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?
  • 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.
  • 15.
  • 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.
  • 23. Social Media Sites
  • 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
    “The Media”
    “The Media”
    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
    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
  • 38. We Start…


  • 39. Thank You