Building A Compelling Social Media PresenceTHE CIO’S GUIDE TO DIGITAL TRANSFORMATION

whois @jvbakshi

Introducing Community Powered Commerce

Focus Areas:• Brand Creation

• Digital Social Mobile Campaigns

• Social Listening Audit & Engagement Strategies

• Online Perception & Reputation Management

• Social Commerce Applications

• Enterprise Social Network

• Incorporated in 2006 • Among India’s MOST recognized on

FACEBOOK STUDIO

digiqom is co-creating the convergence of mobile internet access, with social media to enable the emergence of digital communities in the open web and inside enterprises. Our integrated Communications Advisory and Consulting Solutions, helps corporates, and non-governmental organizations Communicate for Results.

Who we serve @digiqom

2006

2007

2008

2009

2010

2011

2012 2013 2014

Market strategy, India

Market entry, India

Social media communications

Engagement strategy

Reputation management

Power of Ideas campaign

Campaign against elder abuse

Product development• Apps• Social listening tool

Auctioned charity dinner with Sean Parker

B2B promotions campaign

Online Reputation Management

Digital amplification

2015

You may have heard of us#MakeInIndia

We created a microsite to host live feeds and reactions/feedbacks of the industrialists about PM’s speech from across 25 locations in India, and 103 countries globally.

We curated content on social media to create pre event buzz. Live videos and images were published to engage the audience during the event. Post event engagement was pulled off with reaction-based content.

#SocialCIOSETTING THE DIGITAL CIO AGENDA

How big is the Social Media Story!In #India, Out of 243 million active Internet users, 118 million are active on social media with 100 million active on social media via mobile.

7Digital, Social and Mobile in 2015, a report by We Are Social.

And it is Increasing!Average daily television viewing time for Internet users is close to 2 hours but average daily use of social media via any device is 2 hours 31 minutes.

8Digital, Social and Mobile in 2015, a report by We Are Social.

And India will be the biggest in the World!With 3rd largest smartphone market in the world, India to reach 314 million mobile internet users by 2017

9report by IAMAI & KPMG

Top CIO Concerns

Security: DDOS/ Firewalls

Bandwidth: 3G/ 4G/ 5G

New Tech: IoT/ M2M/ BlockChain

Benchmarking: Carnegie Mellon Capability Maturity model (used in IT)

Can we use these 5 Levels for #SocialMedia?

Source: http://www.smartinsights.com/managing-digital-marketing/capability-performance-review/benchmarking-digital-marketing-capability/

ROI remains a taboo, but some are getting there

Source:http://www.business2community.com/social-media/47-superb-social-media-marketing-stats-facts-01431126#SC0lDpvOUrRo9z2Q.97

Here is how we can calculate ROI now

Top challenges What Is the right scale

ROI

Feel too old for social

mediaUnfamiliar with how to

use social tools

Social media seems

overwhelming

No time for social media

All mistakes are magnified

So how do you get there?

Improve Continuously

Invest Strategically: Social Media is an

Opportunity

Enable the Efficient Enterprise

Success Stories: Campaigns (Amazon)Based on the insight that the Indian consumer loves to be spoilt for choice and prefers to check out more options before finally making a purchase decision, Amazon India had rolled out #AurDikhao

The brand launched the #aurdikhao contest asking users to tweet what they would like to see more of last IPL.

The video got more than 2 million views on YouTube.

The collaboration of cricket with the contest acted as a magnet for getting all the cricket fans in campaign asking to show more to them.

Success Stories: Brands (Reliance)#SaluteSelfie was promoted by Reliance Group to show gratitude for the Armed Forces on the occasion of India’s independence day.

- 60,000+ tweets and over 455 million potential impressions on Twitter- First brand campaign to dominate Independence Day conversations trending on Facebook at the No.1 - 244 articles published about the movement, including coverage in Hindustan Times, BBC, NDTV, TOI, Firstpost and more

Social Media Ecosystem for CII

Here’s how we do it for CII

Managing the Social Ecosystem More than 30 tweets per day Potential reach of @FollowCII twitter

handle is over a million 61% followers on LinkedIn belong to Senior

& Mid level management More than 500,000 views on YouTube

videos About 200,000 slideshare views More than 60% ministries & ministers

follow us on Twitter Constant engagement with @PMOINDIA, CMs, & SecretariesJournalists, Media Houses, Embassies follow us & engage with us constantly

Average 1 Million plus impressions

every month Average 2000+ followers every

month35+ Tweets on

a daily basis

And the Audience at HDFC Bank

Customers

Mass Media

Social Media Influencers

CXOs and Leadership level

Prospective Employees

Employees

Stakeholders and Partners

4-1-1 Strategy

• CSR

• Ground activation

• Social Media

• Social Sharing

• Digital Newsroom

• CxO events/ briefing

• Digital Amplification

• FAQ and response

Customers Media

CommunityEmployees

22

And Some Innovations

23

#EveryDropCounts:

• 800+ Blood donation centre locations shared on Social Media

• Engaged donor groups, medicos, hospitals

#GoDigital

• Highest Share of Voice benchmark for BenarasLaunch

• Engaged with tech, finance & development bloggers

#PayZapp

• Multi-city launch with top bloggers

• Online, streaming video with two-way communication

#WatchBanking

• Multi-city launch with bloggers

• Online, onground, demo-led

Digital engagement for CRISIL’s content

CRISIL Fund Zone

CRISIL Vantage

CRISIL ForumCRISIL

Foundation

SME ConnectCRISIL

Research Explains

Credit Conversations

CRISIL TV

Policy Updates

Thought Leadership

Insight/ Banking

Ratings

24

Re-purposing flagship leadership content into social media friendly format Engaging media, SME’s and economists on research and report findings for increased adoption Training for CRISIL Senior Management on Social Media adoption and management

And Many Firsts First Twitter Chat between an Indian rating agency

and a BFSI major: 260,000 Impressions First time a Senior Economist’s views were live

tweeted post RBI Monetary Policy First time a media Twitter account

(@BloombergTVInd) tweeted a quarterly result for an Indian corporate using the Twitter handle (@CRISILLimited)

Widest variety of chats from a single organization both in terms of topics (Fast-food, personal finance, macro) and participants (entrepreneurs, journalists, media, IFAs, average individuals)

Including a Unique Tie-up for the Union Budget

Digiqom enabled the association of CRISIL Limited, Times Now and Facebook India to broadcast Union Budget 2014 across multiple channels.

In a first of its kind partnership, TV and online channels collaborated to create and relay live budget updates for their respective audience base.

Social Insights inputs(Agenda, policies & schemes)

Collaboration Mgmt

(influencers & service

partners)

Community Mgmt(Direct contact,Services, Enroll, etc)

Content Mgmt (Frequency,

engagement,

effectiveness)

Back-end support

(database, analytics,

admin, moderation)

Platform mgmt(Design, direction,

coordination)

Target Community (Public,

Partners & users)

How it works: Information Infrastructure

Co-creators

PartnersMass Proliferation

Evangelists

Community Powers Co-creation and commerce

EXCEPTIONALbrand

performance, innovation and

competitive position @ 10x

better

The Result: Large Scale Accuracy

Community

Research

Community Management

Collaboration Management

Content Mgmt

Back-end support (analytics, admin)

Social media,

internet, mobile

Mass media (PR &

editorial)

Influencers

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5 Design Principles

Involvement creates commitment,opportunity creates EMPOWERMENT!

HUMAN centric:

ACTION-able:

TEST-able:

CLARITY:

HAPPINESS:

• what keeps them awake at night, can you address it?

• can people do something to CHOOSE an option- choice architecture?

• What metrics will you measure?

• Highly specific goals, game architecture- if you can do one thing well, can you do the next?

• If People care, they will share!

Let’s Discuss.#SocialCIO

@digiqom@jvbakshi