social is serious business
DESCRIPTION
A trip through the evolution of social, a clearly defined understanding of social and how brands are integrating social, a first look at social APIs and some over-simplifications of social for B2B and non-profits.TRANSCRIPT
Almost all the images used as backgrounds come from my wallpapers folder — where I’ve been pu<ng images from reddit that I plan to use on my desktop. If the original author of the image gets in touch with me at [email protected] I’ll either give you credit, or remove the image from this deck.
Social Is Serious Businessor,A look at all my wallpapers
@narendranag2020Social | 2020MSL | MSLGROUP
THE BIG PICTURE
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AUDIENCES ARE
CONSUMING CONTENT DIFFERENTLY
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THE JOURNEY SO FARDIRECTORYYahooGeociUesDisplay Ads
SEARCHGoogleBlogsSearch AdsProtocols
SOCIALTwiVerFacebookSocial AdsAPIs
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WEB 1.0
PROTOCOLS RULED USHTTP, FTP, SSH, XMPP, POP, IMAP, SMTP ... Islands of content, of resources, of people. And we spent a lot of Ume agreeing on protocols so we could build bridges between the islands.
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SO, WHAT IS SOCIAL?
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SOCIAL IS ABOUT:
EVOLUTION. PARTICIPATION. INTEGRATION
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Belief: Social is about evolution
Social is fundamentally and irrevocably changing societal values, attitudes towards brands and consumer behaviors.
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Social is changing societal values
“If [social media activists] can bring down the Egyptian regime in a few weeks, they can bring us down in nanoseconds.”
PAUL POLMAN, CEO, Unilever
Photo from halderman on Flickr @narendranag
Social is changing attitudes towards brands
“Consumers are beginning in a very real sense to own our brands and participate in their creation … We need to begin to learn to let go.” A.G. LAFLEY, Former CEO and Chairman, Procter & Gamble
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Social is changing consumer behaviors
“The old model was informing, persuading and reminding, the new model is demonstrating, involving and empowering.”
MITCH MATHEWS, Former SVP of Central Marketing, Microsoft
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Belief: Social is about participation
Social is less about technology tools or media channels and more about the co-creation, collaboration and conversations they enable.
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Social is about conversations
“A brand is no longer what we tell the consumer it is – it is what consumers tell each other it is.”
SCOTT COOK, Founder and Chairman, Intuit
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Social is about collaboration
“The opportunity for businesses today is to become networks—with a culture of collaborative innovation, stewardship and integrity.”
FILIPPO PASSERINI, Former President, Procter & Gamble
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Social is about co-creation
“We are all getting used to the idea of co-creation of content. But are we ready for the notion of co-creation of brands?”
IVAN POLLARD, VP Global Connections, The Coca-Cola Company
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Belief: Social is about integration
Social is most effective when it’s deeply integrated into technology platforms, marketing programs and business processes.
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Integrate social into technology platforms
“Technology is shifting the power away from the editors, the publishers, the establishment, the media elite. Now it’s the people who are in control.”
RUPERT MURDOCH, Chairman and CEO, News Corporation
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Integrate social into marketing programs
“We look for insights that represent human truths, motivations and tensions that only our brands’ benefits can solve. That spark can create big ideas that can then invite their participation. At its best, it can inspire movements where people advocate on your brand’s behalf.”
MARK PRITCHARD, Global Brand Building Officer, Procter & Gamble
Photo from seyyed_mostafa_zamani on Flickr @narendranag
Integrate social into business processes
“We listen, learn and then improve and innovate based on what our customers want.” MICHAEL DELL, CEO and Chairman, Dell
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SIX STAGES OF SOCIAL MEDIA MATURITY FOR
BRANDS
Based on interactions with 1500+ marketing and communications professionals in Asia, all brands can be mapped across six stages of social media maturity.
Platforms Programs Processes
Inaction
Incubation
Integration
SIX STAGES OF SOCIAL MEDIA MATURITY FOR
BRANDS
Based on interactions with 1500+ marketing and communications professionals in Asia, all brands can be mapped across six stages of social media maturity.
Let’s create a campaign microsite!
1
Platforms Programs Processes
Inaction
Incubation
Integration
SIX STAGES OF SOCIAL MEDIA MATURITY FOR
BRANDS
Based on interactions with 1500+ marketing and communications professionals in Asia, all brands can be mapped across six stages of social media maturity.
Let’s create a campaign microsite!
1
Let’s create a Facebook fan page!
2
Platforms Programs Processes
Inaction
Incubation
Integration
SIX STAGES OF SOCIAL MEDIA MATURITY FOR
BRANDS
Based on interactions with 1500+ marketing and communications professionals in Asia, all brands can be mapped across six stages of social media maturity.
Let’s create a campaign microsite!
1
Let’s create a Facebook fan page!
2Let’s create a Facebook contest app!
3
Platforms Programs Processes
Inaction
Incubation
Integration
SIX STAGES OF SOCIAL MEDIA MATURITY FOR
BRANDS
Based on interactions with 1500+ marketing and communications professionals in Asia, all brands can be mapped across six stages of social media maturity.
Let’s create a campaign microsite!
1
Let’s create a Facebook fan page!
2Let’s create a Facebook contest app!
3
Platforms Programs Processes
Inaction
Incubation
IntegrationLet’s integrate social into our platforms!
4
SIX STAGES OF SOCIAL MEDIA MATURITY FOR
BRANDS
Based on interactions with 1500+ marketing and communications professionals in Asia, all brands can be mapped across six stages of social media maturity.
Let’s create a campaign microsite!
1
Let’s create a Facebook fan page!
2Let’s create a Facebook contest app!
3
Platforms
Let’s integrate social into our programs!
5
Programs Processes
Inaction
Incubation
IntegrationLet’s integrate social into our platforms!
4
SIX STAGES OF SOCIAL MEDIA MATURITY FOR
BRANDS
Based on interactions with 1500+ marketing and communications professionals in Asia, all brands can be mapped across six stages of social media maturity.
Let’s create a campaign microsite!
1
Let’s create a Facebook fan page!
2Let’s create a Facebook contest app!
3
Let’s integrate social into our processes!
6
Platforms
Let’s integrate social into our programs!
5
Programs Processes
Inaction
Incubation
IntegrationLet’s integrate social into our platforms!
4
22
APIsA VIDEO: hVp://www.youtube.com/watch?v=LabCylbapuM
hVp://programmableweb.com/apishVp://webmashup.com/hVp://code.google.com/apis/gdata/docs/directory.html
NARENDRA’SOVERSIMPLIFICATIONS
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SOCIAL FOR B2BNarendra’s OversimplificaUon
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EXPERTISE
SOCIAL FOR B2BNarendra’s OversimplificaUon
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EXPERTISE You know something they don’t
SOCIAL FOR NON-‐PROFITSNarendra’s OversimplificaUon
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IMPACT
SOCIAL FOR NON-‐PROFITSNarendra’s OversimplificaUon
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IMPACT People feel beVer about themselvesPeople feel they’ve made a difference
@narendranagGaurav Mishra’sMarke&ng Hall of Fame
Narendra Nag’s#SocialIndia Presenta&on
2011111375966731.INR 675 every month.2.Adjust upwards for inflaUon every year.3.Double contribuUon every 10 years.4.By the Ume I die, 4000 kids will have benefited.5.My Pledge.
