New Media for Seasoned Professionals


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Discussion deck used in workshop for the Public Relations Institute of Ireland in Dublin, January 28, 2010.

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  • Everything is changing. Again.Especially the appearance and empowerment of myriad new stakeholders ...
  • ... individuals with opinions about our brands, our company, our people, all the things important to us. And they’re online sharing those opinions, good and bad, with their friends and communities.Who are these new stakeholders? Should we engage with them? Where? How? And when we do, then what?Good questions, ones that this guide to effective engagement online is designed to help you answer.
  • You’ll notice that there are so many places where these new stakeholders hang out. And there are so many new ways those stakeholders use to communicate and engage with others.We need to know those places and understand those ways, too. Once we have confidence that we can connect with others in ways they prefer, we can then decide how we want to engage.
  • One thing we’re seeing happening all around us is how anyone with a connection to the internet can create and share content as well as consume it. The notion of the ‘passive consumer’ is being swept away by shifts in behaviours in society as well as by technological advances.Today, everyone has the opportunity to do that. Every one of you, if you wish, can publish your thoughts on the web, and not just in text form – you can also choose audio or video. It’s a level playing field now – everyone has the same opportunity to be heard and to engage, whether you’re an individual or a global corporation.
  • There are many conversations happening online. If the talk is about our brands, our company, our people, any of the things important to us, we ought to be there, too. That way, we have a chance to understand who’s saying what and add our voice to those conversations. By joining in, we might even be able to influence people’s opinions.That, in fact, is a key objective: influencing opinions.
  • What’s in a name?You’ll hear each of these talked about. From our points of view, they all broadly mean the same thing: the software tools, online channels and services that enable people to connect easily, informally and socially, even in a business sense.
  • Probably the best way to see it all.Do you agree?
  • What’s happening with social media is a large piece of the jigsaw puzzle that includes the human aspect of behaviour changes.This is a snapshot of increasingly-typical social behaviours. Do you recognize yourself here in any of these?
  • The business trends are equally clear, especially today as we begin to emerge from the recession that’s gripped us for the past few years.People are looking to find more effective ways to connect with customers and others, at less cost and that offer more potential for value to be created more quickly from those connections.
  • There’s a lot of talk about the media world needing to change. The newspaper publishers, TV and radio broadcasters are all trying to figure out their survival models for the future as news and information becomes more widely available online, with content produced by people who aren’t part of that mainstream.People like any of us.The reality is – the media world has already changed. We should think of this media world as just one world: it doesn’t matter whether it’s online or offline, as long as we know which conversations to join. More on that in a few minutes.
  • This is what drives conversations online in the tech world. Of the 25 sites you see here, over three-quarters didn’t exist just 5 years ago (they’re blogs).
  • Extend that thinking about the new media world into our industry area. While there isn’t an equivalent to theTechmemeLeaderboard, we have aggregators like Pharmatweetical that connects different Twitter accounts by people focused in our industry area.Arguably, that’s also the new media now.
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  • Once we understand how things have changed, it become easier to understand what we need to do.The critical imperative? Engaging in the conversation. Is there an effective way to do that? We’ll get to that very soon.
  • Let’s look at rule number 4: The customer is in control. Do you agree?
  • We may know who our customers are but do we know where they are, why they’re there and, so, where we need to be?And why should we care? After all, we can reach out to them with our messages in ways that have worked for years. Right?
  • Not really. Not any longer.Our customers are like increasing numbers of other people today. Whether in business or just being people, we all want greater meaning from our connections. We all have opinions and we want to share what we think, and our experiences, with others.At no time in history has it been as easy to do this as it is now. Saying what you think is as easy as typing some words or recording an audio or video, and getting online.Consider these situations. Ask yourself the questions. How do you answer?These situations are real and illustrate precisely what we’re facing every day, and why we need to pay close attention to understanding our customers’ behaviors online.
  • Yes, the key word most repeated is: Listen.Above all else, listening is paramount. It’s what you do before you start or conduct any engagement activity online, from leaving simple comments on a blog or typing your comments in Twitter, to a deeper relationship-building exercise with a prominent influencer.Listening lets you discover who’s saying what – useful knowledge in planning how to engage effectively, before you start to engage.
  • Just as in real life, there are codes and rules that govern human behavior online. Understanding these is key to how successful you will be in your interactions with other people.We’ve broken this broad area down into four related topics:Listening – What is being said and by whom? Before you engage, you need to know what the playing field looks like.Etiquette – Some simple steps, ideals to keep in mind before engaging in an online dialogue.Disclosure – Tell people who you are. Who you really are. Yes, that you work for Pfizer.Engagement – Posting content or replies online:Do’s and Don’ts.
  • Listening is an essential starting point for engagement, which gives you a chance to understand where the starting point actually is.For instance, knowing that there are many and varied conversations going on about Brand X lets you make some specific plans for your engagement to address topics and issues.On the other hand, if there is little or no conversation about Brand X, your approach would be different: you’re likely to continue monitoring to see if opportunities for engagement may present themselves at a future time.Think about the Motrin example we talked about earlier. What differences in outcomes do you think might have occurred if the Motrin communicators had been listening?
  • Listening will help you make some important decisions on what to pay attention to, who to pay attention to, and what to do about it.
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  • New Media for Seasoned Professionals

    1. 1. New Media forSeasonedProfessionalsNeville HobsonHead of Social Media EuropeWCG London@janglesnhobson@wcgworld.comJanuary 28, 2010<br />
    2. 2.
    3. 3. WCG London<br />EU hub<br />6 senior consultants <br />Multi-lingual<br />Expertise in pharma/biotech, medical device, technology; advocacy, access, media (social and traditional), communication strategy<br />Partners in Basel, Berlin, Paris, Madrid and Milan<br />Headquarters in San Francisco, USA; other offices in Chicago, New York, Washington DC, Austin<br /><br />
    4. 4. What WCG Can Do For You<br />Strategic consulting<br />establishing and executing your plan<br />Training and education<br />empowering your people to become effective users of social media<br />Creating social media products and services<br />open APIs, mashups, widgets<br />Access to our Labs<br />learn about the most current technology and our view<br />Idea management<br />how to generate and integrate ideas to improve your business<br />
    5. 5. Today’s Agenda<br />Wheredoes social media really fit into your business world?<br />Whoelse is using social media and what measurable benefits are they enjoying?<br />Howdo you identify online influencers and connect with them?<br />Whatcan you do right now?<br />
    6. 6. Everything is Changing.<br />Again.<br />
    7. 7.
    8. 8. Seismic Shifts<br />Evolution from “read-only” to “read/write” and sharing/giving, aka Web 2.0<br />Disruptingtraditional businesses and models<br />Newcompanies, new ideas, new behaviours appearing to leverage the shifts<br />
    9. 9.
    10. 10.
    11. 11.
    12. 12. The Era of Social Computing<br />The social structurein which technology puts powerin the handsof individualsand communitiesinstead of institutions.<br />
    13. 13.
    14. 14. Social Media<br />Social Software<br />Social Business<br />New Media<br />Enterprise 2.0<br />Web 2.0<br />
    15. 15.<br />
    16. 16. Clear Behavior 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 behaviors to the workplace<br />
    17. 17. Enterprise 2.0, pan-European survey by AT&T, Nov 2008.<br />
    18. 18. Enterprise 2.0, pan-European survey by AT&T, Nov 2008.<br />
    19. 19. Enterprise 2.0, pan-European survey by AT&T, Nov 2008.<br />
    20. 20. Enterprise 2.0, pan-European survey by AT&T, Nov 2008.<br />
    21. 21. Reality<br />
    22. 22. The New Corporate Reputation<br />2010 Edelman Trust Barometer, released January 26, 2010<br /><br />
    23. 23. The Nature of Trust Has Changed<br />2010 Edelman Trust Barometer, released January 26, 2010<br /><br />
    24. 24. Who Do We Trust?<br />2010 Edelman Trust Barometer, released January 26, 2010<br /><br />
    25. 25. 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 />
    26. 26. 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 />
    27. 27. The New Media<br />
    28. 28. The New Media<br />
    29. 29.<br />Innovation Can Be Confusing in Real Time<br />
    30. 30. The Formula for Success is Simple<br />Knowledge -- Understand the marketplace<br />Clarity on trends, best practices<br />Educate and raise awareness<br />Clarity -- Listen & learn with precision<br />Most quantitative area we’ve ever had to analyze<br />Influence -- Identify the exact locations of influence & influencers<br />No guessing<br />Content -- Focus on content syndication and conversations<br />Web sites are locations for content you want to share widely<br />
    31. 31. The Formula for Success<br />Habits -- Know how your customers search for knowledge<br />What are the questions they ask when they search?<br />Engagement -- Empower customers in their three key areas of interest<br />Ideas, product knowledge and solutions<br />Leverage Technology -- Utilize social media technology throughout your company<br />Improve collaboration, field sales input, redefine how you conduct market research and more<br />Contents are proprietary and confidential.<br />
    32. 32. What You Learn by Listening<br />It’s about knowing<br />Where the conversations are happening<br />What your share is 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 the toolkit and practicing the discipline<br />
    33. 33. How You Build Competitive Advantage<br />Complete knowledge of where the opportunity really is for your brand<br />Where are conversations occurring? Who has true influence?<br />Clear, brief, actionable insights for your brand<br />Who are the top influencers? Which keywords matter? <br />Knowledge of your competitor’s actions<br />So that you outsmart them<br />Ability to get ahead of issues to improve preparation<br />See trends emerge before they become public, in some cases<br />Capability to integrate your learning’s into all brand activities, eg, natural search/paid search, use of keywords and much more<br />Insights delivered so you can easily utilize them<br />
    34. 34. Understand the New Rules of Engagement<br />Imperatives:<br />We must reach the new influencers<br />On their terms<br />Engage in the conversation or fail to connect<br />The Conversation Prism. Created by Brian Solis and Jess3<br /><br />
    35. 35. Rule #4<br />The Customer<br />Is<br />In Control<br />(Sort of)<br />
    36. 36. Understand Your Customers<br />Who they are<br />Where they are<br />Why they&apos;re there<br />Where you should be<br />Why?<br />How?<br />
    37. 37. Understand Your Customers<br />Our customer is discussing your brand everyday<br />Do you know which words are important?<br />Do you look at search like an advertiser or a detective?<br />&lt;10% of your customers will contact you in a good year<br />The majority of your customers utilize search and peer to peer contact to answer their questions<br />Where can you start to become a peer?<br />
    38. 38. Understanding the Customer<br />Subway’s Twitter presence, @subwayfreshbuzz, attracted more than 6,000 followers in less than six months.<br />The sandwich shop franchise uses Twitter to interact with Subway fans two ways:<br />sending out product and promotional news<br />monitoring Twitter for buzz about its brand.<br /><br />
    39. 39. Understanding the Customer<br />McDonald’s operates two main Twitter handles.<br />@McDonalds, which has more than 4,700 followers, is used for brand news and information as well as customer service<br />Internal research shows that the company is mentioned every 10 to 20 seconds on Twitter<br />@McCafeYourDay promotes the company’s line of specialty coffees.<br /><br />
    40. 40. Understanding the Customer<br />In a little more than a year, @DunkinDonuts gained more than 38,000 followers by creating a place where people can share their Dunkin&apos; Donuts experiences<br />The company focuses on creating a place where people can talk about how much they love Dunkin&apos; Donuts products<br /><br />
    41. 41. Be Where Your Customer Is<br /><br />
    42. 42. Customers Co-Shaping Your Reputation<br />Are you accidently outsourcing the building of your brand?<br />What is the impression of your brand? <br />
    43. 43.
    44. 44.
    45. 45. It Pays To Listen<br /><br />
    46. 46.
    47. 47. Listening<br />Etiquette<br />Disclosure<br />Engagement<br />
    48. 48. The Value of Listening<br />A monitoring approach that tells us:<br />Who is driving share of voice for our brands<br />What the top issues are that matter to our customers <br />Where our customers live online<br />How you can add value for our customers<br />When you should engage the community<br />Why customers are passionate on certain topics<br />
    49. 49. Decisions<br />What to pay attention to<br />Pinpointing conversation trends: are there recurring or key topics being talked about?<br />Who to pay attention to<br />Determining influence level of those talking: who’s listening to them?<br />What to do about it<br />Engage? How and when?<br />With what measurable goal?<br />
    50. 50. How to Listen<br />
    51. 51. 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 />
    52. 52. Why Care About Social Media?<br />It’s about knowing<br />Where the conversations are happening<br />What your share of the conversations is<br />What the conversations are that you could / should be in<br />Who the key influencers are 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 contentand improving your natural search<br />
    53. 53. Right<br />Now?<br />What Can You Do?<br />
    54. 54. 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 />
    55. 55. Start Here<br />Google your primary brand<br />Then see what’s being talked about in blogs<br />Plot a trend on Blogpulse<br /><br />Open an account at Twitter, and listen<br /><br />
    56. 56. In Summary…<br />Listen – know your customer’s world online with precision<br />Learn – make it easy to have all news at your fingertips<br />Focus on actionable insights – what exactly can inform your strategy<br />Identify who drives share of conversation – know the exact rank order of each influencer online<br />Expand your reach with a clear focus – launch a new way to add value and engage with your customers/ communities<br />
    57. 57. Do You Know HowShe Discusses Your Brand?<br /><br />
    58. 58. 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:<br /><br />