Online Image Management & Positioning Survey: Penn Schoen Berland

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©PENN, SCHOEN & BERLAND

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.

NEW YORK • WASHINGTON • DENVER • SEATTLE • LOS ANGELES • SAN FRANCISCO • AUSTIN• LONDON • HONG KONG • BEIJING • DUBAI • DELHI

27.09.2011

“Digitally Yours”Building your Brand in the Digital World

1

Home

WorkOn-the-Go

OUR WORLD TODAY

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Online Population

Time Spent Online

Source: ComScore

WHAT DO INDIANS DO ONLINE?

Increasing usage of search and social; and consumption of video

Source: TNS

42.8/1,351

million

12.5/23.1 hours/week

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CAN YOU AFFORD NOT TO BE DIGITAL?

Sources: Smart Search Marketing, BuzzCity Survey, Nielsen

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”

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CGM: Uncontrolled

MediaReporting:Controlled

MarketingMessages:Controlled

THE AGE OF CONVERSATION

5

DIALOGUE

v/s

MONOLOGUE

RELATIONSHIPS

v/s

TRANSACTIONS

INFLUENCE

v/s

CONTROL

RISK OF NOT

PARTICIPATING

CO-CREATION & CO-INFLUENCE IS THE FUTURE

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Conversation Now Takes

Many Forms, Various Platforms and Tools…

7

Low

De

pth

En

gage

me

nt/

Infl

ue

nce

Degree of Control

COLLABORATION

COMMUNICATION

CONVERSATION

Website

Discussion

forums

Wikipedia

Email marketing

Social network

Company blog

Search

marketing

Search optimisation

Third party

blog Website dialogue

Display advertising

Product wikis

Online video

INFORMATION

Low

High

Hig

h

ROUTE TO THE NEW CONSUMER

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WEB

SOCIAL

SEARCH

BLOGS• Credibility• Influence• Engagement

• Listening • Collaboration• Engagement• Viral

• Information• Visibility• Thought Leadership

• Visibility• Routing Traffic

Mobile

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

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Source: comScore + Nielsen + Hitwise

WHAT PEOPLE ARE DOING ON THE WEB

60%

49%

39%

30% 29% 28%

13%

0%

10%

20%

30%

40%

50%

60%

70%

Email Search Check News Check weather Research Hobby

Surf Web for Fun

Social Networking

WEB BLOGS

SEARCH SOCIAL

Mobile

% of internet users

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Activities

GETTING THE BEST FROM YOUR WEBSITE

• Interactive & User friendly interface

• Short and concise content

• Dynamic content

• Optimized for search

• Down loads : Case Studies, White Papers

• Interactive Tools like Chat, Webinars, etc.

• Applications & Widgets

• Social Media integration

Information Dissemination

Thought Leadership

Lead Generation

Web 2.0 Packaging

WEB BLOGS

SEARCH SOCIAL

Mobile

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BLOGS

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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

BLOGS TAKE YOUR BUSINESS TO THE NEXT LEVEL

WEB BLOGS

SEARCH SOCIAL

Mobile

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Channels

• It is free & easy

• Automates content distribution

• Syndication increases exposure

• Drives SEO

• Increases traffic

RSS IS STILL RELEVENT

WEB BLOGS

SEARCH SOCIAL

Mobile

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SOCIAL MEDIA

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POPULARITY OF SOCIAL MEDIA TACTICS

4%

9%11% 11%

19%

26%29%

34%

66%

0%

10%

20%

30%

40%

50%

60%

70%

WEB BLOGS

SEARCH SOCIAL

Mobile

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POPULAR B2B SOCIAL MEDIA SITES

3%

11%

19%

43%

50%

58%

0%

10%

20%

30%

40%

50%

60%

70%

Other Communities YouTube Twitter Facebook LinkedinWEB BLOGS

SEARCH SOCIAL

Mobile

% of internet users

Po

pu

lari

ty o

f So

cial

Me

dia

Tac

tics

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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

SEARCH SOCIAL

Mobile

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• Interactive Fan pages

• Dynamic content “mashable”

• Contest for Engagement

• Referral Rewards

• Loyalty Rewards

• Applications and Fun Games

• Polls & Surveys

LEVERAGING FACEBOOK

WEB BLOGS

SEARCH SOCIAL

Mobile

Activities

Information Dissemination

Thought Leadership

Lead Generation

Web 2.0 Packaging

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9 million users in India

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

LEVERAGING LINKEDIN

• Company pages

• Follow Messaging

• Custom Groups

• Linkedin Groups

• LinkedIn Polls

• Promotional Linkedin display campaigns

• Recruitment Drive

• Follow Company & View product Ads

• Recommendations Ads WEB BLOGS

SEARCH SOCIAL

Mobile

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Directories

BOOKMARKS HELP DRIVE TRAFFIC

• Targeted Traffic to your website

• Build Authority and Reputation

• Faster Ranking

• Higher Search Engine Ranking

• Better PageRank

• Viral benefitsWEB BLOGS

SEARCH SOCIAL

Mobile

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SEARCH

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• Indian Railways - IRCTC

• Mobile Phones

• Compare Airfares

• Holiday packages

• Products & Services

• Automobile products

• Bollywood

• Pricing Information

WHAT INDIA IS SEARCHING ONLINE?

Source: Google India Trends & Google Analytics

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Activities

• Gateway to your destinations

• Search Optimization (SEO)

• Search Marketing (SEM)

• Third party placements

• Third Party Endorsements

Visibility

Thought Leadership

Lead Generation

Web 2.0 Packaging

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Source: B2BentoS & Google

B2B SEARCH VOLUME IS CLIMBING

90% of B2B buyers are using social media to research and execute

purchases. WEB BLOGS

SEARCH SOCIAL

Mobile

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• 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

SMEs TO LEVERAGE FROM SEARCH…

WEB BLOGS

SEARCH SOCIAL

Mobile

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(That also happens to ring)

IT’S REALLY JUST A HANDHELD COMPUTER…

MOBILE

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MOBILE INTERNET IN INDIA

Source: inMobi, goospoos

WEB BLOGS

SEARCH SOCIAL

Mobile

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• m-Commerce

• m-Banking

• m-Ticket

• m-Payment

• m-Coupon

• m-Wallet

• m-Travel

• m-Health

THE EMERGENCE OF ‘M-’

WEB BLOGS

SEARCH SOCIAL

Mobile

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• Text Message Marketing

• IVRS

• Mobile Websites

• Email Marketing

• Deals & Discounts site

• Location Based Services

• Mobile Barcode

• Blue Zones

• Customization of various

VAS Apps

TOOLS FOR ENGAGEMENT

WEB BLOGS

SEARCH SOCIAL

Mobile

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You

Will

Need

To Leverage

These

Technologies

TO CONCLUDE

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And

Build

Brands

Across

Three

Screens

TO CONCLUDE

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You Will Need To Bring New Ideas

And Innovative Engagement Tools To

Grow Your Companies

And Keep Them Growing !

AND

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©PENN, SCHOEN & BERLAND

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.

NEW YORK • WASHINGTON • DENVER • SEATTLE • LOS ANGELES • SAN FRANCISCO • AUSTIN• LONDON • HONG KONG • BEIJING • DUBAI • DELHI

Ashwani SinglaCEO, Penn Schoen Berland, South Asia603, 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 Linkedin : www.linkedin.com/in/ashwani I Twitter: www.twitter.com/ashsingla