Shinjini Das: The Go-Getter Girl
Shinjini Das, The Go-Getter Girl!, is the Founder and CEO of The Das Media Group, a full-scale digital content creation marketing house, global millennial influencer, strategic trilingual television personality, keynote speaker, impact-driven industrial engineer, and Huffington Post contributor with a global social media following of 96K+ and interviews on ABC, CBS, NBC, FOX, Sirius XM, Business Insider. She considers it an authentic privilege to impact her global audiences, shared her thoughts on broadening access to global girls’ education with INC. Magazine, and was profiled in FORBES Magazine as a 24-year-old American CEO. Shinjini was honored to have been invited to moderate a panel at the 2016 Commission on the Status of Women at the United Nations Headquarters in recognition as a Global Hero for her internationally recognized advocacy work to empower women. Shinjini was invited to attend the 2016 Forbes Under 30 Summit as a game-changing entrepreneur innovating in the intersection of technology, entrepreneurship, media, and business. Follow her globally eclectic journey @SpeakerShinjini and on www.shinjinidas.com.
We sat down with Shinjini to chat about her journey to becoming a professional social influencer, the importance of staying authentic with your audiences, and where influencer marketing is headed.
Thoughts On… Becoming an Influencer
Q. So you went to school to become an engineer. How did that turn into you becoming an influencer?
A. Ever since high school, public speaking has always been a great passion of mine. After graduating from Georgia Tech with a degree in Industrial Engineering, I continued to wonder if professional speaking was a viable option. I asked my friends and family about their thoughts, and while everyone was supremely supportive, no one truly knew how to break into a super lucrative professional speaking career, so I took it upon myself to figure it out. Fast forward 2 years, and here we are. Along the journey, I was discovered by a media publicist and have established a television, radio, magazine presence, so it has been pretty wild. Ultimately, there is a need in the world to hear the truth, because somewhere the truth gets lost in the noise eclipsing our fast-paced lives, and I look at it as my responsibility to consistently speak the truth. This has proven popular, because people crave the truth.
Q. How did you decide that public speaking was something you wanted to do professionally?
A. An epiphany hit me the summer after graduating from college where I simply made a mental pact with myself that I would break into professional speaking, of course with literally zero idea of how to make it happen! The drive was always there and the ambition has always been sky-high, so I had faith in myself that I would somehow figure it out. Ultimately, any dream is achievable with vision, ambition, and drive.
Q. What do you see as your main message? How do you want your audience to think of you?
A. My main message is of upliftment, joy, empowerment of people all around the world to achieve their highest potential. All too often, we find ourselves living lives beneath our potential, and I just want to empower my audiences to never lose hope of their true capabilities. We are each infinitely more powerful than we even realize on a daily basis, and it is my responsibility to essentially make you realize how powerful you are and how much you are actually capable of impacting the world in your lifetime. Audiences internationally see me as someone who is consistently striving to build the life of my dreams, someone who refuses to follow the majority, and instead create her own legacy of empowerment in the world.
Q. What’s the one takeaway that you want people to take away from after hearing you speak? What about one of your posts on social?
A. The takeaway across all of my digital and in-person mediums is the same. My audiences should be incredibly unapologetic about building lives that they are proud to live. I am someone who is extremely aspirational as in I do not focus exclusively on what I have but rather also on what I could have if I simply invested in my dreams and full potential, so that is a quality I would want my audiences to learn. I am also a big believer that the world needs more love, so my social posts convey that incredibly profound love for people and humanity in the world. After seeing my posts on social, I hope that people are more encouraged to love fully, laugh openly, and live authentically.
Incredibly excited to be profiled as a Female Engineer Role Model of the Month in October by The Engineering Development Trust in the United Kingdom! STOP listening to stereotypes and just focus on falling in love with all of you and devoting yourself to achieving your dreams! ?????? #ILookLikeAnEngineer #YouDoYou #engineering #ｍｏｄｅｌｓｔａｔｕｓ #dreambigworkhard #keepgoing #drive #determination #globalchange #STEM
Q. What accomplishment have you been most excited about so far?
A. Speaking at The United Nations as a Global Hero for my advocacy to empower women and youth was incredibly surreal! The invitation itself was surreal, not to mention the actual event of raising awareness of streamlining post-rape care globally. I consider myself extremely fortunate to have been given that opportunity, and will continue to do everything in power to leverage my platform to empower women and girls internationally to fulfill their greatest potential, because I cannot stand to watch society devaluing a girl or woman’s self-worth.
Thoughts On… Your Audience
Q. Who is your current audience?
A. As of now, my current audience is a healthy balance of men, women, and youth, which is supremely amazing because I am able to successfully relate to many different people all over the world, essentially step one towards making strides to change the world. Looking to the future, I want to remain accessible, approachable, and relatable to each of these audiences, because I treasure all of them equally and am very excited to continue building my brand with them.
Q. Which social channels are your favorites? Which do you see the highest engagements on? Which do you see different types of responses on different networks (like Twitter vs LinkedIn)?
A. My favorite social media channel is Twitter, because I got discovered on Twitter! Can you imagine?! My engagement levels are consistently high across the board, but lately, I have been seeing a spike on Twitter and LinkedIn, which is exciting. LinkedIn is primarily my business persona, although lately, I have been integrating aspects of my lifestyle brand because I strongly believe that it is difficult for a businessperson to succeed in business without a stable and fulfilling personal life. Each platform has a very engaged audience, so it is all about tapping into the audience sentiments and sharing content which will be helpful and relevant for people to appreciate.
Q. How do you stay authentic with your audience?
A. I am very honest in revealing to my audiences that I am a complete outsider in this world of high powered business, media, and entertainment. My background is an Engineering degree which is totally not what you would expect, and I am an immigrant, which means that I know how it feels to be pretty different. This perspective helps me to stay grounded, real, and authentic with my audiences. Everyone thus far has appreciated this honesty, and this 100% real attitude will continue to be a mainstay of my long-term brand looking towards the future. I recognize that there aren’t too many public figures who actually keep it 100% real, so I’d like to contribute to that trend in a meaningful way by sharing what is truthful, actual, authentic, and genuine with people always.
TV LIFE! YASS! ???? SO grateful to be able to follow my dreams. I always wanted to see a bold, empowered, intelligent, and beautiful Indian woman represented in American media, but I never saw her so I had to create her. THANK YOU for your love and support as always! ❤️❤️❤️ Create what you want to see forever and always! #bossbabe? #dreambig #werkhard #lehgooo #tvlife #makeithappen #lifegoals #proudtobeme #hustleharder
Q. How do you build your audience organically? Is it mostly through speaking events, through social posts, or a combination? What tools have you used to grow your audience?
A. The question of the century! Growing an audience organically, authentically, and genuinely is most definitely not easy, but so far, the tactics I have leveraged include sharing meaningful content with the appropriate hashtags which automatically attracts my target audience, as well as of course speaking at a large number of events and posting on social. Truly, the magic solution is to create meaningful content that naturally pulls an audience into you and your brand. Over the years, I have developed a wonderful relationship with the team at Insightpool, whose platform has also enabled me to organically and most importantly, meaningfully, grow my social audience pools.
Thoughts On… The State of Influencer Marketing
Q. Going off of that, what are your thoughts on paid influence and earned influence?
A. Paid influence is short-term hype, which is effective in generating long-term engagement in the form of earned influence. Influencers most definitely have a choice between the two, and ultimately, their goals play a role in choosing paid vs. earned influence. The most important key takeaway is that it takes a lifetime to effectively nurture an audience, so influencers should not expect results or any amount of net new followers overnight. I have been in this game for 2 years now, and only recently, have experienced a spike in overall interest, engagement, and attention to my content, because it quite simply just takes that long for your brand to penetrate the minds of audiences internationally.
Q. There are so many influencers joining the market – how do you set yourself apart, and how would you advise other influencers to set themselves apart?
A. Great question! Unique differentiation is absolutely critical to success on this journey. In my case, I have an incredibly rare combination of Founder, CEO of my own media content creation company, keynote speaker, television personality with credits on ABC, FOX, NBC, CBS, Huffington Post contributor, soon to contribute to other major international media platforms, engineer, and soon to be author among a host of other roles. Moreover, I view my responsibility to share the truth, because in general due to extreme modernization and our fast-paced lifestyles, somewhere, sometimes what is true, authentic, and genuine is overlooked, and I want to make the truth fashionable again. I want to make good fashionable. I want to make values, morals, a strong character, emotional intelligence, and above all, empowerment to achieve one’s highest potential in life, fashionable again. My advice to influencers who are keen to set themselves apart would be to identify the core components of their personality and build them into their brand mainstays. It is vital to be able to communicate your brand in a single tagline or less, and this definitely takes practice.
THANK YOU @forbes! Grateful for your support and excited about the future! LEHGOO CEO LYFEEE! This is what a CEO looks like! Interview link in bio!!! Check it out and comment!! I want to hear from you!! What is your biggest dream?!?! YASS! ????????????✌?️????? #gratitude #business #womeninbusiness #obsessed #americandream #dreambigworkhard #dreamlife
Q. As a professional influencer, I’m sure you’ve had a lot of people who you look up to for inspiration and who influence you! Who are your favorite professional influencers?
A. My favorite professional influencers are those women who mesh a globally impactful professional life with an incredibly stable and fulfilling personal life e.g. a gorgeous, supportive, intelligent husband and two children, also known as living the American Dream. Someone who I truly have the greatest respect for and who I have seen in person is Jessica Alba. She is a woman who breaks barriers in building her own company as a Hollywood actress and lives a superbly fulfilling family life with her husband and children.
Q. What can we expect from Shinjini in 2017?
A. A skyrocket in brand growth as a fierce business leader as well as the face of America’s newest lifestyle brand making ambition, empowerment, and morals popular. This year is truly about cementing my position as a global business leader as well as exploring so many diverse new opportunities to have my lifestyle brand of ‘The Go-Getter Girl!’ penetrate the international audience consciousness in innovative and exciting ways. Follow my journey @SpeakerShinjini and on www.shinjinidas.com to stay glued to the action!
Q. Final question! What does “influencer marketing done right” mean to you?
A. Influencer marketing done right is a sophisticated strategy to organically draw in the influencer’s target audience in a meaningful way. The most effective influencer marketing tactics leverage the brand’s base, message, value proposition, and genuinely attract the influencer’s audience to join in the conversation!
This Q&A was done as part of the Age of Influence series.