Anybody who surfs online has, at some point or the other, used Wikipedia. And maybe you use it several times a week. But how much do you really know about the world’s leading online encyclopedia?

I have used Wikipedia first at college and later at work and consider myself quite an expert on how to work with and around the website. Here are some of my suggestions to get the most from your favorite encyclopedia:

1. Google Maps and Wikipedia: Did you know that Google Maps comes with a Wikipedia layer? Try this out by clicking on the menu on the top right of your Google Maps page and selecting Wikipedia.
2. Better search results: In addition to the usual search shortcuts such as double quotes and hyphens, Wikipedia offers a few more tricks. Add an asterisk (*) to a search term to pull up all results containing the word. Use a tilde (~) to access “fuzzy” search results – useful when you don’t know the exact spelling (happens when you’re dreaming in class).
3. Publish your very own Wikipedia book: Arrange Wikipedia articles into a book by selecting ‘Create a book’ under the Print tab on the left side of the page. Add appropriate Wikipedia articles into a book and then download it as a pdf.
4. 4. Mobile Wiki: Go mobile by using the ‘lite’ version of Wikipedia. Use http://en.m.wikipedia.org/ for a better reference option when you are on the go.
5. Leave out distractions: Dozens of links in a Wikipedia page may make it too distracting to read. Simply make the page a printable version by clicking on the option under the Print tab on the left menu.

Have fun trying out these new tricks and let me know if you have anymore.

Popularity: 35% [?]

The Content Marketing Institute (CMI) in association with MarketingProfs conducted a research study in 2011 on the changing field of B2B content marketing, with quite interesting results. The resulting report, “B2B Content Marketing: 2012 Benchmarks, Budgets, and Trends,” is extensive and exhausting covering the entire gamut of content from social media to sales collateral.
While we always knew that social media is becoming a priority in marketing, the report shows that it has quickly overtaken other media forms with article creation and social media and blogs currently used by 79%, 74% and 65% of B2B marketers, respectively. Content also continues to be king with a quarter of the B2B marketing budget devoted specifically to content.
Interestingly, among the content collateral that showed an increased adoption rate were blogs and whitepapers. And while video is not strictly content, it was the third most widely used channel attesting to the growing popularity of podcasts and Youtube channels.
And for those companies that do not yet take social media seriously, statistics show every social media channel is seeing increased adoption, often by 15-20% in B2B marketing. And while marketers still consider in-person events and webinars to be the most effective distribution or communication channels, blogs and case studies are also ranked pretty high.
So, do you think content marketing is overlooked by B2B companies? And can you think of any ways to strategically market them?

Popularity: 35% [?]

A new Harry Potter movie’s just released reminding us once again of the remarkable brand story of the ‘boy who lived’.  Many may argue that Harry Potter is just a passing fad but in a world of intense competition, indistinguishable products, impenetrable advertising clutter and increasingly marketing-savvy consumers, the success of Harry Potter is well worth considering.

Four success factors can be tentatively identified, the first of which is Narrative. Contemporary corporate culture have exhausted single word solutions such as synergy, re-engineering and run the gamut of acronyms and mnemonics such as CSR, 4Ps, 3Cs. Businesses have belatedly discovered the power of parables, anecdotes, yarns, myths and more making storytelling the management method of the moment. However, the Harry Potter narrative suggests that it’s no longer enough to tell a single story coherently. It must be a majestic brand story, a magical brand story, a multi-faceted brand story.

The second success factor is Ambiguity with Harry Potter comprising a mix of genres: mystery, boarding school, coming of age. Now this is not a word that brand managers are particularly comfortable with, having been taught that images, logos and positioning must be consistent, coherent and clear-cut (Volvo is safety, Marlboro is freedom, Virgin is fun). However, the very idea of the one-idea-one-brand is increasingly untenable in today’s profoundly paradoxical world (Red Bull astutely combines hedonism and health).

The third lesson that Harry Potter teaches us is mystery not just in the sense that we still don’t know exactly why Potteresque fads and crazes occur. Marketers utilize this tactic and understand that mystery, enigma, intrigue and “how they do that?” are an important part of any brand’s appeal. Consider the self-help management gurus, who claim to possess the seven secrets of success, leadership, efficiency, effectiveness, time-management, corporate well being or fame.

The fourth and final lesson is entertainment that the Harry Potter phenomenon has in spades. The fan reactions, the memorabilia, theme parties, critics, marketing release frenzies are all enormously entertaining.  If nothing else, Harry Potter reminds us of the easily forgotten fact that marketing is great fun. Yes, fun!

The secrets of Harry Potter’s success are thus fourfold: Narrative, Ambiguity, Mystery and Entertainment. Or NAME for short. Of course, this method cannot be taken by every brand but it goes to show that in the fast-changing, fad-prone, hit-driven, increasingly global world, there are no hard and fast marketing rules. Anything goes as long as it works.

Popularity: 7% [?]

The Great Indian Octoberfest sponsored by Kingfisher is an awesome example of event marketing similar to the ITC’s Sunfeast Marathon. From start to end, the entire event is geared towards branding Kingfisher. The props like shirts, funny hats and other accessories are all branded with the Kingfisher logo and the beverages available are also Kingfisher, in case we forget. Fat chance.

The ads all come with the Kingfisher logo, so do the hoardings plastered all over town. On Facebook and other networking sites, the Kingfisher logo gets pride of place. The volunteers too wear Kingfisher shirts and caps while the cups and plates are embossed with the same logo. Of course, no one realizes any of this till they think about it – and Kingfisher walks away the king of good times!

Popularity: 6% [?]

Technology is important simply because all technology is empowering.  It may not be empowering to you, but it is to somebody else. Just the fact that I can write this and post it here for the world to read is pretty impressive. With the gamut of new computers, cell phones, software, websites releasing daily, it makes sense to identify and stay on top of the ones that matter to you.

Marketers may require TweetDeck, a program that allows users to check and reply to tweets (and facebook) without having to go to the website, to stay on top of their game.  And children can take pictures can shoot a video using a cell phone, edit it in Movie Maker and upload it for the world to see. Mobile internet enables anyone to check mail, check RSS feeds and visit websites while no teenager would be complete without the iPod.

So whether is the Kindle or Google Earth, tell me how does technology empower you?

Popularity: 6% [?]

As a new entrant to the blogosphere, it’s only fitting that I reflect on why I am doing this. Blogging matters – to companies and people. We all like to be heard and some of us even have unique ideas and perspectives that others would like to know. Now we get a chance to hear them all.

Most of us have something that they absolutely need to get off their chests from a pet peeve to just about anything else – the good, bad and ugly. Imagine the stress relief that you get when you talk about stuff you actually care for. And the ego boost when people are like – I know what you are talking about and I feel the same way.

Blogging allows people to respond. When most people take their first baby steps toward blogging, it’s mostly in the form of comments and responses to other blogs you really like. This is a medium built for interaction and conversation.

Finally, blogging can set the record straight. If you are a company that needs to respond to rumors or news, blogging helps. If you are popular or important (lucky you!) and people need to know your version, write a blog about it.

Anyway, blogging gives you a face and makes you real. That in itself, should be a reason to start cracking and publish a blog.

Popularity: 9% [?]