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.
Everything You Need To Know About Social Media Marketing In Seven Short Steps
Posted on 25. Apr, 2010 by admin in Ideas
Here’s everything you need to know about social media marketing in seven short steps:
1. The biggest risk with social media is in not engaging in public conversations about your brand. So, do engage yourself and encourage your employees to engage. Ask them not to do things that will embarrass themselves or you, but expect them to. All of us have embarrassed ourselves in public, more than once, so will they. It’s okay.
2. The only solution for negative conversations is more positive conversations. Responding to and resolving negative conversations is table stakes. The only way to win at social is by inspiring your evangelists to start and spread more positive conversations about you. So, put in place a process to track and resolve negative conversations, then focus on energizing your evangelists.
3. So, start by asking: Who are our present and potential evangelists? Who do they talk to? Who talks to them? What else do they talk about? What are their triggers to talk? Why do we want them to talk about us? In effect, you are creating a persona for your evangelists, except that instead of using it to design a website, you would use it to design a web of talkworthy touchpoints.
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.
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, 2010The 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.
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, 2010On 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.
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 —
The Social Network Water Cooler Effect: Three Reasons Why Facebook and Twitter Might Save Television
Posted on 28. Mar, 2010 by admin in Ideas
Brian Stelter (@brianstelter) in NYT on how social networking sites like Facebook and Twitter are creating a water cooler effect around big events like like Super Bowl, Oscars, Grammys and Winter Olympics–
Remember when the Internet was supposed to kill off television? That hasn’t been the case lately, judging by the record television ratings for big-ticket events… Many television executives are crediting the Internet, in part, for the revival.
Blogs and social Web sites like Facebook and Twitter enable an online water-cooler conversation, encouraging people to split their time between the computer screen and the big-screen TV… If viewers cannot be in the same room, the next best thing is a chat room.
The effect is obviously not limited to television. Online conversations can also help or hinder opening weekends for movies and the ratings for politicians. Recent studies of online social networks have affirmed what researchers have long recognized: people seek to be around and be influenced by like-minded individuals.
If you are a television channel or a film studio, here are three reasons why you should invest in social programs today –
Lithium Community Study Questions the 1-9-90 Consumer-Curator-Creator Rule
Posted on 23. Mar, 2010 by admin in Ideas
Michalel Wu of Lithium (@mich8elwu) analyzes the behavior of contributors across 143 Lithium communities to understand if the 1:9:90 rule really holds.
I have earlier written about the problem with assuming the 1:9:90 rule (that only 1% of the community members will create most of the content, only 9% will curate it, and the rest will be lurkers) in enterprise communities, and especially employee communities.
Michale Wu ignores the lurkers in his analysis and only looks at creators (hyper-contributors) and curators (occasional contributors) — the 1:9 part of 1:9:90. His findings confirm my hunch.
- The hyper-contributors can contribute anywhere from about 30% to nearly 90% of the community content with an average of 55.95%.
- The hyper-contributors create at least 50% of the content in 65.73% of the communities.
- Turning the problem around, the fraction of contributors who contribute at least 50% of the community ranges from 0.84% to 17.87% with an average of 9.35%.
So, if we define “most of the content” as “more than half the content”, then the 1:9:90 rule does seem to hold on the average, but with a lot of variation.
My Empodera/ e-STAS Book Chapter — A New Approach to Citizen Activism: The 5Cs Framework
Posted on 14. Mar, 2010 by admin in Events, Ideas
I recently wrote a book chapter for a book published by Empodera for the e-STAS Symposium on Technologies for Social Action. You can download the PDF version of the book here.
Here’s the full text of the book chapter is titled “A New Approach to Citizen Activism: The 5Cs Framework” –
Social Technologies and Power Structures
The debate on whether internet and mobile technologies are transforming traditional power structures is dominated by three divergent narratives.
According to the first, utopian, narrative, internet and mobile technologies enable individuals to publish and distribute content, self-organize into communities of interest and participate in collective action. As a result, they can create new types of media outlets, build new types of civil society organizations, and monitor, protest against and even bring down governments. Even though these new degrees of freedom are far from universal, they are fundamentally changing political power structures. The future has already arrived, this narrative insists, it’s just not evenly distributed yet.
Welcoming Puneet and Arushi – Interns at 2020 Social
Posted on 28. Jan, 2010 by Gautam in Announcements
Over the last week we had two new people who have joined the team at 2020 Social.
Puneet Singh (Twitter) from Fore School of Business, Delhi and Arushi Gupta (Twitter) from Indian Institute of Technology, Delhi have joined us as interns. For the next couple of months they will work on specific live projects that will impact.
Puneet would be working on a project in which he would be looking at Business to Business (B2B) Communities – and finalising on what are the various types of B2B communities that can be leveraged by organizations to engage with their clients.
Arushi would be working along with Karthick and Freddie on what goes into building private community of young trendsetters – a community focused on observing trends and also on how marketers and organizations understand and engage these trendsetters.
2020 Social builds and nurtures online communities for Indian and international clients, connects their customers, partners and employees, and helps them achieve their business objectives.
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