As expected, this year’s Click Asia Summit kicked off in exciting and frenetic fashion. The morning half of Conference Day 1 provided a great mix of speakers, topics and people. Everything is vibrant and alive here in Mumbai. B2Bento brings you a summary of Day 1, covering not-so-“live” updates straight from the sidelines.
Note: More updates will follow soon. Stay tuned!
[Recap from 8:00pm] Evening Guest Speaker – Anupam Kher (Actor & Founder of the Anupam Kher Foundation)
It was a very exciting prospect to find out that the one giving the evening keynote session was the one and only Anupam Kher, one of India’s finest and most-distinguished actors. And what a treat it was!
Hearing an experienced man of wisdom such as him speak was an experience that is worth it. He started off by talking about finding what story to tell to such the Click Asia Summit audience. From that point on, the crowd was mesmerised.
“The technology makes people connect.” Wise words. But he prefaced that with such sharp humour and timing that he had the crowd in stitches and marvelling at his depth at the same time.
He bridged the worlds of technology and cinema with such fluidity that you would find yourself thinking more about his thought-provoking wisdom and laughing hysterically at the same time.
Here’s a brief sampling of those wise words:
The evening session ended with a one-on-one dialogue between Anupam Kher and Gurbaksh Chahal.
It was one of the most riveting talks that I have ever heard. Now that’s a way to end a night.
Content is King. It will create traffic, buzz, etc. and not the other way around. “What is precious gets stolen.” Instead of suing & fighting, Games2Win invented a technology called ‘inviziads’. To put it simply, it was putting invisible ads in our games that would automatically become visible when played on a pirate site. This created a 6x monetisation of our games (comScore metrics).
Content teaches you what Harvard Business School cannot. You don’t need to hire ‘professionals’ to tell you what game to make, your can get your audience to do that. “The currency of my life is content.” If you make good content, partnerships come! As an internet company, we must believe in Global reach.
The nature of content has changed. Newspapers : Is slowly dying and the audience are the ones searching for content. Internet: Content is proliferating and the content comes to the audience.
Key Issues & Corresponding Takeaways:
[Recap from 4:35pm] Best Practices: Online Marketing – Vivek Bhargava (Managing Director, Communicate2)
Online marketing has evolved a lot through the years. Evolution from website to web presence. “The web is dead, long live the internet.” The internet has paved the way for social media which in turn has lead to the proliferation of content. Best practices for online marketing is essential now more than ever.
From clicks and leads to Performance Measurement. Measure pages viewed, relevance of content, etc.
Best Practices for the Online Landscape
[Recap from 11:35am] Metrics-Analysis-Action! – Gillian Muessig (President & Co-Founder, SEOmoz)
This I reckon would be one of the highlights of Click Asia Summit Day 1. The talk was brilliant, positively frenetic and spot-on. Here are a few of the key points.
Positive KPIs we want to track: More referrals from links to our resources (qualified links). More traffic from people researching your industry. More blog contents. Improved engagement metrics (higher sign-ups, conversion).
Negative KPIs we want to track: Decline in branded term searches. Decline in organic traffic to resource pages.
Choose what to track: Key performance indicators. Keep an eye on the competition. Know your playing field.
Do not follow page rank. Just say no! Track basic stats. Google says that 22% of search on the web are completely unique. That says a lot about the four-word phrase. Look for common denominators. Tracking SERP rankings is not interesting. Track local results / image results inside SERPs. Cannibalization of the link graph. The rise of the social graph. Search researchers found that the further a site / page’s distance from a trusted seed set, the more likely they will contain spam.
Track the winners: How many visits before conversion? What did they do during their visit? How many pages on your site did they visit before conversion? Which pages … and which visit? How much time did they spend on which pages?
Tracking the losers: On which page did they give up?
Focus on the money. Do more of what you are doing right. Test your touch points (change your selling point and style, etc.). Test your copy (change your ads, change your target markets, change your USP, etc.).
Short list of things to track:
[Update from 10:40am] Mobile Web: The New Mass Media – Mahesh Narayanan (Country Manager, Google India)
Mobile web users are growing in numbers very aggressively. The Future is wwWireless. The challenge for the marketer is that he needs to be where the consumers are. But the thing is that consumers are no longer in one place. Adapting to consumers being on-the-go requires a steep learning curve but marketers must find a way to address that.
“Do you have any data that pertains to consumer preference of consuming content via mobile internet versus the internet?” – Mobile internet users are growing. There are unique mobile internet users and experiences but almost all mobile internet users also consume content using traditional means. But as time goes by, mobile internet activity is growing exponentially. Social media is one of the good reasons why this is so.
The state of apps: As mentioned, apps and their usage have exploded at a blistering pace. We will see an increased balance between installed applications and cloud applications in terms of mobile internet.
[Recap from 9:15am] Keynote Speaker: Gurbaksh Chahal, Founder of RadiumOne
One of the youngest and wealthiest entrepreneurs in America. Entrepreneur at 16, millionaire at 18. Became known because of ClickAgents and Blue Lithium. Radium One is his 3rd venture. 1st time speaking in India. Talking about stories from his book called “The Dream”. Born in India (Punjab). Immigrated to the US because it was the ‘Land of Opportunity’. Developed a fascination for the internet at an early age. Was fascinated with the company Double Click after seeing in CNBC. Applied for a job at McDonald’s and got rejected. Was inspired by that rejection. Started his company amidst the dot-com euphoria. Everything starting from there. Blue Lithium was focused on behavioural advertising. Gurbaksh lives and breathe the internet. The unique thing as an entrepreneur is that he stuck with what he was good at.
3 themes of his life: sacrifice, struggle and love.
Sacrifice – learned from the school of hard knocks
Struggle – Adversity fuels ambition
Love – “if you have a choice between hate or forgiveness, pick forgiveness.”
You won’t automatically get rich with just a ‘lightbulb moment’. The myth of an idea is still a myth. Get an idea and innovate. Ex: Google, Facebook. The person who gets there first does not automatically matter more than the person who gets it right.
“Stay hungry, stay foolish.” – Steve Jobs. Never forget where you came from.
Parents give you 2 main things: The Gift of Life and the Gift to Dream. Give Both.