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Perspectives




                  Neville Hobson
               www.nevillehobson.com

                          Barcelona
                  September 17, 2009
Social Media Perspectives
Social Media Perspectives
Social Media Perspectives
Social Media Perspectives
Social Media Perspectives
1.   Where
     does social media really fit into the business
     world?
2.   How
     do you identify online influencers and
     connect with them?
3.   Who
     is using social media and what measurable
     benefits are they enjoying?
4.   What
     can you do right now?
http://www.youtube.com/watch?v=5YGc4zOqozo
Social Media Perspectives
Social Media Perspectives
Social Media Perspectives
Social Media Perspectives
Social Media Perspectives
Social Media Perspectives
http://www.gapingvoid.com/Moveable_Type/archives/2007_05.html
Social Media Perspectives
Social Media Perspectives
Social Media Perspectives
Social Media Perspectives
1.   Channels have        Imperatives:
     fragmented            You must reach the
2.   Trust is critical      new influencers
3.   Social media have     Transparency is
     arrived                required
4.   The consumer is in    Engage in the
     control (kind of)      conversation or fail to
5.   Content creation       connect
     and distribution
     have been
     democratized
http://theconversationprism.com/
   Who they are
   Where they are
   Why they're there
   Where you should be
     Why
     How
Social Media Perspectives
   The social structure in which
    technology puts power in the hands
    of individuals and communities
    instead of institutions
Then                               Now
Cradle to grave                    Portfolio career
Loyalty                            Transactional relationship
Dependence                         Independence
Employees as human resources       Creative talent on loan
Employees                          Citizens
Big companies / institutions       My own group / company
Command and control, paternalism   Inclusivity based on mutual respect
CEO = God                          CEO = Guide
I left the company                 I left my boss
Local community                    Workplace communities

http://www.enterprise2dot0.com/
1.   You must reach the
     new influencers /
     your customers
2.   On their terms
3.   Engage in the
     conversation or fail to
     connect
1.       Get to know the influencers
         Read
         Listen
         Watch
2.       Engage in conversations
         with utter transparency
3.       Reach out
         in ways that suit the customer
         individual approach not mass email
http://www.engagementdb.com/
Social Media Perspectives
Social Media Perspectives
Social Media Perspectives
Social Media Perspectives
1.   Channels have           Imperatives:
     fragmented              You must reach the
2.   Trust is critical         new influencers
3.   Social media have       Transparency is
     arrived                   required
4.   The customer is in      Engage in the
     control (kind of)         conversation or fail
5.   Content creation and      to connect
     distribution have
     been democratized
Social Media Perspectives
Social Media Perspectives
1.    Listen
2.    Give up control
3.    Be natural
4.    Make a commitment
5.    Be where your customers
      are
6.    Learn to deal with negativity
7.    Be humble
8.    Have a clear and
      measurable objective
9.    Develop a plan
10.   Listen
Social Media Perspectives
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/




                        www.nevillehobson.com

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Social Media Perspectives

  • 1. Perspectives Neville Hobson www.nevillehobson.com Barcelona September 17, 2009
  • 7. 1. Where does social media really fit into the business world? 2. How do you identify online influencers and connect with them? 3. Who is using social media and what measurable benefits are they enjoying? 4. What can you do right now?
  • 20. 1. Channels have Imperatives: fragmented  You must reach the 2. Trust is critical new influencers 3. Social media have  Transparency is arrived required 4. The consumer is in  Engage in the control (kind of) conversation or fail to 5. Content creation connect and distribution have been democratized
  • 22. Who they are  Where they are  Why they're there  Where you should be  Why  How
  • 24. The social structure in which technology puts power in the hands of individuals and communities instead of institutions
  • 25. Then Now Cradle to grave Portfolio career Loyalty Transactional relationship Dependence Independence Employees as human resources Creative talent on loan Employees Citizens Big companies / institutions My own group / company Command and control, paternalism Inclusivity based on mutual respect CEO = God CEO = Guide I left the company I left my boss Local community Workplace communities http://www.enterprise2dot0.com/
  • 26. 1. You must reach the new influencers / your customers 2. On their terms 3. Engage in the conversation or fail to connect
  • 27. 1. Get to know the influencers  Read  Listen  Watch 2. Engage in conversations  with utter transparency 3. Reach out  in ways that suit the customer  individual approach not mass email
  • 33. 1. Channels have Imperatives: fragmented  You must reach the 2. Trust is critical new influencers 3. Social media have  Transparency is arrived required 4. The customer is in  Engage in the control (kind of) conversation or fail 5. Content creation and to connect distribution have been democratized
  • 36. 1. Listen 2. Give up control 3. Be natural 4. Make a commitment 5. Be where your customers are 6. Learn to deal with negativity 7. Be humble 8. Have a clear and measurable objective 9. Develop a plan 10. Listen
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