Friday, 21 February 2014

How Social Media has changed/ing my life-Varun Agarwal

Varun Agarwal had his life changed by social media.
The story goes something like this: Varun realized one day, that if he had a video camera, he could actually show his thoughts to the world. So he set about making short films with whoever or whatever was willing to act. However, he was sent to study engineering. At the time, he just happened to come across YouTube and thought, why not? Well, it worked. The video went viral and and he started receiving appreciation from around the world.
This proved to be a stepping stone for him to go ahead and do a music video with Pentagram, another video with A.R. Rahman and a video with Preity Zinta.

In a drunken conversation with his friend, they just happened to discuss a business idea – selling customized hoodies to every school and college in the country. They started small under the name Alma Mater Store, selling to the students of one college initially, but they still lacked a platform to reach out to the entire country. That is when Facebook happened. By setting up a page on Facebook, Varun managed to reach out to the entire country.

Instrumental to Varun’s success, was his mother’s friend – Anu Aunty. Now Anu Aunty, was his greatest critique. When he sold hoodies, Anu Aunty referred to him as a T-Shirt salesman. Similar criticism about his videos also make for a comic narration. Varun decided to chronicle these incidents in a book titled “How I braved Anu Aunty and Co-Founded a Million Dollar Company.” Rupa Publications, the biggest publication house in the country published and distributed the book. As a result, it was being sold at every train station, every book store in the country. This proved to be a great marketing instrument for Varun’s company. The book struck a chord with the audience, and this endeared him and his company to the people he wanted to target.

Moral of the story, when building a brand on social media, your campaigns aren’t important and neither are your paid ads. What is important is how you tell a story and how that story relates to your target consumer. When it comes to reaching out for your dreams, as iterated by Varun, Don’t think, just do!

Social Media Week Bangalore 2014

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Girl Rising: Harnessing Social Media to change the world

We read about the injustice against women by society every day in the newspapers. We know that the situation is grim, but how much are we doing about it?
Girl Rising by Moxie Media is an example of a company trying to do something about the issue by harnessing the power of social media. Fundamentally, what do people want to see on social media? They want to see great stories. This is exactly what this effort does. The feature length film, is about struggles of nine different girls who battle social evils like slavery, forced marriage, molestation and being deprived of education to rise above the circumstances. This was an impactful way of resuming the finale of Social Media Week after the tea break.
The hard-hitting documentary feature has been directed by Richard Robbins and written by Marie Arana. Now although we got to witness four stories at the Hard Rock Café a couple of days ago and a fifth one today, this is definitely one feature that everyone should watch and bring to attention using social media because this is what drives the social media, honest and humane content with an emotional connect!
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Can you really build a brand using social media?

Hosted by Prateek Shrivastava, Social Media Week’s panel discussion on “Can you really build a brand using digital media?” featured industry stalwarts like Ramesh Srivats, L.K. Gupta, Prateek Shrivastava, Nikhil Dey, Harish Bijoor and Bhaskar Choudhuri.
The discussion kicked off with Mr. Ramesh Srivats giving his views on the topic saying that delivering content is not the only way to build a brand, it also needs to be backed by actions. The brand can have great content, but it also needs a great product, great service and a great experience.
Mr. L.K. Gupta followed up saying that people are the media and digital media is just a tool. Audience are not contributors and they care about the product first. Also, there is a misconception that building a brand on social media is cheap. However, money and resources have to be spent on social media, just as you do on any other media.
Mr. Harish Bijoor then compared the pre-internet and post-internet era. In the pre-internet era, brands thought before they did. Marketing was organized and systematic and brands were built by word of mouth. In the post internet era, brands act before they think. Media has become an anarchy and many aspects of the brand proposition is not even handled by the marketers anymore. Today, its word of digital.
Mr. Nikhil Dey is of the view that being social is about defending the brand and damage control, whereas Mr. Bhaskar Choudhuri believes that brands are on social media because they have FOMO – “Fear of missing out”. It is actually safer to speak only when you have something worthwhile to say otherwise people won’t notice.
So can brands be built on social media?
Well, social media is not about brands talking to people, but more about people talking about brands. Harley Davidson being advertised by the HOG is a good example. However, it goes awry when brands start forcing themselves on the people. Also, a brand is more valued when its presence on social media serves its purpose. Brands should send people what they expect, because people are basically looking for usefulness in an entertaining way. The key takeaways from the discussion were:
• Digital media can help in adding a brand in the consideration set
• Choose the right metrics for measuring the success of the brand, it might not necessarily be number of likes or percentage of engagement
• Brands could trigger conversations, but then it’s all about getting word of mouth which still happens to be the most effective form of advertising.
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Wednesday, 19 February 2014

Timeline contest and internet gratification

Do contests on Facebook Timeline really engage the audience? If so, how does one conduct successful contests?
Facebook announced in 2013 that brands can host/promote contests and engage users through steps such as likes as voting mechanisms, messaging the page, posting on the page etc.
So what are the different types of timeline contests that brands may use to engage with it’s followers?
Let us have a look below:
1) Like to win: which means if a user likes the post he/she gets a chance to win a prize.
2) Comment to win: which takes matters a step forward by providing feedback and reviews.
3) Most likes on comment to win: this basically promotes quality comments.
4) Like and comment to win: which basically doubles the engagement.
5) Giveaways provide an incentive for users to enter into a contest.
6) Trivia makes a user learn about the brand or a product.
7) Photo comments again promote specialised content.
8) Apart from using Facebook as a platform, brands may promote contests on a website or a blog.
Let’s delve into some of the challenges encountered while hosting a timeline contest. Obviously, going through a pool of comments and likes becomes a tedious task and analysing the data collected is also another obstacle for page owners.
Services such as Promo Factory help to drive a Facebook contest by providing solutions to tasks such as collecting entries, processing the information and drawing a winner.
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"Content strategy for B2B enterprises should be to focus on human to human"- Teena Jones Gomes

Why, how, where and getting social, that’s how Teena Gomes starts her talk. How does content reach where your sales folks can’t? How does it help with lead generation, sales, customer acquisition etc. Before we get ahead of ourselves, she says you should focus on the why and not the how! Forget making your competitors your benchmark and instead focus on why you want to stand apart.
Content strategy is not saying you want a corporate blog or that you want 1000 followers. Gomes mentions that every company should have a content strategy that is compelling and concise that focuses on the objectives. Set timelines and deadlines for your objectives.
This content strategy should be shared across sales, marketing and customer relations, so the voice is consistent. Again she mentions that we cannot plan unless we measure.
Segment your content based on company demographics, industry trends, events/holidays, and needs. Figure out your customers preferences, what do they want to see and read? Are industry trends or the Super Bowl more engaging for them?
Align your content to the buying cycle. What is your customers need during a specific time? Let them know that you are an expert in your industry- build buying personas with your customers.
Gomes focuses on not making B2B marketing about “me”. Engage them with the requirements and needs that your clients need.
Use your content to advise, warn, amuse, inspire etc your target audience. She says “if content is fire, social media is gasoline”. She shares statistics that show linkedin, twitter and Facebook are on the top of the list for B2B enterprises. However focus on what works well for your company.
Point to note: use your employees as social advocates. Empower them to propagate your brand, like brand ambassadors. And know social etiquette- no stalking!
She references how SalesForce has an interactive and engaging Facebook page. Whereas Hubspot gets the formula right on most of the platforms.
Gomes ends by noting that the main focus should be on H2H- human to human.
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Building communities around content & stories- Sumit Saurav

It’s been two minutes into the presentation and I already have a story to tell from this one. I’m already and thoroughly engaged, despite it being lunch time. My tummy can wait to be a part of this presentation. He talks about communities, the binding force that holds us all together.
He mentions all communities are unique and believes building content around stories is not enough. Content should meet context. To establish the context you need to know the communities.
He shows us the bra project that focuses on the importance of the bra and what boys think of it. Through this project they’ve been able to engage a social topic and community. The Roobaroo- beyond borders aims to being together youth from Pakistan and India. In both projects they have attacked a context and created a connection. The Facebook page had created a viral buzz, creating conversations amongst college going kids.
Context not necessarily means the ends use, it can be a connection with you and your client- a fine thread that binds you together.
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Content marketing: moving beyond facebook updates?

Content marketing is the process of informing the consumers accurately about a brand or product without any actual sale involved within the loop.
The focus of this talk was to educate the audience on how to take content marketing beyond what we know as the surface functions of social media platforms like status updates and likes.
The intersection between what consumers want and what brands offer is where content marketing occurs. Three channels of content marketing are social, visual and written and together they cover platforms like Pinterest, Facebook, YouTube or Instagram.
One way marketing is a thing of the past and it is crucial to know what comes next. That is what the guys from PageTraffic wanted to convey and according to them the keyword here is ‘engagement’. Therefore, it is necessary to utilise social media in more ways than one.
Social content drives traffic towards a brand’s online store and creates a buzz in the marketplace while enabling other areas of marketing like identifying target audiences, reviewing feedback and understanding the trends in society. Therefore, social content is not just nice to have but has become a necessity.
What comes beyond the sharing and the engaging process? Analysis of how the content is being consumed is a follow up step to keep in mind. Next, how is the content being shared and defining patterns within this process certainly gives an insight into how social media reacts to the engagement activity.
Integrating ideas such as return on relationships, emotional connection with audience and brand transparency/authenticity will strengthen the foundation of any social media activity that is undertaken.
In an age where there is a overflow of content from every direction, promotion of content is key. So the point is to engage influencers and bloggers who can provide content outreach, advertising as well as generate content to reach newer and wider audiences.
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Mobile environment and social-media marketing-Adhvith Dhuddu

Why is the mobile so important? Well you get to read this because I’m typing it straight off my mobile! Adhvith Dhuddu talks about why mobile marketing is so important. He states 50 out of 90 million Facebook users access it through their mobile. From playing games to surfing the net, most of us use our handy phones.
Consumption of information is mostly driven through mobiles and tablets. However creation of content is still created through our laptops or desktops.
He takes us through various case studies that display how consumers are embracing mobile interaction. He discusses the difference between mobile apps, a optimized mobile site and a responsive site. If your contest is short lives then you don’t want to spend too much time developing an app, a responsive mobile site would work better. Also work with what’s in your budget.
Competitions and offers are a great way to create engaging campaigns focused on mobile marketing.
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Internet of things becoming social-Vinit Bhansali

What is the internet of things- you ask? It’s the interaction of humans with things and things interacting with things. It’s about things getting social. Still confused? Imagine your Nike fuel band syncing with your iPod.
Bhansali talks about a Parachute campaign where customers wore bands that would show their journey trough the campaign and instantly update on their Facebook. You know those sci-if movies where they put a chip in your body? Well, something like that.
What does this mean for us? It means we can let our customer permit once and be connected with a brand.
It’s a game changer I say!
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Twitter: A jewel in Social Media Crown

This talk by Digital Vidya focused on how exactly does Twitter function and whether or not the people who use this social platform are exercising it to its full potential. The event kicked off with the audience members sharing their experiences on how they engage Twitter in their business strategies.
Through the example of an hashtag ‘#HasJustineLandedYet’ which involved an American lady, Justine Sacco, posting a racist comment, Kapil Nakra of Digital Vidya presented the power that Twitter encompasses. The post made by Justine went viral worldwide during the course of her flight from the United States to Africa simply because it involved a a human element that concerned a mass number of people.
Brands use Twitter for product promotion through various campaigns and contests. The hashtag visibility that accompanies every tweet provides any and every brand a massive visibility quotient and creates trends on Twitter which is otherwise hard to achieve for brand names. It is mostly public figures or thought leaders who receive the maximum amount of following on Twitter. Also, the number of tweets or retweets needed to become a trend on Twitter is rising on an everyday basis.
The talk then explored in detail how different brands try to sustain the visibility of their products or campaigns and they achieve this through constant retweeting and engaging contests for the followers. How do brands use twitter to measure the impact on business? They look at the facts such as increase in the number of followers, amount of brand mentions, reach of branded hashtags, number of retweets and clicks on any URLs posted.
Mr. Nakra then moved on to a subject which was extremely interesting but at the same time somewhat unethical. He narrated an instance in which what an organization did was to use the tweets on Twitter to increase the traffic on their own platform by manipulating posts to make them go viral. The dry run of the campaign was quite successful but the project had to be set aside once complications arose during the scaling-up process.
Lastly, the talk spoke about how Twitter is not free from it’s own set of problems that stare the social media website in the face. The rate of growth of the social media platform is shrinking and the engagement within twitter is also going down. Also, a ton of fake or inactive accounts make up the total number of profiles that exist in Twitter.
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10 Ten commandments of product development from social gaming: Karthik Gopal

Did you know 30% of your time spend on your mobile involves gaming?
And did you know 32 is the average age of mobile game players!
Karthick Gopal, breaks down social games to three categories, viral games, causal games and social platform games.
He goes on to give the Ten commandements:
1. Mantras: virality, retention to monetization.
2. Market: unexplored market, catering to a new age group and newer engagement techniques.
3. Innovate: find opportunity. What can you do differently?
4. Scale: prepare for scale. Think big, forget the millions, think about the billions.
5. Data: metrics are for doing, not sharing. Measure to learn and fix.
6. Develop: lean teams, smart teams. CEO of functions, let them have the complete power to execute their fields.
7. Ubiquity: availability across all platforms, so you don’t loose out on customers.
8. Mobile: have a presence on the mobile. Have mobile designed websites.
9. Social: integrate social to your product. The stars and likes on your product pages let you know what others think of it.
10. Trends: are you moving along with the trends? Virtual reality is soon to be a core in gaming.
Karthick also insists you should play candy crush!
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Workshop on Google Adwords, remarketing, Display Ads.

This particular session was a little technical in nature and the hosts from Web Marketing Academy warned the audience about this in advance. As the topic suggests the workshop aimed at familiarising the audience with how Google Adwords functions and what kind of services are provided by them.
Firstly, the team from Web Marketing Academy, discussed the question of what are the different types of networks where advertisements can appear. These are the Google Search Network which includes advertisements on search pages, Google Images, Google Maps and secondly Google Display Network that concerns Advertisements placed on Google owned websites like YouTube and Blogger.
Next, the topic of discussion was in regards with what elements are targeted on these networks. Google Adwords contextualises the advertisements to be placed based on topic, gender, age group, location and browser cookies. Marketers and advertisers can also choose whether their ads are to be placed automatically on a we page or on personally chosen sections of the page and this is called Automatic and Managed placements.
Another chapter in the event was concerning the various types of advertisement formats that are offered by Google Adwords. Anyone who uses the internet must be familiar with these many variations of ads that we witness in the internet. The main kinds are simple text ads, static and rich media ads, user engagement ads, video ads, floating video ads and many more.
The talk was certainly not for a person who is not familiar with the technicalities behind concepts like display ads and remarketing for different channels. Yet there were plenty of people in the audience who had a whole bunch of questions making it an engaging event altogether.
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Respect your audience!- social media DO's and Dont's for startups by Arshya Laxman

It’s every entrepreneur’s golden goose, to gain as much information as they can, to start off their baby, what are the dos and don’ts? How do you see your idea grow? How do you get to it go viral?
It’s only natural to admire and be in awe of successful people, today being Arshaya Lakshman, CEO of Futurecon.
Her ideas and strategy doesn’t come straight out of a textbook, it’s thought through from learning from her customers. She believes social media cannot be a stand alone plan and should involve everything from packaging to service- involve! Her next might surprise you- all of us narcissistic souls out there- she says stop the ‘me talk’.
It’s interesting how she points out, that you should connect to your customers through their social platforms. Are they readers? Then have a blog! The more focused you are on your platforms then the better you are at reaching out to your target customers.
Plan, plan and more planning! Our mothers tell us that too! It’s absolutely necessary to plan your social media content, it allows you to make space for conversations and measurement. Note: measurement only comes when you have a plan!
We’ve heard it before- content is king! Don’t rush into it and instead focus on what you want to say. Lakshman creatively has ‘content buckets’, which allows her to have a pool of ideas and thoughts- so you always have something to share.
She also stresses on having a budget for all your platforms. No point putting money where it doesn’t grow, right? Once you set some goals, you’ll know where you need to put some moolah, facebook ads or twitter ads, or both!
Her last point says ‘respect your audience’, it is absolutely necessary! And stop selling all the time, sometimes a little fun can get you a longer way.
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Activated Marketing:Are you willing to engage beyond the likes?

Exploration of the possibility of exchanging value- that’s what Sartaj Anand, says marketing is. It involves identifying and fulfilling the unmet/unexpressed needs of people. How do you know what people want?
Anand references Apple, being a classic example of meeting the unexpressed needs of people. No one needed an iPhone, people want it- they crave for it.
He mentions Nike and their future plans to print your own shoes. You must have read about it. Even though the product isn’t out yet, Nike excels at engaging and crating a buzz before the product is actually attainable.
Simon Sinek’s golden circle surfaces in his presentation making us ask and think the obvious- why, how, what! Why- being the root of all need. Why do you need it?
It’s interesting how me mentions the internet has a “bias towards the under dog”. It’s accessible to everyone and not only to Fortune 100 companies. How can a start up battle the big guys? Focus on purpose and not presence. Attack they why- why are you doing what you do?
Anand shares an engaging TNT ad, telling us to focus on the story. Be interactive and try bridge the divide between offline and digital. He also focuses in ‘owning it all’ from concept to execution.
Question is, are you willing to engage beyond the likes?
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Tuesday, 18 February 2014


Why? Well, Nokia is enormously committed to social media, and not simply because we’re all about technological innovation and development, but because we’re able to use that stuff as a way to make a difference in the world. How? Well, first, let’s rewind and take a look at Social Media Week itself.
Social Media Week is a huge worldwide annual event that’s taking place this year across five continents in over twenty-five cities. It’s all to do with the way communication technology acts as a unifying force that shrinks the globe and brings us all into contact with disparate other lives and experiences and how that alters the way we interact with our environments. Hardly surprising then that Alex Oberberg Head of Programs & Markets Engagement, said of the event, ‘Nokia is proud to partner with Social Media Week for the 4th year in the row, bringing together tens of thousands of people to share, listen and collaborate.’
This year’s extravaganza is aiming to investigate the global impact of this shift in human interactions via a hectic program of more than 2,500 events and educational workshops – which is where Nokia comes in!
Teaching 21st century film and photography
One of Nokia’s contributions to the Week’s diary is a two-city event showcasing the work of the world’s finest Instagram and Vine artists. If you’re anywhere near NYC or Milan, head to the #NOWstudio, where these creative experts will be sharing their knowledge with local attendees using Nokia Lumia 1020 handsets – and check out the hashtag to see the results. We’re huge fans of photography and photo-sharing, and the Lumia 1020 with its 41MP camera is a fantastic tool to play with if you’re keen to show the world your skills.
Sharing social media expertise the write way
If you’re closer to Lagos, make sure check out the series of educational masterclasses that Nokia are running there – search for #NOKIAEDU to follow along if you’re further afield, because livestreaming is where it’s at in 2014. The sessions are run by a host of seasoned pros and the agenda is packed full of events that will show exactly how Nokia’s working to make a difference in the field of social media tech. Choose between classes on app-building for Windows Phones, hosted by development folk from Nokia, Microsoft and MoMo; one on one writing for a digital audience, which will no doubt be popular amongst the bloggers and journalists amongst you; a class on using mobile technology to maximize productivity using business tools and apps; and a discussion led by a senior Nokia marketing manager exploring how mobile tech is driving innovation and development in Africa. Each session is at midday local time, so stick it in your calendar.
Discussing how social media can change a woman’s world
It’s not all limited to tech development, though; a few of Nokia’s especially innovative and thoughtful Social Media Week events have come about through Nokia’s involvement with the ‘Empowering Women’ sessions in Bangalore. Two discussion panels in particular – ‘Women in Media’ and ‘Women Safety – Role of Social Media’ are set to be impassioned, informative and motivating events. Nokia’s Director of Communications for India, the Middle East and Africa, Poonam Kaul, will be one of the panelists for the former event, in which participants will explore how woman can use social and digital media to build businesses and brands and affect social change. Kaul will also take on a female mentee as part of the Moxie Mentorship scheme, demonstrating that this event and Nokia really are committed to real-life action and change. For the second event, ‘Women Safety’, women from online media, social activism, and urban planning and development will talk about issues around social media and safety as they affect female tech users.
Screening an inspiring girl power movie
Panels aside, though, Nokia in Bangalore are also powering a screening of ‘Girl Rising’, a documentary that follows nine women from developing countries as they overcome the odds to pursue their dreams – it’s all about education, folks! If you want to help promote the film’s inspiring message, join in the photo contest and you could win a Lumia 1520 – look for the hashtags #WomenInMedia and #ShesEmpowered.
What more you could you ask for? A fantastic combination of creativity, education and inspiration! Head on over to the Social Media Week website for more details and to check out Nokia’s other innovative and exciting activities.

How many social media experts does it take to change a bulb?

Ten years ago, Media Campaigns were largely experimental until you got it right. In the new age, there is not room for trail and error. Because you are being talked about right now.
Social media is not a platform, it is a conversation! – Shyam Nair
There is a clear shift from push to pull when it comes to engagement with your audience. Brands now have to start involving audiences in the creative process to engage them.
A conversation is taking place. It’s all about “What is trending?” “The only thing constant in life is change and the sooner we embrace change the better.” – seems to be the new Mantra and brands have to incorporate this spirit in their Media Campaigns.
In the last few years, there has been a wind of change on social media.
Looking at Facebook, the new trends are as follows:
1. Graph search – gives you and idea of what people are talking about? which Locations are being discussed? Trending topics?
2. The hashtag# Inspite of privacy settings, a hashtag makes content universal.
3. Newsfeed algorithm – where facebook throws up things based on your interest,
4. News source : People are consuming news through social media. On an average, a person checks his newsfeed on a smartphone 150 times a day. Imagine the prospects?
Twitter has become an ad platform for brands. Brands have seen upto 22% increase in sales following engagement with consumers on Twitter.
Posting of images in consumers’ stream translates into free promotion and endorsements
A new trend is lead generation cards.
Linkedinhas proven to be a boon for Human Resources to reach new talent in a consolidate pool of contacts. Sponsored updates via Linkedin becomes a base of knowledge sharing. A new feature called Showcase pages allows brands to showcase and highlight new products and services as opposed to an “about us” page that is run of the mill space for basic information.
Youtube has taken the lead in becoming a Multi platform with a One channel design web plan.
It’s now all about integration and not diversification!
Consumers don’t visit websites or fanpages anymore unless they have a specific requirement. They rely on newsfeed from their personal contacts and information networks. They visit forums and social communities for word of mouth reviews and make decisions based on these interactions. Influencers now play a key role!
Stop pushing content down people’s throats! People will come to you if you make your content interesting! The focus should be on making your content more viable and relevant.
Twitter poses a challenge to brands by not allowing creation of communities on twitter. But when a good thing gets going, there is not stopping the trending. It is always good to know where opportunities of an interaction can be.
Integrated offline and online.
How to make your Social Media campaign engaging?
> Distribute content across multiple platforms.
> Diversify width of communication.
> Identify your real Brand ambassadors – Your followers and employees! Engaging relationship to get tangible returns. Engage with key influencers, advocates and online promoters to increase your visibility, engagement and ROI.
Things to keep in mind:
>Healthy mix of outbound and inbound marketing! Channel your outbound to increase inbound!
>Digital exposure to in-store sales! Make the most of consumers’online access to your in-store offers!
>Map constant changes in consumer behaviour.
> Move to mobile first strategy thus strengthening mobile access.
> Increase user generated content.
> Increase location marketing.
Shyam Nair is an Entrepreneur, Brand Management Consultant, and Social Media Specialist, among a few things. Currently based in Bangalore, he has over the past 12 years of his career worked with McCann Relationship Marketing, New Delhi, IKEA, Melbourne and Direxions Loyalty Marketing, Gurgaon before joining Spry as Director – Planning and Creative Strategy.
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Design in digital age- Utkarsh Singh

As the topic is very crucial in designing world, it was very well discussed at Fava.
Some of the key points to take away were:
1. Content is central because without it, however good the design it’s of no use. At the same time, it is parallel design too.
2. Image background is a recent trend going upwards.
3. Full screen was very popular some 3-4 years ago compared to now.
4. Today hardly anyone read content unless it is eye catching so design matters a lot.
5. In recent times scrolling a website is gaining a lot of popularity unlike 2-3 years ago when clients were against it.
6. Social media integration is very important and has to be taken into careful consideration while designing website.
7. Share button too is gaining attention as there are many social media platforms now where the brand need to have their presence.
What is a website today?
If you see current trends, it’s very different from the focus of the 90′s. This is because in 90′s people built websites and forgot about it for 4-5 years like they would build a home. But today there is lot of change with the presence of social media platforms which has enabled consumers to go and visit brands’ social media page and then to website, so website has become more or like phone directory where customer will go only to look for specific information.
As always, minimalism of content and more of images that carry a strong message is a continuing trend and this particular trend will never go out of fashion.
Looking at recent trends, responsive web design is something much in trend. For example, like where we see just three column, one wider column and 2 small columns. Simplistic in design.
Looking at all these trends we get a question in our mind “For which device to do the designing first?”
1. Desktop
2. Tablet
3. Mobile
So the good way to start is Tablet and along with that we need to consider who is going to consume our content, what type of content our audiences are looking for? And need to take care of text sizes, fonts etc
But still there is a need to maintain multiple platforms for different devices because typography is something which can kill or make our website so for that as a designer, one should know what the primary colors of the brand are and get detailed insights about the brand.
Besides all these things, one more important point is that, as a designer one needs to find the correlation between different aspects of brands and borrow an idea if required to bring out an original new idea.
Utkarsh Singh studied architecture, followed by a 3 year voluntary research on ‘Context & Identity’ covering various creative fields beyond architecture. He founded a ‘dotcom’ in the architecture, real estate and construction industry in 1999. And founded Hyphen Strategic Design in the year 2000.
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Using Social Applications For Startups

Arnab Choudhuri took the gathering with him as he once again reiterated how Facebook is an excellent free platform to advertise your product and services. He pointed out that Tripadvisor is a good example of how to use social apps to widen brand presence by generating genuine user generated content that is verifiable and can be easy to relate to for readers and users. Or look at what Amazon does? It integrates your Facebook likes with other services and products available to generate ads related to your choice thus ensuring higher visibility and interest.
He also dwelt on how Twitter has made it easy for people to interact without following other or even be friends unlike Facebook.
And that all the activities on Social Media has spawned a culture of a fast growing breed of developers who are engaged in bringing out functional social applications across platforms and covering a wide range of functions.
He also introduced some very social Apps including Smule – an audio based social network, Talkbiznow – social network for businesses, Recipefy which allows you to trace recipes from across the world and few more like Taptu, Acrossair browser and Comigo which are purely social based applications.
Among the things to consider when creating a social application are:
Community – Who are the audience? Does it serve a purpose?
Conversation – Are people talking about it? Is it engaging?
Collaboration – Who will carry out which role? engagement, distribution, development?
Commerce – The ins and outs of budget and ROI
In other words,
1. Find the social objective
2. Personas – the user experience you create is important to take your product forward
3. Improve and innovate on existing ideas
The angles of consideration are “Me- Mine – Market” – which form the basic tenet of social applications.
We also have to consider the flow, traffic & streams of the Application.
What is your Design pattern? Have your pattern in place.
What is a social enterprise app?
The approach should be “Mobile-Social-Optimised”
- Architecture should account for mobile as a primary device
- Social grace – encourage conversation, chatter feed, interactions, story
- Social enterprose app will create more data so we have to consider data handling, security and social awareness.
A good idea is also to learn how to use and embed preexisting Plugins/widgets/comment boxes to drive engagement
“It is not difficult to make social apps, but the difficult thing is to figure out how to do it.” – Arnab Choudhuri
Arnab’s career spans more then 18 years. After having spent from 1994 to 2007 at different companies in various capacities, he founded Xanadu which is a young & dynamic product development company that thrives on innovation and works on spaces which are already not well established and rather fill existing voids so as to maximize impact for effort.
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Workshop: Productivity- Mind, Body, The Theatre connect

Introduction to the talk basically conveyed how theatre helps anyone and everyone to be expressive when they try and communicate.
The event basically consisted Activities that were conducted keeping in mind factors like team spirit, hand-eye coordination, non-verbal communication and the art of observation
The activities were mainly focused towards increasing productivity by engaging the mind and body through the use of theatre exercises. It was interesting to see the many different reactions of the audience members when faced with unusual situations.
Tortilla Entertainment are the main group of people behind this particular event and they specialise in training people to be more comfortable with themselves through theatre. At the start of the event it was simply a room full of people who showed up for the event and only after 45 mins it was more like a group of friends interacting with each other.
Overall, it was an extremely engaging exercise that was more than helpful for all those who participated.
Anita Mitra, Founder, Tortilla Entertainment is graduate in Mass Communication, Anita has worked in marketing and training throughout a range of corporate and media environments .An experienced actress, Anita realized the value in using role-playing as a training tool and has utilized this in her corporate training work.
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Digital Marketing/Social Marketing for start ups

What is the biggest problem in Digital Marketing?
Content! Reach! Platform! Marketing! Technology! Access!
According to Suresh Babu, the three top challenges for any brand or Startup when it comes to Digital Marketing and Social Media would have to be the following:
1. Access to Information.
2. Engagement.
3. How to use content.
besides Support, Money, mentoring, resources, team building and technology.
For any Digital marketing campaign, the focus is always the Reach, platform, ROI and content.
The solution?
1)An online community that educates on the subject.
2)What we expect might end up as something else while starting up. The functional aspects of Social Media can be challenging and may leave you unsure of what it is going to turn into.
3) Generate content covering all platforms: audio content, video content, images, blogs, PDFs etc. There are so many platforms for sharing and interaction. Identifying the right platform is half the job done. Visibility is not only about how many platforms you traverse rather, how many people you are able to engage despite the channels and platforms you appear on.
4) Choose channels for marketing. SEO, SEM, Mobile, Social Media and Analytics to help you find out where you stand.
5) Goals and objectives. You have to be clear about where and what you intend to do with your efforts. By setting your goals, you get the clarity and can plan the steps you need to take.
Social Media is here to stay as the main platform for pushing marketing in the digital arena. Content can come in different formats but the medium of Social Media will prove to be an effective tool in the years to come.
Suresh Babu is the founder and CEO of Web Marketing Academy. A training center in Bangalore educating small businesses, students in digital marketing including SEO, Google ad words, analytics. Suresh is a Guest Faculty & Speaker in Universities for Christ University, Archarya B-School. He is also founder & community leader of Online Marketing Enthusiast Community, a community of passionate digital marketing enthusiast in Bangalore, India.
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Future of Online Engagement,Content Marketing and Lead Generation

The first event of the day was on something that is important for everyone associated with the social media arena.
Getting quality content is the most important aspect when it comes to social media. It is important that the content makes a connect and creates a conversation. However, there is no hard-subbed way to having great content; there is always some hit and trial involved and brands need to understand user reaction to that content and accordingly refocus their content strategy.
Another big challenge for social media marketers is to show demonstrable ROI because that is what the head honchos are concerned with. The most effective selling point is to make them aware of the fact that their competitors are doing it; peer pressure works well. Network effect helps a lot in sharing interesting content. For sustaining the audience on social media, it is about recognizing the right strategy.
A harsh eye opener during the session was never to judge a Facebook page by the number of likes. In technical terminology, it is the work of bots and that is in no way a measure of the organic engagement of audience with a brand.
Coming to the trends, the panelists shared their choice of different channels which keeps them connected and up to date. Apart from the usual suspects in Facebook and Twitter, sites like Buzzfeed (viral content) and Mashable were also popular. The session concluded with the panelists again emphasizing on the importance of creation and effective distribution of quality content as the driver of better social media engagement for brands.
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Challenges, Solutions & latest Social Digital Marketing Trends

The first event of the day was on something that is important for everyone associated with the social media arena.
Getting quality content is the most important aspect when it comes to social media. It is important that the content makes a connect and creates a conversation. However, there is no hard-subbed way to having great content; there is always some hit and trial involved and brands need to understand user reaction to that content and accordingly refocus their content strategy.
Another big challenge for social media marketers is to show demonstrable ROI because that is what the head honchos are concerned with. The most effective selling point is to make them aware of the fact that their competitors are doing it; peer pressure works well. Network effect helps a lot in sharing interesting content. For sustaining the audience on social media, it is about recognizing the right strategy.
A harsh eye opener during the session was never to judge a Facebook page by the number of likes. In technical terminology, it is the work of bots and that is in no way a measure of the organic engagement of audience with a brand.
Coming to the trends, the panelists shared their choice of different channels which keeps them connected and up to date. Apart from the usual suspects in Facebook and Twitter, sites like Buzzfeed (viral content) and Mashable were also popular. The session concluded with the panelists again emphasizing on the importance of creation and effective distribution of quality content as the driver of better social media engagement for brands.
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Sustaining Engagement and conversations on social

“In this digital age, engagement and conversation on social media is extremely crucial for any brand.”
88% marketers want to know how to better engage with their audience on social media.
-In the 21st century brands need to he more adaptive.
-From a campaign to a viral campaign to a big viral campaign is a very brand oriented way of thinking. 76% marketers think they know what customers want. 34% have actually asked the consumer what they want.
Before you start any campaign, you should
- Understand your target audience
- Evaluate your brand reputation
- Gather valuable consumer insights
A need based evaluation is necessary for any brand.
People: asses the customers’ social activities
Objective: what to accomplish
Strategy: how relationships with customers will change.
Technology: which social technology to use.
Goal: qualitative and qualitative goals.
Metrics: a way to measure the results actually achieved against targets.
Tips for Goal setting
Be Specific
Make it Measurable
Know Attainability
Be Relevant
Make it Time Bound
Common mistakes in goal setting
> Unrealistic
> Far too many goals
> Unspecific
> Not writing them
Effective 2 way communication has to be established, namely – Visual communication and Influential communication.
** Video content has been found to have 40 times more penetration that text or audio.
**People don’t buy things, they join things!! They want to be included and a part of conversations.
2014 has been declared the year of influencers.
As Influencers, content creators have to :
- Build awareness
- Build credibility
- Create emotional communication
- Create loyalty
- Super advocate
And Brands have to work at influencing the Influencers.

Udit Malhotra, Digital Strategist, Brand & Consumer Practice, Genesis Burson-Marsteller helps brands engage online with their fans, and consumers on a continuous basis. Udit helps brands and organizations to structure, plan, and implement activation or launch products and services with engaging campaigns.
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Dream Live- Talk by Bharadwaj Dayala

The talk mainly revisited the travelogue as documented by Bharadwaj Dayala, who is basically a nomadic traveller and an expert motorcycle rider who loves to ride without a concrete plan.
Dayala also happens to be the first person from India to travel the whole world on a motorbike and his odyssey included around 60 countries and over 1,00,000 kilometres.
His team plans to make use of social media to identify riders who shall be chosen to accompany him on his expeditions.
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Sex, Sexting & Social Media

A panel discussion on sex, sexting and social media happened here at Fava, where the panellists were:
Prasad Virappa , Namarata and Samrit Gill and the moderator was Apoorv who has also written a book recently.
Social media has made people’s sex life exciting. With social media, sexting has taken a hygienic way of having an affair. Here you get involved with people with whom you may have never interacted in your real life. You get the freedom and independence to do or say something which you will never do in person. You get to live another life. Young people even share with their friends and show them how are they flirting with another person or what are they texting.
Samrit says she has learnt a lot from social media about all intimate stuff as India being a country where people are a little reserved in talking about sex and related stuff. She never had the courage to ask her parents about it or go and pay a visit to a doctor regarding the same. So, here social media has helped her.
Namrata feels that nowadays sexting has become a virtual foreplay. People are more open these days and talk about casual sex, sex buddies etc openely. People are opening up. She feels texting in a way is different than a phone call.
But not everyone supports the same idea, some say they would be same when they are texting or speaking over the phone.
People get involved in virtual relationships as they get to live a fantasy live here which they always wanted to live.
It has been a trend these days to change the profile picture on facebook three times in a day. People change pictures to seek approval from others. To project an image of what they want others to see in them. They are trying to fit into a group. In short, they are trying to validate their existence.
Another trend that has come up these days is to take self pictures through your own phone. It keeps you motivated. It makes you take the control of how you look in front of others.
Social media enables you to keep in touch with people, it enables you to see people who share the same interests or have the same personality as you. But the art of conversation is dying nowadays, the conversations are more direct and straight to the point.
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Changing Paradigms

Before getting into the gist of what this session was all about, here’s a question – What is a Paradigm Shift? To define it simply, a Paradigm Shift is a complete change in the way you perceive things. To elucidate this statement, Mr. Senthil Anand, Head-Account Management at KRDS Social Media agency, gave a simple yet convincing hypothetical scenario.
“A person buys a packet of chocolate and goes and sit on a bench, keeping the packet besides him. Just then, another person comes and sits there, opens the packet and starts having those chocolates. This leaves the first person perplexed as to how someone can do something like this. And to add insult to injury, he even offers those chocolates to the first person. At that time, he puts his hand in his pocket and realizes that he had kept his packet there itself.
This realization of his changes his perception of the situation from being desolated to appreciating the giving gesture of the second person.”
Social media has seen a similar paradigm shift since it first came into being. Before 2000, the only medium for brands to advertise and promote was broadcast and print media. But at present, social media as a medium plays a big role in changing brand perception and influencing buying decisions. A great example of such influence is the “Swaad Zindagi Ka” campaign by Cadbury which changed the popular perception that chocolates is for children to chocolates means celebration.
In this PULL marketing era where consumers are attracted to brands rather than brands being forced onto them, Facebook ads has helped brands focus on target audience and amplify their reach to a large extent. To crisply round it off, the paradigm shift in social media has been from limited avenues of promotion through PUSH MARKETING to a much more tangible approach in PULL MARKETING with lesser media orientation, instant access to information and multiple content creators for a better of exposure to brand audiences through web and social media platforms.
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Building brands on social media

This was another very important and interactive session during Day 2 of the Social Media Week at Hard Rock Café. The whole purpose of this presentation-based session by Samar Singh Sheikhawat was to outline the benefit of social media in a well-integrated strategy for a brand.
At present, the consumer behavior is changing; people are not buying the way they used to in the past. With social media gaining popularity, it has become essential for brands to devise an approach that helps cultivate visibility and earn leverage on different social media channels. With digital marketing as a focal point, Mr. Sheikhawat put forth a multi-layered strategy that can help a brand do just that through social media: -
Being Collaborative – Brands should recognize the need to talk to its customers and then do just that. Nike’s Chalkbot campaign at the Tour De France managed to do just that.
Being Participative – With the ubiquity of Smartphones these days, it is necessary that a brand provides avenues of user participation to bring in a sense of connect.
Being Generous – For every brand, giving back to the society is a big part of that. Now it might be opposing to the conventional marketing principles, but it is crucial nonetheless. “One Day without shoes” by TOMS which was implemented in multiple countries is a good example of this characteristic. Apart from that, the “Dove Real Beauty Sketches” was an endearing one as well.
Being Experimental – Brands should always be open to experimenting to have better engagement with its audience. The “COKE Small World Machines” and “Kingfisher Beer Up” are such campaigns that paid off well thanks to the intent of the brand and execution of the campaign.
Being Playful – Till the time a brand is not deviating from its core communication, it is always good to have a fun element about the brand. “Kingfisher’s Beer Headbang” contest campaign is a good example of that.
Being Personal – Consumers always appreciate the personal touch that a brand gives them. This is something brands should look into more often. “A Glass of Water” by Toyota and Volkswagen’s “Driving Music Redefined” were two such campaigns where iOS apps helped users to improve their driving skills and create music as per your driving respectively.
The session came to a close with Mr. Sheikhawat emphasizing on the fact that effective leverage of different social media channels for a brand is possible only with a well thought-out and online-offline integrated market approach.
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Preparing to taking the social plunge

This session provided some valuable insights about a marketer’s perspective on social media as a medium of marketing a brand. Exposure to social media is free for a user but for a marketer, it is a challenging task with the strategizing and financial restrictions involved.
Currently, the major roadblocks that marketers are –
-> Improper goal setting by a brand
-> Lack of stakeholder agreement
-> Social media as a standalone does not work
-> Level of success is undefined
The first major point of consideration before a brand takes the plunge is to analyze whether social media is needed or not. The stats that 70% people listen to experiences of other people and 65% of consumers interact with a brand through social media makes it even more difficult for a brand to come to a decision regarding this. However, that is an assessment that is essential for a brand to make on the basis of their target consumer group and viability to business.
As a brand or an agency handling the brand, it is important to listen to what your audiences want and align their digital marketing strategy in line with that. Even more crucially, what can be done to bring about this social media maturity? Some of the suggestions put forth in the session for this were: -
* Having the right attitude towards social media
* An understanding of the kind of structure that is required to execute social media strategy.
* Long term goals for social media should be well-integrated with the overall marketing strategy.
* Employees should be well aware of the social media strategies that their organization follows.
The question that now remains – As a brand, are you ready to take the social plunge?
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Awareness of security in social media

This session was possibly the most interesting and unexpectedly intriguing session of the day. Taken by Saket Modi, a self-proclaimed ethical hacker, the target of this session was to underline the need of security in web and social media platforms. Before he started, he was bluntly clear that this session was to bring about awareness rather than scaring the audiences present.
Saket shed light on how security is on the back end of considerations for websites – be it general or e-commerce, when running a business. However, this is where majority of the companies get it wrong. With the socially integrated world that we live in, social media security is basically the stem on which the social media arena grows, so it becomes imperative to take care of it. Turning a blind eye to the security aspect of a social media strategy just leaves it vulnerable to being compromised. Speaking from a hacker’s perspective, he repeatedly stressed on how easy it is for a hacker to get access to your personal credentials which can then be used unethically by him.
He even gave a live demonstration by taking a random Smartphone from the audience for a span of a few seconds and before one would know, he had access to contacts, messages and everything else on that phone. He even disclosed how he did it by downloading a simple APK file and accessed it through an indigenous software developed by his company. This demonstration refreshed Die Hard 4.0 for us.
The crux of this session was well conveyed and equally well received. The lesson learnt – Be aware Give importance to security when utilizing social media avenues on web or mobile.
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Monday, 17 February 2014

Social Media Week Bangalore Takes Off

The much awaited Social Media Week kickstarted here at The Leela, Bangalore today with an opening address by Alex Oberberg, ‎Global Head of Programs & Markets Engagement, Social Media & Digital at Nokia with a message to people to embrace Social Media, meet new people, share ideas, collaborate and bring in the community together.
This is the fourth year of Nokia’s association with Social Media Week and this year, the Social Media Week is happening across 25 countries spanning 5 continents.
“Social Media is a true movement. Let us make it a platform to bring the social to technology and interaction in the community.” – Alex Oberberg
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The Future of now-Neville taraporewalla

“Technology is changing our lives in the way we use Social Media to connect with others, share ideas and get things done.” ‎Neville Taraporewalla, General Manager-India, Advertising & Online at Microsoft highlighted the emerging technology trends. He spoke about how Mobile devices are getting more and more smarter with better computing powers to enable connectivity for users.
He pointed out that technology is going to make the computing power of your mobiles in such a way that it is going to actually help you to get things done once you hit the “Search” button.
At Microsoft, efforts are being made to allow consumers to go “from searching to doing” through their devices in the near future.
Microsoft recognizes that Technology is reacting to trends and these trends are shaping the designs of devices.
Starting with computers, Microsoft is working to build a family of unified devices which will have a uniform feel across platforms and easily connected on Cloud.
According to an online survey of over 8000 consumers, the following trends have emerged which will influence the design of devices being developed.
1. Value me : Many consumers are open to sharing their information if they are rewarded for it.
2. Create a culture: People want to create and be involved. People want to have the freedom to play around with their devices and even reassemble it, share it and feel good about it. People wanting to do their own things with their devices.
3. Niche Network: Consumers want to be part of a network that gives access to information and allows sharing of information/expertise/teachnology
4. Age of Serendipity- People want to be inspired by a Spark! There is a feeling of urgency to do things “Right now”. Consumers wanting to do something on their own without waiting for technology.
He once again stressed on Microsoft’s vision to build a family of products and devices to ensure that they are unified in design and connected by cloud, taking into consideration the wishes and feedback of consumers. He wrapped up with a short clip highlighting the message that “With a little imagination, anything is possible.” when it comes to integrating technology with making life better for people.
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"Fitness should be free": Milind Soman in conversation with Lakshmi choudhury

Milind Soman in conversation with Lakhsmi Choudhury, shared on how Social Media has helped him stay fit and healthy and answered questions like “What is the Standard of Health in the country?” and “Can Apps help you stay healthy?”.
“I like to explore and share with people what they can do to keep fit and healthy.” – Milind Soman, Runner, Actor, Model and Film Producer.
He also pointed out how social media platforms like facebook has been able to help him raise awareness and rope in sponsors for unconventional events like Women’s Marathon event for Breast Cancer Awareness Pinkathon which he feels, hasn’t attracted enough support.
“The affluent in India are one step ahead when it comes to being aware about health and using technology to stay fit. But it is a choice you make to keep yourself healthy and fit.”
Pinkathon, an initiative by Milind Soman is an effort to help women to be more aware about their health, Cancer and staying fit. Women can really put the message across in a stronger way with their Children – on health, lifestyle, behaviour and living a balanced life. I wanted women to understand the need for balance in living through sports and physical activities. Walking and running can be a little time for yourself and take care of yourself.
Indian women are not encouraged to express themselves or their needs. Pinkathon is to try to create a movement to encourage women to find their me time.
“Involving women in community running also engages the entire family. Last year’s Pinkathon events had two messages. “That women need to take their health more seriously and that Cancer is treatable if diagnosed early.” This is where social media comes in to help. It is a great tool to create awareness, engage people and get the movement going and find a support system.
“Fitness should be free. To be fit, you don’t really need guidance. You just need to start, focus on how you feel and your body will train itself into fitness as you continue the journey.There is no room for pain. You must feel good.” -Milind Soman
Technology is only a means to an end. It can only get you connected to communities & networks of individuals and information. Use social media to find your comfort zone when it comes to taking care of your health and maintaining it.
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Social Media for Social Change


Social Media Week Bangalore Day 1
Monday 17th February 2014
Social Media for Social Change.
3.00 – 3.30 pm
The Leela Palace, Bangalore
Speaker – CVL Srinivas
The session started with the example of how Superbowl, apart from being the biggest sporting event in US, is also a great platform for real-time marketing of brands. The Jaguar campaign #itsgoodtobebad garnered a lot of publicity, so much so that it that other brands tried to unethically capitalize on it popularity. Due to this, special measures were taken to maintain the distinct authenticity of the event.
Mr. Srinivas believes that social media is fueling TV viewership and the impact will only increase. With 220 million internet users in India with 60% in digital, the belief is well-backed. He also said that “the lines are blurring between tactics and strategies, between advertising and content, and dare I say even between agencies and clients.”
The crux of the session came with the Tata Tea Jaago Re “The Power of 49″ which emphasizes that almost 49% of the illiterate population in India is women and their power to vote can influence how the country functions. The campaign intend to bring forth female TV stars who have a high level of influence and reach and make them the advocates of this cause.
The session concluded with a highlight on the brands mantras -
-> Building a digital culture is important
-> Data, content and technology should be well invested in
-> The focus should always be on listening
-> Breaking hierarchies helps bridge the gap
-> Focus should be on “Push to Pull” communication
-> Online-offline integration is very much essential for better effect.

The level of popularity that social media carries at present makes it the perfect vehicle for initiating social change in the present day and age that can influence masses on a much larger scale. The framework of social media is already there so its all about utilizing the medium for greater good of initiating social change.
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Crowd Fund Your Idea- Pawan Kumar

Director and Filmmaker Pawan Kumar shared insights on Social Media and how he got his Kannada Film Lucia fully crowd sourced through Social Media and released to critical acclaim in 2013, and even winning the Audience Award at the London Indian Film Festival in 2013.
By involving his ‘future’ audience who wanted to be a part of project Lucia, Pawan Kumar got his film to achieve a cult status with a huge following, getting massive media coverage including business dailies and pushing the brand Lucia to break barriers for the Kannada Film Industry.
Around 600 people sent in clips on YouTube to audition for the title song of Lucia, the film.
Trailer of Lucia, the film had 50,000 views on YouTube in 3 weeks. Social media channels Facebook and YouTube worked well for recruiting the Assistant director for the project as well. The crowning glory for Lucia the film, the brand, is that it is the first Kannada film to be released countrywide simultaneously with its release in Karnataka.
Mr. Kumar believes that using social media to sell an idea to the crowd worked because the local population needed a contemporary Kannada movie which they could be proud of. He concluded by saying that although the approach was unplanned, it worked well as effective utilization of the available social media channels helped an idea become a crowd-funded success!
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Will Social Media be the game changer for the 2014 elections?

A panel of 5 comprising of 3 Representatives of Aam Aadmi Party, BJP and AICC and two Social Media experts take the stage to discuss the role of Social Media in the 2014 Elections moderated by Darlington Jose Hector, Editor, Financial Express.
They responded to queries like “Can Social Media form opinion and translate to votes? What messages are being sent out through Social Media? Does too much information on Social Media lead to a state of flooding your audience or “spamming”?”
“There has been a disconnect between the voter and the leaders who are contesting elections. There is a large part of India who is undecided and irrespective of what has happened so far, there is a way forward with people becoming more aware and making an informed opinion through the advent of Social Media and communication.”
” Social Media is a medium and platform for sharing opinion, feedback and interacting for bringing about change.”
- Prithvi Reddy, Aam Aadmi Party
“People are cynical about politics but when they come together to express themselves by posting on Social Media is a political act. We are going to have people find a way out through active engagement.” – Rajeev Gowda, AICC Media & IMM Bangalore Professor
“The BJP has been very Social Media forward. Everything about us is out there and though we have been much maligned, we have been very positive throughout. We are listening to people’s opinion through Social Media and initiatives on our website.” – Aparna Patwardhan, BJP
Social Media should not be used like traditional means of information dissemination but rather, as a platform for interaction and networking to bring about positive change and effective governance in the country. A question to ponder on is how successful has Social Media been in reaching the rural voting population of India and changing their opinions and traditional trends of voting decision.
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ROI in Social Media

Alex Oberberg, Nokia
Ashok Lalla, Infosys
Rajiv Mehta, Puma India
K Ramakrishnan, Cafe Coffee Day
Samar Singh Sheikhawat, United Breweries Limited
This was one of the more interesting sessions that gave us insights about the corporate side of how companies go about integrating social media in their marketing strategies and why ROI needs to be measured.
The first point that came forth is what would you define ROI as? The most upfront reply came from Mr. Sheikhawat as he termed ROI as output against input; the input here being the resources invested in social media strategies by a company and output being the fan following and popularity they have garnered through it. He said that “The role of social media in brands is to build communities around the brand platform”.
Companies are increasingly recognizing the positive impact of social media on a brand which is why the budgets allocated for digital marketing are on the rise. Social media is free for the consumer but Social Media marketing requires strategy, time and money for the ones executing it. That is the reason why it is crucial for marketers to convince senior management for budget allocation for the same. There was a critical observation that for a marketer, “it does not matter what you think your brand is, people tell people what it is, and that is what drives the social media.”
The session concluded with a unanimous agreement that “Return on Investment” should indeed be measured but it cannot be measured on the performance of a single medium alone which is why it is important that the online-offline integration is effective and integrated across all the available social media channels to get a true measure of ROI.
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Zero Road Violation Culture-A social media way?

B. Dayananda, I.P.S, Additional Commisioner of Police (Traffic), Bangalore City took the stage to elucidate the gathering on the efforts and progress made by the Bangalore Traffic Police through Social Media to curb Road/Traffic Violation via the Bangalore Traffic Police Facebook Page.
How does it work?
The exercise is User Driven - with commuters capturing and uploading photos of violations as they happen.
The Bangalore Traffic police knew that they were dealing with a double edged sword when they put up their Facebook page but over the 3 years since then, they have achieved some insights which is helping them to place an effective and functional platform for commuters to exchange information and get their grievances aired.
The response has been huge and the Bangalore Traffic Police admits to being swamped at times by the sheer volume of feedback, queries and complaints. Though complaints have been more personal in nature than public, the force is working on finding ways to effectively respond and resolve as many issues within minimum response time.
This also led to launching the “Carpool app” which encourages commuters to help ease city traffic at peak hours by sparingly using your car to travel around the city unless absolutely necessary. This has been successfully implemented in a city where the annual growth in population is 4.5% as compared to the 25% increase in number of cars. What remains to be seen is how the city can be more actively engaged in using the internet and Social Media to develop and maintain Road regulations and minimize road violations.
A new working culture has been established since the campaign took off. With the force having to actually “practise what you preach!” This realization has come through after numerous experiences and exchanges on Facebook.
Can Social Media actually help in shaping acceptable road behaviour? It seems the takeaway from the experience of the Bangalore Traffic Police is that the force needs to get more net savvy to deal with the demands of the times and keep up with efforts at improving and creating higher awareness about good road behaviour. The force has, through determination and action built greater capability with higher transparency in function.
A twitter handle which will allow for real time updates and up-to-date traffic concentration alerts around the city is in the offing. The rest of the country could learn a thing or two about using Social media to build a Zero Road Violation Culture.
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How Good Is Your Social Media Gyan? Presenting "the unquiz" by unmetrics

The last session for the day also happened to be one of the most engaging ones of the lot. The talk was hosted by Ranjini Ramachandran of Unmetric and the panelists included Nidhi Bhasin from TVS Motor Company, Karthik Nagarajan of Group M and Shivraj Subramaniam from Madura Lifestyle and Fashion.
Wittily named, The Unquiz, the talk engaged the audience in quite an interesting manner by adopting a quizzing format. The audience was divided into three different sections each led by one of the panelists. The questions for the quiz were composed using the analytical data gathered by Unmetrics on how brands have performed on various social media handles in the last year or so.
Questions like ‘Which of the following brands experienced a growth of 3.00% after releasing a video with a new brand ambassador?’ and ‘Which brand garnered the most number of likes on social media for an advertisement following the Supreme Court judgement on Section 377?’, were directed at the three teams.
After an entertaining and interactive half an hour, it was Nidhi Bhasin’s team that scored the highest and the winning team’s members played out a final quizzing round among themselves in order to find a winner. Finally, the quiz was won by three people and everyone from the winning team took home an interesting prize.
Overall, it was a session that was highly informative and focused on learning and getting the message across in a manner that was quite refreshing for the audience.
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Entertainment at social media week

It’s 8.30 pm at the Social Media Week at The Leela Palace, Bangalore and Day I has moved from the serious stuff to the Fun Stuff. Sundeep Rao, Standup Comedian takes the stage and gets the people who are busy enjoying the hors d’oeuvres crack up with laughter, at first tentative and slowly growing boisterous. As spirits lifted, the day drew to an end after all the riveting discussions and presentations to give way to a different kind of exchange. Conversation flew easily, introductions, handshakes, snatches of conversation about the day’s sessions while much laughter emanated from the steady flow of wit and humour.
Soon, the much awaited fusion Band Aghor came on stage and rocked the gathering with their brand of Fusion music bringing Day 1 to a resounding end.
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