4. 3. Listen
• There are some very big hints out there!
• The consumer is already telling us what they
want and what they like
• We need to understand this before we jump in
• Tools like Blogpulse and Radian6 can help gain
an understanding of what people are talking
about
• But you also need to look at the current
‘trending’ topics
6. 4. Move Quickly
• If something starts trending, get someone to jump on it.
• Being in, will give you greater understanding than watching from the
sidelines
• Remember: you can have a passive presence
8. 5. Interact with your audience
• If you are on Twitter, plan what you are going to use it for
• Follow others, listen to what they have to say.
• Comment on and engage with others in your stream
• Ask them what they would like to hear
• If you are open, you will learn more and gain more from the channel
than simple broadcasting
• Develop a communications strategy
• Enrich it with your consumers’ opinions
• Ask them what other networks they are on – find out where else they
would like you to be
10. 6. Play to the channels strengths
• Facebook users are looking for multimedia content, interaction & dialogue
• YouTube users are looking for engaging content
• Twitter users are looking for the personal angle, the ‘behind the scenes’
• Ensure you take each aspect of your content and maximise to the right channel
• Ultimately not every channel will be right for your brand
• Some channels may surprise you
• Let the actions & results define the strategy, not your personal opinion
15. 8. Do your groundwork
• Think about why you want to be involved
• Listen to / understand consumer opinion?
• Communication / dialogue with key influencers?
• Brand / PR value?
• Sales?
• TEST, TEST, TEST
• Investment should be tempered for each channel
• Establish measurement and evaluation criteria
• Work out how you are going to track your chosen criteria
• Think about what success looks like and agree the criteria for roll out
• Be ready to move quickly
17. 9. Keep an open mind
• Don’t be afraid to take part
• Don’t be afraid if sometimes you don’t ‘get it’
• Not every channel will be a success
• Some channels may surprise you
• Consumers don’t always do what we expect them to
• The ‘best’ technology doesn’t always win
• Watch, listen and engage and be prepared to go with the flow
19. 10. Pay Attention!
• It will be the consumer that decides what the
next big thing will be
• They will be so excited they will talk about it
and actively consume it
• If you are connected, engaging and paying
attention you might be able to spot and
harness the next big thing
20. Ten Tips for Spotting & Harnessing the next ‘big thing’
1. Be in it to win it!
2. Group channels into formats
3. Listen
4. Move quickly
5. Interact with your audience
6. Play to the channel’s strengths
7. Offer users a reason to connect
8. Do your groundwork
9. Keep an open mind
10.Pay attention
21. Conclusion
• What’s going to be bigger than Google in 2009?
• The consumer
• What is the next big thing?
• We have some ideas, but we don’t decide
• We have a ‘bundle’ of sites we watch
• But ultimately the consumer decides
You may recall P&G poo pooed Facebook a little while ago because they didn’t think it was right. Having not been on there this was just someone’s naïve opinion.
![What’s Bigger than
Google in 2009? Part 2
[and how to spot the next big thing]
Mike Groves
Client Services Director](https://image.slidesharecdn.com/mgroves-internetworldkeynote28-4-09part2-090501100445-phpapp02/85/Bigger-than-Google-in-2009-Part-2-1-320.jpg)
