B2B Technology Marketing Journal

Click Asia Summit 2011 – Day 1 Field Report

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As expected, this year’s Click Asia Summit kicked off in exciting and frenetic fashion. The morning half of Conference Day 1 provided a great mix of speakers, topics and people. Everything is vibrant and alive here in Mumbai. B2Bento brings you a summary of Day 1, covering not-so-“live” updates straight from the sidelines.

Note: More updates will follow soon. Stay tuned!

[Recap from 8:00pm] Evening Guest Speaker – Anupam Kher (Actor & Founder of the Anupam Kher Foundation)

It was a very exciting prospect to find out that the one giving the evening keynote session was the one and only Anupam Kher, one of India’s finest and most-distinguished actors. And what a treat it was!

Hearing an experienced man of wisdom such as him speak was an experience that is worth it. He started off by talking about finding what story to tell to such the Click Asia Summit audience. From that point on, the crowd was mesmerised.

“The technology makes people connect.” Wise words. But he prefaced that with such sharp humour and timing that he had the crowd in stitches and marvelling at his depth at the same time.

He bridged the worlds of technology and cinema with such fluidity that you would find yourself thinking more about his thought-provoking wisdom and laughing hysterically at the same time.

Here’s a brief sampling of those wise words:

  • “All you people sitting here are here because all of you tried to do something different.”
  • “Technology has created its own cliches and stock characters.”
  • “As long as you can differentiate you being a human being and someone who is obssessed with technology, then I think that there will always be hope.”

The evening session ended with a one-on-one dialogue between Anupam Kher and Gurbaksh Chahal.

  • “Years back I was running towards nowhere, now I am an old man and walking slowly towards somewhere.”
  • “I can come up with a very intelligent definition of success but I don’t have one. For me, success is being yourself.”
  • “Success is remembering the days of adversity with fondness and not being disappointed with today.”
  • “I have no regrets in life. What I am today is the sub-total of all the persons I have been and all the persons that have graced my life.”
  • “A man who is already drenched in water will never be scared of the rain.”

It was one of the most riveting talks that I have ever heard. Now that’s a way to end a night.

[Recap from 5:30pm] Content is King – Alok Kejriwal (CEO, Games2Win) & Palash Jain (Founder, Infolona)

Alok Kerjriwal:

Content is King. It will create traffic, buzz, etc. and not the other way around. “What is precious gets stolen.” Instead of suing & fighting, Games2Win invented a technology called ‘inviziads’. To put it simply, it was putting invisible ads in our games that would automatically become visible when played on a pirate site. This created a 6x monetisation of our games (comScore metrics).

Content teaches you what Harvard Business School cannot. You don’t need to hire ‘professionals’ to tell you what game to make, your can get your audience to do that. “The currency of my life is content.” If you make good content, partnerships come! As an internet company, we must believe in Global reach.

Content is:

  • Universal
  • Can be re-purposed
  • Unpredictable
  • Need not be a hit or miss business

Palash Jain:

The nature of content has changed. Newspapers : Is slowly dying and the audience are the ones searching for content. Internet: Content is proliferating and the content comes to the audience.

Key Issues & Corresponding Takeaways:

  • Content Overload – Must have Content Value (relevance, etc.). Content has to address a pain point. Localised content is very much needed also.
  • Media Avenues Overload – Must have Content Promotion. Social media – content engagement. Digital advertising is here. We must accept it and invest in it!
  • Difficulty to Find Content – Must have Content Presentation. It is vital to have content that is easy to find and easy to consume and easy to digest.
[Recap from 4:35pm] Best Practices: Online Marketing – Vivek Bhargava (Managing Director, Communicate2)

Online marketing has evolved a lot through the years. Evolution from website to web presence. “The web is dead, long live the internet.” The internet has paved the way for social media which in turn has lead to the proliferation of content. Best practices for online marketing is essential now more than ever.

  • Understand landscape
  • Getting Social into DNA of the company
  • Social Media ‘listening’ is the first step
  • You are already there! – Somebody most probably has put content about your company online and are monetising on it.

From clicks and leads to Performance Measurement. Measure pages viewed, relevance of content, etc.

Best Practices for the Online Landscape

  • Search Engine Optimization: Personalized Search, Role of Social Media, Universal Search, Local Search, Mobile Search, Don’t ignore Bing
  • Paid Search: Measurement, Role of Automated Tools, Co-optimization between SEO and PPC
  • Social Media Advertising: Measurement, Niche Targeting, Information Dissemination
  • Display Advertising: Remarketing, Search Retargeting, Behaviour Targeting / Enhanced Analytics
  • Video Advertising: Longer Films (ex: Asics / Johnnie Walker), Brand Channels, Sponsoring Content

[Recap from 11:35am] Metrics-Analysis-Action! – Gillian Muessig (President & Co-Founder, SEOmoz)

This I reckon would be one of the highlights of Click Asia Summit Day 1. The talk was brilliant, positively frenetic and spot-on. Here are a few of the key points.

  • The purpose of analytics: It has always been about ‘metrics, metrics, metrics’. There is a famous saying that anything which can be measured can be improved.
  • Ask the right questions. What is my website trying to accomplish? What are my top mechanics? Biggest threats and signifiers (traffic of sign-up page).

Positive KPIs we want to track: More referrals from links to our resources (qualified links). More traffic from people researching your industry. More blog contents. Improved engagement metrics (higher sign-ups, conversion).

Negative KPIs we want to track: Decline in branded term searches. Decline in organic traffic to resource pages.

Choose what to track: Key performance indicators. Keep an eye on the competition. Know your playing field.

Do not follow page rank. Just say no! Track basic stats. Google says that 22% of search on the web are completely unique. That says a lot about the four-word phrase. Look for common denominators. Tracking SERP rankings is not interesting. Track local results / image results inside SERPs. Cannibalization of the link graph. The rise of the social graph. Search researchers found that the further a site / page’s distance from a trusted seed set, the more likely they will contain spam.

Track the winners: How many visits before conversion? What did they do during their visit? How many pages on your site did they visit before conversion? Which pages … and which visit? How much time did they spend on which pages?

Tracking the losers: On which page did they give up?

Focus on the money. Do more of what you are doing right. Test your touch points (change your selling point and style, etc.). Test your copy (change your ads, change your target markets, change your USP, etc.).

Short list of things to track:

  • Buyers by sales volume
  • Bounce rates and bounce pages
  • Time on page and time on site
  • Number of ‘saved sessions’
  • Improvement over time
  • Full scale cycle of touchpoints and on site actions
[Update from 10:40am] Mobile Web: The New Mass Media – Mahesh Narayanan (Country Manager, Google India)

  • The number of mobile internet users across the globe is a staggering amount.
  • 3Cs of driving mobile web growth: Cellphones, Content, Connectivity
  • 200,000 iPads sold every week, 300 million mobile downloads on iTunes, 200 million FB mobile users, 1 million Android activations
  • The way mobile internet is exploding, it can be bigger than TV or the Web.

Mobile web users are growing in numbers very aggressively. The Future is wwWireless. The challenge for the marketer is that he needs to be where the consumers are. But the thing is that consumers are no longer in one place. Adapting to consumers being on-the-go requires a steep learning curve but marketers must find a way to address that.

  • Location Targeting: Location is a very key targeting possibility in terms of mobile internet.
  • The In App Experience: Talked about the angry birds example. Consumers are definitely out there and marketers want to connect with them.
  • Interactions now are richer. The kind of possibilities are much better now in terms of interactivity and the quality of the user-experience.
  • You can still put the brand at the center but you need to think out of the box. Customize your content for the mobile.

Q&A:

“Do you have any data that pertains to consumer preference of consuming content via mobile internet versus the internet?” – Mobile internet users are growing. There are unique mobile internet users and experiences but almost all mobile internet users also consume content using traditional means. But as time goes by, mobile internet activity is growing exponentially. Social media is one of the good reasons why this is so.

The state of apps: As mentioned, apps and their usage have exploded at a blistering pace. We will see an increased balance between installed applications and cloud applications in terms of mobile internet.

[Recap from 9:15am] Keynote Speaker: Gurbaksh Chahal, Founder of RadiumOne

One of the youngest and wealthiest entrepreneurs in America. Entrepreneur at 16, millionaire at 18. Became known because of ClickAgents and Blue Lithium. Radium One is his 3rd venture. 1st time speaking in India. Talking about stories from his book called “The Dream”. Born in India (Punjab). Immigrated to the US because it was the ‘Land of Opportunity’. Developed a fascination for the internet at an early age. Was fascinated with the company Double Click after seeing in CNBC. Applied for a job at McDonald’s and got rejected. Was inspired by that rejection. Started his company amidst the dot-com euphoria. Everything starting from there. Blue Lithium was focused on behavioural advertising. Gurbaksh lives and breathe the internet. The unique thing as an entrepreneur is that he stuck with what he was good at.

3 themes of his life: sacrifice, struggle and love.

Sacrifice – learned from the school of hard knocks
Struggle – Adversity fuels ambition
Love – “if you have a choice between hate or forgiveness, pick forgiveness.”

Choice nuggets:

You won’t automatically get rich with just a ‘lightbulb moment’. The myth of an idea is still a myth. Get an idea and innovate. Ex: Google, Facebook. The person who gets there first does not automatically matter more than the person who gets it right.

  • Don’t be obsessed with one direction or idea.
  • Take the blinders off, be open to change. Don’t be afraid to go off on all sorts of direction.
  • Surround yourself with people who want to see you succeed and are as hungry as you. The first 5 people you hire matters most. The first 20 is crucial. Smart people make beautiful music together and smart people working in unison is akin to a Beethoven symphony.
  • Never make someone have control of something in your business that can make you vulnerable. Don’t put yourself in a vulnerable situation. Business deals with the reality of trust and relationships with people.
  • Consider everyone replaceable. If you don’t, you’ll end up in an unacceptable position.
  • Too many people in this world want a handout. Money does not grow on trees and you don’t want your hardwork to be rewarded to someone who does not contribute. Work with the right people.
  • Embrace rejection. It will make you stronger. Everything happens for a reason. No one wanted to fund Gurbaksh at ClickAgents but he still sold it for $40 million. When he started Blue Lithium, he raised $11.5 million.
  • Don’t expect help from others until you realise that you can give them something. The business world works in such a way that you won’t get anything unless you bring something to the table. Provide value first.
  • Money is finite. Spend every dollar like it is your last.
  • The number one characteristic that an entrepreneur needs is confidence. Don’t let the exterior stereotype get in the way.
  • The business world is a stereotype. Don’t let it get to you.

Relationships

  • A real successful business is not run by algorithms but by relationships. You will be successful in business if you understand one key thing which is relationships. What’s going to define your success is the way you deal with everyone. Never burn bridges.
  • Make decisions even if they may be wrong. Even if you make mistakes, you will learn not to commit the same thing again.
  • Always be in a position of strength.
  • Perception is reality. Tell them what they want to see and hear.
  • Build the dream, Sell the dream, and then Live the Dream. Ex: Google after Netscape. Their servers crashed and realised what they needed to do. You have to prepare for it. Business and time and money is not going to wait for you. Either you wait or thrive with doing what you want to do.
  • Grow a thick-skin. People will question your ability to succeed, and the loudest among them might make you doubt your own talents. Drown out the noise.
  • Be nice to the people on your way up because you will meet them on the way down.

“Stay hungry, stay foolish.” – Steve Jobs. Never forget where you came from.

Final Thoughts:

Parents give you 2 main things: The Gift of Life and the Gift to Dream. Give Both.

Q&A Section:

  • “What do you do when you have multiple ideas for multiples businesses?” – “Get traction. Pick one that you are most passionate about and give more than 100%.”
  • “You are introverted when you are younger, how do you develop a thick skin?” – “The fact that you are living and breathing your dream, your comfort level will sky rocket. Pick one idea, get the initial wins going and it will start from there.”
  • “How do you prevent your success in becoming your liability?” – “My success wasn’t pre-ordained. I challenged myself to succeed step by step. I was not focused on the money alone. I was just more focused on continuing to challenge myself in a way that is independent from financial goals.”
  • “Ideas get copied very easily, what’s the key thing in keeping your idea unique?” – “Ideas are not unique by itself. How you define that idea will determine if you will be number one or number 10. There’s a difference between having an idea and executing one.”


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About the author

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Marco

Marco is the storyteller and pen behind our campaigns. With theater and broadcast backgrounds, he knows how to set the stage for a good story, and tell it effectively.

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