Rohit featured on NDTV – talks about digital marketing in the real estate sector

Rohit Uttamchandani, Head – Digital Marketing (Real Estate), has been featured on NDTV where he talks about the digital marketing in the real estate sector. The talk, as part of the NDTV Prime show, can be viewed here:

Some of the key takeaways of the talk are:

1.       A large chunk of home-buying research is being done online prior to making visits to project sites. This has prompted real estate companies to go digital and use it as an effective lead generation tool.

2.       The Cost-Per-Lead from digital media is much lower as compared to print media, with a good number of these leads converting to sales as well. This results in a much better ROI from digital as compared to print.

3.       Digital media is also being used by real estate companies for branding and customer engagement in addition to lead generation.

4.       These companies are adopting newer technologies like employing drones for construction site surveillance as well as providing online payment options to enhance buyer experience.

5.       The final purchase decision is still being made offline in most cases after ascertaining the factors such as social infrastructure etc. This trend is bound to change with technological advances and increased trust and confidence in the system.

If you’d like to know how digital marketing has been changing the landscape of real estate, read our comprehensive guide on digital marketing for real estate.

Leveraging Twitter to drive conversations and build a strong brand

Twitter is the fastest growing social media platform & the significance of Twitter can be emphasized by a simple fact that 8000 tweets per second is the average around the world.

What it emphasizes is the fact that it gives a huge avenue for businesses to connect and engage with fans. But the question is how? Most businesses are coming online and have a social media presence on Twitter but not all businesses leverage it in the most effective manner to build a strong brand, engage and have meaningful conversations with the fans. Here are some of the key points that can help in the above:

  • Share unique and interesting content – This is the first step towards It is not about tweeting all the time, rather it is about tweeting content that can arouse the interest in your fans and help you gain new fans. People like to read and share great content. If this part goes right, re-tweets and favorites would follow automatically.

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  • Track your brand mentions and keywords – With millions of conversations happening daily on Twitter, you are missing out on market intelligence and a certain competitive edge if you are not tracking your brand, keywords and mentions along with the competitors whom you would like to keep a close eye on. Search alerts and setting up RSS feeds can go a long way in helping out with this.
  • Be ready to handle a mixed basket – The biggest benefits of easy accessibility to customers can also prove true for the converse- it will also provide easy publicity for all the negative comments about your brand. But, how you handle it becomes more important. Acknowledge and reply to a positive comment, but also acknowledge a negative comment and immediately work towards addressing the concern. It can surely win you more hearts!

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  • Look out for interesting tweets on your brand or the industry and leverage it to engage and drive conversations

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  • Use the Twitter “Favorites” option effectively – The twitter favorites feature can be an effective tool to showcase interesting conversations with or about your brand. It can be made into a compilation of testimonials from fans.

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  • Use hashtags and images as far as possible – Different studies show that the tweets with hashtags and image links can get up to 2 times more engagement on an average than tweets without hashtags. But more is not always good. Usage of more than 2 hashtags results in a significant drop in the engagement rate.
  • Quick response management – Fans expect brands to quickly acknowledge their appreciation or respond to concerns raised. This is true for all social media channels, including Twitter.

Suneil Chawla awarded the Best Digital Marketing Professionals by CMO

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Social Beat is glad to announce that our co-founder, Mr. Suneil Chawla, has won the award for Best Digital Marketing Professionals by CMO Council & World Brand Congress. The award was given at the Mobile & Digital Marketing Summit 2014 at The Taj Lands End, Mumbai on November 14th.

The list of the past winners of the award include Viviene Maguire (Director- Leo Burnett), Aditya Pawan (National digital marketing manager- Red Bull India), Venke Sharma (VP-digital marketing, STAR India) & Omer Syed (Head–digital marketing, Times Group).

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This is a huge honor for Suneil and Social Beat as it comes close on the heels of another award earlier this year. He was named the Outstanding Digital Person of the Year at the Digital Marketing Conclave & Awards 2014 by ThinkMedia Inc. in July.

Our co-founder, Vikas Chawla’s interview in LSE Alumni Echo (Nov edition)

Our co-founder, Vikas Chawla, was recently interviewed by LSE Alumni Echo, the alumni magazine of his alma mater. The complete excerpt of the interview, featured in the Nov edition of the magazine, is as follows:

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What do you find most interesting about working in the digital industry?

The digital marketing industry by nature is ever evolving. Be it user experience, social media platforms such as Facebook or Twitter, or Google – it is an area of constant innovation. This means that our team has to constantly keep learning and innovating so that our clients stay ahead of the curve.

The industry is nascent in India which gives us the opportunity to make a profound impact in the sales and revenue of our clients. The internet penetration in India is just 20 per cent and the digital marketing industry is waiting to explode once the penetration reaches 40-50 per cent.

Do you think there is an area of digital strategy that organisations often undervalue?

In India most businesses are devoting just 5-10 per cent of their marketing spends to digital media. They tend to undervalue the return on investment even though the measurement and tracking of results is more seamless in digital compared to traditional advertising. They tend to still rely on traditional marketing channels that have worked for them in the past.

While large brands and enterprises have started to measure and understand the ROI of digital marketing, smaller and mid-sized businesses are still coming to terms with it. We demonstrate it can help in achieving long term results of building a community and building the brand and also short term revenue and lead generation.

What has been the best and most challenging part of starting your own business?

Undoubtedly, the best part of starting out on my own is the ability to impact our clients and their businesses. We are partners in growing their business and this makes it exciting for us as we need to continuously surpass their expectations.

We have been growing 30 per cent quarter on quarter, though it’s from a small base. As we scale up the venture, the greatest challenge will be to outperform this growth while simultaneously ensuring the quality of solutions, along with knowledge sharing and training our team members. In a market like India, growth is bound to happen and we must capitalise. Currently we are a 20-member team; we want our clients to get the same high quality service even when we are a team of 100 with an evolved organisation structure.

What is the most important asset in your business?

Talent. Being in a creative industry, what differentiates us is the talent we have and the creativity of the digital campaigns we come up with. We have a fantastic team and finding the right talent to join this team is one of the most important tasks we have ahead of us.

It’s now five years since you graduated from LSE: what are your experiences as an alumnus of the School?

Since I left LSE in 2009, it’s been an exciting journey. I worked for three years in marketing and strategy across different companies of an Indian conglomerate. I then decided to start out on my own. What I took from from MG428 (Entrepreneurship) at LSE has served me well. We looked at the need in the market and started out with the idea of providing integrated digital marketing solutions with a focus on creating revenue growth for our clients. It was the best decision I have ever taken and it’s been exciting building our start-up and scaling up the team and client base. The network of LSE alumni that I have developed helps immensely, as they are a sounding board for some of the ideas we have.

What did you learn at LSE that has helped you most in your career?

One of the key things I learned at LSE was to understand concepts in their base form and then try to understand how they can impact various scenarios. This has been extremely helpful in understanding our clients and what differentiates them in the market. Also, the sense of curiosity honed at LSE is something we are trying to build into our team. We have a weekly knowledge sharing session where we encourage team members to learn, discuss and share ideas.

Who is your LSE hero? 

Professor Paul Willman from the Department of Management. We had some brilliant professors but Paul stood out. His understanding of the role and the conduct of traders in investment banks was brilliant. He could convincingly speak for both sides of the coin and have a plausible argument for and against the traders. His style of teaching always sparked interest in the minds of students. While class mates and study groups make a big difference, it was professors such as Paul that made learning at LSE fun and interesting.

You are an active member of the India – Friends of LSE alumni group. What do enjoy most about your involvement?

Our alumni are from different walks of life and it’s been interesting meeting alumni who are into fields completely unrelated to the one I am in. Meeting like-minded graduates and reliving our LSE days has been fun. It has been especially interesting to attend the LSE TRIUM evening that happens once a year in Chennai. The diversity of TRIUM students and what they have achieved is truly inspiring.

Describe the alumni group in three words…

Fun, dynamic and active.

 

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