This document discusses how social technologies are changing media, business, society and individuals. It begins by outlining five questions about how social technologies are impacting these areas. It then provides examples of various social platforms and how they define the relationship between users and the social object. The document discusses how social technologies are giving people more real and persistent online identities and blurring the lines between online and offline relationships. It also explores how social technologies are enabling new models of social change, participatory news and changing traditional media organizations. Finally, it outlines how social technologies are reshaping marketing, advocacy and customer service in business.
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2020 Social Introduction To Social Media In India
1. Introduction to
Social Media in India
2020 Social: Because Business is Social
gaurav@2020social.com dave@2020social.com
@gauravonomics @evansdave
gautam@2020social.com kaushal@2020social.com
@gautamghosh @ksarda
13. World Map of Social Media
Source: http://globalwebindex.net
14. World Map of Social Networks
Source: http://vincos.it/world-map-of-social-
networks/
15. Social Platforms in India
40
34.2
35
30
24.4
25
19.6
20
15.5
15
10.9 10.3
10 8.5
5 2.9 2.2 1.7 1.3
0
Orkut
Yahoo
GMail
Google
YouTube
Flickr
Blogger
LinkedIn
Wordpress
Twitter
Facebook
Source: Monthly unique users in millions from http://www.vizisense.com
16. All successful social
platforms have clearly
defined their users’ If most users can’t
relationship with the decode what the social
social object. platform does at first
glance, it is likely to be
unsuccessful.
Social Platform: Users
{Relationship} Social Object
Source: Jyri Engestrom
17. Facebook
World’s leading
social networking
platform.
400 million users
worldwide.
12.4 million users
in India.
Users {connect and
share with}
people.
Source: http://facebook.com
18. LinkedIn
Popular
professional
networking
platform.
60 million users
worldwide.
2.5 million users in
India.
Users {exchange}
information, ideas
and opportunities.
Source: http://linkedin.com
19. Twitter
Popular micro-
sharing platform.
Likes to call itself
“real-time
information
network”.
75 million users
worldwide.
1.8 million users in
India.
Users {share and
discover} what’s
happening right
now.
http://twitter.com
20. Google Buzz
Google’s own
social network
integrated with
GMail.
Users {start}
conversations
about the things
you find
interesting.
Source: http://www.google.com/buzz
21. Flickr
Popular photo-
sharing platform.
Users {share}
photos and {watch}
the world.
Source: http://flickr.com
26. Dopplr
Popular travel
sharing platform.
Users {share} your
personal and
business travel
plans with people
you trust.
Source: http://dopplr.com
27. Wikipedia
Popular wiki
platform.
Users {edit} free
encyclopedia.
Source: http://wikipedia.com
28. Ning
Popular white label
social networking
platform.
Users {create} your
own social
network.
Source: http://ning.com
29. Focus on People vs. Content
Most social platforms are
including rich user
profiles, to shift the Instead, content-centric
focus towards people. platforms should build
deep integration with
people-centric platforms.
Focus on Focus on
Content People
31. Real and Persistent Identities
As more websites
support log-ins
using Facebook,
Twitter or Google
IDs, our online
identities are
becoming more
real and
persistent.
More than 60
million Facebook
users engage with
Facebook Connect
on 80,000 external
websites every
month.
Source:
http://developers.facebook.com/connect.php
32. The Online-Offline Continuum
As we stay with
offline contacts on
online social
networks and meet
our online ‘friends’
at offline meetups,
our online and
offline
relationships are
merging.
Source: http://twitvite.com
33. Social Proof: Friends of Friends
As more of our
lives move online,
we are searching
for social proof
before making new
friends, and
seeking out friends
of friends.
Source: http://thread.com
34. From Consumers to Creators
As we create and
share more photos,
videos and blog
posts on social
platforms, we are
beginning to think
of ourselves as
authors,
photographers and
filmmakers, all
rolled into one.
Source: http://therengen.com
36. Disruptive Social Change Models
1. Micro-lending 4. Standalone
and micro- viral collective
philanthropy action
platforms campaigns
5. Participatory
2. Volunteer Disruptive Social governance
marketplaces Change Models platforms
3. Collective
action and 6. Transparency
advocacy initiatives
platforms
37. Social platforms for
social change are built
around our need to Small public acts of
gain social capital. good add up to big
change by creating
positive viral loops.
Public micro-actions
related to BIG social objects
lead to social capital
and positive viral loops.
38. Facebook Causes
Facebook’s own
application to help
non-profits
promote their
causes and raise
awareness and
donations.
Source: http://apps.facebook.com/causes
39. Kiva
Micro-lending
platform to
connect lenders
with small
entrepreneurs.
Source: http://kiva.org
40. NGO Post
Indian social voting
platform for news
related to social
welfare issues and
organizations.
Source: http://ngopost.org
41. The Pink Chaddi Campaign
Online campaign
mobilized its 50000
Facebook fans to
send more than
2000 pink panties
as Valentine’s Day
gift to Indian right
wing Hindu
nationalist party
Sri Ram Sena.
Source:
http://thepinkchaddicampaign.blogspot.com
42. Blank Noise Project
Long-running
Indian feminist
community
working towards
reclaiming public
spaces for women.
Source: http://blanknoise.org
43. Brerakthrough Bell Bajao
Social media
driven campaign to
encourage men
and to raise their
voice against
domestic violence
by “ringing the
bell”.
Source: http://bellbajao.org/
44. Bloggers for Advani
Bloggers for Advani
Google Group.
Part of the support
eco-system for
Advani’s PM
campaign, along
with Friends of
BJP.
Disclosure: Gaurav
gave the idea for
Bloggers for
Advani.
Source:
http://groups.google.com/group/bloggers4advan
i?pli=1
45. Shashi Tharoor on Twitter
External Affairs
minister Shashi
Tharoor uses
Twitter to engage
with his supporters
and detractors and
set an agenda for
public debate.
Source: http://twitter.com/shashitharoor
46. Tata Tea Jaago Re
From “waking up”
to “civic
consciousness”
More than 600,000
registrations
Catalyzed an
entire ecosystem
of citizen action
initiatives
Source: http://jaagore.com
47. iJanaagraha Citizen Community
Location based
citizen action
community
platform.
Disclosure: Gaurav
is a member of
Janaagraha’s
technology
advisory board.
Source: http://ijanaagraha.org
49. Participatory news models
are changing how news is and forcing traditional
created and consumed… media organizations to
experiment with their
own participatory models.
In the new media landscape,
all of us are audience,
journalist, editor and source,
all at once.
51. Creative Commons Licenses
The Creative
Commons licenses
enable people to
easily change their
copyright terms
from the default of
“all rights
reserved” to
“some rights
reserved.”
Source: http://creativecommons.org/about/licenses
52. The Digital News Lifecycle
Context Analysis
News Story
Conversation
REACH/
DEPTH Blog Post
Personalization
SMS Alert
TIME
54. Global Voices
Volunteer-driven
citizen news
aggregator.
Disclosure: Gaurav
is a contributor.
Source: http://globalvoicesonline.org/
55. Ushahidi
Crisis reporting
platform built on
SMS-map mashup.
Disclosure: Gaurav
worked with
Ushahidi on Vote
Report India.
Source: http://ushahidi.com
56. SEA-EAT Blog and Wiki
Volunteer citizen
journalism
initiative that
became a key
source of
information and
coordination
during the
tsunami.
Source: http://tsunamihelp.blogspot.com/
57. 26/11 Mumbai Terror Attack
Use of Twitter,
Flickr and blogs for
citizen journalism
during the Mumbai
terrorist attack.
Source:
http://flickr.com/photos/gauravonomics/sets/72
157610357499942/
58. Vote Report India
Citizen-driven
election
monitoring
platform built on
SMS-Google Maps
mashup Ushahidi.
Disclosure: Gaurav
is a co-founder.
Source: http://votereport.in
59. News & Media Organizations
1. Expert
4. Citizen
blogs with Traditional journalism
comments News & Media
Organizations
2. Campaigns Newspapers 5. Social news
and contests Magazines
TV channels
Movie Studios
6. Communities
3. Profiles and
of interest/
personalization
practice
60. CNN iReport
Citizen journalism
platform with
more than 400,000
reports
Source: http://ireport.com
61. Al Jazeera War on Gaza
Citizen journalism
platform built on
Ushahidi crisis
reporting platform.
Source: http://labs.aljazeera.net/warongaza
62. NYT TimesPeople
Social networking
platform for
readers to share
favorite NYT
stories.
Source: http://timespeople.nytimes.com
63. BusinessWeek Business Exchange
LinkedIn-driven
professional
networking
platform for
BusinessWeek
readers.
Source: http://bx.businessweek.com
65. TOI’s Lead India
TOI’s campaign to
engage Indian
youth in the 2009
Lok Sabha
elections.
Source: http://lead.timesofindia.com/
66. Talk to HT
Talk to HT is the
Hindustan Times
initiative to
crowdsource ideas
and feedback from
readers on
columns, editorials
and news.
Source: http://talktoht.com
67. NDTV Social
Community for
NDTV viewers to
follow programs
and personalities.
Source: http://social.ndtv.com
69. Social Business Trends
1. Cause-based 4. Standalone
marketing anti-brand
platforms campaigns
2. Watchdog and 5. Sustainable
transparency Social Business consumption
platforms Trends communities
6. Consumer-
3. Anti-brand
driven service
communities
platforms
70. Business-to-Business
1. Targeted
4. Partner
communities of
Business-to- communities
practice
Business
2. Customer-
IT hardware & 5. Corporate and
driven support
software employee blogs
communities
Office
equipment
Business
3. Ideation and solutions 6. Social media
research Business contests
communities consulting
71. Infosys Blogs
Infosys employees
post on topics
relevant to their
areas of expertise.
Source: http://infosysblogs.com
72. Dell Take Your Own Path
Community where
users shared
inspiring stories of
entrepreneurship.
Driven by the Dell
SME team.
Now replicated
internationally.
Disclosure: Dell is
a 20:20 Media and
2020 Social client.
Source: http://takeyourownpath.in
73. Tata NEN Hottest Startups
India’s first
“people’s choice
entrepreneurship
contest” got 558
entries.
Source: http://hotteststartups.in
74. NASSCOM Emerge
Community for
emerging IT
companies hosted
by NASSCOM.
Disclosure: Gaurav
has done
workshops and
talks for NASSCOM.
Source: http://communities.nasscom.in/
75. Business-to-Consumer
4. Social
1. Targeted
marketplaces
communities of
Business-to- with reviews and
interest
Consumer ratings
2. Customer-
FMCG 5. Social media
driven support
Consumer contests
communities
durables
Fashion and
3. Ideation and lifestyle 6. Group-blog
research Mobile based advocacy
communities Retail programs
76. Xeta Shootout Contest
Consumer
generated content
contest (shoot your
own Xeta ad film)
to reinforce Xeta’s
young and fun
positioning.
Disclosure: Gaurav
was Brand Head,
Indica.
Source: http://thexetashootout.com
77. MTV Hero Honda Roadies
Several high-
involvement, but
disconnected,
contests and
official groups on
social platforms.
Source: http://mtvindia.com/roadies/index.php
78. Cedia Great Driving Challenge
Online talent hunt
where three
couples were
selected for a road
trip of their choice
in a Mitsubishi
Cedia.
The winner got Rs.
1 million.
Source: http://greatdrivingchallenge.com
79. Aircel Save Our Tigers
Campaign to
promote awareness
about tiger
conservation.
200k+ fans on
Facebook.
Disclosure: Aircel is
a 20:20 Media
client.
Source: http://saveourtigers.com
80. Aircel Voice Message App
Voicemail
application on
Facebook that
allows users to put
up voice messages
rather than plain
text messages.
Disclosure: Aircel is
a 20:20 Media
client.
http://apps.facebook.com/aircelvoicemessage
81. Virgin VTurk campaign
Virgin’s VTurk
campaign recruits
teens to become
Virgin
representative in
their college, in
return for Virgin
Mobile branded
merchandise.
http://virginmobile.in/vturk/vturk_what.html
82. Tata DOCOMO Create
Series of consumer
generated content
contests under the
Create umbrella.
Source: http://create.tatadocomo.com
83. Vodafone Zoozoo
Consumer
generated content
contest where
users watch
snippets of
unreleased Zoozoo
television
commercials and
create their own
Zoozoo stories.
http://microsite.vodafone.in/vodafone/zoozoo/def
ault.aspx
84. Idea Cellular My Idea
Pre-election
campaign in 2009,
to ask users for
their ideas to
change India via
SMS.
http://myideas.co.in
85. Intel Connected Indians
Intel seeks to
connect citizens,
industry and civil
society for
internet-based
advocacy
Source: https://www.connectedindians.com/
86. Sunsilk Gang of Girls
Community for
young girls to
connect with each
other and discuss
fashion and
grooming.
Source: http://sunsilkgangofgirls.com
87. Whisper Being Girl
P&G’s response to
Sunsilk Gang of Girls.
Community for young
girls to talk about
grooming and
growing up issues.
Source: http://beinggirl.co.in
88. Pepsi Youngistaan
Series of high-
engagement, but
disconnected
contests under the
Youngistaan
umbrella.
Disclosure: PepsiCo
India is a 2020
Social client.
Source: http://youngistaan.com
90. RCB Cricket Fan Club
Fan club for Royal
Challengers
Bangalore cricket
club with almost
50,000 members.
Disclosure: RCB is
a 2020 Social
client.
Source: http://royalchallengers.com
92. Brands are joining existing
social platforms and even
building their own focused In either case, brands
social platforms. should be clear about the
social object and their
users’ relationship with it.
Brands on Social Platforms
vs.
Brands’ Own Social Platforms
93. How to Scale Passion?
Our approach is to build a
focused community
around a lifestyle, Then, scale it by
interest or cause. leveraging existing social
platforms like Facebook,
Twitter and YouTube.
Step 1: Identify Passion Step 2: Ignite Passion Step 3: Scale Passion
Select a BIG lifestyle, Build a focused community Build scale by leveraging
interest, or cause. around it. existing social platforms.
94. Decoding Social
Social
You can look at
networking
social technologies
Blogging By Tool through many
Microblogging
lenses.
Photo-sharing
Video-sharing
Consumer Product design
generated Sales and
By Core Decoding By marketing
content Dynamic Social Function
Conversations Customer
Collaboration support
Community Public relations
Collective Partner relations
Business-to- Employee
intelligence By Type of Business relations
Organiza- Business-to-
tion Consumer
We like to focus on
the core dynamic. Government
Non-profit
95. Five Core Social Dynamics
Invisible
Collective Intelligence
Community
Collaboration
Conversation
Consumer Generated Content
Visible
Easy Difficult
96. Five Reasons Why
Business is Social
!
Consumer Conversation Collaboration Community Collective
Generated Intelligence
Content
97. Consumer Generated Content
Your consumers are
authors, photographers
and filmmakers, all Tap into their
rolled into one. creativity. Ask them to
interpret your brand.
Have you
seen this
I love my movie? My
new car! mobile
phone
sucks!
98. Dell Go Green
Dell Go Green is a
consumer
generated content
contest where
consumers submit
ideas to redesign,
reuse of recycle
gadgets to make
them go green.
Disclosure: Dell is
a 20:20 Media and
2020 Social client.
Source: http://dellgogreen.com
100. Dell Small Business on Facebook
Dell’s Small
Business Facebook
page, structured as
a resource for
small businesses to
use social media,
has more than
37,000 fans.
Disclosure: Dell is
a 20:20 Media and
2020 Social client.
Source: http://www.facebook.com/dellsocialmedia
101. Dell Outlet on Twitter
Dell uses Twitter as
a channel to sell
refurbished
computers to
corporate purchase
managers.
@delloutlet has 1.5
million followers
and has resulted in
sales of more than
$6 million.
Disclosure: Dell is
a 20:20 Media and
2020 Social client.
Source: http://twitter.com/delloutlet
102. Collaboration
People work together
in flow when they
connect with each Create rich profiles
other as people. and reputation systems
to encourage people to
help each other.
How do I
fix this Let me tell
problem? you how!
103. Dell Support Community
User driven
support community
to increase
customer
satisfaction and
drive down support
costs.
Disclosure: Dell is
a 20:20 Media and
2020 Social client.
Source: http://en.community.dell.com
104. Community
Communities come
together around a
shared social object: a Build and nurture a
lifestyle, cause or community platform to
passion. host your customers,
partners, employees,
and evangelists.
I love
road
I love trips! I love my
travel! car!
105. Dell Digital Nomad
Community built
around the idea of
being a digital
nomad.
Targeted at highly
mobile laptop
users.
Disclosure: Dell is
a 20:20 Media and
2020 Social client.
Source: http://www.digitalnomads.com/
106. Dell Take Your Own Path
Community where
users shared
inspiring stories of
entrepreneurship.
Driven by the Dell
SME team.
Now replicated
internationally.
Disclosure: Dell is
a 20:20 Media and
2020 Social client.
Source: http://takeyourownpath.com
107. Collective Intelligence
Customers, employees
and partners can give Observe their behavior,
you new ideas and ask for their ideas,
insights. recognize and reward
them for their
contribution.
Here’s
!
Here’s how we
It worked!
an can make
Thank you!
idea! it better!
108. Dell Ideastorm
User driven
ideation
community to
listen to
customer’s ideas
on product
improvement and
new product
development.
Disclosure: Dell is
a 20:20 Media and
2020 Social client.
Source: http://ideastorm.com/
109. Dell Employee Storm
Internal ideation
platform to enable
Dell’s worldwide
community of
more than 80,000
employees to post
and discuss ideas
on topics ranging
from product
innovation to
company HR
policies.
Disclosure: Dell is
a 20:20 Media and
2020 Social client.
Source:
http://thesocialworkplace.com/featured/1558/
111. Internet Access is Shared
Internet access in
India is shared by
default: at school
or college, at
office, or at a
cyber café.
112. Mobile is Personal and Ubiquitous
More than half a
billion mobile
users, with 100
million on SMS and
25 million on
mobile web.
Source:http://flickr.com/photos/vm2827/315015774
6/
113. Mobile 2.0 in India
Phone-
Text Mobile specific
messaging website apps
Upload Geo-
photo/ location
video via services
email
114. SMS GupShup
SMS-based group-
messaging
platform with 25
million users.
Source: http://smsgupshup.com
115. BabaJob
SMS-based
professional
networking
platform for
household help.
Source: http://babajob.com
129. Who Are We
Strategy & Strategy &
Marketing Marketing
Gaurav Mishra Dave Evans
CEO Consulting Director
IIMB, Tata Group, Yahoo! Author of ‘Social Media
Fellow at Georgetown Marketing: An Hour a Day’
Organizational Enterprise
Development Collaboration
Gautam Ghosh Kaushal Sarda
Consultant Consultant
XLRI, Deloitte, HP, Dell Capgemini CRM, Uhuroo
Founder
130. What We Do
We build and nurture online
communities for clients
to connect with customers,
partners and employees
catalyze collaboration and
innovation
and drive loyalty and
advocacy.
132. Our Practice Areas
Business to Business to Employees &
Consumer Business Partners
Communities Communities Collaboration
of interest of practice platforms
Contests Content Coaching
aggregation
133. Our Solutions
Plan Build Engage
(Project) (Project) (Retainer)
Research Communities Content
Strategy Social apps Conversations
Workshops Social APIs Contests
Business to Communities Lithium Contests
Consumer of interest Drupal
Business to Communities Lithium Content
Business of practice Drupal aggregation
Employees & Collaboration SocialText Coaching
Partners platforms
134. Ask Us How
2020social.com | contact@2020social.com| @2020social
gaurav@2020social.com dave@2020social.com
@gauravonomics @evansdave
gautam@2020social.com kaushal@2020social.com
@gautamghosh @ksarda