The digital-evolution-in-marketing-apurva chamaria

Apurva Chamaria - Confidential The 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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Apurva Chamaria - Confidential The Digital Evolution n Marketing

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Apurva Chamaria - Confidential

Table of Contents

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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

Apurva Chamaria - Confidential The Digital Evolution n Marketing

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Apurva Chamaria - Confidential

2 Digital Media Achievements at HCL

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Apurva Chamaria - Confidential The Digital Evolution n Marketing

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Apurva Chamaria - Confidential

Digital Media SoV HCL has been leading for the past 10 quarters

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The Digital Evolution in Marketing

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#1

#2

#1

#1

#2

Apurva Chamaria - Confidential The Digital Evolution n Marketing

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Apurva Chamaria - Confidential

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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The Digital Evolution in Marketing

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INTE

RN

AL

= 2

.31

MN

vie

ws

Apurva Chamaria - Confidential The Digital Evolution n Marketing

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Apurva Chamaria - Confidential

7 Digital Trends

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Apurva Chamaria - Confidential The Digital Evolution n Marketing

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Apurva Chamaria - Confidential

Facebook – Fact or Faction? YouTube + Twitter + Google+ Pinterest + Instagram + Tumblr Rising Fast

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The Digital Evolution in Marketing

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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

Apurva Chamaria - Confidential The Digital Evolution n Marketing

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Apurva Chamaria - Confidential

Mobile Traffic as %age of Internet Traffic – Growing 1.5X per year

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The Digital Evolution in Marketing

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Source: KPCB Internet Trends 2013 from Kleiner Perkins Caufield & Byers

Apurva Chamaria - Confidential The Digital Evolution n Marketing

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Apurva Chamaria - Confidential

Photos = 500MM+ Uploaded & Shared Per Day Growth Accelerating, on Trend to Rise 2x Y/Y…

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The Digital Evolution in Marketing

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Source: KPCB Internet Trends 2013 from Kleiner Perkins Caufield & Byers

Apurva Chamaria - Confidential The Digital Evolution n Marketing

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Apurva Chamaria - Confidential

Video = 100 Hours Per Minute Uploaded to YouTube, Up from ~Nada Six Years Ago

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The Digital Evolution in Marketing

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Source: KPCB Internet Trends 2013 from Kleiner Perkins Caufield & Byers

Apurva Chamaria - Confidential The Digital Evolution n Marketing

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Apurva Chamaria - Confidential

All Rise… Sound – coming up fast…

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The Digital Evolution in Marketing

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Source: KPCB Internet Trends 2013 from Kleiner Perkins Caufield & Byers

Apurva Chamaria - Confidential The Digital Evolution n Marketing

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Apurva Chamaria - Confidential

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The Digital Evolution in Marketing

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Source: KPCB Internet Trends 2013 from Kleiner Perkins Caufield & Byers

Win-Win-Win Sharing = Growing Quickly

You Help Me, I Help You, We Help Others

Apurva Chamaria - Confidential The Digital Evolution n Marketing

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Apurva Chamaria - Confidential

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The Digital Evolution in Marketing

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Source: KPCB Internet Trends 2013 from Kleiner Perkins Caufield & Byers

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

Apurva Chamaria - Confidential The Digital Evolution n Marketing

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Apurva Chamaria - Confidential

12 Common Digital Media Ailments

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Apurva Chamaria - Confidential The Digital Evolution n Marketing

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Apurva Chamaria - Confidential

12 Common Digital Media Ailments

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The Digital Evolution in Marketing

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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

Apurva Chamaria - Confidential The Digital Evolution n Marketing

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Apurva Chamaria - Confidential

What makes a successful digital strategy?

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Apurva Chamaria - Confidential The Digital Evolution n Marketing

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Apurva Chamaria - Confidential

What makes a successful digital strategy?

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The Digital Evolution in Marketing

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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

Apurva Chamaria - Confidential The Digital Evolution n Marketing

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Apurva Chamaria - Confidential

Let’s look at some successful Examples..

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Apurva Chamaria - Confidential The Digital Evolution n Marketing

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Apurva Chamaria - Confidential

Reduce costs by establishing relationships

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The Digital Evolution in Marketing

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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

Source: HBR Case-Study on Social Strategies that work , Nov 2011

Apurva Chamaria - Confidential The Digital Evolution n Marketing

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Apurva Chamaria - Confidential

Reduce Cost – Establish Relationships

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The Digital Evolution in Marketing

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Apurva Chamaria - Confidential The Digital Evolution n Marketing

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Apurva Chamaria - Confidential

Increase willingness to pay by establishing relationships

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The Digital Evolution in Marketing

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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.

Source: HBR Case-Study on Social Strategies that work , Nov 2011

Apurva Chamaria - Confidential The Digital Evolution n Marketing

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Apurva Chamaria - Confidential

Increase Willingness to Pay - Establish Relationships

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The Digital Evolution in Marketing

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Apurva Chamaria - Confidential The Digital Evolution n Marketing

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Apurva Chamaria - Confidential

Reduce costs by strengthening relationships

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The Digital Evolution in Marketing

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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. Source: HBR Case-Study on Social Strategies that work , Nov 2011

Apurva Chamaria - Confidential The Digital Evolution n Marketing

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Apurva Chamaria - Confidential

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The Digital Evolution in Marketing

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Reduce Cost – Strengthen Relationships

Apurva Chamaria - Confidential The Digital Evolution n Marketing

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Apurva Chamaria - Confidential

Increase willingness to pay by strengthening relationships

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The Digital Evolution in Marketing

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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.

Source: HBR Case-Study on Social Strategies that work , Nov 2011

Apurva Chamaria - Confidential The Digital Evolution n Marketing

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Apurva Chamaria - Confidential

Increase Willingness to Pay - Strengthen Relationships

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The Digital Evolution in Marketing

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Apurva Chamaria - Confidential The Digital Evolution n Marketing

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Apurva Chamaria - Confidential

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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

[email protected] +91-9560622700 +91-120-4382800 https://twitter.com/a1purva Apurva Chamaria