bigger than google in 2009 part 2

What’s Bigger than Google in 2009? Part 2[and how to spot the next big thing]

Mike GrovesClient Services Director

2. Group channels into formats for better understanding

• Video: 12 Seconds, Phreadz, Seesmic etc…

• Microblogging: Twitter, Jaiku, Plurk, Identi.ca etc…

• ‘Social Networks’: Facebook, Myspace, Bebo, Twine etc…

• Content: Alltop, digg etc…

3. Listen

3. Listen

• There are some very big hints out there!

• The consumer is already telling us what they want and what they like

• We need to understand this before we jump in

• Tools like Blogpulse and Radian6 can help gain an understanding of what people are talking about

• But you also need to look at the current ‘trending’ topics

4. Move Quickly!

4. Move Quickly

• If something starts trending, get someone to jump on it.

• Being in, will give you greater understanding than watching from the sidelines

• Remember: you can have a passive presence

5. Interact with your audience

5. Interact with your audience

• If you are on Twitter, plan what you are going to use it for• Follow others, listen to what they have to say.• Comment on and engage with others in your stream• Ask them what they would like to hear• If you are open, you will learn more and gain more from the channel

than simple broadcasting

• Develop a communications strategy• Enrich it with your consumers’ opinions• Ask them what other networks they are on – find out where else they

would like you to be

6. Play to the channel’s strengths

6. Play to the channels strengths

• Facebook users are looking for multimedia content, interaction & dialogue• YouTube users are looking for engaging content • Twitter users are looking for the personal angle, the ‘behind the scenes’

• Ensure you take each aspect of your content and maximise to the right channel

• Ultimately not every channel will be right for your brand• Some channels may surprise you• Let the actions & results define the strategy, not your personal opinion

6. Play to the channels strengths

7. Offer users a reason to connect

7. Offer users a reason to connect

• Reward your fans or followers….

8. Do your groundwork

8. Do your groundwork

• Think about why you want to be involved• Listen to / understand consumer opinion?• Communication / dialogue with key influencers?• Brand / PR value?• Sales?

• TEST, TEST, TEST• Investment should be tempered for each channel• Establish measurement and evaluation criteria • Work out how you are going to track your chosen criteria • Think about what success looks like and agree the criteria for roll out

• Be ready to move quickly

9. Keep an open mind

9. Keep an open mind

• Don’t be afraid to take part • Don’t be afraid if sometimes you don’t ‘get it’

• Not every channel will be a success • Some channels may surprise you

• Consumers don’t always do what we expect them to• The ‘best’ technology doesn’t always win

• Watch, listen and engage and be prepared to go with the flow

10. Pay Attention!

10. Pay Attention!

• It will be the consumer that decides what the next big thing will be

• They will be so excited they will talk about it and actively consume it

• If you are connected, engaging and paying attention you might be able to spot and harness the next big thing

Ten Tips for Spotting & Harnessing the next ‘big thing’

1. Be in it to win it!

2. Group channels into formats

3. Listen

4. Move quickly

5. Interact with your audience

6. Play to the channel’s strengths

7. Offer users a reason to connect

8. Do your groundwork

9. Keep an open mind

10.Pay attention

Conclusion

• What’s going to be bigger than Google in 2009? • The consumer

• What is the next big thing? • We have some ideas, but we don’t decide• We have a ‘bundle’ of sites we watch • But ultimately the consumer decides

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Mike.groves@cheezedmg.com

@cheezedmg

@mikegroves

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