Year: 2013

  • 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..

  • Carnival de Goa

    Published first in Bangalore Mirror.

    Around the time when most of our friends were busy watching a blonde ‘Russian’ battle it out with zombies, we decided to get ourselves a little more authentic Goan experience
in Ulsoor, courtesy Carnival-De-Goa. It’s on Ulsoor Road, above The Grill House, and there’s valet parking. Bollywood did not take the decision kindly and sent a variety of obstacles – divine and natural – which did their best to play spoilsport. To begin with, we came to know that the day we landed up was a dry day in Ulsoor, courtesy a holy procession! Ironically, it rained so heavily on the ‘dry day’ that we had to choose the indoor seating option, though the verandah is quite appealing. The dĂ©cor – yellow walls, paintings, caricatures, tiled tables, and the colourfully attired service staff with their hats, all screamed Goa, even as we got ready to experience a Goa without alcohol. Thankfully there was live music to lift our spirits! If you’re ok with some amount of Boyzone, MLTR, Backstreet Boys in your life, you’d enjoy it too. Speaking of lifts, the lift to the second floor gives a romantic twist to the restaurant’s Goan theme and does its best to convey that “three’s a crowd”, but don’t be put off by it. The way to paradise is fraught with trials, but if you soldier on, you will be rewarded for your efforts!

    We hoped to drown our sorrow in what served as the closest substitute for alcohol – mocktails. The Ice & Fire, a chilly drink with lime chunks and lemonade, unwittingly set the tone for the dinner – spicily superb! The Kokum Cordial did try to match up, but its Tabasco sauce and chaat masala didn’t have the requisite punch! The “Goan Style Chicken Cutlets” was the first starter to arrive, and though a tad crumbly, the chicken mince and potato coated egg did their job wonderfully well. The Chilly Beef was the next to arrive, and completely lived up to its name. The meat was well cooked and the chilli was kind enough to allow a roasted masala flavour to make its presence felt. The Goan Sausage Chilly Fry was excellent as well, and in addition to the spice, also had a tang. Both the beef and the pork go very well with pav, so that’s something you might want to try out. A display tray with all sorts of aquatic life posing for us (and a board that actually had ‘Salman’ amidst aquatic life) finally convinced us to go for tiger prawns (with masala) and what a choice that turned out to be! Superbly cooked prawns with a spicy masala that had a variety of flavours in it, this was an excellent way to end the intro act!

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    We began the main course with a Roast Beef with Goan Pav. The mini ‘burgers’ managed to give some respite to the flaming tongues and deliciously so. It’s probably a cardinal sin to try vegetarian fare in a meat carnival, but the Mushroom Xacuti did the veg section proud with its roasted spices and fresh coconut. Went quite well with the Goan rice. The Pork Vindaloo arrived next, with Sannas, and quickly made its way up the charts with its hot-sweet-sour burst of flavours and a strong vinegar presence. A lot of open mouthed admiration happened for this dish, some thanks due to its extreme spice levels as well. The Goan Style Chicken Curry was the last to arrive, and under normal circumstances would have been well appreciated, but it was a bit like Dravid batting in the era of Tendulkar!

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    Bebinca was a given in desserts, but we also tried out the Alle Belle and a Caramel Custard. I’m not a Bebinca fan- actually hate it – but this was probably one of the best I’ve had. The Alle Belle, coconut filled pancakes, actually reminded us much of a Kerala dish! The Caramel Custard was excellent and etiquette was completely ignored as we attacked it.

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    If, somewhere in Ulsoor, you come across a larger-than-life milestone that says Goa is 0 km away, treat it as a message from the heavens, and travel two floors upwards to experience Carnival-De-Goa. A well designed restaurant, with friendly and energetic staff, who are extremely confident about the food they serve, and superb food at great prices, (for about Rs.1250, you could share a mocktail, a couple of non veg starters, a couple of main course dishes and a dessert) it’s sure to give you an awesome taste of Goa.

    Carnival De Goa, IInd Floor, Kensington Point,  Ulsoor Road, Ph: 080 – 25580093, 7676767620

  • ..the question remains

    It has been more than a couple of years since I wrote on the subject of planning – the acceptance of destiny vs free will in The Uncertainty Principles and the balance between change and stasis in its follow up. In my mind, the debate continues to rage, with flash points on a regular basis, thanks to various life scenarios and the things I read. I also realised that the recent narrative posts (1,2) are also a different way of framing this debate. Like I wrote in the posts, some narratives are already chosen for us, and some we choose, but these are all our attempts to fulfill our sense of belonging. In other words, our endeavour to find the reason for our existence – our purpose. Does one find it by working towards something or by dealing with life on a real time basis?

    A few days back, I read an article in HBR titled “It takes purpose to be a billionaire“, in which the author classifies ‘purpose’ into three buckets. Not that everyone’s idea of ‘purpose’ is to become a billionaire, but this is very clearly a planned path to achieve something that contributes to the sense of purpose. While the article does not mention it, the category I have always wondered about consists of people who have followed their passion – sports people, artists etc who have worked on a skill and honed it to near perfection. A very interesting perspective I read on that premise is the Scott Adams’ “Practice and Genes“, which takes a look at the theories on the subject and finally states that the critical element is luck. The most important skill involved in success is knowing how and when to switch to a game with better odds for you.

    Which brings me back to purpose and how we find it, and my introspection. “Who looks outside, dreams; who looks inside, awakes” ~ Carl Jung. (via) I thought about the ‘living in the moment’ perspective that finds a place in Buddhism texts and several other works of wisdom. At first, I thought it supported the destiny and real time approach, specially because it is difficult not to have baggage associated with the plans one makes. (literally and otherwise!) But then I realised that it was less to do with the planning aspect and more to do with how we deal with scenarios. Even if one works on a plan, how one deals with a setback to it is where the advice has value. In essence, that won’t help solve the debate.

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    There are profound statements that support both ways of looking at it. I continue to rack my brains to find the path that will fit me, or make it. I think there is an element of subjectivity involved. That does not make the job easier, in fact, it probably makes it tougher. After all, “He who knows others is wise. He who knows himself is enlightened.” Lao Tzu

    until next time, the clock ticks away in real time

  • Holmes Of The Raj

    Vithal Rajan 

    Similar to the other Holmes fan fiction I read earlier, (The Curious case of 221B –http://www.goodreads.com/review/show/…) this book is also set up on the premise of the author receiving hitherto forgotten papers of Sir Arthur Conan Doyle.

    The setting is late 19th century India, a crucial arena where ‘The Great Game’ was being played out. Holmes and Watson get involved in 5 cases set in various parts of India – Madras, Hyderabad, Delhi, Bombay, Nainital to name a few, and then return 25 years later for a swansong adventure. What is interesting about the book is the way the author weaves in historical characters and events, and shows a different perspective to discoveries and personalities associated with them – Ronald Ross, Ramanujan, to name a couple. And it’s not just science, but literature (Kipling, his character Kim and another that would serve an inspiration for Mowgli; Rabindranath Tagore) and sports (Dhyan Chand). The same trend continues for political events too, with Motilal Nehru, Lala Lajpat Rai, Lord Ripon all featuring in various storylines.

    What didn’t work for me was the narration and mystery moving away from the original Holmes adventures. Very often, the focus is on how Holmes and Watson had played crucial parts in actual historical events, and many a time, these seem a laboured fit. The book concentrates more on the cultural and political aspects of the colonial rule (with the Notes section providing enough evidence that the author has done a lot of homework) and tries to draw our attention to the kind of thinking and behaviour that laid the framework for everything that has happened since. Unfortunately, that means that Holmes and Watson are relegated to being props in a larger canvas. So, it would be good to set your expectations clearly before you start out. This is a commentary, and a very interesting one, on the socio-cultural ethos of the Raj. Regard Holmes and Watson as just another couple of characters, and you’ll do just fine.

  • Manufacturer, Market, Media

    Sometime last year at Myntra, we were having a planning meeting and everyone was asked for their take on the future of (fashion) e-commerce in a 5 year time frame. I confessed that I had no idea, and asked the group whether they had heard of 3D printing. Since this was before the hype machine went into overdrive, none had. My perspective was that if I could print branded merchandise on my own, what would be the role of an intermediary? (interestingly, I read something on a similar note more recently)   I have no idea how mainstream this phenomenon will become, but 3D printers are already being sold online by Staples and Amazon. eBay also has an app that allows users to buy custom goods from three of the top 3D printing companies. (via)

    There are multiple themes which we can explore from here – the augmented human, the collaborative economy and social commerce – to name a couple. But since these are fairly obvious and have at least been kickstarted on the blog, I thought of connecting this to my post from last week – the future of owned media – in which I explored the possibility of a media marketplace which is tapped by businesses to create, curate and possibly even market content that is relevant to them. The journalism that brands want subsidising the journalism that society needs. I hypothesised whether Bezos’ purchase of WaPo was a vague start to this, given Amazon’s presence in multiple domains.

    It’s interesting that Bezos had invested in MakerBot, probably the original poster boy of 3D printer manufacturing, (via) but thinks the digitisation of physical goods is a while away. It becomes even more interesting when WaPo publishes a story on the business case for 3D printing in the context of e-com players’ need to minimise delivery time. The long tail would explode even more! The article also mentions how “Amazon’s giant fulfillment centers could be another place where just-in-time manufacturing and delivery come together.“

    What role does media play in this? IMO, we’re increasingly moving towards interest based communities and our consumption of media is influenced by this. With Kindle, WaPo and several other components in the mix, Amazon could indeed be well placed to aggregate the long tail of not just creators and consumers of physical goods, but information (media) as well.

    until next time, the Amazon of news