Digital Ecosystem for your Brand? Now what's that!!!

Just came back from a 3 hour breakfast at Roots Cafe - great poha, chilla jasmine tea and early morning drizzle...And the sight of two cute kids wallowing in the small rain water puddle...Wish I was 4 again:-)

Penning down few thots in the head on digital eco-system...While consulting clients through my Social Media consultancy - Once Upon A Time, I very often try to explain the need for a digital/online/social media eco-system...

Of course they don't always understand the need for it, grown up as they are on a 'one-size-fits-all' mass media diet.

Here are few of the guidelines - some learnt by personal experience curating the content for Cinnamon Stays, my UnHotel brand and some from Guy Kawasaki's book Enchantment...

1. Is your brand/platform/POV worthy of an eco-system? Is your product, service, ideology boring/ bland - then try to fix it first!You cannot build an enduring community/ eco-system around stuff that people hardly care.

You can buy lots of online, SM ads and people may even like those so that you have a tidy fan base but that's all a mirage.

In the new world, spend the most time on having a worthy cause. Anna Hazare has one. He doesn't really need a SM plan, calendar!!

2. Create Meaning. Give consumers, readers something meaningful to do.

What does that mean - Take the very popular Vodafone ZooZoo campaign. Let's visit it's fb page. While they seem to have done a reasonably good job of a solid fan base and daily interactions! They have just about tapped the tip of the iceberg...

More can be done in terms of getting ideas from consumers who love zoozoos(crowd-sourcing). Ideas to improve customer service for eg.

We are heading towards Social media fatigue and the way to keep your fans and consumers engaged are not cute viral videos and contests only but a more meaningful exchange on a daily basis.

3. Welcome criticism. This one makes most clients go paranoid. How can we allow negative comments? Lets delete the dissatisfied consumers rant. Lets ignore him(he is anyways a statistical rounding off error!!) Or even lets punish him for publicly criticizing my brand!

Recently I spent close to 20 days getting a complaint resolved by a major telecom brand. I used SM to first complain and rant and later protest and berate the brand. Yet the over-all response from the brand was hopelessly unwelcoming!!!

I guess my lifetime worth for that brand is very high. No amount of mass media 'song-and-dance' interruptions will now ever change my stance. They just blew a big chance to engage and enchant a vocal consumer...The life-time damage of an ignored customer is very high in the new connected world.

So while many brands are very busy measuring the total count of positive and negative feedback on online platforms, they mustn't just be complacent by knowing the statistic on a nice power-point slide.

The strategy to deal with online criticism should be exactly the opposite.

Lets engage the dissatisfied lot(of course we can't do much about the non-genuine ones). Let's figure out smart ways to 'welcome criticism'. This requires a culture change at the company, not just sophisticated measurement tools!! That's what brand management 2.0 will largely be about - a culture of welcoming criticism(via Guy Kawasaki). What are you doing about it?

What's Ching's Secret?

There was an ET article on brands doing well in social media. True to mass media understanding of social media, it was a bit sketchy, a bit rudderless & reflected the general lack of understanding of the social landscape.

My friend & fellow digital road warrior - Shubho has done some analysis on his blog here...That in turn inspired me to have a dekko at Ching's Secret, Barista Lavazza and Just Dial Facebook pages...

Here's my analysis and ranking of these 3 brands on a 5 point scale where 5 - excellent and 1 - very poor.

1. Intent
Ching's Secret - The top management buys into social media. Lives and breathes it. The only brand to talk about the ET article on its fb page the same day!!
Rating - 5

Barista Lavazza - Looks like the social strategy is still at the marketing department level. Top management says - Lets see what happens, then we will scale up guys!
Rating - 3

Just Dial Social media for these guys is just another mass media channel. Judging by the quality of the strategy, it's still quite low on intent.High usage of the medium, low social intent of the brand.
Rating - 1

2. Content
Ching's Secret- Recipes is a great long running idea. Cooking is a bestseller conversation topic, immenselty shareable. Doesn't really matter if the recipes appear cut-n-paste. Content repurposing is part of the social media strategy.
Rating - 5

Barista Lavazza- The content is still small print ads dressed up insufficiently as conversation!
Rating - 3

Just Dial- Very boring and repetitive, It's a shame because with a product as engaging and diverse as Just Dial they could have really capitalised on content. Bollywood and sports however keep the people involved on the page...
Rating - 3

3. Engagement & CQ(Conversation Quotient)
Ching's Secret - Pretty high engagement and CQ. Is genuinenly a social brand and not a pretender. Not trying hard at all. The frequency of content upload matches the social vibrancy of both the brand & fb!
Rating - 5

Barista Lavazza - Quite average. Again promos pretending to be brand conversations & driving social currency.
Rating - 2

Just Dial- Below par. The comments by 'fans' are solely for/ because of Bollywood. Zero engagement with the brand Just Dial.
Rating - 1

4. Community
Ching's Secret - Lots of traction and not merely transactional.
Rating - 4

Barista Lavazza - Casual connect.
Rating - 3

Just Dial - Akin to people at a railway platform. High traffic. zero connect.
Rating - 1

5. Voice & Personality
Ching's Secret- Has a unique voice , has a sense of humour. Very human , very Ching , very consistent!
Rating - 5

Barista Lavazza- Quite artificial, very mass media tonality. Quite 1 way...
Rating - 3

Just Dial - The voice & personality of a bulletin board with pictures:-)
Rating - 1

While putting this post up, I commented on the Ching's Secret fb page a little before mid-night and pat came their reply...That's some impressive commitment to social media and consumers as people. These guys truly walk the talk!

Cheers and Happy Diwali

From Social Media to Social Conciousness

It's a nice long weekend and Neo and I are at Cinnamon. Him drawing on some clay pots! And me trying to unwind and forage for ideas and inspiration.

One of the things that has niggled my mind for some time is how to better use social media for social causes, community service, bridge the gap between the haves and the have-nots, create a better work environment, create more meaningful work for everyone, make more meaningful connections and not just the quantity of connections...

So, in the morniing when I stumbled upon this profound and brilliant article by Umair Haque on the HBR site, thought of sharing it...

He talks about the "message" of the Internet's social revolution as being more meaningful work, economics, politics, society, and organization. Social media promises radically more meaning: to make stuff matter, once again, in human terms, not just financial ones.

Yet, Haque points out most "social media" strategies have one or more of three goals: to "push product," "build buzz," or "engage consumers." None of these lives up to the Internet's promise of meaning.

They're just slightly cleverer ways to sell more of the same old junk. But the great challenge of the 21st century is making stuff radically better in the first place — stuff that creates what he calls thicker value.

Umair talks about the 7 social strategies that are turning yesterday's zombieconomy upside down - Character, Creativity, Control, Culture, Clarity, Cohesion, Choreography - They're what he looks for when evaluating investments, innovations, and ideas across the social mediascape.

A must read, immerse and act!