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10 Trends That Matter


Discussion focus for 'A Social Conversation' in Dublin, Ireland, January 29, 2010.

Discussion focus for 'A Social Conversation' in Dublin, Ireland, January 29, 2010.

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  • 1. 10 Trends That Matter
    Neville Hobson
    Head of Social Media Europe
    WCG LondonJanuary 29, 2010
    ‘A Social Conversation’
  • 2. 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
  • 3.
  • 4. Reality
  • 5. The New Corporate Reputation
    2010 Edelman Trust Barometer, released January 26, 2010
  • 6. The Nature of Trust Has Changed
    2010 Edelman Trust Barometer, released January 26, 2010
  • 7. Who Do We Trust?
    2010 Edelman Trust Barometer, released January 26, 2010
  • 8.
    Innovation Can Be Confusing in Real Time
  • 9. 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
  • 10. 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
  • 11. 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
  • 12. 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
  • 13. Do You Know HowShe Discusses Your Brand?
  • 14.  
    Neville HobsonHead of Social Media, EuropeWCG
    25 Southampton Buildings, London WC2A 1AL, UKdirect+44 7824 33 7000 skype nevonskype