A few days back I mentioned about the Social Media Marketing as a career option in India. My interview with Careers360 magazine has gone live and I wish to share that with you. Since the interview was quite long and they had to cover the entire topic in 5-6 pages, so they cut the interview short but put my points in snippet form in between the story according to relevance. Here is the story, has my points in blockquotes along with interview at the bottom:

Careers360 Story on Social Media Marketing

DELHI lad Clinton Jeff starts his day with Gmail, followed by postings on Twitter and Facebook, a couple of breaks for lunch and coffee, with a hard day’s work ending on Flickr, YouTube and his personal blog. Keeping up with a few close friends, several hundred followers and several more readers can be quite exhausting, but doing it as part of his company’s business strategy is a totally different scenario.

But hey, he’s not complaining. After all, working extensively on these social media websites is earning Clinton, Head of Strategy, Blogger’s Mind, a social media agency, is his monthly pay packet!

What is social media?
The consensus is that social media refers to any online portal, community, technology or software application that is deployed or created to disseminate, manage, organise, share and reuse content – both textual and graphic. Sanjay Mehta, Joint CEO of Social Wavelength, a Mumbai-based social media agency, explains, “We use social media for multiple functional objectives such as product launch, idea generation, online reputation management, driving sales to online store, and to create a community around a brand.”

Why do firms want a stake here?
“Social media is relevant to any company whose audiences participate in or are influenced by online discussions,” says Jeremy Woolf, the Global Social Media Practice Lead for Text 100, a PR consultancy based in New York, with offices across the globe, including India.

Corporate houses such as Wipro, Hindustan Unilever, Infosys and Maruti – are catching up with their western counterparts in terms of investing in this new channel. Star Network, the group of channels comprising Star Plus, Star One, Channel V and so on, has hired Social Wavelength to build its social media presence. Bloggers’ Mind created the hugely popular “Search for N” campaign for the Nokia N97 cellular phone and the “Tag Your Music” Facebook activity for Nokia India’s Music Page. Bloggers’ Mind is a ‘Word of Mouth’ and ‘Conversation Analytics’ company – basically, it helps companies to read, understand and analyse conversations taking place online on their products.

Sandip Maiti, CEO of Experience Commerce, the Mumbai-based digital agency behind the Cedia campaign adds, “It is important to understand the context in which the brand wishes to engage with its core audience. Some brands like to entertain, some like to seed conversation spaces while many prefer to take the utlitarian track. Social media is best used to build awareness and create buzz around new product launches.”

Then you also have unconventional entities like Bollywood stars, cricketers, chefs, new age spiritual gurus, artists, musicians and entrepreneurs making a splash on social media to connect to fans, release tidbits of information on their work, upload photos and respond to audience curiosity, instantly. Even organisations like NGOs, schools and colleges, public institutions, museums and art galleries, trade associations and informal society groups, are on social media, which is typically, viewed as a low-investment, high return of interest tool by those who cannot afford advertising rates of a tabloid or television to garner support for their causes.

Targeting new audience

Mid-sized book publisher Tulika Books caters to a new section of their audience – the Facebook generation. Malarvizhi Jayant, Online Editor of Web & Social Media for Tulika, says, “We announce new books, continue discussions about older publications, discuss issues of literacy and reading, share news, collect reviews of Tulika’s books. The goal is to tell more people about Tulika, the kind of books we publish, and have a communication channel open to fans.”

Bangalore-based Pratham Books, a not-for-profit trust is a children’s book publisher and has championed its cause using social media tools – Facebook, Twitter, Blogger, Scribd, YouTube, and Flickr – quite effectively. Gautam John, the 31-year-old incharge of New Projects at the organisation, says, “Our long term vision is to build a platform to engage our community to co-create and do so much more to contribute to the cause of a book in every child’s hand using a legal framework that allows for a participatory culture.”

Even news producing media such as newspapers, radio, television and now digital TV, and online broadcasting media are tuning in to social media to ramp up circulation, disseminate news, involve readers through promotional activities such as games, contests and interactive quizzes, and constantly provide breaking news. “Twitter is currently perfect for what we do as a media company — offer readers the hottest tabloid stories as they break across the country — and is, as such, our core media platform. We also use Facebook and Orkut to engage with readers better, and allocate resources for social media marketing, using social news websites like Digg and Stumbleupon,” says Lindsay Pereira, Editor, Mid Day Online.

What is the job?

Mehta identifies two distinct domains of work: promotions and monitoring. “We use social media to create brand awareness or brand building, generate sales leads, product launch, re-launch or re-branding awareness, creating a community around a brand, driving traffic to client website,” he says. Monitoring is about understanding the customers’ perception about the brand, seeking hitherto unknown insights that people have, about the brand online reputation management, identifying influencers in the space for the brand and detecting a PR crisis before it snowballs.

At the entry level, the role of a social media executive includes:

- Assisting in planning and leading the management and implementation of strategic social media programmes

- Participating and initiating conversations across different channels.

- Consuming, creating and sharing relevant content with internal and external communities

- Monitoring and analysing conversations, social media activities and sharing the impact through reviews and reports

- Observing and assimilating trends in social media, tools, technology and applications and appropriately apply that knowledge in on-going/future campaigns.

In a nutshell, the entry level profile is (someone with one or two year’s experience in a communications field) either a role in social media monitoring, involving the “listening in” of conversations, interpreting and bracketing the same. Or a client operations role, where the person manages social media profiles for a client, of course, under supervision from a senior. Mehta explains.

“We have designer/developers – who are there to develop applications; we have social media addicts – who are there to keep tabs on the developments that take place within the industry; marketing guys are also required provided they understand the online and communication media,” says Abhinav Sahai, Co-fonder of Zapylacz.

Who can get the job

“An analytical bent is very important. When we hire for our company, we look for people who understand social media as a tool, much more than just connecting with friends,” says Sahai. The average social media executive in his team is a good communicator, he says. People are NOT from traditional advertising/marketing/PR background, though two to three of his team member may have such a background.

“Most people come from different backgrounds. Sometimes being from advertising/PR/marketing means a lot of legacy knowledge and experience, which has to be first UNLEARNED, before they learn social media. Which is why, we do not really look to hire from traditional advertising and PR backgrounds,” says Mehta. Since social media as an industry has just emerged a year-and-a-half ago, it would not be fair to ask for experience currently, so aptitude counts the most.

Qualifications at entry levels

Education-wise, it helps to have a communication background such as Mass Communication or English Literature. But this is not critical. “We have Engineers and Arts graduates also, but who are all fundamentally good communicators. On an average, there is one level of the team which has one-two year’s experience, another level that has two-five years experience, and then a few manager level folks, who have five-eight years experience,” concludes Mehta. One can be fundamentally good at language and communication, without being a Mass Communication graduate.

What is important is to have a fundamental feel for repartee, being able to feel the position of a brand in the marketplace, being able to empathise from a consumer’s point of view, and create conversations on behalf of the brand, with that perspective. “At the beginner level, we look at postgraduates in marketing communication with work experience or training in advertising, PR, online marketing or similar fields. At the same time, we are open to people from diverse backgrounds since certain verticals are best serviced by specialists in that niche,” says Amita Malhotra, Knowledge Manager at Blogworks.

Careers360 - Abhinav Sahai Interview

Salaries are high but what is the catch?

As the table alongside shows, salaries range from about Rs. 2 lakhs per annum and raise exponentially to about Rs. 8 – 12 lakhs as one moves up the ladder. But the most important thing to know for anyone looking for a career in this space is that using social media professionally is a completely different ball game from personal use. Given the ease with using many of these tools, many aspirants do not anticipate the issues that need to be taken care of when managing presence for a third party.

A background in marketing and brand communication helps the individual to get the basics right, however, most social media enthusiasts are self-driven and get a better understanding of the space through self-learning and application of the latest tools and technologies. In the coming years, companies are going to be looking for people to manage their social media campaigns/presence and opportunities are going to arise not just on the agency side but clients directly, concludes Malotra.

Career growth

For a social media agency professional, alternative career options could be to work for a brand as their internal social media head, or in other media careers that will embrace social media soon, as extensions of their current media avatars.

Interesting designations are cropping up. ‘Audience Acquisition’ is one such profile. Profiles like Interactive Marketing Specialist, Social Media Marketing Manager, Emerging Media and Content Manager, Social Networking and Communities Manager, Social Media Evangelists, Social Media Addicts have popped up and will be considered quite the norm in the future.

The roles and designations vary right from the executive straight up to the VP levels. So people with little to abundance of experience are all in demand. Just to give an example, last week Hewlett-Packard, HP-India posted a vacancy where the role was to just look at their Twitter and Facebook profiles.

With this form of media growing, you will see more such innovative vacancies. Nidhi Makhija of Experience Commerce says, “The industry is so new and many opportunities lie undiscovered. There’s vast scope to grow either into a digital planner or as a business development executive. These are just stepping stones into higher positions – Account Directors and VPs of Business Development.”

“I would caution graduates to do a thorough background search on the company’s reputation and as the next step, initiate a dialogue with another fresher who has just joined a social media company to gain insights into his daily tasks and role,” says Abhinav.

Also, in social media, the definition of marketing has changed from ‘selling’ to ‘engaging’. So, hard core marketing guys are a strict no-no for the the community, is Abhinav’s parting shot.

The article in the end magazine ends here, though in the online version the following text is also added.

Rishi Seth of Text 100, too, shares this opinion. “As social media is both highly-dynamic and fast-evolving, it is entirely possible that social media will emerge as a satisfying and rewarding career niche under the umbrella of marketing and communications in the long run,” he adds. Text 100’s Woolf sums it up succinctly when talking about the staying power of social media, “Social media exists because it meets a human need to create, collaborate and share.”

Interview with Careers360 Magazine - Online Version

MY INTERVIEW:

Young Gun: The future beckons

Q: What are the core social media platforms you deploy for clients?
A: The major social networking portals viz. Twitter, Facebook, LinkedIn, Blogs, emails (though unknown but emails are also a part of social media) are the platforms. Out of these Twitter and Facebook are the most extensively used ones.

Q: Describe a social media campaign that saw positive impact?
A. Billionsmiles Hospitality Pvt. Ltd., Bangalore wanted to create a buzz and give visibility to their restaurant brand SouthIndies. Campaigns, contests and connecting with the community were important aspects of the strategy. Not only were the online results in the form of an increased buzz and attention inspiring, even the sales went up considerably during the four month period of the campaign.

Q: Do you think social media is here to stay?
A: Every individual accessing the Internet between 12 and 55 has a social profile on at least one social media site. Recently, I was at an Internet cafe in a small town when I saw a school boy entering the place. The first website he opened was Orkut.com and he started out with filling his name and other profile information to create an account. Well, that’s not what amazed me. What amazed me was the point at which he turned to the cyber cafe assistant and asked him the meaning of ‘email’ and how to go about creating that! Now for companies to market their products, what could be a better place to locate themselves? “Promote where the consumer is” a well known fact and in this case, the consumer is on a social networking site.

Here’s the link to the original article on Careers360.

Technorati Tags: abhinav sahai, careers360, interviews, social-media, social-media-careers, social-media-industry-india

India has always been a cricket crazy nation and probably will remain so for the next few generations as well. No, I don’t say this because I love cricket or that I am an Indian but because Indians showed their love for cricket to the entire world yesterday. And the best part is that they proved their prowess at a time not when India had won but when they had LOST a closely fought ODI (One Day International) match against world champions Australia.

Chasing a mighty 350 runs target in 50 overs, Sachin Tendulkar, arguably the world’s best ever batsmen and undoubtedly the best currently playing batsmen, played an innings of a life time and scored half of those runs alone (175 runs) but couldn’t take India to victory as the entire team fell 3 runs short of the target! Each and every Indian who saw the match was heartbroken and their broken hearts and tears flooded twitter with their emotional tweets. Eventually Sachin made it to the Twitter-Record-Books, he already has probably already has all batting records against his name. Coincidentally, he also entered the cricket record books yesterday with another world record of being the first ever batsmen in history to score 17,000 ODI runs.

Coming to twitter analysis, Twitter Trends is way of knowing what is currently hot over the web all over the world at any point of time. Although I knew about it from a long time but I realized the power of trends ever since I saw Michael Jackson trending. Yes, it was through trends that I saw that MJ had passed away. MJ’s demise stayed on twitter for almost a month. Making him one of the most trending topics ever (see pic).

For those who are unaware of what a ‘Twitter Trending Topic’ is, as Twitter puts it :

Trending topics on Twitter are keywords that happen to be popping up in a whole bunch of tweets. We measure these topics and adjust them in real-time throughout the day. It’s a great way of finding out what’s happening right now.

As far as the Indian twitter connection is concerned, although “India” trended on twitter on the 14th and 15th of August (reason being India’s independence day on 15th of August) there have only 3 incidents (excluding yesterday’s “Sachin” Trending) when an Indian individual has been a trending topic on twitter. India’s dram queen aka Rakhi Sawant, Late Andhra Pradesh CM Y S Rajasekhar Reddy, and eliminated veteran BJP (Bhartiya Janata Party) leader Jaswant Singh, have made it to the trending topics. Unfortunate but a matter of fact is that all of them made it to the trends for the wrong reasons. Rakhi sawant for the disgusting swayamvar show, YSR – when he died of chopper crash and Jaswant Singh – when he was mercilessly thrown out of India’s 2nd biggest political party – BJP.

See Rakhi trending here.

The fourth instance of an Indian making it to the trending topics was Sachin Tendulkar, though made it for the right reasons, his heroic knock, but what was heartbreaking to see was that India had lost the battle. Well, what’s important is not that Sachin was the fourth Indian, but the fact which is overwhelming to know is that he’s the first cricketer who has made it to the list.

We all know that records hardly matter for a man of his stature, but for all of us they really do. Hats off to Sachin for making us proud yet again – on the virtual world this time. Kudos to Sachin, you truly are a Brand. Cheers !

Technorati Tags: cricket, india, india-vs-australia, Inspirations, michael-jackson, rakhi sawant, sachin-tendulkar, social-media, sports, trending-topics, twitter

The Indian Film Industry is finally waking up to the power of social media. Films have started creating websites and doing promotion online, ads were already seen from quite some time and twitter/ facebook/ orkut were also being tried a bit. A few days ago I reviewed Quickgun Murugun’s online marketing campaign, though it was a crap one altogether, recently I noticed that even India’s biggest production house, Yash Chopra’s Yash Raj Films (YRF) has understood the power of the internet and taken it up to the social media to get some branding and do good promotions for all its films. I decided to do a done a detailed analysis and was impressed to see the results. Let’s see what they’ve done and what are the thoughts behind the campaign.

The Website:
Yes I agree that a flash site looks good but I still do not favour its implementation primarily because of the slow internet speed in India. Quite a few users who see a flash loading page often tend to close the page straightaway, that’s because of no or little patience. We don’t like to wait! Anyways, once its loaded, a decent interface comes up with the latest release in background (Dil Bole Hadippa these days), a nice way to promote the latest. Also the 30% page flash assures that the recent previous or the upcoming films are also noticed. Contests winners about the previous films are also displayed, motivating people to take part in more contests.

YRF Official Website

Next thing I liked about the site was that each film gets a microsite. No need to create new domains, all on sub domain and having enough knowledge and stuff for the fans or the inquisitive lot. Also contests were promoted in good fashion, full marks to the designers for making them strikingly visible.

YRF-dedicated-movie-microsites with Contests-Facebook-Twitter-Youtube

YRF understands that website alone is not enough to promote and hence has a twitter profile, a facebook fan page, and a youtube channel (operating since 2006), the most essential of them all. All their promos are updated there much before they are aired on TV. A very nice move to get free advertising.

Yash Raj Films on Twitter

Not only YRF, each film has got it dedicated twitter profiles or facebook groups and they’ve mentioned that they are official, a good move once again winning the trust of fans, equally important.

Dil Bole Hadippa (DilBoleHadippa) on Twitter

They have also assured that no one has the slightest of doubts about being official, every profile is linked to one another. The website has links to twitter, facebook and youtube channels and vice versa as well.

Dil Bole Hadippa - Official Group (Yash Raj Films) - Facebook

Dil-Bole-Hadippa-Facebook-ads

Though I am not a big supporter of ads, but if you have the money in your pockets, you should do it is my take and that’s what they’ve done. Facebook ads are evident and done enough to gather a lot of support for the fan pages/ groups .

The engagement team has made a point to keep the fans busy and connected by promoting them all over the place. After all brands are made out of fans/ users. Hence by engaging them consistently they are doing a good job that they speak for them.

YRF-dedicated-Facebook-URL

The technical team seems to be doing a good job. Assuring customized URL’s for their pages, the youtube channel apart from the regular stuff, has branded the page very well.

YouTube - yrf's Channel

They’ve also made sure that every film gets its separate playlist so that the user does not miss any promo for a particular film. A good thought indeed.

Dil Bole Hadippa Playlist

Although they have done a very decent job, the absence of a blog is something which I could not understand. An industry like the film industry which relies heavily or rather completely on its viewers/ fans, keeping that informed is a very important aspect. But not having a blog they are missing on a lot of free advertising and PR. If I am not wrong, Aamir Khan’s dog is named Shahrukh is something that every fan of Asmir knows, but where did they come to know of it ? From his blog of course.

Asking what the fans wished to see in future, what are their opinions, what could be rectified or improved in future is an easy way to get public opinions and then deliver to them. This would improve their fan base, credibility and gain a lot of respect among the crowd. This can be seen by the amount of respect Google has in the online world. A major reason for that is that it does what it’s users want, also the reason why Google’s head designer quit, he had to do not what he thought, but what people wanted. But that’s a one off case, and negligible compared to amount of respect and confidence Google gained among its consumers. So listening to people is a must do for YRF.

Barring the blogging part, Yash Raj Films have done a commendable job on the social media as of now and I must say Kudos to their team altogether. I seriously suggest Quickgun Murugun’s online marketing agency to learn a thing or two or rather all what YRF has done as what they did was entirely crap. Cheers YRF !

Although I did a detailed analysis, I may have missed something which you have noticed. Also possible that you disagree with me on certain points. Do drop in the comments section and let’s have a discussion over it.

Article cross-posted on Zapylacz blog.

Technorati Tags: aditya-chopra, bollywood, Branding, brands, dil-bole-hadippa, facebook, google, indian-brands, internet-power, PR, rani-mukherji, shahid-kapoor, social-media, twitter, yash-chopra, yash-raj-films, yrf

Initially I thought flame wars were limited to the Linux OS but guess what, I was wrong ! Even the social networking community has it. People fighting over what is better Orkut or Facebook. Well even though India still has a bigger base on Orkut as compared to Facebook(FB), but the pace at which people are joining FB is much faster than they joined Orkut. Recently I overheard someone say to his friend,

“Orkut is passe, join Facebook now”

Well people may have a bigger friends list on orkut, even I have, but that’s only a matter of time, I guess, when the stats reverse. Oh, by the way if you are wondering about all those statements I made, here’s a 4 minute testimony to the facts and probably enough motivation for you to join or engross more on FB whether for business or for fun !

“As a businessman I feel, be where your customers are, not where they were“

And don’t worry I will be coming up a post soon to talk in terms of stats if you wish to indulge in flame wars

Article cross-posted on Zapylacz Blog

Technorati Tags: facebook, history, internet, social media stats, social-media, stats

My next case in study is the Domino’s Youtube scandal. 4 months ago, 2 youtube employees posted a video that showed them spoiling the food they were preparing to be sent. The video showed one of the employees putting cheese in his nose and then using in the food as well as sneezing and spitting in the pizza’s. The video spread like wildfire and reached half a million views in its first three days itself. When the authorities came to to know they asked youtube to remove the video but I guess nothing can be removed from the Social Media permanently and it kept surfacing at quite a few places. The companies’ brand image took a HIT and a great great PR loss is what it ended in what the employees termed just as a ‘PRANK’. Though the employees have been suspended but both the company officials as well as outlet owners were seen shedding their faults, blaming each others.

All this resulted in heavy losses to the company. Unconfirmed reports said that the losses were up to a staggering $50 million as the company, which operates in 60 countries, bookings took a beating. Criminal cases had been filed against the employees and the President of the Domino’s himself used youtube to apologize for the incident.
Here’s the apology

But does that nullify the complete effect ? The answer is NOT COMPLETELY. While the original video took 3 days to reach half a million and was much over a million views before it was taken off Youtube the apology has under a million views, that too in 4 months duration. You can imagine the damage that it had done.
Things to be learnt : you need to keep a strong eye on this new age media as news here spreads Virally. It takes years to built trust and seconds to break that.

Article cross-posted on Zapylacz Blog

Technorati Tags: brand-value, brands, dominos, dominos-scandal, PR, social-media, youtube