A Glimpse of Proximate Reality
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The document discusses the rise of social media and its importance for businesses. It notes that conversations now occur online through various social media platforms. These conversations drive brand awareness, recommendations, and share of voice. It emphasizes that businesses must listen to the conversations happening about their brand to understand influencers, topics of discussion, and how their brand is perceived both positively and negatively. The document recommends that businesses start by listening, then planning how to engage in social conversations to foster connections with customers.
A Glimpse of Proximate Reality
- 1. A Glimpse ofProximate RealityNeville HobsonHead of Social Media EuropeWCG London@janglesApril 23, 2010
- 2. Let’s Start With a ConclusionYou now know how, where and when she discusses your brand onlineWith whomWith precisionFrom awareness of you to an ambassador for youWelcoming you into her peer networkForming a trusted partnershiphttp://picasaweb.google.com/lh/photo/ymWsJfDtfBl08zzMMxAkkg
- 3. “ New communications technologies and social media are being incorporated into every aspect of business – from communications to customer service and CRM, to HR recruitment, employee communications, corporate training, product R&D, sales, and more.- NewComm Forum 2010”
- 6. It’s a New GameMobile, wherever there is a net connectionAlready in the workplaceNext phase: business ‘dashboard’ with check-in analyticsTotal check-insUnique visitorsMale-to-female ratioSocial media-sharing
- 7. What Social Media Is and Isn’t7
- 9. A Tectonic Shift Has OccurredWhere and When Conversations OccurLanguage: customers speak online in their first language (10 reach 95%)Location: Facebook, Twitter, Foursquare, forums, other social places online – wherever and whenever you’re connectedTime of Day: Lower volume during day, high volume in eveningsThe new prime time is 9pm to 1am in your time zone
- 10. Trend: The Media World Isn’t Changing……it has already changedMedia Outlets: 74 of top 100 outlets for Techmeme are blogs/online sitesBloggers: 3 of 4 look to each other for their next storyCustomers: 3 of 4 look to each other for purchase adviceConversations: the driver of share-of-voice, influence and recommendationsKnow which conversations are defining your brand
- 11. Top 10 Online Influence Areas
- 12. What You Can Achieve via ListeningKnow who the influencers are, with precisionKnow your “share of conversation” vs“share of voice”Know where conversations are occurring that matter Know how news is shared and by whomKnow of issues before they become mainstreamKnow the right keywords that drive searchKnow who to follow or friendKnow what content your customers care aboutKnow who is defining your brand, pro or con
- 13. Why Social Media MattersIncreasing importance of word-of-mouth on consumer purchasing behaviourSocial media amplifies and accelerates word-of-mouth, rapidly shaping and influencing opinionSocial media can help foster a genuine connection between a company and its customershttp://www.brandirectory.com/league_tables/table/global_50013
- 15. Thank You
- 19. 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/