Proposal for using Social Media for advertising has also been submitted by me to MOS I&B via e-mail
on 6th April 2016, same has also been forwarded to PMOINDIA thru mygov.in I am hopeful that this proposal will receive the due importance that it deserves, our offer of a pilot project will be accepted.
Digital media will be able to make its contribution towards reducing cost, and it can accept any form of advertisement: be it audio, video or text. Digital media also pushes these ads to contextual audience thereby enhancing the impact of the advertisement on the focused audience. Unlike the conventional form of TV, Print or Radio, the digital media offers longest self life to these Governmental campaign, whereas the ad placed in conventional media is gone once it has been broadcast/Telecast or published. For a repeat of the same ad in the same media option the cost would be multiplied by the number of insertions. But just one ad on digital media keeps echoing in digital media valley for long period. And some of the good outstanding ads which the people like, they also share in their social media time line.
This is what also is a stated mission of Government of India.
Respected Mr. Rathore,
Sub: Social Media as the new vehicle for govt advertisements.
Let my apologise at the outset for taking this liberty of writing to you on a subject that you have not solicited any comments,suggestion or feedback.
Have very often heard our Prime Minister sh Narendra Modi speak about cost cutting and saving expenses as an objective of this government.
It is in this vein, that I have gathered courage to address this e-mail to you. Often I have tweeted about the above captioned subject. Let me try & explain this in some detail.
Government spend Rs in lakh on publicity with electronic Medium. Years 2013-2014,2014-15 & 2015 up to feb 2016
Government spend Rs in lakhs on publicity with print medium. Years 2013-2014, 2014-15 & 2015 up to feb 2016
Some of these publication survive because of the advertisement revenue that they get from government. Onus is nnot on the govt to support survival of any media house, print & electronic, there are enough and more companies in the private sector which these media house can tap for advertisement.
- Advertisement with media have a very short life span, and need to be repeated at regular interval to reach the target audiences. Which in short means repeat expense that is avoidable.
- What Do these media houses in return offer to the government?
- Do these media houses serve the interest of the advertiser? Or is it the interest of the public at large that is being served?
- Unfortunately answer to both the above proposition is an emphatic NO.
USING SOCIAL MEDIA AS A VEHICLE FOR ADVERTISING
GOVT CAN ENGAGE A COMPANY TO DEVELOP A SOFT WARE BY WHICH EACH INDIVIDUAL PARTICIPATING IN PROMOTING THESE ADVERTISEMENT CAN BE TRACKED PER PERFORMANCE PAYMENTS CAN BE MADE DIRECTLY TO BANK ACCOUNT. THIS ACTIVITY CAN ALSO BE PERFORMED BY THE COMPANIES WHO ARE PRESENTLY INVOLVED IN MAINTAINING WEBSITES OF MINISTRIES & SM ACCOUNTS OF MINISTERS & MPs.
1. ADVERTISEMENTS STAY FOR ETERNITY
2. NO REPEAT EXPENSE IS INCURRED FOR RECIRCULATING THE SAME ADVERTISEMENT.
3. DIGITAL INFOGRAPHICS ONCE CREATED CAN BE USED ACROSS ALL PLATFORMS OF SOCIAL MEDIA.
4. DIGITAL India objective will also be met.
5. Cost of this exercise will be fraction of what is spent otherwise.
It will also provide an alternate source of income to large number of SM USER.
7. GOVT WILL BE BE CONSTANTLY ENGAGING SM USERS
PARTY WILL BE IN CONSTANT TOUCH WITH THE SM SUPPORTERS.
9. ADVERTISEMENTS CAN BE BIFURCATED INTO THREE DISTINCT AREAS.
A. BEFORE LAUNCH OF A SCHEME,
B. POST LAUNCH OF A SCHEME.
C. TO DETERMINE EFFICACY & PENETRATION OF THE SCHEME.
There are different kind of government ads :
- Government Jobs,
- Government benefits (Gas subsidy, Jan DhanYojna, etc),
- Celebration of important days and mile stones (26th Jan, Dr Kalam Birth anniversary, etc,
- Preventive steps (like save fuel, Polio drops)
Life Cycle of an Ad:
It is directly proportional to the frequency of the editions (daily, weekly, etc) And on TV linked with the Prime Time programs.
Print and television have limitation with regard to the reach. The only possible cost effective medium is All India Radio. What next?
Smart phones have become affordable over the years and made massive penetration Pan India.
How can passion of masses hooked to smart phone be used for seamless connectivity with govt ads?
Linguistic basis so that they would relate to message,
Content based so that they find it interesting to read articles, see video of their choice and in the process interact with the communication of ad.
Some ads that have brief shelf life can go as banner ads. Ones that have permanent importance like JandhanYojana can be part of the content and remains permanent.
Encourage websites or application owners to develop way and means for enhanced interaction with the govt ads and content.
Pay nominal amount to all such websites as maintenance fee on an annual basis.
Rest based on performance. i.e. :
Pay per click,
Sharing of article to one or more social media platform,
Views on content,
Sharing of content, etc.
Indian Potash Limited makes linguistic based DVD to be shown to villagers through their employees. This helps rural india connect with them faster than a print or TV ad.
We wish to partner with the government in sending location based ads, content, etc.
All this can be achieved in much much lesser budget as compared to print and tv.
News n Views soon to b launched a social media based website is willing and keen to do a pilot project for the same.
Request and look forward to an appointment for a detailed presentation.
Await your review & revert.