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Strategic media presentation (approaved)
The document discusses how businesses can use new media like blogs to communicate more effectively in today's changing environment. It notes that customers, employees, and other stakeholders now expect fast, direct, and informal communications. Blogs allow businesses to connect worldwide at low cost while controlling content. Examples are given of large companies using blogs and podcasts successfully for marketing, media relations, knowledge sharing, and direct customer engagement. The document advocates that businesses establish a blog or use new media to communicate in today's digital age.
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Strategic media presentation (approaved)
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- 2. IMPRIMIS LIFE CanBridge This Gap… would you like to hear about a Probably you already know about it, we are only going to suggest to you ways how you can use this media in a cost-effective manner to further your business goals 2
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- 4. Proudly announce- anew addition to its business strengths …. STRATEGIC MEDIA 4
- 5. Changing And in order to retain its competitiveness in the changing times any business has to … “B” FUTURE READY Move with the times or be left out… 5
- 6. In the newAge Environment have to be… More focused More Competitive Online Fast Analytical Community-driven 24x7, worldwide Thought-leaders Should also seen to be good -- being good alone is not good enough anymore … 6
- 7. In this newage environment need to… Think Global- Act Local Be media savvy Be customer friendly Be innovative and forward looking Communicate Effectively – both internally as well as externally 7
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- 10. Investors… 10
- 11. NGOs Government Tax Authorities Dealers/Distributors/Retailers Brokers & Commission Agents Contractors & Service providers Suppliers & Transporters Or should we just say… …People! 11
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- 15. Technological innovations are having an impact on the way PR is practiced. The world has become smaller and people can communicate with each other with a speed and ease that wasn't possible just a few years ago. Internet, blogs, forums, wikis and other online possibilities have changed the speed and the process of communication. This is the age of New PR 15
- 16. A new rayof hope, beyond the News media… Till a few years back newspapers, radio and TV were the only mediums of mass communications, not anymore. Today you have a plethora of non-traditional media options to choose from… You can actually decide the content too… unlike in the case of newspapers where you could not tell them what to publish or what not to… Here you are no less than the media owner… who decides what, why, where, when and how Traditional News has a shelf life of 36 hours – if noticed at all You can’t bank on media and the business press to always cover each and every event of yours, unless the stock market catches a cold, each time you sneeze But your…customers and prospects need to be regularly informed. It’s the age of direct and informal communications 16
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- 19. ITU reports onglobal media consumption by age & time spent. 18-35 Year Olds Over 55 Year Olds Print Digital Digital Print Digital Radio TV Radio Print Cinema TV Radio TV Note: Both groups consume 40 hr/week Source: ITU Digital Life Dec 2006 19
- 20. Impact of NewMedia on consumer behavior 20
- 21. • News audiencesare discarding television and newspapers and using the Internet as their main source of information. A trend that could eventually see the demise of local papers -- Study conducted by Harvard University professor Thomas Patterson • TV is taking a backseat as primary media device: IBM study • Indian entertainment-media industry to grow at 19% per annum to reach at Rs 83,740 Crore by 2010, from present Rs 35,300 Crore- Ficci-Pricewaterhouse Coopers Study •Print media will grow at a rate of 12% to reach Rs 19,500 Crore by 2010 from Rs 10,900 Crore at present • Radio is likely to grow four-fold from the present Rs 300 Crore to Rs 1,200 Crore by 2010, showing an annual compounded growth of 32%. Radio FM has grown by 55 %. Today’s increasingly transparent, direct, high velocity communications environment demands something new and better 21
- 22. 1.2 BillionInternet users – and growing 75% of businesses use the web for information & research 60 Billion emails daily 60,000 videos uploaded to YouTube daily 75,000 blogs created daily 1.2 million blog posts each day 240,000 MySpace users added each day 75,000,000+ total MySpace 22
- 23. Fastest growingInternet user base in the world….growing 3.5 Lakh users monthly Fastest growing mobile users base in the world grown from 1 million in 2000 to 112 million in 2006 Projected to be one of the Top three Wimax (wireless broadband) markets in the world by 2010 CAN YOU AFFORD TO LET GO OF THE OPPORTUNITY!! 23
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- 26. Traditional Mediums ofCorp. Communication Print Posters Popularity ranking Traditional Mediums Catalogues Broachers 26
- 27. New Mediums ofCorporate Communication Audio - Video/ Podcasting Mobile multi- New media e- Age Blogs communication Mediums Popularity ranking Social Networking Forums, Discussion Groups, Wikipedia 27
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- 30. What are blogs and what’s unique about this medium? What can blogs do for you? 30
- 31. Blogs New found freedomto Communicate Immediate, Unlimited Communication 24x7 No editorial censorship/ restriction Wide Reach Low Cost Global reach at less than local travel cost 31
- 32. Excellent means of participatory Communication Use in informing/ building rapport with customers Media Relations and online press room Knowledge Sharing Recruitment Test ideas or products Improve Search Engine ranking No need to depend on any middleman No editorial curb Freedom to have your say, anytime 24X7 No Need to wait for tomorrow’s newspapers when you can say something, today and that too right now 32
- 33. Why not ? Better than spending 1000s of rupees on leaflets/ banners for business promotion Does not cost you much except your time Reach of the Internet is vast, worldwide… and Better than trade or business press– where you can’t get news space everyday What you wish to communicate is not filtered and vetted before being released Lower cost per influence or hit… and… Direct & two way communication channel between the Company and its buyers Regular flow of information & feedback between the company and its stakeholder
- 34. Companies like BMW,Shell, General Motors, French Newspaper Le Dauphiné Liberé, IBM and British Airways are now using blogs and podcasting strategies to reach out to the rapidly expanding community of consumers. Here is what they do. BMW – created www.bmwfilms.com to showcase short films made by acclaimed Hollywood directors. It also has www.bmw-audiobooks.com where customers can download exclusively commissioned audio short stories for free. Shell-- uses webcasts, downloadable video and forums on its website. General Motors-- Vice chairman Bob Lutz communicates directly with customers by writing a blog IBM-- has a website dedicated to its several wikis for the IBM community, where questions and comments can all be posted. British Airways-- added a Google Earth mashup to its website to provide customers with more information about their destination. Also, Google Earth users can add the BA layer which provides details of the airline’s flights to destinations around the globe. Le Dauphiné – newspaper organized Second Life- debate on French elections on the virtual world. Cadbury’s Creme Egg podcast with Kate Thornton Honda blog launched 28th February 2006, already has 107 links according toYahoo 34
- 35. Microsoft Community Blogs Portal - http://www.microsoft.com/communities/blogs/PortalHome.mspx Sprint: Things That Make You Go Wireless - http://businessblog.sprint.com/ Delta Airlines - Under the Wing: http://blog.delta.com/ Quixtar's Opportunity Zone - http://www.opportunityzone.com/ Johnson & Johnson: JNJ BTW - http://www.jnjbtw.com/ IBM: GameTomorrow - http://www.gametomorrow.com/blog/ HealthNex (IBMers On The Building Blocks of Connected Care) Mainframe - http://www.mainframe.typepad.com/ Non-profit organizations Association of National Advertisers: - http://ana.blogs.com/maestros/ National Association of Manufacturers: http://blog.nam.org/ SUPERSEED, a Singapore-based charity ST. ADRIAN'S REACHOUT CENTRE. 35
- 36. May 2007— Engaged a blog about consumer electronics and gadgets published a story about delays in the iPhone and Leopard products. This resulted in a 3% drop in Apple's share price. Less than 2hrs later the story was found to be a hoax and retracted, as a result Apple's shares recovered. South African wine producer Stormhoek, doubled the sale of its wine with a campaign directed at the blogging community. Stormhoek offered bloggers a personalised free bottle to taste and comment on. Around 100 bottles of the Stormhoek Shiraz 2004 and Sauvignon Blanc 2005 – which both retail at the £5-£6 mark – were sent out via blogger Hugh Macleod and his website gapingvoid.com in May 2005, in Europe. The result, Stormhoek wine now has a 19% share of the South African wine market, with sales figures are double of what they were a year ago. Stormhoek has become the wine of choice for what it calls the 'London digerati', with Microsoft requesting it to be served at a 'geek dinner' in London. A two column news item on your company in the Times Of India may not be read by the readers of Hindustan Times, Punjab Kesri or Amar Ujala where as, if your blog has good content, and is regularly updated, may even be read simultaneously by the readers of Economic Times, Khaleej Times or Wall Street Journal 36
- 37. 70 million weblogs 120,000new weblogs each day, or... 1.4 new blogs every second 1.5 million posts per day, or... 17 posts per second 37 37
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- 39. 2.7 billionmobile phone users Three times as many mobile phones as personal computers. Twice as many mobile phones as TV sets. Twice as many people use SMS messaging as use e-mail on the web. Twice as many people have mobile phones than have credit cards Unique features Always On media- Not even TV or Radio can claim this 1st Always-carried media- 7 out of 10 people have the sleep with the phone near their bed-side Only Mass Media with a Built-in Payment Channel First mass media where every single media consumer can be identified Only media which offers its offers input tool, at the point of creative impulse. Mobile as the 7th and newest mass media is to Internet, as TV is to radio. 39
- 40. The mobile phoneis the only device that 30% of the world's population carry - Tomi Ahonen The Financial Times Voice SMS Audio Video News Music Graphic Internet Games What is it that any other medium of Mass Communication can do which the mobile can’t ? 40
- 41. The mobile phoneoffers unlimited and cost effective possibilities for : Advertising Public Relations Public Awareness Advocacy From text message to audio-video MMS, any format can be imaginatively used to spread a message/ awareness among a focused target group 41
- 42. Mobile Phone isthe only medium which allows you to reach out to a select target audience… All HCL employees All residents of Gurgaon only Only Doctors in Faridabad Executives earning Rs 30,000 and above Only ladies Unlike Internet were the user is anonymous or TV and Radio, where the audience is unknown, every Mobile user can be uniquely identified, if not by name, then by number 981000xyz 42
- 43. Japan is a country gone m-Ad (mobile advertising) 54% of Japanese phone users receive ads on mobile 44% of Japanese mobile phone customers click on interactive ads on their mobile Sources: Wireless Watch Japan 11 Sept 2006 and Mobile Research & Goo Research July 2006 Mobile advertising is being hailed as the next big thing in Indian media. Many mobile technology and VAS (value-added services) companies like Mobile2win, Hungama, Mobileworx and Cellebrum are offering different forms of mobile advertising—SMS, WAP banners, advergames and branded content. 43
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- 45. There are twomain streams of video communications Public Interest Video- (Telecast)-Serial, entertainment, business programs, news & current affairs, public awareness messages and advertisement spots Commercial or Personal Videos (Non-telecast)– developed for Corporate houses, NGO or government organizations e.g. Corporate image building films, product demonstration films or election campaign films The e-Age Media has opened up many new possibilities for these traditionally non-telecast videos. 45
- 46. Corporate films Image-building films Advertisement spots Product Promotional films Sponsored Documentaries Demonstration films Motivation films Video Magazines Educational and Training films Public Awareness Messages An average of 81 per cent of consumers surveyed globally indicated they’ve watched or want to watch PC video, and an average of 42 per cent indicated they’ve watched or want to watch mobile video 46
- 47. Streaming media refersto the distribution of audio, video, and other media on the internet. This means is that users don’t have to wait patiently for hours for the file download/transfer just to listen to some music. Using this technology you can actually reach a global audience and communicate through high quality audio and video to large audiences via the Internet at a much lower cost than it would take you through the traditional media. Better visual impact- more than 1000 words Longer Site Visits Deeper Knowledge Sharing Extended Branding Valued Resource 47
- 48. Corporate Communication orTraining – Website or intranet based corporate communication or training messages can be forcefully delivered using streaming video. Online video seminar: Using streaming media tool large organizations and companies can conduct seminars, organize dealer conferences or upgrade training skills of their work force scattered all over the country or any corner of the world. Video E-mail: Create, send, store and share streaming audio or video e-mail messages without being burdened by huge files. Online Video Advertising: Advertisers can showcase their audio or video clips to millions of internet users worldwide at a fraction of the cost involved in a radio or television advertising Video on websites- Streaming tools can be used to post videos on a Web site Web casting or Vodcasting-- transmit live or pre-recorded video Internet Radio or TV Channel: Anyone using streaming media techniques can actually start their own internet radio or TV station 48
- 49. Delivering pressreleases in audio or video Send your customers a personal video message from the CEO Develop talking books- which even the blind, children or persons not knowing a language could read Do video/ audio interviews to expand your reach Provide audio/ video content to your visitors Deliver video demonstrations of your products Use video and audio to demonstrate how your customers and readers can easily resolve various issues that you are helping them with Deliver important messages to your readers, customers and business partners via a more personal audio experience, instead of using impersonal e-mail communications 49
- 50. 80-100k New Videos Uploaded Daily on Google Video, Yahoo video, YouTube, MySpace Youtube-- a video sharing website, founded in Feb 2005, using Adobe Flash technology to stream videos to viewers, was bought by Google in 2006 for $1.65 billion. It serves over 100 million videos per month. With over 50 million users worldwide, more than 65,000 new videos are uploaded daily. Among various new media platforms offering videos, Video on Demand (VOD) will be the major growth driver for IPTV services. The impact of VOD will lead consumer electronics manufactures to develop IP-enabled products and slowly VOD will be served through IP-enabled TV. The rise in the VOD service will ultimately lead to slowdown of DVD sales. The overall global VOD market will grow from less than $2 billion in 2006 to a whooping $13 billion in 2010 with nearly 150 million active VOD subscribers worldwide. 50
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- 52. Radio Network of214 broadcasting centres covering 24 languages covering 91.37% of the area serving 99.13% of the Indian populace Podcasting Business Uses: Internal Communication: External Communication: PR, Marketing, Product News, Launches, Branding, Financial Results, Exec Interviews. Conferences, Trade Shows, Industry News, Events, Special Promotions, Updates, News, Transparency, Case Studies, Success Stories, etc. Content Ideas Are Varied Customer/Client/Prospect Education & Updates Brand Extension, Loyalty, Top of Mind, Extended Reach 52
- 53. Increased onlinevisibility PR & communication tool Knowledge distribution Key differentiation over competition Lead generation tool Positional strategy as thought leader, and subject matter expert in your market space Value added quality content will bring more inbound targeted traffic & links True Publish & Subscribe Platform (RSS) 53
- 54. A podcast is a digital media file, or a series of files, distributed over the Internet using syndication feeds for playback on portable media players and personal computers. A podcast is a specific type of webcast, like 'radio‘. The host or author of a podcast is often called a podcaster. The term "podcast" is named after Apple's portable music player, iPod-- a "pod" refers to a container of some sort, and "cast" to the idea of broadcasting. A podcast is a collection of files (usually audio and video) residing at a unique web feed address. People can "subscribe" to this feed by submitting the feed address to an aggregator (like iTunes - software that runs on the consumer's computer). When new "episodes" become available in the podcast they will be automatically downloaded to that user's computer. Unlike radio or streaming content on the web, podcasts are not real-time. The material is pre-recorded and users can check out the material at their leisure, offline. Though podcasters' web sites may also offer direct download or streaming of their content, a podcast is distinguished from other digital media formats by its ability to be syndicated, subscribed to, and downloaded automatically, using an aggregator or feed reader capable of reading feed formats such as RSS or Atom. Certain podcasts, can even be live and interactive. Dozens of podcast enthusiasts can be on at once, with the "host" being able to control their audience in the same way a radio host can. 54
- 55. Podcasting and Videocasting form the basis of new business models, giving you the opportunity to expand your product base to include these formats with higher perceived value. Podcasting (delivering internet audio content) and Videocasting (delivering internet video content) allows you to communicate via rich media messages, not only making your content more attractive and powerful, but also enabling a more personal conversation with your audiences. Customer education & support – Interesting possibilities for product demonstration and customer support are now possible by using online video to demonstrate everything you need to convey to your customers. 55
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- 57. RSS is afamily of web feed formats used to publish frequently updated content such as blog entries, news headlines or podcasts. An RSS document, called a "feed," "web feed," or "channel," contains either a summary of content from an associated web site or the full text. RSS makes it possible for people to keep up with their favourite web sites in an automated manner that's easier than checking them manually. RSS content can be read using software called a "feed reader" or an "aggregator." The user subscribes to a feed by entering the feed's link into the reader or by clicking an RSS icon in a browser that initiates the subscription process. The reader checks the user's subscribed feeds regularly for new content, downloading any updates that it finds. 57
- 58. Getting your internet content delivered to end-users. Improving your online visibility and generating more traffic / visitors for you. Powering your internet public relations through RSS conversations. Enhancing your web presence. Serving as an advertising platform for publishers and advertisers 58
- 59. Marketers today areheavily depending on e-mail to communicate with their customers, build relationships with them and sell to them. Most of the E-mail content is blocked by spam filters. Even if it is delivered, the recipients mostly don’t read it. Chances are that more than half of the e-mail subscribers aren't getting your messages or aren't reading them. If more than half the subscribers aren't getting the content, that's more than 50% of lost sales and relationship opportunities. How much would these losses amount to in a few years? Imagine the negative impact this is having on your follow-up sales and after- purchase relationship building activities? This is the reality of internet marketing 59
- 60. RSS, as acontent delivery channel for reaching end-users, has created several new publishing and marketing opportunities, unlike any other existing content delivery channel. High frequency content updates, even on a daily or hourly basis. No more need to hold on your important messages, news and other content for a week to include it in your website --- with RSS you can update your content as often as you want/need, and your subscribers won't mind. Touch and feel your clients in the virtual world: Rich media personalizes the internet experience and gives your company a distinguishable face, at the same time providing you with a media platform to convey your message that it is easier to understand, see and feel. Appcasting goes one step further, giving you the ability to deliver critical software updates and patches to your existing clients, without them having to visit your web site every week to see if the much needed update is already available or not. Product news, releases and updates are now finally possible in an easy-to-consume way. Using RSS, you can provide your customers or prospects with simple tools to create their own product feeds, through which they'll be immediately notified when new products that precisely match their interests are available. 60
- 61. Content delivery channel for communicating with end-users and delivering content Promotional/visibility tool- increases web traffic by improving your search engine rankings, generating traffic from new RSS specific sites and getting your content published on other sites. Improved visibility enforces your brand and generates more credibility for your company. Content syndication forms the basis of RSS conversations, which further spreads your reach throughout the internet and serves as a strong PR platform. RSS as a sales platform for your own products generate income. RSS radars also generate additional visibility, through improved search engine rankings, and generate new subscribers for your RSS feeds. RSS advertising you can increase the reach of all of the above activities. All of the above will create advertising revenue and create a new source of income 61
- 62. MarketingVOX is using RSS to deliver internet marketing news to their readers as it becomes available. Instead of having to wait to receive all the news in a single e-mail newsletter, RSS users get them as soon as they are ready. Amazon.com is using RSS to announce their bestsellers and to help their users keep track of releases they are most interested in. FindSavings.com uses RSS to deliver savings coupons and related information. Lockergnome uses RSS to provide visitors with the latest download and relevant software. Yet again other companies are using RSS to deliver product updates and patches directly to their customers, just as they become available. Content publishers are using RSS to deliver audio content, such as .mp3 interviews and even “radio” shows. Textamerica.com allows people to post pictures, videos & text from their mobile phones and then make this content available via RSS feeds. 62
- 63. Some companies are using RSS to deliver whitepapers and other educational content. One company uses RSS as a consulting billing awareness tool. Many internet publishers are using RSS to deliver their newsletters. RSS can be used for internal communications, team-working and other needs. RSS auto responders with scheduled messages can be created to keep in constant “marketing” contact with your prospects and slowly get them to the point of purchase. Provide limited-access content to your customers, employees, team members and even investors, without fearing other unwanted eyes. Provide your customers with easy access to software updates Press releases via RSS or even better deliver some of your releases as video comments, interviews or statements from your company managers or owners? RSS can deliver any kind of content to practically any target audiences 63
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- 65. New Media: IndianSuccess stories MacDowell Blog Domino Pizza Mobile Coke Website Cadbury Website 65
- 66. People – trustother People more than advertisers One satisfied customer tells 3 people about it A dissatisfied customer tells 11 people about it Identify individuals with high Social Networking Potential who can help you buzz your brand or your products Bloggers + Podcaster s + Social networkers = Influencers 66
- 67. In-depth industry experience Understanding of New e-Age PR & New Media Innovative thinking Customized solutions Personalized servicing Measurable Results Reasonable Costs Satisfaction 67
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