The digital-evolution-in-marketing-apurva chamaria

Apurva Chamaria - ConfidentialThe Digital Evolution n Marketing
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Apurva Chamaria - Confidential
The Digital evolution in Marketing
Presented by Apurva Chamaria , Head – Sales Excellence, HCL Technologies
The Octane User Group Meet (TOUG) , New Delhi , 19th June 2013

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Table of Contents
1. 2 Digital Media Achievements at HCL
2. 7 Digital Trends
3. 12 Common Digital Media Ailments
4. What makes a successful digital strategy
5. Lets look at some successful examples

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2 Digital Media
Achievements at HCL

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Digital Media SoV
HCL has been leading for the past 10 quarters
The Digital Evolution in Marketing
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#1
#2
#1
#1
#2

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The Employees First Effect : www.youtube.com/hcltechtube
Released on YouTube on Feb 7th , 2012 .
Promoted through Internal Employees campaign & External social media campaigns.
No of views till date 2.31 Mn
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INTERNAL
=2.31MNviews

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7 Digital Trends

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Facebook – Fact or Faction?
YouTube + Twitter + Google+ Pinterest + Instagram + Tumblr Rising Fast
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Source: Frank N. Magid Associates, “Facebook Fatigue - Fact or Fiction?”, March 2013.
Based on a study of 2K social media users aged 12-64 who were asked “Which of the Following Social Media Do You Use?”
Source: KPCB Internet Trends 2013 from Kleiner Perkins Caufield & Byers

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Mobile Traffic as %age of Internet Traffic –
Growing 1.5X per year
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Photos = 500MM+ Uploaded & Shared Per Day
Growth Accelerating, on Trend to Rise 2x Y/Y…
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Video = 100 Hours Per Minute Uploaded to YouTube,
Up from ~Nada Six Years Ago
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All Rise…
Sound – coming up fast…
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Apurva Chamaria - ConfidentialThe Digital Evolution in Marketing
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Win-Win-Win Sharing = Growing Quickly
You Help Me, I Help You, We Help Others

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QR Codes = Scan & Be Scanned to Get Stuff…
China - Follow UK Embassy Weibo Account by Scanning QR Code Outside
Embassy in Beijing

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12 Common Digital Media
Ailments

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12 Common Digital Media Ailments
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1. Anything in social media without understanding how customers align with you
2. Creating complicated experiences
3. Companies confusing lots of “friends” and “followers” with success in the field
4. Talking about yourself
5. Being on every social network.
6. Reliance on shallow performance metrics - Over-optimization for metrics without focusing on
content
7. Capitulating to urgency or quantity expectations at the expense of quality—Because demand
generation and social media programs require fresh content continuously, the demands can
quickly exceed production capacity and force marketers to make difficult trade-offs.
8. Asking for something without offering anything in return
9. Going 'external” without going 'internal
10. Creating any video content more than 30 seconds long
11. An over-reliance on contests
12. Going in too soon

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What makes a successful
digital strategy?

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What makes a successful digital strategy?
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• Successful social strategies:
• reduce costs or
• increase customers’ willingness to pay by helping people establish or
strengthen relationships, if they do free work on a company’s behalf.
• Companies which build social strategies rather than pure “digital”
strategies
• Firms should focus on helping people with four types of social challenges:
• connecting with strangers
• interacting with strangers
• Reconnecting with friends and
• interacting with friends.
• 4 types of successful social strategies that firms can pursue (grid shown)
Source: HBR Case-Study on Social Strategies that work , Nov 2011

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Let’s look at some successful
Examples..

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Reduce costs by establishing relationships
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• It reduces costs by acquiring its most valuable content for free by helping people
meet.
• million reviews of local establishments is written by Yelpers
• 50 million visitors a month, attests to the usefulness ; it’s the company’s social
strategy that significantly accounts for that quality.
• The most passionate and prolific Yelpers are invited to join the Elite Squad
• Squad membership gives them access to exclusive Yelp-hosted events that range
from the refined, such as cocktail parties at museums, to the rowdy, like a Mardi
Gras in SFO in 2009
• To maintain these social benefits, Squad members must continue to produce
reviews, as the elite status is renewed—or not—every year

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Reduce Cost – Establish Relationships
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Increase willingness to pay by establishing relationships
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• Customer churn is a challenge in the credit card business, so AmEx set about
making OPEN cards (target small business owners)stickier.
• They hosted conferences focused on SMB’s for card members and then launched
an online platform, called OPEN Forum, to showcase conference content.
• The forum was a hit, attracting more than 1 Mn+ visitors a month.
• Members were connecting through the content so AMEx launched a members-
only social network called Connectodex, which allows users to post profiles, list
services they offer and need, and freely connect for business.
• Although members could use other networks as LinkedIn, they report preferring
Connectodex, as small businesses with which they interact are already vetted by
AmEx.
• To reap social and networking benefits from Connectodex, small business owners
must obtain or continue holding an AmEx OPEN card.
• The service has effectively reduced customer churn and increased willingness to
pay for the card.

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Increase Willingness to Pay - Establish Relationships
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Reduce costs by strengthening relationships
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• A 4 year-old company with free social games, including FarmVille and CityVille,
with $1.2 billion in revenue in 2012
• The games run inside the Facebook environment and have attracted more than
250 million users (the typical player is a middle-aged woman).
• The platform allows the games to access the demographic data of players and
lists of their “friends,” as well as to post status updates that those friends can
see
• To increase the limit, players can pay with virtual goods they buy , a major
source of the firm’s revenues.
• Players can enlist friends, via Facebook status updates or Zynga’s messaging
system, to help. And they can return the favor by sending virtual gifts to friends
and by visiting their plots.

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Reduce Cost – Strengthen Relationships

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Increase willingness to pay by strengthening relationships
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• eBay’s Group Gifts launched in late 2010, is used by people to pool funds to buy
gifts for their friends.
• A group organizer logs on to eBay and names a gift recipient, either directly or by
picking the name from a list of her Facebook friends.
• eBay then offers general gifts, or the organizer can authorize eBay to access the
recipient’s Facebook profile and base a gift recommendation on that. The
organizer then selects a gift and issues an invitation to other contributors by
posting a request to contribute on their Facebook page.
• The invitation contains a link to the eBay gift page, where contributors can
contribute and write a note to the recipient.
• Group Gifts helps people purchase better-targeted and more-expensive gifts than
they might otherwise. That not only strengthens relationships with the recipient
but also can help enhance relationships among the joint gift givers.
• To obtain such social benefits, people must advertise Group Gifts to their friends
and respond to their friends’ advertisements.

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Increase Willingness to Pay - Strengthen Relationships
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Apurva Chamaria – Brief Bio & Contact Info.
• Global Sales & Marketing Leader
• Currently Head – Global Sales Excellence, HCL Technologies
• Ex- Head – Global Marketing, EAS & ETS, HCL Technologies
• Ex- Business Manager, Australia, N.Z, Philippines & H.K, Ranbaxy Laboratories
• Freelance Sales & Marketing Trainer
• Industry Speaker at conferences like Sales Performance Management 2012 and
annual conclaves of B-Schools like FMS, IIMC, IMI, MICA
apurva.chamaria@gmail.com
+91-9560622700
+91-120-4382800
https://twitter.com/a1purva
Apurva Chamaria

The digital-evolution-in-marketing-apurva chamaria

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