Category Archives: Social Media

Planning Your Social Media Strategy

Posted on by 0 comment

- Mansi Priya, Marketing, Trivone Content

Does your business have a website? If the answer is yes, you are on the right track. But a mere website presence cannot guarantee success – especially in the age of instant information and social media. The far-reaching influence of social networks is redefining the way organizations interact and engage with customers—anytime, anywhere. Traditional marketing strategies are being reshaped by emerging technologies and the power of social, underlining the need to keep pace with the changing needs and preferences of your customers.


An engaging social media presence—on sites like Facebook, Twitter, Instagram— gives your business an opportunity to connect with your existing and potential customers. It opens up new channels of communication with them and facilitates promotion of products, services and offers. An effective social media marketing strategy can therefore help you boost your bottom line as well as brand image.

Here are a few things you need to keep in mind:

Follow the plan: You must get your plan ready before you execute it. In 2016, if you are planning to use social media to reach more people, you need to employ some innovative strategies. On social media, things change rapidly. Strategies that were a success in the previous years may not work for the next year. So your social media plan must allow for flexibility and quick response.

Quantity Vs Quality: It is not the quantity of your posts that makes your social strategy a success. In order to be effective, you don’t need many posts; you need posts that readers can connect with or respond to. More than the number of posts, focus on the quality of the messages that reach your audience.

Target community: Expanding your social media presence ensures you engage more with your customers. Focused social media marketing can widen your reach if you pick the right community to deliver the right message.

Competition analysis: To consistently innovate new strategies for communication on social media, keep an eagle eye on your competitors. Observe them closely to benchmark your performance and be ready for the next innovation.

Media Spends: Majority of businesses now have a social media presence. It is vital to be visible in the crowd as the competition intensifies to deliver the most engaging tweets and posts. To make sure that your content reaches the right audience, media spends are important. Organizations need to allocate a good-sized budget for media spends for effective social media marketing.

Social on Mobile: People consume the maximum content through social media. The widespread proliferation of mobile is the cherry on top. Mobile has ensured that people have higher-than-average presence on social media, creating a growing captive audience for marketers. People can now access content wherever and whenever they want. Yet, attention spans have reduced, so you need to make sure your marketing message is conveyed through the right channel, to the right audience, quickly and effectively.

In a connected world, your customers are closer to you than you imagine. With the emergence of newer social media platforms (Vimeo, Peach, etc.), starting the right conversations with your target audience is only a matter of devising the right social media strategy. The sky is literally the limit for social marketing—provided you can leverage the opportunity!


Five Skills Social Media Managers Must Have

Posted on by 0 comment

Kavitha Mhatre, HR Head, Trivone Digital

Five years ago, their role did not even exist. Yet, today, theirs is a highly sought-after skillset – a role that is changing as we speak. We are talking about your Community Managers, Social Media Experts and Digital Personnel. They are whom we turn to for managing social media for our brands and your clients’ brands.

social media expert

While hiring, a tab is kept on the essentials – online experience, responsiveness, ability to multitask. But in today’s dynamic market, this niche skillset requires you to look beyond the basics. Here are some value-add skills and attributes to look for in a social media resource:

Passion and enthusiasm
A social media manager must be able to excite the audience with your brand. To do that, you need an enthusiastic social media team. One that is passionate and understands the value of creating engaging conversations and empowering the consumer with a voice.

Staying one step ahead 
The only permanent thing about Social Media is change. Your social media team deals with it by staying ahead of the curve – reading social media blogs, signing up for feeds, making Twitter their new BFF, curating their own content, joining LinkedIn groups. This helps them to understand what kind of tools and apps are available out there, what is trending and how it can be used to better your campaigns.

Relationship building 
Today every business needs to build relationships.  Your social media ambassadors need to identify with the audience and their influencers. One way to go about doing that is by finding an emotional connect with people. Not by spamming them or begging for follows.  Or saying what they think people want to hear. But by actually building and fostering online relationships with them using conversations to gain insights into their needs. 

Focus on analysis  
This one is really simple. Is your current social media strategy working out for your business?  What is the best strategy for your business?  A good social media manager should be able to answer that with sound data and metrics – audience demographics, customer preferences and behavior, what drove the maximum engagement, which campaign produced the prime buzz, and the impact of it all on the growth of your account. He or she should then be able to convert the derived data into robust business plans and outcomes.

Taking risks
Your audience wants something new all the time! It could be a campaign that strikes an emotional chord or a well thought out strategy. It’s just not about the tried and tested anymore. You need a fearless social media manager who is not afraid to innovate and try something new.  

The key to social media communication is to keep it likable; keep it consistent; keep it engaging.  If you have figured how to innovate by infusing these elements in your campaigns, then you are pretty much on track. The digital track that is!


Why You Can’t Depend On Twitter Polls

- Prasanto K. Roy, Head – Media Services, Trivone Digital


Well, mostly — accept to prove what the pollster already believes

Towards end-October, Twitter finally rolled out the ‘poll’ feature on its most popular platforms: the desktop Web, iOS and Android. So now you can ask your followers and their followers, important stuff like who’ll win Bihar, or whether they’d rather date Justin Bieber or a troll, or whether New India’s symbol should be a spaceship or a cow.

How much can you depend on the Twitter poll for real insight, though?

The short answer is: not much.

The longer answer is, it depends on what you’re depending on it for, insight, or influence. If it’s to prove something you already believe to be true, yeah, that works. All you have to do is craft your question and response options in a way that will get most people picking the answer you want, and let selection bias do the rest.

What’s the selection bias here? That’s the big filter: you and your followers. They’re aligned to your thinking. If you’re into tech, or Hindutva, or medicine, you already have many followers with similar interests, and many with similar thinking.

Here’s a simple experiment. A senior journalist with center-right leanings and over 80,000 followers on Twitter posted this poll in early November: In your day-to-day affairs, have you experienced a rise in intolerance lately? The options: a. Yes, there’s venom, and b. None, whatsoever.

As you might expect, only 8% of 1,667 who voted said Yes, there’s venom. Why? One, because of the way it was worded. Indeed: in my day to day affairs, I’m less likely to have experienced intolerance, let alone ‘venom’. (Note also the extreme contrast between the two response options.) And finally, there’s the selection bias of the pollster’s followers being likely right-wing-inclined.

Abhijeet Poll Final

A twitter poll result can change drastically depending on who's asking–and on the exact word

To test this out, I posted a similar, but simpler, question: Do you see rising intolerance in India? Yes or No. To dilute selection bias just a bit, I put in request to RT. Over 180 retweets (18,300 impressions) took it to a more diverse audience. And as against the 8% who said Yes in Abhijeet’s poll (which got 84 retweets), 44% of the 1,891 who voted on my poll said Yes, they saw rising intolerance.

PKR Poll FinalWider sharing can help dilute selection bias (here, 180 RTs, 18,300 impressions)

The pattern was interesting. In the first 30 minutes, with 99 votes, 63% said Yes to rising intolerance. Those would be my immediate followers. As the poll was RT’d, diluting selection bias somewhat, the “Yes” responses dropped to 55%. With further RTs, especially from right-wing handles, the Yes responses dropped below 50% and finally settled at 44% when the poll closed 24 hours later.

PKR Poll Hour 1

In the first hour, with only the pollster's own followers responding, selection bias shows

No, I don’t believe even this 44-66 is necessarily a representative response for India.

The point here isn’t about intolerance, but about how unscientific online polls can be with the best of intentions. The answer to the same question can vary widely based on who is asking, how the question and responses are phrased, and who shared it. Among other factors.

Someone qualified in market research can do things to reduce bias and get more dependable answers. Or, conversely, to manipulate those answers to ‘prove’ virtually anything.

You could argue that this is true of all polls, especially online ones, including SurveyMonkey polls. Well, Twitter makes it so much easier to poll. Expect to see an explosion of them, with everyone becoming a pollster and surveyor. Just as Twitter turned everyone into a journalist, killing mainstream media.

Oh wait. It didn’t.

Social Media For C-Suite

Posted on by 0 comment

- Mansi Priya, Marketing, Trivone Digital

In the digital transformation taking place everyday around us, the business practices, strategy, campaigns etc, all have changed. This change has increased the engagement, on social media, of not only the mid-level executives but also the C-suite. Many of the C-level executives have become tech savvy and are now sending out tweets and making videos. So in case you still think that social media is not your cup of tea, then you must take a sip of this tea and make a more reasonable choice.


Majority C-level executives sense that social media is pivotal for business communication. A recent survey, 2014 Global Social CEO, lightens up the fact that when C-Suite executives are active on social media, the trust on the brand and purchase intent increases. When company CEOs and leadership team engages on social media, people are more likely to build trust on the company. It raises the brand awareness and helps establish industry leadership.

Social Media has the fledgling capability to enhance competitive advantage, increase revenue, decrease cost and drive overall profitability. If social media is being ignored, the target market will also be ignored. This ignorance will eventually make one ignore the opportunities to take the business forward or protect it from going backward. Leaders can set a specific tone for their brand to a large audience through social media. They can also hear from unconcealed and honest opinions about their brand.

The teams that do not submerge into social media are often crippled when they face certain challenges. Such teams would be skeptical in talking with their audience through this medium and often miss out the opportunity for shaping their brand and spreading their message. 

Social inexperience can be an issue for C-level executives to be skeptical for using this platform. Like most other executives, C-level executives do not require too much of technical understanding about this platform. According to a survey, 64% of CEOs do not use social media at all, with only 5% of all Fortune 500 company CEOs on Twitter. 

There is a high risk for company leaders to be on social media. Since conversations about the company, brand, and offerings would be there all the time, a lot of legal precautions and language precautions should be taken care of. Risk of not engaging leadership team into social can even be worse. If they are not directly connected with the audience, they can miss out a lot of good opportunities for their company and brand.

The best ways to engage the C-suite on social media is through these simple steps. Posting from personal account or a corporate account, CFOs, CEOs, CMOs, should be encouraged to participate in social media activities and communicate with target audience. The C-suite should be enlightened with the drawbacks of not communicating and benefits of social media listening. Identify the balance of website traffic sources will enable in understanding the source of traffic and hence diversifying it. 

Social Media has become a C-suite issue today. The executives who explore social well and are comfortable with it can shape their brand future well. 

Social Media Marketing : A Ticket To Success

Posted on by 0 comment

- Aman Sohi, Manager Content, Trivone Digital

“Social media is the ultimate equalizer. It gives a voice and a platform to anyone willing to engage”, Amy Jo Martin 

Whenever we show interest in connecting with our friends, family or business associates, platforms like facebook, twitter and Linkedin comes to our mind. Over the years, science and technology has grown at a rapid speed, giving way to spellbound inventions. We have always been bamboozled with the presence and use of such inventions. Internet has by far proved itself to be one of the most profitable medium, enabling its users to multitask. Now we can easily socialize with our peers and groups with the help of internet. Social media portals such as facbook, twitter and linkedin enables us to pontificate our thoughts on any trending issue or a general debate. 

If we talk about businesses and brands, advertising has always been an urgent need to gain profit and popularity. Other than some obsolete methods of advertising, businesses use social media platforms in full swing in order to reach their investors and audience. Being active on such platforms gives plethora of options for the brand to explore. 


There are few factors, which influence business leaders to use social media. It includes:
- Education, especially with regards to social media and the online world.
- Relationships, both with customers and people.
- Motivation 
- Leadership 
- Technology 

Today, presence on social media portals has become essential for every small, medium or large businesses. It’s like blowing your own trumpet, but in a logically appropriate way. Stronger the presence, higher becomes the chances of reaching maximum target audience. If your update has been shared, that’s even better, you seal the chance of engaging a larger group of audience. One of the advantages of making use of the social media marketing is that it bridges the lacuna, which is sometimes created between customers and brands. 

Blending of infographics with good amount of content also increases the chances for brands to reach a wider audience. But the bottom line remains, it is only possible with the use of social media marketing.

Social Media Marketing For B2B Companies

Posted on by 0 comment

- Mansi Priya, Marketing, Trivone Digital

In the increasing era of social media the world is getting small. Companies are able to interact with their consumers worldwide through the platform of social media. Brands establish a strong relation and maintain brand loyalty through these platforms. Then why should B2B companies avoid social media?


There are myths that close the doors for social media for B2B marketing. Many B2B marketers feel that social media is not the right platform for their company or their target audience don't use social media. Some feel that social media is only for young people. These are some of the myths that keep marketers of B2B companies away from social media. 

In today’s era of rapid changes in digital marketing and presence across social media, B2B marketers can’t go very far with traditional methods of digital marketing. Social media is one channel, which can prove to be loyalty builder for B2B businesses. Social media enables B2B companies to feature their credibility and frame a reputation in competitive markets.

By using social media platforms B2B marketers increase the exposure of their company, increase the traffic for their digital marketing campaigns, develop loyal fan following, generate new leads and improve sales. Social media can reduce the existing marketing expenses and provide a better insight to the marketplace. 

Some of the B2B businesses such as Dell, Ford, Microsoft Advertising and GE have done great work using social media platforms for their digital marketing campaigns. It is not necessary for B2B companies to be boring and stick to traditional digital strategies. Big companies have churned out great results with social media marketing. 

Social media marketing gives the marketer an insight about what their consumers are expecting. They can understand how the dynamics are changing, what are the upcoming trends affecting their consumers, how can they establish better relations with their consumers and many more such fields which cannot be accomplished using other digital marketing tools. Social media is an excellent platform to spread a good word of mouth. Good word of mouth helps B2B marketers to generate leads and encourage promoters. 

Digital has changed marketing trends so social media has also affected the current marketing. Social media has changed customer experience and their expectations. So to keep up with the changing trends and keep your customers’ faith B2B marketers should not skip social media marketing in their digital marketing. 

Expanding Business Through Social Media

Posted on by 0 comment

- Mansi Priya, Marketing, Trivone Digital

People used social media to interact with friends and relatives. Now they interact with brands and companies through social media. It is a great tool for organizations to promote their websites and to keep new and existing customers chatting about their business.

im-social (2)

Social media marketing is attaining new heights to promote businesses. The number of SMEs is increasing and so is their marketing strategy. A report states that out of 10 SMEs, 8 use social media for their business to drive growth. Many B2C marketers attain their customers through Facebook. Majority of the luxury brands have a presence on Pinterest which increases their sales and increases user engagement. Majority B2B marketers connect with organisations and do business through Linkedin. Celebrities have fan following through twitter, even US President just logged in twitter to connect with his countrymen.

Social media lowers many geographical barriers creating a much broader spectrum of people to target. Social media profiles and content can be seen and shared from anywhere on the planet, thereby offering businesses significant opportunities to increase brand awareness and engagement. There are many successful campaigns on social media for companies like Oreo, Red Bull

Businesses must therefore utilise social networks to enhance their interaction with a broader audience in diverse locations. If businesses wish to optimise their digital marketing, a move towards social media is essential.

How to create the right hashtag for your campaign?

Posted on by 1 comment


- Prachee Shukla, Program Manager, Trivone Digital

If you are a social media strategist, community manager, or whoever it is that devises hashtags for brands/campaigns, you know that one day you are going to die, just like the rest of the world. Your tombstone in all likelihood may read, ‘Here lies a brave person who dared to hashtag!’ What’s the point, you ask? #Hashtag such that all of digital world remembers; maybe not. Just #Hashtag well!

Before you get to ‘Which #Hashtag?’ you may want to understand ‘Why #Hashtag?’ in the first place. To put it simply, it’s the best way to organize and categorize information on Twitter while also making it easily discoverable in Twitter Search.  Also, if you prepare those dreaded social media reports, hashtags make your life easier.

Here are 5 things you may want to keep in mind, the next time you “brainstorm” for a hashtag:

1.     Start with a word cloud. Write the primary word, you know should be a part of your hashtag. Follow it up by writing down secondary words associated to the campaign / primary word. This will help you understand what you want people to talk about through your hashtag. E.g. are you live tweeting an event or a show, launching a new product in the market, hosting a chat etc.?

2.     Best practices suggest no more than two hashtags per campaign / activity. You don’t want people to get confused about the conversation threads they should be jumping into. If you are running a contest, however, you may want to add keywords like #Contest, #ContestAlert as sub-hashtags so that your tweets reach out to the right people. Don’t overdo it though with #YouCanWin, #YayContest, #GoldDiggers etc. else people might start marking you as #Spam.

3.     K.I.S.S. yes, yes, a 90s joke! But, Keep-It-Simple-Stupid, always! Hashtags that are long and complicated to read or understand or spell require more effort, which basically means, ‘imma-gonna-be-the-only-one-tweeting-about-it’. No seriously, when was the last time you saw a brand tweet with #ARoseByAnyOtherNameWouldSmellSweeter? A hashtag beyond 15-20 characters is a sentence not a keyword! Ideally, entertainment brands that have a movie premiere on their channel can go with something as simple as #<MovieName>On<Channel Name>. If the movie name is long, use its acronym.

4.     Can you come up with tweets that build conversation around the hashtag you just created? No? Stop staring at your feet then, drop that hashtag and create a new one! You should be able to craft at least 10 original tweets with your hashtag before you actually expect people to contribute to it. A typical break-up would be 5 sample tweets and the corresponding replies you would expect from your audience.

5.     Finally, did you look up if the hashtag you painfully crafted does not already exist on Twitter? No? *Fistbump*

There really is no set formula to help you create the perfect hashtags. While you may hit gold more often than not, sometimes it could take you hours if not days to come up with something appealing. I’d like to leave you with something a wise woman once told me, ‘If you’re a brand, do not create a hashtag when in a hurry’ else you might end up with #ShamedInSydney. And you know what happens next… it will not only blow your mind, but also the lid of the internet! #HappyHashtagging.

Trivone at the Content Marketing Summit Asia 2015

- Ruchika Narang, Marketing Program Director, Trivone Digital


We at Trivone attended one of Asia’s largest Content Marketing summits last week, the CMS Asia 2015, presented by Sirez Group, Kontent Café and powered by Taboola. The event saw several innovators, entrepreneurs as well as industry veterans from the marketing domain coming together to share and exchange views on the rise of ‘Content Marketing’ particularly in India.

Trivone’s flagship enterprise IT media portal, was a proud Knowledge partner for the summit. Along with the CMS team, we conducted a short survey among marketers across India to assess the Content Marketing requirements and application. The results are available on

The first day of the summit started with an interesting talk from RP Singh, CEO of Sirez Group (organizers of the event) talking about how Content Marketing is the way to go, be it brands or even airplanes! A powerful talk by Ran Buck, VP APAC of Taboola who were co-partners of the event, paved way for some great insights that were shared throughout the day. We heard marketing success and growth stories from Marketing gurus of Genpact, Coca-Cola, Satyameva Jayate among others. While some great ideas were thrown our way, listed below are some of the key messages that struck a strong chord with us here at Trivone.

Creating Content on and for Social Platforms

The growing trend in the field of content is that consumption is moving quickly and heavily towards social platforms, compared to that on websites. Social players in the next 5 odd years may become larger than search players. The importance of social and community driven content platforms is rising, so much so that traditional publishing sites like Huffinton Post are being taken over by the likes of PlayBuzz. People are now quickly moving towards consuming even their daily dose of news pieces from Facebook directly rather than a FirstPost (read: Trending topics on the right side of your FB page was quite an appealing innovation!). Users spend more time on their social pages today not just to ‘connect’ with fellow friends, colleagues, family but to absorb interesting trivia, work and industry information, political and business news etc. Basically, a social site might just have moved beyond ‘social’ alone and become a one-stop-shop for all one’s content needs. Referred content (through FB shares, Re-tweets, Pinterest etc.) is one such phenomenon driving content consumption on social platforms.

The Importance of Portable Content 

Another key aspect to consider while creating your content is which platform you are creating it for! Yes, we’ve all heard of responsive designs but can content be responsive as well? Probably not. Content has to designed differently say for mobile and for desktop consumption. The reason behind this is simple. People’s attention spans are quite effected by the device they are using. For one the screen size on mobile is smaller. Secondly, a person consuming content from a mobile is likely to be on the move while absorbing that content and hence the latter should be designed in such a way that it is short, yet informative and gets the message across. A good example of this is a video blog versus a long text blog (which might be more suited to a desktop consumer). Talking about videos, it is fascinating how video consumption is exponentially rising globally. This is simply correlated to more people accessing content ‘on the move’ i.e. on mobile where a video is a more accepted content type. Ran Buck at the CMS Asia made a favoured statement about how ‘The next revolution won’t be televised’ referring to the video creation growth rate. Buck went on to emphasize that not only is it important for editorial teams to keep the content platform in mind while designing the latter but it is equally crucial to personalize the content at every touch point. ‘Every page must be personalised’, says Buck. The idea is to bring every end user to the page carrying content that he is looking for, at that very moment. To keep a user engaged, you must provide him with an array of content that is personalized and in a format suitable for his content consumption device.

What to Outsource, what to Crowd-source and what to create In-house?

When it comes to content creation, the above is a big challenge faced by most Content / Marketing Heads. Firms across almost all industries, domains and sizes have gradually but surely started realizing the importance of content and content marketing to reach their target audience. However, all of these firms may not have the core capabilities or even bandwidth to actually flesh out this ‘content’ internally. Or rather, should they even? This was another key topic touched upon at the CMS Asia event. Amrita Thapar, Content Head (Global Marketing), Genpact gave us her views on what to create in-house and what to outsource. Giving an example of how Genpact, one of the largest outsourcing firms in India today, she spoke about how Genpact moved steadily from a sales focus to a marketing focus, in order to be more visible and heard. They found that targeted content marketing campaigns proved to be more effective than traditional ATL marketing such as a billboard on Times Square! However, in order to be both efficient and productive, Amrita recommends the following framework for Content Marketers:

1.     Identify your storytellers: These are your thought leaders, business heads and strategists who will form the source of your information. These are specialists, providing you industry insights, product / service messaging and domain specific inputs. The source must be IN-HOUSE.

2.     Identify your Hunters & Gatherers: These are your product managers for instance who know, feel, understand your products and services better than anyone else! These guys interact with your clients and implement your solutions. They will be able to pick out the relevant and important stories from your key businesses and further add on to talk about how your clients are benefiting for it (an ideal content piece here would be a case study). Again, this information is obtained IN-HOUSE or you CROWD-SOURCE ideas internally.

3.     Content Creators: These are your writers, editors, designers, videographers converting the message provided by the above 2 groups into interesting and engaging content pieces. OUT-SOURCE this activity. The writing and production of the content piece can easily be outsourced to specialists in the content creation field, so that you focus your time and energies on your core business. 

We are happy to see Content Marketing gaining momentum in India and we sure do hope there are more such events to throw light on this very interesting topic. Kudos to the CMS Asia team!

Content Marketing: Asking the Right Questions

- Ruchika Narang – Marketing Program Director, Trivone Digital (@Ruchika_N)


Step by Step Guide to Content Marketing

I’ve often had our clients ask us if Content Marketing is ‘right’ for their business. The answer is a resounding Yes! According to Content Marketing Institute, 90% of B2B marketers use Content Marketing to grow their business. There’s no reason why you shouldn’t! In fact, to ensure success of your business in today’s digital age, it is not sufficient to just create products; you need to create great content as well. Content Marketing is nothing but telling your story, be it around your brand, services, products or industry expertise in an effective and optimized manner to reach and communicate with your audience.

The better question to ask is ‘What is the best way to get started with Content Marketing?’  Here’s a step-by-step guide to get started on your Content Marketing strategy:

Step 1: Define your goals.

Whether it is lead generation, visibility, brand awareness, reach and recall, defining your goals and end objectives is the first step to start marketing your product.

Step 2: Define your target audience.

Understand and segment your target market. You will need to highlight the demographic and psychographic behaviour of this audience. Understand their interests, needs and infuencers.

Step 3: Tell your story.

Keeping your consumer’s interests in mind, start telling your story. Create content that is both relevant as well as informative to your audience. The tone and voice of the content should be aligned to the content format, for instance an article has a more ‘scholarly’ tone while a blog usually has a ‘helpful’ tone.

Step 4: Get Creative

Explore various formats of content such as articles, infographics, videos, blogs, whitepapers etc. Visual content is often more attractive and engaging compared to text. Consider video blogs, interview snippets, product demo videos, review videos as part of your content mix.

Step 5: Distribute your Content

Write content that is shareable! Content that is both fun to read yet informative has good potential to be shared by readers. Keep an eye out for ongoing trends in the Content field – ex. Listicles and Slideshows have become quite popular, and might I add, quite shareable. Use your website platform along with your social media platforms to distribute and cross-promote your content.

Step 6: Track and Analyse

Tracking your content pieces will give you a fair idea of what’s clicking and what’s not! Identify metrics before hand that you need to measure, such as number of visits, links of your content shared, social shares, likes, comments etc. Ensure that you track regularly and analyse the data collected to better your content / content strategy in the long term.