Talk given at the Social Media Day in Bangalore on National Innovation Council's Social Media Initiatives

1. Moving with the Times
Redefining GoI’s Communication Practices
National Innovation Council’s
experiments with Social Media
Vikas Bagri
Office of Adviser to PM | National Innovation Council
@vikasbagri , www.iii.gov.in

2. National Innovation Council
Government of India has declared 2010-2020 as the ‘Decade of
Innovation’, with a focus on inclusive growth
To help Implement National Strategy & Prepare Roadmap for
the decade 2010-2020 the Prime Minister set up the National
Innovation Council (NInC)
NInC would create a cross cutting system to provide policies,
recommendations and methodologies to boost innovation
performance in the country with a focus on Indian Model of
Innovation

3. Members, National Innovation Council

4. NInC
State InC
Sectoral
InC
Councils
Inclusive Innovation
Fund
Industry Innovation
Clusters
National Innovation
Scholarships
Tod Fod Jod Centres Innovation Portal Courts of Tomorrow
Grand Challenges
One MP
One Idea
Science Museums
Global Innovation
Roundtable
National Knowledge
Network
Open Gov Platform
NInC Initiatives

5. Our Story of
Going Social !

8. May
2011

9. May
2011

10. Dec
2011

11. http://twtrland.com/profile/pitrodasam

12. Engagement
Crowdsourcing
Ideas and Talent
Institutionalisation
Image Credit: http://www.captivate.ie
Experiments!

13. Engagement
• Twit Con #DoI
• Twit Con #Innovation
• Public Lecture on NKN
• Hangout #12thplan
Crowdsourcing Ideas
and Talent
•Hackathon on #12thplan
Institutionalisation
•NInC
•Planning Commission
•Prasar Bharti
Experiments!

14. #DoI
1st ever! Twitter Press Conference in India
Moving with the times

15. #DoI

16. Sep 24

18. 2000+ Tweets
800 Questions
45 minutes
Answered: 50!
Trending in India
< 15 mins!

19. Sam Pitroda on Beautiful
People
On the 1st ever Twitter Press Conf in India

21. Our learnings: How 2 do - Twit Con!
1. Inform: atleast 2 weeks!
2. Communicate: via multiple formats, platforms, partners, media
3. A day/ or 2 before: release video(s) on subject; announce #
Choose your # well
Video: 2-3 mins; on subject of conference
4. On day: open Twit Con with 12-15 opening Tweets
5. Duration: 75-90 mins
6. Timing: very crucial; must be accordingly to target audience; evenings
better for global audience; (Days?)
7. Tweet: Photos, audio, video; Links to your work, website
8. Answer: Focus on subject; club similar qns;
RT Question - .@ answer
9. Analytics: very crucial for review, self-learning
10. Still need a process to ‘filter questions’ (?)

22. #innovation
1st ever, Global Twitter Press Conference
Moving with the times

24. 2nd Twitter Conference | Nov 2, 2011 #Innovation

25. 10 mins to go live!

26. Tools fail you, while you are
live!

28. Twitter says, you have crossed your limit! Can’t
Tweet… while you got 15 more mins to go!

29. We are done! Conclusion of the 1st Global Twit Con

30.  Presence on various SM Platforms: Twitter (87,000+),
Facebook, YouTube, Flickr, Slideshare, etc.
 Regular dissemination of information, news, events, etc. via
Twitter, Facebook, Slideshare, Flickr and YouTube.
 First ever (India, Global) Twitter Press Conferences
 We have now standardized the use of Twitter (for taking
questions) during webcasts, press conferences, events, etc.
To summarise, our experience with
‘Engagement’

31. 1st ever and largest
public lecture over the
National Knowledge
Network
4 Lakh+ students
10 locations: 2 way
100+ locations: 1 way
Q&A: via @pitrodasam

32. #12thplan
National Innovation Council and Planning Commission
Moving with the times
Jan 07 Jan 08 Jan 11
Idea ! Approval Execution

33. Communicating the 12th Plan to India

34. Why communicate the 12th Plan?
To create a shared vision for
a new India
To create hope, enthusiasm
and commitment towards
the shared vision
To engage stakeholders to
realise our shared vision

35.  The Plan through stories
 10-15 video stories
 Videos of PM, DCH, PC Members
 50 Slide Presentation on 12th Plan
 25-30 Tweets to link all content
 Chapter wise
 7-10 Slide Presentation
 Infographics
 Tweets
 All content on Planning Commission website
 Launch: 15th March – Google Hangout!
Plan for the Plan
New
Formats
New
Media
#12thplan

36. Connecting the Dots
Citizen Groups Chapters Major Flagship Schemes 12P Outlay
Children 4 Sustainable Development Integrated Child Development Service 1,08,503
Farmers 5 Water National Health Mission 2,50,000
Entrepreneurs 6 Land Issues Jawaharlal Nehru National Urban Renewal Mission1,01,917
Disabled 7 Environment, Forestry and Wildlife Rashtriya Krishi Vikas Yojana 63,246
Women 8 Science and Technology National Rural Livelihood Mission 29,006
Northeast 9 Innovation Sarva Shiksah Abhiyan 1,92,726
Youth 10 Governance Rajiv Gandhi Drinking Water and Sanitation Mission1,07,015
Business Owner 11 Regional Equality Accelerated Irrigation Benefit Programme 91,435
Urban 12 Agriculture Mid Day Meal 90,155
Rural 13 Industry Backward Region Grant Fund 76,678
Minority 14 Energy National Social Assistance Program 48,642
SC/ST 15 Transport Accelerated Power Development And Reform Programme10,830
Innovator 16 Communication Pradahan Mantri Gram Sadak Yojana 1,24,013
17 Rural Development Indira Awas Yojana 63,585
18 Urban Development Mahatma Gandhi National Rural Employment Guarantee Act1,65,500
19 Other Priority Sectors Rajiv Gandhi Grameen Vidyutikaran Yojana 23,397
20 Health
21 Education
22 Employment and Skill Development
23 Women’s Agency and Child Rights
24 Social Inclusion
Characters
Kajri - Schoolgirl Tenzing - NE Entrep. Rahim - Farmer
Chanda - ST Woman Raaman - Scientist CEO - Industry

37. The Plan 4 the Plan: Phases
Overview
3 Themes
-----
Limited Formats
Priority Areas
Priority Initiatives
-----
Additional Formats
Targeted Events
All 24 Chapters
-----
More Events
4 Weeks – Pre-budget (Feb 21 - 28th)
5-8 Weeks – March
Google Hangout Launch: 15th March
8-12 Weeks – April

38. Hangout with the Planning Commission!
In-house (NInC, PC,
NIC, DD, AIR)
< 10 days; Young
team; ‘zero cost’
Social -> traditional
5+ live TV, AIR, Print

39. Behind-the-scenes: Google Hangout on #12thplan
Watch the Hangout: http://www.youtube.com/watch?v=Y4EnP2JvCMY

40. Crowdsourcing Ideas and Talent
#12thplan Hackathon
‘Hack the plan’

41. 12th Plan Hackathon
 1900+ registrations
 200+ entries (team)
 10 locations
 Virtual participation
 36 hours
 Almost ‘zero’ cost
 Prizes won by 82 teams
Participating teams had to develop ‘communication material’ for the 12th Plan in the form of
a) infographics b) short-films c) apps at the 36 hour long Hackathon

42. 1. IIT Delhi
2. Delhi University
3. IIT Kanpur
4. IIT Kharagpur
5. IIT Madras
6. IISc Bangalore
7. IIIT Hyderabad
8. University of Jammu
9. TISS, Mumbai
10.ALIGARH Muslim University
11. Online Participation
NKN connected all locations

43. Facebook connected all participants

44. Address by Mr Montek Singh Ahluwalia
Deputy Chairman, Planning Commission
1100 – 1115 IST
Address by Mr Sam Pitroda
Adviser to PM on Public Information Infrastructure and Innovations
1115 – 1125 IST
Presentation on the Hackathon 1125 – 1135 IST
Address by Head of the Institution 1135 – 1140 IST
Break: Participants start working on their entries
Sector Specific Interactions (Parallel sessions)
1400 – 1700 IST
Macroeconomic Framework 1400-1500
Urban Development; Education & Skill
Development;
Water & Environment
1500-1600
Agriculture & Rural Development; Health; Energy 1600-1700
Break: Participants work on their entries
Hackathon Glimpses: Day 1

45. Hackathon Glimpses: Inaugural Session
Watch the inaugural session at http://www.youtube.com/watch?v=pyI38IMusOQ

46. See here: http://www.slideshare.net/PlanComIndia/12th-plan-hackathon-inaugration06-pril-2013
Hackathon Glimpses: Overview Presentation

47. Watch here: http://www.youtube.com/playlist?list=PLrUn0gzmIWLEpdrbwiQVE2A-QioB5unZn
Hackathon Glimpses: Sector Specific Presentation
Advisers of Planning Commission conducted
sessions on various aspects/sectors of the Plan to
brief the Hackathon participants via Google
Hangout on Day 1

48. Visit www.data.gov.in/hackathon
Hackathon Glimpses: Resources

49. Visit www.data.gov.in/hackathon
Hackathon Glimpses: Toolkit

50. Visit www.facebook.com/PlanComIndia
Hackathon Glimpses: Interactions via FB

52. Short Film, App

53. Media on the Hackathon

57. BBC’s Coverage of the Event
BBC had an exclusive Live Twitter Conference for Mr. Pitroda and Mr.
Ahluwalia on the subject of the hackathon on 5th March, 2013

58. Many questions were received on the occasion via BBC,
Planning Commission and Mr. Pitroda’s twitter handles as well
as their facebook pages.

59. DD News Coverage
 DD had an interview with Mr. Pitroda on the 12th plan Hackathon

60. @Plancomindia
The Planning Commission’s twitter handle was abuzz with activity where participants
and personalities both constantly tweeting update on the Event

61. @pitrodasam

62. Hackathon from our Participant’s view
This was the hackathon story presented by one of our participants. For more on his coverage go
to http://www.maktion.com/2013/04/12thplan-education-india-infographic.html

63. Team Hackathon

64.  2+ Years …
 Young Team at NInC
 Planning Commission
 Many subject areas; DCH+Members+Sec+…
 Social Media Cell (Comm. Protocols, Priorities, etc.)
 Prasar Bharti
 Sub-committee set up under Pitroda Committee, which is looking
at how PB can leverage new media – and institutional
mechanisms to do the same
Towards Institutionalisation…

65. Loads of media coverage (traditional via social)
 Twit Con; #12thplan – Hangout, Hackathon
 India, Internationally
Views: tens of thousands of views on YouTube, Slideshare
Followers: tens of thousands on T, F (PC)
@PlanComIndia – 35 Lakh Toilets case
PC’s confidence in its young team (opening up of mindsets…)
RoI?

66. Communication
 Be Sincere & Honest: Pays off in the long term
 Regular
Mindsets
 Prove by example (e.g Hangout to Hackathon)
 Takes time to get them on our side 
Keep at it
 Hard Work, Team Work, Consistency
 Don’t be afraid of failures; take the first step…
Learnings…

67. Changing Information Formats,
Communication Styles and New Media
Moving with the times

68.  YESTERDAY: A Ministry makes an announcement (Scheme/Program/Policy) -
which is 'X' pages long, gets translated into various languages and is then
communicated via the Gazzette, letters, a press release and its website
 TOMORROW: An announcement from the Ministry should probably come
out in the following format:
1. Press Release – for print media and website
2. Infographic: Capturing essence of the communication in a snapshot
3. 3-4 minute Video to go on Youtube
4. 5-7 Tweets - Announcing policy and giving links for details
5. Post on Ministry’s Facebook Page
 Institutionalisation: Social Media Team; Communication Protocols; etc.
Way to go!

69. Connect with us…
WEBSITES | PORTALS | REPORTS

70. Websites
Adviser to PM on PIII: www.iii.gov.in
National Innovation Council: www.innovationcouncil.gov.in
National Knowledge Commission:
www.knowledgecommission.gov.in
Global Innovation roundtable:
www.globalinnovationroundtable.gov.in
National Knowledge Network: http://www.nkn.in/

71. Portals
National Innovation Portal: www.innovation.gov.in
India Biodiversity Portal: www.indiabiodiversity.org
Teachers of India: www.teachersofindia.org
India Environment Portal:
www.indiaenvironmentportal.org.in
India Energy Portal: www.indiaenergyportal.org
India Water Portal: www.indiawaterportal.org

72. National Innovation Council’s
Report to the People
Visit www.innovationcouncil.gov.in to download the reports

73. Thank You
www.innovationcouncil.gov.in