the age of engagement - new media
TRANSCRIPT
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New MediaNew Opportunities
The Age of Engagement
Shyama Dutta
Associate Professor
SIMC
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The Engagement
Paradigm: Simple
interaction
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Brands over the years
have tried to find the
perfect engagement for
their audience.
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EngagementMarketing
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The Rise of
the Prosumer :
Making
Engagement at the
heart of modernmarketing
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Engagement
marketing works
to connectconsumers with brands,
ensuring greater
positive intensity
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Creation of Brand Narrative
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The Digital Media:
Designed For Engagement
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Digital media ensures a
perfect brand andengagement fit
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Hole In the Wall
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Facets of Digital
Engagement
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Digital MediaEngagement:
Creating the
Dialogue
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Web 2.0 Mobile Technology
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The 3 Cs of Web 2.0
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Changing Brand
Narrative through
multiple entry points
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User Generated Content:
Opinions and Trends
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The Audience &
choice
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Instant
Feedback:
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Hyper-sociability:
The DigitalWord of Mouth
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The Digital Long Tail
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Transmedia
Engagement:
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Convergence & consumption
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The Empowerment
of the Digital User:Brand Co-creation
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Integrating
Cellphone Technology
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Considerable amount of
engagement is nowcellphone oriented
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The Highlights
Of cellphonetechnology
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Digital Engagement
Case studiesi. fakeiplplayer.blogspot.comHijacking the IPL Brand
ii. Tata Nano: The Making of a Peoples Brand
iii. Understanding Search Trends on a given day October
9th 2009
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fakeiplplayer.blogspot.com: Hijacking
the IPL Brand
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Fake ipl player
impact on IPL
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Fake ipl player
impact on brand
communication
Fakeiplayer contributed to the
strength of blogs in India. It
showed that blogs have the
potential to become theultimate reality show : The
Whistle Blower.
In time you shall know that in the cricketing
world theres the known, theres the unknown,
and somewhere in between is FIP. :He wasThe Silent Anti Brand Blogger: Deep Throat of
the brand
Blogspot is the non tech savvy users
delight. - you have an opinion - you say it
loud.
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Case Study 2:
The Tata Nano:
Making of thePeoples Brand
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The Tata Nano Online
Strategy: Website
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The Tata Nano Online
Strategy: Website
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The Tata Nano Online
Strategy: Gaming
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The Tata Nano Online
Strategy: Social Media
Video Seeding across facebook, youtube
and other media
The Top 3 top YouTube Nano
Searches:Autocar test drive: 430,089.Tata Nano First Drive Over drive: 38541
Searches, Zigwheels: 39606 searches
Hypersociability through the creation on
social media chats in facebook, orkut,
blogs etc. Instant texting through
mobiles, votes etc. Extensive user
generated content
Integration of the website with Social
Media: Consistent chats that needcompany affirmation
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The Tata Nano
the flip side: Yetusers still speak
in their own
words
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The Tata Nano:
Mouthshut.comreview
Nielson Survey: 87% of Indians trust recommendations
from each other rather than ads. Mouthshut.com has more
than 2 million users from India, and can influence product
ratings & popularity
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Case Study 3: Understanding Search
Trends on a given dayThe Google
Standard
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Trends on November
19th& 20th2009-India& USA
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Kurbaan Search
Analysis
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On 23rdNovember Kurbaan drops out
of the first 40 searchesthe day of
Shilpa Shettys wedding in India
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Evolving Brand
Strategy
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The New
Fundamentals:
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New Media
Strategy
Necessities
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New Media - Must
dos
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New Media - Must
dos
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Looking ahead
at
New Media
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Future thoughts
Th t i t t f t
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The most important future
forecasting:
Mobiles will drive new media. The technology
will become a media to reckon with. This is
already happening with sites like
Foursquare.com which allows localised group
social interfacing.
Even corporates will use concepts like Twitter
more with far more focused localisation of
content.
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The Digitized Technology offers opportunities for
those who can harness its inherent strength.It is a whole new world of true 'people to people'
connectivity, cutting across gender, geography or
even traditional thought.
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Thank you
To reach Shyama Dutta:
[email protected]: +919890308322