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The digital-evolution-in-marketing-apurva chamaria
The digital-evolution-in-marketing-apurva chamaria
The digital-evolution-in-marketing-apurva chamaria
The digital-evolution-in-marketing-apurva chamaria
The digital-evolution-in-marketing-apurva chamaria
The digital-evolution-in-marketing-apurva chamaria
The digital-evolution-in-marketing-apurva chamaria
The digital-evolution-in-marketing-apurva chamaria
The digital-evolution-in-marketing-apurva chamaria
The digital-evolution-in-marketing-apurva chamaria
The digital-evolution-in-marketing-apurva chamaria
The digital-evolution-in-marketing-apurva chamaria
The digital-evolution-in-marketing-apurva chamaria
The digital-evolution-in-marketing-apurva chamaria
The digital-evolution-in-marketing-apurva chamaria
The digital-evolution-in-marketing-apurva chamaria
The digital-evolution-in-marketing-apurva chamaria
The digital-evolution-in-marketing-apurva chamaria
The digital-evolution-in-marketing-apurva chamaria
The digital-evolution-in-marketing-apurva chamaria
The digital-evolution-in-marketing-apurva chamaria
The digital-evolution-in-marketing-apurva chamaria
The digital-evolution-in-marketing-apurva chamaria
The digital-evolution-in-marketing-apurva chamaria
The digital-evolution-in-marketing-apurva chamaria
The digital-evolution-in-marketing-apurva chamaria
The digital-evolution-in-marketing-apurva chamaria
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The digital-evolution-in-marketing-apurva chamaria

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2 Digital Media Achievements at HCL …

2 Digital Media Achievements at HCL
7 Digital Trends
12 Common Digital Media Ailments
What makes a successful digital strategy
Lets look at some successful examples

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  • 1. Apurva Chamaria - ConfidentialThe Digital Evolution n Marketing1Apurva Chamaria - ConfidentialThe Digital evolution in MarketingPresented by Apurva Chamaria , Head – Sales Excellence, HCL TechnologiesThe Octane User Group Meet (TOUG) , New Delhi , 19th June 2013
  • 2. Apurva Chamaria - ConfidentialThe Digital Evolution n Marketing2Apurva Chamaria - ConfidentialTable of Contents1. 2 Digital Media Achievements at HCL2. 7 Digital Trends3. 12 Common Digital Media Ailments4. What makes a successful digital strategy5. Lets look at some successful examples
  • 3. Apurva Chamaria - ConfidentialThe Digital Evolution n Marketing3Apurva Chamaria - Confidential2 Digital MediaAchievements at HCL
  • 4. Apurva Chamaria - ConfidentialThe Digital Evolution n Marketing4Apurva Chamaria - ConfidentialDigital Media SoVHCL has been leading for the past 10 quartersThe Digital Evolution in Marketing4#1#2#1#1#2
  • 5. Apurva Chamaria - ConfidentialThe Digital Evolution n Marketing5Apurva Chamaria - ConfidentialThe Employees First Effect : www.youtube.com/hcltechtubeReleased on YouTube on Feb 7th , 2012 .Promoted through Internal Employees campaign & External social media campaigns.No of views till date 2.31 MnThe Digital Evolution in Marketing5INTERNAL=2.31MNviews
  • 6. Apurva Chamaria - ConfidentialThe Digital Evolution n Marketing6Apurva Chamaria - Confidential7 Digital Trends
  • 7. Apurva Chamaria - ConfidentialThe Digital Evolution n Marketing7Apurva Chamaria - ConfidentialFacebook – Fact or Faction?YouTube + Twitter + Google+ Pinterest + Instagram + Tumblr Rising FastThe Digital Evolution in Marketing7Source: 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
  • 8. Apurva Chamaria - ConfidentialThe Digital Evolution n Marketing8Apurva Chamaria - ConfidentialMobile Traffic as %age of Internet Traffic –Growing 1.5X per yearThe Digital Evolution in Marketing8Source: KPCB Internet Trends 2013 from Kleiner Perkins Caufield & Byers
  • 9. Apurva Chamaria - ConfidentialThe Digital Evolution n Marketing9Apurva Chamaria - ConfidentialPhotos = 500MM+ Uploaded & Shared Per DayGrowth Accelerating, on Trend to Rise 2x Y/Y…The Digital Evolution in Marketing9Source: KPCB Internet Trends 2013 from Kleiner Perkins Caufield & Byers
  • 10. Apurva Chamaria - ConfidentialThe Digital Evolution n Marketing10Apurva Chamaria - ConfidentialVideo = 100 Hours Per Minute Uploaded to YouTube,Up from ~Nada Six Years AgoThe Digital Evolution in Marketing10Source: KPCB Internet Trends 2013 from Kleiner Perkins Caufield & Byers
  • 11. Apurva Chamaria - ConfidentialThe Digital Evolution n Marketing11Apurva Chamaria - ConfidentialAll Rise…Sound – coming up fast…The Digital Evolution in Marketing11Source: KPCB Internet Trends 2013 from Kleiner Perkins Caufield & Byers
  • 12. Apurva Chamaria - ConfidentialThe Digital Evolution n Marketing12Apurva Chamaria - ConfidentialThe Digital Evolution in Marketing12Source: KPCB Internet Trends 2013 from Kleiner Perkins Caufield & ByersWin-Win-Win Sharing = Growing QuicklyYou Help Me, I Help You, We Help Others
  • 13. Apurva Chamaria - ConfidentialThe Digital Evolution n Marketing13Apurva Chamaria - ConfidentialThe Digital Evolution in Marketing13Source: KPCB Internet Trends 2013 from Kleiner Perkins Caufield & ByersQR Codes = Scan & Be Scanned to Get Stuff…China - Follow UK Embassy Weibo Account by Scanning QR Code OutsideEmbassy in Beijing
  • 14. Apurva Chamaria - ConfidentialThe Digital Evolution n Marketing14Apurva Chamaria - Confidential12 Common Digital MediaAilments
  • 15. Apurva Chamaria - ConfidentialThe Digital Evolution n Marketing15Apurva Chamaria - Confidential12 Common Digital Media AilmentsThe Digital Evolution in Marketing151. Anything in social media without understanding how customers align with you2. Creating complicated experiences3. Companies confusing lots of “friends” and “followers” with success in the field4. Talking about yourself5. Being on every social network.6. Reliance on shallow performance metrics - Over-optimization for metrics without focusing oncontent7. Capitulating to urgency or quantity expectations at the expense of quality—Because demandgeneration and social media programs require fresh content continuously, the demands canquickly exceed production capacity and force marketers to make difficult trade-offs.8. Asking for something without offering anything in return9. Going external” without going internal10. Creating any video content more than 30 seconds long11. An over-reliance on contests12. Going in too soon
  • 16. Apurva Chamaria - ConfidentialThe Digital Evolution n Marketing16Apurva Chamaria - ConfidentialWhat makes a successfuldigital strategy?
  • 17. Apurva Chamaria - ConfidentialThe Digital Evolution n Marketing17Apurva Chamaria - ConfidentialWhat makes a successful digital strategy?The Digital Evolution in Marketing17• Successful social strategies:• reduce costs or• increase customers’ willingness to pay by helping people establish orstrengthen 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
  • 18. Apurva Chamaria - ConfidentialThe Digital Evolution n Marketing18Apurva Chamaria - ConfidentialLet’s look at some successfulExamples..
  • 19. Apurva Chamaria - ConfidentialThe Digital Evolution n Marketing19Apurva Chamaria - ConfidentialReduce costs by establishing relationshipsThe Digital Evolution in Marketing19• It reduces costs by acquiring its most valuable content for free by helping peoplemeet.• million reviews of local establishments is written by Yelpers• 50 million visitors a month, attests to the usefulness ; it’s the company’s socialstrategy 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 rangefrom the refined, such as cocktail parties at museums, to the rowdy, like a MardiGras in SFO in 2009• To maintain these social benefits, Squad members must continue to producereviews, as the elite status is renewed—or not—every yearSource: HBR Case-Study on Social Strategies that work , Nov 2011
  • 20. Apurva Chamaria - ConfidentialThe Digital Evolution n Marketing20Apurva Chamaria - ConfidentialReduce Cost – Establish RelationshipsThe Digital Evolution in Marketing20
  • 21. Apurva Chamaria - ConfidentialThe Digital Evolution n Marketing21Apurva Chamaria - ConfidentialIncrease willingness to pay by establishing relationshipsThe Digital Evolution in Marketing21• Customer churn is a challenge in the credit card business, so AmEx set aboutmaking OPEN cards (target small business owners)stickier.• They hosted conferences focused on SMB’s for card members and then launchedan 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, listservices they offer and need, and freely connect for business.• Although members could use other networks as LinkedIn, they report preferringConnectodex, as small businesses with which they interact are already vetted byAmEx.• To reap social and networking benefits from Connectodex, small business ownersmust obtain or continue holding an AmEx OPEN card.• The service has effectively reduced customer churn and increased willingness topay for the card.Source: HBR Case-Study on Social Strategies that work , Nov 2011
  • 22. Apurva Chamaria - ConfidentialThe Digital Evolution n Marketing22Apurva Chamaria - ConfidentialIncrease Willingness to Pay - Establish RelationshipsThe Digital Evolution in Marketing22
  • 23. Apurva Chamaria - ConfidentialThe Digital Evolution n Marketing23Apurva Chamaria - ConfidentialReduce costs by strengthening relationshipsThe Digital Evolution in Marketing23• 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 than250 million users (the typical player is a middle-aged woman).• The platform allows the games to access the demographic data of players andlists of their “friends,” as well as to post status updates that those friends cansee• To increase the limit, players can pay with virtual goods they buy , a majorsource of the firm’s revenues.• Players can enlist friends, via Facebook status updates or Zynga’s messagingsystem, to help. And they can return the favor by sending virtual gifts to friendsand by visiting their plots.Source: HBR Case-Study on Social Strategies that work , Nov 2011
  • 24. Apurva Chamaria - ConfidentialThe Digital Evolution n Marketing24Apurva Chamaria - ConfidentialThe Digital Evolution in Marketing24Reduce Cost – Strengthen Relationships
  • 25. Apurva Chamaria - ConfidentialThe Digital Evolution n Marketing25Apurva Chamaria - ConfidentialIncrease willingness to pay by strengthening relationshipsThe Digital Evolution in Marketing25• eBay’s Group Gifts launched in late 2010, is used by people to pool funds to buygifts for their friends.• A group organizer logs on to eBay and names a gift recipient, either directly or bypicking the name from a list of her Facebook friends.• eBay then offers general gifts, or the organizer can authorize eBay to access therecipient’s Facebook profile and base a gift recommendation on that. Theorganizer then selects a gift and issues an invitation to other contributors byposting a request to contribute on their Facebook page.• The invitation contains a link to the eBay gift page, where contributors cancontribute and write a note to the recipient.• Group Gifts helps people purchase better-targeted and more-expensive gifts thanthey might otherwise. That not only strengthens relationships with the recipientbut also can help enhance relationships among the joint gift givers.• To obtain such social benefits, people must advertise Group Gifts to their friendsand respond to their friends’ advertisements.Source: HBR Case-Study on Social Strategies that work , Nov 2011
  • 26. Apurva Chamaria - ConfidentialThe Digital Evolution n Marketing26Apurva Chamaria - ConfidentialIncrease Willingness to Pay - Strengthen RelationshipsThe Digital Evolution in Marketing26
  • 27. Apurva Chamaria - ConfidentialThe Digital Evolution n Marketing27Apurva Chamaria - ConfidentialApurva 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 andannual conclaves of B-Schools like FMS, IIMC, IMI, MICAapurva.chamaria@gmail.com+91-9560622700+91-120-4382800https://twitter.com/a1purvaApurva Chamaria

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