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Selfie shaping social media dynamics According to data by Samsung, 30 per cent of the photos taken by people in the age group of 18 to 24 are selfies. The frequency of usage of the word (seflie) in English language has increased by 17, 000 per cent since 2012. Instagram has nearly 35 million selfies uploaded so far. “Considering the statistics, Selfie’s have been a popular talk on Facebook (48 per cent), followed by WhatsApp and text (27 per cent), Twitter (nine per cent), Instagram (eight per cent), Snapchat (five per cent) and Pinterest (two per cent) but what makes the selfie phenomenon more interesting is how brands have decided to ride the wave in order to connect with consumers,” shared Zafar Rais, CEO MindShift Interactive. Not only the number of selfies has gone up, but also the nature of selfies has started creating a difference. Data points out that duck selfies have been claimed to perform 1122 per cent better on Instagram. Marketers boarding the selfie bus With selfies becoming more popular every second, the opportunity for marketers to tap into this ever-growing audience to get their attention has increased greatly. The keyword here continues towards being the essence of social media – gaining insights about your consumers by listening to them and decoding what they truly want, and how they want it. This, merged with understanding mindsets behind a selfie, and how to go about creating a connect with your brand would ensure success to the brand. #DoveSelfie Dove used selfies to inspire through a series of videos celebrating real beauty and showcasing how social media helps redefine beauty. The videos highlighted how mothers and daughters compare their perceived flaws to attributes others compliment them on. The video claims to have garnered a total of nine lakh views and helped create a paradigm shift amongst each of the individuals interviewed on how they saw themselves. In India, Dove launched the #DoveSelfie contest inviting women to take a selfie of their best hairstyle as per the theme of the day and post it across Facebook, Twitter or Instagram. “My whatsapp alone receives around five different selfies from my friends / cousins just to show their latest dresses, accessories and make up. It is really not difficult to spot the trend and therefore, the social media marketers had to take full advantage of this trend. A lot of youth centric brands are already up with a lot of selfie based contests and activations and some of them seemed to have some real good traction on these campaigns,” Swati Nathani, Business Head, Team Pumpkin. #FamilySelfie Contest Highlighting their targeted at the entire family, & tapping the Indian sentiment of taking photographs with family members, Max Bupa encouraged Twitter audiences to take a family selfie with their loved ones Insurance plan. With participations from influential tweeps, the campaign claims to have received a total outreach of 244,000, driving further awareness of the brand on Twitter while giving it a boost 500 targeted followers within four days. #BackIsTheNewFront In order to promote the brand’s latest backpack, the campaign highlighted how everything is done backwards in today’s times, and included the concept of reverse selfies, where one had to show off their unique style with their backs facing the camera either with the help of a mirror or get it clicked by someone. #GoNoFilter Lancome India launched their new variant ‘DreamTone’ on Instagram in a campaign titled #GoNoFilter to target women and the Selfie generation of the country to go out in confidence and take photographs without using a filter, in order to connect back to the product which asked women to go without makeup due to the confidence the product provided of clearing all skin blemishes. The campaign hit 1500 followers within a few weeks and an outreach of 792000 Lakh, being labeled as India’s largest Instagram campaign. Star Wars selfie initiative Star Wars launched their Instagram account in 2013 with a comical Darth Vader selfie with the caption, ‘Another day at the office. #StarWars #DarthVader #selfies #gpom’. In the first four hours, the account reportedly gained 30,000 followers. Till date, the image has over 63,000 likes. Making selfies work – Expert advice Certain brands have managed to leverage the selfie rage well; a lot of clients still draw a blank when it comes to utilising this format of User Generated Content. While there are no hard and fast rules in terms of using a selfie in a campaign, there are certain dotted lines that marketers could benefit from. Understanding the mindset: “The keyword here continues towards being the essence of social media – gaining insights about your consumers by listening to them and decoding what they truly want, and how they want it. This, merged with understanding mindsets behind a selfie, and how to go about creating a connect with your brand would ensure success to brands,” added Rais. Do not impose: My strong tip to marketers would be not to impose selfies on the products / Target Group where selfies are not relevant. With the selfie rage going on in the market, we witness every other brand / product trying to impose the selfie phenomena. Mareters should avoid doing that explained Nathani. Selfie is no longer a digital phenomenon. It is a way of life, wherein the youth prefers sharing a bit of their self with the world. In the lieu of the increasing self awareness among people in general, the selfie culture does not seem to be going down anytime soon. Sooner a later, brands have to hop on the selfie ride. What will make a difference is that how they do it?
Take for instance, the 11-month-old digital media company Culture Machine in Malad, which is also a multi-channel network certified by YouTube. Sameer Pitalwalla, former director at Disney India, and Venkat Prasad, former product manager at YouTube, founded it. At their 6,000 square feet production studio, they amplify Youtube/digital talent. They have 150 creators on board, across music, comedy and lifestyle. Their digital hits include The Sonam Kapoor Selfie Song while prominent clients include singer Shraddha Sharma.
Speaking about ‘viral’ videos, Pitalwalla says, “All great videos have the potential to be re-created (copied) and co-opted (mutated) by others. Combine this with an understanding of what’s trending and the right content format, and you can manufacture virality.”
Nikhil Pahwa, founder and editor, Medianama, which analyses digital media, says that networks like Culture Machine and Nirvana Digital (distributes and monetises music and video) sign up with content owners and cross-promote their content across the network. “They play the role that music labels did for singers.”
He adds that while content creators are best at creating, they may not necessarily know what works with audiences: “Professional help in identifying content for creation, helping shoot it, and figuring out the best means of promotion are essential.”
Building brand value FoxyMoron is a digital solutions agency where strategists, designers and marketers manage brand-led activities. It started as a summer project in 2008; today, they boast of 180 employees across Mumbai and Gurgaon.
They have worked with brands like L’Oreal and Asian Paints. Some of their viral videos include the Maybelline Baby Lips lip balm campaign featuring Alia Bhatt. The video was made up of 6,000 kiss sounds contributed by audiences via Facebook. It’s co-founder Harshil Karia states that such videos help brands expand their reach and get new audiences.
Similarly, MindShift Interactive is a digital outreach platform with a data-centric approach to sustain digital presence. They recently invested in providing clients with Instagram influencer marketing and social media-led behaviour analysis programmes. Their clients include Homeshop18 and JW Marriott; their campaigns include the first-ever Instagram campaign #GoNoFilter for Lancôme. Zafar Rais, who has 15 years of experience in marketing and branding, started the company. “Our audience consists mainly of the youth who access videos on the move. When online content goes viral, it boosts campaign outreach,” he states.
The science of going viral Being a Youtuber/Instagrammer /Viner is hard work, admits Pitalwalla: “It requires commitment to create content regularly and be nimble to try new formats. The bigger you are on these platforms, the bigger is your offline business.” He adds that Indian audiences are young, affluent and have a short attention span. It’s roughly 60-65% male and the balance female. 13–35 is the core target group, accounting for 60-70% audiences. Post YouTube’s success, every aspect of offline presence grows, claims Pitalwalla. “With music artistes and comedians, their event bookings increase, the rates they charge per event increases. Overall, every aspect of their business potential grows exponentially.” Pahwa adds that Indian content owners are making money, but not enough in comparison to TV. “To some extent, YouTube is at fault as it encourages fragmentation, it doesn’t have differential rates for premium content, and is not transparent about how its search works. Life is going to get tougher, so the ones that are doing well need to focus on other means of monetisation (sponsorship and product placement) and other platforms to distribute their content. They have to continue to experiment and reduce costs.” Rais states that some factors that can ensure the success of content are ensuring the content caters to the target audience, that it resonates with the identity of the brand and makes an emotional connection with the viewer. He also emphasises the use of keywords and annotations (texts and links over videos) as well. According to Karia, it’s the animated funny virals, videos of flashmobs and ‘caught-on-camera’ content that attracts viewers: “Scripted ‘behind the scenes’ content is equally interesting to watch and most brands are using it. Long-format content like educational tutorials also attract viewers. Bloggers are taking content marketing a step further through reviews and product tutorials.” “With Twitter, make your profile interesting, keep tweets short, insert re-tweetable words, and ensure you reach out to followers,” advises Rais.
The infamous Ellen DeGeneres/ Bradley Cooper Twitter celebrity picture, with a record-breaking shot holding 11 people, knocked out the selfie wave. After scouring the internet, we took an instant liking to the term ‘ussie’.What is an ussie? Zafar Rais, CEO at MindShift Interactive, gave us the complete low-down on this growing obsession. He defines ussie as the next-level selfie. “It’s a self-inflicted group photo where the participant of the group also acts as the one taking the picture.” More justifiable than the selfie, it adds more viral-ity to your photograph once uploaded, as ussies are interesting to the person taking them and the ones in them – unlike its unfriendly predecessor. Verve’s guide to perfecting the trend 1. The person with the longest arm should take the picture, to ensure the most panoramic and flattering view. Make sure the person taking the picture doesn’t hold the award for shakiest hand, or else all you’ll have is a distorted mess. 2. The more people in the frame, the better your lighting should be. 3. Practice your pose. A few calculated moves can avoid the usual clamouring of “No! Delete that one”. 4. Look into the eye of the camera. Most have the tendency to look at their reflection. Whichever you do, it’s best to look in the same direction. 5. The perfect time to click an ussie is in swimsuits with suntans! We all know how it’s never easy finding someone to take a photo for you. Ussies lend the hand and ability to click the photo independently, without missing out on the friend who usually forfeits being in the picture.
The success of this campaign was defined by the use of a generic hashtag and personalized caricaturesMindShift Interactive, leading digital marketing and research firm, successfully completed a comprehensive Social Media campaign that created an unprecedented buzz for HomeShop18’s new ‘Shopping Makes Me Happy’ jingle. The one-of-its kind social media campaign was emotionally driven to bring a singular opinion asking people What makes them happy. The campaign garnered an overall outreach of 23 Mn users across Social Media, trending for over 24 hours across India and engaged a total outreach of 816,532 on Facebook, 636, 540 on Twitter and 240,000 on Instagram. The success of this campaign was defined by the use of a generic hashtag and personalized caricatures that resulted over 5000 organic views for the video which contained HomeShop18’s jingle. Flowchart: Alternate Process: Key Highlights • 23 MillionOverall Social Media Outreach • 5549 Organic Video Views • 87% Social Media Sentiment • 4942 User Conversations • 4.7Mn Influencer Outreach The campaign was built in 5 phases with Twitter conversations revolving around happiness and excitement amongst key opinion leaders& vibrant digital enthusiasts. The interactions started with influencers exchanging tweets with reasons and people that made them happy across Twitter. The conversations with ‘Happy’ thoughts saw huge traction on Twitter with several people talking about their experiences as a result of which HomeShop18 surprised people with vouchers to increase the happiness quotient. With conversations at a peak with influencers and followers alike, HomeShop18 announced the Shopping Makes Me Happy Jingle video and encouraged their followers to share happy moments using the hashtag #MakesMeHappy. The hashtag trended along with augmented conversations, interactions & live tweets, resulting in increased dialogue amongst digital enthusiasts. Audiencesincreased the sentiment outreach further by engaging their followers on topics involving shopping, family, love and all things that made them happy.The largest innovation in the campaign that makes it stand out from the usual ones was the creation of personalized caricatures that brought alive the tweets on happiness and were gifted to each person as a surprise on their timeline. These personalized caricatures created an elevated enthusiasm amongst the influencers which gave an opportunity to MindShift to anchor a one-of-its kind ‘Caricature Video’. The video was made on-the-go and was a compilation of the innovative tweet caricatures, happy moments uploaded by followers and with background music that represented it all; the HomeShop18 jingle. This was shared across the social media realm by HomeShop18’s owned platforms on Facebook, Twitter, Instagram, Google+, Pinterest and of course YouTube, giving a total of over 5500 organic views within 3 hours. (Link to the video: https://www.youtube.com/watch?v=aOitKabIUOE) Well known celebrities like Mandira Bedi, blogger Miss Malini, stand-up comedians like Kunal Rao and Sahil Shah alsogot involved in the campaign and were seen sharing emotions around what #MakesMeHappy. Network expansion was generated through engagement activities with popular brands from the hospitality sector& several e-commerce portals. Commenting on the immense response garnered through this campaign, Zafar Rais, CEO of MindShift Interactive said “We leveraged social media’s greatest need-Conversations, and accelerated that with surprise elements to break away from the clutter. A mixture of influencers, caricatures and creating on-the-go videos added to the uniqueness of our #MakesMeHappy campaign resulting in the attention of 23 million individuals across social media.” As quoted by Vikrant Khanna, Chief Marketing Officer, HomeShop18 “To break away from the clutter, it’s important for a brand to keep innovating, and with HomeShop18 that’s how we create benchmarks. The brief was towards letting everybody know about our new positioning and embedding our Shopping Makes Me Happy jingle in their minds. The response and conversations we saw online is evidence of the success it achieved.”
Who are we?MindShift Interactive provides you with real-time data, using Social Media, to understand your consumers and competition, converting it into strategies that ensure a rich Social Media Outreach, high in intelligence, engagement and crossing boundaries of innovation. Whatever we do at MindShift Interactive, we ensure you’re backed up by Insights to give you an impactful and measurable Digital Outreach. Our Approach With the help of proven tools, streamlined processes and a rigorous Metric Scorecard® we help you make sense of all the data available over the digital sphere, converting it into strategies and insights to create a Social Media Outreach that is rich in intelligence and engagement. We ensure a recognizable Return On Investment, and answers for Marketing, Production, Customer Service, Human Resources, Communications and other business units. The MindShift Process Team Our team joins hands with over 14 years of functional and industry expertise in Traditional & Digital Marketing, Research, Psychology & Development. Zafar Rais, CEO, MindShift Interactive +12 years of Digital Marketing with Startups and Products in Marketing, Advertising, Research, Operations and Sales. An Early Adopter and Influencer of social networking platforms, avid traveler and highly passionate about creating a MindShift across the globe via Insights. Arashdeep Sandhu, Head – Operations & MindShift Metrics +6 years within Digital Optimization, Reputation Management, Research and envisioning the creation of a MindShift via Insights and thorough Research on Social Media. What's in the name? MindShift represents the need to clean up and activate true digital marketing. There are plenty who’d create a campaign for you but almost no one ready to gain insights before and after it, towards bettering the impact and outreach for the moment and the future. Going with the flow is dull. We keenly believe it’s about seeking out something that challenges our brands, people and us. We create MindShifts in the way you launch a brand or even the way you use a platform to deliver for you. If you’ve got a streak to create something legendary, a MindShift is inevitable. The latter half, oft forgotten, Interactive, adds flavour to the space we are in, ensuring an association with the brand and its users. It also represents how we merge digital with metrics to give you the much needed insightful digital outreach. What we do? MindShift Interactive has two business units, namely: MindShift Digital – Digital Marketing | Social Media
With BIG CBS Network targeting premium audiences, the overall social media strategy for the Network will ensure it meets the entertainment penchant of the upwardly mobile audience seeking quality content. The concept of social media always remains towards interacting, and we’re all set to create digital outreach on the basis of our consumer and industry insights that truly promises mindshifts within the space.The Network is focussed towards building a loyal, long term fan following using the power of digital media. Rais adds,
We really want people to have an immersive experience and our campaigns are aligned to ensure we achieve this.