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Social Media Monitoring for Major Brands

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Key trends and observations for leaders of great brands.

Key trends and observations for leaders of great brands.

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    • 1. Social Media Monitoringfor Major BrandsNeville HobsonHead of Social Media EuropeWC Group, LondonNovember 17, 2009
      www.wcgglobal.com
    • 2.
    • 3. for Leaders of Great Brands
      Key Trends & Observations
    • 4. 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 marketplace and to the workplace
    • 5. 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, then display advertising, email marketing
      Mobile marketing next
    • 6. 10 Important Trends
      Customers are co-shaping your reputation everyday
      Know exactly where conversations are occurring, who has influence and why
      Leaders will identify issues before they happen
      You realize that people search for content, not sites
      You are a student of how the world is changing
      You know that <1% of a customer’s time is spent purchasing a product
      You realize that media has already changed
      You know which types of social media are preferred by your customers
      Your customer is discussing your brand everyday
      We understand ethical behavior is a key part of maintaining trust
    • 7. 10 Important Trends
      Customers are co-shaping your reputation everyday
      Know exactly where conversations are occurring, who has influence and why
      Leaders will identify issues before they happen
      You realize that people search for content, not sites
      You are a student of how the world is changing
      You know that <1% of a customer’s time is spent purchasing a product
      You realize that media has already changed
      You know which types of social media are preferred by your customers
      Your customer is discussing your brand everyday
      We understand ethical behavior is a key part of maintaining trust
    • 8. Customers Co-Shaping Your Reputation
      Are you accidently outsourcing the building of your brand?
      What is the first impression of your brand?
    • 9. 2nd-largest Search Engine
    • 10. 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.
    • 11. The New Media
    • 12. 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
    • 13.
    • 14. Disclosure
      When communicating with blogs or bloggers on behalf of my company or on topics related to the business of my company, I will:
      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.
      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.
      http://www.socialmedia.org/disclosure/identity/
    • 15. The Case for Social Media Monitoring
      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
    • 16. The Value of Listening
      A monitoring approach that tells you:
      Who is driving share of conversationfor your brand
      What the top issues are thatmatter to your customers
      Where your customers liveonline
      How you can add value foryour customers
      When you should engagethe community
      Why customers arepassionate on certain topics
    • 17. Start Here
      http://picasaweb.google.com/lh/photo/ymWsJfDtfBl08zzMMxAkkg
    • 18. Copyright applies to this document - some rights reserved.
      This work is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 3.0 License.
      Details: http://creativecommons.org/licenses/by-nc-sa/3.0/
      www.wcgglobal.com

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