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Breakthology

Breakthology is a venture of Tarunjit Singh Bachcher, a top organisation performance coach in India. Good to see the shiny new website of Breakthology.

Social Networking or the Behaviour Patterns- What attracts the marketers

So, what did Microsoft buy when they paid billions to take 1.6 percent stake in Facebook? The appeal behind the social networking groups site is not just access to a large user base, but access to behaviour, group and individual, which can be used to promote a product, a gift idea, a charity.

Why do the marketers love SNS?

  • Love to know group behaviour and communication patterns.
  • Ability to influence word of mouth recommendations (influencers).
  • SNS' offer some degree of well identified closed group, unlike web which is open. Think about a community of guitar artists and the guitar manufacturer gets a chance to place an ad in this group.
  • Communities based on interest groups are even more homogenous(marketers love when the crowd is homogenous). A lively photography community is more likely to receive a camera equipment ad especially if there are folks who are talking about it.
  • When people talk, they generate peer pressure.It does not only happen in teens but in all age groups - most of us friends booked our apartments within a space of two years or so, and how proudly we talk about property value appreciation now! Imagine a forum/community/website where people discuss new apartment purchases and some sellers find a way to advertise in the same space. Community members would certainly be more receptive. And yes, we went on a vacation trip to Kerala after hearing about it from so many of my friends(Offline!). And nothing works like peer pressure.(Hey, you haven't visited Kerala?).It will be so much more helpful if there is an agent advertising vacation packages right there  in a group/community where people are talking about a vacation trip to Kerala.
  • Demographic data and much more: When we provide our age, sex, location, marital status, we are unwittingly drpping some hints of our behaviour pattern to the guys who have merchandise to promote. Marketers love this data. Helps them plan their campaigns.

No wonder that the next frontier of control on the web is being fought around Web 2.0.

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हिन्दी लिखना एक टेढी खीर से कम नहीं, ऐसी आम धारणा है। किन्तु क्या आपने प्रयास भी किया क्या? मैंने हाल में गूगल पर ढूंढा तो पाया कि कुछ अच्छे साइट हैं जहाँ आपकी मदद की सहज व्यवस्था है। रमण कौल की साइट सराहनीय है।यदि हिन्दी लिखना चाहते हों, तो यहाँ जाँए।

TOI Chennai Launch - How would the Hindu react?

Of course this post is speculative in nature but then isn't that the case with lot of things :)

The question is, how will market leader the Hindu react to the Times of India's proposed launch in Chennai:

Do nothing, no one can shake me - 0% probability.
Do nothing on the surface, work on the distribution control - 10 % probability.Start outdoors before the TOI does, buy hoarding spaces - moderate probability.Go for a drastic price cut and start a price war - almost certain to happen ( Do remember price positioning is not good but then you just lost the chance)Make the paper better - which means not saying a leading star hotel in Nungambakkam but saying Taj Coromandal instead- 10 % probability.Start publishing more color photos- 50 % probability.
In all we would be keen to watch whether the Hindu would adopt a defensive strategy and try to save the turf or a very aggressive strategy and try to kill the new edition of the TOI. And how about no strategy as a strategy?

FINALLY, WHO WON GOOGLE WORDMASTERS CONTEST?

Google organized Wordmasters Challenge in several cities in India recently (30th September,2006). Word is that close to 3000 people participated in this event.
(See Harshad's report on the event here) The winners are supposed to be declared today.Wonder who won it and what did the winning entries look like. Does anyone have a clue on this?

Updated:Nov 9 , 2006:I just decided to send a self-addressed-stamped envelope to Google. If and when I get a response, I will update this post.

Updated:Nov 16 , 2006: One week and no response received. Yes, a self-addressed stamped envelope with a covering note was indeed sent to Google's Bangalore office on the address specified in the event leaflet. Snailmailed on 9th Nov. So much for the mission to organise the world's information and make it accessible to everyone :)

Updated: Nov 29, 2006: I did send a second letter to Google, this time by courier, assuming the previous postal mail failed to reach them. The contents of my letter to Googl…