Can Social Media Cross the Chasm?  Sukumar Rajagopal Senior Vice President & Head of Innovation  1 May 2010 For the  Socia...
Watch the Stairs Video – 1 min :47 secs © 2010, Cognizant Technology Solutions.  Proprietary &  Confidential Link to video...
- Our Social Media Journey © 2010, Cognizant Technology Solutions.  Proprietary &  Confidential Cognizant 2.0 - Infoworld ...
ROI – Fortune at the Bottom of the Pyramid – A different view of the Enterprise <ul><li>Higher productivity </li></ul><ul>...
Consumers lead the Social Media Revolution <ul><li>Facebook 400MM+ users </li></ul><ul><li>Twitter 100MM+ users </li></ul>...
But it is the Corporates that can get scale benefits if the chasm can be crossed. Will they? © 2010, Cognizant Technology ...
Applying Geoffrey Moore’s prescription – Example  <ul><li>What is the marketplace where  </li></ul><ul><li>Social Media is...
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Social media club v1.0

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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?"

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Social media club v1.0

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

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