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 —
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.
2010 Social Media Predictions: Online Brand Communities Will Come of Age
Posted on 24. Dec, 2009 by gaurav in Trends
I was recently quoted in two compilations of social media predictions for 2010, by TrendsSpotting and Junta42, along with social media influencers like Pete Cashmore, David Armano, Chris Brogan, Peter Kim, John Batelle, Drew McLellan, Jason Falls, Charlene Li, Robert Scoble and Paul Gillin.
I think the big social media trend in 2010 will be that online brand communities will come of age.
Brand marketers will create compelling micro-content to seed these communities, then run contests to invite consumers to interpret their brand, create their own content.
I also see brand marketers investing in communities that are built around a bigger social object: a lifestyle, cause or passion.
Here is the TrendsSpotting 2010 Social Media Predictions –
Cross-posted at Gauravonomics: Social Media and Social Change.
Three Lessons Entrepreneurs Can Learn From Activists
Posted on 14. Dec, 2009 by gaurav in Announcements
My talk on three lessons entrepreneurs can learn from activists is becoming popular on the speaking circuit. After I first gave the talk at BITS Pilani, I have given versions of the talk at IIT Roorkee, TED India Fellows stage and Startup Saturday Delhi.
The three lessons are –
- Design for the next billion (perhaps a SMS-based social networking platform).
- Appeal to a social object (lifestyle, cause or passion) that is bigger than your product, brand, or organization.
- Build a volunteer and partner ecosystem and give more value than you take.
These are some of the same principles we use with our clients and in our own work at 2020 Social. For instance, Dave has been working hard to start chapters of Social Media Club in various Indian cities and the 2020 Social team has been busy seeding the Social Media in India Wiki to make it the most comprehensive resource on social media in India.
Here’s the video from my talk at BITS Pilani –
Here’s the latest version of the slide deck, from the talk I gave at Startup Saturday Delhi –
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
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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