Digital Media = Social

Media

Q1: What is the Internet?

Q1: What is the Internet?

Q2: Who were the early

players?

The Dot Com Rush: Birth of the

Bubble

The Dot Com Rush: The Bubble

Bursts

Q3: Where did Yahoo come

from?

Q4: What was happening in

India?

The SMART Exit

When The Dust Settled.

Between 2000 2004:
The Big Boys (read Deep Pockets) survived
Few Brands Experimented
Google was fast becoming Ubiquitous with Search
and soon Internet Consumption
The Birth Of Digital Agencies (From Media Turf to
Media2win)
Typical Demands:
Make me a site, and if possible lets tell a few of the
SEC A segments its around. Here is a WHOLE Rs.
50000 buy us some of those banners on Rediff.
The Jargon: CPM (New bottle for the CPT Wine)

During the B.G (Before

Google) Era:
BM: If I have Rs. 1 lac for a campaign where
should I spend it?
MP (instinctive): Why of course on the two BIG
portals Yahoo and Rediff!

2005: Just as people

wonder
Google is wonderful, it solves all my
problems.

how does Google make

money?

But

NEW TERM

Thats a No Brainer!
BM: Ok so I still have the same budget what are
we going to do?
MP: CPC on Google, till our SEO kicks in.
Besides the competition is buy our keywords.
And we only pay if people click.
And everyones only using Google.
And
And

The Display World Retorts

What if no one is looking for your
brand?
How will you build AWARENESS?
We can give you traffic too, you know
our banners are clickable?!
We have a NEW term too CTR!!
If you really think about it with our
CTRs the eROI is comparable

2006 - 2007: All Hell Breaks

Loose

SOCIAL MEDIA
Myspace
Youtube
Digg
Skype
Wikipedia
Orkut
Facebook
Blogs

For a complete list:

SNS List: Click here
Ad Networks: Click here

AD NETWORKS
Double Click,
aQuantive,
Right Media,
24/7 Real
Media,

Rise of Social Media

The rise of the new media in the last year has

been primarily the rise of social media

CREATE, SHARE &

COLLABORATE now layer the new media

Terms like
share

User Participation is paramount in Social Media

and its distribution

Use Social Media to

Create Awareness

Generate Traffic

Create Dialogue

Interactivity

Build Dialogue: Blog Marketing

As influencers to engage consumers in dialogue

Modus: Blog Marketing

Yrals creates blogs / destinations written by a specialist of that
vertical, packaged appropriately with the brand communication
This information is then disseminated via promotional messages
which are also written by this specialist writer
The messages are customized based on the brand, its TG and the
environment where they are posted. Such as:

Hey Im representing my college Microsoft has this contest on the

best college website is your college taking part?
Yrals uses relevant social networks such as Facebook, Orkut, etc.
Forums, and other social media tools (like social bookmarks : digg,
etc) to promote the blog / brand destination
Yrals Community Managers then join these communities according to
the TG (via topics, keywords and user profiles) to post its
communication, generate dialogue and build hype
Yrals uses forums and blogs which are relevant to the brand and its
vertical to generate discussions about its product as done for
Tata Motors

TATA MOTORS SUMO GRANDE

Qualitative SMO Case Study

TATA SUMO GRANDE - BLOG

Grande Launch
covered on the blog

Widgets on the blog

Tata Sumo Grande Activity Highlights

Sr
1

Site

Topic

Mouthshut

Review moved to
Home page

Review by Arun Kumar was on the home page

for 3 days post the launch of the car

Mouthshut

Received 28,000
views across
various posts

Received 28,000 views for 16 comments posted

Team BHP

Expert (Sr.
TeamBHPian)
Comment

Yes one picture section for all Auto-Expo Pics.

Would be great for us poor souls like me, who
wish they had been in India during these 3 days.

Team BHP

Received 5,683
views for thread
started

Received 5,683 views for 3 thread started by

Phonethics

Blog:
Talkingaboutto
rque

Comment from
Buyer - convinced
due to blog

Detail

Blog:
Talkingaboutto
rque

3,326 Blog views

Hey Arun! Booked the Grande last month! Was a

little doubtful at first coz its a first timer and all.
Searched the net but couldnt find anything.
So guess I owe you one O ya the dealer:
Malcolm Motors (Vasai) wanted to know where i
got the info from. So i gave him the sites
address. thanks once again.
Blog: Talkingabouttorque has received 3,326
views till date

Tata Activity Across Forums & the Blog

Sr

Name of Site

Reviews
Posted By
YRALS

Total Views Of
Threads

Comments
on Our
Threads

Posts By
Yrals

Team-BHP

5,683

86

146

Mouthshut

16

28,079

44

Carwale

3,585

164

647

Blog:
Talkingabouttorque

10

2,995

11

Autocarindia

15

2,768

255

456

Autoindia,
Driveinside,
Indiacar, Autonagar

17

5,701

164

573

68

48,811

724

1,828

Total

Traffic Generation: CPC SMO

Build awareness / Drive Traffic to a destination

Modus: For Click based SMO

Client material / content is received and destination is reviewed

Backend DB is prepared and code is provided to be inserted on the

landing page being promoted

Promotion messages are drafted based on the content, TG & sites

Site and Community Selection for the promotion

Each CM is given a set of promotional messages along with a unique url,

ie www.clientlandingpage.com/?um=1

Each CM is also given a set of communities which are most popular to

promote their url

Typically each CM has 30 40 communities to promote in

Typically each CM executes approx. 500 posts a day, receiving between

100
200 clicks per day

An online reporting module show-cases the daily clicks received as well

as
City-wise and Site-wise break ups for the campaign

Quantitative SMO Click Report

Create Awareness

Hindustan Times

DHL

NIIT

USE CASE: HINDUSTAN TIMES

Brand WIN WIN Offer on the Mumbai HT
Objective Make people read HT & search for Hidden Clues in the
newspaper & send an SMS to win a car every week. Targeting Mumbai city
Solution Mumbais Bindass Attitude was best reflected in characters
Bhai & Sirkit in an animated viral
Result The viral received 25000 views in just the first 2 weeks of the
campaign

What Community Managers DO

Lets assume this is the url you will need to promote: http://www.client.com/?um=1

Create accounts on different sites such as Hi5, Orkut, Facebook, etc.

Always try making conversation first, and then promote the url
(more chances of clicks).

Join and Add appropriate communities on these social networks and

promote your URL within it.
For example: To Promote Ford Fiesta they joing Automobile Groups

Join Fan Clubs of relevant people and celebrities (Fans of Ferraris

for FORD) on these sites and promote your URL

Use features of the site to the extent possible to push client URL.
Such as:

Facebook applications - Funwall, Fast Forward Messages,

Orkut Scraps, etc.

Social Networking sites:

Facebook.com: One of the leading social networking
sites, Facebook users are mostly from India. Facebook
users are affluent Indians using this platform to
connect with their friends across the world.

Orkut.com: Orkut is one of the most popular social

networking sites in India. These users are mostly young
school and college kids, using the site as a platform to
make new friends and make groups to express their
views and talents.

Bharatstudent.com: BharatStudent, call it a Social

Networking site for students (Indian Students). I was
thinking its a website where Indian students can find
education related or career related information, but its
just Social Networking site with 1.4 million registered
users.

Other Social Networking sites:

Photo sites:
Flickr.com: Flickr is a more sophisticated network, of
where you share photos, and people rate them, using it
like 'facebook. You can rate the photos and promote the
brand in relevant photos.

Other Photo sites:

Video sites:

Youtube.com: Youtube is one of the leading

video sharing sites in the world today. The users
are varied and comprise mostly of office goers.
This site helps content to travel really fast with
views surpassing almost all other video sites.
The users are mostly from India.

Dekhona.com: Dekhona is an offshoot of Mouthshut and

has a subscriber base similar to Mouthshut. Users post
videos on this site along with their opinions. Most of their
users are from India.

Desimartini.com: DesiMartini is also very popular among the

youth as a social networking site. DesiMartini users are from
India; these users are mostly youth from small towns sharing
videos, pictures and blogs very actively. Most of these users
help content to travel across almost all social networking and
video sites.

Other Video sites:

How do we promote
on:
Create Relevant Profile and handle
Create inspiring tweets around the Anti Terrorist efforts
made on 26/11
Generate awareness about the movement by Idea Cellular
to donate
revenue for all calls during the said time
Invite users to join the cause

User Flow on Social Networks

CM
S

Community
Managers
Create groups

Users Join
groups

User
s

Communities on
Social Networks

Community
Managers Action
Share content
Promote Brand
Reply to
Comments

Brand Promotion Outcome

Builds Brand Image
Generates traffic
Generate Interactivity

Users Action
View (Post)
Click (on the link)
Discover (Landing
page)
Reply to the CMs
post

Thank You