New Media for Seasoned Professionals

New Media forSeasonedProfessionals

Neville HobsonHead of Social Media EuropeWCG London

@[email protected]

January 28, 2010

http://twitter.com/jangles

mailto:[email protected]

WCG London

EU hub 6 senior consultants Multi-lingual Expertise in pharma/biotech, medical device, technology;

advocacy, access, media (social and traditional), communication strategy

Partners in Basel, Berlin, Paris, Madrid and Milan Headquarters in San Francisco, USA; other offices in

Chicago, New York, Washington DC, Austin

www.wcgworld.com

What WCG Can Do For You

Strategic consulting establishing and executing your plan

Training and education empowering your people to become effective users of social

media

Creating social media products and services open APIs, mashups, widgets

Access to our Labs learn about the most current technology and our view

Idea management how to generate and integrate ideas to improve your business

Today’s Agenda

1. Wheredoes social media really fit into your business world?

2. Whoelse is using social media and what measurable benefits are they enjoying?

3. Howdo you identify online influencers and connect with them?

4. Whatcan you do right now?

Everything is Changing.

Again.

Seismic Shifts

Evolution from “read-only” to “read/write” and

sharing/giving, aka Web 2.0

Disrupting traditional businesses and

models

New companies, new ideas, new behaviours

appearing to leverage the shifts

The Era of Social Computing

The social structurein which technology puts

powerin the hands of individuals

and communitiesinstead of institutions.

Social Software

Web 2.0

Social Media

Enterprise 2.0

Social BusinessNew Media

http://www.gapingvoid.com/Moveable_Type/archives/2007_05.html

http://www.gapingvoid.com/Moveable_Type/archives/2007_05.html

Clear Behavior Changes and Trends

We don’t trust “corporate-speak” or “marketing-speak” We fast-forward our DVRs through the interruptions We pull content that interests us We create our own content, original and mashups We embrace word of mouth and eschew mainstream

media We are connected wherever and whenever we wish We bring our behaviors to the workplace

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Reality

The New Corporate Reputation

2010 Edelman Trust Barometer, released January 26, 2010http://www.edelman.com/trust/2010/

http://www.edelman.com/trust/2010/

The Nature of Trust Has Changed



Who Do We Trust?



Clear Business Trends and Focus

Key Trends Marketers are seeking lower cost solutions Desire for more accountable channels High focus on reaching customers directly Mix shifting quickly from traditional to interactive channels

Areas of Focus Social Media (CAGR of 34% to 2014 – Forrester) Search Marketing (biggest bucket) Display advertising, email marketing, mobile marketing next

The Media World Isn’t Changing…

…it has already changed Media Outlets: 74 of top 100 outlets for Techmeme are

blogs/online sites Bloggers: 3 of 4 look to each other for their next story Customers: 3 of 4 look to each other for purchase advice Conversations: the driver of share-of-voice, influence and

recommendations

Don’t define it as offline or online: it’s all one media world.Just know which conversations are defining your brand.

The New Media

The New Media

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Innovation Can Be Confusing in Real Time

The Formula for Success is Simple

1. Knowledge -- Understand the marketplace Clarity on trends, best practices Educate and raise awareness

2. Clarity -- Listen & learn with precision Most quantitative area we’ve ever had to analyze

3. Influence -- Identify the exact locations of influence & influencers

No guessing

4. Content -- Focus on content syndication and conversations

Web sites are locations for content you want to share widely

The Formula for Success

1. Habits -- Know how your customers search for knowledge

What are the questions they ask when they search?

2. Engagement -- Empower customers in their three key areas of interest

Ideas, product knowledge and solutions

3. Leverage Technology -- Utilize social media technology throughout your company

Improve collaboration, field sales input, redefine how you conduct market research and more

What You Learn by Listening

It’s about knowing Where the conversations are happening What your share is of the conversations What are the conversations that you could /

should be in Who are the key influencers who can help

build your brand

It’s about expanding your news flow Simple syndication – distribute news via basic sharing tools (e.g., Twitter and

Facebook)

It’s about understanding Communities Which groups, forums and networks matter? Who drives Share of Voice in these communities? What are the next steps in driving relationships?

It’s about leveraging the toolkit and practicing the discipline

How You Build Competitive Advantage

Complete knowledge of where the opportunity really is for your brand Where are conversations

occurring? Who has true influence?

Clear, brief, actionable insights for your brand Who are the top influencers?

Which keywords matter?

Knowledge of your competitor’s actions So that you outsmart them

Ability to get ahead of issues to improve preparation See trends emerge before they

become public, in some cases

Capability to integrate your learning’s into all brand activities, eg, natural search/paid search, use of keywords and much more Insights delivered so you can

easily utilize them

Understand the New Rules of Engagement

Imperatives: We must reach the new

influencers On their terms Engage in the

conversation or fail to connect

The Conversation Prism. Created by Brian Solis and Jess3http://theconversationprism.com/

Rule #4

The CustomerIs

In Control(Sort of)

Understand Your Customers

Who they are Where they are Why they're there Where you should be

Why? How?

Understand Your Customers

Our customer is discussing your brand everyday Do you know which words are important? Do you look at search like an advertiser or a detective?

<10% of your customers will contact you in a good year The majority of your customers utilize search and peer to peer

contact to answer their questions Where can you start to become a peer?

Understanding the Customer

Subway’s Twitter presence, @subwayfreshbuzz, attracted more than 6,000 followers in less than six months.

The sandwich shop franchise uses Twitter to interact with Subway fans two ways:1. sending out product and

promotional news

2. monitoring Twitter for buzz about its brand.

http://www.entrepreneur.com/magazine/entrepreneur/2010/January/204380-2.html


McDonald’s operates two main Twitter handles.

@McDonalds, which has more than 4,700 followers, is used for brand news and information as well as customer service Internal research shows that

the company is mentioned every 10 to 20 seconds on Twitter

@McCafeYourDay promotes the company’s line of specialty coffees.



In a little more than a year, @DunkinDonuts gained more than 38,000 followers by creating a place where people can share their Dunkin' Donuts experiences

The company focuses on creating a place where people can talk about how much they love Dunkin' Donuts products


Be Where Your Customer Is

http://www.nevillehobson.com/2010/01/27/proctor-and-gamble-embraces-facebook/

Customers Co-Shaping Your Reputation

Are you accidently outsourcing the building of your brand?

What is the impression of your brand?

It Pays To Listen

http://ronamok.com/2008/12/17/ford-fansites-and-firefighting/

Etiquette

Listening

Engagement

Disclosure

The Value of Listening

A monitoring approach that tells us: Who is driving share of voice for our

brands What the top issues are that matter to

our customers Where our customers live online How you can add value for our

customers When you should engage the

community Why customers are passionate on

certain topics

Decisions

What to pay attention to Pinpointing conversation trends: are there recurring or key topics

being talked about?

Who to pay attention to Determining influence level of those talking: who’s listening to

them?

What to do about it Engage? How and when? With what measurable goal?

How to Listen

Our Reality

1. Channels have fragmented

2. Trust is critical

3. Social media have arrived

4. The consumer is in control (kind of)

5. Content creation and distribution have been democratized

Imperatives: You must reach the new

influencers On their terms Engage in the

conversation or fail to connect

Why Care About Social Media?

It’s about knowing Where the conversations are happening What your share of the conversations is What the conversations are that you could / should be in Who the key influencers are who can help build your brand

It’s about expanding your news flow Simple syndication – distribute news via basic sharing tools (eg, Twitter and Facebook)

It’s about understanding communities Which groups, forums and networks matter? Who drives share of conversation in these communities? What are the next steps in driving relationships?

It’s about leveraging existing contentand improving your natural search

Right

Now?

What Can You Do?

Start Here

1. Listen

2. Give up control

3. Be natural

4. Make a commitment

5. Be where your customers are

6. Learn to deal with negativity

7. Be humble

8. Have a clear and measurable objective

9. Develop a plan

10. Listen

Start Here

Google your primary brand Then see what’s being

talked about in blogs

Plot a trend on Blogpulse www.blogpulse.com

Open an account at Twitter, and listen twitter.com

In Summary…

Listen – know your customer’s world online with precision

Learn – make it easy to have all news at your fingertips Focus on actionable insights – what exactly can

inform your strategy Identify who drives share of conversation – know the

exact rank order of each influencer online Expand your reach with a clear focus – launch a new

way to add value and engage with your customers/ communities

Do You Know HowShe Discusses Your Brand?

http://picasaweb.google.com/lh/photo/ymWsJfDtfBl08zzMMxAkkg