A Glimpse of Proximate Reality

A Glimpse ofProximate Reality
Neville HobsonHead of Social Media EuropeWCG London
@jangles
April 23, 2010

Let’s Start With a Conclusion
You now know how, where and when she discusses your brand online
With whom
With precision
From awareness of you to an ambassador for you
Welcoming you into her peer network
Forming a trusted partnership
http://picasaweb.google.com/lh/photo/ymWsJfDtfBl08zzMMxAkkg

“
New communications technologies and social media are being incorporated into every aspect of business – from communications to customer service and CRM, to HR recruitment, employee communications, corporate training, product R&D, sales, and more.
- NewComm Forum 2010
”

It’s a New Game
Mobile, wherever there is a net connection
Already in the workplace
Next phase: business ‘dashboard’ with check-in analytics
Total check-ins
Unique visitors
Male-to-female ratio
Social media-sharing



What Social Media Is and Isn’t
7

A Working Definition
http://www.gapingvoid.com/Moveable_Type/archives/2007_05.html
8

A Tectonic Shift Has Occurred
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

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

Top 10 Online Influence Areas

What You Can Achieve via Listening
Know who the influencers are, with precision
Know your “share of conversation” vs“share of voice”
Know where conversations are occurring that matter
Know how news is shared and by whom
Know of issues before they become mainstream
Know the right keywords that drive search
Know who to follow or friend
Know what content your customers care about
Know who is defining your brand, pro or con

Why Social Media Matters
Increasing importance of word-of-mouth on consumer purchasing behaviour
Social media amplifies and accelerates word-of-mouth, rapidly shaping and influencing opinion
Social media can help foster a genuine connection between a company and its customers
http://www.brandirectory.com/league_tables/table/global_500
13

Start…
Listen

Plan

Engage

Thank You

http://twitter.com/ManishatDell

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A Glimpse of Proximate Reality

by Society for New Communications Research (SNCR) on Mar 31, 2011

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