online image management & positioning survey: penn schoen berland
DESCRIPTION
Penn Schoen Berland survey reveals that you need to leverage the technologies such as Mobile marketing, Search Marketing, Social Media Presence & Blog Marketing for the online image management & positioning of your Company. You will need to bring new ideas and innovative engagement tools to grow your Companies in the digital worldTRANSCRIPT
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©PENN, SCHOEN & BERLAND
Disclaimer: The information contained within is the property of Penn Schoen Berland & Associates. No part of this document may be copied or reproduced without the written consent of Penn Schoen Berland & Associates. Failure to do so may invite legal action as appropriate.
NEW YORK • WASHINGTON • DENVER • SEATTLE • LOS ANGELES • SAN FRANCISCO • AUSTIN• LONDON • HONG KONG • BEIJING • DUBAI • DELHI
27.09.2011
“Digitally Yours”Building your Brand in the Digital World
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Home
WorkOn-the-Go
OUR WORLD TODAY
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Online Population
Time Spent Online
Source: ComScore
WHAT DO INDIANS DO ONLINE?
Increasing usage of search and social; and consumption of video
Source: TNS
42.8/1,351
million
12.5/23.1 hours/week
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CAN YOU AFFORD NOT TO BE DIGITAL?
Sources: Smart Search Marketing, BuzzCity Survey, Nielsen
B2B search volume is increasing
• B2B search increased by 212% in Google, since Jan 2009
• 65% of the C-Suite conduct 6+ work-related Searches daily
Mobile internet growing at rapid pace
• Mobile internet traffic has grown 233% y-o-y
Social media and brands
• One third of India’s online consumers are aware of brands that have an online presence; over 50% of social media users perceive brands that have a social-media presence as being “innovative”
4
CGM: Uncontrolled
MediaReporting:Controlled
MarketingMessages:Controlled
THE AGE OF CONVERSATION
5
DIALOGUE
v/s
MONOLOGUE
RELATIONSHIPS
v/s
TRANSACTIONS
INFLUENCE
v/s
CONTROL
RISK OF NOT
PARTICIPATING
CO-CREATION & CO-INFLUENCE IS THE FUTURE
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Conversation Now Takes
Many Forms, Various Platforms and Tools…
7
Low
De
pth
En
gage
me
nt/
Infl
ue
nce
Degree of Control
COLLABORATION
COMMUNICATION
CONVERSATION
Website
Discussion
forums
Wikipedia
Email marketing
Social network
Company blog
Search
marketing
Search optimisation
Third party
blog Website dialogue
Display advertising
Product wikis
Online video
INFORMATION
Low
High
Hig
h
ROUTE TO THE NEW CONSUMER
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WEB
SOCIAL
SEARCH
BLOGS• Credibility• Influence• Engagement
• Listening • Collaboration• Engagement• Viral
• Information• Visibility• Thought Leadership
• Visibility• Routing Traffic
Mobile
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“A Brand Web Site Sits At The Centre Of The Digital Ecosystem: An Interdependent, Interlinked Ecosystem”
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Source: comScore + Nielsen + Hitwise
WHAT PEOPLE ARE DOING ON THE WEB
60%
49%
39%
30% 29% 28%
13%
0%
10%
20%
30%
40%
50%
60%
70%
Email Search Check News Check weather Research Hobby
Surf Web for Fun
Social Networking
WEB BLOGS
SEARCH SOCIAL
Mobile
% of internet users
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Activities
GETTING THE BEST FROM YOUR WEBSITE
• Interactive & User friendly interface
• Short and concise content
• Dynamic content
• Optimized for search
• Down loads : Case Studies, White Papers
• Interactive Tools like Chat, Webinars, etc.
• Applications & Widgets
• Social Media integration
Information Dissemination
Thought Leadership
Lead Generation
Web 2.0 Packaging
WEB BLOGS
SEARCH SOCIAL
Mobile
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BLOGS
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Platforms
• Is more SEO friendly
• Boosts traffic to your site
• is a platform to connect with clients
• Strong loyal base
• Develop subject authority
• Engage with audience
BLOGS TAKE YOUR BUSINESS TO THE NEXT LEVEL
WEB BLOGS
SEARCH SOCIAL
Mobile
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Channels
• It is free & easy
• Automates content distribution
• Syndication increases exposure
• Drives SEO
• Increases traffic
RSS IS STILL RELEVENT
WEB BLOGS
SEARCH SOCIAL
Mobile
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SOCIAL MEDIA
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POPULARITY OF SOCIAL MEDIA TACTICS
4%
9%11% 11%
19%
26%29%
34%
66%
0%
10%
20%
30%
40%
50%
60%
70%
WEB BLOGS
SEARCH SOCIAL
Mobile
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POPULAR B2B SOCIAL MEDIA SITES
3%
11%
19%
43%
50%
58%
0%
10%
20%
30%
40%
50%
60%
70%
Other Communities YouTube Twitter Facebook LinkedinWEB BLOGS
SEARCH SOCIAL
Mobile
% of internet users
Po
pu
lari
ty o
f So
cial
Me
dia
Tac
tics
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BE SOCIAL TO MAKE BUSINESS SUCCEED
Platforms • 30% of online consumers aware of brand’s online presence
• 50% of users perceive brands with social-media presence as being “innovative”
• Word of mouth conversations measurable
• Viral sharing acts as a multiplier effect
• Offline interactions and online conversations are merging as the web becomes location-aware
• LinkedIn has been the most popular B2B platform
WEB BLOGS
SEARCH SOCIAL
Mobile
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• Interactive Fan pages
• Dynamic content “mashable”
• Contest for Engagement
• Referral Rewards
• Loyalty Rewards
• Applications and Fun Games
• Polls & Surveys
LEVERAGING FACEBOOK
WEB BLOGS
SEARCH SOCIAL
Mobile
Activities
Information Dissemination
Thought Leadership
Lead Generation
Web 2.0 Packaging
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9 million users in India
Source: LinkedIn IN online survey, n = 1,095; fielded Oct. 25 - 28, 2010
LEVERAGING LINKEDIN
• Company pages
• Follow Messaging
• Custom Groups
• Linkedin Groups
• LinkedIn Polls
• Promotional Linkedin display campaigns
• Recruitment Drive
• Follow Company & View product Ads
• Recommendations Ads WEB BLOGS
SEARCH SOCIAL
Mobile
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Directories
BOOKMARKS HELP DRIVE TRAFFIC
• Targeted Traffic to your website
• Build Authority and Reputation
• Faster Ranking
• Higher Search Engine Ranking
• Better PageRank
• Viral benefitsWEB BLOGS
SEARCH SOCIAL
Mobile
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SEARCH
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• Indian Railways - IRCTC
• Mobile Phones
• Compare Airfares
• Holiday packages
• Products & Services
• Automobile products
• Bollywood
• Pricing Information
WHAT INDIA IS SEARCHING ONLINE?
Source: Google India Trends & Google Analytics
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Activities
• Gateway to your destinations
• Search Optimization (SEO)
• Search Marketing (SEM)
• Third party placements
• Third Party Endorsements
Visibility
Thought Leadership
Lead Generation
Web 2.0 Packaging
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Source: B2BentoS & Google
B2B SEARCH VOLUME IS CLIMBING
90% of B2B buyers are using social media to research and execute
purchases. WEB BLOGS
SEARCH SOCIAL
Mobile
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• Research Analysis
• Key word Research
• Competitive Analysis
• Onsite Optimization
• Organic Search
• Paid Search
• Page title Tags
• Traffic Analysis
• Key word Positioning
• Paid Links
• Page Ranks
• Landing Page Optimization
SMEs TO LEVERAGE FROM SEARCH…
WEB BLOGS
SEARCH SOCIAL
Mobile
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(That also happens to ring)
IT’S REALLY JUST A HANDHELD COMPUTER…
MOBILE
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MOBILE INTERNET IN INDIA
Source: inMobi, goospoos
WEB BLOGS
SEARCH SOCIAL
Mobile
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• m-Commerce
• m-Banking
• m-Ticket
• m-Payment
• m-Coupon
• m-Wallet
• m-Travel
• m-Health
THE EMERGENCE OF ‘M-’
WEB BLOGS
SEARCH SOCIAL
Mobile
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• Text Message Marketing
• IVRS
• Mobile Websites
• Email Marketing
• Deals & Discounts site
• Location Based Services
• Mobile Barcode
• Blue Zones
• Customization of various
VAS Apps
TOOLS FOR ENGAGEMENT
WEB BLOGS
SEARCH SOCIAL
Mobile
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You
Will
Need
To Leverage
These
Technologies
TO CONCLUDE
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And
Build
Brands
Across
Three
Screens
TO CONCLUDE
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You Will Need To Bring New Ideas
And Innovative Engagement Tools To
Grow Your Companies
And Keep Them Growing !
AND
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©PENN, SCHOEN & BERLAND
Disclaimer: The information contained within is the property of Penn Schoen Berland & Associates. No part of this document may be copied or reproduced without the written consent of Penn Schoen Berland & Associates. Failure to do so may invite legal action as appropriate.
NEW YORK • WASHINGTON • DENVER • SEATTLE • LOS ANGELES • SAN FRANCISCO • AUSTIN• LONDON • HONG KONG • BEIJING • DUBAI • DELHI
Ashwani SinglaCEO, Penn Schoen Berland, South Asia603, Tower B, Unitech Cyber Park, Sector 39, Gurgaon Haryana, India
[email protected] | Mobile : + 91 98110-75843
Blog : www.reputare.in | Facebook : www.facebook.com/ashwanisingla Linkedin : www.linkedin.com/in/ashwani I Twitter: www.twitter.com/ashsingla