Strategizing Communication in a (Social) Networked World Neville Hobson (NevilleHobson) - Against the backdrop of changing behaviours in our society and shifting climates of trust, Neville Hobson takes you on a tour of the social media ecosystem to help make sense of it all for you and your organization.

1. Strategizing Communicationin a (Social) Networked World Neville Hobson Head of Social Media Europe WeissComm Group London twitter.com/jangles October 23, 2009

3. Key Questions Wheredoes social media really fit into your business world? Howdo you identify online influencers and connect with them? Whoelse is using social media and what measurable benefits are they enjoying? Whatcan you do right now?

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

9. What’s in a Name? Social Software Social Business Social Media Enterprise 2.0 Web 2.0

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 behaviours to the workplace

11. 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

12. 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.

13. The New Media http://www.techmeme.com/lb

14. 3 Areas Of Influence

15. 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.

16. 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.

17. 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

18. 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.

19. Understand the New Rules of Engagement Channels have fragmented Trust is critical Social media have arrived The consumer is in control (kind of) 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

20. 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

21. Our Reality Channels have fragmented Trust is critical Social media have arrived The consumer is in control (kind of) 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

22. Key Questions Wheredoes social media really fit into your business world? Howdo you identify online influencers and connect with them? Whoelse is using social media and what measurable benefits are they enjoying? Whatcan you do right now?

23. 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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