New Media for Seasoned Professionals

New Media forSeasonedProfessionalsNeville HobsonHead of Social Media EuropeWCG London@janglesnhobson@wcgworld.comJanuary 28, 2010

WCG London
EU hub
6 senior consultants
Multi-lingual
Expertise in pharma/biotech, medical device, technology; 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, Washington DC, Austin
www.wcgworld.com

What WCG Can Do For You
Strategic consulting
establishing and executing your plan
Training and education
empowering your people to become effective users of social media
Creating social media products and services
open APIs, mashups, widgets
Access to our Labs
learn about the most current technology and our view
Idea management
how to generate and integrate ideas to improve your business

Today’s Agenda
Wheredoes social media really fit into your business world?
Whoelse is using social media and what measurable benefits are they enjoying?
Howdo you identify online influencers and connect with them?
Whatcan you do right now?

Everything is Changing.
Again.

Seismic Shifts
Evolution from “read-only” to “read/write” and sharing/giving, aka Web 2.0
Disruptingtraditional businesses and models
Newcompanies, new ideas, new behaviours appearing to leverage the shifts

The Era of Social Computing
The social structurein which technology puts powerin the handsof individualsand communitiesinstead of institutions.

Social Media
Social Software
Social Business
New Media
Enterprise 2.0
Web 2.0

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

Clear Behavior 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 behaviors to the workplace

Enterprise 2.0, pan-European survey by AT&T, Nov 2008. http://www.att.com/enterprise2-0

Reality

The New Corporate Reputation
2010 Edelman Trust Barometer, released January 26, 2010
http://www.edelman.com/trust/2010/

The Nature of Trust Has Changed

Who Do We Trust?

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…
…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
Don’t define it as offline or online: it’s all one media world.Just know which conversations are defining your brand.

The New Media

http://www.gartner.com/DisplayDocument?id=1092512
Innovation Can Be Confusing in Real Time

The Formula for Success is Simple
Knowledge -- Understand the marketplace
Clarity on trends, best practices
Educate and raise awareness
Clarity -- Listen & learn with precision
Most quantitative area we’ve ever had to analyze
Influence -- Identify the exact locations of influence & influencers
No guessing
Content -- Focus on content syndication and conversations
Web sites are locations for content you want to share widely

The Formula for Success
Habits -- Know how your customers search for knowledge
What are the questions they ask when they search?
Engagement -- Empower customers in their three key areas of interest
Ideas, product knowledge and solutions
Leverage Technology -- Utilize social media technology throughout your company
Improve collaboration, field sales input, redefine how you conduct market research and more
Contents are proprietary and confidential.

What You Learn by Listening
It’s about knowing
Where the conversations are happening
What your share is of the conversations
What are the conversations that you could / should be in
Who are the key influencers who can help build your brand
It’s about expanding your news flow
Simple syndication – distribute news via basic sharing tools (e.g., Twitter and Facebook)
It’s about understanding Communities
Which groups, forums and networks matter?
Who drives Share of Voice in these communities?
What are the next steps in driving relationships?
It’s about leveraging the toolkit and practicing the discipline

How You Build Competitive Advantage
Complete knowledge of where the opportunity really is for your brand
Where are conversations occurring? Who has true influence?
Clear, brief, actionable insights for your brand
Who are the top influencers? Which keywords matter?
Knowledge of your competitor’s actions
So that you outsmart them
Ability to get ahead of issues to improve preparation
See trends emerge before they become public, in some cases
Capability to integrate your learning’s into all brand activities, eg, natural search/paid search, use of keywords and much more
Insights delivered so you can easily utilize them

Understand the New Rules of Engagement
Imperatives:
We must reach the new influencers
On their terms
Engage in the conversation or fail to connect
The Conversation Prism. Created by Brian Solis and Jess3
http://theconversationprism.com/

Rule #4
The Customer
Is
In Control
(Sort of)

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

Understand Your Customers
Our 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?

Understanding the Customer
Subway’s Twitter presence, @subwayfreshbuzz, attracted more than 6,000 followers in less than six months.
The sandwich shop franchise uses Twitter to interact with Subway fans two ways:
sending out product and promotional news
monitoring Twitter for buzz about its brand.
http://www.entrepreneur.com/magazine/entrepreneur/2010/January/204380-2.html

McDonald’s operates two main Twitter handles.
@McDonalds, which has more than 4,700 followers, is used for brand news and information as well as customer service
Internal research shows that the company is mentioned every 10 to 20 seconds on Twitter
@McCafeYourDay promotes the company’s line of specialty coffees.

In a little more than a year, @DunkinDonuts gained more than 38,000 followers by creating a place where people can share their Dunkin' Donuts experiences
The company focuses on creating a place where people can talk about how much they love Dunkin' Donuts products

Be Where Your Customer Is
http://www.nevillehobson.com/2010/01/27/proctor-and-gamble-embraces-facebook/

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

It Pays To Listen
http://ronamok.com/2008/12/17/ford-fansites-and-firefighting/

Listening
Etiquette
Disclosure
Engagement

The Value of Listening
A monitoring approach that tells us:
Who is driving share of voice for our brands
What the top issues are that matter to our customers
Where our customers live online
How you can add value for our customers
When you should engage the community
Why customers are passionate on certain topics

Decisions
What to pay attention to
Pinpointing conversation trends: are there recurring or key topics being talked about?
Who to pay attention to
Determining influence level of those talking: who’s listening to them?
What to do about it
Engage? How and when?
With what measurable goal?

How to Listen

Our Reality
Channels have fragmented
Trust is critical
Social media have arrived
The consumer 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 connect

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

Right
Now?
What Can You Do?

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

Start Here
Google your primary brand
Then see what’s being talked about in blogs
Plot a trend on Blogpulse
www.blogpulse.com
Open an account at Twitter, and listen
twitter.com

In Summary…
Listen – know your customer’s world online with precision
Learn – make it easy to have all news at your fingertips
Focus on actionable insights – what exactly can inform your strategy
Identify who drives share of conversation – know the exact rank order of each influencer online
Expand your reach with a clear focus – launch a new way to add value and engage with your customers/ communities

Do You Know HowShe Discusses Your Brand?
http://picasaweb.google.com/lh/photo/ymWsJfDtfBl08zzMMxAkkg

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Details: http://creativecommons.org/licenses/by-nc-sa/3.0/
www.wcgglobal.com

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New Media for Seasoned Professionals

by Neville Hobson on Jan 31, 2010

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New Media for Seasoned Professionals — Presentation Transcript