A STORY ON FABRIC

A denim jeans , how can it be any different from any other denim jeans.

The fabric of any denim jeans could be from the same factory.

And then one has a story and puts it on the fabric.

I noticed this story on the inside pocket of my jeans.

This is the story ‘Why’ I wear Levis.

The story of Levis is the story of Wild West and the cowboys.

The story is why we connect with any brand.

Our Story is why people connect with us as brands.

What is Your Brand Story ?

#brandstory

Sanjay Mudnaney

A SMALL BUSINESS STORY

Every business has a story.

I met Renuka after my cycling today , she has a food truck that sells healthy detox juices.

I asked her her story.

Renuka had lost her job of 19 years during the pandemic.

She was managing the CRM at a real estate company.

The business vanished , “we were like white elephants for the company, I was fired after 19 years.” she said.

I did not find any regret in her voice.

Renuka has a charming smile and is a happy person.

I proved her further, why healthy juices .

She said her parents suffer from Parkinson’s and diabetes.

She learnt the benefits of healthy juice detox from her grandmother.

One thing has changed for her after she started the business, she now gets up early at 4 am to make the juices.

“ I was never a early person but all that changed after the job loss” she says.

He food truck is called ‘Naividyam’ which means ‘offering to God’.

She is not just in the business of making juices for her her work of healthy juices is an offering to God.

I made a small video on her story from my mobile phone and shared it on my social media.

There are stories and and stories .

We forget to tap into the power of story to build human connections.

When a brand story integrates with that of the customer magic happens.

Renuka can be just running a food truck selling healthy juices , but she has a story.

The story of her struggle , the story of her food truck , the story around her healthy juices , then the stories around her customer.

We forget to tap into the power of storytelling in business.

Renuka is inspiring, I like her spirit to fight back.

She has no regrets but a lot of hope.

That is the story of every business owner. The story of hope despite the challenges.

Tell your story

Sanjay Mudnaney

#brandstory

http://www.CrowTales.in

7 THINGS I LEARNT FROM GROWTH HACKING FOR A CLIENT

Yesterday my very first client I worked with after I got out from the Corporate world as a marketing strategist and coach hit 5x business.

Yes it feels good even as the pressure now mounts to sustain the momentum.

This is what I learnt from the experience

1. Passion – the client is completely passionate about what he does , he is not just there to make profits but is completely committed to making a difference to the customer segment he serves.

Of course profits are essential to provide world class service but the driver is purpose.

The very first questions every brand and business needs to ask whatever the size maybe – “Why do I exist ? – what will happen if I do not exist ?”

2. Trust – He was my first client when I stepped out from the Corporate world as an marketing entrepreneur and coach.

He trusted me and has stayed the trust for the long run.

Yes there were results at every step but he has completely trusted my calls and the way I guide the sales and digital teams both internal and external.

This is most essential, many clients are impatient and keep second guessing or they keep listening to many voices .

This creates confusion and does not help in staying focused.

In any business it is essential that you focus and if you have a coach might as well listen to him.

Sometimes a good coach may tell you unpleasant things but that is the role. Listen !

3. My Belief – I personally believe in what my client does and that he adds value to his clients. I call this #blessed work .

You get paid for doing good work is what I love. It is meaningful work.

If I as a Coach did not have faith in my clients work and potential I could not have helped produce the growth outcomes.

4. Team – it takes a team to produce outcomes. We have a highly passionate and committed team .

In my work with clients as a Strategist and Coach I work with both internal and external teams. Wherever needed I pull in expertise from my network.

Again the client provided me the space to take my decisions.

A orchestra is as good as every performer.

5. Focus – It is essential to focus and not get distracted.

Being consistent needs a lot of patience and hard work.

The client has stayed the course for long term with sharp focus.

In the digital world Focus and Consistency are the most important keywords.

6. Investing to Delivering the Promise – the client understands the importance of a satisfied client, rather he calls them ‘family’ .

He is consistently investing in people , process technology and innovation to help scale and deliver the service promised.

(many in the competition even copy his innovative protocols)

I do believe that word of mouth is the best marketing.

We are seeing a consistent growth in organic traffic that comes through referrals.

7. Investing in marketing- the client has been consistently investing in both performance and brand marketing.

We have consistently used client member storytelling that is authentic and inspiring.

Your work needs to speak and speak loud. And what better than your own clients telling their stories.

Whenever I wanted to initiate innovative marketing campaigns the the client was willing to back me and invest in the calls.

One more important learning I always carry is , “THE REAL FUN IS IN THE JOURNEY, NOT THE DESTINATION.”

A good client helps you discover the best within you

Sanjay Mudnaney

http://www.sanjaymudnaney.com

HOW IS INTUITION RELEVANT IN MARKETING ?

Data and I have not been on the best of terms . I have been told I operate from my gut 🙂 I am anecdotal.

Gandhi has been one of my marketing inspirations ! ( you will know why later in the post )

Heading sales teams I always leaned on gut feeling to turn around loss making businesses.

I observe , almost like a fly on the wall.

I saw the sales team focused on targets rather than the person in front of them.

I took away the money target and set a friendship target for my sales team .

“Make a friend” I said. And things turned.

I am fascinated by human interactions and I can get into the shoes of those I observe , literally.

Many of the actions I took to choose a particular direction were from gut feel .

They turned right , saved time.

Intuition is that feeling in the gut that nudges you to move in a direction.

Sometimes it is the warning of a change that is about to happen.

As a marketeer with over 30+ years in the field I would have encountered many situations.

They are stored in subconscious mind.

I believe it is this subconscious mind at play along with the creative side of the brain.

Observing that which is not even yet expressed by a consumer as they have no reference point is what my strength has been.

Steve jobs is an example of an marketeer who operated from intuition .

He said “I began to realise that an intuitive understanding and consciousness was more significant than abstract thinking and intellectual logical analysis.”

What could be the reference for an iPod ? or an iphone ?

The story of Dmart an India version of Walmart unfolds with observation of how women in urban India shopped.

Every grocery (kirana) store in India had incidentally a man on the counter and he knew the entire family and their purchase history.

These kirana owners have a super computer stored in their brain.

They remember every member of the family and also what each one prefers.

When my wife calls her local kirana store owner he recognises her with just voice .

He knows her purchase needs even before she would tell him.

This is the reason new generation of Indian women from traditional joint family homes would prefer to remain anonymous while they shop freely.

A kirana store owner is a threat to that privacy of shopping.

That is the secret sauce of Dmart , women and men get to shop freely anonymously without a sales man or woman hovering over you.

You are left to take your time while shopping.

This is freedom for the women from traditional joint family homes in India .

It also helps to cut costs for Dmart.

They recruit a few employees and they are local , from the lower income strata . There is another story on why they do this .

This is pure observation the founder got by visiting kirana stores. No data , no market research. Pure old school observation and hunch.

I heard him speak about this and why he does not consider data based research in his decisions.

Similarly there was the Liril soap AD where a young woman is bathing under the waterfall, having fun in a bikini.

Alyque had this observation of changing times and women in India seeking time for self , having fun , being liberated from tradition.

There was simply no reference in all the cases , no data to back.

I belong to the school of marketeers who has strong observation, empathy and intuition.

It helps me and my clients cut time with innovations.

Many times I have taken calls contrary to data because simply there is no reference point.

Any new creation or idea would not have a reference for how consumers would behave.

Gandhi used ‘non violent resistance’ as a way to fight colonial occupation.

He could mobilise masses and let the British with little room to counter such an agitation.

It was called Satyagraha (fighting for the truth).

This was a brilliant marketing strategy and had no reference from the past.

All struggles had been violent till then.

Gandhi was a great observer and he had strong intuition.

Every leader and innovator has this quality of operating from intuition and taking what is calculated risks.

Is there a way to build intuition? Or is it a gift ?

I feel everyone has this natural capability, we lose it by

1. Not being open

2. Not trusting our gut feel

3. Not taking calculated risks

We restrict possibilities by being closed . I have trusted intuition in my marketing.

What is your opinion?

Sanjay Mudnaney

http://www.CrowTales.in

WHEN EVERYONE IS SELLING , TELL A STORY

We get on any social media platform and we find it filled with Advertising.

Everyone seems to be selling something.

We are identified by various data points stored on us by the platform, maybe thousands , some even we may not be aware of.

The trail we leave behind on the digital world is monitored.

Algorithms try figure out what we are most likely to buy.

And the advertisements show up on our feeds.

This is interruption . We switch off.

We don’t come to social media to buy. We come because of our reasons.

It gets irritating, annoying at times .

Like a street Bazar with many stalls each of them tries to grab our attention.

Except we did not plan to come to a Bazar.

Grabbing Attention is critical , there are so many advertisements that throw up .

The algorithms and machine learning are always learning to read our minds.

“What are we most likely to buy” is the key question being asked by the platform.

This is their monetisation model . Nothing comes for free .

The term digital marketeers use is performance marketing. Digital Marketing that drives business and can be measured.

Interruption marketing has now moved from physical to digital world.

The conflict is consumers have a different reason to visit social media platforms .

They visit social media platforms to learn , to get entertained , to get information , to participate in connected communities , to build and be part of tribes.

With the smartphone in hand consumers set the agenda .

The control has moved from the advertisers and sellers to consumers.

Stories are consumed because they are entertaining, they inspire .

Humans are naturally wired to listen to stories, share stories.

Good stories are shared.

Video content is 80% of the traffic on digital.

Visual stories stand out .

Brands need to learn , stop selling and tell stories. Stop interrupting and focus on entertaining .

Because the control has shifted and consumers switch off from interruption.

Real stories well told , inspire, build trust, touch the heart.

Most important, when data is forgotten in minutes, stories are remembered over the years.

Future of marketing is Storytelling in the Digital world.

Every Brand has a story,

Every Organisation has a story ,

Every Cause has a story,

Every Startup has a story,

Every Leader has a story,

Every Employee has a story ,

Every Client has a story ,

Every Beneficiary has a story,

Every Tribe has a story,

Every culture has a story.

Dig deep an you will find each one of us has a story and our stories are common.

As humans our desires and fears are similar.

From ‘Here’ to ‘There’ is the most powerful story ever told.

Stories well told can inspire action , build tribes.

Stop selling, start storytelling.

In the Digital world we are the stories we tell.

Sanjay Mudnaney

Founder at http://www.CrowTales.in

Brand Storytellers

WHAT IS PASSION PROJECT ?

What would you do if you lost your job tomorrow?

You think that is not possible. Think again .

Thousands lost their jobs suddenly overnight during the pandemic. No warning.

One of my colleagues from the first company I worked at connected with me , he was looking for a job , he was desperate , months had passed with no income and bills needed to be paid.

His wife was seriously sick , he did not even have a Mediclaim and medical bills added to his misery.

On the other spectrum I have heard the term repeated ‘Thank God it is Friday’. Employees postponing their lives to the weekend and the next vacation.

This got me thinking, something is wrong in the way we work and plan our careers.

Why would anyone want to trade life to pay the bills ? And yet find themselves suddenly stranded without the means to pay the bills.

I have been blogging on #passionproject for a while now .

In this blog I will answer why I feel this topic is urgent and why this blog.

#passionproject is URGENT because I see everyone is going to be impacted.

Everyone.

It is about emerging of a new world and the way of work and living.

It is not the future but it is happening now at this very moment.

The rules of the new game are that those who play for survival will have the greatest threat to their survival.

Skills that can be defined will be replaced !

They will be replaced by someone or something cheaper somewhere in the world.

Distance will not matter , the work can go anywhere, remote working is no longer a buzz word .

Not just change but speed of change will add to uncertainty in careers and jobs.

Technology developments will cause disruptions.

Entire industries will vanish overnight, a business can get wiped out in no time.

Jobs can be lost suddenly , there will be zero security , not that there was any earlier.

Adapting , innovating and taking risks will be the only way to thrive in the new world.

What worked yesterday will not necessarily work today and definitely not in the future.

Q: So is there anything that is going to be constant and in demand ?

Ans : Yes and the term I use is ‘Passionate Artists’

Passion for what you do as a quality will never fade away.

The world needs passionate individuals ,teams and leaders.

The future is for those who follow their passion and make their work a piece of art.

Art and artists at work will always be in demand because they cannot be replaced by someone or something cheaper.

Artists do not follow the crowd , they create their own art , their life is devoted to mastering their art .

Their art is valued because of the value it brings to the world .

They will never go out of fashion as they are not defined , they are not boxed and they don’t draw boundaries.

They don’t guard territories.

Passionate individuals stand out from the crowd because they are like none , they don’t hide in the crowd , they stand out.

They will challenge the status quo. They will rock the boat.

Passion project is my small attempt to inspire those that have forgotten their dreams , their passion, their art .

By not taking the risk now , by not stepping up to their possibilities, their individuality they are risking their future.

By being in comfort zones , they risk survival. There are no comfort zones any longer.

I see an urgency because those who burry their dream to survive are hurting.

I have seen friends and colleagues lose their jobs some struggle to survive and yet bills need to be paid . They are up the wall.

Passion project is also a soul journey for me to meet passionate people and discover and live my truth.

We all know this , each individual has a gift and it is unique.

Fear of the future and bills that need to be paid holds them back from living fully.

Comfort zones are cozy.

There is urgency also because the time we have on the planet is limited and no point of dying with your song yet in your heart , with regrets of not having lived.

Passion project is a message to discover and live your passion whatever that maybe.

And it is not about money or success or fame . Those are incidental.

The measures of success we have defined as a society are broken .

Living fully in ‘this momentum’ , NOW is all that is to life.

Doing something you ‘hate’ or living for the ‘paycheque’ is not in alignment with why we are here on this planet.

We are here to share our unique gifts with the world.

Also it is not about a goal . It is about the journey. It is about each day , each moment.

It is about being and living authentic life not a projection of others or the society.

It is about living your possibilities fully . It is about singing your song .

Ultimately it is about freedom to choose and living life on our own terms .

Passion project is a urgent call to be more alive , Free , NOW !

Sanjay Mudnaney

#passionproject

SUDHAKAR RAM , A VISIONARY LEADER LIKE NONE

Today when I went to Starbucks in the morning, I saw that empty table , where I would find Sudhakar most mornings after his morning walk and my cycling.

The habit of Starbucks , coffee and soya latte comes to me from Sudhakar.

Wherever we travelled together he would find a Starbucks and we would have our soya latte , later he switched to almond latte.

We were both Vegans , yet occasionally we had our cheat days . He was fond of sweets though he was a diabetic he would indulge once in a while.

I first met Sudhakar when I joined an IT company Mastek as head of Corporate Communications.

I had to work on the Annual report within days of joining.

As a new chap in the organisation I did have the usual challenges of getting accepted by those who had been around.

And I was being given a difficult time . I went and told this to Sudhakar as the annual report had a deadline. He did what was needed . I forgot about the incident.

Cut to a scene in Goa when the team was having annual family get together ‘Run Time’.

Suddenly Sudhakar called me on stage and announced an award for the most creative Annual report.

This then was Sudhakar, unlike any boss I have worked with . Once he gave you something to do he would Trust you 100% and back you no matter what.

I went on to work with him for the longest time of my career almost twenty years till he passed away recently.

As a leader I learnt from him so much about the word ‘Trust’ , ‘Being Authentic’ , ‘Love’ and also ‘Karma’ .

When Sudhakar was with me he was with me , fully present in the moment . I was the most important person . He did this with everyone.

I don’t remember a single mail or message in these 20 years he would not have responded to , no matter how busy he was or wherever he was in the world.

He had a rare quality of genuine and deep empathy . He would feel for you. He did this for everyone.

When he passed away and I shared the sad news on LinkedIn the post had over fifty thousand views and hundreds of comments .

Each message shared told me how quietly he had touched many lives .

He was very understated and this I later understood was also the brand of Mastek . Not flashy , authentic, more substance than style , caring.

Through my life journey if I could confide in someone and get an unbiased pointer it was Sudhakar .

He would listen deeply , and in his typical way he would not tell you the solutions but rather get you to find the answers.

As I was directly reporting to him , over the years we built a strong bond . This got deepened during his journey of The New Constructs blog and later the book ‘The Connected Age’.

We travelled together across the remote parts of the country meeting some amazing people and leaders who were following a new way of building organisations, communities , education and sustainable farming.

He did this besides wearing the hat of the CEO of the company and travelling the world. He would be out two to three weeks in a month on business trips and yet have the time and energy to work on the blog and travel places for getting insights into the idea of a new world.

This was the other side of Sudhakar he was a visionary leader way ahead of the times . He believed in the idea of small is good for organisations and non profits, that we need a new way of education and more sustainable ways for our planet.

He would take some of the ideas we picked on our five years journey of The New Constructs to implement them at Mastek and he had the guts to do so . Like doing away with the concept of a leader , overnight he flattened the structure and did away with annual appraisals .

The idea of self managed teams with Mastek 4.0 was one of the boldest experiments in the corporate world only someone like Sudhakar could have taken.

His life was never a contradiction, he lived and practiced whatever he believed in .

I could almost read his mind and knew what he would do because I knew he lived by his truth and that was consistent.

There was a term he used for anything that happened “How wonderful” .

He lost his bag and passport at an event in the US and he said “How wonderful” . He enjoyed the experience. Sounded crazy to me at first .

Once during the startup days at Benow we had to go to the police station because someone was threatening as he was not able to use our live platform GivNow Live which was in pilot. Sudhakar said “How wonderful, otherwise we would have never got to see a real police station:)”

But he did that every time . It is said when a man nears death his true self is revealed.

Despite him knowing about his cancer he practiced this belief “How wonderful” , it was shared by Girija that Doctors told her they had not seen a person so graceful in death , completely accepting and having no regrets , none.

I believe here again he would have lived his principle of 100% trust . If he gave you anything to do he would trust you completely. He would have done the same for his doctors.

There was no pretence in Sudhakar he was so completely authentic. From Mastek I moved to join him in his startup as a cofounder.

I once asked him why did he need to get into a stress of a startup at late stage in life , he did not need the money .

His answer was interesting he said “I am a Karma yogi and my dharma is being an entrepreneur , I cannot do anything else”

He stayed true to this through his life and death , till the week before he passed away I am told he was attending an AGM from hospital. He was doing discussions with VCs on the startup with full energy.

When he passed away later many were surprised how he could have that energy and enthusiasm when he was so close to death.

And as I said he had no regrets , he always did what he loved and when he did not he would just drop it and walk away. On this issue he was unemotional and he had mentioned that to me.

Whatever he did he was completely passionate about it , almost like a child , he would like to explore and try the untried , untested .

I have experienced Sudhakar’s love , here was a boss who left a board meeting to be with me in the most difficult event of my life. He did this through his life , always be there when I needed him.

Even during the pandemic while he dealt with his health challenges, he would respond to my messages on advice I needed .

His understanding of Karma was complete . Once I asked him the startup is draining money was he not stressed as I never saw any stress on him . His answer was “it is only money” .

I then understood it was never about money and he was truly not attached to the outcome , not that he did not care about the outcome , he gave it all his best , he would be totally and completely involved and do his dharma as an entrepreneur but not be ‘attached’ to the outcome. I had read this in the Bhagvad Gita , I now saw a leader in the corporate world practice unattached action .

He always did what was right with the values he held . I saw him tell me in the Board meeting not to cut the Mastek Foundation budget even though the year had not been good , I remember the words “doing good is not a tick mark”.

Once we had a conversation with the cofounders on what would we do if we made millions from at our startup venture. Each co founder spoke about their desires , Sudhakar spoke last , he said “I will give away the money to support good causes and non profits.”

This was Sudhakar, I have seen him silently cut checks to support good work. He never refused anyone who came to him for help.

Sudhakar is a rare person, very rare . When one of my colleagues at Mastek passed away and I was broken. He told me “Sanjay, life is living , loving and leaving a legacy behind”.

I see that empty chair at Starbucks every time I go there , I miss him but I feel his presence through the his legacy of ‘living fully’ as per ones dharma and ‘loving fully’ everyone who comes into your life a message he has left behind with me and the thousands he touched.

Sanjay Mudnaney

#passionproject

DROP YOUR AGENDA TO FULFIL YOUR AGENDA!

I have been reflecting on the subject ‘What is the concept of business and why does all commerce exist ?”.

If we look around most of the time of the human race in the world as we see today revolves around the idea of ‘Money’ .

‘Money’ is central to everything, things we can buy , things we can experience, status , power even health services we can access with money.

Either you are a seller or you are a buyer as an individual or as a collective called the organisation.

Employees sell their time and expertise to organisations , organisations sell services , expertise or products to the masses .

Central to every transaction is “Exchange’ and if we dig deeper there is the concept ‘Perceived Value’.

When you dig deeper there you find there is ‘Agenda’ . “Why do we do anything?” . Every human being at any given point has an agenda.

Why do you do a job , why do you run a business, why do your customers buy . There is an agenda .

The agenda is always about ‘Me’ , break it down people are interested in ‘Self’ . No one is interested in the ‘other’ .

This is an interesting contradiction, all the while when any exchange is happening there are two parties and there is an ‘Agenda’ .

Even every noble cause has an Agenda , religion also has an Agenda.

‘Getting’ and Giving’ are two sides of the agenda . And there is fair exchange.

Agenda of Individuals

1. Survive : pay the bills , stay healthy

2. Thrive : fulfil desires

3. Fame : Get recognised and liked

4. Belong : family , friends, community

5. Contribute : Individual talent that is valued in the world , make a difference

6. Spiritual : ( a false belief , those who truly understand would know the falsehood of ego at play ) Going Beyond self

Agenda of Organisations

1. Maximise Profits and returns for stakeholders ethically

2. Consistently Grow in a profitable way

3. Survive through difficult times

4. Solve a problem in the world

How is this useful ?

Whether it is individuals or organisations they have THEIR OWN AGENDAS.

Yet the interesting part is is to fulfil Your own Agenda , you need to fulfil the Agenda of others – whether individuals or organisations!

It is in this space that VALUE Exchange happens. The question individuals and organisations ask is

“What is the Agenda being fulfilled and what the value they get so what is the value they they are willing to pay for”

Naturally low the perceived value , lower the pay.

Perception is not just the quality and quantity of service and product delivered but a more complex equation of how it is seen in the mind . Perceptions are held in the mind . A label can decide the value . It has to do with emotions. The shoes may come from the same factory but add a label and Value jumps . It’s fulfilling an higher agenda of being seen and liked .

Money is nothing but an exchange measure of the perceived Value delivered .

Where things go wrong is when individuals and organisations focus on personal agendas . No one is interested in YOUR AGENDA.

Do you hear these statements

“I want to grow a million subscribers”

“This year we will make a record sale”

“I want to change the world”

No one is interested in your agenda . Full Stop .

The other place things go wrong is when there is safe play . Playing safe you become a commodity. And commodity will be replaced sooner or later with something or someone cheaper .

When organisations become ‘Me To’ and offer commodities the only way to survive is by offering the lowest price.

The way to Thrive with Your Agenda then is

1. Fulfil the agenda of others – solve a problem for clients , customers , employer , donor

2. Be valuable – Don’t follow the crowd , Stand out , be different, be rare , be authentic

HOW BSR COACH GOT 1 MILLION SUBSCRIBERS IN ONE YEAR

Nithya Shanti a close friend had organised a session with BSR Coach a highly successful YouTuber . As a marketeer I am always keen to learn and took up this opportunity.

BSR started making YouTube videos because he was not confident and came from a vernacular medium school. This was his way of getting over that fear of speaking . He started with a goal of making 365 videos on YouTube.

Prior to 2018 BSR had made over 120 videos with fewer than 3000 subscribers on YouTube . He felt demotivated and gave up . He stopped making YouTube videos.

It so happened that he was called for Josh Talks ( equivalent of Ted Talk in India ) to share his experience on succeeding with speaking English. This video garnered over 5 million views. He was surprised. He analysed and understood what he was doing wrong .

He found that lot of people were interested in this content around succeeding with learning English . That was his first lesson . Below are few of the lessons shared by BSR that could be used to any YouTuber to grow a million subscribers.

1. Make content that is being watched , not content you think they like : It is easy to find the content that is being watched by audiences. Do a simple YouTube search . You need to focus on what is already working and watched.

Broaden your audience first before going narrow. If you want to target those with Heart disease take up all chronic health conditions that are being watched along with the narrow focus .

2. Watch time is important: Earlier he would make short videos and that was a big mistake . He realised that algorithms of YouTube looked for watch time and those videos were thrown up to audiences. From 3-4 minute videos he shifted to videos that were above 9 minutes.

3. Consistency : for past one year he has been consistently sharing his videos every Tuesday and Friday at 4 pm . He realised that the YouTube algorithm looks for consistency of sharing, also the audiences get used to the frequency and they expect the video.

4. Time : He found two time slots work for his audience 1. 6 am ( people have some time in the morning) 2. 4 pm ( evening break from work) .

5. Thumbnail: He understood that thumbnail plays the most crucial role . It is not the quality of video but the quality of Thumbnail that is essential. He found colours like Yellow and Red got attention . He recommends text occupy over 80 % of the space of the Thumbnail.

6. Title: This is next in importance , he studies titles that are working on the subject he would take up and puts up those titles and at times he would even copy titles . ‘How to’ , ‘Tips ‘ , ‘Secret of’ , are great title words used in title searches.

7.Language : He found that Hindi language has a far bigger audience and reaches masses rather than English which has a much smaller reach in India . He is clear he wants to reach masses so he uses Hindi more than English.

8. Give freely : He does not mind sharing freely, he is not bothered about anyone copying his content.

9. Negative Comments : He does not bother about negative comments and let’s them be . At first he would get demotivated now he is got used to it .

10. CTA : He has learnt that audiences need to be reminded to subscribe and he does that at the beginning and at the end . “Tell your audiences what they need to do maybe it is to join a program , have clear CTA .” he says .

11. YouTube live : He does long format YouTube live workshops with thousands attending. This also gives him longer watch time.

VIEWS and WATCH TIME are two most important parameters according to him to drive subscribers. One doesn’t need the best equipment and invest a lot of money to be a successful YouTuber he says .

He says all videos will not go viral and there is no way of knowing which will but a few that do go viral will add maximum subscribers. So consistency is important .

Organic way is the best way to increase views and subscribers he says . I have seen his sessions and I must confess that BSR is highly passionate about what he does and this is reflected in his session.

Thank You BSR Coach for sharing freely your success as a YouTuber and Nithya for organising this . May you inspire many more .

If BSR can achieve 1 million subscribers in one year through his dedicated focus and hard work, so can anyone if you pick up the best practices. Begin now and be consistent, no excuses.

P. S – Please do subscribe to the the BSR Coach YouTube channel

Sanjay Mudnaney

#passionproject

IN THE WORLD OF MEMES AND VIRAL VIDEOS – PR CHANGED

It is a cliche to say PR has changed, we all know that . Internet and smart phones with low data costs changed not only how we consume news and views but what we consume.

Today we use our smart phones for entertainment , education , information, shopping , booking cabs , flights , hotels , food delivery , making payments.. and the list is long . It’s one device that our world revolves around.

And then the pandemic hit us. almost overnight we had to sit at home , locked down . It was this device that saved us , kept us sane , we stayed connected with friends, family , and news around the world .

As the intermediary print media disappeared in the lockdown , the change which was gradual got accelerated. Advertising money moved from print to social media.

The big shifts I have experienced working with clients and also co founding a digital startup that will continue in the future are as follows

1. The Intermediary is less relevant : Earlier organisations would chase media (journalists) , today every organisations can broadcast directly to its audiences. Social media has democratised content production. Anyone can be a broadcaster.

2. Journalists move to organisations: Journalists have a knack for news and storytelling , as jobs become scarce in traditional print media journalists moved to organisations in communications and content writing to tell stories on the digital media.

3. Content becomes Visual : 80% of the traffic online is video content as consumers shift to being entertained on social platforms. Visual storytelling will become greatly in demand in times ahead.

4. Influencers are the new intermediaries : Brands are chasing influencers on social media as they have a fan following which can be leveraged and the association also endorses the brand.

5. 24×7 On the Edge the story of a crisis : As there are advantages of being able to broadcast online there is also the other side , a negative side, in a polarised world news will spread rapidly and can damage the brand overnight . In this scenario reputation management takes a different meaning .

6. Storytelling takes centre stage : Consumers and stakeholders consume content and Brands will become storytellers. Every organisation has stories, stories of the founder , organisation , culture, people , clients and community. The future of PR is storytelling in the digital world.

7. Brands and good : Consumers , clients and employees are increasingly looking at brands to support good in communities . Brands and good will connect with stories of good told in the digital world.

8. Leadership needs to be visible: Leaders need to be visible , vocal and demonstrate character by taking a stand for what is right for their people , clients , community and our planet. Leaders that leverage the social media create a positive brand voice. The social media is also going to be a listening platform for leaders .

9. Leverage social media to build Tribes : Organisations and Brands can build Tribes on social media and engage them . PR is no longer just talking but a two way communication, it is building a community around the brand.

In the very early days of social media I had built an alumni and employees community at a leading Indian IT company on social media . We kept the community engaged with the organisation and it turned out to be the best brand ambassador and PR for the organisation.

I have started seeing many PR agencies aiming to reinvent themselves by training their staff in digital communication but this change is more deeper .

It is a shift that needs understanding of consumer behaviour in the digital world combined with good storytelling.

The digital world offers a level playing field , disruptions can happen overnight. The future is going to be exciting and an adventure for digital PR .

As a communicator I am looking forward to the changes, are you?

Sanjay Mudnaney

#passionproject

http://www.CrowTales.in