Future of Social Media in India


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My thoughts on the future of social media in India, first presented at Adtech India April 2011. This presentation explores how India will change, what impact it will have on social media and what opportunities both brands & people can expect through social media

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  • How is india goin to change, what role will social media play, opportunities ahead.
  • This advantage is going to last us all the way till 2050. This is not just a demographic advantage but its something that will transform our culture, economy & our future radically.
  • Born with technology and comfortable around it Greater understanding of concepts Easier to adapt to tech’s blistering pace
  • If there is optimism in India today, there will be supreme self confidence tomorrow. Now that we’ve tasted it, nothing short of global fame & achievement will do. This attitude is as we’ve seen in the past, is going to have a big impact on the way we choose
  • Growing up with technology means it is part of life & culture. And this is changing culture itself. Texting has already affected language. Facebook status updates define your attitude & send out signals to (mainly the opposite sex) , teens often photoshop their profile pictures. Dating begins on facebook on pages like MTV Roadies. While all this may sound bad, the flipside is that this generation will end up becoming smarter consumers, more expressive people, and unafraid to be involved in nation building & social issues, and the trend of ‘indianising the world’ will continue to grow
  • Richard Florida – a social scientist talks about a new socioeconomic class called the ‘Creative Class’ and it is my belief that they will drive economic development through creativity & innovation. Digital natives are highly individualistic and passionate about their interests. They multi task and believe in doing as much as they can and having as many different experiences as possible in one life. With the opportunities available to them, its easy enough to explore. With almost 10 new startups every month, Indian IT is in its 4th wave with tech –entrepreneurship becoming the next big growth area
  • With the ambition of trying to be a superpower and getting global respect, comes also the stress & pressure of keeping up with the joneses. We’re topping the world in unenvious ways already – obesity, teen suicides, hypertension, smoking related deaths. From whatever we’ve seen with other developed countries, its only going to get worse if we let it.
  • Earlier for fun and tomorrow - Useful to our daily lives
  • ANTENGO – example – craigslist + twitter + foursquareA few years back, nobody knew what an App was. Now, it’s a buzzword. In the new mobile India where smartphones will dominate over desktop computing apps will become necessities in order to both cope with lifestyle challenges like health issues, multitasking, & constantly consume entertainment. However in the future we will also see deeper social media integration with mobile applications built for an Indian consumer. Imagine an app for mom that lists top Indian recipes (or ‘Indianised’ ) from famous cooks and integrates facebook recommendations from her friends along with tips & ideas while also suggesting which recipe she should try next based on her history (All possible now that the facebook LIKE button has gone mobile)
  • People first check in on the internet is usually the social network (it used to be search, then news or portals and now its facebook). So there’s an opportunity to deliver useful information & services within the network – Facebook has already begun building relationships with journalists to help them reach users, brands like Starhub are using facebook features like Questions to build a Customer Service Window inside the network,
  • Engagement opportunity Number of people who create content online is usually always smaller than those who consume and share it However, more success with co-created content than build from the ground up kind of ‘tasks’ Because its simpler for people to do their natural thing & the delight is more
  • Keanu meme – co-creating on top of simple content like photos, or videos like the Friday parodies.
  • In an India that’s more inspired to create than ever before, motivations for brand participation will widen to include more than just ‘what am I winning’ . Often people readily participate with relevant brands to discover new insight, build new products and even simply to be part of something inspiring
  • We’re already spending our maximum time inside social networks – facebook or youtube or our personalblogs. India’s next consumer will experience facebook as a proxy web and will expect to get every aspect of the internet within the network. Search will be one of the experiences redefined by the social network
  • When you’re inside facebook its already throwing up friend suggestions, so content suggestions couldn’t be too far away especially because facebook knows your interests, where you work or study and what you’ve been ‘liking’ the most. So tomorrow we could perhaps expect to see links to articles, news about things we like, education resources and more on our facebook page and maybe ‘What to follow’ on twitter instead of ‘Who’. Even Google’s +1 button is a step in this direction.
  • A large group of aspirers will emerge as India's middle class expands . In this scenario social media innovations like group buying will play an important role of giving people access to a different lifestyle
  • Deals are simple enough to work even on non –internet phones through simple social media tools like SMS and the more local the deal the greater the reach, which will be critical for India. Imagine a deal that you receive as an SMS for a discounted meal for the family at the new restaurant in your area which you subscribe to by blocking that amount from your cellphone bill. You send the sms to your friends, they subscribe and when the deal tips you receive an mCoupon for the deal.
  • As group buying & ecommerce takes off, related services such as Social Shopping will emerge. Right Cliq from visa helps people collect things from across the web and not just within one website or social network. Especially amongst teens who are constantly dependant on their groups to guide their decisions
  • Ignighter –a group dating site in Manhattan found surprising success in India. Cultural issues around dating made Indians feel safer about dating in groups and now the site boasts almosts 2 millions users growing at over 7000 users a day.
  • First there were blogs, then came microblogging & facebook and tomorrow more Indians will express themselves through video. While video viewing in India has just taken off, uploading of original content still needs a strong incentive. However with innovations such as Shemaroo Entertainment’s Video Call based upload to youtube service, and youtube’s own Video editing product, this could change in the next few years.
  • To familiariseindians with the idea of video for personal publishing and of course to grow the brand here in India, youtube has literally ‘shown the way’ with MyYoutube – a series of video diaries featuring small & big time celebrities in their daily lives
  • Once we’re comfortable with the uploading, indians will find innovative ways to use youtube – for exampleDeveshMishra - pictured here is a taxi driver in Varanasi who’s Youtube video has a modest 37k hits but enough to get him noticed by foreign travelers planning a trip to India.
  • I’m not talking about facebook candlelight vigils here, but more on the lines of campaigns like the tweet for haiti campaign that resulted in actual real –world impact. Social media tools are already powerful enough to cause revolutions, but in the next few years indians will learn to USE them effectively for social change & nation building.
  • As income levels rise, we’re slowly starting to give more to those less fortunate. But there are others who are leveraging this trend in interesting new ways that costs them nothing. Chandni Parekh - for example connects those in need of funds / things with those who have/ want to give through her twitter account.
  • Brands like Jaago Re! have consistently leveraged social media in simple ways to create real world impact. In this campaign created by WebChutney, we invited people to create posters & video ads for ‘volunteering opportunities’ and linked wins directly to the number of actual volunteers that the users campaign could bring in simply by emailing their friends for support or sharing their ads on facebook. By creating actual impact, the brand actually DID something. And that’s important because people now expect brands to do more than preach about social causes.
  • One of the biggest advantages of social media like facebook & youtube is their ability to port out of the network and take the social experience across any digital media. In the future with increased mobility and the desire to take your social connections everywhere you go, all media will become social in some way
  • RFID, QR Codes will help to easily bring social media into non digital media like live events, print without major technological changes to the medium. The Nokia India Fest ( largest college festival) gave every participant a wristband with an RFID microchip, containing their facebook credentials. All the kids had to do was swipe their hand at strategically placed RFID boxes to ‘LIKE’ a particular feature of the event.
  • With the Samsung Smart Tv, we’re seeing the first generation of TVs with youtube, apps etc. With innovations like stickybits & microsoft tag readers on windows 7 nokia phones, we will see the start of social media becoming part of packaging & the opportunity to integrate useful product info such as friend reviews & recommendations, detailed label information, recipes etc.
  • LBS is widely recognized as a big growth area for india & with the integration of social tools , the experience becomes even richer & more relevant
  • Foursquare’s relatively slow growth in India is most likely due to the lack of real –world rewards tied closely to badges. Location services that provide useful content & experiences rather than just entertainment are the ones most likely to achieve long term growth. MasterCard’s Priceless picks is an example of how brands can leverage LBS to provide ‘curated’ content + use generated content while rewarding them with deals & enabling them to share picks they like
  • Listings, reviews, places of interest are all important to Indians while travelling abroad
  • Who knew twitter would become a talent pool for amatuer Indian comedians? Or that youtube’s most viralled videos would include cats doing funny things?. In the next decade, the most exciting thing that’s going to happen in this space is that India will be ready to explore, create and remake social media itself.
  • Future of Social Media in India

    2. 2. <ul><li>The new Indian consumer
    3. 3. Social media’s role & opportunities </li></ul>Economic times<br />
    4. 4. India is the <br />youngest country in the world<br />& in the next 10 years <br />25% of the world’s workforce will be Indian.<br />Economic times<br />
    5. 5. Meet India’s <br />digital natives<br />
    6. 6. FROM “I CAN”<br />TO “I WILL”<br />
    7. 7. Technology:<br />Creating a new Indian culture.<br />India today ‘Secret life of Indian teens’ ,feb 2011 issue <br />
    8. 8. Rise of the creative class<br />& the ideas economy.<br />
    9. 9. From life struggle to lifestyle challenges.<br />
    10. 10. “<br />The changing consumer will change the role that social media plays in his/her life - here’s what social media could be like in the future & the opportunities it will present to people & brands<br />”<br />
    11. 11. #1:<br />SOCIAL MEDIA WILL BE USEFUL + FUN & NOT JUST FUN.<br />www.nataliedee.com/ <br />
    12. 12. Do MORE, Do BETTER BY BEING MORE SOCIAL.<br />
    13. 13. Get an education or solve a problem without ever leaving the network.<br />
    14. 14. #2<br />UGC to Co-creation<br />
    15. 15. CO-CREATE FOR FUN.<br />
    16. 16. Co-Create to better something,<br />make a difference…<br />…or simply to be part of <br />something inspiring.<br />
    17. 17. #3:<br />Content discovery will be smarter, more relevant & peer–recommended<br />
    18. 18. ‘What to follow’ instead of who to follow, things you ‘could like’ instead of things you like<br />
    19. 19. #4:<br />Power to the<br />group<br />
    20. 20. Gather your group through your phone, buy hyperlocal<br />
    21. 21. Even before you buy, make shopping decisions with your friends <br />
    23. 23. #5:<br />Video will become the next big thing in self expression as viewership will continue to grow <br />
    24. 24. YOUTUBE FOR PERSONAL PUBLISHING.<br />Mckinsey<br />
    25. 25. Video ADS FOR SMALL BUSINESS<br />Mckinsey<br />
    26. 26. #6:<br />Social media will enable real world social change<br />Mckinsey<br />
    27. 27. Micro measures that cost (you) nothing <br />
    28. 28. Brands actualizing change in partnership with consumers <br />
    29. 29. #7:<br />Social media tools will augment other media<br />Mckinsey<br />
    30. 30. Simple ways to <br />make anything social, even live events<br />
    31. 31. Making packaging more social.<br />
    32. 32. #8:<br />Social media will improve real-life, location based experiences<br />
    33. 33. Curated<br />Content + deals<br />
    34. 34. Location services will help indians stay connected to india, anywhere<br />
    35. 35. & of course, there will be some unintended consequences...<br />
    36. 36. Social media will be useful + fun<br />Co-creation in groups<br />Smarter content discovery <br />Groups will become more powerful <br />Video: next big thing for self-expression<br />Social media for real world change<br />Other media will go social <br />Social tools will improve real life, location based experience <br />
    37. 37. Thank you<br />Meghana Bhat<br />Associate Creative Director<br />meghana.bhat@webchutney.net<br />meghana.bhat@gmail.com<br />