Over and out @myntra
— manu prasad (@manuscrypts) September 30, 2013
[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..