2020 Social Workshop on Social Media for Non-Pofits

How to Scale Passion?
Gaurav Mishra
gauravonomics.com | 2020social.com | votereport.in

gauravonomics@gmail.com
@gauravonomics

Session 1: Introduction

10:00 am to 11:00 am

Session 2: Strategy

11:30 am to 12:30 pm

Session 3: Tools

1:30 pm to 2:30 pm

Session 4: Wrap-up

3:00 pm to 4:00 pm

1. Name & organization

2. Your experience with using
social media for your cause

3. Your most embarrassing
social media experience

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 technology
is changing organizations,
begin by asking how it is
changing people and society.

1

What are social technologies
and why are they important?

World Map of Social Media

Source: http://globalwebindex.net

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

How to understand any social
platform in three simple steps?

User
{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.

Source: 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

SlideShare
 Popular document-
sharing platform
 Users {upload and
share}
presentations and
documents

Source: http://slideshare.net

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

2

How are social technologies
changing 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/conn
ect.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

Key Takeaways From Session 1
 The social web is changing us as people and as a society.

 Different social platforms have different souls and roles.

 You can understand a social platform in three simple steps: User
{Relationship} Social Object

3

How are social technologies
changing society?

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.

Disruptive Social Change Models
1. Micro- 4. Participatory
philanthropy governance
platforms platforms

5. Citizen
2. Advocacy Disruptive Social journalism
platforms Change Models platforms

3. Citizen 6. Cause
activism marketing
campaigns campaigns

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

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

 Source: http:/change.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.blogspo
t.com

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

 Source: http://blanknoise.org

Breakthrough Bell Bajao
 Social media
driven campaign to
encourage men
and to raise their
voice against
domestic violence
by “ringing the
bell”.

 Source: http://bellbajao.org/

Participatory Governance
Platforms

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

 Source:
http://sunlightfoundation.com/

iJanaagraha Citizen Community
 Location based
citizen action
community
platform.
 Disclosure: Gaurav
is a member of
Janaagraha’s
technology
advisory board.

 Source: http://ijanaagraha.org

Global Voices
 Volunteer-driven
citizen news
aggregator.

 Source: http://globalvoicesonline.org/

SEA-EAT Blog and Wiki
 Volunteer citizen
journalism
initiative that
became a key
source of
information and
coordination
during the
tsunami.

 Source:
http://tsunamihelp.blogspot.com/

26/11 Mumbai Terror Attack
 Use of Twitter,
Flickr and blogs for
citizen journalism
during the Mumbai
terrorist attack.

 Source:
http://flickr.com/photos/gauravonomi
cs/sets/72157610357499942/

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

 Source: http://ushahidi.com

Vote Report India
 Citizen-driven
election
monitoring
platform built on
SMS-Google Maps
mashup Ushahidi.
 Disclosure: Gaurav
is a co-founder.

 Source: http://votereport.in

Kiirti
 Citizen-
participation
platform built on
SMS-Google Maps
mashup Ushahidi.
 Offers “build your
own citizen
participation
platform”
functionality for
non-profits.

 Source: http://kiirti.org

Corporate Social Responsibility
Campaigns

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

Chase Community Giving
 Facebook contest to
decide charity that
wins $1 million
 Winning charity
decided by user
votes
 The campaign could
go a step further by
asking voters for
ideas on how to use
the money

 Source:
http://apps.facebook.com/chasecommunitygiving/

Pepsi Refresh
 People, businesses and
non-profits submit ideas
that have a positive
impact for a chance to
win funds for the idea
 Community voting
decides the winning
idea
 One year ideation
contest could be
extended to an ideas
community for
empowering
changemakers and
building conversation

 Source :-
http://www.refresheverything.com/

Starbucks V2V
 Cause marketing
and volunteering
platform built
around Starbucks
store locations.

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

Tata Tea Jaago Re
 From “waking up”
to “civic
consciousness”
 More than 600,000
registrations
 Catalyzed an
entire ecosystem
of citizen action
initiatives

 Source: http://jaagore.com

Aircel Save Our Tigers
 Campaign to
promote awareness
about tiger
conservation.
 200k+ fans on
Facebook.
 Disclosure: Aircel is
a 20:20 Media
client.

 Source: http://saveourtigers.com

Dell Go Green
 Dell Go Green is a
consumer
generated content
contest where
consumers submit
ideas to redesign,
reuse of recycle
gadgets to make
them go green.
 Disclosure: Dell is
a 20:20 Media and
2020 Social client.

 Source: http://dellgogreen.com

Social media strategy is not
about social media tools

Social media strategy is really
about answering three
questions

1

Who are our evangelists and
why will they talk about us?

2

How can we organize and
energize our evangelists?

3

How can we help our
evangelists spread the word?

None of these questions
are about social media

But social media is
a big part of the answer

The Next Big Question:
How To Scale Passion?
The BIG question for
organizations in the 21st
century: how to convert We help organizations build
employees, partners and and nurture communities to
customers into evangelists? connect (with) evangelists
and scale their passion.

Step 1: Identify Passion Step 2: Ignite Passion Step 3: Scale Passion
Select a BIG lifestyle, Build a focused community Build scale by leveraging
interest, or cause around it existing social platforms

1.1

Who are our evangelists?

Six Types of Evangelists
1. Other
4. Partner
activist

Present or 5. Co-worker
2. Citizen Potential or employee
Evangelists

3. Influencer 6. Volunteer

Worksheet 1
Worksheet 1: Who Are Persona 1 Persona 2 Persona 3
Our Evangelists?
Who are our present &
potential evangelists?
Who do they talk to?

Who talks to them?

What else do they talk
about?
What are their triggers
to talk?
Why do we want them
to talk about us?

1.2

Why will our evangelists talk
about us?

Satchi & Saatchi:
Lovemarks
(brands that you love and
respect)

Source: http://lovemarks.com

Publicis:
Contagious Idea
(an idea that spreads)

Source: http://contagious-stuff.com

Seth Godin:
Ideavirus
(an idea that spreads)

Source: http://www.sethgodin.com/ideavirus

Jyri Engestrom:
Social Object
(the idea around which a
community comes together)

Gaurav Mishra:
Ideasliver
(a thin slice of the world
that you own)

Six Types of Social Objects
1. Our unique 4. Their own
product lifestyle

2. Our
5. Their own
personalized Social Objects interest
support

3. Our mind- 6. Our shared
blowing TVC cause

Worksheet 2
Worksheet 2: Why Will Persona 1 Persona 2 Persona 3
Our Evangelists Talk
About Us?
Our unique product
Our personal support

Our mind-blowing TVC
Their own lifestyle
Their own interest
Our shared cause
X social object
Y social object
Z social object

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

Five Core Social Dynamics
Invisible

Collective Intelligence

Ease of Community
Understanding Collaboration

Conversation

Consumer Generated Content
Visible

Easy Ease of Difficult
Implementing

Five Reasons Why
Business is Social
       !
  
Consumer Conversation Collaboration Community Collective
Generated Intelligence
Content

Consumer Generated Content
Your consumers are
authors, photographers
and filmmakers, all Tap into their
rolled into one. creativity. Ask them to
interpret your brand.

I made a
how-to
I love my tutorial
video I also
new CRM
designed a
software!


IX logo

Dell Go Green
 Dell Go Green is a
consumer
generated content
contest where
consumers submit
ideas to redesign,
reuse of recycle
gadgets to make
them go green.

Source: http://dellgogreen.com

Conversations
Your customers,
partners and
employees are talking Listen to them, reach
about you, in public. out to them, engage
them in a two-way
conversation.

Have you
used this Yes! It
phone? rocks!

 

Direct2Dell Blog
 One of the most
celebrated
corporate blogs.
 Posts about
business,
technology and
consumer trends,
corporate social
responsibility and
business unit
announcements.

Source: http://en.community.dell.com/dell-
blogs/b/direct2dell

Collaboration
People can help solve
each others’ problems,
if we help them Create rich profiles
connect. and reputation systems
to encourage people to
help each other.

How do I
fix this Let me tell
problem? you how!

 

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

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

Community
Communities come
together around a
shared social object: a Build and nurture a
lifestyle, cause or community platform to
interest. host your customers,
partners, employees,
and evangelists.

Here’s what I am
passionate We have so
I’m
about it too! much in
passionate
common!
about!



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

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

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

Collective Intelligence
Customers, employees
and partners can give Observe their behavior,
you new ideas and ask for their ideas,
insights. recognize and reward
them for their
contribution.

Here’s

!
Here’s how we
It worked!
an can make
Thank you!
idea! it better!



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

Source: http://ideastorm.com/

Dell Employee Storm
 Internal ideation
platform to enable
Dell’s worldwide
community of
more than 80,000
employees to post
and discuss ideas
on topics ranging
from product
innovation to
company HR
policies.

Source: http://thesocialworkplace.com/featured/1558/

Social Web Use Cases
Marketing Sales Support Innovation Collaborati
on

Brand Identifying Identifying Identifying Profiles,
Insights tracking leads problems trends and groups and
Research ideas activity
communities streams
Changing Converting Solving Acknowledgi Shared
Response medium or leads problems ng ideas workspaces
message

Viral Referral Suggestion Suggestion Blogs and
Proactive marketing campaigns campaigns campaigns wikis
campaigns

Evangelist Evangelist Self-service Ideation Employee
Crowd- communities communities communities communities and partner
sourcing communities

Adapted from: Altimeter Social CRM Use Cases

Worksheet 3
Worksheet 3: How Can Persona 1 Persona 2 Persona 3
We Organize & Energize
Our Evangelists?

Consumer generated
content (contests etc.)

Conversations (blog
etc.)

Collaboration (support
forum etc.)

Community (community
of practice etc.)

Collective intelligence
(ideation platform etc.)

 Who are our evangelists and why will they talk about us?
 Or, how to identify passion?
 Relates to social object: lifestyle, interest or cause.

 How can we organize and energize them?
 Or, how to ignite passion?
 Relates to five social dynamics: consumer generated content,
conversations, collaboration, community and collective intelligence.

 How can we (help them) spread the word?
 Or, how to scale passion?

Social Web Content Strategy
Internal External
focused focused

1. Company 2. Industry 3. Customer 4. One-to-One 5. Social Hub
News Trends Stories Conversations

Announcements POV on Customer Open threads for Excerpts from
from corporate, business, stories, case ideas, suggestions relevant
business units, technology and studies, and feedback on conversations
country and consumer trends interviews and product or from external
product teams POV on industry testimonials process blogs, forums
Leadership issues and Call for Contests and and social
interviews and government customers to polls linked to networks
profiles policies share their own marketing Conversations
Showcase for stories campaigns may relate to
corporate One-to-one elements in 1-4
culture and CSR interactions in
initiatives comments

iVolunteer Overseas
 Prominent display
of community
buttons on home
page.
 Ning community
with 400+
members.
 Facebook page
with 800+ fans
 Good conversations
on both Ning and
Facebook.

Source: http://ivoindia.ning.com, http://ivoindia.org,
http://facebook.com/ivolunteeroverseas

Center for Civil Society
 Nice use of
http://ccsindia.org
/facebook to
redirect to
Facebook Page.
 Nice use of boxes
to showcase blog
feeds and videos
(http://spontaneo
usorder.in feed?)
 750+ fans on
Facebook

Source: http://facebook.com/ccsindia,
http://ccsindia.org,

IPAS
 Nice use of boxes
tab
 550+ fans on
Facebook

Source: http://facebook.com/ipas.org

IDRC
 Nice use of
Facebook FBML tab
to showcase IDRC
books.
 400+ fans on
Facebook.

Source: http://facebook.com/IDRC.CRDI

NASSCOM Foundation
 Nice use of FBML
boxes in tab.

Source: http://facebook.com/nasscomfoundation

Twitter @ Isha Foundation
 Nice use of custom
background
 1200+ followers

Source: http://twitter.com/ishafoundation

Facebook @ Isha Foundation
 Good call to action
in the Notes tab.
 9000+ fans with
good
conversations.

Source: http://facebook.com/ishafoundation

 Good use of
Involver YouTube
app on a tab


 Successful, if
controversial,
campaign to win
the $100k second
prize in the Chase
Community Giving
contest.


 Good use of
Involver Twitter
app on a tab


 Facebook photo
album to showcase
volunteers and
supporters of Isha
in the Chase
Campaign


YouTube @ Isha Foundation
 Nicely customized
YouTube video
channel.
 2550+ subscribers
 925000+ views
 81000+ views for
the most viewed
video.

Source: http://sadhguru.podomatic.com

Podomatic @ Isha Foundation
Podomatic podcast
channel.

Source: http://sadhguru.podomatic.com

Yaksha @ Isha Foundation
 Beautifully
designed
Wordpress-based
events website.
 Prominent email
subscription box.
 Prominent links to
social websites.
 Prominent sharing
buttons for each
post.
Twitter and
YouTube profiles.

Source: http://yaksha.info

Worksheet 4
We Help Our Evangelists
Spread the Word?

Facebook strategy

LinkedIn strategy

Twitter strategy

YouTube strategy

X platform strategy

Y platform strategy

Z platform strategy

Link with master strategy

 Facebook Page, Twitter profile and YouTube video channel are the
three most popular social media channels for non-profits.

 Facebook allows for a lot of customization, including custom apps.
YouTube and Twitter only allow for small design customizations.

 An integrated content strategy that is customized for each social
media channel is the key to success.

Campaigns + Community + CRM
The big idea is to build
a community platform The campaigns recruits
to connect multiple community members;
campaigns. the CRM program
retains them.

Community platform + CRM program

Campaign 3

Campaign 2

Campaign 1
Attention

Time

Social Media Response Matrix
Take reasonable
action to fix issue
and let customer
know action taken
Positive Negative
Yes Yes
No Does customer
Do you want Assess the Evaluate the
need/deserve more
to respond? message purpose
info?

Yes Yes Are the No
Unhappy Gently correct the
No Response facts
Customer? facts
correct?

No

Yes No Yes Are the No
Can you add Dedicated
facts
value? Complainer?
correct?
No Yes

Is the Explain what is being
Respond in Thank the Comedian Yes
problem done to correct the
kind & share person Want-to-Be?
being fixed? issue
Yes No

Let post
stand and
Source: USAF, modified by Altimeter Group monitor

Three Types of Metrics

2. WEB
ANALYTICS
RELEVANCE Relate
PURCHASE SOCIAL
PIPELINE WEB

1. SOCIAL
Awareness Consideration Purchase CONTENT MEDIA
ANALYTICS
Try
Share
IMPACT

3. BUSINESS
ANALYTICS

Blog @ Pratham Books
 1500+ posts cover
the full range of
content from
stories and
announcements
about interns and
own events, to
highlighting other
reading related
events and
programs, and
even trivia and
trends on books in
general.

Source: http://blog.prathambooks.org

Facebook @ Pratham Books
 Facebook Page
with 850+
members.
 Links from blog
and elsewhere
selectively posted.
 Facebook Cause
with 800+
members and
$1500+ donations.

Source: http://facebook.com/prathambooks

Twitter @ Pratham Books
 Regular links from
own and others’
blog posts,
combined with
one-to-one
conversations.
 2400+ followers
 4200+ tweets

Source: http://twitter.com/prathambooks

Twitter @ Pratham Books
 Pratham Books
uses Twitter
favorites to
bookmark positive
mentions, kudos,
recommendations
and news stories.

Source: http://twitter.com/prathambooks/favorites

YouTube @ Pratham Books
 YouTube channel
with 8 videos,
mostly from
events.

Source: http://youtube.com/prathambooks

Flickr @ Pratham Books
 Flickr Pro account
with 1200+ items
in 37 sets with
photos from events
and pictures from
books.

Scribd @ Pratham Books
 13 full books
uploaded, some
under a Creative
Commons license.
 200+ members
 90000+ reads
 Most popular book
has 36000+ reads.

Source: http://scribd.com/group/2183-pratham-books

Serendipity @ Pratham Books
 Skype reading
sessions with
Akshara Library and
Central Manor.
 Pratham Books used
by OLPC in Nepal
and an ad agency in
Brazil.
 Radio Mirchi audio
books for the
National Association
of Blind.
 Children’s work
published in Anorak
Magazine.
 Bengali books
donated to Kolkata
rickshaw library
kids.

Worksheet 5
We Measure the Success
of Our Strategy?
Social media analytics
(+ive mentions etc.)
Web analytics
(registrations etc.)
Business analytics (leads
& conversions etc.)

Internet Access is Shared
 Internet access in
India is shared by
default: at school
or college, at
office, or at a
cyber café.

Mobile is Personal and Ubiquitous
 More than half a
billion mobile
users, with 100
million on SMS and
25 million on
mobile web.

 Source:http://flickr.com/photos/vm28
27/3150157746/

Mobile 2.0 in India

   
Phone-

Text Mobile specific
messaging website apps

Upload Geo-
photo/ location
video via services
email

 

SMS GupShup
 SMS-based group-
messaging
platform with 25
million users.

 Source: http://smsgupshup.com

BabaJob
 SMS-based
professional
networking
platform for
household help.

 Source: http://babajob.com

 Social media channels like Facebook, Twitter and YouTube are only as
good as the purpose you use them for.

 You should track three types of analytics: social media analytics, web
analytics and business analytics.

 Social media is still niche in India, so you should explore mobile
solutions like SMSGupShup.

Comments
Questions
Closing Remarks

2020 Social:
Because Business is Social

Who Are We
Creating Nurturing
brand one-to-one
evangelists relationships
Gaurav Mishra Dave Evans
CEO Consulting Director
IIMB, Tata Group, Yahoo! Author of ‘Social Media
Fellow at Georgetown Marketing: An Hour a Day’

Enabling Building
employee community
collaboration platforms

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

The Next Big Question:
How To Scale Passion?
The BIG question for
businesses in the 21st
century: how to convert We help organizations build
employees, partners and and nurture communities to
customers into evangelists? connect (with) evangelists
and scale their passion.

Step 1: Identify Passion Step 2: Ignite Passion Step 3: Scale Passion
Select a BIG lifestyle, Build a focused community Build scale by leveraging
interest, or cause around it existing social platforms

What Do We Do
Competency 1. Plan 2. Build 3. Engage
Areas  (Project) (Project) (Retainer)
Research Communities Content
Practice Strategy Social apps Conversations
Areas  Workshops Social APIs Community
engagement
1. Business to Communities Lithium Contests
Consumer of interest Drupal
Ning

2. Business to Communities Lithium Content
Business of practice Drupal aggregation
Groupsite

3. Employees Collaboration SocialText Coaching
and Partners platforms

Intel AppUp Developer Community
 Client: Intel

 Plan + Build +
Engage

 Strategy for Intel
Atom developer
community and the
Intel Netbook
applications
marketplace.

 Source: http://intelappup.com

RCB Fan Community
 Client: USL

 Plan + Build +
Engage

 Strategy for the
Royal Challengers
Bangalore cricket
fan club.

 Source: http://royalchallengers.com

Spiritz & More Community
 Client: USL

 Plan + Build +
Engage

Spiritz & More
lifestyle
community.

 Source:
http://www.spiritzandmore.com

iJanaagraha Citizen Community
 Client: Janaagraha

 Plan + Build +
Engage

iJanaagraha citizen
action community
and the Jaagte
Raho campaign.

 Source: http://ijanaagraha.org

Dell Go Green Community
 Client: Dell

 Plan + Build +
Engage

 Strategy and
execution of the
Dell Go Green
ideation platform
to support Dell’s
recycling program.

 Source: http://dellgogreen.com

Case Studies from
Other Avatars

Xeta Shootout Contest
 Gaurav: For Tata
Motors

 Plan + Build +
Engage

 Consumer
generated content
contest (shoot your
own Xeta ad film)
to reinforce Xeta’s
young and fun
positioning.

 Source: http://thexetashootout.com

Indica Vista Launch Campaign
 Gaurav: For Tata
Motors

 Plan + Build +
Engage

 Social media
program (serialized
graphic novel, viral
video, multi-player
game) to associate
Indica Vista with
the youth.

 Source: http://changeseverything.in

Vote Report India
 Gaurav: Own
project

 Plan + Build +
Engage

 Citizen-driven
election
monitoring
platform built on
SMS-Google Maps
mashup Ushahidi.

 Source: http://votereport.in

Meredith Women’s Network
 Dave: For Meredith
Publishing

 Plan + Build +
Engage

 Social publishing
platform for the
Meredith Women’s
Network websites
serving 15 million
unique users.

 Source: http://bhg.com

PGI Connect
 Dave: For Premier
Global

 Plan + Build +
Engage

 Community
platform for
developers building
SaaS applications
using the Premiers
Global Services
Communications
Systems APIs.

 Source: http://pgiconnect.com

PGA Tour Cobranding
 Dave: For PGA Tour

 Plan + Build +
Engage

 Social platform to
connect and
service PGA tour
co-branding
partners.

 Source: http://pgatourcobranding.com

Friend2Friend: ProductPulse
 Dave:
Friend2Friend

 Plan + Build +
Engage

 Social media
application to
vote, comment
and share products
with friends.

 Source: http://friend2friend.com &
http://productpulse.com

Uhuroo
 Kaushal: Own
project

 Plan + Build +
Engage

 SaaS-based
enterprise
collaboration
platform.

 Source: http://uhuroo.com

HR Professionals Community
 Gautam: Own
project

 Plan + Build +
Engage

 Social networking
platform for HR
professionals to
connect, share
knowledge and
learn.

 Source: http://hrpeople.ning.com

Social Media in India Wiki
 2020 Social: Own
project

 Plan + Build +
Engage

 Wiki-based
definitive resource
on social media
practitioners and
case studies in
India.

 Source:
http://community.2020social.com

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 Workshop on Social Media for Non-Pofits

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