Social Media introduction

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Social Media introduction document i wrote 3 years ago, still very relevant for most clients, specifically for the brands who are just focusing on marketing opportunity and missing the real opportunity of strengthening workforce and culture, customer support services.

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Social Media introduction

  1. 1. so . cialadjective. of, relating to, or occupied with mattersaffecting human welfare.noun. An informal social gathering, as of themembers of a church congregation.me . di . anoun. Communication by publication or broadcast.Oct 2010, by Gaurav Singh
  2. 2. Social MediaEVOLUTIONSocial MediaBUZZSocial MediaOPPORTUNITIES
  3. 3. A BRIEF HISTORY OF THE POST DIGITAL WORLDThe evolution of the digital ecosystem has brought about a paradigmshift in how we create, connect and consume.WEB 1.01990-2000World Wide WebWeb cataloguingWeb based mailInstant MessagingMobile (web)RSSWeb indexingBlogsWEB 2.02000-2004SearchBubble BustSocial NetworkingWikipediaFriendstersMyspaceHUMAN WEB2004-2010FacebookYoutubeTwitterIphoneLocation-basedSocial networkingIt’s not about technology. It’s about technology immersion in our everyday life,which is influencing and empowering people in completely different ways.EVOULTION
  4. 4. SOCIAL EVOLUTION IN THE POST DIGITAL WORLDIts social circumstances, not the functionalities that determine how we adopt,use or reject a technology.Revolution doesn’t happen when society adopts new tools, it happens whensociety adopts new behaviors. - Clay ShirkyEVOULTIONCREATEHuman web has granted individuals a voice toparticipate and to create, evolving them frommere consumers to content producers.CONNECTOn the connected human web both speed andthe scale has an exponential effect, and it’scertainly not limited by boarders, gender, age,class, nationality or race.CONSUMEHuman web is independent of platform(technology), media (pictures, videos or blogs)and medium (web or mobile), it’s powered by‘Share’ as the new social currency.SOCIETYTOOLS126,861,574as tracked by blogpulseand more 42,234 newblogs started in last24 hours2880028800 hours of video isuploaded on Youtubeeveryday. Flickr - Morethat 4,000,000,000pictures on Flickr19,611,501articles in Wikipediawritten by 11,821,926people across the world4,000,000,000More that 4,000,000,000pictures on Flickr27.3 milliontweets a day Twittersoon will be touching10 billion tweets.400,000,000active users on Facebookspending 5 hours and 30minutes every month.1billionvideos are served onYouTube everyday.90 trillionemails sent on theInternet in 2009.21 trillionSMS in Asia/Pacificand Japan in 20102000,000,000more than 2000,000,000installed base.6 million people turning Copenhageninto HopenhagenU.S. State Department requested Twitter to delay anetwork upgrade To protect the interests of Iraniansusing the service to protest the presidential election.US$39 million donated to “Haiti” through cellphonetext message
  5. 5. FACTS ABOUT THE POST DIGITAL WORLDMore than a billion people across the globe, spend an average of 5 hours 30 minutes on socialnetworking platforms making it a mega media.EVOULTIONMillions25020015010050013-18152 million 70 million69 million16 million56 million72 million26 million10 million19-29 30-39 40-64 Age groupDigital natives. Theseare the people whodeveloped, connectedand grew with the web.1990-2010Digital immigrants.These are the earlyadopters who arefast becoming part ofthe inter-connectedhuman web and arepushing the growthof social media.Total user base of Facebook + QQzone+ Cyworld = 492 millionSCB World (China, Korea, India,Singapore, Hong Kong, South Africa,Kenya, Nigeria, UAE) = 110,862,640SCB worldnon SCB worldPeople have already moved. And so have all the customer centric brands.
  6. 6. Social MediaEVOLUTIONSocial MediaPRACTICESSocial MediaOPPORTUNITIES
  7. 7. PRACTICESINNOVATORS AND EARLY ADOPTERSAs the brands move up on the social media adoption curve, engagement, participation and collaboration trans-forms a happy customer into a brand activist while addressing issues of unhappy customers.Of, relating to, or occupied with matters affecting human welfare” Brands that are looking atSocial Media with this approach are delivering high on engagement and conversion metrics.OBLIVIOUSLaggards in the adoptioncurve, these brands arecompletely oblivious to thepower of Social Media.OBSERVATIONLimited as a listening toolBROADCASTLimited use, as distributionmedium auxiliary totraditional advertising.PARTICIPATIONDrive participation inboth online and offlineplatforms by creatingnew content.COLLABORATIONCreate content with others(individuals and brands)with an intent to add valuewithout any direct benefitto products/services.Dell ideaStromDirect2DellPlatform integrationDell CommunityMy Starbucks ideaEmployee ownershipPlatform integrationOpen forumAMEX LABSPepsi Refresh projectPepsi City YearWe inspireVisa Business NetworkRELATIONSHIP
  8. 8. PRACTICESMy Starbucks idea - Mystarbucks.com is acommunity set up to increase communicationsbetween the company and their customers.  Itserves two primary functions: to engage community atlarge and to review and promote ideas.  Customers jointhe online community to submit suggestions/commentsand vote on others’ ideas. Results:• Every year over 100,000 ideas are submitted• 180,000 registered users• Twitter followers - 797,151• Facebook fans – 6,106,605 fans• Youtube Channel - 4,545,238 viewsBRAVE HEARTSBrave Hearts are a set of innovator brands that truly push the boundaries of social media by collaboratingwith complementary brands and individuals; end result, they are a part of well motivated and self growingcommunity that deliver positive word of mouth for their product and services.As the influence and power of Gen Y continues to growso will the importance of reaching, understanding andengaging these influencers. In fact, Ford is reaching outto young influencers in order to help spread the wordabout the new Fiesta with a participatory marketingcampaign entitled “The Fiesta Movement.” The campaign invited 100 young people selected frommore than 4,000 applications to drive a Ford Fiesta forsix months and report their experiences on varioussocial media sites. The lucky 100 selected were chosenbased on their “influence” determined by such factorsas blogging experience, number of social networkfriends and why they would be a good representativefor the Fiesta Movement.Results:• 4.3 million YouTube• 500,000+ Flickr views• 3 million+ Twitter impression• 50,000 interested potential customers, 97% of which don’t own a Ford currently.Pepsi ended its 23-year run of Super Bowl ads anddecided to use the money that they would spend on“traditional advertising” on a social media project,Pepsi Refresh Project is about getting the globalcommunity to nominate projects that need funding inlocal communities.Reason for the shift? Moving away from pure broad-cast approach to conversation and engagement. WithUS$ 20 million Pepsi would have got 8 Super Bowl adsinstead Pepsi decided to focus on promoting positivesocial change by collaborating with people who havethe ideas and the passion to refresh the world.Key highlights:• Pepsi has recruited NFL stars Drew Brees, Mark Sanchez and DeMarcus Ware to promote the effort• Appointed “ambassadors” such as New York Times columnist Allison Arieff, an expert in functional design, and Rebecca McQuigg Rigal, formerly of Creative Artist Agency.• Partnered with GOOD, DoSomething.org and Global Giving to vet submissions worthy of the public vote.Of, relating to, or occupied with matters affecting human welfare” Brands that are looking atSocial Media with this approach are delivering high on engagement and conversion metrics.Close to 270 ideasimplemented.
  9. 9. PRACTICESHEROESBanking and Finance is one of the most highly regulated categories, but few Hero brands have foundare the set of brandswho have found their niche and opened new doors for conversation with their prospective and existing customers.Visa Business Network, an application built onFacebook to help companies network and drive newbusiness. The application allows small business ownersto use social networking techniques to find and connectwith peers and potential advisers from millions ofcolleagues already using Facebook.Further to support Small Businesses Visa partneredGoogle to provide range of business software,including Google’s answer to Microsoft Office. Thenetwork also features editorial content targeted atsmall-business owners, such as podcasts supplied byThe Wall Street Journal.Wells Fargo was the first U.S. bank to launch acorporate blog, in March 2006, and the company hassince gone on to expand its use of social media toinclude such innovations as an online role-playinggame called Stagecoach Island to make financialeducation fun for high school and college-age students.Players can give feedback on new features, chat withother players, share pictures of their avatar, and set upreal-time events like birthday parties and ski races.Hundreds of Wells Fargo employees are now usingblogs to brainstorm with one another and interact withcustomers. The company’s blogs have become themost-read non-banking pages on Wells Fargo’s site.A few groups within the company have even startedexperimenting with video blogs. Further, the EVP of thebank’s Internet services group holds weekly meetingsfor team members to discuss new ideas submitted to acompany wiki.Wells Fargo now claims a variety of banking-industrysocial media firsts:• First U.S. bank with a blog• First bank with a student loan blog• First bank with a business banking blog• First bank in the world with a Second Life presence• First bank on MySpace• First bank with an avatar persona on MySpace• First bank with a VP Social Media (who appears to be proactively reaching out to the blogging community)Wells Fargo was the first U.S. bank to launch acorporate blog, in March 2006, and the company hassince gone on to expand its use of social media toinclude such innovations as an online role-playinggame called Stagecoach Island to make financialeducation fun for high school and college-age students.Players can give feedback on new features, chat withother players, share pictures of their avatar, and set upreal-time events like birthday parties and ski races.Hundreds of Wells Fargo employees are now usingblogs to brainstorm with one another and interact withcustomers. The company’s blogs have become themost-read non-banking pages on Wells Fargo’s site.A few groups within the company have even startedexperimenting with video blogs. Further, the EVP of thebank’s Internet services group holds weekly meetingsfor team members to discuss new ideas submitted to acompany wiki.Wells Fargo now claims a variety of banking-industrysocial media firsts:• First U.S. bank with a blog• First bank with a student loan blog• First bank with a business banking blog• First bank in the world with a Second Life presence• First bank on MySpace• First bank with an avatar persona on MySpace• First bank with a VP Social Media (who appears to be proactively reaching out to the blogging community)The biggest difference between the Heroes and Brave Hearts; Heroes try to build theirown communities instead of being a part of their consumers social media ecosystem.
  10. 10. PRACTICESSTANDARD CHARTERED BANK SOCIAL MEDIA REACH.Empowered by social media tools people are talking, tagging and sharing content andinformation related to Standard Chartered Bank.Like it or not, social media is here to stay and it will only become bigger and bigger; it’s our big opportunity to deliver utilities andadded value by participating and collaborating with prospects and customers and not just limiting our activities in social mediaplatforms to listening and as broadcasting.UAE Facebook page is the onlyofficial country representation onFacebook, with more than 6500fans the page was the centerpiece during the latestpromotional campaign andits use as customer feedback tool.Anti- HIV is the only CSR initiativepresence in the social space tohelp spread knowledge fasterthan HIV itself! With more than 7000 fans thecampaign is driving its crusade toempower 1,000,000 with knowl-edge and make HIV history.OFFICIAL PRESENCE ON SOCIAL MEDIAUSER GENERATED INFORMATION/ CONTENT2 company profiles United Kingdomand Pakistan. UK office currentlyposted an opening.11,839 results mostly taggedfor Marathon59,300 tagged as StandardChartered Marathon andanother 184,000 tagged asstan chart Marathon.70 pages branded as StandardChartered Marathon with morethan 18000 people sharing picturesand their experience, some peopleeven forming team to prepare forupcoming race.More than 983 videos taggedas Standard Chartered Bank,SCB Television commercials,news clips and some usergenerated videos.Buzz in the blogosphere peaked on 14 ofDec 2009 after the bank played down theeffect of the current financial problemsin Dubai and analysts forecasted a profitrise of 6% to $5.1bn.
  11. 11. PRACTICESBUZZ TRENDING.Not just listening and monitoring the conversation, but keeping a tab on key influencers, segmenting the marketsand mediums while understanding the key trends of positive and negative feedback from various platforms.Tools give us tremendous capability to track and monitor millions of platforms where people are talking aboutour brands, its imperative to keep a real close watch and respond immediately as and when it’s required.What people said about StandardChartered Bank in the last 4 weeks.THE GREAT WALL: SpeculationIncreases that China May Revaluethe ...brianbarrons.typepad.com“This is a real recovery (of exportsand imports), with China’s importrecovery being V-shaped andexport recovery U-shaped,”Bank Permata Gets IDR700 Billion FreshFunds From Standard ...gubmintcheese.comBank Permata Gets IDR700 Billion FreshFunds From Standard Chartered....Risk Management in Standard Chartered Bank(Hong Kong) Limitedivythesis.typepad.comBased on personal experience, the Standard CharteredBank (Hong Kong) Limited Bank of Hong Kong offersquality professional service to its customers.My Very First Blog: Random Notes 7foongpc.blogspot.comI received this from StandardChartered Bank early last month.Live monitoring both for English and double byte languages,segmenting geographies and media to understand thepressure points and take quick action.
  12. 12. Social MediaEVOLUTIONSocial MediaBUZZSocial MediaOPPORTUNITIES
  13. 13. OPPORTUNITIESINTERNAL OPPORTUNITIES • CLIENTS & CUSTOMERS • SOCIAL SUSTAINABILITYWe can reach out to 10s of millions of people across the globe just by enabling andempowering our 77,000 employees with appropriate tools, information and content.Best practiceThe US-based consumer electronicsretailer took its reputation for in-storeservice to the next level with thelaunch of Twelpforce – an army of2100 Best Buy employees authorisedto answer consumer questions viaTwitter. Queries are submitted usingthe #twelpforce hashtag. The tooltook 13,000 queries in the first twomonths, and at a time whenconsumer spending in the US is downby 1.9%, the company made a netprofit of $158m in 3Q09 on revenuesof $11 billion (up from $9.8 billionyear-on-year). Best Buy evenspecifies a minimum of 250 Twitterfollowers for job applicants.Employment opportunitiesA brief description about the job profile with thecontact details of the key personal, employees canthen share it via their personal social network.Reports, research and analysisA repository of reports and analysis that’s availableto employees so they can share the content withintheir personal social network, thereby driving banksthought leadership. Case studies and learning’sRepository of case studies and learning so that em-ployees can collaborate, more like a ‘KnowledgeCenter’ for both Standard Chartered case studiesand best practices from across categories.       Linkedin Alumni forumLeverage the power of past and current employeesto attract new talent.At the core of it ‘Standard Chartered Wiki’. A wiki platform for collaboration and participation,where topics will range from:
  14. 14. OPPORTUNITIESINTERNAL OPPORTUNITIES • CLIENTS & CUSTOMERS • SOCIAL SUSTAINABILITYAs the power users shift to web for services and utilities, Standard Chartered can take the Brave Heart role by innovating the web basedCustomer Service and support completely based on social media platform; offering product and services as part of their network.Web based Service SupportUsing twitter as the support channel to acknowledge issues and feedbackfrom customers and clients thereby reducing the load and cost of branchand call center.    Customer-Sourced product developmentCrowdsourcing is not just about developing products according to cus-tomers needs, it can also act as a strong marketing channel as well.Dell is a pioneer in harnessing the power of the Web.  As one of the firste-commerce sites it earns a million dollars a day by just understandingthe power of the Web from a static to interactive tool. This enabledirect connection with customers as it is about e-commerce and“direct business model”.   Dell Twitter followers @DellOutlet have more than 1.5 million(representing more than $3 million in revenue) Via platforms like IdeaStorm, more than 350 customer ideas have beenimplemented into product and business innovations.
  15. 15. OPPORTUNITIESINTERNAL OPPORTUNITIES • CLIENTS & CUSTOMERS • SOCIAL SUSTAINABILITYCase studyStarbucks has successfully created an experience around theconsumption of coffee, an experience that people could weaveinto the fabric of their everyday lives, Starbucks leverage Socialmedia platform to showcase its commitment towards itsmission – “Develop enthusiastically satisfied customers all ofthe time”.With one of the biggest (more than 6 million) Facebook fan baseand over 800,000 followers on twitter, Starbucks engage itscustomers though it sustainability projects such as Fair Trade, ShadeGrown, City Year and Shared Planet programs to demonstrate:  • Actions that positively influence the environment, the consumer, and the well-being of society• Social responsibility toward its internal and external stakeholders.• Leverage Fair Trade and Sustainable Development including Shade-Grown as potential competitive advantage.• Connect with youth through ‘Shared Planet’ to demonstrate sustainable development extends far beyond the environment, deep into the cultural roots of peoples and countries.Standard Chartered has a genuine desire to make change,drive sustainability and do good. And all the Corporate SocialResponsibility projects reflect it. To amplify its effectiveness its timeto add Social in our CSR projects and give a permanent platformto all our CSR initiative on the social media networks such asFacebook and Twitter, where our employees, customers, clientsand media can collaborate and participate to drive sustainabilitymessage across the globe. Social media for social good!
  16. 16. OUR GUIDING PRINCIPLESEvery day, people discuss, debate and embrace our brand in thousands of online conversations. We recognize the vital importanceof participating in these online conversations but we have to ensure that we participate in online social media the right way.There is a big difference between speaking about the bank and on behalf of the bank, these Social Media Guiding Principles shouldbe regarded as the basic tenets to help us navigate in this new marketing and communication platform.GUIDING PRINCIPLESTransparencyProtectionRespectResponsibilityBloggers paid to advertise our products and or servicesMUST inform their readers of their association with our brand.Track their involvement and participation throughout thecampaign.Personally Identifiable Information (PII) collected must besafe guarded in accordance to Privacy Policies, Laws and ITpolicies.Copyrights, trademarks, rights of publicity and third partyrights in the online social media space, including with regardto user-generated content (UGC) to be respected.Listen to the online community. Comply with applicableregulations to ensure that these Online Social Media Principlesremain current.MORE OFControlling conversations viaPosts by “fake” users. Deletingposts and comments.Materials with consumers’ private information must not behandled by or be accessible to too many employees.Making uninformed, inappropriate decisions without consulta-tion with the assigned team.Usage of excessive tracking software, adware, malware orspyware.No follow ups on campaigns after they have run their course.Comments and feeback must be answered to promptly,regardless of campaign life span.LESS OFOPPORTUNITIES
  17. 17. Social MediaEVOLUTIONSocial MediaBUZZSocial MediaOPPORTUNITIESSOCIAL MEDIA FOR SOCIAL GOOD

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