SMiB09 Neville Hobson

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Strategizing Communication in a (Social) Networked World
Neville Hobson (NevilleHobson) - Against the backdrop of changing behaviours in our society and shifting climates of trust, Neville Hobson takes you on a tour of the social media ecosystem to help make sense of it all for you and your organization.

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  • SMiB09 Neville Hobson

    1. 1. Strategizing Communicationin a (Social) Networked World<br />Neville Hobson<br />Head of Social Media Europe<br />WeissComm Group<br />London<br />twitter.com/jangles<br />October 23, 2009<br />
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    3. 3. Key Questions<br />Wheredoes social media really fit into your business world?<br />Howdo you identify online influencers and connect with them?<br />Whoelse is using social media and what measurable benefits are they enjoying?<br />Whatcan you do right now?<br />
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    8. 8. http://www.gapingvoid.com/Moveable_Type/archives/2007_05.html<br />
    9. 9. What’s in a Name?<br />Social Software<br />Social Business<br />Social Media<br />Enterprise 2.0<br />Web 2.0<br />
    10. 10. Clear Behaviour Changes and Trends<br />We don’t trust “corporate-speak” or “marketing-speak”<br />We fast-forward our DVRs through the interruptions<br />We pull content that interests us<br />We create our own content, original and mashups<br />We embrace word of mouth and eschew mainstream media<br />We are connected wherever and whenever we wish<br />We bring our behaviours to the workplace<br />
    11. 11. Clear Business Trends and Focus<br />Key Trends<br />Marketers are seeking lower cost solutions<br />Desire for more accountable channels<br />High focus on reaching customers directly<br />Mix shifting quickly from traditional to interactive channels<br />Areas of Focus<br />Social Media (CAGR of 34% to 2014 – Forrester)<br />Search Marketing (biggest bucket)<br />Display advertising, email marketing, mobile marketing next<br />
    12. 12. The Media World Isn’t Changing…<br />…it has already changed<br />Media Outlets: 74 of top 100 outlets for Techmeme are blogs/online sites<br />Bloggers: 3 of 4 look to each other for their next story<br />Customers: 3 of 4 look to each other for purchase advice<br />Conversations: the driver of share-of-voice, influence and recommendations<br />Don’t define it as offline or online: it’s all one media world. Just know which conversations are defining your brand.<br />
    13. 13. The New Media<br />http://www.techmeme.com/lb<br />
    14. 14. 3 Areas<br />Of Influence<br />
    15. 15. 1: Search<br />Trend:<br />Yes, Google is #1, but YouTube is #3.<br />Relevance:<br />We need to know the influencers on the first screen for our brand and key topics.<br />We also need to understand where people are taken when they search. <br />
    16. 16. 2: Twitter<br />Trend:<br />An effective way to alert influencers, help propel news cycles.<br />Relevance:<br />A great opportunity to build a network of influencers who want to share your news in real time.<br />
    17. 17. Twitter Mainstream Milestones<br />US presidential election campaign<br />Mumbai terrorism<br />US Airways jet and the Hudson River<br />Twestival<br />Oprah Winfrey embraces Twitter<br />Swine flu / Influenza A H1N1<br />Iran elections<br />
    18. 18. 3: Social Networking Sites<br />Trend:<br />The communities that are often our “first place” to go online.<br />Relevance:<br />Our day often starts and ends with Facebook or MySpace or Orkut or other depending where we live.<br />
    19. 19. Understand the New Rules of Engagement<br />Channels have fragmented<br />Trust is critical<br />Social media have arrived<br />The consumer is in control (kind of)<br />Content creation and distribution have been democratized<br />Imperatives:<br />You must reach the new influencers<br />On their terms<br />Engage in the conversation or fail to connect<br />
    20. 20. Why Care About Social Media?<br />It’s about knowing<br />Where the conversations are happening<br />What’s your share of the conversation<br />What are the conversations that you could / should be in<br />Who are the key influencers who can help build your brand<br />It’s about expanding your news flow<br />Simple syndication – distribute news via basic sharing tools (eg, Twitter and Facebook)<br />It’s about understanding communities<br />Which groups, forums and networks matter<br />Who drives share of conversation in these communities<br />What are the next steps in driving relationships<br />It’s about leveraging existing content and improving your natural search<br />
    21. 21. Our Reality<br />Channels have fragmented<br />Trust is critical<br />Social media have arrived<br />The consumer is in control (kind of)<br />Content creation and distribution have been democratized<br />Imperatives:<br />You must reach the new influencers<br />On their terms<br />Engage in the conversation or fail to connect<br />
    22. 22. Key Questions<br />Wheredoes social media really fit into your business world?<br />Howdo you identify online influencers and connect with them?<br />Whoelse is using social media and what measurable benefits are they enjoying?<br />Whatcan you do right now?<br />
    23. 23. Start Here<br />Listen<br />Give up control<br />Be natural<br />Make a commitment<br />Be where your customers are<br />Learn to deal with negativity<br />Be humble<br />Have a clear and measurable objective<br />Develop a plan<br />Listen<br />
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    25. 25. Copyright applies to this document - some rights reserved.<br />This work is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 3.0 License.<br />Details: http://creativecommons.org/licenses/by-nc-sa/3.0/<br />www.nevillehobson.com <br />

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