How Social is Changing the global Communications Landscape for Brands
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How Social is Changing the global Communications Landscape for Brands

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How Social is Changing the global Communications Landscape for Brands How Social is Changing the global Communications Landscape for Brands Presentation Transcript

  • THEGLOBAL LANDSCAPEFOR BRANDS
  • SOCIAL MEDIA = SEX• It‘s so normal, but we can‘t stop buzzing about it• You can‘t really understand it unless you do it
  • What we discuss today
  • 1. TODAY‘S COMMUNICATION LANDSCAPE
  • Three major landscape definers 1. Changing Consumer Behaviours 3. The new 2. Changing Perception Media Management System System
  • We are social – we like to share
  • Sharing has become the driving online force
  • People all around the world like to share
  • Social Media is a social mass mediumSource: http://www.socialbakers.com/countries/continents/
  • But it‘s not only Facebook & Twitter
  • We‘re all going mobile – Is your Brand ready?Source: Google 2011: http://www.howtogomo.com/en/#reasons-mobile-matters
  • APAC & LATAM lead Mobile Web AdoptionSource: http://www.slideshare.net/Tomtrendstream/wave-5-trends-master-august-2011-slideshare-version
  • Realtime & Microblogs foster „curation“ behaviourSource: http://www.slideshare.net/Tomtrendstream/wave-5-trends-master-august-2011-slideshare-version
  • Three major landscape definers 1. Changing Consumer Behaviours 3. The new 2. Changing Perception Media Management System System
  • Tradional Media is embracing Social Media
  • The new journalists are embracing Social Media “I routinely track down potential interviews by sending out a Tweet. Most recently, we came across a number of Toyota car owners who fell under the recent recalls.” (Chris O‘Conell – ABC News Anchor / Reporter)Source: toprankblog.com
  • Journalists are Super-Googlers „I begin every day at search engine. It doesn‘t matter what story I‘m working on, it always starts with a search.“ (Jason DeRusha, CBS TV News Reporter)Source: toprankblog.com
  • For today‘s journalists multiple ways lead to a story Search Recommendation Follow
  • It‘s the Link Economy - Stupid
  • Personal recommendations hit the frontpage
  • It‘s the News – not the Newsstand
  • Three major landscape definers 1. Changing Consumer Behaviours 3. The new 2. Changing Perception Media Management System System
  • Both, Social & Massmedia define how stories developSource: http://www.slideshare.net/360digitalinfluence/ogilvy-on-social-media-for-crisis-management
  • This is your reputation dashboard
  • 2. HOW BRANDS ADAPT TO THE NEW LANDSCAPE
  • One-Quarter of global companies are active on 4 PlatformsSource: Burson-Marsteller Global Fortune 100 Social Media Check-Up 2011
  • Global Companies love TwitterSource: Burson-Marsteller Global Fortune 100 Social Media Check-Up 2011
  • Key Take-Aways Asia-Pacific Strongest growth rate Average Number of Followers per Corporate Twitter Account Global + local audiences (Platforms) Low engagement levels Video: big unmet opportunity Percent of Companies with YouTube ChannelsSource: Burson-Marsteller Global Fortune 100 Social Media Check-Up 2011
  • Best Practices Asia-Pacific LG Mobile‘s global Facebook page is Toyota after its recall-crisis started used to communicate news about leveraging online conversations latest products and answer across al social channels. They set up an aggregated social pulse of their customer enquiries. brand online.
  • Key Take-Aways EMEA Focus on engagement Percent of Accounts using @replies on Twitter growth Not growing and scaling Focus on policy and professionalization Companies struggle Number of views per YouTube Channel with Video 1856364 680747 715951 255002 Global Asia Europe U.S.Source: Burson-Marsteller Global Fortune 100 Social Media Check-Up 2011
  • Best Practices from EMEA BNP Paribas has a Facebook page @TelekomHilft and that is dedicated to a recruitment @deutschetelekom are game that targets college students. providing excellent customer service and are very responsive to their followers
  • Key Take-Aways Americas Growing presence Number of Accounts per Company through scaling & localization / specialization Big engagement growth US companies lead Percent of Pages responding to Likers Posts engagement on facebookSource: Burson-Marsteller Global Fortune 100 Social Media Check-Up 2011
  • Best Practices from the US GE has a very broad set of specialized Chevron engages stakeholders around social media channels for specific topics questions and issues on sustainable and discussions energy. Their main questions is: what can we agree on?
  • Key Take-Aways LATAM Few companies Percent of Companies with Twitter Acccounts engage on social media. Big market differences Those who do, are very active LATAM companies Followers per Twitter Account favour facebook over twitter, Orkut is in steep declineSource: Burson-Marsteller Latin America Social Media Study 2010
  • Best Practices from Latin America About half of Pemex’s Twitter posts are Petrobras offers two Facebook apps, a responses to stakeholders, including racing game and a sticker book related to answering their questions and the Brazilian biodiversity clarifying misstatements.
  • Making mistakes is part of the learning curve
  • Corporate Social Media Challenges: ROI
  • Corporate Social Media Challenges: Integration
  • What does it take to become a social media ready company?
  • You have to know how to get there 8. Measure & adapt 2. Identify Opportunities 7. Roll out 1. Listen 3. Mitigate Risks 6. training 4. Define Objectives & KPIs 5. Organize for success
  • Aknowledge that Social Media will change the whole organization INVESTOR RELATIONS HR CUSTOMER SERVICE PARTNER- SHIPS PUBLIC AFFAIRS COMMUNICATIONS MARKETING STRATEGY CSR MEDIA- RELATIONS ADVERTISING INNOVATION
  • 3. 10 TRENDS YOU SHOULD NOT MISS
  • The rise of Curation as the new Thought Leadership
  • Micro Volunteering & Crowdsourcing
  • Gamification
  • Social Career Management
  • Mobile Health
  • Social change is live on air – Homeland Security is watching
  • Making sense of Data – Data Visualization
  • Social Commerce
  • Group Messaging
  • Everything will be social
  • THANK YOUI like to connect @danieljoerg