10 Trends That Matter(and other stuff)

Neville HobsonHead of Social Media EuropeWCG London

February 25, 2010

http://twitter.com/jangles

10 Trends That Matter

1. Customers are co-shaping your reputation every day

2. You know exactly where conversations are occurring, who has influence, and why

3. You know which types of social media are preferred by your customers

4. You know that leaders will identify issues before they become critical

5. You realize that less than 1% of a customer’s time is spent purchasing a product

6. You realize that media has already changed

7. You realize customers want to do three things to help each other

8. You understand ethical behavior is a key part of maintaining trust

9. You leverage the world’s greatest operating system – the web – internally

10.You are an active participant in how the world is changing

http://www.gapingvoid.com/Moveable_Type/archives/2007_05.html

Reality

htt

p:/

/ww

w.g

art

ner.

com

/Dis

pla

yD

ocu

men

t?id

=1

09

25

12

Innovation Can Be Confusing in Real Time

Top 10 Online Influence Areas

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

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

In Summary…

• Listen – know your customer’s world online with precision

• Learn – make it easy to have all news at your fingertips

• Focus on actionable insights – what exactly can inform your strategy

• Identify who drives share of conversation – know the exact rank order of each influencer online

• Expand your reach with a clear focus – launch a new way to add value and engage with your customers/ communities

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

 Neville HobsonHead of Social Media, Europe

WCG25 Southampton Buildings, London WC2A 1AL, UKdirect +44 7824 33 7000 skype nevonskypetwitter janglesemail nhobson@wcgworld.comblog.wcgworld.com