Kochi brand conclave
16
Do you want to be a Media Mogul? Jessie Paul CEO, Paul Writer 23 October, 2010 Photo Courtesy Webtreats, Flickr Saturday 23 October 2010
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Transcript of Kochi brand conclave
Do you want to be a Media Mogul?
Jessie Paul
CEO, Paul Writer23 October, 2010
Photo Courtesy Webtreats, Flickr
Saturday 23 October 2010
Old media
Media
Production
Content
Distribution
Sales
Advertising
Saturday 23 October 2010
Individuals
Interconnected Location-specific
Location-independent
Customers
Access controlled
Easily accessible
At cost
Free
Information
One way
2-way, interactive
Lag
Instantaneous
Opt out
Opt-in
At cost
Free
Communication
Mass Media
Digital Media
No Money Marketing, Jessie Paul, Tata McGraw-Hill
What has changed?
Saturday 23 October 2010
“In the online world, I can better express MY feelings” - 66% Indian Internet Users
Source: TNS Digital Life Photo Courtesy Mubina H, Flickr
Saturday 23 October 2010
New Communications Landscape
Paid Media Earned Media
Owned Media
Reach - Hi Effort - Lo
Control - Hi
Reach - Hi Effort - Hi
Control - Lo
Reach - LoEffort - Hi
Control - Hi
Saturday 23 October 2010
Financial Capital => Social Capital
Saturday 23 October 2010
Are you a digital tourist?
I am on LinkedIn but it is just for jobhoppers
I use FaceBook because my classmates invited me
Twitter is for timepass
Flick’r is for family photos
Who has the time to write BlogsSaturday 23 October 2010
Building Social Capital
Source: http://www.emarketer.com/mobile/article_m.aspx?R=1007863
Saturday 23 October 2010
http://www.flickr.com/people/altemark/
From ShoutingSaturday 23 October 2010
To ListeningSaturday 23 October 2010
Source: CMO.com & 97Floor
Saturday 23 October 2010
CRISP model for social media
Saturday 23 October 2010
CRISP model for social media
1. Coherent Unified communication
platform
2. RelevantContext- and media-
sensitive communication
3. InteractiveAllows target audience to interact with the company
4. SimpleBrief encapsulation of
message
5. PervasivePresent in all relevant
media
Saturday 23 October 2010
Our “media”
paulwriter.comAggregator Platform for Marketing Content
Facebook Community LinkedIn Roundtable
Slideshare.net YouTube Channel
Conversations - Newsletter
Saturday 23 October 2010
About Us
✤ Paul Writer is an advisory firm that helps define your marketing, branding and communications strategy.
✤ We provide frameworks, processes, expert support, and creative insights to enable you to translate who you are into a cohesive marketing plan.
✤ Paul Writer brings expertise on marketing innovations across the spectrum of offline and online to reposition and communicate brand values in a frugal, yet effective manner.
✤ Services offered are
✤ Marketing Strategy Design ✤ Validation & Advisory Services
✤ Our clients include:✤ Ramco Systems ✤ Aujas Networks ✤ Allied Digital Services Ltd.✤ IDS Softwares✤ Venkataramanan Associates
Paul Writer is founded by Jessie Paul, considered an expert in brand internationalization and frugal marketing. In 2009, Jessie published No Money Marketing, Tata McGraw-Hill’s fastest selling professional book on marketing.
As Chief Marketing Officer of Wipro’s IT business and as Global Brand Manager at Infosys, she has been recognized for her contribution towards putting the Indian IT industry on the global map.
With over 15 years in services marketing, including a stint with Ogilvy & Mather, Jessie has been named one of the most influential business women in India. She runs a popular blog on marketing and was India’s first CMO on Twitter.
Saturday 23 October 2010
Skype: jessie_paul
twitter.com/jessie_paul
312-313 Prestige Meridian, 30 MG Road, Bangalore 560 001, India
Photo Courtesy Powru, Flickr
The frameworks and concepts in this discussion are elaborated in No Money Marketing by Jessie Paul, published by Tata McGraw-Hill in 2009. Please visit www.nomoneymarketing.org for more information
All rights reserved. No portion of this presentation may be excerpted or reused without the author’s written permission
Writer: n A person entrusted with managing a tea or coffee estate including the marketing and operational management. A trusted advisor of the estate owner. Origin: Colonial English.
Paul Writer: n A trusted advisor to brand owners.
West African symbol or adinkra for “help me and let me help you”
Thank You
Saturday 23 October 2010
