Digital Storytelling for Asian Multinationals

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Presentation by Bob Pickard, President and CEO of Burson-Marsteller Asia-Pacific, on communications challenges for Asian multinationals and the rise of digital storytelling

Presentation by Bob Pickard, President and CEO of Burson-Marsteller Asia-Pacific, on communications challenges for Asian multinationals and the rise of digital storytelling

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  • 1. Digital Storytelling for Asian Multinationals New Frontiers in PR Bob Pickard | President & CEO | Asia-Pacific
  • 2. Burson-Marsteller‟s Heritage 1953: Burson- 1964: First to organize 1978: First major firm 1993: First firm to 2005: Mark Penn appointed Marsteller a formal employee to establish a install global email global CEO – strategic established training program Healthcare Practice linking every office alliance with research firm Penn, Schoen and Berland1950 1960 1970 1980 1990 2000 2010 1968: First firm to 1983: First firm to 1999: InfoDesk Knowledge conduct crisis training conduct a satellite Management System press conference accepted into Smithsonian’s Permanent Collection of 1961: Established in 1974: Established in Information Technology Europe Asia-Pacific 1968: Outstanding Performance 1975: Outstanding Performance 1982: Extraordinary 1997: Marketing Consumer 2002: Crisis Communications in Community Relations in Community Relations Accomplishment in Public Products 2007: Internal communications Relations 1985: Excellence in Investor Relations
  • 3. Our Philosophyʻʻ Our job as public relations professionals is two-fold. It is to help ʻʻ our clients or employers fashion and implement policies and actions that accord with the public interest. And it is to use communications to leverage public opinion and attitudes to motivate target audiences to specific courses of action. Harold Burson Founder and Chairman
  • 4. What We DoWe tell Asia‟s story. Across media.Across channels. Across borders.We drive tangible business outcomes.And we embrace digital storytelling. BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
  • 5. The Brand in the StoryProduct placement is intrusive– breaks the narrative flow
  • 6. The Brand as the StoryProduct placement is unobtrusive –incorporated into the narrative flow
  • 7. the story is the most important things a company needs to tell its target audiences… …so that those people will do and think what we want them to do or think"We were not looking to make records or create themand based our order on estimated requirement. The factthat we did just that is an accident of history.” Aditya Ghosh President , IndiGo BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
  • 8. The power of stories Strong stories rely on business realities, not „puffery‟ The breakthrough effect derives from more than just plain facts IndiGo announces records order of 180 Airbus A320s BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
  • 9. Tapping into the unconscious mind unconscious thoughts, feelings, and desires decisions drive purchasingBURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
  • 10. Why this is important… What impact will the cuts Has your workload increasedhave on your editorial work? since the economic crisis began? * Source: Burson-Marsteller EMEA Media Survey 2010, among 115 senior journalists from top-tier media organizations in 27 countries. BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
  • 11. The result…Decreased journalismQUALITYDecreased journalismQUANTITYDecreased journalismCREDIBILTY BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
  • 12. …a disconnect between corporate messages and media coverageSource: Burson-Marsteller Message Gap Study - http://slidesha.re/epFk5N BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
  • 13. Blogger Gap: 69%Source: Burson-Marsteller Message Gap Study - http://slidesha.re/epFk5N BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
  • 14. Decreasing control over brand imageryBURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
  • 15. Reduced audience density Which screen commands the most attention?McKinsey Quarterly “Boosting returns on marketing investment”, May 2005 BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
  • 16. Implications for Asia-Pacific
  • 17. Asia is a major global force… 34 of the world‟s top 2000 companies % are headquartered in AsiaSource: Forbes Global 2000 list (2009) BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
  • 18. …but global sentiment is muted Online Sentiment Around Asian Corporate Brands 1% 3% 3% Mixed Positive Neutral 93% NegativeSource: Burson-Marsteller Asia-PacificBased on a review of 492,838 mentions of prominent Asian brands in online forums BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
  • 19. The Digital Opportunity for Asia1960s The rise of Japan1990s The rise of Korea2000s The rise of China2010s The rise of India
  • 20. Corporate Use of Social Media in Asia Pacific 40 of companies in the WSJ Asian 200 are using social media for corporate communications % 24 of companies are using only a single social media channel % 55 of Asian corporate social media channels are inactive %Source: Burson-Marsteller Asia Pacific Social Media Study - http://slidesha.re/fxPKK2 A missed opportunity…? BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
  • 21. Digital Storytelling
  • 22. Persuasion 1.0 Once PR-driven interactions make people feel important („someone is listening to me‟), then stories are sold as conversations “Make the other person feel important and do it sincerely.”BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
  • 23. Persuasion 2.0When people committhemselves in public tosomething, they have created anew ‘imagetemplate’ of themselvesPeople will do and say whatever is necessary to conform with their new public image BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
  • 24. Where PR storytelling is growingEntertainment media Social media
  • 25. The digital consumer % effectiveness of consumer touchpoints Store/agent/dealer interactions 12% 26% •Word of mouth 21% 43% Consumer-driven marketing •Online research •Offline and/or print reviews 28% 37% Past experience 31% 10% 5% 39% •Traditional advertising 26% 22% Company-driven marketing •Direct marketing •Sponsorship •In-store product experience Initial Active Closure •Salesperson contact consideration consideration setSource: McKinsey Quarterly“The consumer decision-making journey” 2009 Vol. 3 BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
  • 26. Trusted channelsSource: TNS (2010) BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
  • 27. A new integrated communications model The goal is NOT to channel content to audiences, but audiences to contentBURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
  • 28. Channeling audiences to content Location- Keyword based strategy Hosted Cloud content communities Social Multimedia communities Content streamsBURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
  • 29. Modern means to build an image#1 – Listen obsessively#2 – Be authentic & transparent#3 – Go peer-to-peer#4 – Focus on the 1%#5 – Be human#6 – Build relationships#7 – Commit for the long-term#8 – Use storytelling
  • 30. Listen obsessivelyBURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
  • 31. Be transparent “When there exists a connection between the endorser and the seller of the advertised product that materially affect the weight or credibility of the endorsement (i.e., the connection is not reasonably expected by the audience), such connection must be fully disclosed.” Federal Trade Commission: Guides Concerning the Use of Endorsements and Testimonials in Advertising http://www.ftc.gov/os/2009/10/091005 endorsementguidesfnnotice.pdfSource: The Customer Collective Blog
  • 32. Go peer-to-peerBURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
  • 33. Focus on the 1%BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
  • 34. Be humanBURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
  • 35. Build relationshipsBURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
  • 36. Use digital storytellingBURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
  • 37. Every company a media company?BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
  • 38. Closing Thoughts
  • 39. Everything that famously goes wrong is now called a „PR disaster‟BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
  • 40. Be prepared to apologizeBURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
  • 41. Something to think aboutBURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
  • 42. Burson-Marsteller Asia-Pacific Find us online