The document discusses the rise of social media and its importance for businesses. It notes that conversations now occur online through various social media platforms. These conversations drive brand awareness, recommendations, and share of voice. It emphasizes that businesses must listen to the conversations happening about their brand to understand influencers, topics of discussion, and how their brand is perceived both positively and negatively. The document recommends that businesses start by listening, then planning how to engage in social conversations to foster connections with customers.

1. A Glimpse ofProximate Reality Neville HobsonHead of Social Media EuropeWCG London @jangles April 23, 2010

2. Let’s Start With a Conclusion You now know how, where and when she discusses your brand online With whom With precision From awareness of you to an ambassador for you Welcoming you into her peer network Forming a trusted partnership http://picasaweb.google.com/lh/photo/ymWsJfDtfBl08zzMMxAkkg

3. “ New communications technologies and social media are being incorporated into every aspect of business – from communications to customer service and CRM, to HR recruitment, employee communications, corporate training, product R&D, sales, and more. - NewComm Forum 2010 ”

6. It’s a New Game Mobile, wherever there is a net connection Already in the workplace Next phase: business ‘dashboard’ with check-in analytics Total check-ins Unique visitors Male-to-female ratio Social media-sharing

7.   What Social Media Is and Isn’t 7

8. A Working Definition http://www.gapingvoid.com/Moveable_Type/archives/2007_05.html 8

9. A Tectonic Shift Has Occurred Where and When Conversations Occur Language: customers speak online in their first language (10 reach 95%) Location: Facebook, Twitter, Foursquare, forums, other social places online – wherever and whenever you’re connected Time of Day: Lower volume during day, high volume in evenings The new prime time is 9pm to 1am in your time zone

10. Trend: The Media World Isn’t Changing… …it has already changed Media Outlets: 74 of top 100 outlets for Techmeme are blogs/online sites Bloggers: 3 of 4 look to each other for their next story Customers: 3 of 4 look to each other for purchase advice Conversations: the driver of share-of-voice, influence and recommendations Know which conversations are defining your brand

11. Top 10 Online Influence Areas

12. What You Can Achieve via Listening Know who the influencers are, with precision Know your “share of conversation” vs“share of voice” Know where conversations are occurring that matter Know how news is shared and by whom Know of issues before they become mainstream Know the right keywords that drive search Know who to follow or friend Know what content your customers care about Know who is defining your brand, pro or con

13. Why Social Media Matters Increasing importance of word-of-mouth on consumer purchasing behaviour Social media amplifies and accelerates word-of-mouth, rapidly shaping and influencing opinion Social media can help foster a genuine connection between a company and its customers http://www.brandirectory.com/league_tables/table/global_500 13

14. Start… Listen  Plan  Engage

15. Thank You

18. http://twitter.com/ManishatDell

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