Monday, October 15, 2012
Saturday, September 22, 2012
Saturday, September 1, 2012
Sunday, August 5, 2012
- Source additional information from affected areas during emergencies to better serve those who need help;
- Spot trends and better anticipate the public’s needs; and
- Connect people with the resources they need, like food, water, shelter or even emotional support.
Saturday, July 14, 2012
Friday, July 6, 2012
Sunday, May 6, 2012
- #givesyouwings is trending on Twitter and the company is doing a great job with it. However, pasting a sticker saying something like, “If it gives you wings, why not tweet about it… with #givesyouwings?” would have engaged people to share online what they were up to;
- Although Red Bull distributed a Red Bull shaped pamphlet with some facts about the drink, the audience could be even more energized and engaged if they had been asked to capture the energy around them through a video after the cans were distributed. These could then uploaded on YouTube, followed by sharing on Facebook and Twitter;
- To engage the audience further, Red Bull could have run a video contest. Those getting the maximum online views and “likes” could get a chance to work at the Red Bull HQ for a month!
- With just a few simple steps, the word could have reached a whole host of people sitting in different parts of the world.
Wednesday, April 11, 2012
What the iPhone is to smart phones, flash mobs are to marketing.
As organizations all over the globe try to use smart moves to attract and retain customers, the recent and ongoing turbulence in the global economy has only intensified this need.
While a slew of such campaigns have taken place in India, one that caught the fancy of many is the recent flash mob organized by the IBM OnDemand Community.
If numbers could speak, 19,000 views (and counting) for this YouTube video (on YouTube) is pretty impressive. It is interesting to see how companies – both large and small – are taking the social route to engage audience.
Keeping the IBM flash mob in square focus, while IBM was one of the first technology firms to champion the idea in India, using social media (Twitter) has only helped to further the reach of this effort.
Here’s another example: a flash mob was organized “just for fun” towards the end of 2011, where nearly 200 people in Mumbai pulled off a four-minute jig at Chhatrapati Shivaji Terminus (where the terror attacks of 2008 began).
And in New Delhi, around 50 Delhiites took the city by surprise with a similar tactic. While there were 200 people who participated, there were over 2,500 views online on YouTube.
Flash mobs have a way of engaging the audience. So CMOs globally (and in India) are taking flash mobs to social platforms to give them a new lease of life.
As you can see from these examples, the reach of such activities without the use of Twitter and YouTube would not be as high.
While the key is to use flash mobs to garner attention from the onlookers, social media helps to improve their repeat audience as well as capture fresh eyeballs for the gig.
Over and above that, 19,000 views (going back to the IBM video) also helps the CMO prove a great viral impact to its internal stakeholders – particularly when it only took 75 IBMers to make it happen!
While IBM India pulled together a great show, there were aspects of the event that deserved more attention, particularly on Twitter. While tweets by the IBM team reached a lot of folks on Twitter, the company did poorly when it came to the related hashtag (#IBMFlashMob) trending.
Given the number of employees IBM has in the country, it shouldn’t have been very challenging to bring them together and make the hashtag trend, so that it reached a larger number of Twitter users.
That said, IBM has been one of the tech giants to take a step forward and try to be different in its approach to reach out to the audience.
Do you think others are going to follow suit? Do share your thoughts in the comments.
Wednesday, February 29, 2012
Few weeks back I joined a Bi-weekly chat on twitter about measuring PR (#measurePR) and I take this opportunity to thank @Shonali to introduce it to me. I’d also like to thank the few guests who I could connect with through this chat including @alanchumley, @kdpaine and @prtini who brought to the table few very interesting insights on measurement.
While I understood that a sustainable practice to measure PR was the key to success, it was interesting to learn that successful measurement is about measuring the outcomes and not just the outputs. It doesn’t ends there. It is very important to analyze, implement and keep improving in order to achieve goals.
Through this chat I gathered that measurement is not just about collecting stacks of clips and showing it to the client. While the “n” number of clips might sound exciting to share with the client, but if at the end of the day, it doesn’t add value to the client’s business, it is a sheer waste. Hence, I reiterate the fact that measurement is not about stacks of clips.
Digital PR is a next step in the PR eco-system. Having said that, while the number of likes on facebook or followers on twitter is also taken as a means to measurement, at the same time it is also important to engage the target audience through such a platform to achieve better results.
These were few things I learnt through this chat and if you are reading this post, I shall see you at the next #measurePR chat on March 6th , 2012; 10:30 PM IST!
Till then, stay tuned and share your thoughts below…
Monday, January 30, 2012
It was back in June 2005, when Dell Inc. received some major complaints concerning its customer support services. Blogger Jeff Jarvis who coined his blog as “Dell Hell” posted a series of negative blogs about the Dell laptop he’d purchased. Within days, his post caught the attention of others who also had bad customer experience and “Dell Hell” began to catch the attention of the mainstream media. While Dell was surrounded in the negative limelight, it continued silence on the issue which resulted in Dell’s dipping sales and reputation.
Listen-engage-act is the mantra of success for companies/brands in the social media space. While Dell was late to realize the power of online communication, but today it has the most sought after social media communication strategy.
A year after the incident, Dell launched its own blog named Direct2Dell. It further expanded its blogging platform by including a blog for employees and investors. According to Dell, in 2006, at least 50% of Dell’s online conversation was negative. A year later, the negative online conversation was reduced to 23%. While Direct2Dell was one of the ways to engage customers in online conversation, Dell recently launched its own dedicated 'Social Media Listening Command Centre' in Texas head office, in order to track, monitor and respond to consumer conversation online including applications like Twitter and Facebook.
The company's command centre has multiple display screens and manned stations which track web mentions across the globe. It’s also remarkable to note that Dell launched SMAC University (Social Media and Community) to train its employees on various aspects of social media and since then it has trained 5000 staff.
Michael Dell, CEO, Dell Inc. said it right that “You want to have big ears and be tuned in to what’s going on out there in the marketplace.” It is fascinating to see that the top management in the organization is realizing the business value of social media and championing the initiative. Dell is an excellent example of how social media can be used by organizations to improve customer experience.
I believe the Social Media Listening Command Centre is an excellent way to listen, engage and act to the customers’ real time. All this totally shows that Dell has made a strong come-back in the online media and learnt from the mistake once made back in 2005! What do you think?
Thursday, January 5, 2012
Call it social media, social network or internet; this web is not just restricted to connecting people on earth but now also in the air! Meet & Seat, the new social tool is going to be introduced this year by KLM Royal Dutch Airlines - part of Air France KLM. While this tool definitely sounds interesting but personally, I’m unsure about the success of this tool due to various factors which follow below:
· Will I really bother to find an air-mate for few hours?
· Will I bother to while away time online for searching the one-an-only person who I could talk to in the aircraft?
· Will I be comfortable sharing my personal information with a stranger?
These were some basic questions that were spinning around my head when I read about this latest concept. While I may worry about the questions stated above but somewhere this tool can work wonders for people - may be you can crack a business deal sitting with a person from the same industry….or you can make a friend for lifetime!
It’s interesting to observe that the tool will work with Facebook and Linkedin, but not Twitter. I wonder why they opted out Twitter.
Social media is not just a tool anymore; it has become like a nerve in a human body. If it breaks down, you are so dead!