RBS – Digital Strategy

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Brief

□Generate qualified audience for future recruitments to India centers.

□Develop an Online Reputation Management

□Geo : India

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Recruitment Solutions

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We are talking to

Freshers Senior management Middle management

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Online habits of Freshers

I check my emails everyday

I visit preferred websites for sports, news updates, I look for Jobs

I search online for information

I visit social & networking sites

I participate in online discussions , blog and read articles online

I am on my mobile all the time

I browse through the general websites for different things like news, sports etc

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Mapping this with Ad placement

Emails News, sports updates

search

Mobile

online discussions , blog and online articles

Gaming

Mailers , Inbox properties Banners: on cricket, news

Text and Image Ads on Google, Yahoo search and content network

SMO- blogs, forum participation, article entries

Gaming portals

Zapak,

Orkut, Ibibo

Yahoo, Rediff Cricbuzz, In.com

I browse through the general websites

HorizontalsRediff, Yahoo

SMS tagging, SMS PushMGinger

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Online Habits of Senior level management

I check my emails everyday

I visit preferred websites for financial news, booking air tickets online

I search online for information

I visit social & networking sites

I participate in online discussions , blog and read articles online

I am on my mobile all the time

I browse through the general websites for different things like news, current happenings

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Mapping this with Inventory

Emails

News, Finance updates

search

Mobile

online discussions , blog and online articles

Travel

Mailers , Inbox properties

Banners: News, Finance

Text and Image Ads on Google search and content network SMO- blogs, forum participation, article entries

Travel portals MakeMyTrip

SiliconIndia, Orkut, Facebook

MoneyControl

TOI, NDTV, ET

I browse through the general websites

HorizontalsRediff, Yahoo

SMS tagging, SMS PushMauj

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Online Habits of Middle Management

I visit preferred websites for travel information, booking air tickets online

I search online for information

I visit lifestyle sites

I participate in online discussions , blog and read articles online

I am on my mobile all the time

I browse through the general websites for different things like news, lifestyle, entertainment

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Mapping this with Inventory

Emails

News updates

search

Mobile

online discussions , blog and online articles

Lifestyle

Mailers , Inbox properties

Banners: News sites

Text and Image Ads on Google search and content network SMO- blogs, forum participation, article

entriesGaming portals

NDTV Goodtimes

Orkut, Facebook

ShaadiTimes

TOI, IBN Live

I browse through the general websites

HorizontalsRediff, Yahoo

SMS tagging, SMS PushMauj

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Online Activities

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Where’s the Focus?

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Execution of Media Plan

Destination for TG •Information, •Engagement and •Retention

Landing Page

Inventory placement specific to TG

Impactful Creatives:Clear communicationSmooth execution

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The Online Media Process in Brief

Planning ImplementationBuying Reporting and Optimization

Consumer research and insights

Research sites, channels to generate campaign strategy

RFP partners, evaluate proposals, positioning, and costs

Develop recommendations by product

Negotiate costs, arrange for added value

Get client approval signed, send Insertion orders, and creative specs

Create buys in Dart & set up measurement for campaign ( If tracking is to be done through third party Ad servers)

Input media buys in billing system create ROs and send it to publishers

Receive creative and upload into DART & send tags to sites to QA and launch or send it to Publishers directly

Develop on-going weekly reports and pivotable raw data

Continue to optimize campaign throughout the campaign length

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Display Screenshot Examples

Banners

Buttons

Hom

epage

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Creative Differentiation

Images GIF/JPG (static image, ability to click only)

Standard Flash (limited animation, ability to click only)

Rich Media (increased animation, additional panel for content, endless amount of metrics)

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Recommended online approach

□Consistent Online presence though cost effective activity that Drives awarenessHave clear “call to action”

□This will be achieved throughpresence on pages of relevance like music, horizontals, online video

ads etc primarily though Display Ad campaigns high impact promotion on home pages to catch attention space and

Video ads using visuals (TVC) than just banner

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Recommended Online Media : Across genres

□Horizontals: Yahoo Rediff Sify MSN

□News Times of India NDTV Reuters HT

□Business NDTV Profit Moneycontrol ET UTVi

□Sports Cricbuzz

□Networks Google

□Video ads Business

Ndtv.com, Ibnlive.com, Reuters.co.in,Moneycontrol.com, Livemint.com, NdtvProfit.com UTVi, AajTak, Indian Express

Lifestyle NDTVGoodTimes, FTV India,

Zapak.com, Tech2, Techtree, CIOL Entertainment

Buzz18.com, Rajshri.com, Bigflix.com, Mypopkorn.com, Rediff I-share, Bollywoodhungama.com, IndiaGlitz.com

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Online Job Fair

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Concept

□Choosing your future career is a significant decision with implications that go far beyond the personal commitment to succeed

□There are a number of companies / enterprises / media houses offering different job profiles

□Selecting the right job profile at the right company can be quite confusing and mind – boggling

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Concept

□RBS Job Center, which will be a virtual 3D experience for users looking to make a career in Finance

□It will include:Online tours and company profile through dedicated centersWeb links to the company websiteUnique profiles of the management Opportunities to apply directly onlineAn opportunity to interact with the HR and fix up an interview

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RBS Job Center

□The RBS Job Center will have dedicated centers for each of the departments like Marketing, Finance, Business Development, HR, etc

□On entering the RBS Job Center, the HR head will talk and provide an introduction on the company profile, vision, growth and the work environment

□Post which, the users will then be able to visit the various dedicated department centers, where the heads will provide and introduction to their department, their goals, work environment, growth , etc

□users will be able to chat and interact with the HR, asking them queries about application processes, the profile, career growth, etc at various booths

□Users will be able to make online applications to the company, download the company profile, and visit the website

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The RBS Job Center

*Just a mock representation and can be worked out

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Marketing Plan

□Target Audience

Working Professionals looking to apply

Executives looking to apply

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Marketing Plan

□OnlineBanners across Online Media, inviting users to pre-register and attendMailers to database, inviting users to pre-register and attendSEM activity targeting India , inviting users to pre-register and attend

□TelemarketingInviting users to pre-register and attend

□On-AirPromos across different channels inviting users to pre-register and

attend

□MobileSMS Push to target audience to pre-register and attend

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Plan Summary

Period Particulars Nos Entitlement Summary

4 weeks Development of the 3D center 1 sponsor tags(Design, Croma shoots, Flash scripting)

4 weeks Banners across different portals 6 million sponsor tags4 weeks Mailers to Opt-in database 4 sponsor tags4 weeks SEM activity sponsor tags

4 weeks Inviting users to register

4 weeks Promos across different channels 60 Sponsor tags

Live Chat4 weeks 3 hrs per day 15 days

Online

Telemarketing

On- Air

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Investments

□Total Investment for per Virtual Job Fair

INR 21 lakhs

□DeliverablesDevelopment and creation of the Online ModulePromotion across different Medias.Creation of Creatives and Video ClipsTracking and Management of LeadsPre, During and Post analysis of the campaign

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Reporting Analysis

□We will provide weekly reports on the progress of the campaign with the following details.

No. of impressions being served on the chosen internet websites.No. of clicks that have happened on the server banners.No. of closures

□We will also use Google and in-house analytical tools to provideVisitor data > Visitor source (geography) > time spent > bounce rate >

action prior to exitBest performing inventoryNon performing inventory

□Basis the above reports adequate action(s) will be taken to churn/remove/add inventory for optimal performance of the campaign.

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Online Reputation Management

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ORM a compliment to the traditional PR

□Online content is no longer syndicated

□Diverse user generated content implies that there are millions of content generators, this translate to a never before word of mouth quotient

□Search engines give a little more emphasis to user generated content as compared to syndicated content, hence chances of its discovery are ever increasing

With Online reputation management we seed positive sentiment about RBS, while trying to weed out negativity

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ORM- The coordination of PR and Marketing agencies

Event Role of PR Role of Digital marketing

Positive seeding Provide content as per the context

Identify the context and seed content provided by PR. Request for newer content if the need be

Relevant Reach Recommend sites, threads etc that have been reported to PR team to be regularly creating problems

Marketing team to isolate the negative sentiment matrix ( the grid of all sites agreeing to sentiment) and strategically weeding them out of search discoveries by various means

Weeding out negativity The dissatisfied individuals to be answered about their grievances under the authority of RBS

To identify individuals who have grievances against RBS and reporting the same to PR team

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Online Reputation management

Track Buzz around RBS daily and take necessary action

1. Search the web for activity

2. See how relevant they are for RBS

3. Rate based on quality, authority etc.

4. Report relevant stuff to RBS

5. Take corrective action or post response

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Task at hand

□Institute RBS as a Top of Mind Brand for Banking job opportunities

□What we need is a web strategy that:

Effectively communicates the differentiating (USP) benefits

Attract->> Engage ->> Retain the TG

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RBS CURRENTLY IN ONLINE MEDIUM

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Response Mechanism : Iain’s Blog in Telegraph

The Problem

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Response Mechanism : Iain’s Blog in Telegraph

Bigger Problem

Bigger Problem

Bigger Problem

Bigger Problem

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Response Mechanism : Iain’s Blog in Telegraph

RBS bailout is bigger than few billion pounds redistributed. The fact is the entire economy was to fall if these this were not arrested. No one says that this is. Also the fact is that most of RBS is healthy, and the ones not doing well will be imputed. Mr Grown may be wrong, RBS still can be trusted

Corrective measure

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How does RBS stack up

Brand Analysis No. of Pages

Category Landscape in India

1,070,000

Pages mentioning RBS 43,400

Brand Penetration 4%

Nature Of UGC (For RBS)

% of content for each

Neutral 12%

Positive 4%

Negative 84%

Nature Of User Generated Content (Competitors)

% for each category

Neutral 14%

Positive 31%

Negative 54%

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Hence a multi level Online Strategy

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Snapshot understanding

□Social Media Optimization (SMO): A web 2.0 opportunity to have direct conversation with your TG

□Online Reputation Management (ORM): a key tool to realign TG opinion about your brand

□RBS opportunitiesOpinion InfluencingWord of Mouth publicity

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ORM Layout

Activity Platform Quantity

Positive Reviews/ Comments/Articles

Mouthshut.com, ezinearticles.com,

techtree.com, moneycontrol, newsistes 95

Corporate Blogs Wordpress.com, Mouthshut.com 4 ( 4 posts per week )

PR Submissions prlog.com, indiaprwire.com upto 9

QnAyahoo answers,sawaal ibibo,

linkedin 75

Total Investment INR 350,000.0 per month

Time Duration 12 Months

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□Targeted: Domestic/International Market Location/Section/Regional

□Measurable: Keyword to Ad Copy to Impression to Click to Lead

□ Here Customers Find You: Reach potential buyers at an advanced stage of buying decision.

□ Immediate: Upload keywords, Change Ads, Pause/Schedule Campaign all in one Interface

□Pay only when a Prospect Clicks : Be in Tune with your ROI

Why Search Engine Marketing?

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SEM Marketing India

SEM

Internet in India

Time

Introduction Growth Maturity

Search Engine Marketing India

As per I-Cube report released in 2007, of 250 Mn urban Population in India, there are 29 Mn active Internet Users. This indicates that there is a large room for the Internet Users to grow.

Internet Advertising has started acquiring the Ad spends on various Media Organizations. But in India, SEM is at a growing stage.

Source:IAMAI & IMRB report 07-08

Media

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Search Engine Marketing in India

□From 35% Users in 2004 to 75% Active Users in 2008

□Evaluation of Marketplace Share of searches by engine

Google: 44.7% Yahoo: 28.5% MSN: 12.8%

Source:IAMAI & IMRB report 07-08

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Distribution of Traffic

Demographics of Online Searches

Percentage

School going kids 16%

College going students

26%

Young Men 27%

Older Men 14%

Working Women 10%

Non Working Women

7%

Town class Distribution on Online Searches

Percentage

Top 4 Metros 40%

Other 4 Metros 31%

Small Metros 21%

Cities with 5-10 Lak population

5%

Cities with Less than 5 Lak population

3%

Source:IAMAI & IMRB report 07-08

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Sponsored Sponsored (PPC)(PPC)

Google.com Search

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Google Site Targeting

NewsNews

FinanceFinance

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Sponsored (PPC)Sponsored (PPC)

Yahoo.com Search

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Bing.com Search

Sponsored Sponsored (PPC)(PPC)

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Sponsored (PPC)Sponsored (PPC)

Ask.com Search

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A comprehensive

analysis of relevant

keywords and competitive activity is

fundamental starting point

Hands-on campaign management

Select keywords

Set strategy

Optimize

Develop Ad Copy

Data Analysis

Client analysisMarket Overview

Implementation

Search Engine Marketing Process

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Managing Search

□ Personalized account management Keyword Stemming Match Types & Negative Keywords Media Integration

□ Maximumizing ROI Bid management Deep analytical reporting and insight

□ Optimization Branding - Top placement and highest SOV for strategic terms Response - Highest volume of quality traffic for your budget Testing - creative, copy/offer, terms, and landing pages

Competitive Insights

Rank &Bid Management

CreativeTesting

Campaign Structure

CPA Goals

EngineRelationships

KeywordExpansion

Question Answer Discussion

Keyword Creative Landing Page

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Campaign Performance & Optimization

Systematic accompaniment of the

quantitative and qualitative results

along the project

Performance Analysis

Permanent revision of strategies and

tactics defined for the project,

possible changes and re-submissions

Optimization

The whole process is a cycle of performance analysis, optimization, and engine knowledge to provide maximum visibility.

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Summary

□Online Job Fair : 21 lakhs one time cost for Development and promotion for one month across the different Media Vehicles.

□Online Reputation Management : 3.5 lakhs per month as a fixed cost

□Online Media : We would suggest to invest atleast 5-7 lakhs per month on different-2 sites

□Online Search Engines : We should be present on both Google and Yahoo searches and we would suggest approx 2-3 lakhs INR investment per month.

Thank you!