Online Media Relations
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share

Online Media Relations

  • 391 views
Uploaded on

Presentation in Singapore & Hong Kong talking about how to weave a social layer across media strategy

Presentation in Singapore & Hong Kong talking about how to weave a social layer across media strategy

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
391
On Slideshare
391
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
5
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide
  • Social Media in Context- how new is it really?
  • We’ve seen this before
  • Social Media penetration across markets3 out of the top 10 facebook using nations globally are in Asia4 out of the top 10 Twitter nations are in Asia, all surpassing the US Means social media can not be ignored
  • There is a vast array of channels for marketers that are still very important. Social media can’t be the sole channel
  • PR and social media work to support all company touchpoints
  • The proliferation of channels and titles to use and reach out to
  • THIS QUOTE IS ADDRESSING HOW MUCH INFORMATION IS NOW AVALIBLE TO US AS CONSUMERS, PUT OUT THERE BY COMMS AND MARKETING TEAMS. THAT VOLUME OF INFORMATION AND OUR ABILITY AS HUMANS TO PROCESS THIS RAISES QUESTIONS AND CHALLANGES
  • Journalists picked up on this news story within 30 minutes
  • Credibility
  • 40% of Air Asia complaints online don’t get a response
  • 8 hours post crash, PR release Be efficient, but human
  • Be efficient, be human
  • The changing nature of media relations – the proliferation of media outlets online = more targets Pitching in different types of content – videos, images, podcasts, infographics
  • Stories told via a range of mediums
  • Ali to update
  • Some companies are moving away from standard press releases, for examplegoogle and facebook
  • SIMPLE MESSAGING THAT BUILDS ON A TRUSTED BRAND WORKS AND IT WORKS REALLY WELL. FROM VW IN THE 60’S TO OREO IN THE 21 CENTURARY. HAVING A BRAND THAT PEOPLE TRUST AND EMPLOYEES THAT ARE EMPOWERD TO SPEAK ON BEHALF OF THAT BRAND MEANS LONG TERM SUCCESS.
  • SIMPLE MESSAGING THAT BUILDS ON A TRUSTED BRAND WORKS AND IT WORKS REALLY WELL. FROM VW IN THE 60’S TO OREO IN THE 21 CENTURARY. HAVING A BRAND THAT PEOPLE TRUST AND EMPLOYEES THAT ARE EMPOWERD TO SPEAK ON BEHALF OF THAT BRAND MEANS LONG TERM SUCCESS.
  • Red Bull allows download of content for editorial purposes1. Search by names, events or just topics: A great variety is waiting for you.2. Select videos, photos or articles: Create your individual mediapackage.3. Download directly without any delay. All rights are cleared for all communication purposes
  • Reaching journalists via social media - Follow all the journalists you want to have a relationship with. Access to more background information via LinkedIn and search
  • At CX we didn’t choose the timeline photo – We asked our fans to do so
  • We say a 40% increase in engagement and likes just by using our first names on each post
  • The field of public relations is generally highly un-regulated, but many professionals voluntarily adhere to the code of conduct of one or more professional bodies to avoid exposure for ethical violations.
  • BLACK PR. SAMSUNG CAUGHT AGAIN…
  • BLACK PR. SAMSUNG CAUGHT AGAIN…
  • Alibaba content creation example is a great example of how brands are becoming their own media outlet – completely changing the face of media relations as we know it.
  • SOCIAL MEDIA IS A LAYER… HOW YOU USE THAT LAYER IS UP TO YOU. BUT IGORING SOCIAL MEDIA IS NOT AN OPTION.

Transcript

  • 1. ONLINE MEDIA RELATIONS WEAVING THE SOCIAL LAYER ACROSS MEDIA STRATEGY JULY 22 2013 ALI BULLOCK - DIRECTOR OF COMMUNICATIONS APAC, DOW JONES / THE WALL STREET JOURNAL
  • 2. EXPERIENCE DIRECTOR OF COMMUNICATIONS APAC FOR DOW JONES AND THE WALL STREET JOURNAL PREVIOUSLY WORKED FOR CATHAY PACIFIC AS GLOBAL DIGITAL MARKETING MANAGER, AND WORKED ON DIGITAL STRATEGY FOR KMPG, KELLOGG’S, SAMSUNG AND MOTOROLA WORKED FOR WWF HONG KONG AS HEAD OF COMMUNICATIONS, DURING AN 8 MONTH SABATICAL IN 2012
  • 3. SOCIAL IS NEW AND SHINY! Whiskey Bust Enlargement Weight Loss Superfluous Hair Removal
  • 4. SOCIAL IS NEW AND SHINY? Whiskey Bust Enlargement Weight Loss Superfluous Hair Removal
  • 5. SOCIAL MEDIA IS IMPORTANT Source: “State of the Internet with a Focus on Southeast Asia”, March 2011 – comScore
  • 6. … BUT IT ISN’T EVERYTHING
  • 7. VAST CHANNEL PALETTE
  • 8. SOCIAL MEDIA IS NOT NEW BUT IT IS IMPORTANT.
  • 9. SOCIAL MEDIA UNDERPINS OTHER CHANNELS. Social Media Mobile Website Direct MarketingAdvertising Public Relations
  • 10. SOCIAL MEDIA GIVES YOU MORE OPPORTUNITIES
  • 11. MEDIA IS NOW ABOUT SPEED Source: simpliflying.com 30 SECONDS!
  • 12. Source: simpliflying.com JOURNALISTS WORKING IN REAL TIME
  • 13. THE SOCIAL MEDIA CHALLENGE
  • 14. NOT RESPONDING QUICKLY ENOUGH – OR AT ALL
  • 15. DID ASIANA LACK SYMPATHY?
  • 16. NOWHERE IN THE PRESS RELEASE DOES THE AIRLINE MENTION THE FAMILIES OR PEOPLE AFFECTED.
  • 17. RULE 1: SHOW EMPATHY RULE 2: BE OPEN & TRANSPARENT RULE 3: RESPOND RULE 4: SEE RULE 1 (& REPEAT) (YOU CAN SEE I TAUGHT THE CX USA TEAM WELL)
  • 18. SWOT FOR NEW MEDIA • Access to a larger audience – target specific niches • Ability to establish a brand and community • Additional channels for branded content • Low engagement and sense of community within channels • Some companies have a limited understanding of social media resulting in scattered social profiles • Leverage multi-media content and niche audiences to build active communities • Leverage the extensive journalist network – build contacts more easily • Lack of engagement or call to action from content • Strong social strategy from other companies • Dark PR • Crisis issues are now immediate Strengths Opportunities Threats Weaknesses
  • 19. TRADITIONAL VS. NEW MEDIA RELATIONS
  • 20. THE FUTURE: INTEGRATING THE NEWSROOM
  • 21. INTEGRATED NEWSROOM DJ@DJ One of our signature learning programs is DJ@DJ, or “Digital Journalism at Dow Jones”, which brings together a group of Wall Street Journal and Dow Jones Newswires journalists from around the world to participate in intensive learning, training and discussion in New York aimed at enhancing how they tell stories across multiple platforms using words, photos, blogs, video and graphics.
  • 22. MEDIA RELATIONS
  • 23. EVERY COMPANY NEEDS TO BECOME A CONTENT COMPANY
  • 24. FROM THE 60’S
  • 25. TO TODAY’S SOCIAL MEDIA WORLD…
  • 26. TIME SPECIFIC CONTENT WILL ALWAYS SERVE YOUR BRAND WELL
  • 27. SOME COMPANIES ARE TAKING THE MEDIA DISTRIBUTION PROCESS ONE STEP FURTHER…
  • 28. BUILD YOUR BRAND
  • 29. ADAPT TO SOCIAL MEDIA & BUILD 1:1 RELATIONSHIPS
  • 30. BUILD 1:1 RELATIONSHIPS
  • 31. PERSONALISE POSTS
  • 32. “Bottom line, successful public relations hinges on the ethics of its practitioners.” - PRSA
  • 33. DARK PR: DELIBERATE
  • 34. Taiwan's FTC investigating Samsung for defaming HTC on local online forums. Samsung has ordered its Taiwan operation to cease marketing involving online anonymous comments Source: pcadvisor.co.uk April 2013
  • 35. TO HONEST MISTAKES
  • 36. EVEN ME…. “Great day, shooting Elephants for 8 hours”- ali bullock, Head of comms WWF “Great day, photographing Elephants for 8 hours”- ali bullock, Head of comms WWF
  • 37. SOCIAL MEDIA PUTS US IN A NEW WORLD OF TRANSPARENCY
  • 38. IF PEOPLE 'CAN'T TRUST' GOVERNMENT, 'WE'RE GOING TO HAVE SOME PROBLEMS HERE President Obama, 2012
  • 39. ‘WE WERE WRONG.”
  • 40. MOVING FORWARD…
  • 41. EVERY COMPANY NEEDS TO BECOME A CONTENT COMPANY
  • 42. TO COMPLICATED
  • 43. FROM SIMPLE…
  • 44. SOCIAL MEDIA UNDERPINS OTHER CHANNELS. Social Media Mobile Website Direct MarketingAdvertising Public Relations
  • 45. THANK YOU FOR YOUR TIME. YOU CAN FIND A COPY OF THIS PRESENTATION HERE: www.slideshare.net/alibullock/presentations LINKEDIN: ALI BULLOCK alibullock@gmail.com www.alibullock.com