What can marketers V learn from activists?
August 9, 2009
BITS Pilani | Conquest 2009
Gaurav Mishra
CEO, 20:20 WebTech | Cofounder, Vote Report India
gauravonomics.com | 2020webtech.com | votereport.in

Beware: Strong biases ahead!
Overpaid car Pseudo
Quasi academic
salesman entrepreneur
Social media Accidental Quirky business
evangelist activist consultant
gauravonomics.com | 2020webtech.com | votereport.in

technology
What ails entrepreneurship in India?
^
gauravonomics.com | 2020webtech.com | votereport.in

What ails technology entrepreneurship in India?
Invention
Type of
Innovation
Tweak
Local Global
Appeal
gauravonomics.com | 2020webtech.com | votereport.in

What ails technology entrepreneurship in India?
Invention SMS Based Semantic Social
Social Network? Network?
Type of
Innovation
Tweak SMSGupShup Zoho
Local Global
Appeal
gauravonomics.com | 2020webtech.com | votereport.in

What ails technology entrepreneurship in India?
Invention SMS Based Semantic Social
Social Network? Network?
Type of
Innovation
Tweak SMSGupShup Zoho
1. Most
innovations are
tweaks!
Local Global
3. Tweaks for
local markets Appeal 2. Local is often
often work easier than
global
gauravonomics.com | 2020webtech.com | votereport.in

So, what can entrepreneurs really
learn from activists?
gauravonomics.com | 2020webtech.com | votereport.in

How to engage people who aren’t
going to spend much, or anything at
all, at little or no cost?
1
gauravonomics.com | 2020webtech.com | votereport.in

How to design for the next billion?
 The $50 mobile
phone will continue
to be the default
computing device for
billions of users in
Asia and Africa.
 SMS (not WAP,
GPRS or 3G) will be
the primary
technology for web
access for these
users.
 The question is: can
we create a social
networking platform
that works almost
exclusively on SMS?
Source: http://www.flickr.com/photos/vm2827/3150157746/
gauravonomics.com | 2020webtech.com | votereport.in

Mobile social networking in India
   
Phone-

Text Mobile specific
messaging website apps
Upload Geo-
photo/ location
video via services
email
 
gauravonomics.com | 2020webtech.com | votereport.in

SMS-based social networking?
Registering & Searchable
filling profile public timeline
Sending &
receiving Social graph
updates
Searching own Privacy &
or public information
timeline filters
Friending & Reputation
direct messaging system
Group forming & Recommendation
messaging engine
gauravonomics.com | 2020webtech.com | votereport.in

QuestionBox
Source: http://questionbox.org
gauravonomics.com | 2020webtech.com | votereport.in

FrontlineSMS
Source: http://www.frontlinesms.com/
gauravonomics.com | 2020webtech.com | votereport.in

XLBrowser
Source: http://www.mobile-xl.com
gauravonomics.com | 2020webtech.com | votereport.in

Nokia Life Tools
Source: http://www.nokia.com/NOKIA_COM_1/Microsites/Entry_Event/phones/Nokia_Life_Tools_datasheet.pdf
gauravonomics.com | 2020webtech.com | votereport.in

How to build a vibrant community
around a social object that is bigger
than the brand, campaign or
organization?
2
gauravonomics.com | 2020webtech.com | votereport.in

Pink Chaddi Campaign
Source: http://thepinkchaddicampaign.blogspot.com
gauravonomics.com | 2020webtech.com | votereport.in

Jaago Re One Billion Voters
Source: http://jaagore.com/
gauravonomics.com | 2020webtech.com | votereport.in

Vote Report India
Source: http://votereport.in
gauravonomics.com | 2020webtech.com | votereport.in

Build communities around social objects
Social Media
Tools & Tactics
Social Object
Brand, Campaign or
Organization
v
gauravonomics.com | 2020webtech.com | votereport.in

Build communities around social objects
Social Media
1. Lifestyle
Tools & Tactics
Social Object 2. Passion
Brand, Campaign or
3. Cause
Organization
v
gauravonomics.com | 2020webtech.com | votereport.in

Dell Digital Nomads
Source: http://digitalnomads.com
gauravonomics.com | 2020webtech.com | votereport.in

Dell Take Your Own Path
Source: http://takeyourownpath.com
gauravonomics.com | 2020webtech.com | votereport.in

How to tap into the partner and
volunteer ecosystem beyond the
organization?
3
gauravonomics.com | 2020webtech.com | votereport.in

SEA-EAT Blog
Source: http://tsunamihelp.blogspot.com/
gauravonomics.com | 2020webtech.com | votereport.in

Mumbai Terror Attack
Source: http://search.twitter.com/search?q=%23mumbai
gauravonomics.com | 2020webtech.com | votereport.in

Ushahidi
Source: http://ushahidi.com
gauravonomics.com | 2020webtech.com | votereport.in

Dell IdeaStorm
Source: http://ideastorm.com
gauravonomics.com | 2020webtech.com | votereport.in

Twitter
gauravonomics.com | 2020webtech.com | votereport.in

What can entrepreneurs learn from activists?
 How to engage people who aren’t going to spend
much, or anything at all, at little or no cost?
 How to build a vibrant community around a
social object that is bigger than the brand,
campaign or organization?
 How to tap into the partner and volunteer
ecosystem beyond the organization?
gauravonomics.com | 2020webtech.com | votereport.in

Let’s stay in touch
Blog: gauravonomics.com/blog
Twitter: @gauravonomics
Email: gauravonomics@gmail.com
gauravonomics.com | 2020webtech.com | votereport.in