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
Our co-founder Suneil Chawla was recently featured in the Times of India for his expert advice on taking the off-beat career path of a web developer. The article showcased valuable insights provided by professionals from various fields at an alternate career seminar. The objective was to inspire millennials to think out of the box and take the road less travelled when it comes to choosing a career path.
Suneil Chawla threw light on how the online industry is on the constant look out for individuals who are equipped to handle the digital marketing space. He also stated that people who are interested in Search Engine Optmisation and developing chatbots can particularly flourish in this field and help organisations engage with India’s next billion Internet users. Additionally, he highlighted the importance of regional content and the scope for digital marketing to grow locally.
The other industry experts who contributed to the article include Ms. Divya Satyam – associate professor at NIFT, Ms. Radhika Ramasamy – a wild life photographer and Mr. Arun Ram – resident editor at TOI, to name a few.
Want to know more about alternative careers? Follow our YouTube channel Arrear Irundalum Career for tips and tricks on making it big in life while following your passion. Here's a video to show you how. Don't forget to visit the Arrear Irundalum Career website for more information on career tips in Tamil.
With the Indian real estate space getting increasingly crowded, it has become a significant challenge for developers to differentiate themselves from their competitors. In order to stand out, real estate developers need to try something unique to gain the upper hand. With the tier II and tier III cities being active on the Internet and most of them using vernacular language to consume content, Casagrand formulated an innovative vernacular ad strategy to engage with India’s next billion internet users. Here’s how Casagrand utilised vernacular content in their ads as one of their key real estate digital marketing strategies to reach this market and achieve an incredible 90 percent increase in leads.
Casagrand Builders is one of the biggest real estate developers in South India, with a large presence in Chennai as well as projects in Bangalore and Coimbatore. They are committed to building aspirations and providing homes that offer families the highest quality and value. Casagrand had two main objectives:
In order to meet these objectives, we formulated a multi-targeted approach which would capture the attention of potential buyers at various stages of the buying process. This would ensure that Casagrand would occupy a high position in the consumer’s mind space and give it an edge over its competitors. To do this, we utilised three main strategies:
According to the Google and KPMG report, the number of regional language speakers online in India will reach 76 million within the next five years. As this audience base grows in size and influence, it’s important that brands start creating multilingual content targeted towards them. Casagrand capitalised on this opportunity and developed a regional language-focused approach in their marketing strategy. We identified the Tamil-speaking consumers as the primary target audience since most of Casagrand’s projects are located in Chennai. Based on this, we began developing vernacular ads in Tamil so we could reach out to these consumers directly. We used vernacular ads extensively for specific projects like Casagrand Uptown. Speaking to this regional audience in the language they were most comfortable with, Casagrand was able to develop a relationship built on trust and comfort with their target audience. This played a pivotal role in helping us generate high-quality leads for Casagrand.
We identified the Google Display Network as the most effective way to reach our target audience to create maximum impact. Google Display Network allows us to find the right target audience and deliver our message contextually. One of the tools we used to maximise reach through custom affinity audiences. Building bucketed Custom Affinity Audiences allowed us to reach out to our specific target audience to ensure the right people were coming across our message. Gmail Ads displayed at the top of a user’s inbox also proved very effective in creating awareness and generating leads.
One of the most important ways digital marketing is transforming the real estate sector, is by creating brand awareness right from the initial stages of the buying process. As one of Casagrand’s primary objectives was to occupy the mind space of potential buyers, maintaining a high impression share across relevant keywords was very important. Through competitive bids on generic keywords (eg. 2 BHK apartments in Chennai), as well a brand-specific keywords, we ensured that users would continuously come across Casagrand’s ads in their search results. This helped increase the number of quality leads generated.
Through this extensive and in-depth approach, we were able to generate an unprecedented increase in the number of leads for Casagrand. Our strategy of utilising vernacular ads helped grow Casagrand’s leads by 90 percent QoQ and also increased the overall click volume by 85 percent QoQ. Vernacular ads were extensively utilised in the Casagrand Uptown project marketing strategy, with 50 percent of total spends being allocated to Indic Display Creatives and targeting. This approach delivered significantly higher leads and a CPL that was 60 percent lower than that of normal display creatives. These results prove that vernacular ads offer massive benefits not just in terms of increasing brand awareness, but also in delivering higher ROI.
As the number of regional language users growing at a faster pace than English language users, they are quickly becoming one of the most important segments for brands to focus on. The phenomenal results Casagrand achieved by implementing a strong vernacular ad strategy is proof that brands cannot afford to ignore India’s regional audience. To learn more about our work with Casagrand, you can also read how we helped Casagrand generate a record 190 crores in revenue via Facebook.
Over the five years since our inception, Social Beat has consistently pushed the envelope and stood at the helm of digital innovations. This relentless drive towards perfection has been a key factor in the successful business results we have achieved for each of our clients. But the digital landscape within which we operate is continuously changing and with it, so are we. As we progress from being a startup to a meaningful player in the digital ecosystem, we are charging head-first towards a phase of rapid growth and impactful creativity. To keep up with our constantly evolving nature, we have re-launched our brand identity to better reflect the values we strive to embody today. But while the overall look of our brand might have changed, our core promise remains the same: to achieve measurable milestones for our clients through ROI-driven digital marketing.
Social Beat today is a powerhouse of talent, creativity, strategy and innovation. With our vibrant 80-member team spread across our offices in Chennai, Bangalore and Mumbai, we have the best resources to help brands meet their business objectives. With our unparalleled capabilities in the field, we can say with full confidence that no one understands the digital landscape of India better than us. Social Beat has several unique tools at our disposal to meet the challenges and potential of India’s consumer audience today.
As the importance of video marketing continues to grow, our expertise in creating engaging, insightful video content is one of our biggest strengths. With a talented in-house video team, we offer brands a special edge to capture the attention of their consumers. Influencer by Social Beat is one of our most important services, capitalising on the rapid emergence of influencer marketing. Through Influencer, we put brands in touch with key influencers in the category, helping them achieve greater brand awareness and trust. As tier 2 and tier 3 cities in India benefit from easier access to high-speed internet and low-cost phones, regional language marketing is crucial to help brands engage with India’s next billion internet users. This is why 22 Languages by Social Beat helps brands create engaging content for their audiences in the language they are most comfortable in. This focus on results through a comprehensive marketing strategy is perfectly encapsulated in our new brand identity.
The new brand identity symbolises the progressive vision of our company. From the choice of contemporary fonts to the colours used, every aspect of the logo is an embodiment of the values, culture and innovative methods used by us. After weeks of brainstorming and ideation, our in-house creative team led by Creative Head Panisa Shah finally conceptualized a logo that was the best representation of all that our brand stands for. We adopted a clean, minimal and contemporary look to symbolise our progressive approach to digital strategy. Aside from our new logo, our brand relaunch also involves a redesign of the Social Beat website. In keeping with the minimalist theme, we are giving our website an uncluttered, clean layout that is captivating in its simplicity.
The brand new Social Beat logo is minimalistic and contemporary with clear-cut edges and a bold, yet refined design language that is reflective of our distinctive identity. It successfully captures our passion, energy, creativity and professionalism in a memorable way.
Every component of the logo has a symbolism of its own that throws light on the values, ethics and passionate spirit that defines who we are.
Solid colours with a rock-solid approach: The colour strategy behind the logo was to combine the enthusiastic vibe of orangish red with the reliability and expertise of royal blue. A typical day at Social Beat is replete with vibrant minds working towards reinforcing our clients’ trust and confidence in us. This is why we chose a vibrant red to represent our fresh ideas, passion, creativity and energy, while royal blue represents our dependability and trustworthiness.
Bettering the lettering: We opted for an uppercase, clean, sans-serif font to portray the professionalism we offer. The straight lines reiterate our commitment towards providing polished, masterful end-results for our clients.
Forward is the way to go: The forward arrows represent the result-driven business generation approach and the progressive vision of the company. We are constantly scouting for the latest trends in digital marketing to ensure that brands stay ahead of the curve.
Energetic, enthusiastic and youthful: The strategically placed flash symbol symbolises the energetic and dynamic nature of the team, driven by fresh ideas and new-age concepts.
Strategy comes full-circle: The circle encompassing the logo stands for the holistic digital marketing solution that Social Beat offers to each of our clients.
Our re-envisioned brand identity will accelerate us towards our goal of becoming amongst India’s top companies offering digital marketing solutions. This new identity resonates with our USP of boosting ROI for our clients across a variety of sectors like the finance industry, FMCG industry, real estate sector and more by being a holistic digital marketing partner. It's a brand new identity but the same bold promise!
Our co-founder Suneil Chawla was recently featured in Deccan Chronicle in a short article titled A more ‘personal’ Facebook. The article focused on how Facebook users felt the platform was primarily used to connect people together across the globe but is now like a Classified showcasing products, services and other events related to the them. To address this concern, Facebook has now changed its algorithm in such a way that it will favour personal posts which have more engagement with viewers rather than promotional posts put up by organisations and news hubs.
Suneil Chawla shared his thoughts on the same. According to him, “The new update continues Facebook’s approach over the last few years, with a pay-to-play model. So, organic or unpaid reach will drop and brands will need to advertise to be found by their target customers and the cost of acquiring a customer may marginally go up.”
“As a Facebook user I believe it is a great move as we can see more content from friends and family. As a brand, anything good for the user, can’t be that bad for a meaningful brand”, he added.
You can check out the entire article here.
Social Beat turned 5 on December 12th, 2017! This called for a much-needed celebration after all the hard work and deadlines that got us through yet another year. This time around, however, we went big and treated ourselves to a day of fun filled activities and adventure sports at Wild Tribe Ranch, ECR, far from the madding crowd of the city.
63-strong digital ninjas descended on the battleground with warpaint on Friday the 5th of January, 2018. The Bangalore and Mumbai bases added the much-needed tactical reinforcements and 6 strike teams were carved to carry out a common goal – teamwork, strategy, planning – which led us to realise the aspirations of our clients in the first place. All the combatants were wide eyed and geared for what was admittedly a much anticipated wild ride to pounce into position and trounce the opposition. From the enthusiastic Social Media Marketing team to the evergreen SEO & Content team, everyone put their best foot forward to win the battle.
The disciplines that followed were designed to bring out the child in you and also make a man out of you. Everyone was glad to be a gladiator and ready for a heady test of skill, strength and endurance to overcome the hurdles and come over victorious. The ranch witnessed the Social Beat platoon hold fort with their overwhelming presence and hold court with their shock-and-awe athleticism and enthusiasm.
It is often seen that the best man for a job is a woman – which is why some of the events saw the femme fatales rule the roost and the boys knocked off their perch much to everyone’s delight and surprise!
The warzone camaraderie was quietly documented blow-by-blow on camera by the inhouse photog who never missed a target. Intelligence reports confirmed that the exhibitionism portrayed by Social Beat members drew admiration from the other visitors and brought smiles even from the ranch staffers – something not seen often and something we all can be proud of!!
As the dust settled along with the sunset, all of us retreated with sweet pain and sweeter memories for working together to cross the next milestone in a hurry!!
A resounding high five for now and watch your six folks!
There is no doubt that digital marketing will transform the real estate industry in 2018. However, the recent implementation of RERA has caused a huge shift in the way marketing strategies are created and conducted in the property sector. The much-anticipated Real Estate Regulatory Act has made developers rethink and reformat their marketing strategies to comply with the guidelines for the promotion and marketing of properties.
Our Head of Brand and Strategy, Mr. David Appasamy, was recently interviewed by Realty Plus Mag about this topic. In this interview, David gives us his thoughts about how the game of real estate marketing has changed with the introduction of these major policies.
You can read the article here: http://realtyplusmag.com/the-post-rera-marketing/
Audience engagement has always been a challenge for most brands and companies. Reaching out to your target group is just half the battle won. The key lies in engaging your viewers to an extent in which they ultimately convert to loyal customers. One such digital marketing trend that has emerged as an effective tool to keep customers engaged with your brand is Live Videos.
The advent of live videos has changed the face of audience engagement for the better. The live video streaming option is available on all leading digital marketing channels such as Facebook, Instagram, Twitter and YouTube, to name a few. With live streaming, like Facebook Live, companies have a cost-effective mode of promotion that audiences can easily view since studies have shown that there has been an increase in the viewing of live videos after the introduction of the 4G network. There are many benefits and drawbacks of the usage of live videos but overall, it has been found to be an extremely effective method of communication and engagement between brands and audiences.
Social Beat believes in the power of live videos for promotion and marketing. Featured below is Times of India's article where our co-founder, Vikas Chawla, gives us clarity on how live videos can benefit your brand and help you reach your marketing goals. For more insight on Live streaming, make sure you check out our blogs on the top 10 live chat software for your website and 4 tips to integrate social media for live events.
With Diwali around the corner, it was time for some festive celebrations at Social Beat. On a Friday morning, the office was lit up with people dressed in their ethnic attire be it Anarkalis, saris or the traditional kurtas and dhotis. Getting our work done for the day and shooting photos with our mates, we didn’t know how time flew.
No festivities are ever complete without some great food, right? To enjoy a delicious meal, we headed to Bombay Brasserie in Nungambakkam for a team lunch. It is one of the finest restaurants in the city, known for its authentic North Indian food and its ambience. From Dal Makhni to Garlic Naan and Punjabi lassis, we relished it all. After a hearty meal, we gathered as a team to take a happy team picture.
It was indeed a memorable day for all of us at Social Beat, as it was not just fun-filled but also improved the team’s bonding.
On behalf of the entire team from Social Beat, we wish you a Happy Diwali!
Social Beat is proud to be featured in the Social Samosa Yearbook 2017 for our spectacular campaign executed for our client, Notion Press. Our featured campaign is listed under the Media and Entertainment category. The objective of the campaign was to create a buzz about the launch of the book, The Great Indian Obsession by Adhitya Iyer. The book is an interesting read on how Indians are obsessed with Engineering with a twist of humour. The campaign too, was a reflection of the book, with a funny hand-drawn cartoon sketch. Titled as Bizzare Engineering Facts, it took a light-hearted approach in showcasing quotes from the book, throwing light on hypocrisy in education. The campaign was exclusively posted on Facebook and Twitter and clocked a reach of half a million, with 21k likes and 986 shares. Its relatable context made it an instant hit amongst the target audience and eventually landed us with a feature in the much-awaited Yearbook of Social Media Campaigns 2017.
The updated 2017 version of the book is packed from cover to cover with over 60 eye-catching social media campaigns which are guaranteed to inspire you. These campaigns have created a stir in the digital space and are the best performing campaigns of the year.
Apart from mind-blowing campaigns, the yearbook also features a foreword by Kunal Jeswani – CEO, Ogilvy India – and expert insights from social media biggies like Umang Bedi , Managing Director, Facebook India and South Asia, Taranjeet Singh, Country Director, Twitter India and Rajesh Ghatge, CEO, Indigo Consulting. Grab your copy today for an awe-inspiring read.
There is no doubt that digital technology has engulfed our world with a blanket of convenience. There is an app in our phones for literally every day-to-day activity, from booking a cab to ordering pizza. However, the lack of storage space and increased consumption of mobile data and time has led to stagnation in the number of app-users worldwide.
To address this issue, websites are now being re-designed with app-like behaviour. Frequent visits to these websites will lead to a pop-up in your phone prompting you to add a direct shortcut to the website in your main menu. The progressive functions of these app-like websites have led to the emergence of Progressive Web Apps (PWAs). This new technology has taken the digital world by storm and is here to stay. Social Beat is one of the few digital marketing agencies who has incorporated this technology in our website. Following is an article from Times of India in which Vikas Chawla, our co-founder, has given us a closer insight into the benefits of Progressive Web Apps and their impact on the consumers.
We, at Social Beat, are proud to announce that our co-founder, Vikas Chawla, has been listed as part of the prestigious Pluralsight Digi100 List powered by Paul Writer. The objective of this list is to recognize the top 100 Digital Marketers in India and it’s an honour to be enlisted in it. Last year, Vikas was also awarded As One of The Most Influential Digital Marketing Leaders in India.
The list was unveiled during the Futurist Business Conclave on August 18, 2017, at the Leela Ambience, Gurgaon. Apart from revealing the reputed list, the event also featured the master class - The Futurist Marketer - hosted by the CEO of Paul Writer, Jessie Paul. The day-long event was concluded with the revelation of the CX100 and Content 100 lists, along with a keynote delivered by Jaspreet Bindra, Vice President, Digital Transformation, Mahindra and Malcolm Frank, EVP, CSO and CMO at Cognizant and Co-Author of What to Do When Machines Do Everything.
For a closer insight into the listing, please visit the Pluralsight Digi100 List Powered by Paul Writer and get inspired!
Since becoming a Google Premier Partner a year ago, we have constantly pushed the bar up to leverage Google AdWords and other advertising channels to deliver the best ROI. We are happy to announce that Social Beat has been awarded for Innovation in Display Advertising at the recently concluded Google Premier Partner awards in Mumbai. We were the only agency in India shortlisted for both Search Innovation & Display Innovation category.
The award is a testimony to the fabulous team at Social beat, which constantly pushes the bar to deliver results for clients. There are only 65 Google Premier Partners in India of which 13 were shortlisted for the awards and 5 won them.
Above is a picture of Vikas Chawla collecting the award on behalf of the team, from Rajan Anand, Vice President, South East Asia and India of Google India and below is a picture of the team that made it happen.
To learn about the innovation we do for our clients, please visit our blog showcasing the case studies.
We are delighted to announce that Social Beat is now part of the Facebook Agency Directory. This is a recent initiative by Facebook to showcase the top digital marketing companies in each region of the world. This will allow FB to drive brands and advertisers towards certified Facebook marketing experts.
Since its inception, Facebook has become central to all things social media and has also pioneered the move towards social media being used as a marketing tool for both small and large brands. Last year, Facebook India launched their SME India Council and Vikas Chawla is now a part of the Council which works closely with the platform to transform feedback from clients into working features and marketing products.
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.
Since becoming a Google Premier Partner a year ago, we have constantly pushed the bar up to leverage Google AdWords and other advertising channels to deliver the best ROI. We are happy to announce that Social Beat is the only agency in India that is shortlisted for the Google Premier Partner awards for both Search Innovation & Display Innovation category. Below are two case studies showcasing some of the work we have done.
We work with Notionpress, India’s leading self-publishing company and our goal was to increase the number of leads by reaching out to potential and budding authors. The publishing space is an extremely competitive space, we used Google Search campaigns a key channel to achieve this goal. Right from creating a structured AdWords campaign to daily optimisation of the campaigns, we experimented with every feature that Google offers such as
Understanding that the people who already know us and have interacted with us through the website have the highest potential to convert as a lead, we used the RSLA feature to do just that. This feature helped us target the website visitors to convert them into potential leads. This audience, however, was from different categories and their search queries were different and we couldn't show them the same ad. The messaging needed to change and utilising the “IF Function”, we were able to dynamically change ad copies to RLSA audiences where we created a sense of urgency, which helped in increasing the conversion numbers.
The self-publishing industry in India is not only a competitive one but also a fairly new industry. In order to understand the market and deliver the best results, we had to constantly think of something new and experiment with different strategies. As part of this strategy, we used keywords of different match types to engage with our target audiences to the maximum extent. This process gave us a broad list of keywords to target and understand what exactly people are searching for and gave us a 3X increase in lead flow.
When we tried out keywords of different match types, not only did we identify many more keywords to target but also found certain irrelevant ones. These keywords were not ideal for our client so we constantly managed and added them to the negative keywords list so that it does not affect the quality of our leads. Over 6000 such words were identified and managed and this list continues to grow every day.
Targeting a wide variety of keywords from different categories meant that the ad copies cannot be constant. It needed change depending on what people are searching for. Using the dynamic keywords insertion, we were able to dynamically change the ad copies based on the search query and connect with our target audiences very well, thus contributing to increase in conversions.
We explored the CPA bidding mode to optimise the bids automatically and moved most of the campaigns to this. We started focussing on other aspects such as changing the bids based on devices, hour, time and day of the week and so on.
We used Dynamic Search Ads, which is normally used for e-commerce business as DSA provides additional text on the headlines which is not possible through the expanded text ads. This unique method helped us expand our keyword base, thereby helping us get more conversions.
We also worked on creative writing and focused on engaging ad copies in increasing the number of leads.
With the help of search campaigns, we were able to achieve a whopping 561% increase in the number of conversions, and 154% increase in CTR with optimal CPA. We also had a weekly check in with the client on the quality of leads. With this effort, we were able to reduce the % of qualified leads and improved the final conversion of leads to sales.
Casa Grande, a leader in the real estate space in South India, came to us with the objective of driving sales to their properties through Google Display advertising. With the help of every functionality that Google offers, such as responsive ads, similar audiences and smart display ads, we were able to drastically increase the number of site visits and conversions for the brand.
In India, vernacular content via digital has been growing at a fast pace in India. Of the literate 74%, only 10% read English while the rest consume content in the vernacular medium. In fact, according to statistics, Hindi Internet users (at 201 million) are said to outnumber those accessing the web in English at 199 million by 2021. Keeping this in mind, we used vernacular language as part of our advertising strategy as well as a part of our overall digital media strategy. For a real estate company such as Casa Grande, the audience is spread across Tier I, II and III cities and are not just restricted to the metro cities. It is also true that some of the metro city audiences are more comfortable with the regional language.
Purchasing a property not only involves a lot of money but is also an emotional decision so it is highly essential to talk to them in a language they are comfortable in. We tried out display ads in Tamil, which not only helped us reach a varied set of target audience but also played a substantial role in generating high-quality leads.
When Google Adwords stopped language targeting in Tamil, we quickly turned to Doubleclick and got a license to use the platform. With the help of Doubleclick Bid Manager, we were able to explore placements outside of Hindi language, which helped us achieve great success for Casa Grande, whose target audience is predominantly non-Hindi speakers.
In order to always keep a track of the latest trends in advertising, we contacted our Google support team to get us whitelisted and try out new features in the beta stage itself. Our client was delighted with the huge jump in ROI generated with a visible increase in conversions.
When the concept of similar audiences was introduced, we immediately tried it out for some of our clients and realised the huge potential it has. We’ve also executed new features such as similar audiences to generate sales and help our clients broaden their reach.
Knowing the source of the leads generated from various platforms is highly essential. This helps us to identify which campaigns, placements, topics, and audiences are driving qualified leads in order to improve our quality and quantity of leads. Using this, we are able to understand which platform and source are working better, thereby knowing exactly where to put our money to achieve better results.
No advertising works well without knowing what the target audience exactly wants. Keeping this in mind, we constantly test and refine our landing pages in order to improve the % and quality of conversions that we get. We use Crazy Egg, Zarget and Optimizely for the same. From the designs to the call to action, our team proactively uses heat maps and test various permutations and combinations to understand the consumer better and give them exactly what they want. For example, we did this exercise for our Casa Grande and understood that most of the target audience is looking for floor plans and brochures when they click on the ad. So, the landing pages were optimised to give them just that. This increased our lead flow massively.
The publishing industry being a highly competitive one with reputed and well-established players such as Amazon, we not only need to keep trying something new but also keep a track on the competitors. We use SEMRush and Ahrefs to explore the activities of our competitors to stay ahead of them in our campaigns. We also get new Campaign/Ad Group/Keyword ideas by analysing the competition.
As a team, we are constantly on the lookout to do more in less time and deliver big for our clients. In order to automate the day to day tasks, we use scripts and third party tools, to expand and optimise the campaigns. This process saves us a lot of time and cuts down monitoring simple monotonous processes, which in turn helps us focus on other aspects of optimizing the ad campaigns. It also helps in keeping a close track of the Google Adwords Account Health Score to optimise the campaigns.
We use advanced audience insights to understand our customer and target them. It also helps us with creating smart remarketing lists and use it for RLSA to get better conversions and results out of our advertising efforts.
One of the key reasons that we were able to produce such results is due to our ROI driven focus. To ensure that we push our boundaries and achieve the set targets for our clients, our team relies heavily on knowledge sharing and staying up to date on the new trends. We look forward to continuing pushing boundaries for our clients.
Since our inception in 2012, we have posted more than 200 blog posts around digital marketing, which have received cumulative page views of over a million. In 2017, we have taken one more step towards sharing our knowledge and learnings and launched our first book titled ‘Digital Marketing Insights 2017’. As the name suggests, the book provides its readers with a close understanding of the tips and tricks involved in digital marketing, with deep insights on its diverse platforms.
‘Digital Marketing Insights 2017’ was launched during the second edition of the Facebook Digital Marketing Masterclass conducted in Mumbai. The workshop focused on how to approach digital marketing to build a brand and to acquire quality sales or leads. This insightful session was aptly concluded with the book launch as we presented the first copy to Meera Parthasarathy from Facebook.
The book deals with the various aspects of digital marketing and the methods marketers use to leverage the medium to grow their sales and revenue. It also provides readers with a better understanding of the digital marketing trends you must watch out for in 2017 and insights from key areas of digital marketing such as social media, content and SEO, video, digital advertising, mobile app marketing and user experience design. If you are unable to get the right business results via your digital marketing efforts, then this book can provide you insights on how to make the most of Instagram, Facebook, LinkedIn, Snapchat and Pinterest. Insights in the book have been compiled with contributions from digital marketing experts from across India. Kudos to the team at NotionPress (India's largest self publishing company) for editing, designing, publishing and distributing the book in record time.
You can buy the e-book through Amazon. You can also find a hard copy at all leading online retail stores such as Amazon, Infibeam and Flipkart. We look forward to receiving your feedback on the book so please do share your comments below!
The Internet Society’s (ISOC) Chennai Chapter held a Round Table discussion on how Security has become a mainstream concern as part of the ICANN’s Domain Name Security Seminar (DNSSEC seminar) in Chennai on Sunday, 9th July 17. David Appasamy, Head-Brand & Strategy, Social Beat co-chaired the event along with M Sivasubramanian, President, Internet Society, Chennai Chapter, who organized the event.
The Round table was made possible by host ICANN as part of their DNSSEC initiative represented by Samiran Gupta, Head India for ICANN, and Champika Wijayatunga, Regional Engagement Manager, Security, Stability & Resiliency for ICANN Asia Pacific, who were also part of the Round Table.
The Round Table was attended by a multi-stakeholder group comprising law enforcement, academia with both students & faculty, business & start up representation, civil society with NGO participation and solutions & network representation. The discussions were wide ranging and served to sensitize those present to the increased security risks in today’s environment, both online and offline.
The conclusions arrived at during the Round Table were:
The need for widespread awareness, and for key stakeholders to take the lead in this effort, whether governments, ISPs, online sites or applications, banks & financial services companies, payment or other apps, educational institutions, companies & businesses, parents and role models becomes key. Today, with close to 4 billion people online, the need for secure behaviour online is felt more than ever before. And will only increase in future.
Banking on a series of successful editions of Digital Chai Pe Charcha in Chennai and Bangalore, we conducted the first edition of Digital Chai Pe Charcha in Mumbai. We had close to 30 participants comprising of entrepreneurs and marketers from across industries. The topic of discussion was getting ROI from Digital Marketing.
Below is the presentation that was discussed during the session which will provide you with more information on the above points: