Blogs, podcasts, social networks and online videos are creating new centers of influence. The emerging world of social media presents exciting new opportunities for businesses to communicate directly with key constituents in ways that were unimaginable just a few years ago. Intermediaries are no longer necessary. You can now take you message directly to your public with minimal cost and waste. Business executives and marketers who can successfully reinvent themselves as content providers can bond with their customers in ways they could never before imagine.
9. How We Share Influence PRE MEDIA AGE MASS MEDIA AGE SOCIAL MEDIA AGE Consult a professional Readers letters Phone in; TV / Radio Talk to shop worker Personal blog Social network page Widgets Photo sharing site Chat rooms Message boards Video sharing site Comments on blogs Comments on websites Viral emails Wish lists Ratings on retail sites Reviews on retail sites Auction websites Social Bookmarking Chat room Price comparison sites Social shopping sites Talk face to face Consult a professional Readers Letters Phone in; TV / Radio Talk to shop worker Phone call Talk face to face Phone call SMS Email Instant Messenger Talk face to face Talk to shop worker Consumer influence channels Source: Universal McCann Erickson
10. Meet the new influencers Steve Hall Philipp Lenssen Paige Heninger & Gretchen Vogelzang
12. New Kids On The Block “ Active reach in what Nielsen defines as "member communities" now exceeds e-mail participation by 67 percent to 65 percent. What's more, the reach of social networking and blogging venues is growing at twice the rate of other large drivers of Internet use such as portals, e-mail and search.” -MediaWeek, 3/9/09
15. Put Communities to Work Needs Definition Product Architecture Iterative Development Field Testing Viral Marketing Peer Support Product lifecycle
16. Just For Consumers? Think Again Oil & Gas Pros Manufacturing Engineers Farmers Engineers Physicians
17. Reports From the Field “ InterContinental Hotels Group has been astounded by the results of its communities and has credited them with a 400% ROI. Traditional one-time focus groups or surveys are no longer necessary… members are now 20% more likely to recommend a stay at an IHG property than before.” From an application for Society of New Communications Research 2008 Excellence Awards
18. Take It To the Public Reinforce Brand Bypass Gatekeepers Create Brand Ambassadors Educate Customers
30. Thank you! Paul Gillin 508-202-9807 [email_address] www.gillin.com Twitter: pgillin Available on Amazon or from NewInfluencers.com Available on Amazon or from SSMMBook.com