Drizzlin Media Blog

Did you know there are approximately 1.6 billion people in our world who live in darkness without access to electricity? Bringing light into the lives of these majorly economically deprived communities has always been a challenge and it is this challenge that Eight19, a solar power company is addressing with grit & determination. The mission involves bringing clean, safe, solar electricity to the worlds most economically deprived communities where the cost of conventional solar power is unaffordable.

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Sukshm Information Services, ‘a rural BPO’ at it’s core is an interesting take on creating sustainable communities. I sat down with one of the founders, Kushagra Bhatia to understand the vision and approach adopted behind the initiative. 

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More often than not..

I feel that branded presence on the social web is as static as a bill-board!

This indeed may sound odd, especially since the social web was meant to be an anti-thesis to such ‘traditional’ forms of advertising (a 2 way conversation, ideally with the brand listening and interacting with its set of customers).

But let’s try elaborating a bit….

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“Organizations still are in the process of learning how to communicate their CSR to external stakeholders while engaging with their audience in a meaningful way.”

Cristiana Peruzzo is a Corporate Social Responsibility specialist with a diverse range of experience in the corporate and non-profit sectors across Europe and the US. Her work for companies has been implemented in a variety of countries across Europe, Africa, the Americas and Asia.

I caught up with her recently for a candid chat on how she sees various CSR initiatives panning out globally.

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“What’s the real return from my Facebook page?”

A common question on every marketer’s mind while engaging on Facebook. Until now, this has always been a difficult question with no precise answer.

The platform is definitely very attractive for marketers as it has more than 43 million users from India that makes it the #2 largest country on Facebook.

Keeping this in mind we decided to do a reality check on how brands in India  are faring on fan engagement, kickstarting the exercise with the retail-clothing industry. We all know that it’s really great to have a lot of people for a music concert. But what if only a few really enjoyed it and most didn’t even talk about it later. The same can apply to a engagement on a brand’s facebook page. A metric to evaluate this ‘buzz value’ is “People Talking About This”

So here’s how we went about it-

• 25 popular retail/clothing brands in India (based on brand recall)  were sampled
• Only brands with core focus in western apparel business were considered (FabIndia, Biba etc. were  not considered)
• The Facebook data taken into consideration for this research piece was as on 9^th Feb 2012.
• The Facebook engagement score was calculated by the % of PTAT (people talking about with this)  with respect to the number of fans on respective brand pages.

What we found-With the highest engagement score being 8%, more than 90% of fans on any particular page do not seem to be bothered!!!

 What do we think could be the reasons?

 Lack of personalization.

People befriend brands that behave like humans. However we found that the approach is too promotional with a heavy focus on season sale offers and new arrivals etc.

Ideally, there should be a good mix of stories about people involved with their brands, employees that make it all possible or things and places that their brands have impacted in some way.

Lack of content differentiation.

 Most brands do not have key content differenciators. There’s lack of information. Brands hardly shares insider information and rare facts about their brand. Information that is not readily available.

Lack of a consistent tone.

Even the content tone (which should ideally reflect brand’s identity and beliefs), is inconsistent.

Do drop in a line at hello@drizzlin.com if you would like to have a copy of the data set for this research.

-Sabir

We’ve been learning a bit about the motivation and behavior amongst corporations with respect to their sustainability practices.

We think that new media is creating an additional pressure on brands by bringing in greater transparency in their practices.

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We call it “The Yellow Book” and it’s our new global initiative to connect with all the wonderful artists of the world to collaborate with us!
Interested? Sign up here… http://drizzlin.com/form.php

On the 6^th of January we had a little get together for The Launch of “The Yellow Book” in Delhi.

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We’re happy to introduce our new interview series to explore sustainable initiatives by leading companies worldwide and the applicability of communications in this area.

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She’s eventually gotten a cosmetic line on her name “by Lauren Luke”

- Deepak

- Nitish

Our slightly dazed yet immensely talented creative dejainer