Media convergence - my guest lecture

MELTING POINTThe Convergence story in India

BRIEFLY, NEW MEDIA IS….

“Our head of social media is the customer.”McDonald’s

“Being the first is old media, while being to the point is new media. And Twitter never forgets.”Mercedes Bunz

“Engage rather than sell … Work as a co-creator, not a marketer.”Tom H. C. Anderson, market researcher

The primary difference between traditional media and new media is that the former is channels for brand communications and the latter for consumer conversations.” Pratap Singh, Head, Hometown ( Future Group) Source: Khabar Media

MOST ENGAGED BRANDS

THE MEDIA STORY

MEDIA CONSUMPTION

Approx 135 mill TV householdSoap dominates eyeballsPenetration of new media restricted to youth and metroes1.1 cr ( 11 mill) mobile Internet users in 2010Facebook Friends

NEW MEDIA: EMBRACING INDIA

Social networking Web propertiesViral marketingDigital integrationCool Apps

“HAVE TV CAMPAIGN, WILL SURVIVE”

THE INDIAN STORY IS NOT A SHIFTIT IS, AT BEST, A “MIX”

Paid, Owned and Earned Media

A TOTALLY DIFFERENT BRANDING - YOU'RE ACCESSIBLE ALL THE TIME, THE MEDIUM IS NEW, IT'S VERY YOUNG, THERE ISN'T MEASUREMENT DATA, IT'S REALLY ABOUT WHAT YOU DO IN THE MEDIUM ….

DIGITAL IS A VERY INTERACTIVE MEDIUM WHERE YOU HAVE A CONVERSATION WITH CONSUMERS AND

ENGAGE WITH THEM, AND GET IMMEDIATE FEEDBACK.

YOU HAVE A PHOTO, A FACE AND PROFILE [TO THE CONSUMER]

Pizza Hut’s Anup Jain

HOW NEW MEDIA COEXISTS

NEW MEDIA :“THOUGHT LEADERSHIP”

NEW MEDIA :“THOUGHT LEADERSHIP”

Over 6.5 lakh Indians registered on Jaago ReMore than 140000 votes cast for My Idea within a month

NEW MEDIA : RESHAPING CONVERSATIONS

Airtel Amitabh “note” on Facebook

NEW MEDIA : CONTEMPORARY BRAND EXPERIENCE

Work That Creates Communitiesand gets a Valuation

tv2

Go Jiyo brings the brand essence of a brighter life, alive in a most contemporary and interactive way.It positions Godrej as a next generation entity.

The event reaches more than 4 million students with a participation of 2,00,000 students. Taller, stronger, sharper generation

Self confidence, team spirit, handling stress, handling failure & victory, appreciation, and to add value to the world they live in.

NEW MEDIA : CREATING BUZZNokia N8 Launch

NEW MEDIA : LEVERAGING BRAND CAMPAIGNS

NEW MEDIA : LEVERAGING BRAND CAMPAIGNS

Brand Campaigns are leveraged by engagement and conversations.

New media ensures targetted participation

Not weighted by eyeballs

PROMOTIONS & INTERACTIONS

NEW MEDIA :MAKING BRANDS ACCESSIBLE

Bollywood and TwitterBlogs

NEW MEDIA :BOLD EXPLORATIONS

INDIAN MEDIA EMBRACING NEW MEDIA

WebsiteBlogsCitizen journalismEpapersPodcastsinnovations

TIME TO TAKE A PAUSE

Chiradeep Gupta

FINALLY, DO WE HAVE WHAT IT TAKES?

ONLY THE BOLD CAN CREATE TRUE CONVERGENCE AND A WINNING BRAND