2020 Social Decoding Social Workshop


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Slides from the 2020 Social workshop on Decoding Social : How Are Social Technologies Changing Business, Media and Society?

This deck has been used for the following workshops:

- Guest Lecture at MICA, Ahmedabad, March 2010

Update history:

- March 2010

Published in: Business, Technology
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2020 Social Decoding Social Workshop

  1. 1. Decoding Social How Are Social Technologies Changing Business, Media and Society? 2020 Social: Because Business is Social gaurav@2020social.com dave@2020social.com @gauravonomics @evansdave gautam@2020social.com kaushal@2020social.com @gautamghosh @ksarda
  2. 2. Three Mantras
  3. 3. 1 The future has already arrived. It’s just not evenly distributed yet. Source: William Gibson
  4. 4. 2 The tools are transient. The values embedded in them are persistent.
  5. 5. 3 To understand how social technologies are changing media and business, begin by asking how they are changing people and society.
  6. 6. Five Questions
  7. 7. 1 What are social technologies and why are they important?
  8. 8. 2 How are social technologies changing people?
  9. 9. 3 How are social technologies changing society?
  10. 10. 4 How are social technologies changing media?
  11. 11. 5 How are social technologies changing business?
  12. 12. 1 What are social technologies and why are they important?
  13. 13. World Map of Social Media Source: http://globalwebindex.net
  14. 14. World Map of Social Networks Source: http://vincos.it/world-map-of-social- networks/
  15. 15. Social Platforms in India 40 34.2 35 30 24.4 25 19.6 20 15.5 15 10.9 10.3 10 8.5 5 2.9 2.2 1.7 1.3 0 Orkut Yahoo GMail Google YouTube Flickr Blogger LinkedIn Wordpress Twitter Facebook Source: Monthly unique users in millions from http://www.vizisense.com
  16. 16. All successful social platforms have clearly defined their users’ If most users can’t relationship with the decode what the social social object. platform does at first glance, it is likely to be unsuccessful. Social Platform: Users {Relationship} Social Object Source: Jyri Engestrom
  17. 17. Facebook  World’s leading social networking platform.  400 million users worldwide.  12.4 million users in India.  Users {connect and share with} people. Source: http://facebook.com
  18. 18. LinkedIn  Popular professional networking platform.  60 million users worldwide.  2.5 million users in India.  Users {exchange} information, ideas and opportunities. Source: http://linkedin.com
  19. 19. Twitter  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. http://twitter.com
  20. 20. Google Buzz  Google’s own social network integrated with GMail.  Users {start} conversations about the things you find interesting. Source: http://www.google.com/buzz
  21. 21. Flickr  Popular photo- sharing platform.  Users {share} photos and {watch} the world. Source: http://flickr.com
  22. 22. YouTube  Popular video- sharing platform.  Users {broadcast} yourself. Source: http://youtube.com
  23. 23. Digg  Popular social voting platform.  Users {discover and share} content. Source: Digg.com
  24. 24. Delicious  Popular social bookmarking platform.  Users {save} your bookmarks or {see} what's fresh now. Source: http://deicious.com
  25. 25. Wordpress  Popular blogging platform.  Users {express} yourself. Source: http://wordpress.com
  26. 26. Dopplr  Popular travel sharing platform.  Users {share} your personal and business travel plans with people you trust. Source: http://dopplr.com
  27. 27. Wikipedia  Popular wiki platform.  Users {edit} free encyclopedia. Source: http://wikipedia.com
  28. 28. Ning  Popular white label social networking platform.  Users {create} your own social network. Source: http://ning.com
  29. 29. Focus on People vs. Content Most social platforms are including rich user profiles, to shift the Instead, content-centric focus towards people. platforms should build deep integration with people-centric platforms. Focus on Focus on Content People
  30. 30. 2 How are social technologies changing people?
  31. 31. Real and Persistent Identities  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. Source: http://developers.facebook.com/connect.php
  32. 32. The Online-Offline Continuum  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. Source: http://twitvite.com
  33. 33. Social Proof: Friends of Friends  As more of our lives move online, we are searching for social proof before making new friends, and seeking out friends of friends. Source: http://thread.com
  34. 34. From Consumers to Creators  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. Source: http://therengen.com
  35. 35. 3 How are social technologies changing society?
  36. 36. Disruptive Social Change Models 1. Micro-lending 4. Standalone and micro- viral collective philanthropy action platforms campaigns 5. Participatory 2. Volunteer Disruptive Social governance marketplaces Change Models platforms 3. Collective action and 6. Transparency advocacy initiatives platforms
  37. 37. Social platforms for social change are built around our need to Small public acts of gain social capital. good add up to big change by creating positive viral loops. Public micro-actions related to BIG social objects lead to social capital and positive viral loops.
  38. 38. Facebook Causes  Facebook’s own application to help non-profits promote their causes and raise awareness and donations. Source: http://apps.facebook.com/causes
  39. 39. Kiva  Micro-lending platform to connect lenders with small entrepreneurs. Source: http://kiva.org
  40. 40. Global Giving  Micro-donations platform to connect donors with community based projects that need support. Source: http://globalgiving.org
  41. 41. DonorsChoose  Micro-donations platforms connecting donors to classrooms in need. Source: http://donorschoose.org/
  42. 42. PledgeBank  Collective action platform to connect volunteers around pledges to bring about change in their communities. Source: http://pledgebank.com/
  43. 43. Care2  Collective action platform where members earn credits for taking positive action and supporting good causes. Source: http://care2.com/
  44. 44. Idealist  Platform to connect changemakers with volunteer opportunities. Source: http://idealist.org/
  45. 45. Change.org  Collective action platform that raises awareness about important causes and empowers people to take action. Source: http:/change.org
  46. 46. Changing the Present  Micro-donations platform where members can donate to a charity or cause every time they purchase a gift. Source: http://changingthepresent.org
  47. 47. NGO Post  Indian social voting platform for news related to social welfare issues and organizations. Source: http://ngopost.org
  48. 48. The Pink Chaddi Campaign  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. Source: http://thepinkchaddicampaign.blogspot.com
  49. 49. Blank Noise Project  Long-running Indian feminist community working towards reclaiming public spaces for women. Source: http://blanknoise.org
  50. 50. AmericaSpeaks  Online-offline hybrid model to engage citizens in setting the governance agenda. Source: http://americaspeaks.org/
  51. 51. Sunlight Foundation  Hosts communities and contests and creates mashup applications to make government more transparent and accountable. Source: http://sunlightfoundation.com/
  52. 52. Apps for Democracy  Contest to build the most useful apps using DC government public data. Source: http://appsfordemocracy.org/
  53. 53. TweetCongress  Aggregation platform where citizens and Congress members can connect via Twitter. Source: http://tweetcongress.org/
  54. 54. My Barack Obama  Barack Obama’s campaign community that used a ladder of engagement approach to encourage and enable volunteers to support the campaign. Source: http://my.barackobama.com
  55. 55. Change.gov  Barack Obama’s transition website where he asked citizens for ideas on what he should focus on once he becomes president. Source: http://change.gov
  56. 56. America.gov  America’s attempt at diplomacy 2.0 through multimedia content and online communities. Source: http://america.gov
  57. 57. 4 How are social technologies changing media?
  58. 58. Participatory news models are changing how news is and forcing traditional created and consumed… media organizations to experiment with their own participatory models. In the new media landscape, all of us are audience, journalist, editor and source, all at once.
  59. 59. Old Media + New Media
  60. 60. Creative Commons Licenses  The Creative Commons licenses enable people to easily change their copyright terms from the default of “all rights reserved” to “some rights reserved.” Source: http://creativecommons.org/about/licenses
  61. 61. The Digital News Lifecycle Context Analysis News Story Conversation REACH/ DEPTH Blog Post Personalization SMS Alert TIME
  62. 62. Participatory News Models 1. Citizen 3. News journalism Participatory aggregators platforms News Models 2. Independent 4. Social news web-based platforms news platforms
  63. 63. WikiNews  Wiki-based citizen- driven news platform from Wikimedia. Source: http://en.wikinews.org
  64. 64. Global Voices  Volunteer-driven citizen news aggregator. Source: http://globalvoicesonline.org/
  65. 65. NowPublic  Citizen journalism platform. Source: http://nowpublic.com
  66. 66. AllVoices  Citizen journalism platform. Source: http://allvoices.com
  67. 67. Ushahidi  Crisis reporting platform built on SMS-map mashup. Source: http://ushahidi.com
  68. 68. Current TV  Independent viewer- contribution driven television channel. http://current.tv
  69. 69. The Huffington Post  Independent online news platform. Source: http:// huffingtonpost.com
  70. 70. GlobalPost  Independent online news platform focused on international news. Source: http://globalpost.com
  71. 71. True/ Slant  Independent online news platform. Source: http://trueslant.com
  72. 72. ProPublica  Independent investigative journalism website. Source: http://propublica.org
  73. 73. Spot.us  Crowd-funded journalism platform. Source: http://spot.us
  74. 74. Google News  Customizable news aggregator from Google. Source: http://news.google.com
  75. 75. Digg  Social voting platform. Source: Digg.com
  76. 76. Techmeme  News aggregator built around blog links focused on the tech industry. Source: http://techmeme.com
  77. 77. Tweetmeme  News aggregator built around links shared on Twitter. Source: http://tweetmeme.com
  78. 78. News & Media Organizations 1. Expert 4. Citizen blogs with Traditional journalism comments News & Media Organizations 2. Campaigns Newspapers 5. Social news and contests Magazines TV channels Movie Studios 6. Communities 3. Profiles and of interest/ personalization practice
  79. 79. NYT Blogs  Company: NYT  Category: Newspaper  Innovation: More than 50 blogs. Source: http://nytimes.com/ref/topnews/blog- index.html
  80. 80. NPR Community  Company: NPR  Category: Public radio channel  Innovation: Community platform for readers to interact with NPR staff and content. Source: http://npr.org/templates/community
  81. 81. CNN iReport  Company: CNN  Category: TV news channel  Innovation: Citizen journalism platform with more than 400,000 reports Source: http://ireport.com
  82. 82. Al Jazeera War on Gaza  Company: Al Jazeera  Category: TV news channel  Innovation: Citizen journalism platform built on Ushahidi crisis reporting platform. Source: http://labs.aljazeera.net/warongaza
  83. 83. Al Jazeera Labs  Company: Al Jazeera  Category: TV newschannel  Innovation: Suite of new media applications to create and share Al Jazeera content. Source: http://labs.aljazeera.net
  84. 84. NYT TimesPeople  Company: NYT  Category: Newspaper  Innovation: Social networking platform for readers to share favorite NYT stories. Source: http://timespeople.nytimes.com
  85. 85. WSJ Community  Company: WSJ  Category: Newspaper  Innovation: LinkedIn-like professional networking platform for WSJ readers. Source: http://online.wsj.com/community
  86. 86. BusinessWeek Business Exchange  Company: BusinessWeek  Category: Magazine  Innovation: LinkedIn-driven professional networking platform for BusinessWeek readers. Source: http://bx.businessweek.com
  87. 87. CNN NewsPulse  Company: CNN  Category: TV news channel  Innovation: Most popular stories from CNN in real- time Source: http://newspulse.cnn.com
  88. 88. NPR API  Company: NPR  Category: Public radio channel  Innovation: API to build custom applications using NPR’s content. Source: http://npr.org/api
  89. 89. 5 How are social technologies changing business?
  90. 90. Social Business Trends 1. Cause-based 4. Standalone marketing anti-brand platforms campaigns 2. Watchdog and 5. Sustainable transparency Social Business consumption platforms Trends communities 6. Consumer- 3. Anti-brand driven service communities platforms
  91. 91. SocialVibe  Advertising platform which enables users to show ads for their favorite brands on their social profiles in lieu of donations to their favorite charities. Source: http://socialvibe.com
  92. 92. KnowMore  Platform to track whether brands are being socially responsible. Source: http://knowmore.org
  93. 93. AdBusters  Community for anti-brand activists. Source: http://adbusters.com
  94. 94. Dell Hell  Viral campaign against Dell’s unresponsive customer service, started by journalist Jeff Jarvis. Source: http://buzzmachine.com/archives/cat_dell.htm l
  95. 95. Comcast Must Die  Viral campaign against Comcast’s unresponsive customer service. Source: http://comcastmustdie.com
  96. 96. Wake Up WalMart  Campaign to change how WalMart does business, especially in small town America. Source: http://wakeupwalmart.com
  97. 97. GetSatisfaction  People-powered customer support community where users solve each others problems, with a little help from company representatives. http://getsatisfaction.com
  98. 98. Business-to-Business 1. Targeted 4. Partner communities of Business-to- communities practice Business 2. Customer- IT hardware & 5. Corporate and driven support software employee blogs communities Office equipment Business 3. Ideation and solutions 6. Social media research Business contests communities consulting
  99. 99. Dell Take Your Own Path  Community where users shared inspiring stories of entrepreneurship.  Driven by the Dell SME team.  Now replicated internationally. Source: http://takeyourownpath.com
  100. 100. Visa Business Network  Business network for SMBs to learn, share and build relations.  SMBs can optimize costs by connecting with vendors, suppliers etc. Source: http://www.visabusinessnetwork.com
  101. 101. Microsoft ExecTweets  Community built around aggregation of tweets from CXOs.  Voting, commenting and sharing on the aggregated tweets. Source: http://exectweets.com
  102. 102. Nokia Ideas Project  Nokia shares big ideas on communications technologies by big thinkers. Source: http://ideasproject.com
  103. 103. Microsoft Developer Network  Community platform for Microsoft developers to network with and learn from each other. Source: http://msdn.microsoft.com
  104. 104. Microsoft Partner Network  Community platform for Microsoft partners to network with and learn from each other. Source: http://microsoftpartnernetwork.com
  105. 105. Intuit Small Business Grants  SMBs submit videos about how they would use Intuit tools and services to achieve business goals. Source: http://community.intuit.com/contests/sbu_winn ers
  106. 106. Tata NEN Hottest Startups  India’s first “people’s choice entrepreneurship contest” got 558 entries. Source: http://hotteststartups.in
  107. 107. Gone Google  ‘Gone Google’ is Google’s initiative to showcase stories of businesses who have benefited from Google Apps Source: http://www.google.com/apps/intl/en/business/ spreadtheword
  108. 108. IBM Blogs  IBM employees blog about their area of expertise and other topics of interest to them. Source: http://ibm.com/blogs/zz/en
  109. 109. Infosys Blogs  Infosys employees post on topics relevant to their areas of expertise. Source: http://infosysblogs.com
  110. 110. Business-to-Consumer 4. Social 1. Targeted marketplaces communities of Business-to- with reviews and interest Consumer ratings 2. Customer- FMCG 5. Social media driven support Consumer contests communities durables Fashion and 3. Ideation and lifestyle 6. Group-blog research Mobile based advocacy communities Retail programs
  111. 111. Mini Space  Mini created a community for designers and artists to connect around the ‘creative use of space’. Source: http://minispace.com
  112. 112. Dell Digital Nomad  Community built around the idea of being a digital nomad.  Targeted at highly mobile laptop users. Source: http://www.digitalnomads.com/
  113. 113. Starbucks V2V  Vibrant full- featured social network built around Starbucks store locations. Source: http://www.v2v.net/starbucks
  114. 114. Sunsilk Gang of Girls  Community for young girls to connect with each other and discuss fashion and grooming. Source: http://sunsilkgangofgirls.com
  115. 115. Zune Social  Online music community powered by what Zune users and their friends are listening to. Source: http://www.zune.net/en- us/promotions/jointhesocial/default.htm
  116. 116. Kraft First Taste  Kraft First Taste is a community around product trial and customer feedback on new and existing products. Source: http://kraftfirsttaste.com/community/communi ty.aspx
  117. 117. MakeMyTrip’s OKTaTaByeBye  Full-featured travel community that started as a social media contest. Source: http://oktatabyebye.com
  118. 118. Dell Support Community  User driven support community to increase customer satisfaction and drive down support costs. Source: http://en.community.dell.com
  119. 119. HP Support Forum  Consumers help provide assistance to other consumers and add to HP’s own support staff’s efforts at increasing consumer satisfaction. Source: http://h30434.www3.hp.com
  120. 120. Windows Support Community  Microsoft Windows support community with expert blogs and tips, and user stories. Source: http://windows.microsoft.com/en- US/windows/help/community
  121. 121. Talk to HT  Talk to HT is the Hindustan Times initiative to crowdsource ideas and feedback from readers on columns, editorials and news. Source: http://talktoht.com
  122. 122. My Starbucks Idea  Ideation platform to improve consumer’s store experience and product mix. Source: My Starbucks Idea Source: http://mystarbucksidea.com
  123. 123. Best Buy Ideax  Community for consumers to share their ideas with the firm on how to improve their experience of shopping at Best Buy. Source: http://bestbuyideax.com
  124. 124. Dell Ideastorm  User driven ideation community to listen to customer’s ideas on product improvement and new product development. Source: http://ideastorm.com/
  125. 125. Fiat 500  Fiat 500 ran a series of social media driven contests around the theme of ‘500 Wants You’. Source: http://fiat500.com
  126. 126. Ford Fiesta Movement  Hundred social media influencers drive around in Ford Fiestas and share their experience prior to its US launch. Source: http://fiestamovement.com
  127. 127. Best Job in the World  Queensland Tourism invited one minute video applications for the ‘Best Job in the World’: a year of blogging on a beautiful island. Source: http://islandreefjob.com
  128. 128. Office Ribbon Hero  Game where users can play challenges, score points, and compete with your friends while improving their productivity with Office. Source: http://officelabs.com/projects/ribbonhero
  129. 129. Cola Cola on Facebook  Coca-Cola’s Facebook fanpage was created by two fans.  Coca Cola nurtured the fanpage giving it authenticity.  Fan-created photos and videos are a highlight of the page. Source: http://facebook.com/cocacola
  130. 130. Walmart Elevenmoms  Elevenmoms - bloggers network provides money saving tips to Walmart customers. Source: http://instoresnow.walmart.com/Community.as px
  131. 131. Decoding Social
  132. 132. Decoding Social Social You can look at networking social technologies Blogging By Tool through many Microblogging lenses. Photo-sharing Video-sharing Consumer Product design generated Sales and By Core Decoding By marketing content Dynamic Social Function Conversations Customer Collaboration support Community Public relations Collective Partner relations Business-to- Employee intelligence By Type of Business relations Organiza- Business-to- tion Consumer We like to focus on the core dynamic. Government Non-profit
  133. 133. Internet Enables Group Forming One-to-Many Television Internet One-Way Two-Way Handbill Telephone One-to-One Source: Clay Shirky (Here Comes Everybody)
  134. 134. The Power of Group Forming Sarnoff’s Law Metcalfe’s Law Reed’s Law Broadcast network Telecom network Group-forming network (value = n) (value ∝ n^2) (value ∝ 2^n) 100 for n=100 4,950 for n = 100 1,267,650,600,228,230,0 00,000,000,000,000 for n=100            
  135. 135. Five Core Social Dynamics Invisible Collective Intelligence Community Collaboration Conversation Consumer Generated Content Visible Easy Difficult
  136. 136. The 1:9:90 Rule Easy-to-use creation tools Strong reputation Creators system 1% 9% Curators Prominent voting, sharing and commenting tools Consumers Rich content 90% Intuitive search and discovery The 1:9:90 Rule
  137. 137. Conversations Don’t Scale Broadcast Size of Loose Group Conversations Tight Conversations No. of Groups Source: Clay Shirky (Here Comes Everybody)
  138. 138. Collaboration Does Scale Break up a big task Into several really Then aggregate them small tasks back  ?  !  !!!      
  139. 139. Every Page is a Latent Community Country Size Club Cult Clique Strength
  140. 140. Intelligence vs. Consciousness Collective Consciousness via reputation, recommendation and reward systems     Collective Intelligence Network via algorithms that Meaning extract meaning from implicit or explicit collective behavior
  141. 141. The Network as the Filter Information Information Collective filters triggers Consciousness     Collective Network Intelligence Meaning Reputation Privacy filters filters
  142. 142. Essential Reading on Social Technologies
  143. 143. Social Technologies 101
  144. 144. Social Technologies & Society
  145. 145. Social Technologies & Business
  146. 146. About 2020 Social
  147. 147. Who Are We Strategy & Strategy & Marketing Marketing Gaurav Mishra Dave Evans CEO Consulting Director IIMB, Tata Group, Yahoo! Author of ‘Social Media Fellow at Georgetown Marketing: An Hour a Day’ Organizational Enterprise Development Collaboration Gautam Ghosh Kaushal Sarda Consultant Consultant XLRI, Deloitte, HP, Dell Capgemini CRM, Uhuroo Founder
  148. 148. What We Do We build and nurture online communities for clients to connect with customers, partners and employees catalyze collaboration and innovation and drive loyalty and advocacy.
  149. 149. Our Competency Areas Plan Build Engage (Project) (Project) (Retainer) Research Communities Content Strategy Social apps Conversations Workshops Social APIs Contests
  150. 150. Our Practice Areas Business to Business to Employees & Consumer Business Partners Communities Communities Collaboration of interest of practice platforms Contests Content Coaching aggregation
  151. 151. Our Solutions Plan Build Engage (Project) (Project) (Retainer) Research Communities Content Strategy Social apps Conversations Workshops Social APIs Contests Business to Communities Lithium Contests Consumer of interest Drupal Business to Communities Lithium Content Business of practice Drupal aggregation Employees & Collaboration SocialText Coaching Partners platforms
  152. 152. Ask Us How 2020social.com | contact@2020social.com| @2020social gaurav@2020social.com dave@2020social.com @gauravonomics @evansdave gautam@2020social.com kaushal@2020social.com @gautamghosh @ksarda
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