Social Media Monitoringfor Major Brands

Neville HobsonHead of Social Media EuropeWC Group, London

November 17, 2009

www.wcgglobal.com

for Leaders of Great Brands

Key Trends & Observations

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 marketplace and to the

workplace

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, then display advertising, email marketing Mobile marketing next

10 Important Trends

1. Customers are co-shaping your reputation everyday

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

3. Leaders will identify issues before they happen

4. You realize that people search for content, not sites

5. You are a student of how the world is changing

6. You know that <1% of a customer’s time is spent purchasing a product

7. You realize that media has already changed

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

9. Your customer is discussing your brand everyday

10. We understand ethical behavior is a key part of maintaining trust

10 Important Trends

1. Customers are co-shaping your reputation everyday

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

3. Leaders will identify issues before they happen

4. You realize that people search for content, not sites

5. You are a student of how the world is changing

6. You know that <1% of a customer’s time is spent purchasing a product

7. You realize that media has already changed8. You know which types of social media are preferred by your customers

9. Your customer is discussing your brand everyday

10. We understand ethical behavior is a key part of maintaining trust

Customers Co-Shaping Your Reputation

Are you accidently outsourcing the building of your brand?

What is the first impression of your brand?

2nd-largest Search Engine

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.

The New Media

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

Disclosure

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.

When communicating with blogs or bloggers on behalf of my company or on topics related to the business of my company, I will:

http://www.socialmedia.org/disclosure/identity/

The Case for Social Media Monitoring

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

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

Start Here

http://picasaweb.google.com/lh/photo/ymWsJfDtfBl08zzMMxAkkg

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