2020 social introduction to social media in india
Post on 14-Jan-2015
7.934 Views
Preview:
DESCRIPTION
TRANSCRIPT
Introduction to Social Media in India2020 Social: Because Business is Social
gaurav@2020social.com@gauravonomics
gautam@2020social.com@gautamghosh
dave@2020social.com@evansdave
kaushal@2020social.com@ksarda
Three Mantras
The future has already arrived.
It’s just not evenly distributed yet.
1
Source: William Gibson
The tools are transient.
The values embedded in them are persistent.
2
To understand how social technologies are changing
media and business,
begin by asking how they are changing people and society.
3
Five Questions
What are social technologies and why are they important?
1
How are social technologies changing people?
2
How are social technologies changing society?
3
How are social technologies changing media?
4
How are social technologies changing business?
5
What are social technologies and why are they important?
1
World Map of Social Media
Source: http://globalwebindex.net
World Map of Social Networks
Source: http://vincos.it/world-map-of-social-networks/
34.2
24.4
19.6
15.5
10.9 10.38.5
2.9 2.2 1.7 1.30
5
10
15
20
25
30
35
40
Goo
gle
Yaho
o
GM
ail
Ork
ut
YouT
ube
Face
book
Blog
ger
Wor
dpre
ss
Link
edIn
Flic
kr
Twit
ter
Social Platforms in India
Source: Monthly unique users in millions from http://www.vizisense.com
Social Platform: Users {Relationship} Social Object
If most users can’t decode what the social platform does at first glance, it is likely to be unsuccessful.
All successful social platforms have clearly defined their users’ relationship with the social object.
Source: Jyri Engestrom
Source: http://facebook.com
World’s leading social networking platform.
400 million users worldwide.
12.4 million users in India.
Users {connect and share with} people.
Source: http://linkedin.com
Popular professional networking platform.
60 million users worldwide.
2.5 million users in India.
Users {exchange} information, ideas and opportunities.
http://twitter.com
Popular micro-sharing platform.
Likes to call itself “real-time information network”.
75 million users worldwide.
1.8 million users in India.
Users {share and discover} what’s happening right now.
Google Buzz
Source: http://www.google.com/buzz
Google’s own social network integrated with GMail.
Users {start} conversations about the things you find interesting.
Flickr
Source: http://flickr.com
Popular photo-sharing platform.
Users {share} photos and {watch} the world.
YouTube
Source: http://youtube.com
Popular video-sharing platform.
Users {broadcast} yourself.
Digg
Source: Digg.com
Popular social voting platform.
Users {discover and share} content.
Delicious
Source: http://deicious.com
Popular social bookmarking platform.
Users {save} your bookmarks or {see} what's fresh now.
Wordpress
Source: http://wordpress.com
Popular blogging platform.
Users {express} yourself.
Dopplr
Source: http://dopplr.com
Popular travel sharing platform.
Users {share} your personal and business travel plans with people you trust.
Wikipedia
Source: http://wikipedia.com
Popular wiki platform.
Users {edit} free encyclopedia.
Ning
Source: http://ning.com
Popular white label social networking platform.
Users {create} your own social network.
Focus on People vs. Content
Focus on People
Focus on Content
Instead, content-centric platforms should build deep integration with people-centric platforms.
Most social platforms are including rich user profiles, to shift the focus towards people.
How are social technologies changing people?
2
Real and Persistent Identities
Source: http://developers.facebook.com/connect.php
As more websites support log-ins using Facebook, Twitter or Google IDs, our online identities are becoming more real and persistent.
More than 60 million Facebook users engage with Facebook Connect on 80,000 external websites every month.
The Online-Offline Continuum
Source: http://twitvite.com
As we stay with offline contacts on online social networks and meet our online ‘friends’ at offline meetups, our online and offline relationships are merging.
Social Proof: Friends of Friends
Source: http://thread.com
As more of our lives move online, we are searching for social proof before making new friends, and seeking out friends of friends.
From Consumers to Creators
Source: http://therengen.com
As we create and share more photos, videos and blog posts on social platforms, we are beginning to think of ourselves as authors, photographers and filmmakers, all rolled into one.
How are social technologies changing society?
3
Disruptive Social Change Models1. Micro-lending and micro-philanthropy platforms
2. Volunteer marketplaces
3. Collective action and advocacy platforms
5. Participatory governance platforms
Disruptive Social Change Models
4. Standalone viral collective action campaigns
6. Transparency initiatives
Public micro-actions related to BIG social objects
lead to social capitaland positive viral loops.
Small public acts of good add up to big change by creating positive viral loops.
Social platforms for social change are built around our need to gain social capital.
Facebook Causes
Source: http://apps.facebook.com/causes
Facebook’s own application to help non-profits promote their causes and raise awareness and donations.
Kiva
Source: http://kiva.org
Micro-lending platform to connect lenders with small entrepreneurs.
NGO Post
Source: http://ngopost.org
Indian social voting platform for news related to social welfare issues and organizations.
The Pink Chaddi Campaign
Source: http://thepinkchaddicampaign.blogspot.com
Online campaign mobilized its 50000 Facebook fans to send more than 2000 pink panties as Valentine’s Day gift to Indian right wing Hindu nationalist party Sri Ram Sena.
Blank Noise Project
Source: http://blanknoise.org
Long-running Indian feminist community working towards reclaiming public spaces for women.
Brerakthrough Bell Bajao
Source: http://bellbajao.org/
Social media driven campaign to encourage men and to raise their voice against domestic violence by “ringing the bell”.
Bloggers for Advani
Source: http://groups.google.com/group/bloggers4advani?pli=1
Bloggers for AdvaniGoogle Group.
Part of the support eco-system for Advani’s PM campaign, along with Friends of BJP.
Disclosure: Gaurav gave the idea for Bloggers for Advani.
Shashi Tharoor on Twitter
Source: http://twitter.com/shashitharoor
External Affairs minister ShashiTharoor uses Twitter to engage with his supporters and detractors and set an agenda for public debate.
Tata Tea Jaago Re
Source: http://jaagore.com
From “waking up” to “civic consciousness”
More than 600,000 registrations
Catalyzed an entire ecosystem of citizen action initiatives
iJanaagraha Citizen Community
Source: http://ijanaagraha.org
Location based citizen action community platform.
Disclosure: Gaurav is a member of Janaagraha’stechnology advisory board.
How are social technologies changing media?
4
In the new media landscape, all of us are audience,
journalist, editor and source,all at once.
and forcing traditional media organizations to experiment with their own participatory models.
Participatory news models are changing how news is created and consumed…
Old Media + New Media
Creative Commons Licenses
Source: http://creativecommons.org/about/licenses
The Creative Commons licenses enable people to easily change their copyright terms from the default of “all rights reserved” to “some rights reserved.”
The Digital News Lifecycle
TIME
REACH/DEPTH
SMS Alert
Blog Post
News Story
Context Analysis
Conversation
Personalization
Participatory News Models1. Citizen journalism platforms
2. Independent web-based news platforms
3. News aggregators
4. Social news platforms
Participatory News Models
Global Voices
Source: http://globalvoicesonline.org/
Volunteer-driven citizen news aggregator.
Disclosure: Gaurav is a contributor.
Ushahidi
Source: http://ushahidi.com
Crisis reporting platform built on SMS-map mashup.
Disclosure: Gaurav worked with Ushahidi on Vote Report India.
SEA-EAT Blog and Wiki
Source: http://tsunamihelp.blogspot.com/
Volunteer citizen journalism initiative that became a key source of information and coordination during the tsunami.
26/11 Mumbai Terror Attack
Source: http://flickr.com/photos/gauravonomics/sets/72157610357499942/
Use of Twitter, Flickr and blogs for citizen journalism during the Mumbai terrorist attack.
Vote Report India
Source: http://votereport.in
Citizen-driven election monitoring platform built on SMS-Google Maps mashup Ushahidi.
Disclosure: Gaurav is a co-founder.
News & Media Organizations1. Expert blogs with comments
2. Campaigns and contests
3. Profiles and personalization
4. Citizen journalism
5. Social news
6. Communities of interest/ practice
Traditional News & Media Organizations
NewspapersMagazinesTV channelsMovie Studios
CNN iReport
Source: http://ireport.com
Citizen journalism platform with more than 400,000 reports
Al Jazeera War on Gaza
Source: http://labs.aljazeera.net/warongaza
Citizen journalism platform built on Ushahidi crisis reporting platform.
NYT TimesPeople
Source: http://timespeople.nytimes.com
Social networking platform for readers to share favorite NYT stories.
BusinessWeek Business Exchange
Source: http://bx.businessweek.com
LinkedIn-driven professional networking platform for BusinessWeekreaders.
IBNLive Citizen Journalist
Source: http://cj.ibnlive.in.com
Citizen journalism platform from CNN-IBN.
TOI’s Lead India
Source: http://lead.timesofindia.com/
TOI’s campaign to engage Indian youth in the 2009 Lok Sabhaelections.
Talk to HT
Source: http://talktoht.com
Talk to HT is the Hindustan Times initiative to crowdsource ideas and feedback from readers on columns, editorials and news.
NDTV Social
Source: http://social.ndtv.com
Community for NDTV viewers to follow programs and personalities.
How are social technologies changing business?
5
Social Business Trends1. Cause-based marketing platforms
2. Watchdog and transparency platforms
3. Anti-brand communities
4. Standalone anti-brand campaigns
5. Sustainable consumption communities
6. Consumer-driven service platforms
Social Business Trends
Business-to-Business1. Targeted communities of practice
2. Customer-driven support communities
3. Ideation and research communities
4. Partner communities
5. Corporate and employee blogs
6. Social media contests
Business-to-Business
IT hardware & softwareOffice equipmentBusiness solutionsBusiness consulting
Infosys Blogs
Source: http://infosysblogs.com
Infosys employees post on topics relevant to their areas of expertise.
Dell Take Your Own Path
Source: http://takeyourownpath.in
Community where users shared inspiring stories of entrepreneurship.
Driven by the Dell SME team.
Now replicated internationally.
Disclosure: Dell is a 20:20 Media and 2020 Social client.
Tata NEN Hottest Startups
Source: http://hotteststartups.in
India’s first “people’s choice entrepreneurship contest” got 558 entries.
NASSCOM Emerge
Source: http://communities.nasscom.in/
Community for emerging IT companies hosted by NASSCOM.
Disclosure: Gaurav has done workshops and talks for NASSCOM.
Business-to-Consumer1. Targeted communities of interest
2. Customer-driven support communities
3. Ideation and research communities
4. Social marketplaces with reviews and ratings
5. Social media contests
6. Group-blog based advocacy programs
Business-to-Consumer
FMCGConsumer durablesFashion and lifestyleMobileRetail
Xeta Shootout Contest
Source: http://thexetashootout.com
Consumer generated content contest (shoot your own Xeta ad film) to reinforce Xeta’syoung and fun positioning.
Disclosure: Gaurav was Brand Head, Indica.
MTV Hero Honda Roadies
Source: http://mtvindia.com/roadies/index.php
Several high-involvement, but disconnected, contests and official groups on social platforms.
Cedia Great Driving Challenge
Source: http://greatdrivingchallenge.com
Online talent hunt where three couples were selected for a road trip of their choice in a Mitsubishi Cedia.
The winner got Rs. 1 million.
Aircel Save Our Tigers
Source: http://saveourtigers.com
Campaign to promote awareness about tiger conservation.
200k+ fans on Facebook.
Disclosure: Aircel is a 20:20 Media client.
Aircel Voice Message App
http://apps.facebook.com/aircelvoicemessage
Voicemail application on Facebook that allows users to put up voice messages rather than plain text messages.
Disclosure: Aircel is a 20:20 Media client.
Virgin VTurk campaign
http://virginmobile.in/vturk/vturk_what.html
Virgin’s VTurkcampaign recruits teens to become Virgin representative in their college, in return for Virgin Mobile branded merchandise.
Tata DOCOMO Create
Source: http://create.tatadocomo.com
Series of consumer generated content contests under the Create umbrella.
Vodafone Zoozoo
http://microsite.vodafone.in/vodafone/zoozoo/default.aspx
Consumer generated content contest where users watch snippets of unreleased Zoozoo television commercials and create their own Zoozoo stories.
Idea Cellular My Idea
http://myideas.co.in
Pre-election campaign in 2009, to ask users for their ideas to change India via SMS.
Intel Connected Indians
Source: https://www.connectedindians.com/
Intel seeks to connect citizens, industry and civil society for internet-based advocacy
Sunsilk Gang of Girls
Source: http://sunsilkgangofgirls.com
Community for young girls to connect with each other and discuss fashion and grooming.
Whisper Being Girl
Source: http://beinggirl.co.in
P&G’s response to Sunsilk Gang of Girls.
Community for young girls to talk about grooming and growing up issues.
Pepsi Youngistaan
Source: http://youngistaan.com
Series of high-engagement, but disconnected contests under the Youngistaanumbrella.
Disclosure: PepsiCo India is a 2020 Social client.
MakeMyTrip’s OKTaTaByeBye
Source: http://oktatabyebye.com
Full-featured travel community that started as a social media contest.
RCB Cricket Fan Club
Source: http://royalchallengers.com
Fan club for Royal Challengers Bangalore cricket club with almost 50,000 members.
Disclosure: RCB is a 2020 Social client.
Decoding Social
Brands on Social Platformsvs.
Brands’ Own Social Platforms
In either case, brands should be clear about the social object and their users’ relationship with it.
Brands are joining existing social platforms and even building their own focused social platforms.
How to Scale Passion?
Then, scale it by leveraging existing social platforms like Facebook, Twitter and YouTube.
Our approach is to build a focused community around a lifestyle, interest or cause.
Step 1: Identify PassionSelect a BIG lifestyle,
interest, or cause.
Step 2: Ignite PassionBuild a focused community
around it.
Step 3: Scale PassionBuild scale by leveraging existing social platforms.
Decoding Social
Decoding Social
By Tool
By Function
By Type of Organiza-
tion
By Core Dynamic
Social networkingBloggingMicrobloggingPhoto-sharingVideo-sharing
Business-to-BusinessBusiness-to-ConsumerGovernmentNon-profit
Consumer generated contentConversationsCollaborationCommunityCollective intelligence
Product design Sales and marketingCustomer supportPublic relationsPartner relationsEmployee relations
We like to focus on the core dynamic.
You can look at social technologies through many lenses.
Five Core Social Dynamics
Invisible
Visible
Easy Difficult
Consumer Generated Content
Collaboration
Community
Collective Intelligence
Conversation
Five Reasons Why Business is Social
ConversationConsumer
Generated Content
Collaboration Collective Intelligence
Community
!
Consumer Generated Content
Have you seen this movie? My
mobile phone sucks!
I love my new car!
Tap into their creativity. Ask them to interpret your brand.
Your consumers are authors, photographers and filmmakers, all rolled into one.
Dell Go Green
Source: http://dellgogreen.com
Dell Go Green is a consumer generated content contest where consumers submit ideas to redesign, reuse of recycle gadgets to make them go green.
Disclosure: Dell is a 20:20 Media and 2020 Social client.
Conversations
Listen to them, reach out to them, engage them in a two-way conversation.
Your customers, partners and employees are talking about you, in public.
Have you driven this
car?Yes! It rocks!
Dell Small Business on Facebook
Source: http://www.facebook.com/dellsocialmedia
Dell’s Small Business Facebook page, structured as a resource for small businesses to use social media, has more than 37,000 fans.
Disclosure: Dell is a 20:20 Media and 2020 Social client.
Dell Outlet on Twitter
Source: http://twitter.com/delloutlet
Dell uses Twitter as a channel to sell refurbished computers to corporate purchase managers.
@delloutlet has 1.5 million followers and has resulted in sales of more than $6 million.
Disclosure: Dell is a 20:20 Media and 2020 Social client.
Collaboration
Create rich profiles and reputation systems to encourage people to help each other.
People work together in flow when they connect with each other as people.
How do I fix this
problem?Let me tell you how!
Dell Support Community
Source: http://en.community.dell.com
User driven support community to increase customer satisfaction and drive down support costs.
Disclosure: Dell is a 20:20 Media and 2020 Social client.
Community
Build and nurture a community platform to host your customers, partners, employees, and evangelists.
Communities come together around a shared social object: a lifestyle, cause or passion.
I love my car!
I love travel!
I love road trips!
Dell Digital Nomad
Source: http://www.digitalnomads.com/
Community built around the idea of being a digital nomad.
Targeted at highly mobile laptop users.
Disclosure: Dell is a 20:20 Media and 2020 Social client.
Dell Take Your Own Path
Source: http://takeyourownpath.com
Community where users shared inspiring stories of entrepreneurship.
Driven by the Dell SME team.
Now replicated internationally.
Disclosure: Dell is a 20:20 Media and 2020 Social client.
Collective Intelligence
Observe their behavior, ask for their ideas, recognize and reward them for their contribution.
Customers, employees and partners can give you new ideas and insights.
Here’s how we
can make it better!
It worked! Thank you!
Here’s an
idea! !
User driven ideation community to listen to customer’s ideas on product improvement and new product development.
Disclosure: Dell is a 20:20 Media and 2020 Social client.
Dell Ideastorm
Source: http://ideastorm.com/
Internal ideation platform to enable Dell’s worldwide community of more than 80,000 employees to post and discuss ideas on topics ranging from product innovation to company HR policies.
Disclosure: Dell is a 20:20 Media and 2020 Social client.
Dell Employee Storm
Source: http://thesocialworkplace.com/featured/1558/
Made For India
Internet Access is Shared Internet access in
India is shared by default: at school or college, at office, or at a cyber café.
Mobile is Personal and Ubiquitous
Source:http://flickr.com/photos/vm2827/3150157746/
More than half a billion mobile users, with 100 million on SMS and 25 million on mobile web.
Mobile 2.0 in India
Text messaging
Upload photo/
video via email
Mobile website
Geo-location services
Phone-specific
apps
SMS GupShup
Source: http://smsgupshup.com
SMS-based group-messaging platform with 25 million users.
BabaJob
Source: http://babajob.com
SMS-based professional networking platform for household help.
Made In IndiaMade For the World
Deskaway
Source: http://deskaway.com
SaaS-based project collaboration platforms.
Remindo
Source: http://remindo.com
SaaS based nterprisecollaboration and project management platform.
Uhuroo
Source: http://uhuroo.com
SaaS-based enterprise collaboration and document management platform.
Disclosure: Kaushal is a co-founder.
Cynapse
Source: http://cyn.in
Full-featured enterprise collaboration platform with SaaS, hosted and open source versions.
YouSuggest
Source: http://yousuggest.us
SaaS-based ideation platform.
LifeBlob
Source: http://lifeblob.com
Photo-stream based social networking platforms.
GizaPage
Source: http://gizapage.com
Social media hub for individuals and organizations.
Essential Reading on Social Technologies
Social Technologies 101
Social Technologies & Society
Social Technologies & Business
About 2020 Social
Who Are We
Gaurav Mishra CEOIIMB, Tata Group, Yahoo! Fellow at Georgetown
Dave Evans Consulting DirectorAuthor of ‘Social Media Marketing: An Hour a Day’
Gautam Ghosh ConsultantXLRI, Deloitte, HP, Dell
Strategy & Marketing
Strategy & Marketing
Organizational Development
Kaushal SardaConsultantCapgemini CRM, UhurooFounder
Enterprise Collaboration
What We Do
We build and nurture online communities for clients
and drive loyalty and advocacy.
to connect with customers, partners and employees
catalyze collaboration and innovation
Our Competency Areas
Engage(Retainer)
Plan (Project)
Build (Project)
Content
Conversations
Contests
Research
Strategy
Workshops
Communities
Social apps
Social APIs
Our Practice Areas
Collaboration platforms
Coaching
Communities of interest
Contests
Communities of practice
Content aggregation
Business to Consumer
Business to Business
Employees & Partners
Our Solutions
Engage(Retainer)
Plan (Project)
Build (Project)
ContentConversationsContests
ResearchStrategyWorkshops
CommunitiesSocial appsSocial APIs
Business to Consumer
Business to Business
Employees & Partners
ContestsCommunities of interest
LithiumDrupal
Content aggregation
Communities of practice
LithiumDrupal
CoachingCollaboration platforms
SocialText
Ask Us How2020social.com | contact@2020social.com| @2020social
gaurav@2020social.com@gauravonomics
gautam@2020social.com@gautamghosh
dave@2020social.com@evansdave
kaushal@2020social.com@ksarda
top related