Social media + PR + common sense = Building Genuine Relationships.

1. “New Media for Old Hands” Building Genuine Relationships Neville Hobson, ABCHead of Social Media Europe WC Group, London November 12, 2009

2. Or… A Rough Guide To Social Media For Communicators

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

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

6. What’s in a Name? New Media Social Software Social Business Social Media Enterprise 2.0 Web 2.0

7. The Era of Social Computing The social structure in which technology puts power in the hands of individuals and communities instead of institutions

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

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

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

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

15. The Media World Isn’t Changing… Don’t define it as offline or online: it’s all one media world.Just know which conversations are defining your brand. …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

16. The New Media

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

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

19. Rule #2 Trust Is Critical

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

22. Disclosure When communicating with blogs or bloggers on behalf of my company or on topics related to the business of my company, I will: Disclose who I am, who I work for, and any other relevant affiliations from the very first encounter. Disclose any business/client relationship if I am communicating on behalf of a third party. Provide a means of communicating with me. Comply with all laws and regulations regarding disclosure of identity. 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. Pseudonyms: (Option A) Never use a false or obscured identity or pseudonym. (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. “We Didn’t Know” Clearly disclose our involvement on all blogs produced by the company or our agencies. http://www.socialmedia.org/disclosure/identity/

23. Rule #4 The Customer Is In Control

24. Understand Your Customers Who they are Where they are Why they're there Where you should be Why How

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

26. How Does Your CustomerDiscuss Your Brand? Do you know with precision?

27. Customers Co-Shaping your Reputation Are you accidently outsourcing the building of your brand? What is the first impression of your brand?

32. 3 Areas Of Influence

33. 1: Search Trend: Yes, Google is #1, but YouTube is #3. Relevance: We need to know the influencers on the first screen for our brand and key topics. We also need to understand where people are taken when they search.

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

35. 2: Twitter Trend: An effective way to alert influencers, help propel news cycles. Relevance: A great opportunity to build a network of influencers who want to share your news in real time.

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

37. 3: Social Networking Sites Trend: The communities that are often our “first place” to go online. Relevance: Our day often starts and ends with Facebook or MySpace or Orkut or other depending where we live.

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

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

40. Evolve Public Relations becomes Personal Relationships “One person at a time”: It can be done!

41. Reaching the New Influencers

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

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

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

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

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

52. 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

53. “New Media for Old Hands”