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Twitter and 3 Other Areas of Influence

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Deck I used to focus discussion in my presentation to the MIPAA on March 30, 2010.

Deck I used to focus discussion in my presentation to the MIPAA on March 30, 2010.

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    • 1. Twitterand 3 Other Areas of Influence
      Neville Hobson
      Head of Social Media Europe
      WCG London
      March 31, 2010
    • 2. In This Session
      Wheredoes social media fit into your business world?
      Whoelse is using social media and what measurable benefits are they enjoying?
      Howdo you identify online influencers and connect with them?
      Whatcan you do right now?
    • 3. Do You Know?
      How, where and when does she discuss your/your client’s brand online?
      With whom?
      Do you know? With precision?
      http://picasaweb.google.com/lh/photo/ymWsJfDtfBl08zzMMxAkkg
    • 4. 31/03/2010
    • 5. 31/03/2010
    • 6. A Tectonic Shift is Occurring
      Where and When Conversations Occur
      Language: customers speak online in their first language (10 reach 95%)
      Location: Facebook, Twitter, Foursquare, forums, other social places online – wherever and whenever you’re connected
      Time of Day: Lower volume during day, high volume in evenings
      The new prime time is 9pm to 1am in your time zone
    • 7. 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
    • 8. Trend: 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
      Know which conversations are defining your brand
    • 9. The New Media
    • 10. The New Media
    • 11. The New Media
    • 12. Top 10 Online Influence Areas
    • 13. Blogs
    • 14. http://hondavehicles.blogspot.com/
    • 15. http://www.porscheblogs.co.uk/
    • 16.
    • 17. Micro-blogging, aka Twitter
      (Kia UK)
    • 18.
    • 19. Customers Co-Shaping Your Reputation
      Are you accidently outsourcing the building of your brand?
      What is the impression of your brand?
    • 20.
    • 21.
    • 22. http://ronamok.com/2008/12/17/ford-fansites-and-firefighting/
    • 23. Social Media Sites
      http://www.autoinsane.com/2008/12/04/news/car-brands-and-their-popularity-on-facebook/
    • 24.
    • 25. Video
    • 26. Video
      How we tell our stories is changing
      2005 – YouTube created by three former PayPal employees
      2010 – now 2nd-biggest search engine on the internet
      High growth of broadband and fibre-optic access
      Bigger pipes, easier to view video
      Widespread adoption of tools to create video, easy to share and publish online
      Why video learning is so important:
      Visual info can improve understanding of spoken words as much as sixfold (Baylor)
      The brain uses images to clarify ideas; interact with images to create engagement; and augment memory with persistent and evolving views (Ted, 09)
    • 27.
    • 28. The Formula for Success is Simple
      Knowledge - Understand the marketplace
      Clarity on trends, best practices
      Educate and raise awareness
      Clarity - Listen and learn with precision
      Most quantitative area we’ve ever had to analyze
      Influence - Identify the exact locations of influence and influencers
      No guessing
      Content - Focus on content syndication and conversations
      Web sites are locations for content you want to share widely
    • 29.
    • 30.
    • 31.
    • 32. How You Build Competitive Advantage
      Complete knowledge of where the opportunity really is for your brand
      Where are conversations occurring? Who has true influence?
      Clear, brief, actionable insights for your brand
      Who are the top influencers? Which keywords matter?
      Knowledge of your competitor’s actions
      So that you outsmart them
      Ability to get ahead of issues to improve preparation
      See trends emerge before they become public, in some cases
      Capability to integrate your learning’s into all brand activities, eg, natural search/paid search, use of keywords and much more
      Insights delivered so you can easily utilize them
    • 33. Today’sBrandLearning
      Website
      Wikipedia
      “The Media”
      Website
      “The Media”
      Unrelated
      Customers/Fans
      Blog
      Customers/Fans
      Others’ Searches
    • 34. The Value of Listening
      A monitoring approach that tells us:
      Who is driving share of conversation for your brand
      What the top issues are that matter to your customers
      Where your customers live online
      How you can add value for your customers
      When you should engage the community
      Why customers are passionate on certain topics
    • 35. What Social Media Can Do for You
      It’s about knowing
      Where the conversations are happening
      What your share of the conversations is
      What the conversations are that you could / should be in
      Who the key influencers are 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 contentand improving your natural search
    • 36. What Can You Do?
      Right now?
    • 37. First Steps
      Listen
      Give up control
      Be natural
      Make a commitment
      Be where your/your client’s customers are
      Learn to deal with negativity
      Be humble
      Have a clear and measurable objective
      Develop a plan
      Listen
    • 38. We Start…
      Listen

      Plan

      Engage
    • 39. Thank You