Managing the uncontrollable - Integrated Communications in the Digital Age - 2-2011
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Managing the uncontrollable - Integrated Communications in the Digital Age - 2-2011

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The State of (Social) Media for Communicators;

The State of (Social) Media for Communicators;
Social or not – It’s Media Relations;
Being humane is everything: Ready for the next crisis?;
The future is about smart decisions

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Managing the uncontrollable - Integrated Communications in the Digital Age - 2-2011 Managing the uncontrollable - Integrated Communications in the Digital Age - 2-2011 Presentation Transcript

  • Managing the Uncontrollable Integrated Communications in the Age of Social Media • The State of (Social) Media for Communicators @larsv • Social or not – It’s Media Relations • Being humane is everything: Ready for the next crisis? • The future is about smartLars Voedisch decisionsManaging Media Consultant, APACDow Jones and Companylars.voedisch@dowjones.com ©2011 Dow Jones & Company
  • ©2011 Dow Jones & Company
  • About Dow Jones: Meet the Family ©2011 Dow Jones & Company
  • Not just news – news plus information plus insight 27,000+ global sources 17M+ companies Other People’s 35M+ executives Content 16M+ Websites and blogs Web/Social Mainstream Media Media150+ researchers Dow Jones130,000+ indexes Research Media/VC/Risk Dow Jones News, Commentary 2,000 journalists & Analysis 84 bureaus 18,000+ daily news items ©2011 Dow Jones & Company 4
  • Top Internet Markets – 46% of Users in 5 Countries – China, USA, Brazil, India, RussiaSource: Ten Questions Internet Execs Should Ask & Answer – Morgan Stanley; Comscore ©2011 Dow Jones & Company
  • The Facebook Curtain: Missing links to China, Brazil, Russia, …Source: Visualizing Friendships - Facebook ©2011 Dow Jones & Company
  • Online Engagement? Customers are very demanding! [Brands] have to SURPRISE ME, not only meet my needs, but ANTICIPATE MY NEEDS. By using social media exclusively, I think the company has to ANSWER whenever I have a question, ENLIGHTEN me whenever I complain, and THANK me whenever I compliment them.Source: The Language of Love in Social Media - Firefly Millward Brown ©2011 Dow Jones & Company
  • When it comes to an end… the Social Break-UpSource: The Social Break-Up – Exact Target ©2011 Dow Jones & Company
  • When it comes to an end… the Social Break-UpSource: The Social Break-Up – Exact Target ©2011 Dow Jones & Company
  • When it comes to an end… the Social Break-Up In context: For email, if no longer interested, it’s even 67% who would just “unsubscribe”Source: The Social Break-Up – Exact Target ©2011 Dow Jones & 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 ©2011 Dow Jones & Company
  • Challenge within Organizations: Who ‘owns’ Social Media? Who Cares?Source: Blurring Lines, Turf Battles and Tweets: The Real Impact of Integrated Communications on Marketing and PR ©2011 Dow Jones & Company
  • What does it take to make it in Social Media? Education: Understand Communications & Marketing First! Entrepreneurial: Be multi-disciplinary and ready to take calculated risksSource: Background of the Corporate Social Strategist – Altimeter/Jeremiah Owyang ©2011 Dow Jones & Company
  • The PR Perspective:Social or not – it’s Media Relations?! ©2011 Dow Jones & Company
  • Social Media Relations: Everything Changes!?Everything Changes Nothing Changes• It’s about two-way • You’ve to manage conversations relationships• You’ve to deal with more • So it’s wires, print, channels broadcast – and social media• We HAVE to listen and understand what’s said • You already: monitor and about us! analyze your media coverage• What about those negative comments and • Not every negative posts? comment means a crisis• The game get’s so much • Already forgot faster newswires? Look at trends over time ©2011 Dow Jones & Company
  • Social Media Relations: Everything Changes!?Everything Changes Nothing Changes• It’s about two-way • You’ve to manage conversations relationships• You’ve to deal with moreDealing with • So it’s wires, print, channels broadcast – and social (Social) Media is an ART: media• We HAVE to listen and Authentic • You already: monitor and understand what’s said about us! Relevant analyze your media coverage• What about those Transparent negative comments and • Not every negative posts? comment means a crisis• The game get’s so much • Already forgot faster newswires? Look at trends over time ©2011 Dow Jones & Company
  • Trying to be innovative… ©2011 Dow Jones & Company
  • …and what happens if your seen as insensitive.For a comeback you have to act humane. ©2011 Dow Jones & Company
  • Reputational Risk: It’s all about perception... Establishment: Full crisis Erosion: Spreading: Relevance Growing declines interest Emergence: Issue getsPotential: publicKnown areas A crisis can happen in a blink of tweet… ©2011 Dow Jones & Company
  • Reputational Risk: It’s all about perception... It’s about getting it Establishment: fast, Full crisis getting it right and Erosion: Spreading: getting it over! Growing Relevance declines interest Emergence: Issue getsPotential: publicKnown areas A crisis can happen in a blink of tweet… ©2011 Dow Jones & Company
  • Communications Objectives & Strategy Use smart tools along your workflow!Monitor Analyse Discover Engageresearch & issues, trends opportunities & & pinpoint promote & strategies for risks in time better the the buzz impact to act influential ©2011 Dow Jones & Company
  • Understand the context? 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 ©2011 Dow Jones & Company 22
  • What’s really going on? How bad (or good) is it? Where does a CRISIS happen vs. How does the story where does it start? play out in traditional and social media? ©2011 Dow Jones & Company 23
  • Outlook &Summary ©2011 Dow Jones & Company
  • Outlook &Access – anything, anywhere, anytime, anybody • Great for our media consumption possibilities • Privacy: Think “Big Brother” Summary ©2011 Dow Jones & Company
  • Outlook &Access – anything, anywhere, anytime, anybody • Great for our media consumption possibilities • Privacy: Think “Big Brother” SummaryStress – Making sense of all this information • More, smarter decisions • Networks of Trust & Relevance ©2011 Dow Jones & Company
  • Future-Proofing Public RelationsWho do YOU want to be? Critical Analytical Skills Gamblers Winners Vanity Strategic BusinessPublishing Orientation Ostriches Bluffers No Analytical Skills ©2011 Dow Jones & Company 27
  • Questions? Thank you. Lars Voedisch Managing Media Consultant, APAC Dow Jones and Company lars.voedisch@dowjones.com @larsv ©2011 Dow Jones & Company