Drizzlin Media Blog

“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.

(more…)

“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.

(more…)

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.

(more…)

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.

(more…)

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

- Deepak

- Nitish

Our slightly dazed yet immensely talented creative dejainer

I had written this in response to a set of questions from a blogger who wanted to know why businesses need to have a social media policy at work and what are the benefits and challenges that an organization faces w.r.t having a social media policy.

On the question of why businesses should have a social media policy at work, I feel that there are a couple of influencing factors that is making this transition imperative.

(more…)

4/29-A Hauz Khas Village is more than just an address for us (it’s the new Drizzlin Headquarters in Delhi) as it represents a good amount of time spent together as a team to define ourselves, our choices and our brand, it also stands for all that is to follow.

When we first landed here by sheer chance, I felt the room, though bare-minimal, perfectly articulated our needs for a space which would be open, colourful, collaborative and inspiring as we could define it.

It had a character. Even with just its dusty floor, pinkish walls and ceilings that had wires jutting out from corners, it offered you a perspective on what it could be. And we could imagine ourselves there. This was not something we were able to do fully in all the other  places we had seen. (though they were relatively better constructed and furnished)

It was an instantaneous ‘yes’ and the time spent from that day forward was all about setting this up from scratch.

For a whole two weeks, the focus of daily conversations shifted from projects, brands and timelines to walls, ceiling, floors, lighting, paint and furniture!

We went through crazy stages of ideation where everything seemed possible and it was about achieving that ultimate look. At times we reached a dead-end when the execution suffered from a feasibility perspective , and the contractors never seemed to be thrilled with our design ideas (we wanted cemented walls and flooring and not the usual finished marble deal). But we eventually pulled it off.

A counter perspective to this also is that an office essentially is a physical meeting place and has to be functional. So could we have moved in with a lot less? Maybe yes.

But we would have lost out on the complete experience of building something of our own and enjoying every bit of it, I feel very few people would look at doing this and I am proud that we gave it a shot. So here’s to always looking to do more….Cafe Drizzlin you’re next

- Megha