Aditi Pradhan

So I am basically a technical graduate. I cleared my engineering degree back in 2018. And since then, I started working. I got placed during my campus elections with the company called Topper. That's when I started my career, and then I switched to multiple companies for further growth and experience. And it has been around 5 years now that I have contributed to community management solely. So I've been involved in different kinds of roles. For example, community management, influencer marketing, brand management, engagement, running engagement campaigns, organizing on- and offline events, making sure that the community engages and grows further. This is what my role comprises of. Along with that, it has been a combination of further other engagement activities and our digital marketing activities as well. For example, email marketing, social media marketing, and other stuff.

Yes. So, far I have been fortunate enough to have worked with different industries. So, I worked with placement tech, EdTech, e-commerce and technology platforms, information and technology platforms, and hyperlocal technology platforms. So, while I was working at Magic Pin, which is one of the hyperlocal technology platforms, I got a chance to interact with multiple brands because Magic Pin is a company that works in both the B2B and B2C segments. So, there I was managing a community of our users and basically powering users along with influencers we were working with in order to cater to the brands. That's where I got a chance to work in the B2B segment as well, where we had clients like Nestle, Cafe Coffee Day, 5 India, Verumuda, Clarks, and many other renowned brands. For these brands, my job was to create a strategy for helping them increase their visibility on digital platforms, social media platforms, and help them promote their upcoming launches and products, product features, amongst the audience. That's when I got a chance to develop a strategy, make plans, and execute the same as well. This helps them gain more visibility, increase their brand awareness, and get the desired results. Be it application downloads, enhancing their app users or enhancing the transacting users on a regular basis. Be it DAU, MAU, NPS (Net Promoter Score), or the CSAT score (customer satisfaction score). All these are measures of engagement on their platform in terms of likes, comments, transactions, and views.

Yes. So I've worked with brands like Nestle. I'd like to give an example of the same company. For instance, when I was working at Magic Pen, one of the clients was Nestle. And they were about to launch a product called Nestle A Plus Milk, which was basically a product that would suit all age types and family members. So basically, they wanted to project it as a product that could be used by youngsters, elders, and everyone in a family. In order to project this product as a go-to product for every person in a family, I came up with a campaign based on collecting UGC content, user-generated content, on how this milk was used by females in a family, basically mothers, in order to provide nutrition to each and every family member. We projected it as a mother's favorite product, a favorite brand for buying milk, because it had the nutrients required for a baby. It had the nutrients needed for a new baby, and it had nutrients that would help her as a female to keep her body healthy in terms of vitamins and minerals, and also for the elderly members in the family. So this is how we projected it as a go-to product for mothers in a family. Apart from that, another campaign was where we projected this milk as the best kind of milk for every dish, every other food item that could be made using the product. So again, we were successful in showing it as

Yes. So many times, while people working with Fab India, our motto was to gain online visibility for the brand to enhance online visibility for the brand along with enhancing footfall over their experience stores apart from normal stores. So what we did was organize a photo shoot for the latest collection that they launched around the valley. And since it was the occasion of the valley where people usually go out and buy stuff to decorate their homes, we used one of their experience centers. We got our influencers. Like I said, I was working with Magic. When I was also dealing with influencers to promote the brands who paid us for creating visibility for them for their marketing. We used our influencers' community to go to their experience center, do a photo shoot, and used all their products under a campaign where the idea was to decorate your house, this Diwali, with Fab India where you can get anything and everything that is required to light your house up with the dazzling products that they had. So there at that experience center, we did a shoot where these influencers enacted as family members. And they used all the products there to decorate their house. So there we tracked the performance of this campaign by using Google Analytics and some other social media tools. We also took the help of MO Engage and used a few cohort-based tools to analyze which age group visited the website more after that advertisement was

Yeah. So for me, specifically, product descriptions and reviews are very important for any goal that you have in terms of marketing. Be it visibility, be it engagement, be it the purchase of the product, which is basically sales, presales or post sales. So whenever a user goes to a website, the first thing that they notice about the product is the description, whether it's a good fit for that user or not, and then followed by the reviews to make sure that the product they're intending is a good fit or not, or is as expected or not, or is as described or not. So this definitely is a very important aspect for any company to ensure better branding and better sales. So, talking about a structure, a format, yes. In my career, in my experience, whenever we have done campaigns on increasing the positive reviews or getting the right description for the product to enhance the purchase, we always followed a review standard format that people used to give reviews in. And that is usually in a way that I'm telling you about the structure. It was simply in a way that it started with the description of the product in terms of the USPs, the features. First of all, we used to outline the features, the USPs, followed by the case study or the problem statement and how this product solves that problem. When it comes to reviews, rating out of 10, usability and effectiveness.

Yes, so we've created content for different brands for their websites, and along with featuring them in our blog articles, going back to the experience at MagicBin. We had created different content pieces for, and a few other brands to enhance the relevance of their products. So there were many campaigns that we executed during the New Year's eve, during the Diwali and other occasions which are highly celebrated in India and the countries abroad, be it Christmas, be it New Year's. So, these were some of the companies for which we created content pieces on their websites. Along with this, and the list also includes a few brands in the lifestyle section. So, really fast track, Titan, more brands are also into the space of lifestyle apart from the fashion stuff. Coming to the blog articles, yes, at Magickin, we had a blog. In that blog, we used to feature these brands so that they get the visibility without making it look like an advertisement. So, yeah, we used to feature them as the top 10 brands to vouch for when it comes to your skincare or the top brands that you can trust all the time for your fashion needs or for your lifestyle requirements. That's how we have been publishing blog and featuring the brands.

Yeah. So, there was a social media campaign around Raksha Bandhan. I'll give you the idea of it quickly. The content we used was a bond of affection and a bond of security. That's where in that UGC-PGC campaign, we gave out the description as a campaign where people were expected to post pictures with their loved ones whom they feel the most secure with or whom they feel the most connected to, and celebrate Raksha Bandhan with them. Not idealizing it traditionally, or in the ancient times, or by Indian culture, Raksha Bandhan is specifically a bond or a festival between a brother and a sister and has to be celebrated between them only. And that's why it's called the festival of siblings. But, actually, it's not. This is what we tried to project: that this is simply a festival of affection, where whoever you feel most connected with is someone you can celebrate Raksha Bandhan with, and that's what the bond is celebrated in terms of Raksha Bandhan. So then we asked people to participate in it by posting a picture of that person they feel most connected with on social media and explaining how Raksha Bandhan means to them with that person. It was a huge success. People posted their pictures with their siblings, friends, family, parents, and with that text. So it was a great, successful event, and the engagement was way beyond our expectations.

Yeah. So, like I mentioned earlier that we've got photoshoots done. We've got multiple offline events done. I have had a great experience of working with videographers, photographers, designers. Whether I talk about the photo shoots or the offline testing events that I executed, that I organized at Magic Pen with influencers or where we had in-house influencers along with external influencers as well. So, there was a collaboration with content creators too along with designers and photographers. Apart from that, at Class Plus, which was an event I worked with a year back. With them, we got a chance to organize a few offline events with some celebrities, like Saurabh Ganguly, who was the brand ambassador of Class Plus. There, again, I had a great experience of working with videographers, photographers, designers because the whole event was to be planned with their help. And there are so many nitty-gritty details of organizing or executing an event, which is offline. So, right from planning the event to what will happen and the chronology of all the events that are being planned, making sure that everything falls into sequence and every moment is captured. There's a good storytelling which is required, and that can only be done when you collaborate with people like photographers, videographers. So these are the people with whom you have to share your expectations, tell them the idea you have in mind, the concept, and they will help you tailor it all together to make it more meaningful, to make it look much more meaningful. So, this is what this is how my experience has been working collaboratively.

So it's simple. So the first thing that we keep in mind is scripting. While we are scripting, we make sure that we follow three steps. One is detailing the problem statement. The second is helping the audience understand what would be the possible solution. And the third is offering our product or service as the best solution possible. So this is the process that I follow when it comes to video content because highlighting the problem is very important, no matter how good your product is, unless the audience is able to relate to it. So one is detailing the problem statement, which should be very relatable to the audience. And once they start relating to it, then it should come to the probable solutions. That is, if this is the problem, these are the possible solutions that you can refer to. Now, then comes the best possible way out there. So that's when we come up with the script on our product or why to choose the service. Why is this service the best out of all the other services available in the market? And how are we so confident about it? We present reviews. We predict the outcomes. We put up product demos, tutorials, and DIYs. So, this is the process that I follow.

Yeah. In order to keep track of managing multiple projects at the same time, I usually go by different tools. So far, I've been able to use different tools like Mixpanel, metaverse, meta base, Google Analytics, and other tools like that. These tools actually help me. So these tools actually help me to keep track of all the campaigns and projects going on together at one place. And also they help me not get deviated from where I left the campaign last. So it helps me start from where I left it last. And that's how I never miss out on any detail. Even the minutest detail is something that I'm able to keep track of because I have got tools to manage the same. And for my personal use, I maintain an Excel sheet where I have put different tabs for different projects, and I keep a tally of all the outcomes there in that sheet for quick and handy check, whenever I'm not able to access the tools, in case I'm out or in case I'm not able to access the laptop.