Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Using Social Media to Engage Your Audience

3,704 views

Published on

Presentation used in Melcrum social media workshop, London, Oct 8, 2008.

Published in: Technology, Self Improvement

Using Social Media to Engage Your Audience

  1. 1. A One-Day Melcrum Workshop led by Neville Hobson, ABC London, October 8, 2008 A Rough Guide for Communicators
  2. 3. <ul><li>Web 2.0 – trends and developments you need to know </li></ul><ul><li>What are the tools and what can be done with them? </li></ul><ul><li>How social media can co-exist with and complement </li></ul><ul><li>traditional media </li></ul><ul><li>Using social media to develop a healthier corporate culture </li></ul><ul><li>Developing a social media strategy that supports your </li></ul><ul><li>communication goals </li></ul><ul><li>The art of blogger relations – how to influence through social media </li></ul><ul><li>Problems and pitfalls – what not to do </li></ul>
  3. 5. Source: http://tangyslice.wordpress.com/2007/09/25/a-web-20-tag-cloud/
  4. 6. <ul><li>Web 1.0: focused on a relatively small number of companies and advertisers producing content for users to access </li></ul><ul><ul><li>Web 1.0 also known as the “brochure web” </li></ul></ul><ul><li>Web 2.0 involves the user: not only is content often created by users, but users organize it, share it, remix it, critique it, update it, etc </li></ul><ul><ul><li>“ The user” is ‘people like me’ </li></ul></ul>
  5. 8. <ul><li>The social structure in which technology puts power in the hands of individuals and communities instead of institutions </li></ul>
  6. 9. <ul><li>The emergence of a new digital information commons </li></ul><ul><li>The reality of a global economy </li></ul><ul><li>The appearance and empowerment of myriad new stakeholders </li></ul>
  7. 10. <ul><li>Leadership in defining and instilling company values </li></ul><ul><li>Leadership in building and managing multi-stakeholder relationships </li></ul><ul><li>Leadership in enabling the enterprise with “new media” skills and tools </li></ul><ul><li>Leadership in building and managing trust, in all its dimensions </li></ul>A leadership role for the Chief Communications Officer:
  8. 11. Where are your publics?
  9. 13. <ul><li>They don’t trust company-speak </li></ul><ul><li>They fast-forward their PVRs through the interruptions </li></ul><ul><li>They pull content that interests them </li></ul><ul><li>They create their own content, original and mashups </li></ul><ul><li>They pay close attention to (and are influenced by) word of mouth </li></ul>Consumers, citizens and employees have changed.
  10. 15. <ul><li>Channels have fragmented </li></ul><ul><li>Sources of trust have shifted </li></ul><ul><li>Social media have arrived </li></ul><ul><li>The consumer is in control (kind of) </li></ul><ul><li>Content creation and distribution have been democratized </li></ul><ul><li>Imperatives: </li></ul><ul><li>You must reach the new influencers </li></ul><ul><li>Transparency is required </li></ul><ul><li>Engage in the conversation or fail to communicate </li></ul>
  11. 16. <ul><li>Disruptive change </li></ul><ul><li>Opportunity </li></ul>
  12. 17. <ul><li>Channels </li></ul><ul><li>Have </li></ul><ul><li>Fragmented </li></ul>
  13. 20. [Source: Technorati State of the Blogosphere 2008]
  14. 23. <ul><li>Sources </li></ul><ul><li>Of Trust </li></ul><ul><li>Have Shifted </li></ul>
  15. 24. <ul><li>Trust in business is higher than government in 14 of 18 countries. </li></ul><ul><ul><li>The US is experiencing the widest divide. </li></ul></ul><ul><li>Mainstream media are the most widely used sources of information about a company. </li></ul><ul><li>Social media is on the rise </li></ul><ul><li>A “Person Like Yourself” and experts continue to represent the most credible spokespeople </li></ul><ul><ul><li>Not the CEO </li></ul></ul>www.edelman.co.uk/trustbarometer/
  16. 25. <ul><li>I want to have a say. </li></ul><ul><li>I don't want to do business with idiots. </li></ul><ul><li>I want to know when something is wrong, and what you're going to do to fix it. </li></ul><ul><li>I want to help shape things that I'll find useful. </li></ul><ul><li>I want to connect with others who are working on similar problems. </li></ul><ul><li>I don't want to be called by another salesperson. Ever. (Unless they have something useful. Then I want it yesterday.) </li></ul><ul><li>I want to buy things on my schedule, not yours. I don't care if it's the end of your quarter. </li></ul><ul><li>I want to know your selling process. </li></ul><ul><li>I want to tell you when you're screwing up. Conversely, I'm happy to tell you the things that you are doing well. I may even tell you what your competitors are doing. </li></ul><ul><li>I want to do business with companies that act in a transparent and ethical manner. </li></ul><ul><li>I want to know what's next. We're in partnership…where should we go? </li></ul>www.socialcustomer.com
  17. 26. <ul><li>Social Media </li></ul><ul><li>Have Arrived </li></ul>
  18. 27. [Source: Technorati State of the Blogosphere 2008]
  19. 28. <ul><li>50% of companies undertake some form of blogging </li></ul><ul><li>64% of company blogs have been launched in the past 6 months </li></ul><ul><li>31% of businesses state that their blog has generated ‘significant’ business opportunities </li></ul><ul><li>A further 55% of businesses believe that their blog has generated ‘moderate’ business opportunities </li></ul><ul><li>63% of managers want to understand more about how blogs can benefit their businesses </li></ul><ul><li>66% of businesses believe that blogs are becoming more influential as an information source </li></ul>
  20. 29. <ul><li>Conversation-enabled publishing platforms </li></ul><ul><ul><li>Blogs, podcasts </li></ul></ul><ul><li>Social networks </li></ul><ul><ul><li>Facebook, LinkedIn, Xing, MySpace, Bebo … </li></ul></ul><ul><li>Micro-blogging Social networks </li></ul><ul><ul><li>Twitter, Identica, Friendfeed, Jaiku … </li></ul></ul><ul><li>Democratized content networks </li></ul><ul><ul><li>Digg, wikis, discussion forums </li></ul></ul><ul><li>Content sharing resources </li></ul><ul><ul><li>YouTube, Flickr, del.icio.us </li></ul></ul><ul><li>Virtual networking platforms </li></ul><ul><ul><li>Second Life, Metaverse … </li></ul></ul>
  21. 31. <ul><li>The Consumer </li></ul><ul><li>Is </li></ul><ul><li>In Control </li></ul>
  22. 35. <ul><li>Content Creation </li></ul><ul><li>And Distribution </li></ul><ul><li>Have Been </li></ul><ul><li>Democratized </li></ul>
  23. 38.
  24. 42. <ul><li>You must reach the new influencers </li></ul><ul><li>Transparency is required </li></ul><ul><li>Engage in the conversation or fail to communicate </li></ul>
  25. 51. <ul><li>P ublic R elations </li></ul><ul><li>becomes </li></ul><ul><li>P ersonal R elationships </li></ul>
  26. 60. <ul><li>Creative Commons </li></ul><ul><li>Social media news releases </li></ul><ul><li>Social media newsroom </li></ul>
  27. 69. <ul><li>1% of a community generates new content </li></ul><ul><ul><li>Example: Wikipedia </li></ul></ul><ul><li>10% of a community contributes to existing content </li></ul><ul><ul><li>Example: Commenting on blogs </li></ul></ul><ul><li>Are these the new influencers? </li></ul>
  28. 70. <ul><li>How? </li></ul><ul><li>Where? </li></ul><ul><li>And then what? </li></ul>
  29. 72. <ul><li>Conversation delivers disproportional impact </li></ul><ul><li>New tools required </li></ul><ul><ul><li>RSS </li></ul></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Podcasts </li></ul></ul><ul><ul><li>Wikis </li></ul></ul><ul><ul><li>Widgets </li></ul></ul><ul><ul><li>Social networks </li></ul></ul><ul><ul><li>Social ranking </li></ul></ul><ul><li>Leverage is with he who seizes conversation, not he who starts or controls it </li></ul>
  30. 78. <ul><li>Counsellor, adviser and guide </li></ul><ul><ul><li>On communication, not blogging </li></ul></ul><ul><li>Hands-off role </li></ul><ul><ul><li>Absolutely no anonymous ghost writing for the CEO </li></ul></ul>
  31. 82. <ul><li>It’s not about the numbers </li></ul><ul><ul><li>It’s about who they are not how many they are </li></ul></ul><ul><li>Identifying the influencers </li></ul><ul><ul><li>And then what? </li></ul></ul><ul><li>Search engines </li></ul><ul><ul><li>Why they love blogs </li></ul></ul>
  32. 83. <ul><li>DIY </li></ul><ul><li>Hire a consultant </li></ul><ul><li>Hire an agency </li></ul><ul><li>Subscribe to a service </li></ul><ul><ul><li>CustomScoop </li></ul></ul><ul><li>Contract with a service </li></ul><ul><ul><li>Nielsen BuzzMetrics </li></ul></ul><ul><ul><li>Cymfony </li></ul></ul>
  33. 85. <ul><li>References to: </li></ul><ul><ul><li>Your organization </li></ul></ul><ul><ul><li>Products and services </li></ul></ul><ul><ul><li>Key issues </li></ul></ul><ul><li>Use of your social media properties </li></ul><ul><li>Connections to your content from social media sites </li></ul>
  34. 86. <ul><li>Are they talking about you? </li></ul><ul><li>Metrics </li></ul><ul><li>Content analysis </li></ul>
  35. 94. <ul><li>From ‘command and control’ to – </li></ul><ul><ul><li>Engage and participate </li></ul></ul><ul><ul><li>Advocate </li></ul></ul><ul><ul><li>Influence and persuade </li></ul></ul><ul><ul><li>Informal and conversational </li></ul></ul><ul><ul><li>Build genuine community </li></ul></ul>
  36. 95. Source: ‘From Command & Control To Engage & Encourage’: Fard Johnmar, Envision Solutions, LLC
  37. 96. Source: ‘From Command & Control To Engage & Encourage’: Fard Johnmar, Envision Solutions, LLC
  38. 97. Source: ‘From Command & Control To Engage & Encourage’: Fard Johnmar, Envision Solutions, LLC
  39. 98. <ul><li>What are you actually measuring? </li></ul><ul><ul><li>Much depends on your goal </li></ul></ul><ul><li>Put the question in the context of other communication tools </li></ul><ul><ul><li>How do you measure the ROI of an employee newsletter? </li></ul></ul>
  40. 99. <ul><li>Not so difficult: </li></ul><ul><li>How many visitors? </li></ul><ul><ul><li>First time, repeats, uniques? </li></ul></ul><ul><li>How many subscribers to the RSS feed? </li></ul><ul><li>How many citations by others? </li></ul><ul><li>How many comments to posts? </li></ul><ul><ul><li>And does the blogger comment on other blogs? </li></ul></ul><ul><li>Anecdotal commentary on what people think </li></ul><ul><li>Difficult: </li></ul><ul><li>Financial return </li></ul><ul><li>The value of a relationship </li></ul><ul><ul><li>And how are we defining ‘relationship’? </li></ul></ul>
  41. 100. <ul><li>P ublic R elations </li></ul><ul><li>P ersonal R elationships </li></ul>
  42. 101. <ul><li>Listen to customers </li></ul><ul><li>The content is the asset </li></ul><ul><li>Social media is a strategic tool </li></ul>
  43. 105. <ul><li>Think about P ersonal R elationships </li></ul><ul><li>‘ Command and control’ communication is not effective </li></ul><ul><li>Embrace social media because you no longer have a choice </li></ul><ul><li>Combine the new with the traditional </li></ul><ul><li>Listen </li></ul>
  44. 107. <ul><li>Channels have fragmented </li></ul><ul><li>Sources of trust have shifted </li></ul><ul><li>Social media have arrived </li></ul><ul><li>The consumer is in control (kind of) </li></ul><ul><li>Content creation and distribution have been democratized </li></ul>
  45. 108. <ul><li>Leadership in defining and instilling company values </li></ul><ul><li>Leadership in building and managing multi-stakeholder relationships </li></ul><ul><li>Leadership in enabling the enterprise with “new media” skills and tools </li></ul><ul><li>Leadership in building and managing trust, in all its dimensions </li></ul>A leadership role for the Chief Communications Officer:
  46. 110. <ul><li>Change and opportunity are all around us </li></ul><ul><li>The old communication rules still apply </li></ul><ul><ul><li>Define objectives </li></ul></ul><ul><ul><li>Figure out how to achieve objectives </li></ul></ul><ul><ul><li>Execute </li></ul></ul><ul><ul><li>Measure results </li></ul></ul><ul><ul><li>Rinse and repeat as required </li></ul></ul><ul><li>Use the appropriate tools for the job </li></ul><ul><li>It’s about business – and communication – not technology </li></ul>
  47. 111. Neville Hobson, ABC Phone: +44 7824 33 7000 Twitter: www.twitter.com/jangles Blog: www.nevillehobson.com Podcast: www.forimmediaterelease.biz Skype: nevonskype Email: [email_address] Thank You!
  48. 112. Copyright applies to this document - some rights reserved. This work is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 3.0 License. Details: http://creativecommons.org/licenses/by-nc-sa/3.0/ www.nevillehobson.com

×