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Top 15 Social Media Trends
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Top 15 Social Media Trends


Top 15 trends and observations on social media as shared on July7th at the Third Tuesday meeting of Toronto social media experts

Top 15 trends and observations on social media as shared on July7th at the Third Tuesday meeting of Toronto social media experts

Published in Business , Technology
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  • 1. 15 Key Trends & Observations for Leaders of Great Brands
    Bob Pearson
    President, The Social Media Business Council
    July 7, 2009
  • 2. 1) Customers are co-shaping your reputation everyday
    Are you accidently outsourcing the building of your brand?
  • 3. 2) Leaders will identify issues before they happen
    Customers assume we are listening to their issues in real time
  • 4. 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
  • 5. 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
  • 6. 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
  • 7. 6) You Focus on How People Consume Content & Understand How it is Changing
    Customers decide where they will learn
    It is not via advertising……
  • 8. 7) The Media World isn’t Changing… 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
  • 9. 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
  • 10. 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?
  • 11. 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
  • 12. 11) Customers Want to Do Three Things to Help Each Other
    Share ideas, share product knowledge and solve problems
  • 13. 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
  • 14. 13) We Judge a Person on How They Interact With Us
    Guess what….customers do the same thing when they shop with us online
  • 15. 14) We Know Preparing for Yesterday is Ineffective
    Old models and habits hold back innovation
    Watch for “antibodies”
  • 16. 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?
  • 17. 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.
  • 18. Key Coordinates
    The Social Media Business Council --
    My personal blog --
    Everything else --