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New Media For Old Hands

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

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

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    • 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”