Gaurav Mishra - Posts




Six Tips for Submitting Entries for Digital and Social Media Industry Awards

Campaign India Digital Media Awards

I’m delighted to share that I am on the jury of the Campaign India Digital Media Awards 2011 along with some really capable people:

- Scott Goodson, Founder and CEO, Strawberry Frog

- Neeraj Nayar, President, Contagious Communications India

- Jasmin Sohrabji, MD, OMD India

- Maya Hari, Director, Conde Nast Digital India

- Graham Kelly, ECD, OgilvyOne India

- Max Hegerman, President, Tribal DDB India

- Andrew Knott, Chief Digital Officer, Euro RSCG APAC

- Madan Sanglikar, Partner, Mindshare India

We are done judging the entries and the winners will be announced in Bombay on May 4, 2011.

I have been on several digital and social media marketing award juries of late, including the first Bees Awards, and I am seeing that agencies are putting as much effort in creating the award entries, as in creating the campaigns themselves.

So, here are six tips for agencies for submitting award entries for digital and social media marketing awards:

1. Focus on the remarkable: Ask yourself why your campaign is remarkable and highlight the one or two elements that make it remarkable, instead of listing out all the details.

2. Highlight the BIG idea: Always highlight the BIG idea and ...

Does Twitter Promote Cross-Cultural Communication?

I was recently quoted in a Mashable article on the culture of Twitter.

As Twitter becomes mainstream, not only in the US, but also in several other countries, its changing from a community frequented by early adopters to an utility used by the masses.

As Twitter becomes more of an utility, it ceases to have one community and one culture. Each one of us curate our own community on Twitter, by following friends, strangers, celebrities, news feeds or hashtags.

Specifically, each hashtag is its own community, with its own culture. For instance, #wheniwaslittle and #scrm have distinctly different cultures, withdistinctly different participants and norms or participation.

Of course, Twitter’s 140 character limit creates a norm of frequent short, witty, haiku-like updates that cuts across these different communities and cultures.

On the question of whether Twitter promote cross-cultural communication, I think Twitter, like other social web platforms, creates the “possibility” of cross-cultural communication. Perhaps, Twitter enables discovery more than most platforms because of its open architecture, powerful search, and trending topics.

However, human beings have a strong ...

18 Social Media Use Cases: Conversation, Campaign and Community

I have been trying to build a simple but comprehensive framework for social media use cases (attempt 1, attempt 2), and here’s my present thinking on the problem.

The social media strategy process has six steps –

Social Media Strategy Process

1. Context: Creating the right context in terms of objectives, metrics, structures, workflows and policies.
2. Content: Creating and managing a content calendar, to attract and retain the interest of influencers and evangelists on a regular basis.
3. Conversation: Tracking and responding to conversations amongst influencers and evangelists.
4. Campaign: Creating a series of campaigns, or short-term bursts of outreach to influencers and evangelists.
5. Community: Bringing together influencers and evangelists on a social platform hosted by the brand on a long-term basis.
6. Channel: Creating specific tactics for online and offline channels and integrating them.

Out of these six steps, we can structure three — conversation, campaign and community — as standalone social media programs.

Social Media Programs

When we apply these three types of programs — conversation, campaign and community — to six types of business contexts — marketing, sales, support, innovation, talent and ...

What is the Annual Value of a Facebook Fan for a Consumer Brand? $136!

A study by social media agency Syncapse (PDF) puts the value of a Facebook fan for a consumer brand at a really high $136! The study calculates the additional dollars that can be expected to be attributed to a Facebook fan in comparison to a Facebook user who is not a fan.

Syncapse arrived at this number by putting a dollar value to five aspects of fan behavior using data from 4000 panelists in North America who were fans of the top 20 consumer brands on Facebook –

1) Product Spending: Fans spend an additional $72 than non-fans ($157 versus $85).
2) Brand Loyalty: Fans are 28% more likely to continue using the brand than non-fans (75% versus 47%).
3) Propensity to Recommend: Fans are 40% more likely to recommend a product to their friends than non-fans (68% versus 28%).
4) Brand Affinity: Fans are 42% more likely to feel a connection with the brand than non-fans (81% versus 39%).
5) Earned Media Value: Fan interactions on the Facebook page resulted in free or earned brand impressions to their friends.

Syncapse attributed a value of $72 for product spending, $44 for brand loyalty, $13 for propensity to recommendations, and $7 to earned media value, totaling to ...

Everything You Need To Know About Social Media Marketing In Seven Short Steps

Here’s everything you need to know about social media marketing in seven short steps:

1. The biggest risk with social media is in not engaging in public conversations about your brand. So, do engage yourself and encourage your employees to engage. Ask them not to do things that will embarrass themselves or you, but expect them to. All of us have embarrassed ourselves in public, more than once, so will they. It’s okay.

2. The only solution for negative conversations is more positive conversations. Responding to and resolving negative conversations is table stakes. The only way to win at social is by inspiring your evangelists to start and spread more positive conversations about you. So, put in place a process to track and resolve negative conversations, then focus on energizing your evangelists.

3. So, start by asking: Who are our present and potential evangelists? Who do they talk to? Who talks to them? What else do they talk about? What are their triggers to talk? Why do we want them to talk about us? In effect, you are creating a persona for your evangelists, except that instead of using it to design a website, you would use it to design a web of talkworthy ...

How to Design a Reputation System: It’s All About Karma

Randy Farmer (@frandallfarmer) and Bryce Glass (@soldierant) share some insightful tips on designing web reputation, or karma, systems:

- Karma is user reputation within a context
- Karma is useful for building trust between users, and between a user and the site
- Karma can be an incentive for participation and contributions
- Karma is contextual and has limited utility globally. [A chessmaster is not a good eBay Seller]
- Karma comes in several flavors – Participation, Quality and Robust (combined)
- Karma should be complex and the result of indirect evaluations, and the formulation is often opaque
- Personal karma is displayed only to the owner, and is good for measuring progress
- Corporate karma is used by the site operator to find the very best and very worst users
- Public karma is displayed to other users, which is what makes it the hardest to get right
- Public karma should be used sparingly – it is hard to understand, isn’t expected, and is easily confused with content ratings
- Negative public karma should be avoided all together. In karma-math -1 is not the same magnitude as +1, and information loss is too expensive.
- Public karma often encourages ...

Seven Lessons For Social Interaction Design From Social Gaming

Neil Vidyarthi (@neilvidyarthi) lists the seven elements that should be included in every social game: real friends, gifting, leaderboards, challenges, messaging, teams and customization. The most important feature of a social game is a user’s real-world friends list. So when I invite friends to play, or look at the leaderboard, I should be able to [...]