Digital Roadmap For Your Brands

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Why Digital Media

WHAT YOU MISS IN TRADITIONAL ADVERTISING

Television

• Users can switch the channel • No track of air time or total number of

views • Expensive (to make and to run)

Print

• Expensive • Up to PKR 6,00,000 for a front page ad • 14% of people trust press ads

Mass Messages • The Average consumer is bombarded

with 1500 to 3000 messages a day • Targeting isn’t exact • More carpet bombing rather than

precise hits

ROI

• No exact cost breakdown • No indication of how many people

read/heard/watched your ad • No lead generation tracking • No conversion tracking

NEW MEDIA ADVERTISING OPPORTUNITIES

Trust

• 78% of consumers trust other

consumers online • People believe people and Social Media

is what connects them

Real-time Feedbacks

• Whether it’s a campaign, or a website, interaction with users is real-time.

• You can gauge responses, polls, insights.

Consumers • We know the audience. • 25 million internet users in Pakistan • 6 million+ Facebook users that can be

targeted

Detailed ROI

• Data on clicks, views, and uploads. • Detailed demographic data • In-depth analysis with actionable

insights

Digital Strategy

Create a 360˚ online strategy

Today's online world is complex and

exciting, and the possibilities just

keep growing. The challenge is to

choose the right tactics for the right

objectives for the right audiences.

It is therefore essential for any

brand online to maintain its

reputation that reflects its core

values online as much as it does

offline.

It is here Creative Chaos offers

“Web Care Strategy”; a 360

degree online methodology to its

clients.

Strategy Developing a clear picture about

the brand, the audience it caters

to and more importantly insure

that it achieves the targets it has

set for itself. The strategy’s

success is gauged by

performance metrics based on the

tools utilized in implementing the

methods.

Content Care With the explosion of online channels,

you need to take a more holistic view

of your online presence. It becomes

absolutely essential to ensure your

online presence reverberates your

brand’s values. This includes

monitoring your community and

feedback to develop content that

caters to each and every one of them

while maintaining your true voice.

Quality Our methods are “modeled for

success” that takes compromise on

quality out of the equation. Our

dedicated Quality Assurance

department monitors each and every

aspect of your digital properties at

every step, performing fixes to ensure

a high level of quality is maintained

throughout the process.

Brand Positioning Creative Chaos Brand positioning

strategy is based on:

• Market Segmentation research

• Develop understanding of target

audience’s needs to discover

opportunities for brand positioning via

quantitative, qualitative and behavior

research of consumers

• Identify high potential brand power

and deliver brand promise.

Maintenance Provide clients with Maintenance

Services to ensure their Web Property is

fully functional and up to date. Our

Maintenance services include but are

not limited to:

• Content and/or data updates on

multiple sections of a website

• Bug fixing, troubleshooting, code

inspection & improvement

• Database inspection, database

optimization and database indexing

EXECUTION PLAN

SILK BANK

DIGITAL Buzz

GLOBAL IMAPCT

INTERACTIVE

TARGETED

HIGH ROI

VIRAL

QUICK RESPONSE

INSTANT EXECUTION

BRAND BUILDING

CMS & Application

Development

Social Media Presence

Support and Maintenance

Campaigns and Promotions

Search Engine Optimization

DIGITAL ROLL OUT PLAN

How it will Work

BRANDING AND IDENTITY

Creating a brand is really about creating a message that you will share

with your customers. We’ll work with you to define your message and

from there you can use your identity website, logo, and social media.

Your Identity

Customers will develop an opinion of your brand within the first few seconds of viewing it. Make it the right impression. We can help you find the precise message to clearly speak to who you are as a brand. It’s the most important three seconds of your business life.

Long-term Brand Recognition

We like to think long-term. Where will your brand be in the next two to five years? What about five to ten years? We can help you develop a brand that will upscale from a startup to a more complete corporate identity.

Consistency Across the Board

We’ll create a corporate colour palette that will extend across your entire brand. From web to social media to package design and advertising, your clients will recognize your brand by the visual impressions you make.

INNOVATIVE WEBSITE MODEL

Emerging concept: Make your website that let people connect with and interact with your organization. Simply you need a social media enabled website.

Survey Results on What People trusts People trust other customers more than they trust advertisements. Specifically, they trust their friends’ opinion most.

Source: Infosys Report on Technology Insights for Financial Service Industry

68

%

friends

recommend

ations

Consumer

opinions

requested

newsletters

branded

goods

advertisem

ents

38

%

30

%

27

%

20

%

KEY PERFORMANCE INDICATORS

Setting Standards

Rather than compete with other

brands, let’s set the bar. Rather than

chase other’ fans/ costumers, let’s

find new ones. Rather than say let’s do

this better, let’s do something that’s

never been done before. Don’t

compete, set standards.

Increase Repeat Visits

Create a web property that not only

becomes a central point for information but

also has the infotainment factor in it. The

objective will be to create a web property

which has repeat visits.

Promote the Platform as Main source of information

The web platform is be designed to

continuously grow and be promoted. All

information will be presented uniquely in a

way that helps the visitors find and retain

information.

Social Media Following

Build a strong and active social media

platform that virally spreads information

and creates a digital brand persona.

CORPORATE WEBSITE VISITORS

Students & General Public

International Visitors

Individual Customers

Banks Employees

Corporate/ Other

Institutions

Know Your Visitors : Every Visitor is unique and important for you.

WEBSITE MODEL FOR TARGETED SEGMENTS

We suggest different micro site that suits your specific target audience so they will feel more comfortable.

TARGET AUDIENCE PLAN

Prospective Customers

Generate new leads and start engagements with your targeted audience as prospects.

Customers Requesting Credit Card Registration

Facilitate your future customers in registration process through digital channel and minimizes the processing time of card registrations.

Existing Customers

Engage them in different activities that helps in persuading others target audience of their social networks. Listen your customers, help them in solving their problems and inform them about upcoming features and promotions.

Target Market

21 to 45 years

Businessmen Salaried Professionals

MICRO SITE FEATURE SET

CMS based Website

• Admin Panel

• Multi user Environment

• Will allow creation of new campaigns by customer

• Add new content instantly

• Update Banners automatically

Mobile Version

• Will allow a user friendly interface for browsing via

a mobile device.

• Easy Search functionality that could be utilized

via a mobile device

Media Center

• Press Release

• News Feeds

• RSS Feeds

• YouTube Integration

• TVC/Video Archival

• Picture Gallery

• Events Section

• The Latest at Silk Bank

Blog/RSS

• This will increase user interaction with the website

and increase recurrent users to micro site

MICRO SITE POWER SET

Web Standards

• Website Evaluation

• Website Content Optimization

• Website Components Optimization

• Web Accessibility Certification

• Website testing on WCAG and Sec 508

• Guidelines and technical report

Browser Support

• Firefox 2, 3 and above

• IE 8 and above

• Opera 9 and above

• Safari

• Chrome

SEO Friendly

• Sitemap submission on Google,

• Top results in Google Search

• Adwords Campaign

• Adsense Campaign

• Optimized Results

• Optimal use of Keyword for SEO

Analytics and Reports

• Detail Report from Google Analytics depicting the

number of visits, bounce rate, time spent on site,

pages viewed per visit etc.

Fresh structured Content (Ideas)

Keyword Research

Keyword Mapping

Defined “Optimized Landing Pages”

On-page Optimization

Internal Linking Optimization

Link Citations

Social Media Integration

Analytics Installation

Webmaster Tools Registration

Sitemap Creation and verification

SEARCH ENGINE OPTIMIZATION – SEO TACTICS

EMAIL MARKETING

Social Media Campaigns

Email Subscribers

Categorization of

Recipients

Select category to reach as required by campaign

Develop Message

Send to dispatch System & Schedule Dispatch

Collection source of email addressed with consent to

receive emails from brand

Campaigns

Queued message

dispatched & manage

reporting

Dispatch System

Central Email Database

ROI of EMAIL MARKETING

Real time reporting on dispatched emails

Based on these reports, we tuned our campaigns and strategies on real time basis to make it more efficient and achieve huge targets..

SOCIAL MEDIA MANAGEMENT

We actively monitor all social media feeds for all mentions of brands.

We also recommend using Social Media to

address these issues.

Somebody who complains today, can be your best customer tomorrow if the situation is

handled accordingly.

THE SOCIAL NETWORK

Largest Social

Network in Pak

6 million users +

Games/Apps

Fastest growing Social Network in the world 7200% Quickest method of information disbursal Great platform for public dialogue/education 1.9 million users

Most watched site 700,000 visitors from Pakistan Free airtime No need to change channel

Corporate Blog Community New Campaigns CSR & Environmental aspects

There are four popular channels of Social Media in the world and in Pakistan.

SOCIAL MEDIA ANALYSIS

Tracking & Analysis Giving you the numbers, quantifying your parameters and KPIs. Also, giving you access to relevant data from your customers.

GLOBAL STATS

640M REGISTERED USERS If Facebook were a country, it would be the third most populated in the world!

200M REGISTERED USERS

Heavily populated by opinion leaders and news makers with an average 27M tweets per day!

100M REGISTERED USERS 80% of companies use SM for recruitment 95% of them use LinkedIn

LOCAL STATS

26th Pakistan’s Facebook ranking among 213 countries

6,412,960 Registered Facebook users

31% Females 69% Males

51% Between ages 18-24

SOCIAL MEDIA SERVICES

Social Media Management This includes all level of interactions with fans and brand voice development for our clients. These also include status updates and interactions required by the brand/company.

Tracking & data collection Giving you the numbers, quantifying your parameters and KPIs. Also, giving you access to relevant data from your customers.

Crisis Management Controlling rumors, countering claims and addressing issues. We use our digital PR expertise to help you resolve unwanted publicity.

SOCIAL MEDIA MANAGEMENT

What does Management Include?

• Strategy Design

• Content Bucket Creation

• Page Management and moderation

• Community Building

• Fan Engagement and interaction

• Crisis Management

• In-depth Analysis

• Design

Application Development

Development of unique and custom applications for brands to interact with their fans/customers.

These applications are socially driven and have a high viral factor

attached to them.

VIRAL CAMPAIGNS

Developing a complete 360 Campaign

that encapsulate Social Media Applications for Facebook, Twitter, Foursquare, YouTube. These applications are dependent

on their shareability and their content, and can be developed together as a group or in singular aspects.

GAMIFICATION

Gamify the entire Silk Bank Credit Card digital experience. Give users rewards for acts like ordering cards, inviting friends and family, registering complaints and sharing their favorite links on the fan page.

Rewards don’t have to be gifts or money. Create an environment where users are Entertained, Educated and Engaged.

MOBILE PLATFORM

Smart Phone WAP

Smartphone based application

development

Banners optimized for Smart

phones

Find the nearest location

Scoreboard

Social Bookmarking, Sharing

and commenting

Banners optimized for WAP

Find the nearest location

SUPPORTED PLATFORMS

SMS

Details of points earned Web based application

development

Alerts and notifications

Subscriptions based

services

Opinion Polls

Complaints and

Feedbacks

Card Blocker

Recent Promotions

Complaints and Feedback

Transactions Statement

Social Media Updates

Card Blocker

Recent Promotions

ONLINE ADVERTISING – MEDIA BUYING

Everything from creative

to copy and campaign

management to

optimization. We provide

the end to end

consultancy along with

media buying.

Planning Execution

Media Negotiating & Buying

Campaign Launch

Continuous Campaign Optimization

Campaign Tracking & Reporting

Campaign Goals

Research

Media Planning

Creative Planning & Design

PROMOTIONS STRATEGY

To promote SILK Bank Credit Cards on digital media, Creative Chaos

will facilitate in placement of ads and traffic generation to Facebook

Page and Website

Facebook Ads

Google AdWords

Local High Traffic Website

Facebook •Teaser •Pre Launch •Post Launch

Website Post Launch By Google AdWords & Local Websites

ALLOCATIONS

Facebook Ads, 55%

Local Websites, 20%

Google Adwords, 25%

Some High Traffic Local Websites

•DAWN NEWS

•EXPRESS TRIBUNE

•JANG

•THE NEWS

•GEO.TV

•BUSINESS RECORDER

•AAJ.TV

•FCPAKISTAN

•PAKWHEELS.COM

•KOOLMUZONE

•HAMARIWEB.COM

•Some more sites based on target audeince

Promotional budget will be spend by the following allocation strategy to

meet the targets

Quantify your ROI

ROI- Return on Investment

We convert the potential of Digital Media into measurable benefits.

HOW TO CALCULATE ROI?

INVESTMENT ACTION REACTION NON-FINANCIAL

IMPACT FINANCIAL

IMPACT

$$$. $$$.

NON-FINANCIAL IMPACT = POTENTIAL

Engagement Strategy

HOW WE WORKS….

Brand Analysis

Campaign Objectives

Identify primary audience by

demographics

Identify secondary audience

Define KPIs Identify Media

Vehicles

Email

Search

Selected Websites

Etc.

Local Web Properties

Banners

SMS

Prepare Budget

Sign off from client

Issue booking order for web properties

Initiate Campaign

Monitor Response

Make Adjustments

Media Mix

Thank You

CONTACT

HEADQUARTERS INFORMATION:

Creative Chaos (Pvt) Ltd. 2nd Floor, Al-Karam Center

Plot BC-1, Block 7, Clifton

Karachi – Pakistan Phones: +9221-5364065-68 (4 lines) (Pakistan)

Phone (US/Canada): +1 (917) 546-0932, (917) 438-0864

Phone (UK): +44 (207) 096-1256 Fax: +9221-5364069

http://www.csquareonline.com