A One-Day Melcrum Workshop led by Neville Hobson, ABC London, October 8, 2008 A Rough Guide for Communicators

Web 2.0 – trends and developments you need to know What are the tools and what can be done with them? How social media can co-exist with and complement traditional media Using social media to develop a healthier corporate culture Developing a social media strategy that supports your communication goals The art of blogger relations – how to influence through social media Problems and pitfalls – what not to do

Web 2.0 – trends and developments you need to know

What are the tools and what can be done with them?

How social media can co-exist with and complement

traditional media

Using social media to develop a healthier corporate culture

Developing a social media strategy that supports your

communication goals

The art of blogger relations – how to influence through social media

Problems and pitfalls – what not to do

Source: http://tangyslice.wordpress.com/2007/09/25/a-web-20-tag-cloud/

Web 1.0: focused on a relatively small number of companies and advertisers producing content for users to access Web 1.0 also known as the “brochure web” Web 2.0 involves the user: not only is content often created by users, but users organize it, share it, remix it, critique it, update it, etc “ The user” is ‘people like me’

Web 1.0: focused on a relatively small number of companies and advertisers producing content for users to access

Web 1.0 also known as the “brochure web”

Web 2.0 involves the user: not only is content often created by users, but users organize it, share it, remix it, critique it, update it, etc

“ The user” is ‘people like me’

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

The emergence of a new digital information commons The reality of a global economy The appearance and empowerment of myriad new stakeholders

The emergence of a new digital information commons

The reality of a global economy

The appearance and empowerment of myriad new stakeholders

Leadership in defining and instilling company values Leadership in building and managing multi-stakeholder relationships Leadership in enabling the enterprise with “new media” skills and tools Leadership in building and managing trust, in all its dimensions A leadership role for the Chief Communications Officer:

Leadership in defining and instilling company values

Leadership in building and managing multi-stakeholder relationships

Leadership in enabling the enterprise with “new media” skills and tools

Leadership in building and managing trust, in all its dimensions

Where are your publics?

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

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 required 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 required

Engage in the conversation or fail to communicate

Disruptive change Opportunity

Disruptive change

Opportunity

Channels Have Fragmented

Channels

Have

Fragmented

[Source: Technorati State of the Blogosphere 2008]

Sources Of Trust Have Shifted

Sources

Of Trust

Have Shifted

Trust in business is higher than government in 14 of 18 countries. The US is experiencing the widest divide. Mainstream media are the most widely used sources of information about a company. Social media is on the rise A “Person Like Yourself” and experts continue to represent the most credible spokespeople Not the CEO www.edelman.co.uk/trustbarometer/

Trust in business is higher than government in 14 of 18 countries.

The US is experiencing the widest divide.

Mainstream media are the most widely used sources of information about a company.

Social media is on the rise

A “Person Like Yourself” and experts continue to represent the most credible spokespeople

Not the CEO

I want to have a say. I don't want to do business with idiots. I want to know when something is wrong, and what you're going to do to fix it. I want to help shape things that I'll find useful. I want to connect with others who are working on similar problems. I don't want to be called by another salesperson. Ever. (Unless they have something useful. Then I want it yesterday.) I want to buy things on my schedule, not yours. I don't care if it's the end of your quarter. I want to know your selling process. I want to tell you when you're screwing up. Conversely, I'm happy to tell you the things that you are doing well. I may even tell you what your competitors are doing. I want to do business with companies that act in a transparent and ethical manner. I want to know what's next. We're in partnership…where should we go? www.socialcustomer.com

I want to have a say.

I don't want to do business with idiots.

I want to know when something is wrong, and what you're going to do to fix it.

I want to help shape things that I'll find useful.

I want to connect with others who are working on similar problems.

I don't want to be called by another salesperson. Ever. (Unless they have something useful. Then I want it yesterday.)

I want to buy things on my schedule, not yours. I don't care if it's the end of your quarter.

I want to know your selling process.

I want to tell you when you're screwing up. Conversely, I'm happy to tell you the things that you are doing well. I may even tell you what your competitors are doing.

I want to do business with companies that act in a transparent and ethical manner.

I want to know what's next. We're in partnership…where should we go?

Social Media Have Arrived

Social Media

Have Arrived

[Source: Technorati State of the Blogosphere 2008]

50% of companies undertake some form of blogging 64% of company blogs have been launched in the past 6 months 31% of businesses state that their blog has generated ‘significant’ business opportunities A further 55% of businesses believe that their blog has generated ‘moderate’ business opportunities 63% of managers want to understand more about how blogs can benefit their businesses 66% of businesses believe that blogs are becoming more influential as an information source

50% of companies undertake some form of blogging

64% of company blogs have been launched in the past 6 months

31% of businesses state that their blog has generated ‘significant’ business opportunities

A further 55% of businesses believe that their blog has generated ‘moderate’ business opportunities

63% of managers want to understand more about how blogs can benefit their businesses

66% of businesses believe that blogs are becoming more influential as an information source

Conversation-enabled publishing platforms Blogs, podcasts Social networks Facebook, LinkedIn, Xing, MySpace, Bebo … Micro-blogging Social networks Twitter, Identica, Friendfeed, Jaiku … Democratized content networks Digg, wikis, discussion forums Content sharing resources YouTube, Flickr, del.icio.us Virtual networking platforms Second Life, Metaverse …

Conversation-enabled publishing platforms

Blogs, podcasts

Social networks

Facebook, LinkedIn, Xing, MySpace, Bebo …

Micro-blogging Social networks

Twitter, Identica, Friendfeed, Jaiku …

Democratized content networks

Digg, wikis, discussion forums

Content sharing resources

YouTube, Flickr, del.icio.us

Virtual networking platforms

Second Life, Metaverse …

The Consumer Is In Control

The Consumer

Is

In Control

Content Creation And Distribution Have Been Democratized

Content Creation

And Distribution

Have Been

Democratized

You must reach the new influencers Transparency is required Engage in the conversation or fail to communicate

You must reach the new influencers

Transparency is required

Engage in the conversation or fail to communicate

P ublic R elations becomes P ersonal R elationships

P ublic R elations

becomes

P ersonal R elationships

Creative Commons Social media news releases Social media newsroom

Creative Commons

Social media news releases

Social media newsroom

1% of a community generates new content Example: Wikipedia 10% of a community contributes to existing content Example: Commenting on blogs Are these the new influencers?

1% of a community generates new content

Example: Wikipedia

10% of a community contributes to existing content

Example: Commenting on blogs

Are these the new influencers?

How? Where? And then what?

How?

Where?

And then what?

Conversation delivers disproportional impact New tools required RSS Blogs Podcasts Wikis Widgets Social networks Social ranking Leverage is with he who seizes conversation, not he who starts or controls it

Conversation delivers disproportional impact

New tools required

RSS

Blogs

Podcasts

Wikis

Widgets

Social networks

Social ranking

Leverage is with he who seizes conversation, not he who starts or controls it

Counsellor, adviser and guide On communication, not blogging Hands-off role Absolutely no anonymous ghost writing for the CEO

Counsellor, adviser and guide

On communication, not blogging

Hands-off role

Absolutely no anonymous ghost writing for the CEO

It’s not about the numbers It’s about who they are not how many they are Identifying the influencers And then what? Search engines Why they love blogs

It’s not about the numbers

It’s about who they are not how many they are

Identifying the influencers

And then what?

Search engines

Why they love blogs

DIY Hire a consultant Hire an agency Subscribe to a service CustomScoop Contract with a service Nielsen BuzzMetrics Cymfony

DIY

Hire a consultant

Hire an agency

Subscribe to a service

CustomScoop

Contract with a service

Nielsen BuzzMetrics

Cymfony

References to: Your organization Products and services Key issues Use of your social media properties Connections to your content from social media sites

References to:

Your organization

Products and services

Key issues

Use of your social media properties

Connections to your content from social media sites

Are they talking about you? Metrics Content analysis

Are they talking about you?

Metrics

Content analysis

From ‘command and control’ to – Engage and participate Advocate Influence and persuade Informal and conversational Build genuine community

From ‘command and control’ to –

Engage and participate

Advocate

Influence and persuade

Informal and conversational

Build genuine community

Source: ‘From Command & Control To Engage & Encourage’: Fard Johnmar, Envision Solutions, LLC

Source: ‘From Command & Control To Engage & Encourage’: Fard Johnmar, Envision Solutions, LLC

Source: ‘From Command & Control To Engage & Encourage’: Fard Johnmar, Envision Solutions, LLC

What are you actually measuring? Much depends on your goal Put the question in the context of other communication tools How do you measure the ROI of an employee newsletter?

What are you actually measuring?

Much depends on your goal

Put the question in the context of other communication tools

How do you measure the ROI of an employee newsletter?

Not so difficult: How many visitors? First time, repeats, uniques? How many subscribers to the RSS feed? How many citations by others? How many comments to posts? And does the blogger comment on other blogs? Anecdotal commentary on what people think Difficult: Financial return The value of a relationship And how are we defining ‘relationship’?

Not so difficult:

How many visitors?

First time, repeats, uniques?

How many subscribers to the RSS feed?

How many citations by others?

How many comments to posts?

And does the blogger comment on other blogs?

Anecdotal commentary on what people think

Difficult:

Financial return

The value of a relationship

And how are we defining ‘relationship’?

P ublic R elations P ersonal R elationships

P ublic R elations

P ersonal R elationships

Listen to customers The content is the asset Social media is a strategic tool

Listen to customers

The content is the asset

Social media is a strategic tool

Think about P ersonal R elationships ‘ Command and control’ communication is not effective Embrace social media because you no longer have a choice Combine the new with the traditional Listen

Think about P ersonal R elationships

‘ Command and control’ communication is not effective

Embrace social media because you no longer have a choice

Combine the new with the traditional

Listen

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

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

Leadership in defining and instilling company values Leadership in building and managing multi-stakeholder relationships Leadership in enabling the enterprise with “new media” skills and tools Leadership in building and managing trust, in all its dimensions A leadership role for the Chief Communications Officer:

Leadership in defining and instilling company values

Leadership in building and managing multi-stakeholder relationships

Leadership in enabling the enterprise with “new media” skills and tools

Leadership in building and managing trust, in all its dimensions

Change and opportunity are all around us The old communication rules still apply Define objectives Figure out how to achieve objectives Execute Measure results Rinse and repeat as required Use the appropriate tools for the job It’s about business – and communication – not technology

Change and opportunity are all around us

The old communication rules still apply

Define objectives

Figure out how to achieve objectives

Execute

Measure results

Rinse and repeat as required

Use the appropriate tools for the job

It’s about business – and communication – not technology

Neville Hobson, ABC 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!

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