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    Corporate Blogging in India
    Corporate Blogging in India
    Corporate Blogging in India
    Ebook155 pages1 hour

    Corporate Blogging in India

    By Rajeev Karwal and Preeti Chaturvedi

    ()

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    About this ebook

    Corporate Blogging In India intends to consolidate developments in the area of business and corporate blogging. This title presents case studies from industries as diverse as technology and travel to financial services and SMEs to get an understanding of where corporate blogging is and where it is headed in times to come.
    LanguageEnglish
    PublisherWisdom Tree Publishers
    Release dateMay 22, 2015
    ISBN9788183282635
    Corporate Blogging in India

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      Book preview

      Corporate Blogging in India - Rajeev Karwal

      A relevant, authentic and riveting read!

      —Renu Sud Karnad, Executive Director, HDFC

      "There has been so much buzz in the media about blogging that many corporates have been trying to come to terms with what’s going on in the blogosphere. Corporate Blogging in India will provide Indian companies with a ready reckoner on how some organizations are deploying blogs for greater ROI and brand building."

      —Atul Takle, Head – Corporate Communications, Pantaloon Retail (India) Limited

      "I genuinely feel blogs have the ability to make or mar corporate reputations. The new consumer is very intelligent and is extremely aware of when he is being marketed to. So we better stop talking at him. I feel Corporate Blogging in India comprehensively sums up the essence of this new ecosystem of marketing."

      —Justin Rabindra, VP – Training and Knowledge Management, OgilvyOne Worldwide

      This book on social media and corporate blogging is perhaps the first of its kind in India. I am glad that Rajeev has touched upon a topic that will start affecting large, medium and small sized businesses, and has given it a new dimension — where conversations would turn into collaborations. The innumerable conversations that hit the internet world have been a source of anxiety to all communication managers and their companies. Rajeev, through his book, fits the piece into the puzzle. Gathering experiences of companies from across the globe, he has touched aspects of communication that corporate blogging can accomplish. Whether it be internal communications or customer relationship, I am sure the book will aptly guide companies in every respect. I recommend the book as a must read for PR professionals, Marketing Managers, HR Managers and ofcourse the backbone of a company that is a CEO.

      — Sanjeev Bikhchandani, CEO – Naukri.com

      The book provides an impressive coverage and in depth insight into how blogs are being deployed by a whole range of industries. Is definitely an interesting read for organizations, blogging or planning to blog.

      — Ritika Verma, Vice President–PR & Corporate Communications, Skumar’s Nationwide Limited

      © Rajeev Karwal, Preeti Chaturvedi, 2009

      Illustrations – Dharmesh

      First published 2009

      All rights reserved. No part of this book may be reproduced, stored in a retrieval system or transmitted in any form or by any means — electronic, mechanical, photocopying, recording or otherwise — without the prior permission of the author and the publisher.

      ISBN 978-81-8328-263-5

      Published by

      Wisdom Tree,

      4779/23, Ansari Road,

      Darya Ganj, New Delhi-2

      Ph.: 23247966/67/68

      wisdomtree@vsnl.com

      Printed in India at Print Perfect

      CONTENTS

      Foreword

      Preface

      Acknowledgements

      1. Corporate Blogging: An Overview

      2. Potpourri: Social Media, Buzz, Viral and Consumer Generated Content in India

      3. Executive Blogging: Look Who’s Blogging Too!

      4. The New B of Marketing

      5. Blogging For The Customer: Customer Relationship Management Blogs

      6. Industry Authority Blogging: The SME Focus

      7. Employer Branding Blogs: The New Avatar of India INC.

      8. ROI on Blogging in India

      9 Blogging: Trends to Watch Out For

      FOREWORD

      I have been a firm believer in the power of internet. It becomes all the more distinctive as a medium of sharing information because of its affordability and the huge potential that it offers to seamlessly weave together the multifarious aspects of marketing. We have seen the internet transitioning from being a mere hub of applications to becoming a mosaic of communities. In the phenomenon of blogging, we gain further insight into the sociological restructuring that internet can occasion.

      What fascinates me is the way internet in general and blogs in particular are democratizing media and communications. What corporates will have to come to terms with is that branding is shifting towards a more dialogic model. Blogging in India as an emerging marketing phenomenon is destined to become a paradigm shifter, especially for corporate blogs! Its power to impact political elections is even greater; as we have witnessed in the campaigns for the 2008 general elections in the United States.

      Corporate Blogging in India is a good source to learn the potential for blogging for corporate branding. Rajeev and Preeti provide an interesting insight into how Indian companies are trying to unravel the potential of this new and exciting medium. There has been a lot of buzz in the media about blogs. What sets this book apart is its unwavering focus on blogging from a pure business and marketing orientation. So while marketing professionals will find it relevant from a product and corporate branding perspective, HR and Corporate Communication practitioners will discern the power of blogging from an employer branding and internal communication standpoint.

      The book provides many relevant examples of how blogs can be woven into the larger strategic initiatives of CRM (Customer Relationship Management). Through its low infrastructure cost, blogs can encourage greater frequency of correspondence and dialogue with the customers and make the system of customer feedback much more effective.

      What I also found interesting is the way the authors explore how smaller companies are leveraging blogs for communications and outreach. The book presents cases on how blogs are being deployed by SMEs (Small and Medium Enterprises) and new entrants to establish thought leadership. That having said, larger corporates like Infosys offer outstanding examples of how blogging can be synergized with corporate strategy.

      Corporate Blogging in India offers blogging the much needed and awaited seriousness. It will present blogs to Indian executives in all their rich potential.

      Jagdish N. Sheth

      Charles H. Kellstadt Professor of Marketing

      Goizueta Business School

      Emory University

      Atlanta, GA

      USA

      PREFACE

      The idea of writing a book on corporate blogging germinated last year. As a CEO blogger and a journalist turned one, we both were already discovering the benefits that the medium had to offer. Articles on the subject, few and far between, had already started trickling down in mainstream media and we were curious about this new beast of marketing. At the same time, we were also keen on knowing what our peers from the marketing community were thinking and/or doing about blogs. Our quest led us to the city’s leading bookstores but all we found were international titles with foreign examples. And even though the internet had made the world one big global community, a book with examples from within the Indian context would have been more interesting. So we thought of putting one together.

      Our initial interactions with organizations revealed that they were as curious about the medium as we were. And as we went along, we came across small sized businesses exploring the area; individuals giving up cushy corporate jobs to turn full time bloggers; PR and Corporate Communications professionals going independent starting their social media agencies and the biggies turning believers.

      One lesson that we have learnt in the process is that owing to phenomena like blogging, we have moved away from the world of universalisms towards a world of conversations; of multiple voices; of multiple truths. We also understand that in an age where there are blogs being created every second, we could have only made an earnest effort at making the examples and facts up to date; something that we have done to the best of our abilities.

      So in all humility, the book is a product of collective curiosity and the changing paradigms of media as it becomes more social and dialogic empowered by technology and driven by individuals. We don’t intend to be pundits. That age is passé. So what Corporate Blogging in India offers is a multitude of viewpoints and examples.

      And so one year and some hundred odd pages later, here are the fruits of our labour — something that could not have been possible without the support of our families, friends, colleagues and conversations!

      ACKNOWLEDGEMENTS

      This book is part of my journey of learning. And now that it has reached a stage of culmination, I would like to express my gratitude to all those who have been part of this endeavour — most of all my dear wife Shobha and my sons Saksham and Samarth who I have been away from almost for a year in 2006. My achievements are a result of the blessings of my father Ved Prakash Karwal and my

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