With our workplaces and schools confined to our homes, group chats and video calls are the new normal post the spread of the coronavirus. Thanks to this, we have numerous video communication platforms, from both new and old brands, becoming a staple in our household. Currently, the Zoom meetings app sits at No.1 on the app store but Facebook’s Messenger Rooms is gearing up to change that.
Technically developed by Facebook back in 2014, Rooms was introduced for users to create spaces and invite other users into that space for personal as well as professional purposes, while also given the option to be anonymous. This was shut down in December 2014. Things, however, took a turn during the COVID-19 pandemic, and Facebook reintroduced a video conferencing system under the same name in April 2020.
Much like the Zoom app, Facebook too would enable you to start video calling friends and family through a link on your newsfeed or groups/events page. But after their most recent dip from the 10th position to the 15th position on the U.S. app store, the company has decided to revamp their version to improve rankings while also incorporating new and improved features for better user satisfaction and experience.
In the newest version of Messenger Rooms, users will now find the Rooms they have been invited to at the top of their chat box in order to find them easily. The option of creating a Room has also been made easier by displaying the option at the center of the chatbox. You will also be able to set future start dates and customize audience selection. In addition to this, you will also be able to join, edit, delete, and invite other users through the "Manage Rooms" feature.
In terms of personalization, Messenger Rooms are now enabling fun frames and customized backgrounds where you can use your own pictures and other multimedia as backgrounds, in addition to previously offered options like lighting filters and 360-degree backgrounds.
With many video conferencing apps like Zoom, Google meets, Houseparty, etc, Facebook is rolling out different options like Instagram Reels and Messenger Rooms to facilitate superior social video chatting experience in order to maintain its top app status. Earlier this month, it also began integrating chat systems for Instagram and Messenger, to help the latter retain its app status.
Social Beat has got Arunima Singh on board as the executive vice president – growth in Mumbai. She will help the agency drive success with existing and new clients for the west region. Singh will work closely with the core team to drive growth and move closer towards the company’s vision of being India’s top independent digital agency by 2021.
Singh comes with more than 19 years of marketing experience, on both client and agency side. A media professional, she has a background in brand management, and marketing. Throughout her nearly two decade long career, Singh has held multiple positions, her last one being business director at Wonderman Thompson. Her journey also includes stints at AdFactors PR, L&K, Saatchi and Saatchi, and Mirum in the past. She brings with her experience in content management, SMM/SEO, website building and management, and business development.
Singh said, “Joining Social Beat, a young & agile agency, beautifully nurtured with a class apart culture and an apt environment where creativity is nurtured and nourished, is indeed a challenging platform for widening my portfolio in digital advertising. It is said that when a drop of waterfalls in the pool, it has no value, whereas if the same drop of waterfalls on a lotus leaf, it can shine like a pearl and a diamond. I am excited & looking forward to working with Social Beat and contributing to taking it to the next level with my team.”
She has worked on brands like Pidilite, Kalpataru, Godrej Group, Essar, KPCL, Parle, HCC, Lavasa, Magma Fincorp, Force Motors, Kotak Mahindra, HUL, Apollo Clinics, Rajiv Gandhi International Airport, Tata Housing, Intel, Piramal, Kellogg’s, HSBC,Colgate, and Flipkart during her career so far. She has also won multiple awards during her career.
Social Beat co-founder Vikas Chawla said, “We are ecstatic to have Arunima on board as an EVP in Mumbai. We look forward to working together towards realising our 10X vision to being the no.1 independent digital agency in India. With her immense experience in mainline and digital, she will be a great addition to the team and our journey.”
Social Beat is delighted to strengthen its leadership team by bringing on board Avinash Shenoy, Pratiksha Sinha and Tuhina Bapuli as Executive Vice Presidents (EVP) for Mumbai and Bangalore. They will be working closely with the team to drive growth and move closer towards the company’s vision of being India’s no. 1 independent digital agency by 2021.
Avinash Shenoy hails from a core advertising, brand management and marketing communications background. His professional journey spans across management and execution of strategies for various marquee brands. His 17-year-long professional journey includes working at various key roles in brand marketing and customer marketing at PepsiCo, in addition to managing key personal care brands for Unilever at Lowe. He was also a part of a key online jewellery brand where he worked towards delivering their growth hacking and digital marketing initiatives.
Talking about his new role as an Executive Vice President in Mumbai, Avinash stated, “The new world of the consumer is fast evolving in terms of consumption and communication, thanks to digitisation and e-commerce. It is imperative that brands and businesses are on top of the game to match these needs. I really believe that the team at Social Beat has the right passion and purpose to deliver these evolving digital needs. I am delighted to be a part of this journey and look forward to working with this young and dynamic team to create winning ideas, and solutions to build business for our clients.”
Pratiksha’s career in marketing took shape 6 years ago, with her gaining expertise in creating and executing GTM strategies for known brands across various verticals, including building client relations and business development. Her stint at Sokrati and Anarock has been instrumental in shaping her career in performance marketing. In Anarock, she was also given the opportunity to onboard and work with established brands such as Piramal Realty, TATA Housing, Mahindra, Shapoorji, Viacom, Swiggy and AJIO, to name a few.
Joining Social Beat as an Executive Vice President in Mumbai, Pratiksha shared, “In Social Beat, my key focus area would be to grow our business by almost 10x in the next 18 months, by helping our existing clients scale their customer growth through paid marketing and also onboarding new clients who are looking at driving significant scale through digital.”
Tuhina Bapuli has over 10 years of experience in the craft of core marketing having worked in brand awareness, consumer marketing and brand building. She has also gained exposure in corporate events including MICE and trade meets, and managed dealer engagements with CHA, IT, FMCG, Apparel, BFSI and automotive brands. In addition to this, she has explored structured social and digital marketing attributed to her stint at Autumn Grey - WPP.
Expressing her excitement, Tuhina said: “The digital marketing field is ever-evolving, with the need to stand out in the crowd. It is indeed exciting to step into a new journey in my professional career, working with a company that recognises talent and brings the best results. I look forward to contributing my skills and expertise at our Bangalore office, and utilising digital marketing’s dynamic nature to the fullest.”
Co-Founder, Suneil Chawla said, “As we move towards our goal of being the no. 1 independent digital agency in India, we are really excited to have Avinash, Pratiksha and Tuhina join us and play a crucial role in our growth journey. With each of them having varied experiences across branding, storytelling and performance marketing - we look forward to them accelerating our growth, nurturing talent and taking our work across some of India’s best brands. We are delighted to have the three of them be a part of this journey.”
2nd April 2019: Social Beat, one of India’s leading digital marketing agencies, bagged two top awards in the ‘Digital’ category at the recently held ‘Maddys 2019’ in Chennai. The first, a Gold Award, is for the Best Use of Digital for Klay Schools, and the second, a Bronze, for the Best Digital Public Service for Social Beat’s road safety awareness video.
‘Maddys 2019’ is an annual award event organised by the Ad Club of Madras to honour the most creative minds of the Indian advertising industry. This is one of the top advertising awards recognising path-breaking campaigns in various categories such as Print, Radio, TV and Digital.
Commenting on the digital initiatives for Klay Schools, Vikas Chawla, co-founder of Social Beat, said, “Klay is one of our premier clients in the educational sector and our specialised digital initiatives have played a significant role in establishing them as one of the preferred pre-schools in India. We began with a refresh of their website keeping in mind factors like design functionalities and user - experience. We also leveraged their YouTube channel with a series of videos highlighting the environment and the approach adopted by Klay schools in nurturing future generations. The center-specific digital campaign strategies proved to be a great tool for increased visibility, creating brand awareness and driving walk-ins.”
In addition to this, Social Beat also won an award for their unique video highlighting the importance of maintaining good road etiquette. Speaking about this recognition, Suneil Chawla, co-founder of Social Beat said, “The video titled ‘A Day in the office ft. Bad Drivers’ highlights the bad behaviour of drivers on the road compared to everyday work life. We projected basic road safety rules such as ‘Don’t text while driving’ and ‘Don’t drive on pavements’ using some common professional etiquette examples. This video was a huge hit on all our social media platforms.”
These awards follow close on the heels of the prestigious ‘Best Digital Marketing Agency of the Year’ that Social Beat won at the Marketing Maverick Awards held in Mumbai.
Social Beat recently concluded the Digital Leadership Summit for 2019 held at Bangalore. The event was a grand success. With industry leaders sharing their insights. Mr. Atin Chhabra - General Manager, Marketing at Schneider Electric shed light on the digital transformation of B2B Customer Experience for large and diverse organizations like Schneider Electric. Here are some of the highlights of the session.
Gone are the days when companies introduced a product in the market and it had to be accepted by the consumers. Times have changed, today there are more platforms for consumers, more architectures to experiment on and more connected products. This gives rise to a demand-side play, consumers these days do not demand more products or services but a more engaging customer experience.
Mr. Atin speaks about how it wasn’t long ago when the competition was determined on the basis of products or services. Another company selling similar products or services they were considered as competition. However, that isn’t the case anymore. For a company like Schneider which deals with energy, management, and automation, the competitor for Schneider would be Amazon. This is solely because of the customer experience offered by companies like Amazon. The thin line between who competitors are and who offers a better experience is diminishing.
Traditionally competitive advantage was factored in on the basis of 2 key points which are:
However, gone are the days when competitive advantage meant low cost and differentiation. Today there are a number of companies that offer both lower costs while also being highly differentiated. One of the most important takeaways from this differentiated competitive advantage is the scale of operations and the experience they have within the specific domain. This indeed is competitive for any traditional company.
To adapt to this companies may look at case studies on big internet giants like Google, Uber, and Amazon, but this constitutes only 6% of the total companies in the world. Other than these big companies that make the 6% while the rest of the 94% of companies which have existed for more than a century or two. What is it that these traditional companies that make up the 94% have done? How do they compete with the big names? According to the statistics, these traditional companies who have implemented digital transformation strategies have seen a 9% increase in revenue. They have seen a whopping 26% increase in profitability. Not only does the digital transformation for companies help in money making but also helps in saving costs. These companies are known as digital masters.
Digital Masters look at digital transformation on two dimensions:
Digital Capabilities today are spread across 3 different functions.
According to public data, close to 70 percent of digital transformation investments go to digital customer experience. This is because over the course of time customers have also changed, this change is not limited to B2C but also B2B customers.
The change is such that 57 percent of the B2B customers have decided what to purchase even before contacting the vendor. Almost 55 percent are looking for B2B products on social media platforms other than LinkedIn. The most astonishing fact is that 86 percent is willing to pay 16 percent more price for an amazing experience. While a good digital experience is important for the digital footprint, it is important to have content to offer a good experience.
DCX or Digital Customer Experience is becoming the forefront to interact, engage and transact with customers. It is very important to get the basics of user experience correct.
Here are the four pillars for creating a digital customer experience function or strategy.
These four pillars need to be kept in mind while creating a digital customer experience strategy. As each pillar looks into important aspects of a digital customer experience this ensures the strategy covers these aspects.
Here are 4 pillars looked upon for the digital transformation agenda at Schneider:
Digital Marketing was considered to be the future of marketing until a few years ago but of late it has all boiled down to digital customer experience. This digital customer experience works across the entire company. It is important to increase the competence of the people, while hiring is possible, the most effective way is by upskilling and strong digital community program. The top-down approach helps in building a stronger digital community within an organization rather than hiring a small group.
2019 marks the 11th year since YouTube’s entry into the Indian market. To help marketers and creators understand the massive impact YouTube has made in India and its importance in the digital ecosystem today, Youtube hosted the 2019 Brandcast in India.
YouTube currently has over 265M users in the country and this number is expected to reach 500M by 2020. This incredible number is in relation to the increase in the total number of internet users in India that has grown from 15M just five years ago to 100s of millions of users today. Its ability to provide a personalised media experience and offer content in various languages has made YouTube one of India’s most-used platforms.
Over the last 11 years, YouTube has become a platform for storytellers and creators to share content in different languages and reach an engaged audience in rural areas and big cities alike. It has become a success story for numerous YouTubers like ‘Mostly Sane’ who uses YouTube to discuss social issues such as mental health (the channel is currently at 3M subscribers) and more recently Priyanka Chopra, who chose YouTube to extend her audience reach with hew new show ‘If I could do just one thing’.
Susan Wojcicki, CEO of YouTube, says it is the preferred social platform for creators and businesses alike due to its ability to reach out to a large audience pool in a personalised way. When Pepsi ran an ad campaign on YouTube, it saw a 14% increase in sales and 3.3x return in ad spend. Alternatively, Hyundai’s ad campaign had a massive audience reach of 221M. The ability to scale and impact on YouTube can result in business leading results. Currently, vernacular content is taking centre stage and has helped increase engagement across all channels.
Mark Patterson of Group M discussed the video revolution in India and how it has changed the way brands communicate with their customers. Group M is a media advertising company that has had a presence in Asia for more than 2 decades and is responsible for 1 in 2 ads in India.
Mark highlighted the evolution of the media landscape and how mobile video has become a secret weapon for many marketers. One of the main reasons for this is the change in the way users consume content and seek entertainment. They look for three things: convenience, customisation and choice. Statistics show that 60-70% of people in India consume content on mobile video every day.
The digital spends in India remain comparatively low when compared to China where 64% of ad spends is digital while this is only at 18% in India. However, India is one of the fastest growing economies in the world at a 14% GDP and digital ad spends is expected to catch up soon.
Mark Patterson also discussed the three main themes on the why and how of digital advertising in India and how YouTube affects these themes.
1. Driving results across through the funnel
YouTube has allowed marketers to have a mass reach and gain more awareness of their brand with tools such as YouTube Masthead.
2. Unlocking creativity
YouTube allows for personalised messaging that has helped deliver performance. This has resulted in a 20% uplift inconsideration, a 31% increase in awareness and a 900% increase in search queries.
3. Cross channel planning
While this is still a fairly new concept for most media agencies. Group M has taken a step in this direction by integrating YouTube reach data with Group M planning tools. This has helped them optimise maximum reach across multiple devices.
It is no secret that Youtube has become the secret weapon for many marketers to reach their target audience. To take advantage of the immense reach that Youtube offers, Social Beat collaborated with our client Sundaram Mutual to create a masthead ad to promote their new fund. This campaign generated incredible results, proving the effectiveness of Youtube as a medium to reach out to the target market.
Sundaram was launching an open-ended equity scheme and wanted to create awareness around their product within a short period of time. Digital marketing has been proven to provide finance companies with the reach they require so Youtube was the obvious choice when it came to achieving the objective.
Mastheads are usually charged on a daily basis so we used the 24 hour period we had as effectively as we could. To enable maximum viewership we ran the campaign over the weekend. For the entirety of the day any individual that accessed Youtube through their desktop, tablet or mobile device saw the masthead ad at the top of their pages. This helped us increase our subscriber base and drive traffic to the website.
The 20-second Sundaram masthead achieved phenomenal results. Sundaram’s subscriber base grew from 356 to an outstanding 56,000! It has increased since then and is currently standing at 57,000 and growing every day. The video also generated 14 million views in a span of 24 hours.
To achieve these incredible results, we adopted a digital-first marketing strategy to reach the target audience. We were also able to track and measure our results to scale the brand to new heights.
You can read more about our Youtube ad campaign with Sundaram Mutual here.
Ben Jones, Creative Director at Google says that 30% of ROI is driven by media elements and targeting data. The other 70% comes from creative. There are three elements that affect ROI in digital:
Many people assume that with all the content out there, the consumer’s attention span is decreasing but this is not true because people today prefer long-form content to short-form content. What has changed is how quickly consumers reject and accept the content they consume. The content needs to be longer, richer, deeper and grab the attention of the viewer faster.
Another way a brand can improve ROI is by understanding the customers better with more personalised messaging. They should change content according to the target audience and in a way that will allow the brand to relate to the customer better. Statistics show that customisation of the ads specific to the target market can result in a 10% lift in ad recall.
Research has shown that In India 60-70% of content is consumed via the mobile device. Therefore, when creating content, brands need to keep in mind that the shots framed and the stories told are optimised for the mobile user. It is important for agencies to rethink their digital content strategies this way so they are able to get the brand message to the target audience better.
To help agencies adopt the above strategies in their content plan, a new Rethink Council has been created to identify how brands can rethink their marketing and targeting to measure and maximise creativity to connect to the customer.
YouTube Brandcast India 2019 ended with an insightful discussion with world-renowned director Zoya Akhtar. She highlighted the importance of the role YouTube played in her recent film ‘Gully Boy’ and how she was able to discover and do in-depth research for the movie through YouTube. YouTube also played a huge role in promoting the supporting content for the movie such as trailers and interviews.
YouTube has played a crucial role in the evolution of digital media in India and YouTube Brandcast 2019 highlighted the importance of the digital platform and how it has changed the way people consume content in India.
Our co-founders, Suneil and Vikas Chawla, were recently featured in the March 2019 edition of Insights Success magazine, as part of “The Top Ten Mind-Blowing Corporate Media Solutions Provider”.
Digital solutions today are an indispensable part of any brand or company’s marketing mix. While there are several digital agencies in India, the founding brothers spoke in-depth about what sets Social Beat apart from their peers – a client-centric approach backed by creativity.
Suneil and Vikas opine that while multiple agencies are churning out impressive results, one of the biggest challenges facing India’s digital marketing landscape is attracting and retaining quality talent for both the creative and digital marketing areas. The other challenge lies in the dynamism of the landscape and its ever-changing trends. You can take a look at the top digital marketing trends in India that will shape 2019.
To overcome these challenges, the founders speak about adopting new technology for better solutions for their customers including influencer marketing platform Influencer.in and multilingual content marketing platform 22 Languages.
The duo also spoke in depth about Social Beat’s YouTube knowledge series – Digital Bytes that sheds light on current and upcoming digital marketing trends, as well as Social Beat’s book, “Digital Marketing Industry Report 2018” – that provides comprehensive insights into how brands today leverage the power of digital to intensify their marketing efforts.
The success of any company lies in the well-being of its employees. And Social Beat prides itself on creating an inclusive, transparent and empowering work-culture. The founders allude to creativity and enthusiasm running high throughout the organisation that has helped Social Beat grow from strength to strength since its inception six years ago.
Read the entire article on Social Beat: A Homegrown Digital Marketing Leader here.
We are excited to announce that Social Beat has earned the Google Premier Partner Shopping Ads Skills for Google Ads/Pay Per Click Advertising. Our newly acquired Google Premier Partner badge for Shopping Ads certifies that we have demonstrated expertise and sustained client performance in shopping advertising.
Unlike traditional text ads that focus on the keywords you choose, Google Shopping ads determine when your product listing ads show up. Google considers the feed, the site and the bids that determine what search queries show your ads.
The success of Google Shopping ads depends on three elements:
We have successfully incorporated these elements and leveraged the use of Google Shopping Ads to sustain client performance in shopping advertising.
Premier Google Partners are required to demonstrate that they are maximising their clients’ performance by implementing Google’s recommended best practices in client accounts using Shopping Ads.
As a Google Premier Partner in Shopping Ads, Social Beat can help us place our client’s products on Google Search, set up inventory on the Merchant Center and create Google Shopping campaigns.
The new badge is designed to recognise Partners who manage a substantial portfolio of Google advertising campaigns and deliver great results for their customers.
Social Beat works with Google Sales Representatives to promote new and effective Google strategies to our clients. As a Google Premier Partner, we use proven techniques to help our clients increase their digital ROI. We aim to deliver the best results to our clients using Google’s strategies such as Mobile Innovation and Search Mobile and Display Innovation.
Contact us to get your Adwords campaign started or to optimise an existing campaign for better ROI.
The World Marketing Congress and CMO Asia recognised the 50 most influential strategy leaders around the globe at the Mobile and Digital Marketing Summit 2018 held on the 27th of November at Taj Land’s End, Bandra, Mumbai. We are extremely happy to announce that Mr David Appasamy – Head of Brand and Strategy, Social Beat – has been selected as one of the top influential strategists from across the world.
David has an exemplary career spanning over 35 years with several leading companies such as ITC Ltd, Mudra DDB and Sify Technologies covering Business strategy, Brand and Marketing Management, Digital Marketing and Audience Engagement. From 2006-2011, David was the Co-Chair for the International Chamber of Commerce’s Task Force on Internet, Telecoms, Infrastructure and Services. In 2010 and 2011, he was also part of the Multi-stakeholder Advisory Group (MAG) guiding the UN Secretary-General on Internet Governance.
The 5th edition of the World Marketing Congress was held this year with the central theme of Futuristic Marketing. The conference covered various aspects such as digital initiatives, customer experience, advertising and branding. The conference also discussed the importance of linking sustainability with a brand’s identity and how to develop a sustainable brand by changing the dynamics of marketing strategies. Various industry experts also stressed the need for brands to focus on their marketing culture rather than only their products and services. The other key aspects that were highlighted are the role of brands in empowering customers by using interesting engagement initiatives to create brand perceptions and nostalgic memories.
This year’s World Marketing Congress also included the 8th edition of the Mobile and Digital Marketing Summit. This summit was organised jointly by the World Marketing Congress and CMO Asia. The main purpose of this summit was to discuss the future trends of digital marketing and the need for every brand to incorporate effective digital marketing strategies in order to establish a strong presence in today’s continuously evolving digital landscape. This summit was a great platform for industry experts to gather, explore, discuss and brainstorm ideas on formulating compelling strategies to reach India's next billion Internet users using digital marketing tools, case studies and global practices. 100 marketing wizards attended the summit from across the globe including market research experts, brand strategists and media professionals to discuss and ideate the best industry practices.
We are happy to announce that our co-founder Vikas Chawla, Head of Social Media Innovation - Anuradha Nair and Creative Head - Panisa Shah have received nominations under the first edition of Social Samosa’s 40 Under 40.
Social Samosa 40 Under 40 is a salute to pioneers in the field of marketing and advertising in India – to celebrate thought leaders and entrepreneurs who have disrupted and impacted growth within the ecosystem.
Google India’s Year in Search report estimates that by 2020, more than 650 million Indians will be online. In the last two years, digital underwent a major paradigm shift – from a support-marketing channel to a full-fledged business platform of its own. According to the Digital Marketing Industry Report 2018 that we recently released, 68% of brands leverage digital marketing to promote their products and services.
Those nominated for #SS40under40 are those individuals who strive to leverage our country’s growing digital audience and formulate the best strategies to engage with the next billion internet users in India.
The nominations are spread across 10 categories namely - Account Management, Analytics, Brand Management, Business, Content Marketing, Creative, Digital Marketing, Media Entrepreneurship/Leadership, Media Planning, and Strategy.
Each candidate is nominated and assessed based on creativity, planning and execution, strategy, ability to analyse numbers and trends and implement them, crafting their brand’s message and how effectively they engage with consumers.
After a whopping 450 plus entries, Vikas was shortlisted among 228 other nominees by a jury of marketing stalwarts namely:
We wish good luck to our Social Beat members in the final selection!
For more insights into the awards, visit 40under40.socialsamosa.com