The age of 3-year product life-cycles is gone. A brand is now always under stress, under test by consumers, and under pressure to respond to competition. In other words, a brand today is always in beta.

If you agree with the sentiment, you might want to dive into our presentation on real-time brand management, delivered by Mahesh Murthy at #140conf in Barcelona on Feb 15, 2010.

Since its launch, Google has been buzzing all across with over 9 million posts and comments. Business Standard take a look at the buzz around Google’s latest product.

Link to the original story by Leslie D’Monte & Priyanka Joshi

When Sanjeev Handa logged on to check his Gmail a week back, he was welcomed by a screen which invited him to join Google Buzz or proceed to check his email. “I was pleasantly surprised, but did not know what the buzz was about,” he said, adding: “When I clicked on the link, it asked me if I wished to connect with my Gmail friends. I thought why not?”

Handa is one of the nearly 176.5 million Gmail users who have impulsively clicked on Google Buzz, scaring the life out of other micro-blogging sites like Twitter and social networking sites like Facebook and MySpace.

“Where else can you get such a massive installed base with a single click? By building Buzz directly into Gmail, the service has an instant audience,” says Mahesh Murthy, founder and chief executive officer of search marketing firm Pinstorm. It is hard to start a social network from scratch, which explains why Orkut has not made much of a dent in markets like the US.

On the other hand, since its launch, Google has been buzzing all across with over nine million posts and comments. There were tweets on “Google Buzz” within every 11 seconds and technology forums were discussing Buzz with over 1,000 posts per day.

Incidentally, there are now more than 200 Yahoo! and third-party sites that feed into Yahoo! Updates. These include Flickr, Twitter, YouTube, Yelp and Yahoo! But the Buzz around Google (like all its other products) is very strong. Why is it so? Buzz can be said to be a stream of status updates, pictures, links and videos from your friends. You can “like” these items and comment on them. And if you use Flickr, Picasa, Google Reader or Twitter, you can automatically have those items imported into your stream. Buzz also recommends items you may like based on your friends’ activities. “The first thing we do when we find something is to share it,” reasons Google, adding: “…more sharing happens online”.

Google Buzz resonates a lot with FriendFeed but with a massive installed user base — all of which has literally made it the talk of the town (rather world).

“Google Buzz has created a whole new platform for promoting brands to create visibility through Google profiles. It would be bliss for the new age of spammers, because spam would not be in the guise of emails anymore, but in the shape and size of Buzz,” points out Moksh Juneja, social media analyst. Harish Tibrewala, joint chief executive officer, Social Wavelength, agrees: “The inclusion of GPS-tagging for text messages on Buzz is a very interesting feature and complements the social networking tool.”

Google had a gap in its offering when compared to Facebook and the introduction of Buzz could help it establish a Google-searchable social network. Users, however, do not see Buzz as a Facebook-killer. Subhash Pais, business head at i9 Communications, would like to see Buzz evolve more. “Too many people are sceptical about Buzz, and are running it down as a Twitter ‘me too’. Buzz needs to be given time.”

From Orkut to Lively to Google Friend Connect and beyond, Google has tried to succeed with social products that just haven’t caught on. But for Singapore-based automobile designer, Bikram Haldipur, Buzz was the most logical step for Google. “It’s built right into my Gmail page, so I don’t have to invite a new set of friends from the scratch. I am already following 54 friends and their updates,” he says.

Facebook has so far been the social networking leader with nearly 400 million active users worldwide, compared to Gmail’s approximately 175 million users — scale, of course, matters in social networking.

Nineteen-year-old Pune University student, Ankita Lunawat, wondered on her Facebook page: “It seems to me that Google Buzz is exactly what Google Wave should have been in the first place.” Google Wave, launched last year, was intended to be an online tool for real-time communication and collaboration.

Vikram Shirur, manager (corporate communications) at Victorinox India has not taken to Google’s latest social networking tool. “Having one window for social networking and mails is irrelevant. I wouldn’t like mixing my business contacts with Buzz without my approval on Gmail.” Shirur is referring to the default settings on Buzz, where people you follow and the people that follow you are made public to anyone who looks at your profile. In other words, before you change any settings in Google Buzz, someone could go into your profile and see the people you email and chat with most.

The user’s online identity has evolved beyond the email address and it is unlikely that one’s entire social network uses the same email provider, argue users. “One need not know an email address to find someone on Facebook or Twitter, making connecting an easier process than it will be on Gmail,” said New Delhi-based Kiran Khemani, social marketing specialist, over a Facebook message. Khemani believes the social functionality will enhance the Gmail experience but the new product does not appear to provide a compelling reason to switch from Facebook to Gmail for social networking.

But will Buzz do a Twitter eventually? The number of Twitter users has risen 75 million, but the growth rate of new users is slowing and many Twitterers are inactive, according to a new study by RJMetric Inc, which develops online metric analysis software. The rate of new user growth peaked last July to about 7.8 million a month. That number has dropped to about 6.2 million new users a month. Twitter, according to the report, has between 10 million and 15 million active tweeters. Earlier, HubSpot — a Cambridge, Mass.-based Web analytics company — revealed that the number of users joining Twitter started to drop off dramatically last fall.

And what about privacy concerns? Google announced some changes to Google Buzz. It will now ask Buzz users, “How do you want to be seen to others?”, when they log into the service for the first time. The default option will be, “Show the list of the people I’m following and the list of people following me on my public profile,” but that box can be unchecked and the option is easier to find than the convoluted process that was required to hide that list prior to the update. Tibrewala feels, “Within 24 hours, Google had addressed the privacy concerns and Buzz now distinguishes between followers with public profiles and those with private profiles.” Google, though, is yet to Google Buzz to its Privacy Dashboard.

We made history of sorts yesterday, by becoming the only brand management firm in the world to be awarded the “Red Herring Global Top 100” award this year.

The award is given by Red Herring magazine to companies, in their judgement, who show a combination of technological innovativeness and business success.

Winners in earlier years, we’re somewhat thrilled to note, include Google, Yahoo, YouTube and Skype. That certainly is one list we’re proud to be part of!

While we’ve won Red Herring awards before – they’ve been at the Asia regional level. This is the big kahuna – Global Top 100.

We’re humbled. We’d first like to thank our clients. You had faith in us from when we started out of a 400 square feet office in Bombay – and you’ve stayed with us and helped us grow to be the first India-based multinational ad firm, with offices in Europe, North America and Asia. Thank you.

We shared this with a couple of our clients late last evening when we heard the news. Rajiv Prabhakar who heads marketing at Sharekhan said, “At Sharekhan we’ve worked with Pinstorm for over 5 years – and I’m happy their investments in technology and delivering value have paid off. We look forward to more innovative work together.” And Charudatta Deshpande, who heads communications at ICICI Bank said, “We are proud to partner with Pinstorm and happy to see their technologies recognized as among the world’s best. We wish them all the best in the years ahead.” And both told us they could be quoted as saying so. Wow.

Sharing the thank-you honours are our people, past and present Pinstormers. We didn’t have much stacked up on our side when we started - no international lineage, no funding, no nothing. Yet you persevered and helped us build out our technology and business to a point where we’re now seen as among the world’s best. Thank you.

Some of you may be curious – what exactly is the technology and business edge that won us this award? For a deeper explanation, you might have to call one of us over to show you a demo – we don’t exactly publicise what we do.

But here’s a glimpse. We manage our clients’ digital personas using a combination of all relevant media – from mobile phones and search to social forums and banners. And we do so with one strategy, one creative approach, one team and a big advantage through our technology that lets us do more and scale better.

On the tech side, we started by building out BroadWords – our tool that generates long-tail keywords to lower SEM costs. Then we added LiveContext, which remains to date the only fully-automated SEM system we know of. CAT and OCAT help our clients ferret out what their rivals are doing on pay-per-click and SEO: words, CTR, costs, rankings and all. That was in the first few years.

Then we turned to other forms of digital brand management. LiveBanners bring a never-before dynamic changeability to banner ads. Our cost-per-impact system puts to death the obsolete CPM-based banner buys that others do and allows our clients to get much more branding for much less. In the last couple of years, Social Media has been on top of our minds.

We built TweetReach and p1n.in – some combination of that may have brought you here. This allows us to measure not just the virality of outbound social media messaging, but also more interesting things like the CTR of tweets and the geographical targetability of Facebook messages. BuzzMeter is our industrial-strength tracking system that picks out over 100,000 mentions a month for just one brand alone – a hundred times more than Google Alerts do – and does so across multiple brands. While our SocialConsole is an equally-industrial strength workflow system that helps clients manage thousands of conversations in parallel keeping in mind both their Customer Service and their confidentiality needs.

But as we’re fond of saying, tech alone doesn’t do very much. All of this has been implemented as part of well-conceptualised and fully-integrated marketing plans, with great stuff from not just our creative and media teams but also our client services teams who are far flung-out around the planet. Thank you, guys!

Sanjay, our Head of Design probably hit the nerve when he sent a mail around to us a few hours after receiving the award. Yes, we won this big award – and our clients and people were to thank for it.

But to make it all happen, we’ve had to work late and on weekends, uproot ourselves from our hometowns, not be around when our kids are growing up, have someone wake us up at unearthly hours to catch flights – and much more. And the people who took the brunt of the pain were our families and loved ones.

To all of you, our spouses, partners, parents, kids and extended families – thank you. You helped us come this far. And we hope you all feel that your sacrifices have been worth it.

We owe this to all of you.

Click here for our press release

Red Herring Top 100 Global Award Release is available here

We are in the News…

agency faqs – Pinstorm only ad agency to make it to Red Herring Global Top 100 list

exchange4media – With Global Top 100 Award, Pinstorm looks to up its growth momentum in 2010

Campaign India – Pinstorm makes it to Red Herring’s Global Top 100

Business Standard – Pinstorm wins global top 100 award

Alootechie – Pinstorm wins ‘Red Herring Global Top 100′ award

We created a questionnaire to find out what India thinks about jobs, real estate and matrimonial going into the New Year. We wanted to find out what your experience was with popular Indian websites related to the job market, real estate and matrimonial.

We posted the survey on Twitter and were glad to receive 204 responses. We believe the responses are a fair indicator of the questions asked in the survey.

As promised, here are the unedited results of the survey, 6 Questions on What India Thinks About Jobs, Real Estate and Matrimonial Portals. Click on the images for a larger graph:

This data from 204 entries cannot be extrapolated. For more details, feel free to write to us at info@pinstorm.com.

While reading Yahoo’s Compliance Guide for Law Enforcement, Mahesh Murthy noticed that Yahoo will sell your privacy for $10 to governments who need info about you. He tweeted about it and within minutes people were talking about it online. Clearly, privacy concerns are top-center in the minds of online users and this issue is discussed here below.

Link to the original story, by Ranjana Kaushal.

Any guesses on the worth of a basic user information uploaded on online sites? Going by a recent document put up by Internet major Yahoo, the purchase cost of a basic user information is a mere $ 20 or under Rs 1,000.

According to the document titled ‘Compliance guide for law enforcement’ Yahoo states that it provides subscriber information, including chat details to the respective state governments for a price. And this price starts from Rs 500 for identity proof records that individuals share while using emails, chats or social networking on its platforms. The price for doling out information rises, depending on the nature of requirement.

Take, for example, the basic group information (including information about moderators). This is priced at approximately $ 20 or under Rs 1,000 for a group with a single moderator. The contents of the subscriber accounts, including emails can vary between Rs 1,500 and Rs 2,000 per user. The price of the contents of the groups ranges between Rs 2,000 and Rs 4,000 per group.

Clearly, this means that any information that users put up in the virtual world is up for sale and Internet companies are more than willing to part with it for a price to government agencies.

"Most of the Internet companies share user information with law agencies. But in the case of Yahoo I find it particularly interesting wherein the company has put up a price list for the service. I would say it appears like a spying rate card.

It is difficult to say what kind of revenue this business might generate," says Mahesh Murthy, founder of Pinstorm, a pay for performance digital company.

While Internet firms such as Google, Rediff and others are known for providing data to government agencies for curbing terrorism, what comes as a surprise is the blatant tariff card put up by Yahoo.

Points out an industry observer, "There is little to debate on doling out information because recently terrorists have been actively using the online world to plan attacks using different IDs across the globe. Internet companies passing this information to governments help in track antisocial elements. The only thing is that pricing of such activities should be kept discreet." In the compliance guide, Yahoo mentions it has worked with law enforcement agencies and the National Centre for Missing and Exploited Children (NCMEC), US to develop practices for reporting instances of apparent child pornography (CP) as required by US laws.

Upon becoming aware of CP, Yahoo’s customer care department disables public access to the content and escalates it to the company’s legal department, which reviews the content and determines whether it is required to be reported to NCMEC. "Cases where Yahoo has helped democratic governments to nail criminals are commendable. But in the Presidential form of government the state uses this power to extract information about citizens who might indulge in (even) honest protests. Looking at these aspects I feel companies should refrain from putting a price tag on consumer-related information," says Murthy.