Corporate Social Media by Burson-Marsteller
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Corporate Social Media by Burson-Marsteller

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Social media represents the latest evolutionary step in communications technology. Its arrival presents eight challenges to corporate communications leaders. Burson-Marsteller's charge is to help ...

Social media represents the latest evolutionary step in communications technology. Its arrival presents eight challenges to corporate communications leaders. Burson-Marsteller's charge is to help you meet these challenges with measurable success.

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Corporate Social Media by Burson-Marsteller Presentation Transcript

  • 1. Burson-Marsteller US Corporate PracticeCorporate S cial Media EVIDENCE-BASED COMMUNICATIONS
  • 2. In the beginning, communication meant conversations amongindividuals.Everyone was in the same room. Everyone’s voice was the samevolume. At some point one person shouted to theothers, achieving the very first broadcast. It didn’t go far. EVIDENCE-BASED COMMUNICATIONS
  • 3. Technology advanced. It became possible to broadcast amessage to millions of people. Since broadcasting requiredexpensive equipment, great expertise and specific license tooperate, only big companies could use it. EVIDENCE-BASED COMMUNICATIONS
  • 4. Things got better for individuals, too. Distance as a barrier tocommunication was conquered. Cheap, real-time conversationwas available to all so long as it was just one person speakingwith another. EVIDENCE-BASED COMMUNICATIONS
  • 5. Then something changed. EVIDENCE-BASED COMMUNICATIONS
  • 6. Social media is the first technology that allows anyone to converse with everyone. EVIDENCE-BASED COMMUNICATIONS
  • 7. These technologies are free, require little expertise to use andenjoy broad license to operate. Social media’s favored status insearch engines – tools that are used by nearly everyone –extends its influence to every corner of the web.The power to speak to millions, once the privilege of thepowerful, is now in the hands of all.And the communication isn’t one way – it’s a conversation. EVIDENCE-BASED COMMUNICATIONS
  • 8. What’s different?1. Rise of the web “street”Anyone can have a big impact on your company in minutes.2. Everyone wears multiple hatsInvestors are giving ideas to R&D. Customers are lobbying governments.Employees are covering the company like journalists. Executives aremanaging their own brands.3. Centrality of search enginesHelping people find you is now more important than you finding them.4. People are filtersThere may be one web, but each person filters it in their own way.5. If you own the forum, you own the marketThe goal is no longer to send messages to audiences but to assemble acommunity and join them in achieving common goals. EVIDENCE-BASED COMMUNICATIONS
  • 9. What’s the same?1. Human naturePeople want to connect with each other, discuss their interests and belong tocommunities.2. Two ears, one mouthConversation requires listening with respect and speaking with humility.3. Trust is built on promises keptProducts have to perform as well as the marketing promises it will.4. Content rulesGood content is helpful. Great content is entertaining. The best conent sparksconversation.5. Dale Carnegie’s still right“What’s in it for me?” is the most important question to the people you careabout. EVIDENCE-BASED COMMUNICATIONS
  • 10. What else is the same? public relations – “An applied social science that influences behavior and policy, when communicated effectively, motivates an individual or group to a specific course of action by creating, changing or reinforcing opinions and attitudes.” -Harold Burson’s definition of public relations. Published on his blog, 4/20/11.EVIDENCE-BASED COMMUNICATIONS
  • 11. The rise of social media creates eight new challenges for corporate communications1. Measure the 2. Steer management 3. Upgrade the public 4. Shield companychanged landscape through changes relations function from new threats5. Equip non-PR pros 6. Train company in 7. Help other 8. Tie metrics towith needed tools best practices functions evolve bottom line EVIDENCE-BASED COMMUNICATIONS
  • 12. Our charge is to help you meet these challenges with measurable success. EVIDENCE-BASED COMMUNICATIONS
  • 13. 1. Measure the changed landscapeEVIDENCE-BASED COMMUNICATIONS
  • 14. Social Media Audits Online Influencer DatabasesQuantify how much stakeholders are With 156 million blogs worldwide –discussing a company, its not including those onproducts, stock, executives and other LinkedIn, Facebook and Google+ –topics. Coupled with qualitative finding who matters requires provenanalysis, the audit informs the methodologies and deep domainstrategy. experience. B-M applies both to build influencer databases rich with metrics that turn strategy into action. Community Maps Competitive AnalysisReveal the most influential people in Conducted to assess the degree toa conversation about a which other companies arecompany, industry or other topic, as succeeding in their own socialwell as how information flows media efforts and identifybetween social networks on- and off- opportunities to secure the digitalline. high ground. EVIDENCE-BASED COMMUNICATIONS
  • 15. 2. Steermanagementthrough changes EVIDENCE-BASED COMMUNICATIONS
  • 16. Steer management through changes Corporate Social Media Strategy Policy Creation & UpgradesSocial media has advanced from a Following the identification of businesscommunications phenomenon to a goals, B-M works to craft or upgrade the socialbusiness platform. From changing the media policy needed to see them through.way companies invent products, findtalent and collaborate internally, toallowing direct engagement withindustry, government and interest Regulatory Counselgroups, few business objectives have B-M’s social media specialists have deepbeen left untouched. To manage this expertise in all applicablechange, B-M helps clients establish a FTC, SEC, FINRA, CFTC/NFA and other regulatorygoverning strategy and operating regimes, as well as extensive experience ininfrastructure that reduce risks and seize applying them to unique corporate andnew opportunities. marketing structures. EVIDENCE-BASED COMMUNICATIONS
  • 17. 3. Upgrade thepublic relationsfunction EVIDENCE-BASED COMMUNICATIONS
  • 18. Upgrade the public relations function Social Media EngagementB-M applies social media’s unique strengths to bring bottom-line benefits to businesses. Thetechnology’s ability to bypass traditional media filters, converse directly with stakeholders andprecision-target online elites is remaking the corporate communications function.Real-Time Monitoring Channel Building & Management Conversation• All social media channels • Blogs, Twitter, Wikis, Forums, Q&As • Blogger releases• Expert Boolean construction • Back-end analytics • Blogger relations• 24/7 availability • Integration into marketing funnel • Conversation curation• Global coverage • Content & conversation strategy• Every major language • Multimedia: video, audio, widgets, apps EVIDENCE-BASED COMMUNICATIONS
  • 19. Upgrade the public relations functionTraditional Media is Now Social Media For the Record • B-M makes active use of comments sections toEvery article on every online publication now correct mistakes, expand on quotes and breakfeatures conversation forums below through in crises.them, social media “share” buttons besidethem, and search engines staring deep intothem. Traditional media coverage has gone Micro-Community Engagement“social,” providing opportunities for companies • With each article now its own mini-to engage stakeholders, correct wrong community, B-M engages in real-time to steerinformation and offer new perspectives. stakeholders toward business objectives.B-M’s media relations professionals have Definitive Measurementembraced the social nature of the media • By monitoring the entire media ecosystem –formerly known as “traditional” and helps traditional, social, search and company-ownedclients extract full value from it. properties, B-M tracks marketing metrics to their business outcome. EVIDENCE-BASED COMMUNICATIONS
  • 20. Upgrade public relations function Integrated Search Engine OptimizationB-M applies SEO principles to every communications function, activity and output to ensurethe highest and most strategic visibility among search engines. Media relations Thought leadership Online Executive Positioning • Press releases • Message bibles • Audits • Bylined articles • White papers • Crisis mitigation • Target prioritization • Presentations • Proactive positioning EVIDENCE-BASED COMMUNICATIONS
  • 21. 4. Shield company from new threats EVIDENCE-BASED COMMUNICATIONS
  • 22. Shield company from new threats Digital Crisis Plans Long Tail Crisis Mgmt. While all crises now contain a Old reputational threats can digital component, some become new again givens the crises have unique roots in web’s ability to archive every the digital realm and so complaint, lawsuit and rumor require different responses. forever. B-M has developed To that end, B-M helps clients unique approaches to reduce create crisis plans that work and resolve these reputational at internet-speed. threats. Multimedia Response Stress Testing When press releases and With new types of threats statements can’t adequately emerging by the week, it’s express a company’s important to stress test response to a crisis, B-M’s digital plans to find and fix multimedia team steps in to vulnerabilities. B-M’s teams deliver communiqués via have decades of experience video, audio and images. in designing and operating war games. EVIDENCE-BASED COMMUNICATIONS
  • 23. 5. Equip non-PRpros with socialmedia tools EVIDENCE-BASED COMMUNICATIONS
  • 24. Equip non-PR pros with social media tools Oversight capabilities Measurement CRM • Customized policies • Standardized metrics • Strategic planning • Monitoring • Centralized resource • Technical standardization Channel creation tools Coordination Legal support • Templates • Resource for Q&A • International & Industry • Multimedia • Knowledge warehouse • Creative Commons Training Content Crisis management • Cultural best practices • Style guides • Planning • Technical • Storehouse of fodder • Stress testing EVIDENCE-BASED COMMUNICATIONS
  • 25. 6. Train company inbest practices EVIDENCE-BASED COMMUNICATIONS
  • 26. Train company in best practices Global, multimedia, multi-language social media policy training Beginner Methodology & Technology Advanced Blogs How to Build Online Influencer Databases Analytics Facebook How to Conduct a Social Media Audit Podcasting Flickr Online Executive Positioning Events Google+ SEO for Media Relations Crowdsourcing LinkedIn Monitoring Quora Online Relations Bespoke Twitter Community management Executive training Wikipedia Blogger Releases & Relations 1-1 trainingWordpress.org Online Ambassadorship Speeches YouTube Tweetups EVIDENCE-BASED COMMUNICATIONS
  • 27. 7. Help otherfunctionsevolve EVIDENCE-BASED COMMUNICATIONS
  • 28. Help other functions evolve Internal Communications Customer HR Sales Service R&DExecutive training Executive training Executive training Executive training 1-1 training 1-1 training 1-1 training 1-1 training Speeches Speeches Speeches Speeches Inter-Department Social Media Workflow EVIDENCE-BASED COMMUNICATIONS
  • 29. 8. Tie metrics tobottom line EVIDENCE-BASED COMMUNICATIONS
  • 30. Tie metrics to bottom lineChange PR Metrics to Business Value Metrics• Increase qualified leads • Lower cost of talent acquisition• Increase margins • Decrease R&D costsConnect Social Media to CRM• Strategic planning • Standardization of metrics• Technical upgrades • Cross-function integrationApplication of Scientific Method• Continuous testing of new ideas • Centralized research hub• A/B testing structure • Implementation of new practices EVIDENCE-BASED COMMUNICATIONS
  • 31. Burson-Marsteller US Corporate PracticeCorporate S cial Media EVIDENCE-BASED COMMUNICATIONS