Social Beat & Facebook conduct Digital Marketing Masterclass in Mumbai

In Apr 2017, Social Beat in partnership with Facebook India conducted the second edition of the Digital Marketing Masterclass. With a packed audience of 50, we had an insightful session on how to approach digital marketing to build a brand and to acquire quality sales or leads.

The top three expectations, shared by the audience, that was elaborated during the session were:

  • Reducing Cost Per Acquisition
  • Scaling Up Leads/Orders
  • Effective Measurement of results

So, if you are facing similar challenges, then read on!

Mobile First Marketing

From Facebook’s own research, users on average spent 3 hours on mobile per day that signifies that your consumer is on mobile for 3 hours and you have the opportunity of 3 hours to be in front of your consumer!

One thing we all need to understand is that Facebook is a discovering platform. Your brand personality has to stand out in the consumer’s mind and there need to be multiple touch points and impressions to make the connect. The Reach & Frequency category of campaigns can be useful in achieving this goal. Moreover, Facebook users are active throughout the day, unlike most other mediums (TV, print or radio) and in fact, 35%+ of Facebook Users are active at any given time.

Did you know that on average in a single day people check their Facebook feed 14 times? As many as 62% of the audience check their phones over 30 times a day. That means you are getting 14 times the opportunity to sell your product via Facebook. With over 184 million Facebook users in India, it gives brands a tremendous opportunity. Moreover, as per the report from NCCSAB, 210 million is the consuming population in India out of which, 142 million can be reached through Facebook.

Key aspects for a marketer to keep in mind when leveraging mobile

  • In a Facebook study, ~76% of video ads required sound to be understood, but most users watch them without any sound. So, it’s critical to understand these consumer insights when making videos and other creative content. E.g. Hotels.com Video which has received 2.3 million views on FB and cleverly used the video captions.
  • Since the speed of content consumption is faster on mobile, it’s important to have the brand and copy/captions to convey the message within the first few seconds.

Should we target to Tier 2 and Tier 3 cities in India?

As per the statistics, 33% of the users are from metros. So 67% of the Facebook universe belongs to the population from Tier 2 and Tier 3 cities – which is contrary to popular perception. This is also going to give rise to content creation and consumption in regional languages.

Understanding Marketing on Instagram

Facebook is the platform to keep in touch with family and friends whereas Instagram is the platform where people look for inspiration, photos and brands to follow.

Top Interests on Instagram are:

  • Music
  • Travel
  • Food
  • Photography

Moreover, the Instagram user is a more evolved and engaged user with a premium lifestyle. For example, while only 5% of the population in India has mobile postpaid connections, 25% of Instagram users have postpaid connections – highlighting that a luxury or premium brand cannot be ignoring a platform like Instagram.

The art of Audience Targeting

Facebook is 85% accurate and when further information like age and gender is included, the accuracy rate goes up to 90%.
The top reasons why Facebook is more effective is

  • Availability (with users active 14 times a day)
  • Flexibility (of audience and targeting)
  • Efficiency: Minimal Waste
  • Re-targeting
  • 100% Declared Audience Attributes (Not Inferred)

Types of Audience Targeting on Facebook

• Core Audience Targeting:

This feature allows us to reach a precise audience based on four main targeting types:

  • Location
  • Demographic
  • Interests and
  • Behaviours

For example: When targeting NRIs to sell your property – The audience which is core to Facebook is provided with age and gender information. Behaviour targeting will help us target people living in a joint family, who are frequent travellers internationally and nationally, who have travel apps and are newly married.

  • Custom audience: These set of the audience is created by uploading your customer database of:
  • – email addresses
  • – phone numbers
  • – website audience using Facebook Pixel
  • – facebook user IDs
  • – app user IDs and Facebook will match this data to as many user profiles as possible.

The custom audience is an excellent way to make use of CRM data. The CRM tool can also help in lead nurturing, which is critical to improving the final conversion of leads to home buyers. Research by Social Beat shows that there is a 60% better chance of converting if called within 2 hours.

Another medium we can customise our audience is with the use of Facebook Pixel, which creates a list of users who came to your website, converted into the site, visiting more than a certain number of times in the last 30 days etc.
The custom audience also helps in improving the quality of the leads. Users frequently visiting your website are more like to become home buyers and can be given more focus.

  • Lookalike audience

Lookalike audiences are a way to reach new people who are likely to be interested in your business because…

  • – Their profiles are similar to custom audiences you have uploaded
  • – phone numbers
  • – Their interests and demographics are similar to users who have visited your website
  • – They’re similar to users who have hit one of your conversion pixels

You’re telling Facebook that you want an audience created of people who are most like your email list, website visitors, people who have hit one of your conversion pixels, etc. Facebook will create an audience based off data points on a Facebook profile that would denote similarity.
You can also create an International Lookalike audience – because people are same everywhere! Eg: People have visited your luxury product landing page. You can create a lookalike of similar users internationally!

Coming to brand!

Facebook Brand awareness tracks people who look for sponsored content. If you plan to go ahead with lead ads in the first go, it will go to the people who have filled the leads in the past. You are missing out on the potential to reach a newer audience.

How does Brand awareness work?

  • Step 1: As a person, when I see your sponsored content on my feed, I will read. Once I find it interesting, I will go to your website to check your offerings, credibility, and products, etc.
  • Step 2: Next time, when your sponsored content again appears on my feed, I will go through your ad again.
  • Step 3: Multiple visibility of your content and ads, will make me curious and viola I fill your ad and I am one of your leads!

Point to note: Investing in your brand awareness is similar to running ads on radio and television. You need to frequently appear on the wall of the people!

For Brand awareness videos, relevant content and E-books along with the below ideas can be tried

  • Amplifying content and infographics (Facebook Canvas can be an interesting medium to do this)
  • Carousel ads to showcase different attributes of the brand
  • Amplifying with videos, 360-degree virtual tour
  • Engagement Campaigns to get shareability
  • Need for content experiment: Run regional ads in local languages
  • More formats: Video for leads ads carousel

Sequencing of ads is also possible by using custom audiences after using Reach & Frequency ads and we have seen some tremendous results come through this.

Case Studies

There are numerous case studies that one can find on the Facebook Business Success page but we discussed a few in detail and you can read them up via the below links:

Tracking Return on Investment & Scaling up Leads/Sales

We have a more detailed blog on tracking ROI from digital marketing, which you may find useful.

Mumbai Masterclass

Questions asked during the Masterclass

In spite of getting so many leads, why leads are failing to convert into a sale?

There are some common mistakes marketers make, which should be avoided in order to improve conversions:

  • Following up with your lead within 6 hours and not after 1 week of the lead being generated
  • Not disclosing the lead source to the sales person – leading to lack of clarity during conversation
  • Being able to attribute all digital leads by using cloud telephony – to understand the true impact of digital marketing

How can you improve the quality of leads via the Lead Gen Ads?

  • Add Customizable questions – which products/services are you interested in, ask a good time to call etc. This is because it is important to build a faithful relationship first then making a sale. Remember that buying a home is usually a very involved decision
  • Use Context card – tells users why they are filling the form

What are the elements critical in a lead generation focussed Ad Creative?

Its important to the have the below elements & approach to getting the best quality leads and conversion:

  • Visuals & Videos can be experimented with – For example if you are a real estate company, the exterior, interior, walkthrough video, video selling the project etc. Sometimes even generic images with family and kids can also work for specific projects.
  • Transparency is key – Location in the city, Price, Type of Property (Apartment, Villa, Plot etc), Expected Handover Date are some key details that can be included in the ad
  • Have the right Call to Action (Learn More or Contact Us or View More) and sometimes combining it with offers

We have tried regional content but it hasnt worked?

  • In our experience regional content and communication works if the entire experience is in that language, which means that the landing page, the customer care, email communication etc is also in the same regional language. WE need to provide a seamless experience for it to work – it can be messaging in hindi but then we take them to a landing page which is in English.
  • The other aspect is that, maybe the audience that interacts with regional content is different – maybe they would prefer talking to someone rather than give the enquiry online – so as a brand we need to make this easier and give multiple options to consumers.

2017 Digital Marketing Trends – Digital Chai Pe Charcha, Chennai

The ninth edition of the Digital Chai Pe Charcha in Chennai was held on 25th February 2017.It received an excellent response with about 35 participants including entrepreneurs, professionals, digital marketers and social media influencers taking an active part.  The topic of discussion was Digital Marketing Trends to expect in 2017.

Here’s a quick summary of the key takeaways from the session:

You may find it interesting to read our other blogs on Digital Marketing.

Social Beat part of Facebook SME India Council 2016-17

Small and mid sized businesses are indeed the backbone of India’s economy and digital marketing can be a powerful medium for SMEs, especially when you can get more through targeted marketing. This is the purpose with which Facebook India launched their SME India Council last year and this year we extremely excited to be part of it and are looking forward to working closely with Facebook.

As Facebook reported in 2015, more than 1.99 billion interactions have been made between people and the 2 million small businesses with Facebook Pages in India. And of the close to 160 million people (as of Oct 2016) on Facebook in India (95% on mobile), more than half of them are connected to at least one small business in the country.

Social Beat on Facebook India SME Council 2017

The Facebook SME India council is made of a group of small business from various industries and geographies across the country and will meet throughout the year to share feedback, discuss new ideas and work with Facebook to build better ads solutions. Due to confidentiality, we cannot share many of the information shared during the 1st meeting that was held in Delhi in October, please do stay updated on our Facebook Marketing blog to see what’s the latest (as and when Facebook announces its new feature launches).

You may also find it interesting to read our Facebook Marketing Trends for 2017.

Guide to Using Facebook Live effectively

Mike Henry, a renowned writer in the media industry, once wisely said, “We’re in the operating world where one good video can lead to a massive social following.” With video being one of the trends to watch out for in the coming years, Mark Zuckerberg too joined the bandwagon and launched Facebook Live, allowing millions of users to gain the power to go live and broadcast themselves to anyone in the world. Going on air live is just a click away. Here is a guide to use Facebook Live effectively

How to Use It?

How to go on air with Facebook live?

All you need is your smart phone, the Facebook app and 12 simple steps to follow.

Step 1: Get to your Facebook profile on your Facebook app and click on the status bar like you’re going to create a new post.

Step 2: To go on air, click on to the “Live” tab that resembles a video camera with an eye.

 

Facebook Live tab

Step 3: You will find a pop up asking to access your camera and microphone. Allow Facebook to gain that access. Once you have allowed Facebook to gain the camera and microphone access for the first time, you will not receive the request again.

Facebook Live - Access the Microphone

Step 4: Click on the “Continue” tab on that initial page, which mentions, “Go Live on Facebook.” Clicking continue doesn’t mean your video has started recording to go live. It’s just a couple of steps away.

Step 5: Customise your privacy settings

If you want your Facebook Live video to go viral and have a lot of viewers, then you could customise your audience by clicking on Public. However, if you don’t want everyone to view your live video and want to just keep it to your known people, you could then click on ‘Friends.’ You could always customise your viewers by making a specific group of audience. However, if it’s your first attempt to use Facebook Live and you’re still trying to get used to it and understand how it works, then you can change your privacy settings to “Only Me.” The option to activate “Only Me” can be found by clicking on “More” and scrolling all the way to the last. Later on, Once you’re sure about your video and want it to go viral for the rest of the audience you can change your privacy settings accordingly.

Facebook Live - Customise your Privacy settingsFacebook Live - Customise your privacy settings

Step 6: Write a description.

Once you’ve got your privacy settings sorted, you will need to add in a description about the live video you will be sharing. This description will be more like a caption to the video that will best describe it for your audience. In order to gain a larger viewer list, make sure you have an attention grabbing description so that the audience would gain interest and tune in.

Facebook Live - Describe your live video

Step 7: Set up your Camera View.

Just before you’re all set to Go Live, make sure your camera is facing the direction. You can shoot either with your front camera or rear. You can either hold your phone vertically or horizontally as the video will be in a square format and it won’t matter.

Facebook Live - Set up your Camera view

Step 8: Click on the “Go Live” blue button to begin broadcasting.

Once you have got all the prior steps in place to kick start the Live Broadcast, all you need to do is just click on to the “Go Live” button which will then have a countdown 3,2,1… and the next thing you will see is that you’re on air going live. As soon as you start streaming and going live, you will find yourself on your own as well as others news feed based on the customised privacy settings.

Your online broadcast can as long as 90 minutes. However, do remember that the longer your broadcast is, better the chances of a larger viewership.

Facebook Live - Go live

Step 9: Interaction with commenters and viewers:

In order to make the most of Facebook Live, your aim has to be to engage with your audience by being on air and interacting with them. With Facebook live, there are two ways through, which you can interact with your viewers:

  1. By speaking and responding directly to the audience through the video.
  2. By having a designated person responding to the comments

These comments and reactions can be viewed just below the broadcast live. The earlier comments will be much further downwards as these comments are present in the reverse chronological order like on twitter. While responding to viewers, if you wish to block any particular viewer, you could do so by just clicking on the profile picture on the viewer’s comment and clicking on “Block.” You can always unblock a viewer that you have already blocked.

Facebook Live - Interaction with commenters and viewers

(Image Credit: Hubspot)

Step 10: Click “Finish” to end the broadcast.

Once you do this, the video will stay on your Timeline or Page like any other video post.

Step 11: Save the Broadcast to your camera role

Once you’re done with your broadcast on Facebook, you will come across an option allowing you to save your video to the camera roll like given below, so that you can always have the original copy.

Facebook Live - Save video to camera roll

Step 12: Kudos! You have officially broadcasted your first Facebook Live video. In order to review the video, can always go back to your timeline and do so. You can also change the privacy settings, description or even delete the video just like any other post.

  Facebook Live - Change privacy settings

 

How can brands leverage Facebook Live: 

Live videos can not only help individuals post fun videos but can also help brands reach out to their audience and help build a closer relationship with their fans.  When done well, these videos can be used as a medium to engage the audience and create an active conversation.

From behind the scenes videos to product a launch, this new feature is ideal to showcase some unique content. In fact, brands can also use this feature to give an opportunity to fan to exclusive look at what’s unfolding behind the scenes in real time. For example, Dunkin Donuts, a US-based brand did exactly that. Their first Facebook Live video was that of a behind the scenes look into their kitchen for Valentine’s Day. Their fans were able to see their chef’s make a heart shaped donuts. The video went viral immediately and saw great engagement and plenty of views within minutes. The video has more than 39,000 views till date.

 

[evp_embed_video url=”http://socialbeat.in/wp-content/uploads/video/video.mp4″ width=”500″]

How to analyse your performance on Facebook Live: 

 

The performance analytics of Facebook Live video is similar to that of normal videos you put up on Facebook. However, live videos do have some add-ons.

Facebook allows you to analyse a lot of metrics for the live video like, minutes viewed, unique viewers, video views, 10-second views, average % completion, peak live viewers, people reached, reactions, comments, and shares.

Apart from all of this, Facebook also lets you view and keep a check of relevant analysis of “peak live viewers” in the form of graphs for a particular piece of time during the video in order to know the interaction taken place.

ANALYZE YOUR PERFORMANCE OF THE LIVE VIDEO

ANALYZE YOUR PERFORMANCE OF THE LIVE VIDEO

(Image Credit: Hubspot)

How to access Facebook Live analytics on a Business page: 

Step 1: Click on the “Insight” tab on the Facebook page.

Step 2: On the left-hand side of the screen, click on the “Videos” tab.

Step 3: To open all your videos and their analytics in a new video, scroll down and click on the “Video Library” tab. Under the “Video library” window, the Facebook Live videos that were recorded will have the human silhouette icon.

Step 4: Select the video that you wish to see the analytics for and over time, you will have a graph view as well.

Want to get the most out of Facebook Live? 

The following tips and tricks will help in using Facebook Live effectively:

  1. Do a trial and testing of Facebook Live by using the “Only Me” privacy setting.
  2. If you are on a live form with the number of viewers joining at different intervals, do keep in mind to reintroduce yourself and let viewers know what is happening so that all your viewers are in the loop.
  3. Keep your video engaging and spontaneous to interact better with your views and get the best out of them so that they stay longer too.
  4. Remember while engaging with commenters; call them out by name as it creates a better connection.
  5. In order to gain more followers, go live for at least 10 minutes so that your video gets shows up on the news feed for various other viewers.
  6. Always have someone else watch over and respond to comments to make the process easier as it gets hard to reply to pop-up up comments every second.
  7. Don’t forget to sign off by saying a good bye and a thank you to your audience.

 

There you go, hope this was helpful in order to understand better on “How to Use Facebook Live.”

 

 

7 tips on how social media can be leveraged by fashion brands

For a fashion brand to be successful, the people behind it must understand, they are not just selling a product, they are selling an entire lifestyle! This has become increasingly easier to convey to the customers, since social media made their entrance. The use of social media in the fashion retail industry is on the rise, because of visual channels like Instagram, Snapchat, Pinterest and YouTube, simply because image is what these brands are selling.
Creating a solid, quality social media following should be a big part of any brand’s social media strategy and these channels are providing the perfect platforms for engaging with users, in order to raise brand awareness, drive website traffic and generate sales. With this in mind, we present seven ways to leverage social media for your fashion business.

Show the personality of your brand!

A platform like Instagram is perfect for a lot of things; including sharing ‘behind the scenes’ pictures for your brand, like major fashion house Chanel or Dolce & Gabbana does. This will make your followers identify with your brand on a more personal level, and that makes them more likely to choose your brand next time. It also portraits a certain lifestyle, to which the consumer wants to belong, and again is more likely to choose your product.

chanel

To know more about how to use Instagram for your business.

Use the content from your followers

When it comes to fashion on social media, one of the great things is that your followers will often create a lot of content for you, and it is right there for the taking! User-generated content works like word of mouth endorsement, with the users advertising your brand by sharing photos of themselves wearing your products. These posts, ofcourse reach the followers and provides free advertisement for your brand, but even more important, you can also share these pictures from your own platform, which not only makes the user feel valued, but further more provides any potential customer with an even more relatable post. Companies like Calvin Klein and Nike has some dedicated followers, who always posts their brand.
If you have yet to build up a strong group of followers, that automatically posts pictures of your products and tags you in it, you can consider running a campaign, that urges people to compete in posting their favorite outfit (including your brand, of course!), giving them a chance to win a price from you.

nike

Influencer marketing

In today’s world where people believe people more than brands, Influencer marketing has become the most effective way of advertising. Over the time, many brands from different sectors and industries have shifted their marketing strategy to influencer marketing. Tie-ups with popular influencers help brands reach the right target audience.

craftsvilla

Craftsvilla a well- known e-commerce fashion brand achieved great results through influencer marketing. The brand did a campaign with famous fashion influencers across different social media platforms. Neha, one of the fashion influencers shared her experience with crafts villa on her blog and other platforms titled ’Embrace the ethnic wear this season with craftsvilla.’ This post on Instagram received great amount of engagement from her followers.

crafts-villa

 

If you have not explored influencer marketing its time you leveraged this option. So, go ahead and try it out today!

Pin it

According to recent statistics, India has around 8.19 million Pinterest users. It is one of the fastest growing social platforms and allows users to save pins and create boards with anything from DIY projects to wedding ideas and fashion tips. Many fashion brands have used this platform successfully. It is a good idea for brands to explore Pinterest more.
Pinning just your products every time might make it monotonous for your users, hence, sharing some ideas or content related to the industry will be a great idea to increase engagement.
Gehna, one of India’s leading jewelry brands has over 5,000 followers on Pinterest. The brand has created boards belonging to different categories based on occasions and festivals. This is an interesting way to showcase your products. It makes it easy for followers to pin jewelry that they like directly from the category they are looking for.

pinterest

For more tips on how you can use Pinterest, find out here.

Videos

Videos are always more engaging than just images. Video options are available in every social media channel today, be it Facebook, Snapchat, Instagram, YouTube, etc. Top Fashion brands are using videos as a promotion tool. You can showcase your products, take your audience behind the scenes, live stream a fashion show, etc., which in turn will drive more engagement to your page.
Free people, a fashion brand from the US has leveraged the videos feature on snapchat to connect with their target audience. Since the brand caters to the current generation, they decided to reach them through a medium that is most used by them, which is Snapchat. The employees, take their fans behind the scenes by giving them tours of the showroom, models during photo shoots, etc. The brand also connected with their fans on a personal level through a campaign called “Question Wednesdays”where snappers can personally snap their questions to the brand’s snapshot account. They even ask snappers personal and friendly questions. The overall involvement and engagement through Snapchat that Free People provides users ultimately creates a valued and elite relationship for the user.

snapchat

Snapchat is one platform that needs to be explored for your business. Check out how you can use snapchat for your business here.

Wider reach

Reach a wider set of audience by targeting the right audience through your Facebook or Instagram ads. Instagram has proven to be the most appropriate and a successful platform for any fashion brand to leverage. Create and place ads with visually appealing creatives on Instagram with a Shop now or Buy no call to action button.
Fossil, created a look by putting together products that would appeal to their target segment and at the same time communicate their brand’s personality. They did this through an Instagram ad in which they used a very attractive image with a call to action button and also added a quirky caption.

fossil

 

Enhance customer experience

Customer service is always key to any business. It is essential to make sure your customers are happy with your products and services. With social media you can do this by responding to their comments, queries, messages or tweets as quickly as possible. Also, ensure you come across as fun and exciting. People on social media do not want to interact with anything that is monotonous or dull.
Another way of making customer experience a delight would be by easing the process of shopping. With the introduction of social shopping, brands can use this feature to reduce the purchase process. Facebook shop is one of the best ways to do so. So, go ahead and leverage this feature for your brand today!

So, what are you waiting for? Go ahead and explore all these tips and tools today! Find the right one that will suit your business and make the best use of it.

– Other contributor to this blog is Stine

Measuring ROI of Digital Marketing – Panel at the Digital Summit

When we conducted our Indian Industry Digital Marketing Survey we found that many brands were facing challenges in measuring the return that their digital marketing and social media marketing efforts were giving. Hence, we included an eclectic panel discussion on “Measuring ROI of Digital Marketing” at our Digital Leadership Summit.

We had four panelists moderated by Suneil from Social Beat: Mr. Vijay Anand – Sulekha.com, Mr. Arasu Shankar – Eshakti.com, Ms. Lavanya Hariharan – Zapluk and Mr. Shriram Sanjeevi – Oyethere.com.

Return-Investment-Panel-Social-Beat-Digital-Leadership-Summit-2016-Chennai

Summary of the Panel Discussion

    • Channels that provide higher ROI will depend on product and customer segment
    • Google & Facebook continue to dominate as primary digital channels for most businesses
    • For products/services wherein search volume is lower – then social would be a better channel to start with
    • Facebook, Instagram & Pinterest allow for better product showcase and for visual products these would be interesting channels
    • Building the brand and social trust is important for long term ROI and can be achieved through a mix of social media channels
    • Influencer marketing is a very strong channel for ROI and also gets higher trust from consumers
    • Instagram, Snapchat, Emailers are other ways to build ROI depending on the business.
    • Life Time Value (LTV) is an important metric as marketing spend cannot be attributed to just the first transaction
    • Tools like Google Analytics & Improvely can help in measuring ROI

Perspective on ROI from the Panelists

Suneil started off by asking the audience as to how many of them believed you could get ROI from digital marketing; it was a pleasant surprise to see that over 60% of the audience believed it could. We as a digital agency couldn’t agree more. The panel started with a discussion on what each of them feels about the results from digital marketing. We also have had a Digital Chai Pe Charcha on ROI of Digital Marketing, and you can read it here.

  • Lavanya from Zapluk highlighted that they got a lot of organic growth once they started using the digital medium and in fact got 80% increase in customer base in just a month. As she rightly pointed out, it was a combination of brand building and lead generation activities.
  • Vijay from Sulekha.com candidly shared that they were one of the highest spenders in the city on Google and that digital is critical to their survival. He shared that Sulekha gets around 250 million visitors via organic search and another 20-30 million via paid search in a year, and it’s their strongest channel for new user acquisition.
  • Shriram from OyeThere.com said they use a 360-degree approach with a mix of digital and offline marketing based on his two decades of retail experience. He rightly pointed out that it’s a myth that digital gives immediate returns. Startups need to focus on building a brand, building the consumer trust and scaling up the service – then results come over time.

Which digital channels are scaleable and to what extent?

The entire panel did agree that the choice of the channel varies with the services/products and the consumer segment. It’s also very important to be smart as you scale adverting, as Arasu pointed out. It’s essential to be clear on what is the message you want to give about your brand.

Vijay continued to be a strong propagator of Google Organic and Google Adwords and said it’s the most scalable as SEO efforts now start showing results in a few days, for existing/older sites. Since they focus on services with low engagement from end consumers they, tend to focus less on social media channels. They did spend 15 crores on their TVC campaign earlier this year it only gives 5000 incremental visitors a day which is minuscule for them as they get about 6-7 lakh visitors a day. Vijay added that for brand building to show results, you need to be at it all the time.

On the other hand, Lavanya, Arasu & Shriram all spoke on how social media and in specific Facebook Marketing has worked extremely well for their businesses to get scaleable results. Lavanya highlighted that for a service wherein the consumer still doesn’t know it exists, the search volume on Google is extremely low hence Facebook & Twitter were the driving growth as they were able to achieve leads along with building the brand and engagement around it.

Arasu & Lavanya also touched upon the importance of building the trust factor with consumers regarding answering their questions and doubts and also in terms of showcasing the products/service in a more holistic way. As Arasu rightly pointed out that Facebook allows for better product showcase via the carousel ads, videos, etc. Even brand awareness and the brand story is better executed via channels like Facebook and Instagram. Talking about the social trust that’s built out, Arasu added that they now see existing customers answering queries raised by potential clients and that it’s a game changer for them.

Shriram added that the approach they take depends on the message, the channel also changes. For example, when they ran a huge campaign around Kabali by selling t-shirts, giving away movie tickets and more; Facebook worked very well for that as it’s a mass channel.

Influencer Marketing & Platforms other than Google & Facebook

We couldn’t agree more with Arasu when he said that “Channel will depend on product and customer segment.” For example, if you are looking to target millennials then Snapchat would be an ideal platform. If your product or service is visual and you are targeting a sub 40-year-old audience, then Instagram would be an excellent channel but there is indeed a demographic difference across channels. eShakti also focusses a lot on Pinterest as it’s relevant to many a fashion brand.

Emailer Marketing still works if it’s with your own audience. Vijay of Sulekha spoke about how emailer marketing is an important channel and delivers results when done smartly with smart targeting, in spite of Gmail pushing a lot of emails to the Promotions tab. Of course, once a user is acquired it’s up to the brand to retain them and emailers is a great way to do that.

Influencer Marketing was another channel that works very well and eShakti uses it extensively. Arasu shared that they work with 1000s of bloggers and they have built their network over a period. They calculate the ROI of influencers via direct referral traffic as well as transactions driven by the unique referral code given to each influencer. He also gave an interesting insight that there is higher trust from a consumer that comes via an influencer, so the 5-10% off that they give is covered up there.

There was an interesting question from the audience – Dr. Manoj from Dr. Smilez Group of Dental Centers asked about how they got very low engagement low on social as customers were not very keen on sharing their dental experiences. Lavanya shared her similar experiences as not a lot of women would like to share they got a beauty service or a wax treatment as it’s a personal service. The way Zapluk approaches it is  to given them an offer or incentive but in the long run, content marketing is the key. Shriram added saying that ROI cannot always be attributed to direct sales – brand building and marketing is also to be measured

Importance of Life Time Value (LTV) of the Customer in calculating ROI

Everyone on the panel agreed that the return on marketing spend is not immediate; hence Life Time Value is an important metric to help scale up business and understand whether it’s moving towards profitability.

The LTV depends on different businesses, and we got varied perspective from the panel. Arasu spoke about phenomenal ROI wherein it just takes them 1.2 transactions to recover marketing cost as they have high-value transactions and very high repeat purchase. For Zapluk and Pamperazi it was three transactions to get the back marketing cost. Whereas for a brand like Sulekha, the end consumer was not paying anything, so it’s difficult to ascertain LTV.

Arasu mentioned that they look at the time taken to recover the marketing cost of acquiring the customer and for them, it’s usually the first 1-2 months whereas it is 3-4 months for Zapluk. Key metrics remain around customer acquisition, retention and finally on how to make them spend more and more often. It of courses varies by cohort, seasonality’s (for example, summer is a strong season for eshakti), types of customers, depends on the marketing channel and the marketing campaign that you run.

Shriram again had a very different perspective and said that “The word LTV is over done. Companies that boasted of High LTvs have shut down in the last couple of months because LTV was more of a myth.” He gave an example of Chennai’s leading retail chain Viveks wherein in many cases three generations have been shopping there and apparently they are also grappling with LTV. He also questioned how come Flipkart only had 32% growth in spite of the perceivable high LTV.

Tools to Calculate ROI

One of the participants had a very relevant question – Sejal from Zoho asked what are the tools use for calculating ROI. In most cases, Google Analytics along with data from Google Adwords, FB Ads, Instagram Analytics and other social media analytics tools would suffice. Suneil added that Improvely could be a great tool to understand muti-touch attribution as consumers often interact with the brand multiple times before the sale is closed. This tool allows you to see the history of the person and how they interacted with your brand. Read more about Improvely and other similar analytics tools here.

Suneil also added that there is sometimes a time lag between generating a lead to sale and ROI can be improved if you can figure out how to leverage that time frame to communicate about the brand and the offerings.

Vijay spoke about Google Analytics Premium (GAP) which is more relevant for larger organisations as its costs around USD 90,000 a year. He talked about Google Analytics data being heavily sampled; wherein GAP has unsampled data which can also be downloaded. GAP has only around 15 clients in India but Vijay recommends it’s to e-commerce and digital businesses as repeat customers are harder to track in free analytics tools and attribution is not always clear.

Facebook Marketing Trends: What to expect in 2017

Facebook Marketing has become an integral part of any digital marketing strategy and it has revolutionized the way we look at the online marketing industry. Over the last 12 years, Facebook has seen a 360-degree shift, transforming from a simple social networking site to the face of a multi-billion dollar company allowing brands to find new customers, increase their sales, create brand awareness and much more. When we ran an industry survey amongst CMOs and Brand Heads across India we found that close to 90% Brands in India are already leveraging Facebook. Advertisers are spending more money than ever before on Facebook as it has emerged as one of the biggest platforms to engage with their target audience. Keeping this in mind, new features are being regularly added to Facebook and marketers have to constantly make alterations to their strategies to ensure their content is still reaching its target audience. Below are a few points that have been gathered keeping in mind the recent changes which may give us clues as to what 2017 will hold for both consumers and businesses. You may also find it interesting to read our book on Digital Marketing Insights for 2017, which can be purchased on Amazon.

Less Is More – Page Posts & Organic Reach

Following the decrease in the organic reach of Facebook page posts last year, Locowise conducted a small study to analyze how page posting frequency impacts reach, engagement and negative feedback.

Locowise study about facebook page frequency

The study reveals that pages that posted once a week or less on their official page reached an average of 15% of the audience who liked their page per post. Interestingly, pages that posted two to four times a week reached only 10% of the page audience and pages that posted once a day reached a lower average of 8.42% per post. This means that organic reach drops with an increase in the number of posts, and over posting content is a common mistake marketers tend to make on FB. This also means that the quality of content and FB posts needs to be extremely high and we are likely to see many brands evolving into fewer but highly engaging posts.

Another study by social@ogilvy reveals that for large pages with more than 5,00,000 Likes, the organic reach has seen a remarkable decline when compared to other smaller pages. It is believed that marketing managers can expect the organic reach to further approach zero in the future. The detailed analysis and data interpretations along with the recommendations are available to read here in the full white paper.

socialogilvystudyorganicreach

 

The number of users on Facebook has doubled from 845 million to 1654 million over the last five years. There are more brands than ever who are joining the bandwagon of Facebook marketing and these brands are posting multiple posts every day. All of this creates more noise and unimaginable amounts of content that will simply be filtered out and never reach the news feed of a specific user. With so much information to be filtered, Facebook uses complex algorithms to pick and show content to users they are most relevant to them and those that they are most likely to engage with.So it can be assumed that increased brand post frequency is aiding in the drop of organic reach.

However, the only exception to this organic reach debate was seen in the news & media industry.  The organic reach of news publishers seems to remain steady, even with a higher posting frequency. Here’s the result of analysis of 3,318 profiles, by Sotrender.

sotrenderstudy1

sotrenderstudy2

Videos – Future of Marketing For Brands

Videos are the next step in the social media evolution and will most likely dominate the online advertising and marketing industry. As per the stats by Facebook, users watch an average of 100 million hours of video every day and most of these are on their mobile devices. Daily views have increased from 1 billion to 8 billion in the last one year. These stats are proof that users have started consuming more of video content and it is essential that brands leverage this in their favor to engage with the potential customers. Video content is the best medium for storytelling and is a great opportunity for brands to connect with their audience.

Live videos were one of the major updates announced earlier this year by Facebook. This gave live videos prime placement in the Facebook app and also adds new ways to find, create, share, and react to them. This move efficiently makes live videos one of the central features of Facebook. Live videos offer a new way to interact on a platform that can feel so familiar that it risks feeling stale. Broadcasting live to your social circle gives you a certain thrill or even just watching a friend’s live broadcast, can bring in a fresh feeling of excitement and make you want to interact on the same old platform in a new way. On an average, Facebook says people are commenting 10 times more on live videos than they do on regular videos. This clearly means that brands must explore Live videos over recorded videos as this would help drive higher engagement levels with the audience. Facebook also rolled out an update where advertisers could add a video element for FB Carousel Ads.  The shift towards video as a tool for marketing is evident and is definitely here to stay.

We also have an interesting blog on how to create low cost videos to tell your brand story – in case you are creating videos for the first time.

Mobile Is King

The fact that a business needs to have a mobile-friendly website is much talked about and is not a new concept. Last year, Google announced that, for the first time mobile searches surpassed desktop searches.  This eventually led to a new situation where Google’s algorithm started to penalize sites that were not optimized for mobile devices.  For the last few years, marketing experts have been stressing on the fact that there is an obvious need for businesses to optimize the sites for the ever-increasing number of mobile users. Facebook Inc announced that it has over 142 million users in India, of which about 133 million access the social network via their mobile devices. This means that a staggering 90% of users are using facebook on their phones in India. It is essential that marketers who are trying to engage with and attract potential customers in order to redirect them to their website, ensure that their website is mobile optimized and are able to leverage every micro moment of Indian consumers.  In today’s Smartphone era, mobile-optimization is the norm and an essential item that can no longer be placed on the back burner to address later.

Ads are Inevitable

A few years ago, advertising on social media platforms was a very niche concept with not too many players in the market. In this new age of online marketing, many brands have become aware of the importance of ads across various social media channels, especially Facebook.  Today, with the various targeting and advertising options on Facebook, we can reach out to millions of potential customers in any part of the world. Facebook advertising is a strong tool that can be used by brands to meet their marketing objectives.

facebookads

Facebook ads allow you to choose from a wide range of possible adverts including but not restricted to Page Post Engagement, Clicks to a website, Conversions on Website, App Installs, Video Views, Lead Ads etc. Over the last few years, Facebook has evolved into a paid marketing platform more than an organic one so it is essential for marketers to leverage the power of the various adverts available. You can read our detailed guide on measuring ROI from social media.

Shop On Facebook

In an attempt to make it easier for brands to reach out to potential customers and drive sales on mobile devices Facebook has started rolling out the Shop section in phases. This section allows a brand to list out their products and let consumers browse through the catalog and purchase products that they like from within Facebook. The social network does not charge you to add a shop section to your Page nor does it take any percentage of the money you make through it. In the upcoming year, more businesses will start selling stuff directly from Facebook as this new section is set to change the way we look at e-commerce and social selling. Ofcourse it also has had Product Ads for E-commerce companies for a long time now – these can be also be leveraged parallely.

shoponfb1 shoponfb2

 

We have left out Instagram Marketing from this conversation, as it warrants its own blog. We are also seeing some interesting developments around Instagram analytics and Instagram targeting going forward.

Do let us know what other features you expect FB to evolve in the coming months.

Making the most of Facebook Carousel Ads

Not so long ago, Facebook took a plunge into uncharted territories by launching Carousel Ads. Though this ad type was initially meant to showcase multiple products in one ad, Facebook crafted a strategy for the Carousel Ads to tease e-commerce clients and make them buy more ads on the platform. But the Carousel Ads slowly moved across verticals, towards becoming one of the advanced Facebook Advertising techniques that is extremely engaging in promoting businesses.

According to a recent survey conducted by Kinetic Social, Carousel Ads can render up to 10 times more traffic to a business’ website, than static sponsored posts on Facebook. LOVOO found that they got a 72% higher click-through rate versus single image mobile app ads. Mirroring the effectiveness of interactive cover pictures on Facebook Pages, it appears quite clearly that these ads can be extremely effective, but how can you maximize their potential? Here are 3 simple ways to use carousel ads that can nail your targets with a bull’s-eye!

1). Showcase products in detail
Carousel Ads allow you to place up to 5 cards with images that can communicate messages effectively. If it’s a single product that you are highlighting, it would be prudent to describe its features in detail, keeping the CTR on an inclined angle. A ballet shoe manufacturer made effective use of showcasing a product, where each card of the ad focused on one distinct feature. They also used the headline copy to provide defined context to each image.
Showcase products in detail

2). Tour your product
It always sums up to be a perfect formula when you try to deliver a good idea of what customers can expect from your offering. This will improve the quality of enquiries/leads, thereby increasing the probability of sales through Facebook. An automobile giant promoted one of its newly launched Coupé by creating an expressive Carousel Ad campaign that displayed features that made the car stand out from its competitors. The cards highlighted the key specs and of model and attracted genuine customers to engage with the carousel ad.

Tour your product

3). Tell a story
Stories are an incredibly effective way for branding, talking to customers, and engaging with them. A popular western airline company created an effective carousal ad campaign to market their vacation packages to The Grand Canyon. They infused a panorama of the location to tell a story that triggered people to book their air tickets to visit the location.

Tell a story

The Monetary Game
Can Carousel Ads be used as a solution to drive clicks to the website? We conducted a small experiment to test the hypothesis on the Clicks to Website Ads, for a glass manufacturing giant. Here’s how the results panned out:

  • The Clicks to Website Ad had a CTR of 3.09% versus a 4.32% from the Carousel Ad for website clicks
  • The CPC for the Clicks to Website Ad was 5.06 INR versus 3.49 INR from the Carousel Ad for website clicks

Saint-Gobain

In our view, with a little bit of testing and optimization to avoid common mistakes, the effectiveness of the Carousel Ads in driving clicks to URL destinations, is very cost effective. Have you experimented with Carousel Ads as a way to drive clicks to your business? We love to hear your thoughts and experiences in the comments below this post.

4 Tips To Integrate Social Media For Live Events

Brands/Businesses conduct events with an end goal in mind. Charity & institutional brands would want to raise funds for a specific cause or movement. Conferences/Summits/Conclaves want participants to network and learn, in turn spreading a vision which is believed by a brand. And then there are launch, sporting, or gaming events which brands want people to remember, delivering recognition for talent.

Social media has become an essential part of events and has transcended into a real-time platform to showcase the happenings of an event and build awareness for the brand.

The following are 4 key essential tips that can be followed while providing live social media news feeds for an event:

1. Promoting The Hashtag: Create a unique/synonymous hashtag that can be treated as a signature for your posts, during the event. Use this hashtag in your creative and posts, as a method for your audience to engage with you and other audience throughout the duration/phase of the event. For example: The 2015 edition of the Murugappa Kovai Quotient Quiz which was promoted with the hashtag #MKQ2015, present in every news feed or conversation that happened during the event.

Tip 1

The launch of The Madras Song also stirred up conversations in platforms like Twitter where we trended hashtags like #TheMadrasSongs & #Madras375, which helped us spread the word and prompted people to share the video.

10562741_754627541279680_5436278475850099630_o

2. Make Your Feeds Entertaining & Engaging: One should make sure that the social media news feeds are catchy, informative, carry the essence of the event and have a strong call-to-action aspect embedded in the post. During the Murugappa Kovai Quotient Quiz, we asked interesting questions inspired by the questions put forth by the quiz-master on the dais.

Tip 2 a

3. Informing People About What They Are Missing Out On: Giving a glimpse about the happenings of the event is vital. It helps your audience to experience the event even if they are not physically present in the venue. We covered the outdoor activities which took place at the Murugappa Kovai Quotient Quiz, showcasing enthusiastic students who clicked pictures at a photo booth which was placed outside the auditorium.

Tip 3

We were also able to engage with a huge cluster of audience through live feeds at the Global Alumni Meet of Don Bosco, held at Egmore, Chennai.

14816645194_ec94c2f920_o

4. Follow Conversations & Engage With Audience Even After The Event:  Live social media news feeds generate a high influx of conversations. A live feed helps create a buzz at the event, prompting the crowd to engage in a conversation.  It is very important that these conversations are tracked and addressed. Continuing the conversations with the audience even after the event will build credibility and will boost engagements in the forthcoming events. Our posts for Murugappa, during the Aircel Chennai Open 2015 built conversations that lasted even after the event’s closure.

10891631_832573360151764_1988078837739215671_n

In a dilemma to integrate social media for your events? We highly recommend that you do!

Social Media Trends from Ernst & Young: What has changed in 2014?

India is a significant market for social media giants. We have 100m+ users on Facebook and over 33 million users on Twitter. Mobile web penetration has also been one of the main contributors in the active social media usage. Almost 84% of the 100 million users on Facebook access it through their mobile phones. Keeping all of the above mentioned facts in consideration, it is fair to conclude that the reach on social media is exponentially huge and for brands to tap on this opportunity would result in a vital growth for their businesses

Ernst & Young have released the second edition of the Social Media Marketing Trends in India. They collated data based on the insights shared by top brands in India that are social-media savvy. The previous Ernst & Young study was centered on how brands explored social media to build communities online & sustain engagement. This time, the key focus was on understanding how far have the brands come in the digital space and also the social media maturity levels with respect to the processes and policies, technology and governance across organizations in India.

Let’s have a look at what has changed since 2013!
Graph2
(Image Courtesy – Ernst & Young)

  1. Reputation Management, Thought Leadership & Recruitment have been added to the objectives to achieve alongside community building & brand engagement on social media.
  2. Facebook continues to be the predominant social media platform for engagement. Google+ and LinkedIn evolved as social media platforms to reach out to professionals across the country (highly relevant for B2B industries). Apart from these two platforms, Twitter, Instagram & Pinterest have also emerged as highly engaging & crucial platforms to spawn conversations with the TG.
  3. Brands have become observant of the frequency of updates on social media channels & response time from the audiences. Most of the top social media savvy brands in India engage with their fans once a day through multiple platforms. The point worth noting here is that the average response time is 1-5 hours per engagement.
  4. The study indicates that with the popularity and expanding reach of social media, around 90 per cent of Indian brands plan on dedicating 15% of their annual marketing spends to social media.
  5. The top 3 challenges have been narrowed down to not being able to successfully measure effectiveness of social media engagements, and creating/curating content & sustaining or increasing engagement rates.

Graph3   (Image Courtesy – Ernst & Young)

The study also highlighted that brands across various industries have realized the implication of tapping on social media channels and understood its peculiar demands.

How do brands in India function digitally?

  1. Most of the Indian brands have their social media strategy & content aligned to meet their business goals. However, there are brands that have their social media strategy in place but do not have it linked to any specific goal.
  2. Many companies have an internal team dedicated for curating social media content & strategy whereas there are few which outsource them from agencies. Mostly Indian brands work on a hybrid model where the internal core team is supplemented by social media agencies & consultants. However, when it comes to the execution part of a social media campaign/strategy the brands turn to social media agencies which run the campaign online.
  3. Market trends and Customer Insights are the key drivers for the brands to formulate their strategies for social media.
  4. Brands are looking at a 360 degree marketing approach and are including social media as a key channel for deploying campaigns along with traditional channels.
  5. Mobile app development is an area that is being explored aggressively since it adds another advertising medium in the bag. Considering that a lot of users access social media channels through their smartphones & tablets, mobile advertising will emerge as a crucial channel for marketing.

How do brands measure success on social media?

  1.  Engagement level, traffic growth rate & social media reach will be the main metrics to measure the success of social media campaigns deployed by the brands.
  2. It is important for brands to tie their social media efforts with their business goals and these goals are measured by the conversions, leads, ROI & sales.
  3. Radian6 and Meltwater emerged as the most popular tools to measure the brand sentiment.
  4. Most of the brands focus on listening to the customers instead of bombarding them with information. And this resulted in companies paying more attention to what their customers had to say about their brand.
  5. Understanding customer perception of the brands, effective monitoring of the brand sentiment, efficient handling of customer queries and better customer insights are some of the benefits that the brands have secured by integrating social media marketing with social listening.

What’s the next big thing?

The study also states that Social CRM, Social Commerce & Gamification will be the future for the brands to explore and harness their growth on.

The full Ernst & Young report on Social Media Marketing Trends in India can be found here.