‘The Fresh Brew’ – Book Launch Video

The fruition – An effort that took 9 months since being conceptualized and challenged the limits of my patience, perseverance and pursuit. Not to forget, it taught me invaluable lessons in ‘time management’! 🙂

Pleased to share the Launch Video for My first book – ‘The Fresh Brew’!

It is set to hit bookstores across India by the first week of February. You can pre-order the book on Flipkart.com!

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Social Media Marketing: Future or HOAX?

Social Media Tools Map

Just when we thought Social Media was raising its head high enough for everyone to sit up and take notice, we got to attend a workshop conducted yesterday by Vijay Singh and Rajesh Ghagte of 141Sercon on Non-traditional Media and Below-The-Line Marketing at IIM Lucknow. It couldn’t have come at a better time – The PGP1’s (first year students at IIM Lucknow) are studying Marketing Communication as a part of the MM-II (Marketing Management-II) course.

It’s a session that I personally enjoyed a lot and in general, they did end up creating a certian amount of ‘buzz’ about the workshop. My take-aways from the session were specifically in an area that has been of particular interest to me – which is precisely what the workshop was about: Social Media Marketing: as a subset of Below-The-Line marketing (BTL) activities undertaken by a company. Specifically, if I were to summarize:

  • Earlier consumers used to follow the AIDA path – Awareness, Interest, Desire, Action. They no longer do that.
  • While Above-The-Line (ATL) activities are more in BROADCAST mode (Television, Print, Radio, etc)., BTL activities are more personalized (NARROWCAST).
  • There are no ‘standard’ metrics for Social Media: For instance, there are no universally agreed upon metrics like ‘TRP Ratings’ in case of Television of ‘Readership’ surveys in case of Print Media.
  • ATL – 1-way conversation.
    BTL – 2-way conversation
  • ATL – No specific ‘Call to Action’.
    BTL – There is a specific ‘Call to Action’ – which can be in the form of ‘BUY’, ‘TRY’, of ‘REFER, among others.
  • ATL: The most important Question is “WHO” are we targetting!
    BTL: The most important question is “HOW” do we target – What is the specific campaign about?

What also came out of the workshop is that most marketing managers – especially, the ones who are still focussed entirely on traditional media & ATL, tend to have the opinion that –

“Ok.. Let us have a social media presence, but if there is anything negative that comes up, we will pull out.”

Something that is not possible in a place as open and transparent as the internet. Which is why, most of these managers eventually end up putting just their television commercials (TVCs) on Youtube – that’s it, nothing else! Social Media is democratic andwe have to live with it, if we want to ‘be’ in it.

Let me leave you with a video –

An interesting article on Social Media’s impact on Branding.

[Title Picture Courtsey: Marjorie Signer.]