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