Deck used in webinar presentation.

1. Insights into 10 Trends that
Matter and the Impact of Social
Media
Neville Hobson
Head of Social Media Europe
WCG London
March 8, 2010

2. In the Next 50 Minutes
1. Where
does social media really fit into your business world?
2. Who
else is using social media and what measurable benefits are
they enjoying?
3. How
do you identify online influencers and connect with them?
4. What
can we do to support you right now?

3. Do You Know?
• How, where and when does
she discuss your/your
client’s brand online?
• With whom?
• Do you know? With
precision?
http://picasaweb.google.com/lh/photo/ymWsJfDtfBl08zzMMxAkkg

6. 10 Trends That Matter
1. Customers are co-shaping 6. You realize that media has
your reputation every day already changed
2. You know exactly where 7. You realize customers want
conversations are occurring, to do three things to help
who has influence, and why each other
3. You know which types of 8. You understand ethical
social media are preferred behavior is a key part of
by your customers maintaining trust
4. You know that leaders will 9. You leverage the world’s
identify issues before they greatest operating system –
become critical the web – internally
5. You realize that less than 10. You are an active participant
1% of a customer’s time is in how the world is changing
spent purchasing a product

7. The Era of Social Computing
The social structure
in which technology puts
power
in the hands of individuals
and communities
instead of institutions.

9. What’s In A Name?

10. 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 behaviors to the workplace

11. Reality

12. 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

13. Top 10 Online Influence Areas

14. 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
Don’t define it as offline or online: it’s all one media world.
Just know which conversations are defining your brand.

15. The New Media

16. The New Media

17. http://www.gartner.com/DisplayDocument?id=1092512
Innovation Can Be Confusing in Real Time

18. The Formula for Success is Simple
1. Knowledge - Understand the marketplace
• Clarity on trends, best practices
• Educate and raise awareness
2. Clarity - Listen and learn with precision
• Most quantitative area we’ve ever had to analyze
3. Influence - Identify the exact locations of influence
and influencers
• No guessing
4. Content - Focus on content syndication and
conversations
• Web sites are locations for content you want to share
widely

19. The Formula for Success
1. Habits - Know how your customers search for
knowledge
• What are the questions they ask when they search?
2. Engagement - Empower customers in their three
key areas of interest
• Ideas, product knowledge and solutions
3. Leverage Technology - Utilize social media
technology throughout your company
• Improve collaboration, field sales input, redefine how
you conduct market research and more

20. What You Learn by Listening
• It’s about knowing
• Where the conversations are happening
• What your share is of the conversations
• 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
(e.g., Twitter and Facebook)
• It’s about understanding communities
• Which groups, forums and networks matter?
• Who drives Share of Voice in these communities?
• What are the next steps in driving relationships?
• It’s about leveraging the toolkit and practicing the discipline

21. How You Build Competitive Advantage
• Complete knowledge of where • Ability to get ahead of issues
the opportunity really is for to improve preparation
your brand • See trends emerge before they
• Where are conversations become public, in some cases
occurring? Who has true • Capability to integrate your
influence?
learning’s into all brand
• Clear, brief, actionable activities, eg, natural
insights for your brand search/paid search, use of
• Who are the top influencers? keywords and much more
Which keywords matter? • Insights delivered so you can
• Knowledge of your easily utilize them
competitor’s actions
• So that you outsmart them

22. Understand the New Rules of Engagement
Imperatives:
• We must reach the new
influencers
• On their terms
• Engage in the conversation
or fail to connect
The Conversation Prism. Created by Brian Solis and Jess3
http://theconversationprism.com/

23. Understand Your Customers
•Who they are
•Where they are
•Why they're there
•Where you should be
• Why?
• How?

24. Understand Your Customers
• Your customer is discussing your brand everyday
• Do you know which words are important?
• Do you look at search like an advertiser or a detective?
• <10% of your customers will contact you in a good
year
• The majority of your customers utilize search and peer
to peer contact to answer their questions
• Where can you start to become a peer?

25. Understanding the Customer
• Subway’s Twitter
presence, @subwayfres
hbuzz, attracted more
than 6,000 followers in
less than six months.
• The sandwich shop
franchise uses Twitter to
interact with Subway
fans two ways:
1. sending out product
and promotional news
2. monitoring Twitter for
buzz about its brand.
http://www.entrepreneur.com/magazine/entrepreneur/2010/January/204380-2.html

26. Understanding the Customer
• McDonald’s operates two
main Twitter handles.
• @McDonalds, which has
more than 4,700 followers,
is used for brand news and
information as well as
customer service
• Internal research shows
that the company is
mentioned every 10 to 20
seconds on Twitter
• @McCafeYourDay promot
es the company’s line of
specialty coffees.
http://www.entrepreneur.com/magazine/entrepreneur/2010/January/204380-2.html

27. Understanding the Customer
• In a little more than a
year, @DunkinDonuts ga
ined more than 38,000
followers by creating a
place where people can
share their Dunkin'
Donuts experiences
• The company focuses on
creating a place where
people can talk about
how much they love
Dunkin' Donuts products
http://www.entrepreneur.com/magazine/entrepreneur/2010/January/204380-2.html

28. Be Where Your Customer Is
http://www.nevillehobson.com/2010/01/27/proctor-and-gamble-embraces-facebook/

29. Customers Co-Shaping Your Reputation
• Are you accidently outsourcing the building of your
brand?
• What is the impression of your brand?

32. It Pays To Listen
http://ronamok.com/2008/12/17/ford-fansites-and-firefighting/

33. The Value of Listening
A monitoring approach that tells us:
• Who is driving share of conversation for
your brand
• What the top issues are that matter to
your customers
• Where your customers live online
• How you can add value for your
customers
• When you should engage the community
• Why customers are passionate on certain
topics

34. Decisions
• What to pay attention to
• Pinpointing conversation trends: are there recurring or
key topics being talked about?
• Determining influence level of those talking: who’s
listening to them?
• What to do about it
• Engage? How and when?
• With what measurable goal?

35. How to Listen

36. Our Reality
1. Channels have Imperatives:
fragmented • You must reach the new
2. Trust is critical influencers
3. Social media have • On their terms
arrived • Engage in the
4. The consumer is in conversation or fail to
control (kind of) connect
5. Content creation and
distribution have been
democratized

37. What Social Media Can Do for You
• It’s about knowing
• Where the conversations are happening
• What your share of the conversations is
• What the conversations are that you could / should be in
• Who the key influencers are 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

38. What Can
You Do?
Right now?

39. First Steps
1. Listen
2. Give up control
3. Be natural
4. Make a commitment
5. Be where your/your
client’s customers are
6. Learn to deal with
negativity
7. Be humble
8. Have a clear and
measurable objective
9. Develop a plan
10. Listen

40. DIY
• Google your/your client’s
primary brand
• Then see what’s being
talked about in blogs
• Plot a trend on Blogpulse
• www.blogpulse.com
• Open an account at
Twitter, and listen
• twitter.com

41. We Start…
• Listen – know your customer’s
world online with precision
• Learn – make it easy to have all
news at your fingertips
• Focus on actionable insights
– what exactly can inform your
strategy
• Identify who drives share of
conversation – know the exact
rank order of each influencer
online
• Expand your reach with a
clear focus – launch a new way
to add value and engage with
your customers/ communities

42. Neville Hobson
Head of Social Media, Europe
WCG
25 Southampton Buildings, London WC2A 1AL, UK
direct +44 7824 33 7000 skype nevonskype
twitter jangles
email nhobson@wcgworld.com
blog.wcgworld.com