Tag Archives: Twitter

Why To Adopt Digital Media?

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- Anubha Narula, Head-Media Sales, Trivone Media

We all know that Digital media has revolutionized marketing and advertising, transforming them in ways that one can no longer ignore. It has created a lasting impact in the way people communicate and connect with each other, and with enterprises.

Digital media is so pervasive that anyone can access information anytime, anywhere and from any device/channel. As in business where effective and quality communication is the key to growth, it takes professional, technical and marketing skills to identify, engage and develop relationships with customers in the digital environment. It is a channel where the consumers are exposed not just to what you say about your company or brand but also to what media, friends, relatives, peers etc. are saying.

why_to_adopt_digital_media

Digital Media can be a mixed bag, offering both advantages and disadvantages. Poorly handled, customer ire in this very channel can go viral and literally shut down business. But expertly leveraged, it can be tremendously beneficial for your business. Here is a quick look at the advantages of digital media.

Benefits

  • It is easier to promote your business or brand, using a number of channels like emails, social networks (Facebook, Twitter, etc.) web chat and more. With these you can reach the mass audience faster, and keep pace with their changing preferences
  • Data analysis can help you add the crucial element of personalization, and you can customize requirements as per the client’s need faster
  • People are using social media sites more than any other channel as they are faster and easily accessible

Challenges & Solutions:

Paradigm Shift in buying behaviour: The biggest challenge marketers face today is a permanent shift in consumer behaviour, which is a complex task to handle. With the advent of smartphones and tablets, the consumer feels more resourceful and empowered to make various buying decisions. Also, with the penetration of internet enabled devices, consumers have access to information about the product or service he is buying.

Marketers need to adapt to these changes and make the experience easier to the customer by interacting with customers and being aware of their demands. Instead of overwhelming the customer with a plethora of irrelevant information, marketers can focus on aspects like quality and innovation of their product/service and help customers have a more enriching buying experience.

Difficulty in leveraging content management according to the changing consumer behaviour: In digital world, the content is the king and one of the main aspects of marketing that drives considerable traffic to a brand’s website. Hence, it has to be relevant, relatable and up-to-date. Content management is the centre of any change, it determines how we do our business. This means that the content management has to be at par with the changing buying patterns and needs of the consumer.

Marketers need to ensure that they have an up-to-date content management and marketing strategy that clearly communicates a brand’s core values and helps the consumers to make a better buying decision. They need to ensure that the content on their website is woven around their target audience and clearly addresses their concerns.

Tapping on the power of browser-based apps : At a time when customers are looking for easy and hassle free browsing experience coupled with high penetration of smartphones amongst the users , leveraging the power of browser-based apps is the need of the hour. Brands can make their presence more visible and build a wider customer base utilising the reachability of mobile apps. But there is huge competition in this segment as almost every brand is building an app for selling their product/service.

Thus marketers need to identify the intensity of competition and build a marketing strategy that would help them establish a strong hold in the market. They need to look for innovative and novel ideas in designing browser-based apps, that would help them create a unique brand vale that the customer can easily identify with and remember.

Planning Your Social Media Strategy

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- 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.

Planning-Your-Social-Media-Strategy

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

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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!

 

Changing Digital Content in 2015

Mansi Priya, Marketing, Trivone Digital

The digital content landscape has been through many changes in the last few years. The world moved its eyes from newspapers and books to e-books and e-newspapers, from laptops to ipad and mobiles – and social media has grown rapidly. Considering the changing trends in digital content, there are some focus areas for delivering good content in 2016.

Digital Content

Mobile marketing has seen significant growth, and this trend seems to continue into 2016. In today’s fast paced world, people have less time and prefer to have information on their palm. Due to this growing trend, apps like Snapchat, Whatsapp, Facebook for mobile, Twitter for mobile etc. has gained popularity. According to surveys, mobile access to content is increasing. So, remember to include mobile screens when delivering digital content.

Social Media Marketing is another element that has added value to digital content. Many companies, brands, celebrities, leaders etc. have taken this with impressive results. In 2015, the American President Barack Obama also started using twitter. Many top brands added to their bottom lines using social media marketing. This tells us the potential of Social Media Marketing and its future.

As mobile marketing and social media marketing are booming, so is visual content. Videos are a big hit on social media, and the content becomes even more engaging on mobile. Making interactive videos for mobile and social has enhanced the marketing and branding activities of many companies. People like videos and engages better with these than text content. If you want to stay on top of content marketing in 2016, include videos, pictures, graphics and other visual based content.

E-reading is also becoming popular. From thick paperbacks to light weight reading gadgets. E-books are giving the print volumes a decent run from their money. For many users, E-books provide better reading experience and more options at lower costs than printed.

Moving forward, content will need to be more personalised. Many website owners and bloggers receive most positive feedback when content is published for a specific audience. So, the focus should move from utilising generic content to writing customised content that specifically addresses the interests and concerns of customers.

Consider these platforms/measures for better content marketing better in 2016. Stay ahead in the digital industry by delivering improved customer experiences.

Why You Can’t Depend On Twitter Polls

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

Why-you-can't-depend-on-Twitter-Polls

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

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- 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.

ceo

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. 

Video Marketing : The Essential Element Of Content

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- Mansi Priya, Marketing, Trivone Digital

Standing out of the crowd and create a marketing campaign out of the box has always been a challenge for a marketer. In digital campaigns content should appeal visually and be retained by customers. So the digital marketer has to brainstorm, on creating methods to leave a strong impact on the readers. In the era of digital transformation and data available in your palm, an essential element to impress the reader is video.

video-marketing

Today when people are too busy in their life, with lowering patience levels, digital marketers need to grab the attention of the target audience. Video Marketing is an extension of text content marketing, but it serves as an alternative medium for businesses to convey their message. Through videos marketers can reach a wider audience and get more exposure to their message. Watching video is less time consuming and creativity of audio-visual clipping leave a good impact on the audience.

Videos are a big hit on social media. They give customers quick overview of product/service without involving them to read detailed text information. The involvement time of the customer is reduced and makes it interesting for them. 

To tap the upcoming audience, which is comprised mostly of millennials, marketers should understand what impacts them best. David Shing, Digital Prophet at AOL, says that Gen Y consumers are “freaky for videos”. They like to spend their time on content. To make the content consumption interesting for them, use of videos is important.

As marketers put more emphasis on storytelling, to make an emotional connect with the customers, showing a video is like a cherry on cake. This enables to build strong connectivity with the customers. Videos enable strong storytelling in short yet memorable way, which viewers can enjoy and marketers can analyse.

We can imagine the future of videos. After tremendous success of You Tube in so many years, people started sharing videos on social media sites such as Facebook and Twitter. This practice became so common that Facebook opened doors to video creators. Earlier this year, Facebook announced that, its video uploads would be having embedding on other sites. Now Facebook is attracting major video creators to the social network and making it more dynamic for its readers.

Thanks to the technology tools, it has become easier than ever for anyone to create a video at minimal cost. It has become easy to capture the attention of readers by videos yet it is critically important to have an effective strategy. The consumption of videos has increased excessively on mobile. The technical plugins and resolution should be taken care of, to make the consumption easy for audience.

The Digital Marketer should not skip this essential element in digital campaigns to create strong impression on readers.

Social Media Marketing : A Ticket To Success

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- 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. 

socual-box

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.

How to create the right hashtag for your campaign?

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hashtag

- 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.