2020 Social: Because Business is Social

My NASSCOM Foundation Workshop on Social Media for Non-Profits

Posted on 02. May, 2010 by admin in Events

Here is the 175+ slide deck from my NASSCOM Foundation workshop on social media for non-profits.

I built upon the themes from my NASSCOM Emerge workshop on social media for B2B marketers and argued that “social media strategy” isn’t really about “social media tools”, but about answering three questions –

- Who are our evangelists and why will they talk about us? Or, how to identify passion?
- How can we organize and energize our evangelists? Or, how to ignite passion?
- How can we help our evangelists spread the word? Or, how to scale passion?

I also argued that this outside-in cause-first approach should be natural to non-profits, except that non-profits often forget that they are in the business of changing people’s lives, not running a more popular program, with more funding and more staff. I pointed out the irony that I often tell marketers and entrepreneurs to behave more like activists, but also have to remind non-profits to behave more like activists themselves.

My NASSCOM Emerge Workshop on Social Media For B2B Marketers

Posted on 26. Apr, 2010 by admin in Events

Here is the mammoth 225+ slide deck from my NASSCOM Emerge full day Workshop on Social Media For B2B Marketers.

I started off by being provocative and arguing that “social media strategy” isn’t really about “social media”, but about answering three questions –

- Who are our evangelists and why will they talk about us? Or, how to identify passion?
- How can we organize and energize our evangelists? Or, how to ignite passion?
- How can we help our evangelists spread the word? Or, how to scale passion?

I have riffed on the same idea during my GoaFest 2010 talk on how marketing is changing. The NASSCOM Emerge workshop helped me sharpen it and resulted in the post: Everything You Need To Know About Social Media Marketing In Seven Short Steps.

The deck itself is a little rough around the edges, but I’ll tighten it up and replace the present version, so do feel free to embed and share it –

Cross-posted at Gauravonomics Blog For Marketers, Entrepreneurs and Activists.

Exchange4Media Story on Our Social Media Panel at GoaFest 2010

Posted on 14. Apr, 2010 by admin in Events, Media

I have written about my panel discussion on social media at GoaFest 2010.

Here is the Exchange4Media story on the panel —

It’s all about being ‘social’

Rishi Vora

Facebook, Twitter, Orkut and many other social media platforms have become a way of life for many consumers in India. Sharing information with friends and also strangers has become the new reality. How can brand managers and advertising agencies cash in on this growing segment? Can this very-evident opportunity in the media world be monetised? Can it become the centre of digital communications? How does one measure social media?

All these questions and more were addressed at a panel discussion on Social Media, which was part of Knowledge and Learning Seminar on Day 3 at GoaFest 2010. The session, which was moderated by Eric Ashok Ledergerber, Founder, hub.in|dia, had among its panelists Patrick Liotard-Vogt, chairman, ASW.com; Kiruba Shankar, well-known blogger and CEO of Business Blogging Pvt Ltd; Gaurav Mishra, CEO, 2020 Social; and Vishal Gondal, CEO & Founder, Indiagames Ltd.

Vishal Gondal started off the session by explaining how the whole media space was reinvented with the evolution of social media. “We are moving towards participative media, where the ballgame of engagement has change dramatically,” he noted.

Read More

Campaign India Story on Our Social Media Panel at GoaFest 2010

Posted on 14. Apr, 2010 by admin in Events, Media

I have written about my panel discussion on social media at GoaFest 2010.

Here is the Campaign India story on the panel —

Social, location, context, mobile: Buzzwords for the future
Gunjan Prasad, 11 April, 2010

The 2nd day of Goafest 2010 was set in motion by a ‘Knowledge & Learning” seminar focussing on the burning issue of ‘Social Media’. A varied panel comprising Eric Ashok Ledergerber, founder, hub.in-dia; Kiruba Shankar, CEO, Business Blogging; Vishal Gondal, founder, India Games; Gaurav Mishra, founder 20-20 Social and Patrick Liotard Vogt, chairman, ASW.com held the audience’s attention through plenty of examples and an interactive element.

At the outset they urged the audience to send their thoughts and views through SMS or twitter while the session was on.

Gondal gave three parameters that are defining the social media in current times. He said that reinvention of media is inevitable as it is moving from being a one-way conversation to a participatory medium. “Also, free is the new premium.” Most importantly, he added that social, location, context and mobile are four buzz words that will change the future of communication.

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afaqs Story on Our Social Media Panel at GoaFest 2010

Posted on 14. Apr, 2010 by admin in Events, Media

I have written about my panel discussion on social media at GoaFest 2010.

Here is the afaqs story on the panel —

Goafest 2010: The dynamics of social media
Presented by Mail Today
Devina Joshi | afaqs! | Goa, April 13, 2010

On the concluding day of Goafest 2010, a session moderated by Eric Ashok Ledergerber, founder, hub.in|dia, saw experts in the field of digital media discussing the growing importance of social media and its relevance in today’s context. The panellists comprised Patrick Liotard-Vogt, chairman of the social community, ASW.com; Vishal Gondal, CEO and founder, Indiagames; Gaurav Mishra, CEO, 2020 Social; and famous blogger, Kiruba Shankar, CEO of Business Blogging.

Shankar shared a story of his annoyance with Cleartrip.com. When the travel site messed up his flight booking details, he blogged and tweeted about it, which in turn led to another 300 people retweeting the story and putting it up on their blogs and Facebook profiles.

As a result of this online explosion against Cleartrip, the brand didn’t do the obvious by staying mum or defending itself — it surprised everyone by admitting its mistake publicly. What’s more, Shankar was given a redeemable free business class ticket, as compensation for the inconvenience caused to him.

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Writing on the Wall: Every Single Talk at GoaFest 2010 Was About Social Media

Posted on 14. Apr, 2010 by admin in Events

Last week, I gave my first GoaFest talk as part of a panel discussion on social media with some really cool co-panelists –

- Eric Ashok Ledergerber (@ledergerber), Founder, hub.in|dia
- Kiruba Shankar (@kiruba), CEO, Business Blogging
- Vishal Gondal (@vishalgondal), CEO, India Games
- Gaurav Mishra (@gauravonomics), CEO, 2020 Social
- Patrick Liotard-Vogt, Chairman, ASW.com

Eric moderated the panel discussion. Kiruba talked about the importance of brands engaging in one-to-one conversations with customers, and mentioned his Cleartrip experience as a case study. Vishal talked about social gaming, and showcased India Games’ IPL T20 Fever cricket game. Patrick talked about the importance of niche social networks like A Small World.

I talked about the difficulties in scaling one-to-one conversations and suggested that agencies and brands might find it easier to build community platforms to host conversations between customers and brand evangelists.

I also argued that the big question in marketing in the 21st century isn’t “how do we get the attention of the biggest audience?” but “how do we scale passion?”.

My working hypothesis is that you scale passion, as a business, non-profit, or government organization, by following three simple steps —

Slide Deck From ISB Hyderabad Guest Lecture: Introduction To Social Media In India

Posted on 21. Mar, 2010 by admin in Events

Here’s a 135+ slide deck on Introduction To Social Media In India. I used a version of the deck for my guest lecture yesterday in Amit Klein’s (@amitklein) ISB Hyderabad class on digital marketing –

I like the vibe at ISB Hyderabad. The campus is great, the students are experienced, enterprising and tech-savvy, and I was pleasantly surprised that some faculty members showed up for the guest lecture. I would love to go back and spend more time with the students and the faculty.

If you are a student, alumni or faculty member at a top business or technology school in India, do feel free to ask me to come over for a guest lecture. I have previously taught a full course on social media at Georgetown University (Washington DC), and guest lectured at NMIMS (Mumbai) and MICA (Ahmedabad), apart from ISB (Hyderabad).

Cross-posted at Gauravonomics Blog: Social Media and Social Change.

Social Media Workshops

Posted on 16. Mar, 2010 by Gautam in Events, How To Guides

My colleague Gaurav Mishra is doing a workshop for NASSCOM Foundation on how non-profits can utilize social media. As he details in his blog – the workshop would have the following sessions :

10:00 – 11:00 Introduction to social media for non-profits
11:00 -11:30 Tea/ coffee break
11:30 – 12:30 Strategy, tactics, measurement
12:30 – 1:30 Lunch
1:30 – 2:30 Social media tools
2:30 – 3:00 Tea/ coffee break
3:00 – 4:00 Tying it together, using social media for raising awareness, fundraising and driving advocacy

In the workshop, I’ll build upon these simple three steps and help the attendees build a step-by-step guide to igniting and scaling the passion of their supporters in their chosen domain.

If you are a non-profits, register for the workshop or ask for more information at +91 11 40755722/23/24/32 or komal@nasscomfoundation.org.

What we realize is that even corporations are looking at workshops on how businesses can leverage social media. So here’s a draft workshop design that would focus on educating CXOs on how to leverage the social tools and technologies.

Take a look at our thoughts on Decoding Social

My Upcoming Full Day NASSCOM Workshop For B2B Marketers

Posted on 15. Mar, 2010 by admin in Events

On April 23, I’ll be leading a full day NASSCOM workshop For B2B marketers in New Delhi.

In the workshop, I’ll share hands-on tips on how B2B marketers can use social networks and standalone communities for brand building, lead generation, and customer support.

Here’s the program schedule:

9:00am to 9:30am: Registration
9:30am to 11:00am: Introduction to social media for B2B businesses
11:00am to 11:30am: Tea/ Coffee
11:30am to 1:00pm: Strategy, tactics, measurement
1:00pm to 2:00pm: Lunch
2:00pm to 3:30pm: Social media tools for advanced users (focus on Facebook, LinkedIn, Twitter)
3:30pm to 4:00pm: Tea/ Coffee
4:00pm to 5:30pm: Tying it together: using social media for brand building, lead generation, and customer support.

The registration fees is INR 6000 for NASSCOM members and INR 7500 for non members.

For companies that send groups of 5 or more, I will also lead a 4 hour long customized workshop at their office (only in NCR).

Please confirm your participation to Ms. Ranjita Kamat at ranjita@nasscom.in along with the following details: Name, Company, Designation, Email and Phone.

Cross-posted at Gauravonomics Blog: Social Media and Social Change.

My Upcoming NASSCOM Foundation Workshop For Non-Profits: How To Scale Passion

Posted on 15. Mar, 2010 by admin in Events

On April 27, I’ll be leading a half-day workshop for NASSCOM Foundation in New Delhi to help non-profits leverage social technologies to connect their supporters and promote their causes.

10:00 – 11:00 Introduction to social media for non-profits
11:00 -11:30 Tea/ coffee break
11:30 – 12:30 Strategy, tactics, measurement
12:30 – 1:30 Lunch
1:30 – 2:30 Social media tools
2:30 – 3:00 Tea/ coffee break
3:00 – 4:00 Tying it together, using social media for raising awareness, fundraising and driving advocacy

The title of the workshop is ‘How To Scale Passion’, a question I have been trying to answer ever since my close friend and co-conspirator Jasmine Shah (@jasmine441) asked it some time back, in the context of iJanaagraha.

My working hypothesis is that you scale passion, as a business, non-profit, or government organization, by following three simple steps —

Step 1: Identify Passion — Select a BIG lifestyle, interest, or cause.

Step 2: Ignite Passion — Build a focused community around it.

Step 3: Scale Passion — Build scale by leveraging existing social platforms.

In the workshop, I’ll build upon these simple three steps and help the attendees build a step-by-step guide to igniting and scaling the passion of their supporters in their chosen domain.