Research And Promote The Buzz April 2010 Lars Voedisch, Dow Jones

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Research on campaigns, develop pitches and prepare background information for spokespeople.
Manage campaigns, brands and risks.
Competitors, key reputation drivers, trends and media hot spots.
Engage internal and external stakeholders.

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Research And Promote The Buzz April 2010 Lars Voedisch, Dow Jones

  1. 1. Research and Promote the Buzz. • Research on campaigns, develop pitches and prepare background information for spokespeople. • Manage campaigns, brands and risks. • Competitors, key reputation drivers, trends Lars Voedisch and media hot spots. Regional Head – Media Intelligence, APAC Dow Jones and Company • Engage internal and lars.voedisch@dowjones.com external stakeholders. @larsv © Copyright 2010 Dow Jones and Company |
  2. 2. 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 newswires? faster Look at trends over time © Copyright 2010 Dow Jones and Company |
  3. 3. Smart Goal Setting for your (Social) Media Strategy  Goals determine what you should do!  What’s your main objective as Communications professional? 1. Awareness 2. Image / Reputation 3. Sales 4. Cost savings 5. Something else? © Copyright 2010 Dow Jones and Company | 3
  4. 4. Communications Objectives & Strategy Use smart tools along your workflow! Monitor Analyse Discover Engage research & issues, trends opportunities & & pinpoint promote & strategies for risks in time better the the buzz impact to act influential © Copyright 2010 Dow Jones and Company |
  5. 5. Nestlé's social media crisis Nestlé unwillingly put public attention to Greenpeace's video campaign © Copyright 2010 Dow Jones and Company |
  6. 6. Activists change their Facebook profile photos to anti-Nestlé slogans and start posting to the Nestlé fan page Nestlé unwillingly put public attention to Greenpeace's video campaign © Copyright 2010 Dow Jones and Company |
  7. 7. Activists Nestlé: “To repeat: we Nestlé: “To repeat: we change their welcome your welcome your Facebook comments, but please comments, but please profile don't post using an don't post using an photos to altered version of any altered version of any anti-Nestlé of our logos as your of our logos as your slogans and profile pic--they will be profile pic--they will be start posting deleted” deleted” to the Nestlé fan page Nestlé unwillingly put public attention to Greenpeace's video campaign © Copyright 2010 Dow Jones and Company |
  8. 8. Activists Nestlé: “To repeat: we Nestlé: “To repeat: we change their welcome your welcome your Facebook comments, but please comments, but please profile don't post using an post Key learnings: Now it don't went using an all Now iteven wentworse with all photos to altered version of with even version of any altered worse any kinds of criticism, allegations kindsof our logos as your of criticism, allegations anti-Nestlé of our logos as your and simple insults being and simple insults Control? Don't use being profile pic--they will be slogans and profile pic--they will be posted (e.g. bottledlawyers to take posted (e.g. bottledwater deleted” water start posting deleted” “killing dispute in the US, “killing off the dispute in the US, things to the Nestlé babies”…) fan page babies”…) Nestlé Internet unwillingly it, Admit it, stop put public and apologize attention to Customers Greenpeace's are criticizing you video telling you something very campaign valuable © Copyright 2010 Dow Jones and Company |
  9. 9. What’s the Buzz? Monitor and Track what’s relevant across media channels / sources! © Copyright 2010 Dow Jones and Company | 9
  10. 10. What’s the Buzz? Do you have what it takes to quickly explain to your CEO what the buzz is about? © Copyright 2010 Dow Jones and Company | 10
  11. 11. Introducing: MEDIA MONITOR for Factiva.com Communications professionals can conduct on-the-fly research and do-it-yourself (DIY) media analysis of news and trends in both traditional and social media. They can monitor emerging issues and trends by creating and saving interactive charts to dashboards. © Copyright 2010 Dow Jones and Company |
  12. 12. If you need to look deeper How bad (good) is it? Where is the conversation How does the story happening? play out in traditional ONLINE! and social media? © Copyright 2010 Dow Jones and Company 12 |
  13. 13. Research-on-Demand You love spending time producing compelling reports, right? © Copyright 2010 Dow Jones and Company 13 |
  14. 14. Engage and understand the influencers For most industries, Print is still king! What they’re writing about… …and how to contact them Link content (news, posts) with the creators (journalists, bloggers) Quickly access everything you need to make decisions and contact the right influencers © Copyright 2010 Dow Jones and Company | 14
  15. 15. Engaging your stakeholders: Use smart tools to reach them where they are Danger! Danger! Information Information Overflow Overflow You now need to You now need to screen multiple screen multiple Luckily you have sources: Press, sources: Press, Web, Blogs, Web, Blogs, endless resources… Boards… Boards… Attention! Attention! Work Overload Work Overload You need to You need to reach out to reach out to multiple multiple audiences via audiences via “…provides the ability to sort the knowledge “…provides the ability to sort the knowledge multiple multiple gold from the information noise” --Caterpillar channels... channels... gold from the information noise” Caterpillar © Copyright 2010 Dow Jones and Company |
  16. 16. Engaging your stakeholders: Use smart tools to reach them where they are Danger! Danger! Information Information RSS Feeds Overflow Overflow You now need to You now need to screen multiple screen multiple Luckily you have Email Newsletters sources: Press, sources: Press, Web, Blogs, Web, Blogs, Endless resources… Boards… Boards… Attention! Attention! Work Overload Work Overload You need to You need to Intranet / Intranet reach out to reach out to Widgets multiple multiple Mobile- audiences via audiences via “…provides the ability to sort the knowledge formatted text “…provides the ability to sort the knowledge multiple multiple gold from the information noise” --Caterpillar channels... channels... gold from the information noise” Caterpillar © Copyright 2010 Dow Jones and Company |
  17. 17. It’s about the Workflow! Where do you stand? The Problem: Manual Daily Media Reviews The Solution: Factiva.com Newsletters plus Factiva Reader © Copyright 2010 Dow Jones and Company |
  18. 18. It’s about the Workflow! Where do you stand? Since 2005, thanks to electronic editing Rothschild has managed to cut the time spent creating press reviews by more than 50%. Access to the Most Relevant Information: Access to the Most Relevant Information: Anytime, Anywhere Anytime, Anywhere Time Savings and Enhanced Productivity Time Savings and Enhanced Productivity Move Straight to the Move Straight to the Company’s Bottom Line Company’s Bottom Line Fully Copyright Compliant Fully Copyright Compliant © Copyright 2010 Dow Jones and Company |
  19. 19. Research & Promote the Buzz Leverage Dow Jones’ Tools and Expertise  Traditional Media Content: More than 25,000 publications and Web sites; 159 countries, 23 languages  Social Media Content: Millions of blogs and social media sources, including boards and consumer review sites  Do-it-yourself media analysis: Enter just a few keywords to get instant media analysis presented in interactive charts  Visualisation: Save interactive charts on up to three dashboards so that you can monitor topics for as long as they stay in the news cycle.  Research-on-Demand: Benchmark or analyze issues, events, campaigns. Monitor issue/crisis impact on stakeholders, leveraging Dow Jones’ MediaLab’s global expertise and resources. © Copyright 2010 Dow Jones and Company |
  20. 20. Questions? Thank you. Lars Voedisch Regional Head – Media Intelligence, APAC Dow Jones and Company lars.voedisch@dowjones.com @larsv © Copyright 2010 Dow Jones and Company |
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