Shreshtha Mathur is a small town girl with over 10 years of work experience, 7 years in Social Media Marketing and Brand Management. She has worked on various brands and campaigns, like Idea, Tata Capital, Ambi Pur, Kellogg’s, Tata Value Homes, Airtel etc…
Currently handling Reliance Jio’s Social Media Marketing and Digital Campaigns, Shreshtha utilizes the strengths of Strategy, Planning and Execution to build India’s largest, yet growing Digital Network.
How did you get into Social Media Marketing? What interested you in learning Social Media Marketing?
Shreshtha Mathur: I started my career as an Assistant Director and worked on couple of projects but soon I realized that this is not where I want to be so I decided to move in a different direction. SM was a new medium which was grabbing attention of Marketers and I decided to explore it. Once I got into it, I fell in love with its dynamic nature. I am a very inquisitive, impatient and hyper- active person who is always keen to learn new things and Social Media fed the hungry me, there is something new to learn every day. Especially, now the kind of data and analytics SM gives, it’s become very personalized and brilliant way to analyses the consumer behavior and thus derive a brand strategy or a communication strategy.
Share about your 3 favorite Social Media Marketing case studies. What did you like most about them?
Mercedes – Benz – #YouDrive:
A creative use of the platforms (Twitter & YouTube) to give a personalized experience of the product and the ad to the desired younger audience. This is a very good example for an engagement campaign which is amplified by the users themselves. By giving the control to drive the car of their dream and experience their own story basis the selection done by them. Very beautifully executed campaign with got them brilliant digital amplification.
Virgin Media – Usain Bolt | #BeTheFastest:
A perfect use of a personality and his achievement to showcase the desired message. This campaign created a lot of buzz without much efforts since it resonated the target audience to the point thus generating UGC amplification.
Burger King & Peace One Day – McWhopper:
A pure example of Guerrilla Marketing which helped the brand get best ever brand Lovemarks (as defined by Digital Law and Kenneth | Saatchi and Saatchi). Media, Aam Janata, not so Aam Janata everyone jumped in the conversation and created so much and such interesting content which just changed the graph of share of voice and the sentiments for the brand vs its competition. And the best part was that few other brands collaborated to the campaign because of its humongousness. One word for this campaign: Brilliant!
According to you, what are the top 3 mistakes committed by organizations today in leveraging Social Media Marketing?
- Personalization: Social Media is one medium which provides so many ways to reach out to the desired audience with ‘to the point’ communication. However, brands are still struggling or figuring out how to best use this feature to get best ROI.
- Platform Strategy: Every platform has its own uniqueness and therefore they need to be treated individually. Like Twitter for real- time content/conversation, Instagram is majorly dominated by youth who loves to snack on creative content and Facebook you can use as per your requirement for all type of audience targeting except never spam your page, but brands are still treating all platform same and hence loosing on the reach and relevancy of the platform and its audience.
- Audience Research: Most of the campaigns we see are still basis what brand wants to communicate and not what their audience wants to consume. If we do a better research we can get better reach and sales.
Between Agency and In-house, which approach would you recommend for maximum value of Social Media Marketing? Why?
Shreshtha Mathur: I believe everyone have their own strength which should be utilize to attain maximum efficiency. Brands should definitely use an external agency for best results, since they live, eat, breath, sleep Social media marketing. Brands have their own perspective for marketing but how to best use a platform comes from the experts, in this case agency. Young, creative, crazy, energetic minds always bring a fresh and new ideas to help build brands.
What are your top recommendations for B2B marketers using SoMe channels like Facebook, Twitter, LinkedIn etc.?
- Firstly, use platforms which are relevant for your product. Choose channels where your TG is present and engage.
- Secondly, always back your social media with content marketing. Give enough information about your product with a blog or a blog section on your website or on LinkedIn profile.
- Thirdly, LinkedIn is a brilliant platform to target B2B marketers. Use a person, a real person to establish the brand, participate in group conversations, and write your POV on industry news/updates this will also help in thought leadership. All of this will help build credibility thus sale.
Is there really an optimal time for social media posting, or should brands post around the clock?
Shreshtha Mathur: I don’t think there is a specific time to post, however every platform gives insights of best time to post. You can follow that.
How do you ensure increasing Social Media Marketing’s relevance and influence in the organization?
Shreshtha Mathur: Every organization now understands the importance of Social media. Some take it very seriously some take it lightly, it totally depends on the ROI they get from the medium. So the best way to show relevance is show ROI and your point is taken.
Which are your 3 favorite Social Media Marketing Tools?
Shreshtha Mathur: Few Indian start-up tools are doing wonders like
- Tera Reach – Influencer Marketing
- Prophesee – Social Media Analytics
- And Can’t do without Bitly – To keep a track of clicks
Why do you think it’s important for entrepreneurs, marketing professionals and students to learn Social Media Marketing today?
Shreshtha Mathur: We live in the age of Social Media, its become a necessary evil for everyone.
- For Entrepreneurs: It’s an easy way to be discovered and but relationship with likeminded people and create a niche for themselves and grow their business.
- For Professionals: its important for a professional individuals working or seeking work to have clean, professional looking profiles as employers are looking for potential candidate on social sites. Its one of the easiest and simplest way to be discovered and helps them grow.
- For Students: The magnitude of knowledge is mind boggling. They can ask questions, read so much and learn so much about any topic. They develop the skills to assess, analyze, learn and share knowledge.
What are the top 3-5 skills you look for when hiring a candidate for Social Media Marketing profile?
- Enthusiastic & eager to learn something new everyday
- Proficiency in English, should be able to write basic content
- Attention to detail
What is your advice for newbies, who are looking at building a career in Social Media Marketing industry?
Shreshtha Mathur: Social media comes across as a little glamorous form of marketing from outside but in reality its lot of content, creative, regularity in work. Big bang ideas and campaign happens once in a while. A lot of newbies join social media and after few months gets bored. Evenyone have same things in mind, mi supposed to do posts, blogs, reports only…im getting bored of this, need something new and challenging. They should understand challenge is not in the work you do the execution will be same but how innovative, creative can you get is the challenge they need to give it to themselves which will help them grow faster and be creative thus be awesome in their work.
How do you stay updated on the latest trends in Social Media Marketing? Which are the Social Media Marketing resources (i.e. blogs/websites/apps) you visit regularly?
Shreshtha Mathur: I read a lot about social media innovations, campaigns, content, platforms…basically I read anything and everything about Social media, Digital Marketing, marketing campaigns.
There are multiple site which helps me keep up like: Digital Buzz Blog, Mashable, Forbes, Social media today, social media examiner, Tech insider, Hubspot…cant list all of them!
Share the names of 3 people you respect when it comes to Social Media Marketing.
- Sanjay Mehta, Hareesh Tibrewala, Mihir Karkare
- Anil Nair
- Paul Dueman
How do you see Social Media evolving in future? What are the top 3 trends do you foresee for 2017?
- Story Telling going the informal way – brands will integrate with video content in a little less formal/polished content which will come across as much more genuine and engaging. For eg: more Gif’s, integration with different webisode curators, Live video showcase etc…
- Users choosing what to consume more carefully – Social platforms are providing users with better controls over how their feeds offer content. Users will have increasingly more power to view content related to their interests and the way they use social. To meet these changes, brands will have to do enough research on consumption behavior of their TG to make sure the content/communication they provide is resonates with their TG
- Customer care using chat bots – Global brands are already taking advantage of the huge audience base on social messaging platforms — on Facebook, you can click on an ad and it takes you directly to a chat window with the brand. In India, brands will start to realize the value of social messaging for customer care compared to current response mechanism. Chat bots will make customer care teams life better!
Would you like to share few words about the work we are doing at Digital Vidya?
Good job creating a one stop shop for everything digital. Great efforts on educating and grooming the newbies. It’s a challenge to find a good talent, hope your efforts help both sides of the table. All the best!
Are you inspired by the opportunity of Social Media Marketing? Start your journey by enrolling for our upcoming Social Media Marketing certification course. :).