Blogging: it’s all about influencing the influencers

no thumb

Back in 1999, when started (Google acquired it in 2003), blogging was a small aspect of the online space in India. Little was foreseen about how it would become one of the biggest driving forces in customer engagement in the near future. Even now, compared to the overall size of the blogging community, the Indian base is small, but that doesn’t mean they have any less influence on their readers.

Bloggers like to express their views on what’s happening around them and what affects them the most. No wonder then that social issues such as corruption, launch of gadgets and gizmos, or even ad campaigns such as Pepsi’s ‘Youngistaan Ka WOW’ were written about by bloggers in great numbers. Bloggers, being publishers, need to have a good readership, and it also calls for good social networking skills, both online and offline.

Bloggers use their networking to publicise the content on various social platforms. This phenomenon has been used by brands to engage with bloggers — to influence the influencers.

Success stories

Dove recently ran one of the biggest blogging contests in India where the total campaign reach was 3.7 million readers, making it one of the most successful campaigns worldwide. The contest was targeted towards women bloggers who had to blog about what real beauty meant to them. It saw participation from over 350 bloggers.

Another success story was that of Samsung India Mobile that did a campaign with technology bloggers in India. The contest had over 220 bloggers participate and share insights into the newly launched Galaxy Tab 750. This was followed up with a blogger meet in Bangalore attended by more than 200 bloggers to experience the product and get to know more about the brand and the company. Twenty winners got to be the official Samsung Mobilers, apart from winning the gadget in question.

Some of the other brands that have been engaging with bloggers include Akshaya Patra, a non-governmental organisation that is into midday meal schemes for children; Hewlett-Packard’s Imaging Printing group, Tata DOCOMO, Fiat, Cleartrip and a few more.

These brands have realised that it’s all about gaining mindshare with the influencers, and blogger communities are helping bridge the gap between the exclusive and often illusive set of bloggers and the brands.

However, it’s important to understand the difference between engaging and simply giving information. Some brands have made the cardinal mistake of considering bloggers journalists, and that’s where most companies languish at just trying to get a sustainable relationship with bloggers.


Bloggers love new information, but that does not mean you treat them as journalists. Bloggers love to network and that’s the first thing any engagement model needs to do.

Today, although most recalled brands in India have social media presence on Facebook, they would still be classified as owned media. What brands are now moving towards is earned media, of which blogging forms a major part. Having brand ambassadors who talk about you, and spread effective word of mouth is most critical because it has highest trust and credibility in the online space. (The author is the director and co-founder of

Source: The Hindu

read more

Overseeing a massive undertaking

Early morning 6 o'clock and Akshaya Patra's Mysore kitchen is bustling with activity. Having started more than an hour ago, it is in full swing with teams of employees working harmoniously in the various responsibilities
read more

Doing what needs to be done

"We do all the work that needs to be taken care of," says Narayana Murthy of his responsibilities in the kitchen. "Everyone supports everyone else and we do what needs to be done." After helping
read more

Running a clean, healthy workplace

"No matter what happens, we have to deliver food to all schools on time. No matter what," says Someshekara. Though it is no easy task serving freshly cooked food to more than 17,000* children everyday,
read more
Food and Education

The satisfaction in feeding children


Ratna can single handedly clean the 2 tonnes of boiled rice that Akshaya Patra’s Mangalore kitchen uses everyday. That amounts to approximately 50 bags, each one containing around 50kgs of rice. It is a part of Ratna’s job to make sure that all that rice is cleaned thoroughly before cooking.

She says people always ask her why she goes to so much trouble. Her husband co-owns a boat and is a successful fisherman, so why the need to work so hard?

“I tell them,” says Ratna, “that it gives me a great deal of satisfaction to know I do this for children. My work means a lot to me. This is something that is all my own, and I love my job,” she says with a radiant smile.

Before a mechanised rice cleaner was installed, she used to clean all the rice by hand, sifting through bag after bag in preparation for the following day’s cooking. It has become much easier for her now that there is a mechanised machine, but she explains that there is still a second round of cleaning to be done. “We have to make sure there are no particles at all in the grains,” she says. “Children won’t like finding them in the food. We have to be very thorough.”

read more
1 41 42 43 44 45 46
Page 43 of 46