2020 Social Decoding Social Workshop

Decoding Social
How Are Social Technologies Changing
Business, Media and Society?
2020 Social: Because Business is Social

gaurav@2020social.com dave@2020social.com
@gauravonomics @evansdave

gautam@2020social.com kaushal@2020social.com
@gautamghosh @ksarda

1
The future has already
arrived.

It’s just not evenly distributed
yet.

Source: William Gibson

2
The tools are transient.

The values embedded in them
are persistent.

3
To understand how social
technologies are changing
media and business,

begin by asking how they are
changing people and society.

1

What are social technologies
and why are they important?

2

How are social technologies
changing people?

3

changing society?

4

changing media?

5

changing business?

World Map of Social Media

Source: http://globalwebindex.net

World Map of Social Networks

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

Social Platforms in India

40
34.2
35
30
24.4
25
19.6
20
15.5
15
10.9 10.3
10 8.5

5 2.9 2.2 1.7 1.3
0
Orkut
Yahoo

GMail
Google

YouTube

Flickr
Blogger

LinkedIn
Wordpress

Twitter
Facebook

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

All successful social
platforms have clearly
defined their users’ If most users can’t
relationship with the decode what the social
social object. platform does at first
glance, it is likely to be
unsuccessful.

Social Platform: Users
{Relationship} Social Object

Source: Jyri Engestrom

Facebook
 World’s leading
social networking
platform.
 400 million users
worldwide.
 12.4 million users
in India.
 Users {connect and
share with}
people.

Source: http://facebook.com

LinkedIn
 Popular
professional
networking
platform.
worldwide.
 2.5 million users in
India.
 Users {exchange}
information, ideas
and opportunities.

Source: http://linkedin.com

Twitter
 Popular micro-
sharing platform.
 Likes to call itself
“real-time
information
network”.
worldwide.
 1.8 million users in
India.
 Users {share and
discover} what’s
happening right
now.

http://twitter.com

Google Buzz
 Google’s own
social network
integrated with
GMail.
 Users {start}
conversations
about the things
you find
interesting.

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

Flickr
 Popular photo-
sharing platform.
 Users {share}
photos and {watch}
the world.

Source: http://flickr.com

YouTube
 Popular video-
sharing platform.
 Users {broadcast}
yourself.

Source: http://youtube.com

Digg
 Popular social
voting platform.
 Users {discover and
share} content.

Source: Digg.com

Delicious
 Popular social
bookmarking
platform.
 Users {save} your
bookmarks or {see}
what's fresh now.

Source: http://deicious.com

Wordpress
 Popular blogging
platform.
 Users {express}
yourself.

Source: http://wordpress.com

Dopplr
 Popular travel
sharing platform.
 Users {share} your
personal and
business travel
plans with people
you trust.

Source: http://dopplr.com

Wikipedia
 Popular wiki
platform.
 Users {edit} free
encyclopedia.

Source: http://wikipedia.com

Ning
 Popular white label
social networking
platform.
 Users {create} your
own social
network.

Source: http://ning.com

Focus on People vs. Content
Most social platforms are
including rich user
profiles, to shift the Instead, content-centric
focus towards people. platforms should build
deep integration with
people-centric platforms.

Focus on Focus on
Content People

Real and Persistent Identities
 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.
Source:
http://developers.facebook.com/connect.php

The Online-Offline Continuum
 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.

Source: http://twitvite.com

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

Source: http://thread.com

From Consumers to Creators
 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.

Source: http://therengen.com

Disruptive Social Change Models
1. Micro-lending 4. Standalone
and micro- viral collective
philanthropy action
platforms campaigns

5. Participatory
2. Volunteer Disruptive Social governance
marketplaces Change Models platforms

3. Collective
action and 6. Transparency
advocacy initiatives
platforms

Social platforms for
social change are built
around our need to Small public acts of
gain social capital. good add up to big
change by creating
positive viral loops.

Public micro-actions
related to BIG social objects
lead to social capital
and positive viral loops.

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

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

Kiva
 Micro-lending
platform to
connect lenders
with small
entrepreneurs.

Source: http://kiva.org

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

Source: http://globalgiving.org

DonorsChoose
 Micro-donations
platforms
connecting donors
to classrooms in
need.

Source: http://donorschoose.org/

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

Source: http://pledgebank.com/

Care2
platform where
members earn
credits for taking
positive action and
supporting good
causes.

Source: http://care2.com/

Idealist
 Platform to
connect
changemakers with
volunteer
opportunities.

Source: http://idealist.org/

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

Source: http:/change.org

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

Source: http://changingthepresent.org

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

Source: http://ngopost.org

The Pink Chaddi Campaign
 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.

Source:
http://thepinkchaddicampaign.blogspot.com

Blank Noise Project
 Long-running
Indian feminist
community
working towards
reclaiming public
spaces for women.

Source: http://blanknoise.org

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

Source: http://americaspeaks.org/

Sunlight Foundation
 Hosts communities
and contests and
creates mashup
applications to
make government
more transparent
and accountable.

Source: http://sunlightfoundation.com/

Apps for Democracy
 Contest to build
the most useful
apps using DC
government public
data.

Source: http://appsfordemocracy.org/

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

Source: http://tweetcongress.org/

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

Source: http://my.barackobama.com

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

Source: http://change.gov

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

Source: http://america.gov

Participatory news models
are changing how news is and forcing traditional
created and consumed… media organizations to
experiment with their
own participatory models.

In the new media landscape,
all of us are audience,
journalist, editor and source,
all at once.

Creative Commons Licenses
 The Creative
Commons licenses
enable people to
easily change their
copyright terms
from the default of
“all rights
reserved” to
“some rights
reserved.”

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

The Digital News Lifecycle

Context Analysis

News Story
Conversation
REACH/
DEPTH Blog Post
Personalization
SMS Alert

TIME

Participatory News Models
1. Citizen
3. News
journalism
Participatory aggregators
platforms
News Models

2. Independent
4. Social news
web-based
platforms
news platforms

WikiNews
 Wiki-based citizen-
driven news
platform from
Wikimedia.

Source: http://en.wikinews.org

Global Voices
 Volunteer-driven
citizen news
aggregator.

Source: http://globalvoicesonline.org/

NowPublic
 Citizen journalism
platform.

Source: http://nowpublic.com

AllVoices
 Citizen journalism
platform.

Source: http://allvoices.com

Ushahidi
 Crisis reporting
platform built on
SMS-map mashup.

Source: http://ushahidi.com

Current TV
 Independent
viewer-
contribution driven
television channel.

http://current.tv

The Huffington Post
 Independent online
news platform.

Source: http:// huffingtonpost.com

GlobalPost
news platform
focused on
international news.

Source: http://globalpost.com

True/ Slant
news platform.

Source: http://trueslant.com

ProPublica
 Independent
investigative
journalism
website.

Source: http://propublica.org

Spot.us
 Crowd-funded
journalism
platform.

Source: http://spot.us

Google News
 Customizable news
aggregator from
Google.

Source: http://news.google.com

Digg
 Social voting
platform.

Source: Digg.com

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

Source: http://techmeme.com

Tweetmeme
 News aggregator
built around links
shared on Twitter.

Source: http://tweetmeme.com

News & Media Organizations
1. Expert
4. Citizen
blogs with Traditional journalism
comments News & Media
Organizations

2. Campaigns Newspapers 5. Social news
and contests Magazines
TV channels
Movie Studios

6. Communities
3. Profiles and
of interest/
personalization
practice

NYT Blogs
 Company: NYT

 Category:
Newspaper

 Innovation: More
than 50 blogs.

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

NPR Community
 Company: NPR

 Category: Public
radio channel

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

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

CNN iReport
 Company: CNN

 Category: TV news
channel

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

Source: http://ireport.com

Al Jazeera War on Gaza
 Company: Al
Jazeera

channel

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

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

Al Jazeera Labs
 Company: Al
Jazeera

 Category: TV
newschannel

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

Source: http://labs.aljazeera.net

NYT TimesPeople
 Company: NYT

 Category:
Newspaper

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

Source: http://timespeople.nytimes.com

WSJ Community
 Company: WSJ

 Category:
Newspaper

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

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

BusinessWeek Business Exchange
 Company:
BusinessWeek

 Category:
Magazine

 Innovation:
LinkedIn-driven
professional
networking
platform for
BusinessWeek
readers.

Source: http://bx.businessweek.com

CNN NewsPulse
 Company: CNN

channel

 Innovation: Most
popular stories
from CNN in real-
time

Source: http://newspulse.cnn.com

NPR API
 Company: NPR

 Category: Public
radio channel

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

Source: http://npr.org/api

Social Business Trends
1. Cause-based 4. Standalone
marketing anti-brand
platforms campaigns

2. Watchdog and 5. Sustainable
transparency Social Business consumption
platforms Trends communities

6. Consumer-
3. Anti-brand
driven service
communities
platforms

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

Source: http://socialvibe.com

KnowMore
 Platform to track
whether brands
are being socially
responsible.

Source: http://knowmore.org

AdBusters
 Community for
anti-brand
activists.

Source: http://adbusters.com

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

Source:
http://buzzmachine.com/archives/cat_dell.htm
l

Comcast Must Die
 Viral campaign
against Comcast’s
unresponsive
customer service.

Source: http://comcastmustdie.com

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

Source: http://wakeupwalmart.com

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

http://getsatisfaction.com

Business-to-Business
1. Targeted
4. Partner
communities of
Business-to- communities
practice
Business

2. Customer-
IT hardware & 5. Corporate and
driven support
software employee blogs
communities
Office
equipment
Business
3. Ideation and solutions 6. Social media
research Business contests
communities consulting

Dell Take Your Own Path
 Community where
users shared
inspiring stories of
entrepreneurship.
 Driven by the Dell
SME team.
 Now replicated
internationally.

Source: http://takeyourownpath.com

Visa Business Network
 Business network for
SMBs to learn, share
and build relations.
 SMBs can optimize
costs by connecting
with vendors,
suppliers etc.

Source: http://www.visabusinessnetwork.com

Microsoft ExecTweets
 Community built
around aggregation
of tweets from
CXOs.
 Voting,
commenting and
sharing on the
aggregated tweets.

Source: http://exectweets.com

Nokia Ideas Project
 Nokia shares big
ideas on
communications
technologies by big
thinkers.

Source: http://ideasproject.com

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

Source: http://msdn.microsoft.com

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

Source: http://microsoftpartnernetwork.com

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

Source:
http://community.intuit.com/contests/sbu_winn
ers

Tata NEN Hottest Startups
 India’s first
“people’s choice
entrepreneurship
contest” got 558
entries.

Source: http://hotteststartups.in

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

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

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

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

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

Source: http://infosysblogs.com

Business-to-Consumer
4. Social
1. Targeted
marketplaces
communities of
Business-to- with reviews and
interest
Consumer ratings

2. Customer-
FMCG 5. Social media
driven support
Consumer contests
communities
durables
Fashion and
3. Ideation and lifestyle 6. Group-blog
research Mobile based advocacy
communities Retail programs

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
 Community built
around the idea of
being a digital
nomad.
 Targeted at highly
mobile laptop
users.

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

Starbucks V2V
 Vibrant full-
featured social
network built
around Starbucks
store locations.

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

Sunsilk Gang of Girls
 Community for
young girls to
connect with each
other and discuss
fashion and
grooming.

Source: http://sunsilkgangofgirls.com

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

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

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

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

MakeMyTrip’s OKTaTaByeBye
 Full-featured
travel community
that started as a
social media
contest.

Source: http://oktatabyebye.com

Dell Support Community
 User driven
support community
to increase
customer
satisfaction and
drive down support
costs.

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

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

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

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

Source: http://talktoht.com

My Starbucks Idea
 Ideation platform
to improve
consumer’s store
experience and
product mix.

Source: My Starbucks Idea

Source: http://mystarbucksidea.com

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

Source: http://bestbuyideax.com

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

Source: http://ideastorm.com/

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

Source: http://fiat500.com

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

Source: http://fiestamovement.com

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

Source: http://islandreefjob.com

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

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

Cola Cola on Facebook
 Coca-Cola’s
Facebook fanpage
was created by
two fans.
 Coca Cola
nurtured the
fanpage giving it
authenticity.
 Fan-created photos
and videos are a
highlight of the
page.

Source: http://facebook.com/cocacola

Walmart Elevenmoms
 Elevenmoms -
bloggers network
provides money
saving tips to
Walmart
customers.

Source:
http://instoresnow.walmart.com/Community.as
px

Decoding Social
Social
You can look at
networking
social technologies
Blogging By Tool through many
Microblogging
lenses.
Photo-sharing
Video-sharing
Consumer Product design
generated Sales and
By Core Decoding By marketing
content Dynamic Social Function
Conversations Customer
Collaboration support
Community Public relations
Collective Partner relations
Business-to- Employee
intelligence By Type of Business relations
Organiza- Business-to-
tion Consumer
We like to focus on
the core dynamic. Government
Non-profit

Internet Enables Group Forming
One-to-Many

Television Internet

One-Way Two-Way

Handbill Telephone

One-to-One

Source: Clay Shirky (Here Comes Everybody)

The Power of Group Forming
Sarnoff’s Law Metcalfe’s Law Reed’s Law
Broadcast network Telecom network Group-forming network
(value = n) (value ∝ n^2) (value ∝ 2^n)
100 for n=100 4,950 for n = 100 1,267,650,600,228,230,0
00,000,000,000,000 for
n=100

     

     

Five Core Social Dynamics
Invisible

Collective Intelligence

Community

Collaboration

Conversation

Consumer Generated Content
Visible

Easy Difficult

The 1:9:90 Rule
Easy-to-use
creation tools
Strong reputation Creators
system 1%
9% Curators
Prominent voting,
sharing and
commenting tools

Consumers
Rich content 90%
Intuitive search
and discovery
The 1:9:90 Rule

Conversations Don’t Scale
Broadcast

Size of Loose
Group Conversations
Tight
Conversations

No. of Groups
Source: Clay Shirky (Here Comes Everybody)

Collaboration Does Scale
Break up a big task Into several really Then aggregate them
small tasks back

 ?  !  !!!
  
  

Every Page is a Latent Community
Country

Size
Club

Cult

Clique

Strength

Intelligence vs. Consciousness
Collective Consciousness
via reputation,
recommendation and
reward systems

 

 
Collective Intelligence
Network via algorithms that Meaning
extract meaning from
implicit or explicit
collective behavior

The Network as the Filter
Information Information
Collective
filters triggers
Consciousness

 

 
Collective
Network Intelligence Meaning
Reputation
Privacy filters
filters

Essential Reading on
Social Technologies

Social Technologies & Business

Who Are We
Strategy & Strategy &
Marketing Marketing

Gaurav Mishra Dave Evans
CEO Consulting Director
IIMB, Tata Group, Yahoo! Author of ‘Social Media
Fellow at Georgetown Marketing: An Hour a Day’

Organizational Enterprise
Development Collaboration

Gautam Ghosh Kaushal Sarda
Consultant Consultant
XLRI, Deloitte, HP, Dell Capgemini CRM, Uhuroo
Founder

What We Do
We build and nurture online
communities for clients

to connect with customers,
partners and employees

catalyze collaboration and
innovation

and drive loyalty and
advocacy.

Our Competency Areas

Plan Build Engage
(Project) (Project) (Retainer)
Research Communities Content

Strategy Social apps Conversations

Workshops Social APIs Contests

Our Practice Areas

Business to Business to Employees &
Consumer Business Partners
Communities Communities Collaboration
of interest of practice platforms

Contests Content Coaching
aggregation

Our Solutions

Plan Build Engage
(Project) (Project) (Retainer)
Research Communities Content
Strategy Social apps Conversations
Workshops Social APIs Contests
Business to Communities Lithium Contests
Consumer of interest Drupal

Business to Communities Lithium Content
Business of practice Drupal aggregation

Employees & Collaboration SocialText Coaching
Partners platforms

Ask Us How
2020social.com | contact@2020social.com| @2020social
gaurav@2020social.com dave@2020social.com
@gauravonomics @evansdave

gautam@2020social.com kaushal@2020social.com
@gautamghosh @ksarda

2020 Social Decoding Social Workshop

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Was ist angesagt?

Was ist angesagt? (20)

Andere mochten auch

Andere mochten auch (20)

Ähnlich wie 2020 Social Decoding Social Workshop

Ähnlich wie 2020 Social Decoding Social Workshop (20)

Mehr von 2020 Social

Mehr von 2020 Social (8)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

2020 Social Decoding Social Workshop