Zarakol Client Keynote

Please share the following with us
Is your company actively engaging in social media?  Yes / No
How would you rate your social media projects?
Very positive
A good start – with room to improve
Very negative
Did you have any specific negative experiences with your social media projects?  Yes / No

Corporate Communications in the Age of Social Media Istanbul, February 2010

On a scale of 1–10, what is your level of digital competency?
1 = you can barely open email 10 = you should be leading the presentation

6 Things We Are Not Going To Talk About

AVATAR
Avatar: 77 ’ 200 ’ 000 US$ during the first weekend
Halo 3 on Xbox: 170 ’ 000 ’ 000 US$ in 24h

EBOOK: AMAZON & KINDLE

Apple iPad

APP ECONOMY
100‘000 Apps on iTunes
3 billion downloads until today

AUGMENTED REALITY (AR)

TOP 10 OF VIRAL VIDEOS

Todays Communication Landscape
The times they are a changing
Really? Proof?
Why it is so important for us

Audience – then

Audience – now

News – then

News – now

Communication professional - in 1985

Communication professional - now

New relationship demands

The return to more intimate customer interactions Intimacy of the Interaction Pre 1930’s Merchant to Customer Present Dialogue Age 1930’s - Present Mass Marketing We are here

Changing Paradigms Individual Way Back Yesterday Today Media Individual Media Media Individual Social Media

Social media has a serious impact on massmedia coverage “ The power is with the consumer. Consumers are beginning, in a very real sense, to own our brands and participate in their creation. We need to begin to learn to let it go…” - A.G. Lafley, CEO, P&G Company
Over 75% of reporters see blogs as helpful in giving them story ideas, story angles and insight into the tone of an issue.
70% of reporters check a blog list on a regular basis.
21% of reporters spend over an hour per day reading blogs.
57% of reporters read blogs at least two to three times a week.
(Study by Brodeur & Marketwire, 2008)

The Times they are a-changin ’ Come gather 'round people Wherever you roam And admit that the waters Around you have grown And accept it that soon You'll be drenched to the bone. If your time to you Is worth savin' Then you better start swimmin' Or you'll sink like a stone For the times they are a-changin'.

How are you going to deal with that?

10 reasons why to integrate social media into your business strategy 10

Your customers build their opinions increasingly online and through SM 1

Percentage who would be swayed to purchase when reading a positive review from a consumer or private individual on the internet TEAM Your customers build their opinions increasingly online and through SM

Brand Searches are already controlled by Consumers
User-Created Content Dominates the Brand Message (Whitepaper „State of the Search“ by 360i.com)  http://www.scribd.com/doc/22677572/360i-SearchWhitePaper09-111709

You cannot manage crisis in a todays 7/24/365 world only through traditional media any more 2

Refusing the dialog is not working anymore
Flickr user Bennet sees Target Ad on Times Square
Puts photo with critical comment and tags on Flickr
Weblog Shapingyouth.org writes a critical article and contacts Target‘s communication team to get a statement

Answer from Target’s media team to a blogger request “ The power is with the consumer. Consumers are beginning, in a very real sense, to own our brands and participate in their creation. We need to begin to learn to let it go…” - A.G. Lafley, CEO, P&G Company “ Unfortunately we are unable to respond to your inquiry because Target does not participate with nontraditional media outlets… This practice is in place to allow us to focus on publications that reach our core guest.” Target’s media team

How digital is playing out
Now, news really flies:
More Bloggers jump on the story (approx 7‘000 blog posts on topic)
Traditional mass media press picks up the story
Pressure on target leads to media policy shift

How digital is playing out Weblog Weblog Weblog Weblog

Social media tools are more (cost) effective in reaching the millions online 3

Southwest Airlines: Connect to the desktop of your clients $150 million in ticket sales 2 million downloads

Social Media can act as a way to reduce customer service or product development investments 4
contributed: 13 ’ 506
Promoted: 713 ’ 056
Posted: 88 ’ 764
Implemented: 404

So does Starbucks

Social media helps you to differentiate and establish a thought leadership platform 5

Obama answering questions from citizens on YouTube

CRM: You learn more about the needs or concerns of your stakeholders if you listen or participate in a dialogue 6

Zappos – chatting with the clients

Traditional Media is losing ground
Traditional media is still important, but user-generated media is rapidly growing
New relationship between classic and digital Media
75% of Journalists check blogs for story angles
Online news and online content creates its own influential dynamic
The digital space serves as the memory of humanity
Citizen journalism – Bloggers -> E-Fluentials
7 Quelle: http://www.sifry.com/alerts/archives/000493.html

New information sources
Only two thirds of German youth is reading the newspapers more than once a week
90% use social media platforms every day
20% use social media platforms on their mobile device
TV is still the most popular medium, followed by online media
2009

Where People Hang Out

Fastest Growing Services
Led by Facebook, Twitter, Global Time Spent on Social Media Sites up 82%
Year over Year
Facebook
six hours per month on site
67% of global social media users visited the site
206.9 million unique visitors
Twitter
fastest-growing in December 2009 in terms of unique visitors
18.1 million unique vistors in December 2009

Turkish People Are Heavy Users of Social Media Services http://www.slideshare.net/Tomuniversal/wave-3-social-media-tracker-presentation Social media in Turkey

Important stakeholders such as NGOs run campaigns that can create great awareness at low cost 8

Billion voices against FARC

With the aim of protesting against the FARC in Columbia, Oscar Morales started a Group on Facebook
Group now has 230 ’ 000 members from around the world
On February 4th, 2008, millions of protestants in 27 cities in Columbia and 104 cities worldwide marched against the FARC
Over 1.2 million people filled the Bolivar square of Colombia’s capital alone
Broad coverage in traditional mass media all over the world

News flies in traditional media:

Many of your stakeholders have developed new expectancies regarding „tonality“ from Corporations 9

PERSPECTIVE Communication Collaboration You can learn step by step (monitoring, listening, from internal to external, selective participation) 10 Open Controlled Open Communication Open Collaboration Controlled Communication Controlled Collaboration Viral Video PR Advertising Corp. Blogs Crowdsourcing Community Engagement Co-created ads Quelle: Steve Rubel 2008

So, social media is the answer to all problems?
No.
In fact there are a lot of myths about social media.

8 myths about social media in marketing & communication
Social media is cheap, if not free
Social media can be done by our juniors – or even better the interns
You can make a big splash in short time
If you do something great, people will find it
Social media is just another trend
Social media is just for consumer brands‘ marketing

How to approach social media

I‘ve heard that a lot „ We have a special webagency for digital“

But it‘s about the message, not the channel
Does your webagency know all your stakholders and potential issues?
Does your webagency consult you in defining a messaging and tonality that fits the overall communication context of the project you‘re running with them?
 This is your PR agency‘s expertise, so make them part of your digital projects right from the start – not just when things go wrong.

Burson-Marsteller Digital Perspective
REAL-TIME
Branding
Uncontrolled messages are trusted more than controlled
Focus group of thousands
Companies must create trust between their brands and stakeholders
Allows you to be more influential in controlled media
Invest in
RELATIONSHIPS
Not Transactions
Push messages may drive a one-time action, whereas dialogue can build advocacy
Invest in building relationships to generate self-propagating conversations and brand loyalty
Risk is in
NOT Participating
Conversations are happening with or without you
Companies who do not participate risk being seen as irrelevant and out of touch
Online influence yields greater traditional media results
INFLUENCE
Instead of Control
Consumers filter out marketing messages, but drop filters for marketing conversations
Identify what messages you want to amplify or minimize versus where you can influence versus control

Our engagement model LISTEN PLAN PARTICIPATE EVALUATE MEASURE

Engagement process
Listen
Audiences
Opportunities
Risks
Costs
Plan
Messages
Policies
Procedures
Teams
Participate
Online PR
Blog development
Content syndication
Communities
SMNR
Etc.
Measure
Views
Visitors
Duration
Posts
Citations
Searches
etc
Evaluate
Goals
Trends
Competitors
Channels
 Use evidence based tools along the process

Social media ethics
Be Human : Don ’ t just be Human, be yourself
Be Aware : Don ’ t just be aware, be smart
Bew Honest / transparent : Don ’ t just be honest, have integrity
Be Respectful : Don ’ t just be respectful, live by the golden rule
Be a Participant : Don ’ t just be a participant, contribute value
Be Open : Don ’ t just be open, be an agent of change
Be Courageous : Don ’ t just be courageous, be willing to fail (and learn)

Reality check
Yes, there are negative things happening in social media and this is not going to change
 Every crisis is an opportunity  How are you reacting?  Are you listening?

Everyday tips
Start small – grow big
Go where your audience is – don ’ t try to move them. Work closely with platforms, where your audience is
Integrate: most social media marketing campaigns are being pushed off with advertising and PR all integrating the necessary kick-off power
Make sure you know how to measure success (If you don ’ t have a conversion goal – don ’ t do it)
Think about context: Every platform has its own culture (tonality, user behaviour etc.). What works on Facebook doesn not need to work on Twitter
Don‘t work in silos. i.e. work with the platforms and its members more closely

Let‘s start our conversation

Burson-Marsteller EMEA Digital Team Switzerland – EMEA Digital Practice Chair Switzerland Switzerland Switzerland Switzerland Switzerland Switzerland Denmark Dubai Germany Belgium Italy Netherlands UK UK Norway Sweden Spain Spain Turkey Turkey Turkey

Thank you! – Let‘s stay in touch!
www.burson-marsteller.eu
twitter.com/danieljoerg
delicious.com/danieljoerg
[email_address]
twitter.com/remoschlaepfer
[email_address]

Zarakol Client Keynote

by Burson-Marsteller Schweiz on Feb 08, 2010

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Zarakol Client Keynote — Presentation Transcript