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Big Data

Book Review Big Data Review by Madhuri Lele

BIG DATA : A Revolution That Will Transform How We Live, Work and Think
by Victor Mayer – Schonberger and Kenneth Cukier

If the title and tag line is not captivating enough for a reader to pick up the ‘BIG DATA’ summing by Wall Street Journal will facilitate it for sure: ‘No other book offers such an accessible and balanced tour of the many benefits and downsides of our continuing infatuation with data’.
Monosyllabic by Observer ‘Fascinating’ and Financial Times ‘An excellent primer’ will make the decision of picking it up a lot easier too!

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Social Media Influencers and their Evolution

Socia Media Influencer: Jennie

Every brand requires a means to reach out to larger audience. Creating brand awareness is not just a onetime phase. It is a continuous effort to evolve and build a permanent subconscious seat in the minds of their target audience. One of the time-tested methods is the use of an influencer.

An influencer is typically a popular personality with a high reputation. The influencer endorses a brand or product by way of word of mouth, articles, social media and promotional campaigns. The influencer then becomes associated with the brand’s identity and helps in increasing its trustworthiness. Just as brands grow, it is important for the influencer to evolve along with the brand. A social media influencer is a person who is portrayed to be an expert at influencing audiences via social media. There are spcialized professional who take care of influencer marketing in an organization.

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Influencer – review : interesting read and useful

Influencer: Kerry Patterson * joseph Grenny * David Maxfield* Ron McMillan * Al Switzler

As the title suggests the book takes a reader through a fascinating journey by authors as they meet seemingly insignificant, quiet but tenacious people, obviously ‘Influencers’ who solved world-sized problems in world-class ways. And they have moved beyond ‘Serenity Trap’ as per the well-known prayer: Every day you ask for the serenity to accept the things you cannot change, the courage to change the things you can, and the wisdom to know the difference.

The book begins with the promise that problems, challenges can be solved if one has the skill that enables people to act differently. The comprehensive search reveals that a small group of tenacious gurus has been able to achieve everything from eradicating diseases, hardened criminals and drug addicts eventually becoming productive citizens, eliminating gender discrimination to turning around the companies. Read the rest of this entry »

SMM Campaign we love – Ford Fiesta

A majority of business outlets are recognizing the role of social media in today’s net-ridden world. The much talked about Ford’s Fiesta campaign is an apt example of this trend.

What they did was simple: Their experiment was about inviting 100 “social agents” (members of the public) to drive and review Fiesta for six months, and share their experience with the world. They had them promote the car through different social media sites, including Twitter, YouTube and blogs.

For the Fiesta Movement campaign, Ford organized the World’s Largest Tweetup by bringing together friends and family of the selected test drivers. Also, the Guinness Book of Records has marked this as the World’s Largest Tweetup.

The main touch-point of the campaign was the Fiesta Movement website, which serves as some sort-of aggregator that gathers the different content being produced on the different pages the agent’s author. On the Fiesta movement website, one can track missions, watch videos produced and read more about the agents.

Many social media commentators agree that this campaign was a huge success. The 700 videos produced by the agents have generated 6.5 million views on YouTube, and there have been more than 3.4 million impressions of Fiesta Movement on Twitter. Even photos taken by the agents have been viewed more than 670,000 times.

More first hand experiences on this blog.

Few things that will rule in the social media scene this year:

From plug-ins to location-based marketing initiatives to the move to higher bandwidth and putting updates highlighting a cause or an event, there’s plethora of change in the world of social media.

Audience will have control: Brands will have to have some presence in the online world. If a brand doesn’t have a presence on social media consumers will still talk about them. In particular, consumers will demand corporate social media presence.

Booshaka: This recent startup offers real-time look at what’s trending on Facebook based on open search keywords, as well as via topic if you’re interested in more a general browse. Listening will become even more important, even before marketing and engagement.

Moving to Higher Bandwidth (4G): The use of higher bandwidth will not only be a necessity but a demand from busy consumers.

Social media policy in offices (it might actually be enforced): If the company you work for doesn’t already have a social media policy in place with specific rules of engagement across multiple networks, it just might in the next year.

Educational institutes’ adopting social media strategies: What was earlier shunned is now readily accepted and gaining popularity. Teachers themselves are getting updated with the latest news about social media so that they too can incorporate it in their learning.

Social Media trends in India

Our communiqué, interactions, online business, blogging has all changed in one decade owing to the tremendous growth and innovation in the online world. Social networking websites are now a widespread means of the way people converse everyday and also the way many youngsters earn money.

More importantly Social Media is not a Fad, it a paradigm shift which is the accepted way of communication.

The use of internet has undergone a fundamental change with anyone creating content and sharing it with others using platforms like Blogging, Social Networks, YouTube etc. People have started easily ‘connecting’ with others via tagging, locations, content creation,

Some trends identified in social media are:

Social Scanning
Smartphone owners have the world at their fingertips. As grandiose as that may sound, advances in mobile barcode scanning technology have given rise to applications that allow for comparison shopping, QR code place checkins and ultimately a social experience around product barcodes.

SMS-based mobile social network
Even as we see several innovations in location based mobile social networking internationally, the adoption of such services in India will be minimal, even with the launch of 3G and flat data rates. 3G will be restricted only to smart phones initially, before people start adopting it.

Gaming and location based applications
Foursquare.com already allows 4 million users to track the locations of their friends on their smart phones. Also gaming elements like Mayorships and badges attracts a lot of loyal followers, old and young alike.

India is not for behind the social media and tech revolution. Indian companies are focusing on growing Indian middle class, which has the fastest growing internet user base in India. Hence, one thing is sure that in this digital age social media trends and marketing will play an important role in determining any products success as well.

Facebook and the new Q&A

Yahoo Answers was the first Q&A site that i was exposed to. When it had started, it was exciting to see for any given question, you always had someone answering it. Someone who has the expertise or the experience in answering the question. Then there was the country editions that were started. Each country had their own Q&A sites like India had Rediff Q&A. This was the time, when we were just graduating from Chat systems to better and easy interactivity to off beat questions.

Need to be social
The intent of an individual to be – social – You create a social networking site. All sites began to gather momentum to

Then you provide people to become ego-massagers through interaction – You create the sharability feature

Then you provide them with resource of information – Search – via Google, first, then via Bing

and now bring in more interaction and kind of AI – through Collaborative research, big competition to Vark and Yahoo Answers.

What Next?
Google Answers has shut down!! But they bought Vark, where they wanted to integrate the real time and social search in a way that it becomes more sharable

FormSpring – Another Social QnA which created a whole new way of leveraging Facebook, Twitter and even Blogging platforms.

Even though there are so many social platforms that are available to answer your query. But the best part is that there is an inherent quality in us that we want answers, provided we have the right questions.

Geo Location – FourSquare trend catching on!!

Foursquare = pure genius. It’s odd how genius can manifest itself in ways that, on seeing, you realize were right there all the time. Foursquare is one of these manifestations. There is nothing particularly difficult to imagine or do in the concept or execution of Foursquare, yet for some reason, not even Google was able to achieve location-based networking that is this clear and successful, even though they had the feature available. So did Twitter. Cheers to Dennis Crowley and Naveen Selvadurai for that one! Despite Google buying Crowley’s initial idea, Foursquare turned out more efficient than imagined.

Combining social networking, SMM and social gaming, Foursquare is one ingenious application. Foursquare gives you multiple reasons to visit that bar around the corner. Or the one at the opposite end of town, for that matter. Not only do you gain game points for visiting it, chances are that the bar has a special offer for Foursquare users who check in there and you know by a single glance at your phone, that your friends are hanging out there.

What’s more, if you visit the same place more than anyone else on Foursquare, you get a ‘Mayor’ badge – and probably free drinks too in the offline world, once the venue starts recognizing Foursquare and your loyalty to the website and the venue. This is of particular gain to the bar-owner – he knows, simply by putting his business on Foursquare, how many different people visit on any day, the regulars if any. The gaming part practically pulls people to the business.

Daniel knows that going to Red Shoes is going to get him game points, and he is going to have a great time doing it. It’s a win-win situation for him (unless he is broke). Also, if the Red Shoes bartender makes an amazing Cosmopolitan, Nina knows through a recommendation Stacy put on Foursquare – and now she also knows where she is going to be dancing away her birthday night. Foursquare combines 3 of the things youngsters are most excited about today : nightlife, friends and achievement. Party, know where your friends are and get a mayor badge for it. What adds up here is that, you are standing on hill road, and want to know, where we can go and have a nice economical burger, someone has already added the tip that you can check it out at Hearche Bakery.

Amazing psychology combined with technology that is not very difficult to comprehend = great concept and execution. The success of Foursquare is an admirable feat, especially with regard to geo-location, a scene that has been stumbling for a while. There was a missing link there – so I know where you are?

INTEGRATING SOCIAL MEDIA INTO MKTG COMMUNICATIONS

The newest kid on the block always gets the eyeballs and attention with respect to what it does. Same is the case with the social networking sites which have taken the world by storm. Experts predict it to be the next big thing. Only time will tell whether it will but it doesn’t stop people from taking big bets on it.

What started out as a forum for like-people to exchange views and opinions and start type of online club has turned into a marketing arena for marketers to get each and every pounce of it. The huge response social network sites have got and the type of audience available to the marketers unprecedented before has resulted in them researching how to leverage it. However there are concerns whether they should be clubbed with the other forms of media or should be kept separately due to the type of audience.

Moksh: Integration with existing marketing strategy or not? For me it doesn’t matter, what matters is how we tap this market. If our goal is the same, then I think we should integrate it since it would give a holistic picture and there would not be duplication of activities.

Daksh: Integrating it will help more since the objectives are same. However the technology and information for this media is developing and thus the quantity of budget allotment would differ from product/ service to product/ service. E.g. Telecom players such as Vodafone or Airtel or Idea who spend huge budgets would not mind spending on social media but low spenders and who prefer focused marketing would be circumspect till the actual response of social media is known.

Moksh: though social media is a bit different from internet marketing, the basics remain the same. i.e. banner ads or classified ads or search based ads will be the way on social media. Social networking websites cannot force neitizens to click on the banner ad.

Daksh: I think social media scores over other forms of media in a way that it is interactive. Thus the consumer is more likely to read and understand the product. Thus I would say that it is more focused and the target market is much more under the microscope.

New tools of Marketing:

Social Networking sites are new tool of marketing that has gained its popularity in last couple of years. This new concept is considered as very effective tool for capturing marketing leads. It has emerged as one of the most significant tools that provide a platform where you can network and gain new customers. This newest form of advertising online has become a must for any business who wishes to market their product or service over the internet.

Today, many local and international companies are using this common tool to create their own customized profiles on social media sites, and then add potential customers and business contacts as friends. Making friends and connecting with a targeted demographic play an important role in social networking. In fact this simple practice of making friends has been the key factor to bring success in different social media sites. Unquestionably, the potential growth of advertising your product or service is unlimited when you utilize social networking sites.

A social network websites primarily focuses on creating online community of people who share common interests and activities. Since this tool is internet based, it provides different ways for users to interact, such as instant messaging and e-mail services. As a result, it has created new ways to communicate and share information. Indeed, social networking has become a favorite place to advertise your business for free. So, if you are one of those who is planning to advertise your product or service, these are simple ways that can help you utilize social networking sites more effectively-