An introduction to my discovery-driven approach to leading workshops, with conceptual frameworks, in-depth case studies, and post-it note gamestorms. I have led 50+ workshops with 2000+ marketing and communications professionals across Asia. For more, see: http://gauravonomics.com/how-to-design-social-media-workshops-that-appeal-to-both-the-left-brain-and-the-right-brain/
How to Design Social Media Workshops That Appeal to Both the Left Brain and the Right Brain
1. How to Design Social Media
Workshops That Appeal to Both the
Left Brain and the Right Brain!
Gaurav Mishra | Gauravonomics!
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Follow @gauravonomics on Twitter!
2. Why do I lead workshops?!
To learn more about Gaurav/ Gauravonomics, subscribe to
gauravonomics.com or follow @gauravonomics on Twitter. !
Gaurav helps global brands Gauravnomics writes and talks
inspire, organize and energize about minimalism, mythology and
people by rethinking purpose, movements. Watch out for the
participation and performance.! upcoming novel on this theme.!
! !
- MBA from IIM Bangalore ! - Award-winning blogger, speaker
- Brand Marketer at Tata Group ! and changemaker!
- Co-founder of 2020 Social! - The marketer who went off
- Asia Director of Social at consumption!
MSLGROUP! - 2008-09 Yahoo! Fellow at
- Led 50+ workshops with 2000+ Georgetown University!
marketing and communications - Co-founder of Vote Report India!
professionals across Asia.! - 2009 TED India fellow !
!
3. How do I lead workshops?!
A discovery-driven approach to leading workshops, with conceptual
frameworks, in-depth case studies, and post-it note gamestorms.!
!
“Learning is finding out what you already know. Doing is demonstrating that you
know it. Teaching is reminding others that they know just as well as you.” !
– RICHARD BACH, “Illusions”!
!Photo from xavitalleda on Flickr!
!
5. Social Heartbeat brand planning framework!
Helps brands design powerful purpose-inspired platforms and programs
to inspire, organize and energize people around a shared purpose.!
1! 2! 3!
Shared purpose or Long-term online- A series of short-
Social Heartbeat offline platform to term programs to
to inspire people! organize people! energize people!
3) Purpose!
2) Bridge! Paid!
1) Benefit! 2) Bridge!
1) Benefit! Earned! Consumer
Journey!
Owned!
3) Purpose!
6. Step 1: Passion tags!
On your post-it note, write your name and avatar-name at the top, draw
an avatar, and write five “passion-tags” at the bottom.!
Gaurav Mishra!
Gauravonomics!
Wine!
Poetry!
Theatre!
Design!
Innovation!
7. Step 2: Real life social network!
Put up the post-it notes on your group’s chart paper, then compare
your “passion-tags” with your group members, and draw a line if the
tags match. Then, discuss the similarities between real-life social
networks and online social networks.!
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8. Step 3: Social Heartbeat !
Surprise! In 50+ workshops with 2000+ marketing and communications
professionals across 6 countries in Asia, less than 1% of the passion
tags mentioned were brands. Discuss what brands need to do to
become a part of social networks (hint: find a shared passion).!
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10. Social Integration Journey planning framework
!
Helps corporations build enterprise capabilities for social by integrating
social into their technology platforms, marketing programs and business
processes, to drive strategic change and real ROI.!
Integration! 4! Integrate social into 5! Integrate social into 6! Integrate social into
technology marketing! business processes!
platforms! programs!
Incubation! 2! Create a company 3! Create a Facebook
! page on Facebook contest or a Twitter
or Twitter! influencer program!
Inaction! 1! Create a static
campaign or
country microsite!
Platforms! Programs! Processes!
11. Step 1: Identify where you are!
Map existing social initiatives in your organization on the social
integration framework to find your present stage of social integration.!
Integration! 4! 5! 6!
Incubation! 2! 3!
!
✔
Inaction! 1!
Platforms! Programs! Processes!
12. Step 2: Identify where relevant others are!
Map existing social initiatives in relevant other organizations on the
social integration framework to explore possibilities you havenʼt explored
yet.!
Integration! 4! 5! 6!
✔
Incubation! 2! 3!
!
Inaction! 1!
Platforms! Programs! Processes!
13. Step 3: Identify where you wish to be!
Identify your potential stage of social integration, discuss why you wish
to reach there, and discover barriers that might stop you.!
Integration! 4! 5! 6!
✔
Incubation! 2! 3!
!
Inaction! 1!
Platforms! Programs! Processes!
15. Crisis Curve crisis planning framework!
Helps corporations map out, plan for and build capabilities to manage
crisis scenarios across the four stages of the crisis curve. !
Attention!
Spotlight: Plot Blame Game:
2! heat map of 3! Shape narrative
crisis flows! via owned
! media!
Flash Point: Resolution:
1! Track early 4! Optimize for
warning signals! search results !
!
Time!
Before Crisis:
0! Plan for crisis
scenarios!
16. Step 1: Crisis mapping!
Think of a ʻreal worldʼ, a ʻslow burnʼ and a ʻflash mobʼ crisis that can
seriously impact your business.!
17. Step 2: Scenario mapping!
For each crisis situation, map out the best case, worst case and most
likely case by creating news headlines for the flash point, spotlight and
blame game stages over three days.!
18. Step 3: Response mapping!
For each crisis situation, map out key influencers, keywords,
spokespersons, and messages.!
20. For more social media workshops!
For more learning workshops visit http://gauravonomics.com,
http://slideshare.net/gauravonomics, or
http://youtube.com/gauravonomics !
21. Letʼs stay in touch!!
Gaurav Mishra | Gauravonomics!
Subscribe to gauravonomics.com !
Follow @gauravonomics on Twitter!