SOURCES OF MEDIA INFORMATION

Pg 442
SOURCE PUBLISHER INFO AVALABLE
Indian readership survey MRUC /Press/qtrly Readership data/press
vehicles/media
usage/product usage
TAM media express TV audience Viewership data by
measurement programs, share and
Weekly time spent
Radio audience TAM Weekly Listenership
measurement RAM with/without FM;
Stations listened to
previous day/day parts

Indian Outdoor Survey MRUC Outdoor sire visibility/

quality of site through
index
I Cube-Internet In India IMRB Annual Internet usage data,
reach, time spent
TOMORROW- DEC 4TH
SOCIAL DILEMMA- Group 6

DOVE CASE ANALYSIS-

For PR to work there are several
prerequisites
It must first put its own house in order
PR must have the respect of employees and community
Management must justify its profits and prove that it is not profiteering
Work for the community as an able corporate citizen
Evaluating a PR Plan
Does it reflect thoroughly the current business
situation?
Has it made us aware of research and
development?
Does it include full analysis of recent editorials
Are the PR objectives specific and measurable?
Have the benefits of PR plan been listed out?
Has the PR department worked with marketing to
develop this?
PR changes attitudes.

YOU NEED TO INVOLVE THE

READER BY
EMOTIONALISING THE
INFORMATION
How do PR people get their job
done?
Using clout of the agency by virtue of being a space buyer
Cultivating relations with media and leveraging that when required
Communication that is newsworthy and which media would be glad to
carry
Biased information shall bring in
more resistance than acceptance.

CRE DI BIL IT Y OF ME DIA AS AN UNBIASE D

RE PORT ER MUST BE MAINTAINE D .
T HE RE FORE MOST ME DI A HAVE T HE I R
OW N E DI TORI AL POL ICIE S W HE RE AL L
SUCH I NFORMAT ION IS SUITABLY E DI TE D
BE FORE IT GOE S ON PRINT
Criteria for measuring PR
Total no.s of impressions over time/among TG
% of positive/negative articles over time
% of positive/negative articles over time, by subject, by TG
Headline/visual/key story integrity
Brand name appearances

AVE
AVE-Quantitative evaluation
Advertising Value Equivalent

PR EVENT COST CALCULATED

PR MILEAGE
- Print/electronic /SM coverage got
- Calculate advertising rates for coverage
Does the value exceed the cost? What ratio?

3:1
Media ROI measurement challenge
Pg 295, 296
Social Media
Overview: What is Social
Media?
Social media refers to online tools and services which allow an
exchange of ideas, information, videos, pictures, and graphics — just
about anything you can name.

Social media also allows easy sharing and distribution of existing

content to others so that professional work can be shared through
networks.
Digital Natives..
Highest embracer of internet.
94% of clicks take place in the first page of Google
7 times ad exposure needed for positive impact(retargeting ads)
Reason for web usage-
Talk/chat-20%; Learn 14%; Access info 21%; socialization 10%; games
10%

Implications on how we engage with them.

Stay Top of mind- Often! Avoid bad news….

Develop e marketing capability of the organization ( emails response

one of the highest)
 Traditional vs Social media
ASPECT TRAD MEDIA SOCIAL MEDIA

MKT RES Infrequent, limited Ongoing, detailed

customers feedback
NEW PROD DEV Idea gen formal Regular online ideas

CUSTOMER One way Two way

INTERACTIONS communication
BRAND Top down by agency Segment wise-
POSITIONING heavy/loyal users
TARGETING Minimal Personalised

CREATIVE Executed over six Real time

months
Overview: Types of Social
Media Services 
Bookmarking Sites and Social News Sites (Digg)
Blogs and Microblogs (Twitter, Tumblr)
Social Networking Sites (Facebook, Google+)
Shopping Sites (Amazon)
Multimedia Sharing (YouTube, Flickr)
Virtual Worlds (World of Warcraft, Second Life)
Branding in the digital age
Consumers still want a clear promise- but multiple touch points have
made this complex
Consumer decision journey
ADVOCATE/BOND

ENJOY
BUY
EVALUATE
CONSIDER
Differences between earlier
and now..
Earlier- linear evaluation; now back and forth
Earlier-Knowledge level less; now high knowledge
Earlier-Single source of brand info; now –multiple
Earlier- shortlist narrowing; now- new brands maybe added during the
process
Earlier-Point of purchase only for purchase; now-more
Earlier- post purchase-little interaction; now-online reviews/brand
building
Implications for brand
communication
Budget allocations to change radically ( Awareness through banner ads,
video virals, SEO vs Advocacy through product reviews)
Paid media versus owned media ( websites) and earned media
( customer channels, brand communities) as well as non –working
media ( people and technology)
Key questions to ask :
How did consumer search?
Did they show preference for retailer site?
How did they partake in online communities?
Which sources were disappointing to them?
How did brands enter and leave their decision sets?
What finally drove purchase?
 Latest findings about media
consumption:
Offline channels like TV/Radio/WOM- influential only during
‘consider’stage
At ‘evaluate’ stage- consumers directly went to Amazon etc
with expert/product ratings and visuals ; click stream analysis
reveal importance of web links between retail sites and
company products
Very few went to company/manufacturers’ websites
Display ads relevant only for discounts/when close to ‘buy’
stage
Retailer’s post purchase email spurs product feedback ;
especially trouble shooting
Integrate well with retailer sites for communication
Some eg.s of social media/on line communication
integrations ..
Apple-eliminated jargon, aligned product descriptions, created rich
videos- ensure high consistency across touch points
Nike-’Just do it’ given way to Creating records of work out data, global
fund raising races, customized online training.
McDonalds-Tailored messages including discount coupons, contest
opportunities, special event invitations.
Changing role of marketing
communications..
Orchestrator of many tasks..
Publisher and content supply manager..
Market place intelligence leader..
Why some brands are
reluctant to use social media
Knowledge risk-Senior managers less familiar
Incentive structure-Strong pressure for media airing revenues
Measurement-GRPs easier to measure than page views/engagement
Loss of control-To consumers of their brands..
Cost and time-SM needs too much creativity
Their brands are too boring! –To be on Social media?
Framework for social media
Immerse Reflect

Define

Engag
Evaluate
e
Immerse- contd..
Invest sufficient time to learn language and tools of SM
-Not a waste of time; cant delegate to youth!

Organisational learning
-Best Buy embraced social media through Blue Shirt nation- internal
employee communication social network; Reduced attrition
-Unilever-Invited FB/Google/Twitter heads to meet Senior management
and see what new technology can do
-Unilever-Reverse mentoring-Two weeks with younger experts
-Employee swap- P and G- /google swapped two dozen employees for
many weeks-online campaign on Youtube
-Digital night- sell Tide only online-on charity
“Immerse”
Personal and organizational learning
Blogs

Social networks

How to
Twitter participate
in SM

Discussion forums

Content
aggregators
“Reflect”
Connect knowledge of SM with org strategy- Balance control
vs engagement
Questions :
Are you prepared for negative feedback?
Are you willing to change your brand positioning based on feedback?
Will brand advocated appear online and stimulate positive
conversations?

Reward for high engagement may also be deeper consumer

relationships.. And high ROIN (Eg Dove, 1:3)..But Unicare Insurance
avoids SM but consumers still post reviews..
 SM- Engagement vs control
HIGH ENGAGEMENT HIGH CONTROL
LOW CONTROL HIGH ENGAGEMENT

Eg :Dove Eg: Budweiser-Super Bowl advertising

Sandbox where consumers can play

LOW ENGAGEMENT HIGH CONTROL

LOW CONTROL LOW ENGAGEMENT

Eg: Home Depot sporadic SM Eg : Unicare

Symptom of a deeper problem

Brand not ‘happening’?
“Define”
Set clear objectives for SM strategy
Market research-mystarbucksidea.com

Brand building –P and G’s Gain ‘smell story’- consumer sharing

Driving purchase-Dell tracks followers and purchasers through Twitter..

“Engage”
Create engaging content..
Characteristics of good content ( relevant , personalised, interactive,
integrated and authentic)
Barack Obama- campaign 2/3 rd spent on online; superior targeting-
activists/ undecided voters etc
Coke and Beijing Olympics 2008- ‘Pass on the torch’..
Evaluate

Return on Buzz/engagement Return on

Influence • No. of followers investment
• Time spent on site • Rapidity of likes • Spend vs conversions
• Page views • No. of shares • Track interest groups
wilth closure
Spec metrics..
Clicks/post click conversions/cost per conversion
Unique visitors/frequency of visit/freq to conversion ratio
Ad exposure time/ad interaction rate
View through rate
How to Measure Success
Developing a SM Strategy

1. Define your audience

2. Adopt a point of view

3. Allocate resources
 Tips
Make it easy and non-threatening for your
audience to participate
Write content that’s worth sharing
Acknowledge and recognize your audience
Integrate all of your marketing efforts
Don't try to keep up with the Jones’
Be entertaining, informative, and most importantly
genuine
 
Tips—contd…
Don’t duplicate your Web site, brochure, newsletter
Start with your friends
Embrace your audience
Keep it personal, real & authentic
Use often
Build maintenance time into your schedule
Encourage participation
Top 5 best practices:
1. Do some Spring cleaning!
2. Beef up your information section.
3. Be active/share.
4. Follow industry influencers and companies/groups of interest.
5. Quality vs. Quantity
Top 5 best practices:

1. Who do you want to be?

2. Think SEO (Search Engine Optimization).
3. Be active/share.
4. Follow industry influencers and companies/groups of interest.
5. Aim to chat, not sell.
Top 5 best practices:

1. Think SEO (Search Engine Optimization).

2. Be active/share.
3. Follow industry influencers and companies/groups of interest.
4. Aim to chat, not sell.
5. Don’t talk about your new shoes!
CASE-DOVE
QUESTIONS :
1. Using the brand key, describe how has brand positioning of Dove changed post the above campaign?

2. Who’s the target for this campaign?

3. How will you measure the effectiveness?

4. How has the choice of SM contributed to this success? Vs TV

5. Some pointers for scheduling: in the context of IMC

6. Think of a brand that can run a campaign like this on twitter? State the key message objective, implementation
mechanics and post campaign metrics.
VIRAL MARKETING
DVR eliminates ads in TV( 81% viewers use this!)

12% of online video viewing is for ads-2011 USA data-conscious viewership of ads.

Ratio between time spent and ad spend- highest for Internet and lowest for print/TV.

When your content goes viral– its every marketer’s dream; ultimate free lunch(low cost of production
as most of it is user generated content)AND low cost per reach.( smaller companies also benefit)

48% visit company website after seeing online video; 11% share it and 22% make a subsequent
purchase.

It is the web’s answer to word of mouth..

Two factors- psychological response ( how you feel), social motivation ( why you want to share)

Psychological emotional drivers-Warmth (58%),Happiness(56),Hilarity (31)

Social motivation drivers-Opinion seeking (25%),Shared passion, Helps me socialize off line
Viral habits..
Difficult to ‘engineer’ virality-only 3% of youtube videos have a min of
25000 views.

18% of internet users share videos atleast once a week; 9 % daily

Called ‘super sharers’- companies should find these..

The more a video generates shares first two days, higher the viral peak
and greater overall volumes…Wednesday seems to be most frequent
day!
Pros and cons of viral
marketing
PROS CONS
Higher Reach uncertainty
engagement
Persuasive Lack of
predictability
Low cost Low control
Better targetting
How to make it go viral..
Big seed marketing- combining internet practices with old fashioned
advertising..using common people.
The internet ad has to have an independent value over the
product/brand.
Initial set of influencers share with atleast MORE than one individual..
The traditional ad which is ONE way can now be shared- reaching
millions relevant consumers…with more credibility

Three steps
1. Unique storytelling focus-series works best?
2. Managing digital platforms
3. Building high profile network influencers to help spread
Unique storytelling
1. Strong deep consumer insight ( Whisper’s uniform
check)-innate need-through focus groups, online opinions..
Eg: Humour is youth currency; Mentoring in a golf course is
mid age currency.

2. Invite consumers to share story ( Maggi packs)-

Conversations builders in parties; appear ‘relevant and
contemporary.’ People’s voice.

Going beyond the product functionality- slice of consumer’s

life..
Digital platforms..
1. Identify Brand communities ( Enfield, Harley,
Hush puppies)
2. ENGAGE the communities( more than likes in FB)

Bloggers, editors, - all types of media to be

used..have one central ‘hub’ where all information
about brand can be discussed( website,FB Page etc)
3. Platforms also need two way relationship-get
feedback, have contest etc. to elicit participation.
 Influencer network
1. Identify-Celebrities/ brand ambassadors
2. Engage- Contact through a digital specialist ( build friendly
relationship and highlight contribution)
3. Value exchange-Make them feel special- exclusive content, influencer
summit, rendezvous with famous movie star, high financial
compensation etc. Like to the first to ‘share’

4. Distribute message-Different roles for influencers-

share/review/mention/ link- Eg. Winter Olympics-silly human tricks..

5. Optimize-Influencer wise tracking- share best practices.

HIGHLY PERSONAL BUT WITH A LOT OF CREATIVE CONTROL
Content promotion and distribution
EARNED
OWNED

PAID

WEB VIDEO CONTENT

Measuring success of Viral
M?
Reach-No.s reached during a period/TG wise/geographywise etc.

Engagement-Avg % of video viewed; repeat views; Total completed

views; avg time spent ina website; participation in interaction.

Buzz/mentions-Comments, shares,blogs, awards.

Brand sentiment-Content and tone of message-positive versus negative.

Client satisfaction-Experimental? Increased spends, exclusive usage etc.