Digital Media Integration, Event Marketing, Digital Media in India, Social Media Marketing integration with Events, Content Marketing, Community Management,

1. Digital Media Integration

2. Snapshot of Digital India- Connectivity

3. Snapshot of Digital India- Connectivity

4. Snapshot of Digital India- Social Network

5. Yesterday
Top down, one way events
organized by a company.
Visitors come, sit, listen and
comment. Event has a static
website.
Results get ineffectively
shared.
Tomorrow
Bottom Up, two way events.
Participants contribute to
planning.
Participants engage
themselves through out the
event-also online.
Results are effectively
shared online.
STRUCTURE METHOD CONTENT
Top Down-One Way Passive-Static Inefficiently Shared
Bottom UP-two Way Participative-Dynamic Efficiently Shared

6. • Extended Attendee Reach
• Predictive Modeling for Event
Planning
• Instantaneous Digital Promotion
• Advanced Tracking & Analysis
• Meaningful Participation &
Engagement
Why Digital integration?

7. Digital Media
Integration- a four
step journey

8. 1. Capability
Building
The very first step is
building internal
belief and knowledge.
The objective
of this phase is to get
everyone
in the company
aligned on
the importance and
value of social
media and
setting up the right
infrastructure to
succeed. Extensive
workshops & training
modules and notable
case studies should
be part of this stage.
2. Pilot Mode
Setting up an
operational
Workflow and an
external consultant
can offer project
based support at this
stage.
Adapting the overall
HR strategy
(incorporate specific
questions on digital
and new technologies
in the recruitment
interview and check
the influence level
and network of the
candidate).
Provide necessary
hard & software
support
Increase our social
media reach
3. Integration Mode
During this phase, we
bring the entire
organization closer to
the customer.
We create benefits for
clients.
Clients are more
involved.
Implementing
external collaboration
Setting up a content
strategy
Community
management
Conversations
monitoring
management
4. Leverage Mode
The last phase is
about increase
In the return on
investment in all the
projects due to the
integration of
social media -
additional reach and
saving on media
spend budgets for
clients, user
generated content.

9. Pre Event – Drive participation & Awareness
• Channel: Social Media & Industry specific
associations & websites
• Plan:
• Create web banner & promote event on the
banner for participation
• Create a web link for participation entry
• Create surveys & poll to engage target
audience and drive them to the participation
weblink
• Channel: Search engine
• Plan:
• Paid: Position the aforementioned weblink for
participation to searches on Google, rediff and
yahoo.
• Press Release: Create content for online press
• Earned: Create content around the agenda on
blogs, slide share and YouTube to appear in
searches conducted by the relevant audience.
Event promotion
Post Event – Content Distribution, Advertisement &
Lead generation
Channel : Search engine
▪ Create event success content and post it to blogs,
slide share, video share and drive it viral to further
reach out to more audience searching for relevant
“keywords”.
▪ Distribute event experience to online press release
to enable content appearing on relevant searches.
Channels: Social Media, Industry specific associations
& websites
▪ Create content around the event participants,
interview them, record their experiences and views
and broadcast it through channels mentioned above
drive it to go viral and reach more target audience
further.
▪ Create a web banner explaining about the service
and drive audience to service registration lead form
on the web. (Lead generation)
▪ Email blasts to member database across industry
associations with service promotion and links to event
experience.

10. • Number of people who filled in the “get more info” form
• Number of influential people who tweet something about the activity
• Number of influential blogs that linked to the campaign
• Number of repeating, unique visitors
• Number of people who used a specific coupon that is associated with the
activity
• Number of minutes a day we are nice/delighted to customers
• Number of features suggested by users that we actually implement
• Number of people in a specific location / demographic who follow us on
twitter
• Number of new things we discovered about customers that we never
knew before
And a lot more……………………………………………………………………………………
Sale is not the only Success metric…

11. ContentMarketing

12. • Customer generated content
• Creates and sustains long term bonds
• Cuts through the noise
• Encourages sharing and word of mouth
• Impact instantly
• People aren’t listening
to/believing/giving a darn about
advertising anymore
why content marketing?

13. • Every individual attending the event must
have friends / colleagues / relative in the
same domain, enabling content keeping
the attendee as the center of information
and sharing though social network would
enable optimum reach
• Stories distributed online keeping user
experience intact can majorly influence
buyer sentiments.
• Social Media:
• LinkedIn, Twitter &
Facebook
• Content Sharing
• YouTube & Slide Share
• E-Press Release
(Industry Specific)
• Moneylife.in
• Bankingfrontier
• Money Control (India)
• SME Times
• Stockforgains
• Newstkr.com
How can social media and content sharing
help?

14. • When people are signing up (RSVP) to event, conference or concert, they do this via an
online signup form. We should enrich this sign-up process with a code snippet that links
their Facebook, Twitter or LinkedIn profile to a Smart-Badge.
• When the visitors come to your event they will get everything they are used to, including a
badge, but this time it is a Smart-Badge with a NFC chip – it knows exactly to whom it
belongs.
• Attendees’ first action at your venue usually is to swipe their Smart-Badge at the entrance
(for access control) and the badge will automatically check them in to your venue on their
social media profiles. This will be displayed to all their friends and followers.
• Throughout the venue you can place different interaction points where they can swipe their
cards to get presentations or info-material forwarded to their email address. This interaction
will also be published to their social media channels, attracting others to check out the
provided content and drawing attention to your event.
• There are multiple other possibilities, like taking pictures, creating polls, participating in
lucky draws or liking products and all should be leveraged in real time onto their social
media channels to be seen by thousands of friends online.
The key challenge is how to reach those
people who are not at the event?

16. • As the pre-launch of the Ford EcoSport in India, the auto
giant took the wraps off the compact SUV at soft launch events
held simultaneously at Delhi's Select Citywalk and Mumbai's
Infinity malls in March. other cities are; Delhi, Mumbai,
Bengaluru, Chandigarh, Kochi, Ludhiana, Chennai, Jaipur,
Hyderabad, Ahmedabad, Pune and Kolkata-- a part of Ford's
promotional roadshow called EcoSport Urban Discoveries.
• Ford has created a dedicated microsite where people can upload
and describe a unique location in their city they would like to
explore.
• The campaign put the EcoSport in the hands of a hundred jury-
selected consumers who can then drive the vehicle around and
share their experience with friends, family and online community.
• Facebook and twitter being used aggressively to spread word
about the campaign. To further fuel engagement, popular radio
jockey Mantra has been roped in and he has been blogging about
his own experience with the car on the brand’s microsite.
• http://www.youtube.com/watch?v=ZH0N4RjA5zs
Ford EcoSport Urban discoveries

17. • 'Biblioteca digitala Vodafone', a digital library that is accessible
in a unique space located at the Piata Victoriei subway station
in the capital Bucharest. Literature enthusiasts can download
free versions of favourite books on their mobile phone or tablet
regardless of the mobile network they use.
• At the Vodafone digital library, those interested in the service
should scan the QR code placed on the book they are
interested in and can download a free version of the book in
pdf, epub and audio formats.
• The project is part of Vodafone Romania's new communication
campaign that runs under the slogan "Vodafone brings the
optimistic together.
• https://www.youtube.com/watch?feature=player_embedded&
v=R4B3mDgB16Y
Vodafone Digital Library

18. • Korea is a country where breakfast dining market is depressed
Dunkin Donuts offers has various morning items, but the sales is
substantially low.
• IDEA Let them have fun & delicious morning, with ultrasound
tagging, a brand-new technology!
• Therefore, they've devised a mobile application It's called Morning
start up Get them new morning items? Get them new morning
habits! Now, morning start-up app starts your morning!
• Result- Morning start-up, allowed in five stores in Seoul, has drawn
excitements from consumers and the sales of Morning items in
these stores have been doubled since its launch which is just ten
days to be precise. Adding to that, it is now expected to be spread
to all stores nationwide. Moreover, many media and SNS users
have showed their enthusiasm on ultra-sound tagging, a brand-new
technology
• https://www.youtube.com/watch?feature=player_embedded&v=e
OI3G_O82i8
dunkin morning startup campaign

19. • Korean people work the longest hours in the world and are
always busy. So they consider 'accessibility' most when they
choose their favorite discount store.
• Created a flying store that flies to customers. The e-mart truck
shaped balloon, equipped with a Wi-Fi router, that can fly to
every corner of Seoul. Customers connected to the Wi-Fi signal
using their mobile phones and downloaded coupons. They
bought products immediately using the mobile app of E-Mart.
• E-Mart sales soared both in on-line and off-line stores to 9.5%.
Mobile sales, especially, increased to 157%. The download
number of the E-Mart app increased more than 50,000 in the
month alone.
• Agency: Cheil worldwide
• https://www.youtube.com/watch?feature=player_embedded&
v=qHGejSWTmvw
Emart Flying Store

20. Coke Hug Machine
• The Coca-Cola Company and Ogilvy & Mather have created the ‘Cola-Cola Hug Machine’ to bring doses of happiness into the lives of people
anywhere and everywhere. This regional initiative, which is part of “Open Happiness”, The Coca-Cola Company’s global marketing
campaign, started in Singapore.
• http://www.youtube.com/watch?v=EGyCw7-mbtE
Coke Small World Machines
• The initiative "Small World Machines" provided a live communications portal between people in India and Pakistan and showed that what
unites us is stronger than what sets us apart. The key to engaging with each other through the machines was simple: people in India and
Pakistan could complete a task, like touching hands, drawing peace, love, and happiness symbols -- together. AGENCY: Leo Burnett Chicago
& Sydney were equipped with full-length webcams that allowed participants to see each other and interact in real time. The high-tech
Small World Machines, built by The SuperGroup, a digital agency in Atlanta.
• https://www.youtube.com/watch?v=ts_4vOUDImE
Coke Happiness Machine
• This past Valentine's day, Coca-Cola installed a very special vending machine inside one of the most crowded shopping malls in Istanbul.
With the huge success and viral nature of this campaign, they continued to to Spread Happiness with "Friendship Machine.“ The marketing
campaign has been a huge success and always gains media coverage. Most recently with the help of agency, C-Section, they've created a
new vending machine that helps spread love!
• http://www.youtube.com/watch?v=z8YVgGhm92w
Pepsi Like Machine
• Pepsi wanted to create a new way of sampling. An easy way to engage with consumers and know who is liking and drinking our product at
the same time. First test was at the 2013Beyonce concert in Antwerp.
• https://www.youtube.com/watch?feature=player_embedded&v=O4YrQpupEO8
Vending machines

21. Thank You!
The Rules Change daily (sometimes by
the minute) in the social era. Our job is
to stay alert to what happens next to
figure out what assumptions need to be
tuned.