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A content writer who has worked for Infosys Technologies and other technology startups in India and abroad.
Avanish is a Bangalore-based journalist who writes on business with a specific focus on technology companies.
Priyanka has covered every aspect of the IT industry as a tech journalist since its early days. She is now an independent writer, working on subjects like digital marketing, enterprise technology and high-performance computing, among others.
A freelance content writer, S. Sahu was the former editor of TCS's house magazine at Tata Consultancy Services. He developed tech marketing collateral for the company and helped compile and edit books and journal articles on TCS's technology innovations. He also ghostwrites print and online publications.
Prajwala is a Bangalore-based freelance journalist who writes on social issues, stories of human interest, and art and culture, among others.
Rajesh Nanarpuzha is an Assistant Professor of Marketing at IIM Udaipur. Previously, he has worked as a brand manager in Dabur, and as a business consultant in the retail and consumer goods domains at Cognizant and Tata Consultancy Services. Rajesh has an MBA from IIM Indore and a doctorate in marketing from IIM Ahmedabad.
Priyokumar Singh Naorem
He is a passionate UI & UX designer who thrives on creating engaging creative solutions.
A freelance illustrator, artist, graphic novelist and designer. She has designed and illustrated several book covers. Her personal illustrations so far have attempted to seize the fleeting absurdity and mood of places, things and people she encounters in a childlike, intuitive and expressive manner with closure, beauty and innocence – the things that she desires.
She is an artist and an educator who has taught and lectured at The School of the Art Institute of Chicago, Oxford University, the Victoria and Albert Museum among other institutions. Her installations, paintings, thread work and sculptures have been exhibited in Saatchi Gallery - London, C24 Gallery - New York, and Museum of Contemporary Art – Lyon, among other notable galleries and museums from around the world.
A commerce graduate from Delhi University, Parul pursued a masters in fine arts from Nottingham Trent University in the UK. As an artist, she is interested in line as a subject which has led her to follow architectural lines in built environments. She says she is also interested in how we perceive the environment that we inhabit and what happens when a subtle shift is made in things which we have been used to seeing in a certain way. We present six of her artworks here.
Shweta Malhotra is a graphic artist and designer from Mumbai, based in New Delhi.
After working with ad agencies and design studios for close to 8 years, she branched out on her own and currently works independently.s Her overall design aesthetic is minimal, bold and graphic, a response to the maximalist visual language prevalent in India.
Rithika Merchant (b.1986) received her Bachelor’s Degree in Fine Arts from Parsons the New School for Design, New York in 2008. She has exhibited extensively since her graduation. Recent exhibitions include a duo show “Reliquaries: The Remembered Self” at TARQ, Mumbai; “Language of the Birds: Occult and Art” at 80WSE Gallery, New York; and group shows at Summerhall, Edinburgh and Artry Gallery, Kochi. Her work has been included in multiple group shows at Stephen Romano Gallery and The Morbid Anatomy Museum, New York. Born in Mumbai, she now divides her time between Mumbai and Barcelona.
Aniruddh Mehta is an artist based out of Mumbai, India. Trained in graphic design from the London College of Communications, Aniruddh is a self-taught illustrator and currently works as an independent freelance designer. He believes in finding the right balance between art and graphic design. He has worked closely in collaboration with Bhavishyavani Future Soundz, Qilla Records, Taxi Fabric, Adidas, Dell and United Colours of Benetton. He also goes by the moniker, ‘thebigfatminimalist’ and his style ranges from bold minimal forms to more intricate pieces exploring patterns and geometry.
Paramesh is an artist who enjoys working in both the realistic and abstract style of painting. He loves working with water color. Featured in this issue are a set of water color works that he has created exclusively for us on the subject of digital transformation.
Concept and Direction
Head of marketing at Regalix, Nimish drives research in emerging technologies and customer experience, and takes a keen interest in creative arts.
The 20-year-old California based SaaS provider Zoho Corporation has been working with B2B companies, enabling them with technology to help in their marketing and sales department. We talked to Meera Sapra who is the product manager at Zoho Social, a social media management tool for businesses that takes care of all social media requirements of a company, right from publishing content to monitoring what’s being said about them online. Prior to this, she led the social media efforts for the Zoho suite of over 35 products for six years. In this interview she talks passionately about what social media campaigns can do for a B2B company.
Interviewed by Avanish Tiwary
Social media channels are about people and as social media channels help businesses build relationships with people, I don’t think there is a lot of difference between B2B and B2C in terms of their social media impact.
A lot has changed in the last couple of years. A few years ago, creating a website was optional for a company, but now can you imagine a business without one? The same is with social channels - a company without a social media channel will simply be unacceptable to customers today.
There are several aspects to it.
One is to attract new customers; the other is to create curiosity among people who have never heard about the company or the product it offers. Companies want to get noticed and social media does the best job of it.
Right now, traditional methods of advertising don’t really work to their fullest. With almost everyone using ad blockers, its impact has worsened. For the amount of money and effort that you put into creating an ad, the return is below par if you compare it with the results of social media for the same work.
For companies to get noticed they have to be where their audience is. By creating content that people would want to share, companies are realizing the potential of social media in spreading awareness. Trust and credibility are the two things companies want to build on social media.
Today a business that is launching a new product or making a new offer would go out on social media first. There are a lot of social media-first campaigns.
The other use of social media is to reach existing customers for post-sale efforts.
One of the important things to make social media work effectively for you is to ensure that your CRM initiatives are integrated with your social media efforts. Because of the integration, you are able to see all the transactions that the customer has had with you in a single window. So it’s a customer centric driven model where you don’t have to ask them for the same details over and over again.
Say, you booked a ticket and there is a problem with it. You tweet that brand about your concern and the company representative comes online and asks you for your name, ticket number, and other such details. That is a big social media disaster. The company should have all those details with them already including your last complaint, how it was resolved and if this problem is similar to the last one. They should know all this from your social media account. Our CRM handles all that and the companies that work with us benefit from this integration. This is a major thing that brands are beginning to realize.
It all depends on the nature of the business, the kind of audience the company has to deal with for a specific campaign. People will engage differently with videos than say an article or a white paper.
If you want to do a campaign for brand awareness it might be better for you to create content that people could view and share, something that people call ‘snack-able content’. But if you want to drive traffic to your website then you might want to share a snippet about your product along with a link for them to come to your web page.
If my audience is teenagers, then I would choose a channel like Snapchat or Instagram. But if I want to target a more serious buyer, then I would probably go with Twitter or LinkedIn.
With the flood of information and people’s attention span going down, videos are something that captures people’s attention. The biggest testimony to this is that almost all the social media channels have recently included or increased the limit of video uploads. Many of them have also added features like ‘live video’ where people can comment live and share. Facebook and Instagram launched live video and added video features similar to what Snapchat has. Twitter recently increased the limit of video upload to 130 seconds. So all these changes go to show that video is going to be the one to drive most of social media marketing.
I am biased so I am going to say Zoho Social. But there are other very good products like ‘Buffer’ which is mainly for publishing content, and ‘HootSuite’ and ‘Cloud Social’.
Your social media management tool should also be integrated with your CRM.
Zoho Social not only manages your social media content but also adds leads directly from your software into your CRM. If you are having a conversation on any social channel with someone who you believe is a potential customer, you could add them to your CRM with just one click.
Marketers are still struggling to find mature social media strategies: Results from the “State of B2B Social Media Marketing 2016” survey
The “State of B2B Social Media Marketing 2016” found that nearly 15% of companies still do not invest in social media marketing.
Social media marketing is a great cost-effective option for a brand
Kiran Veigas, Associate Director and Head - Corporate Strategy & Marketing, Happiest Minds
Working social media into B2B settings
Rajesh Nanarpuzha, Assistant Professor in Marketing at IIM Udaipur
We have quadrupled our budget in social media marketing
Raghunath Vijayaraghavan, Marketing Director, Aspire Systems
To be or not to be? B2B firms and social media
The author has a doctorate in marketing from IIM Ahmedabad. He is currently working as a marketing analyst.
Likeable Social Media
Dave is a devoted father, husband and the founder and CEO of Likeable Local, a social media software company.