Download - 26th GBG Dhaka - Creating Content for a Digital Audience

Creating Content for Digital Audiences

Saturday, May 3, 2014 Dhaka, Bangladesh

Event Partner:

Welcome from GBG Dhaka (5 min)

Digital Video Best Practices (15 min) Sidrat Talukdar, Director of Social & Digital Media, Maverick Studios

Future Content – Augmented Reality, Virtual Reality & Experiential Marketing (15 min) Shaheem Siam, Deputy Managing Director, Ice9

Digital News & Blogging (15 min) Salman Hossain, Founder, Jhalmoori.com

Digital Growth & Development (15 min) Shourav Islam, CEO, Unifox Digital

Building Restaurants with Social (15 min) Sakib Noor Billah, Business Development Manager, Magnito Digital

T O D

A Y’ S A

G E N

D A

Welcome from GBG Dhaka

Our Objectives

Increase adop%on of internet technologies amongst Bangladeshi organiza3ons. Plan events that appeal to a wide variety of key audience segments – e-‐commerce, marketers, students, women, mappers & more Build a community that gets to know each other by hos3ng atleast 1 live event per month

Our Team GBG Managers

Advisor

Google’s Objective with GBG

Build a non-‐technical community run by local volunteers to share knowledge and best prac3ces for Google web technologies. The GBG is an experimental ini3a3ve started in 2012, and is based on the success of the Google Developer Groups worldwide, where developers meet to discuss building applica3ons with Google products. See detailed informa3on on GBG on Google’s official GBG page

GBGs Worldwide

100+ GBGs worldwide

20+ GBGs in South & Southeast Asia Nearby GBGs include Pakistan, India, Sri Lanka, Thailand, Indonesia, Malaysia, Cambodia, Vietnam & Philippines

Our Events

See pictures and presenta3ons on our Blog, Google+ & Facebook page.

We’ve organized 20+ successful events so far, reaching more than 1000 local digital professionals, entrepreneurs & changemakers. We are a community of technology thought leaders

GBG Dhaka 2013 Events •  Jan 6 – E-‐Commerce Hour & Startup Weekend Mini Bootcamp

•  Feb 1 – Building Brands with Digital

•  Feb 16 – Educa3on & Collabora3on Online

•  Mar 29 – Mapping Bangladesh

•  April 25 – GBG @ PMO Innova3on Adda

•  May 10 – Mapping Experts Meetup

•  May 21 – Empowering Project Management with Web Tools

•  June 1 – Women on the Web Workshop #1

•  June 30 – Student Leaders Workshop

•  Sep 7 – Mapping Banani #1

•  Sep 8 – Dhaka’s Tech Communi3es

•  Sep 14 – Mapping Banani #2

•  Nov 3 – How to Make a Good Website

GBG Dhaka 2014 Event Roadmap •  Mar 22 – Intro to Mapping

•  Mar 26 – Hangout Training: Adver3se on the Web

•  Mar 27 – Search Trends product training

•  Mar 30 – Search Trends product training

•  Mar 31 – Latest in E-‐Commerce

•  Apr 12 – gDay Bangladesh

•  Apr 28 – Adver3sing on the Web

•  May 3 – Crea3ng Content for a Digital Audience

•  MORE COMING UP !!! (Check for Trainings next week)

Digital Video Best Practices

Sidrat Talukdar Director of Social & Digital Media

Maverick Studios

Video Best Prac3ces for a Digital Audience

Agenda

•  Intro to MVRK

•  Why Video?

•  Video Best Prac3ces

•  A multimedia production firm •  Founded in 2009 •  Focused on creating mind-blowing digital content!

What we do…

Videos for Social Media

Corporate Documentaries

Event coverage

TVCs

Social Media Management

Who we’ve worked with…

Why Video?

“A Picture is worth a thousand words.”

1000 pictures... With voice and music… Conveying a coherent message…

How much is that worth?

Why do people like Video?

•  Saves Time

•  Less Effort

•  More Interes3ng •  More Memorable

Why should Brands like Video?

1 Billion Unique Monthly Users on Youtube 100 hours of Video uploaded to Youtube every minute 170 online videos watched per person per month on average 1 billion views come from mobile 1 in 2 people regularly share a video on Social Media Videos on FB are shared 12x more oqen than links & text posts combined.

The World’s Largest Search Engines

#1 #2

3 BILLION searches per month

In US, more popular than

TV for 18-‐34 yr olds

Is Bangladesh Ready for Video?

Berer Content

Faster Internet

Capable Devices

Best Prac3ces for Berer Video

The Video Crea3on Process

Preproduc3on

•  Idea3ng •  Scrip3ng •  Storyboarding •  Planning

Produc3on

•  Shoo3ng • Music • VO Recording

Post-‐Produc3on

•  Edi3ng • Visual Effects • Rendering •  Publishing

Tip #1 : Know Your Audience

What are they interested in? What language do they use? What videos do they watch? What music do they listen to? What resonates with them?

Tip #2 : Set a Goal

A user who watches my video will… a)  Share it b)  Learn about my product’s features c)  Learn about my company’s services d)  Learn about an event by my company e)  Subscribe to my newslerer f)  Visit my website g)  Like my Fan page Pick ONE as your primary goal, and make your video around it

Tip #3 : KISS

KEEP IT SHORT AND SURPRISING*

Unless you’re telling a great story, in which case go longer. (Very risky, but can be very rewarding when done right!)

General Targets: 0:30 – 1:30 for short; 2:30 – 4:00 for long

Tip #4 : Aim for the Heart

The best videos generate an emo3onal response. Joy, Outrage, Pride are all op3ons… pick one! Videos with human elements are more relatable -‐  Faces -‐  Voices -‐  Human interac3ons

Tip #5 : Be Smart about Branding

Overbranding pushes people away. Underbranding is a missed opportuni3y. Integrate your brand into the story, in a natural way.

Tip #6 : Render for quality

Recommended resolu3on for upload: 1280 * 720 Full HD (1920 * 1080) is pointless on most mobiles and laptops Both Youtube and Facebook enable downscaling for limited bandwidth users Recommended format: MP4 (supported on virtually all devices)

Tip #7 : Youtube vs Facebook video Youtube Facebook Video

Good for sharing and embedding anywhere

Looks berer in Newsfeed and Timeline

Easily found through Search Engines

Goes into the “Videos” gallery of the Page

Great Analy3cs Can tag users

Tend to receive more shares Tend to generate more comments on Facebook

Pick based on your priori3es. If you can’t decide, upload in both!

Tip #8 : Never Stop Learning

Learn from user feedback Learn from analy3cs Learn from success stories Your next video should always be berer!

What’s next in Video?

Ultra-‐shorts: Instagram video (15s); Vine video (6s); GIFs Interac%ve Video: Allow users to change the story 3D: Added depth for more immersive experiences 4K (Ultra High-‐Def): 4 3mes the fidelity of current high-‐def (1080p)

Final Remarks

Rich Media is the future, and video will be a big part of that Video crea3on and consump3on will become easier, but quality content will always be in short supply. Brands that create quality content will stand out.

Berer Content

Faster Internet

Capable Devices

Thank you!

Future Content – Augmented Reality, Virtual

Reality & Experiential Marketing

Shaheem Siam Deputy Managing Director, Ice9

Ice9 Interac3ve Ltd.

Interac3ve Marke3ng Solu3ons provider

Established: 2012

Technology and Marke3ng Evolu3on

Future content

The changing marke3ng environment

•  Tradi3onal marke3ng ‘dead or dying’

•  Significant 3me between previous marke3ng ‘eras’. Gradual shiq

•  Technology and the rate of change of technology

Giving today’s ‘era’ a name

Experien3al Marke3ng

The Bangladeshi Context

Is tradi3onal marke3ng really ‘Dead and dying?’

The Bangladeshi Context

S3ll the norm in most cases

But changing sector by sector, demographic by demographic

Fear of new technology

From a marketer’s perspec3ve

Tradi3onal concepts tried and tested

Afraid to ‘gamble’ on something new

Our role in the evolu3on

Not just provide the solu3on

But also educate

Augmented Reality A live view of a physical, real-‐world environment whose elements are augmented(or supplemented) by computer-‐generated sensory input such as sound, video, graphics

Changed the way the ‘world’ does marke3ng By altering the ‘rules’ themselves

Print ads no longer bound by size

Sta3c has become interac3ve

Augmented Reality

Endless opportuni3es

Glaring limita3ons

Auleek

Robi Store locator

Inevitable rise of AR due to Google glass

Virtual reality

A computer simulated environment that can simulate physical presence in places in the real world or

imagined worlds

It’s finally here

The oculus riq Closing the gap between ‘just’ a 3D experience and fusing reality itself

The oculus riq

•  Most excited -‐ The entertainment industry

•  Recently bought by Facebook

•  Soon to be released commercially

VR and marke3ng

Unimaginable levels of customiza3on

Not one world for many, but many worlds for one

The birth of a concept

Screw privacy, this thing is going to take over your life

Bangladesh is s3ll a blank slate

Pioneers in the industry!

Not just deliver, but educate!

Thank you

Digital News & Blogging

Salman Hossain Co-Founder

Jhalmoori.com

The way you always wanted!

Jhalmoori is a social news, lifestyle and entertainment website in Bangladesh.

WHO W

E AR

E

Jhalmoori showcases what’s making news around us, reviews what we think is great for trendsetters and empowers individuals, local businesses, youth and many others by enabling them interact with the world. We strongly believe in embracing innovation and creativity on our everyday life and our vision is to become the leading lifestyle social media in the South-‐East Asia.

WHAT

WE DO

PROMOTE WHAT’S BEST AROUND US TO INSPIRE MILLIONS

EMPOWER INDIVIDUAL STORIES FROM ALL AROUND THE WORLD

DAILY DOSE ON BUSINESS, ENTERTAINMENT, LIFESTYLE, SOCIAL MEDIA, REVIEWS, DESIGN, TECHNOLOGY

ALL UNDER ONE ROOF

DISCOVERING CONTENT WORTH SHARING.

Let’s make content worth sharing…

Coca-‐Cola CASE STUDY

Recycling Happiness

Coca-‐Cola CASE STUDY

A great content. Published from a social media pla7orm. Shared from social media. Reaching out to thousands of people on the net.

Reached Over 18,790 Social Engagement 375 Facebook Likes 330 Average %me spent 3.11 mins Impact worth over USD 220

bKash

bKash Cash Back Offer on Payment Services

CASE STUDY

bKash


Reached Over 16,156 Social Engagement 469 Facebook Likes 182 Male : Female Ra%o 54:46 Impact worth over USD 170

CASE STUDY

Jhalm00ri CASE STUDY

DHAKA FOOD BURGERS!

Jhalm00ri CASE STUDY


Reached Over 31,253 Social Engagement 2890+ Facebook Likes 1300+ Average %me spent 5.47 mins Impact worth over USD 350

What can we do for you?

WE ARE VERY SOCIAL!

LET’S MAKE CONTENT WORTH SHARING. +88 019 7667 2252

10 am – 9 pm

Digital Growth & Development

Shourav Islam CEO

Unifox Digital

Online Schooling JAAGO Founda%on

Quality Educa%on & Development

•  Access to quality educa3on lies at the heart of all development. •  Access to educa3on and commired acquisi3on of prac3cal knowledge and skill

is an essen3al part of reducing poverty. •  Quality educa3on makes skilled human beings and advances the na3on

towards development.

Why online educa3on and development is necessary?

JAAGO’s approach

•  JAAGO founda3on has already started thinking about this important issue and has started researching to provide quality educa3on and find out innova3ve ways to expand its reach to the remote areas of Bangladesh.

•  One of the notable factors about JAAGO is that the organiza3on is the one and only exclusive one that provides free-‐of-‐cost English medium educa3on following a hybrid syllabus of Edexcel and NCTB curricula to the impoverished children of our country bringing significant changes in more than 1400 children and their families throughout the country.

JAAGO’s step

JAAGO & Online School?

•  Online schooling started as an alterna3ve to quality teachers who are hard to come by in rural areas. •  Online schools will remove the geographical distance and lack of quality teachers that has emerged as a problem in terms of providing quality educa3on in rural areas. •  JAAGO started its first online school in Gazipur which is currently running

successfully with about 150 underprivileged children from the surrounding communi3es.

•  With support from Grameen Phone Limited, our schools in Gaibandha and Bandarban will start opera3ng in full phase by the end of 2013.

Why Online school?

The School Model

•  The concept of ‘Online School’ is extremely simple. The basic idea is that a sub-‐urban/rural classroom of Bangladesh will be connected to a teacher in Dhaka via video conferencing technology and internet. •  The classes are run in the physical presence of two teachers/moderators in

rural areas and another teacher online through a system from JAAGO's main office in Rayer Bazar.

•  The online teachers mainly coordinate the lessons, deliver the lecture and interact with students whereas the teachers/moderators on the other side discipline the students and help them in use of technology.

•  The students are able to enjoy synchronous learning experience despite geographical distance because of the online facili3es.

School Model

Technological Features

•  The current soqware we are using is called WebEx which is an interac3ve and professional video conferencing soqware aimed at making the learning process communica3ve and interac3ve even with the virtual presence of its remote learners. The program contains interac3ve whiteboard, slide-‐sharing and

•  Video-‐sharing features and combines a sketch-‐board to acquaint the students with alphabets through just a stroke from its virtual tutor.

What is the current soqware that JAAGO uses?

Feasibility of Replica%on for Online Schools

•  Online Schools can be the best op3on for addressing the problem of delivering quality educa3on which is posed by lack of sufficient teachers and, in many cases, poor qualifica3ons of the teachers. – WHY?

§  Approximately 24% of Government Primary Schools and Registered Non-‐

Government Primary Schools teachers are untrained (UNICEF, 2009). §  Online School model has the poten3al of filling in this void un3l

alterna3ve solu3ons are generated. Technology is long way from replacing teachers to instruct students and synchronous learning through online schooling does not exclude teachers but supplement them and even become ‘force-‐mul3plier’.

What is the feasibility of replica3on for online schools?

Problems of Replica%on Of the Model

• Inaccessibility of high speed internet connec3on in areas outside Dhaka. • High price of internet services • Lack of sufficient skilled and trained facilitator

What are the challenges faced with online schools?

Thank you!

Digital Growth & Development Presented by Shourav Islam

Founder & CEO, Unifox Digital Media

Digital Growth / Confidence •  Digital Confidence / Growth is built on four pillars, which, taken

together, address the most vital areas of consumer and industry concern:

•  1. network integrity and Quality of service (Qos)-‐ Focuses on providing secure and resilient enabling technology pla|orms for digital life and providing an op3mal customer experience

•  2. privacy and Data protec%on-‐ Addresses the security concerns of individuals with respect to their digital data 3.

•  3. Minors’ protec%on-‐ Seeks to defend the well being of minors in the online world

•  4. piracy and thee avoidance-‐ Seeks to provide a secure digital business environment for all stakeholders

Digital Growth for Bangladesh

•  Infrastructure in Urban & Rural area •  Human capital •  In & Out migra3on

Development

Is Telecommunica3on a quick fix?

Development in Developed Na3on

Development in Developing Na3on

Digital Development vs. Digital Divide

•  Defining the digital divide in terms of what might be the dominant difficulty that may be isola3ng individuals and communi3es from the rest of the world. They iden3fy, 4 possible interpreta3ons:

•  A gap in access to use of ICTs—crudely measured by the number and spread of telephones or web-‐ enabled computers, for instance.

•  A gap in the ability to use ICTs—measured by the skills base and the presence of numerous complimentary assets.

•  A gap in actual use—the minutes of telecommunica3ons for various purposes, the number and 3me online of users, the number of Internet hosts, and the level of electronic commerce.

•  A gap in the impact of use—measured by financial and economic returns.

Development

Is demand aggression a solu3on?

Digital Divide in Bangladesh

•  All players in the industry agree on the importance of building up Digital Confidence creden3als and have launched a wide array of ac3vi3es accordingly—yet, to date, there is a clear lack of coherence and common focus, as most ac3ons are ad hoc, having been triggered by high-‐profile incidents of trust or security breaches and poli3cal pressure!

We grow, We develop

•  Legisla3on alone cannot keep up with the speed and scope of challenges in this market.

•  Successful companies do more than just comply with legisla3on; they stay ahead of the curve by adop3ng proac3ve policies and prac3ces to drive Digital Confidence.

Building Restaurants with Social

Sakib Noor Billah Business Development Manager

Magnito Digital

Contents

www.magnitodigital.com

Building Restaurants with Social

S. M. Sakib Noor Billah Business Development Executive Magnito Digital

Contents Number of Restaurants are growing everyday

Contents


LOCATION?

CUISINE?

CATEGORY?

RESTAURANT

?

How my mind works

Contents


The need for digital media

Need for TG to speak & interact with brand

Need to measure every interaction & ROI

Need to avoid the high costs & clutter of conventional media

Need for reaching

the right TG

Contents


evaluate plan develop content

reach

1 2 3 4 listen & respond

5 The steps

Contents


§  Do a Survey §  Who are my customers & my competitors? §  What do we want to achieve? §  How is the brand perceived? Pricey? Cheap?

Premium? §  What is the existing brand positioning? §  How do I want people to perceive the brand?

1Evaluate

Contents


2§  Brand Positioning §  Campaign Route §  Digital Communication Channel eg. social page, website, mobile app §  Fix the KPIs

Plan

Contents


3Rule 1 : Photoshoot is a must & Designs & Copy needs to be spot on! Design §  Designs should have clear call to action such as number, delivery partner §  Connect communication with external factors §  Special campaigns & tying up them with presence at restaurant

Develop Content

Contents


Extreme case of call to action : case study

Halal

Opening Time

The Brand

The Product

The Location

Contact

Facebook page

Company Background Home Delivery

Contents


Call to action : case study

Contents


Connecting with external factors : case study

Contents



Terror looms in the seven kingdoms of Westeros as the scorching heat approaches. But legends say there is only one house who can save the land from this searing sun! Ser Arnold Palmer is ready! And it's waiting for any thirsty soul at George's Cafe!

Contents



Contents


Special campaigns : case study

Contents


4

§  Number of fans is not important, quality of fan & engagement is

§  Is the right post reaching the right TG?

Reach

Contents


Reaching the right TG : case study

Contents


5

§  Listen to what people are saying in fan page, other pages, blogs etc.

§  Always respond to comments & queries! §  Customer is ALWAYS right! §  Change the negative perception to positive reaction by

positive responses §  Never delete comments…. If negative, respond to it

positively & let it stay!

Listen & Respond

Contents


1

§  Review the KPIs §  Measure the impacts §  Measure ROI

Evaluate Again!

Contents


What will you win?

Effective targeting

Reach at scale

Achieving top of mind awareness

Brand engagement

Lead generation

Customer conversion

Revenue generation


Our success stories

#FoodBrands we built in social.

Contents


Contents


Upcoming Restaurants

Contents


Other clients

Contents


While your restaurant’s kitchen prepares the wonderful food that you offer,

Magnito Social Kitchen will cook your social media stories……

Keep your eyes on our pages!

Contents


Are you ready to ride this wave?

Email : [email protected] Mob : 017 84 399 311

S. M. Sakib Noor Billah Business Development Executive Magnito Digital

THANK YOU !!

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