so . cialadjective. of, relating to, or occupied with mattersaffecting human welfare.noun. An informal social gathering, as of themembers of a church congregation.

me . di . anoun. Communication by publication or broadcast.

Oct 2010, by Gaurav Singh

Social Media

EVOLUTIONSocial Media

BUZZSocial Media

OPPORTUNITIES

A BRIEF HISTORY OF THE POST DIGITAL WORLDThe evolution of the digital ecosystem has brought about a paradigm shift in how we create, connect and consume.

WEB 1.01990-2000

World Wide WebWeb cataloguingWeb based mailInstant MessagingMobile (web)RSSWeb indexingBlogs

WEB 2.02000-2004

SearchBubble BustSocial NetworkingWikipediaFriendstersMyspace

HUMAN WEB2004-2010

FacebookYoutubeTwitterIphoneLocation-basedSocial networking

It’s not about technology. It’s about technology immersion in our everyday life, which is influencing and empowering people in completely different ways.

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SOCIAL EVOLUTION IN THE POST DIGITAL WORLDIts social circumstances, not the functionalities that determine how we adopt, use or reject a technology.

Revolution doesn’t happen when society adopts new tools, it happens when society adopts new behaviors. - Clay Shirky

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CREATEHuman web has granted individuals a voice to participate and to create, evolving them from mere consumers to content producers.

CONNECTOn the connected human web both speed and the scale has an exponential effect, and it’s certainly not limited by boarders, gender, age, class, nationality or race.

CONSUMEHuman web is independent of platform (technology), media (pictures, videos or blogs) and medium (web or mobile), it’s powered by ‘Share’ as the new social currency.

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126,861,574as tracked by blogpulse and more 42,234 new blogs started in last24 hours

2880028800 hours of video is uploaded on Youtube everyday. Flickr - More that 4,000,000,000pictures on Flickr

19,611,501articles in Wikipediawritten by 11,821,926people across the world

4,000,000,000More that 4,000,000,000 pictures on Flickr

27.3 milliontweets a day Twitter soon will be touching 10 billion tweets.

400,000,000active users on Facebook spending 5 hours and 30 minutes every month.

1billionvideos are served on YouTube everyday.

90 trillionemails sent on the Internet in 2009.

21 trillionSMS in Asia/Pacific and Japan in 2010

2000,000,000more than 2000,000,000 installed base.

6 million people turning Copenhageninto Hopenhagen

U.S. State Department requested Twitter to delay a network upgrade To protect the interests of Iranians using the service to protest the presidential election.

US$39 million donated to “Haiti” through cellphone text message

FACTS ABOUT THE POST DIGITAL WORLD

More than a billion people across the globe, spend an average of 5 hours 30 minutes on social networking platforms making it a mega media. EV

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152 million 70 million69 million

16 million

56 million

72 million

26 million

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19-29 30-39 40-64 Age group

Digital natives. These are the people who developed, connected and grew with the web. 1990-2010

Digital immigrants. These are the early adopters who are fast becoming part of the inter-connected human web and are pushing the growth of social media.

Total user base of Facebook + QQzone + Cyworld = 492 million

SCB World (China, Korea, India, Singapore, Hong Kong, South Africa, Kenya, Nigeria, UAE) = 110,862,640

SCB world

non SCB world

People have already moved. And so have all the customer centric brands.

Social Media

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CESINNOVATORS AND EARLY ADOPTERS

As the brands move up on the social media adoption curve, engagement, participation and collaboration trans-forms a happy customer into a brand activist while addressing issues of unhappy customers.

Of, relating to, or occupied with matters affecting human welfare” Brands that are looking at Social Media with this approach are delivering high on engagement and conversion metrics.

OBLIVIOUSLaggards in the adoption curve, these brands are completely oblivious to the power of Social Media.

OBSERVATIONLimited as a listening tool

BROADCASTLimited use, as distribution medium auxiliary totraditional advertising.

PARTICIPATIONDrive participation in both online and offline platforms by creating new content.

COLLABORATIONCreate content with others (individuals and brands) with an intent to add value without any direct benefit to products/services.

Dell ideaStromDirect2Dell

Platform integration Dell Community

My Starbucks ideaEmployee ownershipPlatform integration

Open forumAMEX LABS

Pepsi Refresh projectPepsi City Year

We inspire

Visa Business Network

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My Starbucks idea - Mystarbucks.com is a community set up to increase communications between the company and their customers. It serves two primary functions: to engage community at large and to review and promote ideas. Customers join the online community to submit suggestions/comments and vote on others’ ideas.

Results:• Every year over 100,000 ideas are submitted• 180,000 registered users• Twitter followers - 797,151• Facebook fans – 6,106,605 fans• Youtube Channel - 4,545,238 views

BRAVE HEARTS

Brave Hearts are a set of innovator brands that truly push the boundaries of social media by collaborating with complementary brands and individuals; end result, they are a part of well motivated and self growing community that deliver positive word of mouth for their product and services.

As the influence and power of Gen Y continues to grow so will the importance of reaching, understanding and engaging these influencers. In fact, Ford is reaching out to young influencers in order to help spread the word about the new Fiesta with a participatory marketing campaign entitled “The Fiesta Movement.”

The campaign invited 100 young people selected from more than 4,000 applications to drive a Ford Fiesta for six months and report their experiences on various social media sites. The lucky 100 selected were chosen based on their “influence” determined by such factors as blogging experience, number of social network friends and why they would be a good representative for the Fiesta Movement.

Results: • 4.3 million YouTube• 500,000+ Flickr views• 3 million+ Twitter impression• 50,000 interested potential customers, 97% of which don’t own a Ford currently.

Pepsi ended its 23-year run of Super Bowl ads and decided to use the money that they would spend on “traditional advertising” on a social media project, Pepsi Refresh Project is about getting the global community to nominate projects that need funding in local communities.

Reason for the shift? Moving away from pure broad-cast approach to conversation and engagement. With US$ 20 million Pepsi would have got 8 Super Bowl ads instead Pepsi decided to focus on promoting positive social change by collaborating with people who have the ideas and the passion to refresh the world.

Key highlights: • Pepsi has recruited NFL stars Drew Brees, Mark Sanchez and DeMarcus Ware to promote the effort • Appointed “ambassadors” such as New York Times columnist Allison Arieff, an expert in functional design, and Rebecca McQuigg Rigal, formerly of Creative Artist Agency. • Partnered with GOOD, DoSomething.org and Global Giving to vet submissions worthy of the public vote.

Of, relating to, or occupied with matters affecting human welfare” Brands that are looking at Social Media with this approach are delivering high on engagement and conversion metrics.

Close to 270 ideas implemented.

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Banking and Finance is one of the most highly regulated categories, but few Hero brands have foundare the set of brands who have found their niche and opened new doors for conversation with their prospective and existing customers.

Visa Business Network, an application built onFacebook to help companies network and drive new business. The application allows small business owners to use social networking techniques to find and connect with peers and potential advisers from millions ofcolleagues already using Facebook.

Further to support Small Businesses Visa partnered Google to provide range of business software,including Google’s answer to Microsoft Office. Thenetwork also features editorial content targeted at small-business owners, such as podcasts supplied by The Wall Street Journal.

Wells Fargo was the first U.S. bank to launch acorporate blog, in March 2006, and the company has since gone on to expand its use of social media toinclude such innovations as an online role-playing game called Stagecoach Island to make financial education fun for high school and college-age students. Players can give feedback on new features, chat with other players, share pictures of their avatar, and set up real-time events like birthday parties and ski races.

Hundreds of Wells Fargo employees are now using blogs to brainstorm with one another and interact with customers. The company’s blogs have become the most-read non-banking pages on Wells Fargo’s site. A few groups within the company have even started experimenting with video blogs. Further, the EVP of the bank’s Internet services group holds weekly meetings for team members to discuss new ideas submitted to a company wiki.

Wells Fargo now claims a variety of banking-industry social media firsts:• First U.S. bank with a blog• First bank with a student loan blog• First bank with a business banking blog• First bank in the world with a Second Life presence• First bank on MySpace• First bank with an avatar persona on MySpace• First bank with a VP Social Media (who appears to be proactively reaching out to the blogging community)

Wells Fargo was the first U.S. bank to launch acorporate blog, in March 2006, and the company has since gone on to expand its use of social media toinclude such innovations as an online role-playing game called Stagecoach Island to make financial education fun for high school and college-age students. Players can give feedback on new features, chat with other players, share pictures of their avatar, and set up real-time events like birthday parties and ski races.

Hundreds of Wells Fargo employees are now using blogs to brainstorm with one another and interact with customers. The company’s blogs have become the most-read non-banking pages on Wells Fargo’s site. A few groups within the company have even started experimenting with video blogs. Further, the EVP of the bank’s Internet services group holds weekly meetings for team members to discuss new ideas submitted to a company wiki.

Wells Fargo now claims a variety of banking-industry social media firsts:• First U.S. bank with a blog• First bank with a student loan blog• First bank with a business banking blog• First bank in the world with a Second Life presence• First bank on MySpace• First bank with an avatar persona on MySpace• First bank with a VP Social Media (who appears to be proactively reaching out to the blogging community)

The biggest difference between the Heroes and Brave Hearts; Heroes try to build their own communities instead of being a part of their consumers social media ecosystem.

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CESSTANDARD CHARTERED BANK SOCIAL MEDIA REACH.

Empowered by social media tools people are talking, tagging and sharing content and information related to Standard Chartered Bank.

Like it or not, social media is here to stay and it will only become bigger and bigger; it’s our big opportunity to deliver utilities and added value by participating and collaborating with prospects and customers and not just limiting our activities in social media platforms to listening and as broadcasting.

UAE Facebook page is the only official country representation on Facebook, with more than 6500 fans the page was the center piece during the latest promotional campaign and its use as customer feedback tool.

Anti- HIV is the only CSR initiative presence in the social space to help spread knowledge faster than HIV itself!

With more than 7000 fans the campaign is driving its crusade to empower 1,000,000 with knowl-edge and make HIV history.

OFFICIAL PRESENCE ON SOCIAL MEDIA

USER GENERATED INFORMATION/ CONTENT

2 company profiles United Kingdom and Pakistan. UK office currently posted an opening.

11,839 results mostly tagged for Marathon

59,300 tagged as Standard Chartered Marathon and another 184,000 tagged as stan chart Marathon.

70 pages branded as Standard Chartered Marathon with more than 18000 people sharing pictures and their experience, some people even forming team to prepare for upcoming race.

More than 983 videos tagged as Standard Chartered Bank, SCB Television commercials, news clips and some user generated videos.

Buzz in the blogosphere peaked on 14 of Dec 2009 after the bank played down the effect of the current financial problems in Dubai and analysts forecasted a profit rise of 6% to $5.1bn.

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Not just listening and monitoring the conversation, but keeping a tab on key influencers, segmenting the markets and mediums while understanding the key trends of positive and negative feedback from various platforms.

Tools give us tremendous capability to track and monitor millions of platforms where people are talking about our brands, its imperative to keep a real close watch and respond immediately as and when it’s required.

What people said about Standard Chartered Bank in the last 4 weeks.

THE GREAT WALL: Speculation Increases that China May Revalue the ...

brianbarrons.typepad.com

“This is a real recovery (of exports and imports), with China’s import recovery being V-shaped and export recovery U-shaped,”

Bank Permata Gets IDR700 Billion Fresh Funds From Standard ...

gubmintcheese.com

Bank Permata Gets IDR700 Billion Fresh Funds From Standard Chartered....

Risk Management in Standard Chartered Bank (Hong Kong) Limited

ivythesis.typepad.com

Based on personal experience, the Standard Chartered Bank (Hong Kong) Limited Bank of Hong Kong offers quality professional service to its customers.

My Very First Blog: Random Notes 7

foongpc.blogspot.com

I received this from Standard Chartered Bank early last month.

Live monitoring both for English and double byte languages, segmenting geographies and media to understand the pressure points and take quick action.

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SINTERNAL OPPORTUNITIES • CLIENTS & CUSTOMERS • SOCIAL SUSTAINABILITY We can reach out to 10s of millions of people across the globe just by enabling and empowering our 77,000 employees with appropriate tools, information and content.

Best practiceThe US-based consumer electronics retailer took its reputation for in-store service to the next level with the launch of Twelpforce – an army of 2100 Best Buy employees authorised to answer consumer questions via Twitter. Queries are submitted using the #twelpforce hashtag. The tool took 13,000 queries in the first two months, and at a time when consumer spending in the US is down by 1.9%, the company made a net profit of $158m in 3Q09 on revenues of $11 billion (up from $9.8 billion year-on-year). Best Buy even specifies a minimum of 250 Twitter followers for job applicants.

Employment opportunitiesA brief description about the job profile with the contact details of the key personal, employees can then share it via their personal social network.

Reports, research and analysis A repository of reports and analysis that’s available to employees so they can share the content within their personal social network, thereby driving banks thought leadership.

Case studies and learning’s Repository of case studies and learning so that em-ployees can collaborate, more like a ‘Knowledge Center’ for both Standard Chartered case studies and best practices from across categories. Linkedin Alumni forum Leverage the power of past and current employees to attract new talent.

At the core of it ‘Standard Chartered Wiki’. A wiki platform for collaboration and participation, where topics will range from:

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SINTERNAL OPPORTUNITIES • CLIENTS & CUSTOMERS • SOCIAL SUSTAINABILITY As the power users shift to web for services and utilities, Standard Chartered can take the Brave Heart role by innovating the web based Customer Service and support completely based on social media platform; offering product and services as part of their network.

Web based Service Support Using twitter as the support channel to acknowledge issues and feedback from customers and clients thereby reducing the load and cost of branch and call center.

Customer-Sourced product development Crowdsourcing is not just about developing products according to cus-tomers needs, it can also act as a strong marketing channel as well.

Dell is a pioneer in harnessing the power of the Web. As one of the first e-commerce sites it earns a million dollars a day by just understanding the power of the Web from a static to interactive tool. This enable direct connection with customers as it is about e-commerce and “direct business model”. Dell Twitter followers @DellOutlet have more than 1.5 million (representing more than $3 million in revenue) Via platforms like IdeaStorm, more than 350 customer ideas have been implemented into product and business innovations.

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SINTERNAL OPPORTUNITIES • CLIENTS & CUSTOMERS • SOCIAL SUSTAINABILITY

Case studyStarbucks has successfully created an experience around the consumption of coffee, an experience that people could weave into the fabric of their everyday lives, Starbucks leverage Social media platform to showcase its commitment towards its mission – “Develop enthusiastically satisfied customers all of the time”.

With one of the biggest (more than 6 million) Facebook fan base and over 800,000 followers on twitter, Starbucks engage its customers though it sustainability projects such as Fair Trade, Shade Grown, City Year and Shared Planet programs to demonstrate:

• Actions that positively influence the environment, the consumer, and the well-being of society

• Social responsibility toward its internal and external stakeholders.

• Leverage Fair Trade and Sustainable Development including Shade-Grown as potential competitive advantage.

• Connect with youth through ‘Shared Planet’ to demonstrate sustainable development extends far beyond the environment, deep into the cultural roots of peoples and countries.Standard Chartered has a genuine desire to make change,

drive sustainability and do good. And all the Corporate Social Responsibility projects reflect it. To amplify its effectiveness its time to add Social in our CSR projects and give a permanent platform to all our CSR initiative on the social media networks such as Facebook and Twitter, where our employees, customers, clients and media can collaborate and participate to drive sustainability message across the globe.

Social media for social good!

OUR GUIDING PRINCIPLES

Every day, people discuss, debate and embrace our brand in thousands of online conversations. We recognize the vital importance of participating in these online conversations but we have to ensure that we participate in online social media the right way.

There is a big difference between speaking about the bank and on behalf of the bank, these Social Media Guiding Principles should be regarded as the basic tenets to help us navigate in this new marketing and communication platform.

GUIDING PRINCIPLES

Transparency

Protection

Respect

Responsibility

Bloggers paid to advertise our products and or services MUST inform their readers of their association with our brand. Track their involvement and participation throughout the campaign.

Personally Identifiable Information (PII) collected must be safe guarded in accordance to Privacy Policies, Laws and IT policies.

Copyrights, trademarks, rights of publicity and third party rights in the online social media space, including with regard to user-generated content (UGC) to be respected.

Listen to the online community. Comply with applicable regulations to ensure that these Online Social Media Principles remain current.

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Controlling conversations viaPosts by “fake” users. Deleting posts and comments.

Materials with consumers’ private information must not be handled by or be accessible to too many employees.

Making uninformed, inappropriate decisions without consulta-tion with the assigned team.

Usage of excessive tracking software, adware, malware or spyware.

No follow ups on campaigns after they have run their course. Comments and feeback must be answered to promptly, regardless of campaign life span.

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EVOLUTIONSocial Media

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SOCIAL MEDIA FOR SOCIAL GOOD