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  narendranag@gmail.com  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

@narendranag

THE  JOURNEY  SO  FARDIRECTORYYahooGeociUesDisplay  Ads

SEARCHGoogleBlogsSearch  AdsProtocols

SOCIALTwiVerFacebookSocial  AdsAPIs

@narendranag

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.

@narendranag

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

@narendranag

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.

@narendranag

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

@narendranag

Belief: Social is about integration

Social is most effective when it’s deeply integrated into technology platforms, marketing programs and business processes.

@narendranag

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

@narendranag

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

@narendranag

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

@narendranag

SOCIAL  FOR  B2BNarendra’s  OversimplificaUon

@narendranag

EXPERTISE

SOCIAL  FOR  B2BNarendra’s  OversimplificaUon

@narendranag

EXPERTISE You  know  something  they  don’t

SOCIAL  FOR  NON-­‐PROFITSNarendra’s  OversimplificaUon

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IMPACT

SOCIAL  FOR  NON-­‐PROFITSNarendra’s  OversimplificaUon

@narendranag

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.

Thank  You

@narendranag+91  9953692269narendra@2020social.com

2020Social  |  2020MSL  |  MSLGROUP