social beat news

Social Beat launches book on Digital Marketing with Notion Press

  • Ayesha Rafeeq
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  • 17 July , 2017
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    • 2 min read

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!


Social Beat at ICANN-ISOC Round Table on Security

  • David Appasamy
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  • 13 July , 2017
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    • 3 min read

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:

  • That most participants felt an increase in security risks in both offline and online worlds today.
  • The world today is far more complex than even a decade ago with issues of terrorism, a divided society, external threats, internal unrest, fake news, online fraud etc. all contributing to the rise in perceived increased security risk offline and online.
  • Governance & regulation cannot be left to only the experts and law enforcement but must be the collective responsibility of everyone who uses the internet.
  • Every user must display responsible behaviour online much as they do offline to ensure that security risks are mitigated.
  • However, this is far easier said than done in a country like India where online user growth is significant month on month and digital marketing is growing leaps & bounds. And when new users are from all strata of society, and not well versed with online etiquette and secure behaviour. In rural areas, for example, bank accounts are operated by groups of people using the same PIN at a government centre from where they have online access. Even in urban areas, people routinely give their credit card PIN numbers to petrol pump attendants or at restaurants while settling their bills.
  • Society is much more complex, demanding & divided today across the world, with law enforcement increasingly having to request online content sites or applications to remove content or pages placed there with the express purpose of inciting division and violence.
  • The Internet began from a defense research project, and was further developed by academia and think tanks. In the early days, users were responsible, aware and value driven so that the idea of the Internet being free, open and available to all made sense and was easily developed. Today, however, whilst it remains free and open (in varying degrees depending on countries), the need for oversight to ensure content is not misused is a reality.
  • While the need for oversight is a reality, self-regulation is still the best approach as a best practice. This is widely seen across the world where light touch regulation, ie facilitation, is the best way. Estonia and France were cited as benchmarks for Internet regulation. Law enforcement officers present also stressed that individual responsibility is still the key.
  • The Round Table concluded with the realization that to facilitate individually responsible behaviour online is a humongous task and will take enormous and sustained effort, especially in a country like India. It will have to be not just and individual responsibility, but a collective one across all multi-stakeholders.

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.


How to get ROI from digital marketing- Digital Chai Pe Charcha, Mumbai

  • Pooja Patil
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  • 8 July , 2017
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    • 2 min read

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.

A quick recap from the session

  • Digital Marketing Comprises of various activities like Landing Page Creation, Search Engine & Content Marketing, Social Media Marketing, Email Marketing, Display Advertising and Influencer Marketing.
  • Digital media can be segregated into 3 types: Owned Media, Paid Media and Earned Media.
  • While building digital assets, it is important to understand that the key is to provide a great user experience across platforms. A smooth User experience helps in driving conversions.
  • A Landing Page is essential for lead generation and helps in faster conversions.
  • According to a research done by Buzzsumo and Moz and Video content gets shared the most across platforms followed by Lists, how to posts and Infographics. While creating content, it is extremely important to focus on the relevance of content to the viewers. The content dynamics have been changing rapidly. From images to videos to gifs to VR, there is a wide range of options to experiment with, to create the right communication piece for your audience. Great content is generally considered as content that provides solutions to the viewer’s problems. Thus, research reports, E-books and guides are some more examples of content that can be created to strike a chord with the audience.
  • Non-branded content helps in gaining engagement. Create content that focuses on the viewer and not essentially on the brand.
  • Vernacular marketing and multilingual content is rapidly gaining importance. Vernacular content helps to create a local connection with the audience.
  • Measuring your digital marketing results is essential as it helps to better strategize your digital marketing efforts. There are several tools available to analyze and measure your results.

Below is the presentation that was discussed during the session which will provide you with more information on the above points:


Rachna Conferred the Woman Super Achiever Award

  • Faizaan
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  • 21 February , 2017
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    • < 1 min read

We are delighted to share that Rachna, the dynamic Head of Business Development & Strategy of our Social Beat Team, recently won the Women Super Achiever Award at the World HRD Congress at Taj Lands’ End, Mumbai.

The award commemorates women across the globe who are leaders, executioners and decision makers in the various fields they represent.

“I am honoured and humbled by the jury of the World HRD Congress to have conferred the Women Super Achiever Award to me. I am extremely proud that I represent Social Beat an organisation that believes in nurturing and encouraging talented professionals. It was amazing to be placed among so many talented professionals across the globe. A big thanks to all the wonderful inspiring women in my life”

The World HRD Congress celebrated its Silver Jubilee this year and is the only known event to encompass all elements of HR. Over 133 countries and 1400 leaders attended the event, giving HR professionals a unique opportunity to connect, share and learn on a global level.

This is the second award we have received for the calendar year of 2017. Casa Grande and Social Beat previously won the BBC Knowledge Award for the Best Search Marketing and Display Campaign.


Casa Grande and Social Beat win BBC Knowledge Award

  • Nandita Raman
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  • 20 February , 2017
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    • < 1 min read

We are delighted to share that Social Beat and Casa Grande, a leading real estate developer in South India, were recently awarded the Best Search Marketing and Display Campaign at the BBC Knowledge National Digital Marketing Awards at Taj Lands’ End, Mumbai.

Casa Grande was looking to scale up its digital presence and sales through lead generation online. We ran highly successful Ad Campaigns across Facebook, LinkedIn & the Google Search and Display Network leading to a 10x growth in number of leads generated and a 30% reduction in cost-per-lead.

Key Results achieved:

  • Number of leads generated increased 10x.
  • Organic Traffic increased 3x
  • Leads from organic Traffic increased 4x
  • Fan base on Facebook grown to an engaged community of over 1,40,000 fans

The Digital Marketing Awards recognises extraordinary work done by the marketing fraternity to take their brands into the digital era and we congratulate the entire Casa Grande Marketing team and Social Beat team on this milestone.


Social Beat is now in Mumbai

  • Nandita Raman
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  • 16 February , 2017
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    • < 1 min read

Last year, we started an exciting journey and opened an office in Bangalore and now we are proud to launch our new office in Mumbai.

We are now one of the leading end-to-end digital marketing partners in India, offering the entire gamut of digital marketing services that include Website and App Development, Search Engine Optimization, Social Media Marketing, Digital Advertising and Influencer Marketing.

Our ROI-driven approach to digital marketing has helped us consistently deliver business results for clients across sectors including real estate, finance, e-commerce, start-ups, retail, FMCG and healthcare. We have partnered with over 100 clients including Citibank, Saint Gobain, Akbar Travels, Murugappa Group, Forum Mall, Urban Clap, Casa Grande, Dr. Mohan’s Diabetes Chain, Raintree Hotels, India Home Health Care, Notion Press, Sulekha.com, Cambridge English, PNG Jewellers, JVC Headphones amongst others.

Here is our awesome team at Mumbai creating magic. Meet our colleagues, Monisha Shivdasani and Tanvi Balekundri.

We look forward to delighting clients in Mumbai. Feel free to reach out to us at team@socialbeat.in or drop by at our office.

Our Mumbai address: B Wing,  5th floor, Ackruti Trade Centre, MIDC, Andheri (E), Mumbai, Maharashtra 400093.


Social Beat turns 4

  • Suneil Chawla
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  • 12 December , 2016
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    • < 1 min read

Four years of sugar, spice and everything nice has made Social Beat what it is today and as we step into our 5th year, we would like to thank each and every team member for their significant contribution to our growth and success.

Its been a phenomenal year - right from turning Google Premier Partners to being invited for the Facebook India SME Council, from visiting San Francisco for the Global Google Partner Summit to running digital marketing workshops across the country, from organising our first Digital Leadership Summit to opening our Bangalore & Mumbai offices, from winning awards to releasing our Industry Digital Marketing Report.

Of course, all of this wouldn't have been possible without our team and our existing and new clients. So thank you once again. Together, we learn, we grow, and we make it beat :)

Continue reading about us on the Social Beat internal blog.


Content Marketing in 2017 – Digital Chai Pe Charcha, Bengaluru

  • Abhishek Kumar
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  • 10 December , 2016
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    • < 1 min read

The second edition of the Digital Chai Pe Charcha in Bengaluru was held on 9th Dec, 2016. We had an audience of 25 including entrepreneurs, professionals, digital marketers and social media influencers taking active part in the discussion. The topic of discussion was achieving content marketing success in 2017 and beyond.

We had done a similar discussion on content marketing in Chennai in early 2016.

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

 


Social Beat partners with Orange Flower Awards in Bangalore

  • Drishtii Jaisingh
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  • 3 December , 2016
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    • 2 min read

We are glad to Partner with the Orange Flower Awards, organised by Women’s Web. The Orange Flower Awards are India’s first awards for women for digital excellence. The initiative aims at recognising women who are digital creative superstars. This encompasses women who are writers, cartoonists, social media mavens, photographers.

The Women’s Web is an online platform that enables women around the country to talk about their real stories and experiences. The organisation is the largest online community of women in India with 8 million readers since 2010. An inspiration to 800+ women entrepreneurs, the platform hosts 1500+ writers and bloggers. There is a wide diversity in the kind of topics that are featured on the platform. One can find women’s views on social issues, parenting advice, relationships, entrepreneurship, travel, lifestyle and even Tech and Finance! Started in 2010, Women’s Web has been growing with the love and readership of women in India and has been applauded by The Hindu, Deccan Chronical, PepperTV and won many awards such as the Women Icon and Biz Divas award.

The premise behind hosting the Orange Flower Awards is that women in India are continually innovating and reinventing to change the digital world we live in. Any woman above the age of 18 years can nominate themselves or someone else for the Awards. Although the awards are meant to recognise the work that women have done in this field, nominations from men are also welcome in specific categories where their work has empowered women in some form.

The Jury panel comprises of renowned journalists and authors like Gita Aravamudan, Kiran Manral, Ashok Banker, Mita Kapur, Samhita Arni and Sowmya Rajendran. Other panellists include Archana Doshi, Natasha Bhadwar and Aparna V Singh, who is the Founder and CEO of Women’s Web. The structure planned is going through digital and also has on ground events in 5 cities – Mumbai, Pune, Delhi, Kolkata and Hyderabad. The gala awards night is scheduled to take place on the 8th of January, 2017 in Bengaluru.

You can catch all the action and the recent happenings of the event on their page. You can also choose to attend the event in any of the cities.


Vikas awarded as Most Influential Digital Marketing Leader

  • Nandita Raman
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  • 24 November , 2016
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    • < 1 min read

It gives us immense pleasure to announce that earlier today, the World Marketing Congress & CMO Asia recognized our Co-Founder, Vikas Chawla as one of the Most Influential Digital Marketing Leaders in India.

The recognition  is a result of an intense research followed by a review by a Jury of senior marketing professionals from across the globe. The criteria for the award included:

· Marketing Competencies
· Strategic Perspective & Future Orientation
· Track Record, Integrity and Ethics
· Commitment to Sustainability (Business, Social & Environmental)


The award function and conference help in Mumbai brought together Marketing Experts, Strategists, & Media from all over the country to learn and share the best practices that shape the digital marketing landscape.


Social Beat participates in Google Partner Summit in San Francisco

  • Vikas Chawla
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  • 14 November , 2016
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    • 3 min read

It was a delightful day when we got the news of being invited for the Google Partner Summit and being upgraded to a Premier Google Partner. So when the time came, Rohit & I packed our bags and took the journey to cover 13,876 kms from Chennai to San Francisco. The journey was not just the distance, but the fact that at the Summit we were amongst 900 partners around the world, who together controlled about 8% of the global digital advertising spend. It was indeed a delightful experience to be part of it.

"Now is our Moment" was an apt theme for the Google Partner Summit with multiple interactions with senior Google product managers and account managers interspersed with knowledge on how to manage talent as well as clients. It was a holistic agenda to help agencies like us succeed.

While a lot of the inputs provided at the Summit were confidential, we have summarized what we are allowed to share. Below were the 5 key takeaways for us:

  1. Be there in the moment - Being there in the moment in the mobile first world is key and there was indeed a lot of discussion on the usual topics of mobile responsivness as well as website speed. There was discussion around the growing adaptation of Accelerated Mobile Pages (AMP) and infact Social Beat has already implemented AMP as well. With the responsive ads that Adwords has launched, the ads become a lot more immersive and adaptable to any device/ad unit size allowing brands to be there in the moment.The challenge with mobile has been that almost 75% of the audience start the interaction with the brand on one device, but complete it on another device. So measurement and tracking of ROI becomes a challenge. Fortunately, some tools like Optimizely help us resolve this.
  2. Measure across devices, channels, offline - Measurement being key, there was discussion around multi device, multi channel and offline measurement since many visitors who search online do visit the retail store. We do have an interesting article on how search can help offline and omni channel retailers in India. While store visits as a conversion metric is already live in Google Adwords, there are many more exciting developments that we can watch out for in the online to offline measurement.
  3. Leveraging Video for Brand Building & Sales - There is no doubt that video is the fastest growing medium in the digital space and many brands are creating engaging yet low cost videos for better brand recall and sales. Lucinda Barlow, Global Director of YouTube marketing pointed out that "There are only two things Americans do more than watch video: sleep & work" and that's the reason why digital video is going to be even bigger going forward. YouTube has lined up some interesting features for ecommerce and omni channel retailers so watch our blogs for more info on this.
  4. Virual Reality / AR - Part of the swag given by Google was the Cardboard which gave us a glimpse into the low cost Virtual Realty but what amazed us was the Google Day Dream (with Pixel) which is a very immersive VR experience and with devices becoming better and cheaper we are surely going to see more of them around. The experience brands can provide via VR is going to be a game changer and we look forward to exploring it. While Adwords is yet to integrate to VR/AR we do see that happening in the near future.
  5. Machine Learning - Machine learning not only refines the experience we get at Google but is also helping agencies like us with programmatic advertising, some of which we have started experimenting with our clients using Double Click. Its only going to get better, allowing brands and agencies to deliver relevance at scale.

Apart from the product learnings, it was amazing for us to network and meet Google Partners from around the world and we even got to visit Googleplex and interact with product managers one on one (though we cannot share the details of these discussions yet).

 


Social Beat part of Facebook SME India Council 2016-17

  • Vikas Chawla
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  • 2 November , 2016
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    • < 1 min read

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

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

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

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


How UX can make or break your business – Digital Chai Pe Charcha

  • Sneha Balasubramaniyan
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  • 12 October , 2016
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    • 3 min read

The seventh edition of the Digital Chai Pe Charcha was held in Workafella, one of the best business centres in Chennai on 8th October, 2016. The event saw over 25 participants who were a mix of entrepreneurs, digital marketers, and professionals. User Experience, an important element in any website or app these days, the entire session was insightful, engaging and very informative!

What is UX or User Experience?

UX or User Experience is exactly what the name suggests – the overall experience one has when they land on your website or your app and the interaction with the company, its services, and its products throughout.  In short, the way a website or an app works plus the look and feel of it all together making your user want to come back to your site.

Benefits of good UX –

Research shows that the overall experience of a user right from landing on your site, navigating and scanning through your pages till moving out of your site to another, the emotions that the user feels throughout – satisfied or unhappy – plays a major role on how your brand performs online in comparison to your competitors.

It helps in converting a user into a potential customer and not just that – but converting them at a low cost.

What makes a good UX –

  • Security & Privacy of its users handled with attention
  • Feedback & reviews from real buyers that connects with new users
  • Company is reliable & trustworthy - Transparent information on the roots & founders of the business

Building a new website 

  • Research and Analyze

Do a quick study on who your competitors are and analyze their digital mediums. Understand what they do to provide their users with a great experience on their site. Work on your content, have collaborative discussions and put down the necessary inputs to go on your site.

  • Strategize

Have a good idea on the different elements you would like to add on to your site – be it a revised sitemap or navigation flowcharts by analyzing user personas and scenarios.

  • Product Design

Work on your website with a neat and clear wireframe that should include digital touch-points further building the virality loop.

  • Test and Iterate

After your new website is ready to launch, have a quick A/B testing and experiment with heat maps on your site. Analyze the results and rework on the design perspective if necessary.

Evaluate the UX of an existing website

  • Functionality of your site / app

The speed at which a new user navigates on your site, understands your business and moves through different pages says a lot about the flow of your site.

  • Navigation & Information architecture

The user needs to have a smooth experience while navigating through your site, moving from page to page and gathering all the information required.

  • Forms

If your site has a landing page with a form, make sure the form is simple with limited fields keeping in mind to not ask for information that is too personal to the user or fields that will require the user to go back and forth too many times.

  • Trust and Credibility

Your user’s information should remain confidential and should not be hampered with.

  • Aesthetics

How good is your site’s layout and balance? Is there a consistency in the font? Are the clickable items clear to the user and is the entire page pleasant and easy to navigate?

UX can be improvised with the help of some efficient tools. To improve the overall look and feel of your site, make use of customer surveys, user interviews and case studies. To track your customers’ behavior on your site, experiment with Zarget, Inspectlet, CrazyEgg, Optimizely, Google Analytics and MouseFlow. To understand prototyping, try Balsamiq, Axure, Invision and Pen & Paper.

When the site’s design and flow is focused on establishing a good user experience, the bond between the company and your customer grows building the brand as well as the overall experience of the user with the company.

Click here to understand more on how UX Can Make or Break Your Business

Those of you who missed the first six editions of the Digital Chai Pe Charcha can check them out below:


Vikas speaks at Retail Summit on Winning the Connected Consumer

  • Vikas Chawla
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  • 7 October , 2016
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    • < 1 min read

Earlier today, I spoke to a packed audience of retailers (omni channel and offline retailers) at the Chennai Retail Summit held by Retail Association of India (RAI) at ITC Grand Chola. I spoke on Winning the Connected Consumer, The Digital Way and you can see my slides below.

Local SEO and digital marketing for retailers is very critical in this connected world. Its very important for them to leverage a mobile first strategy to capitalize on every micro moment.

 


Social Beat becomes Premier Google Partner

  • Nandita Raman
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  • 18 August , 2016
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    • < 1 min read

The Team at Social Beat is excited to announce that Social Beat has now gone from being an accredited Google partner to becoming a Premier Google Partner for Google Adwords/Pay Per click Advertising.

Our newly acquired Premier Google Partner badge certifies us as a company trusted by Google, which is capable of providing the highest levels of service to clients.

We have fulfilled Google’s three main requirements for being a Premier Google Partner.

Certifications

Google requires the team handling Adwords to prove their advanced AdWords knowledge by getting certified in AdWords.  All team members handling Adwords campaigns at Social Beat are certified by Google to have the required levels of competency and proficiency to run successful campaigns.

Best Practices

Premier Google Partners are required to demonstrate that they are maximizing their clients’ performance by implementing Google’s recommended best practices in client accounts.

Google reviews Partner agencies’ client accounts to make sure that their clients are getting excellent service, including the type and frequency of the changes being made, client retention, and whether they’re making the most of their clients’ budgets.

Spends

The new badge is designed to recognize Partners who manage a substantial portfolio of Google advertising campaigns and deliver great results for their customers

Contact Us to get your Adwords campaign started or to optimize an existing campaign for better ROI.


Social Beat held its 1st Digital Leadership Summit

  • Vikas Chawla
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  • 6 August , 2016
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    • 4 min read

Key Highlights from the Social Beat Digital Leadership Summit 2016:

  • Measuring ROI from digital marketing and content marketing are the biggest challenges faced
  • Carat Lane tracks 4000 data points in order to measure the effectiveness of its marketing campaigns – says Mithun Sacheti, Founder of Carat Lane
  • Lifetime value of the customer is key to understanding ROI from any medium, including digital
  • Different digital channels work differently depending on the brands and the right attribution model helps track the results effectively
  • Content Marketing is less about marketing and more about content. Brand are allocating as much as 15% of their total marketing budget towards content marketing.

Chennai, 5th Aug 2016: The 1st Social Beat Digital Leadership Summit 2016 was a congregation of over 125 CMOs, Brand Heads & CXOs from varied industries. Mithun Sacheti, the Keynote Speaker kick started the Summit and shared insights on how a data driven approach at Carat Lane has helped it acquire customers and build a brand. Carat Lane's internal team analyses over 4000 data points, from across channels, including TV, Retail, Print, Radio and Online Marketing.

Speaking at the event, Mithun Sacheti, Founder Carat Lane said “Digital is going to be key for every business in India. The discovery of products and services is going to happen via digital, through consumption will be omni channel across digital, retail and other channels.” Emphasising on the importance of data and analytics Mithun said “The beauty of digital is that you can analyse and measure everything. It's never too much data to decide your action items. At Carat Lane we analyse over 4000 data points on a monthly basis.”



The keynote session was followed by a panel discussion on Measuring ROI from digital marketing. Moderating the panel, Suneil Chawla, Co-Founder of Social Beat, said “Depending on whether the business has a product which has high search volume or is an impulse purchase, Google or social media will be more effective.” Arasu Shankar from eShakti.com said “Apart from tracking the cost of acquiring a customer, it is important to understand the lifetime value of the customer in order to be able to understand the profitability of the business”.



Peshwa Acharya, CMO of Sterling Holidays speaking at the event said “Digital transformation has already happened from the consumer’s perspective. Now it’s time for brands to wake up to this opportunity. There will be many inflection points, for example, COD in ecommerce. Brands need to anticipate and leverage these inflection points to their advantage.”

The last discussion was around How Content Marketing can work for your brand with two successful brands, Matrimony and Murugappa Group sharing their experiences. Vijaylakshmi D, Senior Associate Vice President at Murugappa Group speaking on their successful content strategy around Madras Song said “Murugappa Group always had a strong connect with the city of Madras and we have had ongoing activities around this. When we looked at how do we connect with today’s generation we decided to use music and video as the medium to create the Madras Song to engage people to share their live for Madras.”. Murugappa Group in fact allocates close to 15% of marketing budget towards content marketing.



Rajasekar KS, GM – Social Media & Content for Matrimony.com speaking on their HappyMarriages content initiative said “Content Marketing is more about content and less about marketing. If you can understand your consumer’s problems and leverage that to build content, then it will strike the right cord with the audience.”

 

Speaking at the occasion, Vikas Chawla, Co-Founder of Social Beat summarised, “The digital medium is a powerful medium and only creativity is the limit. We hope that the experience sharing by CMOs and Marketing Heads would enable the entire industry to learn and grow their digital presence.”

Thanks to the entire organising team at Social Beat for pulling off the Summit - Kudos to them! And a big thank you to our partners - Zarget, Sublime Factory & Brandwave.


Digital Chai Pe Charcha – Measuring ROI from Digital Marketing

  • Rohit Uttamchandani
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  • 12 July , 2016
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    • 3 min read

The fifth edition of the Digital Chai Pe Charcha was held at our office on 9th July 2016. It received a wonderful response with about 25 participants including entrepreneurs, professionals, digital marketers and social media influencers taking an active part. The topic of discussion  was Measuring ROI from Digital Marketing.

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

Types of Returns from Digital Marketing

There are two types of returns from digital marketing:

1. Tangible Returns:

These are metrics that translate into immediate business results such as Leads, Sales, Registrations and Traffic

2. Intangible Returns :

These are metrics that do not measure immediate business results such as brand awareness, customer engagement, customer satisfaction and brand reputation.

Which Metrics Should You Measure?

Metrics you measure will depend on your business goals and objectives.

For example, if your objective is lead generation, then you would measure metrics such as Leads/Enquiries Generated, Revenue from Sales, App Installs and Website Traffic.

On the other hand, if your objective is brand awareness, then you would measure metrics like likes/fans/followers, reach, impressions, mentions, social engagement, likes/comments/shares and retweets/reposts.

Tools to Measure Results

There are a number of tools available to measure the metrics mentioned above. They could be categorised as web, mobile, and social media analytics tools.

Web Analytics tools:

There are a number of web analytics tools that you could use. You could use Google Analytics to understand details about the volume and quality of your website traffic. Tools like Kissmetrics, help determine advanced analytics on the behaviour of your users.

Mobile App Analytics Tool

For those of you have the mobile app for your business, tools like Mixpanel and Appsflyer help you learn how people use your app. It also helps draw insights from this data to optimize and improve your marketing for better ROI.

Social Media Analytics Tools:

These tools help you analyze the effectiveness of your social media marketing efforts by measuring metrics like likes/fans/followers, reach, impressions, mentions, engagement, likes/comments/shares and retweets/reposts. Social platforms like Facebook, Twitter, Pinterest, and LinkedIn have inbuilt analytics tools for marketers to analyze the effectiveness of their marketing efforts. Other advanced analytics tools for social media intelligence include Radian6 and Simply Measured.

Call Tracking:

With the growth in mobile use globally, the number of leads coming through phone calls is increasing rapidly as compared to leads through web forms. In this scenario, it is important to use tools like Knowlarity and Exotel to track call leads effectively and attribute them to the right source.

Measuring ROI from a Digital Marketing Channel

The simplest way to measure if ROI from a channel would be positive, is by checking if the Customer Lifetime Value (LTV) is greater than the cost of acquiring a customer through that channel.

The table below will help you with a simplified framework to calculate LTV. For more details on LTV calculation, you can read our article on Customer Lifecycle Value vs Cost of Acquisition in E-commerce.

Participants then did this analysis of LTV and cost of acquisition to calculate channel ROI for their businesses. They shared their learnings with the rest of the group. This was followed by an interactive discussion and Q&A session.

Those of you who missed the first four editions of the Digital Chai Pe Charcha can check them out below:

Edition 1 – Challenges Faced In Marketing A Startup

Edition 2 – Content Marketing Success In 2016

Edition 3  - 101 On Digital Advertising For Startups

Edition 4 - How To Use Instagram For Business

You can follow us on Facebook and Twitter! Check out the hashtag #DigitalCPC for more details on the next Digital Chai Pe Charcha meet.

What methodology do you use to calculate ROI from your digital marketing efforts? Do share your method, experience, and learnings in the comments below!


David Appasamy to head Brand & Strategy at Social Beat

  • Suneil Chawla
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  • 8 July , 2016
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    • 2 min read

Social Beat is delighted to bring on board David Appasamy to head Brand and Strategy for the company. He will be working closely with the core team to achieve the company’s vision of being amongst the top 10 digital agencies in India by 2018.

Speaking on the appointment, Co-Founder Suneil Chawla said, "We not only share the same Alma Mater, IIM Ahmedabad, but also a shared vision of leveraging the digital medium to deliver business results to the brands and companies we work with. We look forward to David driving strategy and growth along with a focus on key client acquisition". David comes with over 35 years in companies like ITC Ltd, Mudra DDB and Sify Technologies covering Business Strategy, Brand & Marketing Management, Digital Marketing and Audience Engagement.

Talking about his new role, David stated, "The Internet, and what it represents for companies as a medium for business and marketing, has always been my passion. I am delighted to be part of a start-up that is firmly established and recognised, and excited to focus on growth strategies and the Social Beat brand as a Digital Marketing specialist."

Co-Founder, Vikas Chawla said “We see David playing a key role in mentoring the core team that the company has built over the last 4 years. As we move towards the next phase of growth, nurturing talent and expanding across the country and globally is going to be key. We are delighted to have David be part of this journey.”

In the past, David has served on the Multi-stakeholder Advisory Group (MAG) advising the UN Secretary General on Internet Governance in 2010 and 2011. He was Co-Chair, International Chamber of Commerce’s Task Force on Internet & Telecoms Infrastructure & Services from 2006 to 2011. He is currently a member of the Executive Committee of the IIM Ahmedabad Chennai Chapter focusing on making it a vibrant, inclusive and rewarding experience for alumni members. David is also involved in multiple social activities including Roofs for the Roofless and the Appasamy Trust focused on self-employment and education.

About Social Beat

Founded in 2012, Social Beat is South India's leading digital agency which helps companies build their brand and get business results via the digital medium.

Social Beat is a certified Google Partner and a trusted online expert with offices in Chennai & Bangalore. The 40 member team offers integrated digital marketing solutions including website development, app development, user experience consulting, social media marketing, content marketing, Search Engine Optimisation, digital advertising & influencer marketing. Social Beat has two digital products - the first is an influencer marketing platform, Influencer.in and the around user-generated content called Rewardify.

With focus verticals of real estate, e-commerce, healthcare & B2B, they have over 100 clients including Citibank, Saint Gobain, Murugappa Group, Akbar Travels, Sterling Holidays, PN Gadgil, Musafir.com, Casa Grande, Dr. Mohan’s Diabetes Hospitals, Sterling Holidays, Chain, Olympia Group, Raintree Hotels, Forum Mall, India Home Health Care, Sulekha.com, Cambridge English & JVC Headphones amongst others.

In recognition of its excellent performance and contribution to the field of digital marketing, Social Beat’s co-founder Suneil Chawla was awarded the Best Digital Marketing Professional by CMO Council 2014 and the Outstanding Digital Person Of the Year award at the Digital Marketing Conclave & Awards 2014 conducted by Think Media Inc and VIT University Business School.

Website: https://www.socialbeat.in/

Media Contact: Vikas Chawla, team@socialbeat.in / 044-42065648


Digital Chai Pe Charcha – How To Use Instagram For Business

  • Anuradha Nair
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  • 4 July , 2016
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    • 3 min read

The fourth edition of the Digital Chai Pe Charcha was held at Karya Space on Saturday, May 28th 2016. The turnout for this event was fantastic with over 60 entrepreneurs, working professionals and social media influencers participating in the session. The topic for this session was all about Instagram and how it could be used to leverage business.

Instagram is a very powerful platform which when used correctly can help brands and business reach out to a niche and specific audience. The customers that brands acquire through Instagram can display strong loyalty towards the product or service.

Here’s the presentation that was discussed during the session

[embed]http://http://www.slideshare.net/socialbeat_ss/how-to-use-instagram-for-your-business[/embed]

It was a very interactive session with the participants sharing their personal experiences with Instagram and asking plenty of questions. Here are few tweets shared by participants about the event.

Here’s a quick recap for those who attended the session and for those who could not make it yet would like to leverage Instagram for their business

  1. Instagram is a young and an emerging platform and great for Indian brands to get in early
  2. Instagram pictures showcase not just a good looking product or a service but a lifestyle
  3. High quality and organic pictures work very well on this platform and products need to be showcased with a story
  4. Text showcased on images in a creative and aesthetic way can work very well to promote content like blogs and articles
  5. Instagram does not allow clickable links on the content accompanying the image. Therefor the bio and the website link becomes extremely important to direct the potential customers to the website
  6. Instagram Ads are a great way to reach the relevant target audience. To run ads on Instagram, one needs to use the Facebook ad manager and link the brands Instagram page to the corresponding Facebook page. More details are mentioned in the presentation shared above.
  7. Instagram ads work especially well for mobile apps and websites that are mobile optimized
  8. It is important to keep track of your followers and unfollowers through apps like Crowdfire, social rank etc
  9. Hashtags are very important to help the right audience and can be broadly divided into three categories – Popular, Industry related and Brand specific
  10. There are many influencers on Instagram who specialize in a certain industry, eg. Food, beauty, Fashion, Parenting etc. To help reach the right demographic brands need to leverage and tie with these influencers.
  11. Using analytical tools available online, it is imperative to understand the progress of the page and even analyze the best performing hashtags
  12. Maintaining a steady flow of interesting posts and content is crucial since a long break may result in losing the traction generated over time

While these pointers can help you, like any other platform, Instagram is constantly changing and brands will have to adapt and implement these changes. In fact over the past couple of days, Instagram has rolled out a massive algorithm change due to which you will see posts based on your interests rather than chronological order. The reach due to hashtags will decrease and your followers will be more important than ever.

What has you experience with Instagram been so far? Do share your feedback in the comments!

 


Social Beat is now in Bangalore

  • Abhishek Kumar
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  • 15 June , 2016
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    • < 1 min read

100+ delighted clients. 40+ member team. 3+ years of excellence.

That’s a summary of our journey in Chennai and we are proud to add another milestone in that journey – the launch of our new branch office in Bangalore.

We are now among the leading end-to-end Digital Marketing Partners in South India, offering the entire gamut of digital marketing services that include Website and App Development, Search Engine Optimization, Social Media Marketing, Digital Advertising and Influencer Marketing.

Our ROI-driven approach to digital marketing has helped us consistently deliver business results for clients across sectors including real estate, finance, e-commerce, start-ups, retail, FMCG and healthcare. We have partnered with over 100 clients including Citibank, Saint Gobain, Akbar Travels, Murugappa Group, Forum Mall, Urban Clap, Casa Grande, Dr. Mohan’s Diabetes Chain, Raintree Hotels, India Home Health Care, Sulekha.com, Cambridge English, JVC Headphones amongst others.

Here are our social media mavens busy at work at the Bangalore office!

 

With a strong result-oriented team and a proven track record, we look forward to delighting clients in Namma Bengaluru. Feel free to reach out to us at team@socialbeat.in or drop by at our office.

Our Bangalore Address: Social Beat, 22, 15th Cross Rd, Sector 4, HSR layout, Bengaluru, Karnataka – 560102


My internship experience – Lavanya

  • Lavanya U
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  • 6 June , 2016
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    • 3 min read

On 4th April, I stepped into Social Beat's office with a lot of excitement and curiosity. The excitement because it was my first internship experience in a digital marketing firm and curiosity because I didn't know what to expect. But well, it was worth the curiosity I'd say!

Although I had a fair knowledge of digital marketing (thanks to my Undergraduate), I didn't know the process behind the whole scenario. Facebook post was just a post until I came here. Never did I know so much planning goes behind each and every published content. Leave the content, even each and every word. The execution part was the only thing I could see from outside not knowing that an entire team dedicatedly works for it. Now I know a Facebook post is more than a post!

The best thing about Social Beat is that you get all the freedom to put in your creative brain and work on your ideas. There is no restriction in the depth that one can go in creating and bringing up new things in work. In fact, we even have ‘Idea Adda’ sessions every Thursday where the entire team sits to discuss on new ideas and brainstorm on it. It is a great platform to show innovation in the work! The entire team sticks really well and no one was hesitant to clear any doubts that I had even if it was silly! They were all more than welcoming to help me anytime with any work even when it was not delegated by them. To bring in the team closer, Social Beat has ‘Chit-Chat’ sessions every Friday where we interact and try doing something out of our work. They even had something new by trying out a market survey in Express Avenue, luckily in the time I interned.

 

This experience has let me learn and experience a lot of things. Firstly, it brushed up my writing skills. Though I write blogs, it was all personal and only here I learned the art of writing for a brand. I had successfully completed few blogs for clients. Secondly, creativity. I was not aware that I can be this creative until I researched and thought about campaigns for clients. Thanks to my guide, Lalitha for the huge support! Thirdly, work culture. As I mentioned how good the work culture is, it is a great thing that my first work happened here. As they say, few drops make the ocean, I can’t put into words what all little things I got out of the whole experience, but the effect and importance of those are huge!

Social Beat is a great place to work. The way the work flows to deliver good results is something I learned the most. The people I worked with personally were one of the kindest to not just help me out in work but also made sure I liked what I was doing. After two months of one awesome experience I had, I would definitely miss the place. Be it the sudden meetings, the team lunches, review calls, client experiences, everything will be missed.

Thanks, Social Beat.


My Internship Experience – Freddy Thomas

  • Freddy
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  • 1 June , 2016
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    • 3 min read

After having worked in a service based MNC with more than 2 lakh employees, coming to social Beat for an internship was refreshingly different. The biggest advantage is that you get to know everyone that you work with. The work becomes easier when you know them in person. The best part is that you know the reason why you are doing a particular task, especially compared to the state where you come to office to do a particular set of specific functions assigned. In that case, you only care about certain part of the workflow.

From a student’s perspective, this was a huge learning experience for me. For a person like me who thought that digital marketing is all about Facebook posts likes and comments, this stint changed my opinion completely. My learning curve is exponential. Hence, the takeaway is huge. As they say, the best way to learn it is by doing it. Now I realize that campaign design, website optimization, content marketing, influencer marketing, SEO, adwords, proposal making, branding, Google, Facebook, Instagram and Twitter are more than what it meets the eye. These 8 weeks of internship has given me a sound platform to develop and research further in this field.

The work culture is the finest. This is because everyone takes ownership. No one puts a limit to your freedom and method of thinking. You are given the freedom to work on your idea. You have the room to make mistakes and learn from them. You have the room to keep your individuality intact without compromising on what the client wants. I could easily see that everyone is aware of the work-flow or the entire cycle of client servicing. There is no room to tell others that I belong to social media department and hence I do not know how it works in business development or the designing side.

Realizing that there is a huge scope for self-improvement is one of the greatest qualities of an individual. Maintaining the hunger for one’s own passion is a great skill, which enables you to grow. Both the above-mentioned quality and skills are inherent in Social Beat. This organization looks for improvement in the existing process and the focus is not just on numbers.

The weekly review meetings, the Friday chit-chats and the brand building activity -‘Digital chai pe charcha’ are extremely good trends, which the company has started and is the backbone of the organization. I wish everyone had their birthday on a working day. Warm celebration in the presence of the entire organization is indeed a memory worth freezing in your mind.

I would like to extend my sincere gratitude to Suneil and Vikas for their guidance and support. Anuradha, for being the best mentor I could ever have. Lalitha, Allan, Aishwarya, Krithika, Roshni, Abhishek, Subramaniyam, Ravi, David, Panisa and Vimal for their inputs and love.

Rohit, Nandita, Kruthika and Priya for the Saturday lunches. Mohan, Karthi, Purushothaman, Hari, Pournima, Bindhya and Shobhana for their warmth.

 


On-ground Survey on awareness of Digital Marketing

  • Lavanya U
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  • 14 May , 2016
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    • 3 min read

On 29th April, a Friday, instead of our usual chit-chat sessions (conducted every Friday to share knowledge & learning from varied spheres of life), we did something different! The entire team received a new plan wherein we were all assigned a unique task!
Being in the digital marketing industry, we are usually immersed in technology. We rarely go out and meet the real consumers whom we target on digital platforms – the consumers to whom we build awareness and drive sales for our clients. It was the time that we went & understood these consumers better. So we headed to one of the largest malls in Chennai, Express Avenue in the hope of meeting such consumers.

The whole idea behind the session was to interact with people and find out the awareness of whether they are aware of the digital platforms and that they are being targeted with advertisements day in & out. The entire team of Social Beat was split into teams of two each. Half of the teams were targeting people to find out about their knowledge in the area of digital advertising. The other half had a client for each team and decided to find out the consumer awareness of the brand. The main objective was to conduct a survey amongst the audience we target through online mediums on a daily basis and this was a first time for us! The exercise lasted for about two hours. The teams garnered a lot of knowledgeable outcomes by the end of the day. “A face to face survey helped us analyze and gauge the reactions of people when they were answering the questions asked”, said Kruthika, our social-media specialist which tells how different was it from a usual online feedback and survey we take.

Our survey on Digital marketing involved asking the following questions to people:
• Do you click on ads on Facebook?
• Do you know what Google ads are and if yes, have you clicked on one?
• Do you pay attention to banner ads?
• Do you use an Adblocker?
• What was the last thing you bought online?
• Do you prefer shopping from websites or mobile apps?

The insights were pretty surprising as most of the people did not even know what Facebook and Google advertisements were or how they looked like. “We had a mixed experience meeting people. On one hand, it was great to talk to them and get insights. But on the other hand, most of them did not know anything about being targeted online via advertisements”, said Bindhya and Natasha. While that was the case with people not aware of ads online, they do pay attention to banner ads but only for informational purpose and the consumers claim not to click on display ads, but that's contrary to our experience where we receive meaningful leads and sales from Display advertising.

Coming to social media & Facebook ads, people are not aware of it because they do not know the difference between an organic post and an ad on their news feed. Fewer people who were aware of Facebook ads admit clicking on them only if it is attractive enough. Most of the people we met do not use an Adblocker on their browsers.

We also did a dipstick survey on whether the consumers are aware of our clients’ brands. Throughout the survey, the digital marketing experts at Social Beat were able to meet consumers, understand the reach of the brands (that we handle) and understand the competition in different industries. Many shoppers also highlighted that some of them still do not trust online brands (possibly biased by the fact that we were surveying these individuals in a mall). Word of mouth still plays a bigger role in influencing people so there is a lot of scope for Influencer marketing.

At the end of two hours, the activity was insightful and left us with an understanding that digital marketing has a long way to go!

 


Digital Chai Pe Charcha – 101 on Digital Advertising for Startups

  • Rohit Uttamchandani
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  • 27 April , 2016
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    • 3 min read

The third edition of the Digital Chai Pe Charcha, held at our office on 23rd April 2016 received a wonderful response with about 25 participants including entrepreneurs, professionals, digital marketers and social media influencers taking active part in the discussion. The topic of discussion, led by Social Beat co-founder Suneil Chawla, was the effective use of digital advertising for customer acquisition and business growth.

As a recap for those who attended the session and for the benefit of those who didn’t, here’s a summary of the key takeaways from the session:

Digital Advertising Terminology:

For those who are new to the world of digital advertising, there was a brief introduction to the terms that are used in the space:

Cost per Click (CPC): How much an advertiser pays, on average, for each ad click. CPC is calculated by dividing the total amount spent on a campaign by the number of clicks generated.

Cost per Mille (Thousand Impressions) (CPM): Metric that shows how much it costs to serve 1,000 ad impressions. Also used as a standard measure for buying display ads, as inventory is generally sold on a CPM basis.

Cost per Lead (CPL): How much an advertiser pays, on average, for each ad click that results in a lead conversion. CPL is calculated by dividing the total amount spent on a campaign by the number of leads generated.

Cost per action (CPA):  A pricing method which calculates cost based on the number of times a user takes action based on an ad (conversions).

Click-through rate (CTR): The percentage of impressions that results in a click through.

 

Digital Advertising Industry Benchmarks:

Following a brief discussion on how attendees were using digital advertising for their business, there was a discussion on the CTR, CPC, CPA and CPL benchmarks one can expect to see for different industries, based on the years of experience Social Beat has in the space. The table with the industry benchmarks is below:

 

Digital Advertising Exercises:

Event attendees then made four teams and brainstormed on a digital advertising exercise – Two teams worked on increasing the number of orders for an ecommerce client while two worked on expanding the business for a retail chain to 100+ stores across two Indian states.

The ecommerce exercise can be downloaded here and the retail chain exercise can be downloaded here.

Key takeaways from the exercises:

  1. While scaling up digital advertising spends, always allocate more budgets to the platform or channel that is known to be performing and delivering results. So, for example if Google Adwords is proving better leads/orders and sales, revenue then grow that channel further. For many brands it might be Facebook, for some it could be Adwords, Third Party Platforms, Linkedin or even Pinterest.
  2. Every platform will have some ceiling beyond which spends cannot be scaled up anymore without increasing CPA. Past data from individual platforms and from Google Analytics can help with this.
  3. It might be prudent to allocate a small percentage of your advertising spends (anywhere between 5% to 10%) to experimenting with newer channels and avenues for customer acquisition.
  4. Facebook tends to be the lowest cost of acquisition for most industries and is an excellent medium to target audiences who are not necessarily searching for your product/service yet.
  5. More detailed ideas on leveraging digital advertising can be seen here.

Those of you who missed the first two editions of the Digital Chai Pe Charcha can check them out below:

Edition 1 - Challenges faced in marketing a startup

Edition 2 - Content Marketing Success in 2016

You can follow us on Facebook and Twitter or check out the hashtag #DigitalCPC for more details on the next Digital Chai Pe Charcha meet.

Are there any challenges you face when it comes to digital advertising for your brand? Do let us know in the comments below and we will be happy to help you out.


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