Social - Customer Case Study
dotConverse switches to Zoho Social after trying other tools to manage social media across popular networks.
- INDUSTRY Marketing and Advertising
- TYPE B2B
Tell us a bit about your organisation.
dotConverse is an award winning social media and digital marketing agency. It was started 4 years ago, after I left my job as the COO of OLX India. At dotConverse we focus a lot of strategy and analytics, and that is a huge differentiating point for us.
While traditional thinking tells us to invest more on creatives, the new age digital thinking is all about strategy targeting and analytics. The digital platforms have small spaces and digital audience have small attention span, hence our focus is always on laser sharp targeting, comprehensive strategy, conversational communication and cutting edge analytics. Our client base includes Carl Zeiss, Heidelberg, Sehwag International School and Academy, Manfrotto, Motoring, Tyrone Systems, Mindbox, IIFL among many more.
How would you describe your role?
We are a small and agile agency and that's why despite being the CEO I have my stake in all aspects and processes of day to day work. In the last few months, our employees have become better trained and experienced, so I am fortunate to be able to delegate some part of my responsibilities. I invest my time in the following 4 areas:
- Creating thought leadership for dotConverse and myself in the industry in a subtle yet effective way
- Meeting New Clients
- Involving existing clients in such a way so as to impart trust for us and create educational opportunities for them
- Investing in our employees in terms of learning and span of responsibilities
How important is social media marketing as part of your marketing strategy?
As described earlier, across the 4 areas that I invest my time in, social media plays a very critical role. I use platforms like Webinars, Quora, Facebook, Twitter and Blogs to interact with our audience, most of who are opinion leaders and influencers.
We are in a services business, hence thought-leadership is the most potent way to differentiate us from competition and create trust in our potential and existing clients' minds. Social media is used to create thought-leading content, interact with our audience and distribute our intellectual content across.
Why did you choose Zoho Social? Which are some of the other tools you considered?
We used many tools like Sprout social, Hootsuite etc,. and finally signed off for 1 full year and then again for 2nd year with ZOHO. We found Zoho social to be doing most of the activities that we need (scheduling across diverse social networks) and reports at a reasonable price.
What did you find the most useful about Zoho Social?
The social outreach graph is very attractive and compresses a lot of information in just one info-graphic.
What are the key challenges that Zoho Social helps you deal with?
Comprehensive cross platform reporting is always time consuming. This is sorted by Zoho for us. We can plan our calendar and schedule across platform in advance and this helps us a lot during holidays.