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Spamming errr Recruiting

mayank — Fri, 15 May 2009 18:36:30 +0000

Here’s what I got to see in my recent login to kwippy blog’s wordpress console.

Web’s fun, thanks to these incidents

Marketing Case Study: Tata Nano

mayank — Wed, 29 Apr 2009 17:15:22 +0000

Tata’s Nano is not a car, it’s a PHENOMENON. Tata Nano is undoubtedly being looked upon as the next big(actually small) thing. With a lot at stake on Nano, it’s success is extremely crucial. Let’s delve into what all has been to market(online+offline) the car of the year.

Online Marketing:

1) Website: TataNano.com
A website dedicated to Tata Nano was up and running since January last year. The website saw huge spurts in traffic when it was the website was released and when the car was launched.

The folks at Tata have a done a good job at building a beautiful website which experience wise is also good.

The major sections of the site are
a) Galary (both pictures and videos)
b) Game(rather Link to a nice virtual driving game by Zapak)
c) Community
d) Why Nano?
e) Booking Details

The website is quite informative and easy to navigate while the chat feature is either programmed or buggy. The site also has a forum which is slightly active and has no signs of involvement by officials from Tata.

2) Social Media:
There are definitely some efforts to use social media to market the car. Not sure if there’s an elaborate strategy behind it all but here’s what’s being done.

a) Blog:

Though it’s certainly a step in right direction but clearly it’s a semi baked and half hearted effort with just two posts on the blog(managing 71 and 20 comments respectively) and no official replies to the conversation.

b) Orkut:
Orkut is one of the most popular social networking platforms in India and thus an obvious choice to pitch. There’s a user profile for Nano which has a few pics and videos and has around 350 friends. Also, there’s a group dedicated to the care which has around 11,000 members. The group was started back in May, 08.

c) Facebook:
Facebook is also a top networking site amongst Indians and there are some attempts to market Nano here too. There’s a fan page for the car with about 6000 fans, a few videos and picture albums. Here again the interaction levels from company reps are quite low(if at all).

d) YouTube:
There’s also a YouTube channel for Tata Nano which has some 78 subscribers and has managed to generated more than 10,000 views on videos of the car.

3) Online Booking:
There was also a lot of buzz surrounding online bookings for the car, I am not sure if this idea was implemented on Tata Nano’s site but it did definitely generate a lot of excitement on the web in general.

4) Nano Game:

As mentioned previously, the game by Zapak was a great move to spread word about the car and it seems to have really worked well in doing it’s job. There are a lot of claims that the game has been played millions of times since its launch. It’s a simple and easily accessible game, which anyone with a browser and internet connection can play.

5) Online Advertisements:
The blogosphere and indian media sites were inundated with ads for Tata Nano. The ads came in all shapes and sizes and were definitely noticed. Though not directly a part of marketing, it’s an important aspect of Nano’s promotional campaign.

Offline Marketing

1) Collaborations:
As a part of their strategy to avoid premium for booking Nano, Tata partnered with a few banks for releasing application forms. Though the reason behind the move was different, it did help a lot in marketing Nano as the banks used their resources to market their collaboration with Tata to attract more and more applicants. ICICI bank for example initiated a whole campaign to get noticed and spread the word. Icicibank.com had a banner ad on their home page for booking Nano, and also ran links inside the site for the same. Not only this, the banks hired extra part time staff to book the Car. Roping banks like ICICI and SBI helped in also offering loans for total payment of car and infact to surprise of sum Tata announced a bank interest on the applications for Nano which will be rejected in lucky draw.

2) Mall Promotions:
As is the case with most automobile companies, Tata too ran a series of promotional activites on Malls to get Nano in front of perspective buyers.

3) Leveraging Existing Infrastructure:
Tata, a giant brand that it is has also leveraged it’s umbrella groups to market Nano. Now you can find Nano

merchandise, application forms and demo cars in Tata Indicom,Titan, Croma and Westside stores. Tata Indicom is also offering a money-back offer with every application form.

4) TV
Though Tata didn’t invest heavily into TV commercials, they did get a few channels to use the word ‘nano’ instead of small wherever possible. For instance, instead of anchors saying ‘we’ll be back after a short break’ on TV channels, they’re saying, ‘We’ll be back after a nano break.’

These are some of the marketing campaigns/tactics that I could find about Tata Nano, if you think I’ve missed something, just drop a comment and I’ll update the post.

You can also download this post as a PDF for future reference, Download

Word of mouth is no longer just about words

mayank — Sun, 19 Apr 2009 06:20:21 +0000

One fine day while browsing at a bookstore I stumbled upon this rather intriguingly titled book “The Anatomy of Buzz“. I acted on my hunch, picked this book up and started reading it’s blurb. Half way into the blurb I realized I should buy this book and I did. “The Anatomy of Buzz” is a book about “Buzz aka Word of mouth” and it’s undoubtedly one of the finest books on the subject. A couple of months back Emanuel Rosen, author of the book, released “The Anatomy of Buzz Revisited”, with lots of new content and case studies focused around online buzz. I so liked the book(first one) that not only did I decide to buy the new one but also to Interview the author of the book for all of us. Here’s the interview, as it is. Thanks Emanuel for sparing your time to answer these questions for us.

Mayank: Why a book on Buzz ?
Emanuel: A lot of our decisions on what to read, watch and buy are influenced by buzz. There are thousands of books about advertising, but only a few about word of mouth marketing and buzz. It’s important for marketers to learn about how they can stimulate customers to spread the word.

Mayank: How has “Word of Mouth” changed since you wrote your first book (back in 2000)?
Emanuel: The basics have not changed, but now word of mouth is no longer just about words. We have many more opportunities to show our friends the products we like and not only to tell them about these brands. This is done on Facebook, flickr, Myspac, YouTube, and other forums.

Mayank: How are online and offline “Word of Mouth” related ?
Emanuel: They are both part of what I call “buzz” which I define as all the person to person communication about a brand. Most of this communication still happens the old fashion way–in face to face conversation. But online buzz is still very important because it accelerates the process.

Mayank: How did you try to build buzz for your first book and what all are you doing(plan to do) to build buzz for your new book ?
Emanuel: To promote my first book, Doubleday sent advance copies to over 2000 people, and it worked very well. The seeding for the new edition was more modest because we could afford to send the book to only about 300 people, but it’s working pretty well. I’m also running a unique book tour on a bus powered by recycled vegetable oil. This bus is mentioned in the first chapter of my new book, and it is being used by the National Outdoor Leadership School (NOLS) to promote their organization and alternative energy. You can read about the tour on my blog at http://anatomyofbuzz.blogspot.com/

Mayank: Are you working with a team/organization for spreading the word about your new book or you are doing it all by yourself ?
Emanuel: There’s a team at Doubleday that helps and provides resources and I do a lot by myself.

Mayank: Are you just relying on “Word of Mouth” or do you plan to advertise the book too ?
Emanuel: I’m a great believer in advertising as a supplement to buzz. Sometimes you have the budget to do it, and sometimes you don’t. My publisher advertised the first edition in the Wall Street Journal and New York
Times. The new edition may be advertised in smaller trade publications and online.

Mayank: How are you measuring Buzz for your new book / How can one measure Buzz(online and offline) ?
Emanuel: There are tools such as Scoutlabs.com that allow you to measure online buzz. You can also search Twitter, blogs etc. separately. We’ve made a lot of progress in this area and I added a chapter to the new edition
on measuring buzz. I also talk to many readers face to face before and after my lectures

Mayank: How has been your experience with Twitter and Blogs ? Are you using other tools too ?
Emanuel: Of course. I use both Twitter (@EmanuelRosen) and a blog to let people know what’s new. I also regularly search these tools to hear the buzz about the book.

Mayank: Where do you see Buzz(online and offline) in the next 5-10 years ?
Emanuel: Online buzz will increase as more people on this planet get better access to the Internet, but face to face will still be the dominant form of buzz.

Mayank: Do you plan to write another book on Buzz ?
Emanuel: I think I will.

You can read more about the author and the book here and here . Hope you all liked the interview

“The Anatomy of Buzz” is one of the books I recommend everyone to read.Here’s the list of other books I recommend.

Daily Links: 10/12/08

mayank — Wed, 10 Dec 2008 07:33:21 +0000

1) A community for Tea Lovers: entitea
2) Bharat Rakshak
3) 10 pointers for generating traffic for your blog
4) Kwippy Link: Best movie you’ve seen ever

Goodbye Google Reader ?

mayank — Thu, 04 Dec 2008 08:03:04 +0000

I’ve been thinking, I’ve been wanting and I’ve been trying but with no avail.

I am talking about my relationship with “Google Reader“. As much as I love reading blogs I’ve never really got too much into using RSS readers to follow blogs I like. That said, I started using Google Reader more actively a couple of months back, reading posts, sharing them and even favoriting some(do you actually go back and read what you starred ?). Things were fine till I was just following 5-7 blogs but once that number crossed a dozen, things started becoming difficult. I know, anything less than 40-50 blogs on the RSS reader is not a problem with many and some can even manage reading(or just manage) 100′s of blogs in their reader but incidentally “reading blogs” is not that only thing I do and thus have a problem keeping track of large number of blogs and using another tool for it all together.

I happened to skip checking out my reader for a weekend(while out of station) and had a really tough time getting back following it regularly. While I was not doing any good at being regular reading post from blogs I like and the things my friends share this happened. I’ve made good friends with my gtalk and gotten it to do all sorts of things thanks to our kwippy gtalk bot. It’s been a regular affair now to check my google reader once-twice a week and to quickly glance through the new items and the way things are going I have a hunch that despite all its goodness I might just have to stop using it all together as now I can get new posts from blogs I like or what’s being said about social media marketing on twitter delivered straight to my gtalk which is nothing short of spectacular.

So, what’s your story ?

Social Media: Handle with Care

mayank — Thu, 27 Nov 2008 17:25:32 +0000

It’s been more than 36 hours that India’s financial capital Mumbai is under seize. In the ongoing battle with the terrorists in one of the biggest terrorist attacks on India ever, Mumbai has demonstrated “citizen journalism“, in the real sense. While the role of social media and its contribution in the current situation cannot be denied but there’s more to it than just that.

What’s true and what’s not ?
What’s original and what’s not ?
Whose genuine and whose not ?

A cursory glance at #mumbai tells us it’s all happening on the web but lets try to not add more noise and rumor

Do NOT
1) Spread something without verifying the source
2) Spread hate against someone or a community
3) Spread information that could be used negatively
4) Say something just for the sake of saying

“social media dispenses gossip as well as truth, see the mumbai stream on twitter search” - GregoryLent

List of Terror Victims

Critical Take:
Mumbai: flash mob or social media in action?

Tracking a Rumor:
Indian Government, Twitter and Common Sense

Code of Ethics for journalists: http://www.spj.org/ethicscode.asp

Various shades of Tweets:
1) http://twitter.com/jeremyclarke/statuses/1026483093
2) http://twitter.com/mikewhills/statuses/1026358690
3) http://twitter.com/arjunghosh/statuses/1026295741
4) http://twitter.com/Sweetnote/statuses/1026551347
5) http://twitter.com/shahpriya/statuses/1026602197
6) http://twitter.com/kapso/status/1026608870
7) http://twitter.com/skepmod/statuses/1025822277

Obama’s campaign and the power of email

mayank — Tue, 18 Nov 2008 18:35:33 +0000

“Email is not one of the things that comes to one’s mind when it comes to social media marketing. A world where shiny web 2.0 objects like facebook and twitter are at the center stage most people tend to think a bit too less of the classic email and the possibilities it offers. Lets see how Obama and his team leveraged the power or email to the hilt.”

Here’s a post I wrote on the appadom blog, read the full post here