The Age of Engagement - New Media

8/13/2019 The Age of Engagement - New Media

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New MediaNew Opportunities

The Age of Engagement

Shyama Dutta

Associate Professor

SIMC


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The Engagement

Paradigm: Simple

interaction


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Brands over the years

have tried to find the

perfect engagement for

their audience.


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EngagementMarketing


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The Rise of

the Prosumer :

Making

Engagement at the

heart of modernmarketing


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Engagement

marketing works

to connectconsumers with brands,

ensuring greater

positive intensity


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Creation of Brand Narrative


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The Digital Media:

Designed For Engagement


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Digital media ensures a

perfect brand andengagement fit


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Hole In the Wall


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Facets of Digital

Engagement


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Digital MediaEngagement:

Creating the

Dialogue


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Web 2.0 Mobile Technology


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The 3 Cs of Web 2.0


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Changing Brand

Narrative through

multiple entry points


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User Generated Content:

Opinions and Trends


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The Audience &

choice


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Instant

Feedback:


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Hyper-sociability:

The DigitalWord of Mouth


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The Digital Long Tail


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Transmedia

Engagement:


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Convergence & consumption


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The Empowerment

of the Digital User:Brand Co-creation


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Integrating

Cellphone Technology


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Considerable amount of

engagement is nowcellphone oriented


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The Highlights

Of cellphonetechnology


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Digital Engagement

Case studiesi. fakeiplplayer.blogspot.comHijacking the IPL Brand

ii. Tata Nano: The Making of a Peoples Brand

iii. Understanding Search Trends on a given day October

9th 2009


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fakeiplplayer.blogspot.com: Hijacking

the IPL Brand


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Fake ipl player

impact on IPL


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Fake ipl player

impact on brand

communication

Fakeiplayer contributed to the

strength of blogs in India. It

showed that blogs have the

potential to become theultimate reality show : The

Whistle Blower.

In time you shall know that in the cricketing

world theres the known, theres the unknown,

and somewhere in between is FIP. :He wasThe Silent Anti Brand Blogger: Deep Throat of

the brand

Blogspot is the non tech savvy users

delight. - you have an opinion - you say it

loud.


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Case Study 2:

The Tata Nano:

Making of thePeoples Brand


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The Tata Nano Online

Strategy: Website


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Strategy: Website


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Strategy: Gaming


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Strategy: Social Media

Video Seeding across facebook, youtube

and other media

The Top 3 top YouTube Nano

Searches:Autocar test drive: 430,089.Tata Nano First Drive Over drive: 38541

Searches, Zigwheels: 39606 searches

Hypersociability through the creation on

social media chats in facebook, orkut,

blogs etc. Instant texting through

mobiles, votes etc. Extensive user

generated content

Integration of the website with Social

Media: Consistent chats that needcompany affirmation


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The Tata Nano

the flip side: Yetusers still speak

in their own

words


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The Tata Nano:

Mouthshut.comreview

Nielson Survey: 87% of Indians trust recommendations

from each other rather than ads. Mouthshut.com has more

than 2 million users from India, and can influence product

ratings & popularity


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Case Study 3: Understanding Search

Trends on a given dayThe Google

Standard


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Trends on November

19th& 20th2009-India& USA


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Kurbaan Search

Analysis


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On 23rdNovember Kurbaan drops out

of the first 40 searchesthe day of

Shilpa Shettys wedding in India


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Evolving Brand

Strategy


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The New

Fundamentals:


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New Media

Strategy

Necessities


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New Media - Must

dos


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New Media - Must

dos


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Looking ahead

at

New Media


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Future thoughts

Th t i t t f t


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The most important future

forecasting:

Mobiles will drive new media. The technology

will become a media to reckon with. This is

already happening with sites like

Foursquare.com which allows localised group

social interfacing.

Even corporates will use concepts like Twitter

more with far more focused localisation of

content.


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The Digitized Technology offers opportunities for

those who can harness its inherent strength.It is a whole new world of true 'people to people'

connectivity, cutting across gender, geography or

even traditional thought.


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Thank you

To reach Shyama Dutta:

[email protected]: +919890308322

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The Age of Engagement - New Media