Myntra

Time Vault

bottle3

This was my ‘water bottle’ at Myntra, and the victim of many of my colleagues’ jokes, mostly thanks to its size. It is really tiny, and you could finish all the water in it in one gulp. It has been disfigured many a time, courtesy its battles with hot water. But it bears its scars with dignity, even though it wobbles a bit. It also seems to have a fair amount of stature, since at least three of my colleagues asked me if they could take the bottle after I left. I refused, but now that I’m ready to join the new workplace, I don’t know if I should use it anymore. But I don’t want to throw it away either, since it holds a lot of memories and in future, will probably be the only unchanged remnant of some good times. I wish I could store it somewhere, but I’m also trying to get rid of my hoarding habit!

That’s what led me to think of this concept – since we’re in the era of 3D scanning and 3D printing, theoretically it should be possible to construct a 3D scan of the bottle with its basic dimensions, exact contours, texture of material etc and store it. I should then be able to print out an exact replica using a 3D printer. These technologies are not yet mainstream, but I’m wondering if this could be a way of storing memories. We can store images, text, sounds easily now but not smell, taste and touch. This could at least take care of the touch aspect.

At some point in the future, I’m hoping if it’ll be possible to store such treasures as a file and print them out whenever I feel like it. An entire folder full of memories – of different times in my lives, that I can easily bring to life. It would be like a time vault. Vault as a noun -storehouse – and vault as a verb – leaping, in this case across time thanks to ‘physical’ memories. Maybe, in the future, we could live in the past for a day, and come back.

until next time, the future of memories

Social @ Myntra – Part 2

continued from Part 1

Creating, correcting and maintaining brand perception and resolving customer issues were fundamentally the objectives when operating in the customer care and brand domains respectively. But this was not an end in itself. The end objective of the business is revenue, and that makes up the remaining story.

3. Product: In this context, it includes the website itself, and the various features/enhancements/new products (eg. gift cards) that get introduced on a regular basis. Including social buttons on the home page and product pages were a given, though getting them above the fold was a mission I lost! The first major change was switching from FB Connect to the Open Graph. The potential applications, using social and interest graphs, are phenomenal, but we never progressed that far. At a basic level, I had slotted activities in this domain under acquisition and retention, and we have only implemented a small portion of the former. The easiest application of the social graph was using it for social proof. Kuliza’s Echo made that job relatively easy for us. It not only helped seamlessly amplify word-of-mouth, but also gave us a lot of data on consumption. One of the plans was to integrate this with Elevate, another Kuliza app – but inside Facebook, to try and beat FB’s throttling of organic reach. :) Another application of Echo, which should soon see the light of day, is a Fab-like social feed. If a user has registered on Myntra using Facebook, he/she would see the actions (Likes, Purchases, Wishlist additions) of his/her friends on a separate feed inside Myntra. Our expectation is that this would prompt more social actions inside Myntra and accelerate word-of-mouth inside FB further. This was actually a Phase 1 of a larger plan I had in mind. Let me explain.

While brand and customer connect can provide a strategic advantage on social, I’ve always felt that it was in the product domain that social could provide a sustainable strategic advantage. This came from my notion that ‘loyalty’ existed when the exit barrier for a customer to leave Myntra was high enough to beat any sustainable offering from a competitor. ‘Brand’ is one standard way to achieve it, but it is relatively less tangible, and in a commoditised marketplace, it would take more time. Generic discounting is not sustainable. I think, in this context, ‘Product’ can reach this ‘barrier’ in lesser time, and at lower costs. An ideal in my mind was using the social, intent and interest graphs of users from across various platforms to build a personalised experience, and through that, a gamified customer acquisition and retention architecture inside Myntra, (thereby minimising dependencies on other platforms) and then using social media to amplify relevant actions to further drive acquisition. But this approach has a high dependency on changes in the existing product and every new product/feature having relevant social features baked in (or at have it in the vicinity on its roadmap) to contribute to the larger agenda of the architecture. It also takes a mindset and backing. I did have a rough blueprint, but at this point in the e-commerce wars, this approach probably seemed a nice-to-have. :)

4. Sales: Conventional notions claim that social media should not be used for sales pitches, but from my humble experience, I’d beg to differ. It’s just a matter of what-when-how, and how much. From generic product pitches on the Facebook Page as part of the larger content strategy, to custom links on Twitter, we have consistently shown and tracked revenue from social channels. Even Pinterest and Google+ are contributors! I must admit that in the larger scheme of Myntra’s monthly revenue, these are insignificant, but let’s just say that the total contribution are in double digit lakhs every month. In fact, it reached a point where we were given a budget to see if we could scale it. In this context, I have to mention this brilliant idea by S – she used customer generated product images from our Pinterest ‘Shopped from Us’ board every week to make sales pitches on Facebook! Works like a charm. :)

The area where there were a few attempts, but didn’t really pick up was enterprise collaboration. We managed to build a fairly large community on Yammer, but what I’ve realised is that it needs champions at the highest level in all parts of the organisation using it on a consistent basis for it to be sustainable. I also had this grandiose vision of using Google+ and circles to connect customers, Customer Connect teams, Partner brands and employees in general, but this one was limited to a word document! This is an area that I believe to be a must-have as we evolve towards social business, but in the larger list of priorities, is still a few steps away.

That gives a broad view of what I’ve been up to for two years. The generic point I’m trying to make through the two posts is that from basic business outcomes like customer satisfaction and sales to more nuanced ones like brand perception and sustainable strategic advantage, social can and should play an integral part. There will be differences in terms of scale, strategy, resources etc depending on the domain, maturity of the industry/organisation, target audience and so on, but the important part is to begin because the brand/organisation needs to evolve as well. Social media has shortcuts, I’m inclined to think that social does not. These are days of nascence, and social will continue to evolve – enterprise social networks, social business, big data, the Internet of Things (add buzzwords to taste) and more will all have their hype cycles and age of maturity. By all means, measure ROI, but remember, we spend on movie tickets, we invest in mutual funds. I think we’re clear on the expected time frame of returns in both cases.

understand_the_principles

(via)

Myntra will remain dear to me, like all the other brands I have worked on, but it will probably have a more lasting signature, because not since my days at GIM have I experienced such a rewiring of my worldview. This stint has given me oodles of confidence, friends whom I hope will last a lifetime, and relationships of trust that I will cherish.

Before I end, the last hat tip – to the super S, who joined the team mid last year and has since then, proven time and again that she’s the best social ‘investment’ we made, and made this little social adventure a total joy! “I used to believe that we are here to teach what we know. Now I know that we are here to teach what we are meant to discover

until next time, </ head – social media> :)

Social @ Myntra – Part 1

[The intent in writing this is manifold – primarily my obsession for chronicling, and it being my way of expressing gratitude. But since this might be useful to other social practitioners, I have uncharacteristically added text highlighting and such, and also sought to bring some semblance of order as opposed to the regular free flowing text :)]

Almost exactly a couple of years back – Autumn Winter 2011 – the blog had an update on a new assignment. I can only vaguely remember writing the post, but what I have not forgotten is the excitement at the opportunity – to experiment with concepts, ideas and hypotheses. I have been blessed with great bosses, they have wanted to hire me again. So the first hat tip is to S, not just for believing I could chart a social agenda for Myntra, but for using his auctoritas in the organisation to ensure I got a runway good enough to attempt a flight. The second hat tip is to Mukesh, Myntra’s founder-CEO, who nearly stumped me with his first question as I was about to begin my huge social roadmap presentation (towards the end of Oct 2011) – why does Myntra need ‘social’? It was a very fundamental question – it not only underlined what I had in mind, but also served as a subconscious beacon during my stint.

We began with stating objectives. The idea was not to create a silo out of social, but to tie its objectives and strategy to various existing domains, and therefore business outcomes. This would ensure that social could create a strategic business advantage in the long run, and also meant that we could use domain specific metrics to track the progress of social investments.

The best advice I got, again from Mukesh after the first presentation, was to prioritise, because there was so much we could do. Thus began the planning – focus areas, time frames, strategy, resources, measurable outcomes. Our focus areas were primarily four – Customer Connect, Brand, Product, and Sales, and everything we did had a link with business metrics in these.

1. Customer Connect: Before anything else, this domain had to be addressed. The rationale was simple – until we resolved the issues that customers were sharing, there could be no conversation on any other topic. We began with a shared Google doc, taking complaints from Facebook and Twitter, getting them resolved internally, and then communicating back on the relevant channel. The objective of solving customer issues quickly could easily be measured by standard Customer Satisfaction indices around the number of issues resolved and average turn-around-time. By April 2012, the excel sheet process became crazy enough for us to opt for a more robust approach. After evaluating social CRM options at varying levels of complexity, we began using Get Satisfaction in April 2011, one of the first e-commerce companies in India to do so. It allowed us to seamlessly integrate with Facebook, and later Twitter, via Hootsuite. The metrics began looking much better since then!

2. Brand: In the absence of consistent brand campaigns, social automatically becomes one of the few media platforms available to create a perception about the brand. There are many aspects to this, and among all focus areas, this is the domain which is evolving most rapidly, and in which there’s always something to do.

Listening: Unlike broadcast media, social platforms have conversations – about the brand, to the brand. The best example in the Myntra context is the reaction to our first Lisa Haydon ad. (details) Before ORM became a buzzword and a zillion tools were spawned, the choice was simple for frugal social folks – Hootsuite vs Tweetdeck. We chose the former, and continue to use it even now. Though we did try out many tools, we couldn’t really reconcile the amount we would have to pay with the value we could derive from them. Finally, Unmetric has been brought on board because they manage to give a view of the brand vis-a-vis competition, and also actionable insights.

Branded Content: I had been a blogger for 8 years when I joined Myntra, and have always considered it the original social platform. Style Mynt was my first major project at Myntra. (details) Born on December 1st 2011, with no further investments in manpower, (because there were people in various departments who were interested in, and could write well about fashion)  and costs that only included theme and hosting charges. It not only gave Myntra a platform to express fashion thought leadership and style advice with utilitarian value, but also provided content for social networks and served as a good medium to build relationships with partner brands. (eg. with behind-the-scenes brand focus posts) . End-to-end project management was fun, especially content planning and tweaking themes, and I was even de facto editor until April, when we saw that this kind of content creation had tremendous potential, and hired a full time editor. Later, the activities on Style Mynt also resulted in video content. On Twitter, we created lists and constantly curated them – one of the applications is the Myntra #LookGood Daily. The objective in all these efforts is to create a strong association between Myntra and fashion/style. There are many ways to measure this – blog subscriptions and visits generated to Myntra from the blog, questions in the brand track for evolved brands, and for others, the share of voice in relevant keywords which can be tracked using monitoring tools. Though not the primary objective, Style Mynt has been a contributor to revenue as well, and Thinglink needs to be mentioned in this context. (details)

Social Media: Or rather, social as media. In 2011, Facebook and Twitter were the only platforms that were considered serious enough to be active on. We tracked platform metrics (Likes, PTAT, Followers) because they were surrogates that gave us an idea of the reach of our content and even brand salience to an extent, all the while conscious that they were a means, not an end. The content strategy on both were in a constant state of evolution, until it found its current version which aims to balance infotainment, (with creatives made specially for social) content marketing and selling pitches. Facebook Insights, though by no means perfect, gave us indicators of the efficacy of the content we were sharing. ‘Social as media’ is also where the much vilified hashtags on Twitter can play a part. All our hashtags have had a clear objective – to create some buzz around a tactical or strategic initiative. (examples) Their reach can be measured using free/paid tools. Also to be mentioned in this context – we are connected to over 60 of our partner brands on Twitter.

We tried out an interesting Foursquare experiment as well, to emphasise the fashion destination positioning – leaving tips at retail outlets of partner brands on seasonal trends. Being a fashion brand, we got active on Pinterest and Instagram early too. We’re probably the first Indian e-com/fashion brand to have season collection videos on Instagram. We were present on Google+ because it had a rub off on SEO as well, but in addition, there is much potential for creating excellent branded content using Hangouts. (and its On Air version) On YouTube, we began with content curation until we got our own videos. But even given that, at this stage, I’d have to say that it is an under exploited channel.

The value for the original two can now be measured in terms of reach metrics (brand) as well as revenue. The others are in a nascent stage, and will evolve rapidly, I’m sure. Earlier this year, Franchisee India gave us an award for the Best Use of Social Media & Communication Strategy. In terms of ‘vanity metrics’, when I started out, we had 5.8L Likes and 984 followers, and were non existent on the other platforms! Now, we have over 1.5m Likes, 13000+ followers on Twitter, more than a 1000 followers on Pinterest, 500+ on Instagram, 400+ on Foursquare, 600+ subscribers on YouTube and 3000+ on Google+.

Corporate Brand: Style Mynt had taken off very well, and blogs were in tremendous favour within Myntra. :) I pitched that a corporate blog would allow us to showcase values, culture, and build trust, within the organisation and among consumers. Myntra’s corporate blog is now a year old and continues to do exactly what I wrote it aimed to do in its About page.  The benchmark continues to be the Cleartrip blog, but this one is a labour of love at this point. I’m confident though, that having a place to air the brand’s side of the story can only do good in the long run. I’d also recommend the use of Quora – you cannot be present as the brand, but if you can get 2-3 management team members to be active, it could do a lot for you.

Blogger Outreach: Fashion is a domain of specialisation for many bloggers, and we began associating with them pretty early. From guest posts to sponsored contest giveaways in the initial days to a more organised and rigorous blogger outreach program for reviews more recently, we have tried a lot of stuff. They’re invited to our events, their posts get promoted via twitter, we have a board exclusively with their posts on Pinterest, and they even get #fridayfollow tweets from us. We have built relationships and there are plans in the pipeline that for more concrete ways to take this further – providing value to both parties. These efforts help in associating Myntra with fashion, catering to the bloggers’ niche audiences, and generating positive buzz about Myntra.

This has proven to be longer than I expected! Therefore, to be continued..

Confessions of a ‘social worker’

It’s raining discounts and practically everything is on ‘Sale’, except probably Trivortex bangles! At Myntra, we’ve been having an ‘I Love Sale’ campaign running since January. While we have been tweeting about it since then, last week we decided to take the relationship to the next level. The #ReplaceMovieTitlesWithSale turned out to be a huge success for us, and I’ve chronicled the details on our corporate blog.

Since there were many interesting answers, I even tweeted about it from my personal account, a rare occurrence. I was asked by a couple of people why we chose the cliched hashtag, and I thought this would be a good time to convey my version beyond a few multiples of 140 characters.

I’ve always been a staunch believer of figuring out intent before anything else and it driving everything else. In that sense, I still stick to my earlier stance on hashtags, but it’s more nuanced now, because I begin to understand the kind of roles it can play in a brand’s framework. As the perfect example, in this case, our objective was simple – create a buzz around the sale at Myntra. We could have tried a more ‘critically acclaimed’ hashtag, like #bachpanstyle, but our intent was reach, and the more ‘banal’ it was, the higher its chances of usage. And boy, it worked – generated more than 7000 tweets in 3 hours, and not only was it a #1 trending topic in India, it also touched a worldwide #2. Mission pretty much accomplished.

Zooming outward a bit. I like to think that I’m a social purist, to the extent that I request people not to use social and media as though they are doomed to be married to each other. There are so many things that are social and not media, at least yet! However, social media is a reality, or rather, social is also media. In fact, this is what marketers can instinctively relate to, because it can be viewed in the same paradigms of reference that they have been used to in traditional media. It can also, unfortunately be ‘bought’ – from Promoted Tweets/Followers to Promoted Stories and Page Like Ads. The purist in me lives by not doing this.

However, if I approached all of my assignment as a purist and argued that this is only a long term game and numbers don’t really matter, I’d probably be raised to sainthood in future, but my job would have died long before that! In essence, I need to be pragmatic, and run the sprint and the marathon. My intent decides what I should be running and when. It’s a balance, and one that needs to be worked at every day. If I asked you about the 100m sprint record holder, you’d probably do the pose in a second, but if I asked you the same about marathons…. In general, that holds true for social activities as well. After all, it’s real time, and is a nascent domain in which we have seen very few marathons. :)

In summation, the whole world is on sale, and another sale is not really a news maker. But the sprint can help, by adding a layer that helps this sale stand out. Thanks afaqs and Lighthouse Insights:)

until next time, now running

Of trending on twitter and media fragmentation…

A couple of weeks back, I’d written about the increasing broadcast tendencies on social platforms. Some events last week reminded me of something I’d tweeted a while back –

It is, for better or worse, an item in the social marketer’s checklist. So unless it’s a day on which we’re outraging on multiple issues, you can easily see ‘branded’ trending topics. At Myntra.com, we’ve been playing with hashtags for quite a while now – #bachpanstyle was one such experiment. As we practiced more, the patterns started becoming more evident. Late last month, we started the #hotindecember hashtag in response to a business objective – creating more awareness about the similarly titled promotion at Myntra.com – and had constructed it around the promo TVC. It resulted in the hashtag trending on twitter. Just to check the lessons learned, we ran a #hotin2012 hashtag on 31st Dec, and ended the year as the #1 trending topic in India.

Considering that there was a much more serious issue taking up everyone’s attention, this should be surprising, but it’s not, and that’s what we have learned of Twitter’s trending algorithm.

That was about a brand using social as media. Like I mentioned earlier, the first hashtag was based on the TVC, something that had gotten us positive feedback on Twitter. After the Delhi incident however, the ad was considered by a few as ‘projecting women in poor light’. (worthwhile mentioning that Lisa Haydon, who starred in the TVC, had tweeted about the TVC being a lot of fun) Users, who also utilise social as media, are bound to have their opinions and will air them. The interesting part was that all this (hashtags and criticism) was happening in the same timeframe – 27-31st December.

Why do I find it interesting? Let’s take a step back. It was only when TV stations started competing with the rabbit population that we started contemplating the fragmentation of media as we then knew it. Add to that the increasing web (+mobile) penetration and things became more complicated as time progressed. Brands (in general) still haven’t figured how to handle this, so fragmentation within a social media channel and its impact is small fry, except this is probably an indication of the future.

This time, we chose not to react to the criticism – given the circumstances, it would have probably led to a nasty debate. Thankfully it died down. But what if a few twitter heavyweights had gotten into the act and made it trend for all the wrong reasons? We’d not have had the luxury. We’d have to refer to Crisis Management 101. In a worst-case scenario, we’d probably have to consider taking the TVC off air.

In essence, when an interactive medium is added to the mix, fragmentation takes on a completely different meaning. It no longer means isolated compartments which don’t talk to each other, the events on one affect another. As a media buyer, a brand can choose not to be present on some media, but when a channel talks back, the brand’s choices suddenly dwindle. I think this will manifest itself much more in 2013, the learning curve is going to be very steep!

until next time, user generated brand virals!

Disclaimer: The perspectives above are personal, and does not reflect the thoughts or actions of the organisation mentioned. 

Interviewed on Lighthouse Insights

It’s a bit scratchy, courtesy a really bad broadband connection, but poor Prasant has done the best with the material he had been given. :) The chat was on Myntra’s social media strategy and how it manifests on various platforms. In addition to the more visible Facebook, and Twitter , it also covers our experiments on Pinterest, YouTube and even Foursquare. Most importantly, it covers one of the pillars of our social media strategy – customer care using Get Satisfaction. And finally, I gave a few thoughts on social commerce as well. Yes, I was asked for it. :p

Read more at Lighthouse Insights.

The story of #bachpanstyle

Myntra’s twitter accounthit a couple of milestones last week. For starters, it overtook me in terms of number of followers – not that I am way up on the charts or hugely active on twitter these days, but it’s good to handle a brand that has more followers than I do, especially when it has more than quadrupled in the last year. :) Growing a personal brand is fun, but as a professional in the domain, growing a brand on social media is more fun because of the increased number of challenges and constraints.

We have focused mostly on getting the basic stuff right – Customer Care, (utilising GetSatisfaction to a fair degree) promoting interesting content relevant to our domain – created and curated, presence on the website, and when we were confident of taking it to the next level experimenting with various contest formats. Not the “let’s make it trend” kind, but ones that have some meaning for us as a brand/business and that’s fun for our followers on twitter as well.

And that’s what gave us our second milestone. Long before brands arrived on the scene, Ashu Mittal, (to begin with.. thanks Surekha for the correction) Surekha, Roshni, The Comic Project, b50, Aalaap had made Children’s Day a fun event on Twitter by getting people to change their DPs – to a childhood photo – for a day. I have participated too, at least for a couple of years. Though I didn’t inform them (because I am still unsure on how I should deal with personal relationships in a work scenario) this was also a hat tip to them. All users had to do was share a childhood pic of theirs with a description of it and use #bachpanstyle. We used our larger FB crowd for publicity, ran the contest on Twitter, and made a Pinterest board specially for it. It was a lot of fun, and also got us our second milestone – a little bit of coverage (courtesy Lighthouse Insights) for the activity. That was a first for us. :)

The cake had some icing too! The next day, my Twitter daily digest showed me a tweet from Surekha about #bachpan and changing DPs. Since the contest was over and done with, I sent her the board we’d made. And got this

Being appreciated is always a great thing, and more so when it comes from my twitter-childhood friends. :)

until next time, childlike glee :)

Year trumpet

Last year, almost to the day, I became a social professional – not just in terms of going back to work at an office after a year and a half of being home-based, but also in terms of my domain of specialisation. I wrote then that I chose to go with this opportunity because it gave me the maximum scope to implement the concepts I frequently write about on the blog. A year later, I can happily say that not only have we evolved a blueprint for Myntra on ‘social’, but have successfully begun implementing too.

The last update from me was when we shipped the fashion blog. It isn’t as though nothing has happened since then, in fact, the reverse would be a better reason. So much has happened that I haven’t really found the time to document it here. Brand building on social networks, setting up and monitoring customer connect on platforms, product level integration – we’ve had fun. In fact, many of the things I spoke of during the India Social conference were based on experiences at Myntra.

Last week, when I wrote that “Every day is a new and exciting adventure” in the ‘About‘ page at the brand new Myntra corporate blog, I meant it. The nature of social is changing everyday, new challenges arise, but more importantly, so do new opportunities. Ecommerce is probably THE red hot vertical in India right now, the organisation itself is well placed among competition and growing at a blazing speed, and I’ve been able to do meaningful work in a function I’m deeply interested in. Along the way, I’ve met some amazing people who have helped me learn. Touchwood.

until next time, until next year :)

Pinning it down

Though it’s almost been 2 years since it launched, the buzz on Pinterest has grown stronger in the last few months. This infographic should help you get a quick update. The ‘experts’ are polarised on this, and I have seen some digs on my twitter timeline, which remind me of the things I used to hear about Twitter on Facebook. :) Will Pinterest grow that big? I don’t know, but it always helps to build one’s own perspective.

This is one of those social networks which have not been easy for me to adopt. As the text-only posts here would indicate, I am not an ‘image’ person. :) This was probably why delicious worked for me very well. But I did manage to find my own applications of Pinterest, most significantly, my infographics board, which is now nearing a 100 pins, and others that I enjoy – Angry Birds, Star Farce, and so on. One apprehension I have is whether it will go the way of all social platforms when they go more mainstream – from pinning ‘what I like’ to ‘what I think you want to see’ or ‘what I want you to see’. An extension of the carefully crafted persona.

But meanwhile, over at Myntra, we have created an account and have been busy pinning and ‘boarding’. We’re in the process of experimenting with the platform, and as part of that, have also integrated it on our fashion blog. We have already found quite a few use cases for it, and I plan to consolidate that before moving further on boards.

One of the most interesting stats in the infographic I shared earlier is that Pinterest has now beaten twitter as a source for referral traffic. From a brand perspective, this is indeed turning out to be an interesting tool, especially if the brand is related to e-com or fashion. Many fashion brands are already there. In fact, JustFabulous is even doing an extremely interesting Scrabble based contest there. I’d think that food, travel, and other visually appealing domains would also do well here. In fact there are over 100 brands across categories already on Pinterest.

So, should you believe the hype? Not necessarily, but as a brand marketer or a social web practitioner, I think it’s probably a good time to take a long look at Pinterest and see if it can deliver value to your brand. It could be traffic generation, relationship building, or thought leadership, and these are just a few use cases. Unless you play, you won’t know. :)

until next time, you could fancy this too 😉

Mid Season Update

It’s been just under 3 months in the not-so-new job, and I thought this would be a good time to write a progress report. The social media portion of the job – which includes prioritising objectives, evolving a strategy and roadmap for how various tools and aspects of the social web can be introduced and used in various functions, creating and streamlining processes on a regular basis, setting up measurement parameters and doing some fun experiments – would be several posts unto itself, and the learning curve of setting up a social agenda across the organisation is practically at 90 degrees! But there’s another project I started that has now reached a ‘shipped’ status. :))

One of the trends that many people seem to agree on is the role of brands as content creators and curators. As the posts on this blog would show, I have believed in branded content for quite a while now. But that again requires an understanding of the landscape, objectives, strategy, creating and executing a content calendar, finding ways to market the content, and most importantly, over a period of time, creating and maintaining a sense of trust with the community and understanding and meeting their expectations.

After going through rigorous processes – from choosing platforms to content planning processes to back end infrastructure to team structure and all the other steps outlined earlier and more, we finally have a fashion blog for Myntra. Though I don’t plan to contribute further to the blog in terms of actual writing, (yes, the fashion world lives to fight another day 😉 ) I did write the introductory post for the blog. Do check that out here.

The blog has been active for just a fortnight now. I’ll be glad if you could take a look and give me your feedback, either here or Myntra’s Twitter account or on the blog itself. It’s a first step of a long journey, and it promises to be a fun ride. :)

until next time, in fashion :)