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Managing the uncontrollable - Integrated Communications in the Age of Social Media;

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Social Media for Communicators; …

Social Media for Communicators;
Social or not – It’s Media Relations;
Being prepared is everything: Ready for the next crisis?;
Leveraging smart tools to make smart decisions

Published in: Business

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  • 1. ||© Copyright 2010 Dow Jones and Company Managing the Uncontrollable Integrated Communications in the Age of Social Media  Social Media for Communicators  Social or not – It’s Media Relations  Being prepared is everything: Ready for the next crisis?  Leveraging smart tools to make smart decisions Lars Voedisch Managing Media Consultant, APAC Dow Jones and Company lars.voedisch@dowjones.com @larsv
  • 2. ||© Copyright 2010 Dow Jones and Company Social Media is about 3 things: CONTENT, CONTENT, CONTENT Source: Youtube / Old Spice Channel
  • 3. ||© Copyright 2010 Dow Jones and Company 3 About Dow Jones: Meet the Family
  • 4. ||© Copyright 2010 Dow Jones and Company 27,000+ global sources 17M+ companies 35M+ executives 16M+ Websites and blogs 150+ researchers 130,000+ indexes Media/VC/Risk 2,000 journalists 84 bureaus 18,000+ daily news items Other People’s Content Dow Jones Research Dow Jones News, Commentary & Analysis Mainstream Media Web/Social Media 4 Over 150 years of Indispensable Content Relevant Information → Actionable Intelligence
  • 5. ||© Copyright 2010 Dow Jones and Company 55 Case Study: Social Media and Dow Jones
  • 6. ||© Copyright 2010 Dow Jones and Company Monitor Analyze Discover Engage Monitor Analyze Discover research & promote the buzz issues, trends & strategies for impact opportunities & risks in time to act Engage & pinpoint better the influential Dow Jones services for Public Relations & Corporate Communications
  • 7. ||© Copyright 2010 Dow Jones and Company Understanding Facebook with South Park Source: South Park Studios
  • 8. ||© Copyright 2010 Dow Jones and Company Social Networking in Asia – Growing Mobile!  South Korea, Hong Kong, Singapore with most time online  Mobile internet bridging the gap for next wave  Facebook more than doubled its share in Asia Pacific, now leading Social Network in the region  South Korea, Hong Kong, Singapore with most time online  Mobile internet bridging the gap for next wave  Facebook more than doubled its share in Asia Pacific, now leading Social Network in the region Source: Comscroe: THE STATE OF SOCIAL NETWORKS
  • 9. ||© Copyright 2010 Dow Jones and Company Challenge within Organizations: Who ‘owns’ Social Media? Source: Blurring Lines, Turf Battles and Tweets: The Real Impact of Integrated Communications on Marketing and PR
  • 10. ||© Copyright 2010 Dow Jones and Company Challenge within Organizations Who ‘owns’ Social Media? Who cares?! • The lines between PR and marketing are blurring. • “Turf battles” are evident. • Ownership of social media and blogging still undecided. • Benefits and communication measurement provides common ground. Source: Blurring Lines, Turf Battles and Tweets: The Real Impact of Integrated Communications on Marketing and PR
  • 11. ||© Copyright 2010 Dow Jones and Company Constant 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 Lewis
  • 12. ||© Copyright 2010 Dow Jones and Company Social or not – it’s Media Relations?
  • 13. ||© Copyright 2010 Dow Jones and Company Social or not – it’s Media Relations Public / Media Relations didn’t really change for over 50 years…. And now?! Public / Media Relations didn’t really change for over 50 years…. And now?!
  • 14. ||© Copyright 2010 Dow Jones and Company Social or not – it’s Media Relations!
  • 15. ||© Copyright 2010 Dow Jones and Company Social Media Relations: Everything Changes!? Everything ChangesEverything Changes  It’s about two-way conversations  You’ve to deal with more channels  We HAVE to listen and understand what’s said about us!  What about those negative comments and posts?  The game get’s so much faster Nothing ChangesNothing Changes  You’ve to manage relationships  So it’s wires, print, broadcast – and social media  You already: monitor and analyze your media coverage  Not every negative comment means a crisis  Already forgot newswires? Look at trends over time
  • 16. ||© Copyright 2010 Dow Jones and Company Social Media Relations: Everything Changes!? Everything ChangesEverything Changes  It’s about two-way conversations  You’ve to deal with more channels  We HAVE to listen and understand what’s said about us!  What about those negative comments and posts?  The game get’s so much faster Nothing ChangesNothing Changes  You’ve to manage relationships  So it’s wires, print, broadcast – and social media  You already: monitor and analyze your media coverage  Not every negative comment means a crisis  Already forgot newswires? Look at trends over time Dealing with (Social) Media is an ART: Authentic Relevant Transparent Dealing with (Social) Media is an ART: Authentic Relevant Transparent
  • 17. ||© Copyright 2010 Dow Jones and Company Nestlé's social media crisis Nestlé unwillingly put public attention to Greenpeace's video campaign
  • 18. ||© Copyright 2010 Dow Jones and Company Nestlé unwillingly put public attention to Greenpeace's video campaign Activists change their Facebook profile photos to anti-Nestlé slogans and start posting to the Nestlé fan page
  • 19. ||© Copyright 2010 Dow Jones and Company Nestlé unwillingly put public attention to Greenpeace's video campaign Activists change their Facebook profile photos to anti-Nestlé slogans and start posting to the Nestlé fan page Nestlé: “To repeat: we welcome your comments, but please don't post using an altered version of any of our logos as your profile pic--they will be deleted” Nestlé: “To repeat: we welcome your comments, but please don't post using an altered version of any of our logos as your profile pic--they will be deleted”
  • 20. ||© Copyright 2010 Dow Jones and Company Nestlé unwillingly put public attention to Greenpeace's video campaign Activists change their Facebook profile photos to anti-Nestlé slogans and start posting to the Nestlé fan page Nestlé: “To repeat: we welcome your comments, but please don't post using an altered version of any of our logos as your profile pic--they will be deleted” Nestlé: “To repeat: we welcome your comments, but please don't post using an altered version of any of our logos as your profile pic--they will be deleted” Now it even went worse with all kinds of criticism, allegations and simple insults being posted (e.g. bottled water dispute in the US, “killing babies”…) Now it even went worse with all kinds of criticism, allegations and simple insults being posted (e.g. bottled water dispute in the US, “killing babies”…)
  • 21. ||© Copyright 2010 Dow Jones and Company Nestlé unwillingly put public attention to Greenpeace's video campaign Activists change their Facebook profile photos to anti-Nestlé slogans and start posting to the Nestlé fan page Nestlé: “To repeat: we welcome your comments, but please don't post using an altered version of any of our logos as your profile pic--they will be deleted” Nestlé: “To repeat: we welcome your comments, but please don't post using an altered version of any of our logos as your profile pic--they will be deleted” Now it even went worse with all kinds of criticism, allegations and simple insults being posted (e.g. bottled water dispute in the US, “killing babies”…) Now it even went worse with all kinds of criticism, allegations and simple insults being posted (e.g. bottled water dispute in the US, “killing babies”…) Key learnings: Control? Don't use lawyers to take things off the Internet Admit it, stop it, and apologize. FAST! Customers criticizing you are telling you something very valuable
  • 22. ||© Copyright 2010 Dow Jones and Company Nestlé unwillingly put public attention to Greenpeace's video campaign Activists change their Facebook profile photos to anti-Nestlé slogans and start posting to the Nestlé fan page Nestlé: “To repeat: we welcome your comments, but please don't post using an altered version of any of our logos as your profile pic--they will be deleted” Nestlé: “To repeat: we welcome your comments, but please don't post using an altered version of any of our logos as your profile pic--they will be deleted” Now it even went worse with all kinds of criticism, allegations and simple insults being posted (e.g. bottled water dispute in the US, “killing babies”…) Now it even went worse with all kinds of criticism, allegations and simple insults being posted (e.g. bottled water dispute in the US, “killing babies”…) Key learnings: Control? Don't use lawyers to take things off the Internet Admit it, stop it, and apologize. FAST! Customers criticizing you are telling you something very valuable What are your Rules of Engagement? A crisis response protocol? How fast can you react? Who decides? What are your Rules of Engagement? A crisis response protocol? How fast can you react? Who decides?
  • 23. ||© Copyright 2010 Dow Jones and Company The majority of all crises come from within an organization.
  • 24. ||© Copyright 2010 Dow Jones and Company Reputational Risk: It’s all about perception... Emergence: Issue gets public Spreading: Growing interest Establishment: Full crisis Erosion: Relevance declines Potential: Known areas YOUR BRAND?
  • 25. ||© Copyright 2010 Dow Jones and Company Reputational Risk: It’s all about perception... Emergence: Issue gets public Spreading: Growing interest Establishment: Full crisis Erosion: Relevance declines Potential: Known areas YOU? If a crisis happens: Get it fast, Get it right, Get it out, and Get it over! Your problem won’t improve with age. N. Augustine, CEO Lockhead Martin
  • 26. ||© Copyright 2010 Dow Jones and Company Reputational Risk: It’s all about perception... Emergence: Issue gets public Spreading: Growing interest Establishment: Full crisis Erosion: Relevance declines Potential: Known areas YOU? If a crisis happens: Get it fast, Get it right, Get it out, and Get it over! Your problem won’t improve with age. N. Augustine, CEO Lockhead Martin 33% of global CCOs are not prepared for social media based reputation threats !!! 33% of global CCOs are not prepared for social media based reputation threats !!!
  • 27. ||© Copyright 2010 Dow Jones and Company Old Spice Answers: @TheEllenShow Source: Youtube / Old Spice Channel
  • 28. ||© Copyright 2010 Dow Jones and Company 2828 Biggest mistake going social?
  • 29. ||© Copyright 2010 Dow Jones and Company 2929 Biggest mistake going social? Missing out Smart Goal Setting ! What’s your ultimate objective? 1. Awareness 2. Image / Reputation 3. Sales 4. Cost savings 5. Something else? Source: 25 Must Read Social Media Marketing Tips
  • 30. ||© Copyright 2010 Dow Jones and Company 3030 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 compare results against something — either with your competition or with your own results over time.  You note the change, analyze the reasons why, and improve your program accordingly.” KD Payne Source: Stop confusing ROI with results, and measurement with counting, KD Payne Show you’re busy – or indispensable?
  • 31. ||© Copyright 2010 Dow Jones and Company Monitor Analyse Discover Engage Monitor Analyse Discover research & promote the buzz issues, trends & strategies for impact opportunities & risks in time to act Engage & pinpoint better the influential Use smart tools along your workflow! Communications Objectives & Strategy
  • 32. ||© Copyright 2010 Dow Jones and Company 32 It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently. Warren Buffet Case Study: Automotive Monitor
  • 33. ||© Copyright 2010 Dow Jones and Company 33 What is the context? Monitor Analyse Break it down, connect the dots: The best way to analyse the big picture is to break it down.
  • 34. ||© Copyright 2010 Dow Jones and Company 34 Analyse Who are they talking about? When is it happening? What is the chatter about? Understand what’s going on
  • 35. ||© Copyright 2010 Dow Jones and Company 35 Analyse Who are they talking about? When is it happening? What is the chatter about? What’s going on?
  • 36. ||© Copyright 2010 Dow Jones and Company 36 Where does a CRISIS happen vs. where does it start? How does the story play out in traditional and social media? How bad (good) is it? What’s going on? Analyse
  • 37. ||© Copyright 2010 Dow Jones and Company 37 Discover iPhone Discovery Issues in Time to Act: Toyota Crisis’ Key Topics “This is not about searching knowns, this is about uncovering unknowns and understanding the context.”
  • 38. ||© Copyright 2010 Dow Jones and Company 38 Discover iPhone Change: Mainly Positive Topics Now for Toyota! “This is not about searching knowns, this is about uncovering unknowns and understanding the context.”
  • 39. ||© Copyright 2010 Dow Jones and Company 39 Link content (news, posts) with the creators (journalists, bloggers) Quickly access everything you need to make decisions and contact the right influencers What they’re writing about…What they’re writing about… …and how to contact them…and how to contact them Engage and understand the influencers Everybody is online these days! Engage
  • 40. ||© Copyright 2010 Dow Jones and Company Translating PR & Social Media results into the language of business Source: Dow Jones E-book: “Talk to me – 10 tips for translating the PR results into the language of business“. • 60% of companies (PR Week) are measuring PR/ Communications at the request of senior management. – Better start before management asks for it • Use meaningful metrics – Connect the dots between counts “…From an executive’s viewpoint, it can be interpreted as the difference between the PR team being busy and the PR team being indispensable. “…From an executive’s viewpoint, it can be interpreted as the difference between the PR team being busy and the PR team being indispensable.
  • 41. ||© Copyright 2010 Dow Jones and Company Myth: Are you sure you mean ROI? RR.. OO.. II.. RETURNRETURN ONON INVESTMENTINVESTMENT
  • 42. ||© Copyright 2010 Dow Jones and Company ROI is a business metric, not a media metric ROI = COST OF INVESTMENT (GAIN FROM INVESTMENT - COST OF INVESTMENT) Can you connect your PR investments ($$$ ) with the financial impact, e.g. sales or savings ($$$)?
  • 43. ||© Copyright 2010 Dow Jones and Company Outlook & Summary
  • 44. ||© Copyright 2010 Dow Jones and Company Outlook: The Future Of The Social Web Sources: Forrester, Web Profits, Read Wide Web  Social media IS mainstream  Going mobile  Less trial-and-error and more strategy  It’s all about content  You can’t afford internal silo approaches  One size doesn’t fit all  There will be more - Noise / Devices / Tools…
  • 45. ||© Copyright 2010 Dow Jones and Company 4545 Must-Dos for PR Professionals: 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 sustainable expertise and capacity (staff / tools / partners / skills): Social media is neither cost-free nor will it fix it all.  Think about relevance: Become a Content Creator  Define your Rules of Engagement
  • 46. ||© Copyright 2010 Dow Jones and Company Old Spice Reaction: World Vision Source: Youtube / Old Spice Channel
  • 47. ||© Copyright 2010 Dow Jones and Company Questions? Lars Voedisch Managing Media Consultant, APAC Dow Jones and Company lars.voedisch@dowjones.com @larsv Thank you.