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Perspectives




                  Neville Hobson
               www.nevillehobson.com

                          Barcelon...
1.   Where
     does social media really fit into the business
     world?
2.   How
     do you identify online influencer...
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 infl...
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...
Then                               Now
Cradle to grave                    Portfolio career
Loyalty                        ...
1.   You must reach the
     new influencers /
     your customers
2.   On their terms
3.   Engage in the
     conversatio...
1.       Get to know the influencers
         Read
         Listen
         Watch
2.       Engage in conversations
    ...
http://www.engagementdb.com/
1.   Channels have           Imperatives:
     fragmented              You must reach the
2.   Trust is critical         ...
1.    Listen
2.    Give up control
3.    Be natural
4.    Make a commitment
5.    Be where your customers
      are
6.    ...
Copyright applies to this document - some rights reserved.
This work is licensed under a Creative Commons Attribution-Nonc...
Social Media Perspectives
Social Media Perspectives
Social Media Perspectives
Social Media Perspectives
Social Media Perspectives
Social Media Perspectives
Social Media Perspectives
Social Media Perspectives
Social Media Perspectives
Social Media Perspectives
Social Media Perspectives
Social Media Perspectives
Social Media Perspectives
Social Media Perspectives
Social Media Perspectives
Social Media Perspectives
Social Media Perspectives
Social Media Perspectives
Social Media Perspectives
Social Media Perspectives
Social Media Perspectives
Social Media Perspectives
Social Media Perspectives
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Social Media Perspectives

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Presentation at 'Digital Media Barcelona' Sept 17, 209. Hashtag: #digitalmediabarcelona

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Transcript of "Social Media Perspectives"

  1. 1. Perspectives Neville Hobson www.nevillehobson.com Barcelona September 17, 2009
  2. 2. 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?
  3. 3. http://www.youtube.com/watch?v=5YGc4zOqozo
  4. 4. http://www.gapingvoid.com/Moveable_Type/archives/2007_05.html
  5. 5. 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
  6. 6. http://theconversationprism.com/
  7. 7.  Who they are  Where they are  Why they're there  Where you should be  Why  How
  8. 8.  The social structure in which technology puts power in the hands of individuals and communities instead of institutions
  9. 9. 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/
  10. 10. 1. You must reach the new influencers / your customers 2. On their terms 3. Engage in the conversation or fail to connect
  11. 11. 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
  12. 12. http://www.engagementdb.com/
  13. 13. 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
  14. 14. 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
  15. 15. 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.nevillehobson.com
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