Dell Consumer, Small & Medium Business (CSMB), SADC

Public Relations Strategy

Naufal Khan Ganesha Communications

Agenda
Company Profile Clients Online Market Overview Public Relations, the Ganesha Advantage Traditional Brand Marketing PR (Q4 and Q1) Broadcasting SABC & Primedia (Q1) Q1 Engagement

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Our Clients

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Online Market Overview Summary

SEARCH to BUY Search Engines Search #FAIL Why traditional PR is detrimental to Online

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AnD So : WhErE R U CiTiZeN ?

Im a bit confused

But let me check on my BBerry!haha

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DIGITAL CITIZENS ARE NOW CONSIDERED AS STAKEHOLDERS AMPLIFIERS or DISSIDENTS- TO INFORMATION PROCESS

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Quarter 4 is all about BRAND and PRODUCT

Brand Positioning Statements (what, where, when)

Show your availability of stock where and when for product

Brand Strategies Engage Dell product in hearsay Guerilla talk never be afraid to say something Brand Audits daily, weekly & monthly frequency monitoring Product Propositions Why Dell and not Apple? Consumer Motivational Drivers Paige Nick, Shapshak, Walter Pike, Leon Lategan, Nafisa Akabor, Aki Anastasiou Partners: Vodacom, Incredible, G & R how to exploit

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OFFLINE AND ONLINE IS A WRONG DISTINCTION

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Q4 Alienware Online Search Presence

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Q4 Best Gaming Laptop

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Q4 Buy Gaming Laptop

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Q4 Dell Products

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Public Relations, the Ganesha Advantage

Technology blog review and dialogue engagement Marketing & Media Resource outlets Content Syndication IOL Podcasting, streaming live Lifestyle sites (travel, health) Business sites (Discovery Health, Financial Instituitions) Relational Marketing Strategy (Blackberry, Nokia) Speak to the people KEEPING IT SOUTH AFRICAN

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Public Relations, the Ganesha Advantage

List on as many lifestyle and technology directory websites More listings = More Traffic = More brand imprint and sales Upsell advantage on eg warranty; a KEY mention DELL RSS feeds direct to consumer Search Engine Optimization (create consumer blog network) PPC Management Supplier Chain support marketing eg CSSI Data Recovery Services Google, BING Direct Listing Strategy Africa Zone Twitter ORM (Online Reputation Management) Facebook engagements, dialogue Existing Client relationships benefit Dell at negotiable advertising If its FREE why not eg Jozibeat Magazine, Durban Beat etc Dell Consumer CRM Strategy plan (Communication) Chain Management Communication (Standard Communique) Simplistic explanation, excite the seller, entice the buyer Internal Communication and external communication management
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Consumer sites to position Product awareness

My Digital Life http://www.mydl.co.za Cosmopolitan http://www.cosmopolitan.co.za Heat http://www.heat.co.za Mybroadband http://www.mybroadband.co.za News 24 http://www.news24.co.za Times Live http://www.timeslive.co.za (leverage off ad print costs) Independent Online http://www.iol.co.za Mweb http://www.mweb.co.za Mygaming http://www.mygaming.co.za
Also negotiate touch points into their standard messaging systems to audiences
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SA Top 10 websites 2010

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Public Relations frequency Q1

Weekly newswire on Mybroadband, MyGaming, Yahoo Weekly review on Streak in ITWeb and MyDL Forum content discussion on Iburst Gamers Sunday Times Lifestyle Tech Talk/Gadgets Print to Online Publications (Citizen, Caxton Press Publications) Facebook interaction daily with users, #FAIL not to answer timeously Twitter

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Public Relations Coverage

Global Media Releases will be re-edited and rewritten to target relevant consumer segments and transmitted to key consumer influencers Staged and timed releases according to growth and monitoring on campaign (Streak Launch) eg. A did you know you can . Adobe build a relationship with Daxdata for coverage to their network of consumers Vega School of Design, engage learners to choose Dell as a choice of product.

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Streak Product Launch

Host a formal Media Engagement to release Streak Continue with informal consumer launch the very same day Engage SMS, Viral Competitions on all mediums Invite Online Media to trial Product An overview of select consumer outlets eg Top Billing, 5FM, ITWeb and formulate a marketing campaign to drive consumers to purchase product Incredible Connection LAN Party for Gamers Promotion and advertising Streak in Airport Business Lounges

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ALL THAT IS MORE THAN REAL

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Traditional Brand, Marketing & PR Q4 and 1

Newspapers (Secure editorial and columns from media) Magazines (Cosmopolitan, Mens Health, Heat Magazine) Shopping centres, Incredible Connection, Vodacom Breakfast Forums Upmarket consumer target events (16 December 2010) Q1 Product Launch awareness is now

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Broadcasting Q1 Product Launch

Engage TV Production companies Primedia Radio 702 Aki Tech talk SABC 5FM Sureshnie Rider, Dell Top 40 Primedia 94.7 Highveld, Breakfast Express, Sam Cowen SABC Television magazine programming lifestyle based investment eg Top Billing, Eastern Mosaic SABC 5FM Jennifer Su, Hollywood/Celeb Jock

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Q4 and Q1 Calendar Planning

Some areas of brand expansion for Q4 and Q1
16 December Tokyo Sky Branding exercise, competition Online, Multimedia Centre 12 months DELL advertising Fashion Weeks 2011 Mediatech Africa set for July 2011 PR Exercise on STREAK product at stadiums (advertising, key personalities using STREAK) The Loerie Awards 2010 October Engage relationships with Hotel and Conferencing Venues Direct for PR material inserts into Venue Advertising at key timings for banquets, gala dinners, conferences, upmarket consumer venues RMI Penetration 2011 Period (Retail Motor Industry) Fund a Dell LAN Event to promote brand and introduce STREAK for the new Quarter.

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Q4 and Q1 Calendar Planning

Expo Summit Africa 2011 27-28 January 2011 Cricket and Concert at Moses Mabhida 9th January 2011 Indaba South Africa 7 10th May 2011 Annual Bridal Expo 22nd and 23rd Jan 2011 PGA Tour Jan 2011 Heineken Cape to Rio Jan 2011 World Economic Forum, May 2011, Cape Town Knysna Oyster Festival, 2 11 July, Knysna Kwazulu-Natal Industrial Technology Exhibition, 24 May 2011, KZN
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Q4 and Q1 Calendar Planning

SatCom Africa 31 May, 2011 Gauteng South Africa Gaming Show & Conference (SAGAS) (SOUTH AFRICA) 16th June 2011 - 17th June 2011, Emperors Palace, Johannesburg Buzz Party Jo'burg Wednesday, 16th February 2011 17h30 - 21h30 @ Venue TBC The world famous business-to-business and social networking party - filled with inspired networking, amazing SME solutions, live entertainment, guest speakers, big prizes, scrumptious hot and cold snacks, and of course loads of fun. Buzz Party Pretoria Wednesday 23rd February 2011 17h30 - 21h30. Venue TBC
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Q4 and Q1 Calendar Planning

2011 My Business Conference & Expo Thursday, 17th March 2011 09h00 - 21h00 @ Gallagher Convention Centre, Gauteng 2011 Small Biz Techno Expo Thursday, 17th March 2011 09h00 - 21h00 @ Gallagher Convention Centre Buzz Party, Western Cape Tuesday, 8th February 2011 17h30 - 21h30 @ Venue TBC Buzz Party, KZN Thursday, 10th February 2011 17h30 - 21h00

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go where people are, not where media is found

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Plan not for the people you reach, but the people that they reach

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know the time and place of your message

Timed releases of PR Material will benefit hugely Speaking the speak media that makes people participate Your consumers are your new trend dictators. Listen to them, engage with them, and respect their opinions, as well as their clout.

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THE SOCIAL STREET IS YOURS

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