twitter and 3 other areas of influence
TRANSCRIPT
Twitterand 3 Other Areas of Influence
Neville HobsonHead of Social Media EuropeWCG London
March 31, 2010
In This Session
1. Wheredoes social media fit into your business world?
2. Whoelse is using social media and what measurable benefits are they enjoying?
3. Howdo you identify online influencers and connect with them?
4. Whatcan you do right now?
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
03/05/2023
03/05/2023
A Tectonic Shift is OccurringWhere 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
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
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
The New Media
The New Media
The New Media
Top 10 Online Influence Areas
Blogs
http://hondavehicles.blogspot.com/
Micro-blogging, aka Twitter
(Kia UK)
Customers Co-Shaping Your Reputation
• Are you accidently outsourcing the building of your brand?
• What is the impression of your brand?
http://ronamok.com/2008/12/17/ford-fansites-and-firefighting/
Social Media Sites
http://www.autoinsane.com/2008/12/04/news/car-brands-and-their-popularity-on-facebook
/
Video
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:1. Visual info can improve understanding of spoken words as
much as sixfold (Baylor)2. The brain uses images to clarify ideas; interact with images
to create engagement; and augment memory with persistent and evolving views (Ted, 09)
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
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
Today’sBrandLearning
Website
Wikipedia
“The Media”
“The Media”
Customers/Fans
Customers/Fans
Website
Unrelated
Blog
Others’ Searches
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
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
What Can You Do?
Right now?
First Steps
1. Listen2. Give up control3. Be natural4. Make a commitment5. Be where your/your client’s
customers are6. Learn to deal with
negativity7. Be humble8. Have a clear and
measurable objective9. Develop a plan10. Listen
We Start…
1. Listen
2. Plan
3. Engage
Thank You