Zarakol Client Keynote
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  • Damit nicht genug. Während der hier abgebildete Freund unser Publikum 1.0 verkörpert, haben wir es heute zunehmend mit ganz anderen Anspruchsgruppen zu tun.
  • Unser Publikum 2.0 ist online. Es ist Publikums & Produzent zugleich Und ebenso wichtig, es kommentiert, bewertet, taxiert und verlinkt bestehende Inhalte. Auch diejenigen von uns. Das Resultat dieser Aktivitäten findet sich heute auf unter anderem auf 70 Millionen Blogs 130 Millionen Myspace Profilen, Oder knapp 70 Milionen Facebook Profilen
  • Unsere Gewohnheiten ändern sich. Frühstück 1.0 wird zu Frühstück 2.0 Sicherlich wir blättern zwar immer noch rasch durch die Papierausgabe unserer Zeitung der Wahl
  • Aber die wirklich relevanten, aktuellen und spezifisch auf unsere Interessenwelten zugeschnittenen News konsumieren wir immer öfters online.
  • - Not just the overall playing field has changed, our daily professional business environment and the way we all operate has changed dramatically 20+ years ago: - I did run political campaigns by sending faxes to members of political committees - we hold conferences for decisions making processes - From 8pm on my boss called me at home because we didn‘have mobile phones - new emerging issues lead to a series of meetings and a lenghty decision making process - New projects came in through personal networks, business clubs, the army etc. One to one meetings where held to assess a business situation and the process was relatively slow.
  • My job today is heavily impacted by new technologies: - my blackberry connects me with whomever, whenever, wherever - my clients are organised the same way and decisions are beeing taken literally online - 1 minute after entering my hotel room I am online with my laptop - Online access has become crucial when deciding for a hotel, especially during my travels in Eastern Europe - I reserach online and my business partners and new contacts are screened online on social platforms, search engines indepth before I get in touch. - Today, new projects come in through many more channels, especially websites, social networks and more people in the organisation are part of the new business process. Personal networks are still important but are gradually complemented by social media platforms
  • Merchant to Customer: Intense relationship but not a big outreach Mass Marketing: Huge outreach but not an intense relationship New tools give us the ability to return to more intimate customer interaction by keeping up the outreach  Dialog Age Shift of paradigm for many companies
  • Way back when, the media would report to individuals in a one-way fashion that provided pure information delivery and nothing else. In the not so recent past , the media would report and consumers could respond – via an email, or by using their remote control. It was a two-way communication , but did not go any deeper than that. In today’s digital environment, the media reports on a story, individuals do their own reporting and create a personal point of view that they publish via user-generated media, and often the media report on the online reporting. This has created a media cycle that doesn’t necessarily start or end with the mainstream media anymore. And, its not just media: Political bloggers sway opinions and bring momentum to campaigns Pundits analyze media stories and provide alternative commentary Consumer bloggers share information and reviews about products and brands Marketing bloggers discuss new product or service lines Executive bloggers allow executives to portray their companies without an external filtering Employee bloggers sing their company’s praises or attack a company’s reputation
  • Ich nehme an die meisten von Ihnen kennen diesen Mann. Bob Dylan hat‘s bereits 1964 gesungen: The times they are a-changin - Die Zeiten ändern sich. Natürlich diese Aussage gilt seit jeder, jedoch im Bezug auf unsere Metier: Unternehmenskommunikation, PR und Werbung ist diese Aussage aktueller denn je. Wieso? Nun... Christoph Lüscher hat es bereits angerissen
  • - Business impact - Proliferation of the internet, proliferation of social media platforms - Trip advisor, patient information - Decision making follows opinions of other users. Good old concept of “word of mouth”.
  • - more trust in peers or other consumers than into marketing slang of companies
  • - B-M: Bhopal, Exxcon, - new dimension - a few years ago: meeting room, discussion, situation analysis, messaging, communications today: communications in uncertain situations -> dilemma communications Kryptonite Case. Just as Rathergate was breaking, corporate America got its clearest sign of blogger muscle--in this case, brought on not by memos but by a Bic pen. On Sept. 12 someone with the moniker "unaesthetic" posted in a group discussion site for bicycle enthusiasts a strange thing he or she had noticed: that the ubiquitous, U-shaped Kryptonite lock could be easily picked with a Bic ballpoint pen. Two days later a number of blogs, including the consumer electronics site Engadget, posted a video demonstrating the trick. "We're switching to something else ASAP," wrote Engadget editor Peter Rojas. On Sept. 16, Kryptonite issued a bland statement saying the locks remained a "deterrent to theft" and promising that a new line would be "tougher." That wasn't enough. ("Trivial empty answer," wrote someone in the Engadget comments section.) Every day new bloggers began writing about the issue and talking about their experiences, and hundreds of thousands were reading about it. Prompted by the blogs, the New York Times and the Associated Press on Sept. 17 published stories about the problem-- articles that set off a new chain of blogging. On Sept. 19, estimates Technorati, about 1.8 million people saw postings about Kryptonite (see chart). Finally, on Sept. 22, Kryptonite announced it would exchange any affected lock free. The company now expects to send out over 100,000 new locks. "It's been--I don't necessarily want to use the word 'devastating'--but it's been serious from a business perspective," says marketing director Karen Rizzo. Kryptonite's parent, Ingersoll- Rand, said it expects the fiasco to cost $10 million, a big chunk of Kryptonite's estimated $25 million in revenues. Ten days, $10 million. "Had they responded earlier, they might have stopped the anger before it hit the papers and became widespread," says Andrew Bernstein, CEO of Cymfony, a data-analysis company that watches the web for corporate customers and provides warning of such impending catastrophes.
  • Case more descriptive than communications theory „ Target“ Case from beginning of this year, Risk of NOT participating New forms of dialogue and dynamic between traditional media and new media Importance of listening and participating in the dialogue Target = US retail chain Bull‘s eye = Logo Billboard Time Square Billboard beeing judged as sexist by „shapingyouth“ a US NGO/Blog -> watching media and marketing influence on kids.
  • Reaction of Target = refuse to participate in the dialogue and not valueing the blogosphere as trustable source
  • Now, news really fly: - More Bloggers jump on (approx 7‘000 blog posts on topic) - Traditional mass media press picks up the story - Pressure on target leads to media policy shift - Good example how not participating can be a bigger risk than beeing part of the online community
  • Result: Search regarding Target Communications: High ranked blogs Inerasable traces for a long time
  • Ding App brings discounts on tickets on the desktop of customers 2 million downloads 1.5 million USD in ticket sales, alone through the Ding App Blog on which the company actively engages in a dialogue with its readers/customers. Southwest even asks reader for advice/inputs on important company decisions They also deal with crisis on the blog. i.E. Southwest had to keep 40 ariplanes on the ground due to results from a security checkup by industry control organisations.
  • The Dell Community has: - Contributed  10,465 ideas - Promoted  614,491 times - Posted  81,054 comments
  • According to a Euro RSCG/Columbia study published in June, 2006: Journalists used blogs for finding story ideas (53 percent), researching and referencing facts (43 percent) and finding sources (36 percent) 33 percent said they used blogs to uncover breaking news or scandals But only 1 percent of journalists found blogs credible 68 percent believe that blogs will become a more popular tool for corporations
  • - learn step by step - keep a certain degree of control in the beginning and “learn to let it go” as you feel on save ground - Web 1.0 website – to 2.0 features on your existing website, internal CEO blogs
  • If so, you‘re one in a million

Transcript

  • 1. 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
  • 2. Corporate Communications in the Age of Social Media Istanbul, February 2010
  • 3.
    • 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
  • 4.
    • 6 Things We Are Not Going To Talk About
  • 5. AVATAR
    • Avatar: 77 ’ 200 ’ 000 US$ during the first weekend
    • Halo 3 on Xbox: 170 ’ 000 ’ 000 US$ in 24h
  • 6. EBOOK: AMAZON & KINDLE
  • 7. Apple iPad
  • 8. APP ECONOMY
    • 100‘000 Apps on iTunes
    • 3 billion downloads until today
  • 9. AUGMENTED REALITY (AR)
  • 10. TOP 10 OF VIRAL VIDEOS
  • 11. Todays Communication Landscape
    • The times they are a changing
    • Really? Proof?
    • Why it is so important for us
  • 12. Audience – then
  • 13. Audience – now
  • 14. News – then
  • 15. News – now
  • 16. Communication professional - in 1985
  • 17. Communication professional - now
  • 18. New relationship demands
  • 19. 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
  • 20. Changing Paradigms Individual Way Back Yesterday Today Media Individual Media Media Individual Social Media
  • 21. 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)
  • 22. 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'.
  • 23. How are you going to deal with that?
  • 24. 10 reasons why to integrate social media into your business strategy 10
  • 25. Your customers build their opinions increasingly online and through SM 1
  • 26. 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
  • 27. 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
  • 28. You cannot manage crisis in a todays 7/24/365 world only through traditional media any more 2
  • 29. 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
  • 30. 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
  • 31. 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
  • 32. How digital is playing out Weblog Weblog Weblog Weblog
  • 33. Social media tools are more (cost) effective in reaching the millions online 3
  • 34. Southwest Airlines: Connect to the desktop of your clients $150 million in ticket sales 2 million downloads
  • 35. 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
  • 36. So does Starbucks
  • 37. Social media helps you to differentiate and establish a thought leadership platform 5
  • 38. Obama answering questions from citizens on YouTube
  • 39. CRM: You learn more about the needs or concerns of your stakeholders if you listen or participate in a dialogue 6
  • 40. Zappos – chatting with the clients
  • 41. 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
  • 42. 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
  • 43. Where People Hang Out
  • 44. 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
  • 45. Turkish People Are Heavy Users of Social Media Services http://www.slideshare.net/Tomuniversal/wave-3-social-media-tracker-presentation Social media in Turkey
  • 46. Important stakeholders such as NGOs run campaigns that can create great awareness at low cost 8
  • 47. Billion voices against FARC
  • 48. 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
  • 49. Billion voices against FARC
    • News flies in traditional media:
  • 50. Many of your stakeholders have developed new expectancies regarding „tonality“ from Corporations 9
  • 51. 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
  • 52. So, social media is the answer to all problems?
    • No.
    • In fact there are a lot of myths about social media.
  • 53. Myths
  • 54. 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
  • 55. How to approach social media
  • 56. I‘ve heard that a lot „ We have a special webagency for digital“
  • 57. 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.
  • 58. 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
  • 59. Our engagement model LISTEN PLAN PARTICIPATE EVALUATE MEASURE
  • 60. 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
  • 61. 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)
  • 62. 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?
  • 63. 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
  • 64. Let‘s start our conversation
  • 65. 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
  • 66. Thank you! – Let‘s stay in touch!
    • www.burson-marsteller.eu
    • twitter.com/danieljoerg
    • delicious.com/danieljoerg
    • [email_address]
    • twitter.com/remoschlaepfer
    • [email_address]