Formulating web and social media marketing strategy for india
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Transcript of Formulating web and social media marketing strategy for india
Formulating Web and Social Media Strategy for India, PSEWEB, 2010
Formulating Web and Social Media Strategy for India
PSEWEB, May 2010
Bharat Gera, Web Strategy Adviser
Formulating Web and Social Media Strategy for India, PSEWEB, 2010
LET ME START WITH A SHORT STORY…
Formulating Web and Social Media Strategy for India, PSEWEB, 2010
EDUCATING PUSHPA
Reinterpreting “Educating Rita”
Formulating Web and Social Media Strategy for India, PSEWEB, 2010
"Pushpa was a bright spark from early childhood. She was born in a rural area near Hyderabad, too far away to study in the city. Certainly, much too far to study in Canada. But Pushpa was a determined person."
IS BEING BORN TALENTED ENOUGH?
Formulating Web and Social Media Strategy for India, PSEWEB, 2010
PUSHPA’S ASPIRATIONS AND HER PARENTS DESIRE?
?
Ma
rr
y
Who?
Can I become a web
designer!
Formulating Web and Social Media Strategy for India, PSEWEB, 2010
FRIENDS ADVICE PUSHPA TO PURSUE A JOB?
Join an Airline
Join a call
centre
Formulating Web and Social Media Strategy for India, PSEWEB, 2010
WHY DON’T I FIND OUT WHAT IS POSSIBLE MYSELF?
Perhaps, I can find a better
solution!
Formulating Web and Social Media Strategy for India, PSEWEB, 2010
WIDE GROUP OF FRIENDS INSPIRE HER TO CONSIDER STUDYING ABROAD!
Formulating Web and Social Media Strategy for India, PSEWEB, 2010
Hooray!!! I am on my way.
CANADA, HERE COMES PUSHPA
Formulating Web and Social Media Strategy for India, PSEWEB, 2010
THE WORLD IS FLATTER OR TILTED TOWARDS ASIA?
Formulating Web and Social Media Strategy for India, PSEWEB, 2010
CHINA AND JAPAN LEAD ASIA, INDIA GETS CLOSER
Formulating Web and Social Media Strategy for India, PSEWEB, 2010
INTERNET USAGE IN INDIA HAS GROWN
0
10
20
30
40
50
60
70
80
90
1999 2002 2004 2009
Ever triedActive Users
From less than a million users in 1999 to 47 million users in 2009
REACHING A CRITICAL MASS AFTER A DECADE
Formulating Web and Social Media Strategy for India, PSEWEB, 2010
•Over 40 million Indians actively use internet,
•Over 50% of the users are below 25 years old.
Searching for higher education and joining communities for students on these sites is amongst Top 8 activities performed online.
MAJOR INTERNET PROPERTIES GET SIGNIFICANT TRAFFIC FROM INDIA
Most popular websites in India are :
Formulating Web and Social Media Strategy for India, PSEWEB, 2010
MOBILE USAGE IS MUCH HIGHER
(News as on 1st Feb 2010)
The Mobile Subscriber base in India has crossed 500 million (Source : Afaqs.com reports based on survey by Cellstrat - Feb 01 2010)
Mobile internet usage is a recent phenomenon with high growth.
Formulating Web and Social Media Strategy for India, PSEWEB, 2010
SMALLER TOWNS GETTING ONTO INTERNET BUS FASTER
Formulating Web and Social Media Strategy for India, PSEWEB, 2010
SOCIAL MEDIA PLATFORMS IN INDIA GET SIGNIFICANT TRAFFIC
Formulating Web and Social Media Strategy for India, PSEWEB, 2010
SOCIAL MEDIA PLATFORMS ARE HIGHLY POPULAR
ComScore’s recent study on Asian social media usage states:
•68.5% of web users are into social networking
• Average 130 mins/month
• 46.8% are on Orkut
Formulating Web and Social Media Strategy for India, PSEWEB, 2010
SOCIAL MEDIA – AN ERUPTING VOLCANO
Shashi Tharoor, State Minister for Foreign Affairs has played out a complete saga on Twitter
•Calls Economy Class ‘Cattle Class’
•Critiques official foreign policy
•Fights a battle with IPL
Finally, loses his job in a corruption scandal in April,10
Formulating Web and Social Media Strategy for India, PSEWEB, 2010
SOCIAL MEDIA – PROTEST ON FACEBOOK
A spontaneous reaction from women against an attack on pubs by a rightist organization.
•Mobilized pub-going women as a pressure group
•Collected pink underpants as a gift
•Scared the rightist group into backing off
Ongoing campaign to protect women from attacks and ensure Freedom to lead a modern lifestyle.
Formulating Web and Social Media Strategy for India, PSEWEB, 2010
CELEBRITIES GET ON TWITTER, FACEBOOK
Sachin Tendulkar gets 80,000 followersIn 24 hrs.
Amitabh Bachan
Katrina Kaif, Actor
Formulating Web and Social Media Strategy for India, PSEWEB, 2010
SUMMARY OF TRENDS IN INTERNET USAGE/SOCIAL MEDIA
In the last couple of years, the notable trends are:
•Increased reach beyond big cities
•Social media platform take off
•Youth issues dominate usage of social media
In the coming couple of years, mobile usage will exponentially increase social media reach.
Samsung Corby
Formulating Web and Social Media Strategy for India, PSEWEB, 2010
FOLLOW THESE SOCIAL MEDIA GURUS FROM INDIA
Influential bloggers on social media in India:
Gaurav Mishrahttp://www.gauravonomics.com/blog/
Rajesh LalwaniBlogworks.in
Rajiv DingraWatblog
Dina MehtaMosoci
See others on Twitter - bgera
Formulating Web and Social Media Strategy for India, PSEWEB, 2010
EDUCATION PORTALS/BLOGS IN INDIA
Formulating Web and Social Media Strategy for India, PSEWEB, 2010
ALEXA RANKING OF POPULAR EDUCATION PORTALS
Bharatstudent.com ranked #44 based on traffic for India
Formulating Web and Social Media Strategy for India, PSEWEB, 2010
CANADIAN UNIVERSITIES/COLLEGES NEED A BIGGER FOOTPRINT IN INDIA
Country Indian Students (2009)
U.S. 104,500
Australia 65000
U.K. 25900
Canada 8000
New Zealand 6040
Singapore 6500
Germany 5900
Others 22000
Source Country
No. of Students
China 42154
Korea 27440
USA 11317
France 8553
India 7314
International students in CanadaIndian Students Opting for study abroad
Formulating Web and Social Media Strategy for India, PSEWEB, 2010
SOCIAL MEDIA/WEB STRATEGY FOR INDIA
Keep these in mind when marketing in India:
•Create an India specific micro-site
•Reach out to parents as well as students
•Do not miss India specific social platforms
Developing a custom strategy using web andsocial media can change perceptions aboutCanadian Universities in India.
Formulating Web and Social Media Strategy for India, PSEWEB, 2010
Thank You