Archive for July, 2012

When money matters, grow social

Friday, July 27th, 2012

Social-Media-SalesPuzzled by the all invasive barrage of social media around you? If you’re working in the finance sector, chances are high that you have more reasons to feel the urge to decipher this behemoth of a tool that marketers all around are raving about. If you are still wondering as to what an organization could do to strengthen their brand’s appeal in the minds of its audience and how, look no further. A comprehensive workshop devised specifically for officials in the finance sector is set to iron out the creases and get the ball rolling.

Belief of the past:

Banking, insurance and other financial services have been traditionally known to be relying on mainline advertising to reach out to their target audiences. Primarily, perhaps, because of the general perception that diverting marketing expenses to social media (which was until recently considered to be at a nascent stage) would not reflect highly on the ROI. Although there is a constant fear lurking in the minds of most, if cautious and well measured steps are taken, this perception could be used to turnaround the perception of an industry that is previously known to be non-marketing savvy.

Happenings of the present:

Today, a large segment of these institutions are waking up to the proven potential of social media in engaging audience on a one-on-one basis. Internationally, companies operating in the finance sector have already identified social media as a crucial element in the marketing mix. Campaigns are either exclusively being run on social media or in confluence with the traditional media. Needless to say, the very nature of a financial service institution is such that it requires a personal touch in addressing the wants, requirements and scopes of an individual”s monetary needs. Social media enables such brands to bridge the gap in remarkable ways. To gain a deeper insight into how social media can benefit financial institutions, click here.

Scope of the future:

We at Windchimes Communications have explored various facets of how an organisation in this sector can utilise social media to its optimum mark and establish a chord of connect between self and the target audience.

Keeping the same in mind, a workshop service has been introduced to help financial institutions stay abreast with an in-depth knowledge and application of social media. It essentially will, initially, help the brands to generate leads and enquiries both organically and inorganically through social media. In the long run, it will help build the financial brand stability of the firm and get the products endorsed by the influencers of purchase decision. So, if you think you are ready to take the leap and set marketing benchmarks for your organization, you know where to head this August.

Digital and Social Media Workshops:

Click here to know more about Digital and Social Media workshops.

Bloggerati of the Fortnight: Harleena Singh

Monday, July 16th, 2012

Harleena SinghCurrent Position and Organization:
Owner at Freelancewriter.co; Staff Writer at Health & Wellness Magazine; Freelance content writer at oDesk
Areas of Expertise:
Content writing, Editing, SEO related writing, News and press releases, Blogging
Educational Background:
Bachelor of Education in English and Commerce from Annamalai University; Master of Arts in English from Indira Gandhi National Open University; Bachelor is Commerce from Punjabi University
Blog Name: http://www.aha-now.com/

Someone who has mastered the art of writing for over a decade and enjoys the various roles that life has presented her with, Harleena, writes for the love of the written word. Her blog entails sharing her experiences of life as she knows it, usually engulfing a multitude of facets. She mostly writes about topics related to family and parenting, love and relationships, health and wellness and last but not the least, inspiration and self-improvement.

Each of her posts address a deep-rooted issue in our society that many of us face on a day to day basis. The manner in which it is presented is akin to that of a counsellor who has a deep understanding of life and its repercussions on an individual. Most topics that are dealt with are something which each individual faces at some point or the other in their lifetime. Be it issues related to dealing with children (parenting) or relationship between a couple or posts that are more holistic in nature as presented in ‘7 easy ways to find inner strength’ and the likes of it. Harleena has been able to touch a chord with most of her blog readers. Needless to say, comments and followers flock in plenty to appreciate her efforts.

Aesthetically speaking, the posts are always supplemented with a photograph and well articulated with highlights, quotes by famous names and often with videos, as and when she deems fit.

Her keen sense of gauging her audience and writing to appeal their senses has fetched her may accolades in the past and in keeping up with the spirit of blogging, she wins herself the title of our Bloggerati of the Fortnight.

Click here to read more about our Blogger of the Fortnight series.

A Social Learning Experience

Monday, July 16th, 2012

The use of social media in primary education has been debated over a lot by the likes of social media experts, teachers and parents in recent years. While traditionalists say that allowing children to access social networks in schools would distract them from the very purpose of discipline and education, some argue that there are unseen and unfelt benefits of the same for students which outweigh the risks.

We think, if used with care, established social media platforms could be leveraged to build schools reputation and can also, on a microscopic basis, provide a sound education to students through involvement of teachers and parents. Of course it goes without saying that all the activities that a student undertakes on the social platform is under a teacher/parent’s able guidance.

A new book

It is surprising that a platform as popular as Facebook has yet not been an active provider in the education sector. What is more surprising is the fact that there are host of features that a student can capitalize to broaden their knowledge base or simply assist them in the process of learning.

For instance, a class can be divided into groups based on interests, subjects, extra-curricular activities etc. and students could be provided with access to Facebook groups under the teacher’s guidance at school and the parents at home. The groups could turn out to be quite an ideal platform to share assignments, homework, ideas and learning within the members. It can also be used as a collaborative platform for project work and assignments.

Also, features such as notes can be used to come up with feature writing on a particular topic. Teachers can use the page to:

  • Upload questions
  • Do polls
  • Use photos to educate
  • Quizzes
  • Notes

On a broader level, a school can run its own page. This would be a more universal display of talent and activities happening in a school. Not just that, the Facebook page can be used innovatively to live stream events/lectures etc. to a whole set of audience anywhere in the world. This would give collaborative learning a whole new meaning. Schools can work together on global projects. World history, for example, would become so much more fun if students of a country would explain their country’s past to a logged in global audience.

School PostAlso, the page could be a true notice board for parents. If used properly and correctly, the page could be a source of information for parents to regularly log back to see the calendar of events of a school. Pinning important events and notice to the page can help them communicate the news effectively.

One opportunity lies in the Discussions tab on the Facebook Page. A school can create a discussion about a specific topic and allow members of the community to share their thoughts within the thread. Page admins can engage with parents to understand their concerns and help the school address those concerns.

Bringing education to life

Information that involves more senses is known to be absorbed in a whole lot better than that which involves just one. It is always easier for students to learn new things if they see and hear things at the same time.

YouTubeThis is where a platform like YouTube can come in very handy. Not a lot of people know that YouTube has a dedicated YouTube for school service. YouTube for Schools gives you access to the hundreds of thousands of educational videos on YouTube EDU. This includes short lessons from top teachers around the world, full courses from the world’s best universities, professional development from fellow educators, and inspiring videos from thought leaders.

Teachers can log in and watch any video, but students cannot log in and can only watch YouTube EDU videos and videos their school has added on their school channel. All comments and related videos are disabled and search is limited to YouTube EDU videos.

Teachers can now use YouTube videos to:

  • Enrich classroom lessons
  • Spark a conversation
  • Make theory come to life
  • Tap into the mind of the visual learner

The universal encyclopedia

The biggest collaborative knowledge pool that is out there on the internet, Wikipedia, is a constant source of updated information. Teachers along with students can jointly set up internal wikis where they can add, edit, create and develop a learning theme.

Furthermore, incentivizing it with shares, likes, comments on other platforms only gives a boost to a student’s moral. Needless to say, when learning can be this fun, more students would be actively engaged in learning and sharing knowledge.

Answering the inquisitive minds

The question and answer platform, Quora, serves as a repository and knowledge pool that’s there on the internet. It is strictly a place for those who need accurate answers to questions related to a specific subject. Could it appeal to the students in schools? It mostly definitely will, we add.

QuoraStudents can create boards on the basis of a group of batch mates with similar interest areas after inviting them to the forum. After this it is pretty much creating a ready pool of discussions, problems, solutions in most of the recognised streams.

The summary section lets an individual collate the important points from all the posted answer and write one perfect answer that can be used by students. It is almost like a collaborative construction of an answer to a question.

A lot of schools in India have already started using these platforms. MIT Vishwashanti Gurukul, Rajbaug, Pune is a good example of such a start. We would love to see more such initiatives. After all, of what use is technology if not used for the enrichment of the mind?

What do you think about usage of social media in schools? Do you think this could be a sound platform for improved education system? Share your views with us. We would love to hear from you.

Growing Facebook Interactions

Tuesday, July 10th, 2012

FG-LogoBrands on Facebook have always tried to increase their engagement levels so as to keep the audience of the page glued. Sports has, for ages, kept people glued to the television screen. From a late night football match to an early morning cricket contest, sports keeps people coming back for more.

Considering that the months of June, July and August are heavy on sports, Future Generali Life Insurance brought about a change in its communication plan on social media to leverage this opportunity.

With predominantly male audience on page that was hooked to French Open, Euro 2012, Wimbledon and now waiting for Olympics, Future Generali went sporty. Updates on FG’s Facebook page were crafted around major sports events and matches that were being played.spain -fg

The brand also launched a contest around sports called the ‘Friday Famous Faces’ that required the fans to identify a popular sporting personality. 3 winners each week stood a chance to win backpacks and other goodies. The brand garnered 90 fans in a span of just 3 days via the contest. Not bad, wouldn’t you say?

The communication plan also incorporated:

· Live tweeting during matches (@Future_Generali)

· Events stats on Facebook page

· Trivia about the events

 

 

 

 

fedex -fgTo drive home the message, the ‘Worry Not Wednesday’ updates served as a unique property where quick trivia and links were shared with the fans.

Avinash Janjire, Deputy General Manager – Brand & Corporate Communication at Future Generali India Life Insurance Company, adds “We wanted to break the clutter by creating share-worthy engagement around sports like Tennis, Football and Formula 1 which are gaining wide acceptance in a cricket crazy nation. The response we got was amazing. It only shows that if you give people interesting content it will have the viral affect, which is the biggest advantage of social media from a brand’s point of view.”

The result so far has been gratifying to say the least. Interaction on the page has jumped by 49% during the campaign. This is shear indication that people have liked the communication put out by the brand.

Also organic fan growth through these campaigns has been observed. 102 fans were added on the Facebook page. We believe that a brand has to be smart and willing to engage with its audience on topics that the audience wants to engage in. Future Generali showed a willingness to give people what it wanted. And thus, they are reaping the benefit of the same.

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Having said that, we would love to hear what you think about the above mentioned campaigns. How important do you think is engaging on current and relevant topics in order to increase interactions? Do share your views about the same.

The Facebook Ad Debate

Monday, July 2nd, 2012

Fb ADSWhen the Cannes Lions were being announced earlier this month, one campaign made for a very interesting watch. Not only because it was a well planned and executed campaign, as you would expect from any shortlisted campaign, but also for a very different reason.

Dove Ad Makeover campaign was a mission in driving home the brand’s key message, ‘Be your beautiful self.’ The route it took was interestingly different. Using Facebook Advertising APIs, it allowed users to make ads and then place them on the network.

The user, mainly female audience, was invited to create ads that spoke about being happy with the shape and size that one was in and then used these user generated ads to replace all the ads that were targeting insecurities such as overweight, breast size and skin tone.

In order to do this, Dove went all out and doubled the ad bid for keywords used by the insecurity targeting ads. The campaign enabled women to flood Facebook with the positive messages that they had created. The campaign provoked a global debate, fundamentally challenging how advertisers use online media.Dove Video Captioned

The campaign walked away with silver at Cannes, but more importantly left us wondering about the route brands should take – the route taken by Dove to invest heavily in Facebook ads or go the GM Motors USA way and pull out from it?

To give a brief idea about GM pull out, just before the Facebook IPO listing was due, GM withdrew $10 million worth of advertising revenue from Facebook. They stated that the ads were not working for them. Well, GM also stated that they may skip the super bowl, the biggest advertising platform in the American market. What one makes of it is something only GM can explain but one thing is for sure that GM is looking at every possible way of cutting it ad spends by $2 billion as it had stated. Facebook sadly could just be one of the channels to face the axe.

What also needs to be noted is that $10 million that GM pulled out was just a small amount from the $3 billion that it spends on overall advertising. In fact, GM spends $30 million alone of creating content and engagement on its Facebook pages.

So why would they say the ads were not working for them? Is it possible that they have not understood the idea of Facebook advertising for big brands?

This brings us back to the Dove campaign. Here is a brand that is ready to spend almost double of what its secondary competitors are spending on Facebook advertising to gain an advantage. And what drives them to doing this? Engagement.

Unlike GM, Dove is not looking to sell products through its campaigns. It wants to engage with its audience. It even wants to encourage co-creation of communication through its ad campaign. The platform was all about engagement and conversations. And Dove has just extended the same concept to its advertising on Facebook.

Quite possibly, GM has missed a trick. As great as it may be in its ad campaign on other platform, it seems they may have not understood the platform that is Facebook. And this in not just a plain statement. Compared to Ford, GM’s major competition, which has more than 10 million fans globally with 4 million supporting Mustang page alone, GM has just about 383,000 Likes with Chevrolet adding another 1.2 million.

Ford CaptionedLike Dove, Ford to has managed its Facebook operation with engagement as its basic idea. Speaking to Brain Solis, Scott Monty Ford’s Global Digital Communications stated that “Ford is accelerating our efforts in Facebook and other social platforms. It’s all down to execution. We’ve found Facebook ads to be very effective when strategically combined with engagement, great content and innovative ways of storytelling, rather than treating them as a straight media buy.”

The ‘Reveal’ campaign that Ford ran for its Explorer 2011 model, outperform a traditional Super Bowl advertisement for a fraction of the cost. This only leads to believing that if the understanding of the platform is arrived at before the launch of a campaign, great things can be achieved. Read here how different types of Facebook advertising campaigns can be created.

Many would still debate if GM is right or wrong in doing what it did. What many might not be looking at is did GM base its Facebook campaign on its learning from other campaign? And if so, is that the right way to go?

What do you think about it? Do share your thoughts and opinions with us.