WCGWorld Social Media 101


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WCG introduction to social media, presented by Bob Pearson and Paul Dyer on July 24, 2009. Presentation describes the ten areas of online influence, their implications for businesses, and how social media represents a transformation for how companies leverage the online world to connect with their customers.

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WCGWorld Social Media 101

  1. 1. Add logo here<br />(remove orange box)<br />WeissComm Group&apos;s Social Media Insights - Making It Work For You July 24, 2009<br />
  2. 2. A Fully Integrated Approach<br />
  3. 3. Paul Dyer<br />eMedia Director WeissComm Group<br />8 years in social media and web development<br />Most recently Paul was Managing Director of Interactive at CarryOn Communication, where he led social media for a wide variety of consumer accounts including Symantec, Coors Brewing, New Balance, Nature Made Vitamins, Razor Scooter, and Hansen’s Soda.<br />Principal at NewMediAwake<br />New Media Specialist at Marketwire<br />Thought Leader and frequent speaker PRSA, AMA, NIRI, Bulldog Reporter, Communitelligence, PRNews<br />Web Startup and Exit Experience<br />MasterOfMischief.com (sold 2003)<br />Sweemo.com<br />SuitJunky.com<br />3<br />“Full employed because people are bored.”<br />
  4. 4. Bob Pearson<br />Chief Technology & Media Officer WeissComm Group<br />President of Social Media Business Council<br />25 years at three major Fortune 500 companies and major consultancy<br />Most recently Bob was Vice President of Communities and Conversations at Dell Inc, where he was responsible for developing an industry-leading approach to the use of social media, as highlighted in GroundSwell. His team built and maintained 25 blogs, forums and wikis in 7 languages worldwide with 200 million page views of annual interaction and coordinated the company’s approach in Twitter, Facebook and other key sites.<br />Head of Corporate Communications at Novartis<br />President of Americas GCI<br />Thought Leader and International speaker<br />Extensive Board experience<br />CancerCare, The Huntington’s Disease Society of America<br />Dell Foundation, Association for Multiple Impaired and Blind<br />Digital Advisory Board at P&G, Advisory Board UserVoice<br />Vice Chair Emerging Technology Committee, State of Texas<br />4<br />
  5. 5. What is Important to You <br />Plan for 10<br />Areas of Online <br />Influence<br />Analyze Traffic<br />Leading to Plan<br />Of Action<br />Create New <br />Distribution<br />Channels<br />Expand <br />News Flow<br />Custom<br />Community<br />Plans<br />Proactive<br />Issues <br />Management<br />Create Media &<br />Influencer <br />Memes<br />Leverage<br />Existing<br />Content<br />Training,<br />Education &<br />Policies<br />Roadmap for<br />Content <br />Syndication<br />Improve <br />Natural<br />Search<br />Build Brand<br />Value<br />
  6. 6. How Social Media Will Transform Today’s Company<br />Key Trends & Important Next Steps<br />
  7. 7. Social Media<br />It’s about knowing<br />Where the conversations are happening?<br />What’s your share of the conversations?<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 (e.g., Twitter and Facebook)<br />It’s about understanding Communities<br />Which groups, forums and networks matter?<br />Who drives Share of Voice 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 />
  8. 8. #1) Customers are co-shaping your reputation everyday<br />Are you accidently outsourcing the building of your brand? <br />
  9. 9. Customers Shape First Impressions<br />
  10. 10. Customers Shape First Impressions<br />WEBSITE<br />NEWS ARTICLE<br />VIDEOS<br />IMAGES<br />RELATED SEARCHES<br />
  11. 11.
  12. 12. Perspective: The Difference Between a Trend & a Transformation<br />2 out 3 world internet users are active in social networks or blogs (1)<br /><ul><li>These are your customers.</li></ul>236 Million people visit Digg.com for news each year (2)<br /><ul><li>The source of Authority is shifting</li></ul>14.8 Billion videos viewed during the month of January, 2009 (3)<br /><ul><li>Consumption habits are changing</li></ul>12<br />Nielsen Online – March 9, 2009<br />Compete, Inc<br />Comscore – March 4, 2009<br />
  13. 13. Social Networks Growing (Still)<br />13<br />VISITORS<br />The ten largest Social Networks averaged 223.9% growth in visitors from 2008 to 2009.<br />TIME<br />The ten largest Social Networks averaged 116.8% growth in time spent on the site from 2008 to 2009.<br />Nielsen Online February, 2009<br />
  14. 14. Coming of Age for Social Media<br />67% of Baby Boomers (43 – 52yr) were consuming social media in 2008 (1)<br />62% of Baby Boomers (53 – 63yr): were consuming social media in 2008<br />14<br /><ul><li>Seniors 55 and older - the fastest growing audience in Facebook(2)</li></ul>Pew Internet and American Life Project – March, 2009<br /> InsideFacebook.com – February 2, 2009<br />
  15. 15. #2) Leaders will identify issues before they happen<br />Customers assume we are listening to their issues in real time<br />
  16. 16. Patterns are Clues Waiting to Be Found <br />Patterns emerge before public awareness <br />A common problem emerges in a forum in Beijing, a blog in the UK and a mention on Twitter in the U.S.<br />Your multi-function hot issues team springs in to action to analyze what is happening and prepare <br />When the issue becomes public, you are ready with answers<br />Customers trust us to be smarter on identifying issues<br />You decide if a hot issue is defined, it must be solved<br />Your company continuously integrates online learnings into key parts of your company (institutional memory)<br />
  17. 17. #3) You Realize that Your Customer Does Not Care Where You Want Them To Go<br />Customers are part of their own liquid network<br />Become a friend who can be trusted<br />Focus on Content Syndication<br />
  18. 18. Language – customers speak online in their first language (10 reach 95%)<br />Location – Facebook, Twitter, Forums<br />Time of Day – Ex/low volume during day, high volume in evenings<br />Where do your customers like to hang-out, learn and share?<br />A Tectonic Shift is Occurring Where Conversations Occur<br />
  19. 19. Top 23 Online Countries(source: Internet World Stats)<br />China – 298MM Italy – 28MM<br />U.S. – 220MM Mexico – 27MM<br />Japan – 94MM Spain – 27MM<br />India – 81MM Turkey – 26MM<br />Brazil – 67MM Indonesia – 25MM<br />Germany – 55MM Argentina – 20MM<br />UK – 43MM Poland – 20MM<br />France – 41MM Philippines – 20MM<br />Russia – 38MM Vietnam – 20MM<br />Korea – 36MM Australia – 17MM<br />Canada – 28MM (&Colombia & Pakistan )<br />
  20. 20. 10 Languages Reach 95%Hindi & Russian are Next<br />
  21. 21. Facebook growth – 513% increase in ages 55+ (source: Istrategylabs.com)<br />21<br />
  22. 22. #4) You Know that &lt;1% of a Customer’s Time is Spent Purchasing a Product<br />99% of time is spent browsing and socializing<br />You build trust by being there when you are needed, not when you need the customer<br />
  23. 23. E-Commerce Will BecomeE-Community<br />Reality – &lt;1% of time is spent buying online; 99% is spent browsing & socializing<br />Peer Influence – 3 of 4 customers look to their peers for advice on a purchase<br />Integration – why would we ask a customer to go to multiple sites? The value is…….?<br />Convergence is led by convenience<br />
  24. 24. #5) You Focus on How People Consume Content & Understand How it is Changing<br />Customers decide where they will learn<br />It is not via advertising……<br />
  25. 25. The Media World isn’t Changing…..it 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 – Are the driver of SOV, 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 />
  26. 26. The New Media<br />26<br />
  27. 27. Your Broadcast StationIncreasingly, the 1st choice for learning<br />
  28. 28. Why YouTube is Important<br />Scope -- #3 website in world<br />Traffic -- 489,059 links to site<br />Consumption Patterns -- average viewing time is 22.5 minutes per day<br />Global Presence -- 20% of global internet users surf YouTube <br />Mainstream -- Up to age 44, users mirror average person on internet<br />Skewing Older with Time -- 44 to 65+, less people on YouTube, on average, but expected to trend up<br />
  29. 29. How does your customer discuss your brand? Do you know with precision?<br />WHAT DOES THIS TELL ME?<br />Top 50 most mentioned words in conversations surrounding “Pharmaceutical” over the past 30 days.<br />
  30. 30. #6) Your Customer is Discussing Your Brand Everyday<br />Do you know where they are occurring?<br />Are you a participant or observer or are you absent?<br />
  31. 31. Patients Search for Info 1st,Groups 2nd<br />American Academy of Neurology – 618k<br />Susan G. Komen Breast Cancer Foundation – 343k<br />CaP Cure – 311k<br />American Diabetes Association – 4.32MM<br />Or<br />Brain issues – 68.3MM<br />Breast cancer treatment – 17.5MM<br />Prostrate cancer treatments – 38.4MM<br />Diabetes – 86.3MM<br />
  32. 32. #7) There Isn’t a Destination for a Customer<br />Visiting your site is not their goal, no matter how pretty it looks<br />We are expected to just sort of “be there” when needed<br />
  33. 33. Syndication of Content MattersMore than Site Traffic<br />Micro-Communities – The social media world grows & fragments, simultaneously.<br />Customer-Driven Preference – “I want what I want where I want it”. Stop “spamming me.” <br />Participation is a Choice – If companies don’t listen, customers vote via lack of traffic and participation.<br />What is your content syndication plan?<br />
  34. 34. A Look at Healthcare<br />                                                                                             <br />                                       <br />
  35. 35. A Look Outside Healthcare<br />
  36. 36. Q&As Matter<br />
  37. 37. #8) Customers Want to Do Three Things to Help Each Other<br />You build trust by being part of this process<br />
  38. 38. Ideas, Knowledge, Solutions<br />Share ideas – Let’s improve the next product or service together<br />Share product knowledge – Here is what I know…hope it helps you<br />Help peers with problems – I had the same problem, here is what I did<br />
  39. 39. Over 11,000 Ideas & 325+ Implemented<br />
  40. 40. #9) We Don’t Have to Measure Trust Internally, We Live It<br />Our employees feel free to help each other and, as a result, our company<br />Leverage the world’s greatest operating system – the web<br />
  41. 41. Employees Don’t Change WhenThey Arrive for Work<br />They prefer blogs<br />They like to share ideas and comments<br />They want real-life video, not canned productions<br />They want to help each other, not be polite to senior management and hold in their thoughts<br />
  42. 42. #10) We Judge a Person on How They Interact With Us<br />Guess what….customers do the same thing when they shop with us online<br />
  43. 43. Shopping is Changing Permanently<br />Ratings & Reviews – Your peers define the brand and experience for you<br />Co-Browsing – Your peers help you shop<br />Contextual Content – Info you want appears when you discuss it<br />Individuals in companies can have the respect of peers. How many “company peers” do you have?<br />
  44. 44. #11) We Listen to our Customers, So We Create New Communities<br />Think outside the box, then get rid of the box<br />
  45. 45. WIFFM<br />
  46. 46. Partnering with Customers<br />Free Recycling add $0<br />Support Reforestation: “Plant A Tree for Me” [add $2]<br />Recycling Kit and “Plant A Tree for Me” [add $2]<br />
  47. 47. #12) We Know Preparing for Yesterday is Ineffective<br />Old models and habits hold back innovation<br />Watch for “antibodies”<br />
  48. 48. Improve Clinical Trial Enrollment via Innovative Use of Super Widgets <br />Build a unique distribution channel direct to your clinical trial centers<br />Think of a widget as a “portable community site”<br />Provide content to help patients decide on enrollment & participate in trial<br />Empower clinicians to be part of the solution<br />Have ability to update content in real-time across all sites with minimal effort<br />
  49. 49. SUPER WIDGET<br />ABC’S ROTATE<br />ALLERGY, COLD & SINUS FAQs<br />ALLERGY, COLD & SINUS FAQs<br />ALLERGY, COLD & SINUS FAQs<br />ALLERGY, COLD & SINUS FAQs<br />ALLERGY TRACKER<br />ALLERGY TRACKER<br />ALLERGY TRACKER<br />THE HEALTHY BLOG<br />THE HEALTHY BLOG<br />THE HEALTHY BLOG<br />THE HEALTHY TWEET<br />This Weeks Most Popular Blogs<br />PHARMACY LOCATOR<br />COUPONS<br />ALLERGY TRACKER<br />E-MAIL / MOBILE OFFERS<br />THE HEALTHY BLOG<br />THE HEALTHY BLOG<br />THE HEALTHY TWEET<br />THE HEALTHY TWEET<br />THE HEALTHY TWEET<br />PHARMACY LOCATOR<br />PHARMACY LOCATOR<br />PHARMACY LOCATOR<br />COUPONS<br />COUPONS<br />COUPONS<br />E-MAIL / MOBILE OFFERS<br />E-MAIL / MOBILE OFFERS<br />E-MAIL / MOBILE OFFERS<br />A platform for custom content to be uploaded by multiple thought leaders in allergy, cold, cough and sinus categories.  Each thought leader will be provided unique logins.<br />Quick facts about the ABC’S and an exercise for all four similar to the one shown above. <br />Feed from the allergy tracker, to provide up-to-the-minute allergy forecasts, weather forecasts, relative humidity levels and more, based on geography.<br />
  50. 50. #13) We Understand Ethical Behavior is a Key Part of Maintaining Trust<br />We don’t support Flogs or Splogs<br />We would never create a fake ad, so why a fake blog post?<br />
  51. 51. #14) We know that Leaders will Enter andBecome Relevant in Conversationsthat Occur Everyday in Every Language All Around the World in Communitiesof Importance to our Customers<br />Companies that cling to the past may not realize it, but they will lose relevance <br />
  52. 52. Stepping Back:5 Steps to Getting Started<br />52<br />Step 1: Monitor with a purpose<br />Who is influential? What topics interest them? How can you deliver value?<br />Step 2: Develop a realistic strategy<br />Optimize your resources. Build for sustainable growth.<br />Step 3: Leverage existing content<br />Collect and catalogue videos, images, slides, news.<br />Step 4: Nail the fundamentals<br />Hyperlink, tag, and syndicate content.<br />Step 5: Build your Influencer Meme<br />Connect with top influencers, build relationships, and deliver reliable value.<br />