Microsoft Partner Briefing Introduction

1
My Company

• One of India's leading agencies in PR ePR
• A part of Worldcom Group with a global presence
• Affiliated to BBDO network
• Offices across India
• Known for innovation creativity
• Since 1999

2

• Advertising or PR??? Both. And None!
• Traditional advertising is being replaced by
• OOH
• Contextual advertising
• Pay per click advertising
• PR is evolving
• Media is changing, converging
• User generated media is now the keyword
• Everyone is now an opinion leader, an influencer
• Experiential marketing is the lead attraction of
  the campaign now. Traditional PR and Advertising
  are just the bridesmaids...

3
Success Strategies
4
Interactive

• Power of new media is in interactivity post
  comments, pictures, videos, discuss, etc.
• Can a newspaper or television have the ease of
  interactivity like facebook, linkedin.com,
  youtube.com, and other interactive sites?
• People value this 'interactivity'
• Building interactivity enhances value to users

5
Reach

• India 45 million Internet users as of latest
  figures
• Over 400 million mobile users
• Growing continuously
• Overall reach and time spent per user is
  continuously increasing
• Use the reach effectively to plan and execute
  regional or translational campaigns

6
Innovate

• New media allows you to innovate, and do quite
  unique activities to promote your brand
• Innovations spread like wild-fire and capture the
  attention of users all across
• Using innovative activities can really set the
  campaign on fire

7
(No Transcript)
8
Combine

• While using ePR, you can think beyond the
  Internet and use a combination of media
• The combination adds more strength to the
  campaign
• Internet still captures the attention of print,
  television and radio

9
Case Study
10
Thai company

• Manages MSN classifieds across Asia
• Planned to venture into jobs with launch in India
  and Thailand

11
New company in a very tough market

• Naukri.com leading player with a budget of more
  than 10 million USD to advertise, per year
• Other competition monsterindia.com,
  jobstreet.com (CNBC), timesjobs.com (Times of
  India leading English paper), dice.com, etc.
• Limited budgets

12
Activity 1
Show Video
Show Video
13
Interactive

• Initiated presence at popular community sites
  Slide in Facebook, Yahoo groups, coolbuddy.com
  and others
• Users were encouraged to send it to friends and
  comment
• Created a email forwarder that can be sent to
  friends and initiated it with available
  registered database

14
Reach

• Posted videos on Youtube
• Sent to blogs, portals and discussion sites
• Created a subsite www.sellyourboss.com and
  promoted it by search engine placement, listings,
  cross-links and online campaign

15
(No Transcript)
16
(No Transcript)
17
(No Transcript)
18
Innovate

• A novel concept to reach out to target audience
  of potential jobseekers
• Initiated a message that was so innovative that
  people loved to be a part of it
• Associated rewards with 'selling your boss'

19
Combine

• Send video for mainstream media for reviews
• Stories on how the video has become one of the
  most popular videos on Youtube
• Initiated debates on the topic and the concept

20
(No Transcript)
21
Results
22

• Huge visibility for Yellojobs.com
• Hundreds of thousands of downloads of video
• It really set the base for the portal to be one
  of the top known brands
• Achieved what other portals took years after huge
  investments

23
Follow-up activities
24
Follow-up activities
25
(No Transcript)
26
Background

• Ministry of Tourism spends close to USD 100
  million to promote tourism
• They were interested in making celebrities a part
  of promoting tourism but did not want officially
  hire them or pay them
• Solution ePR

27
Incredible !ndians Chats

• Association with a major news site
• Organized Internet chats with top Indian
  celebrities
• Chats promoted extensively by ePR
• Ministry of Tourism brought in as a sponsor

28
(No Transcript)
29
Mailer promoting chat
30
LIVE CHAT in action
31
A very unique innovation

• Celebrities were also asked questions on their
  favorite tourist destination
• These questions lead to finding the destinations
  that really could interest other Indians
• Few celebrities also lent in their support to
  campaign for free
• For example, Rohit Bal, one of India's leading
  designers agreed to do a collection for free!

32
(No Transcript)
33
Summary
Caution

• Foresee and plan negative reactions
• Spamming will get you in trouble
• Think SIMPLE
• Combine seamlessly

Interactive
Reach
Innovate
Combine
34
Problems?

• Any questions on this presentation are welcome
• Feel free to ask your own problems

35
Thank you! -)?