10 Trends That Matter

10 Trends That Matter
Neville Hobson
Head of Social Media Europe
WCG LondonJanuary 29, 2010
‘A Social Conversation’
Dublin
http://plancast.com/a/e8y

10 Trends That Matter
#1: Customers are co-shaping your reputation every day
#2: You know exactly where conversations are occurring, who has influence, and why
#3: You know which types of social media are preferred by your customers
#4: You know that leaders will identify issues before they become critical
#5: You realize that less than 1% of a customer’s time is spent purchasing a product
#6: You realize that media has already changed
#7: You realize customers want to do three things to help each other
#8: You understand ethical behavior is a key part of maintaining trust
#9: You leverage the world’s greatest operating system – the web – internally
#10: You are an active participant in how the world is changing

http://www.gapingvoid.com/Moveable_Type/archives/2007_05.html

Reality

The New Corporate Reputation
2010 Edelman Trust Barometer, released January 26, 2010
http://www.edelman.com/trust/2010/

The Nature of Trust Has Changed

Who Do We Trust?

http://www.gartner.com/DisplayDocument?id=1092512
Innovation Can Be Confusing in Real Time

The Formula for Success is Simple
Knowledge -- Understand the marketplace
Clarity on trends, best practices
Educate and raise awareness
Clarity -- Listen & learn with precision
Most quantitative area we’ve ever had to analyze
Influence -- Identify the exact locations of influence & influencers
No guessing
Content -- Focus on content syndication and conversations
Web sites are locations for content you want to share widely

How You Build Competitive Advantage
Complete knowledge of where the opportunity really is for your brand
Where are conversations occurring? Who has true influence?
Clear, brief, actionable insights for your brand
Who are the top influencers? Which keywords matter?
Knowledge of your competitor’s actions
So that you outsmart them
Ability to get ahead of issues to improve preparation
See trends emerge before they become public, in some cases
Capability to integrate your learning’s into all brand activities, eg, natural search/paid search, use of keywords and much more
Insights delivered so you can easily utilize them

Why Care About Social Media?
It’s about knowing
Where the conversations are happening
What your share of the conversations is
What the conversations are that you could / should be in
Who the key influencers are who can help build your brand
It’s about expanding your news flow
Simple syndication – distribute news via basic sharing tools (eg, Twitter and Facebook)
It’s about understanding communities
Which groups, forums and networks matter?
Who drives share of conversation in these communities?
What are the next steps in driving relationships?
It’s about leveraging existing contentand improving your natural search

In Summary…
Listen – know your customer’s world online with precision
Learn – make it easy to have all news at your fingertips
Focus on actionable insights – what exactly can inform your strategy
Identify who drives share of conversation – know the exact rank order of each influencer online
Expand your reach with a clear focus – launch a new way to add value and engage with your customers/ communities

Do You Know HowShe Discusses Your Brand?
http://picasaweb.google.com/lh/photo/ymWsJfDtfBl08zzMMxAkkg

Neville HobsonHead of Social Media, EuropeWCG
25 Southampton Buildings, London WC2A 1AL, UKdirect+44 7824 33 7000 skype nevonskype
twitter @janglesemailnhobson@wcgworld.com
www.wcgworld.com

10 Trends That Matter

by Neville Hobson

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