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Meaningful Communications Strategies in the Digital Age - Lars Voedisch
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Meaningful Communications Strategies in the Digital Age - Lars Voedisch

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Social Media Today, …

Social Media Today,
The Big Cultural Shift,
Role of New Media Engagements,
Overcoming Challenges,
Integrating Communications with Your Business Strategy

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  • 1. @larsvRules of EngagementMeaningful Communications Strategies in the Digital Age Lars Voedisch Communications Strategist lars@preciouscomms.com 1
  • 2. @larsvYour reputation is precious… • Communications Strategy • Traditional & Social Media Relations Let’s talk! • Crisis Preparedness • Internal Communications • Media Training • Analysis, Measurement, Research Lars Voedisch Communications Strategist lars@preciouscomms.com
  • 3. Rules of EngagementMeaningful Communications Strategies in the Digital Age People • Social Media Today Processes • The Big Cultural Shift Policies • Role of New Media Engagements • Overcoming Challenges • Integrating Communications with Your Business Strategy
  • 4. Who is… Lars Voedisch?International Communications Strategist• Lars is an experienced global communications and business professional with 15 years expertise in growing, managing and defending leading global brands’ reputation across industry sectors.Background & Expertise• Clients include: AT&T, Citi, Coca Cola, DBS, GIC, Honda, ING, Macquarie, Motorola, Panasonic, Porsche, Procter & Gamble, Yahoo!, VMware• Companies he worked for: Hitradio Antenne, AIESEC, DHL, Fleishman-Hillard, Dow Jones, Hill+Knowlton Strategies• Experience in public relations, internal communications, marketing, journalism, as well as M&A, crisis and change management• International working, training and team leadership experience on five continents• Sought-after moderator and speaker on social media, public relations and communications thought leadershipPersonal Background• German by birth; living in Asia (Hong Kong / Singapore) for 9 years 4
  • 5. 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 Dealing with Social Media is an ART: Authentic Relevant TransparentSource: The 7 Misconceptions of Social Media, Mike Lewis 5
  • 6. 6Source: What happens on the Internet every 60 seconds - Rosa Golijan
  • 7. Don’t Panic! Focus on the Influencers 90-9-1 Principle: The Inequality of the WebSource: Jakob Nielsen - Participation Inequality: Encouraging More Users to Contribute 7
  • 8. The BIG Cultural Dilemma• Be (Seen) Innovative – But Please Don’t Take Any Risk, Use Only Proven Methods
  • 9. 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 me 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 9
  • 10. The BIG Cultural Dilemma #2 • From natural respect to suspicion • Are you approachable? • Why would people want to connect with you?
  • 11. More pressure than anytime before“ Make sure you’re doing stuff that matters to the business and contributes to its success ”Source: IABC professional member, www.iabc.com 11
  • 12. Challenge Within Organisations: Who ‘Owns’ Social Media?Source: Blurring Lines, Turf Battles and Tweets: The Real Impact of Integrated Communications on Marketing and PR 12
  • 13. Challenge Within Organisations: Who ‘Owns’ Social Media? Who Cares?Source: Blurring Lines, Turf Battles and Tweets: The Real Impact of Integrated Communications on Marketing and PR 13
  • 14. ‘Digital waste’ polluting the online world? 11% 13% 32% 43% of Singapore consumers don’t 45% want to be bothered in social networksSource: Digital Life 2011 - TNS 14
  • 15. What are people saying? 11% 13% 32% 45%Source: Digital Life 2011 - TNS 15
  • 16. Integration is Key – or WasteONLINE BUILDING (DEEPER) ENGAGEMENTOFFLINE 16
  • 17. The PR Perspective:Social or not – it’s Media Relations?! 17
  • 18. 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, broadcast channels – and social media• We HAVE to listen and • You already: monitor and understand what’s said! analyze your media coverage• What about those negative • Not every negative comment comments and posts? means a crisis• The game get’s so much • Already forgot newswires? faster Look at trends over time 18
  • 19. Basic But Crucial:What Are Your (Social) Media Objectives  Awareness & Reputation  Thought leadership  Sales / Activation  Cost Savings  Research & Insights  Something else? 19
  • 20. Social Media is about ContentWhat Should We Be Talking About? Industry… trends, news, E.g. Technology, data, advice Legislation, Competition Your… products, offers, service, peopleSource: Developing your conversation sphere - CommsCorner 20
  • 21. Marketing, Editorial… Conversation CalendarIt’s all about planning – On- & Offline 21
  • 22. What happens in Huili county / Sichuan…
  • 23. How to Deal with Comments – YOUR Response Plan • Comment / Blog Post Validity • Level of Responsibility • Level of Respect • The Commenter is a Troll / Rager • The Commenter is a Spammer by NatureSource: PR 2.0 Comment Response Chart 31
  • 24. The BIGGER picture:What’s your engagement plan? What can/should your staff say – or not? Do you have a proper escalation path? How do you get ready for ‘beta’ mode? 32
  • 25. Does every scenario need the same response? PeopleImpact Process Policies Engage Discover Analyze Monitor Time 33
  • 26. When things go wrong… Constantly check the temperature! 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? 34
  • 27. Key Learnings1) Speed is critical (on Twitter)2) Honesty is a virtue3) Make your CEO visibible4) Brands have to be on alert in order to correct any false assumptions before they reach critical mass5) Track it Source: Not So SMRT: A Case Study of Communications Failure - Skribe 35
  • 28. Reputational Risk: It’s all about perception... Establishment: Full crisis Erosion: Spreading: Relevance Growing declines interest Emergence: Issue getsPotential: publicKnown areas YOU? 36
  • 29. Reputational Risk: It’s all about perception... Establishment:Time is crucial for managing risk Full crisisas it allows you to stay in the‘driver seat’ Erosion: Spreading: Relevance Growing declines interest Emergence: Issue getsPotential: publicKnown areas If a crisis happens: Get it fast, Get it right, YOU? Get it out, and Get it over! Your problem won’t improve with age. N. Augustine, CEO Lockhead Martin
  • 30. Crisis Survival Lessons for theSocial Media Age In a crisis, consumers need honest answers and they need them fast – and no messaging vehicle is better suited to meet this demand than those fueling the crisis in the first place. Transparent engagements in the online communities, where your customers already live, provide a credible and direct channel for the answers they need. 39
  • 31. Are we too proud? Sorry seems to be the hardest word…• Dont RE-act right away• Acknowledge - Dont be angry• Admit the mistake and apologize• Take ownership• Ask for forgiveness and make the needed changesSource: When Youre Wrong, Say Youre Sorry - SOLUTIONS: Social Media 40
  • 32. Time to start or review Review your current policies for engagement Do scenario / crisis planning White-board your process Draw and distribute 41
  • 33. We heard about the Bad and the Ugly…. Let’s switch to the ‘Good’: The Old Spice CampaignSource: W + K Old Spice Case Study
  • 34. How Much Time Does Social Media Engagement Take? Data is everywhere – you need meaningful analysis!Source: How much time does social media marketing take - Gigaom / Aliza Sherman 43
  • 35. When it comes to an end… the Social Break-UpSource: The Social Break-Up – Exact Target 44
  • 36. When it comes to an end… the Social Break-Up How to be fan-worthy 1) Be clear about your page’s purpose & objective 2) Take prospects to a welcome tab, not your wall 3) Engage potential fansSource: The Social Break-Up – Exact Target 45
  • 37. The world we live in… 46
  • 38. The Inside Look: How do you WANT your staff to use Social Media? • Do you have a social media policy? • Is your policy easy to read? Can you make it an engaging experience? • Is it welcoming to employees and customers, or does it sound like it was written by lawyers? • In addition to your policy, are you educating your employees on how to properly use social media in a way that will help them as well as help tell your brand story?Source: Is Your Social Media Policy Hurting Your Brand? - MENG 47
  • 39. Social Media Policy - Examples Transparency Protection Respect Responsibility Utilization Respect Responsibility Representation 48
  • 40. Social Media Policy - Examples Transparency Protection Respect Responsibility Utilization Respect Responsibility Representation 49
  • 41. Social Media Policies – More than Common Sense?What should be included?• Purpose (encouragements or laws; personal / business use)• Dos (e.g. respect copyrights; say who you are…)• Don’ts (e.g. forget your day job; get personal, …)• Escalation process & Contacts• Implementation plan!!! Useful Resources: • Social Media Daily: 6 Key Elements of a Social Media Policy and Why You Need Them • Social Media Policy Templates: Lessons Learned for 20 IT Social Media Policy Documents • Social Media Governance – 164 Company Policies 50
  • 42. You DON’T have Social Media Access? Common (questionable) reasons for blocking SNS • Productivity (Productivity increases 9% among employees who are able to access the Net for fun during work – University of Melbourne study) • Attacks from Hackers (If the U.S. Military can do it, so can your organization) • Data Leaks (… but you DO have email, mobile phones, blackberry’s…) • Slows a company’s internet connection (Bandwidth is the paper of the digital age)Source: Demolishing Barclay Communications’ blocking argument point by point – Stop Blocking 51
  • 43. Same, same – but differentWhat lies ahead?• Embrace online – leverage insights and connections• Demonstrate your link to business objectives• Integration will be everything• Meaningful Metrics will rule the world• Media will live – probably even stronger than before• We are content producers. Think video! 53
  • 44. Future-Proofing Public RelationsWho do YOU want to be? Critical Analytical Skills Gamblers Winners Vanity Strategic BusinessPublishing Orientation Ostriches Bluffers No Analytical Skills 54
  • 45. Winners know what success look like: 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• Use the right approach with the correct content – Show the whole picture through meaningful KPIs• Turn simple outputs into meaningful outcomes: Connect the dots between clip counts –trends in coverage and favourabilitySource: Dow Jones E-book: “Talk to me – 10 tips for translating the PR results into the language of business“. 55
  • 46. Winners know what success look like: 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• Use the right approach with the correct content – Show the whole picture through meaningful KPIs “…From an executive’s viewpoint, it can be•interpreted asinto meaningful outcomes: Turn simple outputs the difference between the PR Connect the dots between clip counts –trends in team being busy and the PR team being coverage and favourability indispensable.Source: Dow Jones E-book: “Talk to me – 10 tips for translating the PR results into the language of business“. 56
  • 47. Rules of Engagement – Things to ConsiderGet your processes right• Monitor• Analyze• Discover• Engage / Respond PeopleWhat you need:• A PLAN & Resources!• Scenario planning & Reaction Plans Processes• Guidelines PoliciesThere is no one-size-fits-all• Better start small than not at all• Form a team• Have fun! 57
  • 48. ‘Classic’ Case Study: Domino’s YouTube Experience• Domino’s Pizza Chain discovered the power of viral marketing last month: Who in YOUR organization two employees in the US filmed "prank" videos of themselves stuffing cheese up their noses and then putting it into sandwiches.• The video went popular on go on Youtube? Twitter lit would YouTube (over 1 million views), and up with disgusted customer complaints.• Domino’s apologized and put its own President on YouTube, started a Twitter response site; What to wear?• Still: In just a few days, Domino’s reputation was damaged. What to say? Who to talk to? Are you ready? Nobody will wait for you…! 58
  • 49. @larsv Lars VoedischCommunications Strategistlars@preciouscomms.com 59
  • 50. @larsvYour reputation is precious… • Communications Strategy • Traditional & Social Media Relations Let’s talk! • Crisis Preparedness • Internal Communications • Media Training • Analysis, Measurement, Research Lars Voedisch Communications Strategist lars@preciouscomms.com