Social is Serious Business

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A trip through the evolution of social, a clearly defined understanding of social and how brands are integrating social, a first look at social APIs and some over-simplifications of social for B2B and non-profits.

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Social is Serious Business

  1. 1. Almost  all  the  images  used  as  backgrounds  come  from  my  wallpapers  folder  —  where  I’ve  been  pu<ng  images  from  reddit  that  I  plan  to  use  on  my  desktop.  If  the  original  author  of  the  image  gets  in  touch  with  me  at  narendranag@gmail.com  I’ll  either  give  you  credit,  or  remove  the  image  from  this  deck.
  2. 2. Social  Is  Serious  Businessor,A  look  at  all  my  wallpapers@narendranag2020Social  |  2020MSL  |  MSLGROUP
  3. 3. THE  BIG  PICTURE @narendranag
  4. 4. AUDIENCES   ARE  CONSUMING  CONTENT   DIFFERENTLY @narendranag
  5. 5. THE  JOURNEY  SO  FARDIRECTORY SEARCH SOCIALYahoo Google TwiVerGeociUes Blogs FacebookDisplay  Ads Search  Ads Social  Ads Protocols APIs @narendranag
  6. 6. WEB  1.0PROTOCOLS  RULED  USHTTP,  FTP,  SSH,  XMPP,  POP,  IMAP,  SMTP  ...  Islands  of  content,  of  resources,  of  people.  And  we  spent  a  lot  of  Ume  agreeing  on  protocols  so  we  could  build  bridges  between  the  islands. @narendranag
  7. 7. SO,  WHAT  IS  SOCIAL? @narendranag
  8. 8. SOCIAL  IS  ABOUT:EVOLUTION.  PARTICIPATION.  INTEGRATION @narendranag
  9. 9. Belief: Social is about evolutionSocial is fundamentally and irrevocably changing societal values, attitudes towards brandsand consumer behaviors. @narendranag
  10. 10. Social is changing societal values“If [social media activists] can bring down the Egyptian regime in a fewweeks, they can bring us down in nanoseconds.”PAUL POLMAN, CEO, UnileverPhoto from halderman on Flickr @narendranag
  11. 11. Social is changing attitudes towards brands“Consumers are beginning in a very real sense to own our brands andparticipate in their creation … We need to begin to learn to let go.”A.G. LAFLEY, Former CEO and Chairman, Procter & Gamble @narendranag
  12. 12. Social is changing consumer behaviors“The old model was informing, persuading and reminding, the newmodel is demonstrating, involving and empowering.”MITCH MATHEWS, Former SVP of Central Marketing, Microsoft @narendranag
  13. 13. Belief: Social is about participationSocial is less about technology tools or media channels and moreabout the co-creation, collaboration and conversations they enable. @narendranag
  14. 14. Social is about conversations“A brand is no longer what we tell the consumer it is – it is whatconsumers tell each other it is.”SCOTT COOK, Founder and Chairman, Intuit @narendranag
  15. 15. Social is about collaboration“The opportunity for businesses today is to become networks—with aculture of collaborative innovation, stewardship and integrity.”FILIPPO PASSERINI, Former President, Procter & Gamble @narendranag
  16. 16. Social is about co-creation“We are all getting used to the idea of co-creation of content. But arewe ready for the notion of co-creation of brands?”IVAN POLLARD, VP Global Connections, The Coca-Cola Company @narendranag
  17. 17. Belief: Social is about integrationSocial is most effective when it’s deeply integrated into technologyplatforms, marketing programs and business processes. @narendranag
  18. 18. Integrate social into technology platforms“Technology is shifting the power away from the editors, the publishers,the establishment, the media elite. Now it’s the people who are incontrol.”RUPERT MURDOCH, Chairman and CEO, News Corporation @narendranag
  19. 19. Integrate social into marketing programs“We look for insights that represent human truths, motivations and tensions that only ourbrands’ benefits can solve. That spark can create big ideas that can then invite theirparticipation. At its best, it can inspire movements where people advocate on your brand’sbehalf.”MARK PRITCHARD, Global Brand Building Officer, Procter & GamblePhoto from seyyed_mostafa_zamani on Flickr @narendranag
  20. 20. Integrate social into business processes“We listen, learn and then improve and innovate based on what ourcustomers want.”MICHAEL DELL, CEO and Chairman, Dell @narendranag
  21. 21. SIX STAGES OF Based on interactions with 1500+ marketing and SOCIAL MEDIA communications professionals in Asia, all brands can be MATURITY FOR mapped across six stages of social media maturity. BRANDSIntegrationIncubationInaction Platforms Programs Processes
  22. 22. SIX STAGES OF Based on interactions with 1500+ marketing and SOCIAL MEDIA communications professionals in Asia, all brands can be MATURITY FOR mapped across six stages of social media maturity. BRANDSIntegrationIncubation 1 Let’s create aInaction campaign microsite! Platforms Programs Processes
  23. 23. SIX STAGES OF Based on interactions with 1500+ marketing and SOCIAL MEDIA communications professionals in Asia, all brands can be MATURITY FOR mapped across six stages of social media maturity. BRANDSIntegration 2 Let’s create aIncubation Facebook fan page! 1 Let’s create aInaction campaign microsite! Platforms Programs Processes
  24. 24. SIX STAGES OF Based on interactions with 1500+ marketing and SOCIAL MEDIA communications professionals in Asia, all brands can be MATURITY FOR mapped across six stages of social media maturity. BRANDSIntegration 2 3 Let’s create a Let’s create aIncubation Facebook fan Facebook contest page! app! 1 Let’s create aInaction campaign microsite! Platforms Programs Processes
  25. 25. SIX STAGES OF Based on interactions with 1500+ marketing and SOCIAL MEDIA communications professionals in Asia, all brands can be MATURITY FOR mapped across six stages of social media maturity. BRANDS 4 Let’s integrateIntegration social into our platforms! 2 3 Let’s create a Let’s create aIncubation Facebook fan Facebook contest page! app! 1 Let’s create aInaction campaign microsite! Platforms Programs Processes
  26. 26. SIX STAGES OF Based on interactions with 1500+ marketing and SOCIAL MEDIA communications professionals in Asia, all brands can be MATURITY FOR mapped across six stages of social media maturity. BRANDS 4 5 Let’s integrate Let’s integrateIntegration social into our social into our platforms! programs! 2 3 Let’s create a Let’s create aIncubation Facebook fan Facebook contest page! app! 1 Let’s create aInaction campaign microsite! Platforms Programs Processes
  27. 27. SIX STAGES OF Based on interactions with 1500+ marketing and SOCIAL MEDIA communications professionals in Asia, all brands can be MATURITY FOR mapped across six stages of social media maturity. BRANDS 4 5 6 Let’s integrate Let’s integrate Let’s integrateIntegration social into our social into our social into our platforms! programs! processes! 2 3 Let’s create a Let’s create aIncubation Facebook fan Facebook contest page! app! 1 Let’s create aInaction campaign microsite! Platforms Programs Processes
  28. 28. APIsA  VIDEO:  hVp://www.youtube.com/watch?v=LabCylbapuMhVp://programmableweb.com/apishVp://webmashup.com/hVp://code.google.com/apis/gdata/docs/directory.html 22
  29. 29. NARENDRA’SOVERSIMPLIFICATIONS @narendranag
  30. 30. SOCIAL  FOR  B2BNarendra’s  OversimplificaUonEXPERTISE @narendranag
  31. 31. SOCIAL  FOR  B2BNarendra’s  OversimplificaUonEXPERTISE You  know  something  they  don’t @narendranag
  32. 32. SOCIAL  FOR  NON-­‐PROFITSNarendra’s  OversimplificaUonIMPACT @narendranag
  33. 33. SOCIAL  FOR  NON-­‐PROFITSNarendra’s  OversimplificaUonIMPACT People  feel  beVer  about  themselves People  feel  they’ve  made  a  difference @narendranag
  34. 34. @narendranag Gaurav  Mishra’s Narendra  Nag’s Marke&ng  Hall  of  Fame #SocialIndia  Presenta&on
  35. 35.  201111137596673 1.INR  675  every  month. 2.Adjust  upwards  for  inflaUon  every  year. 3.Double  contribuUon  every  10  years. 4.By  the  Ume  I  die,  4000  kids  will  have  benefited. 5.My  Pledge.
  36. 36. Thank  You@narendranag+91  9953692269narendra@2020social.com2020Social  |  2020MSL  |  MSLGROUP

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