Tag: Google

  • Deconstructing a viral

    Google’s Project Glass demo was the best product demo I’d ever seen. The sheer possibilities with such a device was amazing, but in essence, it was the theatrics that impressed. Everyone I shared it with shared it on.

    It made me think of the concept of a viral. From many murmurs I have heard around me, “Let’s make a viral” has only evolved, not died. The question of what makes a content viral is also asked when 2 or more marketers/social media practitioners are present. I find it a bit ironic that sometimes when ‘virals’ are named, I can’t recollect them. I first thought this was just me, until I figured out otherwise from other blank looks. But that’s not surprising, considering our increasingly fragmented consumption patterns across media platforms.

    I realised lately that if reach were the only parameter, then every TVC/newspaper ad, by sheer consumption, is a ‘viral’. So, a necessary caveat is that the reach has to be through peer sharing. But what good is an eminently enjoyable creative if it does zilch for the business? The viral is thus walking that exact balance between entertainment and brand objective. But would our current definition of a viral deem the Project Glass demo a candidate? I don’t think so. Nor would flipping on the Open Graph on a website and allowing multiple contextual actions to go across newsfeeds and Timelines.

    And that’s where the evolution is interesting – because technology is slowly moving from being an ‘enabler’ (euphemism for cheap means of distribution – YouTube/Facebook, I always felt) to being the best tool to weave in the brand story, and an inherent part of the experience. It goes beyond just social platforms and into Augmented Reality, NFC and other legacy/new technologies. I saw quite a few examples (via) – Buy the World a Coke, Red Tomato Pizza’s fridge magnet, even Amex-Twitter and one of my favourites for quite a while now – Nike+. Would we call these virals? I don’t know, but they were shared, seen, and tied in neatly with the brand experience. So probably what needs to evolve now is the marketer’s mindset on what he/she defines as a viral. The opportunity and the challenge is that when everyone’s a publisher, the marketer’s real job is to make it more share-worthy – conceptually and practically. That hasn’t changed. 🙂

    Since we’re on arguable territory here, do chime in.

    until next time, viral ‘producting’ as opposed to viral marketing?

  • Glimpse into the future.. and the present

    Fans of Star Trek : The Next Generation would easily remember Geordi La Forge and his VISOR. For those not familiar, the VISOR is “a device used by the blind to artificially provide them with a sense of sight.” It does so by scanning a scene and transmitting it directly to the brain via optic nerves. Science fiction? Yes.

    But when I read about Google’s Augmented Reality glasses and the potential – from the glasses that could act as a guide for tourists at popular destinations to the more complex “consensual imaging among belief circles” for sharing ideas and to “overlay a trusted source’s view of a given scene on mine”, I wonder how far we really are from what would have been, until recently, tagged science fiction. In response to another related post shared on Google+, I commented, “I have this thought of the glasses capturing information even when the eyes are closed and the brain processing it by the time we’re awake.” I wonder if it is not far off when the ability of our natural sense organs will be negligible compared to the technology we create. No, we’re not getting into the augmented human debate or an eye vs camera one. 🙂

    I tweeted that I had expected Google to give me a view of parallel universes. (my alternate reality) 🙂 That’s probably still science fiction, until we really master time. But I did see something (awesome) on those lines too – The Quantum Parallelograph, a device that allows you to get a glimpse of your life in parallel universes.  Maybe there will indeed be a time, when a human species can make choices with all the data of not just its current reality, but alternate realities too. Would you really want it? Would the whimsical concept of an alternate reality make sense at all then?

    until next time, sight vs vision

  • Weekly Top 5

    [scribd id=79915335 key=key-htffoqojuntz2lqp6jk mode=list]

  • Weekly Top 5

    [scribd id=79355855 key=key-2bakq016harbyf7n8bvf mode=list]

  • Consistency and cohesion

    Google’s Search Plus your World once again made me think about consistency, (in terms of a brand’s voice) a subject that finds frequent mentions here.

    Consistency in branding has been a golden rule for a long time. But by now, brands would be used to seeing their messages layered with the contexts and perspectives added by users on social networks. Considering the transient nature of the feed and search capabilities, and despite their inherently ‘viral nature, brands could still console themselves a bit about reach.

    After all, despite the march of the social networks, Google was (and is) still easily dominant when it comes to specific search, and brands could still play a few SEO/M games. But now, Google is accelerating its social fusion into search; the layering will happen here too, and the incumbent search gaming tools would start getting blunted.

    In this context, I wondered if brands should probably move from consistency to cohesion. Consistency was a good tool in a mass media era when one way distribution and a linear flow of information ruled. In this era of collaborative media, cohesion factors in context  – time/place/person etc to the brand’s message. It lends flexibility to the brand’s voice, qualifies it, and helps empower internal and external customers. So, rather than getting an OCD over exact phrases, colours etc, the brand custodians could work on how best to package the brand’s core DNA in different settings. Then, even if consumers don’t share as-is, at least the brand’s perspective would be context relevant. Your thoughts?

    until next time, consistently cohesive

    PS: My guest post on afaqs last year lists some advantages of this approach under “What happened after the TVC ended?”