Digital Vidya has long been offering social media workshops, both paid and public, to try and help people to grasp the full scope of social media as a marketing too, and two years down the line, they have launched a new entity, called dvBytes, which will offer social media strategy consultation and execution.
Co-founder, Pradeep Chopra, said, “We’re going to be doing a lot more consulting right now, but over time we plan to add more services in the social media space, while Digital Vidya will continue to hold social media workshops and webinars. The goals of the two are very different and that is why we felt the need to create a new brand around what we are doing. Digital Vidya is a recognized name today, which is there to evangelise social media. Talks, workshops and case studies will continue under Digital Vidya. On the other hand, corporate work is being handled by dvBytes.”
“We’ve started with consulting. For example, with Cisco we have held corporate workshops and do strategic consulting. A leading media company held a series of workshops with us as well, which were for both the sales and support teams, to help them ramp up their online CRM, but also for their senior management, which is very important,” he adds.
Through Digital Vidya, Chopra has worked with a number of brands including eBay, Google, Yahoo, Microsoft, Nokia and Airtel, and he says that this has helped to gain a strong understanding of the pain points which brands face when working with social media agencies. He said, “People are still looking at things like traffic and conversion, and most of the agencies out there are just throwing around numbers instead of conversations and trends. Unfortunately, when a brand talks to an agency and asks about numbers, they will try and deliver. We have worked on educating brands, so we know how to make them understand that their objectives on social media are not about numbers, or campaigns, but rather as a continuous process.”
Chopra added, “Advertisers also need to realise that a campaign is just a catalyst in social media, not an end in itself. Talking to a brand has to become like talking to your friends. The brands which have managed to accomplish that well are Ching’s, Café Coffee Day and Pepsi India. They focus on building relationships, and this is paying off for them in the long term.”
Part of the problem with the use of social media, says Chopra, is that brands are keen to handover the work completely to an agency. He said, “Social media needs people who understand the business completely. That’s why we believe that advocacy and education are an important part of what a social media agency must do with brands, and what we feel is missing today.”