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It's A New Game

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  • Chinese Internet users are primarily interested in micro-blogging when it comes to social media. Sina Micro blog (China’s alternative to Twitter) accounted for 1 in every 158 Internet visits in China for April 2011. This makes China one of the most voracious micro-blogging nations worldwide, with a greater market share of visits going to micro-blogging sites in China than in the UK, US, France, Canada, Australia or India.http://weblogs.hitwise.com/robin-goad/2011/05/experian_hitwise_china_launch.html
  • Transcript

    • 1. It’s A New Game
      Neville Hobson
      @jangles
      London, June 30, 2011
    • 2.
    • 3. Life of a 15-29 Year Old
      Content is on-demand and mobile
      Don’t read newspapers
      Mobile phone is the central device
      The internet is social
      Trust peers more than experts
      • Email is for parents
      • 4. Text is the way to chat
    • http://www.emarketer.com/Article.aspx?R=1008444
    • 5.
    • 6. The Huge Potential of China
       
    • 7.
    • 8. http://membership.ft.com/sitetour/index.shtml
    • 9. https://www.mi5.gov.uk/careers
    • 10.
    • 11.
    • 12. http://www.thedrum.co.uk/news/2011/06/21/22609-huffington-post-uk-to-launch-on-6-july-before-going-global/
    • 13. The New Media Landscape
    • 14. Anyone with an opinionand an internet connection can influence someone else about your brand and the things you care about.
    • 15. She Influences Opinion About Your Brand
      Do you know her reach?
      Do you know how to reach her?
      Are you sure she’s worth your attention?
      http://picasaweb.google.com/lh/photo/ymWsJfDtfBl08zzMMxAkkg
    • 16. ThreeSteps
      Listen

      Plan

      Engage
      http://picasaweb.google.com/lh/photo/ymWsJfDtfBl08zzMMxAkkg
    • 17. http://forrester.typepad.com/groundswell/2010/01/conversationalists-get-onto-the-ladder.html
      http://www.briansolis.com/2011/02/behaviorgraphics-discovering-the-me-in-social-media/
    • 18. Use automated monitoring systems
      Search for influencers
      Relevant industry and sector blogs, social networks, Twitter incl lists
      Mainstream media references
      Ranking systems: Klout, PeerIndex
      Visit sites: read content, understand what they’re about, see who they’re connected to, get a sense of their community
      There is no substitute or shortcut for this essential step.
    • 19. There Are a Lot of Tools…
      Monitoring
      Tactical
      Strategic
      Listening
    • 20. http://jwsokol.com/scc/tag/listen/
    • 21. http://en.community.dell.com/dell-blogs/direct2dell/b/direct2dell/archive/2010/12/08/dell-s-next-step-the-social-media-listening-command-center.aspx
    • 22. Key: Integrated Communication
      • Social media is not stand-alone or a separate activity
      • 23. Long-term activity and resource commitment
      • 24. Integral to your marketing and communication mix
      • 25. Integral to the success of your efforts
    • Thank You