WMA proudly introduces to its students the – Guest Lecture Series.
We at WMA, are continuously working towards enriching the experience of our students and ensuring that we put into practice what we iterate and reiterate in all our teachings, blog posts, speeches, seminars etc . To network, to meet like-minded digital marketers, to listen, to understand and most importantly to engage and participate in discussions.
We have introduced the Guest Lecture Series to our students, wherein we introduce highly respected individuals from various industries to our students, through guest lectures. This is an opportunity for students to network, grasp, understand and absorb from people who have achieved high visibility in their field through online presence and those who have utilized digital marketing to work to their benefit.
Web Marketing Academy in conversation with Kiruba Shankar!
Web Marketing Academy welcomed and were honoured to have Mr. Kiruba Shankar interact with our students and share his valuable experience!
He is a man of multiple talents with being a Social Media Entrepreneur, Professor of Digital Marketing, an Author, Podcaster as well as an Organic farmer! He also is a CEO of Business Blogging and F5ive Technology.
The discussion started off as Mr. Kiruba Shankar shared a very important tip- “the one thing that separates professionals from the also-rans’ is the constant ability to keep upgrading your skills”.
He also expressed his deep admiration towards the WMA when he saw that the event was being covered live on Facebook by three students, a classic testament as to why the academy is a great place to learn. Moving on further to talk about the digital field, as a professor the good element he noticed, irrespective of background and no matter what line of work one chooses, be it finance, marketing, tech, was that the digital media will continue to play an important role.
Web Marketing Academy students and our Facebook Live audience were encouraged to share their thoughts and ask questions.
Q&A Session with Kiruba Shankar.
- What are the skills required to be a Digital Marketing Consultant?
“Understanding” is the key word. As a digital marketing consultant, understanding the need and demands of the client is the first vital step. Success is reached if you can help him digitally to meet his objectives. Every strategy, technique and trick known must be used to improve the client’s sales.
- What is the scope of Digital Marketing to help one become an entrepreneur?
Digital marketing isn’t very unique. There is nothing called exclusively digital. It is the same old traditional marketing concepts applied to the digital marketing as the marketing principles remain unchanged.
There are many companies great at marketing and has ‘n’ number of professionals working for the same. But what they mainly lack, is the ability to adapt to tie the digital world and the usage of newer technologies to put forth their thoughts and grab the public’s attention. Therefore, with drastic growth in newer technologies, digital field has been beautifully embraced.
When you master the skills and adapt well there will be no shortage of people who will pay you for it. Then can you start your own firm.
- How will past experiences in traditional marketing help a person on digital grounds?
The luckiest souls in this field are the ones who have already had an experience in traditional marketing. Experience is what matters which is the most difficult thing to get in this real world. All that you need to do is, hold on to your past experiences and enhance the same using the digital. A traditional marketer clearly knows what the objectives are and what kind of audiences are to be targeted, hence digital gives you an extra shine.
- How will digital marketing impact rural marketing?
Mobiles phones are getting cheaper day by day. Rural areas will soon have access to mobile phones with more features. Reliance jio, the big news today and other networks like Vodafone provides 4G data at cheaper rates, so video being a powerful medium will grow and spread widely. Villagers need not even know a word in English for this as there are information and videos available in all regional languages today. They are smart and quick in finding better employment opportunities. Rural marketing will be a great benefit for people on the both sides i.e marketers and villagers.
He also pressed upon the practical implementation of the knowledge they gain in class or elsewhere. It is important to put learning into action to know what would work or not. This mainly helps an individual learn and makes them think on what, how to do things better. Lastly, he signed off by saying feel free to make mistakes! Mistakes are obvious and necessary to learn and move forward.
We at Web Marketing Academy would like to thank Mr. Kiruba Shankar for taking out time to talk to our students and sharing invaluable insights with all of us.
Note: You can read more about Mr. Kiruba Shankar at http://www.kiruba.com/
Author: Divya S
Editor: Madhur Phadnis
Social Analytics with Bhupendra,CEO Simplify 360 in Web Marketing Academy Guest Lecture Series, April 2014
From our Guest:
I enjoyed talking at WMA class. I found it interesting to see people with varied experiences and interests were present, and were amazing batch of interesting folks. I enjoyed the interaction. Future of Digital Media and Social Media is extremely bright, and as industry grows, all good professionals of the industry will see extra-ordinary growth — Bhupendra, CEO Simplify 360, Bangalore
Knowledge Sharing & Keep takeaways from the session:
Session – Social media marketing and its role in India and abroad
It started with introductions by WMA students and Suresh Babu introducing Bhupendra Khanal. The discussion was based on the three pillars of a marketing strategy: Brand, communication and marketing.
Here are the details of the Q&A session which happened:
What is a Brand and how can we create a Brand?
According to Bhupendra Khanal it’s all about “Story Telling”. He mentioned that for any brand to grab attention or to create recall it has to create a story, because people always remember stories.
He quoted the case of Café Coffee Day, as how they told the story about their brand and how they positioned themselves in the market. He quoted “Even though it’s a coffee shop, they didn’t focus on selling the coffee; they focused on selling the time”
Café Coffee Day positioned their outlets as the place to hang out when you’re meeting friends or going for a business meeting – That’s what we call as brand recall.
Social Media played a very crucial role in establishing the brand reputation of CCD – They came up with a print ad only when they had crossed 5000 crore mark.
Bhupendra also mentioned that Simplify360 helped a major telecom company to build its brand reputation with the help of social customer service. Their only goal was to beat the world’s most followed brand, another telecom giant. They built up their twitter profile which was in a way linked to the consumer care and with the help of social media command centre prepped up by Simplify360, they changed their Turnaround Time (TAT) to 6 minutes.
Talking about social media Branding and strategy building:
First thing Bhupendra suggested was that the marketer should first understand, what is the story that the consumer is going to relate to when he thinks about the product or the company – Even after the creation of the campaign what is that they can do best to reach out to the right audience,
Talking about media relations and brand communication:
As per Bhupendra, media and readers both are two sides of a coin. They share a simultaneous relation. Media only writes what readers like to read and readers only read what media writes.
Talking about his own company Simplify360, Bhupendra said that “we believe extensively in research and it has been our primary source of inspiration to work” – So he said that if you want media to write about you, either there has to be something consistently coming out, and hence you have to improve yourself in this process. Keeping in mind about readers and the media won’t be of any great help if you want to get noticed. You are either out of the loop or in the loop. The worst thing that you can do is call up a journalist and say that you have a great story to cover. No one would really call you back.
How Simplify 360 came into everyone’s notice?
Simplify360’s research team kept on researching about a lot of subjects. They kept on publishing about celebrities, IPL, Indian politics etc. The breakthrough happened when they were found by Economic Times and the research was published about Indian Elections 2014.
Bhupendra also added by saying that there has to be proper discipline and ways to find how things are made ‘operational’.
They maintain a strict strategy of publishing one research paper a week.
Powerful tip to build a strategy for social media marketing or even digital marketing:
Why and how to build up a great social or even digital marketing plan? This was the most interesting session and Bhupendra kept on emphasising on the words “story telling” as part of the social or digital marketing strategy. He described three simple steps:-
Content– A content is always about a story that you would like to build around your product. There has to be different stories for different segments of product. There has to be different story for a technological product and other products. There has to be different communication approach to understand the product and the consumer behavior towards it.
Design– He further divided it into three different aspects:
a) Functional – usable, features
b) Color and look
c) Emotive aspect
Timing – The right time to launch and the right time to reach out.
He gave the example of Narendra Modi’s campaign which was aired during live cricket streaming for ICC T20.
Guidelines discussed for building up content strategy including KPIs and ROI measurement.
With every dollar spent, marketers are faced with the question of ROI and measurement of the content marketing activities.
The best way to measure social media effectiveness is to see the buzz that is being generated.
Three simple points to be followed which proves the success of all your campaigns are:
a) Engagement rate
b) Community size
Defining reach and use of different social platforms:
Businesses should understand which social platform would best describe their product and help build the community.
Giving the example of Simplify360, Mr. Khanal quoted that SlideShare turned out to be the best place for them as they give away a lot of research based presentations which is like a brief insight of their work.
Thus, if there is something to do with lots of pictures, then Pinterest would be the best place and so on. On asked what is the best platform to choose and is it necessary to be present, everywhere Mr. Bhupendra replied that as an organization there is no option to chose but be present everywhere, yet choose the priority over the other.
How social media helps in hiring? Are organizations/hiring managers really looking at our profiles?
With a big smile Mr. Bhupendra said, YES. Organizations and hiring managers are looking at Facebook, LinkedIn and other social media activity including blogs and opinions posted by you.
It has become very important to brand yourself and social media is the best way to do it. Simplify360 has hired lot of people looking at their profiles. One of the designers was hired when he shared his work on Flickr.
What is a research process and what’s the best way to do it?
In our case, research is basically the resource you want to share with the prospect or client or our readers. Resource, here means content that would be written.
So, this resource could be different to the media (reader’s perspective) and, different to the CMOs (insights).
The simplest way of doing a research starts with:
a) Data research
b) Cleaning the data
c) Data mining
d) Data presentation(resource)
Tip: Every data should be presented properly. A great deck can actually make or break the deal.
What is the Future of Social media in India?
Social media is all about sharing. In India being social is a part of our culture. Indians are most social after Brazilians and Koreans.
In Western countries people do not share much in person, so they need a virtual medium to find places, talk to people and most importantly socialise. Indians always have shared in person. Social Networks are only amplifying it.
So, be it Hi5, Orkut, Facebook, WhatsApp or any other emerging social media platforms, Indians would never stop sharing and social media would always be part of us.
According to him the figure of 92 million people using Facebook will increase significantly, and with the growing economy there is possibility that Social Media Marketing may increase 50 times in the next few years.
What makes Simplify360 stand out in respect to others like Hoot Suite?
Hootsuite is a social media analytics tool which gives you free access, while Simplify360 is a complete social media business solution and provides advanced business solutions according to client needs in every area.
What are Simplify360’s major clients?
Simplify360 is working closely with 70 media agencies, 7 BPO companies and several enterprises including ITC Foods, Star TV, HDFC Bank, HGS Interactive, WPP, Havas and Publicis.