POWER OF NETWORKS

•We shape networks ……….and they shape us.•Real world origin – “ We used the facebook to see what people are like …sometimes you can tell from a picture ”-Susan Faludi ( Harvard Crimson -1979)•Homophily yet going beyond individuals.•Excitable medium with emergent properties.

Julian Assange

FACET 1- TRANSPARENCY.

• For brands – be upfront and direct. TATA DOCOMO brand construct. • Be conscious of the likely intrusiveness.

FACET 2 – ENGAGE MEANINGFULLY

• Going beyond fans and likes• Co-creating. { social media – TV }• Do not be too corporate talking to digital

natives.

Times magazine cover

–Tatadocomo.com

2.6 million unique visitors in Nov 20109 million page views in Nov 2010.

3G Life Forum – Contributions to 3G knowledge bank

Immense participation from members thus building a large repository of 3G related knowledge

#My3GLife was one of the most popular tags on Twitter in India

This also made Tata DOCOMO one of the Top 6 Popular Tweeps on Twitter

Facet 3- Have a point of view

• Brand –just try to be “ There ”• Some have a point of view (

www.mybarackobama.com)• As always ….try to close the loop

Promoting Do’s for the talentedTweeple were asked to inform their friends about the opportunity to send their entries to the IGT Microsite

Tweeple responded by Retweeting our tweets to all their followers and successfully spreading the word.

Bagged 6 of BBC Campaign India Digital Media Awards, 2009