2. Today‟s Plan
• Module 1:
– Digital Marketing & Creative | The Creative Team | On The Job
• Break
• Module 2:
– Websites & Blogs | Content Strategy | Display Media Campaigns | On The
Job
• Break
• Module 3:
– Five Tips For Digital Creatives | Q&A
9. Content Is The New Communication
• Communication has moved from a 30-second ad to Content that can
keep a viewer‟s attention for minutes – and have him coming back for
more.
• Content could be anything: a tweet, a blog post, a TV show, a game, an
app...anything that your audience want to consume, engage with and
share, as opposed to have to.
• Audiences want content that informs and entertains. Increasingly, time
spent on TV is decreasing in favour of time spent online, on a PC or your
mobile/tablet. A brand that delivers great content to the audience in
his/her preferred environment is a winner.
10. Engage, Engage, Engage
• With digital marketing, you have the opportunity to go beyond a
screen and into a consumer‟s life.
• In fact, if you blend the real world and the virtual world, it‟s more
fun.
• The more fun it is, the longer your audience will stay with you.
• And the greater his/her chances of coming back.
11. Build Influence And You‟ll Build Virality
• We live in an era where everyone has a voice, and nobody‟s afraid to use it.
• People have always wanted to talk to the brands they love and have the brand talking
back to them. Now, as interactive audiences, they can.
• A TVC or a print ad offers no opportunity to start a conversation with a brand. But a
post on Facebook or a tweet does. Give them content, engagement and an
opportunity to talk back to you.
• The more you talk with your audience, the more you treat them like friends, the better
the chances that they will talk well about you and help spread your message.
• In short, they will become your brand‟s influencers – your brand‟s (unpaid and most
faithful) ambassadors.
12. Reward Your Audience
• What you need to remember is that your audience isn‟t panting in anticipation of
the next ad or product message you‟re going to put out.
• They‟re looking for…you guessed it…great content. Information, utility and
entertainment.
• And, very honestly, they‟re also looking for gratification. It could be freebies,
merchandise, dinner with a celeb, or just fame!
• So when you plan your next digital campaign, make sure you reward your
audience with information, utility, entertainment or gratification. Think of it as a
small „thank-you‟ for spending their valuable online time with you.
22. Art and Copy is just the beginning…
The Creative Team
23. The Structure
Creative
Director
Content &
Creative
Designers Community
Strategists
Managers
24. Creative Strategists
• These are the Mad Men of the team.
• They mostly come from advertising backgrounds, mainline and/or
digital.
• They are responsible for leading the ideation, cracking the Big Idea
and presenting work to the client.
• They work very closely with Content & Community Managers.
25. Content & Community Managers
• The Jonah Jamesons and Perry Whites of the team.
• They typically come from Editorial and Social Media backgrounds.
• They are responsible for setting out the editorial strategy, generating
content, seeding it and managing conversations around it.
• They work hand-in-hand with Creative Strategists.
26. Designers
• The Da Vincis of the team.
• Typically come from either print or digital backgrounds, rarely both.
• They are responsible for communication design across various
platforms, from Facebook tab to e-commerce website.
• They work very closely with the User Interface teams.
28. The Creative Director
• Part Creative Strategist, Content Writer, Community
Manager, Designer and User Experience Guy!
• He also needs to understand digital media, platforms and analytics.
• Loses hair faster than normal.
29. A mock brief on which we‟re going to practice what we‟ve learnt.
On The Job
30. The Background
• The Indian Premier League is the world‟s most-watched T20
tournament.
• It has embraced innovation, not just in terms of the cricket, but also
in the way it is watched.
• Now in its fifth year, the IPL is looking to reach out to and engage
with more audiences in newer ways.
31. The Problem
• The BCCI would like to increase the engagement of cricket fans with
the IPL.
– They want to drive more fans to the stadium, as well as more
TRPs.
– They want to reach out and engage online with millions of fans
who do not have TV or stadium access.
– This has to be drive monetisation of cricket‟s wealthiest property.
32. The Strategy
• To make the IPL a multi-screen event.
– While watching it at the stadium or on TV, people should be
tuning in to parallel broadcasts online that will make watching
the IPL even more fun and participative.
– There should be enough entertaining content for cricket lovers
even after the game is over.
– We will be focusing on the Internet and mobile phones as our
primary media.
33. Welcome To Your Digital Agency
• Where you‟re sitting is your office.
• The four of you at your table will work together to crack every aspect
of the brief.
• Your first challenge: to brand your digital agency.
34. Module 2
Websites & Blogs | Content Strategy | Display Media Campaigns | On The Job
36. Step 1: Defining The Objective
• What does your client want to achieve?
– Establish and introduce his brand and product/service.
– Sell products online.
– Provide a digital service.
– Run a short-term campaign.
37. Step 2: Crack An Idea
• What is the creative hook for the website?
– A design or content theme, like a Rajnikanth theme.
– A value-add, like offering editorial content alongside e-
commerce.
– A superb service offering, like ditto.in.
– A really stunning user interface.
38. Step 3: The Site Map
• Also known as Information Architecture, the Site Map defines how
the website‟s content will be made accessible to users.
• The rule of thumb is that it should not take more than two clicks to
access any information on the website.
• The Site Map springs directly from the Objective.
39. Step 4: The Wireframe
• The wireframe is the
arrangement of elements on
a particular web page.
• Again, this will emerge from
the Objective and user
behaviour/reading patterns
on websites of the same
nature.
• Some of the best examples
of user-friendly wireframes
are Google, Yahoo,
Mashable and Amazon.
41. How People Read Websites
• People don‟t read through
websites, they scan them.
• They begin at the top-left and read
left-to-right.
• They then move down and read
left-to-right.
• Then they scan vertically down the
page.
• This makes for an F-shaped
reading pattern.
42. Step 5: Editorial Strategy
• You begin by defining the tone of voice based on the brand personality.
• In accordance with the Site Map, you then plan what each content
bucket will contain. This includes choosing your content format for each
section.
• There may be spin-offs into various themes as determined by the
brand‟s lifestyle associations.
• Content will then be written/filmed/photographed.
• Lastly, content needs to be optimised for search engines.
43. Step 6: Design
• Keeping in mind the brand‟s personality and mandatories, a design
look-and-feel is evolved.
• Designers work very closely with UI and Content teams.
• Designers must optimise their designs to suit various browsers and
devices.
44. Step 7: Development
• Here‟s when the tech team takes over, and brings the entire vision to
life.
• The tech team will decide what technologies, software, widgets, apps
and servers are required to fulfil the job.
• Coding for even a blog-based site can take anywhere from 7-21
working days – so plan well.
48. Step 1: The Objective
• What platforms are we creating content for?
• What are we trying to achieve with the content for each platform?
49. Step 2: Themes
• It‟s not enough to just generate content about the brand and
product.
• Content will have scalability, stickiness and talkability only if it
explores themes that derive from the brand‟s philosophy or lifestyle
associations.
50. Step 3: Content Formats
• What type of content are we creating?
– Long-form
– Short-form
• What‟s the primary medium?
– Text
– Image
– Video
• Your answers depend upon:
– The overarching strategy
– The platforms you‟re using
– Budgets
• Remember – while audiences consume text more than anything else, video consumption is shooting
through the roof.
51. Step 4: Tone Of Voice
• There is a lot of information online – and lots of versions of the
same kind of information.
• What will help your content stand out is a great tone of voice.
• The tone of voice will derive from the brand personality. The
challenge is to find a voice that will appeal to a wide audience.
52. Step 5: Seeding Your Content
• It‟s not enough to just create great content – you need to make sure
it‟s discovered by a large number of people and the right kind of
people.
• Here are some places to seed content:
– Video sharing platforms like YouTube, Dailymotion, Metacafe
– Social bookmarking sites like StumbleUpon, Digg, Reddit,
Pinterest
– Forums and communities that talk about similar themes and
interests
56. Types Of Display Media Campaigns
• CPM: Cost Per Mille (1000 views). These are generally brand or
thematic campaigns that run on major portals.
• CPC: Cost Per Click. Focused more on getting users to click on banners.
• CPL: Cost Per Lead. Focused on getting a user‟s contact details so that
the brand can contact him again later.
• CPA: Cost Per Acquisition. Tries to get users to buy a product or service
online.
57. The Process
• The Brief
• Idea
• Copy
• Design
• Illustration/Animation/Photography
• Development
58. Things To Keep In Mind
• Where your banner will be. It‟s important to understand banner
formats, dimensions and sizes.
• The portal‟s own constraints. These include technology, use of editorial
elements and banner size.
• Bandwidth considerations.
• Creative optimisation. In a CPC, CPL or CPA campaign, it is important
to vary your creative in order to keep it fresh and keep people clicking.
62. On The Job – Task 1
• Based on the brief shared with you, you are required to develop a
plan for the client‟s:
– Website
– Official blog
• You must also conceptualise an online media CPM campaign to
drive traffic to the client‟s website.
• You have 20 minutes.
65. Step 1: The Objective
• Again, it‟s really important to know what you want to achieve before
you set out to achieve it.
• Social media can have both B2C and B2B goals. It‟s just about
choosing the right platforms.
• Part of setting the objective involves deciding the metrics and ROI
you will aim for.
66. Step 2: Platform Strategy
• Here is where you get into specifics of how you‟re going to be using
each platform.
– Content
– Engagement
• The best, most successful campaigns are the ones which have found
a new use for each platform.
67. Step 3: Content Strategy
• In accordance with the platform strategy, you‟re going to need to
develop content accordingly.
• Content across platforms could include:
– A post or tweet that is complete information on its own.
– A post or tweet that drives users to other content outside of these
platforms.
– Conversations you have with fans and followers.
– A hashtag you might generate on Twitter.
68. Step 4: Influencer Strategy
• If done right, influencer management programmes can yield better results,
faster and cheaper than media campaigns.
• How it‟s done:
– Decide what you want influencers to do – promote content, generate content
or both.
– Choose your platforms accordingly. Typically, Twitter, tweetups and Blogger
Outreach Programmes are seen as the best way to run influencer
programmes.
– Make it worthwhile for the influencers, without compromising on their
integrity.
– Think of it as a long-term engagement rather than a short-term one, and it‟ll
give you the best results.
69. Step 5: Seeding
• Once you‟ve put your content in place, it‟s time to make it
discoverable.
• Here are some simple steps:
– Make it SEO-friendly.
– Place it on social bookmarking services like StumbleUpon, Digg,
Reddit and Pinterest.
– Find forums targeting the same interests and people, build up
your reputation there, and seed your content occasionally.
– Use your own personal networks.
70. Step 6: Conversation Management
• The basic rule is: “It‟s rude to ignore your fans and followers on social media.”
• Make it a point to respond to appropriate comments on posts and tweets.
• Responding quickly will help do two things:
– Create dialogue, which is why social media exists.
– Continue conversations, therefore increase engagement.
– Defuse potential crises and prevent embarrassment.
• In cases where it‟s not appropriate for the brand to respond, get some of your
colleagues to chip in and extend the conversation.
• Never, ever, ever, ever, EVER make fake profiles to respond from.
84. On The Job – Task 2
• Based on the brief shared with you, you are required to develop a
plan for the client‟s:
– Social Media Management
– Tech Innovation
• You have 20 minutes.
86. Five Tips For Digital Creatives
• Study, study, study.
• Be active on the platforms you‟re selling to others.
• Get a smartphone.
• Don‟t get carried away by the technology available to you.
• Get involved in every aspect of the campaign.
87. My Daily Reading List
• Mashable.com
• Techcrunch.com
• ContagiousMagazine.com
• Creativity-Online.com
• DigitalBuzzBlog.com
Principles remain the samePeople you’re talking to remain the sameIt’s just how you interact with them that changes
Here’s what you have to realise – what we all realised – when shifting to digital.
Subtle shift – from consumer to audienceRemember – they aren’t waiting with bated breath to discover the latest advances in the field of hair dyeP&G, Red Bull
More time spent = greater brand affinity => better chances of conversion
They will amplify your message and create content that reflects your brand’s lifestyle and philosophy
Your message is an interruption in a person’s online life.Unless you make it worth his/her time.
The Klout model.The attempt should be to engage with all sorts in your campaign.
Heat-tracking – Yahoo labInfluences design of all types of websites
Of course, if they don’t like your content or design, they just simply stop reading.This is called a fail-shaped reading pattern.
Google, Yahoo, Amazon, Mashable – on-screen study
Yahoo Real Beauty, P&G Thread, Red Bull
Hello Me Hippo
It doesn’t just have to reach the maximum number of people – it has to reach the sort of people that will share it.Duplication of content across various channels isn’t a waste of time – it’s like casting your net out wider to snare the maximum number of fish
Class 1 v/s Class 2 – brand-building v/s ROICPM – FMCGCPC, CPL, CPA – finance, travel
Hippo on Twitter – inventory programmeIce-cream trucksCustomer support
What is atweetup?What is a blogger outreach?Samsung Mobilers
Keep up to date with new platforms and technologies.Become influencers.Need to manage your pages from wherever you are.