Category Archives: Social Media Marketing

Put Our Marteching Gurus to Work For You

Did you know that one of the most famous of publications, the Michelin Guides, was conceived as a marketing device to sell more “Tyre”? or that the Tour de France was a marketing initiative to sell more “Newspaper”?

At a time when there was no such thing as TV, brands could not buy mass attention, so they had to earn it, from scratch, by creating world-famous brand properties.

In an age of super-saturated communication, It’s not enough to do great story-telling anymore. It’s not enough to ask “what is our brand saying?“. The post-TV, digital-social-media world demands that brands create their own story, building a digital/social property that will earn its media reach through its unique existence.

We believe that the digital/social platform requires a new type of agency. One that is adept at “Marteching” – powering marketing with tech automation. We have brought together senior professionals from tech, marketing & creative communications to offer our experience of over 50+ years into a new service, “movement marketing“, where your brand becomes the STORY as opposed to telling a story.

To see an example of how we have helped a herbal products brand build a 200k plus community of passionate supporters, visit Proud of My Color page on Facebook.

Our marteching has recently delivered 20X increase in traffic and resulted in 5% online sales for our latest customer. Here is an actual Google Analytics grab of this real-life case.

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Put our experience across tech powered marketing, business strategy, brand positioning, campaign design, content strategy, social media planning and effective campaign management to work for you and accelerate your business development, user acquisition, engagement and conversion goals with minimal budgets.

Call us to discuss how you can create and build your own social movement that can grow to become a Michelin Pages or Tour de France one day. Lets us know and we will get back for a quick chat. YES, I am interested.

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Our Tools for Social Media Mining can deliver real ROI by converting page and post likes to conversations. See how…

We recently met with a consumer brand (hair care category) with 100k facebook followers (cultivated by spending close to $10,000 over a year) and an active content publishing team, digital agency and social media marketing agency. The CEO called us as he was frustrated that while the marketing team and agency were gushing about page likes, post likes the spend on social media was having ZERO impact on brand recognition, word of mouth, sales. “Each time we have a review, the agencies mutter about number of impressions, reach etc. By this time the entire population of Bangalore should have known about our brand” he said but each time we do a dip-stick test, our brand is no where on the recall metrics.

So what is wrong here?

If you are only counting likes, comments and shares on your social media marketing metrics you are missing the opportunity to do business!Imagine you do a well researched post about the benefits of “Coconut” oil and target specific users who will benefit most from the content. You invest some $$$ to promote the post to ensure it reaches a large enough sample size. You are delighted to see 245 likes on the post. What do you do next?

Nothing!

In today’s social media marketing, the activity/engagement with a user stops at promoting the post and getting a like. It is assumed that the user will be so highly motivates that they will order the product home or remember to check about the product when they are in the market next time. In both cases, the optimism is misplaced. The consumer has in most probability moved on to the next “like”.

Now imagine that you have a tool that allows you to send a “thank you for liking our post” message and offer a product sample, demo or even consultation. Would that not start a conversation with the user? Could that not lead to a sale; a more informed user? perhaps a post by the user about their experience and even a recommendation/referral?

If you are only counting “likes” as outcomes of your social media marketing, talk to us to setup marketing automation that turns social interactions into biz leads and conversations. Its the only way to drive higher ROI with social media.

Flash v/s HTML5: It’s a war out there…is flash loosing out..?

Last week, Adobe released a preview of its HTML5 editor, “EDGE”. Early critics have pointed out the cumbersome UI and adobe lovers have pointed out the familiarity with flash development environment. It remains to be seen if Adobe will go on to dominate HTML5 tools given that for once they don’t control the HTMl5 standard (and may even be lagging behind on few counts) and till they acquired MacroMedia, they were indeed lagging behind even on website development tools (remember the Dreaweaver v/s GoLive no show) ?

However, one thing is certain – the impact of Apple refusing to support flash on its iPhone/iPAD devices has hurt the flash dominance of web rich media content.  Apple’s march towards global domination is led by necessities, apple has always been into developing product for its customers that supplies high intelligence at the cost of least power, and hence criticizing flash is a natural reaction.  What has not helped is adobe’s lack of aggressive evangelism of flash players on emergent android smart-phone and tablets. Instead, adobe may have tried to push away smart-phone OEMs with a licensing based business model for flash player which has further pushed users into adopting HTML5 as the lingua franca of mobile rich media.

One major concern in the apple camp is that they don’t believe that flash is open standard. In their own words – “just being widely available don’t make it open”. Apple believes that flash products are 100% proprietary and has been pushing for open web standards (w3c) in its products. Adobe counters by pointing out that most web users are missing on rich user experience since 75-90% websites do have flash content.  

Non availability of flash on iPAD has neither slowed down its adoption nor created any major frustration for its users. One major pitch for flash has been video streaming. However, with the modern h.264 streaming available via http streaming to iPhone/iPAD devices, usage of video has gone thru the roof even without flash support – just look at the traffic statistics from youtube, videmo, Netflix, facebook, abc, cbs, cnn, msnbc etc. This has further contributed to the growing feeling that flash is also “dispensable”.

Another significant reason for the rapid adoption of HTML5 v/s adaption of flash for mobile is that Flash was designed for PCs using mice, not touch screens using fingers. Most Flash websites need to be rewritten to support touch-based devices. If developers need to rewrite their Flash websites, why not use modern technologies like HTML5, CSS and JavaScript? Flash also drains more battery causing concerns from phone/tablet vendors.

So far, adobe has done promise, promise, promise but not deliver, deliver, deliver when it comes to Flash Player for the mobile.  With “EDGE” is adobe accepting a graceful “I am beaten” posture? Time will tell…