Strategizing Communicationin a (Social) Networked World<br />Neville Hobson<br />Head of Social Media Europe<br />WeissCom...
Key Questions<br />Wheredoes social media really fit into your business world?<br />Howdo you identify online influencers ...
http://www.gapingvoid.com/Moveable_Type/archives/2007_05.html<br />
What’s in a Name?<br />Social Software<br />Social Business<br />Social Media<br />Enterprise 2.0<br />Web 2.0<br />
Clear Behaviour Changes and Trends<br />We don’t trust “corporate-speak” or “marketing-speak”<br />We fast-forward our DVR...
Clear Business Trends and Focus<br />Key Trends<br />Marketers are seeking lower cost solutions<br />Desire for more accou...
The Media World Isn’t Changing…<br />…it has already changed<br />Media Outlets: 74 of top 100 outlets for Techmeme are bl...
The New Media<br />http://www.techmeme.com/lb<br />
3 Areas<br />Of Influence<br />
1: Search<br />Trend:<br />Yes, Google is #1, but YouTube is #3.<br />Relevance:<br />We need to know the influencers on t...
2: Twitter<br />Trend:<br />An effective way to alert influencers, help propel news cycles.<br />Relevance:<br />A great o...
Twitter Mainstream Milestones<br />US presidential election campaign<br />Mumbai terrorism<br />US Airways jet and the Hud...
3: Social Networking Sites<br />Trend:<br />The communities that are often our “first place” to go online.<br />Relevance:...
Understand the New Rules of Engagement<br />Channels have fragmented<br />Trust is critical<br />Social media have arrived...
Why Care About Social Media?<br />It’s about knowing<br />Where the conversations are happening<br />What’s your share of ...
Our Reality<br />Channels have fragmented<br />Trust is critical<br />Social media have arrived<br />The consumer is in co...
Key Questions<br />Wheredoes social media really fit into your business world?<br />Howdo you identify online influencers ...
Start Here<br />Listen<br />Give up control<br />Be natural<br />Make a commitment<br />Be where your customers are<br />L...
Copyright applies to this document - some rights reserved.<br />This work is licensed under a Creative Commons Attribution...
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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 measurable benefits are they enjoying? 4) What can you do right now? Presentation at #smib09 London, Oct 23, 2009

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  • Strategizing Communication in a (Social) Networked World

    1. 1. Strategizing Communicationin a (Social) Networked World<br />Neville Hobson<br />Head of Social Media Europe<br />WeissComm Group<br />London<br />twitter.com/jangles<br />October 23, 2009<br />
    2. 2.
    3. 3. Key Questions<br />Wheredoes social media really fit into your business world?<br />Howdo you identify online influencers and connect with them?<br />Whoelse is using social media and what measurable benefits are they enjoying?<br />Whatcan you do right now?<br />
    4. 4.
    5. 5.
    6. 6.
    7. 7.
    8. 8. http://www.gapingvoid.com/Moveable_Type/archives/2007_05.html<br />
    9. 9. What’s in a Name?<br />Social Software<br />Social Business<br />Social Media<br />Enterprise 2.0<br />Web 2.0<br />
    10. 10. Clear Behaviour Changes and Trends<br />We don’t trust “corporate-speak” or “marketing-speak”<br />We fast-forward our DVRs through the interruptions<br />We pull content that interests us<br />We create our own content, original and mashups<br />We embrace word of mouth and eschew mainstream media<br />We are connected wherever and whenever we wish<br />We bring our behaviours to the workplace<br />
    11. 11. Clear Business Trends and Focus<br />Key Trends<br />Marketers are seeking lower cost solutions<br />Desire for more accountable channels<br />High focus on reaching customers directly<br />Mix shifting quickly from traditional to interactive channels<br />Areas of Focus<br />Social Media (CAGR of 34% to 2014 – Forrester)<br />Search Marketing (biggest bucket)<br />Display advertising, email marketing, mobile marketing next<br />
    12. 12. The Media World Isn’t Changing…<br />…it has already changed<br />Media Outlets: 74 of top 100 outlets for Techmeme are blogs/online sites<br />Bloggers: 3 of 4 look to each other for their next story<br />Customers: 3 of 4 look to each other for purchase advice<br />Conversations: the driver of share-of-voice, influence and recommendations<br />Don’t define it as offline or online: it’s all one media world. Just know which conversations are defining your brand.<br />
    13. 13. The New Media<br />http://www.techmeme.com/lb<br />
    14. 14. 3 Areas<br />Of Influence<br />
    15. 15. 1: Search<br />Trend:<br />Yes, Google is #1, but YouTube is #3.<br />Relevance:<br />We need to know the influencers on the first screen for our brand and key topics.<br />We also need to understand where people are taken when they search. <br />
    16. 16. 2: Twitter<br />Trend:<br />An effective way to alert influencers, help propel news cycles.<br />Relevance:<br />A great opportunity to build a network of influencers who want to share your news in real time.<br />
    17. 17. Twitter Mainstream Milestones<br />US presidential election campaign<br />Mumbai terrorism<br />US Airways jet and the Hudson River<br />Twestival<br />Oprah Winfrey embraces Twitter<br />Swine flu / Influenza A H1N1<br />Iran elections<br />
    18. 18. 3: Social Networking Sites<br />Trend:<br />The communities that are often our “first place” to go online.<br />Relevance:<br />Our day often starts and ends with Facebook or MySpace or Orkut or other depending where we live.<br />
    19. 19. Understand the New Rules of Engagement<br />Channels have fragmented<br />Trust is critical<br />Social media have arrived<br />The consumer is in control (kind of)<br />Content creation and distribution have been democratized<br />Imperatives:<br />You must reach the new influencers<br />On their terms<br />Engage in the conversation or fail to connect<br />
    20. 20. Why Care About Social Media?<br />It’s about knowing<br />Where the conversations are happening<br />What’s your share of the conversation<br />What are the conversations that you could / should be in<br />Who are the key influencers who can help build your brand<br />It’s about expanding your news flow<br />Simple syndication – distribute news via basic sharing tools (eg, Twitter and Facebook)<br />It’s about understanding communities<br />Which groups, forums and networks matter<br />Who drives share of conversation in these communities<br />What are the next steps in driving relationships<br />It’s about leveraging existing content and improving your natural search<br />
    21. 21. Our Reality<br />Channels have fragmented<br />Trust is critical<br />Social media have arrived<br />The consumer is in control (kind of)<br />Content creation and distribution have been democratized<br />Imperatives:<br />You must reach the new influencers<br />On their terms<br />Engage in the conversation or fail to connect<br />
    22. 22. Key Questions<br />Wheredoes social media really fit into your business world?<br />Howdo you identify online influencers and connect with them?<br />Whoelse is using social media and what measurable benefits are they enjoying?<br />Whatcan you do right now?<br />
    23. 23. Start Here<br />Listen<br />Give up control<br />Be natural<br />Make a commitment<br />Be where your customers are<br />Learn to deal with negativity<br />Be humble<br />Have a clear and measurable objective<br />Develop a plan<br />Listen<br />
    24. 24.
    25. 25. Copyright applies to this document - some rights reserved.<br />This work is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 3.0 License.<br />Details: http://creativecommons.org/licenses/by-nc-sa/3.0/<br />www.nevillehobson.com <br />
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