![Page 1: Dell B2B Social Media Huddle - Neville Hobson - Social Media Trends](https://reader037.vdocuments.us/reader037/viewer/2022110115/54b78ee14a7959db528b49d1/html5/thumbnails/1.jpg)
10 Key Trendsand Observations
Social Media for Business
Neville HobsonHead of Social Media EuropeWCG, London
December 7, 2009
www.wcgglobal.com
![Page 2: Dell B2B Social Media Huddle - Neville Hobson - Social Media Trends](https://reader037.vdocuments.us/reader037/viewer/2022110115/54b78ee14a7959db528b49d1/html5/thumbnails/2.jpg)
What’s In a Name?
Social Software
Web 2.0
Social MediaEnterprise 2.0
Social Business
New Media
![Page 3: Dell B2B Social Media Huddle - Neville Hobson - Social Media Trends](https://reader037.vdocuments.us/reader037/viewer/2022110115/54b78ee14a7959db528b49d1/html5/thumbnails/3.jpg)
Customers are co-shaping your reputation every day.
Trend #1
![Page 4: Dell B2B Social Media Huddle - Neville Hobson - Social Media Trends](https://reader037.vdocuments.us/reader037/viewer/2022110115/54b78ee14a7959db528b49d1/html5/thumbnails/4.jpg)
Reputation
Are you accidently outsourcing the building of your brand?
What is the impression of your brand?
![Page 5: Dell B2B Social Media Huddle - Neville Hobson - Social Media Trends](https://reader037.vdocuments.us/reader037/viewer/2022110115/54b78ee14a7959db528b49d1/html5/thumbnails/5.jpg)
Customers Shape First Impressions
![Page 6: Dell B2B Social Media Huddle - Neville Hobson - Social Media Trends](https://reader037.vdocuments.us/reader037/viewer/2022110115/54b78ee14a7959db528b49d1/html5/thumbnails/6.jpg)
YouTube 2nd Biggest Search Engine
![Page 7: Dell B2B Social Media Huddle - Neville Hobson - Social Media Trends](https://reader037.vdocuments.us/reader037/viewer/2022110115/54b78ee14a7959db528b49d1/html5/thumbnails/7.jpg)
You know exactly where conversations are occurring, who has influence, and why.
Precision is what matters
Trend #2
![Page 8: Dell B2B Social Media Huddle - Neville Hobson - Social Media Trends](https://reader037.vdocuments.us/reader037/viewer/2022110115/54b78ee14a7959db528b49d1/html5/thumbnails/8.jpg)
![Page 9: Dell B2B Social Media Huddle - Neville Hobson - Social Media Trends](https://reader037.vdocuments.us/reader037/viewer/2022110115/54b78ee14a7959db528b49d1/html5/thumbnails/9.jpg)
http
://w
ww
.gar
tner
.com
/Dis
play
Doc
umen
t?id
=10
9251
2
The Ecosystem Is Complex
Social SoftwareHype Cycle 2009
![Page 10: Dell B2B Social Media Huddle - Neville Hobson - Social Media Trends](https://reader037.vdocuments.us/reader037/viewer/2022110115/54b78ee14a7959db528b49d1/html5/thumbnails/10.jpg)
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
![Page 11: Dell B2B Social Media Huddle - Neville Hobson - Social Media Trends](https://reader037.vdocuments.us/reader037/viewer/2022110115/54b78ee14a7959db528b49d1/html5/thumbnails/11.jpg)
You know which types of social media are preferred by your customers.
Blogs, forums, wikis, social networking sites, Twitter, and more
Trend #3
![Page 12: Dell B2B Social Media Huddle - Neville Hobson - Social Media Trends](https://reader037.vdocuments.us/reader037/viewer/2022110115/54b78ee14a7959db528b49d1/html5/thumbnails/12.jpg)
The Value of Metrics
![Page 13: Dell B2B Social Media Huddle - Neville Hobson - Social Media Trends](https://reader037.vdocuments.us/reader037/viewer/2022110115/54b78ee14a7959db528b49d1/html5/thumbnails/13.jpg)
Tools of the Trade
![Page 14: Dell B2B Social Media Huddle - Neville Hobson - Social Media Trends](https://reader037.vdocuments.us/reader037/viewer/2022110115/54b78ee14a7959db528b49d1/html5/thumbnails/14.jpg)
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
![Page 15: Dell B2B Social Media Huddle - Neville Hobson - Social Media Trends](https://reader037.vdocuments.us/reader037/viewer/2022110115/54b78ee14a7959db528b49d1/html5/thumbnails/15.jpg)
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
![Page 16: Dell B2B Social Media Huddle - Neville Hobson - Social Media Trends](https://reader037.vdocuments.us/reader037/viewer/2022110115/54b78ee14a7959db528b49d1/html5/thumbnails/16.jpg)
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
![Page 17: Dell B2B Social Media Huddle - Neville Hobson - Social Media Trends](https://reader037.vdocuments.us/reader037/viewer/2022110115/54b78ee14a7959db528b49d1/html5/thumbnails/17.jpg)
![Page 18: Dell B2B Social Media Huddle - Neville Hobson - Social Media Trends](https://reader037.vdocuments.us/reader037/viewer/2022110115/54b78ee14a7959db528b49d1/html5/thumbnails/18.jpg)
Purchasing Decisions Evolution
![Page 19: Dell B2B Social Media Huddle - Neville Hobson - Social Media Trends](https://reader037.vdocuments.us/reader037/viewer/2022110115/54b78ee14a7959db528b49d1/html5/thumbnails/19.jpg)
![Page 20: Dell B2B Social Media Huddle - Neville Hobson - Social Media Trends](https://reader037.vdocuments.us/reader037/viewer/2022110115/54b78ee14a7959db528b49d1/html5/thumbnails/20.jpg)
You realize that media has already changed.
Old school media drives share of voice Share of conversation is what’s important
Trend #6
![Page 21: Dell B2B Social Media Huddle - Neville Hobson - Social Media Trends](https://reader037.vdocuments.us/reader037/viewer/2022110115/54b78ee14a7959db528b49d1/html5/thumbnails/21.jpg)
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.
![Page 22: Dell B2B Social Media Huddle - Neville Hobson - Social Media Trends](https://reader037.vdocuments.us/reader037/viewer/2022110115/54b78ee14a7959db528b49d1/html5/thumbnails/22.jpg)
The New Media
![Page 23: Dell B2B Social Media Huddle - Neville Hobson - Social Media Trends](https://reader037.vdocuments.us/reader037/viewer/2022110115/54b78ee14a7959db528b49d1/html5/thumbnails/23.jpg)
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
![Page 24: Dell B2B Social Media Huddle - Neville Hobson - Social Media Trends](https://reader037.vdocuments.us/reader037/viewer/2022110115/54b78ee14a7959db528b49d1/html5/thumbnails/24.jpg)
You realize customers want to do three things to help each other.
You build trust by being part of this process
Trend #7
![Page 25: Dell B2B Social Media Huddle - Neville Hobson - Social Media Trends](https://reader037.vdocuments.us/reader037/viewer/2022110115/54b78ee14a7959db528b49d1/html5/thumbnails/25.jpg)
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
![Page 26: Dell B2B Social Media Huddle - Neville Hobson - Social Media Trends](https://reader037.vdocuments.us/reader037/viewer/2022110115/54b78ee14a7959db528b49d1/html5/thumbnails/26.jpg)
![Page 27: Dell B2B Social Media Huddle - Neville Hobson - Social Media Trends](https://reader037.vdocuments.us/reader037/viewer/2022110115/54b78ee14a7959db528b49d1/html5/thumbnails/27.jpg)
![Page 28: Dell B2B Social Media Huddle - Neville Hobson - Social Media Trends](https://reader037.vdocuments.us/reader037/viewer/2022110115/54b78ee14a7959db528b49d1/html5/thumbnails/28.jpg)
You understand ethical behavior is a key part of maintaining trust.
You’re also an influencer You’ve made the mindset shift
Trend #8
![Page 29: Dell B2B Social Media Huddle - Neville Hobson - Social Media Trends](https://reader037.vdocuments.us/reader037/viewer/2022110115/54b78ee14a7959db528b49d1/html5/thumbnails/29.jpg)
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/
![Page 30: Dell B2B Social Media Huddle - Neville Hobson - Social Media Trends](https://reader037.vdocuments.us/reader037/viewer/2022110115/54b78ee14a7959db528b49d1/html5/thumbnails/30.jpg)
You leverage the world’s greatest operating system – the web – internally.
Access for employees is real
Trend #9
![Page 31: Dell B2B Social Media Huddle - Neville Hobson - Social Media Trends](https://reader037.vdocuments.us/reader037/viewer/2022110115/54b78ee14a7959db528b49d1/html5/thumbnails/31.jpg)
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
![Page 32: Dell B2B Social Media Huddle - Neville Hobson - Social Media Trends](https://reader037.vdocuments.us/reader037/viewer/2022110115/54b78ee14a7959db528b49d1/html5/thumbnails/32.jpg)
Reality…
![Page 33: Dell B2B Social Media Huddle - Neville Hobson - Social Media Trends](https://reader037.vdocuments.us/reader037/viewer/2022110115/54b78ee14a7959db528b49d1/html5/thumbnails/33.jpg)
You are an active participant in how the world is changing.
You’re also an influencer You’ve made the mindset shift
Trend #10
![Page 34: Dell B2B Social Media Huddle - Neville Hobson - Social Media Trends](https://reader037.vdocuments.us/reader037/viewer/2022110115/54b78ee14a7959db528b49d1/html5/thumbnails/34.jpg)
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
![Page 35: Dell B2B Social Media Huddle - Neville Hobson - Social Media Trends](https://reader037.vdocuments.us/reader037/viewer/2022110115/54b78ee14a7959db528b49d1/html5/thumbnails/35.jpg)
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
![Page 36: Dell B2B Social Media Huddle - Neville Hobson - Social Media Trends](https://reader037.vdocuments.us/reader037/viewer/2022110115/54b78ee14a7959db528b49d1/html5/thumbnails/36.jpg)
RightNow?
What Can You Do?
![Page 37: Dell B2B Social Media Huddle - Neville Hobson - Social Media Trends](https://reader037.vdocuments.us/reader037/viewer/2022110115/54b78ee14a7959db528b49d1/html5/thumbnails/37.jpg)
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
![Page 38: Dell B2B Social Media Huddle - Neville Hobson - Social Media Trends](https://reader037.vdocuments.us/reader037/viewer/2022110115/54b78ee14a7959db528b49d1/html5/thumbnails/38.jpg)
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
![Page 39: Dell B2B Social Media Huddle - Neville Hobson - Social Media Trends](https://reader037.vdocuments.us/reader037/viewer/2022110115/54b78ee14a7959db528b49d1/html5/thumbnails/39.jpg)
![Page 40: Dell B2B Social Media Huddle - Neville Hobson - Social Media Trends](https://reader037.vdocuments.us/reader037/viewer/2022110115/54b78ee14a7959db528b49d1/html5/thumbnails/40.jpg)
Copyright applies to this document - some rights reserved.
This work is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 3.0 License.
Details: http://creativecommons.org/licenses/by-nc-sa/3.0/
www.wcgglobal.com