Brand Communications in a Social World
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Brand Communications in a Social World Neville Hobson @jangles www.nevillehobson.com February 15, 2011 #smw12 #smwldn #likeminds
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Deck used in presentation in Social Business Immersive for LikeMinds, part of Social Media Week in London, February 15, 2012. For commentary on the presentation delivery, see the LikedMinds live blog: http://wearelikeminds.com/live/social-business-immersive
Transcript of Brand Communications in a Social World
Brand Communicationsin a Social World
Neville Hobson
@jangleswww.nevillehobson.com
February 15, 2011
#smw12
#smwldn
#likeminds
#smwldn
Our World is
Connected
#smwldn
http://www.vincos.it/world-map-of-social-networks/
#smwldn
#smwldn
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http://www.gapingvoid.com/Moveable_Type/archives/2007_05.html
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1999 / 2009…
The end of business as usual ?
#smwldn
2005…
#smwldn
2012…
#smwldn
htt
p:/
/en
.wik
iped
ia.o
rg/w
iki/Th
e_S
cream
#smwldn
#smwldn
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You can’t just dabble in social media. You can’t use them only when things are good. You have to deal with rain as well as sunshine. And I’m convinced that the upside outweighs the downside.
If a company, or even its chief executive, doesn’t have a presence on social networks today, that company risks not being in the conversation at all. Over time, I believe, that can be fatal to a business.
“
”http://hbr.org/2010/12/how-i-did-it-best-buys-ceo-on-learning-to-love-social-media/ar/1
#smwldn
Can’t■ You can’t be a friend of a brand.
Can■ You can be a friend of a brand manager.
#smwldn
Marketing Trends
■ Intense focus:
1. Social media
2. Data-driven analytics
3. CRM
4. Mobile apps
“Customer Data, Social Media Top Marketing Priorities for CMOs Worldwide” November 1, 2011http://www.emarketer.com/Article.aspx?R=1008667
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Major Impacts
■ An Irresistible ForceSocial media usage is increasing rapidly and dramatically; businesses of all shapes and sizes are embracing it
■ Evolving into ‘Social Business’More than just a buzzword?
■ The Enterprise Goes Back to SchoolThe business that’s not “fluent in social” will be at a competitive disadvantage
#smwldn
Integration
Social media is not stand-alone or a separate activity
Long-term activity and resource commitment
Integral to your marketing and communication mix
Integral to the success of your brand
#smwldn
The rise of the socially connected consumer warrants much more than attention; it requires an understanding of what motivates them to click, act, and share.
Brian SolisAuthor
“The End of Business As Usual”November 2011
“”
#smwldn
What Can You Do?
■ RightNow?
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Calculated Risk
1. Recognize change
2. Make a deal with your employees to eliminate FUD
3. Be where your customers are
4. Listen
5. Permit not prohibit
Start Here 1. Listen
2. Give up control
3. Be natural
4. Make a commitment
5. Be where your customers are
6. Learn to deal with negativity
7. Be humble
8. Have a clear and measurable objective
9. Develop a plan
10. Listen
#smwldn
