A Comprehensive Digital Media Strategy for Daily Prothom Alo. Paving the way for their Yearly Social Media Activities. More Interactive & taking it closer to its audience.

1. PROTHOMALO
The Digital Horizon

2. Let’s take you through a small ride through the
DIGITAL Platform

3. The Media
Web 1.0 Web 2.0 Web 3.0
Static Websites Social Networks Hyper-personalization?
Email Blogs Computer-generated content?
WAP Video sharing Location based service?
Banner advertising Web applications Augmented reality?
Search advertising Mobile applications Wearable Tech
User-generated content
Personalized/Social Ads

4. Objectives
Optimum Reach Optimum Engagement Optimum Cost
• Total visitors, page likes,
email subscribers
• No. of platforms
• Monthly engaged users
(people talking about, email
click through)
• Cost per impression
• Cost per click

5. Talk Share Play
They live in a world of friends…
How do people act in Social Media?

6. Who understands them Brings things they need
Who talks in their
language
Generates conversation
about what they like
Who portray themselves
Shares Contents that they
will enjoy
It’s a FRIEND not a Brand

7. Enjoy the
contents
Engage in
conversation
Share

8. The essence of Social Media
• Build Relationships… not transactions
• Earn Status… don’t buy it
• Create Social Currency… not financial currency

9. Local Social Media Strategy…
Focused on growing an audience… to sell to
Social media = Alternate channel for ads
Only recently began interacting with individual customers
One-dimensional: Primarily Facebook-based

10. FunctionalAreas (Defense)
• Brand Websites
• Mobile Website
• Email

11. Innovative areas (Attack)
• Web 3.0
• Everything
• Web 2.0
• New social networks (Twitter, Pinterest)
• Mobile apps/ads

12. 5 Most visited sites in Bangladesh
Alexa Rank (BD) Network
1 Facebook
2 & 3 Google/Google.com.bd
4 Youtube
5 Prothom Alo
6 Banglanews24

13. Top 5 Social Media Networks in Bangladesh
Alexa Rank (BD) Network Bangladeshi Audience
1 Facebook 6,200,000
19 TechTunes BD ~?
25 LinkedIN ~500,000
77 Twitter ~50,000 – 100,000
-- Instagram ~25,000 – 50,000

14. Segmenting and Targeting

15. Segmentation Criteria
Demographic Segmentation
Age
Gender
Marital Status
Family Life Cycle
SEC
Geographic Segmentation
Urban/Rural
Locations
Behavioral Segmentation
Need fulfilled
Buying Frequency
Consumer life cycle stage
Psychographic Segmentation
Lifestyle
Values
Interests

16. Target Segments (example)
• Urban Moms
• Health Conscious Women
• Young Aspirants
• Neo-Socialites

17. Targeting: The Magic Ingredient
Relevant Content Interested Audience

18. Google SearchAds
Search Term Avg. Monthly Searches Prothom Alo Rank
Prothom Alo 1,000,000 Top Result
Bangla News 550,000 Not on 1st Page
Bangladesh News 368,000 Not on 1st Page
Bd News 201,000 Not on 1st Page
Increase web traffic using Search Ads for selected Keywords

19. DIGITAL PATH

20. We Know
www.prothom-alo.com = #1 Bengali News Portal
Traffic = 1.5m+ Unique VISITORS/Month
www.facebook.com/DailyProthomAlo = Among TOP 5
FANS = 1.1m+
twitter.com/ProthomAlo = #1 BD twitter A/C
FOLLOWERS = 18.5k+
More Numbers can be taken to the SM platform

21. Next Steps
Online Strategy
Content StrategyCampaign Strategy
Objective
Execution
Roadmap
Designed to
Engage
the Audience

22. Objective
Reach #1
in
BD ONLINE news media
Top Of Mind Awareness

23. Our Online Strategy
Paid Media Own Media Conversation
Earned
Media
drives traffic to…
generates…
Fans Give Mileage to
Prothom Alo in their
own social media
Network Ads in
Major Traffic Site
--
FB Slug Ads
--
Adspace in
p-alo’s Current
Digital Canvas
prothom-alo.com
--
Facebook/p-alo
--
Youtube channel
--
Twitter

24. Proposition
Prothom Alo
@ the moment…

25. In Social Media we align & say…

26. Campaign Strategy
Spontaneous – Breaking News
Short Term – Weekly Buzz
Long Term – Go Viral

27. Campaign Strategy (Spontaneous Engagement)
Make the most of BREAKING NEWS
• Launch Opinion Polls (Yes/No vote)
• Taking the Polls Concept to FB
• Link with Owned Site & Social

28. Campaign Strategy (Engagement short term)
Identify HOTTEST topic of the Week
Post TOPIC invite comments/Vote > Conversation
 Boost Post > Slug Ads > FB User News Feed > Post
 Banner Ads > High Traffic Sites > Post > Register
 Mob Ads > Prompting Impulse > Conversation
 Topic Promo On Site > Invite Comments >

29. Campaign Strategy (Engagement Long Term)
• TG is most active = National/Culture based Occasions
• Identify RIGHT OCCASSION Carefully
• FULL SPECTRUM plan of Social Engagement
• Stick to the plan & > or = Brand Partner in Earned Media
Digital Drive
Slug Ads + Pre Viral (SM+Site+App) + Contests + Post Viral
(SM+Site+App) + Print Acknowledgement

30. DIGITAL CREATIVITY
Starts NOW!

31. THE WORLD OF APPS

32. Mobile App
More than 80% of Smartphone users NEVER browse in websites
This basically underlines
The Smartphone OS is RUN by 2 markets

33. ProthomAlo App
Promotion > Convenience + Simplicity
Download NOW!

34. Mobile Ads > App Download
One Click
>
App Store

35. Poster

36. Slug Ads
• Promote Scanning
of QR for Mob App
dld

37. Press

38. Billboard

39. Standee
• College/University,
• Markets & Malls with Mobile
Selling Outlets
• Frequented by Young TG

40. • Prothom Alo
News Stand
Bus Shelters
Ambient

41. Shop
Sign

42. Road Side
• Busy
Intersection for
maximum
visibility

43. Smart Merchandising
Promoting
APP
>
Target Group
>
be APPEALING

44. Ambient
• Escalators
are perfect as
people are
static on them

45. Facebook

46. Yearly Plan
With the occasions marked out our work will be a lot easier
to PLAN
Integration of other SM platform & owned
CREATION of a LIFE Enriching Platform

47. Slug Ads
26 March
Shwadhinota
Dibosh

48. Slug Ads
14 April
Pahela
Baishakh

49. Slug Ads
1 May
May Day

50. Slug Ads
June
FIFA WC

51. Slug Ads
July
Monsoon

52. Slug Ads
August
Friendship
Day

53. Slug Ads
16 December
Bijoy Dibash

54. VIRAL Marketing

55. Alponay Baishakh 1420
• 2nd straight year of creating the
largest Alpona in the World
• 2nd straight year Airtel + P-Alo
partnership
• The Reason for this Partnership
must be a Common Ground
• VIBRANT Target Group

58. ???

59. Alpona - Dual Brand Property
1.1m+
17k+Likes 700+Comments
2,300+Shares
From ONLY 2 posts!
1.1m+
0 posts!
0 Social Mileage

60. Recognition > Happiness > Share > Viral > Increased
Engagement
You are a part of this family…

61. Personalization

63. Modality
1. Directly send mail to website registered readers
2. FB Ad > Inviting All the ppl who LIKEd P-Alo give their
e-mail in the p-alo FB INBOX
3. P- Alo to send mail to these Fans

65. Insight
We face hundreds of problem every day. How many of them get noticed?
>
Do we really feel we have a solid ground, a platform, where we can point
out those problems (mostly unheard)?
>
A platform that will truly tell us – POWER TO YOU and beyond doubt we
will say- YES, IT IS MY POWER

66. Prothom ALO > Apnar Alo
Apnar kotha amader shongbad

70. Promo for ApnarAlo
• TVC/Viral
• RDC
• Press

71. Sports Quiz
> Facebook App
>100 questions from Prothom Alo sports
headlines in the last 6 months
>Digital certificates to people who score 90%
>Top 3 get autographed cricket bat & photo in
Prothom Alo sports page

72. Poetry/Literature Contest
>Ask users to submit their original
poetry/short story
>Judges will select top 10
>Users will vote for top 3
>Top 10 will be published in Prothom
Alo supplement

73. “Noksha” Designer’s Contest
>Ask fashion designers to submit original
designs for local garments e.g. Lungi, Saree
etc
>Judges will select Top 10
>Users will vote for Top 3
>Top 10 will be published in Noksha

75. AUnique Portal
publish photos as
stand alone news
=
New content
New engagement

76. Instagram Contest
>Mobile photography contest
>Snap a photo and tag
#prothomalopic
>Published the pictures in a specially
formatted supplement

78. Twitterattis
• Many great Brands derive their Social Brand Muscle from
an Influential Leader Inside
• These Characters are usually synonymous with the Brand
& at times eclipse it
• We would like to propose an Idea that would

79. Matiur Rahman

80. Organized Modality
• 10 -12 tweets a month
• 2-3 Tweets a week max
• All links to his opinionated articles
• 1 Tweet a month dedicated to Interests
• Own follower > P-Alo Twitter follower
• Can be managed by dedicated personnel

81. Twitter Contest
• Snap opinion polls on events
• Re-tweet other people’s sentiments
• Hash-tag (#) based campaigns
• Engage in real-time conversation

82. Personalized Content
With the advent of personal information algorithm
More people want specific items to be catered
The Idea is to get as much CUSTOMIZED CONTENT to
your reader as possible

85. BannerAds ^

86. Press

87. BannerAds

89. Calendar Format

90. The Detailed Calendar
Week1
Nov 1 - Nov 7 Focused Activity: Engagement
Campaign Content
Week 2
Nov 8 - Nov 14 Focused Activity: Engagement
Campaign Content
Week 3
Nov 15 - Nov 21 Focused Activity: Engagement
West Indies- Bangladesh series, twilight saga release, Wireless review,
Game reviews Critical Appreciation of match

91. THE END

92. Horizon
Prothom Alo
Android App
m.prothom-alo.com
www.prothom-alo.com
• Desktop
•Feature phone
• Tab/Pad
• Smart Phone

93. m.prothom-alo.com
• Target Group
 Feature Phone Users (Device Dependant)
 Data Conscious Users (Cost Conscious)
• Benefits
 Uses one fifth of data than website
 Loads much faster in feature phones
 Perfect for cost conscious TG
• Objective
 Aware & allow users to seamlessly enjoy prothom-alo on the go with an interface
suitable for their Device & easy on their Data plan

94. www.prothom-alo.com
• Target Group
 All internet users
 All internet device users
• Benefits
 News on the go or anytime, anywhere
• Objective
 Encourage people to log on to prothom-alo.com whenever they want to know about
Bangladeshi News

95. AndroidApp
• Target Group
 All Android Device Users
• Benefits
 One Tap News Service
• Objective
 Aware & allow the increasing Device Savvy segment to enjoy prothomalo on the go
in an with a more suitable user inerface

96. The Connection
Prothom Alo
Facebook
Prothom Alo
Android App
m.prothom-alo.com
www.prothom-alo.com• Desktop
• Feature phone
• Smart Phone
• Tab/Pad
• Feature phone
• Smart Phone
• Desktop
• Feature phone
• Smart Phone
• Tab/Pad
• Smart Phone
• Tab/Pad
Ppl > fb > fphn
Ppl > fb > Sm phn/tab/pad
Ppl > app> Sm phn/tab/pad
Ppl > m. > Sm phn
Ppl > w. > fphn
Ppl > w. > all pltfrm
Ppl > m. > Sm phn