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10 Key Trendsand ObservationsSocial Media for BusinessNeville HobsonHead of Social Media EuropeWCG, LondonDecember 7, 2009...
What’s In a Name?<br />New Media<br />Social Software<br />Social Business<br />Social Media<br />Enterprise 2.0<br />Web ...
Customers are co-shaping your reputation every day.<br />Trend #1<br />
Reputation<br />Are you accidently outsourcing the building of your brand?<br />What is the impression of your brand?<br />
Customers Shape First Impressions<br />
YouTube 2nd Biggest Search Engine<br />
You know exactly where conversations are occurring, who has influence, and why.<br /><ul><li>Precision is what matters</li...
http://www.gartner.com/DisplayDocument?id=1092512<br />The Ecosystem Is Complex<br />Social SoftwareHype Cycle 2009<br />
The Value of Listening<br />A monitoring approach that tells you:<br />Who is driving share of conversationfor your brand<...
You know which types of social media are preferred by your customers.<br /><ul><li>Blogs, forums, wikis, social networking...
The Value of Metrics<br />
Tools of the Trade<br />
You know that leaders will identify issues before they become critical.<br /><ul><li>If you deal with issues when they hit...
Most business issues are known about in advance</li></ul>Trend #4<br />
Patterns Emerge before Public Awareness<br />A common problem emerges in a forum in Poland, a blog in France and a mention...
You realize that less than 1% of a customer’s time is spent purchasing a product.<br /><ul><li>99% of their time is spent ...
You build trust by being there when your customer needs you, not when you need your customer</li></ul>Trend #5<br />
Purchasing Decisions Evolution<br />
You realize that media has already changed.<br /><ul><li>Old school media drives share of voice
Share of conversation is what’s important</li></ul>Trend #6<br />
The Media World Isn’t Changing…<br />…it has already changed<br />Media Outlets: 74 of top 100 outlets for Techmeme are bl...
The New Media<br />
Meme Trackers = Competitive Advantage<br />Complete knowledge of where the opportunity really is for your brand<br />Where...
You realize customers want to do three things to help each other.<br /><ul><li>You build trust by being part of this proce...
Ideas, Knowledge, Solutions<br />Share ideas<br />Let’s improve the next product or service together<br />Share product kn...
You understand ethical behavior is a key part of maintaining trust.<br /><ul><li>You’re also an influencer
You’ve made the mindset shift</li></ul>Trend #8<br />
Maintaining Trust<br />You understand ethical behavior is a key part of maintaining trust<br />You don’t support flogs or ...
You leverage the world’s greatest operating system – the web – internally.<br /><ul><li>Access for employees is real</li><...
Employee 2.0 Ideas<br />Idea Communities – ask your employees for ideas; accelerate R&D decision-making<br />Prediction Ma...
Reality…<br />
You are an active participant in how the world is changing.<br /><ul><li>You’re also an influencer
You’ve made the mindset shift</li></ul>Trend #10<br />
The Mindset Shift<br />Old Model<br />Mainstream media rule<br />Bloggers repurpose ideas/stories from media<br />Online i...
Why Care About Social Media?<br />It’s about knowing<br />Where the conversations are happening<br />What your share of th...
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Social Media 10 Key Trends

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Social Media: 10 Key Trends & Observations

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  • Transcript of "Social Media 10 Key Trends"

    1. 1. 10 Key Trendsand ObservationsSocial Media for BusinessNeville HobsonHead of Social Media EuropeWCG, LondonDecember 7, 2009<br />www.wcgglobal.com<br />
    2. 2. What’s In a Name?<br />New Media<br />Social Software<br />Social Business<br />Social Media<br />Enterprise 2.0<br />Web 2.0<br />
    3. 3. Customers are co-shaping your reputation every day.<br />Trend #1<br />
    4. 4. Reputation<br />Are you accidently outsourcing the building of your brand?<br />What is the impression of your brand?<br />
    5. 5. Customers Shape First Impressions<br />
    6. 6. YouTube 2nd Biggest Search Engine<br />
    7. 7. You know exactly where conversations are occurring, who has influence, and why.<br /><ul><li>Precision is what matters</li></ul>Trend #2<br />
    8. 8.
    9. 9. http://www.gartner.com/DisplayDocument?id=1092512<br />The Ecosystem Is Complex<br />Social SoftwareHype Cycle 2009<br />
    10. 10. The Value of Listening<br />A monitoring approach that tells you:<br />Who is driving share of conversationfor your brand<br />What the top issues are thatmatter to your customers <br />Where your customers liveonline<br />How you can add value foryour customers<br />When you should engagethe community<br />Why customers arepassionate on certain topics<br />
    11. 11. You know which types of social media are preferred by your customers.<br /><ul><li>Blogs, forums, wikis, social networking sites, Twitter, and more</li></ul>Trend #3<br />
    12. 12. The Value of Metrics<br />
    13. 13. Tools of the Trade<br />
    14. 14. You know that leaders will identify issues before they become critical.<br /><ul><li>If you deal with issues when they hit the press, you are using old school techniques
    15. 15. Most business issues are known about in advance</li></ul>Trend #4<br />
    16. 16. Patterns Emerge before Public Awareness<br />A common problem emerges in a forum in Poland, a blog in France and a mention on Twitter in the UK<br />Your monitoring and listening activities give you the means to analyze what is happening and prepare <br />When the issue becomes public, you are ready with answers<br />Customers trust us to be smarter on identifying issues<br />
    17. 17. You realize that less than 1% of a customer’s time is spent purchasing a product.<br /><ul><li>99% of their time is spent searching and socializing
    18. 18. You build trust by being there when your customer needs you, not when you need your customer</li></ul>Trend #5<br />
    19. 19.
    20. 20. Purchasing Decisions Evolution<br />
    21. 21.
    22. 22. You realize that media has already changed.<br /><ul><li>Old school media drives share of voice
    23. 23. Share of conversation is what’s important</li></ul>Trend #6<br />
    24. 24. The Media World Isn’t Changing…<br />…it has already changed<br />Media Outlets: 74 of top 100 outlets for Techmeme are blogs/online sites<br />Bloggers: 3 of 4 look to each other for their next story<br />Customers: 3 of 4 look to each other for purchase advice<br />Conversations: the driver of share-of-voice, influence and recommendations<br />Don’t define it as offline or online: it’s all one media world.Just know which conversations are defining your brand.<br />
    25. 25. The New Media<br />
    26. 26. Meme Trackers = Competitive Advantage<br />Complete knowledge of where the opportunity really is for your brand<br />Where are conversations occurring? Who has true influence?<br />Clear, brief, actionable insights for your brand<br />Who are the top influencers? Which keywords matter? <br />Knowledge of your competitor’s actions<br />So that you outsmart them<br />Ability to get ahead of issues to improve preparation<br />See trends emerge before they become public, in some cases<br />Capability to integrate your learning’s into all brand activities, eg, natural search/paid search, use of keywords and much more<br />Insights delivered so you can easily utilize them<br />
    27. 27. You realize customers want to do three things to help each other.<br /><ul><li>You build trust by being part of this process</li></ul>Trend #7<br />
    28. 28. Ideas, Knowledge, Solutions<br />Share ideas<br />Let’s improve the next product or service together<br />Share product knowledge<br />Here is what I know…hope it helps you<br />Help peers with problems<br />I had the same problem, here is what I did<br />
    29. 29.
    30. 30.
    31. 31. You understand ethical behavior is a key part of maintaining trust.<br /><ul><li>You’re also an influencer
    32. 32. You’ve made the mindset shift</li></ul>Trend #8<br />
    33. 33. Maintaining Trust<br />You understand ethical behavior is a key part of maintaining trust<br />You don’t support flogs or splogs<br />You would never create a fake ad, so why a fake blog post, fake Facebook fan page or fake tweet?<br />You always practice full disclosure<br />That means about ghost writing, too<br />http://www.socialmedia.org/disclosure/identity/<br />
    34. 34. You leverage the world’s greatest operating system – the web – internally.<br /><ul><li>Access for employees is real</li></ul>Trend #9<br />
    35. 35. Employee 2.0 Ideas<br />Idea Communities – ask your employees for ideas; accelerate R&D decision-making<br />Prediction Markets – wisdom of crowds for specific ideas<br />Community Forums – empower teams<br />Ratings & Reviews – to improve within the company<br />Private B2B Communities – unlock the teams between your company and your partners, in support of Account Leaders<br />Competitive Sites – bring competitive knowledge direct to your desktop<br />Smart Phone Ideas – build new way to share news direct via phones to reach salesforce<br />
    36. 36. Reality…<br />
    37. 37. You are an active participant in how the world is changing.<br /><ul><li>You’re also an influencer
    38. 38. You’ve made the mindset shift</li></ul>Trend #10<br />
    39. 39. The Mindset Shift<br />Old Model<br />Mainstream media rule<br />Bloggers repurpose ideas/stories from media<br />Online influence dictated by homepage<br />Offline and online treated as separate<br />New Model<br />Media are bloggers. Bloggers are media<br />Stories originate with either online or offline media<br />Online influence dictated by syndication and search<br />Offline influence must lead to online influence / vice versa<br />
    40. 40. Why Care About Social Media?<br />It’s about knowing<br />Where the conversations are happening<br />What your share of the conversations is<br />What the conversations are that you could / should be in<br />Who the key influencers are who can help build your brand<br />It’s about expanding your news flow<br />Simple syndication – distribute news via basic sharing tools (eg, Twitter and Facebook)<br />It’s about understanding communities<br />Which groups, forums and networks matter?<br />Who drives share of conversation in these communities?<br />What are the next steps in driving relationships?<br />It’s about leveraging existing contentand improving your natural search<br />
    41. 41. Right<br />Now?<br />What Can You Do?<br />
    42. 42. Start Here<br />Listen<br />Give up control<br />Be natural<br />Make a commitment<br />Be where your customers are<br />Learn to deal with negativity<br />Be humble<br />Have a clear and measurable objective<br />Develop a plan<br />Listen<br />
    43. 43. Start Here<br />Google your primary brand<br />Then see what’s being talked about in blogs<br />Plot a trend on Blogpulse<br />www.blogpulse.com<br />Open an account at Twitter, and listen<br />twitter.com<br />
    44. 44.
    45. 45. Copyright applies to this document - some rights reserved.<br />This work is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 3.0 License.<br />Details: http://creativecommons.org/licenses/by-nc-sa/3.0/<br />www.wcgglobal.com<br />
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