“ Now’s not the time to mince words, so let me just say it… we blew it. Instead of trying to control information that was made public, we should have simply corrected anything that was inaccurate. We didn’t do that and now we’re paying for it.’
HSBC student overdraft revolt (students are revolting!)
individual experts can build up global influence without the mediation of publishers
ex-employees with insider knowledge can expose uncomfortable facts
cease and desist doesn’t work in this environment
groups of people can quickly organise themselves: for, or against
Source: eBay.com; Amazon.com customer opinions about products & services are freely available
hands up… if you’ve ever used Trip Advisor or read a review on Amazon?
a landscape of empowered consumers how can we capture their attention?
<ul><li>Rank ordering of activities engaged in by people while ‘using media’ in order of declining popularity: </li></ul><ul><li>eating </li></ul><ul><li>doing housework </li></ul><ul><li>doing laundry </li></ul><ul><li>cooking </li></ul><ul><li>talking on the phone </li></ul>buy it? Jan 2008, BIGResearch
mobile text ads scored 18% banner ads 26% search 34% TV and magazines 56% word of mouth 78% DoubleClick, via The Guardian, May 2008 earn it!
who are they? where are they online? what are they doing? what tools are they likely to use? know your audience
find out who’s saying what about you set up Google alerts use addictomatic / twitter search listen
what is it you’re trying to achieve… know your objectives to listen and understand? to engage in conversations? to generate buzz? to encourage participation?
offer value be authentic, transparent and helpful link to those that disagree disclose your position/interests match your message to the environment -these are social spaces… follow the rules of engagement
a facebook fan page? a blog? ratings and reviews on your site? twitter? choose the right tools an island in second life? use what’s right for your audience and objectives, not the big new thing
a few examples of how we’ve been applying this approach
we helped T-Mobile get the über geeks on board for the launch of the first Google phone network mapping & influencer engagement
we helped Oxfam and CAFOD centralise petition sign-ups across their partner sites through building widgets strategy and widget design, build & deployment
we helped C4’s PR team more effectively promote programmes to niche audiences through social media training training & consultancy
we helped MORE TH>N compete for niche longtail search terms by building a blog around issues that their customers care about consultancy, design & build
any questions? [email_address] nixonmcinnes.co.uk nixonmcinnes.co.uk/ebooks twitter.com/nixonmcinnes
get in touch [email_address] nixonmcinnes.co.uk nixonmcinnes.co.uk/ebooks twitter.com/nixonmcinnes
some must reads… The 17 Rules of Social Media Optimization The New PR Wiki Any online marketing blog (Seth Godin = v.good) The Cluetrain Manifesto by various The Long Tail by Chris Anderson The Wisdom of Crowds by James Surowiecki Tipping Point by Malcolm Gladwell Anything by Seth Godin
Image credits hands up 1 http://flickr.com/photos/mic_n_2_sugars/564570276/sizes/o/ shift http://flickr.com/photos/sanbeiji/220645446/sizes/l/ disneyland http://www.flickr.com/photos/denn/160596269/sizes/l/ playing elsewhere http://flickr.com/photos/mugley/2227098069/sizes/o/ conversation http://flickr.com/photos/emdot/32179191/sizes/l/ tools http://flickr.com/photos/22280677@N07/2504310138/ wonderwoman http://flickr.com/photos/bbaltimore/10566018/sizes/o/