Strategizing Communication in a (Social) Networked World

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Addressing four questions - 1) Where does social media really fit into your business world? 2) How do you identify online influencers and connect with them? 3) Who else is using social media and what …

Addressing four questions - 1) Where does social media really fit into your business world? 2) How do you identify online influencers and connect with them? 3) Who else is using social media and what measurable benefits are they enjoying? 4) What can you do right now? Presentation at #smib09 London, Oct 23, 2009

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  • 1. Strategizing Communicationin a (Social) Networked World
    Neville Hobson
    Head of Social Media Europe
    WeissComm Group
    London
    twitter.com/jangles
    October 23, 2009
  • 2.
  • 3. Key Questions
    Wheredoes social media really fit into your business world?
    Howdo you identify online influencers and connect with them?
    Whoelse is using social media and what measurable benefits are they enjoying?
    Whatcan you do right now?
  • 4.
  • 5.
  • 6.
  • 7.
  • 8. http://www.gapingvoid.com/Moveable_Type/archives/2007_05.html
  • 9. What’s in a Name?
    Social Software
    Social Business
    Social Media
    Enterprise 2.0
    Web 2.0
  • 10. 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
  • 11. 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
  • 12. 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.
  • 13. The New Media
    http://www.techmeme.com/lb
  • 14. 3 Areas
    Of Influence
  • 15. 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.
  • 16. 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.
  • 17. Twitter Mainstream Milestones
    US presidential election campaign
    Mumbai terrorism
    US Airways jet and the Hudson River
    Twestival
    Oprah Winfrey embraces Twitter
    Swine flu / Influenza A H1N1
    Iran elections
  • 18. 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.
  • 19. Understand the New Rules of Engagement
    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
  • 20. Why Care About Social Media?
    It’s about knowing
    Where the conversations are happening
    What’s your share of the conversation
    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 (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 content and improving your natural search
  • 21. 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
  • 22. Key Questions
    Wheredoes social media really fit into your business world?
    Howdo you identify online influencers and connect with them?
    Whoelse is using social media and what measurable benefits are they enjoying?
    Whatcan you do right now?
  • 23. 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
  • 24.
  • 25. 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