Summary
Digital Fabric Chronicles: A Human Touch Our program focused on adding a human touch to our narrative. We delved into the intricacies of the digital fabric, aiming to distill its complexity into relatable and humanised stories. Through well-woven storytelling on our social media channels, we presented ourselves as beyond a telecom giant, but as a genuine partner in the digital transformation journey, making the digital fabric a real-world solution to real-world problems.
Challenge
Woven with threads of innovation, customer delight, efficiency, agility, and resilience, this digital tapestry intricately links every element of the enterprise, uniting people and machines alike. Whether it's connected customers, a collaborative workforce, interconnected devices, or integrated infrastructure, we seamlessly bring them all together. Our goal was more than just displaying this digital fabric; we wanted to narrate its central role in the transformative journey of enterprises. The challenge was turning an idea as profound and layered as this into a story that resonates with our audience. Our task was to embed the story with relatability, so as to create immediate recognition right through the funnel, guiding businesses through awareness, consideration, and decision-making. It was like knitting a tale that speaks to both the minds and hearts of our audience.
Objective
In a rapidly advancing digital landscape, the concept of the digital enterprise is no longer a distant dream—it's a vibrant reality, a journey that Tata Communications is actively catalysing for organizations worldwide. In doing so, , our unwavering goal is to ignite the digital aspirations of enterprises. We've evolved with a singular focus: to empower businesses globally with a digital fabric that doesn't merely connect their enterprises but propels them toward future growth. This vision finds resonance with industry leaders like McKinsey & Co, affirming that the telecom landscape's critical reinvention is underway. Our commitment to this transformation is evident in the digital fabric we've woven into enterprise architectures—a lifeline that authentically connects businesses and promotes their growth.
Strategy
Embarking on the journey to connect intimately with our audience on social media proved to be more than a strategic choice—it was a commitment to meet them on their terms, their platforms and speak in a language that could create impact at various stages of the funnel. Our campaign strategy focused on: • Lending a credible voice through our leaders and delivering valuable industry insight to audiences • Celebrating our customers • Humanising our products and solutions Thought Leadership: Guiding our audience through the vast sea of digital voices, we shared thought leadership and industry insights from our company leaders. Initiatives like #LearningWithLeadership posts and the LinkedIn Newsletter became our avenues to provide credible insights into the dynamic digital landscape and the indispensable role of hyperconnected ecosystems in fostering business growth. Leveraging the specific content formats allowed by social media platforms, we delivered informative and insightful content tailored to captivate our audience. Product Propositions: Moving beyond conventional product awareness, we distilled our offerings across hyperconnected ecosystem pillars—customer, workforce, devices, and infrastructure—into relatable and easy-to-understand messaging. Our goal was to position our products not just as commodities but as platforms integral to the digital transformation journey, highlighting Tata Communications as the preferred partner. Rather than merely selling products, we crafted stories tailored to the core needs and challenges of our customers, bridging the gap between complexity and comprehension. Credibility: Our customers' stories seamlessly intertwined with our own narrative, celebrated through impactful campaigns like #PartnerOfChoice and #TuesdayTestimonials. These campaigns highlighted how we've helped our customers achieve their business goals. Their successes became our badge of honour, emphasized by industry recognitions that underscored our prowess in enabling hyperconnected ecosystems across global enterprises.
Data
In a digital realm cluttered with complexities, we realized that simplicity is the key to unlocking meaningful engagement. Witnessing a surge in audience interaction with social posts that deliver value and resonate with relatability, we embarked on a transformative journey to redefine our storytelling approach. Leveraging the unique advantages of social platforms, especially in catering to a B2B audience, we focused on breaking free from traditional, jargon-laden communications. Our posts underwent a metamorphosis into captivating narratives, rendering our content snackable, relatable, and profoundly human. Adding an artistic layer to our storytelling, we introduced unique visual designs featuring the iconic A design synonymous with our brand identity. Each visual not only screamed Tata Communications but also vividly depicted the soaring trajectory empowered by our digital fabric. Each visual became more than an image—it became a symbol, offering insights into focal points and visually representing the transformative power woven into our digital fabric. This human-centric content strategy, deeply rooted in data-driven insights, is now an integral part of our business growth model. Sustaining this strategy involves continuous humanized storytelling, showcasing our evolution as seamlessly intertwined with our audience's journey. Our LinkedIn success inspires us to extend similar strategies to diverse business contexts.
Solution
Results
• Our social presence saw an overall average engagement rate of 6.4%, considerably higher than the industry average of 2%. • On LinkedIn, today, we stand among the top 3 industry leaders not just in terms of visibility but also engagement, with a consistent 12% higher engagement rate than our nearest competitor on LinkedIn. • Garnered 1.7 Mn+ engagements from April to Oct, 2023 which is 162% YoY growth • We crossed 500,000 followers for the LinkedIn page with a 11% y-o-y growth. • We ran a 3 month spotlight ad campaign around this Newsletter on our Global 50 accounts, targeting only the company's top management - CXO & VPs, creating top-of-mind recall for Tata Communications brand and in turn gained 120,000+ impressions and 110,000+ LinkedIn Newsletter subscribers. • Social drove nearly 10% of all audience from our targeted marketing list (TML) to the website. 45% of TML came to our hyperconnected ecosystems landing page from our social channels.
