10 Trends That Matter

Neville Hobson

Head of Social Media Europe

WCG LondonJanuary 29, 2010

‘A Social Conversation’

Dublin

http://plancast.com/a/e8y

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

The New Corporate Reputation

2010 Edelman Trust Barometer, released January 26, 2010http://www.edelman.com/trust/2010/

The Nature of Trust Has Changed

2010 Edelman Trust Barometer, released January 26, 2010http://www.edelman.com/trust/2010/

Who Do We Trust?

2010 Edelman Trust Barometer, released January 26, 2010http://www.edelman.com/trust/2010/

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Innovation Can Be Confusing in Real Time

The Formula for Success is Simple

1. Knowledge -- Understand the marketplace

• Clarity on trends, best practices

• Educate and raise awareness

2. Clarity -- Listen & learn with precision

• Most quantitative area we’ve ever had to analyze

3. Influence -- Identify the exact locations of influence & influencers

• No guessing

4. Content -- Focus on content syndication and conversations

• Web sites are locations for content you want to share widely

How You Build 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

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 HowShe Discusses Your Brand?

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.comwww.wcgworld.com