Investment Bank supporting leading medium and large corporates in fund raising through Banks, NBFC, PE funds. Also provide NPA resolution for stressed cases.
Friday, 23 September 2016
Technology enhances human relationships
Highlights of the Mumbai edition of the Social Media Week
And, that was a wrap! Fifty-three speakers,
35 topics, and one didactic event! It’s great to be a part of such an
incredible global event, where you have all the ‘social media gurus’ under one
roof. This year’s global theme was The Invisible Hand: Hidden Forces of
Technology (and How We Can Harness it for Good), and the Social Media Week’s
events were held in the bustling city of Mumbai. What a week!
People always ask, what did you cover at SMW Mumbai, and I tell
them, the right question is, ‘What didn’t we cover?’ There were numerous
topics, from social media trends, ideas, content and concepts, to insights,
campaigns, tools, features, products, ROI, and so much more.
On the opening day, we were joined by Vivek Nayer, the CMO of
Mahindra and Mahindra, as he walked us through the ‘Power of Storytelling in the
Landscape of New Media’. Nayer explained why social media is so popular. He
says, “Social media encourages innovation and virality for a winning
combination.” But, Nayer also highlights a critical point most brands and
marketers forget. He says, if you’re looking for data there’s always plenty of
it available, but data is irrelevant if you can’t use your common sense and
judgement. And, that message was just from the opening day keynote. With that
benchmark set, the other days didn’t disappoint.
Day two focused on ‘News, Media and Entertainment’ with three
keynotes and three panel discussions. A morning speech led by the Head of
Sports Partnerships of Twitter India, Aneesh Madani, gave us a glimpse into the
sporting world. His topic, ‘A look at how sport connects and dominates on
Twitter’ showed us how who you follow on Twitter is a direct reflection of who
you are. “We have moved into a new era where we can be anywhere, but still be a
part of the conversation,” he said.
Day two also included a topic most people are inquisitive about
– viral videos. But, Aditya Bhat, the Content Head for Reliance Jio, approached
the topic in a different way: How not to Make a Viral Video. Bhat said there
was no hard and fast rule or recipe for success when it comes to making viral
Bhat says that viral videos have one common element: quirkiness.
“You don’t need big budgets for a viral video. You just need an impactful
‘Startups and Entrepreneurship’ encompassed the third day’s
focus, along with an important focus on personal branding. Kavi Arasu, the
Executive Coach of Leadership and change for Social Business, presented
‘Personal Branding simplified in 60 minutes’. “In the era of social media,
building your own personal brand is more important than ever,” Arasu said.
While the product is important, people trust people. A little note to everyone
out there: You are your own brand!
A key thought that kept arising in everyone’s mind throughout
the week was, ‘Why is social media so viral?’ Angad Singh Manchanda, Co-Founder
of Chimp&z Inc, had the perfect answer: “There is one common thread among
everything that goes viral – relate-ability.” Manchanda says the only reason
people are on social media is because it’s the biggest source of entertainment
today. And, who doesn’t like to be entertained?
The closing day of Social Media Week featured some great
speakers, including Satya Raghavan, the Head of Entertainment of YouTube India,
who spoke on ‘Monetisation of Digital Content’. Today, a vast majority of
YouTube creators just use a phone to create their content. “A YouTube thumbnail
is like a window into a shop. It could determine whether a consumer clicks on
it,” was one insight from Raghavan.
To cap it all off, Atul Kasbekar, film-maker and fashion
photographer, joined us on a panel discussion with Anand Desai, Partner DSK
Legal, and Lavin Mirchandani, Founder of GetEvangelized to talk about
‘Celebrity Monetisation, Engagement and Content Ownership on Social Media’.
“Brands think getting a celebrity to advertise and promote a product will help
sell the product. That’s wrong! The product quality matters first,” says
Kasbekar. He believes there’s a whole new world of celebrity on social media.
It has created a sub-culture, just by accretion.
The common thread that ran through the ‘Invisible Hand’ theme
was how technology is enabling relationships and relate-ability between people
and brands and people. It’s no longer about the hardware or software, we are
looking at how technology can build meaningful relationships within online