What do corporate communicators need to know about social media and what does it mean for the business Lars Voedisch Regional Head – Media Intelligence, APAC Dow Jones Enterprise Media Group lars.voedisch@dowjones.com http://twitter.com/larsv

Traditional Media control in hands of a few minimal feedback loop a small universe of known contacts Social (New) Media anyone can be a publisher conversation is king an opportunity or a threat to corporations

Are you ready for Generation V (irtual) ? Preference for the use of digital media channels to discover information, build knowledge and share insights Generation V is defined around three key behavioural attributes: Use of technology as a day-to-day tool to facilitate communication Desire to participate – expecting conversations Belief in the value of collaboration ; ‘we’ is more powerful and valuable than ‘me’ Enterprise Use of Social Networking, Gartner Symposium/ITxpo 2008 http://www.gartner.com/it/page.jsp?id=770914

Preference for the use of digital media channels to discover information, build knowledge and share insights

Generation V is defined around three key behavioural attributes:

Use of technology as a day-to-day tool to facilitate communication

Desire to participate – expecting conversations

Belief in the value of collaboration ; ‘we’ is more powerful and valuable than ‘me’

Threat: Domino’s YouTube Nightmare Domino’s Pizza Chain discovered the power of viral marketing last month: two employees in the US filmed "prank" videos of themselves stuffing cheese up their noses and then putting it into sandwiches. The video went popular on YouTube ( over 1 million views ), and Twitter lit up with disgusted customer complaints. Domino’s apologized and put its own President on YouTube , started a Twitter response site ; Still: In just a few days, Domino’s reputation was damaged . Key learnings: Brands need social media crisis plans ‘ Attacks’ can strike any time from anywhere Reaction time is down from days to hours Read more on WSJ.com

Domino’s Pizza Chain discovered the power of viral marketing last month: two employees in the US filmed "prank" videos of themselves stuffing cheese up their noses and then putting it into sandwiches.

The video went popular on YouTube ( over 1 million views ), and Twitter lit up with disgusted customer complaints.

Domino’s apologized and put its own President on YouTube , started a Twitter response site ;

Still: In just a few days, Domino’s reputation was damaged .

Key learnings:

Brands need social media crisis plans

‘ Attacks’ can strike any time from anywhere

Reaction time is down from days to hours

Opportunity: Happy Customers - Wii A customer bought a Nintendo Wii on launch day Discovered some problems 3 months later Had a great customer experience Publicized this on the web It’s a top result for “Wii customer service” Google search (out of 10 million!)

A customer bought a Nintendo Wii on launch day

Discovered some problems 3 months later

Had a great customer experience

Publicized this on the web

It’s a top result for “Wii customer service” Google search (out of 10 million!)

When NOT to actively use Social Media. Source: http://www.readwriteweb.com/archives/when_to_not_use_social_media.php Scenarios when social media should be avoided : Strategic Vacuum Management skepticism You're in a high-ticket business You fight with your employees Privacy and regulatory concerns

Scenarios when social media should be avoided :

Strategic Vacuum

Management skepticism

You're in a high-ticket business

You fight with your employees

Privacy and regulatory concerns

Threats and Risks of Not Listening Online citizens can be less predictable than reporters Reporters scanning social media sites for story ideas Finding out about growing stakeholder discontent after critical mass has built up Competitors becoming thought leaders

Online citizens can be less predictable than reporters

Reporters scanning social media sites for story ideas

Finding out about growing stakeholder discontent after critical mass has built up

Competitors becoming thought leaders

Asia driving global internet growth Asia has over 40% of world’s internet population but only second lowest penetration rate Internet penetration: Australia 80% China 22% Hong Kong 70% India 7% Japan 74% Korea 76% Singapore 67% Consumer content drives local language Chinese rising to number 1 Source: Internet World Stats

Asia has over 40% of world’s internet population but only second lowest penetration rate

Internet penetration:

Australia 80%

China 22%

Hong Kong 70%

India 7%

Japan 74%

Korea 76%

Singapore 67%

Consumer content drives local language

Chinese rising to number 1

Translating PR results into the language of business Source: Dow Jones E-book: “ Talk to me – 10 tips for translating the PR results into the language of business “. 60% of companies (PR Week) are measuring PR/ Communications at the request of senior management. Better start before management asks for it. What about Social Media? It’s the process , stupid! Using multiple metrics and feedback to measure PR/communications Show the whole picture . What different channels reach your audience? Connect the dots between counts What are the trends in coverage and favourability? As PR/communications is primarily concerned with managing perception Thought about measuring relationships ? “… From an executive’s viewpoint , it can be interpreted as the difference between the PR team being busy and the PR team being indispensable .”

60% of companies (PR Week) are measuring PR/ Communications at the request of senior management.

Better start before management asks for it.

What about Social Media? It’s the process , stupid!

Using multiple metrics and feedback to measure PR/communications

Show the whole picture .

What different channels reach your audience?

Connect the dots between counts

What are the trends in coverage and favourability?

As PR/communications is primarily concerned with managing perception

Thought about measuring relationships ?

You can’t manage what you can’t measure What’s your share of voice? What are the main topics? Where is the conversation? What’s the context? Who’s talking?

Structure you approach. It’s not a new world – just a different perspective! Combining technology, media expertise and premium content across traditional and social media channels More: www.dowjonesinsight.com M onitor A nalyze D iscover research & promote the buzz issues, trends & strategies for impact opportunities & risks in time to act E ngage & pinpoint better the influential MADE for your communications success

Face it: Changing Playing Field Traditional boundaries vanish e.g. between Marketing and PR; consumers and journalists… Borders are no longer geographic but by interest Social media can present a threat and an opportunity Are you ready to give up some control – or is it already gone anyway? Stay authentic & credible Generation V is changing the game … and active listening keeps you in it Build expertise Your employees want to be involved “ Learn to love grey” Think about blogging/ social media policies The ‘noise’ will further increase – better start listening now Identify who the influencers are Look for ‘mood changes ’

Traditional boundaries vanish

e.g. between Marketing and PR; consumers and journalists…

Borders are no longer geographic but by interest

Social media can present a threat and an opportunity

Are you ready to give up some control – or is it already gone anyway?

Stay authentic & credible

Generation V is changing the game

… and active listening keeps you in it

Build expertise

Your employees want to be involved

“ Learn to love grey”

Think about blogging/ social media policies

The ‘noise’ will further increase – better start listening now

Identify who the influencers are

Look for ‘mood changes ’

Anecdote: David, the rapping SWA Flight Attendant Forty-year-old David Holmes, a flight attendant for US airline Southwest, has become an internet celebrity since passengers began posting videos of his cabin announcements three months ago Over 1,5 million views Positive comments about the airline Other Southwest Airlines clips have been uploaded David made to Leno’s Tonight Show

Forty-year-old David Holmes, a flight attendant for US airline Southwest, has become an internet celebrity since passengers began posting videos of his cabin announcements three months ago

Over 1,5 million views

Positive comments about the airline

Other Southwest Airlines clips have been uploaded

David made to Leno’s Tonight Show

Questions? Lars Voedisch Regional Head – Media Intelligence, APAC Dow Jones Enterprise Media Group lars.voedisch@dowjones.com http://twitter.com/larsv Thank you.