Lie #1

India Digital Scenario

Internet is an important ‘engagement’ medium with over 125 Mn Unique visitors today

Source : Reprise Media, Mckinsey Report Source: 100 Global brand Study by Burson-Marsteller’s, 2012

The youthful, economically active urban internet audience is a marketers dream

Source : Reprise Media, Mckinsey Report

Urban 75%

Employed 65%Rs. 12500+ MHI 49%

Age Distribution (%)

Gender Distribution (%)

SEC Distribution (%)

Non Metro Cities 60%

Internet Users in Cities (Million)

• Mumbai – 6.8• Delhi – 5.3• Chennai – 2.8• Hyderabad, Kolkata – 2.4• Bangalore – 2.3• Ahmedabad – 2.1

Happy Numbers• Social Media in India is growing as fast as Internet penetration (11%)• India is the 3th largest Facebook market despite low Internet penetration.

The FB pop is bigger than Spain. • Facebook – 65 million, LinkedIn – 17, Twitter – 33 million.

• 55% access social via mobile.• More than 45% of the users on Social Networks return during the day. • Users moving beyond the basics – installing widgets/apps (60%), joining

interest groups/causes (45%).

• 48% have joined a brand community.• 60 percent Indians who are social media

users are open to being approached by brands

Source: IAMAI & IMRB

India Inc spend on digital advertising is on the rise (~25% YOY)

Source: business today.intoday

Social Media Contribution Adv Spends

Social is important because conversation acts as an entry point of all online activity and drives consumption of information and e-com

13Source: Microsoft Advertising,

BUT: Worrying SnapshotMost Indian brands are struggling on digital media, esp bigger ones

• Objectives have not been set clearly• Lack of clear point-of-view, clear

roadmap, clear deliverables (beyond Likes), clear integration with larger brand objectives

• There is a heavy reliance on ‘Fireworks’ vs ‘Bonfires’

• Content strategy is frequently ‘Sachin is God, click Like if you agree.’

• Stops at using paid media to get Likes – no organic/long-term plan

BUT: Worrying SnapshotFocus on Tactics not deliveries / objectives

WHAT IS DIGITAL?

Sunsilk Gang of Girls (2006)…

Websocial…

Squad Squad HuntHunt

MI/DD/DC/KXIP

…to socialweb

Digital StrategyImpressions to Expressions

Shift consumer perceptions?Influence key opinion formers?Generate leads or build prospect base?Stimulate dialogue and build relationship with prospects?Encourage participation for social event?Manage brand reputation?Divert a PR crisis?To build customer loyalty? Uncover product or consumer insights?To enhance customer service?To address real time customer issues?To share community initiatives?

Starting Point: ‘Awareness’ or ‘Engagement’ is not enough…

The Bible of Digital Strategy

Working framework elaboratedPeople• Who is your audience? (Demographically, geographically, B2B, B2C, etc.)• What social media channels are they actively participating in?• Who are the followers, influencers?

Objectives• What do you want to accomplish through using social media? (Sales, customer service, etc.)• What do you want customers to say about your brand?• How will you measure your objectives

Strategies• How will you begin, and continue, engaging your audience?• Will you be creating or sharing content? Who will do this, how?• What will social media change about your company, and how?

Technologies• What social media channels will you be using?• What measurement/management tools will you be using? ? How will you measure performance on the fly?• If you’re engaging in content marketing, what software will you use?

Brand nameCategoryCompany/corporateProduct/service nameCompetitorEmployee ActivitiesURL

Video SharingNewsgroupBlogFacebookSocial Album/photo sharingForumMicroblogsJob/Product postings

What to search Where to Search Insights

What do people think of your brand? Category? Competition?

What words do they associate with it?Where does the conversations occur?What drives conversations?What is your SOV?Sentiment analysisEmerging issuesInfluencers

‘POST: PeopleUnderstanding your digital TG

Conversations on Brand, Category

Two Basic Tools To Track Web and Social on the fly

POST: PeopleUnderstanding your digital TG

Do you want this example here yes

Brand on Digital

Fan

Agency

Marketing

Media

SalesCompetition

POST: Objectives

• Tap new potential audience through social media – should be 25% of fans.• Increase website traffic by 25% by June 1, 2013, for new product launch.• Integrate with ongoing traditional advertising – engage new audiences

with core proposition. • Test market product in specific markets. • Increase email list sign ups through social media channels by 500 names

by June 30, 2012• Increase views on YouTube Channel by 50% by March, 2013• Increase number of Retweets and @replies on Twitter by 20% by

September 30, 2013• Recruit 40 non-profit orgs to join Jaago Re programme, by June 30, 2013• Identify top 25 Influencer Moms on Twitter to build relationships to help

blog, repost, and spread the word about new product launch by September 30, 2013

POST: ObjectivesClearly defining Objectives

Awareness and Reach

Relationship building

Advocacy

Conversion

# Reach# connections# of Social connectionsFriends of Fans reach

# followers# inbound linksRSS SubscriptionsViews

# Share# RetweetsReferrals

@mentionsPeople talking aboutLikes & Comments# of Lists# of queries satisfactorily answered

InquiriesLeads and RegistrationsConversionsRepeat purchase

POST: Objectives and how to measure them

POST: StrategyWhat channels/ tools to use and why

What content works better?

POST: StrategyContent Strategy

POST: StrategyContent Planning and Posting

Digital Activity Roadmap (What an Agency does)

Apr 8, 2023 48Community Manager Forum

Process?

Resources?

Capabilities in place?

Brand tone of voice?

Key goals & milestones

Pictures of success

Checklist before kickoff: Are you really, really ready?

Case Studies

Sprite Crickwit A ‘Freshology’ lesson at Twitter

Classified - Internal use

Challenge Activating youth passion points

Brand Objective

Make ‘Freshology’ the voice of the Indian Twitter generation.

Social Target

Young IPL fans

Social Strategy

Plug into IPL youth chatter

Tools/ channel

Twitter

Result #CRICKWIT reached 173, 203 Twitter streams, and started ‘Trending’ inside a few days.

Reebok – EasyTone

Challenge Talking to women, low awareness category

Brand Objective Drive awareness amongst key clusters for launch

Social Target Female SEC A 18-24yrs

Social Strategy ‘Butt Revolution’

Tools/ channel FB – TMD, Groove it Up, Ask the experts, Jiggle Alerts. EDM Yahoo Messenger and Log Out Banner

Activity/ Result 40,000 fans in 2 weeks, 4000 butt videos, 3000 queries , 4000 subscribed to Butt video

Challenge Building Relevance : Insurance is a Serious /Boring space

Brand Objective Extend the business focus in the child insurance space.

Social Target Parents 23-35yrs.

Social Strategy Parenting community

Tools/ channel Facebook page – parenting related topics, monthly contest/ celebrationBlogs and Twitter – Experts and CelebritiesOff line events for parents.

Max New York Life

Challnge Promoting Credit Card in Social Media

Brand Objective

Launch Credit card through Social Media

Social Target

Insight : Food second choice after shopping… Credit Cards

Social Strategy

Build a network of foodies

Tools/ channel

Social Media

Activity/ Result

Facebook page focused towards providing fans with suggestions . Bank provided offers which could be availed by fans using their Standard Chartered credit cards.

Standard Chartered Bank

KnorrOccasion route to Identify Online TG(offline : All women)

Brand Objective

Engage officegoers with Knorr

Social Target

Officegoers

Social Strategy

Fun in office, crowdsourced

Tools/ channel

FBYouTube VideosSocial Badges

DOVEBuild a community of “REAL” Indian Women Interested in Hair Care

• You Tube Diaries / Twitter – Lead Stories : Popular women

travel/ food Bloggers/ authors – Dove Bloggers

• Face Book Secret Diary– Participate UGC

• Builds curiosity (exclusivity) and gives products freeShop online option … link

• “My Beautiful hair Story”• Traditional Media Support

Ariel Crowd Sourced TVC:

TupperwareCrowd Sourced Stories to reinforce brand…

‘Enlighten, Educate and Empower’

Brand Channel – Films of ‘Shecanyoucan”

FB stories

Option to join Tupperware workforce

MAGGIShare your Maggi Moment

CONTESTPLAY

Chings secret

• Stayfree ‘Time to Change’ Blogger contest on Indiblogger

‘GREATEST COFFEE LOVER’

“ WWW” Framework to be arrived at…

Women Online

~60% women online are our Brand TG

~50% women online are from Haryana, Maharashtra & Karnataka

Women : Online Behavior

Women : Content Consumption Behavior

Interesting Facts about : DIGITALS Women (Moms)

• Average of 28.6 hours per week on media; 53 percent of that time is spent on the Internet.• 56 percent of their total time on the Internet is spent for work or study.• 87 percent claim that the Internet forms an essential part of their life and 56 percent plan to use

it more often.• 75 percent use search engines for online family product information; 82 percent use a search

engine once per week..• 90 percent say the Internet helps them stay connected with family and friends.

• 75 percent state that Internet is their ‘me-time’ activity and 49 percent say that it keeps them up-to-date.

• 51 percent trust recommendations from those who are professional or authoritative in specified areas for child/family product information.

• 66 percent seek information through email, e-newsletters and forums they join.

• 50 percent claimed to have made an online purchase during the past month with books being their major priorities.

(Source: Microsoft + Starcom Mediavest 2010)

Interesting Facts about : DIGITALS Women (Moms)

Work Groups

Brand Brief

BUSINESS OBJECTIVE

WHERE DOES DIGITAL FIT IN?

P.O.S.T.

“ WWW” Framework to be arrived at…

WWW Framework : Tetley Thought Starters

WWW Framework : Tetley Thought Starters

WWW Framework : Tetley Thought Starters

Brand Task : Chakra

Contemporize the brand by  celebrating the Choices of “Golden” Women

Golden Women Aspirations : Gaining hierarchical status, Adding value to their lives, Learning new skills

And having a positive psychology and outlook

Two key insight spaces that take them in this direction Do More Out of comfort zone ( inventive inspiration + don’t be afraid to try new things)

WWW Framework : Chakra : Thought Starters

WWW Framework : Chakra : Thought Starters

WWW Framework : Chakra Thought Starters

Handouts on Women for Work Groups

Internet Usage Motivations | By Age Groups (Women)

Internet Usage Motivations | By Employment Status (Women)

Types of Sites Visited | By Age Groups (Women)

Types of Sites Visited | By Employment Status (Women)

Web Behavior Actions | By Age Groups (Women)

Handouts on Digital Tools

New Chakra : Positioning Liberation:

Following heart’s desires

Out of comfort zone:Confidence to try new things

without fear of failure

Insight: Women desire to have the independence to be able to support their parents even after they are married. Financial independence is a key enabler for them to do this, without

being dependent on their husbands. Also, respect from husband is the key payoff they desire

Proposition: Golden tea for the golden woman

Functional benefit: Superior infusion: A superior infusion makes way for a rich, Golden cup of tea; To draw attention to the hitherto unexplored ‘infusion’ space

Emotional benefit: The independent and confident woman of today truly deserves a Golden cup of tea

Communication Route: To associate Chakra Gold as a brand endorsed by the modern woman whose financial independence gives her the confidence to take decisions on her own, which in itself is an aspiration for most other women.