Digital MediaBuilding Brands, Causes & Constituencies

Dec 20, 2012 BANGKOK

Is digital media

the same as

new media?

Why not call it

new media?

Because new

means …

Because new

means …

The cycle of change/growth

Hype

disappointment

Realism

growth

Re-imagination of

nearly everything*

* Mary Meeker, May 2012

Re-imagination of devices

Re-imagination of home entertainment

Re-imagination of Hiring

Re-imagination of News stories

Re-imagination of Life stories

overview

Building brands online3 case studies of consumer brands

CausesStories that shook billions

Social media for non-profitsActionable pointers that’ll work for you

The digital landscape

MaggiA journey over the years

Maggi’s launch in INDIA, 1980’s

Resistance by age

0 --- Age --- 80

KIDS

Maggi’s, Mid 90’s

health

Resistance by age

0 --- Age --- 80

KIDS +

Maggi’s, 2000’s

health happiness

Resistance by age

0 --- Age --- 80

+

objective

Emphasize the personal bond

that people had with Maggi

over their lifetime

Maggi became Meri Maggi (My Maggi)

A 360 degree campaign to encourage people to

share their stories

Page: Meri Maggi

Page Likes: 1,261,195

Channel: Meri Maggi

Views: 37,788

Social presence

Impact

Maggi is a part of my life

Friendly personality, spreads happiness

Its easy to connect with Maggi at any age!

NescafeKnow your neighbours!

Page: Know your neighbours

Page Likes: 2,161,139

Handle: @NESCAFEIndia

Followers: 1,346

Page: Nescafé India

Followers: 473

channel: Nescafé India

Views: 1,000,993

Subscribers- 117

What are these

brands doing right?

What if you don’t

have big budgets?

Go social with a

vengeance

Mad Over Donuts

Page: mad over donuts

Page Likes: 421,389

handle: Madoverdonuts

Followers: 7,939

ideas

Don’t advertise

Engage with your target group – young adults

Make them feel special:

- Personal conversation

- Contests – wear orange today, walk into our store

& get a free donut!

Give them a story to tell

ideas

Don’t advertise

Engage with your target group – young adults

Make them feel special:

- Personal conversation

- Contests – wear orange today, walk into our store

& get a free donut!

Give them a story to tell

Satyamev Jayate

About the show

Social conscience

A talk show produced by Aamir Khan productions

First Indian TV show ever to be simultaneously

aired on 5 private networks & a national broadcast

Simultaneously telecasted in 6 different languages

Concept of the show was kept under wraps until

the first episode was aired on May 6th, 2012

impact

Unprecedented

Show aired for an hour, but the online conversation

continued for days…

Most searched

‘Satyamev Jayate’ became the most searched term on

Google, in India, the day the first episode was aired.

Page: Satyamev Jayate

Page Likes: 715,660

Handle: @smjindia

Followers: 18,555

Following: 65

Channel: satyamevajayateshow

Subscribers: 9,794

video Views: 2,360,423

Full Episode Views: 896,039

A video where Aamir thanks people for their

tremendous response on social media

28,550 likes 3,200 comments 4,362 shares

for a post on female foeticide!

Involved audience

Learning

People are no longer passive

They react about issues

For the first time ever:

- They can vent their feelings

- They can participate

Give them a chance to come forward

Society took notice, governments took action.

Do you recognize

this place?

Savita Halappanavar

Sparked an

international

debate

On the

streets

Online

Impact

Public uses social media to

push for new legislation

Photos and links to resources appeared on

Facebook and Twitter, where #savita and #ripsavita

trended for the two weeks.

Ireland is just one of more than 128 countries

where abortion is illegal or severely restricted.

Pro-life vs. pro-choice came alive again.

So how do we

start?

7 pointers

1

Choose channels

that suit your

needs.

�Website

�Facebook – largest social network

�LinkedIn – professional network

�Twitter – short messages

�YouTube - videos

�Blog – blogger/Wordpress

�Slideshare – presentations

�Wikipedia

2

Identify people in

your organization

to execute.

3

Segment your

audience &

customize your

messages.

4

Differentiate &

be consistent.

Repetition

=

Memory

Repetition

=

Memory

Repetition

=

Memory Got IT?

5

Drop the robot

speech.

Be personal.

6

Leave your

footprint.

Spread the word.

7

Don’t do social.

Be social.

http://www.maestrosocialmedia.com/wp-

content/uploads/2012/02/social_media_hub.png

http://thegospelcoalition.org/blogs/tgc/files/2011/09/Behind-Mic.jpg

http://www.guh.hse.ie/images_upload/OurHospitals1.png

IMAGES

SourcesMary Meeker

Wikipedia

Social presence of Maggi, Nescafe, Mad Over Donuts, Satyamev Jayate

(not an exhaustive list)

This presentation

is an effort by

Social Squared.

Social Squared is a full service digital media

agency from mumbai, india.

Founded in 2010 by IIM alumni, we are a young

team of digital media enthusiasts, hackers &

marketers.

Social Squared works across all the 3 digital media:

1.Owned 2.Bought 3.Earned

Connect with me:

Facebook.com/ameyasuti

@ameyasuti on Twitter

Linkedin.com/in/ameyasuti

www.socialsquared.in