15 Key Trends & Observations for Leaders of Great Brands <br />Bob Pearson<br />President, The Social Media Business Counc...
1) Customers are co-shaping your reputation everyday<br />Are you accidently outsourcing the building of your brand? <br />
2) Leaders will identify issues before they happen<br />Customers assume we are listening to their issues in real time<br />
3) You Realize that Your Customer Does Not Care Where You Want Them To Go<br />Customers are part of their own liquid netw...
4) You Know that &lt;1% of a Customer’s Time is Spent Purchasing a Product<br />99% of time is spent browsing and socializ...
5) E-Commerce Will Become E-Community<br />Reality  -- &lt;1% of time is spent buying online. 99% is spent browsing & soci...
6) You Focus on How People Consume Content & Understand How it  is Changing<br />Customers decide where they will learn<br...
7) The Media World isn’t Changing…..it Changed<br />Media Outlets – 74 of top 100 outlets for Techmeme are blogs/online si...
8) There Isn’t a Destination for a Customer<br />Visiting your site is not their goal, no matter how pretty it looks<br />...
9) Syndication of Content MattersMore than Site Traffic<br />Micro-Communities – the social media world grows & fragments,...
10) 10-20% of Your Customers Will Call You Each Year Due to a Problem<br />80-90% will not call you despite a problem<br /...
11) Customers Want to Do Three Things to Help Each Other<br />Share ideas, share product knowledge and solve problems <br />
12) We don’t have to measure trust internally, we live it<br />Our employees feel free to help each other and, as a result...
13) We Judge a Person on How They Interact With Us<br />Guess what….customers do the same thing when they shop with us onl...
14) We Know Preparing for Yesterday is Ineffective<br />Old models and habits hold back innovation<br />Watch for “antibod...
15) We Understand Ethical Behavior is a Key Part of Maintaining Trust<br />We don’t support Flogs or Splogs<br />We would ...
We know that Leaders will enter and become relevant in conversations that occur everyday in every language all around the ...
Key Coordinates<br />The Social Media Business Council -- www.socialmedia.org<br />My personal blog -- www.csmg.us<br />Ev...
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Top 15 Social Media Trends

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Top 15 trends and observations on social media as shared on July7th at the Third Tuesday meeting of Toronto social media experts

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Top 15 Social Media Trends

  1. 1. 15 Key Trends & Observations for Leaders of Great Brands <br />Bob Pearson<br />President, The Social Media Business Council<br />July 7, 2009<br />
  2. 2. 1) Customers are co-shaping your reputation everyday<br />Are you accidently outsourcing the building of your brand? <br />
  3. 3. 2) Leaders will identify issues before they happen<br />Customers assume we are listening to their issues in real time<br />
  4. 4. 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 />
  5. 5. 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 />
  6. 6. 5) E-Commerce Will Become E-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 />
  7. 7. 6) 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 />
  8. 8. 7) 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 />
  9. 9. 8) 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 />
  10. 10. 9) 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 />
  11. 11. 10) 10-20% of Your Customers Will Call You Each Year Due to a Problem<br />80-90% will not call you despite a problem<br />Few will call you just to catch up<br />
  12. 12. 11) Customers Want to Do Three Things to Help Each Other<br />Share ideas, share product knowledge and solve problems <br />
  13. 13. 12) 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 />
  14. 14. 13) 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 />
  15. 15. 14) We Know Preparing for Yesterday is Ineffective<br />Old models and habits hold back innovation<br />Watch for “antibodies”<br />
  16. 16. 15) 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 />
  17. 17. We know that Leaders will enter and become relevant in conversations that occur everyday in every language all around the world in communities of importance to our customers<br />Companies that cling to the past may not realize it, but they will lose relevance. <br />
  18. 18. Key Coordinates<br />The Social Media Business Council -- www.socialmedia.org<br />My personal blog -- www.csmg.us<br />Everything else -- www.twitter.com/bobpearson1845<br />

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