Dow Jones - Social Media, PR and Internal Comms - Webinar, 27 May09

What are the best strategies and techniques to measure and prove the value of corporate communications? What do corporate communicators need to know about social media and what does it mean for the business? How can communicators keep employees informed and engaged in times of continuous change and crisis? Leveraging your resources through streamlining internal processes Lars Voedisch Regional Head – Media Intelligence, APAC Dow Jones Enterprise Media Group lars.voedisch@dowjones.com http://twitter.com/larsv © Copyright 2009 Dow Jones and Company, Inc.

Markets are conversations. Are you participating? Savvy consumers don’t trust marketing, they trust their peers. The conversation is going on whether you care to be involved or not. If you choose not to be involved, you lose control of the conversation about your product, your business. You become irrelevant! Trust can take years to build but be eroded away in just a few days. To avoid disaster, you have to keep one finger on the pulse of the social web. Source: www.cluetrain.com/book/; Mark Pesce – “Keep control of the conversation”, Sydney Morning Herald © Copyright 2009 Dow Jones and Company, Inc. |

Marketers' Top Social Media: Twitter, blogs, LinkedIn, Facebook . An overwhelming majority (88%) of marketers in a recent survey say they are now using some form of social media to market their business, though 72% of those using it say they have only been at it a few months or less, Twitter, blogs, LinkedIn and Facebook - in that order - are the top four social media tools used by marketers. © Copyright 2009 Dow Jones and Company, Inc. |

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 © Copyright 2009 Dow Jones and Company, Inc. |

We are all doing it – and we don’t even realize ••We are all in the process of We are all in the process of taking the web and social taking the web and social media to our hearts and media to our hearts and reshaping it to meet our reshaping it to meet our needs needs ••You did all this before – the You did all this before – the only new thing is that you only new thing is that you are now doing it are now doing it automatically via the Internet automatically via the Internet So if we do it – what about the so-called influencers: So if we do it – what about the so-called influencers: Customers, Employees, Journalists, Shareholders… Customers, Employees, Journalists, Shareholders… Source: TNS; SocialCorp – Social Media Goes Corporate, Joel Postman © Copyright 2009 Dow Jones and Company, Inc. |

Markets are Conversations – and Social Media is a Cocktail Party. Imagine the web as a city: • Corporate – storefronts on main street • Ebay – garage sale • Amazon – popular bookstore • Mainstream media – Newspapers • Forums/Boards – Pubs and Salons Social Networking are like Cocktail Parties: • How to get to know people? • What to talk about? • Why to join or leave? • Networking: Quantity or Quality Twitter is like hotel lobby chats Source: Web ink Now, David Meerman Scott / “Social Media is a Cocktail Party”, Jim Tobin © Copyright 2009 Dow Jones and Company, Inc. |

Case Study: Domino’s YouTube Nightmare  Domino’s Pizza Chain discovered the power of viral marketing last month: two employees in the US filmed quot;prankquot; 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: Key learnings:  Brands need social media crisis plans Brands need social media crisis plans  ‘Attacks’ can strike any time from anywhere ‘Attacks’ can strike any time from anywhere  Reaction time is down from days to hours Reaction time is down from days to hours Read more on WSJ.com © Copyright 2009 Dow Jones and Company, Inc. |

Case Study: 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!) © Copyright 2009 Dow Jones and Company, Inc. |

Traditional Media Social (New) Media control in hands of a few anyone can be a publisher minimal feedback loop conversation is king a small universe an opportunity or of known contacts a threat to corporations © Copyright 2009 Dow Jones and Company, Inc. |

Where to look? Social Networking becoming more important Member Community growth twice that of any of the  Social networks/ blogs other five most popular sectors now 4th most popular online category – ahead of personal e-mail  ‘Member Communities’ account for one in every one in every 11 online minutes The most popular social networks in countries where Facebook is not the leader  Facebook has replaced MySpace as the world’s most popular social network – but nowhere near in the likes of China or Japan Source: Nielsen - Global Faces and Networked Places © Copyright 2009 Dow Jones and Company, Inc. |

Where to look? Social Networking becoming more important Member Community growth twice that of any of the  Social networks/ blogs other five most popular sectors now 4th most popular online category – ahead of personal e-mail  ‘Member Communities’ account for one in every one in every 11 online minutes The most popular social networks in countries where Facebook is not the leader  Facebook has replaced MySpace as the world’s most popular social network – but nowhere near in the likes of China or Japan may Facebook be the overall largest – but misses out on key economies! Source: Nielsen - Global Faces and Networked Places © Copyright 2009 Dow Jones and Company, Inc. |

Social Media – Where to start? Use search engines Register for sites Learn & Technorati Delicio.us Play! (blog, video, networks, photos) Observe Digg Google Identify key sites & Contributors Listen Youtube, Twitter, Facebook, LinkedIn, MySpace (get an RSS reader) actively Flickr, Blogs Mainly: Start commenting & sharing Contribute Commenting on blogs, discussions Produce and push Actively Small: Slideshare Big: Twitter account your own content Engage © Copyright 2009 Dow Jones and Company, Inc. |

People don’t trust company blogs. Not only do blogs rank below newspapers and portals, they rank below wikis, direct mail, company email, and message board posts. Only 16% of online consumers who read corporate blogs say they trust them. If you’re a corporate blogger or somebody who advises companies, you need to take this into account. © Copyright 2009 Dow Jones and Company, Inc. |

Success Stories From Surprising Industries. Social networking provides the improved communications vital to both marketing and customer relations. Marketing and Customer Service budgets are being shifted to these new approaches, and companies are enjoying both increased sales and reduced costs as they adopt them. : •• Indium Corporation a 75-year-old global manufacturer Indium Corporation a 75-year-old global manufacturer of electronic assembly parts of electronic assembly parts •• Home Creations an Oklahoma homebuilder Home Creations an Oklahoma homebuilder Source: http://www.kunocreative.com/_bpost_2218/Social_Media_Success_Stories_From_Surprising_Industries © Copyright 2009 Dow Jones and Company, Inc. |

Threats and Risks of Not Listening  Bloggers can be less predictable than reporters  Reporters scanning social media sites for story ideas  Finding out about growing client discontent after critical mass has built up  Competitors becoming thought leaders © Copyright 2009 Dow Jones and Company, Inc. |

When NOT to actively use Social Media. 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 Source: http://www.readwriteweb.com/archives/when_to_not_use_social_media.php © Copyright 2009 Dow Jones and Company, Inc. |

Financial Companies: Out Of Sight… Out Of Business? What factors would increase confidence in the safety and soundness of their financial institution:  Reading positive stories in the press about that institution (44%)  Seeing regular advertising for that institution (25%)  Receiving regular mail or email offers from that institution (25%)  Regularly seeing internet offers/advertising from that institution (21%) Source: The Nielsen IAG Financial Brand Confidence Study © Copyright 2009 Dow Jones and Company, Inc. |

Critical Questions for Corporate Communications  Can you track the drivers of your corporate reputation?  How do you benchmark your competitors?  Do you know what your weak PR spots are? Sectors? Markets? Media?  How (fast) do you identify critical issues that could affect your organization?  How do you track traditional and social media? © Copyright 2009 Dow Jones and Company, Inc. |

You can’t manage what you can’t measure. There are tools to help you! What are the main topics? What’s your share of voice? What’s the context? Where is the coverage? Who’s talking? © Copyright 2009 Dow Jones and Company, Inc. |

Indispensable? Translating 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 • Using multiple metrics – Show the whole picture • Connect the dots between clip counts –trends in coverage and favourability • One key metric should be measuring relationships • Set your sights on the competition – show the context • Top executives only need a high-level summary of results “…From an executive’s viewpoint, it can be “…From an executive’s viewpoint, it can be interpreted as the difference between the PR interpreted as the difference between the PR team being busy and the PR team being team being busy and the PR team being indispensable. indispensable. Source: Dow Jones E-book: “Talk to me – 10 tips for translating the PR results into the language of business“. © Copyright 2009 Dow Jones and Company, Inc. |

Start at Home: Corporate Public Relations Websites Journalists use the Web as a major research tool, exhibit high search dominance, and are impatient with bloated sites that don't serve their needs or list a PR contact. Journalists’ top reasons for visiting a company's Journalists’ top reasons for visiting a company's website: website: •• Locate a PR contact Locate a PR contact •• Find basic facts about the company Find basic facts about the company •• Discover the company's spin on events Discover the company's spin on events •• Check financial information Check financial information •• Download images Download images Source: Jakob Nielsen – Press Area Usability © Copyright 2009 Dow Jones and Company, Inc. |

Bridging the Gap: Creating A People Advantage • Employee engagement: focus on motivation and accountabilities • Leadership capabilities: equip leaders for stormy weathers • Change management: adopt a systematic, cascading approach • Communications: Talk the walk Learn to Love Grey! Learn to Love Grey! Source: BCG – Creating People Advantage in Times of Crisis; Ri5 - Employer branding packs them in © Copyright 2009 Dow Jones and Company, Inc. |

Growing Importance: Winning intranets Intranets are getting more strategic, with increased collaboration support. • Collaboration Features • Employee Directories • CEO blogs • Interactive forums • News Updates The best applications provide each employee with news updates The best applications provide each employee with news updates focused on their job role and personal interests. focused on their job role and personal interests. Even simple customization can result in sizeable productivity gains. Even simple customization can result in sizeable productivity gains. Source: Jakob Nielsen - 10 Best Intranets of 2009 © Copyright 2009 Dow Jones and Company, Inc. |

Gen V craves for access to critical information Intranets becoming mash-ups Knowledge management as a personal skills and Development from static ambition rather information sites to than a corporate integrated workflow tools function Corporate Micro- blogging Communities © Copyright 2009 Dow Jones and Company, Inc. |

Leveraging your resources through streamlining of internal processes: Example Editorial Workbench Editorial Editorial Workbench can Workbench can consume aawide consume wide variety of variety of sources sources (including (including Factiva, your Factiva, your internal articles, internal articles, and external and external RSS) to allow RSS) to allow editors to hand editors to hand pick content, add pick content, add commentary, and commentary, and publish tailored publish tailored news summaries news summaries to multiple to multiple audiences via audiences via “…provides the ability to sort the knowledge multiple multiple “…provides the ability to sort the knowledge channels. gold from the information noise” --Caterpillar channels. gold from the information noise” Caterpillar © Copyright 2009 Dow Jones and Company, Inc. |

Multiple Ouput Formats (from simple to fully interactive) RSS for Intranets Email Newsletters Custom Portlets/Webparts & Custom XML output Mobile-formatted text © Copyright 2009 Dow Jones and Company, Inc. |

Outlook: The Future Of The Social Web What will happen? • With a common ID developing, the social experience is about to get a lot more frictionless. • Not just social networks, but every brand site will become social - whether you include these features, or visitors bring them along. Source: Groundswell – The future of the Social Web, according to Forrester © Copyright 2009 Dow Jones and Company, Inc. |

Outlook: The Future Of The Social Web How Brands Should Prepare? • Don’t Hesitate • Prepare for Transparency • Connect with Advocates • Rethink your Corporate Website Source: Web Strategy by Jeremiah Owyang – The future of the Social Web: In Five Eras © Copyright 2009 Dow Jones and Company, Inc. |

Protect Your Online Reputation: Start Listening Now It's not only what other people think of you that matters. It's what they can find out about you on the Web that can affect your reputation, and ultimately the opportunity to get a job or promotion, get investors, or get more business. Step 1: Google your Company or Business name Step 2 : Search & Monitor the Web Step 3 : Get ready to Defend your Reputation Source: Deon Binneman - Reputation Management Speaker, Consultant and Trainer, REPUCOMM, deonbin@icon.co.za © Copyright 2009 Dow Jones and Company, Inc. |

Summary: 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’ © Copyright 2009 Dow Jones and Company, Inc. |

Final Anecdote: The iPhone Girl • A British customer named Mark last week turned on his new iPhone to find a number of photos already on the handset • The pictures, which were meant to test the camera but were never deleted and were posted to MacRumors, show a worker at assembly contractor Foxconn's Shenzhen plant posing with a wide smile • Then it went viral and appeared on Fox News, Washington Post, New York Post, Time and around the world… • Over 20 million searches for the term quot;iPhone girlquot; recorded on Google's Chinese search site, google.cn , about 50,000 searches every month © Copyright 2009 Dow Jones and Company, Inc. |

Questions? Thank you. Lars Voedisch Regional Head – Media Intelligence, APAC Dow Jones Enterprise Media Group lars.voedisch@dowjones.com http://twitter.com/larsv © Copyright 2009 Dow Jones and Company, Inc. |

What are the best strategies and techniques to measure and prove the value of corporate communications? What do corporate communicators need to know about social media and what does it mean for the business? How can communicators keep employees informed and engaged in times of continuous change and crisis? Leveraging your resources through streamlining internal processes Lars Voedisch Regional Head – Media Intelligence, APAC Dow Jones Enterprise Media Group lars.voedisch@dowjones.com http://twitter.com/larsv © Copyright 2009 Dow Jones and Company, Inc.

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Dow Jones - Social Media, PR and Internal Comms - Webinar, 27 May09

by Lars Voedisch on May 27, 2009

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Dow Jones - Social Media, PR and Internal Comms - Webinar, 27 May09 — Presentation Transcript