The Social Integration Journey: An Indian Perspective"

Gaurav Mishra | Gauravonomics"Asia Director of Social "MSLGROUP | Publicis Groupe"

Why am I talking about this topic?"

To learn more about Gaurav/ Gauravonomics, subscribe to gauravonomics.com or follow @gauravonomics on Twitter. "

Gaurav helps global brands inspire, organize and energize people by rethinking purpose, participation and performance.""- MBA from IIM Bangalore "- Brand Marketer at Tata Group "- Co-founder of 2020 Social"- Asia Director of Social at MSLGROUP""

Gauravnomics writes and talks about minimalism, mythology and movements. Watch out for the upcoming novel on this theme.""- Award-winning blogger, speaker and changemaker"- The marketer who went off consumption"- 2008-09 Yahoo! Fellow at Georgetown University"- Co-founder of Vote Report India"- 2009 TED India fellow "

Social integration journey"

Social integration journey"

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."

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Platforms" Programs" Processes"

Inaction"

Incubation""

Integration"

Create a static campaign or country microsite"

2" Create a company page on Facebook or Twitter"

3" Create a Facebook contest or a Twitter influencer program"

4" Integrate social into technology platforms"

5" Integrate social into marketing"programs"

6" Integrate social into business processes"

How to build a case for social integration? "

How to build a case for social integration? "

We need to access the companyʼs maturity, motivations and money (budgets) to successfully build a case for social integration."

MATURITY!Present and potential stage of integration!!- Assess the present stage for the company and relevant others.""- Assess the highest stage the company can transition to, within 12 months."

MOTIVATION!Reasons to invest in integration!!- Assess the objectives and decision criteria for the company.""- Assess the triggers and barriers for the main decision makers.""- Identify the main motivations and messages to build a credible case."

MONEY!Resources to invest in integration!!- Assess the investment required and the companyʼs capacity to invest, over 12 months.""- Plan for a phase-wise approach to transition to a higher stage, with at least 3 months to stabilize each stage."

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Stage 1: Create a static campaign or country microsite"

The typical case clients and agencies build for stage 1 initiatives."

The website is an integral part of 360° marketing!"All peer companies have created a country or campaign website, so itʼs simply expected.""

The website is the gateway to the company!"The website is the first and one of the most important sources of information on the company."

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. "

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Stage 2: Create a company page on Facebook or Twitter"

The typical case clients and agencies build for stage 2 initiatives."

Social media is cost effective!"Creating company pages on Facebook, Twitter, Weibo is free.""

Influencers are active on social media!"Both B2C and B2B influencers are active on the social media and engaging with companies. "

Social media has serious scale!"750+ million on Facebook, 200+ million on Twitter, 150+ million on Weibo, 100+ million on Renren etc."

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Case Study: Anand Mahindra on Twitter"

Source: @anandmahindra "

The highly respected industrialist uses Twitter to weigh in on topics of public interest and even answer customer complaints in public."

Case Study: Ching's Secret"

Source: Chingʼs Secret on Facebook"

Chinese packaged food brand Chingʼs Secret has attracted more than 6,75,000 fans on Facebook by sharing recipes and engaging fans in witty conversations."

Stage 3: Create a Facebook contest or a Twitter influencer program "

The typical case clients and agencies build for stage 3 initiatives."

Engagement is the first step towards advocacy!"Engaging influencers is the first step towards converting them into advocates.""

Engagement requires regular effort!"To engage influencers, companies need to create regular content, influencer outreach and contests."

Itʼs important to engage influencers!"Presence is not enough, companies need to engage influencers on social media."

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Stage 4: Integrate social into technology platforms"

The typical case clients and agencies build for stage 4 initiatives."

Simplify customization and content sharing!"Use Facebook/ Twitter/ LinkedIn logins to customize website experience and simplify content sharing."

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. "

Share content across channels for impact!"Upload content to YouTube/ SlideShare, embed on blog, then share on Facebook/ Twitter/ LinkedIn."

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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 Platforms!

Social Web!

Mobile Apps!

Open application ecosystems!

Mobile Web!

Mobile Platforms!

Mobile Platforms!

The convergence of web, mobile and social"

Source: Mig33, SMSGupShup, RockeTalk, Ibibo"

In India, popular social platforms Ibibo has a iPhone app. RockeTalk, SMSGupShup and Mig33 are popular mobile social networking platforms."

Case study: Nike+"

Source: http://nikerunning.nike.com/nikeos/p/nikeplus/en_US/plus/ "

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."

Stage 5: Integrate social into marketing programs"

The typical case clients and agencies build for stage 5 initiatives."

Trigger participation and action!"Create a series of interconnected programs to energize influencers. "

Build owned media permission assets!"Create a long-term community platform to organize influencers around the social heartbeat."

Convert influencers into advocates!"Design integrated marketing programs around a social heartbeat aligned with the brand values."

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Case Study: Pepsi Refresh Project"

Source: http://refresheverything.com "

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. "

Case Study: Tata Tea Jaago Re "

Source: http://jaagore.com "

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."

Case Study: Mahindra Spark the Rise"

Source: http://www.sparktherise.com "

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."

Case Study: Dell Go Green Challenge in India"

Source: http://facebook.com/dellgogreen "

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."

Case Study: Royal Challengers Bangalore"

Source: Royal Challengers Bangalore"

Indian cricket club Royal Challengers Bangalore has build a highly engaged community with more than 500,000 fans and regular content created by players, experts and fans."

Inspire, organize and energize people"

Design powerful purpose-inspired platforms and programs to inspire, organize and energize people around a shared purpose."

Shared purpose or Social Heartbeat to inspire people"

Long-term online-offline platform to organize people"

A series of short-term programs to energize people"

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Stage 6: Integrate social into business processes"

The typical case clients and agencies build for stage 6 initiatives."

Crowd-source innovation""Tap into the wisdom of crowd to discover ideas for product or process innovation.""

Improve customer satisfaction!"Listen and respond to customers at the point of need or demand."

Drive real return on investment!"Use social to drive business objectives like sales, support and innovation."

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Case Study: GE Ecomagination Challenge"

Source: http://challenge.ecomagination.com "

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. "

Case Study: Dell Ideastorm"

Source: http://ideastorm.com"

Dell uses customer-driven ideation community Dell Ideastorm to listen to customerʼs ideas on product improvement and new product development"

Case Study: Dell SMaC Unconference"

Source: Dell SMaC Unconference in Bangalore"

Dell trained 900 staff in India to use social media for marketing, customer support, recruitment and innovation."

Letʼs stay in touch!"

Gaurav Mishra | Gauravonomics"Subscribe to gauravonomics.com "Follow @gauravonomics on Twitter"