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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

Block 2-The Engagement Challenge

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

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

#1 Choosing the ‘right’ channels

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

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

Example: Half the sky

Transmedia storytelling

Creates awareness about women’s issues and highlights solutions through a

stream of transmedia initiatives and social media campaigns

Each channel focused on a

specific call to action

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

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/

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

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/

#2 Influencer identification &

engagement

Factors impacting influence

Source: Altimeter – The Rise of Digital Influence

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

Automated identificati

on

Human Analysis

Relevant Influencers

•Relevance

•Past engagement history

•Relative channel importance

Block 2 – The Engagement Challenge

Step 1: Identifying influencers

Block 2 – The Engagement Challenge

Automated Identification (E.g.

Twitter)

You can set filters for selection basis needs of your business

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

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

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/

Block 2 – The Engagement Challenge

Step 3:Participate and engage

Ashoka’s monthly #SocEnt Twitter chats

Share web content relevant to the industry

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

#3 Social connections:

Beyond Online

Be the Spark Roadshows Be the Spark Roadshows

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

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

#3 Resolving the

‘Facebook Problem’

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

How can you reach more of

audience?

You got to pay for it!

Scaling up is important for impact

Content & Advertising used together can help maximise impact

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

Takeaways

Think Differently

Sharing in smaller groups is

the new ‘big’ trend

thank you