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Digital MediaBuilding Brands, Causes & Constituencies
Dec 20, 2012 BANGKOK
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Is digital media
the same as
new media?
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Why not call it
new media?
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Because new
means …
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Because new
means …
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The cycle of change/growth
Hype
disappointment
Realism
growth
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Re-imagination of
nearly everything*
* Mary Meeker, May 2012
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Re-imagination of devices
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Re-imagination of home entertainment
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Re-imagination of Hiring
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Re-imagination of News stories
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Re-imagination of Life stories
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overview
Building brands online3 case studies of consumer brands
CausesStories that shook billions
Social media for non-profitsActionable pointers that’ll work for you
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The digital landscape
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MaggiA journey over the years
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Maggi’s launch in INDIA, 1980’s
Resistance by age
0 --- Age --- 80
KIDS
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Maggi’s, Mid 90’s
health
Resistance by age
0 --- Age --- 80
KIDS +
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Maggi’s, 2000’s
health happiness
Resistance by age
0 --- Age --- 80
+
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objective
Emphasize the personal bond
that people had with Maggi
over their lifetime
Maggi became Meri Maggi (My Maggi)
A 360 degree campaign to encourage people to
share their stories
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Page: Meri Maggi
Page Likes: 1,261,195
Channel: Meri Maggi
Views: 37,788
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Social presence
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Impact
Maggi is a part of my life
Friendly personality, spreads happiness
Its easy to connect with Maggi at any age!
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NescafeKnow your neighbours!
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Page: Know your neighbours
Page Likes: 2,161,139
Handle: @NESCAFEIndia
Followers: 1,346
Page: Nescafé India
Followers: 473
channel: Nescafé India
Views: 1,000,993
Subscribers- 117
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What are these
brands doing right?
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What if you don’t
have big budgets?
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Go social with a
vengeance
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Mad Over Donuts
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Page: mad over donuts
Page Likes: 421,389
handle: Madoverdonuts
Followers: 7,939
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ideas
Don’t advertise
Engage with your target group – young adults
Make them feel special:
- Personal conversation
- Contests – wear orange today, walk into our store
& get a free donut!
Give them a story to tell
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ideas
Don’t advertise
Engage with your target group – young adults
Make them feel special:
- Personal conversation
- Contests – wear orange today, walk into our store
& get a free donut!
Give them a story to tell
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Satyamev Jayate
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About the show
Social conscience
A talk show produced by Aamir Khan productions
First Indian TV show ever to be simultaneously
aired on 5 private networks & a national broadcast
Simultaneously telecasted in 6 different languages
Concept of the show was kept under wraps until
the first episode was aired on May 6th, 2012
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impact
Unprecedented
Show aired for an hour, but the online conversation
continued for days…
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Most searched
‘Satyamev Jayate’ became the most searched term on
Google, in India, the day the first episode was aired.
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Page: Satyamev Jayate
Page Likes: 715,660
Handle: @smjindia
Followers: 18,555
Following: 65
Channel: satyamevajayateshow
Subscribers: 9,794
video Views: 2,360,423
Full Episode Views: 896,039
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A video where Aamir thanks people for their
tremendous response on social media
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28,550 likes 3,200 comments 4,362 shares
for a post on female foeticide!
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Involved audience
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Learning
People are no longer passive
They react about issues
For the first time ever:
- They can vent their feelings
- They can participate
Give them a chance to come forward
Society took notice, governments took action.
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Do you recognize
this place?
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Savita Halappanavar
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Sparked an
international
debate
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On the
streets
Online
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Impact
Public uses social media to
push for new legislation
Photos and links to resources appeared on
Facebook and Twitter, where #savita and #ripsavita
trended for the two weeks.
Ireland is just one of more than 128 countries
where abortion is illegal or severely restricted.
Pro-life vs. pro-choice came alive again.
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So how do we
start?
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7 pointers
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1
Choose channels
that suit your
needs.
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�Website
�Facebook – largest social network
�LinkedIn – professional network
�Twitter – short messages
�YouTube - videos
�Blog – blogger/Wordpress
�Slideshare – presentations
�Wikipedia
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2
Identify people in
your organization
to execute.
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3
Segment your
audience &
customize your
messages.
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4
Differentiate &
be consistent.
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Repetition
=
Memory
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Repetition
=
Memory
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Repetition
=
Memory Got IT?
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5
Drop the robot
speech.
Be personal.
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6
Leave your
footprint.
Spread the word.
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7
Don’t do social.
Be social.
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http://www.maestrosocialmedia.com/wp-
content/uploads/2012/02/social_media_hub.png
http://thegospelcoalition.org/blogs/tgc/files/2011/09/Behind-Mic.jpg
http://www.guh.hse.ie/images_upload/OurHospitals1.png
IMAGES
SourcesMary Meeker
Wikipedia
Social presence of Maggi, Nescafe, Mad Over Donuts, Satyamev Jayate
(not an exhaustive list)
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This presentation
is an effort by
Social Squared.
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Social Squared is a full service digital media
agency from mumbai, india.
Founded in 2010 by IIM alumni, we are a young
team of digital media enthusiasts, hackers &
marketers.
Social Squared works across all the 3 digital media:
1.Owned 2.Bought 3.Earned
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Connect with me:
Facebook.com/ameyasuti
@ameyasuti on Twitter
Linkedin.com/in/ameyasuti
www.socialsquared.in