Tag Archives: Media

Social Media Marketing Triads – Slide-deck

I just converted my Social Media Marketing Triad post into a slide-deck and put it on Slideshare. Even before I knew what was happening it has found its way to the home page and into featured posts.
Thought I will share it here:

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2009 Trend # 4 – Social Media for Marketing, focus on RoI

In my India Social Media Trends 2009 series, here’s the # 4 thought, in no order of priority.
Even as corporate blogging remains amongst the most hyped up phrases, it’s really blogs & social media adoption for marketing, from simple (and yet most powerful) listening to pro-active engagement that’s catching on. This year…
Expect Social Media adoption by marketers to go mainstream; focus on RoI.
I had recently written this post sharing why I thought social media is going to be a large beneficiary of an enhanced focus on online media, in wake of the economic slowdown and a clear influence on purchase decisions.
On the other hand, I expect adoption of corporate blogging to remain slow.
What could the organizations/ marketers be doing? Let me cheat a little and paste questions we recently asked marketers in the recently concluded “India Social Media Survey, Brands and Corporates” Edition 1
Question: If you are presently engaged in any social media activity on behalf of your brand/ organisation, please specify (you can select as many)
1. We have a company blog (include internal blog too).
2. Our website has interactive web 2.0 functionality allowing interactions through comments; syndication through email/ RSS ; podcasts; voting tools etc.
3. We track what stakeholders are saying about our brand/ organization on blogs & consumer rating/comment sites.
4. We regularly engage in blogger outreach progamme.
5. We comment on blogs & social networking sites whenever our brand/ organization is mentioned.
6. We upload photos & vides on sites like Flickr, YouTube.
7. We have presence on social networking sites like Orkut, Facebook, Big Adda etc. in form of communities/ applications.
8. We have a branded community of our own.
9. We participate actively on micro-blogging platforms – example Twitter.com
10. We use mobile marketing programmes to reach customers
11. We invite consumer participation in product creation through online research and ground engagement
12.Others, please specify
One of the key concerns surrounding social media adoption/ evaluation has been RoI. With a sharp focus on value, thanks to the slowdown, combined with better tools 1, 2, 3 to track/ measure, the focus this year is also going to be on measurement/ trying to evolve an acceptable matrix.
In the same survey, we asked:
What in your opinion would be top matrix to evaluate success of a social media programme? Choose up to 3 that you think are most important for you.
a. Registrations on website/ communities
b. Number of touch points with the consumer
c. Volume of user generated content
d. Increased number of participants
e. Increased stakeholder participation
f. Mention of brand/ organization in stakeholder conversations
g. Share of voice brand/ organization enjoys in comparison to chosen competition
h. Focus that the brand enjoys in social media conversations
i. Positive tone of comments, feedback, links, reviews, forwards etc.
j. Connections & conversations established with stakeholders
k. Impact in mainstream media
l. Impact on brand awareness
m. Impact on trust & transparency ratings
n. Impact on sales
o. Impact on product & service creation/ after sales service
p. Support during crisis/ adversity
q. Other – please specify
I will keep you updated about what the preferred parameters for marketers are, once the survey results are out.

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2009 Trend #3 -Blogs become second skin, for mainstream media

In my India Social Media Trends 2009 series, here’s the # 3 thought, in no order of priority.
Blogs become second skin, for mainstream media.
But first, let’s just take a look back to understand the context:
Newsy blogs consisting individuals, or small teams, with no or little editorial hierarchies and baggage; equipped by sites hosted on friendly content management systems that allowed publishing on the go; a will to work long hours, even without monetary considerations; willingness to link freely (many times also adopting to brazen plagiarism from mainstream media) meant that blogs could come-up with/ aggregate meaningful content, very fast.
Given that they were hosted on Web 2.0 platforms, conversations through comments were already built-in, traction and loyalty grew.
On the other hand, some journalist pioneers were beginning to use blogs to connect with stakeholders – validate facts, seed stories, research ideas, publish stories that didn’t meet editorial mandates of respective publications and more…readers were able to relate better with faces that interacted with them rather than faceless bylines.
Some bloggers developed strong communities of their own and were approached/ approached mainstream media to publish columns etc.
It was just a matter of time before the media-houses adopted blogs themselves. What was a random case, or two, until even a year seems to be gathering momentum.
Sample these:

  1. IBNLive
  2. Livemint
  3. HindustanTimes
  4. Cosmopolitan

This year…

  1. Expect most mainstream media to start blogs bringing director’s cut of news, building conversations.
  2. Expect many of them to create touch points at places other than their own domain names (many, like LiveMint and DNA are already on Twitter
  3. Expect more-and-more journalists to start blogging.

How long, before blogs start to deliver more eye-balls (and conversations) than the formal news items?
UPDATE 05 February 2009: A couple of weeks ago, Vir Sanghi, arguably the most powerful editor-journalist-columnist in India and certainly amongst the best read writers, launched VirSanghvi.com. I was thrilled to see it, not only because I love to read Vir’s food writings, but also because this is what I have been saying is clearly the sign of things to come.

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Making Money via a Blog

Professional blogging and/ or how to make money through blogs are questions that I am asked often. However, most people tend to simply associate making money via blogs to advertising. From where I look at it though, significant or even reasonable amounts of money from writing a blog are for a privileged few who dedicate a considerable amount of time & energy to writing their blogs and cover strong niche/s.
Not all bloggers (or those who write blogs along) are equal…but money can come in many different ways. Also let’s not forget that for ‘many’ earning money may just be a byproduct, or not even a consideration – showcasing thought leadership, seeding & engaging a community, or plain expression might be the simple motives.
Here are a few that come to mind:

  1. Advertising – like I said earlier, this is for a privileged few who have the numbers & the authority to get ad revenues. Though in some categories numbers don’t really play a role – example: a top scientist blogging to reach only a select peer group – different matter altogether that s/he may not take ads but a top scientific research company may want to post a job hoping to reach this blog’s elite readership.
    The hugely popular Digital Inspiration by Amit Agarwal, professional blogger, a term that, to me signifies someone for whom writing the blog is his/ her primary career engagement. DI is a good example of a blog making good money through advertising, amongst others – writing assignments, content syndication, speaking assignments, workshops, insights & focus groups etc.
  2. Consulting – For people like Dina Mehta, Gautam Ghosh, me and others who either have consulting practices or do freelance consultancy and also write blogs for knowledge sharing and as a showcase for thought leadership, the blog becomes the primary outreach tool and consulting assignments and workshops would often happen because a prospect read the blog, liked what s/he read, and the writer/ team got a project.
  3. Research & Insights – Increasingly writers who are able to showcase authority and thought leadership in their domain are being sought out by organizations and companies for research and insights. I have been a part of a few such projects and while money is a small part of why one may do it – learnings drawn from views of other participants being the key reason for many – instances like this are clearly on the rise. The Insight Community is an example of site that facilitates such research.
  4. Media Contributions – Many blog writers are now being sought by mainstream media as columnists or being invited to contribute regularly. Amit Varma, is a prominent example amongst others; Meenakshi, of The Compulsive Confessor has published her first book.
  5. Micro Publishing – A little different from being a professional blogger, micro-publishing entrepreneurs like Medianama, VC Circle, WAT Blog are seeding publishing empires – maybe small now but will hopefully be big someday – with multiple revenue streams – advertising, commissioned research, events and more.

Just some ways to make money via a blog. Which others come to your mind? Don’t tell me about ‘Pay Per Post’ – that’s not a way that I endorse 🙂
Keep writing.

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Go Black – a call for all Indian Media

I want to keep this really simple, direct and actionable.
Here is a call for all Indian media – Newspapers, TV Channels, Magazines, Blogs – everyone.
What stops us from putting a Black Band on mastheads of our respective newspapers, magazines, channels, blogs…until we see some conclusive plan from the government on how it plans to ensure security for all of India’s citizens?
Let’s do this together and tell the powers that be that the people of this nation are not going to take crap anymore.
Let’s spread the word within the fraternity to make the government answer.
UPDATE : Yes, also your page background on Twitter too.
UPDATE: Here’s the banner with Black – unfortunately, the idea didn’t find any takers.

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