My 'Social Integration Journey' 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. We need to access the company’s maturity, motivations and money (budgets) to successfully build a case for social integration.
1. The Social Integration Journey!
Gaurav Mishra | Gauravonomics!
Asia Director of Social !
MSLGROUP | Publicis Groupe!
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! !
- 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
! Georgetown University!
- Co-founder of Vote Report India!
- 2009 TED India fellow !
4. 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.!
Integration! 4! Integrate social into 5! Integrate social into 6! Integrate social into
technology marketing programs! business processes!
platforms!
Incubation! 2! Create an official 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!
6. 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.!
1! 2! 3!
MATURITY! MOTIVATION! MONEY!
Present and potential Reasons to invest in Resources to invest
stage of integration! integration! in integration!
! ! !
- Assess the present - Assess the objectives - Assess the
stage for the and decision criteria investment required
organization and for the organization.! and the organizationʼs
relevant others.! ! capacity to invest, over
! - Assess the triggers 12 months.!
- Assess the highest and barriers for the !
stage the organization main decision makers.! - Plan for a phase-
can transition to, within ! wise approach to
12 months.! - Identify the main transition to a higher
motivations and stage, with at least 3
messages to build a months to stabilize
credible case.! each stage.!
8. 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).!
1! 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. !
2! 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.!
3! The website is an integral part of 360° marketing!
!
All peer organizations have created a country or
campaign website, so itʼs simply expected.!
!
9. Case Study: GE Smart Grid augmented reality
microsite!
GE abandoned the award-winning 2009 Plug Into the Smart Grid
augmented reality microsite, once the campaign ended.!
Source: GE Plug Into the Smart Grid!
11. 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.!
1! Social media has serious scale!
!
750+ million on Facebook, 200+ million on Twitter,
150+ million on Weibo, 100+ million on Renren etc.!
2! Influencers are active on social media!
!
Both B2C and B2B influencers are active on the
social media and engaging with organizations. !
3! Social media is cost effective!
!
Creating organization pages on Facebook, Twitter,
Weibo is free.!
!
12. Case Study: Anand Mahindra on Twitter!
The highly respected business leader uses Twitter to weigh in on topics
of public interest and even answer customer complaints in public.!
Source: @anandmahindra on Twitter!
13. Case Study: Li Dongsheng 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.!
Source: @lidongsheng on Sina Weibo!
14. Case Study: Ching's Secret!
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.!
Source: Chingʼs Secret on Facebook!
15. 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. !
Invite influential Quickly respond to
friends to interact comments to sustain
with your page.! conversations.!
Object weights: Post topical or time-
Video > Photo > Link sensitive content
> App > Update! (event, limited
period, countdown).!
Edge weights: Affinity! Post daily content,
Create > Comment > during early
Like > Share > Tag! mornings and early
Facebook evenings.!
Edgerank!
Ask questions and
Weight! Time! Post content multiple
explicitly ask fans to
times with slightly
participate and share
different messages.!
own content.!
16. Stage 3: Create a Facebook
contest or a Twitter influencer
program!
17. 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.!
1! Itʼs important to engage influencers!
!
Presence is not enough, organizations need to
engage influencers on social media.!
2! Engagement requires regular effort!
!
To engage influencers, organizations need to create
regular content, influencer outreach and contests.!
3! Engagement is the first step towards advocacy!
!
Engaging influencers is the first step towards
converting them into advocates.!
!
18. Twitter Tip: Identifying influencers via 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.!
Source: Klout!
20. 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.!
1! Share content across channels for impact!
!
Upload content to YouTube/ SlideShare, embed on
blog, then share on Facebook/ Twitter/ LinkedIn.!
2! 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. !
3! Simplify customization and content sharing!
!
Use Facebook/ Twitter/ LinkedIn logins to customize
website experience and simplify content sharing.!
21. 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 Web!
Open
application
ecosystems!
Mobile Web! Mobile Apps!
Social Mobile
Platforms! Platforms!
22. The convergence of web, mobile and social in
China!
In China, popular social platforms Sina Weibo, RenRen, Qzone and
Youku all have popular iPhone apps.!
Source: Sina Weibo, RenRen, Qzone, Youku!
23. The convergence of web, mobile and social in
India!
In India, popular social platforms Ibibo has a iPhone app. RockeTalk,
SMSGupShup and Mig33 are popular mobile social networking
platforms.!
Source: Mig33, SMSGupShup, RockeTalk, Ibibo!
24. Case study: Nike+!
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.!
Source: http://nikerunning.nike.com/nikeos/p/nikeplus/en_US/plus/ !
25. Case Study: GE!
GE showcases the Twitter and Tumbler feeds of selected experts on its
website and prominently links to the application from the GE.com
homepage.!
Source: GE Expert Feed!
26. Facebook Tip: Use Facebookʼs Open Graph
API to integrate Facebook with your website!
Facebook provides several ready-to-use Open Graph widgets to
integrate Facebook with your website.!
Source: Facebook Open Graph!
28. 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.!
1! Convert influencers into advocates!
!
Design integrated marketing programs around a
social heartbeat aligned with the brand values.!
2! Build owned media permission assets!
!
Create a long-term community platform to organize
influencers around the social heartbeat.!
3! Trigger participation and action!
!
Create a series of interconnected programs to
energize influencers. !
29. Inspire, organize and energize people!
Helps organizations 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!
30. The role of platforms and programs!
Programs help attract attention around a social heartbeat while
platforms help retain attention.!
Programs attract attention!
Program 3!
Program 2!
Platforms
Attention/ Program 1! retain
Permission! attention!
Time!
31. 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.!
Week 1!
Week 3!
Week 11!
Week 13!
Week 21!
Week 23!
Week 31!
Week 33!
Week 41!
Week 43!
Week 51!
Week 5!
Week 7!
Week 9!
Week 15!
Week 17!
Week 19!
Week 25!
Week 27!
Week 29!
Week 35!
Week 37!
Week 39!
Week 45!
Week 47!
Week 49!
Social Ads! Search Ads! Influencer Outreach! Organic Sharing! Organic Search!
32. Case Study: Starbucks V2V!
In 2008, Starbucks created the V2V volunteer network to connect
people and actions around local Starbucks stores.!
Source: http://www.v2v.net/starbucks !
33. Case Study: Starbucks Vote!
Starbucks offered a free coffee to people who voted in the 2008 US
elections.!
Source: http://www.youtube.com/watch?v=a2J8KJDsqqY!
!
34. Case Study: Starbucks Plegde 5!
In 2009, Starbucks started the Pledge 5 campaign to encourage young
people to volunteer.!
Source: http://www.youtube.com/watch?v=fom57XAEYWI!
35. Case Study: Starbucks Red!
Starbucks tied up with Bonoʼs Red initiative to donate 5 cents for every
drink to save lives in Africa.!
Source: http://www.youtube.com/watch?v=kkC5qYH0ln0 !
!
36. Case Study: Starbucks Reusable Mug!
Starbucks encourages its consumers to switch from paper cups to
reusable travel mugs.!
Source: http://starbucks.com/thebigpicture and
http://youtube.com/watch?v=gMqH_c1zY_8!
37. Case Study: Starbucks Create Jobs for USA!
In 2011, Starbucks donated $5 million and asked consumers to donate
$5 to support small businesses across USA and create jobs.!
Source: http://createjobsforusa.org and
http://youtube.com/watch?v=Muh6I1TnVg4 !
38. Case Study: Pepsi Refresh Project!
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. !
Source: http://refresheverything.com !
39. Case Study: Tata Tea Jaago Re !
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.!
Source: http://jaagore.com and http://youtube.com/watch?v=AJboblD7EJA !
40. Case Study: Mahindra Spark the Rise!
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.!
Source: http://sparktherise.com & http://youtube.com/watch?v=3oD9TlGGk94 !
41. Case Study: Dell Go Green Challenge in India!
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.!
Source: http://facebook.com/dellgogreen !
43. 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.!
1! Drive real return on investment!
!
Use social to drive business objectives like sales,
support and innovation.!
2! Improve customer satisfaction!
!
Listen and respond to customers at the point of
need or demand.!
3! Crowd-source innovation!
!
Tap into the wisdom of crowd to discover ideas for
product or process innovation.!
!
44. Case Study: GE Ecomagination Challenge!
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. !
Source: http://challenge.ecomagination.com !
45. Case Study: GE Healthymagination Challenge!
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. !
Source: http://challenge.healthymagination.com !
46. Case Study: GE Healthymagination Fit
Friendzy Challenge application!
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. !
Source: http://healthymagination.com/applications/fit-friendzy !
47. Case Study: Dell Support Community!
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. !
Source: http://en.community.dell.com!
48. Case Study: Dell Ideastorm!
Dell uses customer-driven ideation community Dell Ideastorm to listen to
customerʼs ideas on product improvement and new product
development!
Source: http://ideastorm.com!
49. Case Study: Dell Employee Storm!
Dell also created an internal ideation platform called Dell Employee
Storm to listen to product and process innovation ideas from its own
80000 employees.!
Source: http://thesocialworkplace.com/featured/1558 !
50. Case Study: Dell Social Media Command
Center!
Dell has created a social media command center to listen to, classify
and respond to social media conversations.!
Source: http://www.youtube.com/watch?v=w4ooKojHMkA !
51. Case Study: Dell SMaC Unconference!
Dell trained 900 staff in India to use social media for marketing,
customer support, recruitment and innovation.!
Source: Dell SMaC Unconference in Bangalore!
52. Case Study: VANCL Star social commerce
community !
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. !
Source: http://star.vancl.com/ !
54. 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. !
Create platforms that Create a series of
organize people programs that
around a social energize people to
heartbeat.! participate and act.!
Use the website as a Marketing Listen to, classify
social hub that Programs! and respond to
connects content conversations on the
Social
across channels.! Integration! social web.!
Use social networks Create private or
Technology Business
to build relationships Platforms! Processes! public communities
and engage in for collaboration or
conversations.! co-creation.!
55. Letʼs stay in touch!!
Gaurav Mishra | Gauravonomics!
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