B2B Marketers: Get Cracking and Get Social

B2B and Social Media Marketing

Recent studies reveal that 73% of B2B Marketers who make use of social media tools have been very effective in delivering content and driving traffic to websites., Yet, today Marketers are skeptic about exploring the possibilities of the digital universe. Having said that, my question to all the marketers, especially those who specialize in the area of B2B would be- in this day and age when you hear of a budding company or a service, what do you do first? I’m guessing:

Step 1: Google what you are looking for

Step 2: Look for their Facebook page to ensure that it is a legit company

Step 3: Boom! In less than 2 minutes you have probably made a judgment about the product or service

Am I right or am I right? Let’s admit it. We are all snooping and digging to get the best deals. Actually, I would like to call this as ‘doing my due diligence’. Having said that, if I were considering opening a store and looking at purchasing opportunities from a whole-seller, let’s say in India who does not have any digital presence except a beaten down website, would I really think of the company highly? My answer would be, NO. I don’t know about the baby-bloomer generation, maybe they think it’s a waste of money to invest in a digital presence, but I can assure you that generation Y functions differently. We do want to see dazzling websites along with engaging social media presence because the reality is that none of us really want to talk to too many people, we just want to research make a judgment and redeem services or purchase products. It’s as easy as that.

Whether it is the architectural industry, IT consulting or retail, my advice to all the B2B marketers would be to wake up and smell the coffee. If at all you are looking at sustaining your Business presence in the long run, investing in creating a brand is almost mandatory. Here is a good start for those of you who want to begin creating an effective brand image:

–       Website re-vamp: Ensure that your website is informative, visually appealing and user-friendly

–       Content: Marketing in 2013 has wholly revolved around content. Sources state that 23% of Internet time is spent on blogs. So if you are looking at converting that traffic into leads, I would say invest in content of all kind, – e-mailers, newsletters, webinars, slideshares etc. In other words, good content is directly proportional to SEO optimization

–        Social Media: Identify what social media tools work best for you and start engaging your audience. Keep in mind that retaining a potential customer and keeping them informed and engaged is more valuable than acquiring one –  both financially as well as socially. So, get Social! You really don’t want to metamorphosize into a relic company and perish because you could not stay germane. Yes, some traditional marketing techniques are still a vital part. But believe me this is changing and in a few years it could even be non-existent. Who knows?! Perhaps, we could all be a part of digital conventions someday so get cracking and get social.

-Naimeesha Murthy

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The iPad killer?

 

Recently, amongst much drama and excitement, Microsoft unveiled their jealously guarded secret, the Microsoft Surface tablet. Touted to be the iPad killer, the Microsoft Surface tablet has raised speculations about the future of portable devices for social networking.  The surface tablet is rumoured to be the last work in terms of entertainment and business applications.  Let’s see what the fuss is all about!

It’s thin.

At 9.3 mm, it is wonderfully portable. Right now, the iPad is the last word in portability. The chassis looks sturdy and well-finished and could be a viable competitor.

 

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The display.

It’s a 16:9 widescreen display, especially designed for better social networking. (It is what everyone cares most about, after all!) With a decent camera, the tablet could be brilliant for video calls and conferencing. Facebook, email and all kinds of social networking will be easily accessible from the Metro themed Home screen.

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The best part – the portable keyboard. It can do things apart from entertainment!

 

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The keyboard seems a little too good to be true. It is built right into the magnetic cover and it attaches itself to the tablet for easy usability. With this, it overcomes the iPad’s main disadvantage – typing/chatting for long hours with a friend on an iPad is painful on the fingers. While the iPad is a solid device, it fails in terms of getting any work done – even simple documents and presentations. It is a brilliant secondary device while the Microsoft surface tablet promises to be capable of handling both.

Powered with Windows 8 (There is also an optional Windows RT version) the Surface Tablet will now have the same Metro theme running across its phone as well as the tablet. This integration, similar to Apple’s uniformity across MacBooks and iPads, is sure to attract many.

The kickstand on the back of the tablet is a well thought of feature and would be brilliant for video-chatting. Especially for bloggers on the go, this could be the answer to their prayers.

We all know that the iPad is not something you would use to get your work done. With a USB port built in, the tablet could finally be the one device that can step up and get some work done!

The target audience –

This will be for those who think the iPad’s great and love portable devices but are hesitating, considering Apple’s high prices and lack of business use. Have you heard the joke that’s doing rounds on the internet?

“There’s one thing I know about the next Apple device – ”
“- I won’t be able to afford it.”

While that’s funny, it could be what makes the Microsoft Surface Tablet tick.

It’s fashionable and good-looking.

 

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With four different keyboards, there is one for every mood. Which one would you pick?

Image courtesy: http://www.microsoft.com/surface

By – Jayashree Bhat 

Call us on +919739388168 (India) or +15853010801 (USA) or drop in a mail – socobuzzer@gmail.com

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Open Happiness!

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Coco-cola! “Open Happiness”, “Live on the Coke Side of Life” and closer home, ‘Jo chaaho who ho jaaye Coca-Cola, enjoy’ – some taglines that have stuck in our memory over the years. They have come up with some of the best marketing and advertising campaigns and have aggressively made their presence and brand felt everywhere – earlier in Television, Radio and billboards and today, through Social Media.

In our opinion, the things that Coco-cola did right –

1.“Liquid and Linked”

That is how Coke describes its new marketing strategy. To describe what “Liquid” means, think of well, a liquid. A liquid can be stored in a glass, a jug or a bottle. You can even share it with people around you. That is what Coke is aiming at – having advertising content that can reach customers as is, content that can be shared on phones, TV and the internet and content that can go viral. Yet, they are all one liquid, contributing to the Coke goal. The idea is to produce content that is so good that you cannot help but share it. Making people talk about you is the best way to reach as far as possible.

How do you generate content that is Liquid and Linked? It cannot be boring and preachy. It has to be funny and something people relate to and want to post on their Facebook walls. “Storytelling” is what Coke calls it. It has to be funny, pretty and memorable. Meanwhile, they have delved into the psychology of consumers to create a deep emotional connection with their advertising, to create a personal experience the consumer will remember. Good stuff, I think

2. Having a simple, clear goal. “Double Coke’s consumption by 2020.” That is it. Easy to understand and work towards without a need for detailed explanations. Sometimes, marketing jargons creep into company goals, making the goal/s removed and distant from the people involved. Would you like to work towards something you don’t understand?

3.Recognizing the importance of Social Media. And very importantly, doing so at the right time. Today, it is not just a catchy ad that earns you business. Studies and statistics show that more consumers rely on the reviews and opinions of other people when buying a product.

4. Being extremely catchy. Their advertisements and slogans are some of the best in the market, and they have consistently kept it up. Having a good product is not just enough – you need to present it as best as you can, over and over again.

All this goes to prove that Marketing is ever-evolving and Social Marketing is this season’s new flavor. It is definitely here to stay. And Coke has caught on at just the right time. Check out this video for another brilliant campaign by Coke.

– Jayashree Bhat

Call us on +919739388168 (India) or +15853010801 (USA) or drop in a mail – socobuzzer@gmail.com

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Path – the next big social networking app?


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Have you heard your friends raving about Path lately? A lot of us probably have. The idea of this social networking app is to help people maintain a journal or what you call a “Path” to your life. Launched in November 2010, The Company is headquartered in downtown San Francisco. Path has grown to include over two million people sharing life with close friends and family all over the world.

Path at present is available only for iPhone and Android users and they have the option of integrating it with Facebook. There is something about this lightweight social networking app that some handlers quote as a reason to use over Facebook and that’s – privacy.

Path is a very private space where your numbers of connections are restricted to 150 as against having close to 500+ on a networking site like Facebook. The idea is to keep ‘real connections’ and people who actually care about your photos, events and posts. That’s why some claim that Path is a much more elegant way of keeping track of those closest friends when compared to Facebook.

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There’s no denial that Path has an absolutely dazzling interface and many users say it’s extremely easy to use. When you pull down on the screen, it will show you what time each ‘moment’ (Path’s version of post) went live with a little clock on the top right.

It definitely has one of the slickest app experiences on the iPhone. Everything feels seamless. Each image has stunning resolution for the tiny screen on your iPhone and shines. You don’t have to jump to a full screen to enjoy each photo — it’s good enough to just view them in the timeline and also has a built-in variation of Instagram.

With all these great features and more, is Path on it’s way to becoming the next big social media app to watch out for?

-Suruchi & Naimeesha

Call us on +919739388168 (India) or +15853010801 (USA) or drop in a mail – socobuzzer@gmail.com

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Prediction: Is Facebook here to stay or will it fall prey?

Facebook – the favorite social networking website of the world was launched in February 2004 by Mark Zuckerberg along with his college roommates and fellow students Eduardo Saverin, Dustin Moskovitz and Chris Hughes. The website’s membership was originally limited to Harvard students, but was expanded to other colleges in the Boston area, the Ivy League, and Stanford University. It slowly added support for students at various other universities before opening to high school students, and eventually to anyone. The company claims almost 1 billion users today.

Facebook was very successful in phasing out it’s predecessors like Hi5 and Myspace. So the big question that has been hovering around a lot is – is Facebook in for a long innings or will the bubble burst in the coming years?

Facebook approaches their model from a standpoint of longevity; they are strategically planning 5 or 10 years out as we speak. Look at the ‘Like’ button for instance. This is a function of Facebook which has migrated to the rest of the web. Similarly Facebook’s future success depends on product innovation and new services, without which the user population will migrate to other “hives”.

The current fluctuation in the stock price is no indication of future prospects, but for the myopic vision of the short term investors and speculators. In the long term the company has to try and monetize their user data, so that they can realize their true market value. Facebook is currently sitting on a pile of cash and how they put this cash to use is yet to be seen. Will they squander it in empire building projects or will they put it in return enhancing projects is a question that only the future will answer.

Facebook has not only captured the market share but also increased share of mind and heart which makes its members keep coming back. The first question that arises in most people’s mind when they think about Facebook not being around is what happens to the many pictures, conversations and memories that we have on this site? For most, it’s almost impossible to imagine life without a daily dose of Facebook!

We are in a relationship building age of marketing, what Facebook is offering now is in line with societal movements and therefore it is highly unlikely that it will not be around in a few years or something bigger or better will take away this position of monopoly from them. As preferences change, Facebook sticking around will come down to whether or not they can serve the needs of its members. If not, then you can assume Facebook would fall prey.

By: Suruchi & Naimeesha

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Call us on +919739388168 (India) or +15853010801 (USA) or drop in a mail – socobuzzer@gmail.com

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Sid Mallaya, Watch what you tweet!

                     

The Royal Challengers owner Sidhartha Mallya was the newest celeb to get into trouble for his tweets. While defending Luke who is a part of the Royal Challengers team, Sid Mallya in turn went on to accuse the girl who charged Luke of molestation and expressed it pretty openly through social media.

His tweet read, “The girl who is accusing Luke is saying he hit her ‘fiance’…what a load of f*****g shit. She was all over me last night and asked for me (sic) bbm pin, so if he was her fiance she wasn’t exactly behaving like a future wife” The Twitter rage did not last too long after Sid Mallya received a legal notice for his tweets and now has been advised to keep a low profile by his media managers.

So, was it the heat of the moment or have a lot of us taken these mediums for granted as a mass medium to put our point across?

The difference between freedom of speech and defamation:

While some of us think it is alright to say just about anything about a person or a situation in a democratic country, this might not be the most lawful situation. Therefore it is important to understand where we need to draw the line.

There’s a thin line between ‘freedom of speech’ and ‘defamation’. The right to freedom of expression is recognized as a human right under Article 19 of the Universal Declaration of Human Rights according to the Indian constitution. Freedom of speech is defined as political right to communicate one’s opinions and ideas via speech (written or verbal). However, the right is commonly subject to limitations, as with libel, slander, obscenity and incitement to commit a crime. Slander and Libel both are types of defamation which means communication of a statement that makes a claim, expressly stated or implied to be factual, that may give an individual, business, product, group, government, or nation a negative image. This can be also any disparaging statement made by one person about another, which is communicated or published, whether true or false, depending on legal state. In India, Defamation takes place “by words either spoken or intended to be read, or by signs or by visible representations”.

So the next time you are about to type a tweet or update your status message which could offend someone, beware! Your words might land you in a legal soup.

By: Suruchi & Naimeesha

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Call us on +919739388168 (India) or +15853010801 (USA) or drop in a mail – socobuzzer@gmail.com

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Think before you update!

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Do you feel social media sites make it easier for you to express your thoughts and give you freedom of speech? A lot of people find it easier to say things on these sites – things they might not say easily in person or even over the phone. But sometimes these ‘things’ could rather be rude or inappropriate in the name of ‘freedom of speech’. A lot of people use social media sites  to send one of “those” messages out into the universe to let off some steam or to just stir a controversy.

Do you REALLY need to say it?

Most of the times the messages are directed to a person who you know CAN and WILL see you status update or your tweet. Messages like “Why do I meet so many idiots” or “Why are some people mean around me” are some examples. While typing the message, seconds after an argument or a disagreeable conversation you know exactly who you have in mind. But you prefer sending out this ‘vague’ message thinking you’re venting out and not hitting direct either. But guess what, most of the times the person in question knows exactly what you are talking about. Your other friends’ ‘likes’ and words of sympathy don’t make the situation any better, infact it worsens it. Coming back to reality, would you have the guts to say the same things to this person in real? Absolutely not! That’s the reason you’re taking this alternative route to vent out.

Then why say it all?

Studies show that while people use social media to express their frustration over a situation or a person, most of the times instead of them feeling better about having said it, it leads to a feeling of guilt and embarrassment moments later, after the ‘steam’ goes down. And then they quickly try to undo the damage in every possible way but most times it’s too late because Google has saved your message forever.  Sometimes this can even lead to more mis-communication than communication and a lot of confusion around you!

No one likes a ‘whiner’

While people around you might give your negative ‘message’ some attention, do you think they are really being appreciative of it? Most of the times – no! You might have well become the laughing stock of the day or tagged as the ‘whiner’. Very few people on your social network actually care about your miserable situation so why give them a chance to talk about it at all?

So the next time you update your status or tweet about an argument or want to pass a personal comment about someone- count 10, breathe and think if you really need to do this or would you rather talk about something happier? 

– Suruchi & Naimeesha

Call us on +919739388168 (India) or +15853010801 (USA) or drop in a mail – socobuzzer@gmail.com

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