New Media, Marketing and Entrepreneurship

This is one post which I have been forced to write. Not by someone, but my own personal experience(S). I have this habit of spending my ‘driving time’ (when I am driving back from work) quietly, to think about what I did the whole day and how have things evolved in life. I try and re-inforce the learning’s from mistakes committed and look at new directions.

Though I don’t really have decades of experience, but in whatever I do, I have seen a particular trait in the Indian worker. We fail at implementing processes. There is a lot of technology as well out there, but somehow we fail at adapting it as well. Interestingly I have always worked in smaller set-ups in my life, which has always helped me to be critically involved in either setting up something and scaling it up OR evolving an existing set-up by challenging the usual ways of doing things.

Processes and Execution

When you work in smaller set-ups what you are able to critically learn are processes. I have mostly seen the Indian worker being a little off the mark when it comes to setting result oriented processes. Especially when it comes to setting a process from the scratch and building a system of result oriented numbers around the same, which enables the process handler to understand the success of the process and better the same if required.

The approach I follow

Almost everytime, I have faced the challenge of doing something new, I have always stepped back and looked at the situation/ task in hand from the ‘customer’s point of view, as to what does the customer really want and then assess, if the delivered value is the same.

Once set, I generally break down the objective into smaller steps and do a match the steps with the customer needs/ requirements. At each step, I create a forcible intervention with statistics around. This essentially is to ensure that if the process has a leakage/ break-down somewhere, the numbers will suggest the same and it can be improved.

The Planner and the Doer

But its not simply about setting the process. Its also about how simple can you make it for other team members (who will be working with you to action the whole thing). I am certainly not trying to make things robotic here, which restricts innovation and free thinking by the people involved. What I am suggesting is, to set easily executable strong processes, backed by numbers at every critical stage. At times these numbers have to in the form of forcible interventions, which give you critical data to suggest what works and what does not.

Why this post now?

Well, in my current role, I am working on something which obviously excites me. The way I am approaching it is simple, to understand the customer first, to understand their requirements and expectations. Then I am excavating deep knowledge from the right people within my organisation. This is essentially a forcible intervention which has been created with some initial statistics around. The next step is to create smaller executable steps for the members of the team who should not find it difficult to work it all out. While all this is happening, there obviously is a bigger vision around the entire activity.

A part of this post has also been inspired by the need of the young entrepreneur. There are several young folks who approach our organisation to look for mentoring. What I critically see missing in them is a process oriented approach which can provide critical data overtime enabling stronger and more focused, decision making.

If you are a start-up and need strategic help in processes and execution, drop me a mail:

paritosh@tienewdelhi.org

The TiE Delhi – NCR team and powerful team of mentors (top industry pros) will surely be guiding help!!

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Its 5:40 in the morning and I have just woken up…have to reach work little early today as I am working on a BIG pitch for obviously a BIG client, which can end all the so called recession woes for a startups like us..

This is a quickie and what I have in mind to introduce a concept which has been there for ages. You shop and you buy anything today, on the big flashy banners/ posters/ ads, you get for example big discounts but at the bottom end, there comes a small, almost unreadable line which says Terms and Conditions apply.

Okay, so since I am a Social Media Evangelist, while looking at my industry and the marketing industry overall, what struck me was T and C in our case really is Time and Content!! (c) myself

Now you would feel why does the post title contain a name called Saarthak HIT 95FM? Well, let me create a context. There is this FM channel called HIT 95 FM in Delhi, which is one of the best channels there is on air. And then there obviously have to be the RJ’s there…..and wallah you have someone called Saarthak (I dont know if Im spelling it right, or I have added an extra ‘a’).

Now is this an advertisement for the channel? NO!!

But I am making a point here. Saarthak comes on air pretty early in the morning and goes upto some 12pm in the afternoon giving you amazing dollops of music. But what I have been seeing over time in his journey of 6-7 hours on air, that he manages his time juggling in between the LIVE talks, contests, music and other stuff that keeps people like me hooked, pretty intelligently.

He manages the content he has and the time he works for in such a neat manner, that you never feel a hitch. For a client these are short term wins and keeping him on a high all throughout!

Looking through the Social Media glasses, I felt this is it, in our industry, content is the king as it is for Saarthak and the team, time for them is as crucial and what they sell and who they sell it to is again an important consideration as they have a niche concentrated target audience, which is the office goer in his/her vehicle. (Now being an entrepreneur, I have multiple business ideas running in my mind for HIT 95 guys to increase their revenue with) anyway… going ahead this is the ultimate gyan!

What does a Solid placed Social Media Company need in the times evolving?

The times of seeding content on the internet are so over and the offering has now become a commodity. Its time to get campaigns flowing in with creative juices flowing and help the client processesize the entire Online Marketing gig for their business. This is the time for establishing your stand on what’s NEXT really!

Build a high team of creatives who are executioners as well and you have what you would call the NEXT WAVE in Social Media. Deliver to the client and have flawless execution and you are set for a long innings with a clientele which would include the best of the class in the industry, as flawless and responsible execution and project management is what these biggies are looking for and you will have the revenues flowing in and if you are not in deep S**t, then you can always get cash positive pretty quickly.

**and now for the self promotion part, well, I will be LIVE on air at Saarthak’s morning show between 8:20 and 8:30 today called the battle of the sexes. I hope I win, otherwise, I am telling Saarthak to at least give me a hamper…(LOL) coz I have been almost awake for 3 days and nights now and am almost like a dead man walking, so something other than coffee and vodka, needs to get inside to get me waking up and having my senses.

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Well, Yes I have a problem.

I discuss Social Media with some of the established brains in the domain in India and have had discussions with Social Media thinkers sitting thousands of miles across the seven seas.

And now I do have a problem!

Before I put my problem down, let me put some questions for you to ponder upon:

• Almost every business today needs to reach out and the Internet becomes one of the best mediums. But does every business have the same objective in terms of (Branding, Outreach, Lead generation) etc.?
• Is it necessary that a solution which has worked for an IT company (as an example) would fit great for a BPO?
• Is it necessary that YOU as an Online marketing company would be able to understand everything from a product business to an IT to a BPO to a Chocolate product company?
• Is marketing universal and do the same rules apply for all on Social Media?

Well, now let me put forth my problem!

One of the biggest lacking points that I see with online marketing/ social media companies today is lack of good human resources. In my experience, you need three core and basic qualities to be even thinking of creating social media strategies for a business (client). These are:

1. Solid understanding of Business/ Products/ Services/ Industry
2. Solid understanding of the consumer who consume these products/ services online
3. Solid understanding of marketing

My experience of the industry says that majority of Social Media companies, talk about all the major tools and all the great jargons, but what they dont understand is how to customize a solution for the client. Each business (may be from the similar domain) will have a different set of problem statements to answer. Each business will have different objectives to achieve.

When so much is different, how can you just go along with jargons and pitch the same solution to each client?

I have interacted with many a Social Media people who if spoken to, would not have the required level of knowledge/ understanding of the product/ industry/ consumer behavior they are pitching to, but will keep circling around their choice of words which are: branding, positioning and lead generation (amongst the many others)

To scale up as a Social Media company – My way would be

The human resources that I recruit would surely have these three above mentioned qualities. Also, since time is an essential factor in the Internet business, I as a small company cannot afford to keep training my employees and wait for them to grasp business and start delivering. Hence what I need to focus on is getting the right people on board who take the ownership of work and understand the criticality of client delivery and execution.

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