final pseweb 2010 formulating web and social media marketing strategy for india

Formulating Web and Social Media Strategy for India, PSEWEB, 2010

Formulating Web and Social Media Strategy for India

PSEWEB, May 2010

Bharat Gera, Web Strategy Adviser

Formulating Web and Social Media Strategy for India, PSEWEB, 2010

LET ME START WITH A SHORT STORY…

Formulating Web and Social Media Strategy for India, PSEWEB, 2010

EDUCATING PUSHPA

Reinterpreting “Educating Rita”

Formulating Web and Social Media Strategy for India, PSEWEB, 2010

"Pushpa was a bright spark from early childhood. She was born in a rural area near Hyderabad, too far away to study in the city. Certainly, much too far to study in Canada. But Pushpa was a determined person."

IS BEING BORN TALENTED ENOUGH?

Formulating Web and Social Media Strategy for India, PSEWEB, 2010

PUSHPA’S ASPIRATIONS AND HER PARENTS DESIRE?

?

Ma

rr

y

Who?

Can I become a web

designer!

Formulating Web and Social Media Strategy for India, PSEWEB, 2010

FRIENDS ADVICE PUSHPA TO PURSUE A JOB?

Join an Airline

Join a call

centre

Formulating Web and Social Media Strategy for India, PSEWEB, 2010

WHY DON’T I FIND OUT WHAT IS POSSIBLE MYSELF?

Perhaps, I can find a better

solution!

Formulating Web and Social Media Strategy for India, PSEWEB, 2010

WIDE GROUP OF FRIENDS INSPIRE HER TO CONSIDER STUDYING ABROAD!

Formulating Web and Social Media Strategy for India, PSEWEB, 2010

Hooray!!! I am on my way.

CANADA, HERE COMES PUSHPA

Formulating Web and Social Media Strategy for India, PSEWEB, 2010

THE WORLD IS FLATTER OR TILTED TOWARDS ASIA?

Formulating Web and Social Media Strategy for India, PSEWEB, 2010

CHINA AND JAPAN LEAD ASIA, INDIA GETS CLOSER

Formulating Web and Social Media Strategy for India, PSEWEB, 2010

INTERNET USAGE IN INDIA HAS GROWN

0

10

20

30

40

50

60

70

80

90

1999 2002 2004 2009

Ever triedActive Users

From less than a million users in 1999 to 47 million users in 2009

REACHING A CRITICAL MASS AFTER A DECADE

Formulating Web and Social Media Strategy for India, PSEWEB, 2010

•Over 40 million Indians actively use internet,

•Over 50% of the users are below 25 years old.

Searching for higher education and joining communities for students on these sites is amongst Top 8 activities performed online.

MAJOR INTERNET PROPERTIES GET SIGNIFICANT TRAFFIC FROM INDIA

Most popular websites in India are :

Formulating Web and Social Media Strategy for India, PSEWEB, 2010

MOBILE USAGE IS MUCH HIGHER

(News as on 1st Feb 2010)

The Mobile Subscriber base in India has crossed 500 million (Source : Afaqs.com reports based on survey by Cellstrat - Feb 01 2010)

Mobile internet usage is a recent phenomenon with high growth.

Formulating Web and Social Media Strategy for India, PSEWEB, 2010

SMALLER TOWNS GETTING ONTO INTERNET BUS FASTER

Formulating Web and Social Media Strategy for India, PSEWEB, 2010

SOCIAL MEDIA PLATFORMS IN INDIA GET SIGNIFICANT TRAFFIC

Formulating Web and Social Media Strategy for India, PSEWEB, 2010

SOCIAL MEDIA PLATFORMS ARE HIGHLY POPULAR

ComScore’s recent study on Asian social media usage states:

•68.5% of web users are into social networking

• Average 130 mins/month

• 46.8% are on Orkut

Formulating Web and Social Media Strategy for India, PSEWEB, 2010

SOCIAL MEDIA – AN ERUPTING VOLCANO

Shashi Tharoor, State Minister for Foreign Affairs has played out a complete saga on Twitter

•Calls Economy Class ‘Cattle Class’

•Critiques official foreign policy

•Fights a battle with IPL

Finally, loses his job in a corruption scandal in April,10

Formulating Web and Social Media Strategy for India, PSEWEB, 2010

SOCIAL MEDIA – PROTEST ON FACEBOOK

A spontaneous reaction from women against an attack on pubs by a rightist organization.

•Mobilized pub-going women as a pressure group

•Collected pink underpants as a gift

•Scared the rightist group into backing off

Ongoing campaign to protect women from attacks and ensure Freedom to lead a modern lifestyle.

Formulating Web and Social Media Strategy for India, PSEWEB, 2010

CELEBRITIES GET ON TWITTER, FACEBOOK

Sachin Tendulkar gets 80,000 followersIn 24 hrs.

Amitabh Bachan

Katrina Kaif, Actor

Formulating Web and Social Media Strategy for India, PSEWEB, 2010

SUMMARY OF TRENDS IN INTERNET USAGE/SOCIAL MEDIA

In the last couple of years, the notable trends are:

•Increased reach beyond big cities

•Social media platform take off

•Youth issues dominate usage of social media

In the coming couple of years, mobile usage will exponentially increase social media reach.

Samsung Corby

Formulating Web and Social Media Strategy for India, PSEWEB, 2010

FOLLOW THESE SOCIAL MEDIA GURUS FROM INDIA

Influential bloggers on social media in India:

Gaurav Mishrahttp://www.gauravonomics.com/blog/

Rajesh LalwaniBlogworks.in

Rajiv DingraWatblog

Dina MehtaMosoci

See others on Twitter - bgera

Formulating Web and Social Media Strategy for India, PSEWEB, 2010

EDUCATION PORTALS/BLOGS IN INDIA

Formulating Web and Social Media Strategy for India, PSEWEB, 2010

ALEXA RANKING OF POPULAR EDUCATION PORTALS

Bharatstudent.com ranked #44 based on traffic for India

Formulating Web and Social Media Strategy for India, PSEWEB, 2010

CANADIAN UNIVERSITIES/COLLEGES NEED A BIGGER FOOTPRINT IN INDIA

Country Indian Students (2009)

U.S. 104,500

Australia 65000

U.K. 25900

Canada 8000

New Zealand 6040

Singapore 6500

Germany 5900

Others 22000

Source Country

No. of Students

China 42154

Korea 27440

USA 11317

France 8553

India 7314

International students in CanadaIndian Students Opting for study abroad

Formulating Web and Social Media Strategy for India, PSEWEB, 2010

SOCIAL MEDIA/WEB STRATEGY FOR INDIA

Keep these in mind when marketing in India:

•Create an India specific micro-site

•Reach out to parents as well as students

•Do not miss India specific social platforms

Developing a custom strategy using web andsocial media can change perceptions aboutCanadian Universities in India.

Formulating Web and Social Media Strategy for India, PSEWEB, 2010

Thank You