Masala Digital

Marketing Masala in the Digital Age

Mumbai Terror and the role of new media

Mumbai suffered one of its worst terror nightmares these last 3 days when armed terrorists took over strategic spots in Mumbai, leading to a bloodshed yet unparalleled in its gruesomeness.

While the terror attacks received worldwide media coverage, it was no less covered extensively by citizen journalists and common people who used a host of digital mediums to add to the story. Internet, and new media tools, came on the forefront as reliable tools to track the terror drama.

wiki_mumbaiA wikipedia page was constantly updated by vigilant users, providing a single point of reference.

Many twitter feeds contributed to real-time reporting & status update, which were utilzed heavily by the administration, media as well as citizens to get regular updates as well as channelize real-time help.

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Twitter feed for Mumbai

Twitter-fed list of useful local numbers

Post the attacks, these feeds have become the buzz-ground for discussions, opinions and to plan next steps to solve the problem at its roots.

image A google maps page also became a ready reference guide, especially for people outside India to get a real-life perspective of where and how things were happening.

image Vinu’s photostream was picked up by Fox News & CNN as well as multiple channels to provide real-time updates on all that was happening.

image Over 2000 videos have flooded youtube post the attacks.

image The MumbaiHelp blog has updated lists of all relevant helpline numbers as well.

30% of Leisure time being spent Online: TNS

via audiencematters

A TNS global survey entitled Digital
World, Digital Life, probing online behaviours and perspectives shows
that, on average, people across the 16 countries surveyed are spending
close to a third (30%) of their leisure time online.

It appears we like our 30% digital time regardless of how much free
time we have.

Digital World, Digital Life found that respondents with
up to 2 hours leisure time each week day, spent the same proportion of
their leisure time online as respondents who had between 7 and 8 hours
of leisure time on a week day.  This means there is no direct link
between the amount of leisure time we have and how much of it we spend
online.

What are the top 5 activities that people undertake while online?
TNS asked people to identify a range of activities in the month before
they took the survey.

A total of 81% had used a search engine to find
information; 76% had looked up the news; 74% had used online banking;
65% had looked up the weather; and 63% had researched a product or
service before buying it. These activities are all inherently very
practical.

The highest ranking classic leisure activity – “watching a
video clip” – only came in at number 8, with half (51%) saying they had
done this in the past month. Another leisure activity – “listening to
an audio clip” – came in at number 10 (44%).

Arno Hummerston, Managing Director, TNS Global Interactive, said:
“If our leisure time is so precious, then why do we on average spend
almost a third of it using the internet? We believe it is because we
are making more efficient use of our valuable time, specifically by
using the internet – thereby allowing us to fit more into our lives.
Being online helps people fulfil certain tasks and activities quickly
and efficiently. By spending productive time online, we are actually
making more time for leisure. With more social and entertainment
activities available online, it is also easy to understand why our
lives are becoming more digital.”

Who and where are the most avid onliners in the world? Younger
people under 25, as might be expected, are seriously engaged with
online life. The under 25s surveyed in the report say they spend well
over a third (36%) of their time online. On average, Chinese
respondents under 25 spend half (50%) of their leisure time online.

If the world is to take its lead from Japan and Korea – countries
that are seen as being innovative and pioneering in the online world –
then we can expect to spend even more time online. In those countries,
respondents say they currently spend on average around two-fifths of
their leisure time online.

There are particular groups of people that are more avid users of
the internet than others. For example, across the 16 countries
surveyed:

students spend 39% of their time online.

US Housewives spend 38% of
their leisure time online while in the UK, this was even more pronounced
with almost half (47%) of housewives spending their leisure
time online.This might be explained by the rapid expansion of online
food shopping, particularly in the UK where online shopping expenditure
in general now tops £1 billion per month (Source: Mintel 2008).

The Digital World, Digital Life survey also underlined that mobile
handsets are frequently used to connect to the internet.

Worldwide, 1
in 10 respondents surveyed say they connect to the internet once a day
via mobile handsets. But Asia’s adoption trends imply significant
growth prospects. Among the Japanese and Chinese respondents to the
survey, for example, over a quarter of people access the internet over
mobile connections at this once-a-day frequency.

Google’s 10^100 Project

As Google turns 10 they celebrate with an attempt to make a difference.They have officially announced the launch of the Google Project 10^100, on the Google blog.

Here is what they have to say:

To mark our 10th birthday and celebrate the spirit of our users and the web, we’re launching Project 10^100 (that’s “ten to the hundredth”) a call for ideas that could help as many people as possible, and a program to bring the best of those ideas to life. CNN will be covering this project, including profiles of ideas and the people who submit them from around the world. For a deeper look, follow along at Impact Your World.

During the next three months, the Internet search company will solicit world-changing ideas from anyone, anywhere, no matter the size or scope and will reward the top five ideas with $10 million to see their projects come to life. Google will select the 100 best ideas before having the public vote for the top 20 semifinalists in late January. Five finalists will split the $10 million, which Google will give to them to help get their projects off the ground.

Watch the video:

The categories for entry seem to be primarily humanitarian aid innovations, including things like water solutions for rural villages in developing countries, and solutions for bringing wireless internet to disconnected rural areas.

If you have ideas that you feel can help make a difference to the world, now is your time to act.

Smells like lunch!

Check out this KFC Press Release about a really innovative marketing campaign!

In a marketing first, KFC is highlighting the launch of its $2.99 Deals by placing the mouth-watering aroma of Kentucky Fried Chicken in the halls and offices of corporate America.

Forget television integrations or corporate naming rights, Kentucky Fried Chicken’s first-ever “scent-focused” pilot program teamed KFC with corporate mail rooms nationwide. Along with carrying inter-office mail, overnight packages and bills, mail carts in Washington, D.C., Chicago and Dallas delivered the aroma of freshly prepared Kentucky Fried Chicken during pre-lunch mail drops.

Through the pilot program, KFC worked with an online company, a business-to-business consulting firm and a non-profit, to include a $2.99 Deal – a plated meal including KFC’s world famous chicken, a side item and a biscuit – on the actual mail carts that pass the offices of hungry workers.

“There is truly no better brand ambassador worldwide than the signature aroma of freshly prepared Kentucky Fried Chicken,” said James O’Reilly, chief marketing officer for KFC. “And we couldn’t think of a better way to showcase the value of our new $2.99 Deal than to inject the mouth-watering scent of Kentucky Fried Chicken into the corridors of corporate America.”

To bring the sweet-smelling promotion to life, KFC collaborated with Chemistry.com in Dallas; the Trade Association & Society Consultants of Washington, D.C.; and the Chicago offices of the Salvation Army.

 

More Smelladvertising:

 

image

VIA (the washing powder) ran a poster campaign in Stockholm and Malmö which..er..actually smells!

Push the little spout at the bottom of the poster and you’ll sniff a sample on how the washing powder smells. Or how clean clothes smell after being washed with Via.

HOT!

So, smell some fried chicken, and if it gets too much, there is always the refreshing detergent smell to wash it off! Anyone for coffee beans?

More examples? Look at how newspapers are using smelladvertising to regain lost commercial revenues…here

Lively

What is Lively?

Lively is a 3D virtual experience that is the newest addition to Google labs. It is available through a browser plugin for Firefox and Internet Explorer. It is Windows only for now. Lively does not feature one coherent world like Second Life but splits worlds up into different rooms. Lively was originally developed as a 20% project by Niniane Wang.

Google Lively is billed as a “chat experience” using avatars. Google says, “You’re about to embark on a chat experience in which you can communicate and express yourself using avatars in your very own space. Choose an avatar and use it to make friends and chat. Create rooms, decorate them to your liking, and make sure to invite your friends over.”
Choose a Google Lively room

What all does it offer
Lively runs completely in the browser and you use your Google account to log in and create your own avatars.

What all can you do on lively

Within the world, you can interact with other users, very much like you would do in Second Life. You can also watch YouTube clips on virtual TVs and share your own photos.

Users can choose from a number of preset animations for their characters, ranging from shaking hands with others, to applauding, crying, etc. By double clicking on certain items in the virtual world, users can also often activate some preset animations such as sitting down on a chair or jumping off a dive board.

Setting the plugin up and creating an avatar is a very simple process. Creating rooms, too, seems quite easy, as you can quickly import a number of templates to get started. Currently, all virtual items for Lively are for free, but chances are that Google will start charging for premium items in the future.

For now, the content in Lively is being created only by Google, though over time, they are planning to allow users to start creating their own content as well.

Rooms can be easily embedded into any webpage and worlds often launch with a basic skeleton of the room within just a few seconds.

Here’s how it works

Choose a Google Lively room

• From the Room List, click the title of the room you’d like to visit first.
• Use the tabs at the top of the page to sort rooms by most popular, most visitors, or newest.
• Once you’ve added friends or created a room, the My Rooms and Friends’ Rooms tabs will also be handy.

                     
Choose your Google Lively avatar

• Click My Avatar on the right sidebar.
• Click the avatar you like and choose Select Avatar (your avatar changes instantly).
• Once you’ve chosen the one you want, click the X to hide the menu.

 

Change your Google Lively avatar’s clothing

To change your outfit, check out the styles available in the wardrobe picker. Here’s how:

• Click My Wardrobe on the right sidebar to open your wardrobe.
• Browse or search the options in your wardrobe inventory and select items to wear. When you double-click an item, it’ll appear on your avatar instantly. You don’t have to close the window to find out if you like the look.

If you don’t like how something looks on your avatar, go back to your wardrobe, left-click on the item, and choose Remove Item.

If you want more wardrobe options, add new stuff to your inventory by o quickly change your entire outfit, click my avatar and choose I’m Feeling Lucky. You’ll see the new duds on your avatar instantly.

                        
Create your own Google Lively room

• Click new room and choose Create New Room to start the process.
• Look over each tab and choose what you want your room to look like, the permissions you want to grant visitors, and whether you’d like to play music in your room.

Conclusion

Lively lets you have the world available where you want it, rather than forcing you to go to a certain space. Or, as Google puts it: “It’s integrated with the Internet. It’s not an alternate destination. Our intention is to add to your existing life.”

 

Resources
http://www.readwriteweb.com/archives/lively_google_launches_virtual.php

http://www.elearnspace.org/blog/archives/003432.html
www.lively.com

http://googleblog.blogspot.com/2008/07/be-who-you-want-on-web-pages-you-visit.html

http://blog.searchenginewatch.com/blog/080708-181651

 

 

About MD

Masala Digital is not just about Digital Marketing - it's about marketing in the digital age. The defining lines of marketing that segregated ATL, BTL & Digital hardly hold any water in the age of integrated marketing that assimilates effective practices across all available mediums to create truly integrated ideas. Masala Digital is the platform for sharing, collaborating and participating to add wings to these thoughts. You too can contribute..check out the "Contact Us" page for more information.