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.

1. so . cial
adjective. of, relating to, or occupied with matters
affecting human welfare.
noun. An informal social gathering, as of the
members of a church congregation.
me . di . a
noun. Communication by publication or broadcast.
Oct 2010, by Gaurav Singh

2. Social Media
EVOLUTION
Social Media
BUZZ
Social Media
OPPORTUNITIES

3. A BRIEF HISTORY OF THE POST DIGITAL WORLD
The evolution of the digital ecosystem has brought about a paradigm
shift in how we create, connect and consume.
WEB 1.0
1990-2000
World Wide Web
Web cataloguing
Web based mail
Instant Messaging
Mobile (web)
RSS
Web indexing
Blogs
WEB 2.0
2000-2004
Search
Bubble Bust
Social Networking
Wikipedia
Friendsters
Myspace
HUMAN WEB
2004-2010
Facebook
Youtube
Twitter
Iphone
Location-based
Social networking
It’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. SOCIAL EVOLUTION IN THE POST DIGITAL WORLD
Its 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 when
society adopts new behaviors. - Clay Shirky
EVOULTION
CREATE
Human web has granted individuals a voice to
participate and to create, evolving them from
mere consumers to content producers.
CONNECT
On the connected human web both speed and
the scale has an exponential effect, and it’s
certainly not limited by boarders, gender, age,
class, nationality or race.
CONSUME
Human 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.
SOCIETYTOOLS
126,861,574
as tracked by blogpulse
and more 42,234 new
blogs started in last
24 hours
28800
28800 hours of video is
uploaded on Youtube
everyday. Flickr - More
that 4,000,000,000
pictures on Flickr
19,611,501
articles in Wikipedia
written by 11,821,926
people across the world
4,000,000,000
More that 4,000,000,000
pictures on Flickr
27.3 million
tweets a day Twitter
soon will be touching
10 billion tweets.
400,000,000
active users on Facebook
spending 5 hours and 30
minutes every month.
1billion
videos are served on
YouTube everyday.
90 trillion
emails sent on the
Internet in 2009.
21 trillion
SMS in Asia/Pacific
and Japan in 2010
2000,000,000
more than 2000,000,000
installed base.
6 million people turning Copenhagen
into Hopenhagen
U.S. State Department requested Twitter to delay a
network upgrade To protect the interests of Iranians
using the service to protest the presidential election.
US$39 million donated to “Haiti” through cellphone
text message

5. FACTS ABOUT THE POST DIGITAL WORLD
More than a billion people across the globe, spend an average of 5 hours 30 minutes on social
networking platforms making it a mega media.
EVOULTION
Millions
250
200
150
100
50
0
13-18
152 million 70 million69 million
16 million
56 million
72 million
26 million
10 million
19-29 30-39 40-64 Age group
Digital natives. These
are the people who
developed, connected
and grew with the web.
1990-2010
Digital immigrants.
These are the early
adopters who are
fast becoming part of
the inter-connected
human web and are
pushing the growth
of social media.
Total user base of Facebook + QQzone
+ Cyworld = 492 million
SCB World (China, Korea, India,
Singapore, Hong Kong, South Africa,
Kenya, Nigeria, UAE) = 110,862,640
SCB world
non SCB world
People have already moved. And so have all the customer centric brands.

6. Social Media
EVOLUTION
Social Media
PRACTICES
Social Media
OPPORTUNITIES

7. PRACTICES
INNOVATORS AND EARLY ADOPTERS
As 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 at
Social Media with this approach are delivering high on engagement and conversion metrics.
OBLIVIOUS
Laggards in the adoption
curve, these brands are
completely oblivious to the
power of Social Media.
OBSERVATION
Limited as a listening tool
BROADCAST
Limited use, as distribution
medium auxiliary to
traditional advertising.
PARTICIPATION
Drive participation in
both online and offline
platforms by creating
new content.
COLLABORATION
Create content with others
(individuals and brands)
with an intent to add value
without any direct benefit
to products/services.
Dell ideaStrom
Direct2Dell
Platform integration
Dell Community
My Starbucks idea
Employee ownership
Platform integration
Open forum
AMEX LABS
Pepsi Refresh project
Pepsi City Year
We inspire
Visa Business Network
RELATIONSHIP

8. PRACTICES
My Starbucks idea - Mystarbucks.com is a
community set up to increase communications
between the company and their customers. It
serves two primary functions: to engage community at
large and to review and promote ideas. Customers join
the online community to submit suggestions/comments
and 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 views
BRAVE HEARTS
Brave Hearts are a set of innovator brands that truly push the boundaries of social media by collaborating
with complementary brands and individuals; end result, they are a part of well motivated and self growing
community that deliver positive word of mouth for their product and services.
As the influence and power of Gen Y continues to grow
so will the importance of reaching, understanding and
engaging these influencers. In fact, Ford is reaching out
to young influencers in order to help spread the word
about the new Fiesta with a participatory marketing
campaign entitled “The Fiesta Movement.”
The campaign invited 100 young people selected from
more than 4,000 applications to drive a Ford Fiesta for
six months and report their experiences on various
social media sites. The lucky 100 selected were chosen
based on their “influence” determined by such factors
as blogging experience, number of social network
friends and why they would be a good representative
for 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 and
decided to use the money that they would spend on
“traditional advertising” on a social media project,
Pepsi Refresh Project is about getting the global
community to nominate projects that need funding in
local communities.
Reason for the shift? Moving away from pure broad-
cast approach to conversation and engagement. With
US$ 20 million Pepsi would have got 8 Super Bowl ads
instead Pepsi decided to focus on promoting positive
social change by collaborating with people who have
the 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 at
Social Media with this approach are delivering high on engagement and conversion metrics.
Close to 270 ideas
implemented.

9. PRACTICES
HEROES
Banking and Finance is one of the most highly regulated categories, but few Hero brands have foundare the set of brands
who have found their niche and opened new doors for conversation with their prospective and existing customers.
Visa Business Network, an application built on
Facebook to help companies network and drive new
business. The application allows small business owners
to use social networking techniques to find and connect
with peers and potential advisers from millions of
colleagues already using Facebook.
Further to support Small Businesses Visa partnered
Google to provide range of business software,
including Google’s answer to Microsoft Office. The
network also features editorial content targeted at
small-business owners, such as podcasts supplied by
The Wall Street Journal.
Wells Fargo was the first U.S. bank to launch a
corporate blog, in March 2006, and the company has
since gone on to expand its use of social media to
include such innovations as an online role-playing
game called Stagecoach Island to make financial
education fun for high school and college-age students.
Players can give feedback on new features, chat with
other players, share pictures of their avatar, and set up
real-time events like birthday parties and ski races.
Hundreds of Wells Fargo employees are now using
blogs to brainstorm with one another and interact with
customers. The company’s blogs have become the
most-read non-banking pages on Wells Fargo’s site.
A few groups within the company have even started
experimenting with video blogs. Further, the EVP of the
bank’s Internet services group holds weekly meetings
for team members to discuss new ideas submitted to a
company wiki.
Wells Fargo now claims a variety of banking-industry
social 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 a
corporate blog, in March 2006, and the company has
since gone on to expand its use of social media to
include such innovations as an online role-playing
game called Stagecoach Island to make financial
education fun for high school and college-age students.
Players can give feedback on new features, chat with
other players, share pictures of their avatar, and set up
real-time events like birthday parties and ski races.
Hundreds of Wells Fargo employees are now using
blogs to brainstorm with one another and interact with
customers. The company’s blogs have become the
most-read non-banking pages on Wells Fargo’s site.
A few groups within the company have even started
experimenting with video blogs. Further, the EVP of the
bank’s Internet services group holds weekly meetings
for team members to discuss new ideas submitted to a
company wiki.
Wells Fargo now claims a variety of banking-industry
social 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 their
own communities instead of being a part of their consumers social media ecosystem.

10. PRACTICES
STANDARD CHARTERED BANK SOCIAL MEDIA REACH.
Empowered by social media tools people are talking, tagging and sharing content and
information 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 and
added value by participating and collaborating with prospects and customers and not just limiting our activities in social media
platforms to listening and as broadcasting.
UAE Facebook page is the only
official country representation on
Facebook, with more than 6500
fans the page was the center
piece during the latest
promotional campaign and
its use as customer feedback tool.
Anti- HIV is the only CSR initiative
presence in the social space to
help spread knowledge faster
than HIV itself!
With more than 7000 fans the
campaign is driving its crusade to
empower 1,000,000 with knowl-
edge and make HIV history.
OFFICIAL PRESENCE ON SOCIAL MEDIA
USER GENERATED INFORMATION/ CONTENT
2 company profiles United Kingdom
and Pakistan. UK office currently
posted an opening.
11,839 results mostly tagged
for Marathon
59,300 tagged as Standard
Chartered Marathon and
another 184,000 tagged as
stan chart Marathon.
70 pages branded as Standard
Chartered Marathon with more
than 18000 people sharing pictures
and their experience, some people
even forming team to prepare for
upcoming race.
More than 983 videos tagged
as Standard Chartered Bank,
SCB Television commercials,
news clips and some user
generated videos.
Buzz in the blogosphere peaked on 14 of
Dec 2009 after the bank played down the
effect of the current financial problems
in Dubai and analysts forecasted a profit
rise of 6% to $5.1bn.

11. PRACTICES
BUZZ TRENDING.
Not just listening and monitoring the conversation, but keeping a tab on key influencers, segmenting the markets
and 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 about
our brands, its imperative to keep a real close watch and respond immediately as and when it’s required.
What people said about Standard
Chartered Bank in the last 4 weeks.
THE GREAT WALL: Speculation
Increases that China May Revalue
the ...
brianbarrons.typepad.com
“This is a real recovery (of exports
and imports), with China’s import
recovery being V-shaped and
export recovery U-shaped,”
Bank Permata Gets IDR700 Billion Fresh
Funds From Standard ...
gubmintcheese.com
Bank Permata Gets IDR700 Billion Fresh
Funds From Standard Chartered....
Risk Management in Standard Chartered Bank
(Hong Kong) Limited
ivythesis.typepad.com
Based on personal experience, the Standard Chartered
Bank (Hong Kong) Limited Bank of Hong Kong offers
quality professional service to its customers.
My Very First Blog: Random Notes 7
foongpc.blogspot.com
I received this from Standard
Chartered Bank early last month.
Live monitoring both for English and double byte languages,
segmenting geographies and media to understand the
pressure points and take quick action.

12. Social Media
EVOLUTION
Social Media
BUZZ
Social Media
OPPORTUNITIES

13. OPPORTUNITIES
INTERNAL OPPORTUNITIES • CLIENTS & CUSTOMERS • SOCIAL SUSTAINABILITY
We can reach out to 10s of millions of people across the globe just by enabling and
empowering our 77,000 employees with appropriate tools, information and content.
Best practice
The US-based consumer electronics
retailer took its reputation for in-store
service to the next level with the
launch of Twelpforce – an army of
2100 Best Buy employees authorised
to answer consumer questions via
Twitter. Queries are submitted using
the #twelpforce hashtag. The tool
took 13,000 queries in the first two
months, and at a time when
consumer spending in the US is down
by 1.9%, the company made a net
profit of $158m in 3Q09 on revenues
of $11 billion (up from $9.8 billion
year-on-year). Best Buy even
specifies a minimum of 250 Twitter
followers for job applicants.
Employment opportunities
A brief description about the job profile with the
contact details of the key personal, employees can
then share it via their personal social network.
Reports, research and analysis
A repository of reports and analysis that’s available
to employees so they can share the content within
their personal social network, thereby driving banks
thought leadership.
Case studies and learning’s
Repository of case studies and learning so that em-
ployees can collaborate, more like a ‘Knowledge
Center’ for both Standard Chartered case studies
and best practices from across categories.
Linkedin Alumni forum
Leverage the power of past and current employees
to attract new talent.
At the core of it ‘Standard Chartered Wiki’. A wiki platform for collaboration and participation,
where topics will range from:

14. OPPORTUNITIES
INTERNAL OPPORTUNITIES • CLIENTS & CUSTOMERS • SOCIAL SUSTAINABILITY
As the power users shift to web for services and utilities, Standard Chartered can take the Brave Heart role by innovating the web based
Customer Service and support completely based on social media platform; offering product and services as part of their network.
Web based Service Support
Using twitter as the support channel to acknowledge issues and feedback
from customers and clients thereby reducing the load and cost of branch
and call center.
Customer-Sourced product development
Crowdsourcing 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 first
e-commerce sites it earns a million dollars a day by just understanding
the power of the Web from a static to interactive tool. This enable
direct 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 been
implemented into product and business innovations.

15. OPPORTUNITIES
INTERNAL OPPORTUNITIES • CLIENTS & CUSTOMERS • SOCIAL SUSTAINABILITY
Case study
Starbucks has successfully created an experience around the
consumption of coffee, an experience that people could weave
into the fabric of their everyday lives, Starbucks leverage Social
media platform to showcase its commitment towards its
mission – “Develop enthusiastically satisfied customers all of
the time”.
With one of the biggest (more than 6 million) Facebook fan base
and over 800,000 followers on twitter, Starbucks engage its
customers though it sustainability projects such as Fair Trade, Shade
Grown, 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 Social
Responsibility projects reflect it. To amplify its effectiveness its time
to add Social in our CSR projects and give a permanent platform
to all our CSR initiative on the social media networks such as
Facebook and Twitter, where our employees, customers, clients
and media can collaborate and participate to drive sustainability
message across the globe.
Social media for social good!

16. OUR GUIDING PRINCIPLES
Every day, people discuss, debate and embrace our brand in thousands of online conversations. We recognize the vital importance
of 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 should
be regarded as the basic tenets to help us navigate in this new marketing and communication platform.
GUIDING PRINCIPLES
Transparency
Protection
Respect
Responsibility
Bloggers paid to advertise our products and or services
MUST inform their readers of their association with our brand.
Track their involvement and participation throughout the
campaign.
Personally Identifiable Information (PII) collected must be
safe guarded in accordance to Privacy Policies, Laws and IT
policies.
Copyrights, trademarks, rights of publicity and third party
rights in the online social media space, including with regard
to user-generated content (UGC) to be respected.
Listen to the online community. Comply with applicable
regulations to ensure that these Online Social Media Principles
remain current.
MORE OF
Controlling conversations viaPosts by “fake” users. Deleting
posts and comments.
Materials with consumers’ private information must not be
handled 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 or
spyware.
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 OF
OPPORTUNITIES

17. Social Media
EVOLUTION
Social Media
BUZZ
Social Media
OPPORTUNITIES
SOCIAL MEDIA FOR SOCIAL GOOD