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Ketchum Sampark forays into digital media biz

24-November-2011
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Ketchum Sampark forays into digital media biz

Ketchum Sampark, the Indian affiliate of Ketchum Inc, a leading global communications network, has announced the launch of its digital media business – Ketchum Sampark Digital. Aimed at garnering substantial market share in the emerging digital media business, Ketchum Sampark Digital will offer full-service interactive strategy, web design, video production and multimedia development to help companies tell their stories and build engagement with their audiences on digital media (Internet and mobile).

Ketchum is in the process of finalising an India head for the digital operations. The digital arm is based in Mumbai.

Commenting on the launch of the digital media business, NS Rajan, Managing Director, Ketchum Sampark, said, “The launch of Ketchum Sampark Digital reflects the emerging significance of engaging with consumers through prolific use of digital domains. There has been a distinct shift in usage patterns, wherein consumers look beyond email and casual surfing to complete engagement and Internet as the media of choice for information. We are initially launching our digital business with a team of young social media experts and progressively build a bandwidth of skills and digital capabilities, including a team of interactive strategists, digital designers and producers.”

According to Jonathan Kopp, Partner & Global Director, Ketchum Digital, “Globally, Ketchum Digital has created innovative digital media solutions for clients, including FedEx, Kodak, ConAgra, and Absolut, among many other industry-leading companies. With the launch of Ketchum Sampark Digital, India joins other Ketchum offices and digital experts around the globe in the Ketchum Global Digital Network, bringing digital social media solutions from around the world for our clients everywhere.”

Meanwhile, as part of its foray into the digital media business, Ketchum Sampark is concluding a detailed study – titled Ketchum Sampark Digital’s Indian Social Media Engagement Study 2011 – of 200 Indian corporates and nearly 150 brands in the Indian marketplace to track their digital footprint as well as user engagements. The study covers corporates from across 20 different industries, including aviation, BFSI, consulting, diversified large Indian corporates, healthcare & pharmaceutical, oil & energy, software services and FMCG. The brands covered in the survey are from across 14 categories, including apparel, automobile, media & entertainment, personal care and retail.

“Our study has tracked engagement of these corporations and brands with their target audiences using social media channels like Facebook, YouTube, Twitter and Linkedin,” said Ajay Sharma, Managing Partner, Ketchum Sampark.

Key Findings
• Initial findings indicate that while most Indian companies (82 per cent) have registered a presence on at least one of the four social media channels that were surveyed, the activity is largely focused around consumer communication for their products and services.

• LinkedIn seems to be the most preferred channel on social media, with 72 per cent of the companies surveyed having a dedicated page on LinkedIn.

• Though Facebook is the largest social media platform in India with over 38 million followers, it lags behind LinkedIn with only 55 per cent of Indian corporates registering a presence on it.

• Using video and multimedia to create engagement with consumers, investors, potential employees and other audiences is still not an avenue explored by Indian corporates with barely 6 per cent being ‘very active’ on YouTube.

• More than 50 per cent of corporates despite opening up a channel or registering a page on social media are inactive. Some inactive corporates also tend to use the presence on a channel opportunistically during launches and other significant company initiatives.

• Out of the 150 brands surveyed, 23 per cent did not have any presence on social media platforms, while 30 per cent had a presence on only one channel. Only 22 per cent of brands were present on all three social media platforms.

• Unlike corporates, Facebook is the clear favourite for brands with 75 per cent of these brands registering a presence on it. YouTube and Twitter followed with 42 per cent and 28 per cent, respectively.

• 79 per cent of brands with a presence on Twitter were ‘very active / active’ on the platform as compared to 69 per cent on YouTube and 63 per cent on Facebook.

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