• Confessions of a ‘social worker’

    It’s raining discounts and practically everything is on ‘Sale’, except probably Trivortex bangles! At Myntra, we’ve been having an ‘I Love Sale’ campaign running since January. While we have been tweeting about it since then, last week we decided to take the relationship to the next level. The #ReplaceMovieTitlesWithSale turned out to be a huge success for us, and I’ve chronicled the details on our corporate blog.

    Since there were many interesting answers, I even tweeted about it from my personal account, a rare occurrence. I was asked by a couple of people why we chose the cliched hashtag, and I thought this would be a good time to convey my version beyond a few multiples of 140 characters.

    I’ve always been a staunch believer of figuring out intent before anything else and it driving everything else. In that sense, I still stick to my earlier stance on hashtags, but it’s more nuanced now, because I begin to understand the kind of roles it can play in a brand’s framework. As the perfect example, in this case, our objective was simple – create a buzz around the sale at Myntra. We could have tried a more ‘critically acclaimed’ hashtag, like #bachpanstyle, but our intent was reach, and the more ‘banal’ it was, the higher its chances of usage. And boy, it worked – generated more than 7000 tweets in 3 hours, and not only was it a #1 trending topic in India, it also touched a worldwide #2. Mission pretty much accomplished.

    Zooming outward a bit. I like to think that I’m a social purist, to the extent that I request people not to use social and media as though they are doomed to be married to each other. There are so many things that are social and not media, at least yet! However, social media is a reality, or rather, social is also media. In fact, this is what marketers can instinctively relate to, because it can be viewed in the same paradigms of reference that they have been used to in traditional media. It can also, unfortunately be ‘bought’ – from Promoted Tweets/Followers to Promoted Stories and Page Like Ads. The purist in me lives by not doing this.

    However, if I approached all of my assignment as a purist and argued that this is only a long term game and numbers don’t really matter, I’d probably be raised to sainthood in future, but my job would have died long before that! In essence, I need to be pragmatic, and run the sprint and the marathon. My intent decides what I should be running and when. It’s a balance, and one that needs to be worked at every day. If I asked you about the 100m sprint record holder, you’d probably do the pose in a second, but if I asked you the same about marathons…. In general, that holds true for social activities as well. After all, it’s real time, and is a nascent domain in which we have seen very few marathons. 🙂

    In summation, the whole world is on sale, and another sale is not really a news maker. But the sprint can help, by adding a layer that helps this sale stand out. Thanks afaqs and Lighthouse Insights. 🙂

    until next time, now running

  • Fence sitting

    It’s easy to guess the book from where this has been taken. I started reading it only recently. (yes, yes, give me a painful death) “Others dwelt here before… and others will dwell here again…” is pretty timeless, but I was more fascinated by the line after that “The wide world is all about you: you can fence yourselves in, but you cannot forever fence it out.“

    To an almost ‘asocial’ like me, fencing myself in has been an escape route that I use more often than not. It’s also why this is one of my favourite songs

    But of late, I am not sure how much fencing oneself in works, especially since the world will find a way to intrude. Probably a sign that I’m getting old, or at least older! In fact, attempts at it become a struggle, one that serves no purpose. That’s probably why most people don’t treat it as black & white, and get by with occasional forays into their fenced-in world.

    until next time, keep fencing

  • Only Time Will Tell (Clifton Chronicles 1)

    Jeffrey Archer

    The first of the Clifton Chronicles and launched in Bangalore earlier this year. 🙂 As per wiki, Lord Archer plans to span the series from 1920 to 2020. This first installment covers the years from 1919 ( a year before Harry’s birth) to 1940. The protagonist is Harry Clifton, ostensibly, the son of a war hero, but later years would reveal his true father.

    Harry is gifted with a fine voice, and despite financial troubles, manages to learn his way to Oxford. The other principal characters are Maisie Clifton, his mother, Giles Barrington, his best friend, Giles’ father Hugo and his sister Emma Barrington, and Old Jack Tar, a war veteran fighting his own demons, but who discovers Harry’s potential and moulds his life.

    The author manages to pace the book very well, and has thankfully stayed away from the drastic twists that he was once good with. Instead he has chosen subtle turns which the reader is able to easily guess beforehand, but finds presented very well.

    Archer’s storytelling skills are obviously intact, though one portion reminded me of the climax of ‘As the Crow Flies’, and the art appreciation seems to be taken from his own knowledge of the field. The way he switches the narrative by introducing it from the perspectives of the principal characters works out splendidly.

    I am becoming a fan of the subtle Archer style of humour too, and therefore I don’t miss the earlier twisty plot style much.

  • Thatva

    Thatva’s objective is to create a systematic process and a structured framework that would help innovators grow their ideas into innovations. In conversation with co-founder Sridhar DP

    [scribd id=124527521 key=key-1kq3e9qdc8xv0ihljp6a mode=scroll]

  • A change of course

    There was an intriguing article on HBR last month, titled “Can Companies Both Do Well and Do Good?” It was based on a research that looked at the correlation  between the financial performance of firms and their social & environmental performance. At the corners of a grid made of both kinds of performances on X and Y axes respectively, are Idealists (great on socio-environmental, but low on financial performance) Trendsetters, Exploiters and Laggards, in the clockwise direction. As should be expected, there are companies all over the chart, and the correlation is near zero! There were outliers, of course, but not really a pattern.

    It made me think whether it was possible for the corporations we see around to do good and well. I am not talking of CSR or ad hoc sustainability projects that would temporarily bring them to a Trendsetter level, but a radical shift that would stand the test of time. We are seeing a paradigm change in the way business is done, but this era is only the beginning of that transformation. In general, the entities we see around are hard wired to maximise profit and not really to spare a thought on the social/environmental or I daresay human fallout of their activities. These are large corporations with individual personnel, processes, shareholders who are used to a certain perspective. These are systems with a single point agenda. Is it really possible to shift them without a huge investment of all kinds of resources – time, energy, money – with no guarantee that this would really benefit the firm in the long run?

    So does this mean that in the medium-long term, these corporations are destined to fail as our understanding of achieving a balance between profit and being ‘good’ matures, and only those which have started/start now with a DNA that is meant to achieve this balance will do well? Or is it that as the individual and societal mindset gradually change, and as social business evolves, corporations will also be able to use that time to slowly transform themselves? I do wonder. What do you think?

    until next time, become the change you want to see