Ready or not – here I come..

Ready or not – here I come – This is what I hear when I watch Gen Z playing hide-n-seek..

Gen X used to ask “Are you ready,,, should I come?”

Now that’s a change!

Where Gen X was more Brand loyal, Gen Y is more loyal to medium than Brand. They want to engage/interact with Brands on their own terms. They have favourite Internet stores and networks where they spend time..till they chance upon a better option.

For them, Self expression takes over Self Control

So how does one engage with them? Some consumer companies have figured out a way to keep in touch with Gen Y.. on their own terms.

The idea is to interact, engage and keep an element of surprise, humour and suspense! Let the consumers engage with you in entirely new and innovative ways – using the medium they are loyal to.. though not being limited by it.

Here are some examples of how airlines have used social media to engage using elements that were executed on-ground and on-air.

TAP Air Portugal

On Christmas day, the staff of TAP Portugal and Aeroports de Portugal launched into a spontaneous dance routine which brought a cheer to the Christmas travelers. The performance included a number of popular English songs the staff gooved to, and even  Bollywood number! The dance followed an airport announcement for “Flight 000, where only happiness was allowed on-board.”

This was recorded and posted on their official YouTube channel. The video received over 210,000 views on Youtube in just 4 days. Till date, it has  been viewed 1,747,487 times  (5 months)


“Fly Girls” – Reality TV show featuring VA crew members


Weekly roundup (22-26 Feb 2010)

1. Google real-time search adds status updates from Facebook Pages

It’s the first time the search giant has indexed content from the world’s largest social network in its real-time results.

The key thing to remember, however, is that Google has much more limited access to Facebook’s real-time data than its competitor, Bing. Microsoft has deeper ties to the social network, as an investor in Facebook and as a search provider for the site.

Microsoft has the ability to index public status updates, while Google’s access is limited to updates from Pages, which are vehicles for marketing rather than personal content.


2. – Doctors Get Own Social Networking Space

My opinion: I don’t see this model to be successful soon in India. There are many “yellow” pages that have profile of doctors.

Few questions:

  1. Would I go to a doctor reading about him/her on social networking page?
  2. How feasible is it for doctors to continue answering to queries by patients – for free
  3. How much time would busy/well trained and popular doctors spend on this?
  4. In presence of sites like NDTVdoctor that have specialized advisory panel of doctors, how credible would this site sound.

 Having said that, I tried this new feature that I have not seen on other sites – Search by Symptom. It is basically a doctor(specialist) search depending on symptom that you choose from an interactive application. Something that could be a selling point!

 3. Government finally gives approval to the 3G auction

 It is widely being speculated that in most circles three slots would be on sale while a few areas may have enough air waves to accommodate four players. However, Delhi area can have only two slots – thanks to extreme spectrum saturation.


 4.  Sports fever goes online!

–          Comscore Media metrics has announced statistics for sports websites in India which has seen a huge jump in visitors and time spent in January 2010.


–          After scoring 200 runs in an ODI innings against South Africa, Sachin became a twitter master too owning 3 out of the top 10 trending spots on twitter.  Most trended keyword was #sachinisgod – for almost 4 hours all through South Africa’s second innings.

–          Another good news is that youtube has bagged a 2 year exclusive deal with the IPL for streaming matches live. They have also roped in a sponsor for online series.

Source:, Comscore

5. DOCOMO – did the new! 

By giving away completely free access to Major social Networks like – Facebook, Twitter, Orkut & LinkedIn through its Buddynet Plan. The plan will also offer free usage of Nimbuzz chatting app on its network by Buddynet subscribers.


6. Maharashtra Police Launches ePortal

A memorable decade..

Last day of a decade.. and what  a decade it was.  Still remember those initial internet and online marketing days when “But who will see it on internet” was such a difficult question to answer. . I remember struggling with data to justify a merge 1.5-2.0 lac spends on online.

Client, and probably rightly so, were very apprehensive of the medium..  those days with dial-up connections, only animated gif banners and emailers were possible.

However,  few clients had that vision and they utilized online marketing and paved way for innovations.  Citibank, Incredible India campaign (Ministry of Tourism) come to mind not only as they were top spenders, they were open to new formats.

Now with the kind of broadband connections, internet penetration and interactive media units, social media and networks mushrooming every day, we surely have come a long way..  

And with so many options available, we now have problem of plenty..  How to target right audience without being intrusive or spreading ourselves too thin..

What would you do with “brought friends”?

This service will guarantee you a slew of new followers in the time stated or we’ll provide you with a further 20% at no charge. In other words, we’re so confident that we’ll deliver on our promises or you’ll get 20% more followers than you’ve paid for in the end


Will this help? With Dell story, people have started viewing Twitter as money making machine instead of a communication tool.

Is this the future? How do we measure popularity with such bought/brought “friends”?

Social media networks like Facebook and Twitter are communities that thrive on conversations and personal interaction. I do not go to facebook to become fan.. I go for interaction, I might become a fan, but that is a personal choice.

If community too becomes a number game where someone can pay money to get 10,000 twitter followers/facebook fans, where is the personal touch?

Are we at the verge of Social Media bubble burst?

Our Idiot box is online

Television serials online – started probably with Hulu and have now reached India with sites like Star TV and Zoom streaming complete programs online. 

Star TV has introduced Star Player on their site ( – a great online video entertainment tool that streams shows of the Star Network (channel V included).  Though I have accessed the site from home broadband only (I work in office :P), its interesting to see quick streaming, good quality video along with social media networking elements – allows you to rate/comment/chat/search similar shows.

What also adds to their advantage is the fact that they have created small capsules of the programs with mouse-over write-up.  So, if you have missed or want to view a part of the program, this helps. 

And best is that the site is not overcrowded with ads! That gives a clutter-free and premium look to the site. 

Overall, I found this very impressive! 

What can they do better? Well – few things for sure. Instead of using the main area on homepage for one program promotion, they can create a small video/slideshow of new programs – that could help them promote more than one program. All genres would find interesting programs being introduced and so, pardon my saying, but Star TV’s “saas-bahu” serial image could be improved.

Compared this to Zoom – I think they are in different space all together. While Zoom is a channel website – showcasing schedule, image gallery, news and gossip, celebrity pics and video as well, startv site is focused towards online video entertainment.

Both have their niche defined, but if you ask me, I liked startv website more.

Unhub – my personal toolbar. Useful? Yes.. How much.. Yet to explore! But interesting name – was planning to create an identity on hubpages when I heard of this! 

With so many new and innovative tools available, am sure few years from now, all of us could have our different “home” applications. As internet and profile presence becomes more and more fragmented, such aggregation hubs would continue to emerge!

ePR…Social media marketing.. online reputation management.. now what..

Most of us start the project with a bang! Here we are starting this project that would change the way we are perceived in the market.. we go whole hog – empanel an agency, ensure we provide all the information needed.. and keep checking Google for results.

 How often do we measure the value received. I read a lot about measurement – am quite fond of that too – still, many times I too believe that the project is successful just because the agency reports say so.

 Few small things that we can do at our end to cross check –  besides Google search! 🙂

  1. Footfalls
    1. Create landing pages for key products/topics and monitor them regularly – brand mentions, if get converted into footfalls on the site add to the tangible benefit. 
    2. Provide additional information, contact and an asset that you want users to know about  – white paper, webinar signups/links, newsletter, demos, etc
    3. Measure Inbound links – see the kind of pages/sites that are linking to you.
  2. Eyeballs
    1. Monitor Google and Yahoo alerts for you and compete.
    2. Monitor Social media mentions – mention on blog posts, micro-blogs, answers, tagging and sharing sites. Many sites can help you in social media search –, and more – I find these 2 interesting.
    3. Content/mention on other web sites and publications. Try to provide links to the company site from the main body, not just contacts.

Let me see how well this works and keeps my enthusiasm going– this is my Q1 of these reports!