a glimpse of proximate reality
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A Glimpse of
Proximate RealityNeville HobsonHead of Social Media EuropeWCG London
@jangles
April 23, 2010
Let’s Start With a Conclusion
• You now know how, where and when she discusses your brand online
• With whom
• With precision
• From awareness of you to an ambassador for you
• Welcoming you into her peer network
• Forming a trusted partnership
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New communications technologies and social media are being incorporated into every aspect of business – from communications to customer service and CRM, to HR recruitment, employee communications, corporate training, product R&D, sales, and more.
- NewComm Forum 2010
“”
It’s a New Game
• Mobile, wherever there is a net connection
• Already in the workplace
• Next phase: business ‘dashboard’ with check-in analytics
- Total check-ins
- Unique visitors
- Male-to-female ratio
- Social media-sharing
What Social Media Is and Isn’t
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A Working Definition
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http://www.gapingvoid.com/Moveable_Type/archives/2007_05.html
A Tectonic Shift Has OccurredWhere 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
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
Top 10 Online Influence Areas
What You Can Achieve via Listening
• Know who the influencers are, with precision
• Know your “share of conversation” vs “share of voice”
• Know where conversations are occurring that matter
• Know how news is shared and by whom
• Know of issues before they become mainstream
• Know the right keywords that drive search
• Know who to follow or friend
• Know what content your customers care about
• Know who is defining your brand, pro or con
Why Social Media Matters
• Increasing importance of word-of-mouth on consumer purchasing behaviour
• Social media amplifies and accelerates word-of-mouth, rapidly shaping and influencing opinion
• Social media can help foster a genuine connection between a company and its customers
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Start…
1. Listen
2. Plan
3. Engage
Thank You
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