Professional Documents
Culture Documents
2014
Agenda
1.
2.
3.
4.
5.
6.
7.
Loyalty
Quality
Advertisin
g
Engageme
nt
WOM
Communit
y
Associatio
n
Transparen
cy
Responsiv
e
Cares
Fundamental changes in
purchase
Consider & Buy: Marketers often
overemphasize the consider and
buy stages of the journey,
allocating more resources to
building awareness
Evaluate & Advocate: Marketing
investments that help consumers
navigate the evaluation process
and then spread positive word of
mouth about the brands they
choose
Bond: If consumers bond with a
brand is strong enough, they
repurchase it without cycling
through the earlier decisionjourney stages. Helps in building
brand community
Source: Branding in the Digital Age: Youre Spending Your Money in All the Wrong Places.
India
77% of internet users refer to
online reviews before purchase3
Second most trusted source after friends
and family
Brand advocacy is an
important driver of brand
consideration and choice
in the age of social web
Feedback
Instant feedback
Reduce online negative word of mouth
Research
Brand Community
Brand Engagement
Touch Point
Since consumer spend more time on digital, it
becomes an important touch-point
Brand Recall
Aid brand recall
Loyalty
Sharing
Brand activity is visible through social nature of
digital media
Engagement requires
Digital Campaign
Stage 1
Setting
Objectives
Metrics
Brand
Awareness
Sales
Share of Voice
Sentiment
Growth in
community
Engagement
Stage 2
Conceptualize
Stage 3
Execute
Stage 4
Measure
Factors
1. Brand
personality
2. Integration
with overall
communicati
on
3. Understandin
g Target
Audience
Factors
1. Decide
Platforms
2. Media Buying
3. Engagement
tools
4. Optimizing
media (CTR,
CPM, CPC)
Factors
1. Use of
analytics
tools
2. ROI Sales,
Community
membership,
Engagement
Key
facto
rs
Integrat
ed
Target
Audienc
e
Platforms
Important question to
ask?
Is the platform aligned
with my objectives?
Does it help build a brand
community?
Is it helping create a
digital asset?
Common Mistake
Chasing Facebook Fans!
Pepsis share of voice was back to the same level after investing
heavily in IPL 2013
Source: Pepsi vs. Coke study Drizzlin Media
The Consequence
4%
Doves campaign
received more than 60
million visits
Source: http://www.marketwired.com
Influencers
Followers
Identify
influencers
Tools (Statsit)
Blog
Aggregators
Promote
Influencer
engagement
Measure
Engagement
Examples
Social CRM
Not responding to angry consumers on social media on time has the
potential to be a PR disaster!
Consumer are powerful
Rants can go viral
Consumer can organize in groups
It requires you to be
Proactive
Responsive
Sympathetic to problems
Engaging in follow-up
Common metrics
First response Turn Around Time (TAT)
Resolution response TAT
Tools
ROI
ROI from a tactical to strategic continuum
Strategic
Tactical
Sales
Equity
Share of Voice
Growth in traffic
Engagement
Growth in Fans
Sentiment
Market Share
Growth in
followers
Click through rate Cost per click
Future Trends
Second Screen
2008-11
Additional
Country
Internet users
(Mn)
China
215
India
69
Indonesia
37
Philippines
28
U.S.A
15
Developing
countries are driving
global internet and
mobile usage growth1
Smartphones (2013)
India Stats(2013)
2011 Internet
Users (Mn)
513
121
55
34
245
Y/Y Growth
Population
penetratio
n
12%
38%
22%
44%
1%
0.38
0.1
0.23
0.35
0.79
2
India (2013)
74% of all internet users use social 39.7 million active mobile
internet user base
media
62 million urban social media users32.5 million active social
82% penetration of social media networking users
in college students
18.2 million of active Mobile
77% of Indian users use mobile for Internet users access social
social media
media
Importance of multi-screen
Social TV
Internet did not kill TV!
Socially integrated viewing experience has assuaged the initial
fears of some professionals in the television industry who
wondered if social media would drastically reduce the amount of
time people might spend in front TV
Social media is now recreating group viewing with people
talking about programs on spaces created by broadcasters
This intersection of TV and social media has led to the emergence
of Social TV
online social interactions that occur between viewers
while watching television
Spikes in online conversations around huge events like the Cricket matches, IPL,
or the Oscars show how digital conversation is driving more people to tune in
43% people follow social media conversations about a TV program on a
companion mobile device while watching the program2
Social Media users following conversations while watching TV (2013) 2
Category
Developing Countries
Developed Countries
Passive listening
30%
17%
Active engagement
27%
10%
S.no
:
Data
8 seconds
12 seconds
1Treadway, C., & Smith, M. (2010). Facebook marketing: An hour a day.Indianapolis, IN: Wiley
2
Motorola engagement research. Analysis of video consumption habits of 9,500 consumers across 17 markets globally
http://mediacenter.motorola.com/Press-Releases/Mobile-Devices-and-DVRs-Shifting-Global-Media-Consumption-3c1d.aspx
3
Harald Weinreich, Hartmut Obendorf, Eelco Herder, and Matthias Mayer: Not Quite the Average: An Empirical Study of
urces
ps://wordpress.bluefinlabs.com/blog/2013/02/04/super-bowl-up-150-in-social-tv-sets-new-all-time-record/
p://mashable.com/2012/02/06/super-bowl-xlvi-social-tv-stats/
Sustainability
One of the biggest challenges in
sustainability till now has been the
unwillingness of consumers to pay more
for goods that took care of the society.
A recent study by Nielsen that surveyed
more than 29,000 global respondents
found out that the percentage of people
willing to reward companies that gave
back to the society had increased to 50%
in 2013 from 45% in 2011
The demographic willing to spend more is
also the demographic that is more active
on social media
ource: http://www.domainofhope.com/2013/08/companies-bill-and-csr-to-impact-indian.html
Impact: 11 million+
views
urces:
p://adage.com/article/the-viral-video-chart/unilever-s-project-sunlight-campaign-makes-viral-chart/245439/
p://www.unilever.com/mediacentre/pressreleases/2013/Unileverlaunchesprojectsunlightanewinitiativetoinspiresustainableliving.aspx
Industry
Digital media industry has
Creativ
e
Researc
h
Ad
Digital
Media
Media
buyin
g
Tech
PR
Thank You
Contact me at web.sushant@gmail.com
www.domainofhope.com
Additional Reads
Adage Digital
http://adage.com/channel/digital/20
Branding in the Digital Age: Youre Spending Your Money in All
the Wrong Places
http://hbr.org/2010/12/branding-in-the-digital-age-youre-spending-yourmoney-in-all-the-wrong-places/ar/1
Redefining Advertising: How 2013 Transformed Digital
Marketing
http://www.google.co.in/think/infographics/redefining-advertising.html
RoI in social marketing
http://www.slideshare.net/maheshmurthy/ro-i-in-social-marketing-some
-metrics-by-mahesh-murthy-of-pinstorm