Social Media 10 Key Trends
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Transcript of Social Media 10 Key Trends
10 Key Trendsand Observations
Social Media for Business
Neville HobsonHead of Social Media EuropeWCG, London
December 7, 2009
www.wcgglobal.com
What’s In a Name?
Social Software
Web 2.0
Social MediaEnterprise 2.0
Social Business
New Media
Customers are co-shaping your reputation every day.
Trend #1
Reputation
Are you accidently outsourcing the building of your brand?
What is the impression of your brand?
Customers Shape First Impressions
YouTube 2nd Biggest Search Engine
You know exactly where conversations are occurring, who has influence, and why.
Precision is what matters
Trend #2
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The Ecosystem Is Complex
Social SoftwareHype Cycle 2009
The Value of Listening
A monitoring approach that tells you: 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
You know which types of social media are preferred by your customers.
Blogs, forums, wikis, social networking sites, Twitter, and more
Trend #3
The Value of Metrics
Tools of the Trade
You know that leaders will identify issues before they become critical.
If you deal with issues when they hit the press, you are using old school techniques
Most business issues are known about in advance
Trend #4
Patterns Emerge before Public Awareness
1. A common problem emerges in a forum in Poland, a blog in France and a mention on Twitter in the UK
2. Your monitoring and listening activities give you the means to analyze what is happening and prepare
3. When the issue becomes public, you are ready with answers
Customers trust us to be smarter on identifying issues
You realize that less than 1% of a customer’s time is spent purchasing a product.
99% of their time is spent searching and socializing You build trust by being there when your customer needs you,
not when you need your customer
Trend #5
Purchasing Decisions Evolution
You realize that media has already changed.
Old school media drives share of voice Share of conversation is what’s important
Trend #6
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.
The New Media
Meme Trackers = 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
You realize customers want to do three things to help each other.
You build trust by being part of this process
Trend #7
Ideas, Knowledge, Solutions
Share ideas Let’s improve the next product or service together
Share product knowledge Here is what I know…hope it helps you
Help peers with problems I had the same problem, here is what I did
You understand ethical behavior is a key part of maintaining trust.
You’re also an influencer You’ve made the mindset shift
Trend #8
Maintaining Trust
You understand ethical behavior is a key part of maintaining trust You don’t support flogs or splogs
You would never create a fake ad, so why a fake blog post, fake Facebook fan page or fake tweet?
You always practice full disclosure That means about ghost writing, too
http://www.socialmedia.org/disclosure/identity/
You leverage the world’s greatest operating system – the web – internally.
Access for employees is real
Trend #9
Employee 2.0 Ideas
Idea Communities – ask your employees for ideas; accelerate R&D decision-making
Prediction Markets – wisdom of crowds for specific ideas Community Forums – empower teams Ratings & Reviews – to improve within the company Private B2B Communities – unlock the teams between your
company and your partners, in support of Account Leaders Competitive Sites – bring competitive knowledge direct to
your desktop Smart Phone Ideas – build new way to share news direct via
phones to reach salesforce
Reality…
You are an active participant in how the world is changing.
You’re also an influencer You’ve made the mindset shift
Trend #10
The Mindset Shift
Old Model Mainstream media rule Bloggers repurpose
ideas/stories from media Online influence dictated
by homepage Offline and online
treated as separate
New Model Media are bloggers.
Bloggers are media Stories originate with
either online or offline media
Online influence dictated by syndication and search
Offline influence must lead to online influence / vice versa
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
RightNow?
What Can You Do?
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
Start Here
Google your primary brand Then see what’s being
talked about in blogs
Plot a trend on Blogpulse www.blogpulse.com
Open an account at Twitter, and listen twitter.com
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www.wcgglobal.com