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Twitter and 3 Other Areas of Influence


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Deck I used to focus discussion in my presentation to the MIPAA on March 30, 2010.

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Twitter and 3 Other Areas of Influence

  1. 1. Twitterand 3 Other Areas of Influence<br />Neville Hobson<br />Head of Social Media Europe<br />WCG London<br />March 31, 2010<br />
  2. 2. In This Session<br />Wheredoes social media 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 />
  3. 3. Do You Know?<br />How, where and when does she discuss your/your client’s brand online?<br />With whom?<br />Do you know? With precision?<br /><br />
  4. 4. 31/03/2010<br />
  5. 5. 31/03/2010<br />
  6. 6. A Tectonic Shift is Occurring<br />Where and When Conversations Occur<br />Language: customers speak online in their first language (10 reach 95%)<br />Location: Facebook, Twitter, Foursquare, forums, other social places online – wherever and whenever you’re connected<br />Time of Day: Lower volume during day, high volume in evenings<br />The new prime time is 9pm to 1am in your time zone <br />
  7. 7. 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 />
  8. 8. Trend: 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 />Know which conversations are defining your brand<br />
  9. 9. The New Media<br />
  10. 10. The New Media<br />
  11. 11. The New Media<br />
  12. 12. Top 10 Online Influence Areas<br />
  13. 13. Blogs<br />
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  17. 17. Micro-blogging, aka Twitter<br />(Kia UK)<br />
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  19. 19. Customers Co-Shaping Your Reputation<br />Are you accidently outsourcing the building of your brand?<br />What is the impression of your brand? <br />
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  23. 23. Social Media Sites<br /><br />
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  25. 25. Video<br />
  26. 26. Video<br />How we tell our stories is changing<br />2005 – YouTube created by three former PayPal employees<br />2010 – now 2nd-biggest search engine on the internet<br />High growth of broadband and fibre-optic access<br />Bigger pipes, easier to view video<br />Widespread adoption of tools to create video, easy to share and publish online<br />Why video learning is so important:<br />Visual info can improve understanding of spoken words as much as sixfold (Baylor)<br />The brain uses images to clarify ideas; interact with images to create engagement; and augment memory with persistent and evolving views (Ted, 09)<br />
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  28. 28. 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 and learn with precision<br />Most quantitative area we’ve ever had to analyze<br />Influence - Identify the exact locations of influence and 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 />
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  32. 32. 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 />
  33. 33. Today’sBrandLearning<br />Website<br />Wikipedia<br />“The Media”<br />Website<br />“The Media”<br />Unrelated<br />Customers/Fans<br />Blog<br />Customers/Fans<br />Others’ Searches<br />
  34. 34. The Value of Listening<br />A monitoring approach that tells us:<br />Who is driving share of conversation for your brand<br />What the top issues are that matter to your customers <br />Where your customers live online<br />How you can add value for your customers<br />When you should engage the community<br />Why customers are passionate on certain topics<br />
  35. 35. What Social Media Can Do for You<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 />
  36. 36. What Can You Do?<br />Right now?<br />
  37. 37. First Steps<br />Listen<br />Give up control<br />Be natural<br />Make a commitment<br />Be where your/your client’s 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 />
  38. 38. We Start…<br />Listen<br /><br />Plan<br /><br />Engage<br />
  39. 39. Thank You<br />