• Brands & Media Metrics

    Rajesh Lalwani raised an interesting point in his post a few days back, on how the performance of a social media campaign should not be judged solely by the buzz it generates, since a lot of conversations flow ‘below the surface’ i.e. emails, telecons and face-to-face. I’d also add Chat (the GTalk type) and DM.

    My reply consisted of several parts, and some of it got me thinking on the concept of ‘measurement’.  Among other things,  I felt that, relatively speaking, it is more convenient to measure buzz (a social media search or even a Google search) than the ‘below the surface’ versions. You really can’t track what I speak with someone else on GTalk. But more importantly I felt that this love for measurement stems from a need for control.

    So I looked back at the brand campaigns around, the media used and the measurement. Following is a rant.(and is quite India specific) Though its extremely relevant, I shall, for now, ignore brands’ following a ‘campaign strategy’ at the cost of brand strategy. Generally, the campaign would consist of Outdoor (billboards), Print, Television, Radio and *new* Internet. So, lets see the measurement criteria for these. Outdoor – you can’t go wrong with one on Brigade Road- Residency Road (that’s Bangalore) junction, everyone goes there. Print – XYZ has circulation and readership of …. Television – XYZ channel and the TRPs it delivers. Radio – say RAM and listenership. While there are numbers and numbers, there is really no way to figure out exactly how many people saw/heard the ad and responded (not even if you put call centre numbers/email ids/call ins).  The sales spike that happens on the day the ad is released is the indicator of its success in print. If ‘people’ saw/heard it, TV/Outdoor/Radio has worked. Yes, I’m generalising, and I do know what value market research can offer. And so Internet. Now the internet obviously needs to match up to the awesome quantitative measurement options that the other media provide. 😐

    And so the brand guys waited for the net to show some real numbers. And it did, as it was bound to. Depending on who you ask, this number could now vary anywhere over 28 million users. ComScore puts India’s net population at 32 million, and within that, the social networking population at 19 million, Orkut firmly leading with 12.8 million. The figure reminded me of the leading English daily’s readership – as per IRS R2 2008, it was 13.3 million. 🙂

    And while the numbers rose, the digital sellers walked in with the stats and taught the brand guys CTR, CPC, CPM (no, that’s not political)  and to use banners and site takeovers and microsites on the net. The measurement criteria was made up of numbers. So, the internet with the amazing CPT (cost per thousand) it provides, is no longer an afterthought in a media plan (Thanks to R, who gave me her valuable thoughts on media planning). Pay for Performance was the mantra and its pillars were leads and clicks.Is that a problem? Not by itself, but when you consider the potential the medium offers, and how it can be used for measurable branding, its not a problem, its an injustice. To quote from this wonderful article on the subject

    In fact it is precisely this cult of accountability that is getting in the way of the digital community progressing from clever marketing handymen to the architects of brand success….So long as the digital community clings to its obsession with accountability over effectiveness it will remain in the unedifying position of creating engaging brand fluff on the one hand and highly measurable but largely pointless direct response advertising on the other.

    All these are not unknown issues. WATBlog’s panel discussion in Delhi covered much of this. And with all this playing in the background, arrives social media. And it won’t make sense because brands only use media on a campaign to campaign basis, and social media is about the brand’s strategy and a consistent presence- building an audience, listening to them, asking their views, collecting insights, making better products, and so on. It is not about statistics and definitely not a get in-bombard with ads- collect leads-get out deal. Besides, measurements are more qualitative!! The criteria that mass media provides for measurement are almost irrelevant here, and rightly so!! Because in social media, the crowd responds, they talk to each other, and if you don’t participate, and attempt to treat it like a broadcast medium (the way the measurement based web is being treated), someone is likely to have fun, most likely at your expense. And in social media, what a brand says is less important than what the brand’s consumers say.

    Like the general web before it, it is only a matter of time  before the social web  reaches a scale which forces brands to use it. I hope they don’t use it like broadcast media, and instead learn to use it – not as a templated solution, but as a subjective, evolving mechanism.

    until next time, cast away

    Note: i have nothing against mass media. It has its uses. I have a problem with this social media measurement obsession, without the correct metrices and by involving it only from a communication perspective and not the other parts of the brand’s life cycle, and finally stating that it’s just fun and doesn’t work for brands.

  • Kaayal

    Kaayal has been on our radar for some time now. And when they announced a Malabar Biriyani festival from Feb 26th – Mar 1st, we decided there couldn’t be a better time.

    When coming from Koramangala take a right turn at the 12th main junction, at the every end, take a right and then, a left at the next junction. (where you see a ‘Fresh’ outlet) You’ll see Kayal on the right after about a 100 metres. Its opposite Miranda High School, and on the second floor. Parking is a lil bit of a bother.

    Kaayal, which means ‘backwaters’  is the quintessential Mallu restaurant, with a few props thrown in for good measure. While you get all the regular Kerala dishes here, the Biriyanis were the highlight. So we ordered a Chicken Biriyani and a Fish Biriyani and a sambhaaram (buttermilk) while we waited. The sambhaaram was about as spicy as it could get, but good.

    The Chicken biriyani was very much like the ones we Mallus get in restaurants at home, complete with the egg, thats conspicuously missing in the versions usually found in Bangalore. D was quite miffed that her fish biriyani didn’t have one, but I guess it did make sense – limiting eggs to chicken biriyanis 😀 The problem with both was that the masala hasdn’t really seeped into the chicken/fish pieces. We also ordered a Beef fry, which we had been warned about earlier – that it usually was a bit rubbery. Unfortunately for us, it was quite a correct warning. All the stuff could’ve been better. :|Might go back some other time for checking out the regular Mallu stuff.

    All of the above cost us a bit over Rs.250. Value-for-money as most Mallu restaurants go. (no we don’t consider Coconut Grove mallu on that parameter)

    Kaayal, 1647/1 , 2nd Floor, Jeevan Bhima Nagar. Ph: 25205578

  • The man.. the machine

    A while ago, I’d written about my fascination for lifestreaming, and the role it could play in storing our memories and giving it context. In fact memories and the possibility of losing them have always been food for thought for me.  One memory from a long time back, when I was an avid reader of Doctor Who books,  is of one of the Doctor’s villain sets – Cybermen – a fictional race of cyborgs. From Wikipedia

    Cybermen were originally a wholly organic species of humanoids originating on Earth’s twin planet Mondas that began to implant more and more artificial parts into their bodies as a means of self-preservation. This led to the race becoming coldly logical and calculating, with emotions usually only shown when naked aggression was called for.

    The connection. I saw an article recently on what has been called Homo Evolutis (original video here). Human beings have been the dominant species on the planet for a short while now, and as the author explains, there’s no guarantee that the current situation is a stable one. And in this context is seen the beginnings of speciation, in broad terms the evolution of our own species.

    The author talks about three different tracks of speciation -prosthetics (from limbs to hearing aids and beyond), stem cell and tissue engineering (where we are reaching a stage when a single cell can be rebooted back to its original factory settings and can rebuild any part of our body,  and lastly, a track to improve the brain. The author says that the last track will be the slowest to evolve, but the one with the maximum impact.

    And these tracks would create a new race or races- in fact a prosthetic body part, a plastic surgery etc are all the common manifestations of this process. As technology becomes more advanced, it will become affordable to a lot more people. From a physical perspective, who wouldn’t like body parts whose wear and tear can be controlled, an end to pain and suffering. And it doesn’t stop there, because we’d like to have the best physical abilities that any species has in terms of moving, seeing, hearing, strength etc. From the mind’s perspective, an organ that could upgrade itself to store more, to experience more, to work faster, to be more accurate. And it doesn’t stop there – reading others’ minds, telepathy…

    We will see the beginning of all this in our lifetime. The progress might be slow, so slow that perhaps later generations wouldn’t realise how we’d lived without most of the artificial things that they would be taking for granted. How would this affect the experiences of life that we go through now – joy, sorrow, pain, ecstasy, spirituality?  How long before what we call human would give way to a being that would probably exist forever, possibly without living? Will they even realise it when it happens?

    until next time, a man made man….

  • Product Life Cycle and Consumer Life Cycles

    One of the social web’s by products er, products, are “shiny new objects”. (new services that launch and send us enthusiasts into a tizzy. All the web 2.0 greats were shiny new objects at some point in time)  There were a couple of wonderful posts I read in this context. The first is Rex Hammock’s excellent post on how we obsess over these for sometime, and then move on. Yes, I know you know that, but its the next part that’s interesting.

    Then one day about three years later, you notice people who aren’t obsessed with shiny new objects are talking about something four-or-five shiny new objects ago and you wonder: Why is everyone obsessed with this?

    This happens to me occasionally, the latest example being a few guys tweeting about the Baba Ramdev- Chrome ad that was circulated around quite a few months back.

    The second post was great, right from the title – The Loneliness of the Early Adopter, and when i shared it on Friendfeed, at least a couple of guys liked it. I confess I’m more at the borderline of early majority and early adopter, (refer this ) but I could empathise with a lot of that post.

    Now, a long way back, Jeremiah had an awesome post on Applying a social computing strategy to the entire product lifecycle. As the title suggests, its about listening to consumers, collaborating on product development, filtering out the right consumers, learning from them and supporting them and in essence, utilising the social web in all parts of the PLC. Here’s another great post in Social Media Explorer on the same theme.

    Twitter and more so Friendfeed (as this Mashable article explains) and Facebook (commenting on status and other elements of the newsfeed, the ‘Like’ feature) are great examples of how the product/service is evolving with the consumer and his preferences. Increasingly consumers are ‘creating’ a use or finding a way to fulfill a need gap from a basic service.

    The question is, who is the consumer? I’m trying to juxtapose the Product life cycle with a consumer life cycle. Are the tastes and preferences of the early adopters markedly different from that of the late majority? As the adoption of various social media services rapidly increases, who would a service target, and will it be at the cost of another segment? Different consumers, located at different points on the Roger’s bell curve will use the service at the same time. How can these possibly different sets of expectations be met? Will there be variations of the same service for different categories of users? I don’t see the issue being addressed a lot now, that possibly explains why a lot of people leave say, Twitter after a few tweets/days since they can’t figure out what’s happening? Would a ‘nOOb version’ have helped? Social media is about customisation too, and this might be something that needs to be answered soon, as these services become mass.

    until next time, handling a cycle on a curve 🙂

  • Class Act

    “I’ll be gentle, it won’t hurt”, he promised. She was apprehensive, she hardly knew him. Noticing this, he added, “I know it takes time to trust someone new, so let’s start slowly and talk as we go along.” As her muscles expanded and contracted, she still wasn’t sure whether to trust the new yoga instructor.

    until next time, breathe out 😉