an intersection of the three expressions
of my life and as much as I’d like to
talk about tennis or TV shows today
maybe we can say that for the next FedEx
banrisul today I want to talk about
technology technology is a very
important socio-cultural pillar of our
life and it effectively endeavors to
make our lives a little bit easier more
efficient and sometimes less expensive
at the intersection of social media
e-commerce and user-generated content
since a company which I have the
privilege of being a co-founder of which
effectively endeavors to create and
apply intuitive solutions I’d like to
talk about intuitive solutions today
with regards to social media and
influencers and now before we begin on
the solutions I think we need to address
the problems now some of you are
familiar with brands and social and
digital media marketing understand this
to be absolutely true this is been a
growing issue in quite some time that
organic reach is officially dead
especially in light of Facebook’s
new policies what makes the problem
worse with social media is that it’s out
of your control
whatever is posted on a brand’s handles
is completely out of their control and
oftentimes brands literally die on
social media in addition to the trolling
the negativity is something that is not
bearable the lack of engagement and can
we please redefine what engagement means
beyond a thumb on top of that it’s
expensive and I’ll say that again
because this is
getting tougher and tougher for brands
Facebook and Instagram are pretty much
following in the footsteps of the giant
Google that built a multi-billion dollar
industry on doing exactly what their
Facebook is now doing charging
exorbitant prices for bread I can let
this cartoon sit first I can just so you
have an idea of what this is actually
equating to in our lives easy
what makes this even worse is what’s
going on an influencer ship as well but
bots are extremely nefarious I equate
this whole epidemic to the steroid
epidemic well everybody does it it helps
you win it’s still cheating at the end
of the day and it’s not right on top of
it what’s going on is that branch pay
influencers not knowing if those
influencers actually have bots and many
times the influencers don’t even know if
they’re actually directing and
influencing a sale so the whole thing
has become a little bit messy and it’s
not authentic or authenticated now the
silver lining in this in this massive
thunderstorm is a little bit opposite to
what I’m gonna just said about selfies
selfies do have a point right and we
have to look at user-generated content
specifically video and film is a very
powerful media and especially when you
speak view you can see that 92% of
people trust peer to peer
recommendations in advertising and if we
look a little further at some of these
stats seventy-three percent of consumers
are more likely to purchase a product or
service after watching a piece of
content around it so we know the same
content is king what does that actually
mean how do we use intuitive solutions
around that to make it work for us I
want to explain our very first and
fastest growing intuitive solution with
a tiny hypothetical anecdote if I was to
move to the coaly from Bandra or Viva
equally as my friend buy many shiny
always says and I asked for me hey I
just moved here I need a doctor
who should I go see and he says you know
why don’t you go and see dr. sane
great I see dr. sake I feel all better
transaction over thanks so much for me
this is a routine mundane thing we do
all the time right we refer our friends
feed other people we trust and we
believe it
now imagine that whole thing digitized
authenticated where everybody’s held
accountable and everybody monetizes so
in the scenario online not only does dr.
sane make money but formation also take
a commission for helping dr. sane we can
income and I as a very happy customer of
dr. sane now I’m inspired because I see
Fermi has taken it of commission I too
want to start referring and read
Commission’s as well so one of the most
intuitive solutions that literally are
sitting under your nose that we don’t
think about especially from a brand
perspective is that solutions and
technology can actually transform a
brand’s customers into its own sellers
and brand advocates and before I explain
a little bit more in detail what this
means I’d like to ask you a question and
this is the answer to this question
again is is quite simple because it’s
often overlooked because we look
outwards a lot of times we look outwards
to say who can sell our brand the best
who has the magnitude and weight across
various mediums to talk about our brand
the best and sometimes that’s not the
best way to look at it if you’re
thinking the answer to this question who
is your best influencer and if you’re
thinking the answer is your own customer
you’re absolutely right and this is
completely flipping the concept of
influencer ship a little bit on its head
your own customer likes you already
we’ve already bought your products and
if you’re very very lucky they’re loyal
to you but on top of it
if you truly are in their lives and
they’re people like me who have smart
phones who are posting content across
social media
on a daily basis you’re probably as in
your brand is probably literally being
the content that they’re posting you
might as well have them tag it tag it
with some photo clicks and that’s
exactly what the one of the most
interesting aspects of what I love doing
it’s happening now my husband thinks
meaning micro influencer ship is a
little bit of a redundant phrase because
micro influence our ship is something
all aware of but I specifically like to
say meaning micro influencer ship
because we are flipping the pyramid on
its head now you can see at the top of
the pyramid are your celebrities and
influencers who you pay and hopefully
they’re influencing sales you have you
micro influencers also potentially you
pay and the big meaty base of that
pyramid are your customers now what if
we democratize influence of ships flip
the whole thing on its head grid also
livelihoods at the same time
performance-based Commission’s or your
own customers and have and create a
virtual army of a sales force working
for you as and when they want now this
is not just a solution I’m making up it
actually works and we can discuss some
of the brands that have done extremely
well in a little bit but before that
this is how simple it is a customer
simply loads a piece of content for the
brand and before that content goes live
it is always watched and seen to make
sure that its brand safe and brand
positive and it’s doing what the brand
is ask them to do before that content is
blasted around social media that content
is has affiliate product links
associated with that content so if I’m
wearing this dress the product links
with that dress are going across social
media so whenever my own friends click
on that and actually make a purchase I’m
able to track the commission that I
would make what this is how effectively
looks if I’m posting across social media
I’m able to directly position that so
that it goes directly to the product
page you can see down below your
right-hand side I post across Facebook
goes directly to the brand or the
merchants
now we can talk about how successful
this is and of course this is a sincere
fact that this is starting to grow very
very quickly and on top of it you know
one of our brands vanity planet made a
million dollars in four weeks less than
four weeks simply with one of their
brand ambassador programs so they
quickly just jumped on the stock started
to open more and more brand ambassador
program generating a huge revenue but
why does this actually work
why doesn’t many micro influencers ship
work and again it comes to another key
word trust my friends know me we’re
friends on Facebook of social media that
come to my weddings they know why and we
have similar likes so if I’m posting a
piece of content they’re more likely to
click on my content and see the casual
links that are posted there it’s not
somebody they don’t know that is shoving
messages down on their pages constantly
on their feet telling them bran day one
day then bread be the next day so the
authenticity of mini micro influencer
ship works now effectively what you’re
doing with this is you’re expanding your
sales force in a transparent manner
because this 50 needs to be understood
who’s doing what who owes what who needs
to get paid now to do this the
technology that is built around tracking
this is extremely robust and so
important to such a day-to-day referral
system that was news anyway now
digitized in a world that we called
influencer ship what this means for
brands very simple multifold actually of
course now you’ve got a ceaseless flow
of user-generated content talking about
how wonderful you are as a brand
normally this kind of contact cost
brands millions of dollars to produce
now you’ve also got a safe way to bypass
Facebook’s locks facebook says sorry you
cannot see she cuts friends but what if
shaker says I control brand my friends
that is another intuitive solution that
we
stated here with this whole program now
you reached into all my social media
assets see thousands of my friends again
if I’m creating a piece of content for
you be it even a selfie or a video
contract that is what I call engagement
a thumb is simply an acknowledgment of
me having read something you said it
yeah I read it but did I register it did
I feel it did I feel the grand connect
with you I really do when I actually
take the time to make a piece of content
for you in a nutshell what we’re doing
here is this whole process is now the
only way brands can get their message
out and awareness up without spending
anything more because it’s only gonna
get more and more expensive now what
this means from micro influences again
it’s multiple apart from having their
own little mini EECOM store and
generating a performance-based revenue
the biggest thing we’ve noticed about
mini micro influencers in India is that
social upward mobility being called a
brand ambassador that means something to
somebody it adds a value that a brand
recognizes you as a valuable person and
cares about you and that social upward
mobility leads to the aspirational
development of massive opinions that
we’re seeing happen to come on
effectively in a nutshell we are working
with the largest and swamps round around
the world but they the idea behind this
final slide it’s to more talk about what
we’re becoming
and what I’m becoming and as I evolved
as an individual India also is
constantly evolving and we do endeavor
to be the world’s biggest video shopping
platform and effectively a knowledge
platform sharing data and content and
information and studying the ages about
people in the consumption but you know
with smartphones rising in India with
data data decreasing data prices
increasing and the economic growth
skyrocketing this is a very exciting
time for us to create intuitive
solutions that we think back on
authenticity and the truisms of our life
and our regular human behaviors to
create greater reach and revenue now
just like I said I’m constantly evolving
and and so is the platform
because it’s just like a part of who I
am it doesn’t mean that I forget to look
inwards and forget to leverage or
remember to leverage the assets that I
have acquired over the years from all my
careers and use them for the benefit of all thank you very much