2014 Social Media Trends
From Indian Brand Managers

Lighthouse Insights
Tadato Kimura
Head Marketing

• Rich Experiences On The Move
• Increasing Dominance Of Content
Marketing As A Strategy

So...
Rich Experiences On The Move

India has an estimated 130 million mobile internet users and the figure is
expected to doubl...
Increasing Dominance Of
Content Marketing As A Strategy

For marketers, there is clear impetus to move beyond the traditio...
Sangeeta Sharma
Manager Marketing Communications

• Social Media No More About Likes
• Social Media Operates As An
“Experi...
Social Media No More About Likes

• 2014 marks a decade since Facebook was founded. With over a billion
participants today...
Experience Economy

The fact is that social media operates as an “experience economy.” Come
2014, we will see leaders in t...
Anupam Dikhit
Head, Digital Marketing
• Rise Of The Digital Content
Agency
•Social Data Enterprises
•Brands “Being Human” ...
Rise Of The Digital Content
Agency

I see 2014 as the watershed year for digital content. I was hoping this year
to be tha...
Social Data Enterprises

A subset of Big Data & Smart Data, I foresee companies, especially in the
service space, investin...
Brands “Being Human” On Social

This is something I have been spotting on and off, and I can see this
blowing into a massi...
Internet Of Things As A Branded
Experience

With more smart watches, smarter devices and wearable computers than
ever befo...
Ajit Mohan
Head, Digital Business

Compelling Proposition For The
Consumer On The Mobile Screen

Star India
Compelling Proposition For The
Consumer On The Mobile Screen

Brand managers are looking to engage consumers where they ar...
Deepika S Tewari
GM -Head Marketing
• Brands Building Their Own
Platforms
• Content Will Be Crucial
• Twitter & Pinterest ...
Brands Building Their Own
Platforms

The year 2014 will be big for social/ digital mediums as biggies like
Facebook and Tw...
Content Will Be Crucial

Also, content has always been important for digital/social medium, but it
will be crucial in 2014...
Twitter & Pinterest Will Be The
Show Stealers

Overall, the mobile medium, influencers bloggers, strong content and social...
Karthi Marshan
Executive VP & Head - Group Marketing

•Creating & Curating Content
•Relevant & Engaging
Content

Kotak Mah...
Creating & Curating Content

Getting it right will involve creating content of course, but also inviting and
curating it f...
Relevant & Engaging Content

Getting it right will involve creating content of course, but also inviting and
curating it f...
Debal Dutt
Head, Brand Mgmt, India & South Asia

• Use Consumer Insights To
Connect
• Have A Digital Partner

Standard Cha...
Use Consumer Insights To Connect

Use consumer insights for the social media space to – not just broadcast,
but connect. S...
Have A Digital Partner

Organisations who want to be active on social media platforms, need to
have partner agencies who a...
Sridhar Rajaram
Group Manager - Marketing

• Creating, Owning &
Disseminating Content
• Hard Data And Analytics

Louis Phi...
Creating & Disseminating Content

I expect digital agencies and brand managers to finally get the drift about
„content‟ an...
Hard Data And Analytics

The second big shift is brand managers building their digital assets based
not just on „nice idea...
Rajneel Kumar
VP & Business Head - Digital Media

• Re-Defining Measurability
• Better Second Screen
Experience

Viacom18
Re-Defining Measurability

Measurability has been loosely defined which has forced brands to invest
more. We need to get a...
Better Second Screen Experience

Right now the second screen experience is scattered in the country. 2014
would see quite ...
Ritu Gupta
Director, Marketing, Consumer & Small
Business

Meaningful Engagement

Dell India
Meaningful Engagement

The market will keep growing in the country. From acquiring fans brands in
2014 will focus on engag...
Image Credits
http://socialdistillery.com/wp-content/uploads/2012/11/Content_Image.jpg
http://rack.2.mshcdn.com/media/Zgky...
Thank You!
lighthouseinsights.in
@LHInsights
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2014 Social Media Trends From Indian Brand Managers

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Social media and digital trends of 2014 from Indian brand managers and CMOs

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2014 Social Media Trends From Indian Brand Managers

  1. 1. 2014 Social Media Trends From Indian Brand Managers Lighthouse Insights
  2. 2. Tadato Kimura Head Marketing • Rich Experiences On The Move • Increasing Dominance Of Content Marketing As A Strategy Sony India
  3. 3. Rich Experiences On The Move India has an estimated 130 million mobile internet users and the figure is expected to double by 2015. This, coupled with a competitive and growing telecom industry makes the case for cheaper high speed data. While many products and services in the industry have accepted the „mobile first, digital second‟ paradigm, 2014 will begin to see the adoption of this principle.
  4. 4. Increasing Dominance Of Content Marketing As A Strategy For marketers, there is clear impetus to move beyond the traditional screen and to think of video as the component of a story but not the story itself. The next generation of storytellers will not necessarily have to be film makers and specialists – but our consumers themselves. It excites me to think about the highly contextual localized content and collaborative models that will spark creativity in the coming year.
  5. 5. Sangeeta Sharma Manager Marketing Communications • Social Media No More About Likes • Social Media Operates As An “Experience Economy” Lufthansa German Airlines
  6. 6. Social Media No More About Likes • 2014 marks a decade since Facebook was founded. With over a billion participants today, we have come a long way on this journey. Social media is no longer the new kid on the digital block. It is a „must-have‟ in the marketing mix today and one that needs to be integrated into the overall marketing strategy. • In the coming year, I believe it will become increasingly apparent that social media is no more about getting the maximum „Likes‟, fans or followers.
  7. 7. Experience Economy The fact is that social media operates as an “experience economy.” Come 2014, we will see leaders in this space breaking through the existing clutter with strategies that recognize this fact.
  8. 8. Anupam Dikhit Head, Digital Marketing • Rise Of The Digital Content Agency •Social Data Enterprises •Brands “Being Human” On Social •Internet Of Things As A Branded Exp MTS India
  9. 9. Rise Of The Digital Content Agency I see 2014 as the watershed year for digital content. I was hoping this year to be that one, but for various reasons not much has happened in that space. However, I anticipate next year onwards, media as we know it to start getting replaced by content driven primarily by the dominant use of smartphones/tablets for accessing content as smartphone penetrations crosses 20%. This should also see brands diverting monies from media to content with the same business objectives in mind.
  10. 10. Social Data Enterprises A subset of Big Data & Smart Data, I foresee companies, especially in the service space, investing on building capabilities of overlaying their customer information with social graphs to build dynamic behavioral profiles of their consumers for predicting demand, churn, usage, recommendation, etc. This will be bring us one step closer to achieving mass personalization and segmentation of 1. This will possibly do more for digital targeting than what SoLoMo ever could.
  11. 11. Brands “Being Human” On Social This is something I have been spotting on and off, and I can see this blowing into a massive movement soon as brands will look at getting off their vaunted perches and start embracing their customers more closely by mirroring them online, be it through crowdsourcing spokespersons, providing experiential engagement, creating more intimate consumer connects or simply by making their lives part of the brand story.
  12. 12. Internet Of Things As A Branded Experience With more smart watches, smarter devices and wearable computers than ever before in history, it is inevitable that brands will look to latch on to this new frontier to extend the brand experience, more so when experiential engagement is already on an all-time high. I see the first movers of this coming from the automobile, healthcare, lifestyle and telecom industries.
  13. 13. Ajit Mohan Head, Digital Business Compelling Proposition For The Consumer On The Mobile Screen Star India
  14. 14. Compelling Proposition For The Consumer On The Mobile Screen Brand managers are looking to engage consumers where they are. Increasingly, that is on a mobile screen. And, therefore, the big fight between broadcasters and platforms and social media aggregators would be on creating a compelling proposition for the consumer on the mobile screen.
  15. 15. Deepika S Tewari GM -Head Marketing • Brands Building Their Own Platforms • Content Will Be Crucial • Twitter & Pinterest Will Be The Show Stealers Titan Company Limited(Jewellery Division)
  16. 16. Brands Building Their Own Platforms The year 2014 will be big for social/ digital mediums as biggies like Facebook and Twitter will be going public. The cost factor of using these platforms will push brands to build their own platforms like blogs, apps, microsites etc. Hence, platforms like Twitter and Pinterest will see more traffic.
  17. 17. Content Will Be Crucial Also, content has always been important for digital/social medium, but it will be crucial in 2014. Be it visual or written – this will help brands to reach out the exact set of audience.
  18. 18. Twitter & Pinterest Will Be The Show Stealers Overall, the mobile medium, influencers bloggers, strong content and social platforms Twitter and Pinterest will be the show stealers for the year 2014.
  19. 19. Karthi Marshan Executive VP & Head - Group Marketing •Creating & Curating Content •Relevant & Engaging Content Kotak Mahindra Bank
  20. 20. Creating & Curating Content Getting it right will involve creating content of course, but also inviting and curating it from all constituencies relevant to the brand. For this, brands will have to build content teams that resemble those at publishing firms, with high caliber writing skills, coupled with deep domain knowledge of our category spaces.
  21. 21. Relevant & Engaging Content Getting it right will involve creating content of course, but also inviting and curating it from all constituencies relevant to the brand. For this, brands will have to build content teams that resemble those at publishing firms, with high caliber writing skills, coupled with deep domain knowledge of our category spaces.
  22. 22. Debal Dutt Head, Brand Mgmt, India & South Asia • Use Consumer Insights To Connect • Have A Digital Partner Standard Chartered Bank
  23. 23. Use Consumer Insights To Connect Use consumer insights for the social media space to – not just broadcast, but connect. Social media is a media channel that works at a totally different level – unlike mass media. However, the fundamentals should be the same – work on consumer insight, build on it and then have communication/activation based on an insight.
  24. 24. Have A Digital Partner Organisations who want to be active on social media platforms, need to have partner agencies who are strong on building a brand. It is not about broadcasting, it is all about connecting. It is not only important to have a digital agency, but a digital partner that is strong in brand building on social media platforms.
  25. 25. Sridhar Rajaram Group Manager - Marketing • Creating, Owning & Disseminating Content • Hard Data And Analytics Louis Philippe, Aditya Birla Group
  26. 26. Creating & Disseminating Content I expect digital agencies and brand managers to finally get the drift about „content‟ and drive content marketing efforts. Content marketing has been around for some time now but just in theory. I expect that to change as more brands will begin to truly invest in creating, owning and disseminating content. Smart brands who have already invested in content will drive the next big growth through innovative content discovery platforms.
  27. 27. Hard Data And Analytics The second big shift is brand managers building their digital assets based not just on „nice ideas‟ but hard data and analytics. For far too long marketers and agencies have given analytics and numbers the short drift in this space because they have not understood the numbers this medium throws up. It is however time for marketers to start learning how to analyze data, drive complex metrics and learn along the way with their agencies.
  28. 28. Rajneel Kumar VP & Business Head - Digital Media • Re-Defining Measurability • Better Second Screen Experience Viacom18
  29. 29. Re-Defining Measurability Measurability has been loosely defined which has forced brands to invest more. We need to get a better system, metrics in place that will take care of it and build more confidence in CMOs.
  30. 30. Better Second Screen Experience Right now the second screen experience is scattered in the country. 2014 would see quite a few startups working on products/apps that aggregate all social experience on one single platform.
  31. 31. Ritu Gupta Director, Marketing, Consumer & Small Business Meaningful Engagement Dell India
  32. 32. Meaningful Engagement The market will keep growing in the country. From acquiring fans brands in 2014 will focus on engagement. The year would be more of “meaningful engagement.”
  33. 33. Image Credits http://socialdistillery.com/wp-content/uploads/2012/11/Content_Image.jpg http://rack.2.mshcdn.com/media/ZgkyMDEzLzAzLzIxL2U0L3BpbnRlcmVzdHZzLjY2MDg4LmpwZw pwCXRodW1iCTk1MHg1MzQjCmUJanBn/c0969ee2/d47/pinterest-vs-twitter.jpg http://www.digital-growth.co.uk/s/cc_images/cache_2419720263.jpg?t=1341420715 http://timpeters.org/wp-content/uploads/2012/03/ContentKing.jpg http://www.entrepreneur.com/dbimages/article/h1/make-connection-with-customers.jpg http://www.jeffbullas.com/wp-content/uploads/2012/11/Content-Marketing.jpg https://www.unboundid.com/blog/wp-content/uploads/2012/10/Big-Data-Analytics.jpeg http://blueorange.co.in/wp-content/uploads/2010/09/measurement.jpg http://nrkbeta.no/wp-content/uploads/2011/03/IMG_4706.jpg http://www.tylerjanderson.com/wp-content/uploads/2013/10/user_engagement.jpg http://www.entrepreneur.com/dbimages/article/h1/social-media-predictions-2014.jpg
  34. 34. Thank You! lighthouseinsights.in @LHInsights

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