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10 Trends That Matter
Neville Hobson
Head of Social Media Europe
WCG LondonJanuary 29, 2010
‘A Social Conversation’
Dublin
http://plancast.com/a/e8y
10 Trends That Matter
• #1: Customers are co-shaping your reputation every day
• #2: You know exactly where conversations are occurring, who has influence, and why
• #3: You know which types of social media are preferred by your customers
• #4: You know that leaders will identify issues before they become critical
• #5: You realize that less than 1% of a customer’s time is spent purchasing a product
• #6: You realize that media has already changed
• #7: You realize customers want to do three things to help each other
• #8: You understand ethical behavior is a key part of maintaining trust
• #9: You leverage the world’s greatest operating system – the web – internally
• #10: You are an active participant in how the world is changing
http://www.gapingvoid.com/Moveable_Type/archives/2007_05.html
Reality
The New Corporate Reputation
2010 Edelman Trust Barometer, released January 26, 2010http://www.edelman.com/trust/2010/
The Nature of Trust Has Changed
2010 Edelman Trust Barometer, released January 26, 2010http://www.edelman.com/trust/2010/
Who Do We Trust?
2010 Edelman Trust Barometer, released January 26, 2010http://www.edelman.com/trust/2010/
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Innovation Can Be Confusing in Real Time
The Formula for Success is Simple
1. Knowledge -- Understand the marketplace
• Clarity on trends, best practices
• Educate and raise awareness
2. Clarity -- Listen & learn with precision
• Most quantitative area we’ve ever had to analyze
3. Influence -- Identify the exact locations of influence & influencers
• No guessing
4. Content -- Focus on content syndication and conversations
• Web sites are locations for content you want to share widely
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
Why Care About Social Media?
• 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
In Summary…
• 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
Do You Know HowShe Discusses Your Brand?
http://picasaweb.google.com/lh/photo/ymWsJfDtfBl08zzMMxAkkg
Neville HobsonHead of Social Media, Europe
WCG25 Southampton Buildings, London WC2A 1AL, UKdirect +44 7824 33 7000 skype nevonskypetwitter @janglesemail [email protected]