Engagement Management

Tarun Gupta Anshuman Bharati Pulkit Bohra Subha Mukherjee

Who are we ?
We create direct, focused solutions that make your company productive. We provide comprehensive proposals that include pilot programs, transition strategies, and effective implementation. We turn your vision into reality.

What do we do ?
Consulting
Process Audits

Integration Strategies
Resource Development

Our Other clients

Why is the project on the table?

The Firm Social Redirect is struggling to prove ROI in domestic market. They want a long term strategy that will help them establish their business and create a competitive advantage in the long run.

What will the project do?

The project will make Social Redirect the most preferred outsourced firm in next 5 years

Background of the company & industry Dedicated to provide services to drivers established companies, Startups & nonprofit organizations that are looking forward to use internet to the fullest Work closely with our clients to create brand identity, designs & promotional campaigns which have a long lasting impact.

Vision: To be a preferred global player in end-to-end digital marketing and branding solutions Mission: Become the most preferred outsourced firm in next 5 years

Challenge: The Firm is struggling to prove ROI in domestic market. They want a long term strategy that will help them establish their business and create a competitive advantage in the long run.

Scope & dependencies?

Audio-visual producers

Traditional media companies

Telecom operators

Actors in Digital Media Marketing Industry

Advertising agencies

Digital Media Marketing Company

Consulting companies IT Software and systems companies

IT equipment producers

Outsourced opportunities

PESTEL of Digital Marketing Industry in USA

Political
Its a federal constitutional republic The President Congress & Judiciary Federal Government Different political System Greater power in the upper house of the legislature Wider scope of power held by the Supreme Court The separation of powers between the legislature and the executive

Economic
Mixed Economy Worlds largest national economy (2013 est.) GDP (purchasing power parity): $16.72 trillion GDP - per capita (PPP): $52,839 GDP - composition by sector : agriculture: 1.2%, industry: 22.1%, services: 76.7% Global Currency

Social
Population of 317,552,000 (3rd largest in the world) (2013 est.) Progressive society 80% of the population aged five years and older spoke only English at home. 81% of the population uses internet (% of online adults) Facebook - 71% LinkedIn 22% Twitter 18% Instagram 17% Multiple networking sites -42% 99% literacy rate

Technology
Most technologically advanced country in the world Broadband internet access E-commerce is the most preferred means of marketing 70% of companies have a Chief Marketing Technologist, who report to marketing division

Environment
Low public concerns of ecology as a whole Digital media technology uses significant amounts of energy from coal fired power plants Americas adoption of networked broadband digital media and cloud-based alternatives to print are driving record levels of energy consumption.

Legal
Network Advertising Initiative To determine proper protocol for managing a Web users personal info on the internet Right to privacy Individual privacy vs. meeting consumer needs Consumer Privacy Act, 2000 Must give notice, obtain consent, etc., when collecting personally identifiable info Online Privacy and Disclosure Act of 2000 Display seal on website when comply with the Principles for Fair Personal Information Practice

Why Foreigners outsource to India?

Other Factors include:

Unique products Technological Advantage Managerial Commitment Economies of scale Competitive pressures

Profit Advantage

Tax benefits

Outlined Approach
Value Network Model (A-R-A Analysis )
Very competitive and growth seeking new media companies Indian Companies among world leaders in digital marketing Highly Competitive Markets Many opportunities exist for fast movers Few experienced and global players in new media

Well educated and skilled personnel available High-level of technological know-how Limited number of international customers Skilled users and advanced infrastructure Financial capital available for well defined business ideas and concepts Many large customers available, but serving them demands resources

Actors control resources

Actors

Actors Perform activities

Consolidation of companies via mergers and acquisitions Mobile communication creates new opportunities and activities Huge market size Employees Internationalization and globalization is an actuality Large international customer projects carried out All major companies are building international Relationships Domestic Market International Market

Resources

Business Network

Activities

Activities link resources to each other Key target for a company is to obtain a dominant position in business network

Network Internationalization
Network Internationalization modes: Low High Degree of Internationalization of the firm

International extension, i.e. through establishment of positions in relation to counter-parts in national net that are new to the firm Penetration, i.e. developing the positions and increasing resource commitment in those nets abroad that the firm has already positions in International integration, i.e. increasing co-ordination between positions in different national nets
Leads to different situations

Low High

The Early Starter

The Late Starter

The Lonely International

The International Among Others

Degree of Internationalization of the market / production network

How we will achieve success for you

Information Kiosks Video Campaigns Banner Advertisement 3D Design

Core Activities
Consulting

Web Reporting Search Engine Optimization Analytics

Paid Search Website Print & Graphic Design

Electronic Commerce Systems

Search Engine Marketing

E-learning Solution Digital TV Solution

Content Marketing Activi Outsourced Marketing Brand strategy Email Marketing Custom Newsletter Computer Games CD ROM & DVD

Mobile Apps Streaming Media Solutions

Positioning

Blog design and development Social Media Market

Mobile & emerging platform

Supporting Activities

Training

Extended Core Activities

Digital Media Marketing Industry Business Network

Traditional media companies Audio-visual producers Telecommunicati on operators Advertising agencies

Digital Media Marketing Company

Consulting companies IT Software and systems companies

IT equipment producers

ACTORS

Business Network Position

Requirement RESOURCES ACTIVITIES

Strategy Map
Finance
Revenue Profit Price negotiation Pay per click Price differentiation Fixed price contract

Customer

Client

US Market

Outsourcing
Search Engine optimization

Customer Satisfaction

Process

Social Media Marketing

Brand Building

Emerging Platforms Content Marketing

Graphic Design

Web Reporting & Analytics

Email Marketing

Growth

Advanced Technology

IT skills

Workforce Expansion

IT Infrastructure

Implementation strategy Targeting Clients

Marketing of the business

Google Ads Facebook Ads Search Engine Optimization Telephonic Social Networking Sites

Suspects
Campaign Follow up with Business Case

Leads
Teleconferenc ing Value Proposition

Opportunities
Request for Proposal Demo

Accounts
Statement of work

Digital Marketin g Print Media Marketin g

Cold Calling Marketing

Search

Impress

Engage

Association

Classifieds Printed materials

Word-ofmouth Marketin g

Brand Advocates Influencer Marketing

Year of No of Presence overseas establishment Presence years Interactive 1 avenues 2 WeBeast no no 2006 NA 2007 2009 2009 2009 2004 2007 2010 2008 2001 2011 2010 2011 1 1 3 5 1 4 1 1 1 1 1 3 1 1 1.8 8 5 7 5 5 5 10 7 4 6 13 3 4 3 6.1

Number of Social services Website Media 7 5 8 7 7 8 7 18 14 7 6 4 12 12 8.7

SEO

Package Normalized Normalized Normalized Normalized deal Cost presence time Services 28.6 4.6 18.4 2.4 9.1 2.5 32.4 6.3 3.5 2.1 9.2 7.3 11.1 2.5 10.0 5.6 5.6 16.8 28.0 5.6 22.4 5.6 5.6 5.6 5.6 5.6 16.8 5.6 5.6 10.0 13.2 8.2 11.5 8.2 8.2 8.2 16.5 11.5 6.6 9.9 21.4 4.9 6.6 4.9 10.0 8.0 5.7 9.2 8.0 8.0 9.2 8.0 20.7 16.1 8.0 6.9 4.6 13.8 13.8 10.0

Time for Normal delivery Time 38.3 20 30 38.3 38.3 90 38.3 50 20 20 38.3 38.3 38.3 15 38.3 3.9 10

750000 100000 50000 900000 65000 50000 30000 145000

3 Digital Force US, UK 4 Adbot 5 AliveNow 6 Blue Digital 7 bcWebWise 8 Omlogic 9 Redcube Softz 10 Solutions 11 Rivalogic 12 Fresco Social 13 MINTSocial Social 14 Redirect

450000 75000 55000 580000 15000 30000 30000 75000

US, UK, australia, singapore

No, but are in outsourcing

150000 100000 36000 286000 35000 20000 25000 80000

500000 70000 450000 1020000 25000 150000 25000 200000 30000 10000 30000 50000 110000 25000 30000 65000

150000 100000 40000 290000 120000 80000 30000 230000 180000 120000 50000 350000 35000 30000 15000 80000

Industry 15 Average

179643 70000 65429 315071

Annexure

Resources in Digital Media Marketing Industry

Personnel Business Technical Hardware Office Premises Production Machinery Software Licenses Organizational Strategies Financial Finance for operations (e.g. R & D, commercialization, internationalization) Intellectual Property Goals rights Proprietary Content Production Process knowledge Knowledge about technology and customers Organizational culture Organizational structure

Design

Primary Research
1 Interactive Avenues Mr Rahul Marwaha Wesite 7.5-10lakhs, SEO 50000/m, Social media 1 lakh/m

2 WeBeast 3 ReturnOnWeb

Hasleen Kaur

Social Media Marketing 50000/m or 30000/m per month. Without creative and brand management20000/m. Promotional Content--> 3 hours online. SEO 30000/m. Website (15-20 days) 50k to 75k. INK Dashboard? Ball Pot conversion 15-20%) Higher
Website 3-5.5 lakh/m, SEO 50-60k/m, Social media70-75k/m. (footfall increase by 10000 in 90 days, guaranteed) Call tomorrow SEO- 25+k/m, Social media marketing 25000/m (all), Website 10000 (basic) Website 1.5lakh/m, Social media 1lakh/m

4 Digital Force 5 84ideas 6 Adbot 7 AliveNow 8 Blue Digital 9 bcWebWise 10 Omlogic 11 RedCube

Kalyan Sagar

Subhanshu Upasana Abhishek Saurav

website 35k, 25k 10 words, fb- 20k, 3 months, 3 months, website 5 lakhs, fb 70k, SEM: 4-5lakhs, fb : 1.5 lakhs, SEO + website 50 days, website- 30k, SEO- 50 k 15-20 days, website: 9-10k 2.5k 20days, SEO: 20k + 10k, 20k- fb + 6k..

12 Softz Solutions Sandeep Krishna Creative Solutions

SWOT Analysis of Social Redirect

Strength
Lower price than industry average and faster delivery time Extent of prior research done before project proposal is drafted Experienced dedicated team and rich clientele

Weakness
Small team (5 full time and a few part time employees) Limited presence domestically

Opportunity
Firms in USA spending 2.5% on their revenue in digital marketing Spending set to increase to 6% in 2013 53% of the work is outsourced by firms in USA

Threat
Stiff competition Low (No) entry barrier Higher dependence on fluctuations in overseas market

Digital Marketing
Promotion of products or brands via one or more forms of electronic media Enables an organization to analyze marketing campaigns and understand what is working and what isnt typically in real time
Why Digital Marketing? 1) World fastest growing industry (59% average penetration worldwide) 2) Best in terms of tracking of progress and calculating ROI. 3) 4 hour- average number of time spent by a student online 4) 74% of students uses smartphones 5) Facebook has 1.11 billion monthly active users, next after to China & India, in terms of population. 6) Everyday 1 million twitter accounts are created and 340 million tweets are posted 7) Every 1 minute, 100 hours of video are uploaded to YouTube
Source: Neilson

Network Relationships
Traditional Firm (Established) Born Global (Start-up)

Resources

Developed Gradually Resources build into the organization Gradual Commitment Formation of Stable unit Thorough & conservative planning

Limited Resources accessed via networks Dependence on outside resources Utilization of hybrid nodes Dependence on networks Client followership to new markets Fast and intense extension Highly dependent on experience of the entrepreneur

Internationalization strategy

Industries Markets

Industrial Manufacturing Experience in domestic markets are utilized in internationalization market Stage Model Early starter

High tech companies Professional services Operational are directly planned to international markets no domestic learning Network Model Late starter or international among others

Theoretical model Situation in the network model

Competitive Analysis of Social Redirect with Indian DM firms

Cost
Industry Average calculated with normalized data from 14 Indian Digital Marketing Companies Social Redirect has: Cost Leadership Quick response Higher no. of services

Delivery Time

Presence Overseas

No of services

No of years

Partner analysis Prospective partners 3 year % growth above 4000% and revenues above US $10 million. Their clientele includes firms spread across varied domains. 53% of them already in the business of outsourcing.