Top 15 Social Media Trends

15 Key Trends & Observations for Leaders of Great Brands
Bob Pearson
President, The Social Media Business Council
July 7, 2009

1) Customers are co-shaping your reputation everyday
Are you accidently outsourcing the building of your brand?

2) Leaders will identify issues before they happen
Customers assume we are listening to their issues in real time

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

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

5) E-Commerce Will Become E-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

6) You Focus on How People Consume Content & Understand How it is Changing
Customers decide where they will learn
It is not via advertising……

7) 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

8) 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

9) 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?

10) 10-20% of Your Customers Will Call You Each Year Due to a Problem
80-90% will not call you despite a problem
Few will call you just to catch up

11) Customers Want to Do Three Things to Help Each Other
Share ideas, share product knowledge and solve problems

12) 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

13) We Judge a Person on How They Interact With Us
Guess what….customers do the same thing when they shop with us online

14) We Know Preparing for Yesterday is Ineffective
Old models and habits hold back innovation
Watch for “antibodies”

15) 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?

We 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.

Key Coordinates
The Social Media Business Council -- www.socialmedia.org
My personal blog -- www.csmg.us
Everything else -- www.twitter.com/bobpearson1845

http://www.craigritchie.com	35
http://social-advertising-blog.com	8
http://www.netvibes.com	4
http://www.slideshare.net	4
http://pyraphael.tumblr.com	2
http://www.paperblog.fr	1
http://www.lmodules.com	1
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Top 15 Social Media Trends

by Bob Pearson on Jul 12, 2009

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Top 15 Social Media Trends — Presentation Transcript