Perspectives
Neville Hobson
www.nevillehobson.com
Barcelona
September 17, 2009

1. Where
does social media really fit into the business
world?
2. How
do you identify online influencers and
connect with them?
3. Who
is using social media and what measurable
benefits are they enjoying?
4. What
can you do right now?

http://www.youtube.com/watch?v=5YGc4zOqozo

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

1. Channels have Imperatives:
fragmented  You must reach the
2. Trust is critical new influencers
3. Social media have  Transparency is
arrived required
4. The consumer is in  Engage in the
control (kind of) conversation or fail to
5. Content creation connect
and distribution
have been
democratized

http://theconversationprism.com/

 Who they are
 Where they are
 Why they're there
 Where you should be
 Why
 How

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

Then Now
Cradle to grave Portfolio career
Loyalty Transactional relationship
Dependence Independence
Employees as human resources Creative talent on loan
Employees Citizens
Big companies / institutions My own group / company
Command and control, paternalism Inclusivity based on mutual respect
CEO = God CEO = Guide
I left the company I left my boss
Local community Workplace communities
http://www.enterprise2dot0.com/

1. You must reach the
new influencers /
your customers
2. On their terms
3. Engage in the
conversation or fail to
connect

1. Get to know the influencers
 Read
 Listen
 Watch
2. Engage in conversations
 with utter transparency
3. Reach out
 in ways that suit the customer
 individual approach not mass email

http://www.engagementdb.com/

1. Channels have Imperatives:
fragmented  You must reach the
2. Trust is critical new influencers
3. Social media have  Transparency is
arrived required
4. The customer is in  Engage in the
control (kind of) conversation or fail
5. Content creation and to connect
distribution have
been democratized

1. Listen
2. Give up control
3. Be natural
4. Make a commitment
5. Be where your customers
are
6. Learn to deal with negativity
7. Be humble
8. Have a clear and
measurable objective
9. Develop a plan
10. Listen

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