1. Technology -
The BJP way.
VINIT GOENKA
NATIONAL CO-CONVENER- IT CELL (HEAD OF EGOV, INDUSTRY
INTERACTIONS AND POLICY)
BHARATIYA JANATA PARTY
6/26/2014 #RETECHCON 1

2. Mediums of Communication in Elections
Pamplets -
Adolf Hitler in
1934
Television-
John F
Kennedy
1959
Web-Barack
Obama
2008
Gestures-
Licchavis Ganarajya
4th century BC-
‘7-I’ -
Narendra
Modi 2014
6/26/2014 #RETECHCON 2

3. Input
 125 Crore Plus Population (31% Urban)
 89 Crore Plus Mobile User(73% Penetration)
 15 Crore Plus Internet User(12% Penetration)
 9 Crore Plus Facebook User(7% Penetration)
 4 Hour 54 Minutes is the Average time a Internet user spends on PC/Desktop
 2 Hour 36 Minutes is the Average time a Internet user spends on Mobile
 2 Hour 26 Minutes is the Average time a Social media user spends on Social Media
 12 % Social Media Penetration as percentage of total Population
 57 % of mobile user using Social media aps on mobile device
6/26/2014 #RETECHCON 3

4. Choosing the right means of
Communication Channel
Communication
of
Brand Modi
Out of
Home
Media
Traditiona
l Media
Digital
Media
Event
Media
6/26/2014 #RETECHCON 4

5. Role of Technology in minimizing
the People’s Perception gap
People’s
Perception
People’s
Expectation
BJP’s
perception of the people’s
Expectation
Communication
Standards
and
Established norms
Message
Delivery
Understanding
people:
Market research
conducted
frequently
in every
constituency
Evolving Organizational
Design:
Balance between the
customization and
standardization of
communication
messages
Conformance:
Talent Acquisition &
Identification of
Volumteers.
Communication Gap:
Customized messages at the
constituencies always ensured that the
interests of the regional people would be
protected and the promises that were
being made would bring positive change
to their lives
Minimized Gap between People’s
perception and Expectation:
Right Branding and the use of
appropriate technology targetting
the different segments of people
with customization reduced the gap
between People’s perception and
People’s Expectation
6/26/2014 #RETECHCON 5

6. The ‘7 – I’
India
Issues
Ideology
Ideate
Interact
Intense
Internet
6/26/2014 #RETECHCON 6

7. Were we successful ?
-31 percent of the votes
-17,16,57,549 votes
6/26/2014 #RETECHCON 7

8. Influence Landscape today
6/26/2014 #RETECHCON 8

9. Need for Retail to adopt the Technology
6/26/2014 #RETECHCON 9

10. Indian Smart Phone Usage
6/26/2014 #RETECHCON 10

11. 54% of India’s smartphone users buy
things online
6/26/2014 #RETECHCON 11

12. Minimizing the Customer Satisfaction Gap
Gap1
•Listen to customer through multiple platforms
•Build Relationships by understanding and meeting customer needs over time
•Know and act on what customers expect when they experience a service failure
Gap 2
•Employ new service development and innovation practices
•Understand the total customer experience through service blue printing
•Measure service operations via customer defined rather than company defined standards
Gap 3
•Align human resource practices (hiring, training, support systems and rewards) around delivering service excellence
•Define customers roles and help them to understand and perform effectively
•Integrate technology effectively and appropriately to aid service performance
Gap 4
•Employ integrated services marketing communication strategies everyone that sends a message to the customer
•Manage customer expectations effectively throughout the experience
•Develop mechanisms for internal communication to avoid over promising and ensure successful delivery
6/26/2014 #RETECHCON 12

13. Implications for Business
•Understand how customers talk, research, shop and interact rather than just buy
•The needs of the customer keep varying with time and also by geography
•Always be open for feedback from the customers and follow the trends in technology and social needs
Engage in
Dialogue with
your customer
• Focus on customer experience rather than just production and delivery of the product
• Companies must focus on personalizing all elements of service and technology has a vital
role in materializing this
Make Service
Personal
• All channels must be consistent in quality, transparency, pricing and branding
• Companies must continue to nurture face to face service as they develop digital capability
Deliver
consistent multi
channel service
• Innovation begins with absorption of new ideas of consumers
• Collaboration’s win win rewards
Make consumers
business
partners
6/26/2014 #RETECHCON 13

14. Social media
Social isn’t new. We’ve been social since the
Stone Age
Commerce isn’t new either. We’ve been
trading since we made the first hand axe.
But because of digital technology, how we
behave as consumers has radically changed.
We’ve entered a golden age of consumer
influence
Socially savvy brands show us every day that
social done right leads to big success
6/26/2014 #RETECHCON 14

15. Conversation continues on….
Vinit.Goenka@bjp.org or vinitgoenka@gmail.com
@vinit_goenka
www.facebook.com/vinitgoenkabjp1
www.vinitgoenka.in
6/26/2014 #RETECHCON 15