The document discusses how brands can build their presence in the digital world. It highlights the increasing importance of digital platforms like search engines, social media, blogs, and mobile. It emphasizes that a brand website sits at the center of a digital ecosystem and that brands must leverage different digital technologies and bring new ideas to grow their business across multiple screens.

1. “Digitally Yours”
Building your Brand in the Digital World
27.09.2011
NEW YORK • WASHINGTON • DENVER • SEATTLE • LOS ANGELES • SAN FRANCISCO • AUSTIN• LONDON • HONG KONG • BEIJING • DUBAI • DELHI
Disclaimer: The information contained within is the property of Penn Schoen Berland & Associates. No part of this document may be copied or reproduced without the written
consent of Penn Schoen Berland & Associates. Failure to do so may invite legal action as appropriate.
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©PENN, SCHOEN & BERLAND

2. OUR WORLD TODAY
Home
On-the-Go Work
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3. WHAT DO INDIANS DO ONLINE?
Online Population
42.8/1,351
million
Time Spent Online
12.5/23.1
hours/week
Increasing usage of search and social; and
consumption of video
©PENN, SCHOEN & BERLAND Source: TNS Source: ComScore 2

4. CAN YOU AFFORD NOT TO BE DIGITAL?
B2B search volume is increasing
• B2B search increased by 212% in Google, since Jan 2009
• 65% of the C-Suite conduct 6+ work-related Searches daily
Mobile internet growing at rapid pace
• Mobile internet traffic has grown 233% y-o-y
Social media and brands
• One third of India’s online consumers are aware of brands
that have an online presence; over 50% of social media
users perceive brands that have a social-media presence as
being “innovative”
©PENN, SCHOEN & BERLAND 3
Sources: Smart Search Marketing, BuzzCity Survey, Nielsen

5. THE AGE OF CONVERSATION
CGM:
Uncontrolled
Marketing Media
Messages: Reporting:
Controlled Controlled
4

6. CO-CREATION & CO-INFLUENCE IS THE FUTURE
INFLUENCE DIALOGUE
v/s v/s
CONTROL MONOLOGUE
RELATIONSHIPS
RISK OF NOT
v/s
PARTICIPATING
TRANSACTIONS
5

7. Conversation Now Takes
Many Forms, Various Platforms and Tools…
©PENN, SCHOEN & BERLAND 6

8. ROUTE TO THE NEW CONSUMER
COLLABORATION CONVERSATION
Depth Engagement/Influence
High
Social network Online video
Search
Wikipedia optimisation
Display advertising
Discussion Third party
Website Search
forums blog
dialogue marketing
Company blog Website
Product
Low
wikis
Email
marketing
COMMUNICATION INFORMATION
Low High
Degree of Control 7

9. • Information
WEB • Visibility
• Thought Leadership
• Credibility
• Influence BLOGS
• Engagement Mobile
• Visibility
SEARCH • Routing Traffic
• Listening
• Collaboration
• Engagement SOCIAL
• Viral
©PENN, SCHOEN & BERLAND 8

10. “A Brand Web Site Sits At The Centre Of
The Digital Ecosystem: An
Interdependent, Interlinked Ecosystem”
©PENN, SCHOEN & BERLAND 9

11. WHAT PEOPLE ARE DOING ON THE WEB
70%
% of internet users
60%
60%
50%
49%
40%
39%
30% 29%
30% 28%
20%
13%
10%
0%
Email Search Check News Check weather Research Surf Web for Social WEB BLOGS
Hobby Fun Networking
Mobile
©PENN, SCHOEN & BERLAND SEARCH 10 SOCIAL
Source: comScore + Nielsen + Hitwise

12. GETTING THE BEST FROM YOUR WEBSITE
Activities
• Interactive & User friendly interface
• Short and concise content
Information Dissemination • Dynamic content
Thought Leadership • Optimized for search
Lead Generation • Down loads : Case Studies, White Papers
Web 2.0 Packaging • Interactive Tools like Chat, Webinars, etc.
• Applications & Widgets
• Social Media integration
WEB BLOGS
Mobile
©PENN, SCHOEN & BERLAND SEARCH 11 SOCIAL

13. BLOGS
©PENN, SCHOEN & BERLAND 12

14. BLOGS TAKE YOUR BUSINESS TO THE NEXT LEVEL
Platforms
• Is more SEO friendly
• Boosts traffic to your site
• is a platform to connect with clients
• Strong loyal base
• Develop subject authority
• Engage with audience
WEB BLOGS
Mobile
©PENN, SCHOEN & BERLAND SEARCH 13 SOCIAL

15. RSS IS STILL RELEVENT
Channels
• It is free & easy
• Automates content distribution
• Syndication increases exposure
• Drives SEO
• Increases traffic
WEB BLOGS
Mobile
©PENN, SCHOEN & BERLAND SEARCH 14 SOCIAL

16. SOCIAL MEDIA
©PENN, SCHOEN & BERLAND 15

17. POPULARITY OF SOCIAL MEDIA TACTICS
70% 66%
60%
50%
40%
34%
29%
30% 26%
19%
20%
11% 11%
9%
10%
4%
0%
WEB BLOGS
Mobile
©PENN, SCHOEN & BERLAND SEARCH 16 SOCIAL

18. POPULAR B2B SOCIAL MEDIA SITES
70%
% of internet users
60% 58%
50%
50%
43%
Popularity of Social Media Tactics
40%
30%
19%
20%
11%
10%
3%
0% WEB BLOGS
Other Communities YouTube Twitter Facebook Linkedin
Mobile
©PENN, SCHOEN & BERLAND SEARCH 17 SOCIAL

19. BE SOCIAL TO MAKE BUSINESS SUCCEED
Platforms • 30% of online consumers aware of brand’s
online presence
• 50% of users perceive brands with social-
media presence as being “innovative”
• Word of mouth conversations measurable
• Viral sharing acts as a multiplier effect
• Offline interactions and online
conversations are merging as the web
becomes location-aware
• LinkedIn has been the most popular B2B
platform WEB BLOGS
Mobile
©PENN, SCHOEN & BERLAND 18
SEARCH SOCIAL

20. LEVERAGING FACEBOOK
Activities
• Interactive Fan pages
• Dynamic content “mashable”
Information Dissemination
• Contest for Engagement
Thought Leadership
• Referral Rewards
Lead Generation
Web 2.0 Packaging
• Loyalty Rewards
• Applications and Fun Games
• Polls & Surveys
WEB BLOGS
Mobile
©PENN, SCHOEN & BERLAND SEARCH 19 SOCIAL

21. LEVERAGING LINKEDIN
• Company pages
• Follow Messaging
• Custom Groups
• Linkedin Groups
• LinkedIn Polls
9 million users in
India • Promotional Linkedin display campaigns
• Recruitment Drive
• Follow Company & View product Ads
• Recommendations Ads WEB BLOGS
Mobile
©PENN, SCHOEN & BERLAND SEARCH 20 SOCIAL
Source: LinkedIn IN online survey, n = 1,095; fielded Oct. 25 - 28, 2010

22. BOOKMARKS HELP DRIVE TRAFFIC
Directories
• Targeted Traffic to your website
• Build Authority and Reputation
• Faster Ranking
• Higher Search Engine Ranking
• Better PageRank
• Viral benefits
WEB BLOGS
Mobile
©PENN, SCHOEN & BERLAND SEARCH 21 SOCIAL

23. SEARCH
©PENN, SCHOEN & BERLAND 22

24. WHAT INDIA IS SEARCHING ONLINE?
• Indian Railways - IRCTC
• Mobile Phones
• Compare Airfares
• Holiday packages
• Products & Services
• Automobile products
• Bollywood
• Pricing Information
©PENN, SCHOEN & BERLAND 23
Source: Google India Trends & Google Analytics

25. Activities
• Gateway to your destinations
Visibility • Search Optimization (SEO)
Thought Leadership • Search Marketing (SEM)
Lead Generation • Third party placements
Web 2.0 Packaging • Third Party Endorsements
©PENN, SCHOEN & BERLAND 24

26. B2B SEARCH VOLUME IS CLIMBING
90% of B2B buyers are using social
media to research and execute
purchases. WEB
Mobile
BLOGS
©PENN, SCHOEN & BERLAND SEARCH 25 SOCIAL
Source: B2BentoS & Google

27. SMEs TO LEVERAGE FROM SEARCH…
• Research Analysis
• Key word Research
• Competitive Analysis
• Onsite Optimization
• Organic Search
• Paid Search
• Page title Tags
• Traffic Analysis
• Key word Positioning
• Paid Links
• Page Ranks
• Landing Page Optimization WEB BLOGS
Mobile
©PENN, SCHOEN & BERLAND SEARCH 26 SOCIAL

28. IT’S REALLY JUST A HANDHELD COMPUTER…
MOBILE
(That also happens to ring)
©PENN, SCHOEN & BERLAND 27

29. MOBILE INTERNET IN INDIA
WEB BLOGS
Mobile
©PENN, SCHOEN & BERLAND SEARCH 28 SOCIAL
Source: inMobi, goospoos

30. THE EMERGENCE OF ‘M-’
• m-Commerce
• m-Banking
• m-Ticket
• m-Payment
• m-Coupon
• m-Wallet
• m-Travel
• m-Health
WEB BLOGS
Mobile
©PENN, SCHOEN & BERLAND SEARCH 29 SOCIAL

31. TOOLS FOR ENGAGEMENT
• Text Message Marketing
• IVRS
• Mobile Websites
• Email Marketing
• Deals & Discounts site
• Location Based Services
• Mobile Barcode
• Blue Zones
• Customization of various WEB BLOGS
VAS Apps Mobile
©PENN, SCHOEN & BERLAND SEARCH 30 SOCIAL

32. TO CONCLUDE
You
Will
Need
To Leverage
These
Technologies
©PENN, SCHOEN & BERLAND 31

33. TO CONCLUDE
And
Build
Brands
Across
Three
Screens
©PENN, SCHOEN & BERLAND 32

34. AND
You Will Need To Bring New Ideas
And Innovative Engagement Tools To
Grow Your Companies
And Keep Them Growing !
©PENN, SCHOEN & BERLAND 33

35. Ashwani Singla
CEO, Penn Schoen Berland, South Asia
603, Tower B, Unitech Cyber Park, Sector 39, Gurgaon Haryana, India
asingla@ps-b.com | Mobile : + 91 98110-75843
Blog : www.reputare.in | Facebook : www.facebook.com/ashwanisingla
NEW YORK • WASHINGTON • DENVER • SEATTLE • LOS ANGELES • SAN FRANCISCO • AUSTIN• LONDON • HONG KONG • BEIJING • DUBAI • DELHI
Linkedin : www.linkedin.com/in/ashwani I Twitter: www.twitter.com/ashsingla
Disclaimer: The information contained within is the property of Penn Schoen Berland & Associates. No part of this document may be copied or reproduced without the written
consent of Penn Schoen Berland & Associates. Failure to do so may invite legal action as appropriate.
34
©PENN, SCHOEN & BERLAND