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4 th  Annual Corporate Communications Forum Bombay 14-15 May’09 Measuring Value Of New Media Channels While Combining Them With Traditional Channels To Manage Reputation In A Digitally Connected World Presented by: Shael Sharma
Overcoming the biggest problem in communication: the illusion that it has taken place
What are we discussing today? ,[object Object],[object Object],[object Object]
Examining how quick globalisation of traditional media has changed internationally how to control messages in a world where they are not just in the hands of the journalist
[object Object],[object Object]
Exploring how to target new and emerging channels in practice to ensure you are capitalising on changing global media consumption trends and protecting your reputation from all sides
[object Object],[object Object],[object Object],[object Object]
Maximising coverage across traditional and new media platforms to achieve cut through and creative communication Thinking Social Media!
[object Object],[object Object],[object Object],[object Object],[object Object]
Some Industry Insights Online Media
Consumers connected to the INTERNET & found… Web 1.0 : The way it was Old Web 1.0 Users!
… The world is NO DIFFERENT here
 
 
“ Roughly five years after the burst of the Internet bubble, developers and investors are regaining trust in the World Wide Web. But not in the web as we know it. This time it’s about conversation, cooperation, and empowerment of the masses. This time it is bottom-up, instead of top-down. People are taking back the web that companies have been trying to commercialize for the past 10 years, without much success. This time, the web is going social. Within the Internet community, this new, grown up version of the web is called Web 2.0.” Paul Beelen,  Author - Advertising 2.0
Social Media put Consumers in Control of the conversation Every consumer is…
… a publisher
…a DJ
…a broadcaster
…an expert
…an editor
…a network
…a critic
…getting content on demand
 
Why  Social  Media ? ,[object Object],[object Object],[object Object],[object Object],[object Object],“ Social Media is about breaking down barriers to engage in conversations”
Elements of Social Media ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Listening, Filtering , Analyzing & Participating ? Are you
Tools of Social Media ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Why is Social Media important?
Why is Social Media important? Source : Juxt 2007 Networking and Entertainment activities are the biggest gainers in popularity:  Among the 10 most popular online activities of regular internet users, five are  communication and networking activities :  emailing, instant messaging, chatting, e-greetings  and  dating/friendship . Top 10 Sites - India Source : Alexa 1. Yahoo 2. Google India 3. Orkut 4. Google 5. Rediff 6. Youtube 7. Windows Live 8. Blogger 9. Rapidshare 10. Wikipedia
Get Surprised! ,[object Object],[object Object],[object Object],[object Object],Source: ET, Watconsult, IAMAI Blogs are the most potent & influential Social Media Vehicles
Study: Media Myths & Realities ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Study: Financial Companies:  Out Of Sight… Out Of Business?   ,[object Object]
When asked  what factors would increase confidence  in the safety and soundness of their financial institution, respondents cited: ,[object Object],[object Object],[object Object],[object Object],Access the full study:   http://blog.nielsen.com/nielsenwire/nielsen-news/financial-company-ads-out-of-sight-out-of-business
Top Story:   Domino’s YouTube Nightmare ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Top Story:  How Not to be a Key Online Influencer ,[object Object],[object Object]
Top Story:  How Not to be a Key Online Influencer ,[object Object],[object Object],[object Object],[object Object]
Social Media – Anecdotes (Sick Leave) ,[object Object],[object Object],[object Object]
Growing Noise – Are You Listening? Source:  State of the Blogosphere 2008 , Technorati, August 2008
What is PR2.0 and who are the “New Influencers”? Others tell and spread your story. Leverage opportunities : think like a publisher! Source: David Meerman Scott – The New Rules of Marketing & PR
Who Are You Listening to – Are You Catching the Long Tail? ,[object Object],[object Object],[object Object],Source:  http://www.longtail.com  – Chris Anderson
What is PR2.0 and who are the “New Influencers”? Which of the following online tools has your organization used in at least one campaign? Source: New Media, New Influencers and Implications for Public Relations - A Research Study by the SOCIETY FOR NEW COMMUNICATIONS RESEARCH
What is PR2.0 and who are the “New Influencers”? Which metrics do you consider to be the most important when measuring the effectiveness of your overall efforts in communicating with the “new influencers?” Source: New Media, New Influencers and Implications for Public Relations - A Research Study by the SOCIETY FOR NEW COMMUNICATIONS RESEARCH Enhancement of relationships with key audiences Enhancement of reputation
India  Online  2009 Understanding Online Indians and their Net Usage Behavior and Preferences
[object Object],[object Object],[object Object],[object Object],Study Overview
[object Object],[object Object],[object Object],[object Object],[object Object],Methodology
Top line Findings
[object Object],[object Object],[object Object],[object Object],[object Object],Pond gets smaller, but livelier… *  Regular internet users = internet users who use the internet ‘at least once a month’ **  All internet users = Regular + Occasional internet users who have ‘used the internet in last one year’
Lapsers predominantly Cybercafé users  ,[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],Affordability & language holding it back…
[object Object],[object Object],[object Object],[object Object],[object Object],Catching the ‘classes’ across the country…
Household Assets % Internet Users Owning Color TV 78% Mobile Phone 72% Bank Account 68% Computer/Laptop 71% Fridge 53% Life Insurance 46% 2-Wheeler 51% Credit Card 25% Air Conditioner 13% 4-Wheeler 10% Invested in Shares 14%
[object Object],[object Object],[object Object],What they do when online… * Emailing not included as all panel members are email users by default  Top 10 Online Activities* % Undertaking Change from 2008 Search for travel products 84% - Job search 71% -0.3% Search for non-travel products 68% - Instant messaging/chatting 67% -3% Check general news 62% -1% Dating/Friendship 55% +5% Check cricket content/score 53% +3% Check sports other than cricket 52% - Matrimonial search 49% +0.4% English info search engine 49% +0.6%
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Most net users ‘window shop’ online
Google continues to be the most used website of all! Website % Use it the Most Change from 2008 Google 35% +7% Yahoo 25% -3% Gmail 11% +3% Orkut 7% -1% Rediff 4% -5% Indiatimes 1% -0.1% Moneycontrol 0.7% -0.1% Hotmail 0.6% -0.4% Youtube 0.5% +0.3% Sify 0.5% -0.2%
Most Used Website for Specific Activities Vertical Top Website % Use Most Vertical Top Website % Use Most Emailing Yahoo / Gmail 45% / 44% Matrimony Bharatmatrimony 37% Instant Messaging Yahoo 38% Friendship/Dating Orkut 38% Job Search Naukri 44% Share Pictures Orkut 26% Online News Yahoo 21% Social Networking Orkut 53% Info Search – English Google 76% Professional Networking Orkut / Linkedin 24% / 24% Info Search – Local language Google 34% Video Sharing Youtube 32% Online Travel  Buy IRCTC 43% Non-cricket Sports Espnstar 19% Games Zapak 41% Cricket content Cricinfo 27% Online Buying (Non-Travel) Ebay 25% Cinema content Youtube / Yahoo 18% / 17% Real Estate Makaan 23% Listen/stream Music  Raaga 16% Business & Financial News Moneycontrol 22% Financial Info & Quotes Moneycontrol 24% Online Share Trading ICICIdirect 28% Buy/Rent Movie CD Rediff 27% PC to PC Net Telephony Yahoo 29% Mobile content Yahoo 18% PC to Telephone Net Telephony Yahoo / Skype 28% / 26% Cinema Tickets Google 19% PC to Mobile Messaging (sms) 160by2 21% Astrology Astrology 25% Net banking ICICI Bank 31% Download Movies Torrentz 35%
The Juggling Act! Internet Print Mobile Television 467 mn 380 mn 170 mn 47 mn JuxtConsult IRS TRAI IRS Sources
[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Balancing the Negative User Generated Content  Negative  Word of Mouth can be tackled only by  Positive   Word of Mouth What to do.. If it’s True If it’s not TRUE Let’s Face it! Connect with Blog Owner Participate & be Honest Clarify your stand Issue Statement once addressed Seed the right info on other forums
 
WELCOME A NEW DISTRIBUTION NETWORK Absolutely FREE!
 
Buying Time Creating Time VS.
Buying Space Creating Space VS.
What you  BUY  gets  CONSUMED   BUT  What you  SEED  gets  ARCHIVED
What gets  ARCHIVED  is S e a r c h a b l e SEED  the  RIGHT CONTENT
At the  RIGHT PLACES   ………!
Summary: Changing Media Landscape ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Measurement
[object Object],[object Object]
From Monitoring to Measuring: Changing Rules THEN : Media Monitoring NOW : Media Measurement Tactical Strategic Reactive Pro-active Counting clips Benchmarking messages, competitors Clip Books Media Analyses & KPIs Handful of Key Titles and Journalists A World of Sites, Titles, Blogs, Videos Managing Outputs Managing Outcomes Quantitative Quantitative  and  Qualitative Dependent on Human Analysis Software-Driven Human Analysis Disconnected from Company’s Objectives Pinned to PR Success Measurement
Measure What Parameters? Mentions on the front/ premium pages Company logo/ photograph, etc. Audience focus Break up by source Origin Overall SOV  Article count by issues Top spokespeople Article focus Coverage volume trend Article type Region / city wise break up Key message delivery Break up by publication type Prominence  Top journalists Tonality  Visibility Qualitative parameters Quantitative parameters
Personalized Dashboards
Monitoring to Analysis
Optimize your Communications Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object]
Credits & Sources
Dow Jones Lars Voedisch Regional Head – Media Intelligence, AP Dow Jones Enterprise Media Group [email_address]   www.dowjonesinsight.com
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],JuxtConsult
Amit Misra [email_address] Varun Gambhir [email_address] http://www.edelmandigital.com/blog/
Kanika Dayal Impact Research & Measurement Pvt. Ltd. 83-A, Central Avenue, Sainik Farms New Delhi - 110062 India. Phone: 011- 29553262 Ext 3006 Mobile: 9999103701 Fax: 011-29551413 Email:  [email_address]
“ Are you ready to start the dialogue?” Deepak Gandhi www.quasar.co.in [email_address] # 99200 67027
Shael Sharma E-mail:  [email_address]  or  [email_address]   Blogs:  www.indiaspin.blogspot.com http://www.indiaprblog.com/author/shael-sharma URL:  www.spinimc.com   Cellphone: +91.9920243933

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Measuring Value Of New Media Channels While Combining Them With Traditional Channels To Manage Reputation In A Digitally Connected World

  • 1. 4 th Annual Corporate Communications Forum Bombay 14-15 May’09 Measuring Value Of New Media Channels While Combining Them With Traditional Channels To Manage Reputation In A Digitally Connected World Presented by: Shael Sharma
  • 2. Overcoming the biggest problem in communication: the illusion that it has taken place
  • 3.
  • 4. Examining how quick globalisation of traditional media has changed internationally how to control messages in a world where they are not just in the hands of the journalist
  • 5.
  • 6. Exploring how to target new and emerging channels in practice to ensure you are capitalising on changing global media consumption trends and protecting your reputation from all sides
  • 7.
  • 8. Maximising coverage across traditional and new media platforms to achieve cut through and creative communication Thinking Social Media!
  • 9.
  • 10. Some Industry Insights Online Media
  • 11. Consumers connected to the INTERNET & found… Web 1.0 : The way it was Old Web 1.0 Users!
  • 12. … The world is NO DIFFERENT here
  • 13.  
  • 14.  
  • 15. “ Roughly five years after the burst of the Internet bubble, developers and investors are regaining trust in the World Wide Web. But not in the web as we know it. This time it’s about conversation, cooperation, and empowerment of the masses. This time it is bottom-up, instead of top-down. People are taking back the web that companies have been trying to commercialize for the past 10 years, without much success. This time, the web is going social. Within the Internet community, this new, grown up version of the web is called Web 2.0.” Paul Beelen, Author - Advertising 2.0
  • 16. Social Media put Consumers in Control of the conversation Every consumer is…
  • 25.  
  • 26.
  • 27.
  • 28. Listening, Filtering , Analyzing & Participating ? Are you
  • 29.
  • 30. Why is Social Media important?
  • 31. Why is Social Media important? Source : Juxt 2007 Networking and Entertainment activities are the biggest gainers in popularity: Among the 10 most popular online activities of regular internet users, five are communication and networking activities : emailing, instant messaging, chatting, e-greetings and dating/friendship . Top 10 Sites - India Source : Alexa 1. Yahoo 2. Google India 3. Orkut 4. Google 5. Rediff 6. Youtube 7. Windows Live 8. Blogger 9. Rapidshare 10. Wikipedia
  • 32.
  • 33.
  • 34.
  • 35.
  • 36.
  • 37.
  • 38.
  • 39.
  • 40. Growing Noise – Are You Listening? Source: State of the Blogosphere 2008 , Technorati, August 2008
  • 41. What is PR2.0 and who are the “New Influencers”? Others tell and spread your story. Leverage opportunities : think like a publisher! Source: David Meerman Scott – The New Rules of Marketing & PR
  • 42.
  • 43. What is PR2.0 and who are the “New Influencers”? Which of the following online tools has your organization used in at least one campaign? Source: New Media, New Influencers and Implications for Public Relations - A Research Study by the SOCIETY FOR NEW COMMUNICATIONS RESEARCH
  • 44. What is PR2.0 and who are the “New Influencers”? Which metrics do you consider to be the most important when measuring the effectiveness of your overall efforts in communicating with the “new influencers?” Source: New Media, New Influencers and Implications for Public Relations - A Research Study by the SOCIETY FOR NEW COMMUNICATIONS RESEARCH Enhancement of relationships with key audiences Enhancement of reputation
  • 45. India Online 2009 Understanding Online Indians and their Net Usage Behavior and Preferences
  • 46.
  • 47.
  • 49.
  • 50.
  • 51.
  • 52.
  • 53. Household Assets % Internet Users Owning Color TV 78% Mobile Phone 72% Bank Account 68% Computer/Laptop 71% Fridge 53% Life Insurance 46% 2-Wheeler 51% Credit Card 25% Air Conditioner 13% 4-Wheeler 10% Invested in Shares 14%
  • 54.
  • 55.
  • 56. Google continues to be the most used website of all! Website % Use it the Most Change from 2008 Google 35% +7% Yahoo 25% -3% Gmail 11% +3% Orkut 7% -1% Rediff 4% -5% Indiatimes 1% -0.1% Moneycontrol 0.7% -0.1% Hotmail 0.6% -0.4% Youtube 0.5% +0.3% Sify 0.5% -0.2%
  • 57. Most Used Website for Specific Activities Vertical Top Website % Use Most Vertical Top Website % Use Most Emailing Yahoo / Gmail 45% / 44% Matrimony Bharatmatrimony 37% Instant Messaging Yahoo 38% Friendship/Dating Orkut 38% Job Search Naukri 44% Share Pictures Orkut 26% Online News Yahoo 21% Social Networking Orkut 53% Info Search – English Google 76% Professional Networking Orkut / Linkedin 24% / 24% Info Search – Local language Google 34% Video Sharing Youtube 32% Online Travel Buy IRCTC 43% Non-cricket Sports Espnstar 19% Games Zapak 41% Cricket content Cricinfo 27% Online Buying (Non-Travel) Ebay 25% Cinema content Youtube / Yahoo 18% / 17% Real Estate Makaan 23% Listen/stream Music Raaga 16% Business & Financial News Moneycontrol 22% Financial Info & Quotes Moneycontrol 24% Online Share Trading ICICIdirect 28% Buy/Rent Movie CD Rediff 27% PC to PC Net Telephony Yahoo 29% Mobile content Yahoo 18% PC to Telephone Net Telephony Yahoo / Skype 28% / 26% Cinema Tickets Google 19% PC to Mobile Messaging (sms) 160by2 21% Astrology Astrology 25% Net banking ICICI Bank 31% Download Movies Torrentz 35%
  • 58. The Juggling Act! Internet Print Mobile Television 467 mn 380 mn 170 mn 47 mn JuxtConsult IRS TRAI IRS Sources
  • 59.
  • 60.
  • 61. Balancing the Negative User Generated Content Negative Word of Mouth can be tackled only by Positive Word of Mouth What to do.. If it’s True If it’s not TRUE Let’s Face it! Connect with Blog Owner Participate & be Honest Clarify your stand Issue Statement once addressed Seed the right info on other forums
  • 62.  
  • 63. WELCOME A NEW DISTRIBUTION NETWORK Absolutely FREE!
  • 64.  
  • 67. What you BUY gets CONSUMED BUT What you SEED gets ARCHIVED
  • 68. What gets ARCHIVED is S e a r c h a b l e SEED the RIGHT CONTENT
  • 69. At the RIGHT PLACES ………!
  • 70.
  • 72.
  • 73. From Monitoring to Measuring: Changing Rules THEN : Media Monitoring NOW : Media Measurement Tactical Strategic Reactive Pro-active Counting clips Benchmarking messages, competitors Clip Books Media Analyses & KPIs Handful of Key Titles and Journalists A World of Sites, Titles, Blogs, Videos Managing Outputs Managing Outcomes Quantitative Quantitative and Qualitative Dependent on Human Analysis Software-Driven Human Analysis Disconnected from Company’s Objectives Pinned to PR Success Measurement
  • 74. Measure What Parameters? Mentions on the front/ premium pages Company logo/ photograph, etc. Audience focus Break up by source Origin Overall SOV Article count by issues Top spokespeople Article focus Coverage volume trend Article type Region / city wise break up Key message delivery Break up by publication type Prominence Top journalists Tonality Visibility Qualitative parameters Quantitative parameters
  • 77.
  • 79. Dow Jones Lars Voedisch Regional Head – Media Intelligence, AP Dow Jones Enterprise Media Group [email_address] www.dowjonesinsight.com
  • 80.
  • 81. Amit Misra [email_address] Varun Gambhir [email_address] http://www.edelmandigital.com/blog/
  • 82. Kanika Dayal Impact Research & Measurement Pvt. Ltd. 83-A, Central Avenue, Sainik Farms New Delhi - 110062 India. Phone: 011- 29553262 Ext 3006 Mobile: 9999103701 Fax: 011-29551413 Email: [email_address]
  • 83. “ Are you ready to start the dialogue?” Deepak Gandhi www.quasar.co.in [email_address] # 99200 67027
  • 84. Shael Sharma E-mail: [email_address] or [email_address] Blogs: www.indiaspin.blogspot.com http://www.indiaprblog.com/author/shael-sharma URL: www.spinimc.com Cellphone: +91.9920243933