media convergence - my guest lecture
Post on 21-Oct-2014
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DESCRIPTION
Sorry- but the ppt also had lots of films and avs which are not uploaded- hope you get the essence:-)TRANSCRIPT
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MELTING POINTThe Convergence story in India
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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
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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
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MOST ENGAGED BRANDS
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THE MEDIA STORY
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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
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NEW MEDIA: EMBRACING INDIA
Social networking Web propertiesViral marketingDigital integrationCool Apps
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“HAVE TV CAMPAIGN, WILL SURVIVE”
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THE INDIAN STORY IS NOT A SHIFTIT IS, AT BEST, A “MIX”
Paid, Owned and Earned Media
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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
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HOW NEW MEDIA COEXISTS
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NEW MEDIA :“THOUGHT LEADERSHIP”
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NEW MEDIA :“THOUGHT LEADERSHIP”
Over 6.5 lakh Indians registered on Jaago ReMore than 140000 votes cast for My Idea within a month
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NEW MEDIA : RESHAPING CONVERSATIONS
Airtel Amitabh “note” on Facebook
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NEW MEDIA : CONTEMPORARY BRAND EXPERIENCE
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Work That Creates Communitiesand gets a Valuation
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tv2
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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.
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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.
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NEW MEDIA : CREATING BUZZNokia N8 Launch
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NEW MEDIA : LEVERAGING BRAND CAMPAIGNS
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NEW MEDIA : LEVERAGING BRAND CAMPAIGNS
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Brand Campaigns are leveraged by engagement and conversations.
New media ensures targetted participation
Not weighted by eyeballs
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PROMOTIONS & INTERACTIONS
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NEW MEDIA :MAKING BRANDS ACCESSIBLE
Bollywood and TwitterBlogs
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NEW MEDIA :BOLD EXPLORATIONS
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INDIAN MEDIA EMBRACING NEW MEDIA
WebsiteBlogsCitizen journalismEpapersPodcastsinnovations
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TIME TO TAKE A PAUSE
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Chiradeep Gupta
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FINALLY, DO WE HAVE WHAT IT TAKES?
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ONLY THE BOLD CAN CREATE TRUE CONVERGENCE AND A WINNING BRAND