• Communities and Brandstreams

    Last week, I’d written about transparency in organisations, and touched upon something that’d force transparency on them – conversations about them. While conversations can happen on the organisation itself, I believe the brand will also act as a starting point in many conversations. A transparent organisation will transfer some positive equity to the brand and vice versa. What comes first is a good chicken-and-egg question. Whether they can exist independent of each other is also a good thought.

    Since I have written on organisations, I’ll veer towards the brand this time. There is a good article here on what brands should consider before jumping into the ‘create communities’ game. But then, brand associations should never be restricted to communities, it can be as basic as listening in on conversations that happen not just on the brand itself, but the specific and generic categories it belongs to.  Moreover, communities don’t need to be very rigid in the way they operate. Check out Dell’s efforts here. The second half of this article also succeeds in conveying this fabulously. In a convenience driven, information overloaded consumer’s mind, it is difficult for the ‘four times a year’, ‘when we feel we have to communicate something’ TVC-print-outdoor campaign that many brands follow, to find a place.

    So, what are brands doing? From small businesses that give ‘prewards‘, to FMCG giants that attempt buzz marketing, everything is being tried. Some succeed, and some are questioned. What the last link, Nike shows is that brands cannot escape now with lip service. They have to be true.

    Which brings me to possibilities. Quite sometime back, I’d read this post about user generated advertising and product wikis, a sort of the brand’s lifestream, if you will. I found it a very refreshing thought, even thought Heekya (via Mashable) might be a good tool to start the journey, and was happy to read a tangential post  here. Please note that, though the second article uses ‘brandstreaming’ it is more to do with engaging the community through social media. Its still interesting though.

    But the best read I saw on this subject would be this post by Chris Brogan. I think it offers a great way for brands to balance their ‘official’ presence online with all the user generated stuff that’s bound to exist. But I’d still say community building has to start at home, i.e. organisation.

    until next time, start your brandstream..

  • Collage

    After a really long time, I chanced to see some college kids in action. Some, would be an understatement since it involved half a dozen colleges and a few hundred students. As part of the program, I got to see them in their natural environment, their college. Did that make them sound like animals? Okay, it wasn’t supposed to. It made me think about youth. Not mine, since my memory isn’t too good these days, but the usage of that word to represent the collective.And i realised it doesn’t really do them justice.

    For I saw dreamers, the silent types who sat in the corners of the college quad with either eyes glued firmly to a book, or absorbing the world around in general, sometimes with an amused smile.

    I saw the show-offs, displaying everything from the latest in gadgets and fashion, to the latest in body art, and equating that in some way with what and who they are.

    I saw the absolute rascals, whose single focus was the other gender, and their attention. From what i saw, I thought it was more hormones than nobler intentions of love.

    I saw escapists, who learned very early, that it doesnt matter if the grass is green on the other side, or any damn side, you still gotta have it, the grass that is.

    I saw those who were full of life, participating in all the contests that were happening, eager to prove, not to anyone else, but to themselves, that they had what it took to excel.

    I saw some who had perhaps given up on all that happened around them, some of them with a quizzical expression and some of them trying hard to populate vacant smiles.

    I saw those whose looks had more than a trace of rancour, was it against what they were surrounded by, who they were surrounded by or was it against those who were happy in these surroundings?

    Youth, the collective term for a population that consists of individuals who are perhaps still trying to find out who and what they are.

    And as i sat watching them,  I saw some of them stare back at me, as though asking me how life goes, years after you’ve left college? Whether the world you are part of now, resembles the world you used to occupy then. And I would’ve liked to tell them that the world outside does change, but for better or worse, the world within can stay exactly the way it is, if you’d let it. And that perhaps is why some of us never grow up, and some of us feel that we grew up a long time back. And both of these have nothing to do with our age.

    until next time, growing up…

  • Virtual Fourth Estate

    A few articles that have to do with newspapers caught my attention in the last couple of weeks. One was the fact that Instablogs, is doing something I desperately wished it would do – opening the network for external blogs. I personally consider Instablogs a good benchmark for what online news sources should be,  going forward. If you haven’t checked out Instablogs yet, now would be about time!!

    The second was an article on whether we need editors anymore. That question would be quite controversial in any case, but it helps when The Guardian asks this. It is quite a compelling read, and makes some telling points, on how editors should evolve in the digital era. I think that it also points to a mindset change in the newsroom and the presentation of news, because the way news is consumed is also changing. “Reporting becomes a process more than a product” and thats a fundamental shift in the way newspapers approach the business. Here’s a great read on the subject. It is sad to see how newspapers, with some of the best resources, are not able to channel it to better use on the internet. This is a perfect example for what I’m trying to say. Now, once you’ve thought about all this, check out Instablogs’ tour. It might explain why I find the site awesome.

    Why is it important for newspapers to address the digital mindset issue? This data, (via here) though pertaining to the US shows how blogs and the online medium in general is making inroads into what was till now, the newspapers’ domain.

    While, with a 4.5% penetration, newspapers aren’t exactly on a ‘near-death spiral’ in India, I believe it still might be just a matter of ‘when’ rather than ‘if’. Speaking of which, the last article I wanted to discuss was one on WATBlog about Indiatimes’ launch of Hotklix, a Digg like service. Like I commented there, it would’ve been a great way for TOI, ET and all the publications of the Times Group to showcase the loads of content that they possess. How about seeding articles on a daily basis? Where is the integration of the TOI, ET websites with Hotklix, where I can bookmark an article immediately after I read it?

    On an aside, there are traditional news networks doing some pretty cool things on the web. CNN, for example, is allowing users to embed videos in blogs social media etc. No, that’s not a newspaper, I know, but it does come under ‘traditional media’. But even CNN received some flak a couple of weeks back. CNN is present on Twitter, and I happened to see this article, where a few users got pissed off with them for spoiling their Olympic fun. But that doesn’t stop the mashups. Take a look at Dialogg, their collaborative effort with Digg.

    Given that newsprint costs are rising, all over the world, and people are increasingly raising an uproar over cutting down of trees, I think its about time that newspapers took a long hard look at how the digital medium is transforming the content landscape. After all, we even have sanskrit newspapers going online. By digital, I don’t mean just the web, it could be the mobile too. 9.22 million subscribers have been added this month. I would like to compare it with the circulation additions for newspapers. Meanwhile, just read about an effort – MeraMobi, by the Dainik Bhaskar group in association with Pitroda Group LLC.

    Traditional media, especially newspapers, world over, have painstakingly created an equity and trust factor that’s extremely relevant in a transparency and trust led digital era, it would be sad to see it wasted. After all, with increasing global warming fears, newspapers might soon occupy the space that furs occupy now, so it might make sense to hunt for some virtual fourth estate.

    until next time, read….online? 😉

  • Citi Zen

    Caught ‘Mumbai Meri Jaan’ on the weekend, was propelled to the theatre by the cast – Kay Kay, Irrfan, Paresh Rawal, Vijay Maurya. I’m not going to attempt a review, and will limit the post to a few nuggets and a strong recommendation to go watch the movie. I think the movie worked for me because almost all the lead characters were ones I could identify or empathise with.

    Vijay Maurya (Dawood in Black Friday, Jam K in the horrible ‘Bombay to Bangkok.. hmm, thats a coincidence, all the 3 movies have a Mumbai link) for his rage and helplessness against the system he is part of.

    Irrfan, for the agony that he feels, on the way he, as a citizen from the lower strata of the economy, is treated by those more fortunate than him, but for still retaining the innate goodness of his character.

    Kay Kay, for the indignation and the impulsive mistrust of Muslims.

    Paresh Rawal (bless the director and scriptwriter for reminding me of the original Paresh Rawal, the one before the morass of his recent movies and Priyadarshan happened to his career) for the cynicism and acceptance of the system he is part of, but still retaining a part of himself that can be stung by someone pointing this out to him. His cynicism is just amazing. Check out this nugget, “Arre, blast ke baad agar bar khule nahi rahenge, to Mumbai ka spirit kahan se aayega” and the part where he says (to paraphrase) ” a long time ago, we joined seven islands to make Mumbai. After the 7 blasts on 7/11, I felt we were being split into 7 again”

    But most importantly, Madhavan, the 30+ corporate executive, who refuses to buy a car because he does not want to contribute to the city’s pollution, who refuses to take up opportunities abroad because of a sense of patriotism, who advises a roadside vendor to stop using plastic….

    I could identify a lot with the last character, especially when he is shown doubting the choices he has made as well as his sticking with them, as people close to him berate him, doubting whether an individual can make a difference. A doubt that forces him to ask his NRI friend, on his India visit, whether he’s really happy there…the conversation that follows, that highlights how human beings are in the same situation across the globe. And one that reinforced a personal belief for me, happiness is within me, and the most important battles I have to win, are those against myself.

    until next time, exorcise demons daily

  • Face it

    After the not-so-great response to Facebook’s Beacon ads, it was interesting to watch how Facebook would deal with the advertising and the issue of privacy. In an Indian context, according to the latest Comscore figures, Facebook ranks sixth in terms of the online search market in India. So, in an increasingly contextual world, where there are also fears of user data misuse, advertising has to play a balancing act.

    I’ve come across quite a few attempts at this. To start with, as part of the new design, you might have noticed the thumbs up/down on many ads. On clicking it, it asks you to choose from options as to why you like/don’t like the ad. It gives Facebook some great data that would help it target its ads much better. It makes sense – if I like the ads that appear on the pages I visit, and find it interesting, there are better chances of me clicking on them. As a user, I’m happy to get information/offers that are of use to me. So, positive user experience with ads. Facebook’s advertising options seem to be working well for them, if we go by Mashable’s poll, done last month.

    You might have also noticed the welcome screen below, which help advertisers create ads on Facebook. (click to enlarge)

    Minekey uses the ‘targeted ad with related actions of a friend’ a lot. You might have seen the ‘XYZ has added the Minekey application’. But those won’t have the thumbs option. Also, check out some work done earlier by Career Builder. Its very interesting.

    Another communication I saw was the usage of a user’s action by brands to communicate their offering. So, (to use the example given in the article) if you see me saying ‘I loved The Dark Knight’, Warner Bros might have had a hand in it being shown to you. I hope brands will use this in moderation.

    But the really interesting piece of news I saw was Facebook’ way of social ads – Engagement Advertising. This allows users to leave comments on the ads they see. I wonder how brands will react to this, since it allows users to just diss their communication. It also forces brands to treat their message as secondary, relevance and fit to the community being the primary criterion. But its a great opportunity for brands to truly embrace transparency and a new way of communicating. More about it here.

    In essence, brands are getting newer ways to use social media, and even thread it with their offline activities. There’s more activity happening, check out the application that Microsoft has released on Facebook –Collabio. With users increasingly deciding what happens to brands in social media, it is imperative that brands understand how to present and represent themselves. Meanwhile, here’s some good data on fan trends in Facebook.

    until next time, add socialising to your ads

    PS. Am I the only guy feeling the eeriness of Obama Bi den… Osama Bin Laden ? 😉