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Stories of Volunteers

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As part of their CSR activities, Microsoft sponsors a week long programme called The Giving Campaign to encourage employee participation.  As part of this, a group of volunteers visited the Akshaya Patra kitchen in Pathancheruvu, Andhra Pradesh, on 24 November 2011.  Some of them have reverted with vignettes of their experience at the kitchen and the schools thereafter.  We publish a few extracts below:

“It was a great experience visiting Akshaya Patra at Pathancheruvu and serving Mid-day Meals to the children of Zilla Parishad School in Shivanagar.  It gave me an insight into the great work that Akhaya Patra does as an organization by providing mid-day meals to under privileged children.

The Zilla Parishad School has three sections (lower, middle and upper primary) and provides education to around 350 students. The Giving Campaign gave me an opportunity to spend time with the children, know their world, bring smiles to their faces and play with them. Serving food to them gave me immense inner satisfaction.

After serving them meals we had an interactive session with them which helped us to understand their aspirations. Some wanted to become doctors, while others wished to be engineers, policemen or teachers. Spending time with them brought back our own childhoods to us.   We left determined that it is our responsibility to give back to society and help at least a few students achieve their dreams.”

Nehali Sahu

I am coordinating the Giving Campaign for the second year and when I started working for this programme, I was confident that I do not need to search for volunteers. I was right! We had them in abundance because serving food to children was so appealing. We received all the required support from the Giving Core team, and on November 24, 2011 we undertook our journey to the kitchen where we witnessed the most hygienic way of preparing and packing food.

Click here to view the photo gallery.

We also visited three nearby schools which had a combined strength of about 400 kids. They are among the 37,500 children who benefit from this programme every day.  Very often we do not understand the importance of food and how it is interlinked with education. After spending a day with the children I am able to understand that no child can study if s/he is hungry.

We ensured that all volunteers spent some quality time after serving food either through interactions with the kids or by engaging them in some sports activity.  Most of the volunteers said that this event was the most memorable event they had in a long time. I hope they will continue and strive to make a difference to society.”

Raghu Nandan Pyapili, Application Engineer, MSIT-India

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Blogging: it’s all about influencing the influencers

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Back in 1999, when blogger.com 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.

Networking

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 IndiBlogger.in)

Source: The Hindu

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Overseeing a massive undertaking

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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
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Doing what needs to be done

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"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
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Running a clean, healthy workplace

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"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,
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