[Interview] Debunking social media for cash back sites with Sameer Parwani, CouponDunia

Social Samosa gets in conversation with Sameer Parwani, CEO, CouponDunia to understand the application of social media in the coupons and cash back sector.

How much per cent of your consumers come through leads on social media?

Currently, we use it minimally to drive conversions. As I shared, our primary objective with to use content to position ourselves amongst the audience which is into online shopping and eating out. Also, on social media, people don't come with intent to purchase. This makes it all the more important for us to be more communicating and less promotional.

What are your thoughts on social commerce? What is CouponDunia doing to leverage it?

In the Indian scenario, social media commerce is still in its nascence. It is great platform for online commerce but it needs to mature a little bit more for us to adopt it. We are keenly watching this space, let's see how it unfolds.

What does CouponDunia's social voice stand for? What is your main aim from social media?

Our voice on social media is friendly and casual. We believe in talking the way our TG speaks and that is what we try to follow in all our communication. The content we create is always around shopping and saving. The content is in several forms: video, images, blogs etc.

Through this approach, we aim to build a strong positioning in the mindset of our audience so that they think of us whenever they think of shopping online.

What is your take on influencer marketing? How are you using it to leverage CouponDunia?

Influencer marketing, when done right, can be a great tactical move in the digital space. Peer influence has been proven to work very well in the past and it will continue to do so. Nothing influences people more than word of mouth and working with influencers in a smart way ensures this.

We haven't used influencer marketing in the past but are planning for such campaigns in the coming days. Keep watching our social media profiles for the same.

How much per cent of your total marketing mix is reserved for social media?

Less than 10 per cent. Since a big chunk of our objectives are achieved by creating content, we keep our social media spends low.