This document discusses how social media has transformed communication and why it matters for businesses. It notes that people now trust recommendations from friends and social connections over traditional advertising. Businesses need to engage authentically in conversations on social media to build relationships, not just deliver marketing messages. Traditional media is also intersecting more with digital media, with blogs influencing journalism. The challenges for businesses in social media include not having control and not being able to measure results using traditional metrics. Authentic engagement is key to overcoming these challenges.

1. Social Media + Digital Marketing = Word of Mouth Social Media, Business & YOU 4 November 2009

2. Traditional media is familiar and safe.

3. Can we afford to be obsolete?

4. Social you: www.yoursocialmediascore.com/

5. Socially-aware: a new career & business must-have

6. Why Does Social Media Matter to Business? Search is the New Home Page How Google-able are you?

7. New word-of-mouse world where anyone can be an influencer

8. It’s time to wake up and smell the Twitter

10. It’s about open, honest conversations…NOT delivering a top-down marketing message

11. Negative opinions boost credibility:Users are “more likely to believe the good reviews,” if the negative ones are also posted alongside. -Peter Horan, CEO, IAC Media and Advertising

12. Traditional Media Intersects With Digital Media Blogs are a regular source for journalists Over 75% of reporters see blogs as helpful in giving them story ideas, angles and insight into the tone of an issue The biggest impact of blogs is in the speed and availability of news Over half said that blogs have a significant impact on the “tone” (61.8%) and “editorial direction” (51.1%) of news reporting Journalists are increasingly active participants in the blogosphere One in four reporters (27.7%) has their own blog Source: Ongoing research project by Brodeur in conjunction with Marketwire to understand the impact of social media and blogs on traditional news delivery. The online survey was conducted on a random sample of North American reporters and editors between December 18, 2007 and January 3, 2008. Some 4,000 reporters were invited via email to participate; a total of 178 completed responses.

13. Anatomy of a Communications Professional circa 2009

14. Rockstar Blogger vs. The Marketing Suit

15. Content is being consumed differently.Do you know how to make sense of it?

16. Why Social Media Matters

17. 5 social media faqs Can you answer the digital questions businesses are asking?

18. #1: Why should I pay attention to blogs? Tribes of the Mind: “I trust people like me”

20. Narcissism kills. You care more about your brand/product/ campaign than they ever will

21. Who’s right and relevant for you?

23. Not with an iron fist, that’s for sure. Participate. Engage. Build a relationship. Find your social currency. And moderation is A-OK. #4: How do I control negative comments?

24. #5: How do I measure? Meticulously. Eg. Conversation Impact Model

25. The 7 Barriers

26. 1. It defies current org structures

27. 2. It’s about relationships not transactions

28. 3. How do you measure

29. Power Tech x 4.14 individuals x 12 individuals = 60+ Communications G0 G2 G1 4. It scales differently

30. 5. It started with horror stories

31. 6. Not enough training

32. 7. Social media cannot be controlled

33. Overcoming Barriers Create your own organisation, methods & tools Social media defies current organizational structure It begs for a long term relationship (yet different than CRM) No measurement standard...yet It scales differently The big stories are based upon fear Not enough training Social media cannot be "controlled“ Get beyond campaign-thinking Define the value through engagement Scale via tools and time Tell positive stories (w/measureable outcomes) Build a training culture Demonstrate the planning

34. examples

35. Why Does Social Media Matter to Business? Can Generate Action

36. Why Does Social Media Matter? Enables Greater Engagement

37. Why Does Social Media Matter to Business? Builds Preference + Visitation 1,397 fans Brewerkz Singapore is engaging influential bloggers and creating personalized experiences to generate word of mouth.

38. Why Does Social Media Matter to Business? Expands the Reach of Offline Events

39. Why Does Social Media Matter to Business? ROI v. COI

41. 353 votes cast in 24 hours

42. 140 blog posts generated in 24 hours, averaging 5.8 posts per hour

43. 817 comments were generated in 24 hours, averaging 34 comments per hour

44. 42,372 page views in 4 days, averaging 11.44 page views per person

46. THANK YOU! Tania Chew Associate Director 360° Digital Influence Ogilvy e tania.chew@ogilvy.com “ ” One company that goes with this online-initiated flow is Ogilvy. “ ” Ogilvy's digital specialist Brian Giesen outlined the best strategies for getting business results on social networking site Twitter. ” “ 25 China Experts you should follow on Twitter… Thomas Crampton.