Year: 2010

  • Social Scaling

    The subject of this post has been visited before, thanks to an earlier note by Tac Anderson on the ‘3 types of social media strategy‘, and David Cushman’s excellent presentation the same topic.

    What made me revisit this are Tac Anderson’s post last week titled ‘Dam your social media strategy‘, which used an excellent analogy to present a 2 step approach to changing business strategy , and my own experiences in the last few months. In my first post that referred to the 3 types of social media strategy, I’d wondered whether it was possible to move from strategy 2 (optimising social media  for business) to strategy 3 (optimising business for social media), but my experiences later made me feel that it was perhaps (generalising) an inevitable approach, and this view has only been strengthened since then.

    However, the biggest roadblock I sense is in convincing an organisation and its internal stakeholders to look at the tools from beyond a ‘push communication’ marketing perspective especially after we start out on optimising social media. It is all the more difficult because this perspective is something they can identify with – just another channel, and one that’s ‘free’.  A twisted view that ‘Conversations are markets’. Just another place to sell your wares. 😐

    The challenge is to shift the focus from ‘media’ to ‘social, and from a purely brand centric view to one that encompasses the organisation’s internal stakeholders and consumers, and has a more holistic view of ROI. I wonder then, if it is actually better to start with something like ‘customer care’ or ‘operations’ and include ‘brand’ only at a much later stage in optimisation. Debatable. 🙂

    until next time, ambushing marketing on the brand team.

  • All I have to do is dream…

    Yes. Quite liked the movie – Inception. Mostly because I found the concept  (dream incubation, lucid dreaming) interesting and because it forced me to pay attention. Sometimes, movies like that can be refreshing. Of course, it helped that the visuals were very watchable too, and the last shot added to the charm.

    For those who haven’t seen the movie, not to worry, the post only refers to it in terms of concept. At a very basic level, its about planting an idea (Inception) inside a person’s head. Only, he shouldn’t know it was planted by someone else, he should think it’s his idea.  In a world where a lot of people anyway falsely claim an idea as their own, you might wonder why this is interesting, but  ignore that for now. 🙂 Meanwhile, since the person needs to think its his idea, a basic version of the idea is planted in a dream state, in the subconscious.

    Like the movie maker has said about the end, its whatever you want it to be, so here goes. The other reason I liked the movie was because of the ‘life subtext” – the part that makes comparisons to The Matrix inevitable. I thought many acts of ‘Inception’ happen to us too, over a period of time – sometimes done by others, sometimes by ourselves – conditioning. And since we don’t really contemplate why we choose to do a certain thing/in a certain way, we end up thinking that what we’re doing is what we really want.

    Half my life
    Is in books’ written pages
    Lived and learned from fools and
    From sages
    You know it’s true
    All the things come back to you

    And just like how in the movie, the ‘projections’ (things and people used by a dream-architect to populate the dream world) turn hostile when the person detects an external presence in their sub conscious, in life, the problem starts when we suddenly realise the existence of the conditioning, and realise that perhaps, much time has been spent on chasing an ‘inception’.

    Every time that I look in the mirror
    All these lines on my face getting clearer
    The past is gone
    It went by, like dusk to dawn

    And yet, some would say that their lives have been made better by pursuing that one idea. So how do we really know? In the movie, the people who carry out ‘inception’ and the lower forms of the art (extraction) have a totem that helps them distinguish dreams from reality. I wonder if we have something comparable, but then, I wonder, if life would be as interesting as it is if I did have a spinning top or a rolling dice to give me a better grip on reality. 🙂

    until next time, deception 🙂

    Lyrics: Dream On, Aerosmith.

  • Culture Bridges

    There was much excitement when I saw that much talked about presentation that somehow seemed connected to Google Me and Google’s approach to social. But the sounds made recently by Darth Scmidt don’t really give cause for delight.

    While it doesn’t make sense to talk ill of something even before launch, the ‘social layer’ does sound underwhelming. It doesn’t help that Mark Zuck recently hinted that ‘social is not a layer you can add’. ( What is interesting though is he also said in the interview “We’re trying to build a social layer for everything”) He should know about what works in ‘social’, because whether you love or hate Facebook, it is definitely a creation (and creator) that demands respect, on various parameters.

    Somewhere towards the end of his post titled ‘The Forever Recession‘, Seth Godin, while talking of the ‘recession of an industrial age with its imperfect market communication’ paraphrases Clay Shirky and states that ‘every revolution destroys the last thing before it turns a profit on a new thing’.

    I thought about this statement in the context of Google and Facebook, and also remembered an earlier post at GigaOm which showed the difference  between the way Facebook and Google work. And that prompted me to wonder whether every age has a unique organisational and workforce culture that best fits it, and the entity that grasps it, succeeds.

    This is not just a Google-Facebook question, but one that I’d consider across domains and categories. The leader in an earlier era would try to capture that culture mojo and would most likely fail because it tries to add to what it has been doing so far, where a start from scratch is what is warranted. The interesting part is also that the time between ‘revolutions’ seems to be consistently decreasing, so how do brands and organisations carry their success across?

    until next time, a revulsion for revolutions?

  • Mirror Images

    I came across this passage while reading Kiran Desai’s “The Inheritance of Loss”. The context is of a young girl, who, because of a new found romance suddenly becomes conscious of herself.

    “But how did she appear? She searched in the stainless-steel pots, in the polished gompa butter lamps, in the merchants’ vessels in the bazaar, in the images proffered by the spoons and knives on the dining table, in the green surface of the pond. Round and fat she was in the spoons, long and thin in the knives, pocked by insects and tiddlers in the pond; golden in one light, ashen in another; back then to the mirror; but the mirror, fickle as ever, showed one thing, then another and left her, as usual, without an answer.”

    I found that I could also identify with it in the context of our encounters with the social platforms around – Orkut, Twitter, Facebook, LinkedIn.. and how slowly the ‘Like’ and RTs seem to be defining the interactions and affecting even perceptions and understanding of the self. Its not as though people and comments never existed before, but the sheer mass of people we come into contact with, thanks to the social platforms is unprecedented. Through the conversations and responses, we see a bit of ourselves, a self colored by the other person’s perceptions. As the voices around us continue to increase, at some point, is there a danger of losing touch with what we really are? Yes, you could ignore or be selective, but then we’d just get back to an objectivity argument.

    “The biggest danger, that of losing oneself, can pass off as quietly as if it were nothing; every other loss, an arm, a leg, five dollars, a wife, etc. is bound to be noticed.”

    I read that, thanks to @aanteadda‘s share on Twitter – an excellent take on the Ramayana,(do read it) and in a completely different context – that of dharma, it happened to arrive around the same place. Rama, having lived his entire life by what he considered his dharma, is distressed by what he must do with Sita after the end of the war with Ravana, irrespective of what he personally wants. The author thinks that this is Rama’s tragedy, and that of every person who lives by ‘impartial and abstract principles’, which don’t take into account ‘individuals as persons,’ and can’t see the difference between a situation and a personal situation’, and it can only lead to the destruction of the self.

    And so I wondered, whether its people, or a moral code that one follows, whatever dictates what we do, is there really a difference – between the reflections from others and ourselves? Is there one right answer for what should define us and the way we live. I think not.

    We must prioritise, I guess, based on what we think will give us happiness, and just like this neat article on addiction (the internet in particular) ends, “we will increasingly be defined by what we say no to”, all thanks to an abundance of choices, from within and without.

    until next time, you always have a choice, but do you always want a choice?

  • Under the Mango Tree

    This review was first published in Bangalore Mirror (yes, yes, we got our name in the papers n’ all) 😉 Have reworked it to suit the blog’s regular format. 🙂

    Remember Cornucopia in Richmond Town. (map) Its now got a new owner and a new name – Under the Mango Tree. The set up has been modified ever so slightly, the mango tree remains, and the erstwhile elaborate menu changed completely, though it still serves Continental and Italian. Here’s the new menu. Meanwhile, this time, my company consisted of Gautam, Radha, Karthik and Prmod.

    (click to enlarge)

    I started with a Cream of Mushroom and Leek soup, which turned out to be the best among its kind. Karthik’s Cold Melon soup was a bit of a disaster, and Gautam had still not come to terms with the existence of a vegetarian French Onion soup. The Goan sausages made a pretty decent starter.  The Pita and Hummus were only just ok.

    The ‘King Size sausages’ was what I chose for the main course, and again got lucky, because it was quite a good dish, with its caramelised onion sauce. Prmod’s Veg Lasagna also turned out to be tasty enough. The Sea Bass was quite a disappointment  – Karthik was sure it was mackerel, and both the Pepperoni as well as the Mozzarella – Hot Pepper pizzas one were only average.

    On to desserts. The Chocolate Mousse is not something a chocoholic ever complains about, but this one could’ve been better. The Mango mousse cake tried to be the saviour and just about managed to succeed despite some essence extravagance. The chocolate mousse with caramelised banana could’ve been a winner if the mousse had been allowed to be strong enough, it would have worked well with the banana, I thought.

    In essence, some hard work needs to go into the place. The aambiance is pleasant enough, and the owner, Nirmala, helps with the order as well as some amount of customisation. Cost for two people would be about Rs.1000, which would get you a couple of soups, a starter, main course dishes and a dessert. So, drop in, if you’re in the neighbourhood, and give it a shot.

    Under the Mango Tree, # 3, Laurel Lane, Richmond town, Bangalore. Tel: 9686601021

    PS: If you’re in Bangalore, and would like to be featured in a review, drop me a line with your favourite cuisine or new restaurant you’ve noticed – manuscryptsATgmailDOTcom, and we’ll figure something out 🙂