The 2020 Social Engagement Architecture Framework For Designing Social Platforms
Posted on 15. Mar, 2010 by admin in Ideas
At 2020 Social, we use a simple Engagement Architecture framework for designing social platforms, including online communities. The framework has seven elements —
1. Three types of Social Objects: lifestyles, interests, causes.
2. Five types of Social Dynamics: consumer generated content, conversations, collaboration, community, collective intelligence.
3. Three elements of the Social Graph: profiles, activities, relationships.
4. Seven types of Social Roles (related to profiles): lurker, learner, connector, moderator, organizer, teacher, super-user.
5. Seven levels in the Ladder of Engagement (related to activities): consume content, curate content, create content, connect with others, collaborate with others, try offering, evangelize offering.
6. Four types of Social Contexts (related to relationships): alone, with others, with cohorts, with friends.
7. Three types of Social Intelligence Systems: reputation systems, recommendation systems, reward systems.
Each of these seven elements translate into a set of benchmark features and practices that can be modified to suit different types of users (employees, partners, or customers) and different business contexts (enterprise, business to business, business to consumer).
So far, we have been using the Engagement Architecture framework for designing communities, but haven’t really documented it.
How to leverage Social Technologies to Build Online Talent Communities
Posted on 12. Dec, 2009 by Gautam in How To Guides
Some thoughts I put together – on how the Recruiting function can leverage Online Talent Communities to build a pipeline for future workforce.
I know there are no great examples of “real” Talent Communities – and that is why I think the first organization that gets it right would benefit the most!
Thoughts? Send me an email ! View more presentations from Gautam Ghosh
How to run an advocacy program on social web
Posted on 04. Dec, 2009 by Achintya in How To Guides
Background: Advocacy programs provide a win-win situation for any brand or product on social web. On one hand it lets you recognize that set of evangelists who would be ready to promote your brand/product free of cost and on the other hand it leads effective promotion of your offerings to your consumers. We at 20:20 Social have researched some of the most effective advocacy programs to seek out varous ways in which these advocacy programs on social web can be modeled.
Scope: In our research we have focussed ourselves in studying how advocacy programs can take consumers and visitors across different levels of Ladder of Engagement. The Ladder of Engagement involves identifying various levels at which the consumers ( or site visitors/partners/employees ) can be engaged. It begins with content consumption, then moves on to content curation ( rating, voting, commenting ) , content creation, collaboration and then subsequently to trial, purchase and finally to evangelizing and recommendation( hereby mentioned as advocacy) to others.
Our research on some of the most popular Advocacy programs shows that advocacy can be used to transition consumers across the following levels:
1) Advocacy to content consumption and curation
2) Advocacy leading to content consumption, curation and even creation
3) Advocacy leading to product trial and purchase
4) Advocacy leading to content collaboration
Social Media in India: Airtel Review
Posted on 29. Sep, 2009 by Achintya in Reviews
This is the second post in a series where we will review performance of companies (and brands) using Social media to connect with Indian customers. In the last post we had reviewed the Indian conglomerate Tata. For this post we will review the Indian telecom major Airtel. Airtel is currently the biggest telecom operator in India in terms of annual revenue and operates in businesses like mobiles networks, home phones, broadband, internet and conferencing services etc.
The most prominent presence of Airtel in social media can be seen through their community platform built around the Airtel Delhi Half Marathon (ADHM), which is to be held on 1st of November this year. The first interesting thing you will notice on the website is the runner’’s wall, where all ADHM community members can share their running stories. The platform also encourages discussions on the joy of running and you will see hundreds of registered ADHM community users discussing their running sagas on the discussion forums.With topics ranging from ”whom would you like to run with?” to ”how to improve your running stamina” the ADMH discussions not only keep the participants engaged but also encourage those who are still not sure of their participation. Interestingly, ADHM community also gets running and health experts to participate in the discussions, who impart valuable health and fitness related information to the community members.
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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