2020 Social Workshop on Social Media for Non-Pofits

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Slides from the 2020 Social workshop on Social Media for Non-profits.

This deck has been used for the following workshops:

- NASSCOM Foundation workshop, New Delhi, April 2010.

Update history:

- April 2010

Published in: Technology

2020 Social Workshop on Social Media for Non-Pofits

  1. 1. How to Scale Passion? Gaurav Mishra gauravonomics.com | 2020social.com | votereport.in gauravonomics@gmail.com @gauravonomics
  2. 2. Session 1: Introduction 10:00 am to 11:00 am
  3. 3. Session 2: Strategy 11:30 am to 12:30 pm
  4. 4. Session 3: Tools 1:30 pm to 2:30 pm
  5. 5. Session 4: Wrap-up 3:00 pm to 4:00 pm
  6. 6. Session 1: Introduction
  7. 7. 1. Name & organization 2. Your experience with using social media for your cause 3. Your most embarrassing social media experience
  8. 8. Three Mantras
  9. 9. 1 The future has already arrived. It’s just not evenly distributed yet. Source: William Gibson
  10. 10. 2 The tools are transient. The values embedded in them are persistent.
  11. 11. 3 To understand how technology is changing organizations, begin by asking how it is changing people and society.
  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. 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
  15. 15. How to understand any social platform in three simple steps? User {Relationship} Social Object Source: Jyri Engestrom
  16. 16. 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
  17. 17. 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
  18. 18. 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. Source: http://twitter.com
  19. 19. 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
  20. 20. Flickr  Popular photo- sharing platform.  Users {share} photos and {watch} the world. Source: http://flickr.com
  21. 21. YouTube  Popular video- sharing platform.  Users {broadcast} yourself. Source: http://youtube.com
  22. 22. SlideShare  Popular document- sharing platform  Users {upload and share} presentations and documents Source: http://slideshare.net
  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/conn ect.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. Key Takeaways From Session 1  The social web is changing us as people and as a society.  Different social platforms have different souls and roles.  You can understand a social platform in three simple steps: User {Relationship} Social Object
  36. 36. Session 2: Strategy
  37. 37. Key Takeaways From Session 1  The social web is changing us as people and as a society.  Different social platforms have different souls and roles.  You can understand a social platform in three simple steps: User {Relationship} Social Object
  38. 38. 3 How are social technologies changing society?
  39. 39. 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.
  40. 40. Disruptive Social Change Models 1. Micro- 4. Participatory philanthropy governance platforms platforms 5. Citizen 2. Advocacy Disruptive Social journalism platforms Change Models platforms 3. Citizen 6. Cause activism marketing campaigns campaigns
  41. 41. Micro Philanthropy Platforms
  42. 42. Facebook Causes  Facebook’s own application to help non-profits promote their causes and raise awareness and donations.  Source: http://apps.facebook.com/causes
  43. 43. Kiva  Micro-lending platform to connect lenders with small entrepreneurs.  Source: http://kiva.org
  44. 44. Advocacy Platforms
  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. NGO Post  Indian social voting platform for news related to social welfare issues and organizations.  Source: http://ngopost.org
  47. 47. Citizen Activism Campaigns
  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.blogspo t.com
  49. 49. Blank Noise Project  Long-running Indian feminist community working towards reclaiming public spaces for women.  Source: http://blanknoise.org
  50. 50. Breakthrough Bell Bajao  Social media driven campaign to encourage men and to raise their voice against domestic violence by “ringing the bell”.  Source: http://bellbajao.org/
  51. 51. Participatory Governance Platforms
  52. 52. Sunlight Foundation  Hosts communities and contests and creates mashup applications to make government more transparent and accountable.  Source: http://sunlightfoundation.com/
  53. 53. iJanaagraha Citizen Community  Location based citizen action community platform.  Disclosure: Gaurav is a member of Janaagraha’s technology advisory board.  Source: http://ijanaagraha.org
  54. 54. Citizen Journalism Platforms
  55. 55. Global Voices  Volunteer-driven citizen news aggregator.  Source: http://globalvoicesonline.org/
  56. 56. SEA-EAT Blog and Wiki  Volunteer citizen journalism initiative that became a key source of information and coordination during the tsunami.  Source: http://tsunamihelp.blogspot.com/
  57. 57. 26/11 Mumbai Terror Attack  Use of Twitter, Flickr and blogs for citizen journalism during the Mumbai terrorist attack.  Source: http://flickr.com/photos/gauravonomi cs/sets/72157610357499942/
  58. 58. Ushahidi  Crisis reporting platform built on SMS-map mashup.  Source: http://ushahidi.com
  59. 59. Vote Report India  Citizen-driven election monitoring platform built on SMS-Google Maps mashup Ushahidi.  Disclosure: Gaurav is a co-founder.  Source: http://votereport.in
  60. 60. Kiirti  Citizen- participation platform built on SMS-Google Maps mashup Ushahidi.  Offers “build your own citizen participation platform” functionality for non-profits.  Source: http://kiirti.org
  61. 61. Corporate Social Responsibility Campaigns
  62. 62. 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
  63. 63. Chase Community Giving  Facebook contest to decide charity that wins $1 million  Winning charity decided by user votes  The campaign could go a step further by asking voters for ideas on how to use the money  Source: http://apps.facebook.com/chasecommunitygiving/
  64. 64. Pepsi Refresh  People, businesses and non-profits submit ideas that have a positive impact for a chance to win funds for the idea  Community voting decides the winning idea  One year ideation contest could be extended to an ideas community for empowering changemakers and building conversation  Source :- http://www.refresheverything.com/
  65. 65. Starbucks V2V  Cause marketing and volunteering platform built around Starbucks store locations.  Source: http://www.v2v.net/starbucks
  66. 66. Tata Tea Jaago Re  From “waking up” to “civic consciousness”  More than 600,000 registrations  Catalyzed an entire ecosystem of citizen action initiatives  Source: http://jaagore.com
  67. 67. Aircel Save Our Tigers  Campaign to promote awareness about tiger conservation.  200k+ fans on Facebook.  Disclosure: Aircel is a 20:20 Media client.  Source: http://saveourtigers.com
  68. 68. 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: http://dellgogreen.com
  69. 69. Exercise Comments Questions
  70. 70. Social media strategy is not about social media tools
  71. 71. Social media strategy is really about answering three questions
  72. 72. 1 Who are our evangelists and why will they talk about us?
  73. 73. 2 How can we organize and energize our evangelists?
  74. 74. 3 How can we help our evangelists spread the word?
  75. 75. None of these questions are about social media
  76. 76. But social media is a big part of the answer
  77. 77. The Next Big Question: How To Scale Passion? The BIG question for organizations in the 21st century: how to convert We help organizations build employees, partners and and nurture communities to customers into evangelists? connect (with) evangelists and scale their passion. 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
  78. 78. 1.1 Who are our evangelists?
  79. 79. Six Types of Evangelists 1. Other 4. Partner activist Present or 5. Co-worker 2. Citizen Potential or employee Evangelists 3. Influencer 6. Volunteer
  80. 80. Worksheet 1 Worksheet 1: Who Are Persona 1 Persona 2 Persona 3 Our Evangelists? Who are our present & potential evangelists? Who do they talk to? Who talks to them? What else do they talk about? What are their triggers to talk? Why do we want them to talk about us?
  81. 81. Exercise Comments Questions
  82. 82. 1.2 Why will our evangelists talk about us?
  83. 83. Satchi & Saatchi: Lovemarks (brands that you love and respect) Source: http://lovemarks.com
  84. 84. Publicis: Contagious Idea (an idea that spreads) Source: http://contagious-stuff.com
  85. 85. Seth Godin: Ideavirus (an idea that spreads) Source: http://www.sethgodin.com/ideavirus
  86. 86. Jyri Engestrom: Social Object (the idea around which a community comes together)
  87. 87. Gaurav Mishra: Ideasliver (a thin slice of the world that you own)
  88. 88. Six Types of Social Objects 1. Our unique 4. Their own product lifestyle 2. Our 5. Their own personalized Social Objects interest support 3. Our mind- 6. Our shared blowing TVC cause
  89. 89. Worksheet 2 Worksheet 2: Why Will Persona 1 Persona 2 Persona 3 Our Evangelists Talk About Us? Our unique product Our personal support Our mind-blowing TVC Their own lifestyle Their own interest Our shared cause X social object Y social object Z social object
  90. 90. Exercise Comments Questions
  91. 91. 2 How can we organize and energize our evangelists?
  92. 92. Five Core Social Dynamics Social We can look at networking social technologies Blogging By Tool through many Microblogging lenses. Photo-sharing Consumer Video-sharing Product design generated Sales and content marketing Conversations By Core Decoding By Customer Collaboration Dynamic Social Function support Community Public relations Collective Partner relations intelligence Employee Business-to- relations By Type of business We like to focus on Organiza- Business-to- the core social tion consumer dynamics. Government Non-profit
  93. 93. Five Core Social Dynamics Invisible Collective Intelligence Ease of Community Understanding Collaboration Conversation Consumer Generated Content Visible Easy Ease of Difficult Implementing
  94. 94. Five Reasons Why Business is Social        !    Consumer Conversation Collaboration Community Collective Generated Intelligence Content
  95. 95. Consumer Generated Content Your consumers are authors, photographers and filmmakers, all Tap into their rolled into one. creativity. Ask them to interpret your brand. I made a how-to I love my tutorial video I also new CRM designed a software!  IX logo
  96. 96. 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. Source: http://dellgogreen.com
  97. 97. 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 used this Yes! It phone? rocks!  
  98. 98. Direct2Dell Blog  One of the most celebrated corporate blogs.  Posts about business, technology and consumer trends, corporate social responsibility and business unit announcements. Source: http://en.community.dell.com/dell- blogs/b/direct2dell
  99. 99. Collaboration People can help solve each others’ problems, if we help them Create rich profiles connect. and reputation systems to encourage people to help each other. How do I fix this Let me tell problem? you how!  
  100. 100. Dell Support Community  User driven support community to increase customer satisfaction and drive down support costs. Source: http://en.community.dell.com
  101. 101. Community Communities come together around a shared social object: a Build and nurture a lifestyle, cause or community platform to interest. host your customers, partners, employees, and evangelists. Here’s what I am passionate We have so I’m about it too! much in passionate common! about! 
  102. 102. Dell Digital Nomad  Community built around the idea of being a digital nomad.  Targeted at highly mobile laptop users. Source: http://www.digitalnomads.com/
  103. 103. 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
  104. 104. 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! 
  105. 105. Dell Ideastorm  User driven ideation community to listen to customer’s ideas on product improvement and new product development. Source: http://ideastorm.com/
  106. 106. 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. Source: http://thesocialworkplace.com/featured/1558/
  107. 107. Social Web Use Cases Marketing Sales Support Innovation Collaborati on Brand Identifying Identifying Identifying Profiles, Insights tracking leads problems trends and groups and Research ideas activity communities streams Changing Converting Solving Acknowledgi Shared Response medium or leads problems ng ideas workspaces message Viral Referral Suggestion Suggestion Blogs and Proactive marketing campaigns campaigns campaigns wikis campaigns Evangelist Evangelist Self-service Ideation Employee Crowd- communities communities communities communities and partner sourcing communities Adapted from: Altimeter Social CRM Use Cases
  108. 108. Worksheet 3 Worksheet 3: How Can Persona 1 Persona 2 Persona 3 We Organize & Energize Our Evangelists? Consumer generated content (contests etc.) Conversations (blog etc.) Collaboration (support forum etc.) Community (community of practice etc.) Collective intelligence (ideation platform etc.)
  109. 109. Key Takeaways From Session 2  Who are our evangelists and why will they talk about us?  Or, how to identify passion?  Relates to social object: lifestyle, interest or cause.  How can we organize and energize them?  Or, how to ignite passion?  Relates to five social dynamics: consumer generated content, conversations, collaboration, community and collective intelligence.  How can we (help them) spread the word?  Or, how to scale passion?
  110. 110. Session 3: Tools
  111. 111. Key Takeaways From Session 2  Who are our evangelists and why will they talk about us?  Or, how to identify passion?  Relates to social object: lifestyle, interest or cause.  How can we organize and energize them?  Or, how to ignite passion?  Relates to five social dynamics: consumer generated content, conversations, collaboration, community and collective intelligence.  How can we (help them) spread the word?  Or, how to scale passion?
  112. 112. Social Web Content Strategy Internal External focused focused 1. Company 2. Industry 3. Customer 4. One-to-One 5. Social Hub News Trends Stories Conversations Announcements POV on Customer Open threads for Excerpts from from corporate, business, stories, case ideas, suggestions relevant business units, technology and studies, and feedback on conversations country and consumer trends interviews and product or from external product teams POV on industry testimonials process blogs, forums Leadership issues and Call for Contests and and social interviews and government customers to polls linked to networks profiles policies share their own marketing Conversations Showcase for stories campaigns may relate to corporate One-to-one elements in 1-4 culture and CSR interactions in initiatives comments
  113. 113. iVolunteer Overseas  Prominent display of community buttons on home page.  Ning community with 400+ members.  Facebook page with 800+ fans  Good conversations on both Ning and Facebook. Source: http://ivoindia.ning.com, http://ivoindia.org, http://facebook.com/ivolunteeroverseas
  114. 114. Center for Civil Society  Nice use of http://ccsindia.org /facebook to redirect to Facebook Page.  Nice use of boxes to showcase blog feeds and videos (http://spontaneo usorder.in feed?)  750+ fans on Facebook Source: http://facebook.com/ccsindia, http://ccsindia.org,
  115. 115. IPAS  Nice use of boxes tab  550+ fans on Facebook Source: http://facebook.com/ipas.org
  116. 116. IDRC  Nice use of Facebook FBML tab to showcase IDRC books.  400+ fans on Facebook. Source: http://facebook.com/IDRC.CRDI
  117. 117. NASSCOM Foundation  Nice use of FBML boxes in tab. Source: http://facebook.com/nasscomfoundation
  118. 118. Twitter @ Isha Foundation  Nice use of custom background  1200+ followers Source: http://twitter.com/ishafoundation
  119. 119. Facebook @ Isha Foundation  Good call to action in the Notes tab.  9000+ fans with good conversations. Source: http://facebook.com/ishafoundation
  120. 120. Facebook @ Isha Foundation  Good use of Involver YouTube app on a tab Source: http://facebook.com/ishafoundation
  121. 121. Facebook @ Isha Foundation  Successful, if controversial, campaign to win the $100k second prize in the Chase Community Giving contest. Source: http://facebook.com/ishafoundation
  122. 122. Facebook @ Isha Foundation  Good use of Involver Twitter app on a tab Source: http://facebook.com/ishafoundation
  123. 123. Facebook @ Isha Foundation  Facebook photo album to showcase volunteers and supporters of Isha in the Chase Campaign Source: http://facebook.com/ishafoundation
  124. 124. YouTube @ Isha Foundation  Nicely customized YouTube video channel.  2550+ subscribers  925000+ views  81000+ views for the most viewed video. Source: http://sadhguru.podomatic.com
  125. 125. Podomatic @ Isha Foundation  Nicely customized Podomatic podcast channel. Source: http://sadhguru.podomatic.com
  126. 126. Yaksha @ Isha Foundation  Beautifully designed Wordpress-based events website.  Prominent email subscription box.  Prominent links to social websites.  Prominent sharing buttons for each post.  Nicely customized Twitter and YouTube profiles. Source: http://yaksha.info
  127. 127. Worksheet 4 Worksheet 4: How Can Persona 1 Persona 2 Persona 3 We Help Our Evangelists Spread the Word? Facebook strategy LinkedIn strategy Twitter strategy YouTube strategy X platform strategy Y platform strategy Z platform strategy Link with master strategy
  128. 128. Exercise Comments Questions
  129. 129. Key Takeaways From Session 3  Facebook Page, Twitter profile and YouTube video channel are the three most popular social media channels for non-profits.  Facebook allows for a lot of customization, including custom apps. YouTube and Twitter only allow for small design customizations.  An integrated content strategy that is customized for each social media channel is the key to success.
  130. 130. Session 4: Wrap-up
  131. 131. Key Takeaways From Session 3  Facebook Page, Twitter profile and YouTube video channel are the three most popular social media channels for non-profits.  Facebook allows for a lot of customization, including custom apps. YouTube and Twitter only allow for small design customizations.  An integrated content strategy that is customized for each social media channel is the key to success.
  132. 132. Campaigns + Community + CRM The big idea is to build a community platform The campaigns recruits to connect multiple community members; campaigns. the CRM program retains them. Community platform + CRM program Campaign 3 Campaign 2 Campaign 1 Attention Time
  133. 133. Social Media Response Matrix Take reasonable action to fix issue and let customer know action taken Positive Negative Yes Yes No Does customer Do you want Assess the Evaluate the need/deserve more to respond? message purpose info? Yes Yes Are the No Unhappy Gently correct the No Response facts Customer? facts correct? No Yes No Yes Are the No Can you add Dedicated facts value? Complainer? correct? No Yes Is the Explain what is being Respond in Thank the Comedian Yes problem done to correct the kind & share person Want-to-Be? being fixed? issue Yes No Let post stand and Source: USAF, modified by Altimeter Group monitor
  134. 134. Three Types of Metrics 2. WEB ANALYTICS RELEVANCE Relate PURCHASE SOCIAL PIPELINE WEB 1. SOCIAL Awareness Consideration Purchase CONTENT MEDIA ANALYTICS Try Share IMPACT 3. BUSINESS ANALYTICS
  135. 135. Pratham Books Case Study
  136. 136. Blog @ Pratham Books  1500+ posts cover the full range of content from stories and announcements about interns and own events, to highlighting other reading related events and programs, and even trivia and trends on books in general. Source: http://blog.prathambooks.org
  137. 137. Facebook @ Pratham Books  Facebook Page with 850+ members.  Links from blog and elsewhere selectively posted.  Facebook Cause with 800+ members and $1500+ donations. Source: http://facebook.com/prathambooks
  138. 138. Twitter @ Pratham Books  Regular links from own and others’ blog posts, combined with one-to-one conversations.  2400+ followers  4200+ tweets Source: http://twitter.com/prathambooks
  139. 139. Twitter @ Pratham Books  Pratham Books uses Twitter favorites to bookmark positive mentions, kudos, recommendations and news stories. Source: http://twitter.com/prathambooks/favorites
  140. 140. YouTube @ Pratham Books  YouTube channel with 8 videos, mostly from events. Source: http://youtube.com/prathambooks
  141. 141. Flickr @ Pratham Books  Flickr Pro account with 1200+ items in 37 sets with photos from events and pictures from books.
  142. 142. Scribd @ Pratham Books  13 full books uploaded, some under a Creative Commons license.  200+ members  90000+ reads  Most popular book has 36000+ reads. Source: http://scribd.com/group/2183-pratham-books
  143. 143. Serendipity @ Pratham Books  Skype reading sessions with Akshara Library and Central Manor.  Pratham Books used by OLPC in Nepal and an ad agency in Brazil.  Radio Mirchi audio books for the National Association of Blind.  Children’s work published in Anorak Magazine.  Bengali books donated to Kolkata rickshaw library kids.
  144. 144. Worksheet 5 Worksheet 5: How Can Persona 1 Persona 2 Persona 3 We Measure the Success of Our Strategy? Social media analytics (+ive mentions etc.) Web analytics (registrations etc.) Business analytics (leads & conversions etc.)
  145. 145. Exercise Comments Questions
  146. 146. Reality Check: Made For India
  147. 147. Internet Access is Shared  Internet access in India is shared by default: at school or college, at office, or at a cyber café.
  148. 148. Mobile is Personal and Ubiquitous  More than half a billion mobile users, with 100 million on SMS and 25 million on mobile web.  Source:http://flickr.com/photos/vm28 27/3150157746/
  149. 149. Mobile 2.0 in India     Phone-  Text Mobile specific messaging website apps Upload Geo- photo/ location video via services email  
  150. 150. SMS GupShup  SMS-based group- messaging platform with 25 million users.  Source: http://smsgupshup.com
  151. 151. BabaJob  SMS-based professional networking platform for household help.  Source: http://babajob.com
  152. 152. Key Takeaways From Session 4  Social media channels like Facebook, Twitter and YouTube are only as good as the purpose you use them for.  You should track three types of analytics: social media analytics, web analytics and business analytics.  Social media is still niche in India, so you should explore mobile solutions like SMSGupShup.
  153. 153. Session 1: Introduction 10:00 am to 11:00 am
  154. 154. Key Takeaways From Session 1  The social web is changing us as people and as a society.  Different social platforms have different souls and roles.  You can understand a social platform in three simple steps: User {Relationship} Social Object
  155. 155. Session 2: Strategy 11:30 am to 12:30 pm
  156. 156. Key Takeaways From Session 2  Who are our evangelists and why will they talk about us?  Or, how to identify passion?  Relates to social object: lifestyle, interest or cause.  How can we organize and energize them?  Or, how to ignite passion?  Relates to five social dynamics: consumer generated content, conversations, collaboration, community and collective intelligence.  How can we (help them) spread the word?  Or, how to scale passion?
  157. 157. Worksheet 1 Worksheet 1: Who Are Persona 1 Persona 2 Persona 3 Our Evangelists? Who are our present & potential evangelists? Who do they talk to? Who talks to them? What else do they talk about? What are their triggers to talk? Why do we want them to talk about us?
  158. 158. Worksheet 2 Worksheet 2: Why Will Persona 1 Persona 2 Persona 3 Our Evangelists Talk About Us? Our unique product Our personal support Our mind-blowing TVC Their own lifestyle Their own interest Our shared cause X social object Y social object Z social object
  159. 159. Worksheet 3 Worksheet 3: How Can Persona 1 Persona 2 Persona 3 We Organize & Energize Our Evangelists? Consumer generated content (contests etc.) Conversations (blog etc.) Collaboration (support forum etc.) Community (community of practice etc.) Collective intelligence (ideation platform etc.)
  160. 160. Session 3: Tools 1:30 pm to 2:30 pm
  161. 161. Key Takeaways From Session 3  Facebook Page, Twitter profile and YouTube video channel are the three most popular social media channels for non-profits.  Facebook allows for a lot of customization, including custom apps. YouTube and Twitter only allow for small design customizations.  An integrated content strategy that is customized for each social media channel is the key to success.
  162. 162. Worksheet 4 Worksheet 4: How Can Persona 1 Persona 2 Persona 3 We Help Our Evangelists Spread the Word? Facebook strategy LinkedIn strategy Twitter strategy YouTube strategy X platform strategy Y platform strategy Z platform strategy Link with master strategy
  163. 163. Session 4: Wrap-up 3:00 pm to 4:00 pm
  164. 164. Key Takeaways From Session 4  Social media channels like Facebook, Twitter and YouTube are only as good as the purpose you use them for.  You should track three types of analytics: social media analytics, web analytics and business analytics.  Social media is still niche in India, so you should explore mobile solutions like SMSGupShup.
  165. 165. Worksheet 5 Worksheet 5: How Can Persona 1 Persona 2 Persona 3 We Measure the Success of Our Strategy? Social media analytics (+ive mentions etc.) Web analytics (registrations etc.) Business analytics (leads & conversions etc.)
  166. 166. Comments Questions Closing Remarks
  167. 167. 2020 Social: Because Business is Social
  168. 168. Who Are We Creating Nurturing brand one-to-one evangelists relationships Gaurav Mishra Dave Evans CEO Consulting Director IIMB, Tata Group, Yahoo! Author of ‘Social Media Fellow at Georgetown Marketing: An Hour a Day’ Enabling Building employee community collaboration platforms Gautam Ghosh Kaushal Sarda Consultant Consultant XLRI, Deloitte, HP, Dell Capgemini CRM, Uhuroo Founder
  169. 169. The Next Big Question: How To Scale Passion? The BIG question for businesses in the 21st century: how to convert We help organizations build employees, partners and and nurture communities to customers into evangelists? connect (with) evangelists and scale their passion. 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
  170. 170. What Do We Do Competency 1. Plan 2. Build 3. Engage Areas  (Project) (Project) (Retainer) Research Communities Content Practice Strategy Social apps Conversations Areas  Workshops Social APIs Community engagement 1. Business to Communities Lithium Contests Consumer of interest Drupal Ning 2. Business to Communities Lithium Content Business of practice Drupal aggregation Groupsite 3. Employees Collaboration SocialText Coaching and Partners platforms
  171. 171. Client Case Studies
  172. 172. Intel AppUp Developer Community  Client: Intel  Plan + Build + Engage  Strategy for Intel Atom developer community and the Intel Netbook applications marketplace.  Source: http://intelappup.com
  173. 173. RCB Fan Community  Client: USL  Plan + Build + Engage  Strategy for the Royal Challengers Bangalore cricket fan club.  Source: http://royalchallengers.com
  174. 174. Spiritz & More Community  Client: USL  Plan + Build + Engage  Strategy for the Spiritz & More lifestyle community.  Source: http://www.spiritzandmore.com
  175. 175. iJanaagraha Citizen Community  Client: Janaagraha  Plan + Build + Engage  Strategy for the iJanaagraha citizen action community and the Jaagte Raho campaign.  Source: http://ijanaagraha.org
  176. 176. Dell Go Green Community  Client: Dell  Plan + Build + Engage  Strategy and execution of the Dell Go Green ideation platform to support Dell’s recycling program.  Source: http://dellgogreen.com
  177. 177. Case Studies from Other Avatars
  178. 178. Xeta Shootout Contest  Gaurav: For Tata Motors  Plan + Build + Engage  Consumer generated content contest (shoot your own Xeta ad film) to reinforce Xeta’s young and fun positioning.  Source: http://thexetashootout.com
  179. 179. Indica Vista Launch Campaign  Gaurav: For Tata Motors  Plan + Build + Engage  Social media program (serialized graphic novel, viral video, multi-player game) to associate Indica Vista with the youth.  Source: http://changeseverything.in
  180. 180. Vote Report India  Gaurav: Own project  Plan + Build + Engage  Citizen-driven election monitoring platform built on SMS-Google Maps mashup Ushahidi.  Source: http://votereport.in
  181. 181. Meredith Women’s Network  Dave: For Meredith Publishing  Plan + Build + Engage  Social publishing platform for the Meredith Women’s Network websites serving 15 million unique users.  Source: http://bhg.com
  182. 182. PGI Connect  Dave: For Premier Global  Plan + Build + Engage  Community platform for developers building SaaS applications using the Premiers Global Services Communications Systems APIs.  Source: http://pgiconnect.com
  183. 183. PGA Tour Cobranding  Dave: For PGA Tour  Plan + Build + Engage  Social platform to connect and service PGA tour co-branding partners.  Source: http://pgatourcobranding.com
  184. 184. Friend2Friend: ProductPulse  Dave: Friend2Friend  Plan + Build + Engage  Social media application to vote, comment and share products with friends.  Source: http://friend2friend.com & http://productpulse.com
  185. 185. Uhuroo  Kaushal: Own project  Plan + Build + Engage  SaaS-based enterprise collaboration platform.  Source: http://uhuroo.com
  186. 186. HR Professionals Community  Gautam: Own project  Plan + Build + Engage  Social networking platform for HR professionals to connect, share knowledge and learn.  Source: http://hrpeople.ning.com
  187. 187. Social Media in India Wiki  2020 Social: Own project  Plan + Build + Engage  Wiki-based definitive resource on social media practitioners and case studies in India.  Source: http://community.2020social.com
  188. 188. 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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