Social Media, PR & Crisis Management
in a changing Landscape
Lars Voedisch
Regional Head – Media Intelligence, APAC
Dow Jones Enterprise Media Group
lars.voedisch@dowjones.com
http://twitter.com/larsv
© Copy right 2009 Dow Jones and Company , Inc.

Social Media, PR & Crisis Management
in a changing Landscape
• What corporate communicators need to
know about social media and what it
means for your organization
• Linking PR efforts to business
objectives
• Managing strategic media relations in
times of continuous change and crisis
• Identifying and understanding the new
influencers
• Leveraging upcoming trends and
opportunities
© Copy right 2009 Dow Jones and Company , Inc. |

Markets are conversations.
Are you participating?
Savvy consumers don’t trust marketing, they
trust their peers.
The conversation is going on whether you
care to be involved or not.
If you choose not to be involved, you lose
control of the conversation about your
product, your business. You become
irrelevant!
Trust can take years to build but be eroded away
in just a few days.
To avoid disaster, you have to keep one finger
on the pulse of the social web.
Source: www.cluetrain.com/book/; Mark Pesce – “Keep control of the conversation”, Sydney Morning Herald
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Marketers' Top Social Media: Twitter, blogs,
LinkedIn, Facebook .
An overwhelming majority
(88%) of marketers are using
some form of social media to
market their business, though
72% of those using it say they
have only been at it a few
months or less,
Twitter, blogs, LinkedIn and
Facebook - in that order - are
the top four social media tools
used by marketers.
© Copy right 2009 Dow Jones and Company , Inc. |

Are you ready for Generation V(irtual) ?
Preference for the use of digital media
channels to discover information,
build knowledge and share insights
Generation V is defined around three
key behavioural attributes:
• Use of technology as a day-to-day
tool to facilitate communication
• Desire to participate – expecting
conversations
• Belief in the value of collaboration;
‘we’ is more powerful and valuable
than ‘me’
Enterprise Use of Social Networking, Gartner Symposium/ITxpo 2008
http://www.gartner.com/it/page.jsp?id=770914
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We are all doing it – and we don’t even realize
••We are all in the process of
We are all in the process of
taking the web and social
taking the web and social
media to our hearts and
media to our hearts and
reshaping it to meet our
reshaping it to meet our
needs
needs
••You did all this before – the
You did all this before – the
only new thing is that you
only new thing is that you
are now doing it
are now doing it
automatically via the Internet
automatically via the Internet
So if we do it – what about the so-called influencers:
So if we do it – what about the so-called influencers:
Customers, Employees, Journalists, Shareholders…
Customers, Employees, Journalists, Shareholders…
Source: TNS; SocialCorp – Social Media Goes Corporate, Joel Postman
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Social Media is a Cocktail Party.
Imagine the web as a city:
• Corporate – storefronts on main street
• Ebay – garage sale
• Amazon – popular bookstore
• Mainstream media – Newspapers
• Forums/Boards – Pubs and Salons
Social Networking are like Cocktail Parties:
• How to get to know people?
• What to talk about?
• Why to join or leave?
• Networking: Quantity or Quality
Twitter is like hotel lobby chats
Source: Web ink Now, David Meerman Scott / “Social Media is a Cocktail Party”, Jim Tobin
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Social Media.
What do corporate communicators need to know about
social media and what does it mean for the business?
© Copy right 2009 Dow Jones and Company , Inc. |

Case Study: Domino’s YouTube Nightmare
 Domino’s Pizza Chain discovered the power of viral marketing
last month: 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 YouTube (over 1 million views), and
Twitter lit up with disgusted customer complaints.
 Domino’s apologized and put its own President on YouTube,
started a Twitter response site;
 Still: In just a few days, Domino’s reputation was damaged.
Key learnings:
Key learnings:
 Brands need social media crisis plans
Brands need social media crisis plans
 ‘Attacks’ can strike any time from anywhere
‘Attacks’ can strike any time from anywhere
 Reaction time is down from days to hours
Reaction time is down from days to hours
Read more on WSJ.com
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Case Study: Happy Customers - Wii
• A customer bought a
Nintendo Wii on launch
day
• Discovered some
problems 3 months later
• Had a great customer
experience
• Publicized this on the web
• It’s a top result for “Wii
customer service” Google
search (out of 10 million!)
© Copy right 2009 Dow Jones and Company , Inc. |

Traditional Media Social (New) Media
control in hands of a few anyone can be a publisher
minimal feedback loop conversation is king
a small universe an opportunity or
of known contacts a threat to corporations
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90-9-1 Principle: The Inequality of the Web
Source: Jakob Nielsen - Participation Inequality: Encouraging More Users to Contribute
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Social
Media
–
where
to
start?
© Copy right 2009 Dow Jones and Company , Inc. |

Where to look?
Social Networking becoming more important
Member Community growth twice that of any of the
 Social networks/ blogs other five most popular sectors
now 4th most popular
online category – ahead
of personal e-mail
 Facebook has replaced
MySpace as the world’s
most popular social
network
The most popular social networks in countries
where Facebook is the leader
 ‘Member Communities’
account for one in every
one in every 11 online
minutes
Source: Nielsen - Global Faces and Networked Places
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Asia driving global internet growth
 Asia has over 40% of world’s
internet population but only
second lowest penetration rate
 Internet penetration:
 Australia 80%
 China 22%
 Hong Kong 70%
 India 7%
 Japan 74%
 Korea 76%
 Singapore 67%
 Consumer content drives local
language
 Chinese rising to number 1
Source: Internet World Stats
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Twitter?! A Diverse Universe
Asia's Top 50 Internet
Top Twitter Countries People by Twitter Followers
Sources: Asia’s Top 50 Twitterers - Web Guru Asia / Twitter Grader
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Social Media – Where to start?
Use search engines
Register for sites Learn & Technorati
Delicio.us
Play! (blog, video,
networks, photos) Observe Digg
Google
Identify key sites &
Contributors
Listen Youtube, Twitter,
Facebook, LinkedIn, MySpace
(get an RSS reader) actively Flickr, Blogs
Mainly:
Start commenting &
sharing Contribute Commenting on blogs,
discussions
Produce and push Actively Small: Slideshare
Big: Twitter account
your own content
Engage
© Copy right 2009 Dow Jones and Company , Inc. |

People don’t trust company blogs.
Not only do blogs rank
below newspapers and
portals, they rank below
wikis, direct mail,
company email, and
message board posts.
Only 16% of online
consumers who read
corporate blogs say they
trust them.
If you’re a corporate
blogger or somebody
who advises companies,
you need to take this
into account.
© Copy right 2009 Dow Jones and Company , Inc. |

Start Here: Simple Tools for Monitoring
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Success Stories From Surprising Industries.
Social networking provides the improved communications
vital to both marketing and customer relations.
Marketing and Customer Service budgets are being shifted to
these new approaches, and companies are enjoying both
increased sales and reduced costs as they adopt them. :
•• Indium Corporation a 75-year-old global manufacturer
Indium Corporation a 75-year-old global manufacturer
of electronic assembly parts
of electronic assembly parts
•• Home Creations an Oklahoma homebuilder
Home Creations an Oklahoma homebuilder
Source: http://www.kunocreative.com/_bpost_2218/Social_Media_Success_Stories_From_Surprising_Industries
© Copy right 2009 Dow Jones and Company , Inc. |

Case Study: Indium Corporation
Thought leadership in its industry.
© Copy right 2009 Dow Jones and Company , Inc. |

Case Study: Home Creations.
Building relationships to build homes.
© Copy right 2009 Dow Jones and Company , Inc. |

Threats and Risks of Not Listening
 Bloggers can be less
predictable than reporters
 Reporters scanning social
media sites for story ideas
 Finding out about growing
client discontent after
critical mass has built up
 Competitors becoming
thought leaders
© Copy right 2009 Dow Jones and Company , Inc. |

When NOT to actively use Social Media.
Scenarios when social media should be avoided :
• Strategic Vacuum
• Management skepticism
• You're in a high-ticket business
• You fight with your employees
• Privacy and regulatory concerns
Source: http://www.readwriteweb.com/archives/when_to_not_use_social_medi a.php
© Copy right 2009 Dow Jones and Company , Inc. |

Critical Questions for
Corporate Communications
 Can you track the drivers of
your corporate reputation?
 How do you benchmark your
competitors?
 Do you know what your weak
PR spots are? Sectors?
Markets? Media?
 How (fast) do you identify
critical issues that could
affect your organization?
 How do you track traditional
and social media?
© Copy right 2009 Dow Jones and Company , Inc. |

You can’t manage what you can’t measure
What’s your share of
voice? What are the
main topics?
Where is the conversation?
What’s the Who’s talking?
context?
Examples of Dow Jones Media Analysis Solutions
© Copy right 2009 Dow Jones and Company , Inc. |

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.
• Using multiple metrics and feedback to measure
PR/communications – Show the whole picture.
• Connect the dots between clip counts – what are the
trends in coverage and favourability?
• As PR/communications is primarily concerned with managing
perception and building strategic relationships, one key metric
should be measuring relationships.
• Set your sights on the competition – show the context.
• Presentation of the measurement report is important. Top
executives only need a high-level summary of results.
“…From an executive’s viewpoint, it can be
“…From an executive’s viewpoint, it can be
interpreted as the difference between the PR
interpreted as the difference between the PR
team being busy and the PR team being
team being busy and the PR team being
indispensable.
indispensable.
Source: Dow Jones E-book: “Talk to me – 10 tips for translating the PR results into the language of business“.
© Copy right 2009 Dow Jones and Company , Inc. |

Outlook & Summary
© Copy right 2009 Dow Jones and Company , Inc.

Outlook: The Future Of The Social Web
What will happen?
• With a common ID
developing, the social
experience is about to get
a lot more frictionless.
• Not just social networks,
but every brand site will
become social - whether
you include these features,
or visitors bring them along.
Source: Groundswell – The future of the Social Web, according to
Forrester
© Copy right 2009 Dow Jones and Company , Inc. |

Outlook: The Future Of The Social Web
How Brands
Should
Prepare?
• Don’t Hesitate
• Prepare for
Transparency
• Connect with
Advocates
• Rethink your
Corporate
Website
Source: Web Strategy by Jeremiah Owyang – The future of the Social Web: In Five Eras
© Copy right 2009 Dow Jones and Company , Inc. |

Protect Your Online Reputation:
Start Listening Now
It's not only what other people think of you that matters. It's
what they can find out about you on the Web that can
affect your reputation, and ultimately the opportunity to get
a job or promotion, get investors, or get more business.
Step 1: Google your Company or Business name
Step 2 : Search & Monitor the Web
Step 3 : Defend Your Reputation
Source: Deon Binneman - Reputation Management Speaker, Consultant and Trainer, REP UCOMM, deonbin@icon.co.za
© Copy right 2009 Dow Jones and Company , Inc. |

Summary: Changing Playing Field
 Traditional boundaries vanish
 e.g. between Marketing and PR; consumers and
journalists…
 Borders are no longer geographic but by interest
 Social media can present a threat and an opportunity
 Are you ready to give up some control – or is it already gone
anyway?
 Stay authentic & credible
 Generation V is changing the game
 …and active listening keeps you in it
 Build expertise
 Your employees want to be involved
 “Learn to love grey”
 Think about blogging/ social media policies
 The ‘noise’ will further increase – better start listening now
 Identify who the influencers are
 Look for ‘mood changes’
© Copy right 2009 Dow Jones and Company , Inc. |

Anecdote: David, the rapping SWA Flight
Attendant
• Forty-year-old David Holmes, a
flight attendant for US airline
Southwest, has become an
internet celebrity since
passengers began posting videos
of his cabin announcements three
months ago
• Over 1,4 million views
• Positive comments about the
airline
• Other Southwest Airlines clips
have been uploaded
• David made to Leno’s Tonight
Show
© Copy right 2009 Dow Jones and Company , Inc. |

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Social Media, PR & Crisis Management
in a changing Landscape
Lars Voedisch
Regional Head – Media Intelligence, APAC
Dow Jones Enterprise Media Group
lars.voedisch@dowjones.com
http://twitter.com/larsv
© Copy right 2009 Dow Jones and Company , Inc.