1.Branding for results in the Digital Age

2. The Consumer What is the worlds most powerful medium? 3. Question is: Where is the consumer today? 4. Lets face it. Digital is the new medium.But where does that leave traditional media? Will print go out of print? 5. Some things cannot be completely replaced. 6. Each media has its role to play. 7. TRADITIONAL MEDIA HELPS ESTABLISH: Awareness Credibility Recall DIGITAL MEDIA HELPS Increase reach and exploit new markets Increase efficiency in advertising spends Helps make advertising and branding more answerable 8. Today, its not about one media replacing another; its about an integrated approach, using the best media mix. 9. More importantly, what holds everything together is 10. This idea is then taken across different mediums as necessary, while optimising media mix 11. My blood is red and black 12. To come up with a big idea however, you need to build your brand around a powerful emotional truth. 13. Products have rationales brands have emotionales 14. Consumers champion brands which meet their emotional needs 21st Century brands own an Obvious Emotional Truth 15. Cokes OET: Small world machine 16. But if a Brand is all about an emotional experience, how do you put numbers on it? 17. How do you align your Business Interests to your Brand Strategies? 18. Seagulls 3 stage Wings 4 Profit process Charting your Brands Flight Map Giving your Brand Wings Defining your Brands Challenge 19. Our Wings for Profit process defines a SMART Objective for your brand. SMART stands for Specific Measurable Achievable Reviewable Time-bound 20. The Digital Medium is Measurable Answerable Reviewable at regular intervals And thus more efficient Advertising in the Digital Age helps you meet your SMART objective 21. Troy 22. Everybody is now connecting online, including politicians 23. How #AnnaHazare used social media #Anna Hazare brought a wave of change in the country with his unique anti-corruption campaign He roused a million Indians, solely using the power of social media 24. 5 Lakh fans on FB page 1.9 Lakh LIKES 37,000 Comments #isupportannahazare: With more than 8000 tweets, was the top trending topic on twitter(India) on August 17 1.7 Lakh tweets mentioned Anna Hazare. 1.5 Lakh Tweets mentioned Jan Lokpal bill Scale of his effective social (media) campaign More than 10000 downloads of the App 1.5 Crore missed calls on the support campaign helpline 25. Big Indian brands go big on digital Hindustan Unilever aiming to triple digital advertising spend, which in 2012 was 7% of its total ad spend (2,635 crore) This year, LG Electronics will spend Rs 40 crore on digital medium, which is about 8-10% of their total ad budget for the year. In the last three years, they have been doubling their spends on digital every year Airtels spends have gone up from being 2% of the total spends to almost 10% in 2011-12. We are the largest advertisers on digital media and also have the highest ratio of digital to mainstream spends in India, said Arun Sharma, VP, marketing head, media & rural, Bharti Airtel Ltd. 26. So what do big brands do on social media? They LIBEF and SOSHA 27. What does that mean? LISTEN: Listen to conversations happening online, relevant to your keywords BEFRIEND: Make your customer your friend SOLVE: Solve their problems, queries, doubts SHARE: Share information, valuable content with them 28. Peter Shankman got lucky when he tweeted a shout out about how a Mortons steak would be just the right ending to his flight arriving in Newark. The consultant with 150,000+ Twitter followers was greeted at the airport by a man in a tuxedo sent by Mortons to deliver a complete steak dinner. Social media listening enabled Mortons to pick out advocate from the crowd and create influence at a low cost. As a result of this, Morton Steakhouse got 1 million mentions. It probably didnt hurt Shankmans influencer rating and visibility either. How successful brands LIBEF and SOSHA 29. What happens when brands dont LIBEF and SOSHA? 30. Dave Carrolls viral video In 2008, United Airlines broke Canadian musician Dave Carrolls $3000 guitar in transit To top it, United Airlines was completely indifferent to his complaints In protest, Dave Carroll made a song about the whole episode and published it on Youtube Till date, this video has garnered 2.5 million views 31. United breaks guitar 32. How to create a successful digital strategy Build a digital community Generate enquiries/sales 33. Say Hello to the AECCC strategy ACCESS ENGAGE CONNECTCUSTOMISE COLLABORATE From David Rogers: The Network Is Your Customer 34. Author of The customer is your network and the AECCC strategy. David Rogers 35. ACCESS: Be present where your consumer is Nike Fuelband: Embedding the network Giving real time feedback on every individuals performance 36. Evian waterdrop 37. Adidas neo window 38. Will it Blend? Blendtec, a local commercial and home blender manufacturer from Utah has created one of the most successful viral social media marketing campaigns 6 years ago. Once a small manufacturer, currently active in 90+ countries, Blendtec is today known to millions with its crazy yet funny "Will It Blend?" videos. ENGAGE: Become a source of valued content 39. ENGAGE: Become a source of valued content Dumb ways to die 40. ENGAGE: Become a source of valued content Dove real beauty 41. ENGAGE: Become a source of valued content Nat Geo 42. CONNECT: Be a part of your customers conversation March of Dime Charity: Allowing people to make their own 60 second ad to raise awareness of premature births. People were invited to share their baby stories through videos, blogs. Over 80 ads were submitted, 3000 votes were cast and the winning ad was distributed nationally on tv. 43. CONNECT: Be a part of your customers conversation Alex Intel 44. CONNECT: Be a part of your customers conversation Mc Donalds our food your questions 45. CUSTOMIZE: Adapt your offering to your customers needs In todays age, we have to see what the customer needs, not just what we want to give them. Reebok developed an app which lets you customise your shoe and buy it too! 46. CUSTOMISE: Adapt your offerings to your consumers needs 47. CUSTOMISE: Adapt your offerings to your consumers needs 48. COLLABORATE: Involve your customers and co-create with them Wikipedia: The worlds biggest free- content, collaborative online encyclopaedia A wiki is a website that allows contributors to create and edit the wikis own pages using a simplified editor within the browser. This self-editing software was invented by Ward Cunningham 49. COLLABORATE: Involve your customers and co-create with them Missing people 50. COLLABORATE: Involve your customers and co-create with them Threadless 51. An important question What is the optimum spend needed for the digital medium? Your spends will depend on your SMART objective Also, keep in mind, each category is different, for example, in retail and fashion, a facebook community can grow to 15000+ under a month, with spends as minimum as Rs. 1500/day Also, your budget for SEM will depend on the keywords chosen and cost of that keyword But every penny spent online is measurable in terms of ROI 52. Which brings us to the next important question How can you measure your online efforts? 53. Some cool tools! Web metrics Online research and analytics Social Media measurement and insights Website analytics , trend monitoring and keyword planner Social Network management Facebook measurement and insights 54. Pay only when a user clicks? With models such as CPC (cost per click), CPA (cost per acquisition), brands pay only when a user clicks on an ad. With CPA, you pay only once a user fills the registration /enquiry form on your site. All such payment models make the Digital Medium more measurable and therefore more answerable. 55. How are successful integrated advertising agencies structured? 56. Planning Creative communication Social media centre Digital marketing centre Media Activation 57. How is the Seagull Digital Team structured? Social Media Centre Digital Marketing Centre A strong Digital Community and effective Lead Generation for our products 58. Sameer Desai - Managing Director 17 years of experience in advertising and promotions spanning brands like Greenlime, Health Fit, Jaihind, Mont Vert, Symbiosis, Oyster & Pearl, Venkys, Bacardi, Amanora, Borosil, Novartis, Southern Comfort, IndSearch, Culligan Goodwater, Cummins and Pepsi Ashish Mishra- Business Manager 7 years of experience in digital marketing spanning brands like ICICI bank, Set India, Aditya birla group, Salman khan foundation, Tata mutual fund, Garware plyester ltd., Validys toys, Ad-mueseum, Airocide and Rica coffee SEAGULL DIGITAL TEAM RESOURCES 59. SOCIAL MEDIA CENTRE TEAM Vrinda Joglekar - Digital Strategist Padmini Venugopal- Digital Strategist Tannishtha Motilal - Copywriter Anik Sheth Social Media Manager 60. DIGITAL MARKETING CENTRE TEAM Ashish Mishra Business Manager, Digital Neha Pandkar- SEO,SEM specialist Shilpi Saraogi Sr. Web Designer & Developer Smita Gumphalwar Sr. Web Designer & Developer Vaishu Patel Web Designer & Developer Sanjay Wandre Head Digital Media 61. Recap: First, build a strong brand, with a powerful brand architecture and branding idea All ideas and campaigns will then follow from this branding idea For effective integrated campaigns, follow the AECCC process Access Engage Connect Customise Collaborate 62. How Seagull Digital has helped brands fly: Quick Glimpse 63. JAIHIND TIRANGA FASHION SPLASH EVENT 15TH AUG 2013 THE BRIEF: Spread awareness about Jaihind on Independence Day Drive more traffic to the store THE IDEA: Jaihind Tiranga Fashion Splash, with Kunal Kapoor, on Aug 15th, at the Jaihind store. 64. CALLING PUNES YOUTH TO PARTICIPATE IN THE FASHION SHOW OUR SMART OBJECTIVE: To get in 100 entries through facebook for the event within 2 days. OUR FLIGHT PLAN: Online: We took our campaign online, primarily on Facebook as well as Google adwords, emailers, facebook ads Radio: We also supported it through radio ads 65. RESULT SMART Objective achieved: Within 2 days and just 1/10th of print advertising budget, we got 172 entries for the event on our facebook page. Increased traffic to the stores Increased social community size: Facebook community grew from 0 1636 in just 2 days. JAIHIND TIRANGA FASHION SPLASH EVENT 15TH AUG 2013 66. P.N. GADGIL JEWELLERS- ONLINE COMMUNITY SUCCESS STORIES: Increased facebook community from 30,000 to 76,445 in 5 months YOUTUBE: Total views: 12066 Estimated minutes watched: 14,477 67. COMMUNITY BUILDING AND LEAD GENERATION ACTIVITIES DIAMOND CAMPAIGN - A STORY OF COLLABORATION: To spread awarness about the Diamond collection, we created a story about a woman and a diamond. The story was crowd-sourced from our FB fans. At every stage, the audience was prompted to choose how the story would turn. 68. COMMUNITY BUILDING AND LEAD GENERATION ACTIVITIES RAKSHA BANDHAN CAMPAIGN Through effective lead generation, sold 300 rakhis online, with minimal spends Increased community size with to tie or not to tie contests and posts, Raksha Bandhan apps and a viral video 69. Rakshabandhan applications Design your own rakhi Wacky gift box 70. SHOLAY Viral video A spoof of Sholay, where a Rakhi sets things right 71. Maple Shelters - Community building activity SUCCESS STORIES: Designed, created responsive website. Created online community, grew it from 65 to 7624 in just 5 months, ENQUIRIES: Generated 1825 enquiries in 5 months 72. MONT VERT BELBROOK INTEGRATED CAMPAIGN Smart objective: 300 walk ins over 2 weeks Solution: Doosra Chance to invest with Murlitharan Muttiah Promotion through integrated media Results: In the 2 weeks, we increased likes by 2500. We also get 200 enquiries through online initiatives 73. all ready for take-off! (the bar counter is now open;) @seagullads Seagull Advertising www.seagulladvertising.com Sameer(at)seagulladvertising(dot)org