DIGITAL MEDIA STRATEGY Zandu Balm

JUST 10 THINGSI. Understanding “Digital”II. Why Digital : Penetration of “Digital in India”III. Success story of an age Old Brand using DigitalIV. Understanding our Brand & ObjectivesV. Current SituationVI. Understanding AudienceVII. Which Channels ?VIII.Content StrategyIX. ExecutionX. Engage & Measure

I. Understanding “Digital”II. Why Digital : Penetration of “Digital in India”III. Success story of an age Old Brand using DigitalIV. Understanding your Brand & ObjectivesV. Current SituationVI. Understanding AudienceVII. Which Channels ?VIII.Content StrategyIX. ExecutionX. Engage & Measure

Who are we ? Where are we ? Who are our customers ? How far do we want to go ?

JUST 10 THINGS LET’S MAKE THEM 5

Before understanding “How” , understand “Why” !

Plan Stage – Prepare for your journey from being a brand to a Legacy !

Implementation Stage Post – Implementation Stage – The Digital Effect !

FIRST THINGS FIRST : WHAT IS DIGITAL?In one line “Digital is technology that connects people and machines with each other or with information.” Broadly, it can be classified into 2 categories : Through Internet Channels / Through Non – Internet Channels.

Internet Channels Non – Internet Channels

With the progress of technology in the area of smart – devices ( phones, tablets, etc. ), personal computers and affordable internet connections enabling 3G, 4G available, Internet channels are reaching up equal to non – Internet channels.Social Media Channels, Emails, Mobile networks are the most used internet channels.

Conventional Channels such as T.V. , Radio, SMS, etc. are the channels which do not use internet and provide channel for people to communicate with each other. They have been in use for really long now. These channels have reach in areas where internet channels are yet to reach.

PENETRATION OF DIGITAL IN INDIA

Parameters ValuesIndia Total Population 1,256 Million

Internet Users 243 MillionMobile Subscriptions 886 MillionSocial Media Users 106 MillionFacebook Users 100+ Million Average Time spent by an Indian on Social Networks

5 Hours a Day

Impact of Numbers* : These numbers indicate how India is adapting to the changing technology and still sees a lot of potential.

Three numbers to look out for : Mobile Users : Affordable smart phones available in the market, approximately 70% of Indians have mobile phones .Internet Users : 20% of the users have active Internet connections, which as predicted by BCG to increase by half a Billion in the next 3 years.Social Media Users : Is at the heart of Digital Media and includes all the sites which facilitate people to communicate with each other, e.g. Facebook, Twitter, Google Plus, etc. Most of these sites are free for users to register and share their opinions.

*These numbers are constantly changing

DIGITAL & BUSINESSESThree changes which change the businesses and their strategies :

It maybe an under-estimation if we say Digital as the “Technical change” (for now), because by inclusion of Social Media, it has changes the “Consumer Demand” & “Competition” as well. A survey suggested that 85% of the buyer decisions are based on their friends suggestions or on reviews available on Social Media. Digital is not just a “Technical Change” but a “Sociological Change”. It is part of Lifestyle Now.

Changing consumer demand Changing technology Changing competition

Digital affects here

SUCCESS STORY OF AN AGE OLD BRAND USING DIGITAL MEDIA : OLD SPICE

Problem : Old Spice is 80 years old American Brand that specializes in male grooming products. Introduced a Product in 2003.Lost market to Competitors by 2006.A big question for them was the name and whether the brand could be relevant to young men moving forward.

Impact : The number one Brand channel on YouTube236 million YouTube ViewsThe Response Campaign generated 5.9 million YouTube views, more than Obama’s victory speech had achieved in its first 24 hours.80,000 Twitter followers in 2 daysFacebook Interaction increased 800% with the personalized videos Sales figures increased by 125 % . By the end of 2010, Old Spice had become the number one selling brand of body wash for men in the United States.

Strategy :

Turned weakness into Strength.

With its 80-year brand heritage Old Spice was ‘experienced’ and well positioned to be an expert on masculinity and being a man.

Launched a campaign “The Man Your Man Could Smell Like” and actively ENGAGED with the users who responded to their campaign on Digital Media.

Content was the “HERO” and made the product a “HERO” as well. Reach :- Infinite.

OUR BRAND : HOW WE SEE IT ?Zandu Balm : Heals body pains, head aches and useful in cold.An Ayurvedic Product, no side effects.Has been in Indian markets for over 100 years. Cost Effective – affordable for majority.

Product Goal : To create a massive Digital Media Presence in order to boost our years old brand into new audiences.

Recent Advertisement in market -

OUR BRAND : HOW OUR CUSTOMERS SEE IT ?

Zandu Balm : Younger Generation : Youth have seen their Parents, Grand parents use it. Heard about it in a recent song “Munni Badnam.”Some may remember the Jingle from the old ad. Older Generation : Use it for joint Pains. For them “Balm” means “Zandu Balm.”

BRIDGING THE GAP When Rohan got home after a 24 hours shift at his office, he complained of severe back pain. His mother knew just the right product for him - “Zandu Balm” , which has been trusted by her all her life. But Rohan insisted an immediate relief and asked for another product he used while he ran a Marathon ?

Challenge for the brand is to Bridge this gap.

Mother’s trustHow will mother tell Rohan how effective Zandu Balm is ?

Rohan• Is a young professional• Active on All Social Media

Channels• Gets No time to watch TV• Watches important

videos on Youtube• Buys products Online• Knows about Latest

trends on Social Media

QUICK WINS OFFERED BY DIGITAL MEDIA

• Display Advertising• Email Marketing• Pay-Per-Click Advertising (PPC)• Online Public Relations• Search Engine Optimization (SEO)• Social Media Marketing (SMM)• Viral Content Campaigns• Video marketing• Mobile marketing• E-Commerce/offer sites• Blogging• Microblogging• Online communities/forums• Corporate web site

There are various channels/ ways offered by Digital Media which can be utilized by Zandu Balm to expand its customer base and Engage with its customers. Given are some of them :

These tools not only help you build but also Maintain and further

boost your presence !

WHERE TO START ? Start Small ! Since the objective is now to engage with new audience - Form a Strategy around THEM.

1. Audit your current Situation2. Understand your Audience : Are your fans your target Audience ?3. Choose the channels & Build your presence4. Research Competitors5. Assign Roles6. Form a Content Strategy7. Engage with your customers8. Use analytics to track progress and adjust your strategy as needed

AUDIT YOUR CURRENT SOCIAL MEDIA SITUATIONStep 1 : Create a Social Media Audit Template and record all the Facebook handles, Twitter handles, Youtube Channels, etc. which you own

Step 2 : Search any other social profiles representing your brand

Page Name URL Responsible Person

Zandu Balm https://www.facebook.com/pages/Zandu-balm/899432200090333 Mr. ABC Kumar

Zandu https://www.facebook.com/ZanduAyurveda Mr. ZYX Kumar

Page Name URL Responsible Person Want to get Removed ? ( Y / N )

Zandu Balm https://twitter.com/zaandubaam Zandu Balm -

UNDERSTAND YOUR AUDIENCEAre your existing fans your target audience ? - Answer can be a Yes / No. Find out who your existing fans are. ( Facebook provides insights summary to know people following your page)

Who do you want to target ? – Set Specific targets.Let us say our target audience by this campaign are youngsters in Colleges and working professionals between the age of 19 – 34. Find out : •Channels they mostly use for engaging.•What type of topics they are talking about more. For example, these days Cricket World Cup is on, so most of the youngsters will be interested in knowing or relating to posts which are about the tournament or even the Sport in general. •Time they usually use Social Media.

RESEARCH COMPETITORSCompetition is always important to look out for, where are we compared to our competitors can be easily estimated by the Social Media presence. For Zandu, the top 2 competitors we have considered are Moov & Volini.

While Volini leads with the highest number of likes on its Facebook page, Moov has a “Verified Page” which states its authenticity.

Volini gained a high number of users during Mumbai Marathon early in January, 2015.

CHOOSE THE CHANNELS & BUILD YOUR PRESENCEVarious Channels are available to engage with the customers, but which ones to go for ?After a thorough research about Our Brand, Existing Our Customers and Our Competitors, Build your Social Media Presence. Channels Recommended to start with Initially : 1. Blog / Corporate Website2. Social Networks ( Facebook, Twitter )3. Online Video Sharing ( YouTube )4. E-commerce sites ( Develop in-house or External Portals )Set your goals for each of the Channels & Assign ownership for each of these to responsible people, because customers on Social Media look for active engagement.

CONTENT STRATEGYContent is nothing but what you post ( Text, Pictures, Videos, Links ) and a well defined Strategy is what makes your content Viral or makes it go unnoticed.It is about “What to Post” , “Where to Post” & “When to Post”. Following factors can sum up content strategy1. Align Content Development With Social Media Metrics and Goals :

examples : - if your goal is to Increase engagement, then post topics which increase interactions. If your goal is to generate revenue, then post topics should be more about selling product ( direct or indirect )

2. Align Content development with the Insights Customer InsightCompetitor InsightProduct Truth

3. Strengthen Engagement & Use Conversational Tone ( Personifying the Brand )4. Update with the latest Social Media Trends ( example : Hashtags are in use these days , set one catchy hashtag,

#KeepBalm )5. Know which channel do they post more about topics where you can engage :

example :- People may post about pain relieving tips on forums more than Twitter. Post there !6. Know When do they post / engage more :

example :- may post more posts on Pain Relief after 6 PM or at Night more than Morning. 7. Search Engine Optimization

ALIGN CONTENT WITH THE INSIGHTS

Product Truth : Think Laterally about the brand and map out associations.

Zandu Balm

Ayurvedic ProductHerbs

No Side Effects

100 Years into healing Trust Relation

Friend

Gently MassageLove

LegacyMade in India

Patriotism

Lesser CostCoin

Pain RelieverRest

Sports Remedy Grandma’s Bangles

SavingsPocket – Money Friendly

Therefore, a sample Theme could be “Friend” or “Legacy”Health

ALIGN CONTENT WITH THE INSIGHTS

Competitor Insights : Follow the type of content your competitors post, this will educate you more on what people are looking from a “Pain Relieving” Brand in General as well.

For example : Volini posts questions more about Pain & Educating people about what causes pain and how to relieve them, which has generated higher engagement for Volini.

Posting content on similar themes may also leverage traffic to your page.

Customer Insights : This will give an idea about Where your customers are currently engaging : Facebook or Forums ?

What are they talking about ? What do they “Want” to know : Answer questions like - How to use the product, what postures to sit in to avoid pains.

Or anything related to Health Tips / Importance of Ayurveda / Prevention Tips / Home Remedies

Takeaway : Question Type Post, Pain related

UPDATE WITH LATEST SOCIAL MEDIA TRENDSKeep yourself equipped with latest happenings on Social Media space and Use them to engage with your followers. For Example : Hashtags

Does Pain make you feel like this ? Do you get angry at people when you have headache ? Then Don’t Keep Calm, #KeepBalm

Spread your hashtag, this can be used on all channels and will help you keep a track of mentions.

ENGAGE WITH CUSTOMERS For Example, You post a post on a Health Tip and get questions from your followers on it , Reply to them and have an active engagement. This helps in Customer Retention and a happy customer attracts more. Example :

Did you know a correct posture can help you avoid pain ? Follow this Posture at work. But if you have pain, #KeepBalm

Comment from ASDF : Is there any correct posture while laying down ? I have backpain laying down straight

Always, Always Reply

On replying to this customer ASDF, he/she shall recommend your page to his/her friends and they shall follow you for regular tips & in case they have pain, they will buy ZANDU BALM BECAUSE THEY TRUST your brand.

USE ANALYTICS TO TRACK PROGRESS AND ADJUST YOUR STRATEGY AS NEEDEDUse Analytics tools, to track where you are and how far have you met the target. It helps you find out where your traffic is coming from. Which “Type” of content generated traffic for you. Which is your Focus Area. Update & Improve your Social Media Strategy accordingly.

THANK YOU !