Leveraging Social Media, PR and Internal Comms 2010 - Lars Voedisch

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Session at the "PR & Media 2010 Congress" in Singapore: A new paradigm for communicators - Leveraging social media, PR and internal communications in the digital age

What do corporate communicators need to
know about social media and what does it
mean for your organisation

Linking PR efforts to business objectives

Managing strategic media relations in
times of continuous change and crisis

What do our internal stakeholders expect

Identifying and understanding the new
influencers

Leveraging on upcoming trends and
opportunities

Leveraging Social Media, PR and Internal Comms 2010 - Lars Voedisch

  1. 1. A New Paradigm For Communicators Leveraging social media, PR and internal communications in the digital age Lars Voedisch Regional Head – Media Intelligence, APAC Dow Jones Enterprise Media Group lars.voedisch@dowjones.com http://twitter.com/larsv © Copyright 2010 Dow J ones and Company, Inc.
  2. 2. Let’s start right here!  Who is regularly doing media monitoring?  Who is privately using Social Media?  Who’s regularly doing SOCIAL media monitoring? © Copyright 2010 Dow J ones and Company, Inc. | 2
  3. 3. Anecdote: Air NZ vs. Southwest Airlines Online Video Battle 1) Dave the rapping flight the rapping flight attendant – Southwest attendant– Southwest 2) Nothing to Hide / Bare Essentials - Air New Zealand © Copyright 2010 Dow J ones and Company, Inc. |
  4. 4. Markets are conversations. Are you participating? 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/; Mar k Pesce – “Keep control of the conversation”, Sydney Morning Herald © Copyright 2010 Dow J ones and Company, Inc. |
  5. 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’ Source: Enterprise Use of Social Netw orking, Gartner Symposium/ITxpo © Copyright 2010 Dow J ones and Company, Inc. |
  6. 6. 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 Meer man Scott / “Social Media is a Cocktail Party”, Jim Tobin © Copyright 2010 Dow J ones and Company, Inc. |
  7. 7. Social Media. What do corporate communicators need to know about social media and what does it mean for the business? © Copyright 2010 Dow J ones and Company, Inc. |
  8. 8. Misconceptions about Social Media 1. Build it and they will come 2. Using Social Media to broadcast, not to LISTEN 3. It’s FREE!!! 4. You have to react to each negative comment 5. No plan or objective 6. Tracking the wrong stuff Source: The 7 Misconceptions of Social Media, Mike Lew is © Copyright 2010 Dow J ones and Company, Inc. |
  9. 9. 90-9-1 Principle: The Inequality of the Web Source: Jakob Nielsen - Participation Inequality: Encouraging More Users to Contribute © Copyright 2010 Dow J ones and Company, Inc. |
  10. 10. 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 Netw orked Places © Copyright 2010 Dow J ones and Company, Inc. |
  11. 11. Start Here: Simple Tools for Monitoring © Copyright 2010 Dow J ones and Company, Inc. |
  12. 12. 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 2010 Dow J ones and Company, Inc. |
  13. 13. 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.readwritew eb.com/archives/when_to_not_use_social_media.php © Copyright 2010 Dow J ones and Company, Inc. |
  14. 14. Anecdote: Air NZ vs. Southwest Airlines Online Video Battle 1) Dave the rapping flight attendant – Southwest 2) Nothingto Hide / / Bare Nothing to Hide Bare Essentials Air New Essentials- -Air New Zealand Zealand 3) Air NZ challenging Southwest © Copyright 2010 Dow J ones and Company, Inc. |
  15. 15. Social or not – it’s Media Relations © Copyright 2010 Dow J ones and Company, Inc. |
  16. 16. Social Media Relations: Everything Changes!? Everything Nothing Changes Changes  From pitching to  It’s about engaging in “Naked relationships and Conversations” people  “There is no market  Not every negative for your message” comment means a  Command and crisis control, top down  You need to watch message delivery is your relevant space: no longer an option – monitor and analyze it’s about  Look at trends over conversations time © Copyright 2010 Dow J ones and Company, Inc. |
  17. 17. How do we stay relevant and lead strategic communications programs?  It’s not traditional vs. social media – it’s all media relations.  Let’s not just tweet because it’s the hottest tool at the moment  Remember everybody has a printing press now Important rules in media relations remain the same: Important rules in media relations remain the same: --Stay transparent, authentic and relevant Stay transparent, authentic and relevant --It is all about building relationships It is all about building relationships --Becoming a valued, trusted resource to each contact Becoming a valued, trusted resource to each contact Source: Redefining Media Relations, Maureen O’Connell © Copyright 2010 Dow J ones and Company, Inc. |
  18. 18. Must-Dos for PR Professionals in 2010: You can’t outsource your strategy  Agree and align your communications objectives  Awareness  Image / Reputation  Sales  Cost savings  Something else?  Track / Measure your success  Build expertise and capacity (staff & tools): Social media is neither cost-free nor will it fix it all.  Think about relevance: Become a Content Creator  Define your Rules of Engagement  Bring Social Media Inside © Copyright 2010 Dow J ones and Company, Inc. | 18
  19. 19. Public Relations in beta mode: Do you have time for real-time? • Real-time web, events and communication are going to happen much faster • There is not enough time to get corporate content or responses 100% ready, checked and double-checked • Learn from Technology companies? • Launch in beta mode • Tweak it along the way Source: Marketing in real time, Oh Yong Hw ee, Media © Copyright 2010 Dow J ones and Company, Inc. |
  20. 20. 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 2010 Dow J ones and Company, Inc. |
  21. 21. Monitor Analyze Discover Engage Communications Objectives & Strategy Use smart tools along your workflow! Monitor Analyze Discover Engage research & issues, trends opportunities & & pinpoint promote & strategies for risks in time better the the buzz impact to act influential © Copyright 2010 Dow J ones and Company, Inc. |
  22. 22. Monitor Who’s Listening? Monitor and Track what’s relevant across media channels / sources! © Copyright 2010 Dow J ones and Company, Inc. | 22
  23. 23. Analyze Media Analysis: Stop confusing ROI with results, and measurement with counting  “Measurement is not counting. Or monitoring. It is not the number of followers, friends, rankings, or scores.  Measurement is a process that requires you to Show you’re busy – compare results against something — either with your competition or with your own results over time. or indispensable?  You note the change, analyze the reasons why, and improve your program accordingly.” Source: Stop confusing ROI w ith results, and measurement w ith counting, KD Payne © Copyright 2010 Dow J ones and Company, Inc. | 23
  24. 24. Analyze What’s going on? Who are they talking about? Where is the chatter happening? How good is it? © Copyright 2010 Dow J ones and Company, Inc. | 24
  25. 25. Analyze What’s going on? Who’s talking about you – and your competitor? Who’s talking about you – and your competitor? Look at social vs traditional media! © Copyright 2010 Dow J ones and Company, Inc. | 25
  26. 26. Discover What’s coming? What’s the context? iPhone “This is not about searching knowns, this is about uncovering unknowns and understanding the context.” © Copyright 2010 Dow J ones and Company, Inc. | 26
  27. 27. Engage Engage and understand the influencers For most industries, Print is still king! What they’re writing about… …and how to contact them © Copyright 2010 Dow J ones and Company, Inc. | 27
  28. 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 2010 Dow J ones and Company, Inc. |
  29. 29. Internal Communications. How can communicators keep employees informed and engaged in times of continuous change and crisis? © Copyright 2010 Dow J ones and Company, Inc. |
  30. 30. Internal Communication Trends • Internal communication as everyone’s responsibility • The need for speed • Cyber and social media guidelines • Internal ‘image’ building for leadership Source: Internal Communication Trend Spotting For 2010, Aniisu © Copyright 2010 Dow J ones and Company, Inc. |
  31. 31. Using Social Media for Internal Communication Where to start Listen. Use a social media tool to see what’s being said by employees about the organization. Lead. Leaders must be on board with why this is important, so education and training for executives is critical. Guide. Develop social media guidelines for employees to ensure they remember they’re brand ambassadors in and out of work, on and offline. Engage. Give social media a go. Incorporate an element of social media in your employee communication strategy and test it. Source: “Yamming it up”, Tam Sandeman / Impact Employee Communications © Copyright 2010 Dow J ones and Company, Inc. |
  32. 32. Gen V craves for access to critical information Intranets becoming mash-ups Development from static information sites to integrated workflow tools Knowledge Corporate management as a Micro- personal skill and blogging ambition rather than Communities a corporate function © Copyright 2010 Dow J ones and Company, Inc. |
  33. 33. Engage Content Creation: Leveraging your resources to maximize your assets across channels 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 2010 Dow J ones and Company, Inc. |
  34. 34. Engage Content Creation: Leveraging your resources to maximize your assets across channels Editorial Editorial Workbench can Workbench can RSS Feeds consume aawide consume wide variety of variety of sources sources (including (including Factiva, your Email Newsletters 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 Custom Portlets/Webparts news summaries news summaries & Custom XML output to multiple to multiple Mobile-formatted audiences via audiences via “…provides the ability to sort the knowledge sort the knowledge text multiple multiple “…provides the ability to channels. gold from the information noise” --Caterpillar channels. gold from the information noise” Caterpillar © Copyright 2010 Dow J ones and Company, Inc. |
  35. 35. Outlook & Summary © Copyright 2010 Dow J ones and Company, Inc.
  36. 36. Outlook: The Future Of The Social Web  Social media becomes mainstream  Going mobile  Less trial-and-error and more strategy  It’s all about content  One size doesn’t fit all  There will be more  Noise!  Devices / Tools / Networks Sources: Forrester, Web Profits, Read Wide Web © Copyright 2010 Dow J ones and Company, Inc. |
  37. 37. Summary: Social Media Tips for Comms Professionals  Keep on top of social media trends  Familiarize yourself with the latest web tools for your social media management success  Follow best social media practices in your industry sector  Identify and engage relevant digital influencers Source: Social Media Tips for PR Professionals, Daniel Young © Copyright 2010 Dow J ones and Company, Inc. | 37
  38. 38. Summary: Social Media Tips for Comms Professionals  Keep on top of social media trends  Familiarize yourself with the latest web tools for your social media management success  Follow best social media practices in your industry sector  Identify and engage relevant digital influencers Important rules in media Important rules in media relations remain the same relations remain the same Source: Social Media Tips for PR Professionals, Daniel Young © Copyright 2010 Dow J ones and Company, Inc. | 38
  39. 39. Monitor Analyze Discover Engage Communications Objectives & Strategy Use smart tools along your workflow! Monitor Analyze Discover Engage research & issues, trends opportunities & & pinpoint promote & strategies for risks in time better the the buzz impact to act influential © Copyright 2010 Dow J ones and Company, Inc. |
  40. 40. Anecdote: Air NZ vs. Southwest Airlines Online Video Battle 1) Dave the rapping flight attendant – Southwest 2) Nothing to Hide / Bare Essentials - Air New Zealand 3) Air NZ challenging Air NZ challenging Southwest Southwest 4) Southwest’s response © Copyright 2010 Dow J ones and Company, Inc. |
  41. 41. Questions? Thank you. Lars Voedisch Regional Head – Media Intelligence, APAC Dow Jones Enterprise Media Group lars.voedisch@dowjones.com http://twitter.com/larsv © Copyright 2010 Dow J ones and Company, Inc. |

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