Archive for the ‘strategy & communications 2.5’ category

Tiny links and multiple lives

March 17th, 2009

Compressed communications

The first time I heard about Tiny URL some moons ago, I laughed. I couldn’t understand why someone would take the pain of creating a programme that apparently serves no purpose. But then eventually when I started Twittering more often than I did a few months back, I realized what a boon it is. But the thought of someone making a living making words (OK, links) tinier is way weird, when you come to think of it. As I explore social media tools more, I find myself slaving to communicate in 140 characters or less and find increasingly that the world is rules by the power of the link!!! I suppose this is no different than how people in a bygone era got a high using applications like WinZip of StuffIt that allowed files to compress and fit into a “floppy disk”. I am struggling to even remember how it looked like- the floppy disk, I mean!! In a world that is ruled by communicating in the shortest possible phrase, and one where prepositions and conjunctions are almost defunct…I dnt no whts coming nxt but’ll b intrstng 2 c!!

Getting a (second) life…

 

At a recent talk I gave on using social media for effective communications, one of the participants asked me if I could share how they could use Second Life to position their brand. While waxed eloquent about this 3-D virtual world created online by its users who buy land, build houses, go to parties, and otherwise “live” a virtual life, it set me thinking. When you join Second Life (http://www.secondlife.com), the first thing you do is create an avatar, your personal virtual representation. Not too different than a “Tiny Url” really. I don’t have an avatar and the first time I meandered around the Second Life labyrinth along with a friend who had one, I must admit I couldnt figure the head or tail of what one is supposed to do there. I mean, when I am such a poor shopper in real life, why would I want my avatar to buy stuff online? And I definitely wasn’t interested in seeing a virtual art gallery or go on a virtual picnic, when I could have so much fun doing it in real life feeling the sun on my back and a group of chattering kids around me.

But what I realized was that chatting up with “art critics” on Second Life was much less overbearing than one has to go through with nose-up-in-the air types, who make no sense whatsoever in their critique of art, at least to me. I am warming up to the thought that I could find fellow social entrepreneurs and social media officianados like me with whom I can have a discussion without moving out of my house. Maybe its time to create an avatar. Besides, Philip Rosedale is really cute!! J

(blog) camping notes

March 8th, 2009

This weekend was especially productive. I was speaking at the Delhi blog camp (http://wiki.ibnms.com/BlogCampDelhi2) organized by the Indian Blog and New Media Society (IBNMS) on how organizations, individuals and institutions can create an effective brand campaign using new media, taking up case studies and examples that have yielded commercial results for the organizations that chose to run them. It was a mixed group and frankly, way more lovely and participative that I had hoped it to be. I had expected a bunch of “whacko” techies, students and perhaps a smattering of communications professionals, who are realizing more and more that their inability to understand these new media for effective communications will make them obsolete very soon. But I was surprised to find professors, senior representatives from government establishments as well as established marketers, agencies, photographers, and journalists in addition to bloggers of many hues that just goes to prove that we are at the cusp of a new wave of marketing.

The debate and discussion was thought provoking and I learnt a few lessons in the process as well. I was excited to meet with a bunch of smart techies, who in addition to their day job ran free-to-subscribe portals like www.troublefixers.com that advised people with issues in their hardware, providing real-time solutions and trouble-fixing tips. I was intrigued by their business model that relies primarily on ad revenue right now, but perhaps needs a rethink to ensure sustainability.

It was a also a pleasant surprise to see that the book “Corporate Blogging in India” in its hard paperback version. I recall having several discussions with its author last year on the status of corporate blogging, trends that I predict, etc. Never realized they will all end up in the book. Makes for an interesting read, even if it is to give one a sense of how corporates are viewing the blogosphere!!

Throwing sheep and some others….

March 3rd, 2009

I am halfway through reading this book written by my friend Soumitra Dutta and his associate Matthew Fraser- “Throwing Sheep in the Boardroom”. I have been generally cynical of books written on some current trends proclaiming to be the next “how to” manual. Its with this attitude that I started reading the book. I must admit I had to swallow my cynicism as the book is thoroughly enjoyable.

 

Picture this- Jimmy Wales who writes the foreword for this book draws comparisons between HR professionals getting paranoid abut employees misusing the employee handbook in the organization wiki, and being completely in control to deal with a situation where an employee demonstrates some ridiculous behaviour like pouring coffee over a colleague. This book brings out areas that business professionals would feel reluctant to use and deploy social media but would be greatly benefitted if they did. It talks about the way some of these social networks are transforming our lives. The narrative is simple but pretty insightful and thought provoking. The very fact that half-way through the book I feel compelled to pen down my thoughts and share with people, many of them unknown on a public medium should be testimony enough!!

 

One of the reasons, opine the authors, that these social networks, be in Facebook or Myspace are so popular (almost compulsive for people who participate in them) is because they give vent to a spontaneous expression of the self, that is restrained at the workplace, no matter how “casual and cool” the organization you work for is.

 

Whether the motivation to join the social networking bandwagon is rational or irrational, the fact remains that markets today are no longer captive to traditional business models. Budding writers no longer need a big publisher’s back up to come out with a book (though it sure helps!!), nor do creative entrepreneurs need traditional funding avenues to fuel their ideas. It’s a marketplace where the power is shifted to the consumer. Even Facebook, that introduces concepts that are unacceptable to its users is forced to retract within days of launching.

 

The one thing that fascinates me about this “power of collaboration” that’s taking over every field of work we are in is its impact on “structured hierarchies” in organizations, and in challenging traditional roles that people have come to accept as the norm. I find a lot of organizations and even senior managers wanting to appear cool, talk a lot about adopting Web 2.0 methodologies and platforms in their organizations, but when it comes to sharing knowledge and collaborating, which is the essence of social networking, most don’t walk the talk. Like Soumitra says, “Knowledge sharing and mass collaborations are nifty management concepts but in the real world where human nature meets organizational behaviour, people behave according to their basic survival instincts.” The issue isn’t really with the technology we have or the platforms existing, but in the people who manage them. Thankfully for every paranoid manager, there is also one that doesn’t shy away from “throwing sheep”…sometimes in the boardroom!

 

I am excited at the prospect of participating in a blog camp this weekend (see http://wiki.ibnms.com/BlogCampDelhi2), where the agenda, the speakers and the participants all are nominated through a process of collaboration. Would be interesting to see how that translates into action in the real world!

Pink slips and pink slips

February 12th, 2009

I am tired of the colour pink.

 

This has nothing to do with Valentine’s day fatigue, and I definitely don’t have anything to do with Senes’ of any kind. I am tired because that’s the flavour..er…colour of the season. Not so much the unsold pink hearts and V-day merchandise but more pink slips due to this seemingly endless recession, and our “Pub going Loose and Forward women” a-la- Munnabhai style  taking pink slips of another kind to a completely new level!

 

 

 

Trust quotient- is the marketing wheel turning a full circle?

February 12th, 2009

 

 

I spent last weekend preparing for a workshop on brand management that I am leading shortly. The turn of events in the last few months set me thinking. As did this survey that I read recently: Spending on social media and conversational marketing will outpace that of traditional marketing by 2012, according to a new study conducted by TWI Surveys, Inc. on behalf of the Society for New Communications Research.” (Source: PR Newswire).

 

Make your brand last…that’s the mantra most marketers including myself are taught in B-schools. Make it visible and make it salient. So off one goes, creates an identity for the brand, designs fancy multi-million dollar campaigns, gets a cool brand ambassador and then sit back, relax and enjoy the adulation. Right? Wrong. Without seeming too clichéd, there is obviously something more that will ensure longevity of brands.

 

The contrast between a Citibank and an HSBC is too obvious not to notice. Both are highly visible brands, having a huge global footprint. So why is it that today, the two evoke different sentiments in the minds of the consumer. Its not a coincidence that HSBC has a better association with the values in the geographies it operates than Citibank, something that regular advertising and marketing cannot help much with. What is it that forces Loreal to keep The Body Shop brand alive, despite the fact that spend zilch on advertising?

I am beginning to get convinced that traditional marketing, with run-of-the-mill campaigns will become obsolete if they are not firmly integrated with a strong non-traditional marketing mix using third-party channels, both physical and online media.

Its obvious that all marketing must lead to trial. Today, trust and consumer confidence in a brand is by far the most important attribute. Non-traditional is better at driving trial because it acts as third-party peer validation. And today, such validation is imperative and perhaps the most  powerful driver in marketing. It also comes the closest to approximating an actual experience when “someone like you” – endorses the brand attributes, be it a media editor, a third-party champion, a subject matter expert blogger or other consumers.

Trial creates the opportunity for experience, but that experience had better not disappoint!! There must be alignment with the brand attributes, and the consumer needs to be made aware of those attributes before driven to trial. The consumer must be brand aware, brand attributes must be delivered as a brand promise, and the brand experience must live up to the promise. Any break in the sequence is the difference between success and failure.

 

 

when obama made me feel inadequate…

August 29th, 2008

I saw Barack Obama’s acceptance speech this morning on television. More than my awe for Obama’s powerful oratory skills, listening to him made me realize how far removed India’s electoral politics had become in recent times. I cant remember the last time when a candidate talked about the specific things they will do once they come to power. Sure, there is the regular rant on how they will “bring prosperity and similar gyan” but nothing specific about how they will tackle the growing water scarcity in Delhi or a process to improve the state of roads or easing traffic. The PM surely announces new schemes every year to address some broader issues like unemployment, supported by large ads, especially before elections on how they have fared. But to me that’s more jingoism than a will to do anything meaningful.

What’s worse is that the average populace (including me) expect nothing better and just remain as armchair cynics, who can do nothing better than crib.

Is there a way out really? In a country where coalition governments are more the norm than an exception, can we expect anything better? Our system encourages small groups of people or even an individual to float a political party that has nothing to differentiate them from the others. Which is great to provide a window of opportunity to smaller fries to want a piece of the national scene- Mayawati’s BSP being the best possible example, but hasn’t this system also given rise to coalition politics and a government based on compromise as its shaky foundation.

Perhaps Obama’s speech today lasted two hours, but I couldn’t bear to hear him for more than 30 min today. I just couldn’t bear to endure to see a display of our own inadequacies….

Surrounded by “privacy”

August 22nd, 2008

So there is this ad on TV these days promoting a new “social networking” site. A man has recently got married and wakes up with a silly grin in the morning, clearly satisfied with um….a very satisfactory night. The scene cuts to a 100 “friends” booming down on him inquisitively asking him how the “night” was. He smugly (and with a tad bit of macho pride in his voice) responds- “”Rocking!”. His wife wakes up….he has been “talking to his friends” on the social networking site.

 

This is the new reality of our times, when there is never a time when you are truly alone. Despite my stubbornness not to post my profile on LinkedIn (rudely regretting friends who send invites for me to join their “friends club”) or Facebook, I can’t honestly say whether I am really alone. I am addicted to my Blackberry and can never really “switch off” from work or other stuff that I am multitasking, even though I may be “alone”.

 

Would be interesting to see how this phenomenon changes social patterns in society in the way we interact with each other and how our individual dependencies change from “real” to “virtual”.

billions of entrepreneurs…

February 11th, 2008

When I first heard my friend Tarun Khanna talk about his new book “Billions of Entrepreneurs: How China and India are Reshaping Their Futures and Yours” my first reaction was- Oh! No…not another one on this subject that has been done to death by anyone who considers himself (or herself) even marginally qualified. But since curiosity got better of me, I read the book- and I am glad I did. For the book was refreshingly different and almost a personal account by Tarun, relying on his experience and extensive travels to bring out the difference in approach to business in India and China despite that fact that they are broad-brushed as “Asia” by most multinationals (oh well- some are now demystifying this and have India and China as individual regions, but the generalization still exists).

 

I found the book interesting on a number of accounts.

 

Firstly, the brilliant explanation of the difference in the nature of entrepreneurship in both the countries in the context of their historical and social fabric. It provokes the reader to find answers to several baffling questions in the process- especially someone like me who goes into deep depression every time I travel to China and return- of how Beijing is able to implement reforms in a fast forward mode, when India presses Pause even before it begins to play; of how Chinese infrastructure juggernaut is sweeping through its Tier 3 and 4 cities, when India is struggling with managing traffic snarls in just its metros. How Indian companies seemingly manage their businesses more efficiently than China despite these handicaps- is the availability of better managerial capability the answer? In that case, what is creating these world-class managers, when even getting admission to a decent school is nothing short of a nightmare in India…

 

Secondly, the author’s personal research on how closely the Chinese state is involved in favouring investors bringing high technology. And how effectively they are using these resources to manage local issues. It reminded me of an experience not so long ago, when I learnt that every investor in China is expected to shell out a percentage of investment (in return for the State’s support) in promoting education or developing the local community. I thought at that time that it was a brilliant ploy, but of course a dangerous one, for those with deep pockets clearly have a better chance at success. But it also resonated with what Ratan Tata said in a recent interview that if India’s government machinery doesn’t support the long-staying businesses, they it would become a convenient destination for opportunists, which is equally if not more dangerous.

 

Tarun chooses to be politically correct when articulating the system he prefers- perhaps rightly so, as there are not very many common areas in my mind. China and India have unique advantages which cannot be compared, and clearly both seem to be working, in one way or the other, for both.

 

The third reason which drew me to the book immensely was the strong point made by the book that both India and China are succeeding in spite, or because, of their quirks and rather quixotic nature, and companies that wish to do business and succeed in these countries cannot afford anymore to not adapt themselves. Not very different to what was thought as the key to succeed in Europe.

 

One of the topics that has engaged me the most in recent times is the development of entrepreneurs (perhaps triggered when I joined the company that I believe is the nurturing bed for most entrepreneurs), and was most intrigued to read on this subject in the book and found Tarun’s comments insightful. I think it’s rather idealistic to expect the two countries to have the kind of cooperation that Tarun suggests, even if it will result in the kind of success that he prophesizes, given the chequered history that the countries have had- both politically and otherwise. Especially in recent times, several issues that make either side nervous are conveniently brushed under the carpet as opposed to inviting an open discussion. There has been an increasing flow of ideas and people between India and China today than there ever has been but is still at an abysmally low level when compared to say, what either India and China have with the US or even UK.

 

In his intro, Tarun says, “…Levin’s comment made me remember my freshman year at Princeton, when I realized that that none of my roommates—talented, ambitious individuals who went on to achieve no small measure of success in the world—could locate India on a world map. One boy helpfully suggested it was “right by Arabia,” a

remark that made me retire to my bunk bed in tears.” One thing is clear- Tarun wouldn’t need to retire to his bunk bed in tears anymore………and his recent treatise is an illuminating reason why!!!!!!!

Climate change in Davos- literally and figuratively!

February 4th, 2008

I spent a good part of the week of 21st in the cool climes of Switzerland. Chilled-to-the-bone might be a more appropriate phrase, but the overheated interiors prevent me from using it!! I was attending the World Economic Forum annual meeting in Davos. One of the first things that people (read the richest, most powerful, most learned and best placed human beings on the planet!) ask you when they meet you in Davos is “is this your first?”- meaning if “this is the first time you have got the good fortune of being in stratosphere, with us stars?!!” I must admit that despite feeling a bit lost, I think I did fairly well, not just in navigating my way from Zurich to Davos (and finding a place to stay in Klosters) but also spending that week usefully.

One thing that is extraordinary about this meet is that all these celebs and stratospheric human beings become ordinary mortals! So in a way it was a great leveler! The other fantastic thing about the Forum is that for people who are genuinely interested in learning, the eclectic mix of people and the quality of discussions you could have with them is electrifying. For me personally, it was the kind of experience like no other. The ambience, the people and the knowledge flow were all something I just took in, imbibing as much as I could.

I also learnt that Davos has been a popular destination for the rich for a long time, especially those who are rich…and ailing, mainly because the microclimate in the high valley was deemed excellent by doctors and recommended for patients with respiratory problems. I was told Robert Louis Stevenson, who suffered from TB, wintered in Davos in 1880 at the recommendation of his Edinburgh doctor!!! I didn’t have too much time to loaf around the little town, but in the two hours that I took out to climb a not-so-steep snow clad hill, I felt I had scaled Heaven. The place is ethereal, and the snow clad mountains and trees with the sun shining down made it surreal, almost!
At the Forum, the topic was “Collaborative Innovation”, a topic that I personally believe is somewhat impossible. After all innovation is something very personal to the individual who initiates it. Sure, there can be collaboration to breathe life into it and participation of different stakeholders would make it relevant to a broader audience, but it seems almost impossible to collaborate and innovate! I would vote for innovate, collaborate and transform!!!
 

The various interactions I had at Davos reaffirm one thing- that traditional hierarchy of companies is being replaced by networks- of technology and of flesh and blood. And since networks have no boundaries, I have to admit at the risk of sounding clichéd that it is clearly becoming a boundary-less world. The other thing I noticed was there was no talk of India and or v/s China. A testimony to the fact that these two nations are beginning to be recognized as powers who need to be a part  of every debate, and not forcibly included! A point also noticed by some of the other Indian ministers during one of the receptions. The global power balance may be shifting slowly toward Asia, but more Asians, Europeans, Arabs and Africans want to know who will be governing next year in Washington, with the duel between Hillary Clinton and Barrack Obama commanding almost as much attention at Davos as it perhaps does in America, and every living home in 125 countries!

 

However, it was a treat to have the best people from countries across the world discuss topics of relevance, especially around leadership, climate change and social entrepreneurship. The discussions I had with many around these issues will stay with me for long and steered me in directions that I didn’t think were possible! This requires a separate post………….