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DIGITAL MEDIA STRATEGY Zandu Balm
JUST 10 THINGS
I. Understanding “Digital”
II. Why Digital : Penetration of “Digital in India”
III. Success story of an age Old Brand using Digital
IV. Understanding our Brand & Objectives
V. Current Situation
VI. Understanding Audience
VII. Which Channels ?
VIII. Content Strategy
IX. Execution
X. Engage & Measure
I. Understanding “Digital”
II. Why Digital : Penetration of “Digital in India”
III. Success story of an age Old Brand using Digital
IV. Understanding your Brand & Objectives
V. Current Situation
VI. Understanding Audience
VII. Which Channels ?
VIII. Content Strategy
IX. Execution
X. Engage & Measure
Who are we ? Where are we ? Who are our
customers ? How far do we want to go ?
JUST 10 THINGS LET’S MAKE THEM
5
Before understanding “How” , understand
“Why” !
Plan Stage – Prepare for your journey from
being a brand to a Legacy !
Implementation Stage
Post – Implementation Stage – The Digital
Effect !
FIRST THINGS FIRST : WHAT IS
DIGITAL?
In one line “Digital is technology that connects people and machines with each
other or with information.”
Broadly, it can be classified into 2 categories : Through Internet Channels /
Through Non – Internet Channels.
Internet Channels Non – Internet Channels
With the progress of technology in the area of smart – devices (
phones, tablets, etc. ), personal computers and affordable
internet connections enabling 3G, 4G available, Internet
channels are reaching up equal to non – Internet channels.
Social Media Channels, Emails, Mobile networks are the most
used internet channels.
Conventional Channels such as T.V. , Radio, SMS, etc. are the
channels which do not use internet and provide channel for
people to communicate with each other. They have been in use
for really long now. These channels have reach in areas where
internet channels are yet to reach.
PENETRATION OF DIGITAL IN INDIA
Parameters Values
India Total Population 1,256 Million
Internet Users 243 Million
Mobile Subscriptions 886 Million
Social Media Users 106 Million
Facebook Users 100+ Million
Average Time spent by
an Indian on Social
Networks
5 Hours a Day
Impact of Numbers* : These numbers indicate how India is adapting to the changing technology and still sees a lot of potential.
Three numbers to look out for :
Mobile Users : Affordable smart phones available in the market, approximately 70% of Indians have mobile phones .
Internet Users : 20% of the users have active Internet connections, which as predicted by BCG to increase by half a Billion in the
next 3 years.
Social Media Users : Is at the heart of Digital Media and includes all the sites which facilitate people to communicate with each
other, e.g. Facebook, Twitter, Google Plus, etc. Most of these sites are free for users to register and share their opinions.
*These numbers are constantly changing
DIGITAL & BUSINESSES
Three changes which change the businesses and their strategies :
It maybe an under-estimation if we say Digital as the “Technical change” (for now), because by
inclusion of Social Media, it has changes the “Consumer Demand” & “Competition” as well.
A survey suggested that 85% of the buyer decisions are based on their friends suggestions or on
reviews available on Social Media.
Digital is not just a “Technical Change” but a “Sociological Change”. It is part of Lifestyle Now.
Changing consumer demand Changing technology Changing competition
Digital affects
here
SUCCESS STORY OF AN AGE OLD
BRAND USING DIGITAL MEDIA : OLD
SPICEProblem :
Old Spice is 80 years old American Brand
that specializes in male grooming
products.
Introduced a Product in 2003.
Lost market to Competitors by 2006.
A big question for them was the name
and whether the brand could be relevant
to young men moving forward.
Impact :
The number one Brand channel on
YouTube
236 million YouTube Views
The Response Campaign generated 5.9
million YouTube views, more than
Obama’s victory speech had achieved in
its first 24 hours.
80,000 Twitter followers in 2 days
Facebook Interaction increased 800%
with the personalized videos
Sales figures increased by 125 % . By
the end of 2010, Old Spice had become
the number one selling brand of body
wash for men in the United States.
Strategy :
Turned weakness into Strength.
With its 80-year brand heritage
Old Spice was ‘experienced’ and
well positioned to be an expert on
masculinity and being a man.
Launched a campaign “The Man
Your Man Could Smell Like” and
actively ENGAGED with the users
who responded to their campaign
on Digital Media.
Content was the “HERO” and made the product a “HERO” as well.
Reach :- Infinite.
OUR BRAND : HOW WE SEE IT ?
Zandu Balm :
Heals body pains, head aches and useful
in cold.
An Ayurvedic Product, no side effects.
Has been in Indian markets for over 100
years.
Cost Effective – affordable for majority.
Product Goal : To create a massive Digital
Media Presence in order to boost our years
old brand into new audiences.
Recent Advertisement in market -
OUR BRAND : HOW OUR
CUSTOMERS SEE IT ?
Zandu Balm :
Younger Generation :
Youth have seen their Parents, Grand parents use it.
Heard about it in a recent song “Munni Badnam.”
Some may remember the Jingle from the old ad.
Older Generation :
Use it for joint Pains.
For them “Balm” means “Zandu Balm.”
BRIDGING THE GAP
When Rohan got home after a 24 hours shift at his office, he complained of
severe back pain. His mother knew just the right product for him - “Zandu
Balm” , which has been trusted by her all her life. But Rohan insisted an
immediate relief and asked for another product he used while he ran a
Marathon ?
Challenge for the brand is to Bridge this gap.
Mother’s trust
How will mother tell
Rohan how effective
Zandu Balm is ?
Rohan
• Is a young professional
• Active on All Social Media
Channels
• Gets No time to watch TV
• Watches important videos
on Youtube
• Buys products Online
• Knows about Latest trends
on Social Media
QUICK WINS OFFERED BY DIGITAL
MEDIA
• Display Advertising
• Email Marketing
• Pay-Per-Click
Advertising (PPC)
• Online Public Relations
• Search Engine Optimization
(SEO)
• Social Media Marketing
(SMM)
• Viral Content Campaigns
• Video marketing
• Mobile marketing
• E-Commerce/offer sites
• Blogging
• Microblogging
• Online communities/forums
• Corporate web site
There are various
channels/ ways offered by
Digital Media which can be
utilized by Zandu Balm to
expand its customer base
and Engage with its
customers.
Given are some of them :
These tools not only help
you build but also
Maintain and further
boost your presence !
WHERE TO START ?
Start Small !
Since the objective is now to engage with new audience - Form a Strategy
around THEM.
1. Audit your current Situation
2. Understand your Audience : Are your fans your target Audience ?
3. Choose the channels & Build your presence
4. Research Competitors
5. Assign Roles
6. Form a Content Strategy
7. Engage with your customers
8. Use analytics to track progress and adjust your strategy as needed
AUDIT YOUR CURRENT SOCIAL
MEDIA SITUATION
Step 1 : Create a Social Media Audit Template and record all the
Facebook handles, Twitter handles, Youtube Channels, etc. which you
own
Step 2 : Search any other social profiles representing your brand
Page Name URL Responsible Person
Zandu Balm https://www.facebook.com/pages/Zandu-balm/899432200090333 Mr. ABC Kumar
Zandu https://www.facebook.com/ZanduAyurveda Mr. ZYX Kumar
Page Name URL Responsible Person Want to get Removed ?
( Y / N )
Zandu Balm https://twitter.com/zaandubaam Zandu Balm -
UNDERSTAND YOUR AUDIENCE
Are your existing fans your target audience ? - Answer can be a Yes / No.
Find out who your existing fans are. ( Facebook provides insights summary to know people
following your page)
Who do you want to target ? – Set Specific targets.
Let us say our target audience by this campaign are youngsters in Colleges and
working professionals between the age of 19 – 34.
Find out :
•Channels they mostly use for engaging.
•What type of topics they are talking about more.
For example, these days Cricket World Cup is on, so most of the youngsters will be
interested in knowing or relating to posts which are about the tournament or even
the Sport in general.
•Time they usually use Social Media.
RESEARCH COMPETITORS
Competition is always important to look out for, where are we compared to our competitors can
be easily estimated by the Social Media presence.
For Zandu, the top 2 competitors we have considered are Moov & Volini.
While Volini leads with the
highest number of likes on its
Facebook page, Moov has a
“Verified Page” which states its
authenticity.
Volini gained a high number of
users during Mumbai
Marathon early in January,
2015.
CHOOSE THE CHANNELS & BUILD
YOUR PRESENCE
Various Channels are available to engage with the customers, but which ones to go
for ?
After a thorough research about Our Brand, Existing Our Customers and Our
Competitors, Build your Social Media Presence.
Channels Recommended to start with Initially :
1. Blog / Corporate Website
2. Social Networks ( Facebook, Twitter )
3. Online Video Sharing ( YouTube )
4. E-commerce sites ( Develop in-house or External Portals )
Set your goals for each of the Channels & Assign ownership for each of these to
responsible people, because customers on Social Media look for active engagement.
CONTENT STRATEGY
Content is nothing but what you post ( Text, Pictures, Videos, Links ) and a well defined Strategy is what makes
your content Viral or makes it go unnoticed.
It is about “What to Post” , “Where to Post” & “When to Post”. Following factors can sum up content strategy
1. Align Content Development With Social Media Metrics and Goals :
examples : - if your goal is to Increase engagement, then post topics which increase interactions.
If your goal is to generate revenue, then post topics should be more about selling product ( direct or indirect )
2. Align Content development with the Insights
Customer Insight
Competitor Insight
Product Truth
3. Strengthen Engagement & Use Conversational Tone ( Personifying the Brand )
4. Update with the latest Social Media Trends ( example : Hashtags are in use these days , set one catchy
hashtag, #KeepBalm )
5. Know which channel do they post more about topics where you can engage :
example :- People may post about pain relieving tips on forums more than Twitter. Post there !
6. Know When do they post / engage more :
example :- may post more posts on Pain Relief after 6 PM or at Night more than Morning.
7. Search Engine Optimization
ALIGN CONTENT WITH THE
INSIGHTS
Product Truth : Think Laterally about the brand and map out associations.
Zandu Balm
Ayurvedic Product
Herbs
No Side Effects
100 Years into healing
Trust
Relation
Friend
Gently Massage
Love
Legacy
Made in India
Patriotism
Lesser Cost
Coin
Pain RelieverRest
Sports Remedy
Grandma’s Bangles
Savings
Pocket – Money Friendly
Therefore, a sample Theme could be “Friend” or “Legacy”
Health
ALIGN CONTENT WITH THE
INSIGHTS
Competitor Insights : Follow the type of content your competitors
post, this will educate you more on what people are looking from a
“Pain Relieving” Brand in General as well.
For example : Volini posts questions more about Pain & Educating
people about what causes pain and how to relieve them, which has
generated higher engagement for Volini.
Posting content on similar themes may also leverage traffic to your
page.
Customer Insights :
This will give an idea about Where your customers are currently
engaging : Facebook or Forums ?
What are they talking about ?
What do they “Want” to know :
Answer questions like - How to use the product, what postures to sit
in to avoid pains.
Or anything related to Health Tips / Importance of Ayurveda /
Takeaway :
Question Type Post,
Pain related
UPDATE WITH LATEST SOCIAL
MEDIA TRENDS
Keep yourself equipped with latest happenings on Social Media space
and Use them to engage with your followers. For Example : Hashtags
Does Pain make you feel like this ? Do you get angry at
people when you have headache ? Then Don’t Keep Calm,
#KeepBalm
Spread your hashtag, this can be used on all channels and will help you keep a track of mentions.
ENGAGE WITH CUSTOMERS
For Example, You post a post on a Health Tip and get questions from
your followers on it , Reply to them and have an active engagement.
This helps in Customer Retention and a happy customer attracts
more. Example :
Did you know a correct posture can help
you avoid pain ? Follow this Posture at
work. But if you have pain, #KeepBalm
Comment from ASDF : Is there any correct posture while
laying down ? I have backpain laying down straight
Always, Always Reply
On replying to this customer ASDF, he/she shall recommend your page to his/her friends
and they shall follow you for regular tips & in case they have pain, they will buy ZANDU
USE ANALYTICS TO TRACK
PROGRESS AND ADJUST YOUR
STRATEGY AS NEEDED
Use Analytics tools, to track where you are and how far have you met
the target.
It helps you find out where your traffic is coming from.
Which “Type” of content generated traffic for you.
Which is your Focus Area.
Update & Improve your Social Media Strategy accordingly.
THANK YOU !

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Zandu balm case_study

  • 2. JUST 10 THINGS I. Understanding “Digital” II. Why Digital : Penetration of “Digital in India” III. Success story of an age Old Brand using Digital IV. Understanding our Brand & Objectives V. Current Situation VI. Understanding Audience VII. Which Channels ? VIII. Content Strategy IX. Execution X. Engage & Measure
  • 3. I. Understanding “Digital” II. Why Digital : Penetration of “Digital in India” III. Success story of an age Old Brand using Digital IV. Understanding your Brand & Objectives V. Current Situation VI. Understanding Audience VII. Which Channels ? VIII. Content Strategy IX. Execution X. Engage & Measure Who are we ? Where are we ? Who are our customers ? How far do we want to go ? JUST 10 THINGS LET’S MAKE THEM 5 Before understanding “How” , understand “Why” ! Plan Stage – Prepare for your journey from being a brand to a Legacy ! Implementation Stage Post – Implementation Stage – The Digital Effect !
  • 4. FIRST THINGS FIRST : WHAT IS DIGITAL? In one line “Digital is technology that connects people and machines with each other or with information.” Broadly, it can be classified into 2 categories : Through Internet Channels / Through Non – Internet Channels. Internet Channels Non – Internet Channels With the progress of technology in the area of smart – devices ( phones, tablets, etc. ), personal computers and affordable internet connections enabling 3G, 4G available, Internet channels are reaching up equal to non – Internet channels. Social Media Channels, Emails, Mobile networks are the most used internet channels. Conventional Channels such as T.V. , Radio, SMS, etc. are the channels which do not use internet and provide channel for people to communicate with each other. They have been in use for really long now. These channels have reach in areas where internet channels are yet to reach.
  • 5. PENETRATION OF DIGITAL IN INDIA Parameters Values India Total Population 1,256 Million Internet Users 243 Million Mobile Subscriptions 886 Million Social Media Users 106 Million Facebook Users 100+ Million Average Time spent by an Indian on Social Networks 5 Hours a Day Impact of Numbers* : These numbers indicate how India is adapting to the changing technology and still sees a lot of potential. Three numbers to look out for : Mobile Users : Affordable smart phones available in the market, approximately 70% of Indians have mobile phones . Internet Users : 20% of the users have active Internet connections, which as predicted by BCG to increase by half a Billion in the next 3 years. Social Media Users : Is at the heart of Digital Media and includes all the sites which facilitate people to communicate with each other, e.g. Facebook, Twitter, Google Plus, etc. Most of these sites are free for users to register and share their opinions. *These numbers are constantly changing
  • 6. DIGITAL & BUSINESSES Three changes which change the businesses and their strategies : It maybe an under-estimation if we say Digital as the “Technical change” (for now), because by inclusion of Social Media, it has changes the “Consumer Demand” & “Competition” as well. A survey suggested that 85% of the buyer decisions are based on their friends suggestions or on reviews available on Social Media. Digital is not just a “Technical Change” but a “Sociological Change”. It is part of Lifestyle Now. Changing consumer demand Changing technology Changing competition Digital affects here
  • 7. SUCCESS STORY OF AN AGE OLD BRAND USING DIGITAL MEDIA : OLD SPICEProblem : Old Spice is 80 years old American Brand that specializes in male grooming products. Introduced a Product in 2003. Lost market to Competitors by 2006. A big question for them was the name and whether the brand could be relevant to young men moving forward. Impact : The number one Brand channel on YouTube 236 million YouTube Views The Response Campaign generated 5.9 million YouTube views, more than Obama’s victory speech had achieved in its first 24 hours. 80,000 Twitter followers in 2 days Facebook Interaction increased 800% with the personalized videos Sales figures increased by 125 % . By the end of 2010, Old Spice had become the number one selling brand of body wash for men in the United States. Strategy : Turned weakness into Strength. With its 80-year brand heritage Old Spice was ‘experienced’ and well positioned to be an expert on masculinity and being a man. Launched a campaign “The Man Your Man Could Smell Like” and actively ENGAGED with the users who responded to their campaign on Digital Media. Content was the “HERO” and made the product a “HERO” as well. Reach :- Infinite.
  • 8. OUR BRAND : HOW WE SEE IT ? Zandu Balm : Heals body pains, head aches and useful in cold. An Ayurvedic Product, no side effects. Has been in Indian markets for over 100 years. Cost Effective – affordable for majority. Product Goal : To create a massive Digital Media Presence in order to boost our years old brand into new audiences. Recent Advertisement in market -
  • 9. OUR BRAND : HOW OUR CUSTOMERS SEE IT ? Zandu Balm : Younger Generation : Youth have seen their Parents, Grand parents use it. Heard about it in a recent song “Munni Badnam.” Some may remember the Jingle from the old ad. Older Generation : Use it for joint Pains. For them “Balm” means “Zandu Balm.”
  • 10. BRIDGING THE GAP When Rohan got home after a 24 hours shift at his office, he complained of severe back pain. His mother knew just the right product for him - “Zandu Balm” , which has been trusted by her all her life. But Rohan insisted an immediate relief and asked for another product he used while he ran a Marathon ? Challenge for the brand is to Bridge this gap. Mother’s trust How will mother tell Rohan how effective Zandu Balm is ? Rohan • Is a young professional • Active on All Social Media Channels • Gets No time to watch TV • Watches important videos on Youtube • Buys products Online • Knows about Latest trends on Social Media
  • 11. QUICK WINS OFFERED BY DIGITAL MEDIA • Display Advertising • Email Marketing • Pay-Per-Click Advertising (PPC) • Online Public Relations • Search Engine Optimization (SEO) • Social Media Marketing (SMM) • Viral Content Campaigns • Video marketing • Mobile marketing • E-Commerce/offer sites • Blogging • Microblogging • Online communities/forums • Corporate web site There are various channels/ ways offered by Digital Media which can be utilized by Zandu Balm to expand its customer base and Engage with its customers. Given are some of them : These tools not only help you build but also Maintain and further boost your presence !
  • 12. WHERE TO START ? Start Small ! Since the objective is now to engage with new audience - Form a Strategy around THEM. 1. Audit your current Situation 2. Understand your Audience : Are your fans your target Audience ? 3. Choose the channels & Build your presence 4. Research Competitors 5. Assign Roles 6. Form a Content Strategy 7. Engage with your customers 8. Use analytics to track progress and adjust your strategy as needed
  • 13. AUDIT YOUR CURRENT SOCIAL MEDIA SITUATION Step 1 : Create a Social Media Audit Template and record all the Facebook handles, Twitter handles, Youtube Channels, etc. which you own Step 2 : Search any other social profiles representing your brand Page Name URL Responsible Person Zandu Balm https://www.facebook.com/pages/Zandu-balm/899432200090333 Mr. ABC Kumar Zandu https://www.facebook.com/ZanduAyurveda Mr. ZYX Kumar Page Name URL Responsible Person Want to get Removed ? ( Y / N ) Zandu Balm https://twitter.com/zaandubaam Zandu Balm -
  • 14. UNDERSTAND YOUR AUDIENCE Are your existing fans your target audience ? - Answer can be a Yes / No. Find out who your existing fans are. ( Facebook provides insights summary to know people following your page) Who do you want to target ? – Set Specific targets. Let us say our target audience by this campaign are youngsters in Colleges and working professionals between the age of 19 – 34. Find out : •Channels they mostly use for engaging. •What type of topics they are talking about more. For example, these days Cricket World Cup is on, so most of the youngsters will be interested in knowing or relating to posts which are about the tournament or even the Sport in general. •Time they usually use Social Media.
  • 15. RESEARCH COMPETITORS Competition is always important to look out for, where are we compared to our competitors can be easily estimated by the Social Media presence. For Zandu, the top 2 competitors we have considered are Moov & Volini. While Volini leads with the highest number of likes on its Facebook page, Moov has a “Verified Page” which states its authenticity. Volini gained a high number of users during Mumbai Marathon early in January, 2015.
  • 16. CHOOSE THE CHANNELS & BUILD YOUR PRESENCE Various Channels are available to engage with the customers, but which ones to go for ? After a thorough research about Our Brand, Existing Our Customers and Our Competitors, Build your Social Media Presence. Channels Recommended to start with Initially : 1. Blog / Corporate Website 2. Social Networks ( Facebook, Twitter ) 3. Online Video Sharing ( YouTube ) 4. E-commerce sites ( Develop in-house or External Portals ) Set your goals for each of the Channels & Assign ownership for each of these to responsible people, because customers on Social Media look for active engagement.
  • 17. CONTENT STRATEGY Content is nothing but what you post ( Text, Pictures, Videos, Links ) and a well defined Strategy is what makes your content Viral or makes it go unnoticed. It is about “What to Post” , “Where to Post” & “When to Post”. Following factors can sum up content strategy 1. Align Content Development With Social Media Metrics and Goals : examples : - if your goal is to Increase engagement, then post topics which increase interactions. If your goal is to generate revenue, then post topics should be more about selling product ( direct or indirect ) 2. Align Content development with the Insights Customer Insight Competitor Insight Product Truth 3. Strengthen Engagement & Use Conversational Tone ( Personifying the Brand ) 4. Update with the latest Social Media Trends ( example : Hashtags are in use these days , set one catchy hashtag, #KeepBalm ) 5. Know which channel do they post more about topics where you can engage : example :- People may post about pain relieving tips on forums more than Twitter. Post there ! 6. Know When do they post / engage more : example :- may post more posts on Pain Relief after 6 PM or at Night more than Morning. 7. Search Engine Optimization
  • 18. ALIGN CONTENT WITH THE INSIGHTS Product Truth : Think Laterally about the brand and map out associations. Zandu Balm Ayurvedic Product Herbs No Side Effects 100 Years into healing Trust Relation Friend Gently Massage Love Legacy Made in India Patriotism Lesser Cost Coin Pain RelieverRest Sports Remedy Grandma’s Bangles Savings Pocket – Money Friendly Therefore, a sample Theme could be “Friend” or “Legacy” Health
  • 19. ALIGN CONTENT WITH THE INSIGHTS Competitor Insights : Follow the type of content your competitors post, this will educate you more on what people are looking from a “Pain Relieving” Brand in General as well. For example : Volini posts questions more about Pain & Educating people about what causes pain and how to relieve them, which has generated higher engagement for Volini. Posting content on similar themes may also leverage traffic to your page. Customer Insights : This will give an idea about Where your customers are currently engaging : Facebook or Forums ? What are they talking about ? What do they “Want” to know : Answer questions like - How to use the product, what postures to sit in to avoid pains. Or anything related to Health Tips / Importance of Ayurveda / Takeaway : Question Type Post, Pain related
  • 20. UPDATE WITH LATEST SOCIAL MEDIA TRENDS Keep yourself equipped with latest happenings on Social Media space and Use them to engage with your followers. For Example : Hashtags Does Pain make you feel like this ? Do you get angry at people when you have headache ? Then Don’t Keep Calm, #KeepBalm Spread your hashtag, this can be used on all channels and will help you keep a track of mentions.
  • 21. ENGAGE WITH CUSTOMERS For Example, You post a post on a Health Tip and get questions from your followers on it , Reply to them and have an active engagement. This helps in Customer Retention and a happy customer attracts more. Example : Did you know a correct posture can help you avoid pain ? Follow this Posture at work. But if you have pain, #KeepBalm Comment from ASDF : Is there any correct posture while laying down ? I have backpain laying down straight Always, Always Reply On replying to this customer ASDF, he/she shall recommend your page to his/her friends and they shall follow you for regular tips & in case they have pain, they will buy ZANDU
  • 22. USE ANALYTICS TO TRACK PROGRESS AND ADJUST YOUR STRATEGY AS NEEDED Use Analytics tools, to track where you are and how far have you met the target. It helps you find out where your traffic is coming from. Which “Type” of content generated traffic for you. Which is your Focus Area. Update & Improve your Social Media Strategy accordingly.