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091123 Shanghai Spanish Chamber Of Commerce Event 0.2

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  • 1. BLOGGING – Voices your business can’t ignore Jeremy Woolf Global Social Media Practice Lead Text 100 Public Relations Nov 23, 2009
  • 2. Social media is the use of electronic and Internet tools for the purpose sharing and discussing information and of experiences with other human beings The term most often refers to activities that integrate technology, social interaction, and the construction of words, pictures, videos and audio This interaction, and the manner in which information is presented, "building" of depends on the varied perspectives and shared meaning among communities.
  • 3. How about if I deceive people authentically, transparently and passionately? Photo by: Robert Sanzalone, (Creative Commons BY)
  • 4. The global blogosphere 500 million readers 300+ 36% think million more positively about companies that have blogs bloggers 34% post opinions about products and brands on their blog Source: Universal McCann global survey, March 2008
  • 5. Research and Findings: Te x t 1 0 0 G l o b a l Blogger Survey 2009
  • 6. Survey methodology 449 technology, news and lifestyle bloggers across 21 countries Three regions: Asia Pacific (APAC), Europe (EURO), and the USA Text 100: respondent identification and recruiting Aha! Research: online survey, analysis, reporting of the results Survey offered in English, Korean, Traditional and Simplified Chinese, Japanese, Spanish and French Survey period: April 6 to May 18, 2009 11
  • 7. FIVE Lessons Learned 12
  • 8. ONE: Growing Influence Corporations are Not being a professional journalist doesn't mean increasingly unprofessionalism in writing or content. recognising the (Finland) influence of bloggers Don’t treat All bloggers are bloggers as you different. Do not would treat underestimate reporters and their influencing understand that power. bloggers are potential partners. 13
  • 9. Contact with PR people Bloggers generally welcome contact from PR firms or a corporation to provide information, comments, and suggestions. Bloggers in APAC are slightly more welcoming than their counterparts in the USA and Europe 93% 87% 89% (2008: 66%) APAC EURO USA Q.1: Do you welcome any contact from Public Relations (PR) firms or any corporation to provide information, offer comment or suggest people you might be interested in talking to? (n= APAC:233, EURO:189, USA:27) 14
  • 10. Dude…get an Apple Situation: • In the Summer of 2005, Dell was increasingly under attack for poor customer service and shady business practices • Popular blogger and reporter Jeff Jarvis writes a series of posts entitled “Dell Hell” and…well..all hell breaks loose.
  • 11. Dude…get an Apple “With our direct model, we feel like we already have a good, two-way communications channel with our customers.” Dell spokesperson From The Houston Chronicle July 8, 2005
  • 12. Dude…get an Apple Goals: • Improve customer sentiment • Improve overall tonality of relevant conversations • Decrease customer service calls
  • 13. Embracing change A year later, Dell launches Direct2Dell Blog. In November 2006, a Dell blogger wrote this: “Every day, we receive reports from a search string in Technorati and other blog search engines, and we meticulously analyze the results. When we find someone who has an unresolved issue with their Dell computer or our services, we reach out to offer assistance.”
  • 14. Embracing change In April 2007, Dell opens IdeaStorm: • IdeaStorm allows users to make suggestions and then vote whether to “promote” or “delete” an idea. • Dell then provides results, closing the loop with consumers by informing them what user-initiated ideas have been executed and what suggested items are forthcoming.
  • 15. Embracing change In October 2007, Jeff Jarvis writes a BusinessWeek article, “Dell Learns to Listen.” Michael Dell says this in the article: “These conversations are going to occur whether you like it or not, O.K.? Well, do you want to be part of that or not? My argument is you absolutely do. You can learn from that. You can improve your reaction time. And you can be a better company by listening and being involved in that conversation.”
  • 16. Facing the new world Results: • At start of program, 49% of blog posts were negative. BW article says overall tonality is 22% negative • Direct2Dell ranked at 700 on Technorati—one of the highest ranking corporate blogs • More than 5M unique views per month • Over 7000 ideas submitted via IdeaStorm according to BW article
  • 17. Embracing change In Spring 2008, Dell invades the Twittersphere. Almost 120 Dell employees are on Twitter actively engaging in discussions.
  • 18. TWO: Social Media Releases PR too often just seem to throw the standard press release with Corporate News very little extra effort (comments), usually just with the implied Releases are out message "can you write about it". (Finland) More than 90 percent of PR Press releases don't work for bloggers, people generally we are not journalists, we don't need send us the usual to copy and paste nonsense we get press releases.... sent. Plus, the big issue with coverage So I don’t on a blog is being first, if you are participate in their sending the same release to the activities press, why would I want to blog proactively about it? I am not unique then and (Korea) am the same as a paper (Ireland) 23
  • 19. engage - social media releases
  • 20. Social Media Releases Bloggers generally experienced an increase over the past year in the usage of SMRs by companies to communicate with them (note: smaller USA sample size) 68% 63% 57% APAC EURO USA 27 Q.10c: Compared with a year ago, to what extent are companies using Social Media Releases to communicate with you and other bloggers? (n= APAC:112, EURO:72, USA:7)
  • 21. Social Media Releases Bloggers generally experienced an increase over the past year in the usage of SMRs by companies to communicate with them (note: smaller USA sample size) 28 Q.10c: Compared with a year ago, to what extent are companies using Social Media Releases to communicate with you and other bloggers? (n= APAC:112, EURO:72, USA:7)
  • 22. Social Media Releases (APAC) Awareness of a Social Media Among those aware of a SMRs, New Releases (SMRs) is the highest Zealand bloggers give them the highest in Australia and lowest in Japan score on “effectiveness as a means to keep bloggers updated on corporations” Australia 82% New Zealand 5.29 Singapore 59% China 5.13 Singapore 5.1 China 59% Malaysia 4.71 Malaysia 58% India 4.71 New Zealand 47% Hong Kong 4.67 India 38% Korea 4.5 Taiwan 36% % who are Taiwan 4.25 Mean score on Hong Kong 36% aware of the Australia 3.78 7-point scale SMR Japan 3.67 Korea 33% Japan 25% 0 1 2 3 4 5 6 7 Q.10a: Have you ever heard of a Social Media Release (definition provided in the questionnaire? 29 (n= AU:11, CN:41, HK:25, IN:37, JP:12, KR:12, MA:24, NZ:15, SG:34, TW:22) Q.10b: How effective do you think Social Media Releases are as a means to keep you updated on corporations? (7-point scale) (n= AU:9, CN:24, HK:9, IN:14, JP:3, KR:4, MA:14, NZ:7, SG:20, TW:8)
  • 23. Use of SMR elements (APAC) Past year usage of SMR elements has been highest in Greater China and North Asia and will continue to grow next year across all countries surveyed Past year usage Next year intent to use Taiwan 63% Taiwan 88% China 46% Hong Kong 78% Japan 33% Korea 75% Hong Kong 33% India 71% Korea 25% China 71% Australia 22% % who “very often” or Malaysia 64% Malaysia 21% “always” took elements Singapore 60% New Zealand 14% from SMR New Zealand 57% India 7% Japan 33% % who plans to use elements more often Singapore 5% Australia 22% in the next year 30 Q.10d: In the past year, how often have you taken elements (video, quotes, pictures, links) from a Social Media Releases to use in your own blog postings? Q.10e: In the next year, how often are you likely to use elements from a Social Media Release for use in your own blog postings? (n= AU:9, CN:24, HK:9, IN:14, JP:3, KR:4, MA:14, NZ:7, SG:20, TW:8)
  • 24. THREE: RSS is Key If your company is not making their information available via RSS feeds, you are missing opportunities. 31
  • 25. Information sources “Other bloggers”, “Corporate websites”, and “RSS feeds” are the surveyed bloggers’ most important sources of corporate information. Traditional media is of less importance. APAC EUROPE USA Other bloggers 5.4 Other bloggers 5.8 Corporation… 5.4 RSS Feeds 4.9 RSS Feeds 5.3 Other bloggers 5.2 Corporation… 4.9 Corporation… 4.9 RSS Feeds 4.9 Social networks 4.8 Corporate bloggers 4.8 Newspapers 4.7 Corporate bloggers 4.8 Micro-blogging sites 4.6 Magazines 4.7 Micro-blogging sites 4.7 Social networks 4.4 Corporate bloggers 4.0 Newspapers 4.6 Newspapers 4.3 Social networks 3.6 Magazines 4.4 Magazines 3.9 Micro-blogging sites 3.4 Social… 4.1 Social… 3.9 Television 3.1 Television 4.0 Television 3.0 Social… 2.8 7-point scale where 1=“Not important at all” and 7=Very important” Q.12: Please indicate how important each of the following sources are for information about corporations? Please use this scale where 1 is “not important at all” and 7 is “very Important”. You may use any number from 1 to 7 (n= APAC:233, EURO:189, USA:27) 32
  • 26. Types of content Research, insights, new product development 6.0 5.6 news 5.3 Opinionated responses to your blog posts 5.0 The most preferred 5.2 Products to review 5.0 5.5 content by bloggers is 5.4 5.0 news of new product Interviews with key people 5.6 5.0 5.2 developments and Market trend and forecast/analysis 4.7 4.7 review products, as well 4.8 Product announcements 5.2 USA as feedback from readers 4.8 4.4 Competitive product analysis 4.3 EURO and interviews with key 4.2 APAC 4.7 people. Bloggers are Event announcements 4.3 4.3 4.6 least interested in Long-term and strategic related content 3.8 about corporations 3.9 4.4 corporate news Corporate news announcements 3.1 3.5 announcements 3.5 0.0 2.0 4.0 6.0 8.0 7-point scale where 1=“Not interested at all” and 7=“Very interested” Q.8a: Now let’s talk about your preferred content for your blog. For each of the following types of content, please use this scale where 1 means you are not interested at all and 7 means you are very interested in this content. (n= APAC:233, EURO:189, USA:27) 33
  • 27. Content formats used 74% Photographs 88% 88% 37% Charts and graphs 44% 41% Photographs are the most frequently used 37% Video streaming 43% content format while 34% USA podcasts are least 15% EURO Video podcast 26% frequently used 16% APAC 15% Audio podcast 13% 15% Q.9: How frequently have you used each of the following content formats on your blog over the past 6 months? (n= APAC:233, EURO:189, USA:27) 34
  • 28. Nokia Singapore – Cultivate brand ambassadors Cultivate brand ambassadors Objective •To embrace the power of social media and extend reach to key online influencers •To reach lifestyle and business group-specific online influencers Solution •Develop criteria to identify key online influencers based on credibility, authority, popularity and relevance •An extensive review of Singapore’s online influencers and a 6-week monitoring period to develop a dynamic top list of 15 online influencers •Each blogger classified according to interests and areas of expertise •Formal and customized engagement developed for individual blogger RESULTS: Over 360% increase in blog posts about Nokia amongst dynamic list I like that Nokia doesn’t You guys get it – it’s the right level reach out to anyone and of engagement and I look everyone in the forward to it. Other companies try blogosphere (sic) so it feels to do blogger engagement but over exclusive when we get a chance do it...To the point where I’ve asked to to preview devices. be taken off the list.
  • 29. FOUR: Part-time Bloggers The majority of bloggers are still part- timers – adjust your strategies accordingly 36
  • 30. Time spent blogging APAC bloggers spend the least amount of time blogging while USA bloggers spend the most 18% 21% 7% 24% 9+ hrs / 31% week: 30% 41% APAC 36% EURO USA 18% 9+ hrs / week: 35% 13% 44% 40% 22% 9+ hrs / week: 63% More than 16 hours 9 to 16 hours 4 to 8 hours Less than 4 hours Q.13: How much of your working week is spent blogging? (n= APAC:233, EURO:189, USA:27) 37
  • 31. Lenovo Premier Web 2.0 PC Vendor Challenge • Change Lenovo perception to being the leading Web 2.0 PC vendor Strategy • Create strong momentum for Lenovo’s latest netbook: IdeaPad Lite S9/S10 • Develop and spread a viral video teaser on S9/S10 and upload to Facebook and YouTube • Organize bloggers gatherings with most influential IT bloggers • Showcase full range of S9/S10 during the catwalk show • Encourage interaction with Lenovo executives • Arrange lucky draw for S9/S10 to wow the bloggers Results • Viral video generated 40,000 views in just four weeks, building awareness for new products • 23 bloggers participated, including local, influential bloggers like Jonathan Sin, Sidekick and Jansen Lu • Drove ongoing discussion of Lenovo brand and products among bloggers and in new media • Established a model for other Lenovo country teams across APAC
  • 32. Micro-blogging 96% of Hong Kong The impact of micro- bloggers use a micro- blogging on normal blogging service such blogging as twitter 81% 81% 29% 76% 27% 18% APAC EURO USA APAC EURO USA Q.14a: Micro-blogging sites such as twitter, Plurk and Fanfou are increasingly popular alternatives to blogging (and social networking). Do you use a micro-blogging site? (n= APAC:233, EURO:189, USA:27) Q.14b: IF YES: Since starting to use a micro-blogging site, has your blogging… (n= APAC:177, EURO:153, USA:22) 39
  • 33. Micro-blogging (APAC) Micro-blogging services such as Bloggers in Taiwan and China report an Twitter is popular in most increase in blogging since starting to use countries except in Korea and micro-blogging services China Malaysia 100% Taiwan 67% Australia 100% China 50% Singapore 97% New Zealand 38% Hong Kong 96% Hong Kong 38% New Zealand 87% Malaysia 25% % who’s blogging has India 86% Singapore 24% increased since starting Taiwan 82% India 22% to use micro-blogging Japan 75% Australia 9% Korea 42% Korea 0% % who uses a micro- China 20% blogging site Japan 0% 40 Q.14a: Micro-blogging sites such as twitter and (in Taiwan: Fanfou) are increasingly popular alternatives to blogging (and social networking). Do you use a micro-blogging site? (n= AU:11, CN:41, HK:25, IN:37, JP:12, KR:12, MA:24, NZ:15, SG:34, TW:22) Q.14b: IF YES: Since starting to use a micro-blogging site, has your blogging… n= AU:11, CN:8, HK:24, IN:32, JP:9, KR:5, MA:24, NZ:13, SG:33, TW:18
  • 34. FIVE: Cultural Differences Cultural differences to be respected. 41
  • 35. Preferred means of contact 6.3 Email 6.0 5.7 3.6 Face-to-face 4.1 4.5 Email is the most Comment on blog 3.0 4.1 preferred means of 3.0 4.3 contact with bloggers, Micro-blogging 3.8 4.1 while SMS and IM are Social networking invitation 3.0 3.3 least preferred. APAC 4.1 3.0 USA bloggers seem to be Telephone 2.8 3.9 EURO more flexible in their 1.9 APAC Instant Messaging (IM) 2.4 3.8 preferred means of SMS 1.6 1.7 contact 3.4 0.0 1.0 2.0 3.0 4.0 5.0 6.0 7.0 7-point scale: 1=“Very Low preference”; 7=“Very high preference” Q.3a: Please indicate to what extent you prefer each of the following means of contact from PR firms or corporations on a scale of 1 to 7, where 1 is “Very low preference” and 7 is “Very high preference” (n= APAC:233, EURO:189, USA:27) Q4: Do you indicate your most preferred form of contact on your blog? (n= APAC:233, EURO:189, USA:27) 42
  • 36. Acknowledging sponsorships Bloggers in the USA are more likely to agree that they should acknowledge that their blog or post is ‘supported’ when making positive posts in return for some sort of compensation Product reviews Advertorials Posts that support a blogs advertisers Incentives or gifting to report 100.0% 89% 89% 90.0% 85% 85% 81% 80% 80% 80.0% 74% 71% 68% 70.0% 64% 60.0% 58% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% APAC EURO USA Q.16: There has been some discussion in the blogosphere regarding bloggers making positive posts in return for some sort of compensation. Some say that ethically, bloggers should acknowledge that their blog or post is ‘supported’, while others disagree. Do you agree, or disagree, that bloggers should acknowledge corporate sponsorship for: (n= APAC:233, EURO:189, USA:27) 43
  • 37. Association with employer Agreement is highest in the USA that bloggers should always clearly state their employer or association if blogging on issues or topics that relate to their businesses 96% 87% 75% APAC EURO USA Q.17: there has been some discussion in the blogosphere regarding corporate bloggers that don’t clearly indicate their association with an enterprise or organization. To what extent do you agree, or disagree, that “bloggers should always clearly state their employer or association if blogging on issues or topics that relate to their businesses?” (n=449) 44
  • 38. Anything that hasn't been sent to a dozen other blogs in my niche. Anything that indicates the company is prepared to listen to its customers. Anything that *gives* more than just advertising. "How-to" type posts ... the latter is what my readers really need. PRs need to think about what the END READER's needs are, not what they themselves want to say. 45
  • 39. Implications for China 46
  • 40. The China blogosphere 182 million 35.3% bloggers are 53.8% of active total Chinese netizens Source: CNNIC, July2009 47
  • 41. Who do people trust Trustworthy media channels Recommendations from friends and family Consumer product review from websites Product labels on packaging Expert product review from websites Consumer opinion in blogs Independent reviews in publications Consumer opinion on message boards Consumer opinion in chat room Manufacturers/brands website E-mail newsletters Magazine ads TV ads Products/brands that appear in movies or within TV programmes Ads that appear on search engines Newspaper ads Radio ads Recommendations from other consumers who you do not personally know Ads at the cinema before the movies starts Ads on posters, buses/bus shelters Ads that have been sent to you by e-mail Banner ads on websites Ads in virtual worlds Ads in video games Ads via mobile SMS Popup or pop-under web ads 48
  • 42. Topline learning from the China survey • Chinese bloggers are more open and welcome PR people’s contact • Proper self-introduction is important • Email and IM are most preferred communication tools, while social networking is regarded as private • Social media releases are increasingly accepted • Other people’s blogs and traditional media are key information sources • Chinese bloggers are more hesitant to acknowledge sponsorships • Half of the respondents think that bloggers should disclose their employer or association of blogging on issues or topics relating to their businesses • Most bloggers respect embargo agreements 49
  • 43. Bloggers communication Listen Prepare Engage 50
  • 44. Listen Prioritize who is important to you • Blogger’s online and offline profile (do they have an alias?) • Tone of the blog • Does the blogger have an agenda? • Hot topics and issues covered on blog • Frequency of posts • Volume of the comments and responses they get and from who? • Do they already write about you or your competitors? • Does the blog have an RSS feed button • Method of contacting the blogger • What formats of content do they post? • Do they write for any other media? • Does their blog evoke political response? 51
  • 45. Prepare  Do you have a social media communication guideline?  Do you have the resources to develop long term relations with bloggers?  Do you have the right content and in the right format for bloggers?  Have you set your measurements? 52
  • 46. CEO blog – let the corporate voice heard 53
  • 47. Engage There’s no formula to a good pitch. Something that’s good one day might be nothing the next, not because the pitch itself has changed but because the news has. Charles Arthur, Guardian 54
  • 48. Engage Do’s  Read their blog and bio  Join the conversation  Comment first, pitch later  Ask permission to pitch  Create a very targeted list  Find out how they like to be pitched  Find out who they connect with “Sometimes the public knows little about bloggers. It is better to make  Face to face meetings friends with bloggers first, and then  Be transparent move into talk related to work. ” – a Chinese blogger  Offer values 55
  • 49. Engage Don’ts • Attach a press release • Spam • Spray and pray • Pretend to have read their blog if you haven’t “Bloggers are not hired ghost • Just pay them to work for writers. We have our own opinions you and preferences and we will write about them.” – a Chinese blogger 56
  • 50. Offer exclusive values 57
  • 51. Engaging people with genuine interest 58
  • 52. Thank you! 59
  • 53. The five truths of social media – a methodology 60
  • 54. 1. Understand that search is king 61
  • 55. 2. Define your owned media 63
  • 56. Text 100 Owned Media .com twitter blog
  • 57. 3. Know where influence lives 65
  • 58. Text 100 Owned Media .com twitter blog
  • 59. 4. Establish social media ambassadors 67
  • 60. Text 100 Owned Media .com twitter blog
  • 61. 5. Drive conversations between social and owned media 69
  • 62. Text 100 Owned Media .com twitter blog
  • 63. Three core benefits 71
  • 64. Three core benefits 1. Search Engine Optimization Search engine algorithms seek inbound and outbound links to quality sites The better the quality of your links, the better your Search Engine Results Page (SERP) ranking The better your ranking, the easier it is for your audiences to find you
  • 65. Three core benefits 2. Control Moving conversations back to your owned media sites means you can better control the discussion It also helps influencers play active roles in your owned media channels You need to balance with valid conversations and contributions to public media channels
  • 66. Three core benefits 3. Measurement Social media is extremely measurable and you’ve control over your own channels Your owned channels frequently have in-built measurement tools With the right measurement in place, it is easy to equate social media activity with customer demand
  • 67. Immediate opportunities 1. Assess your owned media properties to determine their social readiness 2. Agree on a discreet business priority that has planned marketing support 3. Define the social media landscape around this business priority 4. Identify priority social media channels 5. Identify and train ambassadors for channels ownership roles 6. Build a goal-based marketing program that includes integrated social media activity through the defined channels, led by the ambassador
  • 68. Summary – points to remember • Good stories and storytellers will always be critical • Social media is here to stay • Social media will forever change the role of PR people • Each country is similar…yet different • Some companies are doing a great job in social media • There are ways to make it easy • You can do it!