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

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Social Media, PR and Internal Communications. …

Social Media, PR and Internal Communications.
What are the latest trends in this area?
See examples on how Dow Jones helps its customers to understand the complex media landscape and efficiently communicate to its workforce and key external stakeholders.

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?

More in: Technology , Business
  • Full Name Full Name Comment goes here.
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  • wow comprehensive thanks for this Lars
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  • Lars,

    I noticed that you are following me and my work. Thank you - honored given your title. You are all over the social strategy and I want to determine if we have some synergies to exchange or leverage. Just spoke about Social on a Radio Show last Friday.

    Can we discuss Social some day next week or Friday of this week? Give me a few dates/times.

    Thanks Dean
    5409664915
    Skype: MyChannelRep
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  • Enjoy the presenation. Please contact me should you have any questions, input or comments: lars.voedisch@dowjones.com
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  • Whether you know it or not, there is a conversation occurring about your company and products right now. Customers are sharing opinions. People are forming and sharing perceptions. Bloggers, journalists and other influentials are watching and commenting. And often these perceptions – laudatory and critical – are made highly visible in search engines.
  • 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, according to a social media study by Michael Stelzner, sponsored by the upcoming Social Media Success Summit 2009. If you have created a community for your customers, your company needs a voice in that community. A blog is a natural way to meet this need. The study, which set out to understand how and why marketers are using social media to grow and promote their businesses, found that Twitter, blogs, LinkedIn and Facebook - in that order - are the top four social media tools used by marketers.The research also included an analysis of nearly 700 open-ended responses, which revealed the top-three questions marketers are asking about social media:What are the best tactics to use? How to do I measure the effectiveness of social media? Where do I start? Results of the study are summarized below.Growing Use of and Interest in Social MediaThe survey began by gauging the depth and breadth of respondents’ use of social media to market their businesses. When asked if they used social media for marketing purposes, the overwhelming majority (88%) indicate they are employing some form of it. In addition, business owners are more likely to use social media marketing (90+%) than employees working for a company that is not their own (81%), and respondents ages 30-39 are most likely to use social media marketing (92.8%), the study found.When asked to rate their experience level with using social media marketing for their businesses, 72% of marketers say they have either just started or have been using social media for only a few months.The largest group just getting under way with social media marketing is sole proprietors (30.2% reported just getting started), the survey found. In contrast, owners of businesses with 2-100 employees were the most experienced (29.3% reporting doing social media marketing for years).Perhaps not surprisingly, people those ages 60-69 were significantly more likely to be just getting started, Stelzner said.Significant Time Commitment to Social Media MarketingNearly two-thirds (64%) of marketers are using social media for five hours or more each week, with 39% using it 10 or more hours weekly and 9.6% spending more than 20 hours each week with social media. The survey found that there is a direct relationship between how long marketers have been using social media and their weekly time commitment. For people just beginning with social media, the median weekly time commitment is two hours per week. However, for those who have been at it for months, the median jumps to 10 hours per week. For those who report social media marketing use for years, the median is 20+ hours each week.Specific findings regarding time commitment:Those working for a company are twice as likely as business owners to be committing 20+ hours a week to social media. Those ages 30-39 are most likely to be using social media marketing (44.8% spending 10+ hours weekly), followed by 20- to 29-year-olds (40.3% spending 10+ hours weekly) and then 50- to 59- year-olds (38.7% spending 10+ hours weekly). Social Media Marketing Gets Attention According to the survey, respondents report that the #1 benefit of social media marketing is gaining attention for the business, or what Stelzner calls “the all-important eyeball.” The majority of marketers say they have undertaken social media activities for this reason and they appear to be paying off: Some 81% of all marketers indicate that their social media efforts have generated exposure for their businesses. Improving traffic and growing marketing lists is the second major benefit, according to the study, followed by building new partnerships. At least two in three participants found that increased traffic occurred with as little as 6 hours a week invested in social media marketing, while those who have been doing this for years reported better results. Owners of small businesses (2 - 100 employees) are more likely than others to report benefits.The study also found more than half of participants reported that a major benefit of social media marketing is the resultant rise in search engine rankings that often comes with increased efforts. Improved search engine rankings were most prevalent among those who’ve been using social media for years, with nearly 80% reporting a rise.Though about one in two found social media generated qualified leads, only about one in three said social media marketing helped close business, though this percentage was higher (61.6%) among those who had been using social media for longer periods of time.In terms of reducing overall marketing expenses, a significant percentage of participants strongly agree that marketing costs dropped when social media marketing was implemented. Sole proprietors were more likely than others to see reductions in marketing costs when using social media marketing.Twitter, blogs, LinkedIn, Facebook - In that OrderBy a wide margin, Twitter, blogs, LinkedIn and Facebook are the top four social media tools used by marketers, with Twitter in first place.Key survey findings about specific application use:Small-business owners are more likely to use LinkedIn than employees working for a corporation. Men are significantly more likely to use YouTube or other video marketing than women (52.4% of all men compared with 31.7% of women). For those just getting under way with social media marketing, LinkedIn is ranked as their number-two choice, pushing blogging down one notch. Among those who have been using social media for a few months, Facebook is in second place. This group also has more Twitter use. Twitter is used by 94% of marketers who have been using social media for years, followed closely by blogs. This group also endorses online video significantly more so than the other groups. Time Commitment to Social MediaThe study found that those putting in the least time into social media are using different applications vs. those investing the least time. Notably, a significant 61% of those investing 20+ hours per week are using social bookmarking sites. Nearly all (99%) use Twitter and 89% use blogs.Want to Learn: Social Bookmarking and TwitterWhen marketers were asked which social media tools they most want to learn more about, social bookmarking sites slightly edged out Twitter as the #1 response. A four-way tie for third place occurred between LinkedIn, StumbleUpon, Facebook and Digg/Reddit/Mixx.Key differences among groups:Small business owners are much more interested in understanding social bookmarking sites than other groups. Those over age 40 were much more interested in learning about Twitter than their younger marketing cohorts. This is consistent with other research that shows that younger demographics are less likely to Tweet. Those investing 16 or more hours per week are most interested in learning about FriendFeed. Those investing less than 6 hours a week were most interested in learning about Twitter. For those just getting under way, understanding Twitter tops the list. Understanding Twitter remains important for marketers who’ve been doing social media marketing for a few months. However, social bookmarking sites top the interest list for these professionals. The pros who have been working with social media for year are most interested in understanding FriendFeed, StumbleUpon and social bookmarking sites. About the survey: The study, “How Marketers are Using Social Media to Grow their Businesses,” (pdf) was conducted using a combination of social media and email solicitation. It began with a Twitter post which was then re-posted by users onto Facebook and blogs. In addition, an email list of approximately 2,500 marketers was asked to take the survey. After a total of ten days, the survey closed with 880 respondents. Most people who took the survey were small business owners (70%), followed by employees working at a company (26%). Most survey participants (78.1%) were between the ages 30-59. The gender distribution was 56% female and 44% male.
  • Unlike previous generations, Generation Virtual (also known as Generation V) is not defined by age — or gender, social demographic or geography — but is based on demonstrated achievement, accomplishments and an increasing preference for the use of digital media channels to discover information, build knowledge and share insights. The definition of Generation V derives from the recognition that these common behaviours, attitudes and interests are starting to blend together in an online environment.When doing business with Generation V, marketers will need to attract online personas by creating multiple, engaging online destinations and provide tools for Generation V individuals population to socialize and express their different personas. By creating these destinations, marketers can gain a deeper understanding of Generation V. Marketers should provide, or connect to, online destinations from selling-focused sites and community forums to brand-aware, persistent, 3-D virtual worlds to get customers to their sites and promote socialization in the community. From there, marketers can lead prospects to products and services while gathering relevant information about their future wants and needs.By 2010, more than 60 percent of Fortune 1,000 companies with a Web site will connect to or host some form of online community that can be utilized for customer relationship purposes.Gartner predicts that by 2010, more than 50 percent of companies that have established an online community will fail to establish mutual purpose, ultimately eroding customer and company values. Virtual worlds raised $594 million in 2008
  • \"Corporate marketers charging into the unfamiliar waters of social media can have the same effect as crashing a cocktail party uninvited and uninformed about rules, etiquette and people--thereby alienating the very communities they're trying to reach. That's why \"Social Media is a Cocktail Party\" is such a useful paradigm for understanding how best to understand the strategy and tactics for marketing on the social web. From: David Meerman Scott / Web Ink Now:Seeing the Web as a city helps make sense of each aspect of online life and how we create and interact. Corporate sites are the storefronts on main street peddling wares. Craigslist is like the bulletin board at the entrance of the corner store; Ebay, a garage sale; Amazon, a bookstore replete with patrons anxious to give you their two cents. Mainstream media sites like The New York Times online are the newspapers of the city. Chat rooms and forums are the pubs and salons of the online world. You've even got the proverbial wrong-side-of-the-tracks spots via the Web's adult-entertainment and sp*m underbelly. So what about social media? I like to think of Facebook, LinkedIn and other social networking sites as the cocktail parties of the city. To extend the tortured analogy even further, Twitter is sort of like when the girls go to the ladies room and talk about the guys while the guys are discussing the girls while they are away. Photo credit: cityscapeabudhabi.comWhat this means for youViewing the Web as a sprawling city with social media as the cocktail parties helps to make sense of the best ways for marketers to use the tools of social media. How do you act in such a situation?Do you go into a large gathering filled with a few acquaintances and tons of people you do not know and shout \"BUY MY PRODUCT\"?Do you go into a cocktail party and ask every single person you meet for a business card before you agree to speak with them?Do you listen more than you speak?Are you helpful, providing valuable information to people with no expectation of something tangible in return?Do you try to meet every single person or do you have a few great conversations?Or do you avoid the social interaction of cocktail parties all together because you are uncomfortable in such situations?I find these questions are helpful to people who are new to social media. This analogy is a good one to discuss with social media cynics and those who cannot see the value of this important form of communication. The Web as a city approach is especially important when dealing with people who have been steeped in the traditions of outbound marketing – interrupting people to talk up products and using the coercion techniques of advertising. Sure, you can go to a cocktail party and hit everyone up as a sales lead while blabbing on about what your company does. But that approach is unlikely to make you popular. Guess what? The popular people on the cocktail circuit make friends. People like to do business with people they like. And they are eager to introduce their friends to each other.The dirty little secret: social media is NOTHING new. If you want to look at social media plain and simple, it’s a bunch of tools that help us to network, share information and build relationships in a different way. The concept of social media from a human relationship aspect is nothing new either. It’s business development, which comes with engagement, professional etiquette, trust and respect. 
  • What’s the Impact?Brands need to learn about and start monitoring social media.Who’s talking about them, their fans & friends – before a crisis strikes!Video of Domino’s president: Over 700,000 views – mixed comments (Domino’s, your pizza is great – to “Look into the camera!”)
  • Blogs exclusively about companies and products are what I think generate these low trust ratings. So don’t do a blog like that.Instead, adjust your strategy based on your objectives. (Sound familiar?)If you want to be a thought leader and helper for your customers, and you blog frequently about those customers’ problems and solutions, then you can generate trust. This takes time and effort, but it will enhance your company’s reputation and it’s worth it. Want an example. Check out Rubbermaid’s blog.If you have created a community for your customers, your company needs a voice in that community. A blog is a natural way to meet this need.
  • User participation often more or less follows a 90-9-1 rule: 90% of users are lurkers (i.e., read or observe, but don't contribute). 9% of users contribute from time to time, but other priorities dominate their time. 1% of users participate a lot and account for most contributions: it can seem as if they don't have lives because they often post just minutes after whatever event they're commenting on occurs. The problem is that the overall system is not representative of average Web users. On any given user-participation site, you almost always hear from the same 1% of users, who almost certainly differ from the 90% you never hear from. 90% of users are the “audience”, or lurkers. The people tend to read or observe, but don’t actively contribute.9% of users are “editors”, sometimes modifying content or adding to an existing thread, but rarely create content from scratch.1% of users are “creators”, driving large amounts of the social group’s activity. More often than not, these people are driving a vast percentage of the site’s new content, threads, and activity.Inequality on the WebThere are about 1.1 billion Internet users, yet only 55 million users (5%) have weblogs according to Technorati. Worse, there are only 1.6 million postings per day; because some people post multiple times per day, only 0.1% of users post daily. Blogs have even worse participation inequality than is evident in the 90-9-1 rule that characterizes most online communities. With blogs, the rule is more like 95-5-0.1. Inequalities are also found on Wikipedia, where more than 99% of users are lurkers. According to Wikipedia's \"about\" page, it has only 68,000 active contributors, which is 0.2% of the 32 million unique visitors it has in the U.S. alone.
  • What’s the Impact?Companies need to monitor and understand those ‘spaces’ - Dow Jones can help them, e.g. with Research-on-DemandIndia:The vast and growing Indian market can’t get enough of Orkut, and comScore’s latest figures state that it is in fact the most-visited social network in India, in a market that drew 18m viewers in December 2008 alone.comScore’s report on India’s 2008 figures is arresting. Internet audience as a whole rose by a fifth, while social network audience grew by 50%. Facebook, BharatStudent, Hi5 and ibibo make up the rest of India’s top five social networking  sites. MySpace and Linkedin limp in at numbers 6 and 7.
  • What’s the Impact?Companies need to monitor and understand those ‘spaces’ - Dow Jones can help them, e.g. with Research-on-DemandIndia:The vast and growing Indian market can’t get enough of Orkut, and comScore’s latest figures state that it is in fact the most-visited social network in India, in a market that drew 18m viewers in December 2008 alone.comScore’s report on India’s 2008 figures is arresting. Internet audience as a whole rose by a fifth, while social network audience grew by 50%. Facebook, BharatStudent, Hi5 and ibibo make up the rest of India’s top five social networking  sites. MySpace and Linkedin limp in at numbers 6 and 7.
  • Don’t market through all social networks at once, pick and choose those becoming a new communications channel to potential customers Build the customer relationship by communicating directly with them — sharing news, answering questions, clarifying inaccuracies Tie Social Media Tactics Back to the Broader Strategy - Always consider how a digital or social media tactic supports the broader client strategy and provides value. Social media tactics without a purpose are pointless Think strategically — don’t just sell it because it’s “in” - but make sure it’s a fit and have a rationale.
  • Don’t market through all social networks at once, pick and choose those becoming a new communications channel to potential customers Build the customer relationship by communicating directly with them — sharing news, answering questions, clarifying inaccuracies Tie Social Media Tactics Back to the Broader Strategy - Always consider how a digital or social media tactic supports the broader client strategy and provides value. Social media tactics without a purpose are pointless Think strategically — don’t just sell it because it’s “in” - but make sure it’s a fit and have a rationale.
  • Blogs exclusively about companies and products are what I think generate these low trust ratings. So don’t do a blog like that.Instead, adjust your strategy based on your objectives. (Sound familiar?)If you want to be a thought leader and helper for your customers, and you blog frequently about those customers’ problems and solutions, then you can generate trust. This takes time and effort, but it will enhance your company’s reputation and it’s worth it. Want an example. Check out Rubbermaid’s blog.If you have created a community for your customers, your company needs a voice in that community. A blog is a natural way to meet this need.
  • About Indium Corporation Indium Corporation of America is an ISO 9001-registered developer, manufacturer, and supplier of specialty alloys and solders (including solder paste, solder preforms, solder spheres, solder wire, solder tubing, solder ribbon, and solder foil), solder fluxes, electrically-conductive adhesives, inorganic indium compounds (including indium oxide, indium-tin oxide, indium hydroxide, and indium chloride), fusible alloys, indium-containing fabrications of all types, and pure indium (from commercial grade through high-purity grade). The company is a five-time recipient of the Frost & Sullivan Award.Founded in 1934, Indium Corporation of America is based in Utica, New York, USA. It operates manufacturing facilities in China, England, Singapore, and the USA. The company has Sales offices at several locations throughout the world.
  • Since 1981, brothers Jalal and Mohammad Farzaneh have dedicated themselves to building new homes in the Oklahoma that offer the latest in amenities, design and location…all at a price that has made homeownership a reality for thousands of Oklahomans. Home Creations strives on a daily basis to reaffirm its status as Oklahoma’s premiere new home builder. This mission for excellence has taken Home Creations beyond the Oklahoma City metro into the Tulsa metro area (Broken Arrow, Kiefer, and Verdigris) as well as the Lawton area.
  • HyattConcierge, the first global, 24/7 dedicated concierge service on Twitter.Through HyattConcierge, our skilled guest service professionals will be able to respond to guests’ questions, needs and concerns, any time, any place, and by any digital means on Twitter - before, during and after their hotel stays.  Certainly, most of the technologically savvy people who read about our new service on this blog will already be familiar with Twitter. In fact, many major brands - including some hotel companies - are already experimenting in this emerging social media space. But HyattConcierge is not a promotional one-way stream of communication. It is a service designed to enhance our ability to deliver Hyatt’s very own authentic hospitality around the world.At Hyatt, we’ve chosen to employ Twitter in a guest-centered way. 
  • You're in a high-ticket business: The article recommends that businesses with only a few customers who each spend tens of millions of dollars with the company each year are better off not using social media. Instead, face-to-face interactions and phone calls will still work better. You fight with your employees: In some businesses, management and employees are constantly at odds. (An example was given of a unionized workforce where management-labor strife was common). This is also not the type of company that should encourage employees to communicate directly with customers via social media. Management skepticism: If management doesn't believe in social media, then employees who have been told for years that public communication needs to be filtered will be hesitant to try out a new medium which requires them to speak openly. In this scenario, management needs to encourage and reward participation to make social media work. If they don't, it will fail. Strategic Vacuum: Don't do social media just to do social media. If a company doesn't know what they're trying to accomplish, then there will be nothing to measure and no way to determine success. Just as with any other initiative a company takes on, there needs to be an objective...and that objective shouldn't be to distribute a press release. Privacy and regulatory concerns: If you work for a company where what you say in public could send you to jail, proceed with caution. You'll probably even need lawyers involved (sigh).
  • Consumer confidence in the long-term health of financial institutions is dramatically influenced by advertising and communications efforts.What’s the Impact?Especially financial institutions have to put more emphasis on PR Guess who can help them with tracking their press coverage and favorability?
  • Why measuring and analysing your media coverage?Reason 1: Demonstrate the value of your PRReason 2: Evaluate your communications activities across marketsPublications & journalists, campaigns, budget allocation, define and measure KPIs Reason 3: Measure the magnitude and growth of known reputation-impacting issuesNGOs, grassroots groups, journalists, bloggersReason 4: You can’t manage what you can’t measure
  • 60% of companies are measuring PR/communications at the request of senior management. So as a communication professional it’s probably wise to take an initiative and start measuring activities before management asks for it. Measuring just one form of PR/communications activity, such as print media mentions, doesn’t offer a comprehensive view of your strategy – a combination of data is recommended to provide a complete picture. In a recent article by Drs Gregory and Watson, they point towards the trend of using multiple formal and informal metrics and feedback to measure PR/communications. As PR/communications is primarily concerned with managing perception and building strategic relationships, one key metric should be measuring relationships. How can this be done? A good starting point is to read the Dr Grunig / Dr Hon “Guidelines for measuring relationships in PR“. Presentation of the measurement report is important. Top executives only need a high-level summary of results. Dr Macnamara calls this “two-tier evaluation” explained well in this article (pdf).
  • Ultimately, PR-related usability comes down to a simple question: Why spend a fortune on outbound PR (trying to pitch journalists) when you neglect simple steps to increase the effectiveness of inbound PR (satisfying journalists who visit your website While certainly not a novel insight, this statement leads directly to many of the guidelines for how to design corporate websites that are usable for journalists and deliver the desired PR impact. Most of the PR sections of sites we've studied fail to support journalists in their quest for the facts, information, and contacts they can use to write stories about companies and their products. If journalists can't find what they're looking for on a website, they might not include that company in their story. Journalists repeatedly said that poor website usability could reduce or completely eliminate their press coverage of a company.
  • …internal communication ….is in danger of becoming an overused and corrupted tool of the command-and-control leadership style. Many internal communicators find themselves to be little more than post hoc sense makers running behind their bosses trying to craft coherent messages. Source: The underlying discipline which influences the practice of employee communication needs to shift from mass marketing to individual and collective learning. (p.11) …Such a shift will require a complete rewrite of the way organizations communicate and engage with leaders and employees. (p.12)The CEO: The Chief Engagement Officer - turning hierarchy upside down to drive performanceBy John Smythe, Gower, The lines between internal and external are blurring fast - today your employees are as much your spokespeople as your CEO. Let's face it, they are often more trusted, more credible and more accessible. We need to face up to this reality. Lots of little voices are louder than one big voice.
  • BCG study; interview with over 90 senior HR executives, executives outside HR and board members of large corporations in 11 focus countries.Employee engagement: focus on motivation and accountabilitiesEmployees will respond to challenges if their leaders are honest, direct and empathetic about difficultiesCreate excitement about opportunitiesLeadership capabilities: equip leaders for stormy weathersToughest crisis of their careerE.g. Philips, the Dutch electronics giant, is preparing communications packs for its leadersCredit Suisse is holding coaching seminars for leaders on crisisChange management: adopt a systematic, cascading approachChange requires sustained and rigorous program management & clear agendaNeed clear metrics and accountabilities; Track process – communicate success and course corrections to create confidence in the futureStructured, rapid communications process throughout organization to communicate mandates & goalsCommunications: Talk the walkExecutives need to communicate as bluntly, clearly and frequently as possibleShow links between rhetoric and actionOpen-door policyActive listening
  • Overall intranets are getting far more support from organizations. From increased budgets to larger teams that report directly to the CEO, upper management is realizing just how important a tool the intranet is and is finally giving it its due. Team size is growing by 12% per year, and platforms are becoming integrated, with a strong showing for SharePoint.Personalization and CustomizationAs many of this year's winners show, intranet personalization is becoming increasingly sophisticated. The leading application of personalization is to provide each employee with news updates focused on their job role and personal interests. If intranets show everyone everything, information overload ensues and people either ignore the news area or squander their time reading irrelevant stories.
  • It’s a business case: Accenture showed that they’re getting 25$ ROI on every 1$ spent on their intranet in time savings alone! Source: Return on Intelligence study / Dow JonesMashups:Internal business dataExternal newsCollaboration & communication tools (wikis, forums, FAQs)Workflow integrationDo you have social media policies for staff?
  • Example Caterpillar: saving 8 hrs every week in compiling customized internal newsletterCredible informationHistoric archiveAccess to full articlesCompliant with copyright and licensing laws“…makes the process more efficient and provides the ability to sort the knowledge gold from the information noise”
  • If you're preparing to participate in the Social Web, you need these ideas your mind. First, that with a common ID developing, the social experience is about to get a lot more frictionless. And second, that not just social networks, but every brand site will become social -- whether you include these features, or visitors bring them along.So what should you do to prepare? First, get started with you social applications now, or you will be completely overmatched as social technology gets woven into the fabric of the Internet. And beyond that, focus more on finding your fans, since they and their friends and friends of friends will be your most important asset in this new world.Today’s social experience is disjointed because consumers have separate identities in each social network they visit. A simple set of technologies that enable a portable identity will soon empower consumers to bring their identities with them — transforming marketing, eCommerce, CRM, and advertising. IDs are just the beginning of this transformation, in which the Web will evolve step by step from separate social sites into a shared social experience. Consumers will rely on their peers as they make online decisions, whether or not brands choose to participate. Socially connected consumers will strengthen communities and shift power away from brands and CRM systems; eventually this will result in empowered communities defining the next generation of products.The Five Eras of the Social Web: 1) Era of Social Relationships: People connect to others and share2) Era of Social Functionality: Social networks become like operating system3) Era of Social Colonization: Every experience can now be social4) Era of Social Context: Personalized and accurate content5) Era of Social Commerce: Communities define future products and services
  • What’s interesting isn’t this vision for the future, but what it holds in store for brands, as a result, companies should prepare by: Don’t Hesitate: These changes are coming at a rapid pace, and we’re in three of these eras by end of year. Brands should prepare by factoring in these eras into their near term plans. Don’t be left behind and let competitors connect with your community before you do. Prepare For Transparency:  People will be able to surf the web with their friends, as a result you must have a plan.  Prepare for every webpage and product to be reviewed by your customers and seen by prospects –even if you choose not to participate.   Connect with Advocates: Focus on customer advocates, they will sway over prospects, and could defend against detractors. Their opinion is trusted more than yours, and when the power shifts to community, and they start to define what products should be, they become more important than ever. Evolve your Enterprise Systems: Your enterprise systems will need to connect to the social web. Social networks and their partners are quickly becoming a source of customer information and lead generation beyond your CRM system.  CMS systems will need to inherit social features –pressure your vendors to offer this, or find a community platform. Shatter your Corporate Website: In the most radical future, content will come to consumers –rather than them chasing it– prepare to fragment your corporate website and let it distribute to the social web. Let the most important information go and spread to communities where they exist; fish where the fish are.
  • Step 1: Google your Company or Business name These days the term google has become an accepted dictionary word. Thus, if someone googles your name and finds nasty things written about you, your credibility could be destroyed in an instant. It doesn’t even matter who made the comment, the potential for harm is huge as it sets off wrong perceptions in the reader’s mind.\"Google is no longer just a search engine; it's a reputation engine,\" saysChris Dellarocas, at the University of Maryland who studies online reputations. Step 2 : Search & Monitor the Web on a Daily BasisIt is vital to use a number of search engines as even Google cannot get everything. Use a number of search engines including the new so called people search engines such as Pipl - http://pipl.com/ - to see what people are saying about you or your management team. Another useful technique is the use of Google News Alerts. Google Alerts are email updates of the latest relevant Google results (web, news, etc.) based on your choice of query or topic. http://www.google.com/alerts - I use it to monitor my own name and that of REPUCOMM. On a daily basis I receive updates when my name or that my consultancy is mentioned in cyberspace.Step 3 : Defend Your ReputationThe problem is that once discretions are on the Web, you have no control over what happens to it. If you find nasty stuff floating around that's not under your control, you may have to employ the option and hire someone to take care of it for you.There are “Online Reputation management” companies these days that specialize in getting information removed from the Web, or getting an institution repositioned in search engine rankings. Their services can be highly expensive. You could resort to the use of legal experts, although that can backfire.How to handle blog wars and other indiscretions, I will discuss in next month’s issue......I guess the bottom line is Monitor your Good Name, your Future depends on it!
  • Time for the commercial: Dow Jones is Happy to HelpTools to monitor, to track, alert, analyze and measureContent, Technology and human expertise
  • Markets are conversations People trust their peers more than the pressThe boundary between Marketing and PR becomes more and more blur. Traditionally marketing is about controlled messages while PR is about relationships.
  • HONG KONG —  Who is the \"iPhone Girl\"?Pictures of an Asian factory worker found on a new iPhone sold to a British customer have generated keen discussion on the Internet about her identity — and her fate.The three pictures, posted on the Apple discussion Web site MacRumors.com, show a young Asian woman working on what appears to be an assembly line for iPhones.Dressed in a pink striped outfit and hat and wearing white gloves with yellow fingertips, the young woman now known on the Web as the \"iPhone Girl\" is shown smiling and making victory signs as she poses next to an iPhone.The MacRumors.com user who posted the photos last week, identified as only \"markm49uk\" from Kingston-upon-Hull, England, said in a posting that one of the pictures showed up on a new 3G iPhone when the iTunes program was launched.\"It would appear that someone on the production line was having a bit of fun. Has anyone else found this?\" the posting said.The posting received more than 360 responses on MacRumors.com, with readers commenting and speculating about the woman's age, looks and working conditions — and whether the pictures had gotten her into trouble with her managers.\"She is so fired,\" a reader identified as \"PredatoryWasp86\" said.\"That's nice that at least they have some fun in the drab of assembling technology,\" another reader, \"BrownManUPS,\" said.\"She looks about 12 or 13 to me! I don't think Stevo is going to be impressed at all. It looks a little bit too much like child labor,\" \"sibruk\" wrote, referring to Apple Inc. Chief Executive Steve Jobs.News reports say the woman may work at a factory run by an Apple contractor, Taiwan-based Foxconn Technology Group, in the southern Chinese boomtown of Shenzhen.Calls to Foxconn spokesman Edmund Ding went unanswered Wednesday. Ding also didn't immediately respond to an e-mail from The Associated Press seeking comment.But the South China Morning Post on Wednesday quoted another Foxconn spokesman, Liu Kun, as confirming that the young woman in the pictures works for Foxconn.Liu said workers testing the device took the pictures and may have forgotten to delete them, the Post reported.Dubbing the mystery worker \"China's prettiest factory girl,\" China's Southern Metropolitan Daily on Tuesday quoted an unidentified Foxconn official as saying the woman was not fired.Apple publicist Jill Tan said the company had no comment.

Transcript

  • 1. 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.
  • 2. Introduction Social Media Public Relations Internal Comms Summary & Outlook © Copyright 2009 Dow Jones and Company, Inc.
  • 3. 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. |
  • 4. 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. |
  • 5. 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. |
  • 6. 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. |
  • 7. 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. |
  • 8. Social Media. What do corporate communicators need to know about social media and what does it mean for the business? © Copyright 2009 Dow Jones and Company, Inc. |
  • 9. 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. |
  • 10. 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. |
  • 11. 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. |
  • 12. 90-9-1 Principle: The Inequality of the Web Source: Jakob Nielsen - Participation Inequality: Encouraging More Users to Contribute © Copyright 2009 Dow Jones and Company, Inc. |
  • 13. 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. |
  • 14. 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. |
  • 15. Social Media – Where to start? © Copyright 2009 Dow Jones and Company, Inc. |
  • 16. 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. |
  • 17. 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. |
  • 18. Start Here: Simple & Free Tools for Basic Monitoring © Copyright 2009 Dow Jones and Company, Inc. |
  • 19. 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. |
  • 20. Case Study: Indium Corporation Thought leadership in its industry. © Copyright 2009 Dow Jones and Company, Inc. |
  • 21. Case Study: Home Creations. Building relationships to build homes. © Copyright 2009 Dow Jones and Company, Inc. |
  • 22. 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. |
  • 23. 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. |
  • 24. Public Relations. What are the best strategies and techniques to measure and prove the value of corporate communications? © Copyright 2009 Dow Jones and Company, Inc. |
  • 25. 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. |
  • 26. 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. |
  • 27. 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. |
  • 28. 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. |
  • 29. 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. |
  • 30. Internal Communications. How can communicators keep employees informed and engaged in times of continuous change and crisis? © Copyright 2009 Dow Jones and Company, Inc. |
  • 31. 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. |
  • 32. 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. |
  • 33. 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. |
  • 34. 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. |
  • 35. 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. |
  • 36. Outlook & Summary © Copyright 2009 Dow Jones and Company, Inc.
  • 37. 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. |
  • 38. 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. |
  • 39. 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. |
  • 40. Leverage Tools and Expertise! Monitor, Analyze, Discover, Engage… MANAGE © Copyright 2009 Dow Jones and Company, Inc. |
  • 41. 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. |
  • 42. 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. |
  • 43. 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. |
  • 44. 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.