eight use cases of community platforms
TRANSCRIPT
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Benchmarking and use case analysis of
their community platforms
Online communities in India
What are online communities
Social platforms where people connect, engage and converse around
something talk worthy ( a social object - usually a lifestyle, passion or a cause)
Consist of user profile, user activities and relationships for a richer engagement
Mint life
Blog based community to
learn smarter money
management | link
Pamper’s homepage
Online community for
parents to learn and discuss
about parenting | link
Care2
Community for health and
green lovers to share news
and activate causes| link
Community platforms – use cases
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1. Content centric
channel
2. Blog based
community platforms
3. Content aggregators4. Ideation based
community platforms
5. Discussion boards
6. Community platforms
built around a
collaboration engine
7. Social microsite8. Networking based
community platform
Capability of
engagement
Content
creation
Content
collaboration
Content
curation
User
connection
Focus
Online communities in India for brands and marketing
• Citizen journalism
platform by IBN live
• Photo / video blog
based community
platform to facilitate
user generated
content
5
IBN Citizen Journalist
http://cj.ibnlive.in.com/
• Company blogs for
thought leadership,
opinions and news
• Blog based
community
platform to facilitate
the conversation
6
Infosys Blog
http://www.infosysblogs.com/
• User Generated
‘quest’ contest where
participant competed
by blogging about
their travel
• Blog based
community to
facilitate the blogging
campaign
7
Great Driving Challenge
http://www.greatdrivingchallenge.com/bloghome
• Campaign to get best
breakaway idea
• Content
aggregation
platform to facilitate
aggregation of ideas
8
Official Atyachar
http://www.offisialatyachaar.com
• Lays’ user generated
campaign to
crowdsource new
flavors
• Content aggregator
platform to
aggregate user
created content
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Lay’s your flavor
http://www.yourlaysflavour.com/
• Campaign to
crowdsource the
ideas to change India
• Content
aggregation
platform to
aggregate ideas on
the commuity
10
My Idea
http://myidea.co.in/
• Series of user
generated contests
• Content aggregator
platform built around
a contest engine
11
Tata Docomo
http://create.tatadocomo.com/celebrations.aspx
• Ideation campaign
for ideas around
green gadgets
• Ideation based
community
platform built around
a contest engine
12
Dell Go Green
www.dellgogreen.com
• Travel community
built around enjoying
precious moments of
life and living to the
fullest
• Social Microsite to
support the
campaign
13
Jiyo Life
www.jiyolife.com
• Series of
disconnected
campaigns to
engage the youth
• Huge potential to
make them
connected in
increase impact
• Social microsite to
run the campaign
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Pepsi Youngistan
http://www.youngistaan.com
• Community for
teenage girls to
connect personal
grooming, health and
growing up
• Networking based
community
platform to facilitate
the connect
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Sunsilk Gang of Girls
http://www.sunsilkgangofgirls.com/
Community for fans
to connect with
journalists
Networking based
community
platform to facilitate
the connect
16
NDTV Social
http://social.ndtv.com/home.php
• Citizen campaign
against corruption
• Networking based
community
platform to connect
citizens around the
social object of
citizen awakening
17
Tata Tea – Jaago Re
www.jaagore.com
• Online community
around a youth
lifestyle
• Networking based
community
platform to connect
the youth around
entertainment and
fun
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Bindass
www.bindass.com
• Online travel
community for
interesting destinations
and reviews
• Networking based
community platform
to connect the
travellers
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OK TATA BYE BYE
www.oktatabyebye.com
• Online cricket fan
community
• Networking based
community
platforms to connect
the fans
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Royal Challengers
http://www.royalchallengers.com/
• Online community
built around
responsible drinking
• Networking based
community
platform to connect
members around
parties, events and
happenings
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Spiritz & more
http://www.spiritzandmore.com/
• Roadies fan’s
community
• Networking based
community
platform to connect
and engage the fans
22
MTV Roadies community
http://mtv.in.com/roadies/index.php
• Community for
startup professionals
to connect and learn
about emerging
opportunities
• Network based
community
platform to connect
the professional
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NASSCOM emerge community
http://nasscom-emerge.groupsite.com/
Online communities in India for citizen activation
• Campaign against
the violent
conservative activism
by Indian political
parties
• Content centric
channel built over
the Blogger platform
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Pink Chaddi Campaign
http://thepinkchaddicampaign.blogspot.com/
• Feminist activation
community
• Content centric
channel built over
blogger to publish
campaign content
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Blank Noise
http://blog.blanknoise.org/
• Social welfare news
network. News is
curated (shared) by
the community
• Ideation based
community
platform to curate
the most demanded
news stories
27
NGO post
http://ngopost.org
• User generate
campaign to report
voting malpractices
during elections
• Community
platform built
around a
collaboration
engine. (Ushahidi)
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Vote Report
http://votereport.in/
• Microfinancing
network between
borrowers and
lenders. Lenders
collaborate to lend.
• Community
platform built
around a
collaboration
engine to collaborate
around the financing
requirements
29
Rang De
http://www.rangde.org/
• Citizen network for
civic action
• Networking based
community
platform to connect
residents around
various local issues
30
iJanaagraha
http://www.ijanaagraha.org
• Citizen activation
community
• Networking based
community
platform to connect
citizens around
various issues
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Praja.in
www.praja.in
Online communities but not just for marketing
• Location based news
network for
consumer generated
news on what is
happening in your
city
• Blog based
community
platform to log news
entries
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Osutra
http://www.osutra.com/
Smile Bengaluru
campaign to ask
citizens ideas to make
Bengaluru Airport
better
Effort to integrate
operations, marketing,
maintenance and PR
departments into the
social campaign
Content aggregation
platform to aggregate
the ideas
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Bangalore Airport
http://www.smilebengaluru.com/
Regular Ideation
campaign, however
aims at crowd
sourcing research for
ideas to improve
itself.
Ideation based
community
platform to generate
ideas
35
Hindustan Times
www.talktoht.com
Support forum for
consumers
Helps reducing
support costs
Discussion forum to
generate support
related discussions
36
Tata Teleservices
http://www.tatateleservices.com/forums/
Developer
community built
around creating SMS
based apps
Networking based
community
platform to connect
and engage the
developers
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txtWeb
http://www.txtweb.com
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