All 6 entries tagged Management
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October 14, 2017
Writing about web page https://socialnomics.net/2017/08/01/how-to-get-the-most-out-of-micro-influencers/
Here is a small story of a dog, which became a micro-influencer to millions. It was in those years when there was hardly any social network on the Web and Television ad campaigns were popular.
It was in 2005 that the advertising campaign in TV for the Vodafone brand came out in India. Vodafone was called Hutchinson Essar then and it was a company buyout. In the ad, a small dog (a Pug) follows a small boy wherever he goes, to all the unlikely places, the barbershop, playground, bath and to the school. It was hilarious and at the same time touching. It caught the interest of the TV audience across the country. Vodafone used the analogy, “Wherever you go, our network follows” and conveyed it through the advertisement. Ogilvy and Mather the famous advertisement company was behind that TV ad campaign.
The ad was a huge hit. The pug raised the popularity of the Vodafone brand in India. The pug was so much of an influence on the Vodafone brand that when people saw it on the posters they immediately recollected that it was the “Hutch dog” brand. The sale of pug dogs also increased during those years. In fact, customers had even downloaded wallpapers of the pug on to their phone screens further creating an indirect endorsement. The pug dog was a good example of a micro-influencer.
Now fast forward 10 years and what we have is the latest band of micro-influencers, who are actually users of popular social media platforms like Instagram and Facebook. The micro-influencers have thousands of followers, who send in their likes and comments for their posts.
Micro-influencers are different from celebrities. Micro-influencers in social networks are individuals with smaller fan base groups and they specialize in a specific vertical or subject area. There is usually high level of engagement on their activities from their fan base.
Infact, many of the digital marketing professionals agree that you cannot apply a blanket ad campaign across the entire population of the audience. Managing the millennial crowd is different. What professionals say is that it would be more effective if the ad campaigns were used on smaller groups with ranging consumer interests and lifestyles. This is exactly where the micro influencers play a very effective and important role in spreading the word and their role is cut out in the world of digital marketing.
In the above page from socialnomics, Philip Piletic talks about how product brands can leverage micro-influencers to their advantage. Offering free goods and services to your customers in return for good will is one excellent gesture. A restaurant on a brand awareness campaign can offer free dinners to couples on certain days. The couples most likely would spread the good word to their friends and relatives. This simple gesture not only increases the brand awareness of the restaurant but also will have a strong positive impression in the minds of people in that locality. Your customers are your true micro-influencers, says Philip. It helps build a loyal customer base.
We have been seeing the increasing usage of micro-influencers for brand awareness campaigns. They are genuine and sincere and they connect with their audience unlike celebrities who may sometimes be passé with changing times.
Please do comment on your perspectives. Cheers.
October 09, 2017
It has always been an established fact that companies have depended on the merits of employee social collaboration for the generation of new ideas and for innovation. Management needs to accept the chaos during the initial stages before they venture out to making detail product development plans. We can learn a lot from other companies on ‘how to foster social collaboration’ who have been trailblazers in this field.
Please find below some of the best practices, which we can adopt to make social collaboration successful in organizations.
Having a curated and facilitated collaborative environment
Often a regular feedback is that employees get overwhelmed and often get distracted with collaboration overload. Ton Davenport, the distinguished professor in Information technology, analytics, and knowledge management at Babson College in his interview for MIT Technology Review says that for collaboration to succeed, organizations need to have a limited use of it. This means, employees need to collaborate for a limited period to avoid getting overwhelmed. Social collaboration at work does not mean that everybody in the organization needs to collaborate. Sometimes, it would do more good if we limit it to people who are naturally keen and have intrinsic ability to collaborate.
We would see more and more organizations favoring curated and facilitated collaborative environments. In a recent research study, conducted at IBM, they found that the employees source of inspirational ideas were within the organization rather than outside. Employers insist that managers and their direct reports spend enough time to scan their own business function to assess and identify the business needs and gaps for collaboration before they venture out with their colleagues from other business units.
Organizations are keen on responsible action from their employees on collaboration activity. With a return to curated and facilitated collaborative environment, organizations can ensure that their senior employee’s time is prioritized and they can spend time on sharing their inputs and expertise in internal meetings rather than spending much of their time on external social networking.
This article piece first appeared in SAP by the same author.
April 24, 2017
Social media usage demands flatter organizations with no or very little hierarchy.
April 01, 2017
Writing about web page https://www.spectator.co.uk/2014/08/individualism-is-dead/
Who is a Misanthrope?
A new word which made me look up the dictionary. I thank the author and the magazine. I learned something new today.
The Wikipedia states that,
' Misanthropy is a general hatred, distrust and the contempt for human species or human beings'.
A person who holds such feelings is a misanthrope or misanthropist.
Is there a misanthrope in all of us?
Maybe a tiny bit or maybe not all.
It was comforting to read that individualism is still intact. I am talking about the article from 'The Spectator' titled 'the rise of the crowd culture- a generation scared to do anything alone. You can find the link above.
The author presented a very good argument against the "crowd culture" that is ubiquitous in today's myriad social media systems. Where are the individual and individuality gone? is the question that the author asks throughout the article. A satirical approach and write up on the modern day British youth and their crowd behavior with a good dose humor added throughout.
The style of writing was engaging and cheerful. This post is not a critique of the article. In fact, I agree with the author in many ways. But then, I would like to add some points which would make it more wholesome and nourishing for all of us.
True. In a day and age, when we see crowds thronging everywhere and it would be natural for us to assume that individuality has come to an end and the importance of the individual is dead.
This is not the case. There is a big difference between showing your individuality and being part of a crowd. They compliment each other and synergistic. By being individuals in a crowd, we learn and we begin to evolve as better human beings.
Our offices and work environments are very collaborative these days. The millennial (The young crowd who have born between 1982 -2004) have adopted the collaborative mindset as their own. By being collaborative, it is not about "having to put up with your colleagues" in the office space. It is about shared understanding among people to accomplish mutual goals.
We can still retain our own individuality, have our own personal characteristics and preferences. I think this is desired.
What is required is to just do our part. Contribute to the entire process, in whatever small way we can. An interesting adage " The whole is greater than the sum of the parts" excellently summarizes this. Please read an article on the same topic about Office crowd collaboration and how we can motivate the nerds, here.
Office collaboration and corporate social media have huge office crowds as members. They interact daily with it. It would be ironical to say, that there is no space to express individuality in it.
Nerds, geeks, and managers are all different in their thoughts, interests and working patterns. And yet, they all work together collaboratively. They are the office crowd.
There is the bit of social capital in this crowd behavior as much as personal and private benefits that can be gained as individuals.
Advantages of being crowd is that simple. We may not have all the expertise and knowledge in the whole world. But then, when we work together, as in a productive office crowd we stand to gain from each other.
Another important aspect is that it is only through successive iteration of ideas, there is a new insight. New insight leads to newer ideas and thereby innovation.
Though it might appear that a single genius thought and idea has come from an individual, it is the successive collaboration among like minds and iteration that a path-breaking thought or idea emerges.
50 trillion human cells is a crowd, isn't it?
The human cells are far smarter than the human crowd. In that, they (cells) communicate with other, keep all the cells important so that no individual cell is left out in the evolution process, reward each other based on the good work they do, store excess energy for later use and also help in the suicide or destruction of rogue cells. Interesting isn't it.
As individuals and as a crowd, we are far behind. Through the cells are innate to us. Our minds have much to learn from this crowd behavior. There is no escape from this crowd. It is up to us as collective humanity with collectivist values, we need to evolve to expand ourselves.
There is no lone genius. Human beings are social animals. Our human brain is social. We have evolved in groups. It is only because of our social nature and through our interactions, we have evolved to be the species who we are today.
There are sub-cultures among various crowds and the evolving crowd behavior where individuality is expressed and appreciated. It brings a sense of identity for ourselves, uplifts the morale and creates a sense of purpose that we are part of something bigger, productive and better.
March 29, 2017
Writing about web page http://www.gallup.com/businessjournal/26770/power-social-networks.aspx
Social media is an 'attitude', it is the medium through which people interact and share information with others.
These underlying social network structures give us a map to figure out the extent and density of the network when the information goes viral.
March 14, 2017
We all must have used one form of social media or the other. This blog, which I am using to communicate my thoughts is one. Social media is an attitude. It is continously evolving and self-organising. The current model of "clicks, shares, retweets and likes" of social media and the social networks reflects the current world culture.
A culture where people are experimenting with new found freedom of soically expressing themselves and sharing across boundaries.
Social media through its embedded networks have made a mark in the world and are here to stay. It will slowly evolve into a much more mature model, where people will drive real societal and business change through social mobilization and standing for a common cause.
The article from the Sloan management review titled "Beyond Viral: Generating value from social media" emphasizes this aspect. You can view the article Click here.
I am not going to talk about the oft-repeated benefits and value of social media here. Having said that, sharing of expertise and knowledge, community building, sense of belonging and freedom of expression are seen as the biggest benefits of using social media.
Within an organisation perspective, the benefits include: successive iteration of ideas leading to innovation, sharing of information and creating the valuable context around that information.
Though there has been a spread and usage of social media across the world, the usage is more towards temporary mobilization of crowds and thought processes on issues. The authors point out that social media models in the future should engage people and garner action for long term sustainable societal and business change.
Introducing suitable motivational incentive structures built within the social media networks will be good solution to engage audience in the long term, say the authors.
True to the article, so far, we have seen only "Likes" and "Retweets" as the popular social media action and reciprocity coming from people using social media tools. This results only in temporary support, thought and social mobilization. These actions from a business perspective are more apt for new product introduction, quick dessimination of information and innovation diffusion.
The question is how the benefits of social media be used for long term business change ? the answer lies in designing the social networks of the future.
At this juncture, I would like to point out an article written on this subject. Please click here to read it.
A social network is always embedded within a social media. Social media is the technological layer on the surface. The underlying social network needs to be fine tuned for the three important components of structure, ties and connections between the partcipants and behaviour of the members within the network.
This is quite a challenge and understanding social networks is interdisciplinary.Creating real incentive based motivation and trust among members involves discipines like: Socialogy, Computer science, Psychology and Ethnography to name a few.
Once we are able to achieve this new social network of the future, then real sustainable change through social media and long term social mobilization is possible.
We need to go beyond the current "Likes". By the way, as I mentioned earlier, it is the current trend among people and it has become world social media culture. It is continously evolving.
We need to wait for the culture to change or even a better alternative would be introduce the new social network in trickles and see how people adopt to it over time and make changes.