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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 …

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