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The Social Integration Journey

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My 'Social Integration Journey' framework helps corporations build enterprise capabilities for social by integrating social into their technology platforms, marketing programs and business processes, to drive strategic change and real ROI. We need to access the company’s maturity, motivations and money (budgets) to successfully build a case for social integration.

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The Social Integration Journey

  1. 1. The Social Integration Journey! Gaurav Mishra | Gauravonomics! Asia Director of Social ! MSLGROUP | Publicis Groupe!
  2. 2. Why am I talking about this topic?!To learn more about Gaurav/ Gauravonomics, subscribe or follow @gauravonomics on Twitter. !Gaurav helps global brands Gauravnomics writes and talksinspire, organize and energize about minimalism, mythology andpeople by rethinking purpose, movements. Watch out for theparticipation and performance.! upcoming novel on this theme.!! !- MBA from IIM Bangalore ! - Award-winning blogger, speaker- Brand Marketer at Tata Group ! and changemaker!- Co-founder of 2020 Social! - The marketer who went off- Asia Director of Social at consumption!MSLGROUP! - 2008-09 Yahoo! Fellow at! Georgetown University! - Co-founder of Vote Report India! - 2009 TED India fellow !
  3. 3. Social integration journey!
  4. 4. Social integration journey!Helps organizations build enterprise capabilities for social by integratingsocial into their technology platforms, marketing programs and businessprocesses, to drive strategic change and real ROI.!Integration! 4! Integrate social into 5! Integrate social into 6! Integrate social into technology marketing programs! business processes! platforms!Incubation! 2! Create an official 3! Create a Facebook! page on Facebook contest or a Twitter or Twitter! influencer program!Inaction! 1! Create a static campaign or country microsite! Platforms! Programs! Processes!
  5. 5. How to build a case for socialintegration? !
  6. 6. How to build a case for social integration? !We need to access the organizationʼs maturity, motivations and money(budgets) to successfully build a case for social integration.! 1! 2! 3! MATURITY! MOTIVATION! MONEY! Present and potential Reasons to invest in Resources to invest stage of integration! integration! in integration! ! ! ! - Assess the present - Assess the objectives - Assess the stage for the and decision criteria investment required organization and for the organization.! and the organizationʼs relevant others.! ! capacity to invest, over ! - Assess the triggers 12 months.! - Assess the highest and barriers for the ! stage the organization main decision makers.! - Plan for a phase- can transition to, within ! wise approach to 12 months.! - Identify the main transition to a higher motivations and stage, with at least 3 messages to build a months to stabilize credible case.! each stage.!
  7. 7. Stage 1: Create a static campaignor country microsite !
  8. 8. Stage 1: Create a static campaign or countrymicrosite!In stage 1, organizations create campaign or country microsites to pushout information on a campaign or a topic. Typically, these micrositeshave limited content and a short shelf-life (six pages for six weeks).! 1! In most Asia markets, internet has serious scale! ! 450+ million in China, 100+ million in India etc. Both B2C and B2B influencers are active on the internet. ! 2! The website is the gateway to the organization! ! The website is the first and one of the most important sources of information on the organization.! 3! The website is an integral part of 360° marketing! ! All peer organizations have created a country or campaign website, so itʼs simply expected.! !
  9. 9. Case Study: GE Smart Grid augmented realitymicrosite!GE abandoned the award-winning 2009 Plug Into the Smart Gridaugmented reality microsite, once the campaign ended.!Source: GE Plug Into the Smart Grid!
  10. 10. Stage 2: Create an official page onFacebook or Twitter!
  11. 11. Stage 2: Create an official page on Facebookor Twitter!In stage 2, organizations create Facebook or Twitter accounts to pushout news updates about a topic. Typically, most updates include links tonews items and engagement with followers is limited.! 1! Social media has serious scale! ! 750+ million on Facebook, 200+ million on Twitter, 150+ million on Weibo, 100+ million on Renren etc.! 2! Influencers are active on social media! ! Both B2C and B2B influencers are active on the social media and engaging with organizations. ! 3! Social media is cost effective! ! Creating organization pages on Facebook, Twitter, Weibo is free.! !
  12. 12. Case Study: Anand Mahindra on Twitter!The highly respected business leader uses Twitter to weigh in on topicsof public interest and even answer customer complaints in public.!Source: @anandmahindra on Twitter!
  13. 13. Case Study: Li Dongsheng on Sina Weibo!Li Dongsheng, Deputy to the Peopleʼs Congress and President of TCLGroup, engages with consumers and citizens on Sina Weibo and hasmore than 2 million followers.!Source: @lidongsheng on Sina Weibo!
  14. 14. Case Study: Chings Secret!Chinese packaged food brand Chingʼs Secret has attracted more than8,50,000 fans on Facebook by sharing recipes and engaging fans inwitty conversations.!Source: Chingʼs Secret on Facebook!
  15. 15. Facebook Tip: Optimize for FacebookEdgerank!Edgerank is FBʼs algorithms to decide which objects will show up in yourfansʼ Top News feed. You must optimize FB page for Edgerank, likewebsites for Google Pagerank. ! Invite influential Quickly respond to friends to interact comments to sustain with your page.! conversations.!Object weights: Post topical or time-Video > Photo > Link sensitive content> App > Update! (event, limited period, countdown).!Edge weights: Affinity! Post daily content,Create > Comment > during earlyLike > Share > Tag! mornings and early Facebook evenings.! Edgerank!Ask questions and Weight! Time! Post content multipleexplicitly ask fans to times with slightlyparticipate and share different messages.!own content.!
  16. 16. Stage 3: Create a Facebookcontest or a Twitter influencerprogram!
  17. 17. Stage 3: Create a Facebook contest or aTwitter influencer program !In stage 3, organizations run tactical, short-term, channel-specificcampaigns, to increase engagement, like a Facebook contest, a Twitterinfluencer program, or a blogger program.! 1! Itʼs important to engage influencers! ! Presence is not enough, organizations need to engage influencers on social media.! 2! Engagement requires regular effort! ! To engage influencers, organizations need to create regular content, influencer outreach and contests.! 3! Engagement is the first step towards advocacy! ! Engaging influencers is the first step towards converting them into advocates.! !
  18. 18. Twitter Tip: Identifying influencers via Klout!Klout has emerged as the predominant platform for measuring influenceacross the social web, primarily on Twitter, but also on Facebook,LinkedIn, Quora and blogs.!Source: Klout!
  19. 19. Stage 4: Integrate social intotechnology platforms!
  20. 20. Stage 4: Integrate social into technologyplatforms!In stage 4, the organization reimagines the website as a social hub, byadding social features into the website itself, or by integrating thewebsite with social platforms like Facebook, Twitter and YouTube.! 1! Share content across channels for impact! ! Upload content to YouTube/ SlideShare, embed on blog, then share on Facebook/ Twitter/ LinkedIn.! 2! Integrate social networks into website for impact! ! Use API code snippets, widgets and RSS feeds to integrate social networks into website to improve search optimization and discovery. ! 3! Simplify customization and content sharing! ! Use Facebook/ Twitter/ LinkedIn logins to customize website experience and simplify content sharing.!
  21. 21. The convergence of web, mobile and social!Both social platforms (Facebook, Twitter, LinkedIn) and mobile platforms(iPhone, Android, Blackberry) have open application ecosystems,leading to an integrated experience.! Social Web! Open application ecosystems! Mobile Web! Mobile Apps! Social Mobile Platforms! Platforms!
  22. 22. The convergence of web, mobile and social inChina!In China, popular social platforms Sina Weibo, RenRen, Qzone andYouku all have popular iPhone apps.!Source: Sina Weibo, RenRen, Qzone, Youku!
  23. 23. The convergence of web, mobile and social inIndia!In India, popular social platforms Ibibo has a iPhone app. RockeTalk,SMSGupShup and Mig33 are popular mobile social networkingplatforms.!Source: Mig33, SMSGupShup, RockeTalk, Ibibo!
  24. 24. Case study: Nike+!To realize its purpose of helping each one of us find the athlete within usand transform running from a solitary pursuit into a social activity, Nikecreated the Nike+ app and community.!Source: !
  25. 25. Case Study: GE!GE showcases the Twitter and Tumbler feeds of selected experts on itswebsite and prominently links to the application from the GE.comhomepage.!Source: GE Expert Feed!
  26. 26. Facebook Tip: Use Facebookʼs Open GraphAPI to integrate Facebook with your website!Facebook provides several ready-to-use Open Graph widgets tointegrate Facebook with your website.!Source: Facebook Open Graph!
  27. 27. Stage 5: Integrate social intomarketing programs!
  28. 28. Stage 5: Integrate social into marketingprograms!In stage 5, organizations design community-centric integrated marketingprograms to connect people around a shared social heartbeat.! 1! Convert influencers into advocates! ! Design integrated marketing programs around a social heartbeat aligned with the brand values.! 2! Build owned media permission assets! ! Create a long-term community platform to organize influencers around the social heartbeat.! 3! Trigger participation and action! ! Create a series of interconnected programs to energize influencers. !
  29. 29. Inspire, organize and energize people!Helps organizations design powerful purpose-inspired platforms andprograms to inspire, organize and energize people around a sharedpurpose.! 1! 2! 3!Shared purpose or Long-term online- A series of short-Social Heartbeat offline platform to term programs toto inspire people! organize people! energize people!
  30. 30. The role of platforms and programs!Programs help attract attention around a social heartbeat whileplatforms help retain attention.! Programs attract attention! Program 3! Program 2! Platforms Attention/ Program 1! retain Permission! attention! Time!
  31. 31. The role of paid, earned & owned media!While paid media is important to seed the platform and programs, overtime, the role of earned media and owned media becomes moreimportant.! Week 1! Week 3!Week 11!Week 13!Week 21!Week 23!Week 31!Week 33!Week 41!Week 43!Week 51! Week 5! Week 7! Week 9!Week 15!Week 17!Week 19!Week 25!Week 27!Week 29!Week 35!Week 37!Week 39!Week 45!Week 47!Week 49! Social Ads! Search Ads! Influencer Outreach! Organic Sharing! Organic Search!
  32. 32. Case Study: Starbucks V2V!In 2008, Starbucks created the V2V volunteer network to connectpeople and actions around local Starbucks stores.!Source: !
  33. 33. Case Study: Starbucks Vote!Starbucks offered a free coffee to people who voted in the 2008 USelections.!Source:!!
  34. 34. Case Study: Starbucks Plegde 5!In 2009, Starbucks started the Pledge 5 campaign to encourage youngpeople to volunteer.!Source:!
  35. 35. Case Study: Starbucks Red!Starbucks tied up with Bonoʼs Red initiative to donate 5 cents for everydrink to save lives in Africa.!Source: !!
  36. 36. Case Study: Starbucks Reusable Mug!Starbucks encourages its consumers to switch from paper cups toreusable travel mugs.!Source: and!
  37. 37. Case Study: Starbucks Create Jobs for USA!In 2011, Starbucks donated $5 million and asked consumers to donate$5 to support small businesses across USA and create jobs.!Source: and !
  38. 38. Case Study: Pepsi Refresh Project!As part of its commitment to “deliver sustainable growth by investing in ahealthier future for people and our planet”, PepsiCo is giving grantsworth $20 million per year to ideas that can refresh the world. !Source: !
  39. 39. Case Study: Tata Tea Jaago Re !In 2008, Tata Tea tied up with non-profit Janaagraaha to inspire almost700,000 Indians to register to vote. Since then, Jaago Re (“wake up”)has evolved into an active civic action community.!Source: and !
  40. 40. Case Study: Mahindra Spark the Rise!To fulfill its purpose to enable its stakeholders to rise, Mahindra Grouphas created the Spark the Rise platform to share ideas that can propelinnovation, entrepreneurship, and positive change in India.!Source: & !
  41. 41. Case Study: Dell Go Green Challenge in India!In 2010, Dell created a challenge for design students and others toshare ideas on how to redesign, reuse and recycle gadgets to makethem go green.!Source: !
  42. 42. Stage 6: Integrate social intobusiness processes!
  43. 43. Stage 6: Integrate social into businessprocesses!In stage 6, organizations leverage social media as a tool for businesstransformation by integrating it with sales, support and innovationprocesses.! 1! Drive real return on investment! ! Use social to drive business objectives like sales, support and innovation.! 2! Improve customer satisfaction! ! Listen and respond to customers at the point of need or demand.! 3! Crowd-source innovation! ! Tap into the wisdom of crowd to discover ideas for product or process innovation.! !
  44. 44. Case Study: GE Ecomagination Challenge!As part of its commitment to “imagine and build innovative solutions toenvironment challenges”, GE has created a $200 million challenge tofund ideas that can reimagine powering the grid, or powering homes. !Source: !
  45. 45. Case Study: GE Healthymagination Challenge!As part of its “shared commitment to create better health for morepeople together”, GE has created a $100 million challenge to fund ideasthat can accelerate innovations to fight breast cancer. !Source: !
  46. 46. Case Study: GE Healthymagination FitFriendzy Challenge application!As part of its suite of Healthymagination applications, GE has createdthe Fit Friendzy app to let users set themselves exercise challenges,track their workouts and encourage each other. !Source: !
  47. 47. Case Study: Dell Support Community!Dell uses customer-driven support community to enable customers toanswer each otherʼs questions. Dellʼs support forum has helped itincrease customer satisfaction and drive down support costs. !Source:!
  48. 48. Case Study: Dell Ideastorm!Dell uses customer-driven ideation community Dell Ideastorm to listen tocustomerʼs ideas on product improvement and new productdevelopment!Source:!
  49. 49. Case Study: Dell Employee Storm!Dell also created an internal ideation platform called Dell EmployeeStorm to listen to product and process innovation ideas from its own80000 employees.!Source: !
  50. 50. Case Study: Dell Social Media CommandCenter!Dell has created a social media command center to listen to, classifyand respond to social media conversations.!Source: !
  51. 51. Case Study: Dell SMaC Unconference!Dell trained 900 staff in India to use social media for marketing,customer support, recruitment and innovation.!Source: Dell SMaC Unconference in Bangalore!
  52. 52. Case Study: VANCL Star social commercecommunity !On the VANCL Star community, fans of the brand can open a “store” ora photo blog, showcase their VANCL styles, and even earn acommission of 10% of the profit on sales through the store. !Source: !
  53. 53. In Summary: Six best practices forsocial integration!
  54. 54. In Summary: Six best practices for socialintegration!In summary, organizations can use these six best practices to integratesocial into their technology platforms, marketing programs and businessprocesses. ! Create platforms that Create a series of organize people programs that around a social energize people to heartbeat.! participate and act.!Use the website as a Marketing Listen to, classifysocial hub that Programs! and respond toconnects content conversations on the Socialacross channels.! Integration! social web.!Use social networks Create private or Technology Businessto build relationships Platforms! Processes! public communitiesand engage in for collaboration orconversations.! co-creation.!
  55. 55. Letʼs stay in touch!! Gaurav Mishra | Gauravonomics! Subscribe to ! Follow @gauravonomics on Twitter!
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My 'Social Integration Journey' framework helps corporations build enterprise capabilities for social by integrating social into their technology platforms, marketing programs and business processes, to drive strategic change and real ROI. We need to access the company’s maturity, motivations and money (budgets) to successfully build a case for social integration.


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