Month: November 2009

  • A Dunbar’s number for brands?

    Seth Godin had a very good take on the Dunbar Number recently in the context of connections made on Twitter and Facebook. (Wikipedia: Dunbar’s Number is a theoretical cognitive limit to the number of people with whom one can maintain stable social relationships. No precise value has been proposed for Dunbar’s number, but a commonly cited approximation is 150) Godin was of the opinion that “You might be able to stretch to 200 or 400, but no, you can’t effectively engage at a tribal level with a thousand people.”

    A few months back, I’d written a post wondering whether smaller organisations were better placed to use social media effectively. This was based on a post by Chris Brogan. Smaller organisations with a flatter structure, and a culture more open to ideas. In that post, I’d questioned whether ideas becoming products/services and then further on brands, meant that the large audiences developed by brands would dictate the kind of communication used, and if mass media one way messaging became easier then. Also, I’d wondered whether larger organisations could handle the empowerment required to work in a social media environment.

    When I read the post by Godin, I wondered if there was a Dunbar number for brands, dictated by the number of people  the brand can connect with- internally as well as externally? There are two things I read recently which added to the thought. One was the idea of the Intention Economy (via Surekha) which “grows around buyers” and is “about markets, not marketing”, and which is builts beyond transactions alone – conversations, reputation, authority, respect all of which are earned by the sellers and buyers. This is a provisional idea, the other is a report from 360i (via Mashable) which states that “that a majority of social media search listings that appear for brand-related queries are created by individuals not affiliated with the brand”, an increasing trend.

    Meanwhile, another interesting thought occured to me when I read Jeremiah’s  post on #OperationBlueWater – where he proposes sharing one’s personal goal plan with online and offline social networks to help people achieve it. I wondered if organisations could ever approach this scenario- not so much as an objective, but the openness and the willingness to share and collaborate along the journey.

    With or without Dunbar’s number, brands would have to involve either consumers or employees (ideally both) to thrive in a ‘social’ world. If its employees, it means hiring people who are passionate about the stuff they’re working with. Yes, the communication has always been that way, maybe the virtual and social forces will make it happen in reality. As for consumers, in most mass advertising, we have been seeing for sometime now, what Godin describes as “politician’s glassy-eyed gaze or the celebrity’s empty stare”

    until next time, social goal setting 🙂

  • Progress report

    One of the most memorable parts of the Andaman trip was the conversation I had with D, on the day we went aimlessly walking on the promenade. The conversation also seemed to understand the mood and was in its own way, aimless. As i wrote in one of the posts, I am fascinated by night lights, especially by the sea shore. It reminds me of Cochin, and sends waves of nostalgia at me.

    The entire trip had also made me wonder about human ‘progress’ and the motivation behind it. In a few minutes, the conversation that began there navigated itself to individual motivations. The comparisons with the Leh trip that I’d made  a couple of hours before at Corbyn were still fresh in my mind. I had set expectations for this trip even before i started out – expectations not based on any previous trip to Andaman, but on previous vacations. I thought loudly on what these expectations were – the beauty of the place? the feelings the place and people evoked in us? a getaway from the daily grind? A new setting and a scope for ‘discovery’? Comfortable stay, good food? Probably any or all of these. Anyway the expectations were set.

    And then D brought up one unacknowledged aspect – our projection of how wonderful the trip was, best characterised by the photos we share on FB and other private albums. (earlier, family gatherings and conversations) Isn’t that an expectation in itself – a proof of good times? Sometimes for ourselves, sometimes for others. I thought that was a good place to start understanding our motivation.

    From childhood, when we had richer cousins/friends flaunting their better toys, or showing us snaps of places they’d been to, or talking about the wonderful food they’ve eaten, a kind of motivation existed – to match better that at some point in the future. A driving force that dictated the choices made in life, which justified the ‘sacrifices’ made. Study hard to get better grades, to get a better job, to make more money and to finally get all the things that the cousins/friends had, even if it was a couple of decades late,  all the stuff that can be a justification for what is (in a sense) euphemistically called the rat race. And then to look back at the proof of achievement and let out an audible sigh of accomplishment.

    The problem arises perhaps not from being a rat even at the end of the race, but probably the realisation that a personal motivation got subverted into a generic rat race, which then became a motivation in itself. The rest of the life story would depend on the stance towards the original motivation. In many cases, the race stops, the baggage is dropped and a path of ‘self discovery’ is started.

    In my personal map, this is the place where I see a ‘You are here’ sign. I would’ve been happy with this, if I hadn’t realised that it has the same ending as the rat race. The path is different, and because there are no obvious indicators like the rat race, I have to evolve my own set of indicators. But the desired end is the same, simplistically put, personal growth, with previously decided benchmarks. The consolation offered is that it was reached on one’s own terms. I wonder, is it really one’s own terms if the destination is no different?

    Ayn Rand said “Man’s ego is the fountainhead of human progress”. Human progress, not just from a humankind perspective – the places and things he builds, but a deeply personal one too, as the ‘ego’ would indicate. I was conscious of this when I shared the Andaman photos, conscious that somewhere, someone was setting a benchmark and the beginning of a race, just like I had, and continue to do, even outside the rat race. And I wonder whether I’ve really replaced one rat race with another in my case. And I still continue to wonder about ‘progress’.

    until next time, progress cards with my own signature :]

  • Even distribution

    The per second and per character billing wars happening in the Indian mobile space now, made me consider whether its beyond a price thing – a need for consumers to slice and splice until they get exactly what they need. I see a parallel in the flow of content too, something I discussed earlier.

    Which explains why I tweeted that I was still watching with great interest, the results of Murdoch’s arachnophobia, though it will take months. (despite having some fun with irobot.txt, and Walled Street Journal 😉 ) Now that’s a subject on which everyone’s had an opinion, so I’ll refrain. (though I’ll share the interesting Bing Theory) The other part of his announcement, where he wants to be paid for content, will obviously depend on the quality of content he can give, and whether it can be found elsewhere for free.

    Meanwhile, as a believer of the link economy, I should’ve logically said that News Corpse was the future, but I refrained. The reason was that for me, the complete mechanics of content distribution is still in an evolution stage. I wrote about brand content distribution last week, and I’m exploring similar thoughts on information in general, especially when i see studies on sharing trends like these (via Social Media Explorer), which I still think is a good indicator despite the inherent skews in sample/methodology it might have. The specific part that interested me being the low shares of Google channels and Twitter, and the larger understanding (reminder) that the web is much bigger than the social media savvy crowd. While Google News has become a great aggregator, there might be other distribution mechanisms that can be developed, keeping a paid model in mind.

    Media has long served as a distribution platform for brand communication, so its obvious that any effect on media would also force brands to think differently from what they’ve done so far. It means seeking and understanding various smaller ecosystems that are bound to develop, where media itself would be different from what we see now. In essence, brands would have to slice and splice their content to reach various audiences. Again, one can’t completely rule out the possibilities for Murdoch with niche specific audiences.

    Meanwhile, I had a good debate recently with Surekha on social media’s usage by brands- product/brand centric vs communication centric approaches. This great post (via Surekha) sums it up quite well. My contention was that ‘buzz’ (for lack of a better term) could be generated without a communication centric agenda, if brands/products were serious about social media and approached it from a business design perspective. Communication centric approaches would tend to see networks as broadcast platforms and the focus would be on ideas and execution, which may quite often be platform centric, with less thought on how sustainable it is in the long run,  especially if all parts of the organisation are not aligned to a different way of working that’s required. Also, in addition to the spurious ROI methods which are evolving, my issue with communication – centric approach is best described by Godin in Hammer Time (every function (PR/Advertising all bring their own hammers to nail social media) and Rex in “If Advertising is your middle name, your surveys will always suggest the solution is….

    (Update: Thanks Dina, for sharing this)

    Digital Strangelove (or How I Learned To Stop Worrying And Love The Internet)

    View more documents from David Gillespie.

    It led me to wonder if brands’ usage of  FB, Twitter etc as broadcast platforms, also contributes to the way these platforms are evolving – from the concept of digital sub-prime crisis that Umair Haque has written about recently to the kind of hiring that brands do. (In this context, the Ad Contrarian’s 3 Distinctions post is also worth reading) Taking it further, is that why (simplistically put) instead of collaboration and easy interoperability, there is the scenario that Tom Reilly very interestingly describes in ‘The War for the Web‘ – war between natural monopolies  (search, social networking, classifieds etc) for adjacent areas.

    I’m hoping that like with all things web 2.0, the community will turn both the fights in a direction that is beneficial to itself, and we won’t be left replacing one system with another that develops with the same principles.

    until next time, choosing sides 🙂

  • Fantasia

    And while I did not have any imaginary friends, at least not any I can remember, the other day, when I was discussing Calvin and my penchant for quoting from the series, with a friend, who is an even better fan, since she can quote exact lines, while I sometimes tend to paraphrase, I suddenly seemed to be overwhelmed by a few memories from my childhood. Its like they were always there – the memories, and were just waiting for a context – in this case, Calvin’s super identities, to take me back to a fantasy world, utterly devoid of logic, but probably more fun than anything that followed.

    Now we’re back to the beginning
    It’s just a feeling and no one knows yet

    You might remember the Rambo fixation that I’d written about sometime back, the ‘superheroes’ who’re about to be revealed existed around the same time. The Rambo gear wasted away in batches, and so spawned a couple of mutant characters, which were war heroes too, but equipped with a different set of weapons. There was this Leo Mattel gun, that produced a roaring noise, until certain experiments with new, freely available ammunition (sand) silenced it forever. The second generation weaponry consisted of water guns which turned out to be very trigger happy by themselves.It didn’t help that they were usually loaded and since they used the loops of trousers as holsters, they tended to throw aspersions on the hero’s character – that he was still wetting his pants at that age!!

    I know some of you would remember the animated Spiderman series that was sponsored by Rasna. At one point, Rasna gave away free spiderman masks and my tale is eerily similar to Calvin gulping down chocolate frosted sugar bombs to get the beanie. Only in my case, it was kept safely until I finished that Rasna box. Since my love for superheroes wasn’t shared by the rest of the family, i couldn’t coax them into buying me the entire costume, which I remember seeing on a mannequin in Parthas, cochin. 🙂 So I made by own er, costume. There had to be a spider logo on the chest, but since I couldn’t get myself or anyone else to kill a spider, I used a small rubber octopus from an earlier era, tied to the chest with a string. Since I found my costume woefully inadequate, I made myself wrist and ankle guards with bajaj bulb covers, and completed the ensemble with my mom’s stitching thread, bunches of which disappeared regularly and reappeared on window sills, like those ‘mannat’ threads in temple trees. A super hero never cries, even if he gets thrashed. Since the real world identity was that of a photographer, this one was the only superhero to be snapped. No, its not going to be shared :p

    But just because they can’t feel it too
    Doesn’t mean that you have to forget

    He Man was the next to be created, I wonder if any of you remember the tiny comics that used to come in batches of four. Anyway, this costume was made with the liberal use of notebook paper and tape, with Dad’s permanent markers used to make the bold cross at the centre of the chest guard and a carved coconut branch for the sword. The neighbourhood cat was usually scared out its peaceful afternoon snooze by a branch wielding kid, poking at it with the branch/sword and willing it to become Battle Cat. It was soon discovered that attacks against He Man were considerably lesser if old newspapers were used instead of new notebook pages. The Masters in He Man’s universe tended to be evil and soon, even the newspaper supply stopped.

    ‘Film Man’ had to be the only original one in the series. One fine day, the drawer containing old film reels was discovered. It was also discovered that they tended to loop back when thrown onto say a window rod. They also made excellent wrist gear and even a goggle, though it did mean the superhero had to have a permanently upraised chin in order to be able to view his surroundings. Unlike films in general, this one didn’t have a happy ending, since many of those reels were important!!

    I’m sure may of you would have stories like these. Those were times of innocence, when super heroes seemed real, and life was an adventure waiting to happen. In spite of the thrashings that the super hero got, he was also comfortable in the knowledge that his parents were real super heroes who could solve every one of his problems, however large they seemed to him. And then he grew up…. reality happened, and suddenly, all he seemed to have were memories…

    Let your memories grow stronger and stronger
    ‘Til they’re before your eyes
    You’ll come back
    When they call you
    No need to say goodbye

    until next time, origins and sequels 🙂

    The song is one of my favourites. The Call,  by Regina Spektor from the soundtrack of “The Chronicles of Narnia: Prince Caspian”

  • Tin Fish

    Sudeep Chakravarti

    Set in the 1970s in a boarding school in Rajasthan, ‘Tin Fish’ is the story of four friends and their ‘wonder years’. ‘Tin Fish’, named after the canned fish that was a regular in the narrator’s tuck box, and which brought with the comfort and familiarity of home and family.
    Narrated by Brandy, short for Barun Ray, this is the story of his days at Mayo, spent with his best friends – Fish, Porridge and PT Shoe, each of whom bring to Mayo, their own baggage, even before they can understand the word.
    The book seems (at least) partially autobiographical as the author is able to easily get into the mind of a child and then his transition into teenage – the whirlwind of emotions, the discoveries, the first crush, the pain of loss and most importantly the understanding that nothing lasts forever.
    Each character is well etched, with its own own idiosyncrasies, and relationship with other characters. From the obsession with ‘gora chicks’ and Zeenie Baby to Mick Jagger and the plans to form the ‘Get Lost on the Ganga and All That’ band, the book is about coming to terms – not just with a world outside the confines of the fishbowl that is the ‘Mayo world’ – the outside world with Emergency, a urine drinking prime minister etc but also their own world – one which shows them that joy, sadness, love, hatred, despair, anger, pity etc all go hand in hand. Witty, wistful and poignant, its a book about the loss of innocence.
    And then there’s the slang, that would go something like “its a cool breeze book, read it ya”. 🙂