A Glimpse ofProximate Reality<br />Neville HobsonHead of Social Media EuropeWCG London<br />@jangles<br />April 23, 2010<br />
Let’s Start With a Conclusion<br />You now know how, where and when she discusses your brand online<br />With whom<br />With precision<br />From awareness of you to an ambassador for you<br />Welcoming you into her peer network<br />Forming a trusted partnership<br />http://picasaweb.google.com/lh/photo/ymWsJfDtfBl08zzMMxAkkg<br />
“<br /> New communications technologies and social media are being incorporated into every aspect of business – from communications to customer service and CRM, to HR recruitment, employee communications, corporate training, product R&D, sales, and more.<br />- NewComm Forum 2010<br />”<br />
It’s a New Game<br />Mobile, wherever there is a net connection<br />Already in the workplace<br />Next phase: business ‘dashboard’ with check-in analytics<br />Total check-ins<br />Unique visitors<br />Male-to-female ratio<br />Social media-sharing<br />
<br /><br />What Social Media Is and Isn’t<br />7<br />
A Working Definition<br />http://www.gapingvoid.com/Moveable_Type/archives/2007_05.html<br />8<br />
A Tectonic Shift Has Occurred<br />Where and When Conversations Occur<br />Language: customers speak online in their first language (10 reach 95%)<br />Location: Facebook, Twitter, Foursquare, forums, other social places online – wherever and whenever you’re connected<br />Time of Day: Lower volume during day, high volume in evenings<br />The new prime time is 9pm to 1am in your time zone <br />
Trend: 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 />Know which conversations are defining your brand<br />
What You Can Achieve via Listening<br />Know who the influencers are, with precision<br />Know your “share of conversation” vs“share of voice”<br />Know where conversations are occurring that matter <br />Know how news is shared and by whom<br />Know of issues before they become mainstream<br />Know the right keywords that drive search<br />Know who to follow or friend<br />Know what content your customers care about<br />Know who is defining your brand, pro or con<br />
Why Social Media Matters<br />Increasing importance of word-of-mouth on consumer purchasing behaviour<br />Social media amplifies and accelerates word-of-mouth, rapidly shaping and influencing opinion<br />Social media can help foster a genuine connection between a company and its customers<br />http://www.brandirectory.com/league_tables/table/global_500<br />13<br />
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