Deck I used to focus discussion in my presentation to the MIPAA on March 30, 2010.

1. Twitterand 3 Other Areas of Influence Neville Hobson Head of Social Media Europe WCG London March 31, 2010

2. In This Session Wheredoes social media fit into your business world? Whoelse is using social media and what measurable benefits are they enjoying? Howdo you identify online influencers and connect with them? Whatcan you do 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

4. 31/03/2010

5. 31/03/2010

6. A Tectonic Shift is Occurring 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

7. 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

8. 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

9. The New Media

10. The New Media

11. The New Media

12. Top 10 Online Influence Areas

13. Blogs

14. http://hondavehicles.blogspot.com/

15. http://www.porscheblogs.co.uk/

17. Micro-blogging, aka Twitter (Kia UK)

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

22. http://ronamok.com/2008/12/17/ford-fansites-and-firefighting/

23. Social Media Sites http://www.autoinsane.com/2008/12/04/news/car-brands-and-their-popularity-on-facebook/

25. Video

26. Video How we tell our stories is changing 2005 – YouTube created by three former PayPal employees 2010 – now 2nd-biggest search engine on the internet High growth of broadband and fibre-optic access Bigger pipes, easier to view video Widespread adoption of tools to create video, easy to share and publish online Why video learning is so important: Visual info can improve understanding of spoken words as much as sixfold (Baylor) The brain uses images to clarify ideas; interact with images to create engagement; and augment memory with persistent and evolving views (Ted, 09)

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

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

33. Today’sBrandLearning Website Wikipedia “The Media” Website “The Media” Unrelated Customers/Fans Blog Customers/Fans Others’ Searches

34. 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

35. 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 contentand improving your natural search

36. What Can You Do? Right now?

37. First Steps Listen Give up control Be natural Make a commitment Be where your/your client’s customers are Learn to deal with negativity Be humble Have a clear and measurable objective Develop a plan Listen

38. We Start… Listen  Plan  Engage

39. Thank You