Business Development in the Digital Medium: Sensemaking and Strategy Madanmohan Rao, IndiaCom [email protected].

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