WCGWorld Social Media 101
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WCGWorld Social Media 101

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WCG introduction to social media, presented by Bob Pearson and Paul Dyer on July 24, 2009. Presentation describes the ten areas of online influence, their implications for businesses, and how social ...

WCG introduction to social media, presented by Bob Pearson and Paul Dyer on July 24, 2009. Presentation describes the ten areas of online influence, their implications for businesses, and how social media represents a transformation for how companies leverage the online world to connect with their customers.

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WCGWorld Social Media 101 WCGWorld Social Media 101 Presentation Transcript

  • Add logo here
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    WeissComm Group's Social Media Insights - Making It Work For You July 24, 2009
  • A Fully Integrated Approach
  • Paul Dyer
    eMedia Director WeissComm Group
    8 years in social media and web development
    Most recently Paul was Managing Director of Interactive at CarryOn Communication, where he led social media for a wide variety of consumer accounts including Symantec, Coors Brewing, New Balance, Nature Made Vitamins, Razor Scooter, and Hansen’s Soda.
    Principal at NewMediAwake
    New Media Specialist at Marketwire
    Thought Leader and frequent speaker PRSA, AMA, NIRI, Bulldog Reporter, Communitelligence, PRNews
    Web Startup and Exit Experience
    MasterOfMischief.com (sold 2003)
    Sweemo.com
    SuitJunky.com
    3
    “Full employed because people are bored.”
  • Bob Pearson
    Chief Technology & Media Officer WeissComm Group
    President of Social Media Business Council
    25 years at three major Fortune 500 companies and major consultancy
    Most recently Bob was Vice President of Communities and Conversations at Dell Inc, where he was responsible for developing an industry-leading approach to the use of social media, as highlighted in GroundSwell. His team built and maintained 25 blogs, forums and wikis in 7 languages worldwide with 200 million page views of annual interaction and coordinated the company’s approach in Twitter, Facebook and other key sites.
    Head of Corporate Communications at Novartis
    President of Americas GCI
    Thought Leader and International speaker
    Extensive Board experience
    CancerCare, The Huntington’s Disease Society of America
    Dell Foundation, Association for Multiple Impaired and Blind
    Digital Advisory Board at P&G, Advisory Board UserVoice
    Vice Chair Emerging Technology Committee, State of Texas
    4
  • What is Important to You
    Plan for 10
    Areas of Online
    Influence
    Analyze Traffic
    Leading to Plan
    Of Action
    Create New
    Distribution
    Channels
    Expand
    News Flow
    Custom
    Community
    Plans
    Proactive
    Issues
    Management
    Create Media &
    Influencer
    Memes
    Leverage
    Existing
    Content
    Training,
    Education &
    Policies
    Roadmap for
    Content
    Syndication
    Improve
    Natural
    Search
    Build Brand
    Value
  • How Social Media Will Transform Today’s Company
    Key Trends & Important Next Steps
  • Social Media
    It’s about knowing
    Where the conversations are happening?
    What’s your share 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 existing content and improving your natural search
  • #1) Customers are co-shaping your reputation everyday
    Are you accidently outsourcing the building of your brand?
  • Customers Shape First Impressions
  • Customers Shape First Impressions
    WEBSITE
    NEWS ARTICLE
    VIDEOS
    IMAGES
    RELATED SEARCHES
  • Perspective: The Difference Between a Trend & a Transformation
    2 out 3 world internet users are active in social networks or blogs (1)
    • These are your customers.
    236 Million people visit Digg.com for news each year (2)
    • The source of Authority is shifting
    14.8 Billion videos viewed during the month of January, 2009 (3)
    • Consumption habits are changing
    12
    Nielsen Online – March 9, 2009
    Compete, Inc
    Comscore – March 4, 2009
  • Social Networks Growing (Still)
    13
    VISITORS
    The ten largest Social Networks averaged 223.9% growth in visitors from 2008 to 2009.
    TIME
    The ten largest Social Networks averaged 116.8% growth in time spent on the site from 2008 to 2009.
    Nielsen Online February, 2009
  • Coming of Age for Social Media
    67% of Baby Boomers (43 – 52yr) were consuming social media in 2008 (1)
    62% of Baby Boomers (53 – 63yr): were consuming social media in 2008
    14
    • Seniors 55 and older - the fastest growing audience in Facebook(2)
    Pew Internet and American Life Project – March, 2009
    InsideFacebook.com – February 2, 2009
  • #2) Leaders will identify issues before they happen
    Customers assume we are listening to their issues in real time
  • Patterns are Clues Waiting to Be Found
    Patterns emerge before public awareness
    A common problem emerges in a forum in Beijing, a blog in the UK and a mention on Twitter in the U.S.
    Your multi-function hot issues team springs in to action to analyze what is happening and prepare
    When the issue becomes public, you are ready with answers
    Customers trust us to be smarter on identifying issues
    You decide if a hot issue is defined, it must be solved
    Your company continuously integrates online learnings into key parts of your company (institutional memory)
  • #3) You Realize that Your Customer Does Not Care Where You Want Them To Go
    Customers are part of their own liquid network
    Become a friend who can be trusted
    Focus on Content Syndication
  • Language – customers speak online in their first language (10 reach 95%)
    Location – Facebook, Twitter, Forums
    Time of Day – Ex/low volume during day, high volume in evenings
    Where do your customers like to hang-out, learn and share?
    A Tectonic Shift is Occurring Where Conversations Occur
  • Top 23 Online Countries(source: Internet World Stats)
    China – 298MM Italy – 28MM
    U.S. – 220MM Mexico – 27MM
    Japan – 94MM Spain – 27MM
    India – 81MM Turkey – 26MM
    Brazil – 67MM Indonesia – 25MM
    Germany – 55MM Argentina – 20MM
    UK – 43MM Poland – 20MM
    France – 41MM Philippines – 20MM
    Russia – 38MM Vietnam – 20MM
    Korea – 36MM Australia – 17MM
    Canada – 28MM (&Colombia & Pakistan )
  • 10 Languages Reach 95%Hindi & Russian are Next
  • Facebook growth – 513% increase in ages 55+ (source: Istrategylabs.com)
    21
  • #4) You Know that <1% of a Customer’s Time is Spent Purchasing a Product
    99% of time is spent browsing and socializing
    You build trust by being there when you are needed, not when you need the customer
  • E-Commerce Will BecomeE-Community
    Reality – <1% of time is spent buying online; 99% is spent browsing & socializing
    Peer Influence – 3 of 4 customers look to their peers for advice on a purchase
    Integration – why would we ask a customer to go to multiple sites? The value is…….?
    Convergence is led by convenience
  • #5) You Focus on How People Consume Content & Understand How it is Changing
    Customers decide where they will learn
    It is not via advertising……
  • The Media World isn’t Changing…..it 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 – Are the driver of SOV, 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
    26
  • Your Broadcast StationIncreasingly, the 1st choice for learning
  • Why YouTube is Important
    Scope -- #3 website in world
    Traffic -- 489,059 links to site
    Consumption Patterns -- average viewing time is 22.5 minutes per day
    Global Presence -- 20% of global internet users surf YouTube
    Mainstream -- Up to age 44, users mirror average person on internet
    Skewing Older with Time -- 44 to 65+, less people on YouTube, on average, but expected to trend up
  • How does your customer discuss your brand? Do you know with precision?
    WHAT DOES THIS TELL ME?
    Top 50 most mentioned words in conversations surrounding “Pharmaceutical” over the past 30 days.
  • #6) Your Customer is Discussing Your Brand Everyday
    Do you know where they are occurring?
    Are you a participant or observer or are you absent?
  • Patients Search for Info 1st,Groups 2nd
    American Academy of Neurology – 618k
    Susan G. Komen Breast Cancer Foundation – 343k
    CaP Cure – 311k
    American Diabetes Association – 4.32MM
    Or
    Brain issues – 68.3MM
    Breast cancer treatment – 17.5MM
    Prostrate cancer treatments – 38.4MM
    Diabetes – 86.3MM
  • #7) There Isn’t a Destination for a Customer
    Visiting your site is not their goal, no matter how pretty it looks
    We are expected to just sort of “be there” when needed
  • Syndication of Content MattersMore than Site Traffic
    Micro-Communities – The social media world grows & fragments, simultaneously.
    Customer-Driven Preference – “I want what I want where I want it”. Stop “spamming me.”
    Participation is a Choice – If companies don’t listen, customers vote via lack of traffic and participation.
    What is your content syndication plan?
  • A Look at Healthcare
                                                                                                
                                           
  • A Look Outside Healthcare
  • Q&As Matter
  • #8) Customers Want to Do Three Things to Help Each Other
    You build trust by being part of this process
  • Ideas, Knowledge, Solutions
    Share ideas – Let’s improve the next product or service together
    Share product knowledge – Here is what I know…hope it helps you
    Help peers with problems – I had the same problem, here is what I did
  • Over 11,000 Ideas & 325+ Implemented
  • #9) We Don’t Have to Measure Trust Internally, We Live It
    Our employees feel free to help each other and, as a result, our company
    Leverage the world’s greatest operating system – the web
  • Employees Don’t Change WhenThey Arrive for Work
    They prefer blogs
    They like to share ideas and comments
    They want real-life video, not canned productions
    They want to help each other, not be polite to senior management and hold in their thoughts
  • #10) We Judge a Person on How They Interact With Us
    Guess what….customers do the same thing when they shop with us online
  • Shopping is Changing Permanently
    Ratings & Reviews – Your peers define the brand and experience for you
    Co-Browsing – Your peers help you shop
    Contextual Content – Info you want appears when you discuss it
    Individuals in companies can have the respect of peers. How many “company peers” do you have?
  • #11) We Listen to our Customers, So We Create New Communities
    Think outside the box, then get rid of the box
  • WIFFM
  • Partnering with Customers
    Free Recycling add $0
    Support Reforestation: “Plant A Tree for Me” [add $2]
    Recycling Kit and “Plant A Tree for Me” [add $2]
  • #12) We Know Preparing for Yesterday is Ineffective
    Old models and habits hold back innovation
    Watch for “antibodies”
  • Improve Clinical Trial Enrollment via Innovative Use of Super Widgets
    Build a unique distribution channel direct to your clinical trial centers
    Think of a widget as a “portable community site”
    Provide content to help patients decide on enrollment & participate in trial
    Empower clinicians to be part of the solution
    Have ability to update content in real-time across all sites with minimal effort
  • SUPER WIDGET
    ABC’S ROTATE
    ALLERGY, COLD & SINUS FAQs
    ALLERGY, COLD & SINUS FAQs
    ALLERGY, COLD & SINUS FAQs
    ALLERGY, COLD & SINUS FAQs
    ALLERGY TRACKER
    ALLERGY TRACKER
    ALLERGY TRACKER
    THE HEALTHY BLOG
    THE HEALTHY BLOG
    THE HEALTHY BLOG
    THE HEALTHY TWEET
    This Weeks Most Popular Blogs
    PHARMACY LOCATOR
    COUPONS
    ALLERGY TRACKER
    E-MAIL / MOBILE OFFERS
    THE HEALTHY BLOG
    THE HEALTHY BLOG
    THE HEALTHY TWEET
    THE HEALTHY TWEET
    THE HEALTHY TWEET
    PHARMACY LOCATOR
    PHARMACY LOCATOR
    PHARMACY LOCATOR
    COUPONS
    COUPONS
    COUPONS
    E-MAIL / MOBILE OFFERS
    E-MAIL / MOBILE OFFERS
    E-MAIL / MOBILE OFFERS
    A platform for custom content to be uploaded by multiple thought leaders in allergy, cold, cough and sinus categories.  Each thought leader will be provided unique logins.
    Quick facts about the ABC’S and an exercise for all four similar to the one shown above. 
    Feed from the allergy tracker, to provide up-to-the-minute allergy forecasts, weather forecasts, relative humidity levels and more, based on geography.
  • #13) We Understand Ethical Behavior is a Key Part of Maintaining Trust
    We don’t support Flogs or Splogs
    We would never create a fake ad, so why a fake blog post?
  • #14) We know that Leaders will Enter andBecome Relevant in Conversationsthat Occur Everyday in Every Language All Around the World in Communitiesof Importance to our Customers
    Companies that cling to the past may not realize it, but they will lose relevance
  • Stepping Back:5 Steps to Getting Started
    52
    Step 1: Monitor with a purpose
    Who is influential? What topics interest them? How can you deliver value?
    Step 2: Develop a realistic strategy
    Optimize your resources. Build for sustainable growth.
    Step 3: Leverage existing content
    Collect and catalogue videos, images, slides, news.
    Step 4: Nail the fundamentals
    Hyperlink, tag, and syndicate content.
    Step 5: Build your Influencer Meme
    Connect with top influencers, build relationships, and deliver reliable value.
  • MESSAGEEXPERIENCECONVERSATION RELATIONSHIPSAFFINITY&
    TRUST
    WE BECOME CONVERSATION ARCHITECTS