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A while back I read a few blog posts that spoke of young bloggers abroad making waves and finding great success.

I am relatively young but I think that these posts are referring to bloggers younger than I am.

Where are the young bloggers under the age of 21 in SA? Are there any and if not, why not?

I can’t think of any and don’t read any but that doesn’t mean they don’t exist. But is there really value for this sort of market in SA? Should we be looking for the next big thing now and getting them online and benefiting from their potential success? Is this exploitation?

I am also extremely interested to discuss what the next generation of bloggers will look like.

Should there be a batch of teenagers coming to the fore? Surely if blogging was taking off as much as bloggers think it would be reaching the younger generation and adopting the practice of blogging?

Could this be a sign that blogging is not all that it’s cracked up to be and it isn’t growing at the rate we all think it is? With so many teenagers on Facebook and using Mxit in SA in my mind it makes sense that some of them should be, could be and would be publishing their own content on blogs. But they just aren’t. Why?

Doritos has been everywhere lately, all over the radio, a few other ads here and there. Basically they have been punting their Facebook page.

I eventually saw that one of my friends on FB had joined the group as well as ±1500 people.

My immediate reaction is that this is a flop of a campaign. Advertising on radio is no cheap affair but an affair it is. You face the risk of being caught out by your better half - the listeners or target market. And to me it seems as though this has happened to Doritos.

Why I think this is campaign was a flop?

Coming off the back of a great advertising campaign with their “Moment of boldness” A few years ago I can’t believe that Doritos could have done so badly with this one. That campaign was a viral campaign before there were viral campaigns. To this day I know many people who still joke about their moments of boldness.

At the time of writing this post there were 777 122 people from South Africa above the age of 18 on Facebook. That works out to about 0.2% of the users on FB, from SA actually bothered to become a fan of the brand. In my mind, that’s a bit of a flop.

Why this could be perceived to be a successful campaign

Theoretically what we could be looking at here is quality over quantity. Involvement and activity over masses of inactive users/fans.

But let’s look at this for a moment before we get ahead of ourselves. The available features on the FB page of Doritos are: Notes, Photos, Video, Wall Comments, Events and Discussion Board.

To analyse these in a bit more detail:

Wall
313 posts

Discussion Board
Topic 1: 120 posts by 95 people
Topic 2: 29 posts by 25 people

Videos
12 fan videos

Photos
44 photos
5 albums

Events
Event 1 - 6 confirmed guests, 4 wall posts
Event 2 - 28 confirmed guests, 6 wall posts

Notes
7 notes
144 comments

Looking at the above breakdowns I honestly cannot say that all the money Doritos must have spent on their mainstream ad campaigns was worth it. 44 photographs and 12 videos is really not a good response in my opinion. Especially considering that there are ±1500 people in the group and over 750 000 people in SA on FB. That means that less than 1% of the fans on the page posted a video and almost 3% of the fans posted a photograph.

I’m not sure about you, but I’ve posted, viewed and commented on hundreds of photos on FB, that should’ve been the saving grace but alas, it wasn’t.

What Doritos could have done differently

Expanded their “moment of boldness” campaign to an online network of viral campaigns. Blogs, videos, podcasts and “fake events” that could have boosted the reputation of the brand for the young and socially in touch.

I can picture the blog and videos now; South Africans all over filming their moment of boldness, recording fake jumps, dares and ironic, satirical parodies of the “bold” factor.

Doritos could have done more with their Facebook group. Updates, invites, ads, coupons, giveaways, freebies. Sometimes it just takes a bit of gritty interaction to spread the word for a fan page, not an entire radio ad campaign. Other than giveaways the Doritos fan page gave nothing to its members. No community offering. I know a lot of people who feel an affinity to Doritos, it’s their choice chip, but they were not enticed to join this group. People like Apple Students has it right on their page. They have a community, not a product.

Below the line marketing would have worked better. Get bloggers involved, send them a box of crisps and ask them to eat them, rally a party around the chips, get other bloggers in on it and spread the word slowly to all their readers via the subsequent posts.

Print would even have worked better than radio. More people will sit near a computer while reading a newspaper/magazine than will be listening to the radio, so why put it on the radio? You are probably driving in your car when you hear about the Doritos fan page, not sitting by a pc with internet access. Bad move.

I did try to contact Doritos, the admin of the group or anyone but no one responded. I gave them a few working days. I’d love to know if they consider this campaign to be successful or if they are looking in to recovering from the flop that I see?

I’ve decided that for my age, experience, ambition and work-related desires small companies are for me. Larger companies verging on corporates are just too vague, machine-like and dehumanising.

Big companies and why I dislike them

I have freelanced for some large newspapers, worked at large broadcasters, travelled to some big companies around the world and worked for a major publisher and to be honest, they aren’t for me, not at my age and not for the things that I want to achieve.

Large companies are like large and impersonal schooling environments. Each employee, just like each student, is a number amongst a million others. I hate this because I make a point of standing out and it is hard to pro actively stand out on a large corporate that has rules, rulers, regulations, hierarchies and bureaucracies.

Standing out is not the issue, the issue is how pro actively you do it. Large corporates, in my experience, don’t like people to stand out. They like people to put their heads down, make little noise and do their job that is in line with the company’s vision. The problem is, many of the people keeping the company afloat don’t know or understand the overarching company vision.

This is problematic for me because I am not the type of person who is dedicated to “Do as I say not as I do.” I like to do as I comprehend. So if I am able to comprehend why you want me to do something I will do it until it is the best damn thing in the world. I will work weekends, nights and holidays to ensure that the task at hand is complete. I’ll do this because I can see where my little job fits in to the company and the vision that I am apart of.

It often happens that in a large corporate that people don’t feel a part of a team or vision, they feel as if they are being forced to be part of a goal that they will probably never see come to fruition. They are only there because the company is paying them to be there and they need the salary. This, in my opinion is never a good idea and is always an avoidable outcome.

Small, established companies and why I love them

Small companies that are well established are the closest that you will get to owning your own company and running around with that much freedom. The individual is becoming a threat to the corporate and that is a great feeling.

The likes of Google and Facebook possibly taking on Microsoft in the future is a great example of this. Two people starting small companies, becoming big companies and taking on large corporates. That is inspiring and that is a main reason to get involved in a small company and feel like you can change the world, instead of wanting to take over the world.

Small companies have the ability to grow a person and mould you in to the type of skilled specialist that you want to be. You have the ability to take on serious responsibility and proper tasks. You also have access to your superiors. There are no glass doors or big offices and PA’s to get past and make bookings with. You simply walk in to your boss’s office (don’t forget to knock). This sort of access to experience and knowledge is priceless when coupled with leadership and control of your own projects.

Over and above the positives there are some positive downsides to working in a small company. You have to work. If you don’t there is no one else to blame. You can’t simply sit at your computer, in your cubicle shifting papers or saving documents that don’t exist. If you don’t reach your targets or achieve the goals set for you there is no one else to blame.

There is also massive potential to grow the company as you grow. You can start on your own, running “your own division” that consists of you and your e-mail and take that division to soaring heights. If you are up to the job of course. If you aren’t up to the task (and this is the downside) everyone in the company will know it, and the powers that be will get rid of you. It’s that simple. Succeed and flourish, fail and leave. There is often no room for a middle ground when it comes to employees at a small company. Every employee is an annual salary that if not profitable needs to be used somewhere else.

The end result

It’s fairly simple to write down, but probably more difficult in practice: Start niche, small, nurturing and move on to the big fish when you can catch the small ones. Going straight in to a large corporate can make or break you early on in your career. It might just end your will to thrive and your ambitious and innovative hopes. You may end up crushed if you enter the corporate world of big business and don’t cut it. So why not change the world with a small company that you fit in to and when you have the skills, desire and experience move to a large company that can break your bank by paying you the salary you think you deserve.

The other option is move up through the ranks of the small company you start at and blow them away with your youthful exuberance. By the time you are ready to move up you will have the knowledge you need, the experience you wanted and the skills that everyone else thinks you should have. Then you can really begin to plot your take over of the world (all the while changing it for the better).

The world has become a more entrepreneurial place, it seems like the world is smaller and anyone has become a threat to everyone, anywhere in the world. For this reason I say join a small company or start your own. You might not succeed immediately but you will learn more, faster.

Strange things happened today:

click image for full size

Wonder what that’s all about?

I have managed to find almost the best use I’ve ever had.

Please have a look at these.

Disclaimer: If you are easily offended, sorry, this post isn’t for you. I am not the one saying ANY of the things below, I am republishing things I’ve found. Laugh, or laugh it off.

This is the best Facebook group ever. There are hundreds of these posters. I was chuckling to myself all evening last night. Brilliance.