1. Social Media Workshop
Presented by Apurv Modi
Apurv has an exceptional experience with excel startups like Crafitti consulting, Qutesys infosoul,
Webworldexpress.com, The Global Technopreneur and many others . Marketing and Sales strategy,
International relationship and branding for startups are his proficiency plots . He was one among the
influencers of IIM Bangalore - NSRCEL Group ( Crafitti Consulting team). He is and exceptional leader,
demonstrator, trainer on Social Media Marketing / Digital Marketing concepts since half a decade.
Apurv is known for his simplistic and inquisitive leading style, which motivates people to think out-of-
the-box. It goes without that saying that Apurv has a deep passion for Entrepreneurship and Digital
Marketing. He is a regular invited speaker at various Digital Marketing conferences and his previous
speaking engagements include speaking at TGT - Networks, an ultimate platform for entrepreneurs.
Apurv is an Engineer and MBA.
Apurv is Working as a Manager – Business Alliance in PARC Technology Research Lab (P) Ltd.
2. What is Web 2.0?
User Generated Media
“Web 1.0 is about Simplicity, Blogs
Web 2.0 is about Creativity.” Mobile Phone
, Apurv Modi. Online Video
3. Social Media Defi
“Social media describes the online technologies and
practices that people use to share content, opinions,
insights, experiences, perspectives, and media
- Wikipedia entry for “Social Media”
In recent years, social media has utilized emerging Web
2.0 formats, such as:
• Social Networking • News aggregators
• RSS feeds • Photo sharing
• Wikis • Social Bookmarking
• Video • Blogs
4. PUSH or PULL
The way consumers are getting
information is changing.
Organizations used exclusively to “push”
information through traditional formats.
Today’s readers “pull” it through based
on individual preferences. They often
use Web 2.0 formats to accomplish this.
5. Types of Social Networks
• Content Networks
• Distribution Networks
• Conversation Networks
6. Why People Participate In Social Networks
• To learn to express opinions
• To share experiences
• To make friends
• To participate in a committee, club, or other group
• To live a fantasy life
• To find a job
• To sell something
• To have a platform for self-expression
“The net result: Individuals will increasingly take cues from one another rather
than from institutional sources like corporations, media outlets, religions and
– Forrester Research
10. Blogs – what are they?
• A blog is a one to many tool.
• Its news based and is usually written in
the first person (I am etc)
• The purpose of a blog is to address and
communicate issues either about the
organisation or the industry
• The blogger sets the topic, tone &
timeframe for the discussion.
• The audience is meant to keep to that
topic or will be considered “spam” if
they stray onto other topics
11. Blogs….. Influence..
“Word of mouth is bigger than
it used to be and it is also
becoming even more effective.
The number of people who
have influence--because of
their expertise, their passion,
their connections--is likely to
grow, as the Web offers more
opportunities and as more
companies make word-of-
mouth a priority.”
--Debra Aho Williamson, Senior Analyst
Source: David Armano,ﾊVP of Experience Design with Critical Mass
12. Blogs….. Let Write something..
• Blogs are ideal for PR or marketing because they’re written
in isolation and are edited before publishing.
• Blog posts should seek to engage with the audience
• Use a blog to address emergency situations where you seek to limit the
discussion but make sure you monitor comments carefully until the situation is in
• PR – offer expert info & videos, photos etc for community to discuss. Blogging
press releases feeds the community
• CEO – ideal for dynamic people with a unique “voice” to deliver their vision and
updates on industry directions
• Customer Service –staff who engage on a daily basis with customers make
• Leadership – external leaders with a voice in a certain demographic can blog
about stories of interest
13. What is a Wiki?
• An article on a web
page that is editable
by a group of people
• Unlike blog posts that can’t be
edited by the audience
• Includes the ability to edit and to
• All accessible from a web page
“If a blog is like a lecture with questions at the end, a wiki
is like a collaborative workshop” (Laurel Papworth)
15. Distribution Network User Characteristics
12-17 year olds: 35-54 year olds:
• Online Interests: Instant messaging, playing • Online Interests: Reading the news, sports, and politics,
online games, visiting social networks, research watching videos, visiting social networks, viewing
for homework instructional how-tos
• Top Social Networking Site: Xanga (20%) • Top Social Networking Site: MySpace (41%)
18-24 year olds:
• Online Interests: Visiting social networks, 55+ year olds:
generating content, downloading music,
watching video clips of movie trailers, reading • Online Interests: Reading the news, politics, and
entertainment reviews cooking, viewing instructional how-tos
• Top Social Networking Site: Facebook (34%) • Top Social Networking Site: MySpace (11%)
Source: Burst Media Research and e-Marketer
12 to 55+ year olds:
25-34 year olds:
•Medical Up dates, Doctors Network Top Social
• Online Interests: Reading news and sports, Networking Site for Medical Doctors
downloading music, watching video clips of tv
shows/movies, visiting social networks,
• Top Social Networking Site: Friendster (28%)
By 2012, there will be 1.5 Billion web
users creating content online, up from
64 million in 2006. -- eMarketer
18. How does the Ripple Effect work?
• Most organisations think of broadcast when
distributing information - the more eyeballs, the
• The blogosphere, Twitterverse etc work on a chain reaction or ripple of content
• Blogs are good for content creation but doesn’t come with a built in audience –
the key is to connect with others who are interested in the content.
• Two key concepts – disintermediation & democratization
• Its possible for one blog post to develop into a huge number of impressions over
19. How should we use Facebook?
• Create depth of content using YouTube (video), Flickr (photos) &
Wordpress (text or multimedia blog) THEN use Facebook to distribute
• Use FanPage groups & events to bring customers together into channels for
• Use applications to provide interactive promotion and awareness and to simplify
your life such as auto-adding your latest blog, Twitter post or Flickr photo.
• Check out ChipIn – application ideal for fundraising
• Leverage the speed of distribution
• Its like a stall in a busy shopping mall….you still have to staff it and find
ways of grabbing attention
• Get back into your groups
• Discuss building a Facebook application for any of these things:
1. A kite
2. Launching a new range of Cloths
3. Not for profit to save cats
4. An astronomy group
• Present back to everyone. Vote but not for your own
22. RSS – What is It?
• Really Simple Syndication
• A way of publishing content online in a
• Makes your information available to
other services via “subscription”
• Separates form from content – receive
the info as text headlines or images
without having to go to the host page
• Australian usage up by 60% since 2005
23. Why use RSS?
• Expecting people to come to YOUR website or YOUR Facebook
page limits your ability to build a channel.
• When a consumer subscribes to your RSS feed, they will be updated on the
latest breaking news, without having to open email or visit you.
• News & info goes to them; they don’t have to come to you.
• It is a proven way to elevate natural search rankings.
• Ensures content is getting delivered.
• Can support all media: Text, audio and video
• In addition to RSS feeds of all blog postings, RSS can also distribute content to
relevant, targeted web sites.
• Forget site visit numbers or unique visitors – build & monitor
feed subscriber numbers
24. How should we use RSS?
• RSS is really part of your distribution strategy. You create content
on YouTube, Flickr, and other content social media sites, and allow
fans to subscribe (be notified) of new content.
• Its usually built in to the Web 2.0 tools like blogs, wikis and forums.
• Consider adding RSS of Press to your site.
• If you work in an Emergency industry, add RSS as a tool for breaking news.
• Add RSS for videos, photos, PowerPoint
• Offer calendar and meeting minutes RSS feeds. People can see when they have
• Consider RSS for advertising (latest special offers), jobs, classified ads, and event
26. How should we use Twitter?
• Twitter facilitates extremely speedy distribution of news and critical
information. Even without a large audience, a substantial number of re-
tweets ripples your message out.
• Connect to people based on geo-location, interest, or reach.
• Use velocity of marketing to get message out, and receive market intelligence.
• Use the channel to engage particularly Customer Service answering real time
questions, publicly, and to empower Twitter members to co-create with you.
• reTweet fundraising events or coffee meetups for followers.
• For business, Twitter can be used to broadcast your company's latest news and
blog posts, interact with your customers, or to enable easy internal collaboration
• Try to use Twitter to show a human face (tell your story), make sure you link to
other interesting, humorous or educational articles/blogs as well as your own.
Respond openly to questions with @name.
• Following many, with few following back, looks like spam.
27. Twitter Terminology
• Tweet 140 character - 1.
testimonial, 2. linking URL or
• Followers vs Friends or
“Followed” The people who
are listening to the your
tweets vs The people you are
• hashtags # searchable topics
• Tweetup Organising a real
life meetup with Twitter folk.
• @Replies Put @ and their
twitter name, and the public
message will show up on
recipients Reply timeline.
• TinyURL, Twurl, Bit.ly etc
Use a URL shortening
service to include long links
in your 140 char.
• TwitPic Upload a foto to
Twitpic and it will be auto
29. What is a Forum?
• Forums allow anyone to
start a conversation - unlike
• While the conversations
(called threads) are not
editable by each member
(unlike a wiki), each member
can comment back in a linear
• Forums are asynchronous
(not real time).
• Forums often have built-in
social networking tools that
the other social media tools
don’t offer. For example, titles
• Online Forums don’t belong
to Gen-Y….they date back to
• Once you have established clear behaviour sociability features in
your forum, they need a lighter hand than other tools. In fact the
host should not insert as much content as they would in say, a blog.
• Many to Many Anyone can start the discussion. Topics are placed in
relevant subforums. Others join in.
• Peer to Peer A blog limits the conversation to the topic of the blogger. By
opening up a forum, customers can feel that their needs are addressed by
allowing them to post discussion threads and answer each other.
• Complex and mutilayers Many people responding on many topics –
following subthreads and repeat threads becomes challenging.
• Long Tail A forum thread can have thousands of responses, sometimes a
small group may post many times over a number of years. This sort of
discussion rarely happens on a blog.
31. How should we use a Forum?
If your blog is popular and you would now like to have the customer community
respond back proactively rather than through comments, a forum might be for
• Blogs are light on community - its
hard to badge leaders
• Reward roles of welcomer, teacher
• Give tools for subgroups on a blog.
• By offering forums, you may find your
community grows exponentially
• Rather than a blogger setting the
agenda for the conversation, the
community choose themselves what
they wish to discuss.
• As a group, play a game of telling a story about icecream.
• Each person tells the next line, following on from before and ONLY ONE
33. What is a Virtual World?
Computer games have been available to the public for many years, but the
multiplayer social virtual worlds are growing at a faster rate than stand alone
• Players come together to create,
collaborate and discuss in a 3D
• Serious games use virtual worlds
and gaming technology for serious
• The latest versions are overlays on
web browsers and let you walk
around websites with 3D avatars
34. How should we use Virtual Worlds?
• The real-time experiential nature of virtual worlds makes them ideal for
corporate training and organisational virtual facilities.
• Simulation and preparedness exercises using webcasts, video, and online
courses extend the education of the public into 3D social spaces.
• Virtual worlds make an excellent Research and Development (R&D) environment
as well as triggers for rippling out into the blogosphere as virtual worlds are
• Viral micro goods also called branded pixel products are used to both promote
and to connect to the audience.
• ...make sure the people who you employ to represent you in the real
world are extremely familiar not just with the local space they will be
hanging around in but the whole social world. Gary Hayes, Virtual World Expert
35. Useful software (free & licensed)
Social Media Marketing Podcasts
Wikis Social Bookmarking
Forums Publish On Demand Books
Free Biz Cards