business development in the digital medium: sensemaking and strategy madanmohan rao, indiacom ...
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Business Development in the Digital Medium: Business Development in the Digital Medium: Sensemaking and Strategy Sensemaking and Strategy
Madanmohan Rao, IndiaComMadanmohan Rao, IndiaCom
http://twitter.com/[email protected]
New Languages of Digital MediaNew Languages of Digital Media
Tweeple, tweetups, twitterverse, megatwendTweeple, tweetups, twitterverse, megatwend TextmateTextmate FlirtextatiousFlirtextatious ObseSMSedObseSMSed Textiety, text addictTextiety, text addict The Golden Age of App-ortunity!The Golden Age of App-ortunity!
The Media Landscape: Digital ImpactsThe Media Landscape: Digital Impacts Paid mediaPaid media
– Mainstream media: TV, radio, newspapers, magazinesMainstream media: TV, radio, newspapers, magazines– Reference media: yellow pages (print, online; list, search, ad Reference media: yellow pages (print, online; list, search, ad
words)words) Owned mediaOwned media
– Internet: Web site, enhanced content (eg. virtual views), Internet: Web site, enhanced content (eg. virtual views), emailemail
– Mobile: shortcode, permission marketingMobile: shortcode, permission marketing Earned mediaEarned media
– Social media: LinkedIn, Twitter, YouTube, WikipediaSocial media: LinkedIn, Twitter, YouTube, Wikipedia
Internal Media: Digital OpportunitiesInternal Media: Digital Opportunities InformationInformation
– Databases, portals, documentationDatabases, portals, documentation MonitoringMonitoring
– Sensors, RFID, M2M networksSensors, RFID, M2M networks CommunicationCommunication
– Newsletters, social mediaNewsletters, social media CollaborationCollaboration
– Co-creationCo-creation
The “8 Cs” of Digital MediaThe “8 Cs” of Digital Media
ConnectivityConnectivity ContentContent CommunityCommunity CultureCulture CapacityCapacity CooperationCooperation CommerceCommerce CapitalCapital
The “8 Cs” of Digital MediaThe “8 Cs” of Digital Media ConnectivityConnectivity
– Connectivity, bandwidth, devices, platform, interfaces, standards, Connectivity, bandwidth, devices, platform, interfaces, standards, portal; costs, tariffs, fees; licensesportal; costs, tariffs, fees; licenses
ContentContent– Language, mode (voice/SMS/multimedia). Creation, classification, Language, mode (voice/SMS/multimedia). Creation, classification,
archival, retrieval, trackingarchival, retrieval, tracking CommunityCommunity
– Target audience. Interest/vocational communities, levels of affinity, Target audience. Interest/vocational communities, levels of affinity, online/offline, evolution of communitiesonline/offline, evolution of communities
CultureCulture– Trust, support, learning organisationTrust, support, learning organisation
The “8 Cs” of Digital MediaThe “8 Cs” of Digital Media CapacityCapacity
– Roles, organisational support, training, HR; outsourcingRoles, organisational support, training, HR; outsourcing CooperationCooperation
– Between departments, units; with customers/partners, Between departments, units; with customers/partners, industry, external institutes (eg academia)industry, external institutes (eg academia)
CommerceCommerce– Transactions, incentivisation, payment, monetisationTransactions, incentivisation, payment, monetisation
CapitalCapital– Investments into knowledge communication, RoI metricsInvestments into knowledge communication, RoI metrics
Network power proportional to # of members,Telecom/broadband density correlates with GDP
Propaganda, Influence,Framing/de-coding,Mobilisation/confrontation,“Foreign factor”
Manuel Castells: two-way “mass self-communication”,Compressor/accelerator/ catalyst/amplifier,Tipping point
Information designMedia reach v/s richnessTaxonomy, ontology, folksonomyUsability, testing; localisation
Cultivation, Gatekeepers, Structural flows of international news, Agenda-setting
Maturity Levels of Maturity Levels of Digital Media in BusinessDigital Media in Business
Digital phobicDigital phobic Digital neutralDigital neutral Digital awareDigital aware Digital capableDigital capable Digital centricDigital centric Digital transformedDigital transformed
Brand ComponentsBrand Components
ExperienceExperience ValueValue AttachmentAttachment Events, processes, activitiesEvents, processes, activities Campaigns, communities, conversationsCampaigns, communities, conversations Customer “watering holes”Customer “watering holes”
Elements of Effective Digital DesignElements of Effective Digital Design
IdentityIdentity InterfaceInterface InteractionInteraction InformationInformation ImmersionImmersion
Metrics: Assessing Metrics: Assessing Impacts of Digital Media Impacts of Digital Media
Activity metricsActivity metrics Process metricsProcess metrics Knowledge metricsKnowledge metrics People metricsPeople metrics Business metricsBusiness metrics
The Road AheadThe Road Ahead
Take a look at your competition and Take a look at your competition and counterparts in digital spacecounterparts in digital space
Look outside your industryLook outside your industry Focus on back channel and main channelFocus on back channel and main channel Not all digital media are created equalNot all digital media are created equal Not all digital media will remain the sameNot all digital media will remain the same
Digital Media and Engagement: ChallengesDigital Media and Engagement: Challenges
Digital media fatigueDigital media fatigue Need to move from ‘busy’ metrics to ‘engaged’ Need to move from ‘busy’ metrics to ‘engaged’
metricsmetrics Going beyond tactical benefits to strategic Going beyond tactical benefits to strategic
benefitsbenefits Moving from ‘social business’ to ‘better business’Moving from ‘social business’ to ‘better business’
Digital Media: Partnership StrategiesDigital Media: Partnership Strategies
Presence across mediaPresence across media Trusted brand in the industryTrusted brand in the industry Synergies between multiple mediaSynergies between multiple media Networked with leading digital playersNetworked with leading digital players Expertise in content creationExpertise in content creation Excellence in search engine optimisationExcellence in search engine optimisation Invests in education of the marketInvests in education of the market
POI
BUSINESS PHOTOS
WALK THROUGH VIEW
SHOP FRONT PHOTOS
Multi dimensional
ENHANCED INFOMATION
Category Specific Additional Information
GEO-CODES
Lat-Long Co-ordinates
BASIC Business LISTING
Name, Address, Phone & Business Category
Digital Content Pyramid
Questions?Questions?
Email: Email: [email protected]: Twitter: http://twitter.com/MadanRaoBlogs: Blogs: http://mobile.techsparks.com