Deepak Gopalakrishnan: Windchimes Communications

According to Mr. Gopalakrishnan, social media has evolved from filtered ‘Letters to the Editor’ to the unfiltered communication power that internet users enjoy today. A burgeoning number of buyers research and compare products online, before making purchases. He defined social media marketing as ‘the art of influencing online conversations.’ In the Indian scenario, where do Social Media and Traditional Media complete against one another, the following points of difference are observed:

Traditional Media
• Reach
• Familiarity for consumers
o For content creators
o For companies
o For plannners and media buyers
• Ratings and measurements are in place
• Credibility of content (verified, professional)

Social media
• The right audience is easy to find
• Engagement and interaction
• Measurability {more accurate than traditional media, both qualitative and quantitative)
• Cost Effective (Cheaper than traditional media)

Addressing the question as to why businesses should go social, he said that with the changes in the demographics and more and more people using the online medium to communicate across all ages, the social media platform offers the scope to influence people’s conversations and mindsets. If done carefully these, could create significant patronage for brands. Social media also offers the opportunity to air and conduct engaging material and contests respectively.

He also spoke about whether or not social media works for any brand. In his view, social media works only for brands that fit the medium. Young, vibrant, brands with a large customer chunk online can us this medium. Brands whose customers aren’t active online, wouldn’t see much sense in participating in this medium.

Social Media spreads messages, positive and negative at lightning speed. Some examples given by him were “The Pink Chaddi” campaign, “MeterJam” in Mumbai and Barack Obama’s online Presidential Campaign. Social Media also has the power to build or kill a brand. Nestle made an unpopular response to online posts that alleged it with polluting the environment, by saying that users have no right to make statements about it, online. This fueled the fire and angst of the disgruntled online commentators, against the company and eventually ended with Nestle, apologizing for its statement. Such things can kill brand images.

Deepak was of the opinion that Traditional Media and Social Media will co-exist with each other in the future. Traditional Media will evolve and continue to adapt by building competencies. Things will keep evolving and people will keep talking on different mediums