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Social media + PR + common sense = Building Genuine Relationships.

Social media + PR + common sense = Building Genuine Relationships.

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New Media For Old Hands Presentation Transcript

  • 1. “New Media for Old Hands”
    Building Genuine Relationships
    Neville Hobson, ABCHead of Social Media Europe
    WC Group, London
    November 12, 2009
  • 2. Or…
    A Rough Guide
    To Social Media
    For Communicators
  • 3.
  • 4. London / EU hub
    6 senior consultants
    Multi-lingual
    Expertise in pharma/biotech, medical device, advocacy, access, media (social and traditional), communication strategy
    Partners in Basel, Berlin, Paris, Madrid and Milan
    Headquarters in San Francisco, USA; other offices in Chicago, New York, Austin
    www.wcgglobal.com
  • 5. Good Questions
    Wheredoes social media really fit into the business world?
    Whois using social media and what measurable benefits are they enjoying?
    Howdo you identify online influencers and connect with them?
    Whatcan you do right now?
  • 6. What’s in a Name?
    New Media
    Social Software
    Social Business
    Social Media
    Enterprise 2.0
    Web 2.0
  • 7. The Era of Social Computing
    The social structure in which technology puts power in the hands of individuals and communities instead of institutions
  • 8.
  • 9.
  • 10.
  • 11. http://www.gapingvoid.com/Moveable_Type/archives/2007_05.html
  • 12. Everything is Changing. Again.
    The emergence of a new digital information commons
    The reality of a global economy
    The appearance and empowerment of myriad new stakeholders
    http://www.conversationprism.com/
    Source: “The Authentic Enterprise,” Arthur W. Page Society.
  • 13. Clear Behaviour Changes and Trends
    We don’t trust “corporate-speak” or “marketing-speak”
    We fast-forward our DVRs through the interruptions
    We pull content that interests us
    We create our own content, original and mashups
    We embrace word of mouth and eschew mainstream media
    We are connected wherever and whenever we wish
    We bring our behaviours to the workplace
  • 14. Clear Business Trends and Focus
    Key Trends
    Marketers are seeking lower cost solutions
    Desire for more accountable channels
    High focus on reaching customers directly
    Mix shifting quickly from traditional to interactive channels
    Areas of Focus
    Social Media (CAGR of 34% to 2014 – Forrester)
    Search Marketing (biggest bucket)
    Display advertising, email marketing, mobile marketing next
  • 15. The Media World Isn’t Changing…
    Don’t define it as offline or online: it’s all one media world.Just know which conversations are defining your brand.
    …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
  • 16. The New Media
  • 17. Critical Rules of Engagement
    Channels have fragmented
    Trust is critical
    Social media have arrived
    The customer is in control (kind of)
    Content creation and distribution have been democratized
    Imperatives:
    You must reach the new influencers
    On their terms
    Engage in the conversation or fail to communicate
  • 18. Critical Rules of Engagement
    Channels have fragmented
    Trust is critical
    Social media have arrived
    The customer is in control (kind of)
    Content creation and distribution have been democratized
    Imperatives:
    You must reach the new influencers
    On their terms
    Engage in the conversation or fail to communicate
  • 19. Rule #2
    Trust
    Is Critical
  • 20.
  • 21. Maintaining Trust
    We understand ethical behavior is a key part of maintaining trust
    We don’t support Flogs or Splogs
    We would never create a fake ad, so why a fake blog post, fake Facebook fan page or fake tweet?
    We always practice full disclosure
    That means about ghost writing, too
  • 22. Disclosure
    When communicating with blogs or bloggers on behalf of my company or on topics related to the business of my company, I will:
    Disclose who I am, who I work for, and any other relevant affiliations from the very first encounter.
    Disclose any business/client relationship if I am communicating on behalf of a third party.
    Provide a means of communicating with me.
    Comply with all laws and regulations regarding disclosure of identity.
    We will inform employees, agencies, and advocates that we have a formal relationship of these disclosure policies and take action quickly to correct problems where possible.
    Pseudonyms:
    (Option A) Never use a false or obscured identity or pseudonym.
    (Option B) If aliases or role accounts are used for employee privacy, security, or other business reasons, these identities will clearly indicate the organization I represent and provide means for two-way communications with that alias.
    “We Didn’t Know”
    Clearly disclose our involvement on all blogs produced by the company or our agencies.
    http://www.socialmedia.org/disclosure/identity/
  • 23. Rule #4
    The Customer
    Is
    In Control
  • 24. Understand Your Customers
    Who they are
    Where they are
    Why they're there
    Where you should be
    Why
    How
  • 25. Understand Your Customers
    Your customer is discussing your brand everyday
    Do you know which words are important?
    Do you look at search like an advertiser or a detective?
    <10% of your customers will contact you in a good year
    The majority of your customers utilize search and peer to peer contact to answer their questions
    Where can you start to become a peer?
  • 26. How Does Your CustomerDiscuss Your Brand?
    Do you know with precision?
  • 27. Customers Co-Shaping your Reputation
    Are you accidently outsourcing the building of your brand?
    What is the first impression of your brand?
  • 28.
  • 29.
  • 30.
  • 31.
  • 32. 3 Areas
    Of Influence
  • 33. 1: Search
    Trend:
    Yes, Google is #1, but YouTube is #3.
    Relevance:
    We need to know the influencers on the first screen for our brand and key topics.
    We also need to understand where people are taken when they search.
  • 34. Why YouTube is Important
    Scope: #3 website in world
    Traffic: 489,059 links to site
    Consumption Patterns: average viewing time is 22.5 minutes per day
    Global Presence: 20% of global internet users surf YouTube
    Mainstream: Up to age 44, users mirror average person on internet
    Skewing Older with Time: 44 to 65+, less people on YouTube, on average, but expected to trend up
  • 35. 2: Twitter
    Trend:
    An effective way to alert influencers, help propel news cycles.
    Relevance:
    A great opportunity to build a network of influencers who want to share your news in real time.
  • 36. Twitter Mainstream Milestones
    US presidential election campaign
    US Airways jet and the Hudson River
    Twestival
    Celebs (Oprah Winfrey, Stephen Fry, etc) embrace Twitter
    Swine flu / Influenza A H1N1
    Iran elections
    User discoverability
  • 37. 3: Social Networking Sites
    Trend:
    The communities that are often our “first place” to go online.
    Relevance:
    Our day often starts and ends with Facebook or MySpace or Orkut or other depending where we live.
  • 38. Imperatives
    You must reach the new influencers / your customers
    On their terms
    Engage in the conversation or fail to connect
  • 39. The Only Way to Buzz
    Get to know the influencers
    Read
    Listen
    Watch
    Engage in conversations
    with utter transparency
    Reach out
    in ways that suit the customer
    individual approach not mass email
  • 40. Evolve
    Public Relations
    becomes
    Personal Relationships
    “One person at a time”: It can be done!
  • 41. Reaching the New Influencers
  • 42.
  • 43.
  • 44.
  • 45. Reaching the New Influencers
    It’s about:
    who they are
    niches
    reaching out to small groups
    It’s not about:
    how many they are (the numbers)
    where they are
  • 46. The Only Way
    Get to know the influencer
    Read
    Listen
    Watch
    Engage in conversations
    with complete transparency
    Reach out
    in ways that suit the influencer
    individual approach not mass email
  • 47. Measuring ROI
    Financial return
    The value of a relationship
    And how are we defining ‘relationship’?
    How many visitors?
    First time, repeats, uniques?
    How many subscribers to the RSS feed?
    How many citations by others?
    How many comments to posts?
    And does the blogger comment on other blogs?
    Anecdotal commentary on what people think
  • 48. Your Reality
    Channels have fragmented
    Trust is critical
    Social media have arrived
    The customer is in control (kind of)
    Content creation and distribution have been democratized
    Imperatives:
    You must reach the new influencers
    On their terms
    Engage in the conversation or fail to communicate
  • 49.
  • 50.
  • 51. Start Here
    Listen
    Give up control
    Be natural
    Make a commitment
    Be where your customers are
    Learn to deal with negativity
    Be humble
    Have a clear and measurable objective
    Develop a plan
    Listen
  • 52. Why Care About Social Media?
    It’s about knowing
    Where the conversations are happening
    What your share of the conversations is
    What the conversations are that you could / should be in
    Who the key influencers are who can help build your brand
    It’s about expanding your news flow
    Simple syndication – distribute news via basic sharing tools (eg, Twitter and Facebook)
    It’s about understanding communities
    Which groups, forums and networks matter?
    Who drives share of conversation in these communities?
    What are the next steps in driving relationships?
    It’s about leveraging existing contentand improving your natural search
  • 53. “New Media for Old Hands”