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“New Media for Old Hands”<br />Building Genuine Relationships<br />Neville Hobson, ABCHead of Social Media Europe<br />WC Group, London<br />November 12, 2009<br />

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Or…<br />A Rough Guide<br />To Social Media<br />For Communicators<br />

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London / EU hub<br />6 senior consultants <br />Multi-lingual<br />Expertise in pharma/biotech, medical device, advocacy, access, media (social and traditional), communication strategy<br />Partners in Basel, Berlin, Paris, Madrid and Milan<br />Headquarters in San Francisco, USA; other offices in Chicago, New York, Austin<br />www.wcgglobal.com<br />

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Good Questions<br />Wheredoes social media really fit into the business world?<br />Whois using social media and what measurable benefits are they enjoying?<br />Howdo you identify online influencers and connect with them?<br />Whatcan you do right now?<br />

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What’s in a Name?<br />New Media<br />Social Software<br />Social Business<br />Social Media<br />Enterprise 2.0<br />Web 2.0<br />

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The Era of Social Computing<br />The social structure in which technology puts power in the hands of individuals and communities instead of institutions<br />

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

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Everything is Changing. Again.<br />The emergence of a new digital information commons<br />The reality of a global economy<br />The appearance and empowerment of myriad new stakeholders<br />http://www.conversationprism.com/<br />Source: “The Authentic Enterprise,” Arthur W. Page Society.<br />

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Clear Behaviour Changes and Trends<br />We don’t trust “corporate-speak” or “marketing-speak”<br />We fast-forward our DVRs through the interruptions<br />We pull content that interests us<br />We create our own content, original and mashups<br />We embrace word of mouth and eschew mainstream media<br />We are connected wherever and whenever we wish<br />We bring our behaviours to the workplace<br />

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Clear Business Trends and Focus<br />Key Trends<br />Marketers are seeking lower cost solutions<br />Desire for more accountable channels<br />High focus on reaching customers directly<br />Mix shifting quickly from traditional to interactive channels<br />Areas of Focus<br />Social Media (CAGR of 34% to 2014 – Forrester)<br />Search Marketing (biggest bucket)<br />Display advertising, email marketing, mobile marketing next<br />

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The Media World Isn’t Changing…<br />Don’t define it as offline or online: it’s all one media world.Just know which conversations are defining your brand.<br />…it has already changed<br />Media Outlets: 74 of top 100 outlets for Techmeme are blogs/online sites<br />Bloggers: 3 of 4 look to each other for their next story<br />Customers: 3 of 4 look to each other for purchase advice<br />Conversations: the driver of share-of-voice, influence and recommendations<br />

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The New Media<br />

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Critical Rules of Engagement<br />Channels have fragmented<br />Trust is critical<br />Social media have arrived<br />The customer is in control (kind of)<br />Content creation and distribution have been democratized<br />Imperatives:<br />You must reach the new influencers<br />On their terms<br />Engage in the conversation or fail to communicate<br />

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Critical Rules of Engagement<br />Channels have fragmented<br />Trust is critical<br />Social media have arrived<br />The customer is in control (kind of)<br />Content creation and distribution have been democratized<br />Imperatives:<br />You must reach the new influencers<br />On their terms<br />Engage in the conversation or fail to communicate<br />

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Rule #2<br />Trust<br />Is Critical<br />

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Maintaining Trust<br />We understand ethical behavior is a key part of maintaining trust<br />We don’t support Flogs or Splogs<br />We would never create a fake ad, so why a fake blog post, fake Facebook fan page or fake tweet?<br />We always practice full disclosure<br />That means about ghost writing, too<br />

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Disclosure<br />When communicating with blogs or bloggers on behalf of my company or on topics related to the business of my company, I will:<br />Disclose who I am, who I work for, and any other relevant affiliations from the very first encounter.<br />Disclose any business/client relationship if I am communicating on behalf of a third party.<br />Provide a means of communicating with me.<br />Comply with all laws and regulations regarding disclosure of identity.<br />We will inform employees, agencies, and advocates that we have a formal relationship of these disclosure policies and take action quickly to correct problems where possible.<br />Pseudonyms:<br />(Option A) Never use a false or obscured identity or pseudonym.<br />(Option B) If aliases or role accounts are used for employee privacy, security, or other business reasons, these identities will clearly indicate the organization I represent and provide means for two-way communications with that alias.<br />“We Didn’t Know”<br />Clearly disclose our involvement on all blogs produced by the company or our agencies.<br />http://www.socialmedia.org/disclosure/identity/<br />

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Rule #4<br />The Customer<br />Is<br />In Control<br />

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Understand Your Customers<br />Who they are<br />Where they are<br />Why they&apos;re there<br />Where you should be<br />Why<br />How<br />

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Understand Your Customers<br />Your customer is discussing your brand everyday<br />Do you know which words are important?<br />Do you look at search like an advertiser or a detective?<br />&lt;10% of your customers will contact you in a good year<br />The majority of your customers utilize search and peer to peer contact to answer their questions<br />Where can you start to become a peer?<br />

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How Does Your CustomerDiscuss Your Brand?<br />Do you know with precision?<br />

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Customers Co-Shaping your Reputation<br />Are you accidently outsourcing the building of your brand?<br />What is the first impression of your brand? <br />

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3 Areas<br />Of Influence<br />

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1: Search<br />Trend:<br />Yes, Google is #1, but YouTube is #3.<br />Relevance:<br />We need to know the influencers on the first screen for our brand and key topics.<br />We also need to understand where people are taken when they search. <br />

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Why YouTube is Important<br />Scope: #3 website in world<br />Traffic: 489,059 links to site<br />Consumption Patterns: average viewing time is 22.5 minutes per day<br />Global Presence: 20% of global internet users surf YouTube <br />Mainstream: Up to age 44, users mirror average person on internet<br />Skewing Older with Time: 44 to 65+, less people on YouTube, on average, but expected to trend up<br />

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2: Twitter<br />Trend:<br />An effective way to alert influencers, help propel news cycles.<br />Relevance:<br />A great opportunity to build a network of influencers who want to share your news in real time.<br />

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Twitter Mainstream Milestones<br />US presidential election campaign<br />US Airways jet and the Hudson River<br />Twestival<br />Celebs (Oprah Winfrey, Stephen Fry, etc) embrace Twitter<br />Swine flu / Influenza A H1N1<br />Iran elections<br />User discoverability<br />

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3: Social Networking Sites<br />Trend:<br />The communities that are often our “first place” to go online.<br />Relevance:<br />Our day often starts and ends with Facebook or MySpace or Orkut or other depending where we live.<br />

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Imperatives<br />You must reach the new influencers / your customers<br />On their terms<br />Engage in the conversation or fail to connect<br />

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The Only Way to Buzz<br />Get to know the influencers<br />Read<br />Listen<br />Watch<br />Engage in conversations<br />with utter transparency<br />Reach out<br />in ways that suit the customer<br />individual approach not mass email<br />

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Evolve<br />Public Relations<br /> becomes<br />Personal Relationships<br />“One person at a time”: It can be done!<br />

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Reaching the New Influencers<br />

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Reaching the New Influencers<br />It’s about:<br />who they are<br />niches<br />reaching out to small groups<br />It’s not about:<br />how many they are (the numbers)<br />where they are<br />

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The Only Way<br />Get to know the influencer<br />Read<br />Listen<br />Watch<br />Engage in conversations<br />with complete transparency<br />Reach out<br />in ways that suit the influencer<br />individual approach not mass email<br />

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Measuring ROI<br />Financial return<br />The value of a relationship<br />And how are we defining ‘relationship’?<br />How many visitors?<br />First time, repeats, uniques?<br />How many subscribers to the RSS feed?<br />How many citations by others?<br />How many comments to posts?<br />And does the blogger comment on other blogs?<br />Anecdotal commentary on what people think<br />

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Your Reality<br />Channels have fragmented<br />Trust is critical<br />Social media have arrived<br />The customer is in control (kind of)<br />Content creation and distribution have been democratized<br />Imperatives:<br />You must reach the new influencers<br />On their terms<br />Engage in the conversation or fail to communicate<br />

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Start Here<br />Listen<br />Give up control<br />Be natural<br />Make a commitment<br />Be where your customers are<br />Learn to deal with negativity<br />Be humble<br />Have a clear and measurable objective<br />Develop a plan<br />Listen<br />

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Why Care About Social Media?<br />It’s about knowing<br />Where the conversations are happening<br />What your share of the conversations is<br />What the conversations are that you could / should be in<br />Who the key influencers are who can help build your brand<br />It’s about expanding your news flow<br />Simple syndication – distribute news via basic sharing tools (eg, Twitter and Facebook)<br />It’s about understanding communities<br />Which groups, forums and networks matter?<br />Who drives share of conversation in these communities?<br />What are the next steps in driving relationships?<br />It’s about leveraging existing contentand improving your natural search<br />

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“New Media for Old Hands”<br />