media convergence - my guest lecture
Post on 21-Oct-2014
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Sorry- but the ppt also had lots of films and avs which are not uploaded- hope you get the essence:-)TRANSCRIPT
MELTING POINTThe Convergence story in India
BRIEFLY, NEW MEDIA IS….
“Our head of social media is the customer.”McDonald’s
“Being the first is old media, while being to the point is new media. And Twitter never forgets.”Mercedes Bunz
“Engage rather than sell … Work as a co-creator, not a marketer.”Tom H. C. Anderson, market researcher
The primary difference between traditional media and new media is that the former is channels for brand communications and the latter for consumer conversations.” Pratap Singh, Head, Hometown ( Future Group) Source: Khabar Media
MOST ENGAGED BRANDS
THE MEDIA STORY
MEDIA CONSUMPTION
Approx 135 mill TV householdSoap dominates eyeballsPenetration of new media restricted to youth and metroes1.1 cr ( 11 mill) mobile Internet users in 2010Facebook Friends
NEW MEDIA: EMBRACING INDIA
Social networking Web propertiesViral marketingDigital integrationCool Apps
“HAVE TV CAMPAIGN, WILL SURVIVE”
THE INDIAN STORY IS NOT A SHIFTIT IS, AT BEST, A “MIX”
Paid, Owned and Earned Media
A TOTALLY DIFFERENT BRANDING - YOU'RE ACCESSIBLE ALL THE TIME, THE MEDIUM IS NEW, IT'S VERY YOUNG, THERE ISN'T MEASUREMENT DATA, IT'S REALLY ABOUT WHAT YOU DO IN THE MEDIUM ….
DIGITAL IS A VERY INTERACTIVE MEDIUM WHERE YOU HAVE A CONVERSATION WITH CONSUMERS AND
ENGAGE WITH THEM, AND GET IMMEDIATE FEEDBACK.
YOU HAVE A PHOTO, A FACE AND PROFILE [TO THE CONSUMER]
Pizza Hut’s Anup Jain
HOW NEW MEDIA COEXISTS
NEW MEDIA :“THOUGHT LEADERSHIP”
NEW MEDIA :“THOUGHT LEADERSHIP”
Over 6.5 lakh Indians registered on Jaago ReMore than 140000 votes cast for My Idea within a month
NEW MEDIA : RESHAPING CONVERSATIONS
Airtel Amitabh “note” on Facebook
NEW MEDIA : CONTEMPORARY BRAND EXPERIENCE
Work That Creates Communitiesand gets a Valuation
tv2
Go Jiyo brings the brand essence of a brighter life, alive in a most contemporary and interactive way.It positions Godrej as a next generation entity.
The event reaches more than 4 million students with a participation of 2,00,000 students. Taller, stronger, sharper generation
Self confidence, team spirit, handling stress, handling failure & victory, appreciation, and to add value to the world they live in.
NEW MEDIA : CREATING BUZZNokia N8 Launch
NEW MEDIA : LEVERAGING BRAND CAMPAIGNS
NEW MEDIA : LEVERAGING BRAND CAMPAIGNS
Brand Campaigns are leveraged by engagement and conversations.
New media ensures targetted participation
Not weighted by eyeballs
PROMOTIONS & INTERACTIONS
NEW MEDIA :MAKING BRANDS ACCESSIBLE
Bollywood and TwitterBlogs
NEW MEDIA :BOLD EXPLORATIONS
INDIAN MEDIA EMBRACING NEW MEDIA
WebsiteBlogsCitizen journalismEpapersPodcastsinnovations
TIME TO TAKE A PAUSE
Chiradeep Gupta
FINALLY, DO WE HAVE WHAT IT TAKES?
ONLY THE BOLD CAN CREATE TRUE CONVERGENCE AND A WINNING BRAND