New Media For Old Hands

“New Media for Old Hands”
Building Genuine Relationships
Neville Hobson, ABCHead of Social Media Europe
WC Group, London
November 12, 2009

Or…
A Rough Guide
To Social Media
For Communicators

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

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?

What’s in a Name?
New Media
Social Software
Social Business
Social Media
Enterprise 2.0
Web 2.0

The Era of Social Computing
The social structure in which technology puts power in the hands of individuals and communities instead of institutions

http://www.gapingvoid.com/Moveable_Type/archives/2007_05.html

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.

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

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

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

The New Media

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

Rule #2
Trust
Is Critical

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

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/

Rule #4
The Customer
Is
In Control

Understand Your Customers
Who they are
Where they are
Why they're there
Where you should be
Why
How

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?

How Does Your CustomerDiscuss Your Brand?
Do you know with precision?

Customers Co-Shaping your Reputation
Are you accidently outsourcing the building of your brand?
What is the first impression of your brand?

3 Areas
Of Influence

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.

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

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.

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

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.

Imperatives
You must reach the new influencers / your customers
On their terms
Engage in the conversation or fail to connect

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

Evolve
Public Relations
becomes
Personal Relationships
“One person at a time”: It can be done!

Reaching the New Influencers

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

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

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

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

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

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

“New Media for Old Hands”

New Media For Old Hands

by Neville Hobson on Nov 12, 2009

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