Social Media Really Does Work-  Case Study

The following case study clearly reveals how innovation in marketing using social media is extremely powerful. The case study emphasises the importance of creativity and innovation and how marketing teams must look within and do for their brand what they would love themselves. Looking within, listening to your gut and acting upon it systematically is what innovation is all about. As more and more marketers debate the power of social media, what I say is that these marketers should not blame mediums for their lack of innovation and creativity. Social Media channels like Facebook, Linkedin, Twitter etc are mediums that will work for creative organizations and not for organizations that are trying to port traditional mass media / offline strategies online.

This case study that I present is a real one that I personally ideated for my company Bril (www.brilindia.com).

It all started off with this simple nostalgic post of a Bril Ink bottle, that sparked the idea: Click Here to see this post that went viral.

Campaign: Bril Nostalgia Photo Contest (Click Here to See the first post announcing the contest)

Make people share their best and most loved school or college photo using an authorised facebook app that was setup on the Bril facebook page (www.facebook.com/brilconnect ).

GO TO http://www.facebook.com/brilconnect and scroll down to see 100s of happy photos shared by participants. or just Click Here for the photo feed.

Objective of Campaign: To make Bril reconnect with parents / adults (Bril’s potential customers) who have used Bril Ink during their school days by leveraging nostalgia (a very powerful emotion) and Make Living Fun for all participants. A campaign that is all about the participant and his / her life.

Prize: Brilslate Android 4.0 Tablet worth Rs. 10,999/-

Campaign Cost: Rs. 20,000/- including cost of prize, facebook promoted post cost of Rs. 8500/- plus shipping and handling charges

Steps Participants had to take to Participate in the Bril Nostalgia Photo Contest:

In order to participate people had to:

1. ‘Like’ Bril’s Facebook Page www.facebook.com/brilconnect (The app ensured this was the first step that people had to complete before taking them to step 2)
2. Enter their contact information (Name, Email ID and Mobile Number)- This built a good email and phone database that could be used later
3. Upload a school or college photo that they felt was their best

The participants were informed that Bril will feature as many photos as possible, on the Bril Facebook page after affixing Bril’s Logo and a link to the photo contest.

While it was made clear that sharing their photo, tagging and liking were not mandatory and not at all a criteria to win the contest (Satisfying Facebook’s contest rules), participants were encouraged to Tag friends in the photo and others they loved, once it got featured, just to share the joy and Make Living Fun by rekindling nostalgic juices of their loved ones.

Campaign Result and Reach:

Bril received over 292 entries in 2 weeks.

People started participating for the fun of participating, and voluntarily and enthusiastically shared their photo and tagged all their friends (once it was featured with the Bril Logo and a link to the contest). This made the campaign truly viral as people were enjoying the process without worrying about winning.

Each person shared / tagged 10 people on average.

Our study showed that each person had on average 400 friends on facebook

So what was the campaign reach?

292 people X 10 people tagged on average per person = 2920 people reached directly

Let us say each one of the tagged people have an average of 300 friends who would have seen that tagged person’s photo

This makes the reach: 2920 X 300 friends/person reached directly = 876,000 people who saw the Bril brand, the contest and came to Bril’s facebook page

The real reach was even more because of the comments, likes etc that happened on each photo.

Cost per person reached:  Rs. 20,000/876000 = Rs. 0.0228 per person reached.

Leads generated as a result of this campaign: 292 (Only participants considered, but Bril’s lead capture system captured on average 10 leads more per day during this campaign (14 days) in addition to the participants)

Cost per lead captured: Rs. 20,000/292 = Rs. 68.49 per lead

Bril’s facebook fanbase grew from 12,000 fans to 20,000 fans in a matter of 2 weeks thanks to this contest

In comparison:

Average cost of a single 10cmX5cm ad in a leading English daily: Rs. 300,000 (Approx).

Approximate Reach (Not measurable): 300,000 people

Cost to reach: Rs. 1 per person with no real brand engagement

Max. Number of leads that a good ad generated (Based on an ad released in a leading national english daily  by Bril in September): 250 leads

Cost per lead: Rs. 300,000/250 leads = Rs. 1200 per lead

Bril’s Mission: To Make Living Fun for parents and children through world-class products, services and opportunities.

The contest was in perfect sync with the company’s mission as people started to enjoy the process of participation rather than play for the prize and started sharing good old memories with people they love, taking the Bril brand out to their friends and family happily.

Who’s Idea was it? In-house by Jayaram Rajaram, Bril’s Managing Partner, who is also the Managing Director & Chief Dreamer of ELSA Learning Private Limited. Jayaram is a hands-on innovator, entrepreneur who actually implements in his businesses, the innovation strategies that leaders, organizations and teams are taught as part of BrilArt@Work workshops (www.brilart.com ) .

Jayaram’s Linkedin Profile:  in.linkedin.com/pub/jayaram-rajaram/7/217/947

Campaign Executed and monitored by: Bril’s Social Media Partner Scion Social

 

 

 

The following is an email that I took out to my team of managers when a pretty senior manager quit during a transition period in my company. We had just promoted a long-timer to fill his shoes. The transition was basically a move from being just a stationery products company to a baby and children’s products company. There was a lot of pressure on the teams to get out of their comfort zones and start thinking like a start-up. There was pressure on managers and leaders to understand, align teams and deliver in unfamiliar territories and product categories.  I felt the message in the letter is very important for every leader in today’s challenging and uncertain markets. It’s more important to people who shift jobs at the drop of a hat and likewise companies that hire and fire. Stability in teams, innovation and sustained action is what sets Great companies apart from the Good ones.

I have changed all names in the letter to protect identities.

Subject of Letter (Email): Quitting is Easy

Dear Managers,

Firstly I would like to congratulate Sachin on becoming an Area Sales Manager. Sachin has not become a manager by default due to Hari’s exit, but because of his ability to solve important problems for the company, and his go-getter attitude. Sachin was a deserving candidate because he has a positive attitude and has shown the behavioural characteristics of a leader, with the ability to embrace change while sustaining and growing the heritage business also. At Bril, we try our best to give people within opportunities to grow, and as managers and leaders all of you should be looking at grooming future leaders. Make sure you are encouraging people below you to grow. Identify the guys who are ready to walk the extra mile and give them added responsibilities. Allow them to fail as long as they are diligently and ETHICALLY taking action. Sachin, so far you have done well to get where you are, but I sincerely hope you realize that this is the beginning of your journey. Do not allow this promotion to get to your head. Stay focussed, grounded and positive. Think big, motivate and work with your team to take this company into the future successfully.

You must be wondering why the subject ‘Quitting is Easy’?

Yes, the point I want to make through this email is that Quitting is the easiest thing that all of us can do. True leaders, in fact the greatest leaders of today are people who didn’t quit when there was pain, when times were tough or when there was change or transition. Steve Jobs was thrown out of his own company, but he never gave up pursuing his dream. His positive attitude and drive made the universe conspire and give him back his company on his terms. Apple nearly went bankrupt at one point, but Steve Jobs knew it in his heart that one day it would be the best and most sought after company in the world. He never stopped working on his dream and the rest as they say is history. Ask anybody who has worked with Steve Jobs and they will tell you that he was a tyrant to work with, but the people who stuck on have become millionaires (Some even billionaires), because they kept a positive attitude in the toughest of times and kept taking action day in and day out for many many years till success was inevitable.

Leaders of tomorrow will be people who sense an opportunity today, in times of change, maybe even adversity and take it as a challenge to seize the opportunity that every change or adversity brings along with it. Bril today is at an inflection point of tremendous growth. All of us are fortunate to be in the positions that we are in today, as I believe in my heart that this company and brand is going to scale unimaginable heights. I include myself in being fortunate, as it is only divine grace that puts us in a place of opportunity and surrounds us with people who are going to create the future. This is a time that I am going to be harshest on the people who I believe can deliver, but are being pulled back by their negative mindset or maybe lack of systematic action. I will be harsh if I sense that you or people in your team are not pulling up your socks and working your butts off (Pardon my language). I will not tolerate excuses; I will not take NO for an answer. The products identified as the future of the company HAVE to be sold, and sold in the tune of several hundreds of crores in the years to come. This has to happen without sacrificing on or while achieving growth in the stationery business. What does it take? More number of hours of work, supreme time management abilities, dealing with more rejections in the market, motivating the right team members and good old dedicated action (New distributor appointment, Primary, primary primary, secondary, secondary preschools, apartment complexes, flier distribution……..again and again and again focussing on the new products daily and making it a part of your and every team member’s daily routine like they do for stationery products and more). So in this mail I want to make it very clear to you that when I scream at you, I scream for YOUR growth, so you can achieve your full potential and make the company grow. A parent only screams for the benefit of their children, a guru only reprimands the brightest of students (There is no ulterior motive!). Please don’t prove me wrong, as I believe that this team is the brightest and most capable team we have ever had at Bril in all these years. During this time, those who are weak hearted and cannot see a bright future here will leave. That is fine, but what I would like to emphasise is that QUITTING IS EASY. It is the easiest thing any of us can do. Believe me that I will not rest till Bril is a huge force to reckon with- I believe that this is my life purpose. Stay here, if you share the same passion as I do, or we can be good friends and you can move on. Having said this, I honestly believe that each and every one of you I am mailing today has the capacity to lead their respective teams and this company to great heights. I sincerely hope you believe in yourself too. Who says there will be no problems along the way? Great leaders are those who love the challenge and convert problems into opportunities.

So, the message I would like to drive home in a nutshell is……

• Quitting is easy- that’s why quitters never grow. They normally start and quit all the time so they never really achieve success in anything they start (Most ordinary people are quitters). Leaders are persistent and keep DOING till they achieve their goal (No matter how many months, years or lifetimes it takes).
• You fail only when you Quit.
• Believe in yourself
• Always have a positive attitude
• Genuinely be good to people. Show them you care, but reprimand when it is due. Be fair even when you reprimand.
• Don’t lose that fire in your belly EVER!
• Great things happen when small actions are taken on a daily basis
• Don’t wait for that big deal. Win a small deal everyday

I am hoping and praying that this is the dream team that will take Bril to stratospheric heights in the years to come.

All the best.

With Love,

Jayaram Rajaram

Managing Partner – Bril

Managing Director & Chief Dreamer

ELSA Learning Private Limited

www.brilindia.com / www.brilart.com / www.elsalearning.com

This post is as important for children, who will be future leaders, as it is for adults. Not quitting, and being persistent will surely Make Living Fun in the long run. As parents, let us try to instill resilience and a Never Say Die attitude in our children.

 

 

By Jayaram Rajaram

How to create and sustain an Innovation Culture in your Organization?

I have interacted with many-a-CXO over the last 10 years in business and almost every single time I have heard the words ‘Innovation’ and ‘Creativity’ being used. While I find that there is unanimous vote when it comes to the importance of innovation, it’s the MBA-clan and managers who sit inside boxes that are talking about the urgency to innovate. While the desire to innovate is a good starting point, most leaders and teams seem to just get stuck with the desire alone. Unfortunately most Business schools stifle creativity and innovation by equipping future leaders with analytical tools designed to mitigate risk. Innovation and creativity can never happen when leaders tread cautious paths. Time and again people say they want innovation but are even scared of embracing a slightly off-beat advertisement campaign maybe in a not-tried-before media vehicle; leave alone allowing collaborative creativity that is required in creating innovative products, innovative distribution channels or coming up with innovative solutions to sales or operational challenges and most importantly to people issues.

Over the years, I have been tracking companies that have excelled despite recessionary environments, with customers falling over each other to buy their over-priced products. Yes, the first company that comes to everybody’s mind is Apple then there’s 3M. Yes, Google gives its employees time to pursue their passion and allows them to fail. While this is a very good step forward for innovation and has yielded great results, why do so few companies come to our mind when we think of the word ‘Innovation’? I am not saying that there aren’t more companies that have taken the innovation pledge seriously. There are a few hundred companies that are continuously creating the right environment to nurture creative thinking amongst employees and their customers and shareholders are rewarding them with premium margins and share prices. But the point I am trying to drive home is that, in order to be able to create, nurture and sustain an innovation culture, the right leadership is required. I am sad to say that many companies are stuck with leaders who have suppressed their own intuition for way to long and have prevented anybody else to get creative in the true sense.

Before I offer a solution, let us analyse why Apple has been so successful? In my opinion it is because their products were designed with the arts in mind. Arts are more human, arts have a heart and Steve Jobs was inspired by Calligraphy, Zen and simplistic design- the arts. He intuitively built products that he would love, rather than asking customers what they wanted. Asking customers what they want only gives you iterative improvements and rarely radical innovation (I am so happy Steve Jobs came along, as finally people listen to me about meeting unrealized needs!). Steve Jobs honed and acted upon his gut because he got in touch with his core through Zen meditation. More importantly he had the guts to defy corporate risk aversion and create & take-to-market products that revolutionized the world. . How many CXOs have such gumption to stand out and say the buck stops here?

Now that the problem is clear, what can be leaders do to enhance and sustain creativity and innovation in their organizations? While you don’t find a Steve Jobs every day, every single organization can take the following steps to nurture creativity within.

1. First and foremost every leader must give employees opportunities to realize that they too have a creative side. Not only by acknowledging and accepting suggestions and ideas from even the junior-most employee, but by acknowledging talents in the arts.
2. Leaders and Talent Heads must start recruiting people who have pursued some art form like music, dance, visual arts etc. as they would understand how the arts have the ability to impact people at their core, and apply it to their work- if given the right environment and opportunities.
3. Try to create opportunities for people to look within and de-stress. This could include meditation sessions, exposure to creative arts performances by musicians, dancers, artists and maybe even cooking sessions, photography, drama sessions etc.
4. Incorporating a system whereby employees, especially leadership teams interact and attend workshops conducted by real creative geniuses, to understand the essence of tapping into their innate creative zones and understanding how to create the correct environment for innovation to happen.
5. Get new perspectives by engaging in and also helping your employees engage in creative interests (even during work-hours whenever possible), to understand the emotions that they feel while doing so. These are the emotions that should translate into products and experiences that the company offers to its customers (Remember- that’s what Steve Jobs did). I call it taking advantage of your goose bump moments to intuitively know what makes people tick. I’m hoping your employees and customers are people, if not this may not work J
6. Cut-out power-point presentations and focus on real idea generation and open-ended brainstorming sessions. Encourage people to move from head to heart in every meeting. Believe me customers are fed-up with information overload and want to work with companies that are more human, while delivering results of course.
7. Encourage people to dress-down and meet customers like they meet friends (This is innovation in sales). This is a pet topic of mine and will tell you more about the importance of this in a separate post.
8. Encourage action and systematic action to put creative ideas into real-world action. Nothing happens without systematic action and even the best and most creative ideas will remain just that-brilliant ideas without leaders who ensure they are acted upon.
9. Last but not least, allow people to take risks and FAIL!

About the Author:

Jayaram Rajaram is the Managing Partner of Bril, a company that works on a Mission to Make Living Fun for its customers and consumers, through its world-class school stationery, baby and children’s products. For more information about Bril please visit www.brilindia.com  (Bril’s Facebook  Page: www.facebook.com/brilconnect) . Jayaram is also the Managing Director & Chief Dreamer of ELSA Learning Private Limited, a human development company that works towards nurturing and enhancing creativity amongst children and adults and also helps organizations take innovation seriously through its BrilArt@Work offering. For more information about BrilArt please visit www.brilart.com

 

Last night I watched the Movie ‘English-Vinglish’ and it took me back to my school days, though the memories evoked strong yet mixed feelings. I come from a traditional tamil-brahmin family where we still speak a lot of Tamil- Thankfully. I went to an International school which I loved, and owe a lot to; but one thing that I wish would change in that school and many international and mainstream schools with a colonial hangover is the attitude towards The English language (specifically to people who cannot speak the English language very well). More than school managements it is an unwritten law that only children and parents who speak ‘good English’ are cool amongst some teachers and peers! God save a child who accepts that he/she speaks only their mother tongue at home! Now I am proud to say that I speak primarily in Tamil with my 2 year-old son, because he’s going to learn English anyway. Not for a moment do I debate the importance of English as an essential tool for communication, but it’s the self-deprecating, belittling attitude of many-an-Indian that we must join hands to change.

When I watched that movie, I realized that as a child growing up in cosmopolitan Bangalore even I have been guilty of laughing at, feeling a tad embarrassed and correcting my mother and grandmother when they didn’t speak this foreign language the way it was meant to be spoken (I know many of us are guilty of judging people by the way they speak English, which we should stop immediately). In fact my grandmother doesn’t speak English at all, and she was surrounded by her children and grandchildren who would only speak in English amongst themselves many-a-times. My heart goes out to the poor lady, who silently accepted her position, and probably even felt proud that her children were so fluent at the English Language (Though she would have yearned to be able to communicate better with them). As we bring up our children, whether we as parents can communicate in English or not, it is important to keep reminding them that this is a foreign language that is important to learn, but what’s more important is to see and appreciate the goodness in people (especially those who are closest to them).

As I type, I am still wondering how, as a parent I am going to teach my son that not speaking English in a perfect manner (What is perfect? There probably is no perfect anyway) needn’t be an embarrassment or a reason to rebuke. I urge every parent to happily teach their children their mother tongues and English, Sanskrit and maybe even Chinese, so we can celebrate India’s and the World’s diversity, instead of being embarrassed by our own languages. Let us take a cue from some first-world countries like Japan and Germany, which have achieved great technological advancements even without being able to communicate in the English Language. Communication transcends language barriers if we move from head to heart. Let us join hands to Make Living Fun for everyone because THERE’S MORE TO LIFE THAN ENGLISH!!!

About the Author:

Jayaram Rajaram is one of the Managing Partner’s of Bril, a company that works on a Mission to Make Living Fun for its customers and consumers, through its world-class school stationery, baby and children’s products. For more information about Bril please visit www.brilindia.com

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