Your communication demands change
Magnus Thell, Cision
Helsinki, 15th May 2009

“In the old days, someone might have a
bad customer experience and tell 10
people. But now, with the rise of blogs,
MySpace and Facebook, that person might
be able to tell 10,000 people. This totally
changes the dynamic, and importance, of
customer experience.”
Bruce Temkin, vp/principal analyst at Forrester Research
Source: Forrester “The Customer Experience Index 2007”, http://www.forrester.com/Research/Document/Excerpt/0,7211,43877,00.html,
Brandweek, http://www.brandweek.com/bw/news/recent_display.jsp?vnu_content_id=1003677228

Source: BBC News The Editors Blog,
http://www.bbc.co.uk/blogs/theeditors/2008/02/journalists_and_pr.html

Source: CBS News http://www.cbsnews.com/stories/2009/05/04/business/main4988309.shtml ws

Change The New Arenas

Källa: Brian Solis, PR 2.0, The Conversation Prism, Creative Commons

Change New Behavior

Source: Google, www.google.com

Source: Electrolux Newsroom, http://newsroom.electrolux.com/

Company blog
Source: http://fastlane.gmblogs.com

Conversation
Source: “My Starbucks Idea”, http://mystarbucksidea.com

Customer Service
Source: Cision, http://twitter.com/cision/favourites

Communities - Crowdsourcing
Source: http://www.facebook.com/hm

Source: Tripadvisor http://www.tripadvisor.com
Consumer - Conversation

Source: Twitter, Public Service of New Hampshire, http://twitter.com/psnh/status/1072097134
Society

Source: Public Service of New Hampshire, http://psnhnews.com/index.cfm
Samhället

Newsfeed
Source: CNN, http://edition.cnn.com/2009/WORLD/europe/02/25/twitter.amsterdam.plane.crash/index.html
.

Commercialization
Source: venturebeat.com http://venturebeat.com/2009/05/11/socialmedia-turns-twitter-facebook-info-into-web-wide-social-ads/

Change Content

Source: Flickr Group Scania Fire Appliances/Apparatus, http://www.flickr.com/groups/scaniafireappliances/pool/page6/

Source: JetBlue, http://www.youtube.com/user/JetBlueCorpComm

Source: Ford, http://media.ford.com/products/focus08/index.html

Source: Electrolux Newsroom, http://newsroom.electrolux.com/

Change Some Useful Tips To Get Going

Press release
Online
New Newsrooms
Service
Product sites
Images & Video

• Start acting on • How will we
own initiative handle this
• Act on arena?
prioritized • Who is
arenas responsible?
• Which arenas
should we act
on?
• Begin to • Begin to listen at
participate in the the conversation
discussions • Learn how the
• Learn the arena interacts
language and the
tone of the arena

Change 3 New Services

Social Media Upload, From CisionPoint,
simply upload your video- and image
1 content to your account on YouTube and
similar sites as you publish a release
Social Media Releases, create a multimedia
2 press release with customer designe
integrated with your video and images
Social Media Newsrooms, create a stand
3 alone site with your design built on the
foundation of visibilty and search engine
technology and capitalize on the power of
Social Media Cision Social Media Services
Powered by Sermo Consulting

Contact Information
Magnus Thell, Cision
Managing Director Cision Scandinavia
E-mail: magnus.thell@cision.com
Mobile: +46 (708) 950 822
IM (Google Talk): magnusthell
Twitter: @magnus_thell
(www.twitter.com/magnus_thell)