Alliance Trust PLC Global Economic Outlook Dr. Shona Dobbie Chief Economist 1 May 2014.
Dobbie
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Why Go Social?
57% businesses plan to hike their social
media spend in 2013.
40% companies admit to having no training or
governance of social media.
50%
people follow
brands in social
media
75% companies now use Twitter
as a marketing channel
80%
people trust online peer
recommendations.
7 out of 10
people take their decision based on the
reviews written online.
Few More Reasons!
2 out of 3 social media users believe Facebook
influences purchases
60% employees would like help
from employers to share
relevant content
One in three small businesses are now using social
media.
6% social media users post brand-related content
58% CEOs label social media a high priority
Facebook Stats
1.2 Billion worldwide users
60.2 Million Indian Users
42 Million pages
9 Million apps
60%
37%
3%
Unique Visitors on Facebook
Women
Men
Not Specified
10%
29%
23%
18%
13% 7%
Age Group on Facebook
13-17
18-25
26-34
35-44
45-54
55-64
Why Facebook?
Product Promotion
Advertisement
Mobile Friendly
Services Promotion
Crowd Sourcing
Indian Users CRM Customer Care Buzz Brand Recall
Twitter Stats
500 Million Users Worldwide 15 Million Users in India
Male 80%
Female 20%
0%
0%
Users in India
Why Twitter?
Buzz
Crowd Sourcing CRM
Indian Users Product Promotion
Ultra Mobile Friendly
Brand Recall
Customer Care
LinkedIn Stats
54% 38%
8%
Unique Visitors on LinkedIn
Men
Women
Not Specified
2% 12%
50%
25%
8% 2% 1%
Age Group on LinkedIn
14-17
18-24
25-34
35-44
45-54
55-64
200 Million worldwide users 18 Million Indian Users
Why LinkedIn?
Brand Recall Buzz HR Solutions Crowd Sourcing Advertisement
Indian Users Mobile App Product Promotion SEO Value Services Marketing
Google+ Stats
400 Million Users Worldwide 5 million g+ is pressed everyday
70%
30%
0% 0%
Google+ Users
Male Female
42%
27%
31%
Relationship Status of Users
Married
Single
Various
Why Google+?
Brand Recall Buzz Customer Care Mobile Friendly
Product Promotion
CRM
High SEO Value Service Promotion
Crowd Sourcing
Indian Users
Advertisement
Stats
32%
68%
Unique visitors on Pinterest
Men
Women
5%
19%
31% 25%
20%
Age Group on Pinterest
13-17
18-24
25-34
35-44
45-54
25 Million Worldwide Users 1.2 Million Indian Users
Objectives of Going
Social
Communicate Brand's
Heritage.
High Brand Recall
through strong Digital
Presence
Imparting Nutritional
Value of the brand to
People
Befriending
Community Through
Dobbie
Communicating Nutritional
Value of Gourmet Breads
to the Health Conscious
Humanize
the Brand by going Social
MicroSite
Blogs
Forums
Content Distribution
High SEO Value
Product & Company
Promotion
Community Building & CRM
Traffic on Main Website
Facebook Page
Writing Basic
Info & other
Attributes in
Creative Writing
to enhance intra
search
Social Media
Integration
Recipes can
be uploaded
on Facebook
Adding Timeline :
Highlight the
heritage of your
brand
Products can be
Showcased just
like website
Dobbie’s App
Engagement on
Dobbie’s cartoon strip can be posted twice or thrice in a week.
Health tips: Low Cal recipes which includes your Gourmet Range of Breads.
Lingo similar to Bakwaas Advertisement can be created exclusively for Dobbie.
Can Integrate contests on Microsite with Facebook page
Linking applications, twitter & micro site into a well-designed tab.
Can Play around with the Style Quotient of Community to promote ‘The Sexy Bread’
Can run a week long campaign on ‘Your Harvest Savior moment’ asking the community to
share their moment when harvest saved them from hunger.
Asking Fans to Upload their Exotic Recipes Made with Their Favourite Harvest Gold Bread
Variant, which can later be featured in a recipe album with fan’s photograph.
Dobbie’s Rapid fire questionnaire can be created with a timer on an app.
All the queries/Grievances/complaints can be handled promptly
Facebook Application
Idea
1. User goes to the application and sees thumbnail of the various breads.
2. User selects the bread with which he wants to make his sandwich.
3. User will now be asked to choose from among various ingredients available to make a sandwich (every
ingredient will have some points attached to it)
4. Once the user selects his ingredient, Dobbie will ask him a question to unlock that ingredient. (more the
points attached to the ingredient, the difficult the question will be)
5. If the user answers the question correctly he would be given that ingredient and he can then continue
further unlocking other ingredients to make his sandwich.
6. Once the user is through making his sandwich, the point value of his sandwich will be shared on his
wall. It will also come in all his friends newsfeed.
7. Various funny names can be given to sandwiches based on the ingredients.
An app can be created to engage community can
be created which will add fun factor as well as be a
great way to communicate harvest's relation with
its buyers & Heritage through Dobbie's questions!
Social Networks
Integration Expressive Cover
image
Space for
product
promotio
n
Dobbie's Twitter Handle
CRM & Product Promotion Tweets in Dobbie's own Lingo
Twitter Engagement
Using a personal lingo. Eg: ‘Dobbie says it is too cold, take a break and catch a garma
garam chai with Harvest Gold’
Organising tweetathons.
Tweet about topics like health, nutrition ,breakfast habits, etc.
Reach out to your audience like those living alone, college students, hostellers.
Responding promptly to people’s questions & comments.
Tweeting about the news, events related to your organisation.
Tweeting interesting recipes through links on the microsite.
Starting contest with the hashtags like-
#dobbie
#harvestgold
#dobbierecipe
#thesexybread
#healthyharvest
#breadhoonproductnahin
LinkedIn-Company's
Page Groups can be
started around
general topics
like Breakfast
Rush for
working people
Life at
harvest can
be shown
through the
posts of
Employees
Can Create a
special element
on each product
and can give
dedicated
updates on same
Expressive
Cover Image
Can be
used for
banner Ads
also like
for High
ROI
Activities on LinkedIn
Detailed Profile with Product listings will be done.
Regular updates on Industry on the company page.
Relevant groups like, Breakfast Rush for the working class can be formed
Precision Targeting of the working class who rush during the breakfast and have bread daily
Regular Webinars on health could also be arranged with the dieticians.
Engage Polls - Dobbie Asking questions
Engage Groups : Make Groups, Maintain Relationship with Group Members and Chat with them
Run a special LinkedIn group promotion, or contest . Might invite your group members to enter
for free.
Sharing Health tips, Diet Planners & Healthy Recipes
BMI application can be created for LinkedIn followers
HR centric activities like virtual brainstorming, Life @ Harvest can be shown/Done
LinkedIn ads can be run as they incur high ROI
Social Plug-ins
Integration Video of the
the quick one
minute recipes
Profile Writing
Dobbie's YouTube
Channel
Contests
can be run
to increase
subscriber
s & views
through
third party
apps
Dobbie’s Gags Promotional
Videos
YouTube Fun
Dobbie’s Gags can be uploaded and made viral with bookmarking Sites
One minute recipes for the impatient Working people/Students/Loners can be uploaded with a
pinch of Humor.
Community can be told to upload pictures and a video can be made with the compilation of the
same pictures, People will make it viral which eventually will get us more subscribers.
Interviews with Dieticians can be published on the channels to gain subscriptions.
YouTube contest for the Freakiest Sandwich can be run, telling people to upload the recipe step
by step and the winner will get a chance to get featured with Dobbie on official Channel of
Harvest Gold.
Third party app can be integrated with the YT channel to make the campaign viral in the
community.
YouTube videos can be promoted across social network to gain mileage across people in various
communities.
Profile will be maintained to gain High SEO
value
Joining, forming circles where something
related to breakfast habits, breads is
discussed and regular updates can be
posted.
Various Hangouts can be arranged where
Dobbie will connect to the community.
When people will search for your brand on
Google, they can get the latest info straight
from your Google+ page.
Running an Application or game shall engage
more visitors
Various Boards can be created with different
interest
Regular pinning & Re-pinning can be done
with eye-feasting Recipes & excellent food
photography.
Influencers can be identified and their
boards can be pinned with images
Various boards like ‘Behind the Scenes’
showing hygiene and life at harvest can be
made to draw eyeballs
Open Board for customers can be created
to get pins from the community to enhance
engagement.
Dobbie's MicroSite
Dobbie’s Logo
Welcome To Dobbie’s World Login / Register
How do I Participate in Breadvita Contest ?
About Harvest Bread Vita Contest! Become a Harvest Club
Member and Enjoy Special Privileges
Download Mobile Apps!
Make Your Own Sandwich Recipe
Become a Harvest Club Member! Unlock various Breads & Ingredient's answering Dobbie’s simple Questions!
Enjoy Special Benefits and Privileges!
Terms & Conditions Disclaimer
Get Sandwich Maker App on Mobile!
Like on FB!
Follow On
Share with
Friends
Dobbie’s Logo
Welcome To Dobbie’s World
Login / Register
How do I Participate in Bread-vita Contest ?
About Harvest Bread-Vita Contest!
Download Mobile Apps!
Make Your Own Sandwich Recipe
Become a Harvest Club Member! Unlock various Breads & Ingredient's answering Dobbie’s simple Questions!
Enjoy Special Benefits and Privileges!
Terms & Conditions Disclaimer
Get Sandwich Maker App on Mobile! Like on FB!
Follow On
Share with
Friends
Become a Harvest Club Member!
Check Your Nutrition Quotient!
Advantage Microsite
Dobbie’s exclusive website will give brand mascot a new credibility.
Contest and applications can be integrated on the website along with those at
Social Platforms.
Harvest club can be managed through a dedicated website.
Traffic on the Social Sites can be routed on the microsite to enhance experience of
the community.
Social Plug-ins with Real time updates can be integrated.
Dobbie’s Blogs can be published on the website along with Tumblr or wordpress to
enhance search results
Forums | Blogs | Q&A
Participation in various relevant forums and seedings can boost the traffic both on
website as well as microsite.
Blogs can be instrumental in the making the campaign viral as blogs are accepted
as the most preferred tool for content marketing.
Planting Questions and answering at Yahoo answers and Wiki Answers is the
fastest way to get noticed amongst the netizens
Threads related to food & nutrition and healthy eating habits can be started and
third party seeding can be done to facilitate conversation amongst members.
Video Blogs by Dobbie can get viral easily
How We Manage Your Campaign
Brand Audit Sentiment
Analysis Develop
Strategy
Edit or Revise Strategy (if
needed) Seek Approval
Execute
Strategy Monitor & Moderate Insight Reports &
Feedback
How it Works!
Step Two Step One Step Three Step Four Step Five
Get your Brand
Scan and
Sentiment
Analysis Done &
Get a complete
report
Choose the right
Package or get
one designed
exclusively for
you
Opt for a 15 days
Pilot Project*
Kick start your
Digital Media
Marketing
Campaign
Get Monthly
insights on
progress and
Enjoy watching
your Business
grow.
Dedicated team of Content Writers, Social Media Strategists, Graphic Designer, Web
Developers, Video Editors & Moderators to look after your campaign
24x7x365 monitoring to keep you stay Up & Live always
Amazingly Functional Ecosystem of Training & Client Servicing
Savings cost of Hiring & Training, Outsource at 10% price
Detailed Monthly insights & Reports on Progress
Use of Ultra Sophisticated Web tools to manage Online Reputation & Digital
Campaigns
Save Time for your core business & leave your CRM on us!
Dedicated personalised Client support & coordination.
Somesh Jagga Business Head- Client Servicing & Training
+91 99110 32000 l [email protected]
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