tag:blogger.com,1999:blog-139333552024-02-12T21:39:19.438+05:30Srini's StuffWhile I blog about travel on srinistuff.com, this is my personal blog where I intend to share my interest on my other topics of interest, namely Advertising, Marketing, Social Media, Technology, Mythology, Short Stories and more recently my latest experiences with Rooftop/Urban Organic Gardening and Farming!Srinivas Kulkarnihttp://www.blogger.com/profile/00059508204670322497noreply@blogger.comBlogger155125tag:blogger.com,1999:blog-13933355.post-25660110823849732132015-06-29T23:07:00.003+05:302022-01-16T13:21:15.570+05:30Product Designs - With Surprise<div dir="ltr" style="text-align: left;" trbidi="on">
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<span style="color: #333333; font-family: Georgia, Times, 'Times New Roman', serif; font-size: 15px; line-height: 21px;">I certainly have seen some really good product designs in the physical goods space, and of course with technology coming up big, mobiles and other devices are really popular when it comes to product design. But one product that has been a clear revelation for me is this chocolate prod</span><span style="color: #333333; font-family: Georgia, Times, 'Times New Roman', serif; font-size: 15px; line-height: 21px;">uct plus DIY toy for kids.</span></div>
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<b>Kinder JOY - WITH SURPRISE</b></div>
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<span style="color: #333333; font-family: Georgia, Times, 'Times New Roman', serif; font-size: 15px; line-height: 21px;">Was doing groceries when I spotted Kinder Joy! Costs Rs. 35 for one piece of egg in India but crazily popular among kids and I'm sure same is the case across the world. Now many advertisers and Marketers know how much of a rage this product is within its target group! So I picked it up to do some product design and brand analysis. Here are some of my observations.Feel free to add your thoughts! A lot of these might not even matter to the actual consumers (Kids), but would be intriguing for the decision makers. </span></div>
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<b style="font-weight: bold;">Branding: </b>Branding right on top with an intrigue, "With Surprise" Standard, intrigue and feeling of mystery inside my meal, which has worked wonders even when I was a kid. (lucky cards, sorat, scratch to win)</div>
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<b style="font-weight: bold;">Enticement:</b><b> </b>Mystery and audience engagement continues inside with the ??? Marks all over and creating further curiosity. On the other half of the egg, they only talk about the product, which only contains the egg white resembling cream with chocolate. Decluttered even from the audience thought process. If I want to find out what the surprise is, I'll forget about the other part, and choose to eat it later. Minimalistic and easy flow of consumer thought tapped into. </div>
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<b style="font-weight: bold;">Product Detailing:</b><b> </b>Simple, visual representation of make your own Jerry the mouse. Now he mouse detailing is so much that you even have stickers for its ears, musical notes for his accordion and bright colors for his hat. </div>
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<b style="font-weight: bold;">Hook and Value for Money:</b><b> </b>Most kids obviously buy it for the toy. They don't care about what they eat, mostly I'm guessing. At 35 bucks, parents won't mind it either as it's creative, small, engaging their kid, and most importantly its as if giving a simple affordable toy which educates/helps utilize their logical mind. Much like simplified Lego. </div>
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<b style="font-weight: bold;">Product Information:</b><b> </b>They've also mentioned warning for kids below 3 years at least in 2 places within product. Packaging design is so concise, small, accurate and yet contains value worth so much. Also the small leaflet contains instructions in many other languages, a QR code too, for parents if they want more info. </div>
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Lastly, the overall satisfaction for kids is as good as a Happy meal toy, only more as, they assembled it and they can keep collecting such toys. Great brand recall, customer reuse and repeat tactic. </div>
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Great stuff from Design thinking perspective and also Marketing it well! What say?</div><div style="text-align: justify;"> </div><div style="text-align: justify;"><b><span style="font-family: "georgia" , "times new roman" , serif; font-size: x-small;"><span style="font-family: "georgia" , "times new roman" , serif;"><span style="font-family: georgia;"><span style="background-color: white; line-height: 18.48px;"><i>Srinivas has been a</i></span></span><span style="background-color: white; line-height: 18.48px;"><i><span style="font-family: georgia;"> communications
professional for over 15 years. He has worked with and built India's
largest digital agencies from the ground up and been part of their
acquistion journey. Social Wavelegnth (now Mirum, part of the WPP group)
and Kinnect, now part of the Interpublic Group (IPG). He's also been a
public speaker, keynote speaker at various large panels/events of the
likes of BBC Knowledge Summit, Blockchain Summit Bangalore. And has been
a guest lecturer at IIM, Symbiosis, Indian Institute of Digital
Education.</span><br /></i></span></span></span></b><div style="background-color: white; color: #35383d; line-height: 19px; margin-bottom: 5px; margin-top: 5px; padding: 5px 0px; text-align: justify;"><b><span style="font-size: x-small;"><span style="font-family: georgia;"><span><span><span style="background-color: white; line-height: 18.48px;"><i><span><span style="background-color: white; line-height: 18.48px;"><i>He has been blogging since 2005. </i></span></span>And
also been author at various publications, that include Startup India by
ZDNet, Social Samosa, Lighthouse Insights. His passion for Writing,
Advertising, Creativity, Digital, Blockchain and Future Tech is what
drives him each day.</i></span></span></span></span></span></b></div><b> </b></div>
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Srinivas Kulkarnihttp://www.blogger.com/profile/00059508204670322497noreply@blogger.com0tag:blogger.com,1999:blog-13933355.post-14990749233337295112014-09-25T20:45:00.004+05:302022-01-16T13:21:32.558+05:30#ItAllStarts with Great Story Telling - Nescafe's New Ad<div dir="ltr" style="text-align: left;" trbidi="on">
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<span style="font-family: "georgia" , "times new roman" , serif;"><i><b>"One of the most amazing ads I've seen in recent times."</b> </i></span><br />
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<span style="font-family: "georgia" , "times new roman" , serif;">I don't even have to say anything beyond this. </span><br />
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</span> <span style="font-family: "georgia" , "times new roman" , serif;">But I couldn't help it. Yep, that's what resonates most with people. At the end of the day a soft chuckle while you read a billboard. A lump in your throat that connects with the story being told or for that matter even a teardrop in your eye that waits to trickle down while you feel the story tingling down your spine and connecting with your deeper emotions while you watch an Ad like this! </span><br />
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</span> <span style="font-family: "georgia" , "times new roman" , serif;">Yes, that's exactly the spot this latest Nescafe Ad did to me. I must have watched it at least 10 times. No kidding! I admit, each time I watched it I had those feelings all over again. </span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Usually I may not be that attentive when I'm watching a TV show and as it smoothly transitions into a commercial break what catches my eyes or gets my attention are two things. Either an Ad that's absolutely crappy that makes me cringe and ask myself with a serious expression as to, why? Why did they even bother... Or something really great and spectacular that drives home a point with a smooth message that actually stays with me for a longer period of time.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">But this actually is much more than that. Very recently I wrote an article for <a href="http://lighthouseinsights.in/why-advertising-and-marketing-will-always-be-about-great-story-telling-srinistuff.html/" target="_blank">Lighthouse Insights</a> about how Advertising will always be more about story telling and less about trying to market a product to your consumers. And this Ad, has validated precisely those thoughts of mine. What's more, it's really done well integrating a lot of elements that drive it's potential target audience. I happened to see this on my twitter /Facebook timeline, I think, when it was promoted or RTed by someone. What caught my eye was the fact that it was something to do with stand up comedy. Little did I know that it was more than just that. </span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Very beautifully, the creators have tapped into an issue that captures an emotional sentiment with such beautiful attitude. The story isn't about how the character 'Rishi' is determined to succeed despite his challenge. The story is about how it inspires you to look at the aspect of not fretting the small stuff in life. And what is more timely is the way the product is plugged in without even sounding like an ad. In fact, it's not even a plug. A Nescafe mug, a spoon-full of coffee, the stirring and the pouring of milk literally 'stirs' that temptation within you and yet provides all the subtlety you need to avoid interruption and encourage a blend towards the story to culminate into the core message of what he's trying to put across. </span><br />
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</span> <span style="font-family: "georgia" , "times new roman" , serif;"><i>'Thank god for coffee...Isne Mujhe Lagaaye Rakha, Aur Aapko Jagaye Rakha!' </i></span><br />
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</i></span> <span style="font-family: "georgia" , "times new roman" , serif;">I mean it's not even about copy writing, it's more than that. The fact that Coffee as a product is such that most of their TG, the young enchanting, raring to go and always fighting with their own aspirations will easily relate to. But it's not just about the fact that it keeps you energetic or up while you achieve your dreams but as simple as a humorous take on the character's skills as a stand up comedian to admit and even laugh it out by saying that the coffee will help you stay awake even if you're bored waiting to listen to the joke finish. Such fine detailing in the story telling is always missed out when you produce such TVCs. A great script, amazing production value and great acting. A combination of 'great show don't tell,' even cliches are so witty and put in such great context, for example the buffering and laughter club references. </span><br />
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</span> <span style="font-family: "georgia" , "times new roman" , serif;">I really like the way they've used the audience laughter in points where his joke actually has a great punch and as the story he's trying to tell us within his stand up act and the end of the advertisement, how he raps his name smoothly blending into the character as they start the Nescafe music and how it makes you feel upbeat and beautifully overwhelmed that you hit the replay button on YouTube and watch it all over again. </span></div><div style="text-align: justify;"><span style="font-family: "georgia" , "times new roman" , serif;"> </span><br />
<span style="font-family: "georgia" , "times new roman" , serif;"><span style="color: #333333; font-family: Georgia, Times, 'Times New Roman', serif; font-size: 15px; line-height: 21px;"><b><span style="font-family: "georgia" , "times new roman" , serif; font-size: x-small;"><span style="font-family: "georgia" , "times new roman" , serif;"><span style="font-family: georgia;"><span style="background-color: white; line-height: 18.48px;"><i>Srinivas has been a</i></span></span><span style="background-color: white; line-height: 18.48px;"><i><span style="font-family: georgia;"> communications
professional for over 15 years. He has worked with and built India's
largest digital agencies from the ground up and been part of their
acquistion journey. Social Wavelegnth (now Mirum, part of the WPP group)
and Kinnect, now part of the Interpublic Group (IPG). He's also been a
public speaker, keynote speaker at various large panels/events of the
likes of BBC Knowledge Summit, Blockchain Summit Bangalore. And has been
a guest lecturer at IIM, Symbiosis, Indian Institute of Digital
Education.</span><br /></i></span></span></span></b><div style="background-color: white; color: #35383d; line-height: 19px; margin-bottom: 5px; margin-top: 5px; padding: 5px 0px; text-align: justify;"><b><span style="font-size: x-small;"><span style="font-family: georgia;"><span><span><span style="background-color: white; line-height: 18.48px;"><i><span><span style="background-color: white; line-height: 18.48px;"><i>He has been blogging since 2005. </i></span></span>And
also been author at various publications, that include Startup India by
ZDNet, Social Samosa, Lighthouse Insights. His passion for Writing,
Advertising, Creativity, Digital, Blockchain and Future Tech is what
drives him each day.</i></span></span></span></span></span></b></div></span></span></div>
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Srinivas Kulkarnihttp://www.blogger.com/profile/00059508204670322497noreply@blogger.com0tag:blogger.com,1999:blog-13933355.post-55436974439631325702014-08-10T14:51:00.008+05:302022-01-16T13:21:52.034+05:30Copywriting is like making love!<div dir="ltr" style="text-align: left;" trbidi="on">
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<span style="font-family: "georgia" , "times new roman" , serif;">Yep, you heard it right! Writing copy is like making love. The attraction that you have towards you brand is something that sets the tone to making the first move. Sometimes a little bit of persuasion is a lot about seduction and little about enticing your mind to come up with an idea that you hope to be a great work of art. </span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Copywriting is not just about writing great words which flow smoothly and vociferously elicit your consumer to buy your product or have a top of the mind recall when they go out next time to purchase something in the market. You get the point...</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">It is about an idea that is well executed and not merely in words or concept. I always like to say great advertising is always about amazing story telling! And when you do that, it's nothing less than feeling the rush and excitement that stays on for a long time...</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">It's about your audience being provoked, maybe a grin on their face and an introspective thought of the sorts that'll say something like, "Hey, that's clever! Wow, this seems really interesting!" Or that chuckle and a bit of a laugh which allows them to indulge in the humorous moment that you intended them to be in. </span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Some examples of what making love feels like. Courtesy: </span><span style="text-align: left;"><span style="font-family: "georgia" , "times new roman" , serif;"><a href="http://www.bestcopyads.wordpress.com/" target="_blank">BestCopyAds</a>, <a href="https://www.facebook.com/BrilliantAds" target="_blank">BrilliantAds</a> & <a href="http://madovermarketing.com/2015/05/24/durex-has-released-yet-another-stunner-no-wonder-they-are-the-kings-of-advertising/" target="_blank">Madovermarketing</a> </span></span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Look what happens when you cut down too many trees</span></div>
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<a href="http://3.bp.blogspot.com/-fz3hwZphqEE/VYz2f4MpCqI/AAAAAAAAIAI/lXTnWAV_I9w/s1600/xPzwp.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="219" src="https://3.bp.blogspot.com/-fz3hwZphqEE/VYz2f4MpCqI/AAAAAAAAIAI/lXTnWAV_I9w/s320/xPzwp.jpg" width="320" /></a></div>
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<span style="background-color: white; color: #333333; line-height: 20px; text-align: left;"><span style="font-family: "georgia" , "times new roman" , serif;">When it simply needs to be there, yesterday" DHL Express ad</span></span></div>
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<a href="http://1.bp.blogspot.com/-ZMMXMQS0aiA/VYz2-8x4fnI/AAAAAAAAIAQ/3x-HX-Kyqus/s1600/Ariel_bright_white.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="640" src="https://1.bp.blogspot.com/-ZMMXMQS0aiA/VYz2-8x4fnI/AAAAAAAAIAQ/3x-HX-Kyqus/s640/Ariel_bright_white.jpg" width="480" /></a></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Ariel: Bright White Ad</span></div>
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And one of my most favorite recent Print AD by Durex for their<b> 'Dotted' </b>Condoms<br />
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<a href="http://4.bp.blogspot.com/-pWeoXHQhUoU/VYz3gC9iuyI/AAAAAAAAIAg/PmMxdKAm0mg/s1600/durex-dotted-pleasure-arm-cotw.jpeg" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="640" src="https://4.bp.blogspot.com/-pWeoXHQhUoU/VYz3gC9iuyI/AAAAAAAAIAg/PmMxdKAm0mg/s640/durex-dotted-pleasure-arm-cotw.jpeg" width="382" /></a></div>
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<a href="http://1.bp.blogspot.com/-4vZrJIB4evo/VYz3f0ZVeXI/AAAAAAAAIAY/-VAHo0c994k/s1600/durex-dotted-pleasure-cleavage-cotw.jpeg" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="640" src="https://1.bp.blogspot.com/-4vZrJIB4evo/VYz3f0ZVeXI/AAAAAAAAIAY/-VAHo0c994k/s640/durex-dotted-pleasure-cleavage-cotw.jpeg" width="382" /></a></div>
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<a href="http://4.bp.blogspot.com/-uOs_0zAvhoI/VYz3gNALOII/AAAAAAAAIAc/ONHPA1ri7hI/s1600/durex-dotted-pleasure-stomach-cotw.jpeg" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="640" src="https://4.bp.blogspot.com/-uOs_0zAvhoI/VYz3gNALOII/AAAAAAAAIAc/ONHPA1ri7hI/s640/durex-dotted-pleasure-stomach-cotw.jpeg" width="380" /></a></div>
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<div style="text-align: center;"><span style="font-family: "georgia" , "times new roman" , serif;"><br /></span><div style="text-align: left;"><span style="color: #333333; font-family: Georgia, Times, 'Times New Roman', serif; font-size: 15px; line-height: 21px;"><b><span style="font-family: "georgia" , "times new roman" , serif; font-size: x-small;"><span style="font-family: "georgia" , "times new roman" , serif;"><span style="font-family: georgia;"><span style="background-color: white; line-height: 18.48px;"><i>Srinivas has been a</i></span></span><span style="background-color: white; line-height: 18.48px;"><i><span style="font-family: georgia;"> communications
professional for over 15 years. He has worked with and built India's
largest digital agencies from the ground up and been part of their
acquistion journey. Social Wavelegnth (now Mirum, part of the WPP group)
and Kinnect, now part of the Interpublic Group (IPG). He's also been a
public speaker, keynote speaker at various large panels/events of the
likes of BBC Knowledge Summit, Blockchain Summit Bangalore. And has been
a guest lecturer at IIM, Symbiosis, Indian Institute of Digital
Education.</span><br /></i></span></span></span></b><div style="background-color: white; color: #35383d; line-height: 19px; margin-bottom: 5px; margin-top: 5px; padding: 5px 0px; text-align: justify;"><b><span style="font-size: x-small;"><span style="font-family: georgia;"><span><span><span style="background-color: white; line-height: 18.48px;"><i><span><span style="background-color: white; line-height: 18.48px;"><i>He has been blogging since 2005. </i></span></span>And
also been author at various publications, that include Startup India by
ZDNet, Social Samosa, Lighthouse Insights. His passion for Writing,
Advertising, Creativity, Digital, Blockchain and Future Tech is what
drives him each day.</i></span></span></span></span></span></b></div></span></div> </div>
</div>
Srinivas Kulkarnihttp://www.blogger.com/profile/00059508204670322497noreply@blogger.com0tag:blogger.com,1999:blog-13933355.post-43327019560194311852014-08-05T20:38:00.003+05:302022-01-16T13:22:47.429+05:30If 'debauchery' included Social Experiments it'd be in 2014<div dir="ltr" style="text-align: left;" trbidi="on">
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<span style="font-family: "georgia" , "times new roman" , serif;">Yes, that's right. 2014 is the year of 'Social Experiments' as the so called Humanitarians of the new media age are calling it. </span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;"><br /></span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">First we had 'candid camera', then 'Reality Television.' and now we have something called as a Social Experiment. What does it attain? Well, nothing but a so called environment of fake awareness about social issues or behavior that even first year arts student majoring in Psychology could figure out based on reading half of their course material. </span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">If you'd want to do something and mooch website hits, video views, fine go ahead and do it. Don't do it under the pretext of something called as a 'Social Experiment' or something that we didn't already know. It's very easy to use Social Media and create a fake environment or an environment which devours the very existential behavior of the so called non-revolutionist average Joe walking around town minding his or her own business, especially in a country like India. And of course in much more developed countries you'd easily get arrested if you tried something like this, but that's another story. </span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;"><br /></span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">And then there are stories where the videos get doctored, and sometimes edited to ensure that they only include the cuts where their message was being conveyed or showcasing that how little people care about such experiments. I'm not saying that we need a society of zombies who don't do about anything. Well, truth be told, there needs to be a larger message as most of the audience who watch this, are armchair activists and probably get a kick out of sharing the post, video, blog and give their two cents, but when soup hits the fan, they'd probably be that 'average Joe' sitting back or comforting themselves or excusing themselves for the lack of inaction, cause those who care, don't need these videos to be awakened. Or sadly, the society has come down to such state of mortification that they actually do need these nudges from time to time. Whatever it is, it certainly is the year that it peaked in and I wonder what it holds for the morrow. </span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: "georgia" , "times new roman" , serif;">The thing is, that it's easy to do something and then sit back and watch human behavior. I guess the better use to such 'Social Experiments' would be to call a spade a spade and try to fix the overarching problem and not instigate people via curiosity to gain some views and make money out of it. What do you think?</span></div><div style="text-align: justify;"><span style="font-family: "georgia" , "times new roman" , serif;"> </span></div><div style="text-align: justify;"><span style="font-family: "georgia" , "times new roman" , serif; font-size: small;"> </span><span style="color: #333333; font-family: Georgia, Times, 'Times New Roman', serif; font-size: small; line-height: 21px;"><b><span style="font-family: "georgia" , "times new roman" , serif;"><span style="font-family: "georgia" , "times new roman" , serif;"><span style="font-family: georgia;"><span style="background-color: white; line-height: 18.48px;"><i>Srinivas has been a</i></span></span><span style="background-color: white; line-height: 18.48px;"><i><span style="font-family: georgia;"> communications
professional for over 15 years. He has worked with and built India's
largest digital agencies from the ground up and been part of their
acquistion journey. Social Wavelegnth (now Mirum, part of the WPP group)
and Kinnect, now part of the Interpublic Group (IPG). He's also been a
public speaker, keynote speaker at various large panels/events of the
likes of BBC Knowledge Summit, Blockchain Summit Bangalore. And has been
a guest lecturer at IIM, Symbiosis, Indian Institute of Digital
Education.</span><br /></i></span></span></span></b><div style="background-color: white; color: #35383d; line-height: 19px; margin-bottom: 5px; margin-top: 5px; padding: 5px 0px; text-align: justify;"><b><span style="font-family: georgia;"><span><span><span style="background-color: white; line-height: 18.48px;"><i><span><span style="background-color: white; line-height: 18.48px;"><i>He has been blogging since 2005. </i></span></span>And
also been author at various publications, that include Startup India by
ZDNet, Social Samosa, Lighthouse Insights. His passion for Writing,
Advertising, Creativity, Digital, Blockchain and Future Tech is what
drives him each day.</i></span></span></span></span></b></div></span></div>
</div>
Srinivas Kulkarnihttp://www.blogger.com/profile/00059508204670322497noreply@blogger.com0tag:blogger.com,1999:blog-13933355.post-88112600270937445212014-04-20T17:44:00.004+05:302022-01-16T13:16:30.509+05:30A copywriter's dilemma<div dir="ltr" style="text-align: left;" trbidi="on">
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<span style="font-family: "georgia" , "times new roman" , serif;">Brace yourself for you are not alone. Think about this huge idea, great concept, something you have written with a keen sense of understanding of your consumer and yet it is received by a lonely stupor with the lack of critical cognitive function and level of consciousness by the so called people who matter the most. Yes, your 'clients.' Of course they have a very good understanding of what the product is and what the consumer is all about, for they have been at the pinnacle of glory in the most fashionable way you may want to imagine yourself in. Of course they have done their homework, they've met your consumer time and again, not just in focus groups but also been a part of all the research that has made it into their values and product building through the best interests of their company and brand vision and mission. </span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Sometimes, that is something which we feel is a huge dilemma for a copywriter. Trying out a new idea, a new concept or something new that your consumer would not know is a big risk. Yes, beyond Apple and Steve Jobs, we all know the overused and abused adage of 'Your consumers don't know what they want.' is something that is hardly accepted with a huge sense of conviction by marketers and advertisers alike. Of course, Jobs was a genius, he had his time and his reality distortion field to work for him many a times. But if you have an idea today and you know for sure that it's something that will put the P (read:Punch) in the 4 Ps of Marketing that most MBA marketers brag about, then I say, bring it out!</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">A copywriter's dilemma is not the fact that he lacks the conviction to sell his idea, his concept, his thoughts to everyone, but it's the simple fact that sometimes his customers' don't just get it. Even if they do, it isn't about them buying your product and you helping the brand reap success in leaps and bounds. It isn't about them trying out the product because they read, saw, heard or viewed your Ad somewhere. It's a simple definition of whether the writer understands his customer, deals with something as simple as thinking like one, and simply put devoid of any form of exhaustion, brings in an energy that will make them think how on earth did this phenomenon occur. Creates a curiosity for something that he will remember for a long long time! </span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;"><br /></span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">A copywriter's dilemma is not the fact that he doesn't believe in his product. It is the fact that he believes in them so much that it becomes hard to sell the idea to anyone else because of the fact that he just doesn't let go of his bubble for the beauty of what it has become. He tries to delve deep into what remains to be seen as a simple product. Something inspiring, something catchy, something beautiful that will not just change lives of people, but their beliefs and philosophies and understanding about a certain segment of commodities that aren't just created to appease to the senses of an ordinary world, but more to be ingrained as a lifestyle. </span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;"><br /></span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">A copywriter's dilemma isn't in the mere belief of a symbolic metaphor that is an inception within his audiences or a catchy jingle that the customers hum around for days, weeks, months and sometimes, very rarely, years! It is the fact that he believes that this metaphor isn't really a figure of speech but something magical that has been woven in form of a story to make you understand that the life as we are living, isn't just about hoardings, billboards, consumerism, TV ads, radio jingles but a lot more beyond that. The life we have, is all about our beliefs, the life we have is about the chance to go out there and try out something new. The life we have is to feel what everyone else find difficult to even fathom. Something that the copywriter tries hard to but fails a lot of times. Not because he doesn't believe, but believes in everything more than the consumers do. And that my friends is the worst thing for anyone who has a dream, just like you, just like each and every one of you!</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Image Credit: Tom LaBaff on <a href="http://www.alexanderpollard.com/index.php#mi=1&pt=0&pi=29&s=0&p=0&a=0&at=0" target="_blank">AlexanderPollard</a></span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;"><span style="font-family: "georgia" , "times new roman" , serif;"><span style="background-color: white; line-height: 18.48px;"><i>Srinivas has been a</i></span><span style="background-color: white; line-height: 18.48px;"><i> communications
professional for over 15 years. He has worked with and built India's
largest digital agencies from the ground up and been part of their
acquistion journey. Social Wavelegnth (now Mirum, part of the WPP group)
and Kinnect, now part of the Interpublic Group (IPG). He's also been a
public speaker, keynote speaker at various large panels/events of the
likes of BBC Knowledge Summit, Blockchain Summit Bangalore. And has been
a guest lecturer at IIM, Symbiosis, Indian Institute of Digital
Education.<br /></i></span></span></span><div style="background-color: white; color: #35383d; line-height: 19px; margin-bottom: 5px; margin-top: 5px; padding: 5px 0px; text-align: justify;"><span style="font-family: "georgia" , "times new roman" , serif;"><span style="font-family: "georgia" , "times new roman" , serif;"><span style="background-color: white; line-height: 18.48px;"><i><span style="font-family: "georgia" , "times new roman" , serif;"><span style="background-color: white; line-height: 18.48px;"><i>He has been blogging since 2005. </i></span></span>And
also been author at various publications, that include Startup India by
ZDNet, Social Samosa, Lighthouse Insights. His passion for Writing,
Advertising, Creativity, Digital, Blockchain and Future Tech is what
drives him each day.</i></span></span></span></div></div>
</div>
Srinivas Kulkarnihttp://www.blogger.com/profile/00059508204670322497noreply@blogger.com0tag:blogger.com,1999:blog-13933355.post-54973269716275164792014-03-31T13:07:00.003+05:302022-01-16T13:16:41.734+05:30Is social media the end of paid media?<div dir="ltr" style="text-align: left;" trbidi="on">
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<span style="color: #333333; font-family: "georgia" , "times new roman" , serif; line-height: 17.92px;">My answer to the question on Quora: <a href="http://qr.ae/vIlJg" target="_blank">Is Social Media the end of paid media</a> </span></div>
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<span style="color: #333333; font-family: "georgia" , "times new roman" , serif; line-height: 17.92px;"><br /></span>
<span style="color: #333333; font-family: "georgia" , "times new roman" , serif; line-height: 17.92px;">No, it's about being smarter and being more focused as many have pointed out in their answers. Recently I read an interesting blog about </span><span class="qlink_container" style="color: #333333; font-family: "georgia" , "times new roman" , serif; line-height: 17.92px; margin: 0px; padding: 0px;"><a class="external_link" data-tooltip="attached" href="http://socialmediatoday.com/tara-urso/2281751/your-facebook-pages-organic-reach-about-plummet?inf_contact_key=c8fcf919ecec8ba43b2fbdffbda5a11650e71821694896c2591912a8ba01533b&utm_content=buffer76b92&utm_medium=social&utm_source=twitter.com&utm_campaign=buffer" rel="nofollow" style="background-image: url(data:image/gif; background-position: 100% 5px; background-repeat: no-repeat no-repeat; color: #19558d; margin: 0px; padding: 0px 12px 0px 0px; text-decoration: none;" target="_blank">Facebook Organic Reach Plummeting</a></span><span style="color: #333333; font-family: "georgia" , "times new roman" , serif; line-height: 17.92px;">. What's more interesting is the comment thread and as many would have pointed out in the thread, Facebook as such is a big challenge, but traditionally Google has found a really interesting way to integrate all these attributes and making paid media better overall. The key is of course to find these aspects and fine tune it and ensure that throughout all media you are using these tactics. Rinse - Repeat</span></div>
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<ol>
<li><span style="color: #333333; font-family: "georgia" , "times new roman" , serif; line-height: 17.92px;">Focus on Acquisition and methods to directly reach out once you've paid for Social Media.</span></li>
<li><span style="color: #333333; font-family: "georgia" , "times new roman" , serif; line-height: 17.92px;">Targeting should be integrated via all other mechanisms too.</span></li>
<li><span style="color: #333333; font-family: "georgia" , "times new roman" , serif; line-height: 17.92px;">Drive optimization through focused rather than spend money on bombarding across all channels and media.</span></li>
<li><span style="color: #333333; font-family: "georgia" , "times new roman" , serif; line-height: 17.92px;">Learn what your user behavior is and customize your spends.</span></li>
<li><span style="color: #333333; font-family: "georgia" , "times new roman" , serif; line-height: 17.92px;">The goal should be to get them back to your properties and engage with you on your own turf. Advertise to get them off of FB and onto your site to download your whitepapers, watch your videos, sign up for your newsletter, buy a product from you, attend your conference, etc.(As mentioned in comments)</span></li>
<li><span style="color: #333333; font-family: "georgia" , "times new roman" , serif; line-height: 17.92px;">Convert your fans and f</span><span style="color: #333333; font-family: "georgia" , "times new roman" , serif; line-height: 17.92px;">ollowers to an owned list or something you control.</span></li>
<li><span style="color: #333333; font-family: "georgia" , "times new roman" , serif; line-height: 17.92px;">"I think most business owners have no problem with paying Facebook for advertising, I believe the primary problem is having to pay to get new fans, and then pay again to reach the same fans you just paid for. Then repeating this cycle again and again. Most small businesses are willing to pay for Facebook advertising, but they simply cannot afford to promote every single post." Interesting comment on the blog by Zach. </span></li>
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This basically is a problem with Facebook and the same is very well addressed via Google media buying and adwords. </div>
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<span style="color: #333333; font-family: "georgia" , "times new roman" , serif; line-height: 17.92px;">So if you look at it overall, the thing Facebook avoided for a long while and now suddenly is trying to get at (Extort brands via strong ad tactics) will cost them for sure, while Google will smile their way into advertisers' pockets.</span></div><div style="text-align: justify;"><span style="color: #333333; font-family: "georgia" , "times new roman" , serif; line-height: 17.92px;"> </span><br />
<span style="color: #333333; font-family: "georgia" , "times new roman" , serif; line-height: 17.92px;"><span style="font-family: "georgia" , "times new roman" , serif;"><span style="font-family: "georgia" , "times new roman" , serif;"><span style="background-color: white; line-height: 18.48px;"><i>Srinivas has been a</i></span><span style="background-color: white; line-height: 18.48px;"><i> communications
professional for over 15 years. He has worked with and built India's
largest digital agencies from the ground up and been part of their
acquistion journey. Social Wavelegnth (now Mirum, part of the WPP group)
and Kinnect, now part of the Interpublic Group (IPG). He's also been a
public speaker, keynote speaker at various large panels/events of the
likes of BBC Knowledge Summit, Blockchain Summit Bangalore. And has been
a guest lecturer at IIM, Symbiosis, Indian Institute of Digital
Education.<br /></i></span></span></span></span><div style="background-color: white; color: #35383d; line-height: 19px; margin-bottom: 5px; margin-top: 5px; padding: 5px 0px; text-align: justify;"><span style="font-family: "georgia" , "times new roman" , serif;"><span style="font-family: "georgia" , "times new roman" , serif;"><span style="background-color: white; line-height: 18.48px;"><i><span style="font-family: "georgia" , "times new roman" , serif;"><span style="background-color: white; line-height: 18.48px;"><i>He has been blogging since 2005. </i></span></span>And
also been author at various publications, that include Startup India by
ZDNet, Social Samosa, Lighthouse Insights. His passion for Writing,
Advertising, Creativity, Digital, Blockchain and Future Tech is what
drives him each day.</i></span></span></span></div></div>
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Srinivas Kulkarnihttp://www.blogger.com/profile/00059508204670322497noreply@blogger.com0tag:blogger.com,1999:blog-13933355.post-25521214730279817922014-03-30T15:25:00.000+05:302016-06-01T12:09:48.894+05:30Product Design and Branding - Kinder Joy<div dir="ltr" style="text-align: left;" trbidi="on">
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<span style="font-family: "georgia" , "times new roman" , serif;"><span style="background-color: white; color: #333333; line-height: 17.920000076293945px;">I certainly have seen some really good product designs in the physical goods space, and of course with technology coming up big, mobiles and other devices are really popular </span><span style="background-color: white; color: #333333; line-height: 17.920000076293945px;">when it comes to</span><span style="background-color: white; color: #333333; line-height: 17.920000076293945px;"> product design. But one product that has been a clear revelation for me is this chocolate product plus DIY toy for kids.</span></span></div>
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Was doing groceries when I spotted Kinder Joy! Costs Rs. 35 for one piece of egg in India but crazily popular among kids and I'm sure same is the case across the world. Now many advertisers and Marketers know how much of a rage this product is within its target group! So I picked it up to do some product design and brand analysis. Here are some of my observations.Feel free to add your thoughts! A lot of these might not even matter to the actual consumers (Kids), but would be intriguing for the decision makers. </div>
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<b style="font-weight: bold; margin: 0px; padding: 0px;">Branding: </b>Branding right on top with an intrigue, "With Surprise" Standard, intrigue and feeling of mystery inside my meal, which has worked wonders even when I was a kid. (lucky cards, sorat, scratch to win)</div>
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<b style="font-weight: bold; margin: 0px; padding: 0px;">Enticement:</b><b> </b>Mystery and audience engagement continues inside with the ??? Marks all over and creating further curiosity. On the other half of the egg, they only talk about the product, which only contains the egg white resembling cream with chocolate. Decluttered even from the audience thought process. If I want to find out what the surprise is, I'll forget about the other part, and choose to eat it later. Minimalistic and easy flow of consumer thought tapped into. </div>
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<b style="font-weight: bold; margin: 0px; padding: 0px;">Product Detailing:</b><b> </b>Simple, visual representation of make your own Jerry the mouse. Now he mouse detailing is so much that you even have stickers for its ears, musical notes for his accordion and bright colors for his hat. </div>
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<b style="font-weight: bold; margin: 0px; padding: 0px;">Hook and Value for Money:</b><b> </b>Most kids obviously buy it for the toy. They don't care about what they eat, mostly I'm guessing. At 35 bucks, parents won't mind it either as it's creative, small, engaging their kid, and most importantly its as if giving a simple affordable toy which educates/helps utilize their logical mind. Much like simplified Lego.<b> </b></div>
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<b style="font-weight: bold; margin: 0px; padding: 0px;">Product Information:</b><b> </b>They've also mentioned warning for kids below 3 years at least in 2 places within product. Packaging design is so concise, small, accurate and yet contains value worth so much. Also the small leaflet contains instructions in many other languages, a QR code too, for parents if they want more info. </div>
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Lastly, the overall satisfaction for kids is as good as a Happy meal toy, only more as, they assembled it and they can keep collecting such toys. Great brand recall, customer reuse and repeat tactic. </div>
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<span style="font-family: "georgia" , "times new roman" , serif;"><span style="background-color: white; color: #333333; line-height: 17.920000076293945px;">Great stuff from Design thinking perspective and also Marketing it well! What say?</span> </span><br />
<span style="font-family: "georgia" , "times new roman" , serif;"><br /></span><span style="background-color: white; font-family: georgia, 'times new roman', serif; line-height: 18.48px;"><i>Srinivas has been a</i></span><span style="background-color: white; font-family: georgia, 'times new roman', serif; line-height: 18.48px;"><i> communications professional for over 10 years, and has been blogging since 2005. He has worked with the likes of Social Wavelength, now Mirum India, (A JWT Group Company) for four years and now Heads Learning and Development & Analytics at <a href="http://www.socialkinnect.com/" target="_blank">Social Kinnect: A Digital Marketing Agency in Mumbai</a>. His passion for Advertising, Creativity, Social & Digital Marketing helps make a difference for the brands they work with. </i></span></div>
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Srinivas Kulkarnihttp://www.blogger.com/profile/00059508204670322497noreply@blogger.com0tag:blogger.com,1999:blog-13933355.post-44398068038779889432014-02-05T10:53:00.002+05:302016-06-01T12:10:06.884+05:30Using Quora to Market Your Business<div dir="ltr" style="text-align: left;" trbidi="on">
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<span style="font-family: "georgia" , "times new roman" , serif;">Original article written on <a href="http://www.socialsamosa.com/2014/02/quora-market-business/" target="_blank">Social Samosa</a></span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;"><span style="background-color: white; line-height: 24px; text-align: justify;">Quora is quite a rage when it comes to driving loads of knowledge with a pinch of perspective. It uses Social Networking</span><span style="background-color: white; line-height: 24px; text-align: justify;"> to classify various topics of interest in order to open an avenue to many intelligent minds across the world so that they are able to share their knowledge, opinions and most importantly create a channel to discuss topics of interest with a dash of first hand experience from users who’ve been there and done it all.</span></span><br />
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<a href="http://4.bp.blogspot.com/-BgYQewY8JzI/UvHKbTPfQiI/AAAAAAAAG9w/QeEv3ktglQE/s1600/how-to-use-quora-marketing-business.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-family: "georgia" , "times new roman" , serif;"><img border="0" height="150" src="https://4.bp.blogspot.com/-BgYQewY8JzI/UvHKbTPfQiI/AAAAAAAAG9w/QeEv3ktglQE/s1600/how-to-use-quora-marketing-business.jpg" width="400" /></span></a></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Come to think of it, Quora provides a lot of insights and knowledge and probably bears a close resemblance to Wikipedia (minus the perspective element), stock exchange or some other business community forums and curation tools including the likes of Reddit and Digg.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">I would have said, Yahoo answers, a decade ago, but as much as I’d like to compare it to the only former alternative that many say would come to this social networking site, it quite frankly doesn’t make the cut and a lot of us know why. So much so that even LinkedIn Answers has shut down and Quora is ruling the world when it comes to providing perspective driven knowledge to many users across the world.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">So how, you may ask, can businesses take advantage of this amazing site? I’d like to share with you some aspects that would help businesses grow, build their communities, create awareness amongst niche audiences, provide help with research information that you want, and a lot more.</span></div>
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Building your Brand on Quora</span></h2>
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<span style="font-family: "georgia" , "times new roman" , serif;">One of the best aspects of Quora is the fact that it gives each and every one an opportunity to create their own brand and provides such perspective about several aspects of what’s happening to the brand and the company which may not necessarily always be found on press releases or on the company website. Add the brand name and Quora in your Google<a href="http://www.socialsamosa.com/2014/01/5-reasons-you-cant-ignore-google-2014/" style="border: 0px; color: #d45255; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; outline: none; padding: 0px; text-decoration: none; vertical-align: baseline;" target="_blank"> </a>alerts and you’d be surprised to find out what kind of buzz is out there about your business.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">The key, of course, is to be able to monitor how many questions are being asked about your brand, company or anything that’s related to what your company does. Go ahead and answer specific questions that may have been asked about your company. If you’re the community manager for your organization, take up the responsibility of researching upon specific questions directed at your organization.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Run them by relevant departments, and go ahead and provide inputs to the readers and the audience who are clued in to that question. Other than that you may also choose to focus on topics that could be of interest to your target audience. For example, there are many topics that would be relevant to your industry and that’s your cue to go ahead and be the expert on behalf of your company and help the community members.</span></div>
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Researching perspective driven insights for your brand</span></h2>
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<span style="font-family: "georgia" , "times new roman" , serif;">Yes, you have Wikipedia for a lot of the questions that you are looking for, in general. If you’re working on making a document, trying to analyze certain elements of the market for your business or say you’re looking for experts to help your brand out with respect to research related aspects, then Quora is the right fit for you.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Of course, while a lot of the World Wide Web is a great resource for knowledge and information that is abundantly available out there, Quora will allow you to find and sort information, people and, of course, a lot of material knowledge based on real time, current and perspective driven insights which you may not find elsewhere. Reading someone else’s answers based on their personal experiences gives you the perfect dose of granular details that might be hard to find on any other source across the Internet. So that’s quite the added advantage you get for doing your homework on the right platform.</span></div>
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Industry trends from the experts</span></h2>
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<span style="font-family: "georgia" , "times new roman" , serif;">While Quora has a collective base of domain driven knowledge of various business related topics which marketers can use to their advantage, it is also full of genuine experts who share their vision without particular perks for themselves, sharing expert opinions that would matter to your brand.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Most importantly, there is a great chance you could find great curated content that would help you prove a point or two if you’re doing research for something niche and particular within your target group, product or to help you market your brand better.</span></div>
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Competition Analysis</span></h2>
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<span style="font-family: "georgia" , "times new roman" , serif;">Typically I wouldn’t say that Quora is the best platform to find out what the competition is doing, however one edge that Quora might get in this aspect is to research and get to know what other competitors are focusing on, especially if there are answers about their company and inside news / strategy that is being shared on their work.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">User cases that are shared on Quora by competition or what the competition has done being out in the public domain could be the best way to understand, analyze and figure out how you could use that to your advantage.</span></div>
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Traffic, Eyeballs and Audience</span></h2>
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<span style="font-family: "georgia" , "times new roman" , serif;">One of the major advantages about the Quora ecosystem is you’ll get to know exactly what kind of an audience is viewing a particular question and how popular the question is. There are also opportunities to promote a particular question or an answer to a certain set of people within your following. This will give businesses a clear picture of how you are targeting the right kind of people whom you need to reach out to via your opinion, content and expertise.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">The credits, as a currency, typically give you the opportunity to target your specific answers which could contain links to your website, or anything information worthy to allow people to benefit from and at the same time drive traffic towards your specific links. A lot of times, SEO and indexing is highly driven via Quora. If you choose to answer the right question, there is a huge probability that the same question might be the query of many looking for answers through Google and the top result then would be a Quora answer.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Some of these aspects are of course intertwined and there is an element in Quora which empowers brands and businesses to drive their communication, messaging and more importantly allows them to engage with the very specific niche community which you wouldn’t find on other social networks as easily as you think, even LinkedIn for that matter, especially if you have<a href="http://www.socialsamosa.com/2013/08/b2b-brands-social-media/" style="border: 0px; color: #d45255; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; outline: none; padding: 0px; text-decoration: none; vertical-align: baseline;" target="_blank"> </a>B2B brands. But the most important element of using Quora for business is the attribute of knowing that the consumer of your content is highly intellectual and at the same time a curious kind of a person.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">The kind of content you share for your business or personally needs to be out there with a certain level of accuracy, insight, perspective and more importantly be helpful to those who are reading it. And if you’re the one who’s consuming content, you need to understand that while most of the perspective driven insight could provide you with some real answers to the question you’ve asked, you also need to account for the margin of errors and the holistic picture that it is able to provide you.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Having said that, while the benefits of using Quora are many, do consider using this social network as an extension of all the attributes you would use under ordinary circumstances. </span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Image Credit: <a href="http://www.socialsamosa.com/2014/02/quora-market-business/" target="_blank">Social Samosa</a></span><br />
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<span style="font-family: "georgia" , "times new roman" , serif; line-height: normal;"><span style="line-height: 18.48px;"><i>Srinivas has been a</i></span><span style="line-height: 18.48px;"><i> communications professional for over 10 years, and has been blogging since 2005. He has worked with the likes of Social Wavelength, now Mirum India, (A JWT Group Company) for four years and now Heads Learning and Development & Analytics at <a href="http://www.socialkinnect.com/" target="_blank">Social Kinnect: A Digital Marketing Agency in Mumbai</a>. His passion for Advertising, Creativity, Social & Digital Marketing helps make a difference for the brands they work with. </i></span><i> </i></span></div>
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Srinivas Kulkarnihttp://www.blogger.com/profile/00059508204670322497noreply@blogger.com0tag:blogger.com,1999:blog-13933355.post-38744804699519130862014-01-16T10:27:00.001+05:302022-01-16T13:17:31.631+05:30Enhancing the Customer Experience through Social<div dir="ltr" style="text-align: left;" trbidi="on">
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<span style="font-family: "georgia" , "times new roman" , serif;">Original article was written for <a href="http://www.business2community.com/customer-experience/enhancing-customer-experience-social-0744120#!sk53l" target="_blank">Business2Community.</a></span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Marketing has always been about driving your brand towards your customers and reaching out your messaging through various channels that have been available to marketers across various eras of marketing. Be it any tools that traditional marketers have used or media they chose to engage with their customers, it was always about talking to them and trying to deliver your communication with the best impact possible. Throughout time, the struggle has always been about creating a recall value for your brand and letting your customers know what you aspire to do for them and how the brand could change their life. The AIDA model as popularly known always looked to reach out to your audience by creating awareness, generating interest, desire and then get them to act upon your marketing messages to finally buy your product. But sometimes, in today's era, I ask myself this question, "Is it only about creating an awareness through generating interest and then creating that desire?" The answer, as much as I try to resonate with what's happening out there, is always different.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">How so? You may ask, what has changed in this current scenario and what is making the difference in today's customer as opposed to the earlier ones. There lies the answer. Your customer today has become a lot more aware of his surroundings and a lot more intelligent than you thought they were. The idea is not to create awareness as he's already aware of what's out there in the market. Probably focus groups are not the best way to approach your customer because, your market is so vast and the intelligence and emotional quotient of your customer is so disparate that you'll hardly be able to nail it when it comes to the messaging. Your customer doesn't need to be told what they want. They already know it. Your customer doesn't need to focus so much on generating that interest as he already has a keen attachment, affinity and attachment in the kind of products he consumes. Your customer most of all, doesn't need to really know what he's buying, cause he's already made up his mind!</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">So what we need today is creating an enhanced customer experience in the products he uses and giving him a dose of that enhancement you shall add to his lifestyle by pitching your product to him. Unlike traditional marketing campaigns, or drives to generate the awareness of what features your product focuses on, your ability to create an innate sense of desire, a sense of fulfilment and a sense of overall satisfaction the customer shall get by using your products is what is the need of the hour. Top technology brands like Apple, Samsung, Sony have tried to focus on these aspects more than anybody else. In fact, smaller brands in different spaces like Uber, AirBnB, Pebble, Blend Tech, Fitbit, have always aspired to create that innovative desire to give the customers something different and something worth imbibing into their lifestyle. At the end of the day, what's important for brands to understand is to disrupt the equation, create something innovative and build a desire to not just 'want to use your product' but to create a 'need for your product.' Many local brands are doing that really well if I may say. Coffee shops giving free Coffee but charging for WiFi because the need of the customer is not coffee, but a place to sit and indulge himself on his smartphone, tablet or laptop while finding an excuse to go somewhere out there and work is what brands should realize. As a customer, I don't need to buy smart products, I need products that will make my life smarter. Wearables have become the talk of the town and this technology is here to stay, especially after #CES2014.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">What brands should realize is that the innovation is required not because people want to be aware of something that they didn't know, but something that will innovate and make their lives simpler. Innovation has become a tool to help customers aspire for things they didn't know existed or didn't imagine to change their lives for the better. Marketers need to understand that and try to change their way of thinking. Rather than focus on traditional surveys, target demographic profiling or building a messaging of the brand via identifying, breaking down and building a great marketing strategy to let their customers know about their products, they should simply inspire people to think differently and boom! Your product is sold! Innovations from <a data-mce-href="http://www.kickstarter.com/" href="http://www.kickstarter.com/" target="_blank">Kickstarter</a>, <a data-mce-href="http://www.indiegogo.com/" href="http://www.indiegogo.com/" target="_blank">Indiegogo</a> are getting so much traction that traditional product builders would wonder, how the space has shifted. More than the marketing aspect, the customer experience has become BIG! Are you ready for that change? Is your brand doing something different to create that great customer experience in this socially connected world? A question I always want to ask myself while working on my brands. What about you?</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Image Credit: <a href="http://social4ce.com/blog/2013/02/24/shaping-your-social-media-success-think-of-the-customer-experience/" target="_blank">Social4ce</a></span></div><div data-mce-style="text-align: justify;" style="color: #333333; line-height: 19px; text-align: justify;"><span style="font-family: "georgia" , "times new roman" , serif;"> </span><br />
<span style="font-family: "georgia" , "times new roman" , serif;"><span style="font-family: "georgia" , "times new roman" , serif;"><span style="background-color: white; line-height: 18.48px;"><i>Srinivas has been a</i></span><span style="background-color: white; line-height: 18.48px;"><i> communications
professional for over 15 years. He has worked with and built India's
largest digital agencies from the ground up and been part of their
acquistion journey. Social Wavelegnth (now Mirum, part of the WPP group)
and Kinnect, now part of the Interpublic Group (IPG). He's also been a
public speaker, keynote speaker at various large panels/events of the
likes of BBC Knowledge Summit, Blockchain Summit Bangalore. And has been
a guest lecturer at IIM, Symbiosis, Indian Institute of Digital
Education.<br /></i></span></span></span><div style="background-color: white; color: #35383d; line-height: 19px; margin-bottom: 5px; margin-top: 5px; padding: 5px 0px; text-align: justify;"><span style="font-family: "georgia" , "times new roman" , serif;"><span style="font-family: "georgia" , "times new roman" , serif;"><span style="background-color: white; line-height: 18.48px;"><i><span style="font-family: "georgia" , "times new roman" , serif;"><span style="background-color: white; line-height: 18.48px;"><i>He has been blogging since 2005. </i></span></span>And
also been author at various publications, that include Startup India by
ZDNet, Social Samosa, Lighthouse Insights. His passion for Writing,
Advertising, Creativity, Digital, Blockchain and Future Tech is what
drives him each day.</i></span></span></span></div></div>
</div>
Srinivas Kulkarnihttp://www.blogger.com/profile/00059508204670322497noreply@blogger.com0tag:blogger.com,1999:blog-13933355.post-79155914780262293002013-12-20T14:57:00.001+05:302022-01-16T13:17:09.597+05:30A Day in the Life of a Social Media Professional<div dir="ltr" style="text-align: left;" trbidi="on">
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<span style="font-family: "georgia" , "times new roman" , serif;">This original article was written for Social Samosa <a href="http://www.socialsamosa.com/2013/11/day-life-social-media-professional/">here</a></span></div>
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<span style="background-color: white; font-family: "georgia" , "times new roman" , serif; line-height: 24px; text-align: justify;">You wake up, get ready and head off to what seems to be a really hectic day. You have designs to line up, content to create, ‘strategies’ to make, Powerpoint templates to select, presentations to make, conversations on Twitter, LinkedIn and forums to participate in, ‘contests’ to run, ‘trending activities’ to conduct, posts to schedule, communities to build, and most importantly, client calls/meetings to attend to.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Yes, sometimes that becomes one of the most important task on your checklist. We’ve seen far too many cliched infographics depicting the day in a life of a Social Media professional, memes depicting ‘What I do at work,’ ‘jokes’ made around advertising and social media profiles, the ‘eat, breathe, live social media’, type T-Shirts, and to top it all, we have to hear the gurus of advertising and the know-it-alls tell us how Social Media is just another fad.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">But I guess all of that is history now, with the lines between social, digital, mainline etc being blurred. “Integrated Marketing/Advertising” has a nice ring to it and is here to stay. What’s more important today is that belief; Belief in what you’re doing, which makes a huge difference to your job and a lot more to what your brand is saying.</span></div>
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Being a Social Media Professional</span></h2>
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<span style="font-family: "georgia" , "times new roman" , serif;">Truth be told, being a social media professional isn’t easy, wouldn’t you say? That’s partially correct, but a lot would really depend on how you perceive it and how you build on that perception to drive what you really want to do at the end of the day.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Build real value for your client, and I don’t mean that in terms of ‘ROI’ or what kind of numbers you build for your client, how you impacted their overall marketing tactics or for that matter, what you really did to build brand awareness for your client.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Adding real value starts in understanding, and begins with you achieving a clairvoyance of sorts about what exactly it is that your brand needs. Not what you think will generate an ROI of sorts, or what you think will create ‘buzz’ on Social Media and ‘Digital platforms’ as many would like to say. But what is it that your ‘brand really needs.’ Figuring this out goes a long way in the future along with helping you meet the desired goals you set for yourself. Not as a Marketer, Advertiser, Brand Manager, but simply as an artist.</span></div>
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Creating Value</span></h2>
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<span style="font-family: "georgia" , "times new roman" , serif;">Visualise yourself as an artist who is out to create great art in every single things he does, like I listed above. When you’re thinking about all of those things and ask yourself what it is that you’re doing that creates value, you are doing a commendable job.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">You know it’s really good to sometimes stop and think about what we’ve done and in retrospect you’ll plot a really amazing line of what’s worked for you and what hasn’t. But don’t just analyze the statistics, or the numbers, or for that matter the affinity you created amongst a community on the social web, but also the kind of art you created day in and day out. What matters is how you focus on it with this perspective in mind.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Well, you may say that’s a far fetched way of looking at things, but truth be told, after working for over four years in this field, there is a difference in the way I perceive things today. No, I’m not talking about just ‘thinking out of the box’ or ‘there is no box’ approaches towards the creative or not so creative work that we do.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">I’m talking about the way we look at every single thing when we work on those amazing campaigns we build or choose not to, the way we really drive engagement for our brands or maybe not. Every success, every failure have a lesson in them. The right way, or let me call it a better way of looking at it is to just step outside, give yourself a bird’s eye view and see where you’re heading.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">A lot of times, we end up doing things we may not be really confident about. We end up pushing that limit between a force fit creative or something that really won’t work for a brand. I don’t know about you, but I always cringe at the very idea of a ‘trending activity’ because that will add nothing but a few hours or days of brand awareness!</span></div>
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Needs of a Brand</span></h2>
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<span style="font-family: "georgia" , "times new roman" , serif;">Well that is really great, excellent if you may ask, in the current scheme of things. But what next? How many times do we actually capitalize on these activities and campaigns to try and decipher something impactful for the brand? That should matter more to you than anything else at the outset. Not those appreciation mails coming in from your client or commendations from your peers. But what next?</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Well, there are always those times when you need to deliver a pitch presentation on a given day that would have probably been better off if it was a day earlier. Ideas are never scarce, and mostly not completely bad and unusable, but what sometimes affects us is how many of them are really going to add value to our brand.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Yet, we go ahead and tell ourselves that we’ll improvise later, we’ll try and console ourselves that this is one instance and it would probably not impact the brand as much. I’m sure all of us have been there at some point in time. If not, then truly awesome! You’ve already crossed that threshold and seen the different side of the horizon!</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">I guess creating a sense of awareness for yourself and your brand helps a lot. Realizing what you’re doing is impacting your brand in a certain manner helps seeking the right answers to the right questions that you would go ahead and ask yourself rather than just doing what you think might ‘work’ for the brand for the time being. So don’t lose this battle, because eventually you might end up doing it so often that you’d have been defeated long before you even knew there was a war coming.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Yes, there are a lot of us who have challenges, and we face them with the hope of learning something new, creating something great, build something fantastic for your brand. Something that it needs, if not every single day, probably once in a while–to know that there is someone like you out there, who connects with what it’s trying to say.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Yes, we do say the wrong things sometimes and make mistakes every once in a while. Sometimes, our mistakes are noticed by the entire world, and sometimes too insignificant to be spotted by anyone.. But in your heart, if you are self aware about the things your brand needs and what you can give to them, you’ve gone a long way ahead.</span></div>
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Social Media and Marketing</span></h2>
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<span style="font-family: "georgia" , "times new roman" , serif;">I’ve been trying to figure out what this beast called social media is for quite a while and I must say, I have really enjoyed dissecting the minuscule observations, learnings, insights, and trends that, often I’ve forgotten to think of how it really mattered to the brand and how and when we should start learning from our mistakes and probably from others as well. And hey, that’s quite a thing.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Marketing as such, has evolved a lot, and so has advertising, say from the ‘Mad Men’ era, especially with it being part of many cycles of evolution. Yes, there’s a lot to learn and we’ll see a lot of changes happening, being part of it at this stage and we’ll probably see a lot of changes in the way consumers consume content, products, services and for that matter your interaction with them as well.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Cultures shifting, patterns changing, trends being disrupted and for that matter, the medium of interaction divulging into each other and crossing lines that were originally set with a niche in mind. That will stop existing and we’ll have a unified way of looking at how we simply communicate with our consumers.</span></div>
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Conclusion</span></h2>
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<span style="font-family: "georgia" , "times new roman" , serif;">When that day comes, I’d like to ask you all to remind yourself where you started and traverse into your own journey to realize how much you’ve achieved. The things you thought were amazing, will now be of amusement to you, to the point that it stops being funny. You’ll achieve a sense of perspective in that you’ll get an understanding of how things were different and how they’ve changed. In fact, I’d say, don’t wait for that day to come. Be a futurist, today! Tell yourself to stop doing the things that really don’t make a difference to your brand but indulge yourself in asking yourself a simple question.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">“What is it that my brand really needs?” “And where do I go from here?”</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Just these simple questions haunting you when you wake up, get ready, and head off to what is seemingly a really hectic day with designs to be lined up…. (Fade out)</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Just ask yourself…. “What is it that my brand really needs?”</span></div><div style="background-color: white; border: 0px none; line-height: 24px; outline: currentcolor none medium; padding: 0px; text-align: justify; vertical-align: baseline;"><span style="font-family: "georgia" , "times new roman" , serif;"> </span><br />
<span style="font-family: "georgia" , "times new roman" , serif;"><span style="font-family: "georgia" , "times new roman" , serif;"><span style="font-family: "georgia" , "times new roman" , serif;"><span style="background-color: white; line-height: 18.48px;"><i>Srinivas has been a</i></span><span style="background-color: white; line-height: 18.48px;"><i> communications
professional for over 15 years. He has worked with and built India's
largest digital agencies from the ground up and been part of their
acquistion journey. Social Wavelegnth (now Mirum, part of the WPP group)
and Kinnect, now part of the Interpublic Group (IPG). He's also been a
public speaker, keynote speaker at various large panels/events of the
likes of BBC Knowledge Summit, Blockchain Summit Bangalore. And has been
a guest lecturer at IIM, Symbiosis, Indian Institute of Digital
Education.<br /></i></span></span></span></span><div style="background-color: white; color: #35383d; line-height: 19px; margin-bottom: 5px; margin-top: 5px; padding: 5px 0px; text-align: justify;"><span style="font-family: "georgia" , "times new roman" , serif;"><span style="font-family: "georgia" , "times new roman" , serif;"><span style="background-color: white; line-height: 18.48px;"><i><span style="font-family: "georgia" , "times new roman" , serif;"><span style="background-color: white; line-height: 18.48px;"><i>He has been blogging since 2005. </i></span></span>And
also been author at various publications, that include Startup India by
ZDNet, Social Samosa, Lighthouse Insights. His passion for Writing,
Advertising, Creativity, Digital, Blockchain and Future Tech is what
drives him each day.</i></span></span></span></div></div>
</div>
Srinivas Kulkarnihttp://www.blogger.com/profile/00059508204670322497noreply@blogger.com0tag:blogger.com,1999:blog-13933355.post-65623398499288842812013-08-02T16:20:00.000+05:302016-06-01T12:11:22.177+05:30Curiosity in the Social and Digital Day and Age!<div dir="ltr" style="text-align: left;" trbidi="on">
<span style="background-color: white; font-family: "georgia" , "times new roman" , serif; font-size: medium; line-height: 25px; text-align: justify;"><b><i>"At the end of everything, there lies an inherent element of curiosity within everyone. One that we as humans are willing to explore beyond our known capability..."</i></b></span><br />
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<span style="font-family: "georgia" , "times new roman" , serif; font-size: medium;"><span style="line-height: 25px;">The original article was written for <a href="http://bit.ly/CuriosityinSocial">Business2Community</a></span></span><br />
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<span style="font-family: "georgia" , "times new roman" , serif; font-size: medium;"><span style="line-height: 25px;">Today, every bit of advertising and marketing that is shoved down upon our throat has an element of curiosity that everyone tries to explore as marketers. What is more baffling than anything is the fact that they know, as humans, we are bound to go click on that link, go visit that Web site, go download that app, play that game, check out the new social network, go view that video that everyone else is talking about! </span></span></div>
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<span style="font-family: "georgia" , "times new roman" , serif; font-size: medium;"><span style="line-height: 25px;">Everything from a small engagement to a great idea always relies on exploring that element of curiosity among their audience, however very few realize that it's not always about the idea itself or the fact that 'curiosity' will keep it popular or gather the eyeballs that they aspire to gain! Forget about curiosity in day to day marketing or advertising, we have the element of curiosity in every aspect of life that keeps us pushing hard, hard at our job at our work and at every aspect of our life. Heck we even went to Mars, all because of this curiosity!</span></span></div>
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<span style="font-family: "georgia" , "times new roman" , serif; font-size: medium;"><span style="line-height: 25px;">In digital advertising and social media, we've done and dusted the exploration for curiosity for the sake of curiosity, right from the uncovering of campaigns, to puzzles, to mysteries to treasure hunts and more importantly the <b>'Like This' to Find out 'That.'</b></span></span></div>
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<span style="font-family: "georgia" , "times new roman" , serif; font-size: medium;"><span style="line-height: 25px;">But the true element of engagement is driven from something more than just titillating those consumer senses and driving more in providing quality communication and create something that adds more value, than just relying on the curiosity of your consumer. There has been a lot of time that has been spent in research, there certainly has been a lot of time spent in understanding your consumer and what drives them and most certainly their curiosity! But today we need more time to understand what keeps that curiosity going. It may not always boil down to a fluke that ended up becoming popular for a unique reason, but also depend on that method to madness on why it became successful in the first place. Be it Psy and his Gangnam Video, The Harlem Shake, a Kolaveri Di or greater campaigns of the likes of Blend It, Old Spice, Tippex or many more... </span></span></div>
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<span style="font-family: "georgia" , "times new roman" , serif; font-size: medium;"><span style="line-height: 25px;">Understanding what keeps your consumer driven when it comes to something beyond that curiosity! Yes everyone quotes Steve Jobs today, now that he's gone and they may be right, just as he was, 'Consumers don't know what they want.' </span></span></div>
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<span style="font-family: "georgia" , "times new roman" , serif; font-size: medium;"><span style="line-height: 25px;">But they certainly have an element of curiosity, which can be fed by us marketers, and the key lies in resonance and driving that curiosity further than just what the product messaging is or the core communication of the brand is. </span></span></div>
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<span style="font-family: "georgia" , "times new roman" , serif; font-size: medium;"><span style="line-height: 25px;">To me it is more about the philosophy behind what you are trying to sell, rather an idea and a belief that they are willing to buy! </span></span></div>
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<span style="font-family: "georgia" , "times new roman" , serif; font-size: medium;"><span style="line-height: 25px;">Image Courtesy: <a href="http://genelu.com/2010/11/word-up-thesis-concept-no-2/">Genelu.com</a></span></span><br />
<span style="font-family: "georgia" , "times new roman" , serif; font-size: medium;"><br /></span><span style="background-color: white; font-family: georgia, 'times new roman', serif; line-height: 18.48px;"><i>Srinivas has been a</i></span><span style="background-color: white; font-family: georgia, 'times new roman', serif; line-height: 18.48px;"><i> communications professional for over 10 years, and has been blogging since 2005. He has worked with the likes of Social Wavelength, now Mirum India, (A JWT Group Company) for four years and now Heads Learning and Development & Analytics at <a href="http://www.socialkinnect.com/" target="_blank">Social Kinnect: A Digital Marketing Agency in Mumbai</a>. His passion for Advertising, Creativity, Social & Digital Marketing helps make a difference for the brands they work with. </i></span></div>
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Srinivas Kulkarnihttp://www.blogger.com/profile/00059508204670322497noreply@blogger.com0tag:blogger.com,1999:blog-13933355.post-71236651919649661902013-07-31T16:04:00.002+05:302022-01-16T13:17:56.683+05:30Social Archives and Digital Legacy - Data Miners' feast!<div dir="ltr" style="text-align: left;" trbidi="on">
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<span style="font-family: "georgia" , "times new roman" , serif; font-style: italic; font-weight: bold; text-align: justify;">"We are not just viewers of incidents in our timeline... But witnesses to a past that shall be etched among the archives of our digital history." </span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Some day we'll realize how those words make more sense than ever. Today we are certainly in an age where every piece of content that we view/share/read/write and create within our social and digital networks we tend to forget the overarching theme of how this will shape the future of Internet consumption and how constantly our lives are going to be driven by the legacy that we leave behind. </span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Every day and every moment we thrive in this world that is as digital as it gets, we are striving hard to communicate and contact to a world that is built in this realm so open and so evidently 'out there' Privacy is a word beyond a realm without any real strings attached and most important element in today's consumption of information is the fact that curating has become a key component more than anything else. </span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Digital footprints make more easy to find and track rather than actually trying to profile someone in a hypothetical analysis. While a very good thing for marketers who are keeping a close eye on their subjects and building their products and brands to touch the right pulse, it's all the more creepier for people who are subjected to targeted consumerism via digital media. </span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">We all have not just become a part of a timeline that we can view in retrospect, but also witnesses to a past that will always be with us and in the Internet archives so as to give leverage to not just ourselves but to a lot of data miners out there. </span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">The day isn't far away that every transaction carried across the web has critical importance and every transaction giving priceless information about target consumers and behavior profiles would transform into some sort of currency. Heck, even Bit-coin mining would probably provide opportunities to share,sell personal data which is no less than the golden eggs that this digital chicken (Read:Consumer) lays for marketers. What say?</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Image Source: <a href="http://www.socialbusinessnews.com/social-data-understanding-customers-better/" target="_blank">Social Business News</a></span><br />
<span style="font-family: "georgia" , "times new roman" , serif;"><span style="font-family: "georgia" , "times new roman" , serif;"><span style="background-color: white; line-height: 18.48px;"><i>Srinivas has been a</i></span><span style="background-color: white; line-height: 18.48px;"><i> communications
professional for over 15 years. He has worked with and built India's
largest digital agencies from the ground up and been part of their
acquistion journey. Social Wavelegnth (now Mirum, part of the WPP group)
and Kinnect, now part of the Interpublic Group (IPG). He's also been a
public speaker, keynote speaker at various large panels/events of the
likes of BBC Knowledge Summit, Blockchain Summit Bangalore. And has been
a guest lecturer at IIM, Symbiosis, Indian Institute of Digital
Education.<br /></i></span></span></span><div style="background-color: white; color: #35383d; line-height: 19px; margin-bottom: 5px; margin-top: 5px; padding: 5px 0px; text-align: justify;"><span style="font-family: "georgia" , "times new roman" , serif;"><span style="font-family: "georgia" , "times new roman" , serif;"><span style="background-color: white; line-height: 18.48px;"><i><span style="font-family: "georgia" , "times new roman" , serif;"><span style="background-color: white; line-height: 18.48px;"><i>He has been blogging since 2005. </i></span></span>And
also been author at various publications, that include Startup India by
ZDNet, Social Samosa, Lighthouse Insights. His passion for Writing,
Advertising, Creativity, Digital, Blockchain and Future Tech is what
drives him each day.</i></span></span></span></div></div>
</div>
Srinivas Kulkarnihttp://www.blogger.com/profile/00059508204670322497noreply@blogger.com0tag:blogger.com,1999:blog-13933355.post-913915226031207942013-07-19T11:24:00.003+05:302022-01-16T13:18:02.565+05:30How would you persuade anyone to use a 'Social Media Website?<div dir="ltr" style="text-align: left;" trbidi="on">
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<span style="font-family: "georgia" , "times new roman" , serif;">This was an [A2A] I received on Quora for this question</span></div>
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<a href="https://www.quora.com/Social-Networks-online/If-you-were-in-charge-of-my-social-media-website-how-would-you-persuade-people-like-yourself-to-use-it"><span style="font-family: "georgia" , "times new roman" , serif;">If you were in charge of my social media website, how would you persuade people like yourself to use it?</span></a></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">The Web site he has is <a href="http://frendsdom.com/">frendsdom.com</a></span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">[A2A] I've been part of promoting a few Social Networking sites and early adopter to enterprise social networks within my organization, so from my experience penning down a few things that would / would not work especially when you want to thrive among a competition of social networking sites as such. Personally I'm of the opinion that there's too much connectivity and too much networking happening. People should reverse the trend and offer products that are more niche and closed group and non-intrusive per se.</span></div>
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<li><span style="font-family: "georgia" , "times new roman" , serif;">Social Networking is out there. I don't need a new network to connect on to the same people or for the same purpose. (So after facebook, orkut, hifi,myspace etc. Why did twitter,foursquare, goodreads, Quora, whatsapp, (closed social networking), G+, Line, Kakaotalk, Sina Weibo etc become popular? For their individualistic reasons and problems they solved. What's different from others? Try to make that possible.</span></li>
<li><span style="font-family: "georgia" , "times new roman" , serif;">As far as promotion goes, don't shove it down their throat. It should be intuitive and give me a reason to use the network than just using it because it's there.</span></li>
<li><span style="font-family: "georgia" , "times new roman" , serif;">Again, points (I don't think that's a good idea, unless it's in real time value of some sorts, yet it could sometime feel overwhelming at times.)</span></li>
<li><span style="font-family: "georgia" , "times new roman" , serif;">As <a href="https://www.quora.com/Abhirup-Dutta-1">Abhirup Dutta</a> mentioned it's important to answer the "problem statement" that inspired you to create this site as the solution.</span></li>
<li><span style="font-family: "georgia" , "times new roman" , serif;">I saw this: "Find People: Find people of your interest from anywhere in the world." at the very bottom. I think this is something you could really rely on and revolve your entire network per se around this fundamental aspect.</span></li>
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<span style="font-family: "georgia" , "times new roman" , serif;">What it is is less important more than what it can offer and what it drives. Build your product, offer the problem and promotion becomes easier then. Rest is business as usual.</span><br />
<span style="font-family: "georgia" , "times new roman" , serif;"><br /></span><span style="font-family: "georgia" , "times new roman" , serif;"><span style="font-family: "georgia" , "times new roman" , serif;"><span style="background-color: white; line-height: 18.48px;"><i>Srinivas has been a</i></span><span style="background-color: white; line-height: 18.48px;"><i> communications
professional for over 15 years. He has worked with and built India's
largest digital agencies from the ground up and been part of their
acquistion journey. Social Wavelegnth (now Mirum, part of the WPP group)
and Kinnect, now part of the Interpublic Group (IPG). He's also been a
public speaker, keynote speaker at various large panels/events of the
likes of BBC Knowledge Summit, Blockchain Summit Bangalore. And has been
a guest lecturer at IIM, Symbiosis, Indian Institute of Digital
Education.<br /></i></span></span></span><div style="background-color: white; color: #35383d; line-height: 19px; margin-bottom: 5px; margin-top: 5px; padding: 5px 0px; text-align: justify;"><span style="font-family: "georgia" , "times new roman" , serif;"><span style="font-family: "georgia" , "times new roman" , serif;"><span style="background-color: white; line-height: 18.48px;"><i><span style="font-family: "georgia" , "times new roman" , serif;"><span style="background-color: white; line-height: 18.48px;"><i>He has been blogging since 2005. </i></span></span>And
also been author at various publications, that include Startup India by
ZDNet, Social Samosa, Lighthouse Insights. His passion for Writing,
Advertising, Creativity, Digital, Blockchain and Future Tech is what
drives him each day.</i></span></span></span></div><br />
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Srinivas Kulkarnihttp://www.blogger.com/profile/00059508204670322497noreply@blogger.com0tag:blogger.com,1999:blog-13933355.post-36970728762302534532013-07-18T13:08:00.001+05:302022-01-16T13:19:13.566+05:30Consumer Trend through Social<div dir="ltr" style="text-align: left;" trbidi="on">
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<span style="font-family: "georgia" , "times new roman" , serif; font-size: medium;">An interesting behavior that always was popular and will be popular is identifying or creating consumer trends through behaviors within the market in any industry. That is a popular process and there are billions of dollars spent on making sure that any particular brand actually goes ahead and gets its consumers and target market right. </span></div>
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<span style="font-family: "georgia" , "times new roman" , serif; font-size: medium;">Today Social allows a very good opportunity to identify that trend. Certainly it's been a popular aspect with the likes of Big Data and social media monitoring / online reputation management existing in that space. But the more fascinating aspects of consumer trends is through deep rooted study via tracking and identifying consumer behavior through understanding what they want what they like, what they do what they share with others and most importantly what their tastes are. </span><br />
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<br />
<span style="font-family: "georgia" , "times new roman" , serif; font-size: medium;">Certainly this process is of an interesting order and a lot of brands and a lot of research goes into identifying individual customers and understanding their behavior. Unlike generic results via social media monitoring this would involve deep and further study on specific customer behavior. This is a space that will certainly go to the next level and brands will start getting into it via social all the more. Social media ethnography as it would be popularly known is certainly looking interesting and general interest about it is picking up. </span><br />
<br />
<span style="font-family: "georgia" , "times new roman" , serif; font-size: medium;"><span style="font-family: "georgia" , "times new roman" , serif;"><span style="font-family: "georgia" , "times new roman" , serif;"><span style="background-color: white; line-height: 18.48px;"><i>Srinivas has been a</i></span><span style="background-color: white; line-height: 18.48px;"><i> communications
professional for over 15 years. He has worked with and built India's
largest digital agencies from the ground up and been part of their
acquistion journey. Social Wavelegnth (now Mirum, part of the WPP group)
and Kinnect, now part of the Interpublic Group (IPG). He's also been a
public speaker, keynote speaker at various large panels/events of the
likes of BBC Knowledge Summit, Blockchain Summit Bangalore. And has been
a guest lecturer at IIM, Symbiosis, Indian Institute of Digital
Education.<br /></i></span></span></span></span><div style="background-color: white; color: #35383d; line-height: 19px; margin-bottom: 5px; margin-top: 5px; padding: 5px 0px; text-align: justify;"><span style="font-family: "georgia" , "times new roman" , serif;"><span style="font-family: "georgia" , "times new roman" , serif;"><span style="background-color: white; line-height: 18.48px;"><i><span style="font-family: "georgia" , "times new roman" , serif;"><span style="background-color: white; line-height: 18.48px;"><i>He has been blogging since 2005. </i></span></span>And
also been author at various publications, that include Startup India by
ZDNet, Social Samosa, Lighthouse Insights. His passion for Writing,
Advertising, Creativity, Digital, Blockchain and Future Tech is what
drives him each day.</i></span></span></span></div></div>
</div>
Srinivas Kulkarnihttp://www.blogger.com/profile/00059508204670322497noreply@blogger.com0tag:blogger.com,1999:blog-13933355.post-31332726109243134932013-04-17T16:31:00.000+05:302016-06-01T12:15:18.945+05:30Consumerism and Advertising: Building Brands as Products, not Commodities<div dir="ltr" style="text-align: left;" trbidi="on">
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<span style="font-family: "georgia" , "times new roman" , serif;">The original Article was written for</span><span style="font-family: "georgia" , "times new roman" , serif;"> <a href="http://www.socialsamosa.com/2013/04/consumerism-and-advertising-build-brands-as-products-not-commodities/" target="_blank">Social Samosa</a> </span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Consumerism is increasing day by day especially when it comes to mass marketing and advertising being shoved down consumers’ throats. It isn’t any different on social media either. As a marketer, it is important to introspect if your consumers are really listening to what your communication is, or if they have become zombies brainwashed to buy your product. Do they rely solely on brand recall without having knowledge of or believing in what they are purchasing? Market trends keep shifting and a brand that has strong recall today can be history tomorrow.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">So, the real question is how do social media marketers or advertisers communicate with and <a href="http://www.socialsamosa.com/2012/10/a-study-on-how-indian-brands-engage-on-social-media/" style="border: 0px; color: #d45255; font-style: inherit; font-variant: inherit; line-height: inherit; margin: 0px; outline: none; padding: 0px; text-decoration: none; vertical-align: baseline;" target="_blank" title="How Indian Brands Engage Consumers - Study">engage consumers</a> without really having to generate the hype of consumerism around them?</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">I’ve always believed that communication is always about the consumer, whether in <a href="http://www.socialsamosa.com/2011/12/get-your-social-media-communication-right/" style="border: 0px; color: #d45255; font-style: inherit; font-variant: inherit; line-height: inherit; margin: 0px; outline: none; padding: 0px; text-decoration: none; vertical-align: baseline;" target="_blank" title="Got Your Social Media Communication Right?">social media</a> or in mainline communication. Making the product stand out in your communication is more relevant than just influencing the consumer or key influencers surrounding him. The communication should not only seek to break the clutter but should also make fundamental sense.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">A very good example of this is L&T Insurance’s ‘Likh Ke Doge Kya?’ campaign. I had the opportunity to listen to Ms. Deepali Nair of L&T Insurance speak at the Computer Society of India IT 2020 Conference, about how they worked backwards on the entire campaign, tailored it to suit Facebook first and then ran it on television. It was an interesting campaign and very successful too.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">It wasn’t about what consumers want, but what consumers aren’t really asking for. In hindsight, I am sure that, ‘Likh ke doge kya?’ is a question they always ask insurance providers. It also takes a look at how fallible the whole insurance business is, especially when it comes to claims, terms and conditions and queries. In this case, it wasn’t about shoving another insurance product that no one knows about down the consumer’s throat, but about making a firm commitment that queries would be responded to within X amount of time, and they would give it in writing. What stood out in the campaign was the promise of execution – exercising ownership and being accountable.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">So, what should we, as marketers, be doing?</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif; font-size: small;">Research what consumers don’t know</span></h5>
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<span style="font-family: "georgia" , "times new roman" , serif;">Keep doing your research. Don’t stop doing that at all. But change the way you do it. It is about time we started looking beyond what the consumer is telling us and try to gauge <a href="http://www.socialsamosa.com/2013/02/how-revlon-india-used-social-media-to-gain-consumer-insights/" style="border: 0px; color: #d45255; font-style: inherit; font-variant: inherit; line-height: inherit; margin: 0px; outline: none; padding: 0px; text-decoration: none; vertical-align: baseline;" target="_blank" title="How Revlon India used Social Media to gauge insights">insights</a> by reading between the lines – what the consumer is thinking but not saying.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Of course there will be rants, cribbing and negative sentiments on social media. Invest time in resolving those. But don’t miss out on what the consumer isn’t telling you. And yes, by all means, classify your consumers based on demographics, but don’t obsess over the behaviour and decision-making of your target group. Yes, consumers may not know what they want, but you do. It is all about thinking backwards.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif; font-size: small;">Don’t listen to what they’re saying. Listen to what they aren’t telling you.</span></h5>
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<span style="font-family: "georgia" , "times new roman" , serif;">When it comes to social media, ORM has always been the tool to listen to what the consumers have to say about brands and what consumers have an opinion about. But it doesn’t mean that ‘listening’ only involves market research, gauging sentiments, categories and keywords. Try to analyze what is lacking in the market. As advertisers, we may not have a control on the product, but we always have a control over the positioning.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif; font-size: small;">Don’t give them a reason to talk! Talk to them!</span></h5>
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<span style="font-family: "georgia" , "times new roman" , serif;">The trick is to engage consumers by being proactive. Do whatever it takes to ensure that you are there as a product and brand to listen to what they are thinking and not saying. Before discussing the product or brand, ask them interesting questions. Use promoted posts to create a focus group testing within your communities. Yes, focus groups aren’t always accurate. But, be blatant about the questions that you ask – questions, the answers to which, you, as a consumer, would know but perhaps, hesitate to speak up. Consider <a href="http://www.socialsamosa.com/2012/09/build-social-brands-using-crowdsourcing-5-campaigns-to-learn-from/" style="border: 0px; color: #d45255; font-style: inherit; font-variant: inherit; line-height: inherit; margin: 0px; outline: none; padding: 0px; text-decoration: none; vertical-align: baseline;" title="Build Social Brands Using Crowdsourching as an Option">crowdsourcing</a>as an option but don’t feed your consumers, let them feed on the existing situation.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Don’t just shove a product down their throat! Ask them why? Why are they really using your product, as opposed to any other product? Do you really know what your differentiators are? Have you used the product yourself? Have you sat through the product brief and tried to identify if there is any difference between your product and any other product that the consumer would know about? No? Well then, do that. If there are no differences and you are just another competitor, it is more likely that the brand recall, advertising and how far your reach goes will be decisive factors for the consumer in making a purchase decision.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">But if you talk to your existing communities, you will get the answer. Use that to your advantage. Create a campaign on any social media platform using any tool available to find out WHY does your consumer buy your product? Based on the responses, engage with the consumer accordingly and use it as a reference point for your next communication.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Trends change but <a href="http://www.socialsamosa.com/2013/01/social-media-scandals-affect-consumer-buying-behaviour/" style="border: 0px; color: #d45255; font-style: inherit; font-variant: inherit; line-height: inherit; margin: 0px; outline: none; padding: 0px; text-decoration: none; vertical-align: baseline;" target="_blank" title="Do Social Media Scandals Affect Buying Behaviour">buying behaviour </a>has one element that will always remain constant – the ignorance that drives those trends. Use it to your advantage. What I am trying to say is perhaps futuristic but very simple. Every campaign, advertisement, billboard or hoarding that reaches out to the masses is reflecting the consumerist sense of behaviour, which is today, what is making the product or brand irrelevant. But social media has the power to change that – by genuinely engaging with the consumer. This change will not only benefit consumers but also, create a larger and more profitable market in the long run.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Interestingly, the other day <a href="http://twitter.com/gautamghosh" style="border: 0px; color: #d45255; font-style: inherit; font-variant: inherit; line-height: inherit; margin: 0px; outline: none; padding: 0px; text-decoration: none; vertical-align: baseline;" target="_blank" title="Gautam Ghosh">Gautam Ghosh</a> pointed me to this blog about ‘<a href="http://www.web-strategist.com/blog/2013/02/24/the-master-list-of-the-collaborative-economy-rent-and-trade-everything/" style="border: 0px; color: #d45255; font-style: inherit; font-variant: inherit; line-height: inherit; margin: 0px; outline: none; padding: 0px; text-decoration: none; vertical-align: baseline;" target="_blank" title="Collaborative Economy">Collaborative Economy</a>‘ by Jeremiah Owyang, suggesting how brands are already creating a shared market space amongst consumers and using it to their advantage. Rather than over-spending on products that they don’t need, consumers have let better economic sense prevail and have decided to share their needs. And that is what consumers would prefer in the future.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">So what will make or break your brands is, ‘Is your brand truly unique and doesn’t need a recall to be purchased by your consumers.’</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Do you know of any brands who are doing this well? Let me know.</span><br />
<span style="font-family: "georgia" , "times new roman" , serif;"><br /></span><span style="font-family: georgia, 'times new roman', serif; line-height: 18.48px;"><i>Srinivas has been a</i></span><span style="font-family: georgia, 'times new roman', serif; line-height: 18.48px;"><i> communications professional for over 10 years, and has been blogging since 2005. He has worked with the likes of Social Wavelength, now Mirum India, (A JWT Group Company) for four years and now Heads Learning and Development & Analytics at <a href="http://www.socialkinnect.com/" target="_blank">Social Kinnect: A Digital Marketing Agency in Mumbai</a>. His passion for Advertising, Creativity, Social & Digital Marketing helps make a difference for the brands they work with. </i></span></div>
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Srinivas Kulkarnihttp://www.blogger.com/profile/00059508204670322497noreply@blogger.com0tag:blogger.com,1999:blog-13933355.post-29400736712134288552013-04-17T16:29:00.002+05:302022-01-16T13:18:34.197+05:30Consumerism and Advertising: Is Your Brand Only a Commodity?<div dir="ltr" style="text-align: left;" trbidi="on">
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<span style="font-style: inherit; font-variant: inherit; line-height: inherit;"><span style="font-family: "georgia" , "times new roman" , serif;">The original Article was written for <a href="http://www.socialsamosa.com/2013/04/consumerism-and-advertising-is-your-brand-only-a-commodity/" target="_blank">Social Samosa</a></span></span></div>
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<span style="font-style: inherit; font-variant: inherit; line-height: inherit;"><span style="font-family: "georgia" , "times new roman" , serif;">Consumerism? What’s That?</span></span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Here’s what Wiki says:</span></div>
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<span style="border: 0px none; font-style: inherit; font-variant: inherit; line-height: inherit; margin: 0px; outline: currentcolor none medium; padding: 0px; vertical-align: baseline;"><span style="font-family: "georgia" , "times new roman" , serif;">Consumerism is a social and economic order that encourages the purchase of goods and services in ever-greater amounts.</span></span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">It is certainly something that drives all of us to constantly keep buying and have the craving to buy time and again. With a bend to figure out, what to buy, when to buy, how much to buy and how often to buy, consumerism has certainly been part of our lives since kingdom come. Interesting to notice how it is primarily driven on the basis of what others are buying and on the sheer influence of a majority of factors in the market. Have you’ve watched this movie <span style="border: 0px none; color: navy; font-style: inherit; font-variant: inherit; line-height: inherit; margin: 0px; outline: currentcolor none medium; padding: 0px; vertical-align: baseline;"><span style="border: 0px none; font-style: inherit; font-variant: inherit; line-height: inherit; margin: 0px; outline: currentcolor none medium; padding: 0px; vertical-align: baseline;"><span style="border: 0px none; font-style: inherit; font-variant: inherit; line-height: inherit; margin: 0px; outline: currentcolor none medium; padding: 0px; text-decoration: underline; vertical-align: baseline;"><a href="http://www.imdb.com/title/tt1285309/" style="border: 0px none; color: #d45255; font-style: inherit; font-variant: inherit; line-height: inherit; margin: 0px; outline: currentcolor none medium; padding: 0px; text-decoration: none; vertical-align: baseline;">‘The Joneses,’</a></span></span></span> You’ll know what I mean…</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Some key factors that affect the purchasing decisions are:</span></div>
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<li style="border: 0px none; font-style: inherit; font-variant: inherit; line-height: 24px; list-style: decimal; margin: 0px 0px 0px 20px; outline: currentcolor none medium; padding: 0px 0px 10px; vertical-align: baseline;"><span style="font-family: "georgia" , "times new roman" , serif;">What purchases are happening and what the market trends are.</span></li>
<li style="border: 0px none; font-style: inherit; font-variant: inherit; line-height: 24px; list-style: decimal; margin: 0px 0px 0px 20px; outline: currentcolor none medium; padding: 0px 0px 10px; vertical-align: baseline;"><span style="font-family: "georgia" , "times new roman" , serif;">How buying behaviors are affecting lives of people in your region.</span></li>
<li style="border: 0px none; font-style: inherit; font-variant: inherit; line-height: 24px; list-style: decimal; margin: 0px 0px 0px 20px; outline: currentcolor none medium; padding: 0px 0px 10px; vertical-align: baseline;"><span style="font-family: "georgia" , "times new roman" , serif;">How advertisers both on <a href="http://www.socialsamosa.com/2013/03/applications-of-social-media/" style="border: 0px none; color: #d45255; font-style: inherit; font-variant: inherit; line-height: inherit; margin: 0px; outline: currentcolor none medium; padding: 0px; text-decoration: none; vertical-align: baseline;" target="_blank">Social Media</a> and offline are <a href="http://www.socialsamosa.com/2012/05/social-influence-on-social-media/" style="border: 0px none; color: #d45255; font-style: inherit; font-variant: inherit; line-height: inherit; margin: 0px; outline: currentcolor none medium; padding: 0px; text-decoration: none; vertical-align: baseline;" target="_blank">influencing the consumers</a>.</span></li>
<li style="border: 0px none; font-style: inherit; font-variant: inherit; line-height: 24px; list-style: decimal; margin: 0px 0px 0px 20px; outline: currentcolor none medium; padding: 0px 0px 10px; vertical-align: baseline;"><span style="font-family: "georgia" , "times new roman" , serif;">Price point and offers / how much more do I get if I buy this today.</span></li>
<li style="border: 0px none; font-style: inherit; font-variant: inherit; line-height: 24px; list-style: decimal; margin: 0px 0px 0px 20px; outline: currentcolor none medium; padding: 0px 0px 10px; vertical-align: baseline;"><span style="font-family: "georgia" , "times new roman" , serif;">Finally there is the ‘I need this because I ‘NEED’ this.</span></li>
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<span style="border: 0px none; font-style: inherit; font-variant: inherit; line-height: inherit; margin: 0px; outline: currentcolor none medium; padding: 0px; vertical-align: baseline;"><span style="font-family: "georgia" , "times new roman" , serif;">Yes, a minimal thought is given these days by consumers on <b style="border: 0px none; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; outline: currentcolor none medium; padding: 0px; vertical-align: baseline;">‘need to have’</b> as opposed to <b style="border: 0px none; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; outline: currentcolor none medium; padding: 0px; vertical-align: baseline;">‘want to have’</b> because of the ridiculous amount of money brands are spending on advertising, giving deals and discounts and a lot of other factors to increase consumption and consumerism. That is also rolling out on Social / Digital Media. But in the bargain, the true question to ask is… </span></span></div>
<div style="background-color: white; border: 0px none; line-height: 24px; margin-bottom: 12px; outline: currentcolor none medium; padding: 0px; text-align: justify; vertical-align: baseline;">
<span style="font-family: "georgia" , "times new roman" , serif;"><span style="border: 0px none; font-style: inherit; font-variant: inherit; line-height: inherit; margin: 0px; outline: currentcolor none medium; padding: 0px; vertical-align: baseline;">Are your consumers really listening to you? Or have they become zombies who are brainwashed to buy your product based on incessant levels of advertising? </span><span style="border: 0px none; font-style: inherit; font-variant: inherit; line-height: inherit; margin: 0px; outline: currentcolor none medium; padding: 0px; vertical-align: baseline;">As an advertiser or marketer we certainly need to create the <b style="border: 0px none; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; outline: currentcolor none medium; padding: 0px; vertical-align: baseline;">‘want to have’</b> aspiration for our buyers. But as a product builder, it’ll always be the opposite of it unless, you are someone like an Apple Inc.</span></span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;"><span style="border: 0px none; font-style: inherit; font-variant: inherit; line-height: inherit; margin: 0px; outline: currentcolor none medium; padding: 0px; vertical-align: baseline;">It is always a good thing to really reach out to your consumer and engage them within your community and target group. It’s also important to focus on the ‘Big or Small’ whatever data you analyze and engage with them one-one. </span><span style="border: 0px none; font-style: inherit; font-variant: inherit; line-height: inherit; margin: 0px; outline: currentcolor none medium; padding: 0px; vertical-align: baseline;">Being there for your consumers, rather than shoving something down their throat through sometimes insignificant or even irrelevant forms of advertising, including <a href="http://facebook.com/" style="border: 0px none; color: #d45255; font-style: inherit; font-variant: inherit; line-height: inherit; margin: 0px; outline: currentcolor none medium; padding: 0px; text-decoration: none; vertical-align: baseline;" target="_blank">Faceboo</a>k and<a href="http://linkedin.com/" style="border: 0px none; color: #d45255; font-style: inherit; font-variant: inherit; line-height: inherit; margin: 0px; outline: currentcolor none medium; padding: 0px; text-decoration: none; vertical-align: baseline;" target="_blank">LinkedIn</a> media buy. I</span><span style="border: 0px none; font-style: inherit; font-variant: inherit; line-height: inherit; margin: 0px; outline: currentcolor none medium; padding: 0px; vertical-align: baseline;">t is ironic that the same marketers and advertisers are consumers themselves at the end of the day be it on digital, social or <a href="http://www.socialsamosa.com/2013/03/learn-about-tvc-from-social-media/" style="border: 0px none; color: #d45255; font-style: inherit; font-variant: inherit; line-height: inherit; margin: 0px; outline: currentcolor none medium; padding: 0px; text-decoration: none; vertical-align: baseline;" target="_blank">mainline</a> media.</span></span></div>
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<span style="border: 0px none; font-style: inherit; font-variant: inherit; line-height: inherit; margin: 0px; outline: currentcolor none medium; padding: 0px; vertical-align: baseline;"><span style="font-family: "georgia" , "times new roman" , serif;">Speaking of which, there’s an interesting story I have to tell. One that I observed in a grocery store while I was out to buy a couple of things to eat as a consumer. I usually get a lot of insights out there. Some things that you could really use as a marketer/advertiser especially if you want to understand your consumers better.</span></span></div>
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<span style="border: 0px none; font-style: inherit; font-variant: inherit; line-height: inherit; margin: 0px; outline: currentcolor none medium; padding: 0px; vertical-align: baseline;"><span style="font-family: "georgia" , "times new roman" , serif;">So here’s what happened:</span></span></div>
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<span style="border: 0px none; font-style: inherit; font-variant: inherit; line-height: inherit; margin: 0px; outline: currentcolor none medium; padding: 0px; vertical-align: baseline;"><span style="font-family: "georgia" , "times new roman" , serif;">I was waiting in the queue before checking out with my purchases. There was a father who was with his 2 year old son in front of me and there was a mother with his 9 year old son behind me in the queue. (Approximate ages of the kids)</span></span></div>
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<span style="border: 0px none; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; outline: currentcolor none medium; padding: 0px; vertical-align: baseline;"><span style="font-family: "georgia" , "times new roman" , serif; font-size: small;">Scenario 1</span></span></h5>
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<span style="font-family: "georgia" , "times new roman" , serif;"><span style="border: 0px none; font-style: inherit; font-variant: inherit; line-height: inherit; margin: 0px; outline: currentcolor none medium; padding: 0px; text-align: justify; vertical-align: baseline;">The father ( approximately 37 years old) had a fairly empty to medium filled trolley. He had picked up an ordinary packet of candies maybe worth Rs. 20 for his 2 year old kid. </span><span style="border: 0px none; font-style: inherit; font-variant: inherit; line-height: inherit; margin: 0px; outline: currentcolor none medium; padding: 0px; vertical-align: baseline;">Then the kid saw a big Dairy Milk in the rack, which probably is worth Rs. 30/40 bucks. As soon as he decided he wanted it, the kid wouldn’t let go of his packet of candies either, suggesting that he wanted both. But the dad, persuaded his 2 year old to trade the packet of candies for the Dairy Milk!</span></span></div>
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<span style="border: 0px none; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; outline: currentcolor none medium; padding: 0px; vertical-align: baseline;"><span style="border: 0px none; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; outline: currentcolor none medium; padding: 0px; vertical-align: baseline;"><span style="font-family: "georgia" , "times new roman" , serif; font-size: small;">Scenario 2</span></span></span></h5>
<div style="background-color: white; border: 0px none; line-height: 24px; margin-bottom: 12px; outline: currentcolor none medium; padding: 0px; vertical-align: baseline;">
<span style="font-family: "georgia" , "times new roman" , serif;"><span style="border: 0px none; font-style: inherit; font-variant: inherit; line-height: inherit; margin: 0px; outline: currentcolor none medium; padding: 0px; text-align: justify; vertical-align: baseline;">The mom (approximately 34 years old) was waiting behind me, her trolley was generally full of stuff that you’d buy to consume on a daily basis, the vegetables, the packet of cereals, milk, butter/cheese, eggs, a huge bottle of cold drinks, some fruits, and probably a few cosmetic items. Her 9 year old son walked in from behind and he had 2 bars of Snickers, the smaller ones which would probably cost Rs. 10/20. She just told him to drop it in the trolley with no questions asked. </span><span style="border: 0px none; font-style: inherit; font-variant: inherit; line-height: inherit; margin: 0px; outline: currentcolor none medium; padding: 0px; vertical-align: baseline;">So, what does one intercept from this observation? Many things probably and different people would come up with different interpretations. </span><span style="border: 0px none; font-style: inherit; font-variant: inherit; line-height: inherit; margin: 0px; outline: currentcolor none medium; padding: 0px; vertical-align: baseline;">But one good thing about both the scenarios playing out at the same time was that it probably gave me a pretty hands on perspective on this buying behaviour.</span></span></div>
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<span style="border: 0px none; font-style: inherit; font-variant: inherit; line-height: inherit; margin: 0px; outline: currentcolor none medium; padding: 0px; vertical-align: baseline;"><span style="font-family: "georgia" , "times new roman" , serif;">This is what I can speculate.</span></span></div>
<div style="background-color: white; border: 0px none; line-height: 24px; margin-bottom: 12px; outline: currentcolor none medium; padding: 0px; text-align: justify; vertical-align: baseline;">
<span style="border: 0px none; font-style: inherit; font-variant: inherit; line-height: inherit; margin: 0px; outline: currentcolor none medium; padding: 0px; vertical-align: baseline;"><span style="font-family: "georgia" , "times new roman" , serif;">Father knows Dairy Milk and has a better brand recall about the product. Keeping in mind the Indian parent buying behavior especially when it comes to chocolates I’d like to say Dairy Milk is always viewed as a premium brand of chocolate, no matter what it costs. And hence the intuitive need to haggle with a 2 year old kid to get rid of the candies packet.</span></span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">In this case, Snickers, it may not have had a bigger brand recall with the mother and she wouldn’t really mind his kid buying those two packets as they anyways looked small.</span></div>
<div style="background-color: white; border: 0px none; line-height: 24px; margin-bottom: 12px; outline: currentcolor none medium; padding: 0px; text-align: justify; vertical-align: baseline;">
<span style="border: 0px none; font-style: inherit; font-variant: inherit; line-height: inherit; margin: 0px; outline: currentcolor none medium; padding: 0px; vertical-align: baseline;"><span style="font-family: "georgia" , "times new roman" , serif;">These were my first two thoughts on impulse to interpret the behavior that I witnessed.</span></span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;"><span style="border: 0px none; font-style: inherit; font-variant: inherit; line-height: inherit; margin: 0px; outline: currentcolor none medium; padding: 0px; vertical-align: baseline;">B</span><span style="border: 0px none; font-style: inherit; font-variant: inherit; line-height: inherit; margin: 0px; outline: currentcolor none medium; padding: 0px; vertical-align: baseline;">ut if you come to think of it, there could be a multiple amount of permutations and combinations that might have affected the purchasing and influencing decision.</span></span></div>
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<span style="border: 0px none; font-style: inherit; font-variant: inherit; line-height: inherit; margin: 0px; outline: currentcolor none medium; padding: 0px; vertical-align: baseline;"><span style="font-family: "georgia" , "times new roman" , serif;">For example, </span></span></div>
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<li style="border: 0px none; font-style: inherit; font-variant: inherit; line-height: 24px; list-style: decimal; margin: 0px 0px 0px 20px; outline: currentcolor none medium; padding: 0px 0px 10px; text-align: justify; vertical-align: baseline;"><span style="font-family: "georgia" , "times new roman" , serif;">What is the mindset of the father/mother?</span></li>
<li style="border: 0px none; font-style: inherit; font-variant: inherit; line-height: 24px; list-style: decimal; margin: 0px 0px 0px 20px; outline: currentcolor none medium; padding: 0px 0px 10px; text-align: justify; vertical-align: baseline;"><span style="font-family: "georgia" , "times new roman" , serif;">What is the spending power of the father/mother?</span></li>
<li style="border: 0px none; font-style: inherit; font-variant: inherit; line-height: 24px; list-style: decimal; margin: 0px 0px 0px 20px; outline: currentcolor none medium; padding: 0px 0px 10px; text-align: justify; vertical-align: baseline;"><span style="font-family: "georgia" , "times new roman" , serif;">What was his original intent of entering the grocery store and what he was willing to spend on extra purchases?</span></li>
<li style="border: 0px none; font-style: inherit; font-variant: inherit; line-height: 24px; list-style: decimal; margin: 0px 0px 0px 20px; outline: currentcolor none medium; padding: 0px 0px 10px; text-align: justify; vertical-align: baseline;"><span style="font-family: "georgia" , "times new roman" , serif;">How strong are their impulses, their gender and age and the kind of purchasing patterns they have etc.</span></li>
<li style="border: 0px none; font-style: inherit; font-variant: inherit; line-height: 24px; list-style: decimal; margin: 0px 0px 0px 20px; outline: currentcolor none medium; padding: 0px 0px 10px; text-align: justify; vertical-align: baseline;"><span style="font-family: "georgia" , "times new roman" , serif;">And of course, it would very well happen that the father and the mother both were just giving in to their kids demands, only difference in both of their behavior could have been the fact that the brand made a difference in their purchase.</span></li>
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<div style="background-color: white; border: 0px none; line-height: 24px; margin-bottom: 12px; outline: currentcolor none medium; padding: 0px; text-align: justify; vertical-align: baseline;">
<span style="border: 0px none; font-style: inherit; font-variant: inherit; line-height: inherit; margin: 0px; outline: currentcolor none medium; padding: 0px; vertical-align: baseline;"><span style="font-family: "georgia" , "times new roman" , serif;">So whether it is purchasing necessities, requirements or luxuries and indulgences, in our day to day lives, we all and I mean all of us consumers in the current economy and the conditions in India and worldwide are always affected by brands and brand recall certainly carries a lot of weight when making our purchases. I mean, that’s a given and I don’t even need to talk to this audience about it. We all know that.</span></span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">B<span style="border: 0px none; font-style: inherit; font-variant: inherit; line-height: inherit; margin: 0px; outline: currentcolor none medium; padding: 0px; vertical-align: baseline;">e it in mainline advertising or Social Media, our lives have dwelled within the breakup of our Target Demographic, the kind of things he/she buys, what age group he falls in and speculating what kind of things he/she likes, who are his primary/secondary influencers and what additional things are they interested in. That is our life 24×7, 365 and we all burn the midnight oil trying to decipher the consumer as if he/she was some code or a pattern sitting in front of our MacBooks, Desktops, iPads and laptops like the ‘operator’ from the Matrix.</span></span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Very few brands, let’s say <a href="http://www.apple.com/" style="border: 0px none; color: #d45255; font-style: inherit; font-variant: inherit; line-height: inherit; margin: 0px; outline: currentcolor none medium; padding: 0px; text-decoration: none; vertical-align: baseline;" target="_blank">Apple</a> and mainly thanks to <a href="http://en.wikipedia.org/wiki/Steve_Jobs" style="border: 0px none; color: #d45255; font-style: inherit; font-variant: inherit; line-height: inherit; margin: 0px; outline: currentcolor none medium; padding: 0px; text-decoration: none; vertical-align: baseline;" target="_blank">Steve Jobs</a>, will take a call and say ‘Consumers don’t really know what they want.’ and if we were to do something that would appeal to them, then we aren’t really making a dent in the universe. We are mainly subverting our product to fit in and shove it down their throat for their consumption, actually consumption till the point where they actually puke until there’s no return.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">So what am I trying to get to?</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">A few fundamental questions that I’d like to ask myself when it comes to Social Media or any form of marketing for that matter. I remember about a year and a half I wrote this blog post on <span style="border: 0px none; color: navy; font-style: inherit; font-variant: inherit; line-height: inherit; margin: 0px; outline: currentcolor none medium; padding: 0px; vertical-align: baseline;"><span style="border: 0px none; font-style: inherit; font-variant: inherit; line-height: inherit; margin: 0px; outline: currentcolor none medium; padding: 0px; vertical-align: baseline;"><span style="border: 0px none; font-style: inherit; font-variant: inherit; line-height: inherit; margin: 0px; outline: currentcolor none medium; padding: 0px; text-decoration: underline; vertical-align: baseline;"><a href="http://www.socialsamosa.com/2011/12/get-your-social-media-communication-right/" style="border: 0px none; color: #d45255; font-style: inherit; font-variant: inherit; line-height: inherit; margin: 0px; outline: currentcolor none medium; padding: 0px; text-decoration: none; vertical-align: baseline;">brands getting their communication right.</a></span></span></span></span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">I read that again now. Interesting to note that, this doesn’t change even today. But yes, I’d like to differ on one perspective.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Consumerism hasn’t yet reached its tipping point and most certainly all the things that we have been doing in the past will continue to stand. But what will make us and our brands more than just a commodity and as products to <b style="border: 0px none; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; outline: currentcolor none medium; padding: 0px; vertical-align: baseline;">‘stand out</b>‘ is how we productize our services and servicize our products, something I learnt from The Purple Cow. Remember the irony I brought out in the beginning?</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">So the questions that will still linger in one’s mind are :</span></div>
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<li style="border: 0px none; font-style: inherit; font-variant: inherit; line-height: 24px; list-style: decimal; margin: 0px 0px 0px 20px; outline: currentcolor none medium; padding: 0px 0px 10px; text-align: justify; vertical-align: baseline;"><span style="border: 0px none; font-style: inherit; font-variant: inherit; line-height: inherit; margin: 0px; outline: currentcolor none medium; padding: 0px; vertical-align: baseline;"><span style="font-family: "georgia" , "times new roman" , serif;">Do consumers make decisions based on brand recall and communication?</span></span></li>
<li style="border: 0px none; font-style: inherit; font-variant: inherit; line-height: 24px; list-style: decimal; margin: 0px 0px 0px 20px; outline: currentcolor none medium; padding: 0px 0px 10px; vertical-align: baseline;"><div style="border: 0px none; font-style: inherit; font-variant: inherit; outline: currentcolor none medium; padding: 0px; text-align: justify; vertical-align: baseline;">
<span style="border: 0px none; font-style: inherit; font-variant: inherit; line-height: inherit; margin: 0px; outline: currentcolor none medium; padding: 0px; vertical-align: baseline;"><span style="font-family: "georgia" , "times new roman" , serif;">Or consumers have their own wandering mind which no matter how hard we try, we cannot decipher and the trends will keep shifting depending on the herd mentality of the consumers.</span></span></div>
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<li style="border: 0px none; font-style: inherit; font-variant: inherit; line-height: 24px; list-style: decimal; margin: 0px 0px 0px 20px; outline: currentcolor none medium; padding: 0px 0px 10px; vertical-align: baseline;"><div style="border: 0px none; font-style: inherit; font-variant: inherit; outline: currentcolor none medium; padding: 0px; text-align: justify; vertical-align: baseline;">
<span style="border: 0px none; font-style: inherit; font-variant: inherit; line-height: inherit; margin: 0px; outline: currentcolor none medium; padding: 0px; vertical-align: baseline;"><span style="font-family: "georgia" , "times new roman" , serif;">Lastly, how do we really communicate to the consumer especially when we don’t have control most of the times over the product as marketers / advertisers</span></span></div>
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<div style="background-color: white; border: 0px none; outline: currentcolor none medium; padding: 0px; text-align: justify; vertical-align: baseline;">
<span style="font-family: "georgia" , "times new roman" , serif;"><span style="line-height: 24px;"><span style="border: 0px none; font-style: inherit; font-variant: inherit; line-height: inherit; margin: 0px; outline: currentcolor none medium; padding: 0px; vertical-align: baseline;">In a separate post,</span> I have answered these questions in a different way, one that’ll help your brand be more than just a commodity, be it on social media or offline. I have written about how we need to <a href="http://www.srinistuff.in/2013/04/social-samosa-consumerism-and_17.html" target="_blank">build brands as products not commodities. </a></span><span style="line-height: 23.9844px;"> </span></span></div><div style="background-color: white; border: 0px none; outline: currentcolor none medium; padding: 0px; text-align: justify; vertical-align: baseline;"><span style="font-family: "georgia" , "times new roman" , serif;"><span style="line-height: 23.9844px;"><a href="http://www.srinistuff.in/2013/04/social-samosa-consumerism-and_17.html" target="_blank">.</a></span></span><br />
<span style="font-family: "georgia" , "times new roman" , serif;"><span style="font-family: "georgia" , "times new roman" , serif;"><span style="font-family: "georgia" , "times new roman" , serif;"><span style="background-color: white; line-height: 18.48px;"><i>Srinivas has been a</i></span><span style="background-color: white; line-height: 18.48px;"><i> communications
professional for over 15 years. He has worked with and built India's
largest digital agencies from the ground up and been part of their
acquistion journey. Social Wavelegnth (now Mirum, part of the WPP group)
and Kinnect, now part of the Interpublic Group (IPG). He's also been a
public speaker, keynote speaker at various large panels/events of the
likes of BBC Knowledge Summit, Blockchain Summit Bangalore. And has been
a guest lecturer at IIM, Symbiosis, Indian Institute of Digital
Education.<br /></i></span></span></span></span><div style="background-color: white; color: #35383d; line-height: 19px; margin-bottom: 5px; margin-top: 5px; padding: 5px 0px; text-align: justify;"><span style="font-family: "georgia" , "times new roman" , serif;"><span style="font-family: "georgia" , "times new roman" , serif;"><span style="background-color: white; line-height: 18.48px;"><i><span style="font-family: "georgia" , "times new roman" , serif;"><span style="background-color: white; line-height: 18.48px;"><i>He has been blogging since 2005. </i></span></span>And
also been author at various publications, that include Startup India by
ZDNet, Social Samosa, Lighthouse Insights. His passion for Writing,
Advertising, Creativity, Digital, Blockchain and Future Tech is what
drives him each day.</i></span></span></span></div></div>
</div>
Srinivas Kulkarnihttp://www.blogger.com/profile/00059508204670322497noreply@blogger.com0tag:blogger.com,1999:blog-13933355.post-74965361603924423662013-04-11T17:08:00.002+05:302022-01-16T13:18:54.800+05:30Facebook’s Open Graph: Making Droids Out of Humans<div dir="ltr" style="text-align: left;" trbidi="on">
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<span style="font-family: "georgia" , "times new roman" , serif;"><span style="background-color: white; line-height: 24px;">The original Article was written by me on</span> <a href="http://www.business2community.com/facebook/facebooks-open-graph-making-droids-out-of-humans-0458249" target="_blank">Busines2Community</a></span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">I’m sure this is something that has been spoken about many times before especially when Facebook’s Open Graph was launched and a lot of products enabled the embedding of open graph into their APIs, and specifically ensuring that a lot of verbification happens on the go. Every product that has been launched within the start-up ecosystem has ensured that their app or product has an element of verb and being hooked on to their users in terms of ensuring that every time they use the app, automatically the action is shared on Facebook.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Fast forward to last week. I was just generally going through my own timeline for Facebook. I’ve been very sporadic as far as my use on Facebook is concerned. Generally speaking, my overall consumption and sharing on Facebook has reduced over a period of time now. I’m sure there are plenty of reasons for that, and yes, day by day, Facebook is really becoming a repository of meaningless content mostly not so much worth curating even. </span><br />
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Of course, the kind of information that is already managed via my lists and by blocking / hiding feeds from unnecessary feeds is already taken care of. Yet, there isn’t a lot of information that I share myself and a lot of times users are sharing what’s happening in their lives.</span></div>
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Which is where, something I noticed on my timeline made me go back and think about how this Facebook Open Graph has changed the ball game already with how people are sharing information on their timelines. Soon enough, this is probably something that will determine how people will go about interacting with their friends or rather interacting with friends through applications.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Take a look at some of my recent updates.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Facebook Updates of the Open Graph Culture:</span></div>
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<li style="text-align: justify;"><span style="font-family: "georgia" , "times new roman" , serif;">I biked 10 kms via Runkeeper</span></li>
<li style="text-align: justify;"><span style="font-family: "georgia" , "times new roman" , serif;">I read Steve JObs on GoodRead</span></li>
<li style="text-align: justify;"><span style="font-family: "georgia" , "times new roman" , serif;">I checked in at McDonalds, Mumbai</span></li>
<li style="text-align: justify;"><span style="font-family: "georgia" , "times new roman" , serif;">I am watching The House of Cards on GetGlue</span></li>
<li style="text-align: justify;"><span style="font-family: "georgia" , "times new roman" , serif;">I pinned Paris to ‘Places I want to Travel to’</span></li>
<li style="text-align: justify;"><span style="font-family: "georgia" , "times new roman" , serif;">I viewed ‘How to Sell Better’ on Slideshare</span></li>
</ul>
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<span style="font-family: "georgia" , "times new roman" , serif;">It’s already happening and very few of us realize how that is affecting our content sharing and consumption behaviours, but soon enough the Social would actually move towards A-Social and very cyborg like connections that we are heading towards. In fact, moving forward, with the introduction of Google Glass, this would be something that would completely change the game.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Going by how human intelligence is striving towards making everything automated and we are all becoming bots or droids of various products sharing various updates through so many social apps, it’d be hard to find a manual update and most interaction on Social would be droid like and less social in its truest sense.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">What do you think?</span></div>
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<i><br /></i>
<span style="font-family: "georgia" , "times new roman" , serif;"><span style="font-family: "georgia" , "times new roman" , serif;"><span style="background-color: white; line-height: 18.48px;"><i>Srinivas has been a</i></span><span style="background-color: white; line-height: 18.48px;"><i> communications
professional for over 15 years. He has worked with and built India's
largest digital agencies from the ground up and been part of their
acquistion journey. Social Wavelegnth (now Mirum, part of the WPP group)
and Kinnect, now part of the Interpublic Group (IPG). He's also been a
public speaker, keynote speaker at various large panels/events of the
likes of BBC Knowledge Summit, Blockchain Summit Bangalore. And has been
a guest lecturer at IIM, Symbiosis, Indian Institute of Digital
Education.<br /></i></span></span></span><div style="background-color: white; color: #35383d; line-height: 19px; margin-bottom: 5px; margin-top: 5px; padding: 5px 0px; text-align: justify;"><span style="font-family: "georgia" , "times new roman" , serif;"><span style="font-family: "georgia" , "times new roman" , serif;"><span style="background-color: white; line-height: 18.48px;"><i><span style="font-family: "georgia" , "times new roman" , serif;"><span style="background-color: white; line-height: 18.48px;"><i>He has been blogging since 2005. </i></span></span>And
also been author at various publications, that include Startup India by
ZDNet, Social Samosa, Lighthouse Insights. His passion for Writing,
Advertising, Creativity, Digital, Blockchain and Future Tech is what
drives him each day.</i></span></span></span></div></div>
</div>
Srinivas Kulkarnihttp://www.blogger.com/profile/00059508204670322497noreply@blogger.com0tag:blogger.com,1999:blog-13933355.post-10131441674206724912013-04-08T14:57:00.000+05:302016-06-01T12:21:56.681+05:30Social Web on the Go – Is Social and Mobile the future?<div dir="ltr" style="text-align: left;" trbidi="on">
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<span style="font-family: "georgia" , "times new roman" , serif;">The original Article was written by me on</span><span style="font-family: "georgia" , "times new roman" , serif;"> <a href="http://www.socialsamosa.com/2013/04/social-web-on-the-go-is-social-and-mobile-the-future/" target="_blank">Social Samosa</a></span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">A very interesting and certainly very intriguing concept is of course how the shift of <a href="http://www.socialsamosa.com/2011/12/social-networking-the-creation-consumption-of-content/" style="border: 0px; color: #d45255; font-style: inherit; font-variant: inherit; line-height: inherit; margin: 0px; outline: none; padding: 0px; text-decoration: none; vertical-align: baseline;" target="_blank">consumption of media</a> is on the go. A lot of consumer mindset is of course shifting towards mobile. Many folks have even completely shifted their marketing strategies to mobile. Mobile internet is slowly getting big.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">I was down in Singapore a month or so ago and I noticed that trend already existing and was very big there. With an internet penetration of 90% and above and Social / Digital media penetration of around 60% a lot of it there is via mobile.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">I can see that will soon be the state of Internet in India too. Mobile and tablet devices reach consumers where PCs and Laptops don’t. Depending on the kind of brands that are very active on mobile campaigns it’s to be seen how that market shapes up.</span></div>
<div style="background-color: white; border: 0px; line-height: 24px; margin-bottom: 12px; outline: none; padding: 0px; text-align: justify; vertical-align: baseline;">
<span style="font-family: "georgia" , "times new roman" , serif;">But one thing is for sure, especially with more mobiles and tablets sold more than PCs and tablets and with the <a href="http://www.socialsamosa.com/2012/07/how-telecom-brands-in-india-are-using-youtube/" style="border: 0px; color: #d45255; font-style: inherit; font-variant: inherit; line-height: inherit; margin: 0px; outline: none; padding: 0px; text-decoration: none; vertical-align: baseline;" target="_blank">telecom industry</a> booming in India, brands need to really give that importance to their consumers who are mobile and going to get mobile.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">With premium services like <a href="http://www.socialsamosa.com/2012/12/facebook-on-mobile-its-time-to-take-it-seriously-infographic/" style="border: 0px; color: #d45255; font-style: inherit; font-variant: inherit; line-height: inherit; margin: 0px; outline: none; padding: 0px; text-decoration: none; vertical-align: baseline;" target="_blank">Facebook mobile</a> advertising, customized targeting via mobile or email as UID. Also with the new Facebook newsfeed coming into focus, mobile will play a key role in how brands will strike that first mover advantage or for that matter how many of them will start recognizing that sooner than later and transform their consumption patterns for users on mobile.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Something like customizable content for mobile would make amazing sense for your consumers.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">For instance the recent announcement of Flipboard giving an option to users to create and curate their own content in form of magazines makes for an interesting use case of how mobile can be really used to drive customized content consumption.</span></div>
<div style="background-color: white; border: 0px; line-height: 24px; margin-bottom: 12px; outline: none; padding: 0px; text-align: justify; vertical-align: baseline;">
<span style="font-family: "georgia" , "times new roman" , serif;">Or using an app called MobileRoadie (<a href="http://www.socialsamosa.com/2013/04/social-web-on-the-go-is-social-and-mobile-the-future/www.mobileroadie.com" style="border: 0px; color: #d45255; font-style: inherit; font-variant: inherit; line-height: inherit; margin: 0px; outline: none; padding: 0px; text-decoration: none; vertical-align: baseline;" target="_blank">www.mobileroadie.com</a>) to create a Social media app for content consumption for niche audience of your content.</span></div>
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<span style="font-family: georgia, 'times new roman', serif;">How much longer before Social and Mobile integration becomes stronger? Is social and Mobile the future? What are your thoughts on this?</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;"><br /></span>
<span style="font-family: "georgia" , "times new roman" , serif;"><span style="line-height: 18.48px;"><i>Srinivas has been a</i></span><span style="line-height: 18.48px;"><i> communications professional for over 10 years, and has been blogging since 2005. He has worked with the likes of Social Wavelength, now Mirum India, (A JWT Group Company) for four years and now Heads Learning and Development & Analytics at <a href="http://www.socialkinnect.com/" target="_blank">Social Kinnect: A Digital Marketing Agency in Mumbai</a>. His passion for Advertising, Creativity, Social & Digital Marketing helps make a difference for the brands they work with. </i></span></span></div>
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Srinivas Kulkarnihttp://www.blogger.com/profile/00059508204670322497noreply@blogger.com0tag:blogger.com,1999:blog-13933355.post-85764803002518633282013-03-09T18:57:00.000+05:302016-06-01T12:22:14.192+05:30Facebook Graph Search: Changing the Meaning of Brand Affinity?<div dir="ltr" style="text-align: left;" trbidi="on">
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<span style="font-family: "georgia" , "times new roman" , serif;">The original Article was written by me on</span><span style="font-family: "georgia" , "times new roman" , serif;"> <a href="http://www.socialsamosa.com/2013/03/facebook-graph-search-brand-affinity/" target="_blank">Social Samosa</a></span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">From the time it has been out, a lot of people initially had misunderstood ‘How <a href="http://www.socialsamosa.com/2013/01/facebook-graph-search-feature/" style="border: 0px; font-style: inherit; font-variant: inherit; line-height: inherit; margin: 0px; outline: none; padding: 0px; text-decoration: none; vertical-align: baseline;" target="_blank">Facebook graph search</a> could be the next ‘Google Killer.’ By now we all know how it is truly not going to be a Google Killer per se. And in fact how it should be rather perceived <a href="http://www.socialsamosa.com/2013/02/twitters-real-time-social-search-in-making/" style="border: 0px; font-style: inherit; font-variant: inherit; line-height: inherit; margin: 0px; outline: none; padding: 0px; text-decoration: none; vertical-align: baseline;" target="_blank">as another tool within your peer user group</a> to help you find interests supposedly based on common interests of your friends or what your friends have liked within your network.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Fortunately I had the opportunity of getting it and trying it out and by now most of us also would have had a chance to try it out. And certainly, it is quite intuitive within the context of the Facebook ecosystem and the way it queries search results is something which will be<a href="http://www.socialsamosa.com/2013/01/facebook-graph-search-discover-businesses/" style="border: 0px; font-style: inherit; font-variant: inherit; line-height: inherit; margin: 0px; outline: none; padding: 0px; text-decoration: none; vertical-align: baseline;" target="_blank">very useful for brands</a> who want to create contextually aware engagement with the users of their specific demographics.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">So I take a look at the bigger picture and how it will affect brands and what is it that brands should really ‘do’ when it comes to Facebook Graph Search.</span></div>
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So, what does Facebook say about FGS to brands?</span></h5>
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<span style="font-family: "georgia" , "times new roman" , serif;">The search bar first returns the top search suggestions, including people, Pages, apps, places, groups, and suggested searches. People can search for things like restaurants near them, hotels in places they want to travel to, photos posted by Pages they like, or games that their friends like to play.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">These <a href="http://www.socialsamosa.com/2013/02/monetizing-facebook-graph-search/" style="border: 0px; font-style: inherit; font-variant: inherit; line-height: inherit; margin: 0px; outline: none; padding: 0px; text-decoration: none; vertical-align: baseline;" target="_blank">search suggestions</a> take people to a unique results page. The results returned are based on factors that include information that has been shared by your business and the connections of the person searching.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">As has been the case for some time, we may also make search suggestions in the search bar that then can trigger web searches. Web searches will display Bing results and Bing ads, similar to results on Bing.com.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Pages and apps can still use sponsored results, which appear to people whether or not they have Graph Search (sponsored results have been globally available since August 2012). There are no new ad formats available today.</span></div>
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What do I say?</span></h5>
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<span style="font-family: "georgia" , "times new roman" , serif;">While all of the above is a great way to look at FGS and eventually may work wonders probably if the understanding of ‘Like’ on Facebook really meant what it says it is. Or Relationships are the way app developers build in their apps, pages while using Open Graph.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">If “Facebook had launched in 2013, and immediately graph search was introduced, then the concept of ‘Like’ would be much deeper than it is meant to be amongst users as of now.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">We all remember how ‘Like’ wasn’t even ‘Like’ before and how the ecosystem changed your ‘Interests in your about me / profile to actual Fan / Brand Pages and tagged them as ‘Likes.’</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">And that in my opinion is the ‘One major fundamental flaw in this entire aspect and eco-system.’</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">This also means, we can’t go ‘Back to the future’ and fix this! This doesn’t mean we shouldn’t be able to try out or experiment with it. After all that’s why it is in beta. However I thought about certain aspects of this and tried to give some deeper meaning and thought to the brand, while I completely understand that not everything we do in advertising or social media should be scrutinized down to the tee always. Sometimes you just got to go with your gut, and I’ve done that many a times.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Nonetheless a perspective that I had to put out there through this blog and probably some of the questions that I’ve got in my mind would have answers out there amongst all of you.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">“What does a consumer/user have in mind when he goes on a ‘Liking Anything Spree?’ Also, when the initial ‘Like’ button was brought into effect, what guideline did it give to the consumer especially when it came to <a href="http://www.socialsamosa.com/2012/06/6-indian-fmcg-brands-on-facebook/" style="border: 0px; font-style: inherit; font-variant: inherit; line-height: inherit; margin: 0px; outline: none; padding: 0px; text-decoration: none; vertical-align: baseline;" target="_blank">‘Liking’ Brand pages</a>? Now I’m not saying that consumers have been tricked into this or are gullible enough to fall for this shit.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">So it is as important for brands to know this concept before they actually start beefing up their profiles and ensuring that</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">We need to discount for some of those ‘Fans’ and need to ensure that when we do the new media planning campaigns, especially the ones that involve Facebook Graph Search based options when they roll out. Brands need to understand that ‘Just going on about’ getting random Likes due to search may not be as good as first,</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">To be absolutely sure what information will go away corresponding to the TG being influenced by FGS</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Ensuring that the existing communication and information that is on their page is optimized for that.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Lastly, making sure that the information updated on your page should be more transparent, complete and avoid truthiness of any sort.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Of course, there’ll be a lot of gaming that might happen. Again we all know how SEO/SEM <a href="http://www.socialsamosa.com/2012/03/10-ways-to-crack-facebook-edgerank/" style="border: 0px; font-style: inherit; font-variant: inherit; line-height: inherit; margin: 0px; outline: none; padding: 0px; text-decoration: none; vertical-align: baseline;" target="_blank">page rank algorithms</a> and Panda worked and how Google keeps taking the edge away from marketers.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">For all we know, an average Facebook Joe likes just about every damn thing on the face of the earth or did so up until now… Understanding relevance in the economic circumstances is least of his concern. Adjudicating whether the brand is good or the fact that he has an affinity to the brand because it is good in terms of its service / value that they provide is the least of their concern.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Some questions we ask ourselves if the consumer has reached that deeper level of understanding and even if he hasn’t, just like we do television ads, Facebook media buy is always lucrative and about truthiness. Well, mostly…</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">In today’s world ‘Brand Affinity’ is a very tricky business. As I might have spoken about it before, especially with convergent media focusing a lot on crisper communication, shorter retention span and most importantly lines between mainline, digital and social blurring in<a href="http://www.socialsamosa.com/2012/01/social-media-the-ultimate-marketing-solution-or-just-a-part-of-it/" style="border: 0px; font-style: inherit; font-variant: inherit; line-height: inherit; margin: 0px; outline: none; padding: 0px; text-decoration: none; vertical-align: baseline;" target="_blank">the world of marketing</a>, it becomes harder to really set pace with the consumer especially when it comes with creating ‘Brand Loyalty’</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">That is when brands especially if they are competing with each other, start adopting many tools, many machines of communication, trickery and forgery to blur these lines and resort to say a form of ‘truthiness’ which a lot of us know emerged way back in the ‘Mad Men’ era and has continued from then till today. Advertising has sowed a seed that has become very difficult for ‘Brands’ to undo and actually communicate what their brand really stands for or be percieved as.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">So just as it does with ‘advertising’ / ‘branding’ same se tof rules apply to utilizing social search tools such as FGS or for that matter ‘enabling brands being socially searchable via Google+.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">So today if a Facebook User really ‘Likes’ a brand… There’s more to the fact that he’s actually ‘Liked’ THE BRAND… Nonetheless, brands of course get satisfied by that fact and would even go to the extent of considering it a ‘Real feedback’ for their purpose. No deep diving or meaning or consideration into the idea of whether the audience they are dealing with on Facebook are really the consumer or aficionados who are their real ‘advocates’.</span></div>
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So this is what I ask</span></h5>
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<span style="font-family: "georgia" , "times new roman" , serif;">Is it a challenge for brands to really understand their brand affinity. And will that really drive further and get a brand to be more closer to a consumer via <a href="http://www.socialsamosa.com/2013/01/indian-social-media-industry-leaders-opinion-facebook-graph-search/" style="border: 0px; font-style: inherit; font-variant: inherit; line-height: inherit; margin: 0px; outline: none; padding: 0px; text-decoration: none; vertical-align: baseline;" target="_blank">Facebook Graph Search</a>, based on its relationships with the open graph of consumers, and consumers friends…</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">While we all know from a broader picture even from a tangible or intangible means of looking at Likes to drive ROI or for that matter brand awareness is still as native as</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">‘How many people ‘Like’ your page?</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">‘How many people are ‘Talking about your page.’</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">At least for a majority of the brands, and I’m just being the least unassuming based on my interaction within the business.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">So what do you think about this whole situation with FGS Now? Especially when it comes to it driving ‘brand affinity based on search within Facebook ecosystem.’ Will FGS drive it or brands have to do much beyond just looking at FGS itself being the promoter of their brand within peer groups?</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Do share with me your thoughts…</span><br />
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<span style="font-family: georgia, 'times new roman', serif; line-height: 18.48px;"><i>Srinivas has been a</i></span><span style="font-family: georgia, 'times new roman', serif; line-height: 18.48px;"><i> communications professional for over 10 years, and has been blogging since 2005. He has worked with the likes of Social Wavelength, now Mirum India, (A JWT Group Company) for four years and now Heads Learning and Development & Analytics at <a href="http://www.socialkinnect.com/" target="_blank">Social Kinnect: A Digital Marketing Agency in Mumbai</a>. His passion for Advertising, Creativity, Social & Digital Marketing helps make a difference for the brands they work with. </i></span></div>
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Srinivas Kulkarnihttp://www.blogger.com/profile/00059508204670322497noreply@blogger.com0tag:blogger.com,1999:blog-13933355.post-66174737943013141822013-02-20T12:16:00.001+05:302016-06-01T12:22:42.706+05:30#BusinessRocks @ #smwsg - Pecha Kua Style...<div dir="ltr" style="text-align: left;" trbidi="on">
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<span style="font-family: "georgia" , "times new roman" , serif;">#BusinessRocks: Mix business with pleasure at this informal networking session where you can relax, have a beer, meet and mingle. "</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">When I read this, I told myself, THIS session must not be missed! Being a big fan of TED, and a participant speaker at #barcamps back in Mumbai... anything that has to do with the art of concise presentations, that's certainly on my list. </span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">I'm a big fan of it when it comes to presentations and sharing focused insights. Also, it was an opportunity for me to meet, mingle with some interesting folks in Singapore, ones who had the kind of insights that I was really looking for. </span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">It was hosted by Gina Romero,(<a href="http://twitter.com/gina_romero" target="_blank">@gina_romero</a>) who hosts #businessrocks a lot in Singapore. She certainly fits the description of Rock Chick Entrepreneur to the tee. Her energy and passion yesterday truly demonstrated that... :)</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">The first thing that she got right was to get David Rogers <a href="http://twitter.com/@continualshift" target="_blank">@continualshift</a> as the emcee!!! No wonder they're beer buddies!! They share the same level of energy and enthusiasm for the things they're passionate about. </span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;"><b>So what is #BusinessRocks all about?? </b></span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">'It's like TED with Beer!' Well, what more do you want!!! This was something I couldn't resist! Also it was 7 presentations with 7 different topics to highlight an interesting theme...</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">So I'll also try to do a Pecha Kua Style summary of the presenters giving you an idea of what all the speakers said! </span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;"><b>Openness by Carlie Jayne Guy, Research Insights Director, Wearesocial <a href="http://twitter.com/@CarlieJ52" target="_blank">@CarlieJ52</a></b></span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Her presentation was primarily about how Tech geeks have changed the way we live our lives. Her job is to research insights on how these things affect our lives. She made some profound points especailly in this open and connected world and how data means a lot and how we can learn from analyzing that data. Especially with ORM tools of the likes of Radian6, Sysomos, Klout, Pinalytics, SocialBakers and WolframAlpha. Some great platforms to use for insights. To sum up her talk, she gave us her informed opinion on how openness matters and how data can drive your communication...</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;"><b>Inclusivity by Yusef Hamid, Digital Boomerang, <a href="http://twitter.com/@Sir_Rupert_" target="_blank">@Sir_Rupert_</a></b></span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Next up was Yusef Hamid of Digital Boomerang.. We all are aware of so many cat memes and so many twitter accounts that are created nowadays for our dogs and cats. Yusef Hamid showed us how that is a modern example of people actually getting the best out of the mascots that they have created themselves, especially for their pets. Inclusivity being the main thing... In a funny and humorous way, witty yet trickily performed presentation, Yusef talked about how a Dog can truly be a man's best friend... ;) Now he has some 218 likes... Hopefully he'll get more and be more useful to him, besides the crazy stuff he keeps doing all day...</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;"><b>Transparency by Scott Bales, Moven - <a href="http://twitter.com/@ScottEBales" target="_blank">@ScottEBales</a></b></span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Scott comes from the banking industry and we all know how banking and secrecy are so closely tied in. He on the other hand is the guy who wants to change the (banking) world with transparency. A key question he asked was 'Is social end of secrecy?? From the banking industry perspective, maybe it should be... no? One thing he got spot on was, this</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;"><b>Transparency removes FUD (Fear, Uncertainty & Doubt) True that Scott, True that...</b></span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;"><b>Collaboration by Andrew Chow, IdeasAndrew - <a href="http://twitter.com/IdeasAndrew" target="_blank">@IdeasAndrew</a></b></span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">The difference being personal and being personable! Yes that is what kicked off Andrew, the birthday boy's talk! His key thought was about how collaboration can instigate a difference, a difference that Social has actually been meant for! Collaboration certainly adds to a much higher value to you and your brand and that is something which is easier in today's world with being social and being able to collaborate. He certainly enchanted the audience with his thoughts on how collaboration can make a difference to the thoughts and to personalize the way brands / people on social think. And he certainly got everyone's attention when he distributed free copies of his book Social Media 247... :) </span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;"><b>Co-creation by Jamshed Wadia, Intel - <a href="http://twitter.com/JamshedWadia" target="_blank">@JamshedWadia</a></b></span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Along the same lines of Collaboration, co-creation is equally important in today's day and age, especially with brands who are primarily dependent on getting great insights and are on the constant look out to reinnovate, much like Intel! An apt topic for Jamshed Wadia of Intel to speak about... He shared with us various case studies which represented how co-creation transformed the way brands changed the thinking of consumers and empowered them even further. And of course, being an Indian, I felt mighty proud that @hellomehippo case study about (Hippo Chips Not Available? Tweet Us) campaign that he shared insights of. Thoroughly interesting and captivating presentation leading us to the importance of co-creation.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;"><b>Networked power by Kristine Lauria - <a href="http://twitter.com/krissymo" target="_blank">@KrissyMo</a></b></span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Kristine Lauria was all about (NETWORKING) But not just about networking to SHOUT your message across, but to actually get to listen and to enhance your brand, converse and most importantly realize how all that transforms into successful relationships. Always be asking, How can I help you, pay it forward and try to make that difference, giving back to the community. She laid stress on How social is all about connecting to other people and not about YOU!!! And that's again highlighting the key of how Social's about WE and not ME!!! </span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;"><b>Agility by Christel Quek (Havas Media) - <a href="http://twitter.com/ladyxtel" target="_blank">@ladyxtel</a></b></span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">The last speaker of the evening was a very popular Chrsitel Quek. Didn't know she was voted amongst the top digital influencers!! Quite a good feeling to have met her after the session and in fact I liked the style of her presentations too... I'm a big fan of the art of story telling and analogies. Which is exactly what she used in her presentation. She talked about 7 tips which would help bring agility to your brand and your personal communication on Social! One interesting analogy was that of the Water snake, being blind and partially deaf, how it relies on its other senses to be able to survive and capture its prey! Some of her case studies were also truly interesting, especially the Applebee's and Superbowl case studies that she shared. Not the ones that were successful, but the ones that didn't quite resonate with their audiences and how we can learn from them.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">This was quite a good event packed of sessions with the tempo that made this session interesting... Kudos to Gina and her team and of course to all the speakers who really did a good job of sharing their insights in the best 'Pecha Kua' style they could... </span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">While we got a lot of value add and insight from this session, it had a fitting end with a serious and a very passionate, from the bottom of her heart closing by Gina for her Athena Network! Really interesting and truly her passion showed out when she spoke about it with a lump in her throat if you will...</span><br />
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And last but not least, something I truly wanted to do, catch up with my twitter friend <a href="http://twitter.com/farah_sidek" target="_blank">@farah_sidek</a>... To add to that, I also happened to meet <a href="http://twitter.com/eskimon" target="_blank">@eskimon</a> the Social Media Maestro of Singapore and his entire team of <a href="http://twitter.com/wearesocialsg" target="_blank">WeAreSocial Singapore</a><a href="http://twitter.com/wearesocialsg" target="_blank"> </a> That team has got some energy!!! WOW!!! :)</span></div>
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<a href="http://twitter.com/wearesocialsg" target="_blank"><span style="font-family: "georgia" , "times new roman" , serif;"><br />twitter.com/wearesocialsg</span></a></div>
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<b>A word about Plan Athena:</b></span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">It's Asia Pacific's leading community for female executives and entrepreneurs. A social enterprise it aims to reach women of all socio-economic profiles through training and skills development. </span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">The overarching aim is to empower women to fulfill their right to have choices, opportunities and access to resources – all of which improve their sense of self-worth and ability to influence society and the economy.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">So this week, Diageo have offered a prize of $10,000 to a Singapore project that supports their initiative and The Athena Network is one of the 3 shortlisted companies competing for the $10,000 prize.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">P.S If you guys want to help her win $10,000 to help empower those women across Asia Pacific, you can do your bit... Check this out: <a href="http://www.theathenanetwork.com.sg/">http://www.theathenanetwork.com.sg</a> </span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">In a gist, here's what you need to do to help out!</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">1. Tweet #planwAthena as much as possible every day for the next 5 days.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">2. Help us to spread the word! Please ask your friends to join in!</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">3. Be sure to include our HASHTAG: #planwAthena</span><br />
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<span style="font-family: "georgia" , "times new roman" , serif;"><span style="background-color: white; line-height: 18.48px;"><i>Srinivas has been a</i></span><span style="background-color: white; line-height: 18.48px;"><i> communications professional for over 10 years, and has been blogging since 2005. He has worked with the likes of Social Wavelength, now Mirum India, (A JWT Group Company) for four years and now Heads Learning and Development & Analytics at <a href="http://www.socialkinnect.com/" target="_blank">Social Kinnect: A Digital Marketing Agency in Mumbai</a>. His passion for Advertising, Creativity, Social & Digital Marketing helps make a difference for the brands they work with. </i></span></span></div>
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Srinivas Kulkarnihttp://www.blogger.com/profile/00059508204670322497noreply@blogger.com0tag:blogger.com,1999:blog-13933355.post-91878303936383287722013-02-20T10:08:00.001+05:302016-06-01T12:22:51.833+05:30#smwsgchange - Change the world with a hashtag<div dir="ltr" style="text-align: left;" trbidi="on">
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<span style="font-family: "georgia" , "times new roman" , serif;">This was one of the first actual sessions of #SMWSG. After the keynote at the Raffles Hotel, I headed here to find out what this session was about entirely. It was meant to be an inspiring panel discussion on how brands and individuals could make a difference in a genuine way through social media. So in essence the core discussion of the panel was to explore the concept of social media for social good, with first hand stories from companies doing just this.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">It started off briskly with the round of introductions on what each and every person supported and what they did in their capacity of changing the world through social good. </span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">The buzzword here of course was #crowdfunding and the panel experts were more or less folks from the field, (either a company which did crowdfunding or an association / organization which had a meaning for changing the world with some social good.)</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">The first speaker to share his insights was Robin Low, who shared about a very essential problem while working for the Japan Tsunami relief. He faced a problem where women who were part of the efforts or at the distraught areas, were unable to participate in helping out because they didn't have tampons. And how Robin Low drove people coming in via Tokyo or from Airports to buy as many tampons as they could and he'd reimburse them. Very simple problem, but dire straits call for dire measures we guess.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Another interesting insight that I could recall from the discussion was that of the founder Kevin Strazberger, he portrayed the importance and relevance of how Crowd funding is all about finding the niche and getting your target demographics right and then building that interest. Cause anything else is about the huge noise that's created. And we can't get anywhere when there's noise and clutter, that's for sure...</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Dorjee Sun who is the CEO of Carbon Conservation and is passionate about forests, carbon, community development, conservation and climate change shared his insights on the Carbon Conservation’s work that covers energy efficiency, renewable energy, plantations and projects that incentivize the preservation of tropical rainforests by helping forest owners and local communities generate alternative revenues through the carbon finance market. His stress was more on the fact that in today's world we need to use and empower ourselves to make that change as much as possible and organizations should use and empower the crowd to build and source as many resources as possible. Social is the new ball game especially when it comes to crowd funding.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Overall the session was really great, there were a few debates, humble back and forth agreements, disagreements... which was quite fun to be part of... </span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">I also asked the question to the panel of how #Kickstarter model could probably be as effective for Social Good as it is for the consumerism that is being driven because of so much commercialization and economic disdain that we are part of. To which Jason Aspes of Newton Circus said, that it could be possible, it's workable and not done yet... But how successful it could be, we all have to wait and watch.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Overall it was quite a good session, got great insights especially the discussions helped me to realize and understand that, Doing Social Good is far more challenging in today's world than using or adopting Social For consumeristic opportunities.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">I'd heard how difficult it is from Beth Kanter's talk on a podcast by Mitch Joel, and that again resonated with me after I attended the session. </span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">But it is certainly not difficult... I end this blog with this thought, something I read from Betty Lim's website... (crowdpowers.com) I met her at the event for a brief moment. </span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Walk the thought from 'Me to We' Isn't that what crowd funding and Changing the world together is all about?</span><br />
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<span style="background-color: white; font-family: georgia, 'times new roman', serif; line-height: 18.48px;"><i>Srinivas has been a</i></span><span style="background-color: white; font-family: georgia, 'times new roman', serif; line-height: 18.48px;"><i> communications professional for over 10 years, and has been blogging since 2005. He has worked with the likes of Social Wavelength, now Mirum India, (A JWT Group Company) for four years and now Heads Learning and Development & Analytics at <a href="http://www.socialkinnect.com/" target="_blank">Social Kinnect: A Digital Marketing Agency in Mumbai</a>. His passion for Advertising, Creativity, Social & Digital Marketing helps make a difference for the brands they work with. </i></span></div>
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Srinivas Kulkarnihttp://www.blogger.com/profile/00059508204670322497noreply@blogger.com0tag:blogger.com,1999:blog-13933355.post-3184698020835291882013-02-19T11:31:00.001+05:302016-06-01T12:23:33.039+05:30#SMWSG - Social Media Week Singapore - Keynote<div dir="ltr" style="text-align: left;" trbidi="on">
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<span style="font-family: "georgia" , "times new roman" , serif;">Social Media Week Singapore began with great fanfare and truly amazing discussions yesterday. I was all excited to hear @damiencummings of Samsung Digital, Asia present his keynote along with Laura Berkovich of Google! </span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Certainly similar to their combination in the business space, both speakers from Samsung and Google held the audience by presenting very key specs of information and most importantly to highlight what's the crux of the social media space in today's world. Thought I've researched a bit before coming to the event, about the market in Singapore, I may not be the best person to comment on how their presentation related to the scenario out here. </span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">However was interested in knowing attributes that they presented from an overall global perspective. And from my past experience with working on various brands and in the social web space since 2009 I'd certainly relate to a lot of issues that they highlighted and how the Social Era of business is changing everything we see, especially with the expansion of Social/Digital/Mobile! </span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Also how brands are shifting their trajectory by being more personal to users is what I've always enjoyed to see. Glad to see so much of advocacy of that phenomenon showcased by both Laura and Damien.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Laura Berkovich of Google laid an important case on how 'Peer Reccomendation' and Communities are the key in today's Social Media scenario. How it is important that Social Search is becoming the key for people to connect and know or discover each other. More important is the smaller world that is giving opportunities of connecting with each other. She also shared with us insights on how she connected with an astronaut in Japan via Google Hangout and how Barrack Obama connected through Google+ with his </span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">While of course all these aspects are making the world smaller and connecting is about being more open and connected, there were certain questions that raised concerns in my mind as well as others when they were asked by the audience. To which however, Laura said that she herself is a private person and that you have complete control over privacy via whatever sites that you do share your content on. So my concern of course was 'How Social Networking sites set privacy to a default share with all than giving custom options and how they are hidden out there somewhere...'</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">I also asked a question to Laura about how Social Search is going to affect / impact brands especially with Google+ and FGS coming into effect. To which her response was 'How people googled earlier and there wasn't any Social elements coming forth.' Today if people search for content, they expect everything to be out there for their perusal. How peer recommendation will impact most brands as well in this aspect. </span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Totally loved Damien's insights on how people like to connect with people rather than brands. Also how people are connected via social networks online and just have about 107 friends who they may not even meet actually. Key insights from his session were about how brands have to change their approach on Social Media and why it's all the more important to talk to people via their passion points and not just talk about your product. A key that we've always been NOT doing... At least not so much until 2012... in India... </span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Post the session I had a chat with Damien Cummings and had a bit more insights on what he had to say. One thing I relate to and agree with is the fact that Social was something that always existed right from the time of IRC, or in fact way before that maybe... But what's relevant today is how people are using social to connect with people and not brands so much. He also shared with me how brands would be more receptive by people if there's a face to it and a more human connection... To add to that I feel we have to Build our own community and stick to a niche, even if we are a brand, if we interest the passion points and share that occasional update that interests your community, then fair enough. Overall it was a great discussion and personally I'm glad I went to this session and #SMWSG kicked off in style...</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">I must commend AKA Asia and #SMWSG for thoroughly prepared and well co-ordinated start to the event, and especially for giving us the Nokia powered, Social Media Week App. </span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Some of the tweets for this event, in case you want more insights.</span></div>
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<span style="background-color: white; font-family: georgia, 'times new roman', serif; line-height: 18.48px;"><i>Srinivas has been a</i></span><span style="background-color: white; font-family: georgia, 'times new roman', serif; line-height: 18.48px;"><i> communications professional for over 10 years, and has been blogging since 2005. He has worked with the likes of Social Wavelength, now Mirum India, (A JWT Group Company) for four years and now Heads Learning and Development & Analytics at <a href="http://www.socialkinnect.com/" target="_blank">Social Kinnect: A Digital Marketing Agency in Mumbai</a>. His passion for Advertising, Creativity, Social & Digital Marketing helps make a difference for the brands they work with. </i></span></div>
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Srinivas Kulkarnihttp://www.blogger.com/profile/00059508204670322497noreply@blogger.com0Singapore Singapore1.378699 103.955149tag:blogger.com,1999:blog-13933355.post-16542144191369045932013-02-13T08:57:00.001+05:302016-06-01T12:24:44.704+05:30Guidelines for live tweeting an event<div dir="ltr" style="text-align: left;" trbidi="on">
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<span npdkey="hd3x0g670.2y20c6nop5m3rf6r" style="margin: 0px; padding: 0px;"><span npdkey="hd3x0g6a0.ubwenblq67bn8kt9" style="font-family: "georgia" , "times new roman" , serif; margin: 0px; padding: 0px;"><span style="background-color: white; line-height: 24px;">The original Article was written by me on</span> <a href="http://www.socialsamosa.com/2013/02/guidelines-for-live-tweeting-event/" target="_blank">Social Samosa here</a></span></span></div>
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<span npdkey="hd3x0gbp0.0ldpvuxjswoh6w29" style="margin: 0px; padding: 0px;"><b npdkey="hd3x0gbu0.jydvmi5zfy4aemi" style="margin: 0px; padding: 0px;"><span style="font-family: "georgia" , "times new roman" , serif;"><br npdkey="hd3x0gby0.9on88ldn105dn29" style="margin: 0px; padding: 0px;" /></span></b></span></div>
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<b style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;"><span style="font-family: "georgia" , "times new roman" , serif;">Live Tweeting an event? What’s the ‘BIG’ deal?</span></b><br />
<b style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;"><span style="font-family: "georgia" , "times new roman" , serif;">How many times have you or your team done this?</span></b><br />
<b style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;"><span style="font-family: "georgia" , "times new roman" , serif;">And how often have you asked this question to yourself?</span></b><br />
<b style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;"><span style="font-family: "georgia" , "times new roman" , serif;">“What guidelines do I follow exactly for Live Tweeting this event?”</span></b><br />
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<span style="background-color: white; color: #333333; font-family: "georgia" , "times new roman" , serif; line-height: 25px;">One of the most important aspects I’ve realized starting from 2010, till today is that there’s nothing that has changed about the concept or for that matter the fundamental principles of what the activity actually entails for a brand.</span><br />
<span style="font-family: "georgia" , "times new roman" , serif;"><span style="background-color: white; color: #333333; font-family: "palatino linotype" , "palatino" , "palladio" , "urw palladio l" , "book antiqua" , "baskerville" , "bookman old style" , "bitstream charter" , "nimbus roman no9 l" , "garamond" , "apple garamond" , "itc garamond narrow" , "new century schoolbook" , "century schoolbook" , "century schoolbook l" , "georgia" , serif; line-height: 25px;">What has changed however is the approach of the consumers / attitude of the</span><span class="qlink_container" style="background-color: white; color: #333333; font-family: "palatino linotype" , "palatino" , "palladio" , "urw palladio l" , "book antiqua" , "baskerville" , "bookman old style" , "bitstream charter" , "nimbus roman no9 l" , "garamond" , "apple garamond" , "itc garamond narrow" , "new century schoolbook" , "century schoolbook" , "century schoolbook l" , "georgia" , serif; line-height: 25px; margin: 0px; padding: 0px;"><a class="external_link" href="http://www.socialsamosa.com/2013/01/10-kind-of-tweeters-you-probably-know/" rel="nofollow" style="background-image: url(http://d1vgw4v7ja2ido.cloudfront.net/-d00b84133c0b47df.gif); background-position: 100% 5px; background-repeat: no-repeat no-repeat; color: #19558d; margin: 0px; padding: 0px 12px 0px 0px; text-decoration: initial;" target="_blank">twitter users</a></span><span style="background-color: white; color: #333333; font-family: "palatino linotype" , "palatino" , "palladio" , "urw palladio l" , "book antiqua" , "baskerville" , "bookman old style" , "bitstream charter" , "nimbus roman no9 l" , "garamond" , "apple garamond" , "itc garamond narrow" , "new century schoolbook" , "century schoolbook" , "century schoolbook l" , "georgia" , serif; line-height: 25px;"> to such activities or approaches by brands!</span></span><br />
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<span style="background-color: white; color: #333333; font-family: "georgia" , "times new roman" , serif; line-height: 25px;">Why? Simple, Twitter and its audience is evolving. And when that happens, no matter how concrete the fundamentals are, it’s always beneficial to shift your approach, for ‘The Times They are a changing…’</span><br />
<span style="font-family: "georgia" , "times new roman" , serif;"><br style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;" /></span>
<span style="background-color: white; color: #333333; font-family: "georgia" , "times new roman" , serif; line-height: 25px;">The first time I actually ‘live tweeted’ an event was for one of my technology clients back in 2010. And after that I’ve done a several dozen of them. And amazingly not a lot has changed in the basic fundamentals, but there has been a lot of learning on how people perceive these events and how consumer behaviour has shifted trends and what you could exploit to ensure the overall event is really meaningful for the brand rather than just a stream of updates the hogging limelight on your followers Timeline.</span><br />
<span style="font-family: "georgia" , "times new roman" , serif;"><br style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;" /></span>
<span style="background-color: white; color: #333333; font-family: "georgia" , "times new roman" , serif; line-height: 25px;">For most of the part, brands adopt a very functional and as simple approach as ‘Get the updates of the event out!’ To the people who couldn’t attend the event. So it shouldn’t be ‘Rocket Science’ now should it?</span><br />
<span style="font-family: "georgia" , "times new roman" , serif;"><br style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;" /></span>
<span style="background-color: white; color: #333333; font-family: "georgia" , "times new roman" , serif; line-height: 25px;">But today if asked or given the assignment, I don’t/won’t just randomly decide to go for an event because:</span><br />
<span style="font-family: "georgia" , "times new roman" , serif;"><br style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;" /></span>
<span style="background-color: white; color: #333333; font-family: "georgia" , "times new roman" , serif; line-height: 25px;">“I’m the expert on A. Tweeting Fast B. Being Responsive C. Being good with use of technology…”</span><br />
<span style="font-family: "georgia" , "times new roman" , serif;"><br style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;" /></span>
<span style="background-color: white; color: #333333; font-family: "georgia" , "times new roman" , serif; line-height: 25px;">These are really not the reasons why a specific person should go to ‘Live Tweet’ an event. What’s important is we understand what this activity does for the brand and how will it add value for the brand via Social Web and how it actually matters to its audience and its consumers.</span><br />
<span style="font-family: "georgia" , "times new roman" , serif;"><br style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;" /></span>
<span style="background-color: white; color: #333333; font-family: "georgia" , "times new roman" , serif; line-height: 25px;">The reason I decided to write this post is because, usually I’m the Go-To Guy for live tweeting events for brands at work! And many a times, live tweeting associates itself with loads of challenges, last minute problems and co-ordination with clients.</span><br />
<span style="font-family: "georgia" , "times new roman" , serif;"><br style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;" /></span>
<span style="background-color: white; color: #333333; font-family: "georgia" , "times new roman" , serif; line-height: 25px;">So sharing my learning in a comprehensive way for everyone to learn from it. Mostly my insights from the mistakes I’ve made or the learning that I have acquired from live tweeting events for various brands across different verticals.</span><br />
<span style="font-family: "georgia" , "times new roman" , serif;"><br style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;" /></span>
<b style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;"><span style="font-family: "georgia" , "times new roman" , serif;">So the first Question:Why to Live Tweet an Event?</span></b><br />
<span style="font-family: "georgia" , "times new roman" , serif;"><br style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;" /></span>
<span style="background-color: white; color: #333333; font-family: "georgia" , "times new roman" , serif; line-height: 25px;">Is this what you say to yourself</span><br />
<span style="font-family: "georgia" , "times new roman" , serif;"><br style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;" /></span>
<span style="font-family: "georgia" , "times new roman" , serif;"><span style="background-color: white; color: #333333; font-family: "palatino linotype" , "palatino" , "palladio" , "urw palladio l" , "book antiqua" , "baskerville" , "bookman old style" , "bitstream charter" , "nimbus roman no9 l" , "garamond" , "apple garamond" , "itc garamond narrow" , "new century schoolbook" , "century schoolbook" , "century schoolbook l" , "georgia" , serif; line-height: 25px;">1. To ensure that </span><span class="qlink_container" style="background-color: white; color: #333333; font-family: "palatino linotype" , "palatino" , "palladio" , "urw palladio l" , "book antiqua" , "baskerville" , "bookman old style" , "bitstream charter" , "nimbus roman no9 l" , "garamond" , "apple garamond" , "itc garamond narrow" , "new century schoolbook" , "century schoolbook" , "century schoolbook l" , "georgia" , serif; line-height: 25px; margin: 0px; padding: 0px;"><a class="external_link" href="http://www.socialsamosa.com/2012/05/how-and-why-should-a-brand-use-a-twitter-hashtag/" rel="nofollow" style="background-image: url(http://d1vgw4v7ja2ido.cloudfront.net/-d00b84133c0b47df.gif); background-position: 100% 5px; background-repeat: no-repeat no-repeat; color: #19558d; margin: 0px; padding: 0px 12px 0px 0px; text-decoration: initial;" target="_blank">#brandhashtag</a></span><span style="background-color: white; color: #333333; font-family: "palatino linotype" , "palatino" , "palladio" , "urw palladio l" , "book antiqua" , "baskerville" , "bookman old style" , "bitstream charter" , "nimbus roman no9 l" , "garamond" , "apple garamond" , "itc garamond narrow" , "new century schoolbook" , "century schoolbook" , "century schoolbook l" , "georgia" , serif; line-height: 25px;"> / #eventhashtag gets visibility across City, India, World?</span></span><br />
<span style="background-color: white; color: #333333; font-family: "georgia" , "times new roman" , serif; line-height: 25px;">2. To get more RTs, Mentions and Buzz across the twitterverse for your brand?</span><br />
<span style="background-color: white; color: #333333; font-family: "georgia" , "times new roman" , serif; line-height: 25px;">3. To ensure that brands start getting insights on what people are talking about the brand?</span><br />
<span style="font-family: "georgia" , "times new roman" , serif;"><br style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;" /></span>
<span style="background-color: white; color: #333333; font-family: "georgia" , "times new roman" , serif; line-height: 25px;">Here’s what I say</span><br />
<span style="font-family: "georgia" , "times new roman" , serif;"><br style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;" /></span>
<b style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;"><span style="font-family: "georgia" , "times new roman" , serif;">STRIKE THOSE QUESTIONS OFF YOUR MIND! </span></b><br />
<span style="font-family: "georgia" , "times new roman" , serif;"><br style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;" /></span>
<span style="background-color: white; color: #333333; font-family: "georgia" , "times new roman" , serif; line-height: 25px;">Cause before you think from a brands perspective, FIRST THINK OF YOUR CONSUMER!</span><br />
<span style="font-family: "georgia" , "times new roman" , serif;"><br style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;" /></span>
<span style="background-color: white; color: #333333; font-family: "georgia" , "times new roman" , serif; line-height: 25px;">What questions should you ask?</span><br />
<span style="font-family: "georgia" , "times new roman" , serif;"><span style="background-color: white; color: #333333; font-family: "palatino linotype" , "palatino" , "palladio" , "urw palladio l" , "book antiqua" , "baskerville" , "bookman old style" , "bitstream charter" , "nimbus roman no9 l" , "garamond" , "apple garamond" , "itc garamond narrow" , "new century schoolbook" , "century schoolbook" , "century schoolbook l" , "georgia" , serif; line-height: 25px;">1. How does this help the brand in its overall </span><span class="qlink_container" style="background-color: white; color: #333333; font-family: "palatino linotype" , "palatino" , "palladio" , "urw palladio l" , "book antiqua" , "baskerville" , "bookman old style" , "bitstream charter" , "nimbus roman no9 l" , "garamond" , "apple garamond" , "itc garamond narrow" , "new century schoolbook" , "century schoolbook" , "century schoolbook l" , "georgia" , serif; line-height: 25px; margin: 0px; padding: 0px;"><a class="external_link" href="http://www.socialsamosa.com/2011/12/get-your-social-media-communication-right/" rel="nofollow" style="background-image: url(http://d1vgw4v7ja2ido.cloudfront.net/-d00b84133c0b47df.gif); background-position: 100% 5px; background-repeat: no-repeat no-repeat; color: #19558d; margin: 0px; padding: 0px 12px 0px 0px; text-decoration: initial;" target="_blank">communication strategy</a></span><span style="background-color: white; color: #333333; font-family: "palatino linotype" , "palatino" , "palladio" , "urw palladio l" , "book antiqua" , "baskerville" , "bookman old style" , "bitstream charter" , "nimbus roman no9 l" , "garamond" , "apple garamond" , "itc garamond narrow" , "new century schoolbook" , "century schoolbook" , "century schoolbook l" , "georgia" , serif; line-height: 25px;">?</span></span><br />
<span style="background-color: white; color: #333333; font-family: "georgia" , "times new roman" , serif; line-height: 25px;">2. What is the value addition created by live tweeting this event?</span><br />
<span style="font-family: "georgia" , "times new roman" , serif;"><span style="background-color: white; color: #333333; font-family: "palatino linotype" , "palatino" , "palladio" , "urw palladio l" , "book antiqua" , "baskerville" , "bookman old style" , "bitstream charter" , "nimbus roman no9 l" , "garamond" , "apple garamond" , "itc garamond narrow" , "new century schoolbook" , "century schoolbook" , "century schoolbook l" , "georgia" , serif; line-height: 25px;">3. Does it ensure live updates (</span><b style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;">with real insight</b><span style="background-color: white; color: #333333; font-family: "palatino linotype" , "palatino" , "palladio" , "urw palladio l" , "book antiqua" , "baskerville" , "bookman old style" , "bitstream charter" , "nimbus roman no9 l" , "garamond" , "apple garamond" , "itc garamond narrow" , "new century schoolbook" , "century schoolbook" , "century schoolbook l" , "georgia" , serif; line-height: 25px;">) of the event go out to your twitter followers? (Not just who’s come on stage or who’s talking, but </span><b style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;">what do they really mean</b><span style="background-color: white; color: #333333; font-family: "palatino linotype" , "palatino" , "palladio" , "urw palladio l" , "book antiqua" , "baskerville" , "bookman old style" , "bitstream charter" , "nimbus roman no9 l" , "garamond" , "apple garamond" , "itc garamond narrow" , "new century schoolbook" , "century schoolbook" , "century schoolbook l" , "georgia" , serif; line-height: 25px;"> when they are saying this and that.)</span></span><br />
<span style="background-color: white; color: #333333; font-family: "georgia" , "times new roman" , serif; line-height: 25px;">4. Lastly how does it help your brand in this age of ‘connection economy’ especially to take your brand forward on building inbound rather than outbound connections?</span><br />
<span style="font-family: "georgia" , "times new roman" , serif;"><br style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;" /></span>
<span style="background-color: white; color: #333333; font-family: "georgia" , "times new roman" , serif; line-height: 25px;">Now that we’ve got that out of the way…</span><br />
<span style="font-family: "georgia" , "times new roman" , serif;"><br style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;" /></span>
<span style="background-color: white; color: #333333; font-family: "georgia" , "times new roman" , serif; line-height: 25px;">What should I do to prepare for Live Tweeting the event?</span><br />
<span style="font-family: "georgia" , "times new roman" , serif;"><br style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;" /></span>
<span style="background-color: white; color: #333333; font-family: "georgia" , "times new roman" , serif; line-height: 25px;">So Live tweeting doesn’t start on the day of the event! When you actually decide to figure out what the event is going to be all about? Your ‘Live </span><br />
<span style="background-color: white; color: #333333; font-family: "georgia" , "times new roman" , serif; line-height: 25px;">Tweeting’ starts right there.</span><br />
<span style="font-family: "georgia" , "times new roman" , serif;"><br style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;" /></span>
<span style="font-family: "georgia" , "times new roman" , serif;"><b style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;">1. Research about the event before Tweeting:</b><span style="background-color: white; color: #333333; font-family: "palatino linotype" , "palatino" , "palladio" , "urw palladio l" , "book antiqua" , "baskerville" , "bookman old style" , "bitstream charter" , "nimbus roman no9 l" , "garamond" , "apple garamond" , "itc garamond narrow" , "new century schoolbook" , "century schoolbook" , "century schoolbook l" , "georgia" , serif; line-height: 25px;"> </span></span><br />
<span style="font-family: "georgia" , "times new roman" , serif;"><br style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;" /></span>
<span style="background-color: white; color: #333333; font-family: "georgia" , "times new roman" , serif; line-height: 25px;">This also means researching on what the brand is all about. Who are is target audience? What exactly does the brand aim to achieve through this event. You need to understand what kind of audience the brand will attract and what kind of content and tonality will appeal to those users / audience.</span><br />
<span style="background-color: white; color: #333333; font-family: "georgia" , "times new roman" , serif; line-height: 25px;">Essentially always good to have the person who’s working on the brand to actually live tweet or if you are going in for someone who’s privy to the platform, then it’s best if you gave him/her a detailed brief about the brand and the event. Also ensure that you create enough awareness before the event and people are already aware of the event!</span><br />
<span style="font-family: "georgia" , "times new roman" , serif;"><br style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;" /></span>
<span style="background-color: white; color: #333333; font-family: "georgia" , "times new roman" , serif; line-height: 25px;">The content you’ve been posting about the event then should be consistent with what you’ll be posting at the event.</span><br />
<span style="font-family: "georgia" , "times new roman" , serif;"><br style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;" /></span>
<b style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;"><span style="font-family: "georgia" , "times new roman" , serif;">Key Points:</span></b><br />
<ul style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; list-style-image: initial; list-style-position: initial; margin: 0px 0px 0px 1.6em; padding: 0px; text-align: start;">
<li style="margin: 0px 0px 5px; padding: 0px;"><span style="font-family: "georgia" , "times new roman" , serif;">Read about the brand, Industry.</span></li>
<li style="margin: 0px 0px 5px; padding: 0px;"><span style="font-family: "georgia" , "times new roman" , serif;"><span class="qlink_container" style="margin: 0px; padding: 0px;"><a class="external_link" href="http://www.socialsamosa.com/2012/12/social-media-influencers-how-to-find-them/" rel="nofollow" style="background-image: url(http://d1vgw4v7ja2ido.cloudfront.net/-d00b84133c0b47df.gif); background-position: 100% 5px; background-repeat: no-repeat no-repeat; color: #19558d; margin: 0px; padding: 0px 12px 0px 0px; text-decoration: initial;" target="_blank">Identify Top Influencers</a></span>, people related to the brand (If they’re on twitter)</span></li>
<li style="margin: 0px 0px 5px; padding: 0px;"><span style="font-family: "georgia" , "times new roman" , serif;">Create list of people attending the event. (No need to follow them via the handle, add them to the list)</span></li>
<li style="margin: 0px 0px 5px; padding: 0px;"><span style="font-family: "georgia" , "times new roman" , serif;">Know who the speakers at the event are and add them / follow them. Try to get their agenda.</span></li>
<li style="margin: 0px 0px 5px; padding: 0px;"><span style="font-family: "georgia" , "times new roman" , serif;">Ensure that you know the venue, the people, the agenda and the background of the event!</span></li>
</ul>
<span style="font-family: "georgia" , "times new roman" , serif;"><br style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;" /></span>
<b style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;"><span style="font-family: "georgia" , "times new roman" , serif;">2. Technology never fails! People and Processes Do!</span></b><br />
<span style="font-family: "georgia" , "times new roman" , serif;"><br style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;" /></span>
<span style="background-color: white; color: #333333; font-family: "georgia" , "times new roman" , serif; line-height: 25px;">A lot of times at such events, we end up not providing the relevant coverage or the actual insightful and value added tweets especially because we realize that there’s no/minimal network coverage. (A lot of Hotels have jammers and your internet dongles won’t work.)</span><br />
<span style="font-family: "georgia" , "times new roman" , serif;"><br style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;" /></span>
<span style="background-color: white; color: #333333; font-family: "georgia" , "times new roman" , serif; line-height: 25px;">They may ask you to buy their exorbitantly priced Wi-Fi cards, for which you run around last minute behind clients / events team or your own company’s finance team to get cash voucher etc. approved. Some places don’t or may not have charging points placed at the right places for you to settle down.</span><br />
<span style="background-color: white; color: #333333; font-family: "georgia" , "times new roman" , serif; line-height: 25px;">Cameras don’t work last minute or batteries fail you. It’s like Mr. Murphy was just lurching around the corner to get you. What you need to understand is that it’s not the technology that’s failing you it’s just the people and the processes. So be weary of that fact and prepare in advance</span><br />
<span style="font-family: "georgia" , "times new roman" , serif;"><br style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;" /></span>
<b style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;"><span style="font-family: "georgia" , "times new roman" , serif;">Key Points:</span></b><br />
<ul style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; list-style-image: initial; list-style-position: initial; margin: 0px 0px 0px 1.6em; padding: 0px; text-align: start;">
<li style="margin: 0px 0px 5px; padding: 0px;"><span style="font-family: "georgia" , "times new roman" , serif;">Ensure you have checked about the WiFi and sorted out that issue before hand.</span></li>
<li style="margin: 0px 0px 5px; padding: 0px;"><span style="font-family: "georgia" , "times new roman" , serif;">As a backup try to get two dongles or an android phone with 3G to tether a Wifi Hotspot</span></li>
<li style="margin: 0px 0px 5px; padding: 0px;"><span style="font-family: "georgia" , "times new roman" , serif;">Carry your cameras with extra batteries, memory card, card reader, USB cable etc.</span></li>
<li style="margin: 0px 0px 5px; padding: 0px;"><span style="font-family: "georgia" , "times new roman" , serif;">In case you have an extra battery for your mobile phone it’s a bonus. Else carry your charger!</span></li>
<li style="margin: 0px 0px 5px; padding: 0px;"><span style="font-family: "georgia" , "times new roman" , serif;">You can live tweet via mobile phones as well. Works best especially when/if your laptop dies.</span></li>
</ul>
<span style="font-family: "georgia" , "times new roman" , serif;"><br style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;" /></span>
<span style="font-family: "georgia" , "times new roman" , serif;"><b style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;">3. </b><span class="qlink_container" style="background-color: white; color: #333333; font-family: "palatino linotype" , "palatino" , "palladio" , "urw palladio l" , "book antiqua" , "baskerville" , "bookman old style" , "bitstream charter" , "nimbus roman no9 l" , "garamond" , "apple garamond" , "itc garamond narrow" , "new century schoolbook" , "century schoolbook" , "century schoolbook l" , "georgia" , serif; line-height: 25px; margin: 0px; padding: 0px;"><a class="external_link" href="http://www.socialsamosa.com/2012/12/6-tips-for-using-twitter-hashtags-effectively/" rel="nofollow" style="background-image: url(http://d1vgw4v7ja2ido.cloudfront.net/-d00b84133c0b47df.gif); background-position: 100% 5px; background-repeat: no-repeat no-repeat; color: #19558d; margin: 0px; padding: 0px 12px 0px 0px; text-decoration: initial;" target="_blank"><b style="margin: 0px; padding: 0px;">#HashTags</b></a></span><b style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;"> matter the most!</b></span><br />
<span style="font-family: "georgia" , "times new roman" , serif;"><br style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;" /></span>
<span style="font-family: "georgia" , "times new roman" , serif;"><span style="background-color: white; color: #333333; font-family: "palatino linotype" , "palatino" , "palladio" , "urw palladio l" , "book antiqua" , "baskerville" , "bookman old style" , "bitstream charter" , "nimbus roman no9 l" , "garamond" , "apple garamond" , "itc garamond narrow" , "new century schoolbook" , "century schoolbook" , "century schoolbook l" , "georgia" , serif; line-height: 25px;">This one’s relatively simple and a lot of you might already be doing this. But it’s imperative that you decide what hashtag will suit your brands event and more importantly how easy it is for users to add even if they want to manually.</span><span class="qlink_container" style="background-color: white; color: #333333; font-family: "palatino linotype" , "palatino" , "palladio" , "urw palladio l" , "book antiqua" , "baskerville" , "bookman old style" , "bitstream charter" , "nimbus roman no9 l" , "garamond" , "apple garamond" , "itc garamond narrow" , "new century schoolbook" , "century schoolbook" , "century schoolbook l" , "georgia" , serif; line-height: 25px; margin: 0px; padding: 0px;"><a class="external_link" href="http://www.socialsamosa.com/2012/12/6-tips-for-using-twitter-hashtags-effectively/" rel="nofollow" style="background-image: url(http://d1vgw4v7ja2ido.cloudfront.net/-d00b84133c0b47df.gif); background-position: 100% 5px; background-repeat: no-repeat no-repeat; color: #19558d; margin: 0px; padding: 0px 12px 0px 0px; text-decoration: initial;" target="_blank"> Don’t create overtly long hashtags</a></span><span style="background-color: white; color: #333333; font-family: "palatino linotype" , "palatino" , "palladio" , "urw palladio l" , "book antiqua" , "baskerville" , "bookman old style" , "bitstream charter" , "nimbus roman no9 l" , "garamond" , "apple garamond" , "itc garamond narrow" , "new century schoolbook" , "century schoolbook" , "century schoolbook l" , "georgia" , serif; line-height: 25px;"> that are just confusing or too drab for users to type in if they don’t find it. A lot of them might be using mobile devices to tweet. So realize </span><span class="qlink_container" style="background-color: white; color: #333333; font-family: "palatino linotype" , "palatino" , "palladio" , "urw palladio l" , "book antiqua" , "baskerville" , "bookman old style" , "bitstream charter" , "nimbus roman no9 l" , "garamond" , "apple garamond" , "itc garamond narrow" , "new century schoolbook" , "century schoolbook" , "century schoolbook l" , "georgia" , serif; line-height: 25px; margin: 0px; padding: 0px;"><a class="external_link" href="http://www.socialsamosa.com/2012/05/how-and-why-should-a-brand-use-a-twitter-hashtag/" rel="nofollow" style="background-image: url(http://d1vgw4v7ja2ido.cloudfront.net/-d00b84133c0b47df.gif); background-position: 100% 5px; background-repeat: no-repeat no-repeat; color: #19558d; margin: 0px; padding: 0px 12px 0px 0px; text-decoration: initial;" target="_blank">how important the #hashtag</a></span><span style="background-color: white; color: #333333; font-family: "palatino linotype" , "palatino" , "palladio" , "urw palladio l" , "book antiqua" , "baskerville" , "bookman old style" , "bitstream charter" , "nimbus roman no9 l" , "garamond" , "apple garamond" , "itc garamond narrow" , "new century schoolbook" , "century schoolbook" , "century schoolbook l" , "georgia" , serif; line-height: 25px;"> is especially if they want to search for other conversations and interact with the users, including you.</span></span><br />
<span style="font-family: "georgia" , "times new roman" , serif;"><br style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;" /></span>
<b style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;"><span style="font-family: "georgia" , "times new roman" , serif;">Key Points:</span></b><br />
<ul style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; list-style-image: initial; list-style-position: initial; margin: 0px 0px 0px 1.6em; padding: 0px; text-align: start;">
<li style="margin: 0px 0px 5px; padding: 0px;"><span style="font-family: "georgia" , "times new roman" , serif;">Create a simple hashtag</span></li>
<li style="margin: 0px 0px 5px; padding: 0px;"><span style="font-family: "georgia" , "times new roman" , serif;">Create a hashtag that is easy for your users to type manually</span></li>
<li style="margin: 0px 0px 5px; padding: 0px;"><span style="font-family: "georgia" , "times new roman" , serif;">Create a hashtag that will elicit resonance and more shelf life in general.</span></li>
<li style="margin: 0px 0px 5px; padding: 0px;"><span style="font-family: "georgia" , "times new roman" , serif;">Great idea to include a hashtag that’ll go with the event as well as specific issue / topic.</span></li>
</ul>
<span style="font-family: "georgia" , "times new roman" , serif;"><br style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;" /></span>
<b style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;"><span style="font-family: "georgia" , "times new roman" , serif;">4. GIVE Insights on what the updates mean to your users:</span></b><br />
<span style="font-family: "georgia" , "times new roman" , serif;"><br style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;" /></span>
<span style="font-family: "georgia" , "times new roman" , serif;"><span style="background-color: white; color: #333333; font-family: "palatino linotype" , "palatino" , "palladio" , "urw palladio l" , "book antiqua" , "baskerville" , "bookman old style" , "bitstream charter" , "nimbus roman no9 l" , "garamond" , "apple garamond" , "itc garamond narrow" , "new century schoolbook" , "century schoolbook" , "century schoolbook l" , "georgia" , serif; line-height: 25px;">It’s important to put thought into what tweet goes out and how purposeful they are in the context of the event. It’s very easy to just give updates on what’s happening live, like say a commentary of things that are happening as we speak so to say. But what’s more important is that how well it is impacting the</span><span class="qlink_container" style="background-color: white; color: #333333; font-family: "palatino linotype" , "palatino" , "palladio" , "urw palladio l" , "book antiqua" , "baskerville" , "bookman old style" , "bitstream charter" , "nimbus roman no9 l" , "garamond" , "apple garamond" , "itc garamond narrow" , "new century schoolbook" , "century schoolbook" , "century schoolbook l" , "georgia" , serif; line-height: 25px; margin: 0px; padding: 0px;"><a class="external_link" href="http://www.socialsamosa.com/2011/12/get-your-social-media-communication-right/" rel="nofollow" style="background-image: url(http://d1vgw4v7ja2ido.cloudfront.net/-d00b84133c0b47df.gif); background-position: 100% 5px; background-repeat: no-repeat no-repeat; color: #19558d; margin: 0px; padding: 0px 12px 0px 0px; text-decoration: initial;" target="_blank"> resonance of the communication</a></span><span style="background-color: white; color: #333333; font-family: "palatino linotype" , "palatino" , "palladio" , "urw palladio l" , "book antiqua" , "baskerville" , "bookman old style" , "bitstream charter" , "nimbus roman no9 l" , "garamond" , "apple garamond" , "itc garamond narrow" , "new century schoolbook" , "century schoolbook" , "century schoolbook l" , "georgia" , serif; line-height: 25px;"> that the brand has to do with its users, for its users.</span></span><br />
<span style="font-family: "georgia" , "times new roman" , serif;"><br style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;" /></span>
<span style="background-color: white; color: #333333; font-family: "georgia" , "times new roman" , serif; line-height: 25px;">If I were to be at home and I realize that the updates that are going out via brands are just ‘Things Happening’ at the event then I’d really be put off! RT some interesting tweets by others, give them the credit that they deserve. They’d feel great about it too.</span><br />
<span style="font-family: "georgia" , "times new roman" , serif;"><br style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;" /></span>
<b style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;"><span style="font-family: "georgia" , "times new roman" , serif;">Key Points:</span></b><br />
<ul style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; list-style-image: initial; list-style-position: initial; margin: 0px 0px 0px 1.6em; padding: 0px; text-align: start;">
<li style="margin: 0px 0px 5px; padding: 0px;"><span style="font-family: "georgia" , "times new roman" , serif;">Don’t just live tweet what the speaker is doing / or talking about.</span></li>
<li style="margin: 0px 0px 5px; padding: 0px;"><span style="font-family: "georgia" , "times new roman" , serif;">Talk about what his message is. Reach out to the people with the core message.</span></li>
</ul>
<span style="font-family: "georgia" , "times new roman" , serif;"><br style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;" /></span>
<b style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;"><span style="font-family: "georgia" , "times new roman" , serif;">5. Most Important: Listen. Think. Converse</span></b><br />
<span style="font-family: "georgia" , "times new roman" , serif;"><br style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;" /></span>
<span style="font-family: "georgia" , "times new roman" , serif;"><span style="background-color: white; color: #333333; font-family: "palatino linotype" , "palatino" , "palladio" , "urw palladio l" , "book antiqua" , "baskerville" , "bookman old style" , "bitstream charter" , "nimbus roman no9 l" , "garamond" , "apple garamond" , "itc garamond narrow" , "new century schoolbook" , "century schoolbook" , "century schoolbook l" , "georgia" , serif; line-height: 25px;">Many a times where you are at an event, your first instinct is to BE FAST! TWEET IMMEDIATELY! But hey, resist that urge! Its okay if your tweet doesn’t go out immediately after the Speaker has quoted something. Hold off for a while. Listen to what he/she’s actually trying to say. Understand the core message and then think about how it could be </span><span class="qlink_container" style="background-color: white; color: #333333; font-family: "palatino linotype" , "palatino" , "palladio" , "urw palladio l" , "book antiqua" , "baskerville" , "bookman old style" , "bitstream charter" , "nimbus roman no9 l" , "garamond" , "apple garamond" , "itc garamond narrow" , "new century schoolbook" , "century schoolbook" , "century schoolbook l" , "georgia" , serif; line-height: 25px; margin: 0px; padding: 0px;"><a class="external_link" href="http://www.socialsamosa.com/2012/08/leveraging-creative-properties-on-social-platforms-social-media-handbook-part-2/" rel="nofollow" style="background-image: url(http://d1vgw4v7ja2ido.cloudfront.net/-d00b84133c0b47df.gif); background-position: 100% 5px; background-repeat: no-repeat no-repeat; color: #19558d; margin: 0px; padding: 0px 12px 0px 0px; text-decoration: initial;" target="_blank">creatively put across to make purposeful content</a></span><span style="background-color: white; color: #333333; font-family: "palatino linotype" , "palatino" , "palladio" , "urw palladio l" , "book antiqua" , "baskerville" , "bookman old style" , "bitstream charter" , "nimbus roman no9 l" , "garamond" , "apple garamond" , "itc garamond narrow" , "new century schoolbook" , "century schoolbook" , "century schoolbook l" , "georgia" , serif; line-height: 25px;"> for your users.</span></span><br />
<span style="font-family: "georgia" , "times new roman" , serif;"><br style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;" /></span>
<span style="font-family: "georgia" , "times new roman" , serif;"><span style="background-color: white; color: #333333; font-family: "palatino linotype" , "palatino" , "palladio" , "urw palladio l" , "book antiqua" , "baskerville" , "bookman old style" , "bitstream charter" , "nimbus roman no9 l" , "garamond" , "apple garamond" , "itc garamond narrow" , "new century schoolbook" , "century schoolbook" , "century schoolbook l" , "georgia" , serif; line-height: 25px;">And also, try to figure out if anyone else has already talked about it. Converse with them. Elicit an opinion if possible. Stick to valuable messages and forget the unimportant messages. </span><span class="qlink_container" style="background-color: white; color: #333333; font-family: "palatino linotype" , "palatino" , "palladio" , "urw palladio l" , "book antiqua" , "baskerville" , "bookman old style" , "bitstream charter" , "nimbus roman no9 l" , "garamond" , "apple garamond" , "itc garamond narrow" , "new century schoolbook" , "century schoolbook" , "century schoolbook l" , "georgia" , serif; line-height: 25px; margin: 0px; padding: 0px;"><a class="external_link" href="http://www.socialsamosa.com/2012/09/reasons-for-unfollowing-people-on-twitter-info-graphic/" rel="nofollow" style="background-image: url(http://d1vgw4v7ja2ido.cloudfront.net/-d00b84133c0b47df.gif); background-position: 100% 5px; background-repeat: no-repeat no-repeat; color: #19558d; margin: 0px; padding: 0px 12px 0px 0px; text-decoration: initial;" target="_blank">You don’t need to spam your followers</a></span><span style="background-color: white; color: #333333; font-family: "palatino linotype" , "palatino" , "palladio" , "urw palladio l" , "book antiqua" , "baskerville" , "bookman old style" , "bitstream charter" , "nimbus roman no9 l" , "garamond" , "apple garamond" , "itc garamond narrow" , "new century schoolbook" , "century schoolbook" , "century schoolbook l" , "georgia" , serif; line-height: 25px;">! If there are issues that people are talking about, talk to them, help them find a solution.</span></span><br />
<span style="font-family: "georgia" , "times new roman" , serif;"><br style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;" /></span>
<span style="font-family: "georgia" , "times new roman" , serif;"><span style="background-color: white; color: #333333; font-family: "palatino linotype" , "palatino" , "palladio" , "urw palladio l" , "book antiqua" , "baskerville" , "bookman old style" , "bitstream charter" , "nimbus roman no9 l" , "garamond" , "apple garamond" , "itc garamond narrow" , "new century schoolbook" , "century schoolbook" , "century schoolbook l" , "georgia" , serif; line-height: 25px;">If you think you can go help them personally, go DO that! Imagine this; </span><span class="qlink_container" style="background-color: white; color: #333333; font-family: "palatino linotype" , "palatino" , "palladio" , "urw palladio l" , "book antiqua" , "baskerville" , "bookman old style" , "bitstream charter" , "nimbus roman no9 l" , "garamond" , "apple garamond" , "itc garamond narrow" , "new century schoolbook" , "century schoolbook" , "century schoolbook l" , "georgia" , serif; line-height: 25px; margin: 0px; padding: 0px;"><a class="external_link" href="http://www.socialsamosa.com/2013/02/social-media-and-employee-evangelism/" rel="nofollow" style="background-image: url(http://d1vgw4v7ja2ido.cloudfront.net/-d00b84133c0b47df.gif); background-position: 100% 5px; background-repeat: no-repeat no-repeat; color: #19558d; margin: 0px; padding: 0px 12px 0px 0px; text-decoration: initial;" target="_blank">you being a brand evangelist</a></span><span style="background-color: white; color: #333333; font-family: "palatino linotype" , "palatino" , "palladio" , "urw palladio l" , "book antiqua" , "baskerville" , "bookman old style" , "bitstream charter" , "nimbus roman no9 l" , "garamond" , "apple garamond" , "itc garamond narrow" , "new century schoolbook" , "century schoolbook" , "century schoolbook l" , "georgia" , serif; line-height: 25px;"> are actually getting to help out via response got on twitter at the venue.</span></span><br />
<span style="font-family: "georgia" , "times new roman" , serif;"><br style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;" /></span>
<span style="background-color: white; color: #333333; font-family: "georgia" , "times new roman" , serif; line-height: 25px;">E.g. If people aren’t able to get WiFi, See streaming of videos on the screen in a multi hall event etc. Get the right people from your client end or your team to go help them out. And then respond to them on twitter! This really creates value add to the participating member who by the way also happen to be on twitter… Very good if you interact with the attendees.</span><br />
<span style="font-family: "georgia" , "times new roman" , serif;"><br style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;" /></span>
<b style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;"><span style="font-family: "georgia" , "times new roman" , serif;">6. Google before you Tweet! (Stay away from the itchy trigger finger)</span></b><br />
<span style="font-family: "georgia" , "times new roman" , serif;"><br style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;" /></span>
<span style="background-color: white; color: #333333; font-family: "georgia" , "times new roman" , serif; line-height: 25px;">Again a syndrome caused by hypochondriac behavior that kind of sets in to your mind; no matter how many live tweeting events have you covered! </span><br />
<span style="font-family: "georgia" , "times new roman" , serif;"><br style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;" /></span>
<span style="background-color: white; color: #333333; font-family: "georgia" , "times new roman" , serif; line-height: 25px;">Every tweet has to go out NOW NOW NOW! This is what your mind keeps thinking. The best way to approach it</span><br />
<span style="background-color: white; color: #333333; font-family: "georgia" , "times new roman" , serif; line-height: 25px;">KEEP CALM! TWEET SMART!</span><br />
<span style="font-family: "georgia" , "times new roman" , serif;"><br style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;" /></span>
<span style="font-family: "georgia" , "times new roman" , serif;"><span style="background-color: white; color: #333333; font-family: "palatino linotype" , "palatino" , "palladio" , "urw palladio l" , "book antiqua" , "baskerville" , "bookman old style" , "bitstream charter" , "nimbus roman no9 l" , "garamond" , "apple garamond" , "itc garamond narrow" , "new century schoolbook" , "century schoolbook" , "century schoolbook l" , "georgia" , serif; line-height: 25px;">A lot of times, you may miss out on speaker’s names. If its there on the</span><span class="qlink_container" style="background-color: white; color: #333333; font-family: "palatino linotype" , "palatino" , "palladio" , "urw palladio l" , "book antiqua" , "baskerville" , "bookman old style" , "bitstream charter" , "nimbus roman no9 l" , "garamond" , "apple garamond" , "itc garamond narrow" , "new century schoolbook" , "century schoolbook" , "century schoolbook l" , "georgia" , serif; line-height: 25px; margin: 0px; padding: 0px;"><a class="external_link" href="http://www.socialsamosa.com/2012/07/how-to-generate-website-traffic-using-social-media/" rel="nofollow" style="background-image: url(http://d1vgw4v7ja2ido.cloudfront.net/-d00b84133c0b47df.gif); background-position: 100% 5px; background-repeat: no-repeat no-repeat; color: #19558d; margin: 0px; padding: 0px 12px 0px 0px; text-decoration: initial;" target="_blank"> brand website</a></span><span style="background-color: white; color: #333333; font-family: "palatino linotype" , "palatino" , "palladio" , "urw palladio l" , "book antiqua" , "baskerville" , "bookman old style" , "bitstream charter" , "nimbus roman no9 l" , "garamond" , "apple garamond" , "itc garamond narrow" , "new century schoolbook" , "century schoolbook" , "century schoolbook l" , "georgia" , serif; line-height: 25px;">, go there and refer to it. If you aren’t sure, of who he/she is or have missed listening to the name being announced… ask someone nearby. And if you find his name on the website, Google him up, most likely you’ll get his images!</span></span><br />
<span style="font-family: "georgia" , "times new roman" , serif;"><br style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;" /></span>
<span style="background-color: white; color: #333333; font-family: "georgia" , "times new roman" , serif; line-height: 25px;">If he quotes something, use it. If you aren’t sure what exactly it is, try to find out if it’s there on the web? If you want to state some facts or some data that he/she is using, then use Google before you tweet. Give the appropriate sources / credits.</span><br />
<span style="font-family: "georgia" , "times new roman" , serif;"><br style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;" /></span>
<b style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;"><span style="font-family: "georgia" , "times new roman" , serif;">7. Photos are good! But it’s Live Tweeting & not Live Instagramming!</span></b><br />
<span style="font-family: "georgia" , "times new roman" , serif;"><br style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;" /></span>
<span style="background-color: white; color: #333333; font-family: "georgia" , "times new roman" , serif; line-height: 25px;">General tendencies as a beginner, Twitpic every damn person, photo heck even what food is served at the event or what the chairs or the set up looks like!!! Well, it is okay to tweet the venue at the beginning (maybe to give an idea of what kind of turn out does the event have) but it’s absolutely not OK to just about include a photo in each and every tweet of yours. Be careful that you don’t really make it a habit.</span><br />
<span style="font-family: "georgia" , "times new roman" , serif;"><br style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;" /></span>
<b style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;"><span style="font-family: "georgia" , "times new roman" , serif;">8. Look for Foursquare Check-Ins</span></b><br />
<span style="font-family: "georgia" , "times new roman" , serif;"><br style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;" /></span>
<span style="background-color: white; color: #333333; font-family: "georgia" , "times new roman" , serif; line-height: 25px;">Great way to respond to users on twitter who’ve checked in. Good way to start conversations with the people who’ve come to attend. Of course it’s imperative that you go beyond just welcoming them. It’s great if you continue the conversation thread as much as possible. But most importantly make that connection with them. Let them actually be dazzled, out of the blue especially after they’ve checked in and are caught unaware! WOW them!</span><br />
<span style="font-family: "georgia" , "times new roman" , serif;"><br style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;" /></span>
<span style="font-family: "georgia" , "times new roman" , serif;"><b style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;">9. Tweetdeck / </b><span class="qlink_container" style="background-color: white; color: #333333; font-family: "palatino linotype" , "palatino" , "palladio" , "urw palladio l" , "book antiqua" , "baskerville" , "bookman old style" , "bitstream charter" , "nimbus roman no9 l" , "garamond" , "apple garamond" , "itc garamond narrow" , "new century schoolbook" , "century schoolbook" , "century schoolbook l" , "georgia" , serif; line-height: 25px; margin: 0px; padding: 0px;"><a class="external_link" data-tooltip="attached" href="http://commun.it/" rel="nofollow" style="background-image: url(http://d1vgw4v7ja2ido.cloudfront.net/-d00b84133c0b47df.gif); background-position: 100% 5px; background-repeat: no-repeat no-repeat; color: #19558d; margin: 0px; padding: 0px 12px 0px 0px; text-decoration: initial;" target="_blank"><b style="margin: 0px; padding: 0px;">Commun.it</b> </a></span><span style="background-color: white; color: #333333; font-family: "palatino linotype" , "palatino" , "palladio" , "urw palladio l" , "book antiqua" , "baskerville" , "bookman old style" , "bitstream charter" , "nimbus roman no9 l" , "garamond" , "apple garamond" , "itc garamond narrow" , "new century schoolbook" , "century schoolbook" , "century schoolbook l" , "georgia" , serif; line-height: 25px;">- Tools that really help!</span></span><br />
<span style="font-family: "georgia" , "times new roman" , serif;"><br style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;" /></span>
<span style="background-color: white; color: #333333; font-family: "georgia" , "times new roman" , serif; line-height: 25px;">One of the key elements in this event is that there are a bunch of things you would have to keep a track of. For example</span><br />
<span style="font-family: "georgia" , "times new roman" , serif;"><br style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;" /></span>
<span style="background-color: white; color: #333333; font-family: "georgia" , "times new roman" , serif; line-height: 25px;">1. Search strings on what people are conversing.</span><br />
<span style="background-color: white; color: #333333; font-family: "georgia" , "times new roman" , serif; line-height: 25px;">2. Search for your brands @handle or @mentions essentially.</span><br />
<span style="font-family: "georgia" , "times new roman" , serif;"><span style="background-color: white; color: #333333; font-family: "palatino linotype" , "palatino" , "palladio" , "urw palladio l" , "book antiqua" , "baskerville" , "bookman old style" , "bitstream charter" , "nimbus roman no9 l" , "garamond" , "apple garamond" , "itc garamond narrow" , "new century schoolbook" , "century schoolbook" , "century schoolbook l" , "georgia" , serif; line-height: 25px;">3. </span><span class="qlink_container" style="background-color: white; color: #333333; font-family: "palatino linotype" , "palatino" , "palladio" , "urw palladio l" , "book antiqua" , "baskerville" , "bookman old style" , "bitstream charter" , "nimbus roman no9 l" , "garamond" , "apple garamond" , "itc garamond narrow" , "new century schoolbook" , "century schoolbook" , "century schoolbook l" , "georgia" , serif; line-height: 25px; margin: 0px; padding: 0px;"><a class="external_link" href="http://www.socialsamosa.com/2012/10/how-to-stay-relevant-on-social-media/" rel="nofollow" style="background-image: url(http://d1vgw4v7ja2ido.cloudfront.net/-d00b84133c0b47df.gif); background-position: 100% 5px; background-repeat: no-repeat no-repeat; color: #19558d; margin: 0px; padding: 0px 12px 0px 0px; text-decoration: initial;" target="_blank">Search for relevant</a></span><span style="background-color: white; color: #333333; font-family: "palatino linotype" , "palatino" , "palladio" , "urw palladio l" , "book antiqua" , "baskerville" , "bookman old style" , "bitstream charter" , "nimbus roman no9 l" , "garamond" , "apple garamond" , "itc garamond narrow" , "new century schoolbook" , "century schoolbook" , "century schoolbook l" , "georgia" , serif; line-height: 25px;"> keywords that people are tweeting esp. where they may have forgotten to add hashtag.</span></span><br />
<span style="background-color: white; color: #333333; font-family: "georgia" , "times new roman" , serif; line-height: 25px;">4. List of people who already are attending the event.</span><br />
<span style="background-color: white; color: #333333; font-family: "georgia" , "times new roman" , serif; line-height: 25px;">5. List of your influencers who are from this field and probably are following the event.</span><br />
<span style="font-family: "georgia" , "times new roman" , serif;"><br style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;" /></span>
<span style="font-family: "georgia" , "times new roman" , serif;"><span style="background-color: white; color: #333333; font-family: "palatino linotype" , "palatino" , "palladio" , "urw palladio l" , "book antiqua" , "baskerville" , "bookman old style" , "bitstream charter" , "nimbus roman no9 l" , "garamond" , "apple garamond" , "itc garamond narrow" , "new century schoolbook" , "century schoolbook" , "century schoolbook l" , "georgia" , serif; line-height: 25px;">It becomes easier if you use tools like Tweetdeck or </span><span class="qlink_container" style="background-color: white; color: #333333; font-family: "palatino linotype" , "palatino" , "palladio" , "urw palladio l" , "book antiqua" , "baskerville" , "bookman old style" , "bitstream charter" , "nimbus roman no9 l" , "garamond" , "apple garamond" , "itc garamond narrow" , "new century schoolbook" , "century schoolbook" , "century schoolbook l" , "georgia" , serif; line-height: 25px; margin: 0px; padding: 0px;"><a class="external_link" href="http://commun.it/" rel="nofollow" style="background-image: url(http://d1vgw4v7ja2ido.cloudfront.net/-d00b84133c0b47df.gif); background-position: 100% 5px; background-repeat: no-repeat no-repeat; color: #19558d; margin: 0px; padding: 0px 12px 0px 0px; text-decoration: initial;" target="_blank">Commun.it</a></span><span style="background-color: white; color: #333333; font-family: "palatino linotype" , "palatino" , "palladio" , "urw palladio l" , "book antiqua" , "baskerville" , "bookman old style" , "bitstream charter" , "nimbus roman no9 l" , "garamond" , "apple garamond" , "itc garamond narrow" , "new century schoolbook" , "century schoolbook" , "century schoolbook l" , "georgia" , serif; line-height: 25px;"> to track all these conversations and of course interact / converse / RT them.</span></span><br />
<span style="font-family: "georgia" , "times new roman" , serif;"><br style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;" /></span>
<b style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;"><span style="font-family: "georgia" , "times new roman" , serif;">10. Post Event follow-up!</span></b><br />
<span style="font-family: "georgia" , "times new roman" , serif;"><br style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;" /></span>
<span style="background-color: white; color: #333333; font-family: "georgia" , "times new roman" , serif; line-height: 25px;">Ensure that your post event follow up is good. In fact start thinking about the</span><br />
<span style="font-family: "georgia" , "times new roman" , serif;"><br style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;" /></span>
<span style="background-color: white; color: #333333; font-family: "georgia" , "times new roman" , serif; line-height: 25px;">Post event follow-up right at the mid way through the event. Try to get insights / feedback from users at the event or from your twitter. Some testimonials or feedback of things that could have been better would be great value add for your product / brand or the event itself.</span><br />
<span style="font-family: "georgia" , "times new roman" , serif;"><br style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;" /></span>
<span style="background-color: white; color: #333333; font-family: "georgia" , "times new roman" , serif; line-height: 25px;">It always helps to take a dipstick when you’re half way through the event. If possible DM your new followers who followed you at the event. See if you can get a sound byte or some quotes from them about the event and what they liked / what could be better.</span><br />
<span style="font-family: "georgia" , "times new roman" , serif;"><br style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;" /></span>
<b style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;"><span style="font-family: "georgia" , "times new roman" , serif;">Key Points</span></b><br />
<ul style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; list-style-image: initial; list-style-position: initial; margin: 0px 0px 0px 1.6em; padding: 0px; text-align: start;">
<li style="margin: 0px 0px 5px; padding: 0px;"><span style="font-family: "georgia" , "times new roman" , serif;">Summarize happenings of the event</span></li>
<li style="margin: 0px 0px 5px; padding: 0px;"><span style="font-family: "georgia" , "times new roman" , serif;">Get quotes / bytes from event participants</span></li>
<li style="margin: 0px 0px 5px; padding: 0px;"><span style="font-family: "georgia" , "times new roman" , serif;">Write a Blog summarizing and giving insights about the day that panned out!</span></li>
</ul>
<span style="font-family: "georgia" , "times new roman" , serif;"><br style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;" /></span>
<span style="background-color: white; color: #333333; font-family: "georgia" , "times new roman" , serif; line-height: 25px;">Overall it is important that when you look at live tweeting, you put yourself in the shoes of ‘Event participant, Users who could not attend the event, or followers / people who are your target audience and want more insights about the event / brand. I’m sure there are few more pointers that some of you could share based on your experiences too!</span><br />
<span style="font-family: "georgia" , "times new roman" , serif;"><br style="background-color: white; color: #333333; font-family: 'Palatino Linotype', Palatino, Palladio, 'URW Palladio L', 'Book Antiqua', Baskerville, 'Bookman Old Style', 'Bitstream Charter', 'Nimbus Roman No9 L', Garamond, 'Apple Garamond', 'ITC Garamond Narrow', 'New Century Schoolbook', 'Century Schoolbook', 'Century Schoolbook L', Georgia, serif; line-height: 25px; margin: 0px; padding: 0px; text-align: start;" /></span>
<span style="background-color: white; color: #333333; font-family: "georgia" , "times new roman" , serif; line-height: 25px;">Do let me know what they are? Could be great to add them up as well! What say?</span><br />
<span style="background-color: white; color: #333333; font-family: "georgia" , "times new roman" , serif; line-height: 25px;"><br /></span>
<span style="background-color: white; color: #333333; font-family: "georgia" , "times new roman" , serif; line-height: 25px;"><span style="color: black; line-height: 18.48px;"><i>Srinivas has been a</i></span><span style="color: black; line-height: 18.48px;"><i> communications professional for over 10 years, and has been blogging since 2005. He has worked with the likes of Social Wavelength, now Mirum India, (A JWT Group Company) for four years and now Heads Learning and Development & Analytics at <a href="http://www.socialkinnect.com/" target="_blank">Social Kinnect: A Digital Marketing Agency in Mumbai</a>. His passion for Advertising, Creativity, Social & Digital Marketing helps make a difference for the brands they work with. </i></span></span></div>
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Srinivas Kulkarnihttp://www.blogger.com/profile/00059508204670322497noreply@blogger.com0tag:blogger.com,1999:blog-13933355.post-25023541499215226362013-02-05T20:50:00.002+05:302016-06-01T12:24:18.141+05:30Why do we need to 'Engage?'<div dir="ltr" style="text-align: left;" trbidi="on">
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<span style="background-color: white; color: #333333; font-family: "georgia" , "times new roman" , serif; line-height: 25px;">Everyone today talks about how initiatives on their Social Platforms need to engage with the users and their audience! But has any one asked this question to themselves as to,</span></div>
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<span npdkey="hct6ro2m0.k8f69pfwae4p9zfr" style="font-family: "georgia" , "times new roman" , serif; font-weight: bold; margin: 0px; padding: 0px;">'Why do we need to engage?'</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;"><span npdkey="hct6rrnv0.5imhbvn0lbz6ko6r" style="font-weight: bold; margin: 0px; padding: 0px;"></span><span npdkey="hct6rqcs0.ztgypnhml9zzolxr" style="margin: 0px; padding: 0px;">What's the reason behind that 'engagement' as we like to call it. Now we've been talking about long term / short term engagements which are primarily just a way of ensuring that you or your brand gets those 'eyeballs' or 'numbers' and our clients are 'happy.'</span></span></div>
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<span npdkey="hct6ttln0.vb1g4joryu7q4cxr" style="font-family: "georgia" , "times new roman" , serif; margin: 0px; padding: 0px;">How many times do we really give a thought to what we really are doing when we are talking about 'Social Media Engagement.' for your brands or for that matter yourself. </span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">A very difficult question, but a very simple answer!</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Don't just 'Do Facebook, Do Twitter, Do LinkedIn, Do Blog' In fact don't even believe in the ever so popular mnemonic and brand recall 'Just Do It.' No offence Nike...</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">What's important is for us to know, 'Why are we 'Doing Facebook, Doing Twitter, Doing LinkedIn...' </span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Heck, I think we shouldn't DO ANYTHING.... Don't Do Facebook, Don't Do Twitter or Don't Do LinkedIn if you have to really see business value...</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Just those numbers or those eyeballs or the direct sales that you see don't mean anything. What matters at the end of the day is, what kind of value is it adding to your ONE CUSTOMER, that ONE CUSTOMER that you really and I mean really engaged with! If the answer to that question is positive and a satisfactory and that which adds REAL VALUE to his life, then you can sleep peacefully that night...</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">That's my belief. What about you?</span><br />
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<span style="background-color: white; color: black; font-family: georgia, 'times new roman', serif; line-height: 18.48px;"><i>Srinivas has been a</i></span><span style="background-color: white; color: black; font-family: georgia, 'times new roman', serif; line-height: 18.48px;"><i> communications professional for over 10 years, and has been blogging since 2005. He has worked with the likes of Social Wavelength, now Mirum India, (A JWT Group Company) for four years and now Heads Learning and Development & Analytics at <a href="http://www.socialkinnect.com/" target="_blank">Social Kinnect: A Digital Marketing Agency in Mumbai</a>. His passion for Advertising, Creativity, Social & Digital Marketing helps make a difference for the brands they work with. </i></span></div>
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Srinivas Kulkarnihttp://www.blogger.com/profile/00059508204670322497noreply@blogger.com0tag:blogger.com,1999:blog-13933355.post-73326500848845333592013-02-01T16:58:00.001+05:302022-01-16T13:15:39.970+05:30Best ways to promote and run a successful blog<div dir="ltr" style="text-align: left;" trbidi="on">
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<span style="font-family: "georgia" , "times new roman" , serif;">Original Article as a <a href="http://www.sociofi.com/blog/best-ways-to-promote-run-a-successful-blog/" target="_blank">guest-blog</a> for <a href="http://www.sociofi.com/" target="_blank">SocioFi.- Apps Made Easy</a></span></div>
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<span style="background-color: white; color: #35383d; line-height: 19px;"><span style="font-family: "georgia" , "times new roman" , serif;">I’ve been blogging for around 8 years with two blogs and I can share those experiences with you.</span></span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">I believe these experiences that I’ve encountered for almost a decade will pretty much help you to promote and run a successful blog for sure.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Below mentioned are my two blogs</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;"><a href="http://www.srinistuff.com/" style="border: 0px none; color: #0099cc; margin: 0px; padding: 0px; text-decoration: initial;">Travel Tales…</a> - My travel blog</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;"><a href="http://www.srinistuff.in/" style="border: 0px none; color: #0099cc; margin: 0px; padding: 0px; text-decoration: initial;">Srini’s Stuff</a> - My Personal Blog mainly focusing on Social Media and technology</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Blogging originally was primarily to maintain web logs of your activities and used essentially by coders and designers who knew HTML and coding to keep a log of their activities on the web log in order to keep a diary of sorts about their activities.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">But we all know how that has witnessed a great change over the last decade and how the connection economy has flourished to such an extent that someone like a Seth Godin promotes runs and in fact maintains a daily blog without even having such a wide and active presence on Social Media.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">That’s another fact that his streams jump in via widgets on his blog and that he’s a famous author and a successful entrepreneur. But the crux of the matter here is that with a consistent approach towards ensuring your digital efforts is what makes it or breaks it to run a successful blog.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Here are my pointers to ensure that your Blog works out well <img alt=":)" class="wp-smiley" src="http://www.sociofi.com/blog/wp-includes/images/smilies/icon_smile.gif" style="border: medium none; margin: 0px; max-width: 100%; padding: 0px; text-align: center;" /> Rest is up to you on how you go about executing the ‘plan’ and ‘strategy’ to ensure this happens for sure. I’d like to break it down in <b style="margin: 0px; padding: 0px;">Two Parts</b></span></div>
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<span style="color: red; margin: 0px; padding: 0px;"><b style="margin: 0px; padding: 0px;"><span style="font-family: "georgia" , "times new roman" , serif;">Part 1 – Content Creation</span></b></span></div>
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<b style="margin: 0px; padding: 0px;"><span style="font-family: "georgia" , "times new roman" , serif;">1. Story Telling</span></b></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">One of the most important aspects of Blogging or for that matter any form of content creation in today’s world is to ensure that your blog content has a short, sweet and a flow oriented story telling approach. That’s the best way one can ensure you garner more readers. Have you watched Marley and Me? Confessions of a Shopaholic? Julie and Julia? Why do you think the readers related to the bloggers/writers well in those movies? Story telling was one primary reason.</span></div>
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<b style="margin: 0px; padding: 0px;"><span style="font-family: "georgia" , "times new roman" , serif;">2. Focus on Visuals</span></b></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Visuals on your blog are the key elements. Everybody of course loves content, but if you add a bit of visuals on the side which make content consumption easier, then your job is half done. Also, your SEO, and indexing becomes a lot stronger if you add relevant tags to the images. I’ve had a spike of 1000 hits on one particular day only because of contextual tagging on one image that was No. 1 for that search on that particular day on Google.</span></div>
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<b style="margin: 0px; padding: 0px;"><span style="font-family: "georgia" , "times new roman" , serif;">3. Thought provoking/invoking</span></b></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Does your content make your reader think? Does it give them an opportunity to relate to what you are saying?</span></div>
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<b style="margin: 0px; padding: 0px;"><span style="font-family: "georgia" , "times new roman" , serif;">4. Formatting and Design</span></b></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Now isn’t that the most important element of whatever you do in life? Steve Jobs and Apple is the best example of this attribute. After all the best presentation always strikes a chord with the readers. Uncluttered designs resonate well with most audiences.</span></div>
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<b style="margin: 0px; padding: 0px;"><span style="font-family: "georgia" , "times new roman" , serif;">5. Building a niche</span></b></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Ensure that the content you create is strictly resonant with your specific target audience. Try to provide a unique form / unique content and unique way of creating and telling your story, one that other ‘blogs don’t focus on. Build on that niche. It’s not important that many people read your blog, but many ‘important people’ read your blog and recommend it to many others.</span></div>
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<b style="margin: 0px; padding: 0px;"><span style="font-family: "georgia" , "times new roman" , serif;">6. Be Consistent</span></b></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Keep at it. Try focusing on a long term strategy and create architecture for your blog. Define your tone of voice, author profile and generally layer out how your blog should sound like. Try to tell stories as often as you can, but not so often that readers stop waiting for that next blog or lose interest in your blog. Also, it’s easier to be consistent if your blog is crisp, to the point and more importantly something that relates with the target audience.</span></div>
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<span style="color: red; margin: 0px; padding: 0px;"><b style="margin: 0px; padding: 0px;"><span style="font-family: "georgia" , "times new roman" , serif;">Part 2 – Content Promotion</span></b></span></div>
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<b style="margin: 0px; padding: 0px;"><span style="font-family: "georgia" , "times new roman" , serif;">1. Promotion isn’t SPAMMING</span></b></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">If you understand this thumb rule, you’ll be doing everyone around and yourself a big big favor. One of the most common mistakes that people do while taking this job on! They end up sending email invites to any lay person without understanding if he/she could actually relate to their blog or for that matter even care to read that content. Be smart; find the right audience, right forum, and right tools to reach out to your audience.</span></div>
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<b style="margin: 0px; padding: 0px;"><span style="font-family: "georgia" , "times new roman" , serif;">2. Converse with People</span></b></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Very important aspect of promotion and marketing that people don’t tend to pay much attention to. Before you converse though, one needs to listen! So listen to what people are talking about. i.e. look for conversations in forums, twitter, web and everywhere else. Once you get a conversation, and then engage with those users. Don’t PROMOTE OR PLUG your blog immediately. Start conversing and IF IT FITS the context, and then subtly tell them about your blog.</span></div>
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<b style="margin: 0px; padding: 0px;"><span style="font-family: "georgia" , "times new roman" , serif;">3. Community Management</span></b></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Create communities, empower people to join your groups and communities. Join other relevant communities on digital/social media. If there is an opportunity tie up/ partner with relevant brands, bloggers, influencers who can give you a wider platform to talk to new people and tell them about your ‘Blog’ Try finding relevant ‘Blog’ communities.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">You can join communities on LinkedIn, Quora, Facebook, Web forums. You can also try sponsoring physical events</span></div>
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<b style="margin: 0px; padding: 0px;"><span style="font-family: "georgia" , "times new roman" , serif;">4. Active Social Presence</span></b></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Ensure that your Blog has a Social Identity and an active social presence. This is quite a given and an age old technique. Agreed that you don’t necessarily need to spread yourself too thin, but ensure that your blog is up on relevant social networks and that it’ll give you more opportunity to manage assets and create more communities and grow your circle of social influence. Try <b style="margin: 0px; padding: 0px;">Social Bookmarking</b> as well. Using @Blogger for your blog is the best choice you’ve made, now flourish that with a further presence on Google+. Helps index your blog on Google searches to a certain extent. Also posting frequently on Google+ having conversations there would help you even more. <img alt=":)" class="wp-smiley" src="http://www.sociofi.com/blog/wp-includes/images/smilies/icon_smile.gif" style="border: medium none; margin: 0px; max-width: 100%; padding: 0px; text-align: center;" /></span></div>
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<b style="margin: 0px; padding: 0px;"><span style="font-family: "georgia" , "times new roman" , serif;">5. Media Buying and Planning</span></b></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">Of course, once you’ve done with organic routes to be able to reach out, try various media buying tools; advertising options i.e. Facebook Advertising, Google Ad words and sites like Outbrain.com Outbrain is quite an interesting product in itself. It has a good reach and has great reviews for its greater reach and presence across bigger blogger networks in terms of contextual advertising.</span></div>
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<span style="font-family: "georgia" , "times new roman" , serif;">These are some of my inputs, hope they help. If anyone else has more insights, would love to hear from you guys. What say?</span><br />
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</span> <span style="font-family: "georgia" , "times new roman" , serif;"><span style="background-color: white; line-height: 18.48px;"><i>Srinivas has been a</i></span><span style="background-color: white; line-height: 18.48px;"><i> communications
professional for over 15 years. He has worked with and built India's
largest digital agencies from the ground up and been part of their
acquistion journey. Social Wavelegnth (now Mirum, part of the WPP group)
and Kinnect, now part of the Interpublic Group (IPG). He's also been a public speaker, keynote speaker at various large panels/events of the likes of BBC Knowledge Summit, Blockchain Summit Bangalore. And has been a guest lecturer at IIM, Symbiosis, Indian Institute of Digital Education.<br /></i></span></span></span></div><div style="background-color: white; color: #35383d; line-height: 19px; margin-bottom: 5px; margin-top: 5px; padding: 5px 0px; text-align: justify;"><span style="font-family: "georgia" , "times new roman" , serif;"><span style="font-family: "georgia" , "times new roman" , serif;"><span style="background-color: white; line-height: 18.48px;"><i><span style="font-family: "georgia" , "times new roman" , serif;"><span style="background-color: white; line-height: 18.48px;"><i>He has been blogging since 2005. </i></span></span>And also been author at various publications, that include Startup India by ZDNet, Social Samosa, Lighthouse Insights. His passion for Writing, Advertising, Creativity, Digital, Blockchain and Future Tech is what drives him each day.</i></span></span></span></div>
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Srinivas Kulkarnihttp://www.blogger.com/profile/00059508204670322497noreply@blogger.com0