10 Trends That Matter<br />Neville Hobson<br />Head of Social Media Europe<br />WCG LondonJanuary 29, 2010<br />‘A Social Conversation’<br />Dublin<br />http://plancast.com/a/e8y<br />
10 Trends That Matter<br />#1: Customers are co-shaping your reputation every day<br />#2: You know exactly where conversations are occurring, who has influence, and why<br />#3: You know which types of social media are preferred by your customers<br />#4: You know that leaders will identify issues before they become critical<br />#5: You realize that less than 1% of a customer’s time is spent purchasing a product<br />#6: You realize that media has already changed<br />#7: You realize customers want to do three things to help each other<br />#8: You understand ethical behavior is a key part of maintaining trust<br />#9: You leverage the world’s greatest operating system – the web – internally<br />#10: You are an active participant in how the world is changing<br />
The New Corporate Reputation<br />2010 Edelman Trust Barometer, released January 26, 2010<br />http://www.edelman.com/trust/2010/<br />
The Nature of Trust Has Changed<br />2010 Edelman Trust Barometer, released January 26, 2010<br />http://www.edelman.com/trust/2010/<br />
Who Do We Trust?<br />2010 Edelman Trust Barometer, released January 26, 2010<br />http://www.edelman.com/trust/2010/<br />
http://www.gartner.com/DisplayDocument?id=1092512<br />Innovation Can Be Confusing in Real Time<br />
The Formula for Success is Simple<br />Knowledge -- Understand the marketplace<br />Clarity on trends, best practices<br />Educate and raise awareness<br />Clarity -- Listen & learn with precision<br />Most quantitative area we’ve ever had to analyze<br />Influence -- Identify the exact locations of influence & influencers<br />No guessing<br />Content -- Focus on content syndication and conversations<br />Web sites are locations for content you want to share widely<br />
How You Build 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 />
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 />
In Summary…<br />Listen – know your customer’s world online with precision<br />Learn – make it easy to have all news at your fingertips<br />Focus on actionable insights – what exactly can inform your strategy<br />Identify who drives share of conversation – know the exact rank order of each influencer online<br />Expand your reach with a clear focus – launch a new way to add value and engage with your customers/ communities<br />
Do You Know HowShe Discusses Your Brand?<br />http://picasaweb.google.com/lh/photo/ymWsJfDtfBl08zzMMxAkkg<br />
<br />Neville HobsonHead of Social Media, EuropeWCG<br />25 Southampton Buildings, London WC2A 1AL, UKdirect+44 7824 33 7000 skype nevonskype<br />twitter @firstname.lastname@example.org<br />www.wcgworld.com<br />
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