Neville Hobson, ABC www.nevillehobson.com March 4, 2009 Social Media and B2B

The emergence of a new digital information commons The reality of a global economy The appearance and empowerment of myriad new stakeholders Source: “The Authentic Enterprise,” Arthur W. Page Society.

The emergence of a new digital information commons

The reality of a global economy

The appearance and empowerment of myriad new stakeholders

vs

They don’t trust company-speak They fast-forward their PVRs through the interruptions They pull content that interests them They create their own content, original and mashups They pay close attention to (and are influenced by) word of mouth Consumers, citizens and employees have changed.

They don’t trust company-speak

They fast-forward their PVRs through the interruptions

They pull content that interests them

They create their own content, original and mashups

They pay close attention to (and are influenced by) word of mouth

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

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

Channels have fragmented Sources of trust have shifted 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 Transparency is essential Engage in the conversation or fail to communicate

Channels have fragmented

Sources of trust have shifted

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

Transparency is essential

Engage in the conversation or fail to communicate

P ublic R elations becomes P ersonal R elationships “ One person at a time”: It can be done!

P ublic R elations

becomes

P ersonal R elationships

“ One person at a time”: It can be done!

It’s about: who they are niches reaching out to small groups It’s not about : how many they are (the numbers) where they are

It’s about:

who they are

niches

reaching out to small groups

It’s not about :

how many they are (the numbers)

where they are

Get to know the influencer Read Listen Watch Engage in conversations with utter transparency Reach out in ways that suit the influencer individual approach not mass email

Get to know the influencer

Read

Listen

Watch

Engage in conversations

with utter transparency

Reach out

in ways that suit the influencer

individual approach not mass email

Listen Learn Engage

Listen

Learn

Engage

Find out the scale and scope of what people are saying about you out on the edge Determine your starting point Understand what to pay attention to, and what not to Take a strategic view Experiment

Find out the scale and scope of what people are saying about you out on the edge

Determine your starting point

Understand what to pay attention to, and what not to

Take a strategic view

Experiment

Join the conversation Become a credible voice for your organization / help your client become one Become highly relevant in your own organization Become highly relevant to all your stakeholders The 4 Ts: Transparent, Timely, Truthful, Trusted

Join the conversation

Become a credible voice for your organization / help your client become one

Become highly relevant in your own organization

Become highly relevant to all your stakeholders

The 4 Ts: Transparent, Timely, Truthful, Trusted

http://www.youtube.com/watch?v=4WK_xVc1pqA The social media stuff is probably the most important we do today, from a marketing stand point. The other elements of the marketing mix have sort of become more and more transactional and more and more tactical in nature. Social media stuff is much more strategic… Use social media to power the fundamentals of the business. That’s what we’re focused on.

Phone: +44 7824 33 7000 Twitter: www.twitter.com/jangles Blog: www.nevillehobson.com Podcast: www.forimmediaterelease.biz Skype: nevonskype Email: [email_address] Thank You!

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