Online Image Management & Positioning Survey: Penn Schoen Berland by Shefali Khanna

“Digitally Yours” Building your Brand in the Digital World

27.09.2011

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©PENN, SCHOEN & BERLAND

OUR WORLD TODAY Home

On-the-Go

Work

WHAT DO INDIANS DO ONLINE? Online Population

42.8/1,351 million Time Spent Online

12.5/23.1 hours/week

ÂŠPENN, SCHOEN & BERLAND

Increasing usage of search and social; and consumption of video

Source: TNS

Source: ComScore

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

Sources: Smart Search Marketing, BuzzCity Survey, Nielsen

THE AGE OF CONVERSATION

CGM: Uncontrolled

Marketing Messages: Controlled

Media Reporting: Controlled

CO-CREATION & CO-INFLUENCE IS THE FUTURE

INFLUENCE

DIALOGUE

v/s

CONTROL

MONOLOGUE

RELATIONSHIPS v/s

RISK OF NOT PARTICIPATING

TRANSACTIONS

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

CONVERSATION

High

COLLABORATION

Online video

Social network

Search optimisation

Wikipedia Discussion

Third party

forums

blog

Product wikis

Low

Depth Engagement/Influence

ROUTE TO THE NEW CONSUMER

COMMUNICATION

Display advertising Search

Website dialogue Company blog

marketing Website Email marketing

INFORMATION

Low

High

Degree of Control

•

WEB • • •

Credibility Influence Engagement

• • •

Listening Collaboration Engagement Viral ©PENN, SCHOEN & BERLAND

•

BLOGS Mobile

SEARCH •

•

Information Visibility Thought Leadership

• •

Visibility Routing Traffic

SOCIAL 8

“A Brand Web Site Sits At The Centre Of The Digital Ecosystem: An Interdependent, Interlinked Ecosystem”

©PENN, SCHOEN & BERLAND

WHAT PEOPLE ARE DOING ON THE WEB 70% % of internet users

60%

49%

50%

39%

40%

30%

29%

28%

20%

13% 10%

0% Email

Check News Check weather

Research Hobby

Surf Web for Fun

Social Networking

WEB

BLOGS

Mobile

ÂŠPENN, SCHOEN & BERLAND

Source: comScore + Nielsen + Hitwise

10 SOCIAL

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

11 SOCIAL

BLOGS

©PENN, SCHOEN & BERLAND

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

13 SOCIAL

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

14 SOCIAL

SOCIAL MEDIA

©PENN, SCHOEN & BERLAND

POPULARITY OF SOCIAL MEDIA TACTICS 70%

66%

60% 50% 40%

34%

30%

26% 19%

20% 10%

29%

11%

WEB

BLOGS

Mobile

©PENN, SCHOEN & BERLAND

SOCIAL

POPULAR B2B SOCIAL MEDIA SITES 70% % of internet users

58%

60% 50%

Popularity of Social Media Tactics

50% 43% 40%

30% 19%

20% 11% 10% 3% 0%

WEB

Other

Communities

YouTube

Twitter

Facebook

BLOGS

Linkedin Mobile

ÂŠPENN, SCHOEN & BERLAND

SOCIAL

BE SOCIAL TO MAKE BUSINESS SUCCEED Platforms

• 30% of online consumers aware of brand’s online presence • 50% of users perceive brands with socialmedia 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 SEARCH

SOCIAL

LEVERAGING FACEBOOK Activities

• Interactive Fan pages • Dynamic content “mashable”

Information Dissemination Thought Leadership Lead Generation Web 2.0 Packaging

• Contest for Engagement • Referral Rewards • Loyalty Rewards • Applications and Fun Games

• Polls & Surveys WEB

BLOGS

Mobile

©PENN, SCHOEN & BERLAND

19 SOCIAL

LEVERAGING LINKEDIN • Company pages • Follow Messaging • Custom Groups • Linkedin Groups 9 million users in India

• LinkedIn Polls • Promotional Linkedin display campaigns • Recruitment Drive • Follow Company & View product Ads • Recommendations Ads

WEB

BLOGS

Mobile

©PENN, SCHOEN & BERLAND

Source: LinkedIn IN online survey, n = 1,095; fielded Oct. 25 - 28, 2010

20 SOCIAL

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

21 SOCIAL

WHAT INDIA IS SEARCHING ONLINE? • Indian Railways - IRCTC • Mobile Phones • Compare Airfares • Holiday packages

• Products & Services • Automobile products • Bollywood

• Pricing Information

Source: Google India Trends & Google Analytics

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

B2B SEARCH VOLUME IS CLIMBING

WEB

Mobile

Source: B2BentoS & Google

BLOGS

SOCIAL

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

26 SOCIAL

IT’S REALLY JUST A HANDHELD COMPUTER…

MOBILE (That also happens to ring)

MOBILE INTERNET IN INDIA

WEB

BLOGS

Mobile

Source: inMobi, goospoos

28 SOCIAL

THE EMERGENCE OF ‘M-’ • m-Commerce

WEB

BLOGS

Mobile

29 SOCIAL

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

Mobile

30 SOCIAL

TO CONCLUDE

You

Will Need

TO CONCLUDE

And

Build Brands

AND

You Will Need To Bring New Ideas And Innovative Engagement Tools To Grow Your Companies And Keep Them Growing ! ÂŠPENN, SCHOEN & BERLAND

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