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Transcript of We followed the US Elections closely.... One man understood the power of the Internet and dared to...
![Page 1: We followed the US Elections closely.... One man understood the power of the Internet and dared to bring the change… A Change we all believed in !! …and.](https://reader038.fdocuments.in/reader038/viewer/2022103111/55143397550346ec488b60b8/html5/thumbnails/1.jpg)
We followed the US Elections closely...
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One man understood the power of the Internet and dared to bring the change…
A Change we all believed in !!A Change we all believed in !!
…and became the most powerful Man in the World!
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One man understood the power of the Internet and dared to bring the change…
Barack Obama on TwitterObama: @barackobama has 112,474 followersMcCain: @JohnMcCain (is it real?) 4,603followers
Obama has 240 times more followers on Twitter than McCain
FacebookObama: 2,379,102 supportersMcCain: 620,359 supporters
Obama had 380% more supporters
MySpace Obama: Friends: 833,161McCain: Friends: 217,811
Obama has 380% more supporters than McCain
YouTubeObama: 1792 videos uploaded since Nov 2006,
•Subscribers: 114,559•Channel Views: 18,413,110
•McCain: 329 videos uploaded since Feb 2007 •Subscribers: 28,419, •Channel Views: 2,032,993Obama has 403% more subscribers than McCainObama has 905% more viewers than McCain
A Change we all believed in !!A Change we all believed in !!
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…and were mesmerized by the marketing tactics used to create Brand OBAMA!
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This is what marketers have to say…
• “We’re taking dollars directly out of television.”- Dave Burwick, CMO, Pepsico
• “The time has come for us to agree that mass-media marketing is over. Our brand means different things to different people.”
- Larry Light, CMO, McDonald’s
• “There must be and there is life beyond the 30-second spot. We must accept the fact that there is no ‘mass’ in ‘mass media’ anymore, & leverage more targeted approaches.”
- Jim Stengel, CMO, P&G
• “Consumers in the age groups and with the mindsets we are dealing with graze across all media, so we can’t afford to have a TV-centric approach. We’ll fish where the fish are.”
- Ian Beavis, VP Marketing, Mitsuibishi Motors
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The Effectiveness of Internet…
InternetAdvertising
InternetAdvertising
Increasing Brand awareness
Increasing Brand awareness
Drive TrafficRetain Customers
Drive TrafficRetain Customers
Increase Sales / Product Usage
Increase Sales / Product Usage
Track Customer interests & trendsTrack Customer interests & trends
CustomizedMessage Strategy
CustomizedMessage Strategy
Develop DatabaseDevelop Database
Provide InformationImprove Service
Provide InformationImprove Service
Customer InteractionCustomer Interaction
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It’s now the turn of the World’s biggest Democracy to choose their leader ...
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…a leader who will lead India to being the next SUPERPOWER
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But, apart from its real significance…
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…elections in India is also like a festival, as colorful as Holi and ends with a celebration
which can be compared to Diwali.
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But there is a Big difference in the polling scenario this year…
…for the first time in India there is a BIG number of Generation X & Y
voters
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Who are Generation X & Y
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How and where do they follow the election campaigns of their favorite political parties/leaders?
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• Newspapers feed them with information in the morning.
• Radio’s role is limited while they are on the road travelling.
• Television provides information after they are back home.
But, they also have unlimited access to the Internet during the But, they also have unlimited access to the Internet during the 8-10 hrs in office.8-10 hrs in office.
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Internet is the only medium where one can……
• Update themselves and express their Opinions• Interact with others and start a debate • Chat with various Politicians and question them• Do head-to-head comparisons
So, in a way, the Internet is the place where they can actually So, in a way, the Internet is the place where they can actually celebrate the spirit of Elections by participating and being a celebrate the spirit of Elections by participating and being a
part of it.part of it.
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The Online Edge
• In Print & Electronic Medium, the advertiser PAYS TO REACH the Audience, Out here he PAYS WHEN the Audience REACHES Him
• Highly Targeted, Controlled and Measurable qualities of the Medium gives it a major advantage over the other media
• Interactivity is the biggest jewel in the crown!
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Truly Admirable !
• Of the 50 million users in India 35 million are power users, who regularly use the net for communication, commerce and research
• A CAGR growth rate of over 50% in online population
Y-O-Y
• There has been as upsurge in the broadband adoption with subscriber base crossing the 1 million mark in early 2006.
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Thus IBNLive.com- the only Webby nominee from India - the winner of Best News Portal Award for two consecutive years
decided to launch www.ibnpolitics.com, a dedicated One-stop-destination for all political action in the run-up, during and after the 15th Lok Sabha Elections to cater to the demand of the Indians living in India and abroad.
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Ibnpolitics Answer
http://ibnlive.in.com/videos/86620/ibn-politics-indias-onestop-political-news-site.html
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Website Screenshot
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The Poll Days ….
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Phase 1
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Phase 2
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Phase 3
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Phase 4
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Phase 5
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100-Day Poll Plan
Web Interactives Web-TV Interactives Electoral Maps
Ready Reckoner
Video Debates
Online Ballot
Party Candidates list
News & Interviews
State Diaries & Blogs
Fantasy Cabinet
Videos & Podcast
Columns & Chats
Campaign TrailPoll Results
Poll Stars Genie
Post-Poll Coverage
IBN Conversations
Party Manifesto
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Web Interactive
Virtual Elections
Extensive pre-poll online voting module to capture the moodof the nation where citizens vote for PARTIES of their choice
Methodology
Phase I: Voting begins in all 28 states, 7 Union TerritoriesPhase II: Build pre-poll alliance into DB, collate result Phase III: Declare result week before polling
Back
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Fantasy Cabinet• Create your own cabinet online. • Users get to choose from a database of probables and allot key portfolios to them. • Rating/voting pattern will be displayed. • Participants get to maintain their Cabinet and update / make changes to the list.• There will be checks in places for parties/alliances to discourage mixed • bag/improbable Cabinet.• Result will be indicative of a politician’s equity.• The exercise culminates post-poll when the real Cabinet is formed. • The one closest to the real Cabinet is chosen winner and is brought as • guest / mentioned on air.
Web Interactive
Back
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Web-TVWeb-TVIbn Blogs /Diaries
Weekly State Diaries, blogs and vlogs by IBN correspondents from all states going to polls
Back
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VIDEO DEBATES
Video debates to be seeded by IBN Editors
Invite questions and viewpoints in video format on issues, parties, personalities. Selected videos to be included in on-air debates/panel discussions
Provision on IBNLive to capture videos through webcam
Ibn Blogs /DaiariesWeekly State Diaries, blogs and vlogs by IBN correspondents from all states going to polls
Web-TVWeb-TV
Back
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Columns & ChatsColumns & Chats
OPINION TRACKER CHAT & COLUMN SERIES
• CNN-IBN will hold weekly opinion poll on ground, • Expert panelists will chat online on the poll result and write columns as well.
SPECIAL COLUMN & CHAT SERIESSeries of columns and chats with prominent personalities:India Inc: Nandan Nilekani, KV Kamath, Rahul BajajEminent Personalities: Dr Kasturirangan, Ramachandra Guha, Sports: Bishen Singh Bedi, Politicians: Chandrababu Naidu, Arun Jaitley,Jayanti Natarajan,Amar Singh, Omar Abdullah, Milind Deora, Kanimozhi; Films: Amitabh Bachchan, Mahesh BhattBack
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Back
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Back
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Ready ReckonerReady Reckoner
Profiles
• 200 key candidates for 2009
• Trends of elections 2004
• Trends of elections 1951-2004
• Electoral Process FAQs
• Jargon Buster
Back
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Back
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Back
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Moneycontrol.com Approach
Web18 election Coverage
• Direct feeds from IBNPolitics
• Corporate element on elections
In.com Approach
Elections Page with highly interactive/ fun elements like polls, interactives, quiz contests
• Aggregate best of election/ counting-related content from the Web. Display Web18 element on polls on RHS
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Josh18 Approach
• Poll page and a slot on the homepage to push poll content on Josh18
• Direct from IBNKhabar for News, Videos and Show etc
• Interactive elements like Maps & Stats, Schedules, Candidate Profiles will be integrated from IBNKhabar to Josh18 ‘s poll page
http://khabar.josh18.com/politics/stats.php?year=2004http://khabar.josh18.com/politics/stats/
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Measuring RESPONSE : The ROI Factor
• Print & TV:
– Call back by Customer
– Snail Mail
– E mail
– Measuring Increase in footfalls in the store
– Needs manual research to be conducted for response measurement
• Internet:
– Clicks
– Ad Interaction (Rich Media)
– Brand preference
– Increase in Site Traffic
– Delayed visitors
– Unique visitors
– Lead Generation
– Customer comments
– Web Analytics gives a detailed account of response through an online campaign
Internet’s measurability has transformed the veryperspective with which marketers view their advertising effectiveness
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Be a part of the action !!!
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Iblive.com Election Packages Iblive.com Election Packages
Property Cost
Presenting Sponsorship Rs. 2,000,000
Co-Sponsorship Rs. 1,500,000
Associate Sponsorship - 6 Rs. 1,000,000
Photo Gallery Rs. 400,000
Videos Rs.500,000
Chats Rs. 400,000
Opinion Poll Rs. 500,000
Blogs Rs.300,000
Other Properties Rs.250000
Apart from the above, there is also a possibility of a Web18 package deal where in the client can also be promoted across Moneycontrol.com, in.com, josh18.com through ad inventories.