Social Media, PR and Crisis Management in a changing Landscape - Lars Voedisch

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 © Copy right 2009 Dow Jones and Company , Inc. |

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 © Copy right 2009 Dow Jones and Company , Inc. |

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 © Copy right 2009 Dow Jones and Company , Inc. |

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 © Copy right 2009 Dow Jones and Company , Inc. |

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 © Copy right 2009 Dow Jones and Company , Inc. |

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 © Copy right 2009 Dow Jones and Company , Inc. |

90-9-1 Principle: The Inequality of the Web Source: Jakob Nielsen - Participation Inequality: Encouraging More Users to Contribute © Copy right 2009 Dow Jones and Company , Inc. |

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 © Copy right 2009 Dow Jones and Company , Inc. |

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 © Copy right 2009 Dow Jones and Company , Inc. |

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 © Copy right 2009 Dow Jones and Company , Inc. |

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 © Copy right 2009 Dow Jones and Company , Inc. |

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: 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. |

Dow Jones’ Solutions for Public Relations & Corporate Communications Professionals MADE for your communications success Monitor Analyze Discover Engage research & issues, trends opportunities & & pinpoint promote & strategies for risks in time better the the buzz impact to act influential Combining technology, media expertise and premium content across traditional and social media channels More: www.dowjonesinsight.com © Copy right 2009 Dow Jones and Company , Inc. |

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.

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Social Media, PR and Crisis Management in a changing Landscape - Lars Voedisch

by Lars Voedisch on Aug 04, 2009

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Social Media, PR and Crisis Management in a changing Landscape - Lars Voedisch — Presentation Transcript