Impact 
of 
Social Media 
on 
Business 
People 

and
 
Technology
Email
Chat
Twitter
Buzz
Facebook
Orkut
Slideshare
Tagged
Yelp
Gowalla
Picassa
Flickr
LinkedIn
Blogging
MySpace
Hi Five
Digg
Delicious
Confusion
Social Media has a lot of potential
Lot of companies are leveraging it
Low cost
Lost?
Still learning - 3/10
No clear strategy
No measurement
The efforts are distributed and there is no integrated view of progress
Management thinks...
What is Social Media?
Social Trend in which

People use Technologies

to get the things they need from

each other,

rather than traditional institutions.
500 Million Users on Facebook
100 Million Users on Twitter
~600 Tweets per second
100 Million on Tagged
60 Million on LinkedIn
91% Employees active on Social Media
90% Think Social Media is useful
79% use it for Networking
66% Visit SNS at least once a week
Xoriant's Stats
24% SMBs in US are having Social Media Startegy
Nokia
SAP
GM
Cisco
Oracle Blog:  (avg FB fan value)
Spend+Loyalty+Recommendations+Earned media = $136.38
It's not optional anymore...
-Ravi Chauksey, leads Business Dev @ Imacs, Mumbai
Directly reaches the relevant audience & updates us of the latest
Nidhi Shrivastava, Mktg. Mgr. Network security company Bengaluru
$100 - $400 per month
88% B2B companies allocating budget for Social Media
35% companies said they'd allocate
1% to 5% of their Marketing budget to SM
- Interviews 
B2B/Business.com Survey
B2B/Business.com Survey
Creaters
Critics
Collectors
Joiners
Spectators
Inactives
Create Blogs, Upload Videos, Audios, Write articles
Post Ratings, reviews, comments, discussion forums
Use RSS, Add Tags, Vote for websites
Have profiles on SNS, visit frequently
Read, Watch, Download
None
How it works?
What works?
Permission Marketing
Virology
Easy
Helps
Brings a smile
We need Conversation Architects...
Conversation v/s Selling
No Email/SMS blasts, Commercials
Create a tribe...
-Nidhi, Mktg. Mgr., A Network Security company Bengaluru
-Seth Godin, Online Marketing Guru
Idea/Product
Story
Propogator
Social Media
Simple access
Pithy
Solves problems
Improves life
Benefits business
Casual
Triggers conversation
What doesn't work?
Traditional approach
Sales Pitch
Constraints
- Everyone wants to buy but no one wants to get sold to...
-Rules, Policies, Manipulation, Barrier in communication
- Tea Story, Digression from people, Run by Marketing team, Professional language
Yield?
Building brand awareness


Increase traffic to website
Generating leads
Better relationship with Existing customers
Fastest Increase in Reach
Credibility
Community - active followers and fans
81% B2B/Business.com survey, P&G
77% B2B/Business.com survey
67% B2B/Business.com survey
Nidhi, Mktg Mgr, Cisco Example, 66% B2B/Business.com survey
- Ravi,  leads Business Dev @ Imacs, Mumbai
- Ravi, leads Business Dev @ Imacs, Mumbai
- Obama, DirectTV, Digg
Social Media +
Blog +
Forums +
your website  =

Better Risk Management +
Better Supplier +
Customer +
Investor relation  =

A better shock resistant company.
Infy blogs
ROI?
No single metric is a good indicator, you have to evaluate the usage from multiple dimensions, so you also have to factor in what are users doing, time on site, interaction, and of course, did they end up buying, recommending products, or improving their lives        - Jeremiyah Owyang
Media Influence
Audience Influence
Business Influence
Visits
Unique Visitors
Page Views
# of Comments
Reviews/Ratings
Trackbacks
Sentiments of reviews
Influence of commentors
Time spent
Diggs/Votes
Favorites/Fans/Likes
# of Downloads
# of members/subscribers

Sales Inquiries
New Business
Customer Satisfaction
Risk reduction
Marketing efficiency
Popular Measuring tools
Google Analytics
HootSuite
Hubspot
15% B2B/Business.com survey
SocialMention
Radian6
7% B2B/Business.com survey
6% B2B/Business.com survey
Strategy?
POST
Xoriant's Current Initiative
Concerns
Information Security
51% B2B, Business.com survey
Privacy
Copyright infringement
Affecting personal/social life
People 
Objectives
Strategy
Technology
Organic traffic has improved 
            35 clicks/week to ~ 800 clicks/week
LinkedIn SEP Group 
            ~ 6000 Members
# of Blogs 

Webinars
Castles in Thin Air
Free
Guarantee
Green
Complaint Board
Outsourcing simulation game
Project
Team
Planning 
SWOT
Challenges
Strengths
Uninterested Team members
Huge Gap in domain knowledge
Different personality types
Different personality types
Sincerity/Commitment
Lack of time
Availability of Expert
Positive attitude
Questions?
Thanks!
Ujjwal Trivedi
Meghana Palsuledesai
Gnanadurai Moses
5+ years
Web and Mobile technologies
ENTP
7+ years
HR & Recruitment
ESTP
10+ Years
Java/J2EE/Unix Expert
ISTJ
Different departments
Missing Links?
Over focus on SEO
Less participation from Employees
Website
15% Actively participated, 26% don't know about it 
56% have rated it as average
Blogs, Webinars can be made more interesting 
Content is usually non-conversational
Twitter and Facebook
"So-shall" Media
Introspection
Distribution of tasks
Tracking
Progression
- Meetings, Brainstorming, Idea Mgmt.
- Survey, KA & Analysis, Research
- s.w.o.t.
So ?
Significant
Different
People
Think big - Start small - Evolve