Presentation by Blogworks from Social Media Workshop at Sankalp Unconventions 2013 (Part 2)

1. helping create
brands for the future
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2. Sankalp Unconvention Summit 2013
Garage Session: Leveraging Social Media: Going Beyond the Obvious
Date 17 April 2013
Contact amita.malhotra@blogworks.in, jyotika.malhotra@blogworks.in

3. Block 2-The Engagement Challenge

4. How to choose and ‘bet’ on the ‘right’ platforms
> Not spread ‘thin’ but reach new audience
> Depth or width?
How to amplify and strengthen via strong network of
ambassadors and influencers
How to leverage social beyond online
> Role of offline efforts in building an engaged
community
How to resolve the ‘Facebook Problem’
Block 2 – The Engagement Challenge
Issues at hand

5. Block 2 – The Engagement Challenge
Scaling
Engagement
Understanding
channel
behaviour
Identifying
influencers
and engaging
meaningfully
Going beyond
online
Apps-Ads-
Community
Solving the ‘Engagement’ challenge

6. #1 Choosing the ‘right’ channels

7. Block 2 – The Engagement Challenge
Understanding channel behaviour
Facebook
•Social network – friends, family & colleagues
•‘All is well’
• Personal moments and sharing
• Finite universe
• Life-casting
• Voyeuristic and exhibitionist
• Personality – happy, fun seeking, playful
Twitter
•Information Network
• Real-time – moment to moment
• Interest-based – sharing ideas
• Connecting beyond existing network
• Personal brand – personality based
• Personality – sensational, unpredictable,
opinionated
• Audience – journalists, cultural elite (celebs,
artists, musicians), activists - influencers

8. Block 2 – The Engagement Challenge
Understanding Channel behaviour
YouTube
• Is a search engine
• Second largest after Google
• Not a social network
• Audience – teens, consumers
• Visual – story-telling opportunity to deliver
message
Pinterest
• 4.5% of user base in India (11.7 million unique
visitors globally in Jan 2012)
• Visual curation
• Popular among women
• Popular categories – Home, Arts & Crafts,
Style/Fashion, Photography, Weddings, Holidays,
Kids, Travel
Google+
•Social network – utility similar to Facebook and
hence limited adoption
•Hangouts – used lately for ‘events’ and ‘talks’
Need to assess the relevance of these channels to your programme basis audience
behaviour

9. Example: Half the sky

10. Transmedia storytelling
Creates awareness about women’s issues and highlights solutions through a
stream of transmedia initiatives and social media campaigns

11. Each channel focused on a
specific call to action

12. Facebook
Happy & playful
Soft engagement through
story telling
Peer to peer connections
People are encouraged to
play the game and make
corporate donations
The application lets
people donate to
nonprofits through
gamification
Type of network
Activity
Source: https://www.facebook.com/halftheskymovement

13. Twitter
On International Women’s
Day, Twitter users were
invited to participate in
#ChangeHerStory and craft
a collaborative story about
empowering women
103 people crafted the life
of Radhika, the main
character of the Half the
Sky social game
Type of network
Relationship building with
influencers and community
People share and
aggregate ideas
Activity
Source: http://pinterest.com/halfsky/half-the-sky-movement-film/

14. YouTube
Excerpts of the TV
documentary
Endorsements from global
advocates
People are encouraged to
donate to the cause
Type of network
Visual storytelling medium
Bringing the ‘real’ people
forward
Human-interest
Activity
Source: http://www.youtube.com/user/halfskymovement

15. Pinterest
Storytelling through
images
Boards to bucket themes
Useful infographics to
educate
Stories of inspiration and
positive change
Issue specific resources
Type of network
Activity
Source: http://pinterest.com/halfsky/

16. #2 Influencer identification &
engagement

17. Factors impacting influence
Source: Altimeter – The Rise of Digital Influence

18. Block 2 – The Engagement Challenge
Step 1: Identifying influencers
• Who are the people speaking about your brand ?
(current audience)
• Who are the people speaking about competition/peers?
(potential audience)
• Who are the people speaking about your
topic/category
Basics don’t change
• Online tools (next slides)
• Google alerts – company, competitors, industry
• Twitter Lists and hashtags
• Blog search engines – Google Blog search or Technorati
• Industry lists - Labnol
How to identify them

19. Automated
identificati
on
Human
Analysis
Relevant
Influencers
•Relevance
•Past engagement history
•Relative channel importance
Block 2 – The Engagement Challenge
Step 1: Identifying influencers

20. Block 2 – The Engagement Challenge
Automated Identification (E.g.
Twitter)
You can set filters for selection basis needs of your business

21. Block 2 – The Engagement Challenge
Human/Automated (E.g. Twitter)
Large network:
e.g. 500
followers or
more
Consistently
engaged: e.g.
1000 updates
or more
Relevance to
domain: Work
and
recognition
through their
on ground
work
Common
Linkages: How
many from
your
community are
following them

22. Block 2 – The Engagement Challenge
Best Practices
•They are designed to build a relationship and therefore
long term in nature
Influencer programs are not
marketing campaigns.
•Seen as social currency, it gives them a sense of pride
and connection to your organisation
Private access is an excellent way
to engage your influencers.
•Influencers generally love to connect to one another
Create opportunities for private
interaction amongst your
influencers.
•Online scales and connects more broadly, but offline
creates more powerful and trusting relationships
Consider both online and offline
connection opportunities.
•Important to always close the loop on what you’re doing
with their feedback and suggestions.Influencers are a great source of
product feedback.
*Word of Mouth Marketing Association

23. Block 2 – The Engagement Challenge
Step 2:1-on-1 engagement
This is the silent layer – email, telephonic discussions can be leveraged to build
relationship
Source: http://www.flickr.com/photos/dielis/3865285050/

24. Block 2 – The Engagement Challenge
Step 3:Participate and engage
Ashoka’s monthly #SocEnt Twitter chats
Share web content relevant to the industry

25. Start a hangout through a simple
email invitation
The participant needn’t be in your
Google+ account/ circles
Can add upto 10 people in the
hangout
Live broadcast the hangout for
others to follow
Make it participative through a live
hashtag to include questions from
the audience
Step 3:Participate and organise
events

26. #3 Social connections:
Beyond Online

27. Be the Spark RoadshowsBe the Spark Roadshows

28. Be the Spark Roadshows
Objective
Spark the Rise 2012 aimed at scaling the initiative and transfer ownership
to the community
Organised meet-ups with change makers and other ecosystem members in
key cities across India to kick-start conversations and seed collaborative
relationships.
Differentiating the programme by both widening and deepening
engagement with community
Objective was to become a catalyst and energise positive change across
communities

29. Be the Spark Roadshows
500 plus change makers
and thought leaders
reached out to
Ecosystem engaged in
key topics concerning
innovation and
equitable growth
Content shared with
larger community to
create excitement and
drive participation for
each upcoming event
Online participation by
non-attendees via
Twitter
The ecosystem helped
in partnerships, such as
with Dasra, Innovation
Alchemy
Participation and impact

30. #3 Resolving the
‘Facebook Problem’

31. What IS the problem?
A typical Facebook brand post
reaches only 16% of the total fans.
As per the weight given by
Facebook,
Shares>Comments>Likes>Clicks and
Videos>Photos>Status
Updates>Links

32. How can you reach more of
audience?
You got to pay for it!

33. Scaling up is important for impact
Content & Advertising used together can help maximise impact

34. Facebook Page no longer the obvious ‘free marketing’
vehicle
To justify resources (time being the most crucial!),
important to gain scale
Scale requires investment in
> Apps
> Ads
> Community Engagement
> Content
Think different
> Facebook Groups offer intimacy
Hence the takeaways

35. Takeaways
Think Differently
Sharing in smaller groups is
the new ‘big’ trend

36. thank you