Perspectives

Neville Hobsonwww.nevillehobson.com

Barcelona

September 17, 2009

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

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

3. Whois using social media and what measurable benefits are they enjoying?

4. Whatcan you do right now?

http://www.youtube.com/watch?v=5YGc4zOqozo

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

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

Transparency is

required

Engage in the

conversation or fail to

connect

http://theconversationprism.com/

Who they are

Where they are

Why they're there

Where you should be

Why

How

The social structure in which

technology puts power in the hands

of individuals and communities

instead of institutions

Then Now

Cradle to grave Portfolio career

Loyalty Transactional relationship

Dependence Independence

Employees as human resources Creative talent on loan

Employees Citizens

Big companies / institutions My own group / company

Command and control, paternalism Inclusivity based on mutual respect

CEO = God CEO = Guide

I left the company I left my boss

Local community Workplace communities

http://www.enterprise2dot0.com/

1. You must reach the

new influencers /

your customers

2. On their terms

3. Engage in the

conversation or fail to

connect

1. Get to know the influencers

Read

Listen

Watch

2. Engage in conversations

with utter transparency

3. Reach out

in ways that suit the customer

individual approach not mass email

http://www.engagementdb.com/

1. Channels have

fragmented

2. Trust is critical

3. Social media have

arrived

4. The customer is in

control (kind of)

5. Content creation and

distribution have

been democratized

Imperatives:

You must reach the

new influencers

Transparency is

required

Engage in the

conversation or fail

to connect

1. Listen2. Give up control3. Be natural4. Make a commitment5. Be where your customers

are6. Learn to deal with negativity7. Be humble8. Have a clear and

measurable objective9. Develop a plan10. Listen

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