New Media New Opportunities The Age of Engagement

Shyama Dutta Associate Professor SIMC

The Engagement Paradigm: Simple interaction

Brands over the years have tried to find the perfect engagement for their audience.

Engagement Marketing

The Rise of the Prosumer : Making Engagement at the heart of modern marketing

Engagement marketing works to connect consumers with brands, ensuring greater positive intensity

Creation of Brand Narrative

The Digital Media: Designed For Engagement

Digital media ensures a perfect brand and engagement fit

Hole In the Wall

Facets of Digital Engagement

Digital Media Engagement: Creating the Dialogue

Web 2.0

Mobile Technology

The 3 Cs of Web 2.0

Changing Brand Narrative through multiple entry points

User Generated Content: Opinions and Trends

The Audience & choice

Instant Feedback:

Hyper-sociability: The Digital Word of Mouth

The Digital Long Tail

Transmedia Engagement:

Convergence & consumption

The Empowerment of the Digital User: Brand Co-creation

Integrating Cellphone Technology

Considerable amount of engagement is now cellphone oriented

The Highlights Of cellphone technology

Digital Engagement Case studies

i. fakeiplplayer.blogspot.com Hijacking the IPL Brand

ii. Tata Nano: The Making of a Peoples Brand

iii. Understanding Search Trends on a given day October 9th 2009

fakeiplplayer.blogspot.com: Hijacking the IPL Brand

Fake ipl player impact on IPL

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 the ultimate 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 was The 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.

Case Study 2: The Tata Nano: Making of the Peoples Brand

The Tata Nano Online Strategy: Website

The Tata Nano Online Strategy: Website

The Tata Nano Online Strategy: Gaming

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

The Tata Nano Online Strategy: Social Media

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 need company affirmation

The Tata Nano the flip side: Yet users still speak in their own words

The Tata Nano: Mouthshut.com review

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

Case Study 3: Understanding Search Trends on a given day The Google Standard

Trends on November 19th & 20th 2009-India & USA

Kurbaan Search Analysis

On 23rd November Kurbaan drops out of the first 40 searches the day of Shilpa Shettys wedding in India

Evolving Brand Strategy

The New Fundamentals:

New Media Strategy Necessities

New Media - Must dos

New Media - Must dos

Looking ahead at New Media

Future thoughts

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.

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.

Thank you
To reach Shyama Dutta: shyamad@gmail.com Cellphone: +919890308322