Rbs Online Media Solutionrbs Rationale And Strategy (Nx Power Lite)
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Transcript of Rbs Online Media Solutionrbs Rationale And Strategy (Nx Power Lite)
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RBS – Digital Strategy
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Brief
□Generate qualified audience for future recruitments to India centers.
□Develop an Online Reputation Management
□Geo : India
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Recruitment Solutions
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We are talking to
Freshers Senior management Middle management
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Online habits of Freshers
I check my emails everyday
I visit preferred websites for sports, news updates, I look for Jobs
I search online for information
I visit social & networking sites
I participate in online discussions , blog and read articles online
I am on my mobile all the time
I browse through the general websites for different things like news, sports etc
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Mapping this with Ad placement
Emails News, sports updates
search
Mobile
online discussions , blog and online articles
Gaming
Mailers , Inbox properties Banners: on cricket, news
Text and Image Ads on Google, Yahoo search and content network
SMO- blogs, forum participation, article entries
Gaming portals
Zapak,
Orkut, Ibibo
Yahoo, Rediff Cricbuzz, In.com
I browse through the general websites
HorizontalsRediff, Yahoo
SMS tagging, SMS PushMGinger
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Online Habits of Senior level management
I check my emails everyday
I visit preferred websites for financial news, booking air tickets online
I search online for information
I visit social & networking sites
I participate in online discussions , blog and read articles online
I am on my mobile all the time
I browse through the general websites for different things like news, current happenings
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Mapping this with Inventory
Emails
News, Finance updates
search
Mobile
online discussions , blog and online articles
Travel
Mailers , Inbox properties
Banners: News, Finance
Text and Image Ads on Google search and content network SMO- blogs, forum participation, article entries
Travel portals MakeMyTrip
SiliconIndia, Orkut, Facebook
MoneyControl
TOI, NDTV, ET
I browse through the general websites
HorizontalsRediff, Yahoo
SMS tagging, SMS PushMauj
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Online Habits of Middle Management
I visit preferred websites for travel information, booking air tickets online
I search online for information
I visit lifestyle sites
I participate in online discussions , blog and read articles online
I am on my mobile all the time
I browse through the general websites for different things like news, lifestyle, entertainment
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Mapping this with Inventory
Emails
News updates
search
Mobile
online discussions , blog and online articles
Lifestyle
Mailers , Inbox properties
Banners: News sites
Text and Image Ads on Google search and content network SMO- blogs, forum participation, article
entriesGaming portals
NDTV Goodtimes
Orkut, Facebook
ShaadiTimes
TOI, IBN Live
I browse through the general websites
HorizontalsRediff, Yahoo
SMS tagging, SMS PushMauj
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Online Activities
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Where’s the Focus?
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Execution of Media Plan
Destination for TG •Information, •Engagement and •Retention
Landing Page
Inventory placement specific to TG
Impactful Creatives:Clear communicationSmooth execution
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The Online Media Process in Brief
Planning ImplementationBuying Reporting and Optimization
Consumer research and insights
Research sites, channels to generate campaign strategy
RFP partners, evaluate proposals, positioning, and costs
Develop recommendations by product
Negotiate costs, arrange for added value
Get client approval signed, send Insertion orders, and creative specs
Create buys in Dart & set up measurement for campaign ( If tracking is to be done through third party Ad servers)
Input media buys in billing system create ROs and send it to publishers
Receive creative and upload into DART & send tags to sites to QA and launch or send it to Publishers directly
Develop on-going weekly reports and pivotable raw data
Continue to optimize campaign throughout the campaign length
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Display Screenshot Examples
Banners
Buttons
Hom
epage
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Creative Differentiation
Images GIF/JPG (static image, ability to click only)
Standard Flash (limited animation, ability to click only)
Rich Media (increased animation, additional panel for content, endless amount of metrics)
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Recommended online approach
□Consistent Online presence though cost effective activity that Drives awarenessHave clear “call to action”
□This will be achieved throughpresence on pages of relevance like music, horizontals, online video
ads etc primarily though Display Ad campaigns high impact promotion on home pages to catch attention space and
Video ads using visuals (TVC) than just banner
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Recommended Online Media : Across genres
□Horizontals: Yahoo Rediff Sify MSN
□News Times of India NDTV Reuters HT
□Business NDTV Profit Moneycontrol ET UTVi
□Sports Cricbuzz
□Networks Google
□Video ads Business
Ndtv.com, Ibnlive.com, Reuters.co.in,Moneycontrol.com, Livemint.com, NdtvProfit.com UTVi, AajTak, Indian Express
Lifestyle NDTVGoodTimes, FTV India,
Zapak.com, Tech2, Techtree, CIOL Entertainment
Buzz18.com, Rajshri.com, Bigflix.com, Mypopkorn.com, Rediff I-share, Bollywoodhungama.com, IndiaGlitz.com
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Online Job Fair
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Concept
□Choosing your future career is a significant decision with implications that go far beyond the personal commitment to succeed
□There are a number of companies / enterprises / media houses offering different job profiles
□Selecting the right job profile at the right company can be quite confusing and mind – boggling
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Concept
□RBS Job Center, which will be a virtual 3D experience for users looking to make a career in Finance
□It will include:Online tours and company profile through dedicated centersWeb links to the company websiteUnique profiles of the management Opportunities to apply directly onlineAn opportunity to interact with the HR and fix up an interview
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RBS Job Center
□The RBS Job Center will have dedicated centers for each of the departments like Marketing, Finance, Business Development, HR, etc
□On entering the RBS Job Center, the HR head will talk and provide an introduction on the company profile, vision, growth and the work environment
□Post which, the users will then be able to visit the various dedicated department centers, where the heads will provide and introduction to their department, their goals, work environment, growth , etc
□users will be able to chat and interact with the HR, asking them queries about application processes, the profile, career growth, etc at various booths
□Users will be able to make online applications to the company, download the company profile, and visit the website
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The RBS Job Center
*Just a mock representation and can be worked out
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Marketing Plan
□Target Audience
Working Professionals looking to apply
Executives looking to apply
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Marketing Plan
□OnlineBanners across Online Media, inviting users to pre-register and attendMailers to database, inviting users to pre-register and attendSEM activity targeting India , inviting users to pre-register and attend
□TelemarketingInviting users to pre-register and attend
□On-AirPromos across different channels inviting users to pre-register and
attend
□MobileSMS Push to target audience to pre-register and attend
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Plan Summary
Period Particulars Nos Entitlement Summary
4 weeks Development of the 3D center 1 sponsor tags(Design, Croma shoots, Flash scripting)
4 weeks Banners across different portals 6 million sponsor tags4 weeks Mailers to Opt-in database 4 sponsor tags4 weeks SEM activity sponsor tags
4 weeks Inviting users to register
4 weeks Promos across different channels 60 Sponsor tags
Live Chat4 weeks 3 hrs per day 15 days
Online
Telemarketing
On- Air
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Investments
□Total Investment for per Virtual Job Fair
INR 21 lakhs
□DeliverablesDevelopment and creation of the Online ModulePromotion across different Medias.Creation of Creatives and Video ClipsTracking and Management of LeadsPre, During and Post analysis of the campaign
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Reporting Analysis
□We will provide weekly reports on the progress of the campaign with the following details.
No. of impressions being served on the chosen internet websites.No. of clicks that have happened on the server banners.No. of closures
□We will also use Google and in-house analytical tools to provideVisitor data > Visitor source (geography) > time spent > bounce rate >
action prior to exitBest performing inventoryNon performing inventory
□Basis the above reports adequate action(s) will be taken to churn/remove/add inventory for optimal performance of the campaign.
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Online Reputation Management
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ORM a compliment to the traditional PR
□Online content is no longer syndicated
□Diverse user generated content implies that there are millions of content generators, this translate to a never before word of mouth quotient
□Search engines give a little more emphasis to user generated content as compared to syndicated content, hence chances of its discovery are ever increasing
With Online reputation management we seed positive sentiment about RBS, while trying to weed out negativity
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ORM- The coordination of PR and Marketing agencies
Event Role of PR Role of Digital marketing
Positive seeding Provide content as per the context
Identify the context and seed content provided by PR. Request for newer content if the need be
Relevant Reach Recommend sites, threads etc that have been reported to PR team to be regularly creating problems
Marketing team to isolate the negative sentiment matrix ( the grid of all sites agreeing to sentiment) and strategically weeding them out of search discoveries by various means
Weeding out negativity The dissatisfied individuals to be answered about their grievances under the authority of RBS
To identify individuals who have grievances against RBS and reporting the same to PR team
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Online Reputation management
Track Buzz around RBS daily and take necessary action
1. Search the web for activity
2. See how relevant they are for RBS
3. Rate based on quality, authority etc.
4. Report relevant stuff to RBS
5. Take corrective action or post response
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Task at hand
□Institute RBS as a Top of Mind Brand for Banking job opportunities
□What we need is a web strategy that:
Effectively communicates the differentiating (USP) benefits
Attract->> Engage ->> Retain the TG
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RBS CURRENTLY IN ONLINE MEDIUM
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Response Mechanism : Iain’s Blog in Telegraph
The Problem
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Response Mechanism : Iain’s Blog in Telegraph
Bigger Problem
Bigger Problem
Bigger Problem
Bigger Problem
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Response Mechanism : Iain’s Blog in Telegraph
RBS bailout is bigger than few billion pounds redistributed. The fact is the entire economy was to fall if these this were not arrested. No one says that this is. Also the fact is that most of RBS is healthy, and the ones not doing well will be imputed. Mr Grown may be wrong, RBS still can be trusted
Corrective measure
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How does RBS stack up
Brand Analysis No. of Pages
Category Landscape in India
1,070,000
Pages mentioning RBS 43,400
Brand Penetration 4%
Nature Of UGC (For RBS)
% of content for each
Neutral 12%
Positive 4%
Negative 84%
Nature Of User Generated Content (Competitors)
% for each category
Neutral 14%
Positive 31%
Negative 54%
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Hence a multi level Online Strategy
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Snapshot understanding
□Social Media Optimization (SMO): A web 2.0 opportunity to have direct conversation with your TG
□Online Reputation Management (ORM): a key tool to realign TG opinion about your brand
□RBS opportunitiesOpinion InfluencingWord of Mouth publicity
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ORM Layout
Activity Platform Quantity
Positive Reviews/ Comments/Articles
Mouthshut.com, ezinearticles.com,
techtree.com, moneycontrol, newsistes 95
Corporate Blogs Wordpress.com, Mouthshut.com 4 ( 4 posts per week )
PR Submissions prlog.com, indiaprwire.com upto 9
QnAyahoo answers,sawaal ibibo,
linkedin 75
Total Investment INR 350,000.0 per month
Time Duration 12 Months
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□Targeted: Domestic/International Market Location/Section/Regional
□Measurable: Keyword to Ad Copy to Impression to Click to Lead
□ Here Customers Find You: Reach potential buyers at an advanced stage of buying decision.
□ Immediate: Upload keywords, Change Ads, Pause/Schedule Campaign all in one Interface
□Pay only when a Prospect Clicks : Be in Tune with your ROI
Why Search Engine Marketing?
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SEM Marketing India
SEM
Internet in India
Time
Introduction Growth Maturity
Search Engine Marketing India
As per I-Cube report released in 2007, of 250 Mn urban Population in India, there are 29 Mn active Internet Users. This indicates that there is a large room for the Internet Users to grow.
Internet Advertising has started acquiring the Ad spends on various Media Organizations. But in India, SEM is at a growing stage.
Source:IAMAI & IMRB report 07-08
Media
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Search Engine Marketing in India
□From 35% Users in 2004 to 75% Active Users in 2008
□Evaluation of Marketplace Share of searches by engine
Google: 44.7% Yahoo: 28.5% MSN: 12.8%
Source:IAMAI & IMRB report 07-08
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Distribution of Traffic
Demographics of Online Searches
Percentage
School going kids 16%
College going students
26%
Young Men 27%
Older Men 14%
Working Women 10%
Non Working Women
7%
Town class Distribution on Online Searches
Percentage
Top 4 Metros 40%
Other 4 Metros 31%
Small Metros 21%
Cities with 5-10 Lak population
5%
Cities with Less than 5 Lak population
3%
Source:IAMAI & IMRB report 07-08
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Sponsored Sponsored (PPC)(PPC)
Google.com Search
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Google Site Targeting
NewsNews
FinanceFinance
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Sponsored (PPC)Sponsored (PPC)
Yahoo.com Search
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Bing.com Search
Sponsored Sponsored (PPC)(PPC)
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Sponsored (PPC)Sponsored (PPC)
Ask.com Search
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A comprehensive
analysis of relevant
keywords and competitive activity is
fundamental starting point
Hands-on campaign management
Select keywords
Set strategy
Optimize
Develop Ad Copy
Data Analysis
Client analysisMarket Overview
Implementation
Search Engine Marketing Process
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Managing Search
□ Personalized account management Keyword Stemming Match Types & Negative Keywords Media Integration
□ Maximumizing ROI Bid management Deep analytical reporting and insight
□ Optimization Branding - Top placement and highest SOV for strategic terms Response - Highest volume of quality traffic for your budget Testing - creative, copy/offer, terms, and landing pages
Competitive Insights
Rank &Bid Management
CreativeTesting
Campaign Structure
CPA Goals
EngineRelationships
KeywordExpansion
Question Answer Discussion
Keyword Creative Landing Page
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Campaign Performance & Optimization
Systematic accompaniment of the
quantitative and qualitative results
along the project
Performance Analysis
Permanent revision of strategies and
tactics defined for the project,
possible changes and re-submissions
Optimization
The whole process is a cycle of performance analysis, optimization, and engine knowledge to provide maximum visibility.
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Summary
□Online Job Fair : 21 lakhs one time cost for Development and promotion for one month across the different Media Vehicles.
□Online Reputation Management : 3.5 lakhs per month as a fixed cost
□Online Media : We would suggest to invest atleast 5-7 lakhs per month on different-2 sites
□Online Search Engines : We should be present on both Google and Yahoo searches and we would suggest approx 2-3 lakhs INR investment per month.
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Thank you!