Defining a Roadmap to Social Media Revolution

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Public perception of social media and corporate branding; …

Public perception of social media and corporate branding;

Strategies to kick-start conversations in Web 3.0;

Managing your social media identity, who’s responsible?;

Justifying ROI – What are we really talking about?

More in: Business , Technology
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  • 1. @larsvDefining a roadmap toSocial Media Revolution Lars Voedisch Executive Director, Technology Practice Head Hill & Knowlton Singapore lars.voedisch@hillandknowlton.com.sg 1
  • 2. At a Glance• Public perception of social media and corporate branding• Strategies to kick-start conversations in Web 3.0• Managing your social media identity, who’s responsible?• Justifying ROI – What are we really talking about? 2
  • 3. Diverse Talents, Best Teams Approach MULTI-DISCIPLINE INDUSTRY EXPERTISE 40 Specialists in: Arts, Aviation, Education, Consumer, CSR, Banking, Finance, Government, Healthcare, Media & Publishing, Property, Technology Singapore Korea Malaysia United Germany Kingdom We believe in assembling the best talents across practice teams & subject expertise areas SENIORITY, EXPERIENCE, WISDOM & JUDGEMENT 17 years longest serving staff; 10 years longest consulting staff COMMUNITY SERVICE & SPECIAL TALENTS Government agency board members, council members of industry bodies & think-tanks, accreditated PR professionals, adjunct associate professors, chairmen of professional bodies, government advisory committee members, Member of Parliament, NGO volunteers
  • 4. Hill & Knowlton - About Us• MOST comprehensive consultancy network in Asia Pacific• ESTABLISHED footprint in APAC with 16 wholly owned offices, and a pool of trusted affiliate partners• World’s LARGEST technology practice• Cross practice experience ACROSS industries• Working with some of the biggest names in tech – from START UP to BLUE-CHIP• EXPERIENCE across all parts of the ICT spectrum• DEEP relationships with the analysts, media, bloggers and influencers that matter in you respective industries• Working with some of the hottest CONSUMER brands globally• GLOBAL expertise and LOCAL insight delivering results with impact• World leader in CRISIS MANAGEMENT 4
  • 5. The BIG DilemmaBe (Seen) Innovative –But Please Don’t Take Any Risk, Use Only Proven Methods 5
  • 6. Source: What happens on the Internet every 60 seconds - Rosa Golijan 6
  • 7. Source: Party Time – Tribal DDB & Brandtology 7
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  • 9. Little Survival Guide to Web x.0Source: Web 3.0 Concepts Explained in Plain English - Digital Inspiration 9
  • 10. Challenge Within Organisations: Who ‘Owns’ Social Media?Source: Blurring Lines, Turf Battles and Tweets: The Real Impact of Integrated Communications on Marketing and PR 10
  • 11. Challenge Within Organisations: Who ‘Owns’ Social Media? Who Cares?Source: Blurring Lines, Turf Battles and Tweets: The Real Impact of Integrated Communications on Marketing and PR 11
  • 12. Online engagement? Accept the customer’s perspective – and attitude! [Brands] have to surprise me, not only meet my needs, but anticipate my needs. By using social media exclusively, I think the company has to answer me whenever I have a question, enlighten me whenever I complain, and thank me whenever I compliment them.Source: The Language of Love in Social Media - Firefly Millward Brown 12
  • 13. The PR Perspective:Social or not – it’s Media Relations?! 13
  • 14. Social Media Relations: Everything Changes!?Everything Changes Nothing Changes• It’s about two-way • You’ve to manage conversations relationships• You’ve to deal with more • So it’s wires, print, broadcast channels – and social media• We HAVE to listen and • You already: monitor and understand what’s said! analyze your media coverage• What about those negative • Not every negative comment comments and posts? means a crisis• The game get’s so much • Already forgot newswires? faster Look at trends over time 14
  • 15. Simple But Crucial: Be Clear About Your (Social) Media Strategy Goals • Goals drive the type of Strategies you are going to use • What’s your ultimate objective: 1. Awareness 2. Image / Reputation 3. Sales 4. Cost savings 5. Something else?Source: 25 Must Read Social Media Marketing Tips 15 15
  • 16. What Should We Be Talking About? Industry… trends, news, E.g. Technology, data, advice Legislation, Competition Your… products, offers, service, peopleSource: Developing your conversation sphere - CommsCorner 16
  • 17. What happens in Huili county / Sichuan… 17
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  • 26. Activists Nestlé: “To repeat: wechange their welcome yourFacebook comments, but pleaseprofile dont post using an Now it even went worse learnings: Key with allphotos to altered version of any kinds of criticism, allegationsanti-Nestlé of our logos as your and simple insults beingslogans and profile pic--they will beDont use Control? posted (e.g. bottledlawyers to take waterstart posting deleted” dispute in the US, “killing off the thingsto the Nestlé babies”…)fan page Nestlé Internet What are your unwillingly it, Admit it, stop Rules of Engagement? put public and apologize.A crisis response protocol? FAST! to attention How fast can you react?Greenpeaces Customers Who decides? video you are criticizing telling you campaign very something valuable 26
  • 27. Dealing with Social Media:Who could be talking about you online? Who are you stakeholders? 27
  • 28. Dealing with Social Media:What is your first line of defense – or engagement? Ops Manager Marketing Intern ? Who Sales Exec All staff handles Social Agency Media? PR IT Helpdesk Customer Receptionist Service 28
  • 29. Dealing with Social Media:What is your first line of defense – or engagement? Ops Manager Marketing Intern ? Who Sales Exec All staff handles Remember: Social The customer, Media? PR Agency shareholder, journalist… does not care about IT your internal Helpdesk or structures Customerbudget! Receptionist Service 29
  • 30. The world we live in… 30
  • 31. How do you WANT your staff to use Social Media?Social Media Policy - Examples Transparency Protection Respect Responsibility Utilization Respect Responsibility Representation 31
  • 32. Professional Use of Social Tools –Explicitly Wanted! 32
  • 33. How @Toyota Turned #toyotafail Into a Social Media PR WinSource: How @Toyota Turned #toyotafail Into a Social Media PR Win - CoTweet 33
  • 34. How @Toyota Turned #toyotafail Into a Social Media PR WinSource: How @Toyota Turned #toyotafail Into a Social Media PR Win - CoTweet 34
  • 35. How @Toyota Turned #toyotafail Into a Social Media PR WinSource: How @Toyota Turned #toyotafail Into a Social Media PR Win - CoTweet 35
  • 36. How @Toyota Turned #toyotafail Into a Social Media PR Win Key Learnings 1) Speed is critical (on Twitter) 2) Honesty is a virtue 3) Brands have to be on alert in order to correct any false assumptions before they reach critical mass 4) Track itSource: How @Toyota Turned #toyotafail Into a Social Media PR Win - CoTweet 36
  • 37. Managing Social Media: Response Chart & Answer BankSource: Enhanced Social Media Response Chart – Deirdre Breakenridge 37
  • 38. Managing Social Media: Response Chart & Answer BankSource: Enhanced Social Media Response Chart – Deirdre Breakenridge 38
  • 39. How to Deal with Comments – YOUR Response Plan • Comment / Blog Post Validity • Level of Responsibility • Level of Respect • The Commenter is a Troll / Rager • The Commenter is a Spammer by NatureSource: PR 2.0 Comment Response Chart 39
  • 40. How Much Time Does Social Media Engagement Take?Source: How much time does social media marketing take - Gigaom / Aliza Sherman 40
  • 41. When it comes to an end… the Social Break-UpSource: The Social Break-Up – Exact Target 41
  • 42. When it comes to an end… the Social Break-UpSource: The Social Break-Up – Exact Target 42
  • 43. You’re sure you wanna talk ROI?Source: W + K Old Spice Case Study 43
  • 44. ROI is talking about $$$ Jane, Public Relations I created positive sentiment. Bobby, Marketing Howard, Advertising MarketingSource: Measuring PR Success: Seven Metrics to Consider - Spinsucks 44
  • 45. Future-Proofing Public Relations Who do YOU want to be?Source: Future Proofing PR with Modern Metrics– Dow Jones 45 45
  • 46. Winners know what success look like: Translating PR results into the language of business • 60% of companies (PR Week) are measuring PR/ Communications at the request of senior management. – Better decide before management asks for it • Use the right approach with the correct content – Show the whole picture through meaningful KPIs • Turn simple outputs into meaningful outcomes: Connect the dots between clip counts –trends in coverage and favourabilitySource: “Talk to me – 10 tips for translating the PR results into the language of business“. 46
  • 47. Winners know what success look like: Translating PR results into the language of business • 60% of companies (PR Week) are measuring PR/ Communications at the request of senior management. – Better decide before management asks for it • Use the right approach with the correct content – Show the whole picture through meaningful “…From an executive’s viewpoint, it can be KPIs interpreted as the difference between the PR • Turn simple outputs into meaningful outcomes: team being busy andcounts –trends in being Connect the dots between clip the PR team coverage and favourability indispensable.Source: “Talk to me – 10 tips for translating the PR results into the language of business“. 47
  • 48. Back to the Start: What’s your overall objective – How do you measure your PR success? • Sales • Lead nurturing • Lead generation • Lead conversion • Thought leadership • Web traffic • Brand awarenessSource: Measuring PR Success: Seven Metrics to Consider - Spinsucks 48
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  • 50. Same, same – but different What lies ahead? • Integration will be everything • Metrics will rule the world -Analytics will become the next big public relations bonanza • Media will live – probably even stronger than before • We are content producers. Think video! • Mobile will inherit the Earth • Will Facebook jump the shark – or become even more omnipotentSource: The top 10 public relations trends of 2011 - Gregarious 50
  • 51. Take a Management ApproachGet your processes right• Strategize• Monitor• Analyze & Discover• Engage / Respond PeopleWhat you need• A PLAN & Resources!• Scenario planning & Reaction Plans Processes• Guidelines PoliciesThere is no one-size-fits-all• Better start small than not at all• Form a team• Have fun! 51
  • 52. Domino’s YouTube Experience – What would YOU do?• 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. 52
  • 53. Domino’s YouTube Experience – What would YOU do?• Domino’s Pizza Chain discovered the power of viral marketing last month: Who in YOUR company would two employees in the US filmed "prank" videos of themselves stuffing cheese up their noses and then putting it into sandwiches.• go on Youtube? 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; What to wear?• Still: In just a few days, Domino’s reputation was damaged. What to say? Who to talk to? Are you ready? Nobody will wait for you…! 53
  • 54. Questions? @larsv Thank you Lars Voedisch Executive Director, Technology Practice Head Hill & Knowlton Singapore lars.voedisch@hillandknowlton.com.sg 54
  • 55. @larsvDefining a roadmap toSocial Media Revolution Lars Voedisch Executive Director, Technology Practice Head Hill & Knowlton Singapore lars.voedisch@hillandknowlton.com.sg 55