2020 Social Decoding Social Workshop

transcript

Decoding SocialHow Are Social Technologies Changing

Business, Media and Society?

2020 Social: Because Business is Social

gaurav@2020social.com@gauravonomics

gautam@2020social.com@gautamghosh

dave@2020social.com@evansdave

kaushal@2020social.com@ksarda

Three Mantras

The future has already arrived.

It’s just not evenly distributed yet.

Source: William Gibson

The tools are transient.

The values embedded in them are persistent.

To understand how social technologies are changing

media and business,

begin by asking how they are changing people and society.

Five Questions

What are social technologies and why are they important?

How are social technologies changing people?

How are social technologies changing society?

How are social technologies changing media?

How are social technologies changing business?

What are social technologies and why are they important?

World Map of Social Media

Source: http://globalwebindex.net

World Map of Social Networks

Source: http://vincos.it/world-map-of-social-networks/

10.9 10.38.5

2.9 2.2 1.7 1.30

Social Platforms in India

Source: Monthly unique users in millions from http://www.vizisense.com

Social Platform: Users {Relationship} Social Object

If most users can’t decode what the social platform does at first glance, it is likely to be unsuccessful.

All successful social platforms have clearly defined their users’ relationship with the social object.

Source: Jyri Engestrom

Facebook

Source: http://facebook.com

World’s leading social networking platform.

400 million users worldwide.

12.4 million users in India.

Users {connect and share with} people.

Source: http://linkedin.com

Popular professional networking platform.

Users {exchange} information, ideas and opportunities.

Twitter

http://twitter.com

Popular micro-sharing platform.

Likes to call itself “real-time information network”.

Users {share and discover} what’s happening right now.

Google Buzz

Source: http://www.google.com/buzz

Google’s own social network integrated with GMail.

Users {start} conversations about the things you find interesting.

Flickr

Source: http://flickr.com

Popular photo-sharing platform.

Users {share} photos and {watch} the world.

YouTube

Source: http://youtube.com

Popular video-sharing platform.

Users {broadcast} yourself.

Source: Digg.com

Popular social voting platform.

Users {discover and share} content.

Delicious

Source: http://deicious.com

Popular social bookmarking platform.

Users {save} your bookmarks or {see} what's fresh now.

Wordpress

Source: http://wordpress.com

Popular blogging platform.

Users {express} yourself.

Dopplr

Source: http://dopplr.com

Popular travel sharing platform.

Users {share} your personal and business travel plans with people you trust.

Wikipedia

Source: http://wikipedia.com

Popular wiki platform.

Users {edit} free encyclopedia.

Source: http://ning.com

Popular white label social networking platform.

Users {create} your own social network.

Focus on People vs. Content

Focus on People

Focus on Content

Instead, content-centric platforms should build deep integration with people-centric platforms.

Most social platforms are including rich user profiles, to shift the focus towards people.

How are social technologies changing people?

Real and Persistent Identities

Source: http://developers.facebook.com/connect.php

As more websites support log-ins using Facebook, Twitter or Google IDs, our online identities are becoming more real and persistent.

More than 60 million Facebook users engage with Facebook Connect on 80,000 external websites every month.

The Online-Offline Continuum

Source: http://twitvite.com

As we stay with offline contacts on online social networks and meet our online ‘friends’ at offline meetups, our online and offline relationships are merging.

Social Proof: Friends of Friends

Source: http://thread.com

As more of our lives move online, we are searching for social proof before making new friends, and seeking out friends of friends.

From Consumers to Creators

Source: http://therengen.com

As we create and share more photos, videos and blog posts on social platforms, we are beginning to think of ourselves as authors, photographers and filmmakers, all rolled into one.

How are social technologies changing society?

Disruptive Social Change Models1. Micro-lending and micro-philanthropy platforms

2. Volunteer marketplaces

3. Collective action and advocacy platforms

5. Participatory governance platforms

Disruptive Social Change Models

4. Standalone viral collective action campaigns

6. Transparency initiatives

Public micro-actions related to BIG social objects

lead to social capitaland positive viral loops.

Small public acts of good add up to big change by creating positive viral loops.

Social platforms for social change are built around our need to gain social capital.

Facebook Causes

Source: http://apps.facebook.com/causes

Facebook’s own application to help non-profits promote their causes and raise awareness and donations.

Source: http://kiva.org

Micro-lending platform to connect lenders with small entrepreneurs.

Global Giving

Source: http://globalgiving.org

Micro-donations platform to connect donors with community based projects that need support.

DonorsChoose

Source: http://donorschoose.org/

Micro-donations platforms connecting donors to classrooms in need.

PledgeBank

Source: http://pledgebank.com/

Collective action platform to connect volunteers around pledges to bring about change in their communities.

Source: http://care2.com/

Collective action platform where members earn credits for taking positive action and supporting good causes.

Idealist

Source: http://idealist.org/

Platform to connect changemakers with volunteer opportunities.

Change.org

Source: http:/change.org

Collective action platform that raises awareness about important causes and empowers people to take action.

Changing the Present

Source: http://changingthepresent.org

Micro-donations platform where members can donate to a charity or cause every time they purchase a gift.

NGO Post

Source: http://ngopost.org

Indian social voting platform for news related to social welfare issues and organizations.

The Pink Chaddi Campaign

Source: http://thepinkchaddicampaign.blogspot.com

Online campaign mobilized its 50000 Facebook fans to send more than 2000 pink panties as Valentine’s Day gift to Indian right wing Hindu nationalist party Sri Ram Sena.

Blank Noise Project

Source: http://blanknoise.org

Long-running Indian feminist community working towards reclaiming public spaces for women.

AmericaSpeaks

Source: http://americaspeaks.org/

Online-offline hybrid model to engage citizens in setting the governance agenda.

Sunlight Foundation

Source: http://sunlightfoundation.com/

Hosts communities and contests and creates mashupapplications to make government more transparent and accountable.

Apps for Democracy

Source: http://appsfordemocracy.org/

Contest to build the most useful apps using DC government public data.

TweetCongress

Source: http://tweetcongress.org/

Aggregation platform where citizens and Congress members can connect via Twitter.

My Barack Obama

Source: http://my.barackobama.com

Barack Obama’s campaign community that used a ladder of engagement approach to encourage and enable volunteers to support the campaign.

Change.gov

Source: http://change.gov

Barack Obama’s transition website where he asked citizens for ideas on what he should focus on once he becomes president.

America.gov

Source: http://america.gov

America’s attempt at diplomacy 2.0 through multimedia content and online communities.

How are social technologies changing media?

In the new media landscape, all of us are audience,

journalist, editor and source,all at once.

and forcing traditional media organizations to experiment with their own participatory models.

Participatory news models are changing how news is created and consumed…

Old Media + New Media

Creative Commons Licenses

Source: http://creativecommons.org/about/licenses

The Digital News Lifecycle

REACH/DEPTH

SMS Alert

Blog Post

News Story

Context Analysis

Conversation

Personalization

Participatory News Models1. Citizen journalism platforms

2. Independent web-based news platforms

3. News aggregators

4. Social news platforms

Participatory News Models

WikiNews

Source: http://en.wikinews.org

Wiki-based citizen-driven news platform from Wikimedia.

Global Voices

Source: http://globalvoicesonline.org/

Volunteer-driven citizen news aggregator.

NowPublic

Source: http://nowpublic.com

Citizen journalism platform.

AllVoices

Source: http://allvoices.com

Citizen journalism platform.

Ushahidi

Source: http://ushahidi.com

Crisis reporting platform built on SMS-map mashup.

Current TV

http://current.tv

Independent viewer-contribution driven television channel.

The Huffington Post

Source: http:// huffingtonpost.com

Independent online news platform.

GlobalPost

Source: http://globalpost.com

Independent online news platform focused on international news.

True/ Slant

Source: http://trueslant.com

Independent online news platform.

ProPublica

Source: http://propublica.org

Independent investigative journalism website.

Spot.us

Source: http://spot.us

Crowd-funded journalism platform.

Google News

Source: http://news.google.com

Customizable news aggregator from Google.

Source: Digg.com

Social voting platform.

Techmeme

Source: http://techmeme.com

News aggregator built around blog links focused on the tech industry.

Tweetmeme

Source: http://tweetmeme.com

News aggregator built around links shared on Twitter.

News & Media Organizations1. Expert blogs with comments

2. Campaigns and contests

3. Profiles and personalization

4. Citizen journalism

5. Social news

6. Communities of interest/ practice

Traditional News & Media Organizations

NewspapersMagazinesTV channelsMovie Studios

NYT Blogs

Source: http://nytimes.com/ref/topnews/blog-index.html

Company: NYT

Category: Newspaper

Innovation: More than 50 blogs.

NPR Community

Source: http://npr.org/templates/community

Company: NPR

Category: Public radio channel

Innovation: Community platform for readers to interact with NPR staff and content.

CNN iReport

Source: http://ireport.com

Company: CNN

Category: TV news channel

Innovation: Citizen journalism platform with more than 400,000 reports

Al Jazeera War on Gaza

Source: http://labs.aljazeera.net/warongaza

Company: Al Jazeera

Innovation: Citizen journalism platform built on Ushahidi crisis reporting platform.

Al Jazeera Labs

Source: http://labs.aljazeera.net

Company: Al Jazeera

Category: TV newschannel

Innovation: Suite of new media applications to create and share Al Jazeera content.

NYT TimesPeople

Source: http://timespeople.nytimes.com

Company: NYT

Category: Newspaper

Innovation: Social networking platform for readers to share favorite NYT stories.

WSJ Community

Source: http://online.wsj.com/community

Company: WSJ

Category: Newspaper

Innovation: LinkedIn-like professional networking platform for WSJ readers.

BusinessWeek Business Exchange

Source: http://bx.businessweek.com

Company: BusinessWeek

Category: Magazine

Innovation: LinkedIn-driven professional networking platform for BusinessWeekreaders.

CNN NewsPulse

Source: http://newspulse.cnn.com

Company: CNN

Innovation: Most popular stories from CNN in real-time

NPR API

Source: http://npr.org/api

Company: NPR

Category: Public radio channel

Innovation: API to build custom applications using NPR’s content.

How are social technologies changing business?

Social Business Trends1. Cause-based marketing platforms

2. Watchdog and transparency platforms

3. Anti-brand communities

4. Standalone anti-brand campaigns

5. Sustainable consumption communities

6. Consumer-driven service platforms

Social Business Trends

SocialVibe

Source: http://socialvibe.com

Advertising platform which enables users to show ads for their favorite brands on their social profiles in lieu of donations to their favorite charities.

KnowMore

Source: http://knowmore.org

Platform to track whether brands are being socially responsible.

AdBusters

Source: http://adbusters.com

Community for anti-brand activists.

Dell Hell

Source: http://buzzmachine.com/archives/cat_dell.html

Viral campaign against Dell’s unresponsive customer service, started by journalist Jeff Jarvis.

Comcast Must Die

Source: http://comcastmustdie.com

Viral campaign against Comcast’s unresponsive customer service.

Wake Up WalMart

Source: http://wakeupwalmart.com

Campaign to change how WalMart does business, especially in small town America.

GetSatisfaction

http://getsatisfaction.com

People-powered customer support community where users solve each others problems, with a little help from company representatives.

Business-to-Business1. Targeted communities of practice

2. Customer-driven support communities

3. Ideation and research communities

4. Partner communities

5. Corporate and employee blogs

6. Social media contests

Business-to-Business

IT hardware & softwareOffice equipmentBusiness solutionsBusiness consulting

Dell Take Your Own Path

Source: http://takeyourownpath.com

Community where users shared inspiring stories of entrepreneurship.

Driven by the Dell SME team.

Now replicated internationally.

Visa Business Network

Source: http://www.visabusinessnetwork.com

Business network for SMBs to learn, share and build relations.

SMBs can optimize costs by connecting with vendors, suppliers etc.

Microsoft ExecTweets

Source: http://exectweets.com

Community built around aggregation of tweets from CXOs.

Voting, commenting and sharing on the aggregated tweets.

Nokia Ideas Project

Source: http://ideasproject.com

Nokia shares big ideas on communications technologies by big thinkers.

Microsoft Developer Network

Source: http://msdn.microsoft.com

Community platform for Microsoft developers to network with and learn from each other.

Microsoft Partner Network

Source: http://microsoftpartnernetwork.com

Community platform for Microsoft partners to network with and learn from each other.

Intuit Small Business Grants

Source: http://community.intuit.com/contests/sbu_winners

SMBs submit videos about how they would use Intuit tools and services to achieve business goals.

Tata NEN Hottest Startups

Source: http://hotteststartups.in

India’s first “people’s choice entrepreneurship contest” got 558 entries.

Gone Google

Source: http://www.google.com/apps/intl/en/business/spreadtheword

‘Gone Google’ is Google’s initiative to showcase stories of businesses who have benefited from Google Apps

IBM Blogs

Source: http://ibm.com/blogs/zz/en

IBM employees blog about their area of expertise and other topics of interest to them.

Infosys Blogs

Source: http://infosysblogs.com

Infosys employees post on topics relevant to their areas of expertise.

Business-to-Consumer1. Targeted communities of interest

2. Customer-driven support communities

3. Ideation and research communities

4. Social marketplaces with reviews and ratings

5. Social media contests

6. Group-blog based advocacy programs

Business-to-Consumer

FMCGConsumer durablesFashion and lifestyleMobileRetail

Mini Space Mini created a

community for designers and artists to connect around the ‘creative use of space’.

Source: http://minispace.com

Dell Digital Nomad

Source: http://www.digitalnomads.com/

Community built around the idea of being a digital nomad.

Targeted at highly mobile laptop users.

Starbucks V2V

Source: http://www.v2v.net/starbucks

Vibrant full-featured social network built around Starbucks store locations.

Sunsilk Gang of Girls

Source: http://sunsilkgangofgirls.com

Community for young girls to connect with each other and discuss fashion and grooming.

Zune Social

Source: http://www.zune.net/en-us/promotions/jointhesocial/default.htm

Online music community powered by what Zune users and their friends are listening to.

Kraft First Taste

Source: http://kraftfirsttaste.com/community/community.aspx

Kraft First Taste is a community around product trial and customer feedback on new and existing products.

MakeMyTrip’s OKTaTaByeBye

Source: http://oktatabyebye.com

Full-featured travel community that started as a social media contest.

Dell Support Community

Source: http://en.community.dell.com

User driven support community to increase customer satisfaction and drive down support costs.

HP Support Forum Consumers help

provide assistance to other consumers and add to HP’s own support staff’s efforts at increasing consumer satisfaction.

Source: http://h30434.www3.hp.com

Windows Support Community

Source: http://windows.microsoft.com/en-US/windows/help/community

Microsoft Windows support community with expert blogs and tips, and user stories.

Talk to HT

Source: http://talktoht.com

Talk to HT is the Hindustan Times initiative to crowdsource ideas and feedback from readers on columns, editorials and news.

My Starbucks Idea

Source: http://mystarbucksidea.com

Ideation platform to improve consumer’s store experience and product mix.

Source: My Starbucks Idea

Best Buy Ideax

Source: http://bestbuyideax.com

Community for consumers to share their ideas with the firm on how to improve their experience of shopping at Best Buy.

User driven ideation community to listen to customer’s ideas on product improvement and new product development.

Dell Ideastorm

Source: http://ideastorm.com/

Fiat 500

Source: http://fiat500.com

Fiat 500 ran a series of social media driven contests around the theme of ‘500 Wants You’.

Ford Fiesta Movement

Source: http://fiestamovement.com

Hundred social media influencers drive around in Ford Fiestas and share their experience prior to its US launch.

Best Job in the World

Source: http://islandreefjob.com

Queensland Tourism invited one minute video applications for the ‘Best Job in the World’: a year of blogging on a beautiful island.

Office Ribbon Hero

Source: http://officelabs.com/projects/ribbonhero

Game where users can play challenges, score points, and compete with your friends while improving their productivity with Office.

Cola Cola on Facebook

Source: http://facebook.com/cocacola

Coca-Cola’s Facebook fanpagewas created by two fans.

Coca Cola nurtured the fanpage giving it authenticity.

Fan-created photos and videos are a highlight of the page.

Walmart Elevenmoms

Source: http://instoresnow.walmart.com/Community.aspx

Elevenmoms -bloggers network provides money saving tips to Walmartcustomers.

Decoding Social

By Tool

By Function

By Type of Organiza-

By Core Dynamic

Social networkingBloggingMicrobloggingPhoto-sharingVideo-sharing

Business-to-BusinessBusiness-to-ConsumerGovernmentNon-profit

Consumer generated contentConversationsCollaborationCommunityCollective intelligence

Product design Sales and marketingCustomer supportPublic relationsPartner relationsEmployee relations

We like to focus on the core dynamic.

You can look at social technologies through many lenses.

Internet Enables Group Forming

Source: Clay Shirky (Here Comes Everybody)

One-Way Two-Way

One-to-Many

One-to-One

Handbill Telephone

InternetTelevision

The Power of Group FormingSarnoff’s Law

Broadcast network(value = n)

100 for n=100

Metcalfe’s LawTelecom network

(value ∝ n^2)4,950 for n = 100

Reed’s LawGroup-forming network

(value ∝ 2^n)1,267,650,600,228,230,000,000,000,000,000 for

Five Core Social Dynamics

Invisible

Visible

Easy Difficult

Consumer Generated Content

Collaboration

Community

Collective Intelligence

Conversation

The 1:9:90 Rule

Creators

Curators

Consumers

The 1:9:90 Rule

Rich contentIntuitive search and discovery

Prominent voting, sharing and commenting tools

Easy-to-use creation tools Strong reputation system

Conversations Don’t Scale

Source: Clay Shirky (Here Comes Everybody)

Size of Group

No. of Groups

Broadcast

Loose Conversations

Tight Conversations

Collaboration Does Scale

? ! !!!

Into several really small tasks

Break up a big task Then aggregate them back

Every Page is a Latent Community

Strength

Country

Clique

Intelligence vs. Consciousness

Network MeaningCollective Intelligence

via algorithms that extract meaning from

implicit or explicit collective behavior

Collective Consciousness via reputation,

recommendation and reward systems

The Network as the Filter

Network Meaning

Information triggers

Reputation filters

Information filters

Privacy filters

Collective Intelligence

Collective Consciousness

Essential Reading on Social Technologies

Social Technologies 101

Social Technologies & Society

Social Technologies & Business

About 2020 Social

Who Are We

Gaurav Mishra CEOIIMB, Tata Group, Yahoo! Fellow at Georgetown

Dave Evans Consulting DirectorAuthor of ‘Social Media Marketing: An Hour a Day’

Gautam Ghosh ConsultantXLRI, Deloitte, HP, Dell

Strategy & Marketing

Organizational Development

Kaushal SardaConsultantCapgemini CRM, UhurooFounder

Enterprise Collaboration

What We Do

We build and nurture online communities for clients

and drive loyalty and advocacy.

to connect with customers, partners and employees

catalyze collaboration and innovation

Our Competency Areas

Engage(Retainer)

Plan (Project)

Build (Project)

Content

Conversations

Contests

Research

Strategy

Workshops

Communities

Social apps

Social APIs

Our Practice Areas

Collaboration platforms

Coaching

Communities of interest

Contests

Communities of practice

Content aggregation

Business to Consumer

Business to Business

Employees & Partners

Our Solutions

Engage(Retainer)

Plan (Project)

Build (Project)

ContentConversationsContests

ResearchStrategyWorkshops

CommunitiesSocial appsSocial APIs

Business to Consumer

Business to Business

Employees & Partners

ContestsCommunities of interest

LithiumDrupal

Content aggregation

Communities of practice

LithiumDrupal

CoachingCollaboration platforms

SocialText

Ask Us How2020social.com | contact@2020social.com| @2020social

gaurav@2020social.com@gauravonomics

gautam@2020social.com@gautamghosh

dave@2020social.com@evansdave

kaushal@2020social.com@ksarda