Posts Tagged ‘Social Media’

Has social media made us Bold & Gutsy?

Monday, February 8th, 2010

It all started gaining proportion with continuous onslaught of protests against President Bush’s war with Iraq under the pretext of finding Weapons of Mass Destructions. Apart from taking to the street, several individuals got vociferous with their protests in the social media space. Twitter, blogs, networking sites all become mediums of protest. Unfortunately the republicans didn’t believe in building their presence online (which become more evident during the election campaign between Obama and Mc Cain) and hence couldn’t gauge the mood of the people which costed them the election!

Let’s take the Iran Elections. A country that doesn’t support freedom of speech and which finds it fair to order 100 lashes to anyone reporting against the ruling party. In a state like that too, Iranians openly protested about how elections were conducted in an unfair manner in various parts of their country. Iran elections was a trending topic for a very long period on Twitter. For the first time the world got an inside perspective of an election process in Iran! The tweets and messages were bold, provocative and most times anti-establishment. This was unheard off for a country like Iran. What was surprising was that People commented through their real online profiles. They didn’t mince words.

Move to closer home. The current war of words between Shiv Sena (a local party which enjoys a reputation of hooliganism most times) and various other parties of the country. Shiv Sena insisted that Mumbai belonged only to Maharashtrians (local people from the state of Maharashtra). This was countered by all stating that Mumbai belonged to all Indians and that everyone was free to stay wherever they wished. The protest was more evident on again social media. Apart from blog posts and status updates on networking sites, twitter was used extensively. Several Bollywood stars started trending their thoughts with #MyNameIsIndia saying that Mumbai belongs to all.

The hash tag was in conjunction with the forthcoming film of Shah Rukh Khan (a popular Bollywood star) that was titled My Name Is Khan. SRK and Shiv Sena too had got into a verbal dispute to the extent that Sena refused to let his film get released in Mumbai. The support for SRK grew immensely online but not on ground. The irony, however, was that none of their stars protested on other media like print or television. A leading television critic observed that several news channels contacted those bollywood stars as their panelists to talk pro SRK but they all declined. Even the press journalists haven’t been able to get direct quotes from anyone who would criticize the Sena’s veiled threat openly.

This behavior leads me to question what happens to us as individuals when we are using social media platforms to express our opinions. Why is it that, barring few exceptions, the individuals becomes politically correct when confronted on the Television show or leading Daily but fiercely inflammatory on social media platforms. Reading some of the tweets against Shiv Sena ( a party that has fierce grip over the city and its people) astonished me about this bold and gutsy attitude. The nature of tweets were earlier seen only during anti-national activity!

Anonymity? Hardly. Most individuals have an updated twitter or facebook profile clearly revealing out their identity. Most of them have pictures with their real names and even links to their blogs or websites.

Misinterpretation by mediaperson?  Not really.  Most television shows follow a debate format so there is no room for misinterpretation. The individual can express his or her point of view just as clearly as on social media.

Safety in numbers? Maybe. The individual’s tweets or updates are one more in the sea of protest so the chances of being singled out are drastically reduced. As a panelist on TV, you are isolated and conspicuous and more likely to face ire of individual or body whom you are commenting against.

Tweet not as impactful as TV Remark? Possible. A remark on TV has more visual impact or lasting impression that a series of tweets or updates! Again raising the case of being easily identified and singled out!

These are just few of the reasons that I could delve on. I am sure that there could be many more – after all the human mind plays up its own share of permutations and combinations and doesn’t always take the logical route. Whatever it is, it sure has provided an outlet to all to pour out their concerns, feelings and above all else their opinions!

Social Media Presence of Indian Telecom Majors- Part 1- Facebook Presence

Tuesday, November 3rd, 2009

This post is being re-blogged from Microreviews. The Indian Telecommunication Industry is considered one of the most competitive as well as most marketed industries in the world. Cheap rates and brilliant advertisement campaigns have become synonymous to Airtel, Vodafone and Tata Docomo. So, with all this in mind Microreviews set out to check the social media (the in thing as they say) presence of the major telecom players in India.

Microreviews starts this journey with Facebook.

  • Bharti Airtel : There are apparently three or four facebook pages which Airtel has. One of these has around 10000 fans which is a big number by Indian Social Media standards. The page seems to have quite a few details of the offers coming out and stuff but doesn’t seem well maintained at all. The display image is of a person, who I really don’t know and I expected to see the Airtel Logo at the place of that pic. social_media-300x274Going to the information section gives you a shock. It is apparently the page of Airtel Srilanka. The other pages of Airtel India also fail to impress and can be found here. Coming to facebook groups of Airtel now, they seem to be dominated by Airtel Srilanka again. The facebook group of Airtel Srilanka can be seen here and here. Both seem quite active. However, when I apparently go in for the Airtel India’s facebook group, they have got their website wrongly stated as http://www.airtel.co.in . It suddenly seems that this facebook group does not belong to Airtel at all. There are a couple of other groups, which may or may not belong to Airtel and can be seen here. I did find out a facebook game by name Airtel Special 5 and did not feel like taking it. Airtel Srilanka, overall seems to be doing better than Airtel India as far as facebook presence goes.
  • Vodafone India: Internationally, Vodafone seems to be very active on facebook trying to engage users on the medium. Their Facebook pages can be seen hereVodafone India’s page however seems a baby in comparison to their international counterparts but seems quite well maintained. However, the information provided in their info tab doesn’t seem to provide information about their social media presence elsewhere. Coming to the groups for Vodafone India. There is this one group which is again not well maintained and needs to be looked after better. Going by Vodafone’s social media awareness abroad, I do expect Vodafone India to take this up very quickly and get Vodafone India’s facebook presence to count.  Zoozoos, in the meanwhile seem to have a decent facebook presence which can be seen here.
  • Tata Docomo: Tata Docomo seems to have changed the rules of the games as far as social media presence of India goes. Their only facebook page seems every bit complete with everything presented in the best possible way. The facebook page seems professionally handled engaging the right kind of people. With over 1700 fans, lots of pics and videos, they seem to be engaging the people very well. Their info tab has provided information about all the social media presence they have elsewhere which is what it is supposed to do. There is no such group for Tata Docomo and to be honest, you need a good page and your  job is done.
  • Reliance Communications: For a company of the volume of Reliance communications, their facebook presencecan be considered a big NULL. Either, they seem to  have completely neglected a medium as big as Facebook or they think Traditional media is doing the job for them.
  • Idea Cellular: Idea Cellular has always been known as a major spender on youth influencing activities spending a lot on sponsoring College Fest, Youth Festivals etc. However, their almost non-presence on facebook left me in surprise. They have recently launched a facebook application which shows their entry into facebook in a big way. There is however, still some work to be done as far as Idea’s facebook presence goes.

Having gone through the Facebook presence of the marketing savvy Indian telecom majors who spend millions hiring brand ambassadors and  putting up expensive hoardings, it is easy to say that they have been quite negligent of the power of Facebook as a major engagement medium. Tata Docomo seems to have done a very decent job at it and other need to learn quick.

This was the first in series of the articles which covers the social media presence of the Indian Telecom majors. Look out for the next in the series in which we cover other social mediums.

Getting the best out of your online video

Monday, April 6th, 2009

I love YouTube. I think it is a brilliant concept and has given an avenue for self expression like no other. A random search on YouTube will reveal videos ranging from the truly useful to the sincerely bizarre. Some of my all time fave videos on YouTube include Where is Matt, everything from Common Craft and Bridal Skincare (what can I say… I am partial!). Infact Where is Matt with hits to the tune of 20,057,638, has got so big that Visa used it for their traditional TV campaign! Three cheers to the power of online video…

In India too one can see companies making the shift, with brands like Fevicryl owning a vault of over 50 DIY videos, each serving the purpose of helping a consumer understand how to use the product.

Now that marketers are increasingly planning to invest on online videos to reach out to their consumers, they also need to understand how to get more people to watch these videos.

There is many a fantastic video out there, with the creators asking themselves…why the hell aren’t people watching it? The answer my friend… your video needs a crucial ingredient called ‘virality’. It is like any movie or book. It might be brilliant but it needs to be seen, shared and talked about to become truly fantastic.

One needs to remember that just because you have made it and put it up, people will not automatically come to view it. A good amount of hard marketing work needs to be put in to make a video a viral hit. Here are a few tips on how to make your video deliver for you online:

Really really really good creative: There is no escaping that. A great idea is a good starting point to make your video go viral. Ask yourself… if you were the target consumer would you watch it?

Plan well: Figure out where your target consumer for the video is online and chalk out a detailed plan to reach out to him or her

Seed wisely: Make sure your videos are seen in places where your target consumers are. So if it is a skincare video make sure it is in the video library of skin care communities on Orkut or Facebook, where it is more likely to be viewed and shared by skincare enthusiasts.

Engage with Influencers: Identify the influencers for the category your brand is present it. Get in touch with those bloggers and community owners to view the video and share it if they wish to. Their circle of influence is big enough to help the video spread wider.

Choose smartly: Choose a video site that appeals to the targetted consumers of your video. So if it is an entertainment video meant for young men a Bigadda with a largely male audience skew might be the way to go.

Use Your Social Presence: Lastly share it with your online social network. Status updates are a great way to put your video out there.

How do you measure success of your online video?

Well honestly there is no set measure. If it is a generic youth category like jeans and if there was an interesting online video built around it, chances are it would have gathered a million plus videos if not more. However if it is something of a specialist nature like CAD software, it would garner views only from a limited audience with a maximum number of hits of say 10,000.

So would you term the CAD video an online disaster? I don’t think so. It has done the job it was meant to. Reached out to the limited audience that exists online for it and communicated the key messages. So mere numbers might not be an indication of success after all. Would love to hear your views on how would you measure the success of an online video…

The true mark of success can sometimes be, when an online video that you have created makes it back to you! Till that happens keep at it my friend.

Successful and Outstanding Bloggers

Sunday, February 22nd, 2009

Windchimes blog recently earned official badge of achievement as ‘Successful and Outstanding Blogger’. Liz Strauss describes in detail the idea behind running the successful and outstanding blogger program in detail and how you can earn it too.

She states on her blog that this badge is awarded to bloggers who “take the conversations to their readers, contribute great ideas, challenge us, make us better, and make our businesses stronger”.

Successful and Outstanding Bloggers

Successful and Outstanding Blogger Badge

You can view the directory of all the blogs that have been awarded the badge. As Liz says, “Good Conversation shared can only improve the blogging community”. We couldn’t agree with you more Liz!!

Our article in DMI

Thursday, February 12th, 2009

An announcement.

Sally Hooton, editor of the DMI magazine, approached us recently to write an article on social media. It was our privilege to be associated with DMI, the world’s only global business title for direct and interactive marketers based out of United Kingdom. The article talks about social media in relevance to India in conjunction with our research on social media.

The article can be viewed in the online format on Page 36.

If you would like to download the article then do click on the Scribd Link given below.
[scribd id=11894180 key=key-e4kjpl0y1o4xf73e0vj]

Do visit our Windchimes website to know more about us

Use Facebook to promote your brand

Sunday, February 8th, 2009

 

I love Facebook.

There I said it. The reason I was having dilemma stating it openly was that till all this while I considered it as one more yuppie social networking site that will die a quick natural death. But I was wrong. And that only makes me happy. Having turned an entrepreneur, I have realized the kind of benefits I have reaped from its features.

So this post is to those features that each of you can use to promote your brand. Use them wisely and you will experience success whichever category your brand may be operating in. Here goes:


1. Start a Community:

As Facebook is all about networking, it is only right to start a community related to your brand. Keep the community generic in nature with the objective of adding value to people by providing them content – text or visual. Community allows people to join in and share their views. It becomes a good platform to interact and dialogue. Since all like minded people will join in, you know that all members would be your potential consumers. A word of caution here: Do not bombard them with only brand messages but try to be informative too. Community allows you to upload pictures, videos, write on walls, start discussions; basically enough opportunities to interact with people.

 

Windchimes community on FB

2. Profile Page:

Sections on profile page:

The profile page is the most critical and you must use it optimally. There are sections on the profile page that can carry your brand information which is easy for your friends to find. Given below are the pictures which highlight the places that can be used to guide your friends and fans to your brand website or blog.

Status Updates:

This is Facebook way of micro blogging. And they have got it right. It is one of the most used feature already. Its fun reading status updates of friends and then commenting on them. This feature should be used creatively to talk about your brand. Make it interesting, unique, creative, first ever whatever that captures eyes balls.

Status updates for announcements

Status updates for announcements

Using Tabs:

You can add tabs next to the Wall and the Info area as is shown in the picture below. Add other tabs like Photos, Videos, Blog Cast which will further help your friends find out more about your brand. Update them by adding relevant pictures, videos (ads in some cases) and blog posts. 

 

Make it easy for friends to know about your brand

Make it easy for friends to know about your brand

3. Incorporating Applications:

I have personally found several applications of great value. These should be added to your profile as well as your brand’s.

One is Simplaris blogcast:

This application automatically updates your blog feeds and publishes it in your FB account. So whenever you have added a new blog post, this app will get that feed and publish it in your profile thereby generating visibility. So all your friends would know that you have uploaded a new post without you having to tell them.

Update your friends about your new blog post thru FB feeds

Update your friends about your new blog post thru FB feeds

Second app that I like is Web Presence: Consolidates brand presence across platforms in one box

This app helps you in giving out all the places in the Internet where you have a presence. So this app consolidates all the presence in one box. So add on your blog address, your twitter account, Photo account on Flickr or Picassa, your videos on You Tube, your bookmarks on Delicious or Magnolia. Put it all in as this will help your fans connect with your brand on several other platforms too.

The third app is Twitter update. You can send out tweets from this app that is installed in your FB profile. This saves the trouble of login to Twitter separately. You can use twitter app and FB status updates as announcement platforms.

4. Creating Brand Page:

Facebook allows you to create a brand page where all the details about the brand can be added. This is more direct approach of brands connecting with people. Users can become fans of your brands thereby becoming loal ambassadors. The wonderful aspect is that fans can comment on the brand, its features and its advertisements. There are other features like Wall and Discussion Board where the conversations and discussions between the brand and users and even among users can be carried out. The fan page can be used by the brand to announce its on-ground events, invite users to participate in contests or update on new variant launches.

I recently become fan of Phantom sweet cigarettes that I enjoyed immensely as a kid. It was very nostalgic to find its brand page and I immediately signed on to become its fan. Now I get regular updates on what is the company planning as its new launch and I quite look forward to it!!

Fan page of Phantom Sweet Cigarettes

Fan page of Phantom Sweet Cigarettes

The golden rule that applies to all the above points is that the brand must be alive on FB. It must be updated regularly. There must be one person to accept and listen to user’s feedback on fan pages and communities. The action of each user should be acknowledged which makes the community active and ensure participation at all times.


Statistics on Indian Social Media Landscape – Part 2

Friday, January 2nd, 2009

This is the second section of the research that we have carried out on social media with respect to India. Do read the first section.

Part 2 – To map out the current usage pattern of social media of Indians

Q5) How much time do you spend everyday on blogs, social networking and uploading photos and videos?

© Windchimes Communications Pvt Ltd

© Windchimes Communications Pvt Ltd

It is really surprising to note that more than 1/3rd of the respondents spend more than 30 minutes everyday on social media sites.

Q6) What do you do when you are online?

© Windchimes Communications Pvt Ltd

© Windchimes Communications Pvt Ltd

Distinctly, people have started engaging in active forms of engagement. From reading and commenting on blogs, to creating profiles, to uploading photos and videos – all signs of people moving away from passive to active forms of engagement. There is a need to involve them if brands want to retain their attention.

Q7) What do you write about in the communities and groups?

© Windchimes Communications Pvt Ltd
© Windchimes Communications Pvt Ltd

When it came to participating in conversation and discussions online, majority preferred associating with a cause or cause led approach by a brand. Next in line were the celebrities or movies that people preferred commenting and talking about.

Part 3 – To study the impact it has in our purchase behaviour

Q8 Do the comments left on blogs and in communities influence your purchase decision?

© Windchimes Communications Pvt Ltd

© Windchimes Communications Pvt Ltd

Q9) For which categories will you online reviews before doing actual purchase?

© Windchimes Communications Pvt Ltd

© Windchimes Communications Pvt Ltd

The replies for Q8 and Q9 clearly highlight that people are more prone to reading reviews online before carrying out actual purchase. They would carry out the first leve of research – fact finding and opinion seeking – on social media platforms to narrow down their choice.

The categories most influences by this behaviour are:

1. Travel

2. Consumer Durables (I am including Cell Phones in this category too)

3. Automobiles – Both cars and bikes

To Summarize the survey:

1. Surfing Internet scored as the 2nd most medium to be used in spare time overtaking reading newspapers or listening to music.

2. Internet and social media sites are the first places to seek news, products and services related information and to find out about latest trends. In that sense, instead of being afraid of social media, marketers must embrace it.

3. Social media is becoming a part of daily lives. Even if it means just updating profile on social networking site or reading blogs. It is more involving and will eat into the time that was earlier being spent on other entertainment mediums. There are already youtube meet ups being organized where in group of people play their favourite online videos.

4.  There is a distinct preference over getting associated with a cause when online. Possibly another reason why online activism is becoming so apparent in modern times. Besides that its entertainment and brands that take the next two slots. The important thing to notice is that if brands or companies adopt the role of thought leadership and Corporate Social Responsibility (CSR) approach, then they are much more likely to succeed.

5. The most critical aspect of the survey is the impact of social media in our purchase behaviour. It is clearly evident that comments left on the blogs, review sites and discussion forums impact the manner of purchase. Lot of brands are make it in the consideration set of the consumers while others are dropped out on the basis of those reviews. It is important for brands to reach out to those users – be present where they are. They will have to build a dialogue with them in those forums and get them to review their product or service.

6. Another fallout for the companies is to track what people are talking about them. They will have to maintain their reputation online. It will be important to listen to what people have to say and act accordingly. That will start by first tracking the social media platforms and then analyzing the information to take strategic decisions.

The objective of this research was to give a peek inside the Indian users understanding and usage of social media. The role it plays in his life and how it will impact companies who want to reach out to them

You can download this research paper by clicking on to Scribd link given below

[scribd id=9690008 key=key-w7frnk7p3pzjlfjbxxv]