Digital Media = Social Media

Q1: What is the Internet?

Q1: What is the Internet?

Q2: Who were the early players?

The Dot Com Rush: Birth of the Bubble

The Dot Com Rush: The Bubble Bursts

Q3: Where did Yahoo come from?

Q4: What was happening in India?

The SMART Exit

When The Dust Settled….Between 2000 – 2004:

• The Big Boys (read Deep Pockets) survived• Few Brands “Experimented”• Google was fast becoming Ubiquitous with Search and soon

Internet Consumption • The Birth Of Digital Agencies (From Media Turf to Media2win)• Typical Demands:

“Make me a site, and if possible lets tell a few of the SEC A segments its around. Here is a WHOLE Rs. 50000 buy us some of those banners on Rediff.”

• The Jargon: CPM (New bottle for the CPT Wine)

During the B.G (Before Google) Era:

BM: If I have Rs. 1 lac for a campaign where should I spend it?

MP (instinctive): Why of course on the two BIG portals Yahoo and Rediff!

2005: Just as people wonder…

“Google is wonderful, it solves all my problems.

But how does Google make money?”

NEW TERM

That’s a No Brainer!BM: Ok so I still have the same budget what are we going to do?

MP: CPC on Google, till our SEO kicks in. Besides the competition is buy our keywords. And we only pay if people click.And everyone’s only using Google.AndAnd…

The Display World Retorts

• What if no one is looking for your brand?• How will you build AWARENESS?• We can give you traffic too, you know our

banners are clickable?!• We have a NEW term too – CTR!!• If you really think about it – with our CTRs –

the eROI is comparable

2006 - 2007: All Hell Breaks LooseSOCIAL MEDIA

• Myspace• Youtube• Digg• Skype• Wikipedia• Orkut• Facebook• Blogs

AD NETWORKS• Double Click,• aQuantive, • Right Media, • 24/7 Real Media,

For a complete list:SNS List: Click hereAd Networks: Click here

Rise of Social Media

• The rise of the new media in the last year has been primarily the rise of social media

• Terms like CREATE, SHARE & COLLABORATE now layer the new media share

• User Participation is paramount in Social Media and its distribution

Use Social Media to…

Create Awareness Generate Traffic

Create Dialogue Interactivity

Build Dialogue: Blog Marketing As influencers to engage consumers in dialogue

Modus: Blog Marketing• Yrals creates blogs / destinations written by a specialist of that vertical, packaged

appropriately with the brand communication

• This information is then disseminated via promotional messages which are also written by this specialist writer

• The messages are customized based on the brand, its TG and the environment where they are posted. Such as:

“Hey I’m representing my college – Microsoft has this contest on the best college website – is your college taking part?”

• Yrals uses relevant social networks such as Facebook, Orkut, etc. Forums, and other social media tools (like social bookmarks : digg, etc) to promote the blog / brand destination

• Yrals’ Community Managers then join these communities according to the TG (via topics, keywords and user profiles) to post its communication, generate dialogue and build hype

• Yrals uses forums and blogs which are relevant to the brand and its vertical to generate discussions about its product – as done for Tata Motors

TATA MOTORS – SUMO GRANDE Qualitative SMO Case Study

TATA SUMO GRANDE - BLOG

Grande Launch covered on the blog

Widgets on the blog

Tata Sumo Grande – Activity HighlightsSr Site Topic Detail

1 MouthshutReview moved to Home page

Review by Arun Kumar was on the home page for 3 days post the launch of the car

2 Mouthshut

Received 28,000 views across various posts Received 28,000 views for 16 comments posted

3 Team BHP

Expert (Sr. TeamBHPian) Comment

Yes one picture section for all Auto-Expo Pics. Would be great for us poor souls like me, who wish they had been in India during these 3 days.

4 Team BHP

Received 5,683 views for thread started

Received 5,683 views for 3 thread started by Phonethics

6

Blog: Talkingabouttorque

Comment from Buyer - convinced due to blog

Hey Arun! Booked the Grande last month! Was a little doubtful at first coz its a first timer and all. Searched the net but couldnt find anything. So guess I owe you one O ya the dealer: Malcolm Motors (Vasai) wanted to know where i got the info from. So i gave him the site’s address. thanks once again.

8

Blog: Talkingabouttorque 3,326 Blog views

Blog: Talkingabouttorque has received 3,326 views till date

Tata Activity Across Forums & the Blog

Sr Name of SiteReviews

Posted By YRALS

Total Views Of Threads

Comments on Our

Threads

Posts By Yrals

1 Team-BHP 3

5,683 86 146

2 Mouthshut 16

28,079 44 3

3 Carwale 7

3,585 164 647

4Blog: Talkingabouttorque 10

2,995 11 3

5 Autocarindia 15

2,768 255 456

6

Autoindia, Driveinside, Indiacar, Autonagar 17

5,701 164 573

Total 68

48,811 724

1,828

Traffic Generation: CPC SMO Build awareness / Drive Traffic to a destination

Modus: For Click based SMO• Client material / content is received and destination is reviewed

• Backend DB is prepared and code is provided to be inserted on the landing page being promoted

• Promotion messages are drafted based on the content, TG & sites

• Site and Community Selection for the promotion

• Each CM is given a set of promotional messages along with a unique url, ie www.clientlandingpage.com/?um=1

• Each CM is also given a set of communities which are most popular to promote their url

• Typically each CM has 30 – 40 communities to promote in

• Typically each CM executes approx. 500 posts a day, receiving between 100 – 200 clicks per day

• An online reporting module show-cases the daily clicks received as well as City-wise and Site-wise break ups for the campaign

Quantitative SMO Click Report

Create Awareness

Hindustan Times NIITDHL

Brand – WIN WIN Offer on the Mumbai HT

Objective – Make people read HT & search for Hidden Clues in the newspaper & send an SMS to win a car every week. Targeting Mumbai city

Solution – Mumbai’s Bindass Attitude was best reflected in characters ‘Bhai & Sirkit’ in an animated viral

Result – The viral received 25000 views in just the first 2 weeks of the campaign

USE CASE: HINDUSTAN TIMES

What Community Manager’s DO

Let’s assume this is the url you will need to promote: - http://www.client.com/?um=1

• Create accounts on different sites such as Hi5, Orkut, Facebook, etc.

• Always try making conversation first, and then promote the url (more chances of clicks).

• Join and Add appropriate communities on these social networks and promote your URL within it. For example: To Promote Ford Fiesta they joing Automobile Groups

• Join Fan Clubs of relevant people and celebrities (Fans of Ferraris – for FORD) on these sites and promote your URL

• Use features of the site to the extent possible to push client URL. Such as:

– Facebook applications - Funwall, Fast Forward Messages,– Orkut Scraps, etc.

Social Networking sites: • Facebook.com: One of the leading social networking sites,

Facebook users are mostly from India. Facebook users are affluent Indians using this platform to connect with their friends across the world.

• Orkut.com: Orkut is one of the most popular social networking sites in India. These users are mostly young school and college kids, using the site as a platform to make new friends and make groups to express their views and talents.

• Bharatstudent.com: BharatStudent, call it a Social Networking site for students (Indian Students). I was thinking its a website where Indian students can find education related or career related information, but its just Social Networking site with 1.4 million registered users.

• Other Social Networking sites:

Photo sites:• Flickr.com: Flickr is a more sophisticated network, of

where you share photos, and people rate them, using it like 'facebook‘. You can rate the photos and promote the brand in relevant photos.

• Other Photo sites:

Video sites:• Youtube.com: Youtube is one of the leading video sharing

sites in the world today. The users are varied and comprise mostly of office goers. This site helps content to travel really fast with views surpassing almost all other video sites. The users are mostly from India.

• Dekhona.com: Dekhona is an offshoot of Mouthshut and has a subscriber base similar to Mouthshut. Users post videos on this site along with their opinions. Most of their users are from India.

• Desimartini.com: DesiMartini is also very popular among the youth as a social networking site. DesiMartini users are from India; these users are mostly youth from small towns sharing videos, pictures and blogs very actively. Most of these users help content to travel across almost all social networking and video sites.

• Other Video sites:

• Create Relevant Profile and handle• Create inspiring tweets around the Anti Terrorist efforts made on 26/11• Generate awareness about the movement by Idea Cellular to donate revenue for all calls during the said time• Invite users to join the cause

How do we promote on:

User Flow on Social Networks

Community Managers Action

•Share content•Promote Brand•Reply to Comments

User’s Action•View (Post)•Click (on the link)•Discover (Landing page)•Reply to the CM’s post

Brand Promotion Outcome

•Builds Brand Image•Generates traffic •Generate Interactivity

Communities on Social Networks

UsersCM’S

Community Managers Create groups Users Join groups

Thank You