When Digital Geniuses Clashed at the BCWW Box-Out 2016

It’s a Thursday evening and suddenly there is a different kind of energy at work. No one is at their desks. Teams have gotten together to brainstorm. The deadline is aggressive. Everyone needs to have their ideas ready for Box-out by 9 AM next morning.

Anita Rajagopalan, Creative Director – Strategy & Usability at BC Web Wise, and tireless coordinator of the BCWW Box-Out sessions.

Anita Rajagopalan, Creative Director – Strategy & Usability at BC Web Wise

So what’s Box-Out? It’s the brainchild of our founder, Chaaya, who feels that a great idea can come from anyone and from any team. Hence, she initiated breakfast meetings once a month where employees could exchange and improvise ideas. Today as BC Web Wise has grown in number, Box-out has become a half-day out-of-office session with teams ideating for our Brands.

How does Box-Out help our employees? Every team has an assortment of members from copy, design, tech, SEO and media. This helps improve cross-team communication and functioning. Also every member is encouraged to present, which is empowering. Teams have to work on brands other than their own, hence ideas are fresh. Working on different brands also helps employees to adapt easily to new accounts.

And to add to the excitement, each team was scored by a jury comprising of our team heads.

So hear from the fishes to truly understand what Box-out means to them….

“Man I was stressed, but I Loved this session, I got to learn so much today”

“Hey I did not know Nitin could present so well. He was so passionate about what he said”

“Lunch is awesome, especially the chicken”

“I was nervous like hell, but I did it”

“Hey… how did we present? You know we made these slides in like 2 hours.”

“Those creative mock-ups were awesome, award winning quality”

“When is the next session?”

Looks like everyone really had a great time!

Heartiest congratulations to the winning teams that designed campaigns for Fevicol Design Ideas, Nutrela and Dr. Fixit.

Innovating with Twitter as a Powerful Marketing Tool

BC Web Wise Social Media

Karishma Jani – Social Media Strategist at BC Web Wise

Alter, a local Brooklyn-based clothes showroom has made use of its Twitter handle to gain a massive fan-base of stylists and potential customers. With tactical promoted posts, it has been able to achieve a sizeable 250 percent increase in its follower base, which has eventually triggered higher in-store visits and better sales. ‘Clean Air in London‘ – a London-based not-for-profit organization has leveraged  Twitter to achieve a 100 percent rise in its followers, and three-fold increase as far as its click rates are concerned. Having come a massive way ahead of its modest beginning as a small-group SMS-service in 2006, Twitter is being consistently used as a powerful marketing tool by digital marketers today. What is significant is that recent efforts on part of this social media giant, are focussed at specifically catering to the needs of small and medium sized businesses (or SMBs).

Based on a 2014 survey conducted by Twitter’s Research Partnering-Firm DB5, out of 10 SMB owners have agreed that Twitter is easy to use, while 2 out of 3 have also affirmed to the fact that its usage has become increasingly convenient for online marketing, over the years. When asked about how they thought Twitter can be the most effective for reaching business goals, the following were the major opinions that they shared ( View source) :

  • Above 70 percent of SMB owners felt that Twitter is a very helpful tool for instant resolution of customer queries and issues.
  • Over 80 percent felt that it is ideal for channelizing sizeable amounts of information to large groups.
  • 73 percent of the SMB owners agreed to the fact that the best way to connect with industry experts and influencers is via Twitter.
  • About 63 percent expresses that regular tweets eliminate the need to constantly update one’s website.

Networking with key influencers and industry-relevant niche communities are commonplace strategies today. So is keeping a tab on hashtags, growing trends and ensuring regular tweets and posts. Your success as a social media marketing team today relies on how cleverly you monitor and study the latest features and updates offered by Twitter, and use them to your advantage. Here’s some food for thought for all digital marketers who wish to innovate with Twitter as a powerful marketing tool, and harness its potential to the fullest:-

Enhance The Visual Appeal

The latest major redesign rolled out by Twitter in April 2014 has made the platform more image-focused than ever before. This includes redesigned web views, inline image previews and better visibility of profile and header images. These new settings can be used to liven up your company profile with customized colours, logos and images. Enhanced visual appeal is amongst the key influencers for a larger and relevant fan-base.

Explore Visual Content In Direct Messages

Considering the increasing number of Smartphone users that rely on the Twitter mobile app, the  app has enabled image-sending in direct messages, thereby invoking better response rates from recipients. Another add-on in the Twitter mobile app, is that it now enables users to view promoted accounts with an option of ‘follow’. For all marketers and advertisers who want to target Smartphone users, this is a great opportunity to widen your reach.

Track and Optimize Conversions

With regard to promoted Tweets, it is now possible to view the exact conversions and engagement metrics, owing to the Online Conversion Tracking Feature introduced for advertisers. So you can map what worked and what did not, and optimize your future engagements.

Innovate With The Lead Generation Card

The Lead Generation Card Feature introduced by Twitter in August 2013, is yet to be tapped by many digital marketers. This card enables you to reach out to potential customers (who have expressed an interest in you) off-twitter. It also lets you track Twitter users who searched for particular products or services on your website and thereon forward relevant promoted tweets on their timeline, pertaining to their search query.

Do you have a success story o Twitter to share, then mail me on karishma.jani@bcwebwise.com


Organic Reach on Facebook Gets Tougher

SheetalBhalerao_bcwebwiseThe decline in the organic reach of the brand content has been talked about for a while now. It started in early 2012 when the organic reach of brand content was restricted by Facebook to 16%. In 2013, Facebook further confirmed that with the increased competition for each story, the brand pages will see a distribution and thus an eventual decline in organic reach.

According to an analysis by the Social@Ogilvy report, Facebook’s organic reach will hit ZERO!

An analysis was conducted with 106 country-level brand pages that it has access to and concluded that the average reach of organic brand posts had tumbled from 12.1% in October 2013 to 6.2% in February. And for the pages with more than 500,000 Likes, organic reach had hit a low of 2 percent in February 2014 from 4.04% in Oct 2013. So, that is almost a 50% decline in the organic reach since October 2013.


This significantly implies that brands need to accept the truth that Facebook is no more a free platform and need to start accepting Facebook ads as a part of their overall strategy.

In addition, the brands that have paid in the past to acquire fans will now have to spend more on reaching out on this competitive social media platform. It is time for brands to take action measures on their dwindling organic reach on Facebook.

There are a couple of factors that restrict the reach of the brand content. A on news feed informs that 1,500 stories are eligible to appear every time a daily user logs into the network. Facebook algorithm prioritizes an average of 300 stories basis the various interactions that a user has with his news feed.

Thus, the user will most likely not see almost 80% of the content and it includes brand posts along with content posted by friends and acquaintances.

Key reasons why organic reach is declining on Facebook: people have more friends, people are following more brands, Facebook is pushing more news links to provide more appealing content to users and lastly people, are seeing more ads in their news feed paid by brands since 2012.

While Facebook Zero, the term coined by Social@Ogilvy is still debatable, the study certainly alarms that brands should no more rely on this one single platform to build a community unless they are ready to invest constantly in reaching out to their fans through promoted posts and paid ads. With the shrinking organic reach on Facebook, brands will need to be on their toes to improve their content strategy and tactfully plan paid activities to support it on a regular basis. Brands with a diversified set of social media platforms such as Twitter, Instagram, Google + and Pinterest will therefore benefit in the long run.

A quick exercise for all of you!

You will be surprised to know that you have rarely or never seen a post on your news feed shared by some of the pages you have liked in the past. This is based on my experience and I urge you to try it to understand the reach of a brand’s content on Facebook platform.

I have liked 206 Facebook pages in total under categories like high end fashion brands, news websites, consumer product brands, popular fashion blog websites, food blogs and a few famous personalities.

On very active pages like Chanel, Stella McCartney, Victoria’s Secret Pink, Toni & Guy and many others, posts have been shared in the past 12 hours but didn’t appear on my news feed. In fact, I don’t recollect seeing any posts from these brands in my news feed since the past few months. Also, the posts of some of the brands which I follow and which we at BC Web Wise handle such as Sunsilk Hair Experts, Hypercity and HUL that have a large fan base do not appear on my news feed.

On the other hand, feeds from Facebook pages of news website such as Mashable and Flavorwire or fashion blog sites like Refinery29 appear regularly in the news feed.

This is just an observation but it indicates that brands with a large fan base are struggling to reach their fans’ newsfeed. Moreover, the brand will be able to engage with only those fans who have visited their page. And in the case of pages like Mashable and Flavorwire, simply because they fall under the news category and thereby as a result of Facebook algorithm the posts appear in the news feed. Or it may also be as a result of the past engagement with such type of posts.

Try this exercise at your end. Do leave your comments with your experience on the pages you follow!