Discussion focus for 'A Social Conversation' in Dublin, Ireland, January 29, 2010.

1. 10 Trends That Matter Neville Hobson Head of Social Media Europe WCG LondonJanuary 29, 2010 ‘A Social Conversation’ Dublin http://plancast.com/a/e8y

2. 10 Trends That Matter #1: Customers are co-shaping your reputation every day #2: You know exactly where conversations are occurring, who has influence, and why #3: You know which types of social media are preferred by your customers #4: You know that leaders will identify issues before they become critical #5: You realize that less than 1% of a customer’s time is spent purchasing a product #6: You realize that media has already changed #7: You realize customers want to do three things to help each other #8: You understand ethical behavior is a key part of maintaining trust #9: You leverage the world’s greatest operating system – the web – internally #10: You are an active participant in how the world is changing

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

4. Reality

5. The New Corporate Reputation 2010 Edelman Trust Barometer, released January 26, 2010 http://www.edelman.com/trust/2010/

6. The Nature of Trust Has Changed 2010 Edelman Trust Barometer, released January 26, 2010 http://www.edelman.com/trust/2010/

7. Who Do We Trust? 2010 Edelman Trust Barometer, released January 26, 2010 http://www.edelman.com/trust/2010/

8. http://www.gartner.com/DisplayDocument?id=1092512 Innovation Can Be Confusing in Real Time

9. The Formula for Success is Simple Knowledge -- Understand the marketplace Clarity on trends, best practices Educate and raise awareness Clarity -- Listen & learn with precision Most quantitative area we’ve ever had to analyze Influence -- Identify the exact locations of influence & influencers No guessing Content -- Focus on content syndication and conversations Web sites are locations for content you want to share widely

10. How You Build 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

11. 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

12. In Summary… Listen – know your customer’s world online with precision Learn – make it easy to have all news at your fingertips Focus on actionable insights – what exactly can inform your strategy Identify who drives share of conversation – know the exact rank order of each influencer online Expand your reach with a clear focus – launch a new way to add value and engage with your customers/ communities

13. Do You Know HowShe Discusses Your Brand? http://picasaweb.google.com/lh/photo/ymWsJfDtfBl08zzMMxAkkg

14. Neville HobsonHead of Social Media, EuropeWCG 25 Southampton Buildings, London WC2A 1AL, UKdirect+44 7824 33 7000 skype nevonskype twitter @janglesemailnhobson@wcgworld.com www.wcgworld.com