Introduction to

Social Media in India

2020 Social: Because Business is Social

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

gautam@2020social.com kaushal@2020social.com
@gautamghosh @ksarda
Three Mantras
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.
Five Questions
1

What are social technologies

and why are they important?
2

How are social technologies

changing people?
3

How are social technologies

changing society?
4

How are social technologies

changing media?
5

How are social technologies

changing business?
1

What are social technologies

and why are they important?
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.
 60 million users
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”.
 75 million users
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
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/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
3

How are social technologies

changing society?
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
 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
 Brerakthrough 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/
 Bloggers for Advani
 Bloggers for Advani
Google Group.
 Part of the support
eco-system for
Advani’s PM
campaign, along
with Friends of
BJP.
 Disclosure: Gaurav
gave the idea for
Bloggers for
Advani.

Source:
http://groups.google.com/group/bloggers4advan
i?pli=1
 Shashi Tharoor on Twitter
 External Affairs
minister Shashi
Tharoor uses
Twitter to engage
with his supporters
and detractors and
set an agenda for
public debate.

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

Source: http://ijanaagraha.org
4

How are social technologies

changing media?
 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.
Old Media + New Media
 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
 Global Voices
 Volunteer-driven
citizen news
aggregator.
 Disclosure: Gaurav
is a contributor.

Source: http://globalvoicesonline.org/
 Ushahidi
 Crisis reporting
platform built on
SMS-map mashup.
 Disclosure: Gaurav
worked with
Ushahidi on Vote
Report India.

Source: http://ushahidi.com
 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/gauravonomics/sets/72
157610357499942/
 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
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
 CNN iReport
 Citizen journalism
platform with
more than 400,000
reports

Source: http://ireport.com
 Al Jazeera War on Gaza
 Citizen journalism
platform built on
Ushahidi crisis
reporting platform.

Source: http://labs.aljazeera.net/warongaza
 NYT TimesPeople
 Social networking
platform for
readers to share
favorite NYT
stories.

Source: http://timespeople.nytimes.com
BusinessWeek Business Exchange
 LinkedIn-driven
professional
networking
platform for
BusinessWeek
readers.

Source: http://bx.businessweek.com
 IBNLive Citizen Journalist
 Citizen journalism
platform from
CNN-IBN.

Source: http://cj.ibnlive.in.com
 TOI’s Lead India
 TOI’s campaign to
engage Indian
youth in the 2009
Lok Sabha
elections.

Source: http://lead.timesofindia.com/
 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
 NDTV Social
 Community for
NDTV viewers to
follow programs
and personalities.

Source: http://social.ndtv.com
5

How are social technologies

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

Source: http://infosysblogs.com
 Dell Take Your Own Path
 Community where
users shared
inspiring stories of
entrepreneurship.
 Driven by the Dell
SME team.
 Now replicated
internationally.
 Disclosure: Dell is
a 20:20 Media and
2020 Social client.

Source: http://takeyourownpath.in
 Tata NEN Hottest Startups
 India’s first
“people’s choice
entrepreneurship
contest” got 558
entries.

Source: http://hotteststartups.in
 NASSCOM Emerge
 Community for
emerging IT
companies hosted
by NASSCOM.
 Disclosure: Gaurav
has done
workshops and
talks for NASSCOM.

Source: http://communities.nasscom.in/
 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
 Xeta Shootout Contest
 Consumer
generated content
contest (shoot your
own Xeta ad film)
to reinforce Xeta’s
young and fun
positioning.
 Disclosure: Gaurav
was Brand Head,
Indica.

Source: http://thexetashootout.com
 MTV Hero Honda Roadies
 Several high-
involvement, but
disconnected,
contests and
official groups on
social platforms.

Source: http://mtvindia.com/roadies/index.php
Cedia Great Driving Challenge
 Online talent hunt
where three
couples were
selected for a road
trip of their choice
in a Mitsubishi
Cedia.
 The winner got Rs.
1 million.

Source: http://greatdrivingchallenge.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
 Aircel Voice Message App
 Voicemail
application on
Facebook that
allows users to put
up voice messages
rather than plain
text messages.
 Disclosure: Aircel is
a 20:20 Media
client.

http://apps.facebook.com/aircelvoicemessage
 Virgin VTurk campaign
 Virgin’s VTurk
campaign recruits
teens to become
Virgin
representative in
their college, in
return for Virgin
Mobile branded
merchandise.

http://virginmobile.in/vturk/vturk_what.html
 Tata DOCOMO Create
 Series of consumer
generated content
contests under the
Create umbrella.

Source: http://create.tatadocomo.com
 Vodafone Zoozoo
 Consumer
generated content
contest where
users watch
snippets of
unreleased Zoozoo
television
commercials and
create their own
Zoozoo stories.

http://microsite.vodafone.in/vodafone/zoozoo/def
ault.aspx
 Idea Cellular My Idea
 Pre-election
campaign in 2009,
to ask users for
their ideas to
change India via
SMS.

http://myideas.co.in
 Intel Connected Indians
 Intel seeks to
connect citizens,
industry and civil
society for
internet-based
advocacy

Source: https://www.connectedindians.com/
 Sunsilk Gang of Girls
 Community for
young girls to
connect with each
other and discuss
fashion and
grooming.

Source: http://sunsilkgangofgirls.com
 Whisper Being Girl
 P&G’s response to
Sunsilk Gang of Girls.
 Community for young
girls to talk about
grooming and
growing up issues.

Source: http://beinggirl.co.in
 Pepsi Youngistaan
 Series of high-
engagement, but
disconnected
contests under the
Youngistaan
umbrella.
 Disclosure: PepsiCo
India is a 2020
Social client.

Source: http://youngistaan.com
 MakeMyTrip’s OKTaTaByeBye
 Full-featured
travel community
that started as a
social media
contest.

Source: http://oktatabyebye.com
 RCB Cricket Fan Club
 Fan club for Royal
Challengers
Bangalore cricket
club with almost
50,000 members.
 Disclosure: RCB is
a 2020 Social
client.

Source: http://royalchallengers.com
Decoding Social
 Brands are joining existing
social platforms and even
building their own focused
social platforms.
In either case, brands
should be clear about the
social object and their
users’ relationship with it.

Brands on Social Platforms

vs.
Brands’ Own Social Platforms
 How to Scale Passion?
Our approach is to build a
focused community
around a lifestyle, Then, scale it by
interest or cause. leveraging existing social
platforms like Facebook,
Twitter and YouTube.

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.
 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
Five Core Social Dynamics
Invisible

Collective Intelligence

Community

Collaboration

Conversation

Consumer Generated Content

Visible

Easy Difficult
 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.

Have you
seen this
I love my movie? My
new car! mobile


phone
sucks!
 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
 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
driven this Yes! It
car? rocks!

 
Dell Small Business on Facebook
 Dell’s Small
Business Facebook
page, structured as
a resource for
small businesses to
use social media,
has more than
37,000 fans.
 Disclosure: Dell is
a 20:20 Media and
2020 Social client.

Source: http://www.facebook.com/dellsocialmedia
 Dell Outlet on Twitter
 Dell uses Twitter as
a channel to sell
refurbished
computers to
corporate purchase
managers.
 @delloutlet has 1.5
million followers
and has resulted in
sales of more than
$6 million.
 Disclosure: Dell is
a 20:20 Media and
2020 Social client.

Source: http://twitter.com/delloutlet
 Collaboration
People work together
in flow when they
connect with each Create rich profiles
other as people. 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.
 Disclosure: Dell is
a 20:20 Media and
2020 Social client.

Source: http://en.community.dell.com
 Community
Communities come
together around a
shared social object: a
lifestyle, cause or
passion.
Build and nurture a
community platform to
host your customers,
partners, employees,
and evangelists.

I love
road
I love trips! I love my
travel! car!


 Dell Digital Nomad
 Community built
around the idea of
being a digital
nomad.
 Targeted at highly
mobile laptop
users.
 Disclosure: Dell is
a 20:20 Media and
2020 Social client.

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.
 Disclosure: Dell is
a 20:20 Media and
2020 Social client.

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.
 Disclosure: Dell is
a 20:20 Media and
2020 Social client.

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.
 Disclosure: Dell is
a 20:20 Media and
2020 Social client.
Source:
http://thesocialworkplace.com/featured/1558/
Made For India
 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/vm2827/315015774
6/
 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
 Made In India
Made For the World
 Deskaway
 SaaS-based project
collaboration
platforms.

Source: http://deskaway.com
 Remindo
 SaaS based
nterprise
collaboration and
project
management
platform.

Source: http://remindo.com
 Uhuroo
 SaaS-based
enterprise
collaboration and
document
management
platform.
 Disclosure: Kaushal
is a co-founder.

Source: http://uhuroo.com
 Cynapse
 Full-featured
enterprise
collaboration
platform with
SaaS, hosted and
open source
versions.

Source: http://cyn.in
 YouSuggest
 SaaS-based
ideation platform.

Source: http://yousuggest.us
 LifeBlob
 Photo-stream
based social
networking
platforms.

Source: http://lifeblob.com
 GizaPage
 Social media hub
for individuals and
organizations.

Source: http://gizapage.com
Essential Reading on
Social Technologies
Social Technologies 101
Social Technologies & Society
Social Technologies & Business
About 2020 Social
 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