An eventful day at Paul Writer IT Marketing Summit & Awards

Conference, summit, unconference, meetup, any such event has primarily two objectives – networking amongst like minded people and few domain knowledge that one could learn from peers. Recently, I had this opportunity to attend Paul Writer Great Indian IT Marketing Summit & Awards. The summit attracted participation from top IT product and service oriented companies like Microsoft, Dell, Cisco, Cognizant, IM, Tech Mahindra, SAP, VMware, HCL Technologies, LinkedIn, Wipro, CSS Corp and Tally Solutions etc. The event had some interesting panel discussions focused various aspects of Internet Marketing. I have briefed below the learning I had from each of the session:

From You to Me to Us

  • The major attraction of this session was the quote by Nupur Sharma, “Your customer is not a dog anymore, but a cat!” The point to be noted here was that customers these days have very unique needs and they have resources to search and find the best offering that addresses their needs. Hence, the digital marketing needed to be customized to address individual needs
  • Another famous quote of the session was by Apurva Chamaria, “B2B is no more true, its more of i2i (individual to individual) marketing. Companies don’t business with companies”. He emphasized that in B2B context it was very essentials for every individual in the organization to leverage digital media effectively to find, build relationship and interact with their customers
  • In earlier days B2B marketing was considered to be logic driven, while B2C marketing was an emotional one, but in this information economy, the lines are blurring
  • Innovation in content marketing was the need of the hour and brands need to focus on generating small bits of content that are easy for users to consume and interpret given the reducing attention span for a particular media channel
  • Employee Advocacy is emerging as a crucial program within IT Marketing for brands to build a strong employer brand

Social Selling is Here

This session started with an interesting debate between Ashok Lalla and Jatin Modi. This was one of the most interesting sessions of the day for entire audience. Some of the key takeaways from the session were:

  • Building brand’s awareness, credibility and viability is a basic necessity of Social Selling
  • Social connectedness between people is there to stay, hence its more about how we leverage this ‘connectedness’ irrespective of the platform where brand creates its presence
  • In B2B context its more about internal expertise (who create/share content) & the expertise who amplify it. As the original content creation is a challenging activity and only very few manage to do, it becomes very essential for brands to have experts within organizations who could amplify the content and driving conversations at larger scale
  • The content shared by brand should leave some scope for people to add value to it and hence motivate people to engage with the brand
  • Social Selling is not tactical, it definitely is slow but strengthening relationships will have long term impact

Keynote speech by Ashutosh Gupta, Director Marketing Solutions, LinkedIn

Ashutosh highlighted how LinkedIn was fast emerging as a content consuming platform for passive candidates (who are not in search of jobs) and how marketers could leverage this platform. Some of the key insights he provided during the keynote address were:

  • 10 pieces of content are consumed by the decision-makers before arriving at a decision
  • LinkedIn users are 7 times more engaged with content vs. jobs’
  • If you ‘gate’ insightful content like whitepaper, infographics, video, you would lose the interest of top-funnel
  • Map your content to the right segment of the funnel to influence at best
  • Impact every stage of buyer process journey with relevant content

Friends with Benefits: Making Partnerships Work

This panel discussion was focused on how it has become a key strategy for organizations to build strong relationships with their partners for sustained growth. Frankly, I had no interest in this session, but some of the learning that came across in this session could be applied even in our lives:

  • Building trust between partners was of key importance even before agreeing upon the ROI metrics
  • Partnerships need to be nurtured well for long term growth of both organizations

Golden Cs: Content to Conversations to Conversions – Nurturing the Pipeline

Ever since digital marketing came to existence the relevance of content has been highlighted umpteen times. However, off late when brands have started leveraging content, the discussion and expectation of CMOs and CEOs has shifted towards the conversations that are driven through these content and the conversions (ROI) derived from various content marketing efforts. This panel touched upon various aspects of this phenomenon:

  • Focus should be to produce the content that drives deep conversations
  • Increasingly it is becoming difficult for marketers to defend the cost involved in producing content. Hence, its high time that marketers plan to map ROI for every piece of content that is produced
  • Especially in B2B context, given the long decision making process and multiple stakeholders, marketers need to produce small bits of content at regular intervals of time to ensure top of the mind recall.

The final session of the day was a chat between Jessie Paul and Ashok Soota, CEO of Happiest Minds. He shared his experience and some tips for youngsters to handle the professional pressure and excel in career.

Then came the much awaited moment of the day – Awards announcement. Guess what, HCL Technologies won two categories  – a) No Money Marketing (Unified Messaging of RBTC) and b) Best Lead Generation (Hiral Videos campaign). The Best Digital Agency of the Year award was won by Frogideas for #CoolestInterviewEver campaign.

Paul Writer

 

It was a great full day of knowledge seeking, networking (with tweeps like Ashok Lalla, Tinu Cherian, Malhar Barai, Pradeep Chopra) and the icing on cake was the moment when I stepped on stage to collect the award for Hiral videos campaign which was executed by my team.

LinkedIn MTV ‘Get A Job’ Campaign

As usual while browsing through my Twitter timeline, I came across a tweet by Intel India about some internship position. The hashtag, #GetAJob drew my attention and the curiosity within me went after researching what it was. It might be that I am the last person on the Earth to know about this campaign. In that case, just feel free to stop reading this blogpost and move on! Else, just keep reading and get to know what I experienced and think about this campaign.

I landed upon a campaign website and was spell-bound to know that LinkedIn and MTV have joined hands together to provide a ‘cool summer internship’. Now, that sounded unusual as how can a music / entertainment company join with a professional networking website to run such an intern-hunt. So, this further fuelled the curiosity. And, I finally got to know that both these diverse but leaders in their industry have come together and involved 10 other organizations for this campaign. The branding and other technical details which I will discuss below clearly indicated that the campaign was a brainchild of LinkedIn and their objectives were either all or some of these – 1) Increase penetration of LinkedIn in India, 2) Make youngsters realize the importance of LinkedIn as part of their career ladder, 3) Drive awareness about cool new jobs that are available and that are getting created day-in and day-out by top brands and 4) Set a sound case study on social recruitment in a country (India) where still resumes / CVs rule the hiring manager’s desk etc. I would be eager to know from LinkedIn / MTV team if I missed any of the objectives.

Campaign website

Campaign website

The campaign website is very attractive and clearly lists the 12 internship positions that are available in diverse organizations like Pepsi (Platform Marketing Intern), Reliance (Social Media Intern), Rolling Stone (Editorial Intern), Tata Consultancy Services (Enterprise Game Design Intern), Flipkart (Management Trainee), Mercedes-Benz (Security Analyst Intern), Intel (Circuit Design Intern), Loreal (Brand Marketing Intern), LinkedIn (Product Marketing Intern), Universal Music (Digital Media Intern), MTV (Show Production Intern) and Grey Group (Copywriting Intern). Virtually the campaign has touched upon all industries that would be of keen interest to youngsters of 2015! A very convincing campaign video was also made available on the website.

Eligibility

18 year old candidates with Indian citizenship (read: campaign was restricted only for Indian audience) were required to be enrolled for Bachelor’s and Master’s degree.

Application Procedure

How to Apply?

Here came the trick! Candidates were required to apply only through their LinkedIn profile. If the candidates didn’t have a LinkedIn profile, they were asked to create one and then apply. A user-friendly guidance video with to-do list for candidates to create their LinkedIn profile was made available.

LinkedIn MTV Get A Job selection procedure

What happens Next?

The shortlisted applicants would be asked to send a short video highlighting why they are best suited for the job. This would be followed by Group Discussion / Skill Test for top five applicants and finally interview by hiring manager for final 2. Eventually one applicant would manage to get the dream internship.

My views:

1) This campaign would help LinkedIn establish the fact that their platform is crucial for today’s employment scenario. I think this would also ease the efforts of LinkedIn to come closer to the Indian corporate fraternity. LinkedIn would use this campaign as a leverage to touch base with few other organizations who haven’t tried LinkedIn’s products so far.

2) This would be a one more stepping stone for social recruitment space in the country, hence forcing hiring managers to think seriously about this space for their hiring needs

3) I struggled to a large extent and yet didn’t manage to find the timelines for the campaign. There was no end date for the applications to be submitted or some tentative dates for the next rounds. However, it is clearly mentioned that the internship could be for four months and would be between April and July.

4) Though it would have an intentional strategy, I feel both LinkedIn and MTV should have made explicit for this courtship which to my mind looks confusing. On the first sight I felt as if the campaign is for MTV and LinkedIn is sponsoring it. But, once I browsed through the website it was clear that many other brands have joined for this cause. The association of MTV still remains a mystery to me at least!

5) Some element of gamification for each of the roles on this campaign website itself would have further increased engagement scope for the applicants and would have driven word of mouth (through social sharing) much faster and wider. Moreover, this gamification step in itself could have acted as an intermediary step for evaluation.

Overall, I felt this was a great initiative specially targeted towards the youth!

#OwnTheJersey campaign by @StarSportsIndia during India vs Australia match in Carlton Series

Leave apart the hype that was involved in the India vs Australia match in Carlton Series, the major attraction of the match for Indians was the new jersey for the team. Most of us already got to know about this new jersey that has been designed by Nike specially for Indian team’s foray in the upcoming World Cup’15. The key attraction of the jersey is that each jersey is made of 33 recyclable bottles. Craze amongst Indian fans for the World Cup’15  jersey is needless to mention, which Star Sports India capitalized upon.

Star Sports India came up with an interesting contest. You may wonder what was special about it. Right at the beginning of the cricket match it was announced that ten questions will be asked throughout the match and fans need to answer them on Twitter by replying to @StarSportsIndia with hashtag #OwnTheJersey. All these ten questions were spread across the match (five per innings) and announced by commentators at respective time. During the innings the five questions were spread across each major stage of the innings – 1) PowerPlay-1, 2) Middle Overs -1, 3) Middle Overs-2, 4) PowerPlay-2, 5) Slog Overs.

The key highlight was these questions were repeated on Star Sports India Twitter handle, so as a fan if you missed watching TV at the moment when question was being asked, you would lose the opportunity to know about it. This I think was a smart move by Star Sports India to make fans glued to the TV sets across the whole match. However, the excitement was built on Star Sports India Twitter handle.

Carlton1

Carlton2

Carlton3

Carlton4

Carlton5

During the innings break Star Sports India ensured the excitement was well maintained with the below tweet.

Carlton6

Unlike other brands who in the recent past were splurging money to get that first spot on Twitter trendlist, Star Sports India thought through a well-integrated contest which in no time ensured that the campaign hashtag started trending on Twitter within few hours of the match. As and when this blogpost was written, the hashtag had already gained over 750 tweets contributing about 1.97 million impressions (Source: Keyhole) since morning.

OwnTheJersey

Takeaways:

1) We have often discussed at length about integrating multiple devices during key events to get the word of mouth reach distance. Efforts like these should be a good learning opportunity of other brands.

2) No need to always depend on paid initiatives if you have strong attraction. Just leverage the occasion to the best

3) Integrate the key service offering with the campaign

Excerpts from my interview published with CareerBuilder

In the cut-throat competitive industry of job-boards in the country CareerBuilder is the new entrant. Each of the player in the industry Naukri (still enjoys the market leader position), Monster, Shine, Timesjobs etc. have come up with unique marketing campaigns. Specially the famous Hari Sadu TVC by Naukri has been talked at length and wide cited. In recent times, Shine has come up with few interesting TVCs. CareerBuilder is a very strong brand in the US, very similar to Monster. However, they have joined the party late in India. Recently, they came up with a content driven campaign – #KnowTheProfession. As part of this campaign they interviewed experts from various professions to highlight the details about the particular profession, recent trends, skill sets required for the profession etc. The various professional skills covered as of this blogpost was written were – Hospitality Consultant, Modeling, PR and Events, Data Analytics, Shooting, Singing, Journalism, Theatre, Photography, Entrepreneurship and Car Racing etc. CareerBuilder conducted my interview for Social Media as a Career section. A few excerpts of the interview is mentioned below, while the complete interview can be found here.

     How can a fresher kick off with your career option?

     Ok, I would here address 4 different avenues that would help every fresher to make a kick start. These are:

  • Understand the functionality of each platform
  • Understand how users interact with each platform
  • Have some empathy towards users be it any product category you deal with
  • Treat human beings as ‘human beings’ and not just as customers, who pay few bucks for your products/services.

      What advice would you like to give to the newbie who wants to make a mark in this domain?

      My advice would be:

  • Respect fellow human beings as ‘human being’ and not as my client’s customer or my end customer
  • Empathize with the end customer and you will be able to deliver the best
  • Invest your efforts to learn the functionality of the platforms to the best
  • Try to map the functionality of the platform with the human behavior
  • Tie the marketing objectives with the social media objectives

     Would you like to share some thoughts on the pros and cons of social media/digital media censorship?

     Pros:

  • It will help in avoiding certain crimes and will seed further confidence in people to participate in this medium
  • The ecosystem will have good quality content
  • Communication can happen in a seamless manner and with much better reliability

      Cons:

  • It might curtail the basic motivation (and Right!) that users have to share information
  • The digital divide might increase to a greater extent, hence harming the social ecosystem at large

      Any funny/memorable/fandom moment you encountered? Would you please like to share?

      Two of my last three jobs were due to my presence on Twitter. I can share both memorable moments –

      a) I am approached by the HR team of an organization for a vacancy at their place and I end up having unfavourable experience with them. I tweeted about it and was surprised to get a call from the co-founder of the organization. I am invited for a talk and I end up joining that organization.

       b) I participated in #CoolestInterviewEver Twitter recruitment exercise conducted by HCL Technologies. Over 88,000 candidates across the World participated in this two month long recruitment process which was held on Twitter and I managed to emerge as the only winner with a package of USD 75,000 and a year, long contract with HCL.

I hope youngsters who are aiming this profession as their career choice would find this interview useful. In case you have any further doubts or queries, feel free to interact with me here or on Twitter!

Flashback of 2014!

Generally people write this kind of blogpost either in the last week of December or in the first week of January. Though, I intended to wrap this one in the last week of December, my busy work schedule delayed this. It is always fun and moment of deep breath when we look back the 365 days that we traversed. Some moments would be cherished for lifetime, while we wish to forget some. Every day we learn, unlearn and relearn some or other aspects of life / profession / society etc. We easily incorporate some of them as part of life, while fail to even possess slightest of memory regarding some. Here is a sneak peek of how my 2014 went by. Its actually tough to list down each and every event / activity. I have just listed down the ones I remember and I think made an impact to me as a person or to my profession.

January: The year started with a bang on professional front. I was lucky to work on Teacher’s India social media project. We helped them launch their new TVC through social channels in a big way. It was my first exposure to media planning and truly this would go down my memory lanes for long time. Thanks to my then team member Praveen, who played a crucial role in ensuring this campaign went well.

February: This month made me realize value of life and the nature’s command over human life, on a real adventure trip to Rishikesh. It was an absolutely fun-filled trip with my entire ZenithOptimedia gang. Someone rightly said, ‘fortune favors the brave'; I was terrified of getting drowned as I have a severe water-phobia, but was pulled in by the other members. And guess what? Our raft toppled! Those 60 odd seconds under the raft would make any one realize the value of one’s life and how helpless are we against nature’s power!

Rishikesh trip

March – April: What to say about these months! Cracked the #CoolestInterviewEver campaign by HCL Technologies and was offered a one year assignment with the company. Never expected to win this campaign, in fact started off very casually. But, once I entered the top 100, I thought I had a chance and gave my best. The innovativeness of the campaign was the true motivator for me to participate in the campaign.

#CoolestInterviewEver

During my last few days at ZenithOptimedia had the opportunity to launch Viber in India. We ran some beautiful campaigns to launch the brand in India and I cannot forget those 48 hours when I was almost glued to laptop screens and single-handedly was running customer support for the brand through their Twitter handle. Just the love for Twitter platform kept me going on and on for those two days.

May: Finally the D-day arrived on 12th May when I stepped into HCL Technologies with heaps of mixed feelings. I was super excited to join such a huge company for the first time in my life.

HCL Technologies

June: At work I was through a grueling time busy preparing the annual plan for the forthcoming year. But personal life had something special to offer. It is a proud moment for every parent when their child is all set for school. Jeevan joined school and like other kids gave a tough time to Pheba. But, it was a sweet sense of achievement for both of us as he started going school.

Jeevan

July: A special month as I successfully roped (trapped!) Abhinav as my team member at HCL. We both worked together on a project at AdGlobal360 and he amazed me with his sense of commitment, presence of mind and restlessness! He is such a busy guy on floor that every manager would feel proud of having him in the team. I am sincerely thankful to him for joining me and initiating the Spartan army ;)

Abhinav

August: Always a special month as both I and Jeevan celebrate our birthdays in this month. Jeevan turned three and for the first time I was away on his birthday. But, my birthday was made special by my young, shy team member  – Arpita Das. I was shocked to see my desk decorated and almost for a second felt as if I reached some other floor. Never in past received this kind of treatment, thanks to all hard work that she put in.

Birthday Collage

September: My first campaign at HCL on its culture #ideapreneurship went live. No matter how experienced you are, its always a new day. Started off the campaign with my own tweetchat and gradually it picked up steam.

#ideapreneurship tweetchat

Thanks to HCL, we all went for an offsite to Goa. Though a short trip, it was a welcome break for everyone. The key event of this month was my shift to Noida. It was a tough decision to make after staying at Gurgaon for last five years. After months of debate finally had to take this decision, but it definitely helped me in focusing on next few month’s work.

October: It was a satisfactory month as our initial efforts on HCLTECH career page revamp saw the light of the day. Our hours of hard work in the previous three months was getting noticed and the preparations began for largest media plan I ever worked.

November: HCLTech launched an innovative recruitment campaign – #HiralVideos. This campaign would be close my heart and I am sure Abhinav would too feel so. We had put in everything we had for this campaign and ensured it resulted into resounding success. Those 30 days comprised of – hours of discussions, hard negotiations with media partners, endless follow-ups with various teams and sleepless nights all just for this campaign to be recognized. We not only over achieved our targets by over 100% but also earned heaps of recognition in the media.

December: In short a travel month! For last ten days I literally traveled across the length and breadth of the country – Delhi – Jamshedpur – Delhi – Ahmedabad – Delhi – Chennai – Delhi. The professional achievement that got encapsulated in this travel itinerary was 10th guest lecture of my career and I am thankful to XLRI, Jamshedpur for the same. The Chennai trip happened after two years and helped me connect with my young nephew, sister and grandmother.
South India trip

Overall it was a fantastic year on professional grounds. On academic front I had two opportunities to teach at XLRI Jamshedpur, once at Great Lakes, Gurgaon and once at IMI, Delhi. Moreover, I managed to submit the thesis, which was one step ahead towards the ultimate milestone of earning the degree. Hoping 2015 will be fruitful from academic perspective too and I get to complete my long pending FPM work!

How To Tackle Twitter Hashtag Hijacks?

It is a common trend in Twitter ecosystem where a brand’s hashtag is hijacked by people at large. What do I mean, by saying hashtag was hijacked? If a brand creates a hashtag to popularize a particular event or product or some major announcement and other Twitter users start referring that hashtag in some other context, I call it as ‘hijack’. Why do I call it as hijack? Primarily for two reasons – 1) As a brand, the digital marketing team would have spent hours to arrive at that hashtag after multiple rounds of screening. They would have tried to map the hashtag with brand’s value proposition. If that gets hijacked in some other contexts, the brand’s context gets affected. 2) When the brand’s digital team would be analyzing the success or failure of the Twitter hashtag campaign, the numbers would be inflated due to some irrelevant tweets that would get mapped into the hashtag. This would essentially result in erroneous ROI calculation.

Today Samsung Mobile was promoting Galaxy Note with hashtag #TheEdgeofBrilliance. Samsung went ahead with Promoted Trend property on Twitter, which costs somewhere around Rs.6.5 – 7 lakhs per day (at times large agencies manage to negotiate and get it for Rs. 3.5 – 4 lakhs per day). This was supported by a promoted tweet which highlighted the key messaging.

samsungtweet

While I was browsing through the tweets around the campaign hashtag (#TheEdgeofBrilliance), I noticed some hijacking of hashtag as it happens with every other Twitter campaign. Some of the tweets that were clearly not talking about Samsung or the product (Galaxy Note) being promoted are highlighted below:

Samsung Galaxy Note

Samsung Galaxy Note

Samsung Galaxy Note

Samsung Galaxy Note

Samsung Galaxy Note

Samsung Galaxy Note

Apart from these hijacked instances some Twitter users also criticized Samsung regarding the timing for this campaign:

Samsung Galaxy Note

As a brand it is crucial to expect and plan to counter such instances. No brand would afford to have such hijacking instances deter their campaign objectives and expected ROI. Some of the simple steps that brands could try are following:

1) As it is said ‘well begun is half done’, the campaign hashtag should be carefully chosen and if possible brand name should be incorporated in the campaign hashtag so that it sends a clear message to audience. In situations where brands tend to go after simple hashtags, the chances of them getting hijacked increases substantially.

2) It is very essential to set up a hashtag listening track on some listening tool and continuously monitor every tweet around this hashtag. Ideally the team should employ multiple people to handle this manually and identify such hijacked tweets.

3) The team should reply and engage with these users tactically. The engagement should be so planned that the conversation gets diverted to the campaign objective.

4) In case of some criticism, it is extremely essential for brand to acknowledge the person and pacify him / her, because the chances of these tweets being spotted would be much more due to the high virality of hashtag during those campaign days.

If you have faced similar situation in the past, in interest of the larger audience share your tips in the comment section below.

Disclaimer: This blogpost is not intended to highlight and/or comment on the Samsung’s digital strategy. The mere purpose of this blogpost is educating the larger audience.

Content Marketing Strategy by Google India

The importance of Content Marketing has been done to death. But, fact of the matter is very few brands do it efficiently. In this blogpost, I am sharing the content marketing strategy that Google India has adopted in the past one year. Most of us have watched and admired the Google’s India-Pakistan reunion advertisement. I think many of us have lately also viewed two more videos highlighted in this blogpost. As a marketer / digital marketer / student have you tried to think through the reasons why Google invested behind these videos? Here are few questions to ponder upon – Why was Google focusing on India and creating videos on Indian centric themes? Are these videos going to impact the topline or the bottomline of Google? Will these videos help Google in strengthening its position in Indian markets? Are these videos centered just around Google’s products and services or something more? I hope once you read this blogpost, answers to most of these questions will be self-explanatory.

Now, let’s analyze three videos of Google:

Video 1: India – Pakistan reunion

As and when this blogpost was being written this video had already earned 12.4 million views since it was launched on 13th Nov’13.

I consider this video to be 50% focused on Google’s services (various features) while 50% focused on building emotional connect between the two countries that remain in state of tension for most of the time. The video very well captures various features like Google Search, Google Maps, Google Weather etc. that users can leverage. Most importantly video clearly establishes that these features are also available on mobile devices and its very user-friendly for users to find these information. There have been many reports that highlight that next wave of Internet penetration in India would come from Tier-2, 3 cities and we already have seen reports highlighting the fact that even e-commerce sales are increasing in these cities.

Video 2: Android One – Apni Kismat Apne Haath

As and when this blogpost was being written this video had already earned 2.1 million views since it was launched on 15th Sept’14.

This is another beautiful video were Google tries to boost the confidence of Indian youth population and sends across a strong message of ‘keep moving’ and attain all success in life. While the video also captures cultural diversity that exists in this vast country, the script has been very well crafted by incorporating city names like Dungarpur and Meerut. Hence, it is very well evident that the product that  Google tries to highlight ‘Android One’ is mainly positioned at Tier-2, Tier-3 cities and the brand is cognizant of local needs.

Video 3: #SpecialDelivery – Celebrating unsung heroes of online shopping

This latest video by Google is a fairly new but it has already earned lot of word of mouth. This was launched on 17th Dec’14 and already received over 0.4 million views.

Day in and day out we order various goods from all major and minor e-commerce players in the country. We thrash the player if they fail to deliver the product on time. However, as customers  have we ever thought who are those thousands of delivery men who enable this ecosystem. After I saw this ad, I felt did even e-commerce player ever had plans to thank their countless delivery men who ensure their supply chain doesn’t crash. But, there arrived the thought to Google. They capitalized on the opportunity and also simultaneously tried to fulfill their business objectives – 1) Create awareness about GOSF.in, 2) Entice more e-commerce players to join this festival in the next season, 3) Encourage end customers to shop during GOSF. Hence, I think this video is a classic effort by Google.

One common theme cuts across all three videos analyzed above. Gone are days when brands just focused on products / services to attain their objectives. In this Digitized World, brands need to step up their efforts and focus on how creatively they can leverage the Content Marketing aspects.

I will try to capture some more brands in future blogposts that have done well in this area. Stay tuned and yes don’t be lazy to share your thoughts / comments for me :)

Twitter now launches ‘Twitter Offers’ in USA

We have seen both Twitter and Facebook emulate each other’s features. This time its Twitter who has introduced ‘Twitter Offers’ much similar to what Facebook had launched it much earlier – ‘Facebook Offers’. As of now it is introduced only in USA for selected brands, but as we have seen in the past in no time such features get rolled over across the world. The intention of Twitter Offers is same as that of Facebook Offers, i.e. to facilitate brands in sales. So, Twitter would become yet another channel through which brands could boost their sales with attractive offers.

Source: Twitter

Source: Twitter

But, how does Twitter Offer differ from Facebook Offer?

1. Basic Mechanism / Process:  I found it much simpler in case of Twitter Offer than Facebook Offer. In Twitter Offer user has to just register one’s credit / debit card as first step, go ahead and purchase from that seller and automatically the offer cashback is transferred to the user’s registered credit / debit card. However, it was bit complex in case of Facebook Offer, where an email was sent to the user on subscribing to the offer. The user had to either take print out of the email or produce the email at point of purchase, which meant that user had to make an additional step. In case of Twitter it is very simple, as every user would be carrying some or other card and its hassle free.

Twitter Offer

Source: Twitter

2. Encrypted data of user’s card will be stored: Users do not have to worry about their card to be misused as all card details would be stored in an encrypted manner. Also, users can have regular track of their spends and cashback as they would get all details on their card statement. Moreover, users have an option to delete all account details in future whenever the need arises.

3. No overhead costs for brands: As the redemption process is so simple brands need not invest time in training their resources or make any other special arrangements. While in case of Facebook, there was always a need for brands to inform their stores about the offer, make them aware that some users with email printouts / soft copy would be coming for purchase.

Twitter has always tried to increase engagement on the platform and thereby create some additional revenue streams for it to have a respectable figure on stock markets. This new offering by Twitter on the face value looks to be promising, however it would be too early to comment on its effectiveness. Though, not explicitly mentioned in the Twitter Offer launch blogpost, it definitely seems to be yet another paid option for the brands. Hence, it needs to be seen what are the commercials attached to this offering and how effective are the RoIs resulting from them.

Want to know more about Twitter Offers? Read this.

Raymond_homepaeg

Digital Campaign Review: Raymond #MenInJackets

LinkedIn, the professional networking platform has made news on various fronts both at India and global level. Like any other social networking platform, LinkedIn too has various revenue generation streams from business marketing and recruitment marketing perspectives. Some advertisement opportunities are very specific to B2B businesses while some properties are very relevant for organizations to build their employer brand. Apart from these two broad types of paid opportunities, there is a display banner property on the home page of LinkedIn (you would have seen a small square on right hand side panel). Generally, every time you refresh the home page of LinkedIn you will end up seeing a different ad. Most of these ads when run by B2B organizations, they carry a call to action where the user is redirected to some internal page of LinkedIn – be it company page or careers section etc. However, these ads if you would have noticed some B2C brands that tend to target ‘professionals’ have tried to leverage this property and have primarily taken the user out of LinkedIn ecosystem to their own website for various purposes.

Yesterday, while browsing LinkedIn one such ad of Raymond caught my attention and I clicked on it (I missed taking snapshot of that ad). Not to my surprise, I landed up on the Raymond Select website. The website had amazing welcome page with a clear and crisp copy explaining users why and what he/she is supposed to do on this website.

Raymond_homepaeg

I could enter this website only after logging in through my LinkedIn account, which I believe was a very simple call to action and an intelligent one, as brand would be capturing all user data in the back-end to analyze if they ended up having the right target audience go through this experience. Raymond could use all those intelligence for their future campaigns.

Once I entered the website (after log in) I was subjected to posed five questions.These questions were presented in a very visually appealing manner and I had to just select one correct answer and move ahead to answer the next one.

Raymond_Question1

Raymond_Question3

Raymond_Question4

Raymond_Question5

The best part of this question repository was that the set of questions changed every time you tried to attempt this game. I tried playing it thrice with the intuition that set of questions will change in the next iteration and they did! Here are few questions that I came across over my three attempts.

Once I completed the game, the application provided my score and it gave me an opportunity to share about my experience on Facebook, Twitter and LinkedIn with the campaign hashtag – #MenInJackets.

Raymond_Question6

Also, the correct answers for all five questions were revealed to me.

Raymond_Correct Answers

Major attractions of the campaign:

  • Targeting the right audience (professionals who can afford to buy Raymond range of clothes), on right platform (LinkedIn), with the right proposition (get your professional image clicked for free from a professional photographer)
  • Clutter free website with crisp copy on each page
  • Questions presented in a visually appealing manner
  • Raymond

Where Raymond could have done better:

  • I couldn’t find remarketing tags on the website. I think after driving huge traffic from LinkedIn at a premium rate (CPCs and CTRs are very premium on LinkedIn) it would have been efficient for Raymond to create a remarketing list and chase those users with next piece of content to engage with them.
  • Raymond has a decent presence on Facebook, Google Plus, and Pinterest. However, I think they could have leveraged a lot on this campaign by creating a presence on Twitter, specially as there are many conversations on the platform around the hashtag – #MenInJackets
  • This was an awesome opportunity for brand to conduct in depth listening exercise and get into engagement mode with the target audience, which I see is completely missing
  • Raymond succeeded well in creating an engaging proposition, but I fail to understand how they missed the bus of engaging their audience in real time

Raymond_Message Sharing

Overall, I loved this simple concept which was very well executed and rightly targeted on the relevant platform.