Online Image Management & Positioning Survey: Penn Schoen Berland

“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

OUR WORLD TODAY Home

On-the-Go

Work

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WHAT DO INDIANS DO ONLINE? Online Population

42.8/1,351 million Time Spent Online

12.5/23.1 hours/week

ŠPENN, SCHOEN & BERLAND

Increasing usage of search and social; and consumption of video

Source: TNS

Source: ComScore

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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

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Sources: Smart Search Marketing, BuzzCity Survey, Nielsen

THE AGE OF CONVERSATION

CGM: Uncontrolled

Marketing Messages: Controlled

Media Reporting: Controlled

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CO-CREATION & CO-INFLUENCE IS THE FUTURE

INFLUENCE

DIALOGUE

v/s

v/s

CONTROL

MONOLOGUE

RELATIONSHIPS v/s

RISK OF NOT PARTICIPATING

TRANSACTIONS

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

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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

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•

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

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

60%

60%

49%

50%

39%

40%

30%

30%

29%

28%

20%

13% 10%

0% Email

Search

Check News Check weather

Research Hobby

Surf Web for Fun

Social Networking

WEB

BLOGS

Mobile

ŠPENN, SCHOEN & BERLAND

SEARCH

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

SEARCH

11 SOCIAL

BLOGS

©PENN, SCHOEN & BERLAND

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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

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

SOCIAL MEDIA

©PENN, SCHOEN & BERLAND

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POPULARITY OF SOCIAL MEDIA TACTICS 70%

66%

60% 50% 40%

34%

30%

26% 19%

20% 10%

29%

9%

11%

11%

4%

0%

WEB

BLOGS

Mobile

©PENN, SCHOEN & BERLAND

SEARCH

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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

ŠPENN, SCHOEN & BERLAND

SEARCH

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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

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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

SEARCH

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

SEARCH

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

©PENN, SCHOEN & BERLAND

SEARCH

21 SOCIAL

SEARCH

©PENN, SCHOEN & BERLAND

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

• Products & Services • Automobile products • Bollywood

• Pricing Information

©PENN, SCHOEN & BERLAND

Source: Google India Trends & Google Analytics

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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

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B2B SEARCH VOLUME IS CLIMBING

90% of B2B buyers are using social media to research and execute purchases. ©PENN, SCHOEN & BERLAND

WEB

Mobile

SEARCH

Source: B2BentoS & Google

BLOGS

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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

©PENN, SCHOEN & BERLAND

SEARCH

26 SOCIAL

IT’S REALLY JUST A HANDHELD COMPUTER…

MOBILE (That also happens to ring)

©PENN, SCHOEN & BERLAND

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MOBILE INTERNET IN INDIA

WEB

BLOGS

Mobile

©PENN, SCHOEN & BERLAND

SEARCH

Source: inMobi, goospoos

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THE EMERGENCE OF ‘M-’ • m-Commerce

• m-Banking • m-Ticket • m-Payment • m-Coupon • m-Wallet • m-Travel • m-Health ©PENN, SCHOEN & BERLAND

WEB

BLOGS

Mobile

SEARCH

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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

VAS Apps ©PENN, SCHOEN & BERLAND

BLOGS

Mobile

SEARCH

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TO CONCLUDE

You

Will Need

To Leverage These Technologies ©PENN, SCHOEN & BERLAND

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TO CONCLUDE

And

Build Brands

Across Three Screens ©PENN, SCHOEN & BERLAND

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AND

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

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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.

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©PENN, SCHOEN & BERLAND