Rules of EngagementMeaningful Communications Strategies in the Digital Age                        Lars Voedisch         Ex...
The BIG Cultural Dilemma                           3 Be (Seen) Innovative – But Please Don’t Take Any Risk, Use Only Prove...
The BIG Cultural Dilemma #2          4 From natural respect to suspicion Are you approachable?
More pressure than ever before                     5  “   Make sure      you’re doing stuff      that matters to      the ...
Challenge Within Organizations:                                                                                           ...
Challenge Within Organizations:                                                                                           ...
Digital waste’ polluting the online world?                             8                                                  ...
What are people saying?                             9                                        11%                          ...
Integration is Key – or WasteONLINE                                         10          BUILDING (DEEPER) ENGAGEMENTOFFLINE
Social Media Relations: Everything Changes!?        11Everything Changes               Nothing Changes It’s about two-way ...
Basic But Crucial:                                           12What Are Your (Social) Media Objectives  Awareness & Reputa...
Social Media is about Content                                                                                     13What S...
Marketing, Editorial… Conversation Calendar                                              14It’s all about planning – On- &...
How to Deal with Comments –      15YOUR Response Plan  Comment / Blog Post Validity  Level of Responsibility  Level of Res...
What are your Rules of Engagement?           16  What can/should your staff say – or not?  Do you have a proper escalation...
Do you have the right resources?                                             17       Data is everywhere – you need meanin...
18
Same, same – but different                                               19What lies ahead?  Integration will be everythin...
@larsv                             #dnasia              20         Lars Voedisch         Executive Director, Technology Pr...
Rules of Engagement - Meaningful Communications Strategies in the Digtial Age - DNAsia 2011
Rules of Engagement - Meaningful Communications Strategies in the Digtial Age - DNAsia 2011
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Rules of Engagement - Meaningful Communications Strategies in the Digtial Age - DNAsia 2011

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Rules of Engagement - Meaningful Communications Strategies in the Digtial Age - DNAsia 2011

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Rules of Engagement - Meaningful Communications Strategies in the Digtial Age - DNAsia 2011

  1. 1. Rules of EngagementMeaningful Communications Strategies in the Digital Age Lars Voedisch Executive Director, Technology Practice Head lars.voedisch@hkstrategies.com @larsv
  2. 2. The BIG Cultural Dilemma 3 Be (Seen) Innovative – But Please Don’t Take Any Risk, Use Only Proven Methods
  3. 3. The BIG Cultural Dilemma #2 4 From natural respect to suspicion Are you approachable?
  4. 4. More pressure than ever before 5 “ Make sure you’re doing stuff that matters to the business and contributes “ to its success Source: IABC professional member, www.iabc.com
  5. 5. Challenge Within Organizations: 6Who ‘Owns’ Social Media?Source: Blurring Lines, Turf Battles and Tweets: The Real Impact of Integrated Communications on Marketing and PR
  6. 6. Challenge Within Organizations: 7Who ‘Owns’ Social Media? Who Cares?Source: Blurring Lines, Turf Battles and Tweets: The Real Impact of Integrated Communications on Marketing and PR
  7. 7. Digital waste’ polluting the online world? 8 11 % 13 32 % % 43% of Singapore consumers don’t want to be bothered inSource: Digital Life 2011 - TNS social networks
  8. 8. What are people saying? 9 11% 13% 32% 45%Source: Digital Life 2011 - TNS 4 5 %
  9. 9. Integration is Key – or WasteONLINE 10 BUILDING (DEEPER) ENGAGEMENTOFFLINE
  10. 10. Social Media Relations: Everything Changes!? 11Everything 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 analyze your media What about those coverage negative comments and posts? Not every negative comment means a crisis The game gets so much faster Already forgot newswires? Look at trends over time
  11. 11. Basic But Crucial: 12What Are Your (Social) Media Objectives Awareness & Reputation Thought leadership Consideration Building connections Direct conversations with stakeholders Research & Insights
  12. 12. Social Media is about Content 13What Should We Be Talking About? Industry… trends, news, E.g. Technology, data, advice Legislation, Competition Your… products, offers, service, people Source: Developing your conversation sphere -- CommsCorner 13
  13. 13. Marketing, Editorial… Conversation Calendar 14It’s all about planning – On- & Offline
  14. 14. How to Deal with Comments – 15YOUR Response Plan Comment / Blog Post Validity Level of Responsibility Level of Respect The Commenter is a Troll / Rager The Commenter is a Spammer by Nature
  15. 15. What are your Rules of Engagement? 16 What can/should your staff say – or not? Do you have a proper escalation path? How do you get ready for ‘beta’ mode?
  16. 16. Do you have the right resources? 17 Data is everywhere – you need meaningful analysisSource::How much time does social media marketing take - Gigaom / Aliza Sherman
  17. 17. 18
  18. 18. Same, same – but different 19What lies ahead? Integration will be everything Demonstrate your link to business objectives Embrace online – leverage insights, people and connections Media will live – probably even stronger than before We are content producers. Think video! Shape your organization’s culture by the way you communicate
  19. 19. @larsv #dnasia 20 Lars Voedisch Executive Director, Technology Practice Head Hill+Knowlton Strategies Singapore lars.voedisch@hkstrategies.com @larsv

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