Bhupendra Khanal is the CEO and co-founder of Simplify360, Asia’s leading media monitoring platform based in India. The company will complete its fourth year this month and now has presences in the US, India, Malaysia, Netherlands, and Korea. Bhupendra is a passionate analyst and he has co-authored the book ‘Demystifying Twitter Marketing.’
Build a Strategy. Passion can only take you so far.
At Simplify360, we are building a company that sustains. We are neither looking for quick revenue nor looking for a quick exit. So we build a strategy that builds a strong brand – a brand that is vibrant, valuable and strong. No short-cuts by lowering quality.
So we chose a strategy of keeping Slideshare as our focus. We planned to publish regular research reports, case studies, and white papers on the platform, and distribute through other social channels. Slideshare was chosen because the content on there does not die, and remains as an important document for a longer time. This is in sharp contrast to what happens on Facebook, Twitter, or blogs.
Business is a castle. Social channels are towers.
Some social companies believe that they can live only with Facebook pages. We agree that Facebook or other social profiles are important. However, we do not believe that one social profile, however powerful, can suffice all business interests.
We believe that businesses or company websites are the main ‘castle’ of a strategy war game. The castle is powerful but it is always good to guard it with powerful towers nearby. The benefit is huge – the powerful towers (in our case, the Slideshare channel) work as an indicator of territory ownership and create resistance for competitors.
Quality is king. Consistency is the emperor.
Quality is extremely important. Think of content and build a story around it. Then, give an extra effort to make it look awesome. Always remember, social media is still media – it loves anything that is provocative, attractive, and mind-blowing.
And so we make sure that the quality of content that goes out is maintained. It gets more visibility through shares, and also gives a good impression of a brand.
This much alone will not win you success. We have been doing it consistently on Slideshare for over two years. We have published content (research papers or other leadership content) every two weeks.
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