Impressions built for brands often unknown/undesirable (Ex/Zyprexa on YouTube – German site unrelated to company
#2) You know exactly where conversations are occurring, who has influence and why Precision is what matters
Ten Influence Areas Trend Relevance Audio Favorite of sales force, customers on the go Podcasts of all types, plus audio tracks of video segments are an undefined area of online, yet have growing utility. Blogs >200MM; trend is to have multiple blogs, multiple languages We should know the top influencers by topic who drive relevant share of voice. The numbers of influencers are small, precision is key. Data / Slides 12MM uniques at SlideShare A great location to share all public presentations. Forums The engine of conversations online; often patient driven Knowing who is driving conversation in forums is key. We should treat high-volume moderators with the same respect as we do with journalists. Images Is all content tagged to impact natural search? Companies often forget to tag all content in the 10 languages that reach 95% of the online population. Micro Blogging An effective way to alert influencers, help propel news cycles A great opportunity to build a network of influencers who want to share your news in real time. Twitter is a prime example. Search Yes, Google is #1, but YouTube is #3 We need to know the influencers on the first screen for our brand and key topics. We also need to understand where people are taken when they search. Social Media Sites The communities that are often our “first place” to go online Our day often starts and ends with Facebook or MySpace or Orkut or other depending where we live. Video Consumption habits are starting to favor video vs. copy There are over 50 video sites to analyze, which sometimes house ratings and reviews of our products. Wiki’s Places to iterate an idea or process Wiki’s are greatly underutilized, but will continue to grow as folks understand how to use them.
your ecosystem is complex enough… Wall Street Investors Key Partners Patient Groups Government Healthcare Providers Traditional Media Online Media
#4) You know that leaders will identify issues before they happen If you deal with issues when they hit the press, you are using old school techniques The majority of issues are chronic and known in advance
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)
#5) You realize 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
Your Broadcast Station Increasingly, the 1 st choice for learning
#8) You build websites that fully utilize social media functionality Traffic is decreasingly relevant Links and total share of conversation are the keys
The Top Missed Opportunities for Corporate Websites
Lack of “share this” capability
Lack of linking to brand sites, e.g. YouTube, Flickr
Lack of desire to model after best blog sites, rather than “brochure-oriented” traditional sites
Poor navigation choices
Over-reliance on flash
Lack of embeddable video (multiple tiles)
Low transference to a strong mobile experience
Over-reliance on RSS vs. email and preference-based subscription…..
…… .and so on……….
Inbound links tell you if customers care Company Global web ranking Links Microsoft 15 248,494 Dell 157 12,894 Wal-Mart 259 10,336 IBM 391 26,300 Nokia 564 12,254 Cisco 1,349 16,432 GE 11,988 4,405 P&G 16,108 3,423 Coca Cola 20,123 2,819 Chevron 28,615 1,851
#10) You embrace the fact that <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?
They wear ties, sound smart and have an answer for everything and often represent yesterday’s thinking
They are planning to succeed in a world that won’t exist in a few years
They like to “content dump” to get rid of their messages in hopes someone will find it
#14) You understand ethical behavior is a key part of maintaining trust Online policies & training We would never create a fake ad, so why a fake blog post?
#15) You know that Leaders will Enter and Become Relevant in Conversations that Occur Everyday in Every Language All Around the World in Communities of Importance to our Customers Companies that cling to the past may not realize it, but they will lose relevance
MESSAGE EXPERIENCE CONVERSATION RELATIONSHIPS AFFINITY & TRUST WE BECOME CONVERSATION ARCHITECTS
What You Can Do Analyze Traffic Leading to Plan Of Action Plan for 10 Areas of Online Influence Expand News Flow Create Media & Influencer Memes Proactive Issues Management Create New Distribution Channels Training, Education & Policies Roadmap for Content Syndication Build Brand Value Improve Natural Search Custom Community Plans Leverage Existing Content