The Social Integration Journey

transcript

The Social Integration Journey!

Gaurav Mishra | Gauravonomics!Asia Director of Social !MSLGROUP | Publicis Groupe!

Why am I talking about this topic?!

To learn more about Gaurav/ Gauravonomics, subscribe to gauravonomics.com or follow @gauravonomics on Twitter. !

Gaurav helps global brands inspire, organize and energize people by rethinking purpose, participation and performance.!!- MBA from IIM Bangalore !- Brand Marketer at Tata Group !- Co-founder of 2020 Social!- Asia Director of Social at MSLGROUP!!

Gauravnomics writes and talks about minimalism, mythology and movements. Watch out for the upcoming novel on this theme.!!- Award-winning blogger, speaker and changemaker!- The marketer who went off consumption!- 2008-09 Yahoo! Fellow at Georgetown University!- Co-founder of Vote Report India!- 2009 TED India fellow !

Social integration journey!

Helps organizations build enterprise capabilities for social by integrating social into their technology platforms, marketing programs and business processes, to drive strategic change and real ROI.!

Platforms! Programs! Processes!

Inaction!

Incubation!!

Integration!

Create a static campaign or country microsite!

2! Create an official page on Facebook or Twitter!

3! Create a Facebook contest or a Twitter influencer program!

4! Integrate social into technology platforms!

5! Integrate social into marketing programs! 6! Integrate social into

business processes!

How to build a case for social integration? !

We need to access the organizationʼs maturity, motivations and money (budgets) to successfully build a case for social integration.!

MATURITY!Present and potential stage of integration!!- Assess the present stage for the organization and relevant others.!!- Assess the highest stage the organization can transition to, within 12 months.!

MOTIVATION!Reasons to invest in integration!!- Assess the objectives and decision criteria for the organization.!!- Assess the triggers and barriers for the main decision makers.!!- Identify the main motivations and messages to build a credible case.!

MONEY!Resources to invest in integration!!- Assess the investment required and the organizationʼs capacity to invest, over 12 months.!!- Plan for a phase-wise approach to transition to a higher stage, with at least 3 months to stabilize each stage.!

2! 3!1!

Stage 1: Create a static campaign or country microsite !

Stage 1: Create a static campaign or country microsite!In stage 1, organizations create campaign or country microsites to push out information on a campaign or a topic. Typically, these microsites have limited content and a short shelf-life (six pages for six weeks).!

The website is an integral part of 360° marketing!!All peer organizations have created a country or campaign website, so itʼs simply expected.!!

The website is the gateway to the organization!!The website is the first and one of the most important sources of information on the organization.!

In most Asia markets, internet has serious scale!!450+ million in China, 100+ million in India etc. Both B2C and B2B influencers are active on the internet. !

Case Study: GE Smart Grid augmented reality microsite!

Source: GE Plug Into the Smart Grid!

GE abandoned the award-winning 2009 Plug Into the Smart Grid augmented reality microsite, once the campaign ended.!

Stage 2: Create an official page on Facebook or Twitter!

Stage 2: Create an official page on Facebook or Twitter!In stage 2, organizations create Facebook or Twitter accounts to push out news updates about a topic. Typically, most updates include links to news items and engagement with followers is limited.!

Social media is cost effective!!Creating organization pages on Facebook, Twitter, Weibo is free.!!

Influencers are active on social media!!Both B2C and B2B influencers are active on the social media and engaging with organizations. !

Social media has serious scale!!750+ million on Facebook, 200+ million on Twitter, 150+ million on Weibo, 100+ million on Renren etc.!

Case Study: Anand Mahindra on Twitter!

Source: @anandmahindra on Twitter!

The highly respected business leader uses Twitter to weigh in on topics of public interest and even answer customer complaints in public.!

Case Study: Li Dongsheng on Sina Weibo!

Source: @lidongsheng on Sina Weibo!

Li Dongsheng, Deputy to the Peopleʼs Congress and President of TCL Group, engages with consumers and citizens on Sina Weibo and has more than 2 million followers.!

Case Study: Ching's Secret!

Source: Chingʼs Secret on Facebook!

Chinese packaged food brand Chingʼs Secret has attracted more than 8,50,000 fans on Facebook by sharing recipes and engaging fans in witty conversations.!

Facebook Tip: Optimize for Facebook Edgerank!Edgerank is FBʼs algorithms to decide which objects will show up in your fansʼ Top News feed. You must optimize FB page for Edgerank, like websites for Google Pagerank. !

Edge weights: Create > Comment > Like > Share > Tag!

Ask questions and explicitly ask fans to participate and share own content.!

Object weights: Video > Photo > Link > App > Update!

Post content multiple times with slightly different messages.!

Post topical or time-sensitive content (event, limited period, countdown).!Post daily content, during early mornings and early evenings.!

Invite influential friends to interact with your page.!

Quickly respond to comments to sustain conversations.!

Affinity!

Facebook Edgerank!

Weight!

Stage 3: Create a Facebook contest or a Twitter influencer program!

Stage 3: Create a Facebook contest or a Twitter influencer program !In stage 3, organizations run tactical, short-term, channel-specific campaigns, to increase engagement, like a Facebook contest, a Twitter influencer program, or a blogger program.!

Engagement is the first step towards advocacy!!Engaging influencers is the first step towards converting them into advocates.!!

Engagement requires regular effort!!To engage influencers, organizations need to create regular content, influencer outreach and contests.!

Itʼs important to engage influencers!!Presence is not enough, organizations need to engage influencers on social media.!

Twitter Tip: Identifying influencers via Klout!

Source: Klout!

Klout has emerged as the predominant platform for measuring influence across the social web, primarily on Twitter, but also on Facebook, LinkedIn, Quora and blogs.!

Stage 4: Integrate social into technology platforms!

Stage 4: Integrate social into technology platforms!In stage 4, the organization reimagines the website as a social hub, by adding social features into the website itself, or by integrating the website with social platforms like Facebook, Twitter and YouTube.!

Simplify customization and content sharing!!Use Facebook/ Twitter/ LinkedIn logins to customize website experience and simplify content sharing.!

Integrate social networks into website for impact!!Use API code snippets, widgets and RSS feeds to integrate social networks into website to improve search optimization and discovery. !

Share content across channels for impact!!Upload content to YouTube/ SlideShare, embed on blog, then share on Facebook/ Twitter/ LinkedIn.!

The convergence of web, mobile and social!

Both social platforms (Facebook, Twitter, LinkedIn) and mobile platforms (iPhone, Android, Blackberry) have open application ecosystems, leading to an integrated experience.!

Social Platforms!

Social Web!

Mobile Apps!

Open application ecosystems!

Mobile Web!

Mobile Platforms!

The convergence of web, mobile and social in China!

Source: Sina Weibo, RenRen, Qzone, Youku!

In China, popular social platforms Sina Weibo, RenRen, Qzone and Youku all have popular iPhone apps.!

The convergence of web, mobile and social in India!

Source: Mig33, SMSGupShup, RockeTalk, Ibibo!

In India, popular social platforms Ibibo has a iPhone app. RockeTalk, SMSGupShup and Mig33 are popular mobile social networking platforms.!

Case study: Nike+!

Source: http://nikerunning.nike.com/nikeos/p/nikeplus/en_US/plus/ !

To realize its purpose of helping each one of us find the athlete within us and transform running from a solitary pursuit into a social activity, Nike created the Nike+ app and community.!

Case Study: GE!

Source: GE Expert Feed!

GE showcases the Twitter and Tumbler feeds of selected experts on its website and prominently links to the application from the GE.com homepage.!

Facebook Tip: Use Facebookʼs Open Graph API to integrate Facebook with your website!

Source: Facebook Open Graph!

Facebook provides several ready-to-use Open Graph widgets to integrate Facebook with your website.!

Stage 5: Integrate social into marketing programs!

In stage 5, organizations design community-centric integrated marketing programs to connect people around a shared social heartbeat.!

Trigger participation and action!!Create a series of interconnected programs to energize influencers. !

Build owned media permission assets!!Create a long-term community platform to organize influencers around the social heartbeat.!

Convert influencers into advocates!!Design integrated marketing programs around a social heartbeat aligned with the brand values.!

Inspire, organize and energize people!

Helps organizations design powerful purpose-inspired platforms and programs to inspire, organize and energize people around a shared purpose.!

Shared purpose or Social Heartbeat to inspire people!

Long-term online-offline platform to organize people!

A series of short-term programs to energize people!

1! 3!2!

The role of platforms and programs!

Programs help attract attention around a social heartbeat while platforms help retain attention.!

Attention/ Permission!

Program 1!

Program 2!

Program 3!

Programs attract attention!

Platforms retain attention!

The role of paid, earned & owned media!

While paid media is important to seed the platform and programs, over time, the role of earned media and owned media becomes more important.!

Social Ads! Search Ads! Influencer Outreach! Organic Sharing! Organic Search!

Case Study: Starbucks V2V!

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

In 2008, Starbucks created the V2V volunteer network to connect people and actions around local Starbucks stores.!

Case Study: Starbucks Vote!

Source: http://www.youtube.com/watch?v=a2J8KJDsqqY!!

Starbucks offered a free coffee to people who voted in the 2008 US elections.!

Case Study: Starbucks Plegde 5!

Source: http://www.youtube.com/watch?v=fom57XAEYWI!

In 2009, Starbucks started the Pledge 5 campaign to encourage young people to volunteer.!

Case Study: Starbucks Red!

Source: http://www.youtube.com/watch?v=kkC5qYH0ln0 !!

Starbucks tied up with Bonoʼs Red initiative to donate 5 cents for every drink to save lives in Africa.!

Case Study: Starbucks Reusable Mug!

Source: http://starbucks.com/thebigpicture and http://youtube.com/watch?v=gMqH_c1zY_8!

Starbucks encourages its consumers to switch from paper cups to reusable travel mugs.!

Case Study: Starbucks Create Jobs for USA!

Source: http://createjobsforusa.org and http://youtube.com/watch?v=Muh6I1TnVg4 !

In 2011, Starbucks donated $5 million and asked consumers to donate $5 to support small businesses across USA and create jobs.!

Case Study: Pepsi Refresh Project!

Source: http://refresheverything.com !

As part of its commitment to “deliver sustainable growth by investing in a healthier future for people and our planet”, PepsiCo is giving grants worth $20 million per year to ideas that can refresh the world. !

Case Study: Tata Tea Jaago Re !

Source: http://jaagore.com and http://youtube.com/watch?v=AJboblD7EJA !

In 2008, Tata Tea tied up with non-profit Janaagraaha to inspire almost 700,000 Indians to register to vote. Since then, Jaago Re (“wake up”) has evolved into an active civic action community.!

Case Study: Mahindra Spark the Rise!

Source: http://sparktherise.com & http://youtube.com/watch?v=3oD9TlGGk94 !

To fulfill its purpose to enable its stakeholders to rise, Mahindra Group has created the Spark the Rise platform to share ideas that can propel innovation, entrepreneurship, and positive change in India.!

Case Study: Dell Go Green Challenge in India!

Source: http://facebook.com/dellgogreen !

In 2010, Dell created a challenge for design students and others to share ideas on how to redesign, reuse and recycle gadgets to make them go green.!

Stage 6: Integrate social into business processes!

Stage 6: Integrate social into business processes!In stage 6, organizations leverage social media as a tool for business transformation by integrating it with sales, support and innovation processes.!

Crowd-source innovation!!Tap into the wisdom of crowd to discover ideas for product or process innovation.!!

Improve customer satisfaction!!Listen and respond to customers at the point of need or demand.!

Drive real return on investment!!Use social to drive business objectives like sales, support and innovation.!

Case Study: GE Ecomagination Challenge!

Source: http://challenge.ecomagination.com !

As part of its commitment to “imagine and build innovative solutions to environment challenges”, GE has created a $200 million challenge to fund ideas that can reimagine powering the grid, or powering homes. !

Case Study: GE Healthymagination Challenge!

Source: http://challenge.healthymagination.com !

As part of its “shared commitment to create better health for more people together”, GE has created a $100 million challenge to fund ideas that can accelerate innovations to fight breast cancer. !

Case Study: GE Healthymagination Fit Friendzy Challenge application!

Source: http://healthymagination.com/applications/fit-friendzy !

As part of its suite of Healthymagination applications, GE has created the Fit Friendzy app to let users set themselves exercise challenges, track their workouts and encourage each other. !

Case Study: Dell Support Community!

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

Dell uses customer-driven support community to enable customers to answer each otherʼs questions. Dellʼs support forum has helped it increase customer satisfaction and drive down support costs. !

Case Study: Dell Ideastorm!

Source: http://ideastorm.com!

Dell uses customer-driven ideation community Dell Ideastorm to listen to customerʼs ideas on product improvement and new product development!

Case Study: Dell Employee Storm!

Source: http://thesocialworkplace.com/featured/1558 !

Dell also created an internal ideation platform called Dell Employee Storm to listen to product and process innovation ideas from its own 80000 employees.!

Case Study: Dell Social Media Command Center!

Source: http://www.youtube.com/watch?v=w4ooKojHMkA !

Dell has created a social media command center to listen to, classify and respond to social media conversations.!

Case Study: Dell SMaC Unconference!

Source: Dell SMaC Unconference in Bangalore!

Dell trained 900 staff in India to use social media for marketing, customer support, recruitment and innovation.!

Case Study: VANCL Star social commerce community !

Source: http://star.vancl.com/ !

On the VANCL Star community, fans of the brand can open a “store” or a photo blog, showcase their VANCL styles, and even earn a commission of 10% of the profit on sales through the store. !

In Summary: Six best practices for social integration!

In Summary: Six best practices for social integration!In summary, organizations can use these six best practices to integrate social into their technology platforms, marketing programs and business processes. !

Marketing Programs!

Business Processes!

Social Integration!

Technology Platforms!

Use the website as a social hub that connects content across channels.!

Use social networks to build relationships and engage in conversations.!

Create private or public communities for collaboration or co-creation.!

Listen to, classify and respond to conversations on the social web.!

Create platforms that organize people around a social heartbeat.!

Create a series of programs that energize people to participate and act.!

Letʼs stay in touch!!

Gaurav Mishra | Gauravonomics!Subscribe to gauravonomics.com !Follow @gauravonomics on Twitter!