| Date post: | 17-Oct-2014 |
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Decoding SocialHow Are Social Technologies Changing
Business, Media and Society?
2020 Social: Because Business is Social
[email protected]@gauravonomics
[email protected]@gautamghosh
[email protected]@evansdave
[email protected]@ksarda
Three Mantras
The future has already arrived.
It’s just not evenly distributed yet.
1
Source: William Gibson
The tools are transient.
The values embedded in them are persistent.
2
To understand how social technologies are changing
media and business,
begin by asking how they are changing people and society.
3
Five Questions
What are social technologies and why are they important?
1
How are social technologies changing people?
2
How are social technologies changing society?
3
How are social technologies changing media?
4
How are social technologies changing business?
5
What are social technologies and why are they important?
1
World Map of Social Media
Source: http://globalwebindex.net
World Map of Social Networks
Source: http://vincos.it/world-map-of-social-networks/
34.2
24.4
19.6
15.5
10.9 10.38.5
2.9 2.2 1.7 1.30
5
10
15
20
25
30
35
40
Goo
gle
Yaho
o
GM
ail
Ork
ut
YouT
ube
Face
book
Blog
ger
Wor
dpre
ss
Link
edIn
Flic
kr
Twit
ter
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
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.
60 million users worldwide.
2.5 million users in India.
Users {exchange} information, ideas and opportunities.
http://twitter.com
Popular micro-sharing platform.
Likes to call itself “real-time information network”.
75 million users worldwide.
1.8 million users in India.
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.
Digg
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.
Ning
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?
2
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?
3
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.
Kiva
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.
Care2
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?
4
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 Creative Commons licenses enable people to easily change their copyright terms from the default of “all rights reserved” to “some rights reserved.”
The Digital News Lifecycle
TIME
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.
Digg
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
Category: TV news channel
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
Category: TV news channel
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?
5
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
Decoding Social
Decoding Social
By Tool
By Function
By Type of Organiza-
tion
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
n=100
Five Core Social Dynamics
Invisible
Visible
Easy Difficult
Consumer Generated Content
Collaboration
Community
Collective Intelligence
Conversation
The 1:9:90 Rule
Creators
Curators
Consumers
1%
9%
90%
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
Size
Strength
Country
Club
Cult
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
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 | [email protected]| @2020social
[email protected]@gauravonomics
[email protected]@gautamghosh
[email protected]@evansdave
[email protected]@ksarda
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