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Strategizing Communicationin a (Social) Networked World
Neville HobsonHead of Social Media EuropeWeissComm GroupLondon
twitter.com/jangles
October 23, 2009
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Key Questions
1. Wheredoes social media really fit into your business world?
2. Howdo you identify online influencers and connect with them?
3. Whoelse is using social media and what measurable benefits are they enjoying?
4. Whatcan you do right now?
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http://www.gapingvoid.com/Moveable_Type/archives/2007_05.html
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What’s in a Name?
Social Software
Web 2.0
Social MediaEnterprise 2.0
Social Business
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Clear Behaviour Changes and Trends
We don’t trust “corporate-speak” or “marketing-speak”
We fast-forward our DVRs through the interruptions
We pull content that interests us We create our own content, original and mashups We embrace word of mouth and eschew
mainstream media We are connected wherever and whenever we
wish We bring our behaviours to the workplace
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Clear Business Trends and Focus
Key Trends Marketers are seeking lower cost solutions Desire for more accountable channels High focus on reaching customers directly Mix shifting quickly from traditional to interactive
channels Areas of Focus
Social Media (CAGR of 34% to 2014 – Forrester) Search Marketing (biggest bucket) Display advertising, email marketing, mobile
marketing next
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The Media World Isn’t Changing…
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
Don’t define it as offline or online: it’s all one media world. Just know which conversations are defining your brand.
…it has already changed
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3 AreasOf Influence
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1: Search
Trend: Yes, Google is #1,
but YouTube is #3.
Relevance: We need to know the
influencers on the first screen for our brand and key topics.
We also need to understand where people are taken when they search.
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2: Twitter
Trend: An effective way to
alert influencers, help propel news cycles.
Relevance: A great opportunity to
build a network of influencers who want
to share your news in real
time.
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Twitter Mainstream Milestones
US presidential election campaign
Mumbai terrorism US Airways jet and
the Hudson River Twestival Oprah Winfrey
embraces Twitter Swine flu / Influenza A
H1N1 Iran elections
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3: Social Networking Sites
Trend: The communities that
are often our “first place” to go online.
Relevance: Our day often starts
and ends with Facebook or MySpace or Orkut or other depending where we live.
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Understand the New Rules of Engagement
1. Channels have fragmented
2. Trust is critical3. Social media have
arrived4. The consumer is in
control (kind of)5. Content creation
and distribution have been democratized
Imperatives: You must reach the
new influencers On their terms Engage in the
conversation or fail to connect
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Why Care About Social Media?
It’s about knowing Where the conversations are happening What’s your share of the conversation What are the conversations that you could / should be in Who are the key influencers who can help build your brand
It’s about expanding your news flow Simple syndication – distribute news via basic sharing tools (eg, Twitter and
Facebook)
It’s about understanding communities Which groups, forums and networks matter Who drives share of conversation in these communities What are the next steps in driving relationships
It’s about leveraging existing content and improving your natural search
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Our Reality
1. Channels have fragmented
2. Trust is critical3. Social media have
arrived4. The consumer is in
control (kind of)5. Content creation
and distribution have been democratized
Imperatives: You must reach the
new influencers On their terms Engage in the
conversation or fail to connect
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Key Questions
1. Wheredoes social media really fit into your business world?
2. Howdo you identify online influencers and connect with them?
3. Whoelse is using social media and what measurable benefits are they enjoying?
4. Whatcan you do right now?
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Start Here
Listen Give up control Be natural Make a commitment Be where your customers
are Learn to deal with
negativity Be humble Have a clear and
measurable objective Develop a plan Listen
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www.nevillehobson.com