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.
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:
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.
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 firstname.lastname@example.org or drop by at our office.
Our Mumbai address: B Wing, 5th floor, Ackruti Trade Centre, MIDC, Andheri (E), Mumbai, Maharashtra 400093.
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.
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.
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.
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.
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:
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).
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.
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!
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.
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.
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.
Work on your website with a neat and clear wireframe that should include digital touch-points further building the virality loop.
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.
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.
The user needs to have a smooth experience while navigating through your site, moving from page to page and gathering all the information required.
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.
Your user’s information should remain confidential and should not be hampered with.
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.
Those of you who missed the first six editions of the Digital Chai Pe Charcha can check them out below:
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.
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.
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.
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.
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.
Key Highlights from the Social Beat Digital Leadership Summit 2016:
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.”
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:
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.
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.
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.
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.
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!
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.
Media Contact: Vikas Chawla, email@example.com / 044-42065648
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
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
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!
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 firstname.lastname@example.org or drop by at our office.
Our Bangalore Address: Social Beat, 22, 15th Cross Rd, Sector 4, HSR layout, Bengaluru, Karnataka – 560102
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.
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 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!
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.
Key takeaways from the exercises:
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.
With 3 interns joining us in a trot in early April (two from the Loyola Institute of Business Administration and one from Symbiosis, Pune - more about this later!), it was time for the team to head to our favourite south indian food joint! With the team growing in size, Menaka in Hotel Palmgrove was one of the only places that could accommodate us at short notice. While it was a hot day (& continues to be), it was a cool afternoon for us! After consuming tonnes of rice, sambar, ice cream & whole lot more, combined with the heat it was tough to work but we still made it beat till the end of the day.
More updates from the interns will follow shortly!
The second edition of the Digital Chai Pe Charcha, held at our office on 27th Feb 2016 received a great response with about 25 participants 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 2016 and beyond.
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:
Why Content Marketing is essential:
Content marketing is a key part of any marketing strategy and is known to produce business results, as shown by the Hubspot survey below:
Also, as compared to paid media, it has a more sustained long-term impact:
Also, with most users being bombarded with ads from a large number of brands and with the use of ad blocking growing at a rapid pace, inbound marketing through valuable content works better and helps reach out to an audience that paid ads would never reach.
“10x Content” is required to make your content stand out:
With over 27 million pieces of content being produced every day, creating content that is good and unique alone doesn’t work. You need to create content which as defined by Rand Fishkin is “Content that is 10 times better than the best result that can currently be found in the search results for a given keyword phrase or topic.”
Creating 10X Content:
Read your audience’s minds:
The key is to find questions that your target audience is looking for answers to and problems they are looking to solve. Tools and platforms that could help you with this research are:
Combine User-focused content with search engine focused content:
Once you find topics that you could create 10x content on you would also need to check if there is a large enough number of users who are searching for content around those topics. This is where Google Keyword Planner comes into play and helps you figure out which topics you should create content on to get large volumes of organic traffic.
Find the most successful content around the topic:
Once you decide on a topic to create content on, you need to research the topic, do a competitive analysis and find the most successful content around it. This can be done by searching for different keyword variations on Google Search to identify top ranked content or by using a tool like Buzzsumo to find the most shared content on the topic.
Make your content better than any other top content out there:
Ensure your content:
For more detailed steps on creating 10x content check out our blog on 10 ways to create 10x content. Some examples of what 10x content could possibly look like are listed below:
Content Amplification is Key:
Simply ideating, creating and publishing content does not work anymore and content distribution requires as much, if not more, effort as content creation. Some avenues for content amplification that you could use would be:
You could also check out or blogs on 21 SEO Link Building Techniques for 2016 and the 15 Best Social Bookmarking Websites to promote your content. For other useful content amplification strategies, you can also take a look at our slideshare below:
Q & A from the session:
Some of the questions that came up during the discussion with the answers are listed below as well:
Q: Is content marketing the way forward for SEO as well?
A: The focus of SEO has shifted from just keyword optimization and link building to not only producing quality content that addresses users’ needs but also delivering that content to the user with the best experience possible. Content is now the new SEO and creating 10X content is going to be the way forward in 2016.
Q: How do you measure results from Content Marketing?
A: Three metrics would help measure the impact of your content marketing efforts:
Q: How long do content marketing efforts take to start showing tangible business results?
A: There is only one right answer here and that is – it depends. There are multiple factors that will impact your success timelines like your existing domain authority, the time and effort invested in content creation and promotion and the content promotion budgets, if any. Typically content gets indexed in a few days and you can start getting traffic but time period to get business results can vary from 3-4 months all the way up to even a year. For example, when we started our influencer marketing platform, Influencer.in it took us 4 months before we started getting tangible results in the form of enquiries via our content or via google organic traffic.
Q: What tools can be used to create Infographics when one does not have a design team?
Q: Does post regional language content help content marketing efforts?
A: Yes, translating content to regional languages can help reach out to a newer audience, provided that audience is relevant to your business. Regional language content can also help increasing search traffic to your website, as shown in this article on the growth of regional content as well as this case study by Neil Patel.
Q: How do I know my content is 10x?
A: Whether your content is 10x or not is a little subjective - what may appear 10x to you may not look like 10x to someone else. Nevertheless, below are some validation questions to help you figure out if your content is 10x:
Here’s what some of our participants had to say about the session:
— Krithika Ramani (@krithikaramani3) February 27, 2016
Those of you who missed the inaugural edition of the Digital Chai Pe Charcha last month can check out the meeting summary here. 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 digital marketing challenges or problems you face in your organization? Do let us know and we would be happy to include them as discussion topics in upcoming Digital Chai Pe Charcha sessions.
In Dec 2015, we had an idea of creating a platform and open community for discussing challenges faced in marketing a startup – and this was the birth of “Digital Chai pe Charcha”. It got off to flying start in its first edition at our office on 8th January 2016. With limited promotion, we had a full house with 30 participants. The open discussion threw up interesting questions and insights from the diverse community comprising first-time entrepreneurs, seasoned professionals, digital marketers, journalists, PR professionals to social media influencers.
We discussed 7 broad topics and have summarized them below:
Startups do not have big pockets for marketing activities. In the face of budget constraints, how can they build a brand and acquire customers? Some ideas discussed were:
There is a whole host of tools out there that can be leveraged to help you amplify your marketing efforts. Some tools you can explore are:
Here's what some of the participants had to say:
Based on the suggestions from the participants, we are going to make this a monthly initiative with each month having a focused topic. You can check out the hashtag #DigitalCPC for more details on the next Digital Chai pe Charcha meet.
Please feel free to comment below or tweet to us, in case you would like to add to the existing list of pointers for startups. We would love to add them in the article.