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Slides i used at the Social Media Club Chennai discussion on 1 May 2010. The title "Can Social Media Cross the Chasm?"

Slides i used at the Social Media Club Chennai discussion on 1 May 2010. The title "Can Social Media Cross the Chasm?"

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Social media club v1.0 Social media club v1.0 Presentation Transcript

  • Can Social Media Cross the Chasm? Sukumar Rajagopal Senior Vice President & Head of Innovation 1 May 2010 For the Social Media Club, Chennai
  • Watch the Stairs Video – 1 min :47 secs © 2010, Cognizant Technology Solutions. Proprietary & Confidential Link to video http://www.youtube.com/watch?v=2lXh2n0aPyw Video spotted via twitter.com/jeanneholm
  • - Our Social Media Journey © 2010, Cognizant Technology Solutions. Proprietary & Confidential Cognizant 2.0 - Infoworld 2009 Top 100 Projects Award Winner http://www.infoworld.com/t/it-management/top-100-it-projects-2009-860?page=0,3
  • ROI – Fortune at the Bottom of the Pyramid – A different view of the Enterprise
    • Higher productivity
    • Higher employee engagement scores
    • Efficient Discovery of talent
    • Employees are building their networks . The Top 1000 bloggers have a reach of 600+ employees (approx 1%).
    • Better connected employees produce Better ideas 1 2
    • Ideas spread faster - Impact on Change Management for Org-wide initiatives – CSR, Go Green, Innovation
    • Onus of effective communication slowly shifting to the communicator (unlike email) – surprised by the emphasis on analytics
    © 2010, Cognizant Technology Solutions. Proprietary & Confidential
    • Where to get a good idea – steal it outside your group htttp://www.nytimes.com/2004/05/22/arts/22IDEA.html
    • Structural holes & Good ideas by Ronald Burt http://faculty.chicagobooth.edu/ronald.burt/research/SHGI.pdf
    • Abovementioned research spotted via http://bhc3.wordpress.com
    Img source: brainstuck.com
  • Consumers lead the Social Media Revolution
    • Facebook 400MM+ users
    • Twitter 100MM+ users
    • Linkedin 60MM+ users
    • Billion+ Tweets
    • 100MM+ blogs crossed a while ago
    • Wikipedia a major social phenomenon
    • Youtube – world changing as well
    • Flickr
    • ……
    © 2010, Cognizant Technology Solutions. Proprietary & Confidential
  • But it is the Corporates that can get scale benefits if the chasm can be crossed. Will they? © 2010, Cognizant Technology Solutions. Proprietary & Confidential
    • Social Media is at the Chasm
    • Visionaries don’t rely on peer opinions, whereas Early Majority relies entirely upon peer opinion.
    • Visionaries are at tech conferences. Early Majority attend Industry conferences.
  • Applying Geoffrey Moore’s prescription – Example
    • What is the marketplace where
    • Social Media is the only reasonable
    • proposition?
      • Discovering your Customer Advocates &
      • Naysayers or your competitor’s 
    • What is the Whole Product in
    • Social Media?
      • Discovery + Analytics + Community
      • Management
    • Who are the partners & allies for
    • Social Media?
      • Evangelists – Bloggers, Twitterers, …
    • Who or What is the key competitor
    • for Social Media?
      • Traditional Market research
    • What is the elevator pitch?
      • FOR Marketers WHO ARE DISSATISFIED WITH Traditional Market Research,
      • Social Media IS A Communications Product THAT PROVIDES Efficient Discovery
      • of Customer Advocates & Naysayers UNLIKE Traditional Market Research
      • WE HAVE ASSEMBLED A suite of tools combining Analytics & Community Management
      • that delivers Discovery efficiently with ROI
    © 2010, Cognizant Technology Solutions. Proprietary & Confidential http://www.flickr.com/photos/annieinbeziers/3058706924/
  • Thank you