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Social Media Monitoringfor Major BrandsNeville HobsonHead of Social Media EuropeWC Group, LondonNovember 17, 2009<br />www.wcgglobal.com<br />

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for Leaders of Great Brands<br />Key Trends & Observations<br />

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Clear Behaviour 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 behaviours to the marketplace and to the workplace<br />

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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, then display advertising, email marketing<br />Mobile marketing next<br />

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10 Important Trends<br />Customers are co-shaping your reputation everyday<br />Know exactly where conversations are occurring, who has influence and why<br />Leaders will identify issues before they happen<br />You realize that people search for content, not sites<br />You are a student of how the world is changing<br />You know that &lt;1% of a customer’s time is spent purchasing a product<br />You realize that media has already changed<br />You know which types of social media are preferred by your customers<br />Your customer is discussing your brand everyday<br />We understand ethical behavior is a key part of maintaining trust<br />

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10 Important Trends<br />Customers are co-shaping your reputation everyday<br />Know exactly where conversations are occurring, who has influence and why<br />Leaders will identify issues before they happen<br />You realize that people search for content, not sites<br />You are a student of how the world is changing<br />You know that &lt;1% of a customer’s time is spent purchasing a product<br />You realize that media has already changed<br />You know which types of social media are preferred by your customers<br />Your customer is discussing your brand everyday<br />We understand ethical behavior is a key part of maintaining trust<br />

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Customers Co-Shaping Your Reputation<br />Are you accidently outsourcing the building of your brand?<br />What is the first impression of your brand? <br />

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2nd-largest Search Engine<br />

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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 />

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The New Media<br />

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Maintaining Trust<br />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, fake Facebook fan page or fake tweet?<br />We always practice full disclosure<br />That means about ghost writing, too<br />

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Disclosure<br />When communicating with blogs or bloggers on behalf of my company or on topics related to the business of my company, I will:<br />Pseudonyms:<br />(Option A) Never use a false or obscured identity or pseudonym.<br />(Option B) If aliases or role accounts are used for employee privacy, security, or other business reasons, these identities will clearly indicate the organization I represent and provide means for two-way communications with that alias.<br />“We Didn’t Know”<br />Clearly disclose our involvement on all blogs produced by the company or our agencies.<br />Disclose who I am, who I work for, and any other relevant affiliations from the very first encounter.<br />Disclose any business/client relationship if I am communicating on behalf of a third party.<br />Provide a means of communicating with me.<br />Comply with all laws and regulations regarding disclosure of identity.<br />We will inform employees, agencies, and advocates that we have a formal relationship of these disclosure policies and take action quickly to correct problems where possible.<br />http://www.socialmedia.org/disclosure/identity/<br />

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The Case for Social Media Monitoring<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 />

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The Value of Listening<br />A monitoring approach that tells you:<br />Who is driving share of conversationfor your brand<br />What the top issues are thatmatter to your customers <br />Where your customers liveonline<br />How you can add value foryour customers<br />When you should engagethe community<br />Why customers arepassionate on certain topics<br />

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Start Here<br />http://picasaweb.google.com/lh/photo/ymWsJfDtfBl08zzMMxAkkg<br />

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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: http://creativecommons.org/licenses/by-nc-sa/3.0/<br />www.wcgglobal.com<br />