unit but do kick-ass
work in the new media space
•
Driven by mindset of CEO/Management Board
101. 4. Media agencies
•
Digital media planning brought them to the CMO table
•
Offer specialist ideation & work closely with digital
creative agency
105. The problem, from client’s POV
•
Does not see current big agency team (especially
Account Management & Creative) as digital specialists
•
Increasingly turning to ‘digital unit’ –within or outside
agency structure
106. The problem, from client’s POV
•
Client dealing with several ‘specialist’ units over the
years: media, event, digital etc.
•
Some know more than the agency frontline or they
think they know – about new media
•
Agency team marginalized
108. “I’m a firm believer that to really understand
something new you have to experience it, you
have to be in it to know it — reading about
social media doesn’t work if you aren't involved
in it, consistently and continually, because (like
all culture) -- it changes constantly..”
– JP Rangaswami, Chief Scientist, salesforce.com
109. Implications for brands
•
Consumers can engage with a brand. Not any brand.
But brands they love. But the love has to be earned.
•
Brands must create content that offer some value in
exchange for consumer’s involvement; offer tools that
allow for sharing and when possible, even contributing
•
Avoid conscious separation of ‘advertising’ and ‘digital
advertising’ - the lines have blurred long ago
110. @bhatnaturally
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!
Disclaimer: The copyrights of all images used to illustrate the points in the
presentation belong to the original creators. No violation of their rights is
intended. The images have been credited where possible.
Thank You.