1. It’s not just a basic information portal but acts like a mini community of its own, which is not only scalable but dynamic too.
2. Users can upload, share and vote on stuff. That’s almost the whole plethora of social interactions that are possible included here. User generated content can be pushed around in the community via a seamless commenting system.
3. Activity streams for featuring new and featured content.
   
4. Taking care of the database via Login / Register functionality, and of course has a Facebook Connect option too.

But there are still some areas where new stuff can be added to make sure user stickiness and brand influence increases. The website gives a chance for users to upload their content, yet does not give any functionalities for telling their stories. And human beings are suckers for telling stories, aren’t we? Check out Gauravonomics article on the importance of story-telling in Social Media Marketing and also Graham Brown’s research on why youth and new media is about giving the audience a chance to tell their story to the brand and other users. Some tips to scale up the engagement and passion at the Cornetto community:

1. After I upload my content, I need a place to tell the story behind it? Maybe a status update or a detailed description.
2. I want to connect to other users who share the same passion as me like acting, singing and movie-making. Why not give me a simple forum or discussions thread based activity stream?
3. The campaign has a Twitter and Facebook presence (obviously), but frankly I don’t think it’s needed here. The Facebook fan page is flooded with content that should have been on this community. Or is either duplicate content.
4. The app on the Facebook page, just redirects me to the site itself (WTF?)
5. The Twitter handle again looks as if it’s being done for the sake of impressing the client and offering ’social media solutions’ .. plus the tonality doesn’t even sync in with the brand characteristics.

Update:

I went back to the handle after two days, and surprisingly all the conversations are gone! I guess someone became wiser, or the client didn’t like such a tactic. Sadly, they have just self promoting updates with links back to the site now.

[blackbirdpie url="http://twitter.com/luvhojaanede/status/11752838791"]

“I joined Superchooha as an intern on 24th May, 2010. As I understand it, Superchooha is a Social business Communications firm and deals in internet brand building.
I feel a lot of interesting things are happening at superchooha. It is extremely challenging building the character of a brand online. But it is also very fulfilling to see one’s efforts work. In my three day stint so far, I have noticed the following:

To my delight I saw Times Now flashing its twitter handle and facebook url in their tickers while their show on Kasab was on.

Where brands are so apprehensive[ about being present on social platforms] and close minded that they want negative  comments about the brand to be deleted, there Times Now is inviting comments and opinion of the junta on such a controversial topic.

Pretty impressive!

However, the facebook url that they mentioned doesn’t exist. Was it a silly mistake? At such a level?

If you are doing it, at least do it right dear :)

Brand Positioning:

A communication created which draws a frame of reference is called as brand positioning. e.g. Vodofone: As loyal as a dog, follows you everywhere. Hence they are positioning themselves as a network that never leaves you.

Creating Brand Positioning:

There are key elements which are sacrosanct, while creating this and it can be best explained with this diagram:

Mindscape:

The product or service should be aimed at a certain Target Audience (TA), it is extremely important to understand the TA.
The Demographics, Societal norms, backgrounds to name a few. What they think, what are their wants and needs and behavior that gives rise to them.

Brandscape:

Understanding where the brand stands currently, do people know about it, what they perceive about it. If it creates a recall or a brand association.
Where does the company what the brand to be? Take it to another level etc. Understanding the brand cycle might help you understand this better.
Brand Awareness -> Brand recall -> Brand Trial -> Brand Association -> Brand Loyalty -> Brand Evangelism

Signscape:

Current events and news, Macro Economic impacts like inflation, Government norms etc. Associating the brand with Lalit Modi will not do any good for the brand in the current scenario. A security angle in wake of the terrorist attacks is a good way to position the brand.

Semiotics:

Platforms that communicaton will be used, nuances of each of them. Words used in the communiqué, symbols, language. Characters, visuals, colors, typography and context in which they have used. Any such factors which have a profound effect on presentation etc.

• Questions Generate Comments. As questions are an “easy call to action”.
• With questions you engage peoples ego’s.
• Everyone loves to share opinions.
• People who are passionate about certain companies/ brands/ celebs will definitely feel great about sharing their opinions.
• You invoke viral distribution of your content.

How to do this?

• Use Polls, quizzes and discussions.
• Use Rhetoric Questions:  Which? Where? What? How?  When?
• Keep the topics of discussion simple, yet debatable.

2. Test Their Knowledge:

• Stuff like “How well do you know—————-?” The name could be your marketing merchandise, product, brand and even celeb.
• Fun Relevant questions make your fanpage more engaging and interactive.
• Fans are not only pleased and entertained, but this also lengthens the time a user spends engaged on the brand.
• More time spent = High Engagement + Builds Brand Loyalty over time

How to do this?

• Use Polls, quizzes and discussions.
• “Did you Know?” Updates.

3. Pair promotions with Content:

• Promotional activities can go viral if fans can share links/quizzes/posts with friends.
• This increases Sign-ups and of course Virality.

How to do this?

Use apps and quizzes that allow sharing scores/results of quizzes with friends.

4. Thank Your Fans:

• Some sort of Gratification is essential to make fans feel important.
• Give fans something of value.
• Give fans something they can cherish and treasure for long.

How to do this?

• Recognize and appreciate their engagement via updates and posts.
• Gift them something as simple as a Fan Badge.

The above ways can aid only if these ideas are put into action and used with a sensible discretion. While these ways definitely assure engagement, they have to combined with other strategies and ideas for a more effective result. So tread with care!

And he talks about it from a perspective that most of us didn’t see – from a brand’s point of view. And he makes some solid arguments to prove his proposals right.

However, what surprised me was the context of argument, almost everyone argued from the perspective of individual users (read “customers” if you are marketer). Now, this took me aback!!!

I feel, when someone says “I like this”, it doesn’t make bring a kick in me, because I feel ya you might me 1 of other billion odd people who might be liking this. On the contrary, when you say me “I am a fan of Facebook”, this ushers the adrenaline in me and makes my stupid brain think, why the hell this person is fan of some strange animal called “facebook”, what’s so special about it?, and this curiosity leads to search for information about “facebook” (which means receiving new unique visitors), getting acclimatized with it (increasing chances of conversion), and maybe becoming a fan of it too (yeahh that’s my target at the end of the day). Does it sound good (if not great)???? Hit me back if any marketer disagrees to it.

I personally think it was a good move for businesses everywhere, maybe not from a marketing point of view because Facebook definitely wants to expand the radius of its social graph, unless it suffers the fate of Friendster and MySpace. To do that, Facebook needs to become the ubiquitous social identity. The de facto. The omnipresent. Now to do that Facebook needs to enter websites and every online operations. And by killing the more passionate word called ‘fan’ Facebook enters a more neutral ground of ‘liking’ which everyone can live with. And doesn’t mind indulging in.

I can just be interested in something and I can like it. Thus putting it into my social stream and exposing the ‘liked’ content to my friends thus making it go viral. More likes >> More content into social streams >> More hits back to website >> Facebook = happy and Content owner = Happy!

And I have seen this again and again. Brand managers get so fascinated by the phrase ‘My brand has x000 fans on Facebook’ that they start forgetting the real value of the word ‘fan’ .. A fan is a wildly passionate evangelist of your brand who loves it. Revels in it. And tells others proudly about his fandom.

How many fans of a page are actually at that stage? Doesn’t it conclude that most of them just liked your brand anyways and were NOT fans.

How many of us are actually ‘fans’ of the communities we currently have listed on our profile? What exactly does being a fan mean? Is it not being a staunch follower of all happenings and keeping your-self updated of each and every happening in that particular community?

It is normal to like a couple of things and have your interest in some subjects. I like music, but I may not be a fan! To like a community or page is more casual and easy on the psyche of the user! This opens up more possibilities in terms of increase in the number o f people in showing interest towards a community or fan page.  It is definitely more light weight and does not over power the user to take a decision! I see this as a more approachable way in suggesting users to make more connections across the site.

Verdict: I ‘Like’ it! :)

Considering he is probably too ashamed of being Socially Naked. I started off regardless.

I thought that the topic assigned to me was very interesting, owing to the fact that Social Media is an ever evolving industry. Small businesses however, are not yet aware of its benefits. They need to know how some of the other businesses are using Social Media not just to engage with their customers, but also to reap fiscal benefits, given that it is much cheaper than conventional advertising.

So I kicked off with a statement to the effect that it’s always about relationships and not about pitches.

A case in point which stands true to this statement is Reid Travis who is the social media manager for a Mexican chain of restaurants called Panchero’s. Travis claimed that they do not focus on marketing to their followers, fans or readers. Their primary goal was to connect with them.

In addition to this, engagement and transparent communication are important assets. This grabbed Mayur’s attention immediately. He quipped “How would a local restaurant like ‘Borivili Biryani Center’ gain from Social Media?”

This question triggered a healthy discussion. Aditya pointed out that obviously they won’t have a huge fan following and that their target radius would be about 5 KM about the eatery itself.

The conclusion to this discussion was that rather than acquiring a huge fan base, Social Media will earn them loyalty with their regular customers. It can eventually further grow their fan base through word of mouth.

The next aspect of my talk was about Jim Glaub’s Arts Meet Conference. Glaub handles social media for Broadway and off-Broadway shows with
the constraint of a limited budget.

In this case study, it was seen that people who liked the show would tweet about it to their friends. Celebrities who attended the show would tweet about it as well, resulting in a good deal of exposure for the show.

Similarly, Julee Mertz of Dance studio in Chicago Big City Swing uses Facebook to attract students and also uses Facebook Events for interested clients to RSVP. Each and every friend in their friends list receives a notification about the event. They project and plan their schedule based on the number of people who have responded positively to the event notification. Both Ankita and I found this very fascinating.

Conclusively, I would like to say, that small businesses should always be open to critics and respond appropriately. Aditya concluded the session by saying that Social Media is slow progress for small businesses but eventually fruitful. We couldn’t agree more!