Blogging India Means Business

In a recent research study conducted by Microsoft (MSN and Windows Live) it was found that India's blogosphere is unique in the region with blogging driven by men with an interest in business, politics and entertainment. (What else is there?? porn is entertainment, right??).

Your Average Indian Blogger: A summary of this research would indicate that your average Indian blogger is a young male with a passion for self improvement and entertainment, who spends 5 hours a week reading others and updating his own blog, which gets about 11 hits a week...

Footnote to above: Blogs as part of a media plan for advertisers in India? Not a killer idea right now, but could be worth the investment because space will come cheap at the moment [to advertise on this blog which gets many times more hits than the national average, click here :) ]

Preferred Content: According to the study, the most read/preferred content is technology, followed by news and education, indicating our society is clearly in a progressive, growing mode. Not surprisingly, blogs written by business leaders were found to be the most interesting as they provided great learning.

Footnote to above: So will we suddenly see a rush of wannabe-blogger-CEOs quickly reaching for their wordpress and blogger accounts? (Oops! Or as Microsoft would hope, rush to open a Windows Live Spaces account!). Well, only time will tell, and dude - you need much more than 5 hours a week to get a decent blog going!

Alternate Media: The interesting point to note is that 45% of respondents in India trust the content of blogs, and see it as an alternative to conventional media like print and television. (I also read somewhere else that a EuroRSCG/Columbia study found that 53% of journalists use blogs to find ideas, and 43% use blogs to do research and ratify facts!).

Footnote to the above: A scan of the leading Indian printed business papers will show you that the Business Standard gave this report a tiny 2 columns by 10 cm space, and The Economic Times gave it slightly better 4 columns by 15 cm space... On the other hand, neither the BS Blog, nor the ET Blog have made any reference to this very relevant research!

Microsoft and this research: This study undertaken by Harris Interactive on behalf of Microsoft, and was conducted across seven markets in Asia and covered 25,000 people.

Footnote to the above: If you thought Microsoft ignores public opinion, think again. This study probably cost them a load of money, and is not likely to directly increase the use of their Windows Live Spaces (which one MS spokesperson attempts to push almost as a powerful tool for aspiring bloggers and advertisers). But hey, they're Microsoft, and this could be just the tip of something much bigger planned!

.

India's Hidden Gems

While we and the world talk about Indian IT, Indian BPOs, our growing global competitiveness and our expanding local consumerism, we usually fail to recognise other industries and indicators of potential.

In the last year or so, I've spent a lot of time studying the Indian economy and its various industries - and have discovered a whole new world of potential and opportunity - in areas we take for granted (like hospitality and construction), as well as in places you would not expect (our sewage for instance!).

I am talking about companies that have grown from nothing, with nothing to back them except the ideas and passion of their owners. I'm talking about entrepreneuers who have toiled silently over the years, and have gained success to become market leaders in their fields, without most people even knowing they even exist!

To my mind they're the hidden gems of India, which when polished will shine out bright not just in India - but in the world as well.

Most of them are around 10-15 years old (Note to myself: I must study the social and economic climate in those days to see what were the triggers). Today, they've attained a critical mass and have reached a tipping point - where with minor tweaking and adjustment in either infrastructure, positioning, or communication, they will rise out of anonymity into certain fame in the years to come.

Here are some random choices:

InterGlobe - established in 1989 as a travel agent, InterGlobe is today one of the leading companies in airline and aviation management, travel related services, travel technology (including a BPO), and hotel management. It not only manages over 15 of the world's leading airlines in India, it has now entered the fast growing area of cruise-lines in India. To top it all, InterGlobe recently launched an ailine called IndiGo, and placed an order of 100 aircraft from Airbus! With the two-way traffic of business and leisure travellers growing faster than our population, any guesses if these guys are in the right business?!!

Enhanced WAPP - Started in 1996 by IITian Rajesh Jain, WAPP is today a relatively successful (and market leader in some cities) company in water and waste management in India. Water and waste are such a problem in India, and essential to the success of any civilisation - there's no doubt you've got to watch out for this company being flush with success!

Spectral Services - Ever wondered how a century old luxury hotel can run smoothly in the middle of a lake - with the electricals, plumbing and all mechanical infrastructure working to 5-star efficiency? Well, it's what these folks do - they're MEP consultants (mechanical, engineering, plumbing consultants) who work closely with architects and have helped put together efficient buildings including the homes of some of India's richest Indians as well as landmarks such as the Bahai temple in New Delhi!

These are just a few names - look around India and you will find hundreds of other such companies keeping the economy moving and thriving silently. Providing products and services that don't shout out with multi-crore multi-media advertising or pr campaigns. But result in equally happy consumers.

I believe the next revolution in India will be here - infrastructure, and services. Because as India strives to become an economic superpower, and the world moves in to take advantages of opportunity India - who do you think is going to make us all work and live comfortably?!

The New Highways of Progress

It's a proven fact that the progress of a nation, usually follows the progress of its roads and highways. Take Europe and the United States of America for example... they developed and gained from superhighways long before most parts of the world. And on the other side of the globe today, the Golden Quadrilateral Highway Project of the Indian government is changing the economic landscape and influencing the distribution of industries in India.

As we all know, highways and roads facilitate free-flowing movement and spread of people, goods, even mindsets - hence decantralises national/state economies from the conventional ports and capitals to inner counties and rural areas. And on this rides the spread/growth of knowledge, entertainment, lifestyles, and this raises the overall standard of awareness and living.

Good Highways and Roads are not only good for companies, but also their customers.

Likewise you'll find the information superhighway, a.k.a the Internet, with its bits and bytes is taking on the role once monopolised by concrete and cement.

Here's a quick overview as I see it:

1. Highways open up roads to previously unheard of places. The internet allows you access to companies and consumers you'd probably not meet even with 6 degrees of separation.
2. The spread of higways allows companies to design and develop new manufacturing, distribution, and sales maps. Likewise the spread of the internet allows you to source new material, knowledge, partners and consumers, anywhere in the world!
3. Highways have both drivers and passengers. Likewise, the internet has those driving, and those who just go with the flow.

I think you now get the idea (that is if you didn't already know this).

So what are the golden rules, to keep in mind when using the new information superhighway? Or how can companies/brands maximise the potential of the internet?

1. Know the layout and plans: Understand the internet: its users, its technologies, its growth, its spread.
2. Define your destination: Where do you want to go? Define your goals, define what you want to achieve: research your consumers? open a new line of sale? just promote sales? know the competition? find/solicit partners? Manage reputation? What?
3. Know the risks of highway travel: Is your car/company ready for it? Are you fit for the drive/do you have a good driver? Have you done your homework on the terrain - is it a desert, forest, mountains, what?
4. Identify the other travellers: What is their agenda? Where are they going? What is their mood? Is the highway friendly or hostile towards you?
5. Identify the pit stops and the highway patrols: In case of trouble, do you have a plan A and plan B? Do you know what evasive/engaging actions you can take?

Net-net (pun intended) the new information superhighways are just like the highways of old. They're all over the place, and going through all kinds of terrain. They're full of all kinds of people, with all kinds of agendas. Some are your friends, some enemies, but the most are unknown players.

To sum up this little intellectual journey:
1. If you want your company to grow, you cannot afford to sit at home.
2. If you're stepping out onto the information superhighway (the internet), it's better to be a driver in control, than a passenger who is swept along wherever the others are going.
3. If you are going to drive within the internet, you better learn to drive as well as, if not better than the other guy.

Careful, the blogs have ears!

There's no doubt that bloggers are proving to be more than a handful for the high and mighty (DELL, Neil French, Kryptonite for example).

Which is why companies and company executives better think carefully, before they act stupidly (or arrogantly, aggressively, arbitrarily, whatever...)

While you may think your "employees" are just plain and simple sloggers, a lot of them are also bloggers; their friends and relatives are bloggers, and bloggers can become your floggers when really pissed... actually make that 'when even mildly pissed'!

Here's the latest example of how a great company (which I normally admire), goofed when sending out a supposed morale boosting memo to its people who just lost a pitch. George Parker gives us the spoken and the unspoken words!

.

The Changing Face of India

The Master of Ceremonies (MC) at the ICCO Global Summit 2006 held in New Delhi this October, started the session "The Changing Face of India" by mis-pronouncing the name of one of India's most respected journalists - TN Ninan (Pronounced Tee En Nine-un, not Neenaan as the lady announced).

While Ninan rightly expressed his irritation, I couldn't help but smile at the symbolism of the incident:

Firstly, it reminds us that despite the years of cultural assimilation and progress, India is still a very culturally diverse country - there is no "typical Indian" and most Indians know very little about, and what makes the person in front of them tick!

And as communication consultants, when you add the factor of a constantly evolving economy to this constantly stirring society, it is most likely that the moment you reach within an arm's length of understanding your consumer, he's going to do a character twist and wriggle out of your mental grasp!

The second symbolism I felt, was even though we all consider Ninan to be 'famous' journalist, he's actually not that familiar a name among the general audience.

And in that reflects another truth of the new India today, which is similar to the rest of the developing world: Media is evolving, the erstwhile giants of print and television have a much lesser impact on society than before, and they have to compete with upstarts like the internet, and surprisingly even the resurgent radio!

Thirdly, the way Ninan reacted, also reflected the changing face of India - he was quick to ask aloud "who the hell is Neenan!??" and then he went on to ignore the MC as she tried to wrap up the session at the end of its allotted time, taking his time to make the points he had to.

The new Indian doesn't give a damn about the voice of authority (no pun intended), is not afraid to raise issues that could even affront someone in power, is ready to stand up and defend their individuality, and will do whatever it takes to get their voice heard!

As I started chewing on the symbolism, my thoughts were further fed by R Gopalakrishnan, Executive Director of Tata Sons - one of the most respected companies in India. He pointed out that India's consumption pattern resembles that of developed nations. And urbanisation is on a fast track that not only connects large cities, but is making inroads into rural India as well.

If you ask what are Indians spending on? Well, Mobile Phones, Televisions, Cars, and Computers are some of the products harvesting the seeds of this increased spending.

They're all tools of communication, getting around, and connecting people. And Indians are seeking out these in large numbers - not just the standard vanilla variety, but in the form of individually customised sundaes! Mobile phones that do a lot of things in a lot of languages, not just televisions but interactive televisions, and all kinds of cars for different occasions.

The point is, the changing face of India is culturally diverse and constantly diversifying, attention spans are fleeting and flying all over the media space, and of course media isn't only "the media" anymore.

That's what I took out from this session at the Summit. The rest of the presentations in this session were just feel good presentations for Indian audiences, and provided fascinating (and inviting) facts for the foreigners.

To know more about India and all the fact and figures, check out India Brand Equity Foundation or Confederation of Indian Industry
.

Next Practices - Bottom Up!

Before the ICCO Global Summit 2006, many people were looking forward to Yann Risz speak about “Next Practices” (see link)… And many women were looking forward to meeting Yann Risz in person (see accompanying pic)…

While the women weren’t disappointed by Yann, some people were confused by his session.

I am not going to get into the what the women liked, but I would like to comment on the Session.

Most people got carried away by the title of the Session and the theme of the Summit, and were perhaps looking for fireworks in terms of new tools and technologies from Yann.

But if only those who complained had read the synopsis of Yann’s session, they would have realized that he delivered what he promised – which is a killer opportunity in its own right, however “unglamorous” it may look and sound.

Yann Risz talked of ‘bottom of the pyramid’ consumers (which many “elitist” brands/agencies pooh-paah), and how companies can address and alleviate their social and economic issues, while creating relevant business opportunities for themselves.

Unfortunately, the Q and A session got waylaid by self righteous and so called “politically correct” questions like “oh how can you take advantage of economically disadvantaged people” – while the questioners completely missed the point that these companies were creating mutual wealth, and attempting to raise the basic standard of living at the bottom of the pyramid.

I doubt anyone can question the motives of Yann’s first example - ITCs e-choupal and the positive change it has brought to the landscape of rural India. And while I personally believe his other example, ICICI Bank, is stretching itself thin when providing low cost, low value finance across the country, and will have a tough time sustaining this promise in the long run. Where’s the profit in that!?

As Jairam Ramesh, Minister of State for Commerce, Government of India pointed out later in the Summit – “while countries like India and China will certainly become global economic super powers in the macro sense, the per capita income will still be very low, with the average citizen still struggling to make two ends meet.”

And as Yann pointed out – this ‘average bottom of the pyramid citizen’ is going to be a huge chunk of consumer; a very large audience which we will also have to address – if we’re to survive and thrive, in the next generation economy.

Mass Market? What Mass Market?

McDonald’s, perhaps what we would call the ultimate [popular] mass brand, used to spend two-thirds of its U.S. advertising budget on television. Last year, it cut television spends down to one-third of its budget.

In 2003, Coke President Steven J Heyer announced that it was moving away from television as the ‘main anchor medium’ to more ‘experience based, access driven marketing’.

Even P & G is globally becoming very picky when it comes to mass channel advertising, and is targeting its consumers more finely.

India is different… Or is it?

What do the changing global consumer habits mean for us in India? Well with due apologies to Rudyard Kipling – east is no longer east, and west is no longer west, because technology is fast making the twain meet. And even in India ‘buying big’ has to make way for ‘buying smart’.

Media buyers who spend big bucks on mass channels are more often than not wasting money. And that’s also because most result-pressured marketers demand reach and efficiencies which look good on paper.

The fact is you don’t need a sledgehammer to swat a fly. And the sooner we operate keeping that in mind, the better off will we all be.

The fact is consumers are no longer predictable, reading the morning newspaper at work, and sitting in front of their television sets at prime time, waiting to consume your ‘bloodily negotiated deals’, and bonus spots. Today, they consume information and entertainment in more ways than the average media planner can imagine.

Catching them young

If we are becoming a predominantly youth filled country, our forty plus media bosses definitely need to think young.

The internet itself – an obsession with this youthful India - has various diversions and media opportunities – from your browser, to instant messenger windows, download accelerators, to search engines… the list is exhaustive.

Then there is the latent potential of hidden persuaders like web-logs and chat rooms. And of course events and ideas like the traditional web-casts and fresh-off-the-left-brain podcasts which make web content portable and consumer focused like never before.

Advertising savvy, or sloppy?

Not surprisingly, traditional advertising agencies are feeling the heat from clients. Few have the ability to spot new age trends, until they have passed them by! Because quite simply many advertising agencies are still using tools and techniques devised by their grandfathers, and research methodology that tracks what is, not what will be or what can be.

I remember, when trying to get the budget of a TVC approved by a client, he got hassled and said “don’t try to sell me an ad. I have a series of problems here – pricing, distribution, negative word of mouth, you name it. And all you can think of is a TVC!?? - I wish you people came up with 360 degree solutions, instead of using up all my money to shoot abroad!”

We cribbed and went back, only to return with some POS items, a DM and an event theme as “solutions to his over-whelming problems!” The project needless to say, never got off the ground!

Commissioning Change

The fact is, most advertising agencies in India are not easily adapting to the new India. And this has nothing to do with technology - but everything to do with ‘mindsets’, and something to do with budgets!

Advertising agencies have accept that the new consumer is not easy as a ‘two or three media components budget’. They have to be willing to take the risk of trying something new and untested in our country. They have to be willing to take a lesser commission or no commission to help Clients adopt these new ideas.

Because if you don’t take the lead, someone else surely will. And in the long run, they’ll be reaping a mass of profits.

The 1st "B" of Marketing

The 4 Ps of Marketing now have a companion - B for Blogs - the next big thing for Marketers worldwide.

Blogs [Web Logs] as per their original definition and intent are simply rants and raves of regular people, published online at the click of a button.

For Bloggers there are no censors, no major payments, and no hassles to deal with. All you need is access to the internet!

Blogs are flooding the internet at the rate of approximately 80,000 new Blogs being added every day, with about 1.3 million new posts being published in the same period worldwide.

Estimates suggest that US workforce alone will spend the equivalent of 551,000 man years readiBlogsogs in the year 2005 [hours a day multiplied by number of readers].

In the sub continent, conservative estimates put the number of Indian Bloggers to be approximately 100,000 with students and under 30s contributing a large part to this number.

For Marketers worldwide, Blogs are a great place to absorb consumer mood and opinion, a great medium to advertise, and are also a great way to make public your own [brand or company] opinion in a very informal, interactive manner.

The key thing to remember here is that the popularity or power of Bloggers depends on the reputation of Blogger or the credibility and likeability the man or woman who publishes BlogBlog.

Good Bloggers become mini celebrities in their own right, with loyal readers or other Bloggers who form a virtual group of their own - complimenting or cursing everything from products, services, schools of thought, systems, societies, governments, people, celebrities - you name it, they have an opinion on it.

The public opinion generated by Bloggers has influenced companies to recall products, governments to change laws, even get top executives to quit their jobs!

So if you are a marketer always saying consumer is king, log into the Blogosphere. You'll be surprised what consumers think of you, your product category, and life in general. Also get professional help, and if you like publish your own Blog! You will be amazed with what it can do for you!

Some Blogs I like [To find out why they're great marketing opportunities, write to me]:

AdRants
Vespaway
Cre8ive Ignition
PostSecret
Small Agency Diary

Digital Road Rage

You think it, you write it. You like it, you announce it. You don’t like it, you trash it. And with the worldwide web on your side, the whole world can see it.

In times where world-wide audiences are available at the press of a computer button, are we putting our minds where our mouth is?

I’m speaking of off-the-cuff posts in blogs and even regular websites all over the world, where spontaneity holds sway over sensibility.

While conventional publishing puts the responsibility of putting presumably well thought out news and views in a few hands, publishing on the worldwide web is open source. Yours to do as you please.

Quite like driving on Delhi’s roads, where rules are damned, and decency is trashed. If you don’t like the way someone drives, you show him the finger. You don’t like his reaction to your finger, show him the hospital.

Many bloggers seem to be driving the same path – armed with what I call Digital Road Rage. Surf around you, and you’ll find more rants than raves and more angst than thanks.

Get personal, get unprofessional, and even hack away at your opponent in some cases. “All’s fair in blogs at war” seems to be the mantra. With no apologies due when my karma runs over your dogma.

My two bits of advice [three actually], learnt from navigating the streets of Delhi:

> Fight the rage, nurture the raves. Whether you’re a large organization or an individual, think before you upload. What you say, is going to drive the perception of you – positive or negative.

> The world is watching, and it has the same weapons as you do, maybe with more time and more friends.

> There’s nothing sillier, or uglier than two people battling it out in public – on the road, or on the internet.

Now I’d like to end by saying “thank you for reading my Blog all you nice people. Have a nice day!”

Rantin' n Raving All Night Long!

So what’s blogging all about?? Simply put, it’s all your rants and all your raves, published online for the world to see (or so you imagine!).

I remember a time when I crafted and re-crafted my thoughts and words a gazillion times, before sentencing them to hell at the hands of some publisher/editor/ogre.

But right now, these words are appearing as quickly as they’re appearing in my mind!

I can stimulate your mind by sharing profound thoughts and perceptive observations on everyday things and never heard of subjects (I think we should have 28 hour days)

I can entertain you by telling you how I feel (hungry, happy, ho***).

I can influence you to buy something, or not buy something (I love Pepsi advertising, but I love drinking Coke).

I can stir up a debate on any subject, and I can get governments to look at me (hey, you seen the nuclear submarine at ******** harbor using Google Earth!?)

I can tell you what I’m wearing (just jeans, but don’t worry I’m saving the sleaze for another blog).

And I can bore you to death with keyboard clatter worse than the lines you just read.

That’s the power of blogging! Keep watching this space folks, because this is just the beginning!