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Digital Media Strategy March 13, 2013

Author: ranjana-pawar

Post on 12-Jan-2015



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  • 1. Digital Media Strategy March 13, 2013

2. YRALS: Background Set up to create social media campaigns for brands on an ROI Basis in 2008 YRALS was founded by Jaideep Bir along with an angel investor and has a 60 member team across Mumbai, Delhi & Bangalore YRALS also specializes in creation of web & mobile properties for Brands that enhance interactivity, build Brand loyalty and Engagement The company has executed Social Media campaigns for over 200 clients across sectors including: Media | Travel | Automobiles | Apparel | Telecom |Technology 3. Clients. 4. Internet Growth: The Indian Story Pointers Internet in India has been showing growth in double digits since last 10 years Current Internet penetration at 5% and forecasted to be around 11% by 2015 58% of the internet penetration is from Top 10 Cities 120,000,000100,000,000100,000,00080,000,000 60,000,000 40,000,000 20,000,000 1,400,000 019981999*Source: internetworldstats.com20002001* In Millions20022003200420052006200720092010 5. Monthly Online Presence Source: ComScore Dec, 2011 28.10 MMaleFemale18.29M11.6 M 9.5 M 7.54 M 5.99M4.7 M 3.05 M 1.66 MTotal15-2425-3435-441.12 M 45-54*Total 112 Mn People hooked on to the web in India iCube 20110.7 M0.5 M 55+ 6. Digital Marketing Spends: India 7. Emergence of Social Network in India 66 M+ Users Adding 85K users daily Avg 157 Friends per user 2,681,000 Apps live15M+ Users Adding 30K users daily Avg 120 connections per user 6 Minutes per Visit15 M+ Users Adding 35K users daily 10 MN tweets on a daily basis 56 Followers per user45 M Users Adding 58K users daily 8 Hr of Videos consumed by an average user 90% UGC3 out of 4 Internet User is on Social Network Recent Survey: 85% people say that social media does impact their buying decisions *Source: ComScore, May 2012 8. Top activities on the net web search74%IM/chattingProfessional networking Check general news44%47%joined online community68%download music56% social networking 53% 61% 62% job searchPC to mobile SMS47%Source: Juxt Consult, India Online Landscape 2011emailing94% 9. Online video reaches 71% of Indian Internet Audience1.7 B videos viewed in India every month9.1 B minutes spent on online videos every month5th largestnation in the world in terms of online video reachSource: Comscore Video Metrix Report, 2011 10. Recent Digital Standing 11. Web Search Interest: Google TrendsRelated Interest and Related terms result for the word BrainCafe on Web Search is 0. 12. Buzz: BrainCafeIndia*Source Time Period- Aug ,12- Mar,13 13. Facebook: Current Standing Current StatusIndustry Standard137 1110,000+ 15+0.83%5%62 0.45%100 2% (of 10k fan base)PAGE LIKES Total Average Monthly Growth Growth RateTALKING ABOUT (Weekly) Total Active RatioAVERAGE DAILY POSTS1 (Regular Activity)0.15 (Once/Twice daily) 14. Twitter Stats: @BrainCafeIndia 15. Target Group Primary Audience: Principals, teachers and parents, Geographic: Geographic: All India except East(AP, Karnataka, Punjab, Rajasthan, MP, Kerala, Maharashtra, NCR, Tamil Nadu) Demographic: Age: 25-45years ; Gender Ratio: Men : Women. (Parents of children in the age group of 5-15 years) Psychographic: Schools Schools that want an edge over other schools to get more enrolments in their schools are more keen than more well established schools. Most of our current schools originate from class 1 and class 2 towns and a few from metros Parents who want to keep their children busy/engaged in extracurricular activities, parents want to give the best in everything to their child, Parents who are keen towards molding their child's interest career towards advanced technologies, seek value for money products " 16. Total Audience 2010 Total Audience25+ audience201140 million% Change45million2530mnmn13%18%25+ audience are increasing at a much higher rate as compared to the total internet audience Source: ComScore 17. Top 30 sites Sr. No. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30Media Total Internet Persons: 25+ Google Sites Yahoo! Sites FACEBOOK.COM Microsoft Sites Times Internet Limited India Ltd Network 18 Wikimedia Foundation Sites BitTorrent Network Ask Network NetShelter Technology Media Indian Railways CBS Interactive Glam Media Naukri LINKEDIN.COM NIC.IN WordPress Amazon Sites ICICI Bank RELIANCENETCONNECT.CO.IN AOL, Inc. QUIKR.COM Sulekha Technorati Media New York Times Digital Metacafe Ibibo HDFC Group Globe7Total Unique Visitors (000)% Reach30,224 28,769 25,272 22,761 16,765 11,896 11,049 10,380 10,123 8,828 7,716 6,599 6,434 5,648 5,411 5,248 4,659 4,606 4,527 4,019 3,952 3,676 3,666 3,648 3,556 3,531 3,531 3,503 3,409 3,356 3,223100.0 95.2 83.6 75.3 55.5 39.4 36.6 34.3 33.5 29.2 25.5 21.8 21.3 18.7 17.9 17.4 15.4 15.2 15.0 13.3 13.1 12.2 12.1 12.1 11.8 11.7 11.7 11.6 11.3 11.1 10.7Average Minutes per Usage Day 58.1 16.1 14.7 21.8 7.5 5.9 8.6 10.9 3.4 0.0 1.9 4.9 10.7 3.1 2.8 8.5 7.4 8.5 2.0 4.3 7.0 1.8 2.5 3.7 3.5 2.5 2.2 4.2 6.5 6.5 2.225+ audience frequently visits and spends maximum time on Search Portals Social/ Prof networking Travel E-commerce 18. A DITL of WhoMobile Bedtime Internet BrowsingAll Day Long Internet & PhonesTV in the Gym Music on Ipod GymDinnerNewspaper/ Magazines/Televisio n/ Mobile - Internet Breakfast Ready for WorkNewspaper/ Magazines/Television/ Mobile - InternetCommute to work OOH/ Drive time radio/MobileCommute back home OOH/ Drive time radio/ Petrol Pumps Handling calls, conflicts, meetings Internet & PhonesDuring work hours Internet & PhonesLunch at work/ around workRestaurants/ Cafes around business districts 19. Mobile timesofindia, Linkedi Bedtime n, facebook & All Day Long twitter,Google Internet Internet & Phones BrowsingMobile, Gmail, Twitte r, TOI, Facebook TV in the Gym Music on Ipod GymDinnerReady for WorkNewspaper/ Magazines/Television/ Mobile - InternetCommute to work OOH/ Drive time radio/MobileCommute back home OOH/ Drive time radio/ Petrol Pumps/Mobile InternetGQ,Idiva,Tarladala l,Raaga,Cricinfo, Techcrunch,Faceb ookNewspaper/ Magazines/Televisio n/ Mobile - Internet BreakfastHandling calls, conflicts, meetings Internet & PhonesDuring work hours Internet & PhonesGmail,TOI, NDTV,Google, FacebookNdtv Goodtimes, Yahoo,Mens XP, Vogue, makemytrip,I ndiWo, BookMyShow,Fac ebook,Twitter,News Lunch at work/ around work Restaurants/ Cafes around business districts 20. Thought Starters 21. Challenges & Goals To reach out to potential prospectus and advertise on the digital space to promote and sell themselvesTo increase awareness of the brand and the category To Promote all their existing and new upcoming projects Lead Generation to achieve business objectives and to disseminate information about the brand and the category 22. Drive AwarenessChange BehaviourInduce Loyalty 23. The Low Hanging Fruit 24. The Communication PlatformLearning by doing Rationale :- Scalable Social Object - Lifestyle Positioning - Media Friendly 25. MechanicDrive Awareness Build the Brand VoiceChange BehaviourInduce LoyaltyGenerate Avenues for Online LeadsBuild the Earned Brand Voice 26. The Pillars of AccessPaid MediaOwned MediaEarned Media 27. The Brand Vision 28. Media TypesBrand Assets DisplaySearchWebsiteMicrositeChannels (CPC)Display &Rich media (CPM)SEM(CPL)Tie-ups & Content Int.Enterprise SEO ApplicationsSocial Media ORMMobileBlog PRForumsContent Own blog 29. Display Media 30. Display Media: Phase 1SponsorshipsCPM buys Horizontals, Travel genreTVC SeedingNetwork Buys (CPC) 31. Target Audience Age: 25 to 45Gender: Male and FemaleSEC: A,B, LSM 5+Cities : All India except East (AP, Karnataka, Punjab, Rajasthan, MP, Kerala, Mah arashtra, NCR, Tamil Nadu) 32. Media Strategy Reach BuildersContextual targetingBrainCafe.inSponsors hipsFrequency 33. Reach Builders Focus on genres known for high reach amongst 25+PortalsGlamsham, Bollyw oodhumga,Yahoo, Rediff, MSN, In diatimes, etcBollywoodMovies SectionsNewsJivox, Vdopia, Vi deo sections , YoutubeVideosTOI, IBNLive, NDTV, BBC 34. Frequency Focus on properties like Emailers, CPC deals, etcEmailersKomli, Ozone, Affinity etc.rediff, network 18, sify, shopping databases, manorama online, b2b database, etc. 35. Contextual Targeting Leverage sites which can have direct connect while they are surfing.Mothe r-hoodEbay, rediff shopping, indiatimes shoppingEcommerceLifestyleEmailers: Jeevansaathi, Bharatmatri mony,, mother; Yahoo, Indiatimes, NDTV 36. Sponsorships Leverage sites which can have direct connect while they are surfing.Movies & CelebsEbay, rediff shopping, indiatimes, Yahoo, IndiatimesShopping festivalsTravelMMT, travelguru, traveloci ty, etc 37. Display Media: Phase 2Drive Learning by DoingNetwork Buys (CPC) 38. Driving Learning by Doing Learning by Doing would be driven across Forums and Blogs via Contextual Ad Inventory CPC & CPR (Registrations)Learning by Doing AssociationsNetworks 39. Networks Recommend to focus on CPC/ CPR deals for lead gen.Networks (CPL)Video Networks, OzoneNetworks (CPC)Komli, Affinity, Ozone etc 40. Sites who we can associate with 41. SEM 42. Search Best Practices Continuous presence for Better quality score resulting in Lower CPCs. Tightly Themed keyword, Ad text and Landing page to increase 3 way relevancy boosting quality score Regular Optimization to improve account health. Addition of Negative Keywords at Regular interval to build a good CTR Use of Lateral Keywords (Learning by Doing) Broad Match and Phrase Matched Keywords 43. BrainCafe Keywords Eco SystemBrand KeywordsCompetition Keywords preschool activities IGNOUBrainCafe schoolearly childhood education programKKEL Zee LearnBrainCafe zee brain cafeBrainCafe school programAIECCE early childhood educationCategory KeywordsZee BrainCafePodar Instituteearly childhood education course 44. SEM: Phase 2 Optimized keyword basket Inclusion of exact match and long tail keywords Historical performance to aid in account restructuring 45. Cost of Media Estimated cost of INR 20L: Keywords for INR 8L Display + Emailers for INR 12LSEM233Komli11.51.5Affinity11.51.5Ozone11.51.5 46. SEO 47. What is Search Engine Optimization ? Search Engine Optimization (SEO) is the process to increase the visibility of a website or a page in major search engines like Google, Yahoo & Bing through Organic Listing 48. Why Search Engine Optimization?According to internet marketing, almost 65% - 70% of all web site traffic comes from the search engines & directories 49. Consumers & their affinity to Search EnginesSearch Engines are the most preferred medium for people to search for information/clarification 50. Which Search Engines to leverage? Google rules the pack with over 75% of market shareOther Search Engines in the fray 51. How SEO elements affect organic listings?Title tag Keywords Meta description tagThese elements play an important role in deciding your Page Rankings 52. SEO Benefits through Yrals? More TrafficGood SEO leads to good rankings on relevant keywords. This results in increase in targeted traffic to your website/microsite Higher Sales SEO can mean increased sales of your product or serviceLong term positioning Once in place, a properly designed and optimized site should stay long term in the rankings compared to PPC where costs and outlay are ongoing and unpredictableCost-effective SEO is among the most cost-effective ways of marketing 53. The process @ Yrals Explore/Research all the opportunities that the consumers/competitors presentSubmit the web property to be scrutinized for all necessary compliance points Communicate and engage the visitors through proper content on the webpage Build relationships with like minded destinations for better credibility 54. Case Studies is the worlds most advanced range of in-home water purifiers. Pureit is breakthrough innovation designed by Hindustan Unilever and it provides complete protection from all water-borne diseases, unmatched convenience and affordability.Challenge: HUL was desperate to get the site listed on major search engines for high competitive keywords like Water Purifier which was a very difficult task. The thing is that site was not that much SEO as well as user friendly. There is no keyword rich content on the website. Also had no title or Meta tags. Due to country level website we were not able to make some changes. Also were lacking in a number of backlinks. Solution: After signing up with YRALS, the SEO team at YRALS conducted a analysis of competitors, site analysis in terms of on page and usability. With the client approvals we have made all possible changes to make site SEO friendly. Also started off page optimization. 55. Case Studies The results started showing within 4 months and there was a big increase in website traffic. From 16,139 unique visitors per month, traffic jumped to 88,244 unique visitors per month was a clear indication that SEO was kicking into gear. Now website is on first page of Google for Water Purifier Visitors OverviewStats for Water Purifier VisitsPages / VisitAvg. Visit Duration% New VisitsBounce Rate 56. Comparison Ranking KeywordsGoogle.com SEO Current Before SEO Current Before SEO Current Before SEO Current best water purifier best water purifier in india germkill kit hindustan lever water purifier hindustan unilever pureit hindustan unilever pureit water purifier hll water purifier home water purifier hul pureit indian water purifiers ro water purifier ro water purifier india ro water purifiers safe water uv water purifier water filter water filters water purifier water purifier in india water purifier india water purifier system water purifiers154 19 1 1 1 1 1 2 70 123 50 25 23 558 3 1 1 1 1 1 34 1 2 4 3 4 13 70 62 3 2 2 44 619 1 1 1 1 1 110 2 41 93 52 64 20 13 18 31 18 144 3 1 1 1 1 1 4 1 2 10 10 10 180 1 6 5 3 2 2 20 354 1 1 1 8 6 137 54 187 108 -26 1 1 1 1 1 1 32 14 26 31 -120 2 1 1 1 4 -7 1 1 1 1 1 73 1 25 21 16 25 199 31 7 7 104 172 57. Case Studies Merino Laminates gives you the capacity to convert all your projects into works of art. Catch the pulse & see what's new in the world of design & style.Challenge: The client wanted to be first on Google for Laminates India & Laminate Catalogue which was very difficult task by considering the competiveness. On the site there were not much content. Also had lacking in terms of both on page and Off page.Solution: We were suggested client to add more static content pages. Also created unique title and meta tags for all important pages. After that, YRALS team worked on other aspects of the website and also helped to get relevant links to the website. 58. Case Studies Results: After initial first 3 to 4 months of work, results began to show. The traffic has been 17% increases for Laminates India and 80% increases for Laminate Catalogue. Visitors OverviewOrganic Traffic (From May 12 to Sept 12) 59. Comparison Ranking Keywords Before SEOdesert recon merino laminates merino laminates colour marino lam decorative laminates catalogue merico laminates catalogue merinolam contacts merino laminates india marino laminate india merinolum laminates merinolam laminate merino prelaminated boards merino laminates online catalouge merino laminates kitchen merino ply merino rhapsody lam merino laminates catalog merino laminates designs merino laminates shades laminate catalogue kids room laminates merinolam dealers Laminates indiaCurrent-1 1 1 1 1 1 1 1 1 1 1 1 11 1 1 2 2 3 3 4 2 60. Case Studies Mee Mee brand of Mother and Baby Care products was launched in 2006 and all Mee Mee trademarks are registered and owned by Me n Moms Pvt Ltd. (earlier known as Mamta Baby Products Pvt Ltd). Me n Moms Pvt Ltd is the leading importer, consolidator and marketer of infant products in India, since the past 13 years.Challenge: Due to panel restrictions we were not able to make SEO changes on the website which was the biggest problem. The only option remaining to achieve goal that was off page optimization.Solution: We kept our fingers crossed and started off page optimization in effective manner as compare to other campaigns. We have done social bookmarking, directory submissions and article submissions. We are also running PPC campaign to get more leads. 61. Case Studies After five to six months of constant work, we were able to see the results for competitive keywords like Baby Toys, Baby Bath Toys, Baby Carrier, Baby Prams somewhere at second page of the Google. We are trying hard to get them on first page without doing on page optimization. Organic Traffic: 62. Comparison Ranking Keywords Before SEObaby bath toys baby prams baby carrier baby toys baby walkers toys for baby breast pump baby feeding bottles baby bath time products baby blankets baby dress up baby chairs unique baby gifts online baby stores newborn clothesCurrent-7 11 11 19 18 61 106 130 - 63. SMO 64. Social Media Goals CURRENT STATUS1. CREATE AWARENESS 2. BUILD REACH 3. ENGAGE COMMUNITY 4. INVOLVE 5. BUILD RECALL 6. EARN LOYALTY 65. What we can do 1. Create Awareness: Optimize Ads & Targeting This would involve us creating a variety of ads to bring people to the page, we can have different ads based on gender, interest etc.2. Build Reach: Post Timing + Sponsored Stories Even simple strategies such has what time a particular post should go up makes a difference3. Engage: Updates & Category Analysis Once this is done we need to analysis what has been the feedback with respect to our engagement levels 66. What the community can do Engagement Creates Viral Reach Engaged Users create viral stories for the friends via likes, comments, re-tweets. This creates Viral Reach among these friends, creating an opportunity for the community to expand Viral Reach Viral Engagement Viral Reach to this EXTENDED audience can create Viral Engagement. This creates the second layer of Viral Ripple. This has a secondary effect of Viral Reach, albeit to a smaller effect 67. What more can we do 3 Steps: INVOLVE, REINFORCE, REWARD 1. Build more RICH CONTENT that builds INVOLVEMENT & furthers Virality 2. Create Experiences that deepen RECALL and Heighten Virality 3. Converting Engagement to EARNED LOYALTY 68. Developing a Content Strategy Social media is built on creating dialogue with users Social Media Conversations are driven by users flocking around Preferred Interests & NOT around Brands Content should inspire people to talk about it and the business is then woven into the conversation contextually Ideally Brand Updates should be less than 10% of the Overall Content Plan 69. Our Content Strategy Yrals develops Monthly Content Plans in the following formats: 1. Brand Updates: Brand and product focused updates that will highlight various aspects of the properties, services, offers, events etc.2. Category Updates: Share content that resonates with the interests and sensibilities of the TA yet maintaining brand perspective3. Engagement Updates: Build INVOLVEMENT & further Virality Puzzles, Games, Memes, Parodies etc. that trigger a high response ratio with respect to reach 70. Build a Brand CommunityInnovationBrand SpaceMoney WorthBeneficialMake Studying SimpleSTUDENTSFunPARENTSBrainCafePRINCIPALTeachers 71. Content Labels BrainCafe InsightsQuote it Up Tip of the weekIllusionsFacts FactoryCelebrationsChannel Updates 72. BrainCafe Insights Update: Brand Related Here is Yash Vikas Mandchela! One of the 4 winners on his way to an all-expense paid trip to Japan! :D 73. Content Labels BrainCafe InsightsQuote it up Tip of the weekIllusionsFacts FactoryCelebrationsChannel Updates 74. Quote It up: Category Update This is what we do at BrainCafe! 75. Content Labels BrainCafe InsightsQuote It up Tip of the weekIllusionsFacts FactoryCelebrationsChannel Updates 76. Tip of the week: Category Update Here's something that'll keep you occupied for the weekend! The game of Pictionary will keep your mind & drawing skills sharp! Try playing this game with your friends & family! You'll surely enjoy! :D 77. Content Labels BrainCafe InsightsQuote It up Tip of the weekIllusions Facts FactoryCelebrationsChannel Updates 78. Illusions: Category Update What can you see here! Hit on 'like' if you see horses & 'share' if you see a face! 79. Content Labels BrainCafe InsightsQuote It up Tip of the weekIllusions Facts FactoryCelebrationsChannel Updates 80. Facts Factory: Category Update Did you know that the combined length of the roots of a Finnish pine tree is over 30 miles! Amazing fact, isn't it! 81. Content Labels BrainCafe InsightsQuote It up Tip of the weekIllusions Facts Factory CelebrationChannel Updates 82. Celebration: Engagement Update Today is International Women's Day! Girls, boys, ladies & gentlemen, let us salute those wonderful women who played an important part in our lives & kept us happy throughout! : 83. Content Labels BrainCafe InsightsQuote It up Tip of the weekIllusions Facts FactoryCelebration's Channel Updates 84. Channel Updates: Brand related It's time for Fun with Science! Tune in to Zee TV every Sunday at 10:30 AM for 'Science with BrainCafe'! 85. Access to Yrals Facebook App Store A host of utility-driven Facebook apps from our App Store will create deeper Fan-involvement and augment various product and business aspects ofyour brand 86. Property Locator Built on Google Maps engine, our Locator App enables patrons to find your place and a 87. Referral Tab A way for fans to invite their friends to the page, in a simple click and select fashion 88. Catalogue Tab A showcase of Current Projects in an interactive and stylish tab 89. Media-Desk Tab A showcase of a Brands Press articles displayed on an interactive rack. 90. Feedback Tab A place for customers to give their feedback and share their personal details so they can be addressed 91. Offer/Promo Tabs To make users aware of your latest offline offers and increase enquiries and walk-ins 92. Accrual towards Custom Apps Besides Apps from our App Store, we will also Accrue Credits from your retainer towards Customized Facebook Apps These include:Contests| Promotions | User-Generated Content | Viral sharing Apps 93. Engagement Idea: Light Games Learning by Doing Quizzes with Weekly Giveaways Quizzes could finally become User Generated 94. Light Games: Picture PuzzlesInteractive Flash Picture Puzzle Update: The idea is to unscramble the picture, by shifting the tiles around, until its completely solved Advantage: Users can play them on their newsfeeds and share it with friends, never having to leave the page 95. Light Games: Word JumblesInteractive Flash Word Search Update: Another interactive Flash Game where users have to identify words related to the brand in a jumbled matrix of letters, with the target list on the side. Advantage: Users can play them on their newsfeeds and share it with friends, never having to leave the page 96. Sample Update: Viral Content 97. Promotion of Page through Facebook Ads Helps driving relevant contextual traffic to your Fan Page A well targeted base result in fans that are highly active and engaged on the page Geographic Targeting 1.Country 2.City 3.Town Demographic Targeting Demographic Targeting 1.Age 1.Age 2.Sex 2.Sex 3.Family Size Psychographic Targeting 1.Activities 2.Interests 3.Education 98. Twitter 99. Tweets Frequently tweet to reach out to potential customers in a way that humanizes your brand Listen and act towards suggestions, feedback and concerns of potential customers Tweet about brand value proposition and bring out USPs A certain set of tweets must be in line with Trending Topics on Twitter and must also adapt to current events 100. Customized BackgroundCustomized Twitter background will be in sync with brand guidelines (any new launch / promotion will be communicated via backgrounds too) 101. Advanced Twitter Search Tools such as Advanced Twitter Search are valuable in identifying and reaching out to Tweeples who are tweeting content related to your product. Selection of Keywords/Phrases is carried out based on: Brand Industry Target Group CompetitorsUpon selecting, a customized tweet with the @mention of the users handle must be posted so he/she is aware that we are conversing with him/her. 102. Get people to talk about Brand on Review sites? 103. G+ Places and other review sites 104. G+ Places and other review sites Review sites have taken Center Stage for Products and Services Individuals respond to places based on what they hear and read Review Sites Opinion Makers and Changers Top ranking on Search EnginesHence it becomes imperative for brands to take control of this medium. Our approach includes: Planting positive reviews higher consumer confidence Also respond to existing Positive / Negative reviews 105. YouTube Channel - Learning by Doing User reviews to be displayed on each of the product pages These can be easily integrated with Facebook generating conversation / viralityDemo videos of the product in action can be displayed 106. THANK YOU!Ranjana Pawar Client Servicing YRALS m: +919920245439 e: [email protected]