MediAvataar's News Desk
The third annual list celebrates the 25 must-know LinkedIn India contributors including government dignitaries Kiran Bedi and Ravi Shankar Prasad, and women leaders Debjani Ghosh, Pooja Kapur, Ester Martinez, and Sairee Chahal
LinkedIn, the world’s largest professional network, announced India’s top 25 most-influential voices, who have shared quality, timely, and industry-relevant content on LinkedIn, and sparked engaging discussions on the platform. The annual list celebrates and spotlights these contributors, who have shaped industry opinion, analysed key trends, and inspired other professionals to join the conversation and share their voice on the platform.
Meet LinkedIn India’s 2018 Top Voices:
Swati Agarwal, General Manager, Social Venture Partners
Tamal Bandyopadhyay, Consulting Editor, Business Standard
Kiran Bedi, Lt Governor, Puducherry, Government of Puducherry
Sairee Chahal, Founder, CEO Sheroes
Subhash Chandra, Founder, CrowdWisdom360
Annesha Dutta, Consultant & Corporate Trainer- Communications & Branding
Debjani Ghosh, President, NASSCOM
Raja Jamalamadaka, Leadership coach, Advisor to startups
Pooja Kapur, Ambassador of India to Bulgaria and Macedonia
Vartika Kashyap, Marketing Manager, ProofHub
Ester Martinez, CEO & Editor-in-Chief at People Matters
Hansi Mehrotra, Founder, The Money Hans
Purnima Menon, CMO, Microland Limited
Procyon Mukherjee, Chief Procurement Officer, LafargeHolcim
Siddharth Pai, Founder and General Partner, Siana Capital
Jayashree Patnaik, Chief Strategy Officer, CFA Technologies
Ravi Shankar Prasad, Minister for Law & Justice & Electronics & IT of India
Pooja Sareen, Editor in Chief & Co-founder at Inc 42
Lima Sehgal, Senior HR Advisor & job market specialist
Kunal Shah, Advisor to the Board, Bennett Coleman and Co. Ltd.
Ritesh Kumar Singh, Founder and Chief Economist, Indonomics Consulting
Tapan Singhel, Managing Director and CEO, Bajaj Allianz General Insurance Co.Ltd.
Amit Somani, Managing Partner, Prime Venture Partners
Hari T. N, Head HR, BigBasket
Ankur Warikoo, Cofounder & CEO, nearbuy.com
“This year’s India list sees new entrants such as government dignitaries Kiran Bedi and Ravi Shankar Prasad, and inspiring industry leaders such as Sairee Chahal, Kunal Shah, and Ankur Warikoo, who have used the platform in innovative ways to share articles, updates and videos that spark discussions on a host of topics. These discussions have led to lasting industry dialogue across topics and helped our members get ahead in their professional lives,” says Adith Charlie, India Managing Editor, LinkedIn.
The third edition of Top Voices comprises professionals from diverse industries such as financial services, startups, HR, social impact, and IT Services, who are industry leaders writing about a range of topics from HR policies and work culture to data privacy, women issues, entrepreneurship, and technology. First-time entrants to the Top Voices list include government dignitaries Kiran Bedi, Lt. Governor of Puducherry and Ravi Shankar Prasad, Minister for Law & Justice & Electronics & IT of India, who have used LinkedIn to share updates on the work they are doing, the progress they are making regarding pressing civic issues, on the latest on government campaigns such as the Digital India campaign, and commentary and opinion on issues of national importance such as misuse of social media and propagation of fake news.
Other new entrants to the list include Debjani Ghosh, President at NASSCOM, Ankur Warikoo, Cofounder & CEO, nearbuy.com, Sairee Chahal, Founder, CEO Sheroes, Pooja Kapur, Ambassador of India to Bulgaria and Macedonia, and Kunal Shah, Advisor to the Board, Bennett Coleman and Co. Ltd. These Top Voices have written engaging posts and articles, created LinkedIn-first video series, and forecasted trends on topics such as entrepreneurship, women in leadership roles, developments in technology, and the startup ecosystem that have kickstarted engaging industry discussions.
The third edition continues to see popular names Vartika Kashyap, Marketing Manager at Proofhub, Hari T. N, Head of Human Resources at BigBasket, Tamal Bandyopadhyay, Consulting Editor at Business Standard, Annesha Dutta, Consultant and Corporate Trainer, and Ester Martinez, CEO & Editor-in-Chief at People Matters, who are renowned industry leaders and opinion-makers on LinkedIn.
What the numbers say
According to LinkedIn data, Top Voices in India are 3x more likely to respond to comments or reply to another member’s post. And compared to all members sharing in 2018, the Top Voices received an average 11x more comments, 34x more likes and 7x more shares on their posts, articles and videos.
The engagement numbers on some of the articles authored by the Top Voices honorees are a clear indication of the influence and reach these Top Voices maintain on LinkedIn. For example, Vartika Kashyap's article on ‘Morning Habits That Keep My Productivity Levels Sky High’ garnered nearly 4,000 social signals; Founder and General Partner of Siana Capital, Siddharth Pai’s article, ‘Limbic thought and artificial intelligence’ has received more than 7,000 social signals; and with a follower base of approximately 5,00,000 on LinkedIn, Ankur Warikoo’s inspiring and motivational video series #WarikooWednesdays is a major crowd-puller with more than 44,000 video views and more than 1,000 social signals.
To compile the list, LinkedIn editors partnered with the LinkedIn Flagship Relevance team to uncover today’s most engaged — and engaging — members around the world in key segments. LinkedIn used a combination of data and editorial signals designed to capture the voices making a mark in their industries/region/country. This includes engagement (including likes, comments and shares across each member’s articles, posts, videos and comments) as well as the ability to grow his or her following. LinkedIn also emphasizes diversity of topics and voices with a heavy emphasis on generating quality, active conversations. The list reflects publishing activity over a 12-month period, from September 2017 to September 2018 and as with all LinkedIn Lists, LinkedIn has excluded LinkedIn and Microsoft employees from consideration.
Brands are increasingly challenged to find growth in uncomfortable places. Now more than ever, marketers have to be ready to lead disruption of their particular competitive landscape.
Therefore, the role of consumer insight is to inspire and shape disruptive ideas to ensure resonance with the target audience.
When marketers are pushed to think of brands that have successfully disrupted, they tend to jump to the usual examples of Uber or Airbnb, followed often by Amazon and maybe even Apple. These brands may well be the textbook exemplars, but there are so many other less famous - and more local – cases that are worth sharing and learning from.
What can we learn from brands that have managed to grow in spite of market pressures?
Disruption is About Being Different
In order to change a market significantly, a brand should strive to be different in some relevant way to stand apart from the competition in the minds of consumers. Sometimes this can relate to tangible aspects of the product, perhaps driven by technology, but often it stems from dominating specific important moments in the consumer journey.
Brands that best leverage their distinctive assets to drive their power in the minds of consumers will differentiate themselves at moments that matter to maximize their chances of growth.
Flipping the Script
Disruptors tend to change the way things are done. They challenge the status quo and are not afraid to set the category debate, in many instances transferring knowledge from other unrelated categories. Capitec Bank epitomized this idea attacking traditional banking head-on with opening on Sundays and simplified offers. Following the success of grabbing attention, they backed up the excitement with competitive fees and an unparalleled branch experience.
Discounting is not the Same as Disrupting
On occasion, Takealot and other online retailers offer deep discounts, presumably in the hopes that they can help build more of a culture of online purchasing for consumers that have been traditionally wary of buying an item without the ability to hold it in their hands first. In reality, they’re training consumers to only buy items on special. Taken to the extreme, price sensitive e-shoppers can access huge discounts under significant time pressure on sites like OneDayOnly.co.za. A strategy that focuses on discounting alone will find it difficult to sustain any growth it achieves.
Tapping into Technology Trends
If we think about how life recently has been affected by technology, we can look to the tremendous uptake and usage of WhatsApp, which has disrupted messaging by turning the traditional texting category into something a bit more social. It can be argued that this application satisfies needs and blurs the boundaries between many different categories by catering for group and video chat.
Standard Bank’s SnapScan app has changed the payment landscape particularly in situations where merchants may not have access to bulky card machines. And Absa managed a world-first with its ChatBanking, which allowed customers to make banking transactions through their social media accounts. Another interesting app that’s finding some momentum is SweepSouth, which gives customers access to a large number of vetted cleaners on-demand.
With fibre-optic internet finding its way into more and more homes, brands like Showmax and Netflix are appearing on more television screens and computer monitors across the country. In addition, music on-demand from Apple Music or Google Play brings anything you want to listen to right to your fingertips. Services like these that allow customers to stream and/ or download content are putting enormous pressure on the old broadcasting model.
These brands have used technology to rethink old categories, and to reframe them in ways that may have been unexpected. Of course, relying heavily on technology can be a risky move, as the pace of change reaches unprecedented heights. Successful brands will do their homework to make sure they’re-tapping into a trend, not a fad, and will keep innovating to stay ahead of the competition.
Agile Marketing is Increasingly Important
Changes to the way people choose, and the set of brands they select from will lead to substantial changes to the way they feel and behave. This means that disruption has a significant impact on the strength of relationship for all brands in the market. To cope, marketers need to behave as if they are in perpetual beta which means fast feedback is essential in quickly identifying opportunities to course correct and counter strong competitive moves. Apart from inoculating against the impact of disruptors, this agility can be used as a way to keep other brands on the defensive.
True disruption is rare, but bringing significant change to your category is certainly possible. Ensuring you lead the change will be important if your brand is to grow faster than others.
Written by Adhil Patel, Global Director, Brand Kantar
· 97 percent of marketers are set to increase their investment in outcome-driven media.
· Research finds that large majority of Indian digital marketers plan to test new success metrics.
· Media spend on business objectives’ take center stage for 2019.
A survey of almost 500 Indian digital media marketers across India reveals that the vast majority (97%) are planning to increase their investment in the emerging field of ‘outcome-driven media’ over the next 2 years to address growing media complexities and better understand the impact of their campaigns on business results.
The research, by Outcome media company, Xaxis, which is also GroupM’s programmatic media arm, assessed how satisfied marketers around the world were with their existing methods of measuring the success of digital display campaigns, especially in terms of how they deliver against their strategic business and marketing goals. It also asked what the main barriers were to moving to new metrics, and whether they were planning to increase their investment in ‘outcomes-driven media’, which the company defined as “planning and optimizing campaigns against KPIs – often tailor-made for an advertiser or campaign - that are much more closely aligned to the marketer’s ultimate marketing and business goals”.
The results of the survey suggest that, while outcome-driven media looks to be a critical area of increased investment, there is a mixed picture in relation to how marketers view ways of evaluating digital media success.
The majority (80%) of Indian marketers surveyed either strongly or somewhat agreed that evaluating digital media spend had become more difficult over the past five years and almost all respondents (90%) said they were very or somewhat likely to change the primary metric they used to measure campaigns over the next 12-24 months.
The research also reports that 92% of Indian marketers surveyed agreed that being able to link business objectives to digital media spend ‘positively impacted’ their marketing budget and the same majority agreed that understanding how media can meet business objectives allowed their organisation to have a measurable advantage over competitors.
When asked what their organisation’s priorities were for media spend in 2019, the top answer (52%) was ‘increased efficiency’, followed by ‘Improving ad viewability levels’ (46%), ‘gaining full transparency of campaign performance ’ (42%), and ‘gaining full transparency of campaign performance’ (37%). ‘Effective allocation of resources’ was the 5th-ranked answer with 34% of survey respondents.
The research also highlighted that 92% of Indian marketers want to work with a partner who can help them deliver against marketing and business objectives. In an era of complexity, Indian marketers seek experts who will help them handle massive sets of data and set up systems to measure their results.
Arshan Saha, President of Xaxis Asia-Pacific, commented: “This is an exciting time for us right now as the advertising industry in the APAC region continues to grow and advance. Survey results for the APAC market were closely in line with global trends, and indicate a clear need for marketing that can drive real world results that accrue to the bottom line. This approach will empower marketing to solidify its position as a center for revenue enhancement, which could ultimately change perceptions of its role within the organization.”
Bharat Khatri, National Director of Xaxis India, added: “The findings demonstrate that Indian marketers are clearly looking to investing on outcome media as part of their strategy moving into 2019. They are recognising the need to measure themselves as well as have plans in place to reach out effectively to the large Indian market. The research also suggests that India marketers would like to work with partners to better understand the impact of their campaigns on business results. Based on the comparisons with the other regions, we can see that Indian marketers are opening up to recognising the need to change and implement newer strategies which is a positive shift.”
CNBCTV18.com, the premium financial news digital platform, and CNBC-TV18, India’s No. 1 business new channel, will launch a new digital series named “Mutual Funds Simplified” around mid-November, 2018.
The web series, a collaborative effort between the TV channel and the digital platform, is a guide to navigating the world of mutual funds and helping our audience become smarter investors. The episodes will first be out on CNBCTV18.com, and its social handles, followed by CNBC-TV18.
The three-part series — Beginner’s, Intermediary and Advanced — will help investors understand mutual funds and help fill the gaps about risks and opportunities in these type of investments. The series will explain the variety of investment options mutual funds offer, providing clarity so that investors can make informed choices while making their decisions.
On the launch of the first-of-its-kind digital educational series, Feroze Azeez, Deputy CEO, Anand Rathi Private Wealth Ltd, said, “India has 600 million young people and they are set to change the world. This generation is motivated, and a mix of both Indian and western cultures, where the internet and mobile phones are an important part of their learning and daily need. This web series is a fun way of learning to invest wisely and make your money work for your future financial goals. Mutual Funds Simplified, will prove to be beneficial and educational across categories and especially the young investors so they can make informed decisions.”
Commenting on the launch, Sumaira Abidi, Anchor, CNBC-TV18 said, “At CNBC-TV18 we are committed on helping viewers protect and grow their money. Mutual Funds Simplified - helps you understand how to protect your money against inflation and market volatility so you can create long-term wealth. The series will help you understand the diversity mutual funds propose and how you can carefully narrow it down to suit your portfolio.”
On the significance of Mutual Funds Simplified, Ranjita Sehgal, Business Head, CNBCTV18.com, stated, “The web series is out first educational multi format series from CNBC-TV18 and will rest across our digital, social and TV platforms. The two-to-three minute explainer-video helps retain investor’s attention. We take this as a great opportunity to partner brands who benefit from reaching out to the right audience and we look forward to tap such multi-format opportunities in the future.”
A month after announcing its global soft launch across 190+ countries, ZEE5, the digital entertainment platform from Zee Entertainment Enterprises Ltd. (ZEEL), today announced a strategic partnership with NetRange, the leading provider of global Smart TV and OTT ecosystems. The ZEE5 app will be available on all NetRange’s Smart TV platforms across its 100+ global network, providing yet another platform for users to access ZEE5’s vast content bouquet.
ZEE5 offers the largest width and depth of multi-genre content including news and entertainment across 12 languages - English, Tamil, Hindi, Malayalam, Telugu, Kannada, Marathi, Bengali, Oriya, Bhojpuri, Gujarati and Punjabi. ZEE5 comes packed with 100,000 hours of On Demand content, including Movies and TV Shows, Music, and Health and Lifestyle videos along with a slew of originals, across 12 languages. It also has an extensive Live TV offering with 60+ popular Live TV channels. All this and more is delivered on a platform that uses robust technology to deliver a superlative user experience through features like content and display language personalization (across 12 and 11 languages respectively), voice search, download to watch offline option, HD Quality video, adaptive bit rate streaming etc.
Speaking on the partnership, Archana Anand, Chief Business Officer – ZEE5 Global said, “Our partnership with NetRange is a natural progression in our vision of bringing the best of Indian language content to audiences globally on any device of their choice. NetRange is one of the pioneers of Smart TV and OTT ecosystems, and we are delighted to partner with them to make ZEE5 available to their users around the world.”
Jan Wendt, CEO of NetRange, added “As a global content company ZEE has always been at the forefront of bringing the best of Indian entertainment content to audiences around the world and it is a great moment to have ZEE5 on NetRange connected TVs world wide”
The ZEE5 App can be downloaded from Google Play Store as well as the iOS App Store. ZEE5 can also be accessed by visiting www.ZEE5.com. Other platforms in the pipeline includes Amazon fire TV stick, Apple TV, connected TV apps etc.