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Are Flash Mobs the new Facebook of Advertising?

[Flash Mob: A large group of people who gather at a public location to perform a pre-defined action, typically a brief dance, and disperse rapidly after the event has concluded.]

Flashmob, the latest talk of the town, isn’t a new phenomenon. The world saw its first Flashmob demonstration in the year 2003 in Manhattan organized by Bill Wasik senior editor of Harper’s Magazine. However, it all began, like Facebook, as a playful social experiment – meant to encourage big gatherings, humor and spontaneity. Organized secretly through social media, viral emails or websites, these flash mobs gained immense popularity courtesy their element of surprise.

Like everything else, that becomes a rage amongst masses, takes to becoming the next marketing tool for the brands of the world. This phenomenon too didn’t get past the big brands unnoticed. It awestruck brands with some power performances across the globe and what followed was a flood of flashmobs.

However, a majority of these manifestations failed – just like what we saw for brand pages on Facebook – they came, they saw but they couldn’t conquer. Closer home in India, the brands and individuals got so enthused by the successful demonstration at Mumbai CST that it became the most overdone activity of recent time thereby leading to death of its charm.

This is not to say that Flashmobs have failed in India or that the brands should avoid using flashmobs but to make a point that howsoever interesting the tool may be its application has to be grounded on a solid premise.

Be it the Flashmobs or the Facebook, brands must remember these:

1. Consumers (as we are known) want to be ENTERTAINED, ENGAGED and LET FREE and not BOMBARDED with irrelevant communication. Hence, usage of social platforms or tools should be to engage people and not hard sell products.

2. TOO MUCH and TOO FREQUENT spoil the fun. Too much of branding makes it look like a marketing gimmick and too frequent activity kills interest and thus brands must keep it alive with relevance and surprise.

3. You don’t HAVE TO do it just because EVERYONE else is doing it. We saw this on Facebook – some brands credited their Facebook presence to being “early adopters of any new technology”, some did so to the “consumer centricism” while a lot others just exclaimed “We have to be on Facebook because EVERYONE is on FACEBOOK!” that’s quite honest I would say. However, a lot of brand efforts eventually died down all thanks to their aimless hunt for fans/likes.

4. Don’t follow the herd. INNOVATE. American comedian Charlie Todd, once had a group practice synchronized swimming in a public fountain in New York. Another time he had some 50 people enter an electronics store wearing the same type of clothes as the store’s employees.

Some super successful flash mob acts –

1.      Frozen Grand Central Flash Mob, Jan 2008

2.      T-Mobile dance, Jan 2009

3.     Central Station of Antwerp, Mar 2009

4.      Michael Jackson Dance Tribute Stockholm, Jul 2009

5.      Black-eyed Peas Major dance Mob, September 2009

6.      Bristol Lightsaber Flash Mob, Feb 2010

7.      Flash Mob at the Ohio Union, May 2010

8.      Opera Company of Philadelphia, Oct 2010

9.      Christmas Food Court Flash Mob, Nov 2010

10.     Mumbai CST, Nov 2011

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Posted by on January 30, 2012 in Our Desk

 

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Indian Government threatens to ban Facebook & Google if they do not censor their content

The two internet giants will have to face a blackout in India after a Delhi High Court ordered them to find a way to remove objectionable and derogatory content from their websites.

“Like China, we will block all such websites,” Kait said, The Times of India reports.

Here’s what Mukul Rohatgi had to say on behalf of Google India on the matter:

“No human interference is possible, and moreover, it can’t be feasible to check such incidents,” Rohatgi said. “Billions of people across the globe post their articles on the website. Yes, they may be defamatory, obscene, but cannot be checked.”

Give us your take on the issue. Do you think banning such sites will help reduce access to derogatory content on the web?

 
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Posted by on January 13, 2012 in Feed Spot

 

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Key social media statistics for 2012

2011 has been a great year for social media. Key notes from the infographic by Mediabristo were as follows:

Facebook:

  1. There are now more than 800 million active Facebook users.
  2. The average Facebook user has 130 friends and is connected to 80 pages, groups and events.
  3. 95% of Facebook wall posts are not answered by brands.
  4. There are more than 3.5 billion pieces of content shared on Facebook each week.

Twitter:

  1. 34% of marketers have generated leads through twitter.
  2. Tweets with verbs have 2% more share-ability than the normal tweet.
  3. There are now 100 million active twitter users,
  4. 40% users don’t tweet, but just keep tabs on what people are talking about.
  5. 92% people retweet stuff they think is interesting.

General social media:

  1. 30% B2B marketers are spending millions on dollars on social media marketing activities.
  2. Most smartphone and tablet users are researching products than buying them.
  3. 40% bloggers consider themselves professionals.

Read the original post on Digital Buzz Blog

 
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Posted by on January 6, 2012 in Feed Spot

 

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‘Har Friend Zaroori Hai’ goes digital

It was one of the better campaigns last year with a very hummable tune. Airtel has now taken forward its  popular ‘Har friend zaroori hai, yaar’ campaign on to the digital space, starting out with a series of about twenty videos on their YouTube channel. The move is inspired by interesting ‘friend types’ or tags created by Airtel’s fans on their Facebook page during an outreach programme earlier. 

The campaign which commenced on 4th of January this year, will see the release of more videos periodically. Commenting on the launch of the new digital campaign Bharat Bambawale, director – global brand, Bharti Airtel said that the company hopes will go viral.

Let us know your take on the campaign.

Read the full post on Campaign India

 
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Posted by on January 5, 2012 in Feed Spot

 

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Snap up your ‘Dream Job’ this new year

A very happy new year to all of you from the Parietal gang. We wish you all lots of joy, health and success in this year. Talking of success, how about preparing yourself for that coveted job interview for your dream job? And when one talks of interviews and jobs, can resume be far behind? Its important to crack that perfect resume which will get you what you want. But hey, we are not talking about some dull , boring word document; its 2012 !! So here’s a brand new way to look at your resume.

The new Timeline profile format on Facebook has made it more job-search friendly than ever. It is effectively your resume. That’s right. From the giant cover image at the top to the chronological organization down the line, your Facebook profile is a resume for your life, not just your career.

With Timeline, employers can learn more about users by searching specific time frames and seeing how the details mesh together. Ultimately, Facebook is going to become the go-to site for more curious employers and clients. Personalized and manicured Timelines are simply going to be more attractive.

So how can you use the timeline to your advantage?

  • Organize your business contacts into a list so that they’re the only ones who can see your industry-specific content. Personalizing your profile to fit the crowd will make your Timeline look so much better.
  • Customize your timeline with a good enough cover photo. Pick one which works for everybody who check your profile.
  • Prioritize the information you think is important so that it can be seen by the right people.
So how are you going to optimize your digital resume?
Let us know with your comments.
You can read the full article on Mashable
 
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Posted by on January 2, 2012 in Feed Spot

 

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‘Digital Waste’ is polluting the online world

Businesses are wasting time and money trying to reach people online without realising many resent big brands invading their social networks – according to findings from a global study launched by today by TNS, a Kantar company and part of WPP.

Shailendra Gupta, associate vice-president, TNS India, explains, “Digital waste is the accumulation of thousands of brands rushing online without thinking who they want to talk to and why. Many brands have recognised the vast potential audiences available to them on social networks; however, they fail to understand that these spaces belong to the consumer, and their presence needs to be proportionate and justified.”

The race online has seen businesses across the world develop profiles on social networks, such as Facebook or YouTube, to speak to customers quickly and cheaply – but TNS’s research reveals that if  these efforts are not carefully targeted, they are wasted on half of them.

Some key points of the study:

  •  57 per cent of people in developed markets do not want to engage with brands via social media
  • Only 47 per cent of digital consumers now comment about brands online.
  • Although 54 per cent of people*** admit social networks are a good place to learn about products, the research shows brands must harness digital more carefully if they are to use it to their advantage and deepen relationships with customers and prospects.
  • People like to praise than complain online (13 per cent vs 10 per cent).
  • Spanish are the least likely to praise online, with just one in ten people saying that they would do this, and Argentineans are the most likely to complain about brands online (12.5 per cent).

You can read the full article here.

 
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Posted by on November 14, 2011 in Feed Spot

 

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So how many people are talking about your Facebook page?

Facebook has now let people who visit your page decide whether your page is worth a like or not. The new metric ‘People talking About’ will give users an idea of the interactivity level of the fans who are already in the page. Keys points of the Mashable article:

People Talking About will measure user-initiated activity related to a Page, including posting to a Page’s Wall, “liking,” commenting, sharing a Page post or content on the Page, answering a Question posed to fans, mentioning a Page, “liking” or sharing a deal or checking in at your Place.

Friends of Fans is the actual number of friends your fans have, and weekly total reach is designed to be an accurate assessment of how many total people have posted something about your Page, how many news organizations (within Facebook) have referenced it and how much viral distribution elements of your Page has gotten.

In addition to tracking the four metrics, Pages Insights will also offer a deeper dive into data around specific updates. Facebook will list your last 500 posts (the company began tracking them in July) and count the total number of engaged users, People Talking About it and virality. The latter measures the percentage of users who commented on the post.

Read the original article here

 
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Posted by on October 27, 2011 in Feed Spot

 

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