: There’s no pride in coming up with an idea, it’s more about execution than planning: Sai Ganesh #IndiaNEWS #Featured Sai Ganesh, in conversation with Social Samosa, speaks about content trends

There’s no pride in coming up with an idea, it’s more about execution than planning: Sai Ganesh #IndiaNEWS #Featured
Sai Ganesh, in conversation with Social Samosa, speaks about content trends seen on social media, how marketers need to change their approach, and moment marketing best practices.

A couple of weeks ago I had the opportunity to catch up with Sai Ganesh, Brand Consultant and Ex-CMO Dunzo. Ganesh has been at the forefront of the moment marketing wave and shares some insights on what goes into creating real-time content that connects, emphasis on the connection bit.

Ganesh throughout the conversation reiterated the importance of relatable content, how coming up with a good idea is not enough, and the role of social media marketing in overall business KPIs.

Edited Excerpts:

Everyone wants to be quirky & relatable on social media. Any tips on how can brands crack this code?

The idea of any brand is to stand out in the clutter, and if you are boring no one is going to notice you. The second is that we are doing this for the consumer and not ourselves. Brands need to look from the POV of what the consumers are engaging with, talking about, and sharing. Once we understand these things, then it becomes easier.

The problem is getting this to the table. I think most of the time brands don’t do things that make them stand out because they do it for the wrong reasons. Once you understand that you are doing this for the consumer who can share it, it becomes easier to create content.

Try not to have too much bureaucracy or multiple layers of approval; because that kills creativity. In today’s social media world, you need to be a lot faster when you are putting content out as opposed to getting it right or perfect. Traditional advertising used to focus on specifics like a big director, great location, and crores of budget today its the idea that matters and not the production value as much and the speed at which it goes out.

One of the things that can be seen a lot on social media is that ideas are infinite and everybody can get the same ideas. Let’s say on Women’s Day, Independence Day and so on; a lot of brands have similar ideas. So, brands need to put these ideas out there.

There’s no benefit or pride in coming up with an idea, its more about execution than planning.

Social media marketing now entails many factors real-time trends, occasions, and staple content. Any tips for brands on how they can create an effective social media calendar?

The idea is to hire the correct people. Hiring social media natives makes a bigger difference than people who are very creative but not on social media. I found this even on my side hustle ‘India wants to know’; a YouTube channel.