MAM
Preethi Mariappan’s five ways of social transformation
GOA: While the marketing world at large is talking about how it is necessary for brands to be on social, Razorfish- Germany executive director Preethi Mariappan thinks it is time for brands to transform. In the ninth edition of GoaFest an interesting point of view that was discussed across various sessions was the need to blend creativity with social communications.
According to Mariappan, it is essential for brands to sit down and understand what type of ideas can go places in the digital space. She believes that 2014 is the age of social relevance. Elaborating more on this, Mariappan listed out five things Razorfirsh keeps in mind while rolling out a social media campaign.
Take a look…
Get content right
If brands want to get noticed on social the first thing that it needs to work on is, play with content. On social, narrative style of content works best. Brands just don’t need to create content that is sharable, what it needs to focus more is on the relevance of it. Apart from this, brands need to develop content that is relevant for multiple channels.
Involve influencers aggressively
Mariappan believes that today, all life experiences are amplified. Social has gone ahead to become a part of everyone’s life. Brands need to work realistically and take into consideration these aspects carefully. Identifying the right associates on social can bring on some great results. Influencers on social media can help brands get impressive results.
Recongise ‘Fandom’
“Behind every like, there is a real fan with a brand story to share,” said Mariappan. Fandom actually makes a brand a hero on social. If a brand really wants to make that difference in its communication what it needs to work on is appreciating the fans it has. It is all about weaving good connections.
Give consumers memorable experiences
Mariappan thinks it is time for brands to give consumers memorable experiences when on social. At the end of every communication consumers should have something to takeaway. If brands want to generate talks it has to give consumers an experience worth remembering. Social transformation can trigger with this never before seen experiences.
Bet high on social data
It is high time to take the power of social data seriously. If numbers generated by social media platforms are taken into consideration much before the campaign the results could be astonishing. When the right idea hits on social platform the results generated thereby is remarkable.
Social transformation cannot generate visibility but soon it looks like leads can be created by brands. All just a click away!
Brands
33 per cent of women believe the salary scale is rigged: Naukri report
Voices @ Work study finds rising calls for equal pay audits and lingering bias
MUMBAI: Progress may be visible in India’s workplaces, but many women still feel the need to tread carefully. A new report by Naukri reveals that one in two women hesitate to disclose marriage or maternity plans during job interviews, worried that such information could influence hiring decisions.
The findings come from the second edition of Naukri’s annual Voices @ Work International Women’s Day report, titled “What Women Professionals Want.” Drawing insights from more than 50,000 women across over 50 industries, the survey sheds light on evolving workplace aspirations alongside the biases that continue to hold women back.
One of the report’s most striking insights is the growing demand for equal pay audits. The share of women calling for regular pay parity checks has climbed to 27 per cent this year, up from 19 per cent a year ago. The demand now stands alongside menstrual leave as the most sought after workplace policy.
Interestingly, the call for pay transparency grows louder higher up the income ladder. Nearly half of women earning between Rs 50 lakh and Rs 1 crore annually say equal pay audits are a priority, suggesting that pay gaps become more visible as women move up the career ladder.
At the same time, confidence and ambition appear to be rising. About 83 per cent of women say they feel encouraged to pursue leadership roles, a significant jump from 66 per cent last year. Cities in southern India appear particularly supportive, with Hyderabad leading the way as 86 per cent of respondents there reported encouragement to step into leadership positions. The education sector recorded the highest sense of encouragement at 87 per cent.
Yet the report also highlights a growing trust deficit around pay equity. Nearly one in three women, or 33 per cent, say they do not believe men and women are paid equally at their workplace. That figure has risen from 25 per cent last year, pointing to widening perceptions of disparity as careers progress.
Bias in hiring and promotions continues to be the biggest hurdle. About 42 per cent of respondents say workplace bias is the main challenge for women from diverse backgrounds. The concern is consistent across major metros, with Chennai and Delhi NCR reporting similar levels.
Reluctance to discuss personal milestones during hiring processes is also widespread. While 34 per cent overall said they hesitate to share marriage or maternity plans in interviews, the anxiety increases with experience. Among professionals with 10 to 15 years of work experience, the figure rises to 40 per cent.
Info Edge group CMO Sumeet Singh, said the data reflects both progress and unfinished work. “Behind every data point in this report is a woman who is ambitious. The fact that 83 per cent feel encouraged to lead is something to celebrate. However, the fact that one in two still hide their marriage or maternity plans in interviews tells us the work is far from done. As India’s leading career platform, it felt not just important but necessary for us to shine a light on these gaps through the second edition of our report,” he said.
The report suggests that while ambition among women professionals is growing, structural changes around pay transparency, fair hiring and supportive policies will be key if workplaces hope to keep pace.
