This document discusses building a compelling social media presence and strategies for digital transformation. It provides an overview of Digiqom, an India-based social media and digital marketing firm, including their focus areas, clients served, campaigns conducted, and approaches to managing social media ecosystems and measuring success. Key points covered include benchmarking social media capability maturity, calculating social media ROI, challenges organizations face with social media, and principles for community-powered engagement.

1. Building A Compelling Social Media
Presence
THE CIO’S GUIDE TO DIGITAL TRANSFORMATION

2. whois @jvbakshi

3. 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.

4. 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

5. 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.

6. #SocialCIO
SETTING THE DIGITAL CIO AGENDA

7. 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.

8. 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.

9. 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

10. Top CIO Concerns
Security: DDOS/ Firewalls
Bandwidth: 3G/ 4G/ 5G
New Tech: IoT/ M2M/
BlockChain

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

12. Can we use these 5 Levels for #SocialMedia?
Source: http://www.smartinsights.com/managing-digital-marketing/capability-performance-review/benchmarking-digital-marketing-capability/

13. 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

14. Here is how we can calculate ROI now

15. 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

16. So how do you get there?
Improve
Continuously
Invest Strategically:
Social Media is an
Opportunity
Enable the Efficient
Enterprise

17. 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.

18. 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

19. Social Media Ecosystem for CII
Here’s how we do it for CII

20. 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, & Secretaries
Journalists, Media Houses, Embassies
follow us & engage with us constantly
Average 1 Million
plus impressions
every month Average 2000+
followers every
month
35+ Tweets on
a daily basis

21. And the Audience at HDFC Bank
Customers
Mass Media
Social Media
Influencers
CXOs and
Leadership level
Prospective
Employees
Employees
Stakeholders
and Partners

22. 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

23. 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 Benaras
Launch
• 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

24. Digital engagement for CRISIL’s content
CRISIL Fund
Zone
CRISIL
Vantage
CRISIL Forum
CRISIL
Foundation
SME Connect
CRISIL
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

25. 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)

26. 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.

27. 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

28. Co-creators
Partners
Mass Proliferation
Evangelists
Community Powers Co-creation and commerce
EXCEPTIONAL
brand
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

29. 29
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!

30. Let’s Discuss.
#SocialCIO
@digiqom
@jvbakshi