Media Spends Trend India Media / Year 2006 2007 2008 2009 2010 2011 Television 6040 7040 8110 8500 9360 10577 Print 7100 8460 9720 9850 10240 11469 Radio 560 580 675 790 870 983 Internet 260 305 350 490 580 725 OOH 980 1200 1330 1340 1450 1566 Cinema 160 110 125 110 120 126 Total 15100 17695 20310 21080 22620 25446 Media Growth % 21.8 17.2 14.8 3.8 7.3 12.5 Figs.in crores Source: Industry EsImates
Media PenetraGon (Geography – wise) 100 90.7 87.7 89.3 84.4 90 80 Press 70 59.8 % PenetraGon 60 TV 52 50 42.6 41.9 Satellite 40 Radio 24.3 24.6 30 20 Cinema 15.5 14.6 14.2 13.2 13.4 20 6 Internet 4.2 10 0 All India 42 Metros 8 Metros Press -‐ AIR TV -‐ Once in 7 days Satellite : C & S viewers Radio -‐ Once in 7 days Cinema -‐ Once in 3 months Source: IRS 12 Q1 Internet -‐ Used
Media PenetraGon (Demographic – wise) 100 95.6 92.6 90 84.1 78.3 80 73.9 61.8 Press 70 % PenetraGon 60 53.7 57.6 TV 50.3 48.2 Satellite 50 30.5 39.6 40 35.3 32.1 Radio 18.5 20.3 30 26.3 17.8 Cinema 13.1 10.7 20 8.4 13.4 12.8 14.1 Internet 3.6 9.5 3.8 6.4 10 1.8 1.6 0 Press -‐ AIR Male Female Urban Rural SEC A TV -‐ Once in 7 days Satellite : C & S viewers Radio -‐ Once in 7 days Cinema -‐ Once in 3 months Source: IRS 12 Q1 Internet -‐ Used
Digital World Facebook Internet Mobile Twi^er Social Pop-‐up Ads Text messages Linkedin networking websites Flash Ads Brand App Myspace Blog Video Ads Voice Ads Flickr Banner Ads IntersIIals In-‐App Ads Dedicated On site Caller tone Ads Website sponsorship Classiﬁed Mobile internet Google Ad Advertorials banners News words Site capture QR Code le^er Text Ads Micro site methodology Inbox banner E-‐mail Ads Ticker
Size of Digital AdverIsing in India 4500 All ﬁgures are in Crores (INR) 4,391 4000 838 3,535 3500 723 2,851 769 3000 2,277 Display 676 2500 639 Search 1,623 2000 571 574 Online Classiﬁeds 2686 Mobile Ads 1500 418 499 2004 367 1000 1496 1117 500 838 90 105 123 144 0 0 March10 March11 March12 Dec12 (Est.) March13 (Est.) Source: IMRB InternaIonal
Share of Display Ad type spend by Industry FY 2011-‐ Base INR 571 crores 20% 17% 12% 13% 15% 11% 8% 8% 8% 8% 10% 5% 5% 5% 5% 1% 0% FY 2012-‐ Base INR 676 crores 20% 10% 18% 13% 14% 11% 8% 8% 8% 8% 3% 5% 5% 1% 0% Source: IMRB InternaIonal
THE MOBILE LANDSCAPE (India) Total Mobile Subscribers (acIvaIons) 800Mn + AcIve Mobile Subscribers 500Mn + 200Mn + Total GPRS-‐enabled mobile sets/subscribers 80Mn + (all users) Total GPRS-‐enabled mobile sets/subscribers (acIve feature and smart phone users) 250,000 Apple Ipad 30% Tablets Samsung tablet Others sold in Blackberry Playbook 213 million units * 2011 Total mobile devices sold 70% in 2011 *Source: GARTNER INC. 231 million units * Estd. Total mobile *Source: LiveMint.com and IDC Centre for devices sale in 2012 consultancy and research *Source: GARTNER INC. Out of 231 million units, 18.5* Million expected to be SMART PHONES
APPS MARKET IN INDIA Apple App Windows Store MOBANGO market place GETJAR Blackberry Nokia store Android App store Various Apps stores distribuIon plaiorms in India FREE PAID 1.5-‐2 mn+ 90% 10% Total number of Apps available across Apps store IN-‐APP AdverIsing Text Banner Video HTML5 market is less than Ads Ads Ads 5% of mobile display adverIsing Types of IN-‐APP AdverIsing market
MOBILE INTERNET SCENARIO IN INDIA 100mn+ 35mn+ ESTD. TOTAL ESTD. TOTAL MOBILE INTERNET MOBILE INTERNET USERS IN INDIA USERS IN INDIA who access mobile who access mobile internet once in internet ONE YEAR EVERY MONTH 3% 97% 96% Users under the age of 35
MOST POPULAR CONTENT BROWSING ACTIVITIES* DOWNLOADING DOWNLOADING DOWNLOADING MUSIC APPS VIDEOS 71% 59% 61% 62% 52% 59% Opera Users Other Users * SOURCE: Opera India
TOP 20 SITES ACCESSED ON MOBILE INTERNET IN INDIA * TOP 20 DEVICES USED TO ACCESS* internet on mobile wikipedia.org 80% 20% vuclip.com cricbuzz.com songs.pk getjar.com yahoo.com zedge.net * SOURCE: Opera India mobile9.com nimbuzz.com sports.opera.com bﬁsh.in TOP plaiorms for surﬁng internet* dicIonary.com peperonity.com espncricinfo.com JAVA ME BLACKBERRY iOS indianrail.gov.in bing.com SERIES 60 ANDROID in.com * SOURCE: Opera India * SOURCE: Opera India
Social Media Canvas • Online tools & plaeorms that people use to share opinions, insights, experiences and perspecGves with each other and can be used to a build a community • Social media is built on generated content that can take many forms: text, images, audio and video • Social media tools and plaeorms are websites where you can place and spread your markeGng message • Popular social mediums include: blogs, message boards • Social network sites include: Youtube, Facebook, Linked-‐In(Business),Twiger
Facebook landscape in India INDIA HAS THE 3rd LARGEST FACEBOOK USERS BASE IN THE WORLD
Facebook landscape in India FACEBOOK’S MONTHLY ACTIVE USERS *Access Facebook atleast once in last 28 days 45 Mn + 27% 73%
Age distribuIon < 18: 12.5% 18-‐24: 48% 25-‐34: 28% 35-‐44: 7% 45+: 4.5% Top 5 ciIes with FACEBOOK users Top 5 most liked ‘BRAND 40% users share PAGES’ their relaIonship Mumbai Tata Docomo Delhi Kingﬁsher status Bangalore Fastrack India Of which, Chennai Vodafone ZooZoos 32% are in Hyderabad Pepsi India relaIonship (married, engaged, or in relaIonship) 68% are single
CHALLENGES FOR LEVERAGING DIGITAL MEDIA TO BUILD A BRAND
Issues / Challenges from the Brand • Understanding the role that digital media can play and what / how the medium can deliver (as against that of other media). • No guarantee on return on investment (because emoIons cannot be measured) • Arrive at a budget for digital plan (and how it should be allocated at various plaiorms) • To determine the stage at which digital media should form a part of media strategy • Seong targets for digital media (deliveries) • Monitoring compeItor’s acIvity
(..cont’d) • Measurement and evaluaIon – Proving the value of the social media eﬀorts is a challenge for an adverGser. The cause for it is that social media is sGll evolving, solid quanGtaGve data that supports the ROI of your eﬀort may be hard to come by • Resources to aggregate content • Choosing the right digital media channels (predicIng the popularity of a new technology plaiorm & its eﬀect on the exisIng one) • Coming up with creaIve ideas for your social media markeGng campaigns • Speciﬁcally for a global marketer, the core challenge has been to deliver relevant messages to the local market, but in an age where assets designed for one country are rapidly shared around the world, the challenge is to give global consumers a delicate balance of local, regional and global campaigns – simultaneously
Challenges Faced by an Agency • IntegraIon of digital media into overall brand campaigns • Convincing clients that hiring experIse in social media can be more eﬀecGve than doing it themselves • One of the challenges is that virtually every individual with a Facebook page believes themselves to be experts. Doing it right is hard work that requires a strategy for capturing followers and responders • Lack of qualiﬁed resources • Knowledge base and learning curve – Each social media community has its own rules of engagement, making it easy for a novice to make a small mistake that could have big repercussions. And not all so-‐called social media experts are well-‐versed in the ﬁner points of all of them
Challenges Faced by an Agency (..cont’d) • Tools – Digital media (specially social) is sGll evolving, and so are the tools that we use to parGcipate and evaluate. Sites like CoTweet enable a team to manage mulGple Twiger accounts by assigning tasks and scheduling future tweets. Others like Bit.ly can track brand promoGons. Finding and using beger tools will enhance your performance in the social media space • Dynamics on Social Search • Change in medium-‐ E.g Consumers switching from computers to smartphones to fulﬁll their social needs • The analyIcal tools and the diﬀerence in the measurement metrics visa-‐ vis other media
Challenges Faced by Consumers • Privacy – One of the biggest challenges faced by a consumer is privacy issue for the reason that their contact details are used in the form of spam mailers & direct mailers • Credibility – It’s hard for the consumers to believe on data provided by any internet website or the informaGon being searched for • Availability of mulIple opIons • Changing technology and its usage • Inﬂuence of usage of new and upcoming diﬀerent social media tools
Asian Paints • Title of the campaign: ‘Tag a Friend Holi’ • The client Asian Paints is India’s largest paints company, ranked among the top ten decoraGve coaGngs companies in the world, with an annual turnover of INR 66.80 billion. • The objecGve was to create a campaign that was self-‐sustaining, viral, consistent and true to the brand promise of ‘Safe, Vibrant Colours for your spaces’ • Thus, Tag-‐A-‐Friend-‐Holi applicaGon was conceptualized • This creaGve strategy met the needs of creaGng a curiosity, engaging users in social interacGon and maintaining an acGve buzz during the fesGve period of Holi • For 8 days from 26th February to 5th March, 2010 the applicaGon added – – 16,755 monthly acGve Facebook users – 924 Facebook fans – 23,819 Gmes the app was successfully played – 1,59,914 page views – 67,434 unique page views
Reliance 3G Tab • Reliance 3G Tab had launched ﬁrst of its kind social media campaign which saw a mashup of two major Social Networking Website – Facebook and Twiger • The campaign was an online treasure hunt, wherein the parGcipants have to ﬁgure out the locaGon of the hidden 3G Tabs • The campaign began in Mumbai and will be travelling through Kolkata, Indore, Delhi and Chandigarh on 14th, 15th, 16th and 17 Jul respecGvely • One has to log in to facebook.com/reliancemobile and access the ‘Tweet-‐a-‐Tab’ applicaGon. Once on it the user will see a live map of the city the contest is going on, on that parGcular day. • Each city has a diﬀerent hash tag (Eg. #Reliance3GTabInMumbai) Users need to tweet using this hash tag. With every tweet the maps zooms in. Once the map zooms in at 100% the locaGon of the hidden tab will be revealed. The ﬁrst person who reaches the locaGon wins the Reliance 3G Tab V9A • The #Reliance3GTabInMumbai was trending on number one on the ﬁrst day
Ching’s Secret q Ching’s Secret has started its social markeGng campaign with facebook fan page, it has generated more than 165 million Page views in April 2011 q The Ching’s Secret has also launched a YouTube channel www, youtube.com/chingssecret is the largest online cookery show in India q The brand has used a mix of content about Chinese food, contests, giveaways, cookery recipes, food secrets, market research and quizzes to build connecGvity and empathy with their fans q To drive traﬃc they used oﬄine pushes, online adverGsing and the organic growth for viral spread of their content q For any customer feedback on the brand page or anywhere else on Facebook ,Twiger or blogs, the company has setup automated alerts using various tools q These feedbacks are all responded to between 7am and 11pm within maximum 10 minutes. In a lot of cases Ching’s is able to get back in seconds. q There are now 6.5 lakh people openly advocaGng using Ching’s products and endorsing them out of which 6.1 lakh are acGve on weekly basis (the largest in India)
Chings Secret launches branded game for desktop computers q Chings Conga Bugs is the branded avatar of Conga Bugs, a popular game created by gaming company Gametantra, the casual game -‐-‐which needs to be downloaded on computers q It has inserted adverts and its logo across various of Conga strategic points in the game. For instance, the Chings Secret advert/logo will be displayed on the installaGon screen during the process of downloading the game and also during the game play on the personal computers. q Whenever a user downloads the Chings Conga Bugs game sotware on his computer, two icons will be created on the users desktop. q To make the game available to a large number of users, Chings Secret has Ged up with Digit, the monthly technology magazine.
Chings Secret to experiment with interacGve ads on Airtel digital TV q Chings Secret, had experimented with nteracGve adverGsing on the direct-‐to-‐ i home (DTH) TV q Ching’s had placed a full-‐page banner ad as branded skin in the background on the Electronic Programming Guide (EPG) page/home screen of Airtel digital TV q Branded skin ads were shown as a default background image on the EPG page q To make the banner ad/branded skin clickable, a red dot/bugon was displayed at a prominent posiGon on the branded skin. q Once the red bugon is clicked, the Chings Secret banner ad will redirect users to a full-‐screen landing page, where the company will showcase clickable videos related to recipes and its television commercial
WILDCRAFT • The ligle known outdoor gears shop took to the social media, more precisely, Facebook, and since then, has grown into one of the biggest success stories in social media branding in India • As of 03/25/2012 Wildcrat’s Facebook page had 735,264 members, many of whom acGvely parGcipate and contributed in Wildcrat’s social media campaigns • The Facebook outlet is also one of their prime sources that leads to direct sales
How did Wildcrat do it? • their Facebook page, encourages their Crowd-‐sourcing: The company, via members to contribute content to its page. This has worked to a great degree with members sharing photos of the places they have visited with Wildcrat gear • An acIve page: Wildcrat regularly updates its page with a myriad array of contents that can include news about its latest products, upcoming events, as well as short movie reviews • Type of content: In Wildcrat’s Facebook page you are quite likely to ﬁnd a short review of the movie 127 Hours, or some other events related to adventures and outdoors. Every post on wildcart facebook page receives 400 comments on an average • Focused approach: Wildcrat’s social media endeavors are almost solely focused on Facebook
Parle Agro • Supply and demand can be a tricky balancing act, but Indian snack-‐brand Parle Agro made smart use of Twiger as a way to gauge which stock to order next • Parle used Twiger to track stocks with consumers tweeGng in about non availability of the baked snack Hippo • At zero cost Parle was able to replenish the stock in hours and keep the consumers updated about the availability of the snack • The campaign led to 76% increase in sales with few months of launch. The number of people tweeGng was equivalent to 50% of sales and distribuGon network for Hippo • The campaign also helped Parle idenGfy key markets and potenGal markets for Hippo
Parle Agro • Parle used the Twiger informaGon to quickly replenish the socks through its sales and distribuGon team • The innovaGon led to word of mouth and popularity in digital space with arGcles and blogs • The most acGve tweeters got any hunger hampers with handwrigen notes for helping the brand • The Campaign won several awards for its innovaGon – CreaGve Abby – Gold in InteracGve category for creaGve use of social media; Media Abby – two Golds in Best use of media – social media and Best use of Never before Media. Three Golds in Campaign India Digital Media Awards for Best Loyalty Campaign, Media InnovaGon and Best Social Media strategy for Plan-‐T – Tracking Inventory through Twiger
AaramShop.Com • AaramShop, which claims to be the lone player in the hybrid retail plaeorm for groceries, has since its incepGon in August 2011, Ged-‐up with around 3,000 local retailers across 28 ciGes and is targeGng to reach 25,000 stores by the year-‐end with primary focus on metros and state capitals. • The website essenGally targets urban men and women upwards of 20 years and this year’s report by AaramShop on the state of online grocery shopping seems to conform to this posiGoning. • According to the ﬁndings of the report, 24 years and above age-‐groups consGtute over 75 per cent of the actual online grocery buyers. • With the core proposiGon of the venture centering on providing a digital gateway to these tradiGonal kirana stores and engaging a larger customer base, AaramShop has also developed a unique consumer engagement iniGaGve at the point of purchase to further drive sales.
AaramShop.Com • While AaramShop oﬀers vouchers and discounts on the brands available on its portal, which can be redeemed both through online orders as well in the oﬄine aaram shops; it is also planning to introduce local commerce deals this month onwards • It has recreated its website on facebook so that users can browse through the brands and place orders on the company’s facebook page itself, without having to exit the social networking site. While 7 per cent of the overall traﬃc for AaramShop comes from its mobile applicaGon, 6 per cent of the online transacGons are made from facebook
MaruG Suzuki Ritz • MaruG Suzuki Ritz has become the most popular brand in India by clocking a record fan base of over 1 million (1,018,000+ members) on popular social networking site Facebook. MaruG Suzuki Ritz made its debut on Social media in August 2010. • The success of Ritz on social media front is agributed to the various user engagement programmes and iniGaGves on social media acGviGes done by the Company. Ritz took up the Social media route to engage with its customers through dedicated pages on Facebook, Twiger and YouTube etc, to engage and eﬀecGvely connect with users. • MaruG Suzuki with dedicated social media pages for its each brand has increased its digital media spends hugely. • Indias bestselling car, the MaruG Suzuki Alto has also made its mark on the social media with over 4.14 lakh fans. Alto sells close to 3 lakh units annually, way ahead of any compeGng model.
MaruG Suzuki Ritz • Some of the social media acGviGes undertaken for engaging exisGng as well as future customers of RITZ are: Ritz Moment of the Day -‐ The brand philosophy of Live the Moment was taken forward on the virtual space by creaGon of a daily property Ritz Moment of the Day. The most engaging story of the day was adjudged the Moment of the Day by means of polling by the fans themselves. This ongoing iniGaGve has gained huge popularity amongst its fans. The success of the campaign ﬂowed into the next level by creaGon of Ritz Moment of the Year. • Live the moment contest -‐ Ritz users were invited to share their driving experiences on an interacGve website. The best entry was awarded a brand new Ritz. It was the ﬁrst Gme that a car was given away as a prize in India through Facebook. The contest saw parGcipaGon of around 49,000 stories being shared by Ritz owners and the User Generated Content (UGC) was further used to build a naGonal brand campaign on magazine media.
MaruG Suzuki Ritz • Ritz is even acGve on other Social Media apart from Facebook. Ritz created a page on Google +, prior to the Auto Expo and used its innovaGve engagement tool Hangout to interact with its fans during the Auto Expo. Hangout allowed fans to experience the Auto Expo through a live video web-‐chat. Ritz is the only individual product brand currently in India to have a fan page on Google+. LinkedIn Polls have also been used quite eﬀecGvely by the brand. • These special iniGaGves have made Ritz to become the biggest community in the India Auto Category and the ﬁrst one to achieve a fan base of over 1 million fans.