Nitin Raj, Vice President, Digital Initiatives, HCL Infosystems Ltd. talked about 'Brand Visibity Growth Through Social Media' at the event - Outside Insight by Meltwater.

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Brand Visibility Growth through
Social Media
Nitin Raj Baldev
Vice President – Digital
HCL Infosystems

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Worldwide social network ad spending reached $16.10 billion in 2014, a 45.3% increase from 2013 that pushed social’s
share of overall digital ad investment to 11.5%.
January 2015 - emarketer)
Social media is the
most powerful marketing tool
available in the world

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Social Media Platforms for Brand Visibility and Growth
Social Engagement
Users have millions of
companies, brands and pages
they can follow. What’s going
to make them engage with
you?)
Response Management
Have actual conversations,
asking questions, answering
theirs and addressing
concerns. This makes you
reachable in consumer’s eye
B2B marketing
Position your brand as a
reliable resource for industry
information
others used for
Presence and Reach

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Humanize Brand Advocacy Web Traffic Listening
Social media is valuable for growth for Brand Visibility for four reasons.

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Starbucks is on just about every corner in the real world, same strategy is online. They have 36
Million followers on Facebook. They have integrated Starbucks card account management within
the social network. On Twitter they are responding to mentions, apologizing for bad experiences.
On foursquare they have 1.7 Million followers and listed their 12K locations.
Brands' biggest problem is not able to connect with customers on
an emotional level. Social media allows you to humanize brand and
meet your target market where they are. Changing corporate name to a
living entity. People feel I may not get a response from customer service,
but the brand will respond to me on Twitter.
Humanize Brand

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Advocacy
IBM has 500 thought leaders in its IBM Voices advocacy program. Dell has over 10,000
employees who have gone through an internal social media certification program and are trained
to support the company’s objectives in social media.
Businesses approach social advocacy in two ways
=> Employees Advocacy – making it easy for employees to get
involved with sharing and promoting
=> Ambassador Advocacy – Building a group of supporters who can
share with you and for you

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Social media sites are excellent at generating leads and driving
traffic to landing pages or websites. This organic method of driving
traffic acquisition is more valuable than paid advertising efforts.
Web Traffic
Tesla released their launch event video so people can engage. In less than 48 hours, they had
orders placed for $10 B worth of products.

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Cisco saved more than $100K thru Social media launch. 9000 people attended social
media launch. 90 times more attendees than in the past. Learning the potential, they
launched a Cisco Social Media Listening Centre #CiscoListens.
You can learn/listen what people are saying about the
brand and use that knowledge to improve processes,
communications, or features
Listening

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