We followed the US Elections closely...

1
We followed the US Elections closely...
2
One man understood the power of the Internet and
dared to bring the change
A Change we all believed in !!
and became the most powerful Man in the World!
3
One man understood the power of the Internet and
dared to bring the change
A Change we all believed in !!
Barack Obama on Twitter Obama _at_barackobama has
112,474 followers McCain _at_JohnMcCain (is it
real?) 4,603followers Obama has 240 times more
followers on Twitter than McCain
Facebook Obama 2,379,102 supportersMcCain
620,359 supporters Obama had 380 more supporters
MySpace Obama Friends 833,161McCain Friends
217,811 Obama has 380 more supporters than McCain

• YouTubeObama 1792 videos uploaded since Nov
  2006,
• Subscribers 114,559
• Channel Views 18,413,110
• McCain 329 videos uploaded since Feb 2007
• Subscribers 28,419,
• Channel Views 2,032,993
• Obama has 403 more subscribers than McCainObama
  has 905 more viewers than McCain

4
and were mesmerized by the marketing tactics
used to create Brand OBAMA!
5
This is what marketers have to say

• Were taking dollars directly out of
  television. - Dave Burwick, CMO, Pepsico
• The time has come for us to agree that
  mass-media marketing is over. Our brand means
  different things to different people. -
  Larry Light, CMO, McDonalds
• There must be and there is life beyond the
  30-second spot. We must accept the fact that
  there is no mass in mass media anymore,
  leverage more targeted approaches. - Jim
  Stengel, CMO, PG
• Consumers in the age groups and with the
  mindsets we are dealing with graze across all
  media, so we cant afford to have a TV-centric
  approach. Well fish where the fish are. -
  Ian Beavis, VP Marketing, Mitsuibishi Motors

6
The Effectiveness of Internet
Increasing Brand awareness
Customized Message Strategy
Customer Interaction
Internet Advertising
Develop Database
Provide Information Improve Service
Drive Traffic Retain Customers
Increase Sales / Product Usage
Track Customer interests trends
7
Its now the turn of the Worlds biggest
Democracy to choose their leader ...
8
a leader who will lead India to being the next
SUPERPOWER
9
But, apart from its real significance
10
elections in India is also like a festival, as
colorful as Holi and ends with a celebration
which can be compared to Diwali.
11
But there is a Big difference in the polling
scenario this year
for the first time in India there is a BIG
number of Generation X Y voters
12
Who are Generation X Y
13
How and where do they follow the election
campaigns of their favorite political
parties/leaders?
14

• Newspapers feed them with information in the
  morning.
• Radios role is limited while they are on the
  road travelling.
• Television provides information after they are
  back home.
• But, they also have unlimited access to the
  Internet during the 8-10 hrs in office.

15

• Internet is the only medium where one can
• Update themselves and express their Opinions
• Interact with others and start a debate
• Chat with various Politicians and question them
• Do head-to-head comparisons
• So, in a way, the Internet is the place where
  they can actually celebrate the spirit of
  Elections by participating and being a part of it.

16
The Online Edge

• In Print Electronic Medium, the advertiser PAYS
  TO REACH the Audience, Out here he PAYS WHEN the
  Audience REACHES Him
• Highly Targeted, Controlled and Measurable
  qualities of the Medium gives it a major
  advantage over the other media
• Interactivity is the biggest jewel in the crown!

17
Truly Admirable !

• Of the 50 million users in India 35 million are
  power users, who regularly use the net for
  communication, commerce and research
• A CAGR growth rate of over 50 in online
  population
• Y-O-Y
• There has been as upsurge in
• the broadband adoption with
• subscriber base crossing the
• 1 million mark in early 2006.

18

• Thus IBNLive.com
• the only Webby nominee from India
• the winner of Best News Portal Award for two
• consecutive years
• decided to launch www.ibnpolitics.com, a
  dedicated One-stop-destination for all political
  action in the run-up, during and after the 15th
  Lok Sabha Elections to cater to the demand of the
  Indians living in India and abroad.

19
Ibnpolitics Answer
http//ibnlive.in.com/videos/86620/ibn-politics-in
dias-onestop-political-news-site.html
20
Website Screenshot
21
The Poll Days .
22
(No Transcript)
23
Phase 1
24
Phase 2
25
Phase 3
26
Phase 4
27
Phase 5
28
100-Day Poll Plan
Web Interactives
Web-TV Interactives
Electoral Maps
Ready Reckoner
News Interviews
Videos Podcast
Video Debates
State Diaries Blogs
Columns Chats
Party Manifesto
Online Ballot
Fantasy Cabinet
Poll Stars Genie
Party Candidates list
IBN Conversations
Post-Poll Coverage
Poll Results
Campaign Trail
29
Web Interactive

• Virtual Elections
• Extensive pre-poll online voting module to
  capture the mood
• of the nation where citizens vote for PARTIES of
  their choice
• Methodology
• Phase I Voting begins in all 28 states, 7 Union
  Territories
• Phase II Build pre-poll alliance into DB,
  collate result
• Phase III Declare result week before polling

Back
30
Web Interactive

• Fantasy Cabinet
• Create your own cabinet online.
• Users get to choose from a database of
  probables and allot key
• portfolios to them.
• Rating/voting pattern will be displayed.
• Participants get to maintain their Cabinet and
  update / make changes to
• the list.
• There will be checks in places for
  parties/alliances to discourage mixed
• bag/improbable Cabinet.
• Result will be indicative of a politicians
  equity.
• The exercise culminates post-poll when the real
  Cabinet is formed.
• The one closest to the real Cabinet is chosen
  winner and is brought as
• guest / mentioned on air.

Back
31
Web-TV
Ibn Blogs /Diaries Weekly State Diaries, blogs
and vlogs by IBN correspondents from all states
going to polls
Back
32
Web-TV

• VIDEO DEBATES
• Video debates to be seeded by IBN Editors
• Invite questions and viewpoints in video format
  on issues, parties, personalities. Selected
  videos to be included in on-air debates/panel
  discussions
• Provision on IBNLive to capture videos through
  webcam
• Ibn Blogs /Daiaries
• Weekly State Diaries, blogs and vlogs by IBN
  correspondents from all states going to polls

Back
33
Columns Chats

• OPINION TRACKER CHAT COLUMN SERIES
• CNN-IBN will hold weekly opinion poll on ground,
  
• Expert panelists will chat online on the poll
  result and write columns as well.
• SPECIAL COLUMN CHAT SERIES
• Series of columns and chats with prominent
  personalities
• India Inc Nandan Nilekani, KV Kamath, Rahul
  Bajaj
• Eminent Personalities Dr Kasturirangan,
  Ramachandra Guha,
• Sports Bishen Singh Bedi, Politicians
  Chandrababu Naidu, Arun Jaitley,Jayanti
  Natarajan,Amar Singh, Omar Abdullah, Milind
  Deora, Kanimozhi
• Films Amitabh Bachchan, Mahesh Bhatt

Back
34
Back
35
Back
36
Ready Reckoner

• Profiles
• 200 key candidates for 2009
• Trends of elections 2004
• Trends of elections 1951-2004
• Electoral Process FAQs
• Jargon Buster

Back
37
Back
38
Back
39
Web18 election Coverage
Moneycontrol.com Approach

• Direct feeds from IBNPolitics
• Corporate element on elections

In.com Approach

• Elections Page with highly interactive/ fun
  elements like polls, interactives, quiz contests
• Aggregate best of election/ counting-related
  content from the Web. Display Web18 element on
  polls on RHS

40
Josh18 Approach

• Poll page and a slot on the homepage to push
  poll content on Josh18
• Direct from IBNKhabar for News, Videos and Show
  etc
• Interactive elements like Maps Stats,
  Schedules, Candidate Profiles will be integrated
  from IBNKhabar to Josh18 s poll
  pagehttp//khabar.josh18.com/politics/stats.php?
  year2004
• http//khabar.josh18.com/politics/stats/

41
Fishing where the Fish is

• Through the years there has been a decline in the
  viewership of both the TV and the Print
• On TV though the number of programs have
  increased, the number of audience per program has
  decreased considerably
• People spend more time on the Internet than on
  any other media

42
Measuring RESPONSE The ROI Factor

• Print TV
• Call back by Customer
• Snail Mail
• E mail
• Measuring Increase in footfalls in the store
• Needs manual research to be conducted for
  response measurement

• Internet
• Clicks
• Ad Interaction (Rich Media)
• Brand preference
• Increase in Site Traffic
• Delayed visitors
• Unique visitors
• Lead Generation
• Customer comments
• Web Analytics gives a detailed account of
  response through an online campaign

Internets measurability has transformed the
very perspective with which marketers view their
advertising effectiveness
43
Be a part of the action !!!
44
Iblive.com Election Packages
Property Cost
Presenting Sponsorship Rs. 2,000,000
Co-Sponsorship Rs. 1,500,000
Associate Sponsorship - 6 Rs. 1,000,000
Photo Gallery Rs. 400,000
Videos Rs.500,000
Chats Rs. 400,000
Opinion Poll Rs. 500,000
Blogs Rs.300,000
Other Properties Rs.250000
Apart from the above, there is also a possibility
of a Web18 package deal where in the client can
also be promoted across Moneycontrol.com,
in.com, josh18.com through ad inventories.