Complete Digital Brand Presence analysis for the Chartered Institute of Management Accountants (CIMA), audience research and design of a complete digital and social media strategy for MRM Worldwide

2. Introduction Conclusions Implementation Digital Brand Strategy Audience Insights The CIMA Digital brand Key touch-points Creative development Audience & Key Opinion Leaders Messaging Strategy Steps ahead Problem definition Avenues

3. Digital Brand Strategy The CIMA Digital brand Audience & Key Opinion Leaders Problem definition Introduction A life-plan for your brand to thrive in the digital medium Need – Because the digital medium is different and stand-alone An enrichment (rather than just an extension) of your brand’s offline identity Highly measurable and rapidly adaptable

4. Digital Brand Strategy The CIMA Digital brand Audience & Key Opinion Leaders Problem definition Introduction www.cimastudy.com www.cimaglobal.com CIMAsphere GBC Official content Marketing Increasing Virality AdWords CT Advertising Direct www.cimaandme.com Social Media Presence Social Networks Forums Blogs

5. Digital Brand Strategy The CIMA Digital brand Audience & Key Opinion Leaders Problem definition Introduction www.cimastudy.com www.cimaglobal.com CIMAsphere GBC Official content Marketing Increasing Virality AdWords CT Advertising Direct www.cimaandme.com Social Media Presence Social Networks Forums Blogs

6. Digital Brand Strategy The CIMA Digital brand Audience & Key Opinion Leaders Problem definition Introduction Specific Keywords Average time spent on site: 7 minutes/day Global Traffic Rank: 65,492 India Traffic Rank: 19,388 Sites linking in: 562 Percentage Traffic from Countries Age distribution of Audience Upstream

7. Digital Brand Strategy The CIMA Digital brand Audience & Key Opinion Leaders Problem definition Introduction www.cimastudy.com www.cimaglobal.com CIMAsphere GBC Official content Marketing Increasing Virality AdWords CT Advertising Direct www.cimaandme.com Social Media Presence Social Networks Forums Blogs

8. Digital Brand Strategy The CIMA Digital brand Audience & Key Opinion Leaders Problem definition Introduction Keywords "karenmccarthy" lloydstsb how can cima help me shell ukcima "human resources manager" typical day branding consultant links me.com Average time spent on site: 3.2 min/day Global Traffic Rank: 2,622,896 India Traffic Rank: >296,964 (UK ranking) Sites linking in: 0 Percentage Traffic from Countries Age distribution of Audience Upstream and Downstream

9. Digital Brand Strategy The CIMA Digital brand Audience & Key Opinion Leaders Problem definition Introduction www.cimastudy.com www.cimaglobal.com CIMAsphere GBC Official content Marketing Increasing Virality AdWords CT Advertising Direct www.cimaandme.com Social Media Presence Social Networks Forums Blogs

10. Digital Brand Strategy The CIMA Digital brand Audience & Key Opinion Leaders Problem definition Introduction Social Media Presence Wikipedia Page Mention in various blogs Youtube videos Presence in 3 major social networks popular in India Discussions in specialized forums Community answers on Yahoo answers CIMAsphere Tweeter.

11. Digital Brand Strategy The CIMA Digital brand Audience & Key Opinion Leaders Problem definition Introduction Comscore Media Metrics 2009 Alexa WAT Consult Our research – CIMA Presence

12. Digital Brand Strategy The CIMA Digital brand Audience & Key Opinion Leaders Problem definition Introduction Presence in the Blogosphere Average no. of blog posts in a day – 1.6 million* CIMA peak in 6 months was (approx) 16 mentions Conversation Tracker yielded no results This is after eliminating the possibility of the tool picking up ‘cima’ from spanish posts

13. Digital Brand Strategy The CIMA Digital brand Audience & Key Opinion Leaders Problem definition Introduction 163 views Posted by CIMAvideo 349 views Posted by zhangyaozhou 173 views Posted by CIMAvideo 363 views Posted by drclohite 101 views Posted by drclohite 173 views Posted by inthenewswebsite Our research – CIMA Presence

14. Digital Brand Strategy The CIMA Digital brand Audience & Key Opinion Leaders Problem definition Introduction Posted: May 2009 Posted by pitstop4performers Our research – CIMA Presence

15. Digital Brand Strategy The CIMA Digital brand Audience & Key Opinion Leaders Problem definition Introduction

16. Digital Brand Strategy The CIMA Digital brand Audience & Key Opinion Leaders Problem definition Introduction Our research – CIMA Presence

17. Digital Brand Strategy The CIMA Digital brand Audience & Key Opinion Leaders Problem definition Introduction Discussion topics Our research – CIMA Presence

19. Industry Experts

20. Professionals

21. Business Publications

23. Audience Insights Key Touch Points Messaging Strategy Conclusions Avenues Main categories of decision-making by Indian studentsfor Higher Studies (international) Financial Considerations Entry Standards Key recommendations from influencers International Exposure opportunity Profile and Quality of Teaching Staff Relevance to industry Relations with Industry. Reputation and Ranking of the University Course Content Career Outcomes Location Profile of current students Interactions with marketing representative of the University JOURNAL OF MARKETING FOR HIGHER EDUCATION – Willis and Kennedy INTERNATIONAL STUDENT EXPECTATIONS – VOICE OF INDIAN STUDENTS – Sameena Ahmad, Univ. of Melbourne

24. Audience Insights Key Touch Points Messaging Strategy Conclusions Avenues Main categories of decision-making by Indian studentsfor Higher Studies (international) Financial Considerations Entry Standards Key recommendations from influencers International Exposure opportunity Profile and Quality of Teaching Staff Relevance to industry Relations with Industry Reputation and Ranking of the University Course Content Career Outcomes Location Profile of current students Interactions with marketing representative of the University JOURNAL OF MARKETING FOR HIGHER EDUCATION – Willis and Kennedy INTERNATIONAL STUDENT EXPECTATIONS – VOICE OF INDIAN STUDENTS – Sameena Ahmad, Univ. of Melbourne

25. Audience Insights Key Touch Points Messaging Strategy Conclusions Avenues Digital Insights Consumer Conversation Category Forbidding cost of known, reputed degrees (MBA etc…) Inconveniences and uncertainties of moving out Limited alternatives within India Just ‘google’ it Reputation Relevance, Rewards Faculty & Student conversations Community testimonials Netizen 2.0 “I want a truly international qualification which is easily accessible and relatively economical” Culture Communication Official Website is the main source of information ‘Practical training’ reinforced using case studies, testimonials etc… Research undertaken by faculty and students Rising incomes, Rising expectations Family support during education ‘Youngistan’ Executive Education International Education Professional courses

27. Consultants and Counsellors

28. Professionals

29. Industry Experts

30. Peers

31. Professors

32. Surveys and Rankings

33. Direct marketing of CIMA

34. Business publications

35. Events

36. Testimonials and Recommendations

37. Contacting and meeting CIMA marketing staffOur Research - interviews INTERNATIONAL STUDENT EXPECTATIONS – VOICE OF INDIAN STUDENTS – Sameena Ahmad, Univ. of Melbourne

38. Audience Insights Key Touch Points Messaging Strategy Conclusions Avenues The ‘CIMA advantage’, in real time, for the Future Indian Business Leader Management Accounting Global Strategic Qualification Future Indian Business Leader

39. Audience Insights Key Touch Points Messaging Strategy Conclusions Avenues *3.2 million users

40. Creative development Steps ahead Implementation

41. Creative development Steps ahead Implementation

42. Creative development Steps ahead Implementation

43. Creative development Steps ahead Implementation The CIMA conversational game MCQ quiz related to Management Accounting, Corporate Governance and other relevant topics A dynamic version can be hosted on the domain – www.cimaandme.com Relevant animation and design Quiz ends with request for 3 recommendations and display of score High scores can be rewarded

44. Connecting existing discussions

46. Take the CIMA Strategic Finance Quiz

47. Creative development Steps ahead Implementation CIMA Ranking A web portal dedicated to the ranking Expert views, different rating variables, consistency rankings, opinion polls and other content related to the ranking Prominent branding for CIMA Links to the CIMA website, the Future Indian Global Business Leader Portal and other online activities of CIMA Press release of yearly rankings CIMA Ranking For Financial Organizations

48. Creative development Steps ahead Implementation The CIMA “Top Financial Companies in India” Survey A yearly ranking of the top financial companies in India Published on an official website – www.cimatfc.co.in

49. Creative development Steps ahead Implementation Ranking Methodology Definition of ranking criteria – Growth & Results, Employee satisfaction, Leadership, Learning etc… Research techniques – surveys (online and offline), year-end results, criterion-specific data over a given time period Research partners – depending on specified criteria – in-house, consultancies and independent think-tanks Time of publishing – Q3 a. Peak decision time for higher education b. Availability of fiscal results during compilation c. Initial steps by most organizations for year’s plan have been implemented d. Self-questioning phase after entry into a new course (graduation/HSC/PG etc…) Examples

50. Creative development Steps ahead Implementation

51. Creative development Steps ahead Implementation The Indian Future Global Business Leader A portal (movement) hosted separately Topics surrounding Corporate Governance, Environment, Leadership, CSR, Sustainable Development with a focus on the role of Management Accounting in all these Testimonial videos, forums, opinion polls, expression etc… Best essay/profile will be nominated for a discussion with delegates at the next Global Business Challenge Winner of a debate and presentation on Leadership given a scholarship Partners – The Leadership Institute, Sharma Leadership, Rotary Leadership etc… Offline advertising and PR across channels which cater to the defined audience segment

52. Review

53. Audience Insights Key Touch Points Messaging Strategy Conclusions Avenues The ‘CIMA advantage’, in real time, for the Future Indian Business Leader Management Accounting Global Strategic Qualification Future Indian Business Leader

54. Creative development Steps ahead Implementation India Marketing Calendar AdWord data Creative Execution Putting together the research team for TFC Sitemap, creatives for TFC, GBL, Other promotions

55. Creative development Steps ahead Implementation Connecting existing discussions

56. Thank You