measuring value of new media channels while combining them with traditional channels to manage...
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4th Annual Corporate Communications Forum Bombay 14-15 May’09: Measuring Value Of New Media Channels While Combining Them With Traditional Channels To Manage Reputation In A Digitally Connected WorldTRANSCRIPT
4th Annual Corporate Communications ForumBombay 14-15 May’09
Measuring Value Of New Media Channels While Combining Them With Traditional Channels To Manage Reputation In A
Digitally Connected World
Presented by: Shael Sharma
Overcoming the biggest problem in communication:
the illusion that it has taken place
What are we discussing today?
• Often Bloggers get ignored
• There are also people talking over social networks & forums. They rely on content from your company to convey their message
• Helping them with linkable audio and video content at narrates your news will help them communicate better about you
Examining how quick globalisation of traditional media
has changed internationallyhow to control messages in a world
where they are not just in the hands of the journalist
• You can not control messages but you can engage and fast!
• Proactively monitor and respond with factual clarifications as early as possible
Exploring how to target new and emerging channels in practice
to ensure you are capitalising on changing global media consumption trends and
protecting your reputation from all sides
• Ongoing proactive conversation social media conversation monitoring & response
• Response is best based on facts, linked to credible sources, following the guidelines
• Empowering consumers using the social media – looking to convert some of them into social media ambassadors who will also voluntarily protect your brand’s reputation online
• Deep websites – having all sorts of content in video and images relating to your firm, some of which can be pressed to action when a crisis strikes
Maximising coverage across traditional and new media
platforms to achieve cut through and creative communication
Thinking Social Media!
• Blogger Outreach
• How will this be engaging for people over Social Networks?
• YouTube video strategy
• Podcasts
• Social Media enabled Digital Newsroom (global, regionally and making them locally)
Some Industry Insights
Online Media
Consumers connected to the INTERNET & found…
Web 1.0 : The way it was
Old Web 1.0 Users!
…The world is NO DIFFERENT here
“Roughly five years after the burst of the Internet bubble, developers and investors areregaining trust in the World Wide Web. But not in the web as we know it. This time it’s about
conversation, cooperation, and empowerment of the masses. This time it isbottom-up, instead of top-down. People are taking back the web that companieshave been trying to commercialize for the past 10 years, without much success.
This time, the web is going social. Within the Internet community, this new,grown up version of the web is called Web 2.0.”
Paul Beelen, Author - Advertising 2.0
Social Media put Consumers in Control of the conversation
Every consumer is…
… a publisher
…a DJ
…a broadcaster
…an expert
…an editor
…a network
…a critic
…getting content on demand
Why Social Media ?
Participation
Openness
Conversation
Community
Connectedness“Social Media is about breaking down barriers to engage in conversations”
Elements of Social MediaBlogs
Social networks
Content communities (folksonomies)
Wikis
Podcasts
Forums
The New means of production and distribution!
Listening, Filtering , Analyzing & Participating ?
Are you
1. Content Syndication2. Blog3. Microblogging4. Podcast5. Content Networking6. Video 7. Wikipedia8. Social networks9. Forums10. Viral11. Virtual worlds12. Photos & artworks13. News Aggregators 14. Social bookmarking15. Social calender 16. VLogs17. API enabled applications
Tools of Social Media
Why is Social Media important?
Source : Juxt 2007
Why is Social Media important?
Networking and Entertainment activities are the biggest gainers in popularity:
Among the 10 most popular online activities of regular internet users, five are communication and networking activities: emailing, instant messaging, chatting, e-greetings and dating/friendship.
1. Yahoo
2. Google India
3. Orkut
4. Google
5. Rediff
6. Youtube
7. Windows Live
8. Blogger
9. Rapidshare
10. Wikipedia
Top 10 Sites - India
Source : Alexa
Get Surprised!
If you thought blogs are a metro, elite If you thought blogs are a metro, elite consumer phenomenon, think again !consumer phenomenon, think again !
86% of the 25 million odd internet users in the country regularly checking out blogs.
Half being from outside the top eight cities.
Young adults are fueling the blogging revolution with 54 percent bloggers aged between 25 and 34 years; 32 percent under 25 years; and 15 percent over 35 years of age.
Source: ET, Watconsult, IAMAI
Blogs are the most potent & influentialSocial Media Vehicles
Study: Media Myths & Realities• Traditional media is not dead but declining.
• Digital media channels are growing among all demographics, from digital natives to surfing social seniors.
• Search engines have become standard sources of information.
• Media, and audiences, are becoming more fragmented.
• Personal channels (human-to-human) are crucial to success.
• Influencers devour all media to an astonishing degree. Download the full study: http://emgportal.dowjones.net/SiteDirectory/CTSGlobalSalesTS/apac/Shared%20Documents/Forms/AllItems.aspx
Study: Financial Companies: Out Of Sight… Out Of Business?
Consumer confidence in the long-term health of financial institutions is dramatically influenced by advertising and marketing efforts.
When asked what factors would increase confidence in the safety and soundness of their financial institution, respondents cited:
1. Reading positive stories in the press about that institution (44%)
2. Seeing regular advertising for that institution (25%)
3. Receiving regular mail or email offers from that institution (25%)
4. Regularly seeing internet offers/advertising from that institution (21%) Access the full study:
http://blog.nielsen.com/nielsenwire/nielsen-news/financial-company-ads-out-of-sight-out-of-business
Top Story: Domino’s YouTube Nightmare
• Domino’s Pizza Chain discovered the power of viral marketing last month: two employees in the US filmed "prank" videos of themselves stuffing cheese up their noses and then putting it into sandwiches.
• The video went popular on YouTube (over 1 million views), and Twitter lit up with disgusted customer complaints.
• Domino’s has since apologized and put its own President on YouTube, started a Twitter response site, and the employees have been fired,
• In just a few days, Domino’s reputation was damaged.
Key learning's:
• Brands need social media crisis plans
• ‘Attacks’ can strike any time from anywhere
• Reaction time is down from days to hourRead more on WSJ.com:
http://blogs.wsj.com/independentstreet/2009/04/20/dominos-response-offers-lessons-in-crisis-management/
Top Story: How Not to be a Key Online Influencer
• A PR account executive/vice president named James Andrews from Ketchum in Atlanta who flew to Memphis to visit FedEx, one of the agency’s biggest clients.
• Andrews’ mission was to — now, this is important — talk with the corporate communications people at FedEx about social media.
Top Story: How Not to be a Key Online Influencer
• Upon landing in Memphis, Andrews posted this message on the popular social media, mini-blogging service, Twitter, that’s widely followed by business people worldwide:
• “True confession but I’m in one of those towns where I scratch my head and say, ‘I would die if I had to live here.’”
Read more… http://www.davidhenderson.com/2009/01/21/key-online-influencer/
Social Media – Anecdotes (Sick Leave)Story of a call center worker in Australia
• He asked for sick leave
• He got busted - His company is in the news
Growing Noise – Are You Listening?
Source: State of the Blogosphere 2008, Technorati, August 2008
What is PR2.0 and who are the “New Influencers”?
Others tell and spread your story.
Leverage opportunities : think like a publisher!
Source: David Meerman Scott – The New Rules of Marketing & PR
Who Are You Listening to – Are You Catching the Long Tail?• Four in five bloggers post brand or product
reviews, with 37% posting them frequently (Technorati).
• 90% of bloggers say they post about the brands, music, movies and books that they love (or hate).
• How many relevant blogs are there? How many should or simply can you monitor or even measure?
Source: http://www.longtail.com – Chris Anderson
What is PR2.0 and who are the “New Influencers”?Which of the following online tools has your organization used in at least one campaign?
Source: New Media, New Influencers and Implications for Public Relations - A Research Study by the SOCIETY FOR NEW COMMUNICATIONS RESEARCH
What is PR2.0 and who are the “New Influencers”?
Which metrics do you consider to be the most important when measuring the effectivenessof your overall efforts in communicating with the “new influencers?”
Source: New Media, New Influencers and Implications for Public Relations - A Research Study by the SOCIETY FOR NEW COMMUNICATIONS RESEARCH
Enhancement of relationships with key audiences
Enhancement of reputation
India Online 2009
Understanding Online Indians and their Net Usage Behavior and Preferences
• Most recent estimates of Internet user-ship in urban and rural
India. Estimates based on a land survey conducted between Dec 2008–Jan 2009
among 135,000 individuals from 16,000 households in 40 cities and over 12,000
households in 480 villages spread across all the 4 regions of the country
• Insightful understanding of net usage behavior and preferences
of regular online Indians. Findings on ‘net usage dynamics’ based on a
sample of over 50,000 ‘active’ online panel members with JuxtConsult, and findings
on ‘popular online activities and website preferences’ based on an online survey
among more than 12,500 of these ‘active’ panel members in Feb-Mar 2009
• Understanding of online Indians as ‘consumers’ and not just as
faceless net users. Includes their socio-economic status, online shopping
behavior, and website and media preferences reported on the ‘most used’ basis
• Website preferences captured for over 32 online verticals/domains
Study Overview
A land survey was conducted to profile and estimate the users of internet. The
survey covered ‘towns’ and ‘villages’ of all population strata, and ‘households’ of
all socio-economic classes (SEC) within each of these towns and villages
Net usage dynamics, behavior and website preferences were captured from the
‘actual’ internet users form JuxtConsult’s own Internet User Panel
(www.getcounted.net)
Demographic ‘weights’ derived from the land survey were then used to make
the online panel and survey data representative of the entire online urban
population (and not just of the online panel members)
Representation ‘weights’ were derived based on 6 demographic parameters -
town class, SEC, region, gender, age and preferred language of reading
Only authentic Govt. of India data (NSSO/Census/RGI) were used for
estimation of user-ship and derivation of representation ‘weights’
Methodology
Top line Findings
‘All’ internet users down at 47 million (39 million urban, 8 million
rural)
Drop of 6% from last year (lapse of around 3 mn occasional users)
Just 10% growth in ‘regular’ users base*, reaching 38.5 mn (33
mn urban)
+3.5 mn regular ‘urban’ users over last year, +0.4 mn regular
‘rural’ users
15% growth in ‘daily’ internet users (+4.2 mn in last 1 year to
reach 32 mn)
Pond gets smaller, but livelier…
* Regular internet users = internet users who use the internet ‘at least once a month’
** All internet users = Regular + Occasional internet users who have ‘used the internet in last
one year’
Lapsers predominantly Cybercafé users
Exclusive cybercafé user base shrink to become just
6% of all internet users
Lapsers from cyber cafe account for most of the
internet lapsers in last one year
Office continues to be the place from where internet is
accessed the most (68% at ‘multiple’ access point
level)
Average place of access per user is 1.9
On preferred access point basis, home tops at 37%
1 out of 4 computer user still not using internet
Most new broadband connections are ‘replacement’
connections
Still only 4 mn internet users access it through mobile
phones
Only 13% of existing internet users prefer to read in English
More importantly only 20 mn Indians (<2% of all) prefer to
read in English
Affordability & language holding it back…
4 out of 5 online Indian are in the ‘prime’ of their life (19-35
years)
3 out of 4 of them belong to the ‘consuming’ and ‘aspiring’ class
(almost half of them belong to SEC ‘A’ and ‘B’)
Half of all Internet users are employed
Their average monthly family income is 3.2 times the national
average
3 out of 4 of them come from the non-metro towns and nearby
villages
Catching the ‘classes’ across the country…
Household Assets% Internet Users
Owning
Color TV 78%
Mobile Phone 72%
Bank Account 68%
Computer/Laptop 71%
Fridge 53%
Life Insurance 46%
2-Wheeler 51%
Credit Card 25%
Air Conditioner 13%
4-Wheeler 10%
Invested in Shares 14%
On an average net users undertakes 13 activities online (2 less than last year)
Main gainers are dating/friendship, check cricket content, PC to PC net telephony and downloading
mobile content. Main losers are download music, check business & financial news, check sports
other than cricket, check cinema content and professional networking
42% use a local Indian language website (+8% over last year)
What they do when online…Top 10 Online Activities* % Undertaking Change from 2008
Search for travel products 84% -
Job search 71% -0.3%
Search for non-travel products 68% -
Instant messaging/chatting 67% -3%
Check general news 62% -1%
Dating/Friendship 55% +5%
Check cricket content/score 53% +3%
Check sports other than cricket 52% -
Matrimonial search 49% +0.4%
English info search engine 49% +0.6%
* Emailing not included as all panel members are email users by default
89% of all regular online Indians ‘shop’ online (search or buy)
20% have also bought online in last 1 year, i.e., ‘active’ online buyers base of 7.6 million
65% of online ‘buyers’ have bought a travel product online and 50% have bought a non-travel product online
74% of travel buyers have bought train tickets, 34% air tickets
Credit card is the most popular mode of online payment at 50%
Less than 1 in 5 ‘non-buying’ online shoppers cite ‘fear of misuse of credit card’ as a reason for not buying online
Most net users ‘window shop’ online
Google continues to be the most used website of all!
Website % Use it the Most Change from 2008
Google 35% +7%
Yahoo 25% -3%
Gmail 11% +3%
Orkut 7% -1%
Rediff 4% -5%
Indiatimes 1% -0.1%
Moneycontrol 0.7% -0.1%
Hotmail 0.6% -0.4%
Youtube 0.5% +0.3%
Sify 0.5% -0.2%
Most Used Website for Specific Activities
Vertical Top Website % Use Most
Vertical Top Website % Use Most
Emailing Yahoo / Gmail 45% / 44% Matrimony Bharatmatrimony 37%
Instant Messaging Yahoo 38% Friendship/Dating Orkut 38%
Job Search Naukri 44% Share Pictures Orkut 26%
Online News Yahoo 21% Social Networking Orkut 53%
Info Search – English Google 76% Professional Networking Orkut / Linkedin 24% / 24%
Info Search – Local language Google 34% Video Sharing Youtube 32%
Online Travel Buy IRCTC 43% Non-cricket Sports Espnstar 19%
Games Zapak 41% Cricket content Cricinfo 27%
Online Buying (Non-Travel) Ebay 25% Cinema content Youtube / Yahoo 18% / 17%
Real Estate Makaan 23% Listen/stream Music Raaga 16%
Business & Financial News Moneycontrol 22% Financial Info & Quotes Moneycontrol 24%
Online Share Trading ICICIdirect 28% Buy/Rent Movie CD Rediff 27%
PC to PC Net Telephony Yahoo 29% Mobile content Yahoo 18%
PC to Telephone Net Telephony Yahoo / Skype 28% / 26% Cinema Tickets Google 19%
PC to Mobile Messaging (sms) 160by2 21% Astrology Astrology 25%
Net banking ICICI Bank 31% Download Movies Torrentz 35%
The Juggling Act!
Internet Print Mobile Television
467 mn380 mn
170 mn47 mn
JuxtConsult IRS TRAI IRS Sources
Why Online Reputation Management is Important?Why Online Reputation Management is Important?
In today’s age first thing people do while they hear a news, service or a product is to “Google” for it!
Google ranks “User Generated Content” higher than commercial content
Every Single day, somewhere some one is generating content relevant to you.
In the offline world, a consumers bad experience is told and not published in searchable format
Essentials to do it RightEssentials to do it Right
Effective Monitoring & Tracking• Everything related to your company –Brand, product, Services, Key
Employees and representatives.• Competition Monitoring and key trends. • Industry Coverage
Analyzing the data and developing a trend through classifying conversations – Positive, Negative OR Neutral
Taking the Right Action.
Balancing the Negative User Generated Content Balancing the Negative User Generated Content
What to do..
If it’s True If it’s not TRUE
Let’s Face it! Connect with Blog Owner
Participate & be Honest Clarify your stand
Issue Statement once addressed
Seed the right info on other forums
NegativeNegative Word of Mouth can be tackled only by PositivePositive Word of Mouth
WELCOME A NEW DISTRIBUTION NETWORKAbsolutely FREE!
Buying Time Creating Time
VS.
Buying Space Creating Space
VS.
What you BUY gets
CONSUMED
BUT What you SEED gets
ARCHIVED
What gets ARCHIVED is
SearchableSEED the
RIGHT CONTENT
Summary: Changing Media Landscape• Traditional boundaries vanish (e.g. between
Marketing and PR; consumers and journalists…)• The ‘noise’ will further increase• Social media can present a threat and an
opportunity• Digital natives are changing the game
– …and active listening keeps you in it
• Start by at least monitoring... but move to measuring
Measurement
“Measurement…exists to meet demands from senior managers, to
justify communications budgets and to develop more effective
communications strategies that can be applied across all C-level functions to prompt better business outcomes.”
─ Professor Paul Argenti
From Monitoring to Measuring: Changing Rules
THEN: Media Monitoring NOW: Media Measurement
Tactical Strategic
Reactive Pro-active
Counting clips Benchmarking messages, competitors
Clip Books Media Analyses & KPIs
Handful of Key Titles and Journalists
A World of Sites, Titles, Blogs, Videos
Managing Outputs Managing Outcomes
Quantitative Quantitative and Qualitative
Dependent on Human Analysis Software-Driven Human Analysis
Disconnected from Company’s Objectives
Pinned to PR Success Measurement
Measure What Parameters?
Quantitative parameters Qualitative parameters
Visibility Tonality
Top journalists Prominence
Break up by publication type Key message delivery
Region / city wise break up Article type
Coverage volume trend Article focus
Top spokespeople Article count by issues
Overall SOV Origin
Break up by source Audience focus
Company logo/ photograph, etc.
Mentions on the front/ premium pages
Personalized Dashboards
Monitoring to Analysis
Optimize your Communications Strategy
• Track drivers for corporate reputation• Understand issues and trends in time
to act• Visualize “hot spots” in media
coverage• Ensure accurate and reliable media
measurement• Defend budgets and measure the return
on investment for your campaigns
Credits & Sources
Dow Jones
Lars VoedischRegional Head – Media Intelligence, APDow Jones Enterprise Media [email protected] www.dowjonesinsight.com
JuxtConsult
• Address :• 3, Kehar Singh Estate, 1st Floor, Westend Marg,
Lane 2, Said-ul-Ajaib, New Delhi – 110030 • Telephone: • +91-11-29535098, +91-11-32451093, +91-9811256502 • Contact Person: Sanjay Tiwari
• Email: [email protected]
• Website: www.juxtconsult.com
Kanika DayalImpact Research & Measurement Pvt. Ltd.
83-A, Central Avenue, Sainik FarmsNew Delhi - 110062 India.Phone: 011- 29553262 Ext 3006Mobile: 9999103701Fax: 011-29551413Email: [email protected]
Shael SharmaE-mail: [email protected] or [email protected] Blogs: www.indiaspin.blogspot.comhttp://www.indiaprblog.com/author/shael-sharmaURL: www.spinimc.com Cellphone: +91.9920243933