Thursday, July 16, 2009

Viral Journalism??

If you think Viral Marketing was the newest kid on the block, then meet its younger brother, Viral Journalism. A person, who apparently goes by the name of Fake IPL Player made more news through his blog during the much hyped IPL Cricket tournament, than the tournament itself. (

The blogger initially claimed to be part of one of the teams in the tournament, giving out news and information from inside. However by the end of the season, he refused to reveal his identity but made it quiet clear that he was an inside man but not a player.

The blog could be seen as journalism getting its most wanted desire of being freed from any kind of restriction, as without any identity to track this person, he was free to speak his mind about various issues using mostly dark humor. He made fun of a lot of high profiled players and also the corporates who own the franchises. Most of the things mentioned by the blogger were true and it was also very embarrassing for the people he was targeting and that made it all the more funny. Isn’t it ironic that the intensity of our laughter on a particular joke is directly proportionate to the level of tragedy involved in it? As long as the joke is not on you, it’s really funny.

The blog gained a lot of popularity and had 20,000 followers in a couple of weeks and many other silent observers. After each of his entry, within an hour, he would have thousands of comments on his posts. His popularity was highly intriguing as this person had no credibility to his name but was still able to be featured on BBC News. While people may forget this blogger in a couple of years, it does leave us with an exciting and interesting example of reiterating the impact and usefulness of blogs. The blogger while doing free spirited journalism was able to change people’s perception about some of the franchises in the tournament. He also very discreetly advertised a book while creating a positive image about its author.

Journalism has a way of effecting people and has been successful in doing so over many years. However, this blogger with his idea of unrestricted journalism, showed the world how with no investment, he was able to draw people to his way of thinking. He had a nation of more than one billion (India) talking about him, had news channels featuring his story and was able to become a thorn in the back for big corporate giants. Seeing his popularity, how much would a corporate person would have liked this man to talk about their brand or perhaps endorse them in his own way. Then there is also the possibility of merchandising.

Was he really an inside man or some frustrated journalist or perhaps a corporate puppet who used this blog to damage some franchises? Whatever may be the answer to that, in this age of “financial crisis”, he was able to come up with a variety of ways to earn serious money, if only he wanted to. It was his choice however not to do so but the question is..........

What Would You Have Done?

Tuesday, March 31, 2009

OMG! I am now officially a recognised blogger

I have to be honest. I don't feel that I have put in as much energy as I should have when it comes to blogging about marketing. It's a subject that I am passionate about and in normal working circumstances, I am not too bad at communicating. However, when I hop on my blog I am usually tired from a long day at the office. The 5.30am starts are killing me and as my eye sight becomes blurry, I sit down to write on a blog or two. For a start, my Optometrist says I need glasses because I have stressed eyes from looking at a computer each day.

I spend so many waking hours glued to the screen that by the time I get to my blog, my brain fails and my knowledge of the English language becomes non-existent.

Even as a Virgo, I accept my typing mistakes and am really too lazy to go back and correct them. My brain works faster than that of my typing speed so it is becoming a regular issue that I am faced with and that of those who read my blog.

I figure that if people point out my typos or grammar errors then at least I know they are reading my blogs.

I would probably pop a bottle of champagne in the event that this does actually occur.

Now, back to blogging and being recognised.

Today, I had the most surreal experience. I was chatting to a young University Student who realised from my photograph on my blog who I was and was very excited (or a great actress -- probably the latter)to be speaking to the 'blogger'.

Well, for a start, I am terribly excited that anyone has actually read my blogs. They are usually a quick download of my thoughts at that particular second.

To be recognised as a blogger is an honour. Gen-y are reading my blogs. I quickly ring my inhouse web developer and inquire about how many other people have read my blogs.

He informs me thousands. Ooops. If I had only known that, I would have put more thought into every word that I wrote.

There is always a next time.

Sunday, March 1, 2009

The Biggest Loser

Who is the 'Biggest Loser' when it comes to shaving off business excesses to survive during the current global economic crisis?

Well, no-one really knows but one thing we are sure about is that big companies who aren't faring too badly are using this as an excuse to force redundancies, reduce pay levels and cut out anything that made your job more comfortable.

But have they cut their own pay packets? Unfortunately not.

Last week, Australia was up and arms about Bonds sacking 1800 staff to take their production off-shore. Now they may be the 'Biggest Loser' and win financially today, but their survival is more uncertain than ever before.

I remember the day I started buying Bonds. I saw an advertisement with Australian icons Sarah Murdock and Pat Rafter. I like both of these icons for various reasons. Sarah Murdock is stunningly beautiful, intelligent and let's face it... Australian.

Pat Rafter is the sporting great who took home to US Open's and rather than pay the tax man, gave a substantial amount of his winnings to charity. We like the way he thinks and let's face it, we all wish we could spend our tax on things other than giving it to Politicians to play with.

Now, a basic bond shirt looks sexy on Sarah Murdock, so it's only fitting that I too buy one. Right? Yes. Well given all that the brand represents, its something that all Australian's should do.

Since last week though, my thoughts are a little different. I would be very disappointed if Sarah Murdock and Pat Rafter continued to model for this now non-Australian brand (and I say this, because it has just sacked 1800 people who often live week to week and have families to support - all because they want to make more money - now that is un-Australian)and I know I personally would never buy another Bonds product.

Yes they make very cute baby clothes and their underwear is incredibly comfortable, but there is no way that I would want to be aligned to a brand that sells itself as being Australian and now has blatantly turned its back on the very essence of why they are so successful.

Who's the Biggest Loser now?

No amount of crisis management would work to repair the damage that was made last week.

Thursday, February 19, 2009