Your SlideShare is downloading. ×
0
SMPR Stephen Forshaw Microsoft
SMPR Stephen Forshaw Microsoft
SMPR Stephen Forshaw Microsoft
SMPR Stephen Forshaw Microsoft
SMPR Stephen Forshaw Microsoft
SMPR Stephen Forshaw Microsoft
SMPR Stephen Forshaw Microsoft
SMPR Stephen Forshaw Microsoft
SMPR Stephen Forshaw Microsoft
SMPR Stephen Forshaw Microsoft
SMPR Stephen Forshaw Microsoft
SMPR Stephen Forshaw Microsoft
SMPR Stephen Forshaw Microsoft
SMPR Stephen Forshaw Microsoft
SMPR Stephen Forshaw Microsoft
SMPR Stephen Forshaw Microsoft
SMPR Stephen Forshaw Microsoft
SMPR Stephen Forshaw Microsoft
SMPR Stephen Forshaw Microsoft
SMPR Stephen Forshaw Microsoft
SMPR Stephen Forshaw Microsoft
SMPR Stephen Forshaw Microsoft
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

SMPR Stephen Forshaw Microsoft

1,730

Published on

Presentation to Social Media & PR Conference in Singapore, 28 February 2011

Presentation to Social Media & PR Conference in Singapore, 28 February 2011

1 Comment
2 Likes
Statistics
Notes
No Downloads
Views
Total Views
1,730
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
138
Comments
1
Likes
2
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • The Evolution of Public Relations –> The Evolution of Conversations
  • As consumers begin to invest more of their trust in the opinions of other consumers, businesses are increasingly losing control of their brands, or have lost control of their brands entirely.
  • In the world of PR, trust is perhaps its most precious commodity. Trust is not only the most valuable currency in PR, it could possibly be the only currency in which PR trades.
  • In this digitally-driven landscape, the new challenge lies in the increasing difficulty businesses face in trying to demonstrate trustworthiness to their customers.
  • Insights—contextually understanding intent and delivering the right message at the right time. Semantics—advanced analytics and modeling. How Bing works more intuitively—it learns. But, the need for more intelligence, and more unified data, becomes a necessity today to start building for the future. Location, location, location.Real time webNo longer ok to push brands. Its about how brands have a dialog with consumers. Purchasing habits are changing. They are getting more real time updates. Fan to Fanatic – building an advocate. People who are going to talk about your brands on your behalf.Social is a feature and not a destination. Should be intertwined into everything you do. Leverage social to drive a dialog.
  • Ensure clarity of content to your customers by putting out a consistent, non-delineating message across all elements of your company.
  • Transcript

    • 1. Presentation:<br />Stephen Forshaw<br />Corporate Communications Director, Asia Pacific Region<br />Microsoft Corporation<br />1 Marina Boulevard<br />#22-00 One Marina Boulevard<br />Singapore 018989<br />twitter.com/stforshaw<br />© 2011. The views contained in this Powerpoint deck are personal, and private to participants in the <br />2011 Social Media and PR Conference in Singapore &amp; Hong Kong.<br />
    • 2. The Evolution of Public Relationsin a Digital Age: Establishing the Value of Social Media in Today’s PR practice<br />Stephen Forshaw<br />Corporate Communications Director Asia Pacific <br />MicrosoftCorporation<br />
    • 3. Welcome to the SOCIAL MEDIA REVOLUTION<br />In 2011, Gen Y outnumbers Baby Boomers.<br />If Facebook were a country, it would be the<br />world’s 3rdlargest.<br />Online students out-performed those receiving face-to-face instructions.<br />80% of companies are using LinkedIn as their primary tool to find employees.<br />There are over 200,000,000 blogs.<br />Ashton Kutcher and Ellen DeGeneres have more Twitter followers than the entire population of Ireland, Norway and Panama.<br />34% of bloggers post opinions about products and brands.<br />78% of consumers trust peer recommendations.<br />
    • 4. Trust<br />IN<br />
    • 5. CONSUMERADVERTISER<br />THE<br />DISCONNECT<br />
    • 6.
    • 7. The Technology<br />Paradox<br />While life gets easier and easier for consumers…<br />It gets increasingly more complex for businesses.<br />
    • 8. Changing media landscape?<br />Breaking through the clutter?<br />Evolving consumer needs and behavior?<br />Fragmented audiences?<br />Measuring success?<br />DILEMMA:<br />How do you manage the complexity?<br />The Practitioner’s <br />
    • 9. TRADITIONALPRVSDIGITALPR<br />TRADITIONAL PR<br />EVENTS<br />CHARITIES<br />GIFTS<br />POLLS/SURVEYS<br />CAUSES<br />CONTESTS<br />ANNOUNCEMENTS<br />INTERVIEWS<br />SAMPLINGS<br />SPONSORSHIPS<br />DIGITAL PR<br />SOCIAL MEDIA PLATFORM-DRIVEN<br />SEO/SEM<br />The search engine has supplanted the television as the single most important influencer<br />1:1s<br />Engage customers on a one-on-one basis, offer individualized attention to user queries<br />COMMUNITIES<br />The building blocks of social media and social networks<br />LINKS<br />The currency for all Internet activities now. If you don’t have links, you don’t have anything<br />
    • 10. Generation<br />TRENDS<br />some<br />Companies are now building online communities and not just websites.<br />Consumers prefer dialogues to announcements.<br />Consumers view more user-generated content than corporate videos.<br />Companies are now investing in social media monitoring tools.<br />Consumers spend more time on social media than corporate websites.<br />
    • 11. FROM COMMUNICATIONS<br />TO CONVERSATIONS<br />Your relationship engine<br />INSIGHTS<br />ADVOCACY<br />ENGAGE<br />CAMPAIGN<br />ACQUIRE<br />
    • 12. Your Relationship Engine<br />COMMUNICATIONSTOCONVERSATIONS<br />ONE<br />TWO<br />THREE<br />FOUR<br />FIVE<br />KEY <br />INSIGHTS<br />ENGAGE<br />ACQUIRE<br />CAMPAIGN<br />ADVOCACY<br />STAGES<br />track <br />start<br />expand<br />launch<br />recruit<br />highly engaged and influential users<br />and monitor sentiments and buzz<br />conversations around trending topics<br />conversations around trending topics. Lead users into campaign environment<br />campaign sites with integrated media strategy.<br />equip<br />identify<br />engage<br />events &amp;<br />encourage<br />users and influencers in social spaces.<br />Respond to user comments and feedback.<br />products &amp; messaging<br />influencers and buzzy channels<br />interactions, user generated content (UGC) and partners’ involvements<br />traditional<br />media<br />activate<br />users in advocacy programs<br />launch site &amp;<br />traditional media<br />BACKEND<br />Social monitoring dashboard<br />social networks<br />microsite <br />online community<br />with engagement program<br />Loosely-branded site<br />Data-driven profiling integrating social and traditional databases<br />Customer support elevating customer service to a marketing engine<br />TRACKERS<br />Sentiment<br />Buzz<br />interactions<br />Trending topics<br />Channels<br />Search terms<br />interactions<br />Comments<br />Partner interactions<br />Users profiled<br />UU<br />Views<br />End actions<br />Sign ups<br />Influencers<br />Sentiments<br />&amp; KPIs<br />KEY <br />analytics<br />monitoring<br />social media<br />PR<br />UGCs<br />digital / traditional media<br />Search (SEO/SEM)<br />Customer Support<br />ENGINES<br />
    • 13. APPLYINGTHEENGINE(Windows 7)<br />ONE<br />TWO<br />THREE<br />FOUR<br />FIVE<br />KEY <br />INSIGHTS<br />ENGAGE<br />ACQUIRE<br />CAMPAIGN<br />ADVOCACY<br />STAGES<br />“Easy” “speed”<br />“XP users adding win 7 skins”<br />PC SIMPLIFIED<br />UGC Campaign<br />4,149 posts and comments on Win 7<br />Launch site<br />Launch stunt<br />Retail/Promo<br />Commercial launch<br />20.4% positive<br />63.7% neutral<br />15.9% negative<br />Need to engage in forums<br />Need to create more buzz<br />Need to demo win 7<br />Facebook and twitter engagement<br />“ Life is complex”<br /><ul><li>MS Online community
    • 14. Partners feeds
    • 15. Forming Advocates based on area of interest Photography/Gaming/ Media
    • 16. Toolkitsfor advocates and partners to be effective marketers</li></ul>+vecomments on Win7 &gt;competitor<br />Youtube video to demo life hacks<br />With windows 7 features<br />Talk about complexities of life<br />Partners’ participations -feature solutions based on the HOT topic<br />TRACKERS<br />Sentiment<br />Buzz<br />interactions<br />Trending topics<br />Channels<br />Search terms<br />interactions<br />Comments<br />Partner interactions<br />Users profiled<br />UU<br />Views<br />End actions<br />Sign ups<br />Influencers<br />Sentiments<br />&amp; KPIs<br />
    • 17. INSIGHTSTHRULISTENING<br />Competitor 1<br />Competitor 2<br />Competitor 3<br />Vista: high buzz, negative sentiment with high influence<br />XP: high buzz, positive sentiments with high influence<br />W7: avg buzz, positive sentiments with higher influence<br />
    • 18. INSIGHTSTHRULISTENING<br />Tracking buzziest channels for effective media buys.<br />Vista: high buzz, negative sentiment with high influence<br />XP: high buzz, positive sentiments with high influence<br />W7: avg buzz, positive sentiments with higher influence<br />
    • 19. REALRESULTS<br />Fastest selling OS in Microsoft’s history<br />After<br />Positive Sentiments: <br />Windows 7 = +20<br />Competitor 1= +6<br />Competitor 2= +18 <br />Windows XP = +1<br />Windows Vista = -7<br />Competitor 1<br />Before<br />Competitor 2<br />
    • 20. INTEGRATING SOCIAL MEDIA INTO YOUR PR MIX<br />The role PR practitioners play<br />
    • 21. INSIGHTS<br />Data is good, knowledgeis better<br />You won’t need to find products and services – they will find you<br />Behavioral Targeting<br />
    • 22. Step 1: LISTEN<br />
    • 23. STEP 2: PARTICIPATEEngage in principle-centric advocacy instead of product-centric marketing.<br />STEP 3: ENGAGE<br />Take into consideration your customers’ welfare and interests,not just your organisation’sbottom line.<br />STEP 4: EVANGELISE<br />Use your role to educate others,especially your organisation leadership<br />
    • 24. ADVOCACYINACTION<br />
    • 25. © 2009 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.<br />The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.<br />

    ×