A Glimpse of Proximate Reality

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  • 1. A Glimpse ofProximate Reality
    Neville HobsonHead of Social Media EuropeWCG London
    @jangles
    April 23, 2010
  • 2. Let’s Start With a Conclusion
    You now know how, where and when she discusses your brand online
    With whom
    With precision
    From awareness of you to an ambassador for you
    Welcoming you into her peer network
    Forming a trusted partnership
    http://picasaweb.google.com/lh/photo/ymWsJfDtfBl08zzMMxAkkg
  • 3.
    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.
    - NewComm Forum 2010

  • 4.
  • 5.
  • 6. It’s a New Game
    Mobile, wherever there is a net connection
    Already in the workplace
    Next phase: business ‘dashboard’ with check-in analytics
    Total check-ins
    Unique visitors
    Male-to-female ratio
    Social media-sharing
  • 7.

    What Social Media Is and Isn’t
    7
  • 8. A Working Definition
    http://www.gapingvoid.com/Moveable_Type/archives/2007_05.html
    8
  • 9. A Tectonic Shift Has Occurred
    Where and When Conversations Occur
    Language: customers speak online in their first language (10 reach 95%)
    Location: Facebook, Twitter, Foursquare, forums, other social places online – wherever and whenever you’re connected
    Time of Day: Lower volume during day, high volume in evenings
    The new prime time is 9pm to 1am in your time zone
  • 10. Trend: The Media World Isn’t Changing…
    …it has already changed
    Media Outlets: 74 of top 100 outlets for Techmeme are blogs/online sites
    Bloggers: 3 of 4 look to each other for their next story
    Customers: 3 of 4 look to each other for purchase advice
    Conversations: the driver of share-of-voice, influence and recommendations
    Know which conversations are defining your brand
  • 11. Top 10 Online Influence Areas
  • 12. What You Can Achieve via Listening
    Know who the influencers are, with precision
    Know your “share of conversation” vs“share of voice”
    Know where conversations are occurring that matter
    Know how news is shared and by whom
    Know of issues before they become mainstream
    Know the right keywords that drive search
    Know who to follow or friend
    Know what content your customers care about
    Know who is defining your brand, pro or con
  • 13. Why Social Media Matters
    Increasing importance of word-of-mouth on consumer purchasing behaviour
    Social media amplifies and accelerates word-of-mouth, rapidly shaping and influencing opinion
    Social media can help foster a genuine connection between a company and its customers
    http://www.brandirectory.com/league_tables/table/global_500
    13
  • 14. Start…
    Listen

    Plan

    Engage
  • 15. Thank You
  • 16.
  • 17.
  • 18. http://twitter.com/ManishatDell
  • 19. Copyright applies to this document - some rights reserved.
    This work is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 3.0 License.
    Details: http://creativecommons.org/licenses/by-nc-sa/3.0/