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  1. 1. Digital Media Strategy
  2. 2. <ul><li>Know Thy Customer </li></ul><ul><li>Know Thy Opportunity </li></ul><ul><li>Know Thy Competitor </li></ul><ul><li>Know Thy Action-Plan </li></ul>Our four-point path to a solid strategy…
  3. 3. Know Thy Customer <ul><li>The Average B-school Aspirant </li></ul>
  4. 4. Know him. Understand him. Engage him. 21-30 years He is extremely internet savvy He spends more time online than he does watching T.V. He uses a social network daily He seeks and validates information online
  5. 5. He can be found at: Orkut Facebook BusinessWeek MBA Forums Forbes MBA Forums Google: searching for all that’s relevant for MBA prep Twitter YouTube Linkedin Discussion forums concerning MBA
  6. 6. Know Thy Opportunity Understand your digital ecosystem
  7. 7. The Digital Ecosystem Generate a Positive Buzz & Attract Visitors Manage And Track Progress Make Your Presence Felt YOUTUBE SLIDESHARE TWITTER COMMUNITY Or FORUMS LINKED IN FACEBOOK BLOG CATALOGS SOCIAL BOOKMARKING - share your content through DIGG, Delicious etc BLOGS NEWSLETTER RSS MOBILE SMS CHANNEL -Connect to Customers Website SEO: Improve Site Visibility SEM: Spread the word using Google Adwords, Facebook ads etc. CONTENT GENERATION & MODERATION |ANALYTICS
  8. 8. Make the Most of the Opportunity <ul><li>Improve the Website Visibility: </li></ul><ul><ul><li>SEO - to ensure that is featured on the First couple of Search Engine Result Pages (SERP) </li></ul></ul><ul><ul><li>SEM - Attract your customer to through Facebook Ads , Google Adsense etc. </li></ul></ul>
  9. 9. <ul><li>Engage the Customer </li></ul><ul><li>Blog to address common concerns that B-school aspirants have ,about the latest news on B-schools, application tips etc. </li></ul><ul><li>Answer queries posted on forums, blog and twitter </li></ul><ul><li>Free Newsletter Sign up . </li></ul><ul><li>RSS Feed Subscription </li></ul><ul><li>You Tube Channel : Upload videos on mock interviews conducted, Sessions of helpful tips on preparing the correct MBA application </li></ul><ul><li>Slideshare : Create helpful presentations on “How to write B-school Apps”. Have them featured on your website </li></ul><ul><li>Linked In : Company Profile on the Site. Join the relevant groups on Linked In. Answer questions concerning MBA </li></ul>
  10. 10. Know Thy Competition <ul><li>A case study of 3 Competitors: </li></ul>
  11. 11. <ul><li>Each Competitor has been analyzed on following parameters: </li></ul>Website : Customer Engagement Tools Used SEO : Organic Search Optimization SEM : Ad budget for web campaigns and marketing channels Social Media Buzz cr eated through presence on following sites: Twitter Facebook LinkedIn Other Websites linked
  12. 12. : Case Study <ul><li>Website: </li></ul><ul><li>Client engagement tools visible in the primary menu: </li></ul><ul><li>Blogs </li></ul><ul><li>Forums </li></ul><ul><li>Newsletter </li></ul>
  13. 13. <ul><li>Blog </li></ul>Twitter Updates
  14. 14. <ul><li>Forum </li></ul>Newsletter
  15. 15. <ul><li>Website front page basically has following: </li></ul><ul><li>Teasers of Recent Blog Posts on main page </li></ul><ul><li>Side Bar: Displays categories of blog posts posted </li></ul><ul><li>Side Bar : Displays the Title of recent blog posts </li></ul><ul><li>Side Bar: Links to connect on Twitter and Facebook </li></ul>
  16. 16. <ul><li>SEM Analysis </li></ul>
  17. 17. <ul><li>SEM Analysis : Keywords Purchased </li></ul>
  18. 18. <ul><li>SEO Analysis </li></ul><ul><li>Key word : MBA Essay </li></ul>
  19. 19. <ul><li>Social Media Buzz: </li></ul><ul><li>Twitter </li></ul>
  20. 20. <ul><li>Social Media Buzz: </li></ul><ul><li>Facebook: </li></ul>
  21. 21. <ul><li>Social Media Buzz: LinkedIn </li></ul>
  22. 22. <ul><li>Other Sites Connected: </li></ul>
  23. 23. Clear Admit: Case Study <ul><li>Website </li></ul>
  24. 24. <ul><li>Website front page: </li></ul><ul><ul><li>Has been on purpose kept sparse. </li></ul></ul><ul><ul><li>Side bar : Latest Blog Posts </li></ul></ul><ul><ul><li>Side Bar : Displays resources for preparing the MBA app. </li></ul></ul><ul><ul><li>Offers free assessment of the CV for candidacy </li></ul></ul>
  25. 25. <ul><li>SEO ( Keyword – Admit MBA) : SERP Rank </li></ul>
  26. 26. <ul><li>SEM Analysis: Ad Spend of Clear Admit </li></ul>
  27. 27. <ul><li>SEM Analysis: Paid Search Results displayed as Ad </li></ul><ul><li>Based on Ad word (MBA Admission Consulting) purchased Ad is displayed </li></ul>
  28. 28. <ul><li>SEM Analysis: Ad displayed for Ad words purchased </li></ul><ul><li>Eg: HBS has been purchased by </li></ul>
  29. 29. <ul><li>SEM Analysis: </li></ul><ul><li>Some of the Keywords Purchased by Clear admit </li></ul>
  30. 30. <ul><li>Social Media Buzz: </li></ul>
  31. 31. <ul><li>Social Media Buzz: </li></ul>
  32. 32. <ul><li>Social Media Buzz: </li></ul>
  33. 33. Career Launcher: Case Study <ul><li>Career Launcher follows a similar Strategy </li></ul>
  34. 34. <ul><li>As can be seen above Career Launcher too has links on its website </li></ul><ul><li>to engage customers on : </li></ul><ul><li>Twitter </li></ul><ul><li>Orkut </li></ul><ul><li>Facebook </li></ul><ul><li>Youtube Channel </li></ul><ul><li>Blog </li></ul>
  35. 35. <ul><li>SEM Analysis: </li></ul>
  36. 36. <ul><li>SEM Analysis: Detail with amount spent </li></ul>
  37. 37. Know Thy Action Plan Its all about just three basic rules: Listen Engage Measure Lets talk more about your action plan. Give us a call!
  38. 38. Thanks! Design Bracket