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2020 Social Introduction To Social Media In India


Published on

Slides from the 2020 Social workshop on Introduction to Social Media in India.

This deck has been used for the following workshops:

- ISB Hyderabad Guest Lecture, March 2010.

Update history:

- March 2010

Published in: Business, Technology

2020 Social Introduction To Social Media In India

  1. 1. Introduction to Social Media in India 2020 Social: Because Business is Social @gauravonomics @evansdave @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:
  14. 14. World Map of Social Networks Source: 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
  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:
  18. 18. LinkedIn  Popular professional networking platform.  60 million users worldwide.  2.5 million users in India.  Users {exchange} information, ideas and opportunities. Source:
  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.
  20. 20. Google Buzz  Google’s own social network integrated with GMail.  Users {start} conversations about the things you find interesting. Source:
  21. 21. Flickr  Popular photo- sharing platform.  Users {share} photos and {watch} the world. Source:
  22. 22. YouTube  Popular video- sharing platform.  Users {broadcast} yourself. Source:
  23. 23. Digg  Popular social voting platform.  Users {discover and share} content. Source:
  24. 24. Delicious  Popular social bookmarking platform.  Users {save} your bookmarks or {see} what's fresh now. Source:
  25. 25. Wordpress  Popular blogging platform.  Users {express} yourself. Source:
  26. 26. Dopplr  Popular travel sharing platform.  Users {share} your personal and business travel plans with people you trust. Source:
  27. 27. Wikipedia  Popular wiki platform.  Users {edit} free encyclopedia. Source:
  28. 28. Ning  Popular white label social networking platform.  Users {create} your own social network. Source:
  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:
  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:
  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:
  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:
  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:
  39. 39. Kiva  Micro-lending platform to connect lenders with small entrepreneurs. Source:
  40. 40. NGO Post  Indian social voting platform for news related to social welfare issues and organizations. Source:
  41. 41. 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:
  42. 42. Blank Noise Project  Long-running Indian feminist community working towards reclaiming public spaces for women. Source:
  43. 43. Brerakthrough Bell Bajao  Social media driven campaign to encourage men and to raise their voice against domestic violence by “ringing the bell”. Source:
  44. 44. Bloggers for Advani  Bloggers for Advani Google 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. Source: i?pli=1
  45. 45. Shashi Tharoor on Twitter  External Affairs minister Shashi Tharoor uses Twitter to engage with his supporters and detractors and set an agenda for public debate. Source:
  46. 46. Tata Tea Jaago Re  From “waking up” to “civic consciousness”  More than 600,000 registrations  Catalyzed an entire ecosystem of citizen action initiatives Source:
  47. 47. iJanaagraha Citizen Community  Location based citizen action community platform.  Disclosure: Gaurav is a member of Janaagraha’s technology advisory board. Source:
  48. 48. 4 How are social technologies changing media?
  49. 49. 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.
  50. 50. Old Media + New Media
  51. 51. 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:
  52. 52. The Digital News Lifecycle Context Analysis News Story Conversation REACH/ DEPTH Blog Post Personalization SMS Alert TIME
  53. 53. Participatory News Models 1. Citizen 3. News journalism Participatory aggregators platforms News Models 2. Independent 4. Social news web-based platforms news platforms
  54. 54. Global Voices  Volunteer-driven citizen news aggregator.  Disclosure: Gaurav is a contributor. Source:
  55. 55. Ushahidi  Crisis reporting platform built on SMS-map mashup.  Disclosure: Gaurav worked with Ushahidi on Vote Report India. Source:
  56. 56. SEA-EAT Blog and Wiki  Volunteer citizen journalism initiative that became a key source of information and coordination during the tsunami. Source:
  57. 57. 26/11 Mumbai Terror Attack  Use of Twitter, Flickr and blogs for citizen journalism during the Mumbai terrorist attack. Source: 157610357499942/
  58. 58. Vote Report India  Citizen-driven election monitoring platform built on SMS-Google Maps mashup Ushahidi.  Disclosure: Gaurav is a co-founder. Source:
  59. 59. 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
  60. 60. CNN iReport  Citizen journalism platform with more than 400,000 reports Source:
  61. 61. Al Jazeera War on Gaza  Citizen journalism platform built on Ushahidi crisis reporting platform. Source:
  62. 62. NYT TimesPeople  Social networking platform for readers to share favorite NYT stories. Source:
  63. 63. BusinessWeek Business Exchange  LinkedIn-driven professional networking platform for BusinessWeek readers. Source:
  64. 64. IBNLive Citizen Journalist  Citizen journalism platform from CNN-IBN. Source:
  65. 65. TOI’s Lead India  TOI’s campaign to engage Indian youth in the 2009 Lok Sabha elections. Source:
  66. 66. Talk to HT  Talk to HT is the Hindustan Times initiative to crowdsource ideas and feedback from readers on columns, editorials and news. Source:
  67. 67. NDTV Social  Community for NDTV viewers to follow programs and personalities. Source:
  68. 68. 5 How are social technologies changing business?
  69. 69. 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
  70. 70. 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
  71. 71. Infosys Blogs  Infosys employees post on topics relevant to their areas of expertise. Source:
  72. 72. Dell Take Your Own Path  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. Source:
  73. 73. Tata NEN Hottest Startups  India’s first “people’s choice entrepreneurship contest” got 558 entries. Source:
  74. 74. NASSCOM Emerge  Community for emerging IT companies hosted by NASSCOM.  Disclosure: Gaurav has done workshops and talks for NASSCOM. Source:
  75. 75. 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
  76. 76. Xeta Shootout Contest  Consumer generated content contest (shoot your own Xeta ad film) to reinforce Xeta’s young and fun positioning.  Disclosure: Gaurav was Brand Head, Indica. Source:
  77. 77. MTV Hero Honda Roadies  Several high- involvement, but disconnected, contests and official groups on social platforms. Source:
  78. 78. Cedia Great Driving Challenge  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. Source:
  79. 79. Aircel Save Our Tigers  Campaign to promote awareness about tiger conservation.  200k+ fans on Facebook.  Disclosure: Aircel is a 20:20 Media client. Source:
  80. 80. Aircel Voice Message App  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.
  81. 81. Virgin VTurk campaign  Virgin’s VTurk campaign recruits teens to become Virgin representative in their college, in return for Virgin Mobile branded merchandise.
  82. 82. Tata DOCOMO Create  Series of consumer generated content contests under the Create umbrella. Source:
  83. 83. Vodafone Zoozoo  Consumer generated content contest where users watch snippets of unreleased Zoozoo television commercials and create their own Zoozoo stories. ault.aspx
  84. 84. Idea Cellular My Idea  Pre-election campaign in 2009, to ask users for their ideas to change India via SMS.
  85. 85. Intel Connected Indians  Intel seeks to connect citizens, industry and civil society for internet-based advocacy Source:
  86. 86. Sunsilk Gang of Girls  Community for young girls to connect with each other and discuss fashion and grooming. Source:
  87. 87. Whisper Being Girl  P&G’s response to Sunsilk Gang of Girls.  Community for young girls to talk about grooming and growing up issues. Source:
  88. 88. Pepsi Youngistaan  Series of high- engagement, but disconnected contests under the Youngistaan umbrella.  Disclosure: PepsiCo India is a 2020 Social client. Source:
  89. 89. MakeMyTrip’s OKTaTaByeBye  Full-featured travel community that started as a social media contest. Source:
  90. 90. RCB Cricket Fan Club  Fan club for Royal Challengers Bangalore cricket club with almost 50,000 members.  Disclosure: RCB is a 2020 Social client. Source:
  91. 91. Decoding Social
  92. 92. Brands are joining existing social platforms and even building their own focused In either case, brands social platforms. should be clear about the social object and their users’ relationship with it. Brands on Social Platforms vs. Brands’ Own Social Platforms
  93. 93. How to Scale Passion? Our approach is to build a focused community around a lifestyle, Then, scale it by interest or cause. leveraging existing social platforms like Facebook, Twitter and YouTube. Step 1: Identify Passion Step 2: Ignite Passion Step 3: Scale Passion Select a BIG lifestyle, Build a focused community Build scale by leveraging interest, or cause. around it. existing social platforms.
  94. 94. 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
  95. 95. Five Core Social Dynamics Invisible Collective Intelligence Community Collaboration Conversation Consumer Generated Content Visible Easy Difficult
  96. 96. Five Reasons Why Business is Social        !    Consumer Conversation Collaboration Community Collective Generated Intelligence Content
  97. 97. Consumer Generated Content Your consumers are authors, photographers and filmmakers, all Tap into their rolled into one. creativity. Ask them to interpret your brand. Have you seen this I love my movie? My new car! mobile  phone sucks!
  98. 98. Dell Go Green  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. Source:
  99. 99. Conversations Your customers, partners and employees are talking Listen to them, reach about you, in public. out to them, engage them in a two-way conversation. Have you driven this Yes! It car? rocks!  
  100. 100. Dell Small Business on Facebook  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. Source:
  101. 101. Dell Outlet on Twitter  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. Source:
  102. 102. Collaboration People work together in flow when they connect with each Create rich profiles other as people. and reputation systems to encourage people to help each other. How do I fix this Let me tell problem? you how!  
  103. 103. Dell Support Community  User driven support community to increase customer satisfaction and drive down support costs.  Disclosure: Dell is a 20:20 Media and 2020 Social client. Source:
  104. 104. Community Communities come together around a shared social object: a Build and nurture a lifestyle, cause or community platform to passion. host your customers, partners, employees, and evangelists. I love road I love trips! I love my travel! car! 
  105. 105. Dell Digital Nomad  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. Source:
  106. 106. Dell Take Your Own Path  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. Source:
  107. 107. Collective Intelligence Customers, employees and partners can give Observe their behavior, you new ideas and ask for their ideas, insights. recognize and reward them for their contribution. Here’s ! Here’s how we It worked! an can make Thank you! idea! it better! 
  108. 108. Dell Ideastorm  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. Source:
  109. 109. Dell Employee Storm  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. Source:
  110. 110. Made For India
  111. 111. Internet Access is Shared  Internet access in India is shared by default: at school or college, at office, or at a cyber café.
  112. 112. Mobile is Personal and Ubiquitous  More than half a billion mobile users, with 100 million on SMS and 25 million on mobile web. Source: 6/
  113. 113. Mobile 2.0 in India     Phone-  Text Mobile specific messaging website apps Upload Geo- photo/ location video via services email  
  114. 114. SMS GupShup  SMS-based group- messaging platform with 25 million users. Source:
  115. 115. BabaJob  SMS-based professional networking platform for household help. Source:
  116. 116. Made In India Made For the World
  117. 117. Deskaway  SaaS-based project collaboration platforms. Source:
  118. 118. Remindo  SaaS based nterprise collaboration and project management platform. Source:
  119. 119. Uhuroo  SaaS-based enterprise collaboration and document management platform.  Disclosure: Kaushal is a co-founder. Source:
  120. 120. Cynapse  Full-featured enterprise collaboration platform with SaaS, hosted and open source versions. Source:
  121. 121. YouSuggest  SaaS-based ideation platform. Source:
  122. 122. LifeBlob  Photo-stream based social networking platforms. Source:
  123. 123. GizaPage  Social media hub for individuals and organizations. Source:
  124. 124. Essential Reading on Social Technologies
  125. 125. Social Technologies 101
  126. 126. Social Technologies & Society
  127. 127. Social Technologies & Business
  128. 128. About 2020 Social
  129. 129. 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
  130. 130. 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.
  131. 131. Our Competency Areas Plan Build Engage (Project) (Project) (Retainer) Research Communities Content Strategy Social apps Conversations Workshops Social APIs Contests
  132. 132. Our Practice Areas Business to Business to Employees & Consumer Business Partners Communities Communities Collaboration of interest of practice platforms Contests Content Coaching aggregation
  133. 133. 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
  134. 134. Ask Us How || @2020social @gauravonomics @evansdave @gautamghosh @ksarda