1. RBS – Digital Strategy

3. Recruitment Solutions

4. We are talking to Freshers Senior management Middle management

5. Online habits of Freshers I check my emails everyday I visit preferred websites for sports, news updates, I look for Jobs I search online for information I visit social & networking sites I participate in online discussions , blog and read articles online I am on my mobile all the time I browse through the general websites for different things like news, sports etc

6. Mapping this with Ad placement Emails News, sports updates search Mobile online discussions , blog and online articles Gaming Mailers , Inbox properties Banners: on cricket, news Text and Image Ads on Google, Yahoo search and content network SMO- blogs, forum participation, article entries Gaming portals Zapak , Orkut, Ibibo Yahoo, Rediff Cricbuzz, In.com I browse through the general websites Horizontals Rediff, Yahoo SMS tagging, SMS Push MGinger

7. Online Habits of Senior level management I check my emails everyday I visit preferred websites for financial news, booking air tickets online I search online for information I visit social & networking sites I participate in online discussions , blog and read articles online I am on my mobile all the time I browse through the general websites for different things like news, current happenings

8. Mapping this with Inventory Emails News, Finance updates search Mobile online discussions , blog and online articles Travel Mailers , Inbox properties Banners: News, Finance Text and Image Ads on Google search and content network SMO- blogs, forum participation, article entries Travel portals MakeMyTrip SiliconIndia, Orkut, Facebook MoneyControl TOI, NDTV, ET I browse through the general websites Horizontals Rediff, Yahoo SMS tagging, SMS Push Mauj

9. Online Habits of Middle Management I visit preferred websites for travel information, booking air tickets online I search online for information I visit lifestyle sites I participate in online discussions , blog and read articles online I am on my mobile all the time I browse through the general websites for different things like news, lifestyle, entertainment

10. Mapping this with Inventory Emails News updates search Mobile online discussions , blog and online articles Lifestyle Mailers , Inbox properties Banners: News sites Text and Image Ads on Google search and content network SMO- blogs, forum participation, article entries Gaming portals NDTV Goodtimes Orkut, Facebook ShaadiTimes TOI, IBN Live I browse through the general websites Horizontals Rediff, Yahoo SMS tagging, SMS Push Mauj

11. Online Activities

12. Where’s the Focus?

15. Display Screenshot Examples Banners Buttons Homepage

16. Creative Differentiation Images GIF/JPG (static image, ability to click only) Standard Flash (limited animation, ability to click only) Rich Media (increased animation, additional panel for content, endless amount of metrics)

19. Online Job Fair

23. The RBS Job Center *Just a mock representation and can be worked out

26. Plan Summary

29. Online Reputation Management

31. ORM- The coordination of PR and Marketing agencies Event Role of PR Role of Digital marketing Positive seeding Provide content as per the context Identify the context and seed content provided by PR. Request for newer content if the need be Relevant Reach Recommend sites, threads etc that have been reported to PR team to be regularly creating problems Marketing team to isolate the negative sentiment matrix ( the grid of all sites agreeing to sentiment) and strategically weeding them out of search discoveries by various means Weeding out negativity The dissatisfied individuals to be answered about their grievances under the authority of RBS To identify individuals who have grievances against RBS and reporting the same to PR team

32. Online Reputation management Track Buzz around RBS daily and take necessary action 1. Search the web for activity 2. See how relevant they are for RBS 3. Rate based on quality, authority etc. 4. Report relevant stuff to RBS 5. Take corrective action or post response

34. RBS CURRENTLY IN ONLINE MEDIUM

35. Response Mechanism : Iain’s Blog in Telegraph The Problem

36. Response Mechanism : Iain’s Blog in Telegraph Bigger Problem Bigger Problem Bigger Problem Bigger Problem

37. Response Mechanism : Iain’s Blog in Telegraph RBS bailout is bigger than few billion pounds redistributed. The fact is the entire economy was to fall if these this were not arrested. No one says that this is. Also the fact is that most of RBS is healthy, and the ones not doing well will be imputed. Mr Grown may be wrong, RBS still can be trusted Corrective measure

38. How does RBS stack up Brand Analysis No. of Pages Category Landscape in India 1,070,000 Pages mentioning RBS 43,400 Brand Penetration 4% Nature Of UGC (For RBS) % of content for each Neutral 12% Positive 4% Negative 84% Nature Of User Generated Content (Competitors) % for each category Neutral 14% Positive 31% Negative 54%

39. Hence a multi level Online Strategy

41. ORM Layout Activity Platform Quantity Positive Reviews/ Comments/Articles Mouthshut.com, ezinearticles.com, techtree.com, moneycontrol, newsistes 95 Corporate Blogs Wordpress.com, Mouthshut.com 4 ( 4 posts per week ) PR Submissions prlog.com, indiaprwire.com upto 9 QnA yahoo answers,sawaal ibibo, linkedin 75 Total Investment INR 350,000.0 per month Time Duration 12 Months

43. SEM Marketing India SEM Internet in India Time Introduction Growth Maturity Search Engine Marketing India As per I-Cube report released in 2007, of 250 Mn urban Population in India, there are 29 Mn active Internet Users. This indicates that there is a large room for the Internet Users to grow. Internet Advertising has started acquiring the Ad spends on various Media Organizations. But in India, SEM is at a growing stage. Source:IAMAI & IMRB report 07-08 Media

45. Distribution of Traffic Source:IAMAI & IMRB report 07-08 Demographics of Online Searches Percentage School going kids 16% College going students 26% Young Men 27% Older Men 14% Working Women 10% Non Working Women 7% Town class Distribution on Online Searches Percentage Top 4 Metros 40% Other 4 Metros 31% Small Metros 21% Cities with 5-10 Lak population 5% Cities with Less than 5 Lak population 3%

46. Sponsored (PPC) Google.com Search

47. Google Site Targeting News Finance

48. Sponsored (PPC) Yahoo.com Search

49. Bing.com Search Sponsored (PPC)

50. Sponsored (PPC) Ask.com Search

51. Search Engine Marketing Process A comprehensive analysis of relevant keywords and competitive activity is fundamental starting point Hands-on campaign management Select keywords Set strategy Optimize Develop Ad Copy Data Analysis Client analysis Market Overview Implementation

55. Thank you!