2020 Social Presentation - Because Business Is Social
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2020 Social Media Because Business is Social
Why is Business Social?
! USER GENERATED CONTENT
CONVERSATION
COLLABORATION
COMMUNITY
COLLECTIVE INTELLIGENCE
! User Generated Content
!
Your consumers are authors, photographers and filmmakers, all rolled into one.
INSIGHT
ACTION
Tap into their creativity. Ask them to interpret your brand. Run a user generated content contest or host a content driven community.
! Conversation
! INSIGHT
Facebook and Twitter are the new cafes. Your customers, partners and employees are talking about you, in public.
Listen to them, reach out to them, engage them in a conversation and help them spread the word. Evangelize your offering.
ACTION
! Collaboration
! INSIGHT
ACTION
People work together best when they connect with each other as people. Processes work best when they help people perform their work in the flow. Create shared workspaces with rich profiles to connect employees and partners, help them share their expertise and work together in flow.
! Community
! INSIGHT
It’s magical when communities come together around a shared social object: a lifestyle, cause or passion.
Create and nurture a community platform to host your customers, partners, employees, and evangelists.
ACTION
! Collective Intelligence
! INSIGHT
ACTION
Customers, employees and partners can give you new ideas. You can gain more insights by observing their behavior. Tap into their ideas and build on them through an ideation platform. Or, introduce a reputation system to resurrect an existing community.
About 2020 Social Because Business is Social
The Elevator Pitch We build and nurture online communities to engage with customers, partners & employees.
The 2020 Social Team
Sunil Agarwal Gaurav Mishra Managing CEO Director IITD, IIMA, Managing Director of 20:20 Media
IIMB, Yahoo! Fellow at Georgetown
Dave Evans Consulting Director
Gautam Ghosh Upasana Taku Consultant Consultant
Author of XLRI, Stanford, ‘Social Media Organizational Product Marketing: An Development Management Hour a Day’
2020 Social Approach
1. Focus on Social, Not Interactive
Build interactive websites where users interact with website.
Build social platforms where users interact with each other.
DIGITAL-ASUSUAL
2020 SOCIAL
2. Social Object
Create digital programs around on brand, organization or campaign.
Create and nurture communities around a bigger social object: a lifestyle, cause or passion.
DIGITAL-ASUSUAL
2020 SOCIAL
3. Personas
Build the website for the typical user.
Recognize the different types of users, with different motivations, triggers, reasons to visits and reasons to return to the social platform.
DIGITAL-ASUSUAL
2020 SOCIAL
4. Ladder of Engagement
Only focus on content and conversations.
Enable the full range of behaviors in the ladder of engagement: - Consume, curate, create content - Build connections, collaborate - Try, purchase, recommend offering
DIGITAL-ASUSUAL
2020 SOCIAL
5. Role of Design
Only focus on the creative idea.
Create a social platform to enable the full range of behaviors in the ladder of engagement.
DIGITAL-ASUSUAL
2020 SOCIAL
6. Role of Campaigns
Run short lived theme based campaigns.
Create a calendar of campaigns so that each campaign builds upon previous campaign, and transitions users to higher levels in the ladder of engagement.
DIGITAL-ASUSUAL
2020 SOCIAL
7. Role of Metrics
- Clicks - Page views
- Repeat visits - Page views & time spent per visit - User generated content, onsite & offsite - Transactions & recommendations
DIGITAL-ASUSUAL
2020 SOCIAL
8. What’s the Big Idea?
The creative idea.
- One platform, built to last - Connect multiple campaigns - Connect online and offline - Continue engagement between campaigns
DIGITAL-ASUSUAL
2020 SOCIAL
2020 Social Clients
Developer Community for Global Tech Big Five
?
How can we get developers to create code and share best practices?
PROBLEM
SOLUTION
Enable developers to showcase expertise and build reputation.
Fan Community for Indian Cricket Club
?
How can we get fans to stay engaged with the cricket club between seasons?
PROBLEM
SOLUTION
Enable fans to connect with players and cheerleaders, and with each other.
Citizen Action Community for Indian Non Profit
?
How can we get citizens to create on-ground change beyond registering to vote?
PROBLEM
SOLUTION
Enable citizens to engage with politicians, non-profits, causes and other citizens at the polling booth level.
2020 Social Case Studies
B2B Sales and Marketing How do I increase my revenue from the Indian SMB sector? VP, Marketing Asia Fortune 100 hardware company
Solution: - Community built around the passion entrepreneurship - Offers Expert business advice to SMBs - Featured entrepreneurs act as advocates of brand
Example: DELL
Public Relations and Communications How do I track conversations about my brand and profile the customers? VP, Corp Communications Large PR Firm
the changing need of my customers? the help of my consumers?
Solution: - A Social CRM program to track and profile conversations taking place about your brand. -Reach out to influencers and customers. -Increased engagement between client and customers.
Example:JetBlue Airlines
Consumer Marketing How do I create a product line that meets the changing need of my customers? VP, Marketing Beverage company
the help of my consumers?
Solution: - A platform where customers submit ideas, discuss, and vote on them -Enables consumer innovation -Increased dialog between company and marketplace
Example: Starbucks
Organisational Best Practices How do I connect every employee to our Strategy in a personally relevant way? VP, People Operations Large MNC for Technology
Solution: - A platform for employees to share information, exchange notes and interact with each other. - Private collaboration space. - Performance benchmarking system.
Example: Deloitte
Our Engagement Model
What We Do? Business Strategy
Social Solutions
Business Impact
User Generated Content
Community
Foster relationships
eCommerce Conversations
Increase revenue Applications
Social Object based communities
CRM Collaboration
Decrease cost Catalyse innovation
How We Do It? Diagnose & Plan
Build
Engage
(2-8 weeks)
(4-12 weeks)
(Ongoing)
Research and Benchmarking
Oversee development across partners
Tactical programs
Strategic roadmap Functional Design requirements
Test & Deploy Social platform
Analytics Measurement
Ask Us How 2020social.com [email protected] @2020social on Twitter
Why is Business Social?
! USER GENERATED CONTENT
CONVERSATION
COLLABORATION
COMMUNITY
COLLECTIVE INTELLIGENCE
! User Generated Content
!
Your consumers are authors, photographers and filmmakers, all rolled into one.
INSIGHT
ACTION
Tap into their creativity. Ask them to interpret your brand. Run a user generated content contest or host a content driven community.
! Conversation
! INSIGHT
Facebook and Twitter are the new cafes. Your customers, partners and employees are talking about you, in public.
Listen to them, reach out to them, engage them in a conversation and help them spread the word. Evangelize your offering.
ACTION
! Collaboration
! INSIGHT
ACTION
People work together best when they connect with each other as people. Processes work best when they help people perform their work in the flow. Create shared workspaces with rich profiles to connect employees and partners, help them share their expertise and work together in flow.
! Community
! INSIGHT
It’s magical when communities come together around a shared social object: a lifestyle, cause or passion.
Create and nurture a community platform to host your customers, partners, employees, and evangelists.
ACTION
! Collective Intelligence
! INSIGHT
ACTION
Customers, employees and partners can give you new ideas. You can gain more insights by observing their behavior. Tap into their ideas and build on them through an ideation platform. Or, introduce a reputation system to resurrect an existing community.
About 2020 Social Because Business is Social
The Elevator Pitch We build and nurture online communities to engage with customers, partners & employees.
The 2020 Social Team
Sunil Agarwal Gaurav Mishra Managing CEO Director IITD, IIMA, Managing Director of 20:20 Media
IIMB, Yahoo! Fellow at Georgetown
Dave Evans Consulting Director
Gautam Ghosh Upasana Taku Consultant Consultant
Author of XLRI, Stanford, ‘Social Media Organizational Product Marketing: An Development Management Hour a Day’
2020 Social Approach
1. Focus on Social, Not Interactive
Build interactive websites where users interact with website.
Build social platforms where users interact with each other.
DIGITAL-ASUSUAL
2020 SOCIAL
2. Social Object
Create digital programs around on brand, organization or campaign.
Create and nurture communities around a bigger social object: a lifestyle, cause or passion.
DIGITAL-ASUSUAL
2020 SOCIAL
3. Personas
Build the website for the typical user.
Recognize the different types of users, with different motivations, triggers, reasons to visits and reasons to return to the social platform.
DIGITAL-ASUSUAL
2020 SOCIAL
4. Ladder of Engagement
Only focus on content and conversations.
Enable the full range of behaviors in the ladder of engagement: - Consume, curate, create content - Build connections, collaborate - Try, purchase, recommend offering
DIGITAL-ASUSUAL
2020 SOCIAL
5. Role of Design
Only focus on the creative idea.
Create a social platform to enable the full range of behaviors in the ladder of engagement.
DIGITAL-ASUSUAL
2020 SOCIAL
6. Role of Campaigns
Run short lived theme based campaigns.
Create a calendar of campaigns so that each campaign builds upon previous campaign, and transitions users to higher levels in the ladder of engagement.
DIGITAL-ASUSUAL
2020 SOCIAL
7. Role of Metrics
- Clicks - Page views
- Repeat visits - Page views & time spent per visit - User generated content, onsite & offsite - Transactions & recommendations
DIGITAL-ASUSUAL
2020 SOCIAL
8. What’s the Big Idea?
The creative idea.
- One platform, built to last - Connect multiple campaigns - Connect online and offline - Continue engagement between campaigns
DIGITAL-ASUSUAL
2020 SOCIAL
2020 Social Clients
Developer Community for Global Tech Big Five
?
How can we get developers to create code and share best practices?
PROBLEM
SOLUTION
Enable developers to showcase expertise and build reputation.
Fan Community for Indian Cricket Club
?
How can we get fans to stay engaged with the cricket club between seasons?
PROBLEM
SOLUTION
Enable fans to connect with players and cheerleaders, and with each other.
Citizen Action Community for Indian Non Profit
?
How can we get citizens to create on-ground change beyond registering to vote?
PROBLEM
SOLUTION
Enable citizens to engage with politicians, non-profits, causes and other citizens at the polling booth level.
2020 Social Case Studies
B2B Sales and Marketing How do I increase my revenue from the Indian SMB sector? VP, Marketing Asia Fortune 100 hardware company
Solution: - Community built around the passion entrepreneurship - Offers Expert business advice to SMBs - Featured entrepreneurs act as advocates of brand
Example: DELL
Public Relations and Communications How do I track conversations about my brand and profile the customers? VP, Corp Communications Large PR Firm
the changing need of my customers? the help of my consumers?
Solution: - A Social CRM program to track and profile conversations taking place about your brand. -Reach out to influencers and customers. -Increased engagement between client and customers.
Example:JetBlue Airlines
Consumer Marketing How do I create a product line that meets the changing need of my customers? VP, Marketing Beverage company
the help of my consumers?
Solution: - A platform where customers submit ideas, discuss, and vote on them -Enables consumer innovation -Increased dialog between company and marketplace
Example: Starbucks
Organisational Best Practices How do I connect every employee to our Strategy in a personally relevant way? VP, People Operations Large MNC for Technology
Solution: - A platform for employees to share information, exchange notes and interact with each other. - Private collaboration space. - Performance benchmarking system.
Example: Deloitte
Our Engagement Model
What We Do? Business Strategy
Social Solutions
Business Impact
User Generated Content
Community
Foster relationships
eCommerce Conversations
Increase revenue Applications
Social Object based communities
CRM Collaboration
Decrease cost Catalyse innovation
How We Do It? Diagnose & Plan
Build
Engage
(2-8 weeks)
(4-12 weeks)
(Ongoing)
Research and Benchmarking
Oversee development across partners
Tactical programs
Strategic roadmap Functional Design requirements
Test & Deploy Social platform
Analytics Measurement
Ask Us How 2020social.com [email protected] @2020social on Twitter
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